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1、国际市场营销期末考试的题型及分值如下：（1）单项选择题（15题T分=15分）（2）判断题（15题T分=15分）（3）名词解释（5题*4分=20分）（4）简答题（5题*6分=30分）（5）案例分析（2题T0分=20分）Chapter8DevelopingaGlobalVisionThroughMarketingResearch名解：1・MarketingresearchThesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefultomarketingdecisionmaking.2.Secondaryd
2、ataDatacollectedalreadybysomeotheragency,suchasgovernmentstatistics,NGOstatistics,etc.3・PrimarydataDatacollectedspecificallyfortheparticularresearchproject.4.ExpertopinionThekeyinusingexpertopiniontohelpinforecastingdemandistriangulation,thatiscomparingestimatesproducebydifferentsources.5.Paralleltr
3、anslationItisusedtoovercometheinaccuratetranslation,inwhichmorethantwotranslatorsareusedforthebacktranslation;resultsarecompared,differencesdiscussed,andthemostappropriatetranslationselected.6.BacktranslationAquestionnaireistranslatedfromalanguagetoanother,asecondpartytranslatesitbackintotheoriginal
4、,andthetwooriginallanguageversionsarecompared・简答：LDiscusstheproblemsofgatheringsecondarydatainforeignmarkets.Availabilityofdata资料的可获得性Thequantityandqualityofmarketing-relateddataisnotavailableinmanycountries・Eveninsomecountries,substantialdatacollectionhasbeeninitiated（开女台l
5、攵集）onlyrecently・Reliabili
6、tyofdata资料的可靠性Officialstatistics（官方数据）aresometimestoooptimistic（乐观的）,reflectingnationalprideratherthanreality,whiletaxstructures（税H攵制度）andfearofthetaxcollectoroftenadverselyaffectdata・Comparabilityofdata资料的可比性Insomecountries,datacanbemanyyearsoutofdateorhavebeencollectedonaninfrequentschedule・Though
7、somecountriesarenowgatheringreliabledata,therearenohistoricaldatatocomparewiththecurrentinformation.2.Whataresomeproblemscreatedbylanguageandtheabilitytocomprehendthequestionsincollectingprimarydata?Howcanaforeignmarketerovercomethesedifficulties?P195在收集原始资料时，由于语言和理解能力带来的困难有那些？外国营销人员如何克服这些困难？Difficu
8、lties•Abilitytocommunicateopinions表达观点的能力•Samplinginfieldsurvey实地调查中的抽样•Languageandcomprehension语言与理解•Willingnesstorespond.回答的意愿WaystoovercometheproblemsTheresearchermustpossessahighdegreeofculturalun
