金融专业英语考试

第一篇：金融专业英语考试

金融专业英语考试

一、PROPER NAMESDirection: Please translate Chinese into English.1.资产质量

2.现场检查

3.证券业监管

4.外汇标价

5.成本原则

6.资产负债表

7.投资性有价证券

8.财务会计

9.一般准备金

10.国库券

二、CHOICES TOPIC

Direction: Read the sentence and select the best one from the four choices, then mark the corresponding letter on the Answer Sheet.11.Which one is NOT the type of cost behavior?

A.Common cost

B.Variable cost

C.Fixed cost

D.Semi-variable cost

12.What does LOF stand for?_______

A.Listed Organized Firm

B.Listed Open-ended Fund

C.Listed Open-ended Federal

D.Listed Organized Fund

13.____ deposits are deposits that are made by one person as trustee for the other person.A.assetB.current

C.trustD.fixed

14.Which of the following is the credit in the five-category loan classification

system as having potential weaknesses that deserve management’s close attention?

A.lossB.substandard

C.doubtfulD.special mention

15.The monthly statement gives you a record of all the ____ of your account.A.transactionsB.principal

C.negotiableD.debt

16._____ currency is the actual currency of the transaction.A.localB.foreign

C.naturalD.base

17.______ refers to the common shares issues by the companies registered in China’s mainland and traded by domestic entities or retail investors in Chinese currency.A.T-bondsB.Convertible bonds

C.A-shareD.B-share

18.Which of the following does NOT belong to liquid assets?

A.CashB.Plant

C.InventoryD.Account receivalbe

19.In the CAMELS rating system, “C” stands for()?

A.Capital fundB.Capital adequacy

C.Capital concentrationD.Capital quality

20.Which of the following does NOT belong to policy bank?

A.The State Development Bank

B.The Bank of China

C.The Agricultural Development Bank of China

D.The Export and Import Bank of China

21._____ brings together two companies in a similar industry.A.horizontal mergerB.vertical merger

C.conglomerate mergerD.leveraged buyout

22.____ is a financial market in which new issues of securities are sold to initial

buyers by the corporation or government agency borrowing the funds.A.primary marketB.secondary market

C.domestic marketD.foreign market

23.Which of the following does NOT belong to foreign exchange？

A.Foreign currencies, including banknotes and coins

B.Payment vouchers denominated in foreign currency

C.Securities denominated in foreign currency

D.Assets held by foreign residents

24.Which one is the core of the banking licensing process?

A.informal pre-filing stageB.formal filing stage

C.the organizing stageD.the application stage

25.They are main user groups of foreign exchange markets except()?

A.banksB.brokers

C.customersD.government

第二篇：2011专业英语考试（精选）

一、句子翻译。（每题4分，共40分）

1.This first electronic device exhibited a nonlinear,unilateral characteristic but was not capable of producing amplification of a signal.这第一台电子设备表现出非线性的，单方面的特点，但没有能够产生一个信号放大。

2.The reading given when the pointer stops moving is the insulation resistance,which is normally high if the capacitor is in good condition.当指针停止移动阅读的绝缘电阻，通常是高的，如果电容是在良好的条件。

3.A diode objective parameter certainly is not extremely ideal,like the chart shows.when ideal diode reverse bias,the electric current could not pass,but the actual diode actually has approximately the 10ùA electric current to pass,(although very small ,but insufficiently was still ideal)

二极管目标参数肯定不是非常理想，如图表shows.when理想二极管反向偏置，电流无法通过，但实际二极管实际上有大约10uA的电流通过，（虽然很小，但不足的是仍然理想）

4.The amount of collector current(Ic)is directly proportional to the amount of base current(Ib)and the collector current(Ic)will be less than the emitter current(Ie),since a small base current(Ib)must fow to turn on the transistor.集电极电流（IC）是成正比的基数电流（Ib）和集电极电流（IC）将小于发射极电流（Ie），因为一个小的基极电流（IB）必须FOW转晶体管。

5.Filters are used in communications practice to eliminate energy at some frequencies while allowing energy at other frequencies to pass with little or no attenuation.过滤器用于通信的做法，以消除在某些频率的能量，同时允许其它频率的能量传递与很少或没有衰减。

6.The binary system is the primary language of the computer and the octal and hexadecimal systems are usually used for communication whth the computer and for the storage of information within the computer.双星系统是计算机和八进制和十六进制系统通信whth计算机和计算机内的信息存储通常使用的主要语言。

