Chapter8DevelopingaGlobalVisionThroughMarketingResearch名解：
1.Marketingresearch
Thesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefultomarketingdecisionmaking.
2.Secondarydata
Datacollectedalreadybysomeotheragency,suchasgovernmentstatistics,NGOstatistics,etc.
3.Primarydata
Datacollectedspecificallyfortheparticularresearchproject.
4.Expertopinion
Thekeyinusingexpertopiniontohelpinforecastingdemandistriangulation,thatiscomparingestimatesproducebydifferentsources.
5.Paralleltranslation
Itisusedtoovercometheinaccuratetranslation,inwhichmorethantwotranslatorsareusedforthebacktranslation;resultsarecompared,differencesdiscussed,andthemostappropriatetranslationselected.
6.Backtranslation
Aquestionnaireistranslatedfromalanguagetoanother,asecondpartytranslatesitbackintotheoriginal,andthetwooriginallanguageversionsarecompared.
简答：
1.Discusstheproblemsofgatheringsecondarydatainforeign
markets.
Availabilityofdata资料的可获得性
Thequantityandqualityofmarketing-relateddataisnotavailableinmanycountries.
Eveninsomecountries,substantialdatacollectionhasbeeninitiated（开始收集）onlyrecently.
Reliabilityofdata资料的可靠性
Officialstatistics(官方数据)aresometimestoooptimistic(乐观的)，reflectingnationalprideratherthanreality,whiletaxstructures(税收制度)andfearofthetaxcollectoroftenadverselyaffectdata.
Comparabilityofdata资料的可比性
Insomecountries,datacanbemanyyearsoutofdateorhavebeencollectedonaninfrequentschedule.
Thoughsomecountriesarenowgatheringreliabledata,therearenohistoricaldatatocomparewiththecurrentinformation.2.Whataresomeproblemscreatedbylanguageandtheabilityto
comprehendthequestionsincollectingprimarydataHowcanaforeignmarketerovercomethesedifficultiesP195
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
Difficulties
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
Waystoovercometheproblems
Theresearchermustpossessahighdegreeofcultural
understandingofthemarketinwhichresearchisbeingconducted.
研究人员应对所研究市场的文化有相当的理解。
Acreativetalentforadaptingresearchmethodsisnecessary.
必须有修正研究结果的创造性能力
3.Problemsininternationalmarketingresearch
Stemfromdifferencesamongcountries
Rangefrominabilityorunwillingnessofrespondentstocommunicatetheiropinions
Inadequaciesinquestionnairetranslation
4.ThescopeofinternationalmarketingresearchWhyis
internationalmarketingresearchgenerallybroaderinscopethandomesticmarketingresearch
Economicanddemographic
Cultural,sociologicalandpoliticalclimate
Overviewofmarketconditions
Summaryoftechnologicalenvironment
Competitivesituation
Becauseacountry’spoliticalstability,culturalattributesandgeographiccharacteristicsaresomeofthekindsofinformationnotordinarilygatheredbythedomesticmarketingresearchdepartment,buttheyarerequiredforasoundassessmentofaforeignmarket.