Sandra：OK, one of the first things we need to do is to establish our research objectives. We need to clearly determine what we want to find out and how to go about doing so. （珊卓：好，我們首先要做的一件事就是訂立研究目標。 我們要清楚地決定我們要找出的是什麼，以及要如何著手進行。）
Eric：First we should examine the demographics of our target market. Obviously, our new phone will appeal to a younger demographic. They're interested in style and fashion and have plenty of disposable income. We need to collect data on this group, to find out which functions they prefer and how much they are willing to pay for them. （艾力克：首先，我們應該研究目標市場的人口結構。 很顯然地，我們的新手機會吸引擁有可支配所得並對風格與時尚感興趣的 年輕族群。我們必須蒐集這群人的資料，找出他們喜歡哪些功能， 以及他們願意花多少錢來購買。）
Tina：I can write up some questions and we can do a survey, asking potential customers these kinds of questions. We can have them fill out a questionnaire. Perhaps we can ask them to answer multiple-choice questions. （蒂娜：我可以整理一些問題，然後我們可以調查一下，去請教潛在的顧客。 我們可以請他們填問卷，也許可以請他們回答選擇題。）
Sandra：Yes, but we should ask open-ended questions as well to get comments we wouldn't be able to get with simple multiple-choice questions. Plus, I recommend organizing a focus group. Oh, and when you are doing the surveys, remember it's important to take a random sample;otherwise, the survey results won't be statistically valid. （珊卓：沒錯，可是我們還應該問開放式問題， 以得知我們靠簡單選擇題所得不到的意見。 此外，我建議組個焦點團體。 對了，當你們在調查的時候，記得一定要隨機抽樣， 否則調查結果在統計上就不會有效。）
必通詞彙與句型
．examine the demographics 研究人口結構 ．establish research objectives 訂立研究目標 ．fill out/in a questionnaire填問卷 ．answer multiple-choice questions 回答選擇題 ．ask open-ended questions 問開放式問題