7.The importance of this was that it has the effect of stimulating a reformulation of many signal processing concepts and algorithms in terms of discrete-time mathematics and these techniques then formed an exact set of relationships in the discrete-time domain.这一点的重要性，它已经刺激了许多信号处理的概念和算法在离散数学和这些技术方面的重新的效果，然后形成了一个在离散时间域的确切关系。

8.This head tracking allows the computer to change the view point in the virtual world according the direction that the user is actually looking in.这头跟踪允许计算机在虚拟世界改变观点的方向，用户实际上是在寻找英寸

9.Shutter glasses are used to project a three dimensional image out of the monitor into the space between your eyes and the front plane of the screen.快门眼镜是用于项目到你的眼睛和屏幕的正前方平面之间的空间立体图像显示器。

10.Digital image processing has a broad spectrum of applications,such as remote sensing via satellites and other spacecrafts,image transmission and storage for business applications,medical processing,radar,sonar,and acoustic image processing,robotics,and automated inspection of

industrial parts.数字图像处理，具有广泛的应用，如通过卫星和其他航天器，图像传输和存储业务应用，医疗处理，雷达，声纳和声学图像处理，机器人，工业零件自动检测遥感。

二、短文翻译。在“amplifiers.pdf”中找到与自己座次相符页数的短文进行翻译（30分）一个独特的引脚，使AD8221在1 kHz（G = 1000），以满足anunparalleled CMRR为80 dB的规范，在10 kHz（G = 1）和110分贝。平衡的引脚，如图3-2所示，减少了寄生thathad，在过去的不利影响CMR performance.In此外，新的引脚简化板layoutbecause相关痕迹分组。例如，增益设置电阻引脚相邻的投入，并参考引脚输出。

AD8222在（图3-5）是一个双通道版本，AD8221放大器具有相似的性能和规格。它的小尺寸允许每个PC板的放大器。此外，AD8222的第一放大器被指定为差分输出性能。它是在4毫米 4毫米，16 leadlFcSP封装。

多年来，AD620的已放大器的行业标准，高性能，低成本。TheAD620是一个完整的单片仪表放大器提供8引脚DIP和SOIC packages.The用户可以计划任何所需的增益从1到1000，使用一个外部电阻。根据设计，10和100的增益therequired电阻值标准的1％金属薄膜电阻值。

三、作文：电子信息工程专业英文求职信。字数300字以上。（30分）

第三篇：金融专业英语考试一些常用语的地道翻译

金融专业英语考试一些常用语的地道翻译

转载自 DpCH转载于2007年03月02日 16:04 阅读(7)评论(0)分类： 个人日记举报

1.素质教育 ：Quality Education

2.EQ：分两种，一种为教育商数Educational quotient，另一种情感商数Emotionalquotient

3.保险业： the insurance industry

4.保证重点指出： ensure funding for priority areas

5.补发拖欠的养老金： clear up pension payments in arrears

6.不良贷款： non-performing loan

7.层层转包和违法分包： mutlti-level contracting and illegal subcontracting

8.城乡信用社： credit cooperative in both urban and rural areas

9.城镇居民最低生活保障： a minimum standard of living for city residents

10.城镇职工医疗保障制度： the system of medical insurance for urban

worker*

11.出口信贷： **port credit

12.贷款质量： loan quality

13.贷款质量五级分类办法： the five-category assets classification for bankloans

14.防范和化解金融风险： take precautions against and reduce financial

risks

15.防洪工程： flood-prevention project

16.非法外汇交易 ： illegal foreign exchange transaction

17.非贸易收汇： foreign exchange earnings through nontrade channels

18.非银行金融机构： non-bank financial institutions

19.费改税： transform administrative fees into taxes

20.跟踪审计： foolow-up auditing

21.工程监理制度： the monitoring system for projects

22.国有资产安全： the safety of state-owned asset*

23.过度开垦 ： **cess reclamation

24.合同管理制度： the contract system for governing projects

25.积极的财政政策 ： pro-active fiscal policy

26.基本生活费： basic allowance

27.解除劳动关系： sever labor relation

28.金融监管责任制： the responsibility system for financial supervision

29.经济安全： economic security

30.靠扩大财政赤字搞建设： to increase the deficit to spend more on

development

31.扩大国内需求 ： the expansion of domestic demand

32.拉动经济增长： fuel economic growth

33.粮食仓库： grain depot

34.粮食收购企业： grain collection and storage enterprise

35.粮食收购资金实行封闭运行： closed operation of grain purchase funds

36.粮食销售市场： grain sales market

37.劣质工程： shoddy engineering

38.乱收费、乱摊派、乱罚款： arbitrary charges, fund-raising, quotas andfines

39.骗汇、逃汇、套汇： obtain foreign currency unde* **lse pretenses, notturn over foreign owed to the government and illegal arbitrage

