美森教育BEC阅读练习

  市场调查是企业制定营销计划的基础。企业开展市场调查可以采用两种方式，一是委托专业市场调查公司来做，二是企业自己来做，企业可以设立市场研究部门，负责此项工作。一般实施一项市场调查的基本过程包括以下六个：明确调查目标，设计调查方案，制定调查工作计划，组织实地调查，调查资料的整理和分析，撰写调查报告。

  BEC商务英文阅读课文

   Market Research

  Market research involves collecting and sorting facts and opinions from specific groups of people. The purpose of research can vary from discovering the popularity of a political party to assessing whether a product needs changing or replacing. Most work in consumer research involves interviewers employed by market research agencies, but certain industrial and social research is carried out by specialist agencies. Interviews may be with individuals or groups and can last anything from minutes to an hour or more. In some interviews, people may be asked to examine or try out products before giving their opinion. Successful interviewers tend to like meeting people and should not be shy of addressing strangers. Interviewers are usually expected to work unsupervised, organising their own workload. Self-discipline is absolutely essential – as are good health and energy. There are no specific age limits for such work though many agencies prefer to employ older applicants with experience of meeting people. Market research agencies frequently organise training, where trainees learn how to recognise socio-economic groups and practise approaching the public.

BEC词汇

词汇速记

popularity  n.受欢迎；流行

interviewer  n.采访者

workload  n.工作量

self-discipline  n.自我约束; 自律

applicant  n.申请人

短语积累

market research  市场调查

carry out  实施；执行

with experience of  有……经验

age limits  年龄限制

socio-economic groups  社会经济群体

BEC句型

句型点拨

The purpose of research can vary from discovering the popularity of a political party to assessing whether a product needs changing or replacing.

调查的目的从了解一个政党的受欢迎程度到评估一个产品是否需要改变或更换。

Most work in consumer research involves interviewers employed by market research agencies, but certain industrial and social research is carried out by specialist agencies.

大多数消费者调查的工作由市场调查机构雇用的采访者进行，但某些产业和社会研究则会由专家机构进行。

Self-discipline is absolutely essential – as are good health and energy.

自我约束是绝对必要的，同样重要的还有健康的身体和充沛的精力。