4英文翻译模板参考样本.docx
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4英文翻译模板参考样本.docx
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4英文翻译模板参考样本
毕业设计(英文翻译)
译文内容
UsingMCAtoSegmentNewCarMarkets(用多元类别分析进行新车市场细分)
译文出处
JournalofMarketingResearch
Aug70,Vol.7Issue3,p360-363,4p,2charts
系别:
经济管理学院
专业:
汽车营销
班级:
T553-1
学生姓名:
晏子淇
学号:
20050530124
指导教师:
魏仁干
UsingMCAtoSegmentNewCarMarkets
By:
Peters,WilliamH..JournalofMarketingResearch(JMR),Aug70,Vol.7Issue3,p360-363,4p,2charts;(AN5002921)
PInthisstudythemid-196O'snewcarmarketisanalyzedbyusinganew,dummyvariable,multivariatetechniqueknownasMultipleClassificationAnalysis(MCA).Thisapproachhelpsprovideabetterunderstandingofthiscomplexmarketandgivessomeinterestinghintsastoitspossiblefuturedirection.
INTRODUCTION
IntheyearssinceSmith'sarticle[3]arousedinterestinmarketsegmentation,therehasbeengrowingconcernaboutthepowerofdemographicvariablestosegmentmarketsformanyproducts.Infact,whetherdemographicanalysisisofmuchhelpatallindefiningmarketsorunderstandingbuyerbehaviorhasbeenquestioned.In1964Yankelovich[6,p.84]wrote:
"Inneitherautomobiles,soap,norcigarettesdodemographicanalysesrevealtothemanufacturerswhatproductstomakeorwhatproductstoselltowhatsegmentsofthemarket."
MorerecentlythepessimismabouttheusefulnessofdemographicdatainmarketsegmentationwascounteredbyBass,Tigert,andLonsdale[2].Theysaythatdemographicvariableshavehadsuchapoorperformancerecordinpaststudiesbecausethesestudiesattemptedtopredictindividualfamilybuyingbehaviorwithdemographics.Onthisbasis,becauseofwidevariationsofbuyerbehaviorinanymarketgroup,themultipleregressionR^valuesarealmostalwaysverylow.ButBassetal.writethat:
"...implementationofthestrategyofmarketsegmentationinvolvespostulatesaboutthecharacteristicsandbehaviorofgroups,notpersons"[2,p.265].Theyshowhowimportantbuyergroupscanbeidentifiedwithdemographicsandtherebyrefutetheideathatitisnotfeasibletodefinemarketsegmentsbysocioeconomicmeasurements.Theessenceoftheirargumentisthat"Formarketsegmentation,theessentialquestioniswhetheritispossibletoidentifygroupsofconsumerswithdifferentmeanpurchaseratesdependentoncertainvariables,suchasincome,age,andoccupation"[2,p.265].
Thisauthorfeelsthatanew,easytouse,dummyvariablemultipleregressionprogramcalledMultipleClassificationAnalysis(MCA)isideallysuitedtoperformthistaskefficiently.TopresentandexplaintheMCApro-gramisthefirstobjectiveofthisarticle.ThesecondistoputMCAtoworkanalyzingthemid-1960'snewcarmarketandtoshowtheresults.Theseresultsallowforamuchbetterunderstandingofthismajor,complexconsumermarket.Also,theyprovidesomeusefulinsightsintothepossiblefuturedirectionofthenewcarmarket—inparticularahintatapossiblereasonforthecurrentpopularityofsmallercarsandwhatthismaymeanforthefutureofsmallandmedium-sizedcars.
THESTUDY
DataUsed
Thedatainthisstudywerecollectedbypersonalinterviewforthe1966and1967SurveyofConsumer
Finances(SCF)bytheSurveyResearchCenteratthe
UniversityofMichigan.Theyarecombinedhere.Thesubsampleinthisstudyusedtheautomobileownedastheunitofanalysis,withappropriateeconomicanddemographicdataaboutthefamilyunitassociatedwitheachcar.Thissubsamplewasallcarspurchasednewwhosemodelyearwas1963-67(N=2,051).
Variables
Thedependentvariableusedthroughoutthestudywastheautomobileclasstowhichthecarbelongs,withfivenewcarclassesestablishedgenerallyonthebasisofsize:
compacts,intermediate-sized,medium-sized,large,andforeigneconomycars.Theexplanatoryvariableincluded:
totalfamilyunitincome(allearnedandunearnedincomeexceptcapitalgains),ageofthefamilyhead,head'soccupation,family'shousingstatus(rent/own),numberofmajorincomereceivers(over$600ayear),numberofchildrenunder18,numberofcarsowned,numberofadults(over18),educationandraceofthehead,numberofdrivers,whoJournalofMarketingResearch,Vol.VII(August1970),360-3USINGMCATOSEGMENTNEWCARMARKETSnormallydrives,distancefromcenterofcentralcity,andhousetype.Totalfamilyunitincomewasexpressedintermsofdeciles—thelowestnumberedoneandthehighestten.
Methodology
ThecurrentversionofMCAwasdevelopedinthe
early196O'sattheInstituteforSocialResearchatthe
UniversityofMichigan.Itisacomplexcomputerprogramthatmakesdummyvariablemultipleregressioneasy.WhileMCAhasbeenusedasananalyticaltoolinotherbranchesofsocialscienceresearch(especiallyattheInstituteforSocialResearch),ithasyettobecomewellknowninmarketing.Ithaspotentialadvantagesinexploringmultivariatemarketingproblems,andespeciallyforgroup-typemarketingsegmentation,assuggestedbyBass et al.
