CD2 Track 4 Ex 5.1
Listen to the following pairs of sentences. What is the difference in the pronunciation of the bold words in each pair?
1. a. What time does the train leave? b. I’m not sure why he’s late. He does know about the meeting.
2. a. Some researchers have taken a different approach.
b. We’ve just got time for some questions.
3. a. It was heated to 150°C for ten minutes. b. There are arguments for and against GM crop trials.
4. a. I’m not sure what you’re getting at. b. There were at least five errors in the programme.
5. a. Increasingly, small memory devices can store large amounts of data.
b. Well, I can do it, but I don’t want to.
6. a. Oh, are they going to interview us as well as the students?
b. Can you tell us what you’ve found?
CD2 Track 5 Ex 5.3
Listen and complete the extract with three to five words in each space. In each case, at least one of the missing words is a function word.
Multiple-choice questions – dead easy. They reduce interviewer bias; very easy for people to … very easy and fast for people to answer; very easy for data processing. But the argument goes that they are rather difficult to design. The thing about multiple-choice questions is that you are forcing people into certain answers. This is a good reason for piloting. If you have a multiple- choice question and you pilot it, you may find that people are not, they don’t put the issue that you’re asking them into that particular set of categories that you’ve imposed. So that’s where your pilots and qualitative research will help. Let me just show you an example of this.
Unit 7: What lecturers do in lectures
CD2 Track 6 Ex 2.2
The lecturer talks about four methods of market research in this lecture. Listen and complete the list of methods that she mentions.
Doing market research
These are the four sort of most common ways, not necessarily in order, but if you’re thinking of how market researchers collect their information, those are the ways they do it. Computers are being used to support market researchers a great deal more and the whole business of both selling things over the telephone and doing market research over the telephone has become a very important issue in market research and you’ll see reference to terms like CATI: computer-assisted telephone interviewing. I think it probably goes without saying now that when you’re phoned up and somebody wants to conduct a market research interview with you, they’re probably sitting in front of a PC and we’ll look at some of the implications of that. But one of the main ones, of course, is that the data entry occurs at the same time as the asking of the questions, so there’s huge savings in terms of that and indeed some of the analysis can go on more or less as you’re speaking; things like, you know, in questionnaires you’ll need to skip from one section to another, well the computer does that automatically. Next week you’re going to hear about a technique called ‘adaptive conjoint analysis’ and this is an analysis method that, as it suggests, sort of adapts to the person who’s being interviewed and starts to react or ask different questions depending on the person.
Telephone interviewing is increasing in its coverage, its importance, but in some ways it’s postal questionnaires that we want to concentrate on today, because it’s postal questionnaires that in a sense have to be the most accurate, because postal questionnaires are the ones where the respondent doesn’t have any help at all. There may be follow-ups and you may follow up by telephone and so on, but it’s postal questionnaires which need to be the most accurate, if you like.
Personal interviewing in some ways is very good; very high levels of response, because – although you might have told somebody on the street who is trying to hassle you to answer a
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