问题 问答题 案例分析题

北京“五源”公司是一家专门从事电脑生产的公司,该公司所生产的电脑主要针对于企业,迎合了企业的某些特殊需求。但随着家用电脑市场的不断成熟,该企业也开始意识到生产家用电脑的重要性,因此想在短期内进入家用电脑市场。但公司的领导人认为,虽然自己的技术可以支持家用电脑的生产,但自己在品牌上却不一定具有优势,因为公司的品牌主要在产业用户中具有影响力,家庭用户不一定知道这个品牌。为了验证这个市场,该公司决定进行一次市场调研,通过实地调查来了解消费者对该品牌的了解。于是该公司请A市场调研公司为其提供市场调研问卷,自己组织调研。但在实际调查过程中却出现了问题:很多被调查者不愿意提供合作,认为该问卷太复杂,很多问题都不理解,并且填这样的问卷太浪费时间,而且还有些问题涉及到了个人隐私。因此,该公司并没有取得自己想要的东西,为此公司召开了专门的会议讨论问题的所在。

(1)请帮助该公司分析,出现这些问题的原因是什么?

(2)该公司想重新设计一份问卷,一份问卷应该包括哪些内容?为了避免被调查者的抵制,在具体的问卷设计时该公司还应注意哪些问题?

答案

参考答案:

(1)之所以出现那些问题是因为在进行问卷设计时有些事项没有避免:提问的内容太多;在设计问题时,用词不贴切不通俗;问了一些比较敏感的问题,如个人收入等。对这样的问卷被调查者比较容易采取抵制的态度。(10分)

(2)一份问卷一般包括:问卷的开头,要包括问候语、填表说明和问卷编号;问卷的正文,包括资料搜集、被调查者的基本情况和编码;问卷的结尾,用以被调查者的意见、感受,或是记录调查情况;也可以是感谢语以及其他补充说明等三部分。(5分)要想避免被访问者的抵触,在问卷设计时应注意的问题是:提问的内容尽可能短;用词要确切、通俗;一项提问只包含一项内容;避免诱导性提问;避免否定形式的提问;避免敏感性问题等。(5分)评分标准:应结合案例阐述,否则酌情扣分。

阅读理解

信息匹配(共5小题;每小题2分,满分10分)

阅读下列应用文及相关信息,并按照要求匹配信息。请在答题卡上将对应题号的相应选项字母涂黑。

首先,请阅读下面有关购车的五条建议:

5 steps to getting the best price in buying a new car.

Ideally, a dealership should help you find the right vehicle at a fair price. But some dealers place more emphasis on their profit margins than on satisfying their customers.

Read the following situations and match the advice with them.

56. Many dealerships prey on the unprepared. Going into a showroom “cold”--without having gathered key facts and preliminary(初步的) pricing figures--gives the salesperson too much control over the buying process.

57. The dealer invoice price is commonly available on Web sites and in pricing guides. But the invoice price isn't necessarily what the dealer paid. There are often behind-the-scenes bonuses(幕后红利), such as dealer incentives and holdbacks, that give the dealer more profit margin.

58. Salespeople like to mix financing, leasing, and trade-in negotiations together, often asking you to negotiate around a monthly payment figure. This tactic(策略) gives the dealer more latitude to offer you a favorable figure in one area while inflating figures in another.

59. The salesperson may try to sign you up for a higher rate than you could get elsewhere.

60. Dealers often try to sell you extras such as rust proofing, fabric protection, and paint protectant, or push etching your Vehicle Identification Number on windows to deter thieves.

请结合以上情形,与下面的建议进行匹配。

When buying a car, keep your interests front and center--and avoid common pitfalls(缺陷) that can cost you extra money--by following these tips:

A.Don't assume that the sticker price(标价) is the purchase price(买价).

To get the lowest price, go in with a starting price that's based not on the sticker price but on how much the dealer paid for the vehicle.

A reasonable price to start negotiations is either 4 to 8 percent over what the dealer paid or the CR Wholesale Price, depending on the demand for the model.

B.Do your homework.

Thoroughly research your choices. Read a variety of reviews. Check the reliability, safety, fuel economy, and pricing of any models you're considering. And don't wait until the day you plan to buy to test drive the vehicles. If you have a trade-in, know its approximate worth. That will depend on the vehicle's age, condition, mileage, and equipment, as well as where you trade it in.

C.Negotiate one thing at one time.

Make clear that you want the lowest possible mark-up over your starting price. Add that you intend to visit other dealerships selling the same vehicle and will buy from the dealer with the best price.

Only after you've settled on the price should you discuss financing, leasing, or a trade-in, as necessary. Negotiate each item individually. Remember, you're in charge and can leave at any time. Heading for the door can sometimes jump-start a slow-moving negotiation or bring a lower offer.

D.Don't pay for extras you don't need.Don't accept those unnecessary services and fees. If the items are on the bill of sale, put a line through them. Vehicle bodies are already coated to protect against rust. And CR reliability surveys show that rust is not a major problem with modern cars. You can treat upholstery and apply paint protectant yourself with good off-the-shelf products. You can also do your own VIN etching with a kit that costs about $25.  

E. Other costs.

In addition to the vehicle price, you need to consider other costs, including:  Sales tax ; Registration fees ; Insurance premiums

Taxes and registration fees can increase your out-of-pocket cost by as much as 10 percent or more, and driving a car that’s worth more than your current one will cost more to insure. Be sure to check with your insurance agent or get insurance quotes online so you understand what you’re getting into.

F. Arrange financing in advance.

Compare interest rates at several banks, credit unions, and loan organizations before checking the dealer's rates. If pre-approved for a loan, you can keep financial arrangements out of the negotiations. Automakers may offer attractive financing terms, but make sure you qualify for them.

单项选择题