40.融资渠道： financing channels

41.商业信贷原则： the principles for commercial credit

42.社会保险机构： social security institution

43.失业保险金： unemployment insurance benefits

44.偷税、骗税、逃税、抗税： tax evasion, tax fraud and refusal to paytaxes

45.外汇收支： foreign exchange revenue and spending

46.安居工程： housing project for low-income urban residents

47.信息化： information-based;informationization

48.智力密集型： concentration of brain power;knowledge-intensive

49.外资企业： overseas-funded enterprises

50.下岗职工： laid-off workers

51.分流： reposition of redundant personnel

52.素质教育： education for all-round development

53.豆腐渣工程： jerry-built projects

54.社会治安情况： law-and-order situation

55.民族国家： nation state

56.“台独”： “independence of Taiwan”

57.台湾当局： Taiwan authorities

58.台湾同胞 ： Taiwan compatriots

59.台湾是中国领土不可分割的一部分：Taiwan is an inalienable part of theChinese territory.60.西部大开发 ： Development of the West Regions

61.可持续性发展： sustainable development

62.风险投资 ： risk investment

63.通货紧缩 ： deflation

64.扩大内需 ： to expand domestic demand

65.计算机辅助教学： computer-assisted instruction(CAI)

66.网络空间： cyberspace

67.虚拟现实： virtual reality

68.网民 ： netizen(net citizen)

69.电脑犯罪 ： computer crime

70.电子商务： the e-business

71.网上购物 ： shopping online

72.应试教育： exam-oriented education

73.学生减负 ： to reduce study load

74.“厄尔尼诺”：（EL Nino）

75.“拉尼娜”：（La Nina）

76.“智商”：（IQ）

77.“情商”：（EQ）

78.“第三产业”：（third/tertiary industry,service sector,third sequenceof enterprises）79．“第四产业”：（quaternary/information industry）

80．“军嫂”：（military spouse）

81．“峰会”（香港译“极峰会议”）”：summit(conference)

82．“克隆”：clone

83．“冰毒”：ice

84．“摇头丸”：dancing outreach

85．“传销”：multi level marketing

86．“（计算机）2000年问题”：Y2K problem(y for year, k for kilo orthousand)

87．“白皮书”：white *****(不是white cover book)

88．“傻瓜相机”：Instamatic(商标名，焦距、镜头均固定，被称为foolproof相机)；

89．“白条”：IOU note（IOU：债款、债务，由I owe you 的读音缩略转义而来）

90．“巡回招聘”：milk round（一种招聘毕业生的方式，大公司走访各大学及学院，向求职者介绍本公司情况并与报名者晤谈）。

91．“减员增效”：increase efficiency by downsizing staff；

92．“抓大放小”：manage large enterprises well while ease control oversmall ones；

93．“市政府要办的X件实事”：x major projects that should be given toppriority as

designated on the municipal government’s working agenda；

94．“两个基本点”：two focal points，two of the major points of the lineset by

the 13th Congress of the CPC，I.e.upholding the four cardinal

principles and the policies reform，opening to the outside

world and invigorating domestic economy。

95．“投资热点”：a region attractive to investors，a muchsought piece ofhand，popular investment spot

96．“移动电话”：本系cellular（有时简作cel）或mobile（tele）phone

97．“三角债”：chain debts或debt chains

98．“拳头产品”：knockout product

99．“投诉热线”：dial-a-cheat confidential hotline（打电话告诉一件欺诈事件）

100．“三通”的现译文three links：link of trade，travel and post

101．“外资”：overseas investments

102．“开放”：open to the outside world

103．“联防”：community/teampolicing（一种由警察和辖区居民共同参与的治安管理）

104．“三陪服务”：escort services（陪伴服务）。

105．“五讲四美”：five stresses and four points of beauty

106．“暴利”：excessive/extravagant/exorbitant/sudden huge profit(windfall profit也好)

107．“暴发户”：upstart，parvenu，noov（e），nouveau riche（new rich），jumped-up people(口语)