ThemainadvantagesofMCAare:
1.Itmakesdeckpreparationwhendoingdummyvariableregressionsverysimple.。
takesallthedatacodedintomutuallyexclusivecategories(bothnominalandintervalscalepredictors)andautomaticallyconvertseachsubcategoryofeachpredictorvariableintoa1-0dummyvariable.(Itonlyusesonecomputercardcolumnforeachpredictorvariable,regardlessofthenumberofsubcategories.Withconventionaldummyvariableregressions,theresearcherhastowriteaspecialcomputerprogramtohelpdothistime-consumingjob,andeventhenonecomputercardcolumnisusedforeachsubcategoryofeachpredictorvariable.
2.MCAhandlesnonlineardata.
3.Theoutputisveryeasytounderstand(abrief
examplefollows).MCAgivestheeffectofeach
explanatoryvariableuponthedependentvariable
intwoways—withandwithouttakingintoac-
counttheotherexplanatoryvariables.
ThechiefdisadvantageofMCAisthatitcannot
efficientlyhandleinteractioneffects.Itassumestheabsenceofinteraction.。
WhiletheMCAprogramwasdesignedtooperateonanintervalscaledependentvariable,itcanhandleaone-zeronominalscaledependentvariable,which,asinthefollowingexample,isusefulforstudyingproductownershipamongmarketsegments.
Table1showspartofatypicaltableconstructedfromMCAoutputduringthisstudy.Inthisexample,thedependentvariablewasaone-zerodichotomy:
oneifthecarownedwasacompactandzeroifitwasnot.(InthestudyaseparateMCAregressionwasrunforeachcarclass.)
ThemeaningoftheimportantstatisticsinTable1isasfollows:
1.Grandmean—Theoutputfortheregressionwillshowagrandmeanforalltheinputdata.Inthisexamplethegrandmeanis.1424,the14.24percentoftheentiresamplewhoownacompactcar.
2.Differencefromgrandmean,gross总体平均数离差值。
—
Thisshowstheunadjustedeffectofbeinginaspecific
categoryofanexplanatoryvariable.Thisgrossdifferenceiscomputedwithoutaccountingfortheeffectsoftheotherexplanatoryvariables.
3.Differencefromgrandmean,net—Thisdifferencegivestheeffectofbeinginagivensubgroupofthepopulationaftertheeffectsoftheotherexplanatoryvariableshavebeentakenintoaccount.。
Thenetdifferenceisthedeviationofthesubgroupmeanfromthegrandmeanthatwouldoccurwhenonlytheeffectofmembershipinthesubgroupaffectstheresult.Thisgetsatthetrueeffectofbeinginthatsubgroupofthepopulation.Inthereportoftheresultsthatfollows,onlyadjustedfrequenciesbasedonnetdifferencesthatwereatleastsignificantatthe.05levelarereported(significantadjustedfrequencies).
4.β^2Statistic
Thismeasurestheexplanatoryvariable's(theentirevariablewithallitssubgroups)abilitytoexplainvariationinthedependentvariableafteradjustingfortheeffectsofallotherexplanatoryvariables(notintermsofpercentofvarianceexplained).Thosevariableswithhigher/8'levelsarebetterpredictors.
RESULTSANDDISCUSSION
BeforetheMCAresultsarepresenteditshouldbe
notedthatmarketsegmentationviathetraditional JOURNALOFMARKETINGRESEARCH,AUGUST
1970methodofcross-tabulatingtheexplanatoryvariablesoneatatimeagainstthedependentvariable(carclass)wasattemptedwithdata.Withoutshowingthedetailsofthisprocedure,thisanalysisindicatedthatseparatemarketsegmentsforthefiveclassesofnewcarscannotbeclearlydifferentiatedusingsuchexplanatoryvariablesasincome,ageofhead,occupation,numberofchildren,etc.Theonlynewcarmarketsegmentthatdidlenditselftofairlycleardifferentiationfromthewholewasforlargecars.Themassmarket,however,couldnotbeseparatedsothatclearmarketsegments,intermsofthesedemographicvariables,weredistinguishableforcompactsvs.intermediatesvs.medium-sizedcarsvs.theforeigneconomyclass.。
Fromthepointofviewofthistypeofanalysis,thenewcarmarketseemstobeaveryuniformone.。
ThenextstepintheanalysiswastodotheMCA
regressions—aseparateregressionforeachcarclasswiththevalueofthedependentvariablebeingoneifthecarownedwasintheclassbeingstudiedandzeroifitwerenot.Thefirstthingonedoeswithsuchresults,ofcourse,istolookattheR-valuestoseethejointeffectofthevariables.Asinthepreviouslypublishedworkwheredemographicswereusedaspredictorsofbuyerbehavior,theR"^valueswereallverylow.Noneofthemwentabove.05forthenewcardata
Butnowtothemoreinterestingresultsfromthe
MCAanalyses—thetrueeffectofeachexplanatoryvariableuponnewcarownershipasexpressedbythenetdifferencesofthesubgroupmeansfromthetotalownershipmeanoftheentirepopulation.Theeffectonthegrandmeanprobabilityasexpresse
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