108．“快餐”：snack（food），quick meal，fast（food，meal），takeaway，carryout，MRE（meals ready to eat）

“一次（性/用）”

109．一次处理：single/primary treatment；

110．一次污染：primary pollution；

111．一次冻透：straight；freez-ing；

112．一次空气：fresh/primary air；

113．一次爆破：onepull；

114．一次付清： pay in full；

115．一次消费：one-time-consumption；

116．一次误差：first-order error；

117．一次成像照片：a Polaroid picture；

118．一次偿还信贷： non-in-stallment；

119．一次性杯子：sanitary cup；

120．一次性筷子：disposable chopsticks；

121．一次性收入：lump-sum payment；

122．一次用包装：non-returnable container；

123．一次用相机：single-use camera

124．西部开发：Develop Western Regions

125．假日经济：Holiday Economy

126．手机的利与弊：Advantages and Disadvantages of the Cell Phone

127．传呼机不久将会被淘汰吗？：Can Beepers Be Soon Out of Use?

128．电脑病毒：Computer Viruses

129．网上犯罪：Cyber Crimes

130．旅游热：Tourism Wave

131．打拐：Cracking Down on the Abduction of Women and Children

132．反毒斗争：Anti-drug Battle

133．黑客：Hackers

134．减负：Reduction of Students’ Study Load

135．中国加入世贸组织：China’s Entry into the WTO

136．沙尘暴：Sandstorms

137．告别1999：Farewell to the Special Year 1999

138．千年虫：The Millennium Bug

139．千禧年的梦想：My Millennium Dreams

140．拥抱新千年：Embracing the New Millennium

141．网上购物：Shopping on the Net

142．参考书的负面效应：My View on the Negative Effects of Reference Books143．因特网的利与弊：Positive and Negative Aspects of Internet

144．人类第一张基因草图的意义：The Significance of the First Working Draftof Human Genome Map

145．高校合并：The Merging of Universities

146．网上求职：Hunting for A Job on Internet

147．何为新世纪的好老师？：What Is a Good Teacher in the Next Century?148．中国的外资：China’s foreign Investment

149．中国的人才流失：The Talent Flight in China

150．性教育：*** Education

151．明天的因特网：The Future Tomorrows Internet

152．课堂是以教师为中心还是以学生为中心？：A Teacher-centered Class or AStudent-centered Class?

153．现有的考试制度的利与弊：The Positive and Negative Aspects of Exams andthe Existing Examination System

154．中国的因特网：Internet in China

155．中国的电脑：Computers in China

156．中国的大学英语教学：College English Teaching in China

157．新的收费政策把学生拒之门外了吗？：Does New Tuition Policy KeepStudents Away?

158．家教的利与弊：Positive and Negative Aspects of Home Tutoring159．教师，国家的未来：Teachers, A Nation’s Future

160．电子词典：Electronic Dictionaries

161．教育应是应试教育还是素质教育：Education: Examination-oriented orQuality-oriented

162．提倡创新精神：Develop Our Creative Mind

163．计算机辅助教学：CAI/Computer Assisted Instruction

164．自动取款机的利与弊：Advantages and Disadvantages of the ATM

165．展望廿一世纪：Looking Forward to the 21st Century

166．盗版问题：Problem of Piracy

167．学会如何学习：Learn How to Learn

168．假文凭：Fake Diplomas

169．书的不良影响：My View on the Negative Effects of Books

170．人们为什么热衷于摸彩票？：Why Do People Like to Try Their Luck onLottery?

171．兼职工作：My View on a Part-time Job

172．无偿献血：Blood Donation without Repayment

173．留学海外：Studying Abroad

174．发展经济还是保护环境？：Developing Economy or Protecting theEnvironment?

175．电子邮件：The Internet E-mail

176．拥抱知识经济的新时代：Embracing the Knowledge Economy Age

177．努力更新知识：Trying to Renew Knowledge

178．深化（中国的）改革：Deepen China’s Reform

179．因特网的利与弊：The Advantages and Disadvantages of Internet180．我们需要因特网吗？：Do We Need Internet?

181．大学英语考试：College English Test

182．大学英语四、六级考试有必要吗？：Is the College English Test Band4/Band 6 Necessary?

183．廿一世纪的青年人：The Youth and the 21st Century

第四篇：1金融英语考试难吗

金融英语考试难吗分为哪些级别

导读: 到底金融英语考试难吗？实际上很多朋友也会有这样的疑问和顾虑，想要打消这样的顾虑，我们就不得不到下面的文章中去一看究竟，了解过后才能解决金融英语考试难吗的问题。

金融英语考试难吗?分为哪些级别呢?想要掌握其中的答案，我们就可以到下面的文章中去好好的分析一番，相信在不断的了解过后，我们就可以在其中找到了真正的答案，而下面的文章中也已经给出了十分具体的介绍，请看下文的描述。

金融英语考试难吗？金融英语考试分为初级，中级和高级，高级至今还没有开设。初级和中级在每年的5月底考试（一般是5月31和6月1日）。个人觉得还不是特别难。通过的话还比较容易，但是要打到A等还是需要一定的时间备考的。教材是要系统学习的，有一本指定的教材，因为你不是本专业的，很多专业知识和专业词汇还是要系统的学习一下。

还有一点，就是初级考试分为A、B、C三个等级。70分以上就是A等了，我们那次大概78分就是全国的前50名了，排在前面的有推荐和交换的资格哦，还是挺有诱惑力的。

要是有兴趣从事金融方面的事务，我建议你考一下fect高级，含金量很高，而且是刚刚起步，一般所有的考试刚开始都不会那么难考啊……难度大概是四六级中间吧，跟那个不是一个形式。

金融英语考试难吗？分为哪些级别？关于这样的问题，那么上面的文章中也已经介绍的无比具体了，大家在看过了以后，自己就会很好的理解了这些问题，自己也会很好的进行解决，在不断的深入学习后，相信学习成果也会理想一些。更多学习内容请见美联英语学习网。

第五篇：广告专业英语考试参考

单词部分 1.AAAA—

—America Association Of

31.retail advertising——零售商广告 32.subliminal persuasion——阈下劝服 33.target market——目标市场

34.trade advertising——促销产品 35.account——客户项目、客户业务 36.Account Executive——客户主管、客服 37.Account Services——客户部、客户服务 38.advertiser——广告主

39.Advertising Department——企业广告部 40.agency——广告代理商

41.Art Director——美术指导 42.Assistant Partner——董事助理 43.client——客户

44.Copywriter——广告撰稿人

45.Management Supervisor——管理督导 46.market share——市场占有率、市场份额 47.Research Department——调查部 48.Traffic Department——流程协调部 49.brainstorming——头脑风暴法 50.campaign——广告攻势 51.census——普查

52.commercials——影视广告片 53.coupon——赠券、折价券 54.logo——品牌标识

55.media budget——媒体预算 56.media mix——媒体组合 57.promotion——推广用品

58.Situation Analysis——背景分析 59.slogan——广告口号 60.website——主页、网站

61.acquiesce bias——亲善偏向

62.debranding——品牌屏蔽测试、品牌建立、品牌塑造

63.depth interview——深度访谈 64.desk research——案头调研 65.double-blind——双盲测试 66.focus group——焦点小组 67.market research——市场调查 68.panel——重复调查样本本群 69.participant——参与者 70.sample error——抽样误差

71.tabulation——统计制表 72.acquisition——兼并、并购

73.communication cycle——传播循环（周期）74.competitor——竞争者、对手

Advertising Agencies——美国广告代理商协会

2.B2B——business to business advertising—— B2B广告

3.PSA——public service advertising——公益广告

4.CEO——Chief Executive Officer——首席执行官

5.CFO——Chief Financial Officer——首席财

务官

6.PR——public relations——公共关系 7.POP——point-of-purchase——焦点广告 8.CI——corporate identity——企业识别 9.DM——direct mail——直邮广告

10.FSI——free-standing insert——非装订广

告插页

11.AIDA——艾达法则

12.DAGMAR——广告效果评估体系

13.USP——unique selling proposition——独特销售主张

14.BDI——brand development index——品牌成长指数

15.CDI——category development index——销量成长指数

16.GPRs——gross rating points——总收视点 17.ROS——run-of-schedule——非指定时段广

告 18.IMC

—

—

integrated

marketing

communication——整合营销传播

19.VALS——values and lifestyles research——价值观与生活方式研究

20.advocacy advertising——倡导型广告 21.commercial advertising——商业广告 22.communication process——传播过程 23.consumer advertising——消费品广告 24.designs——设计稿

25.end-user——最终用户、实际使用者 26.industrial advertising——工业广告

27.institutional advertising——社团机构广告

28.media——媒介

29.mass media——大众媒介 30.pitch——提案

75.content integration——软性广告 76.cost effective——广告成本效益 77.creative——创意

78.grass roots marketing——贴身式营销、草

根营销

79.interactive marketing——交互式营销 80.markets——市场组合81.online advertising——在线广告 82.positioning——定位 83.print——平面广告媒体

84.strategic philanthropy——策略性公益事业 85.target audience——目标受众

86.brand partnership——品牌搭档、联袂广告 87.branding——品牌个性塑造 88.co-marketing——联袂营销

89.direct marketing——直销

90.ecological sponsorship——生态主题赞助活动

91.event planning——活动策划 92.exhibition stand——展台

93.integrated branding——整合品牌传播 94.product placement——产品植入、产品涉入 95.sales promotion——促销活动

96.strategic partnership——战略伙伴关系 97.viral marketing——传染式营销、病毒式营

销 98.speak with one voice——统一传播口径 99.the edge——优势 100.ad planning——广告策划 101.admen——广告人

102.consumer behavior——消费者行为 103.copy platform——文案大纲

104.creative strategy——创意策略 105.daypart——时段

106.infomercial——电视直销节目 107.market profile——市场状况

108.market segmentation——市场细分

109.product-related segmentation——产品消费

者量细分

110.sales-response function——销售响应功效（函数）

111.seasonality——季节性

112.teaser campaign——悬念式广告攻势 113.corporate advertising——企业广告 114.generic brand——非名牌（产品）115.image advertising——形象广告 116.line——产品系列

117.name-brand——名牌

118.private brand——零售商自由品牌 119.product differentiation——产品差异 120.product positioning——产品定位

121.tagline——（广告）行动口号 122.utility——好处、用途

123.adjacencies——广告时段（节目与节目之间）124.archetype——标准受众、原型 125.availability——空余时段

126.back to back——广告连播 127.circulation——发行量 128.continuity——持续型排期

129.continuous advertising——持续型广告 130.flighting——跳跃式广告排期 131.fringe time——非黄金时段

132.holding power——节目（频道）凝聚力 133.piggyback——同一客户广告连播 134.prime time——黄金时段

135.pulsing——脉动式（间隔式）排期 136.roadblock——拦路广告 137.wear out——广告磨损

选词填空：

文段1：

During the 【bid】process，the【advertising】agency will【pitch】its idea to the prospective client。Whether【retail】advertising for a local merchant，【professional】advertising directed at doctors，lawyers，etc。【B2B】advertising targeting other companies，or 【noncommercial】【advocacy】advertising promoting an idea，the question the prospect is asking themselves is，‘Will the plan effectively reach and sway our 【target】’The prospect wants to know if the individual【customer】buying the product or service（whether he/she be the actual【consumer】and【end-user】or not）purchasing the product，service or whether it is they are promoting，will understand the benefit as a result of the agency’s advertising。

文段2：

To place yourself apart from your【competitors】，【positioning】is the key。When developing a【strategy】to do so，some useful techniques include【strategic philanthropy】such as building strong【community】relations。But your【public】do not only include the consumers within your【target audience】，but also individuals in oversight and regulatory bodies for example。Here 【government】relations activities can help。And proper 【analysis】of the present environment can help you reach your【objectives】and make the work more【cost effective】

文段3

The first ad campaign used【roadblocks】to catch the 6 p·m· viewers on almost every channel at once。They【piggybacked】the ads one after another during【primetime】，and did so every third week consistent with a【pulsing】schedule。

However，the second campaign had a much smaller media budget。They had less control because they were forced to schedule ads【ROS】to cut costs。They simply had to go with whatever【availabilities】there were，including during【fringe times】。They could not afford to use【continuous advertising】since the cost of year-round scheduling was too great for them。And unlike the first campaign，this one suffered early【wear out】because they were unable to produce enough different ads to keep the campaign 【fresh】and new。

翻译：（未完成）

New to research? 初次做调查吗？

So you want to do advertising and market research? Here are a few things you should know to get started.你打算做广告或者做市场调研吗？在动手之前你应该了解一些行情。

While there is a plethora of research methods and techniques, all of them can pretty much be boiled down to two different categories based on the information each obtains.虽然调查方法和技术有很多，它们所获取的信息决定了所有的方法和技术能够大致的归纳为不同的两大类。

So if what you need are numbers(7out of 10 people in Beijing prefer this type of toothpaste, for examlpe)you want quantitative research.如果你要的是数字（例如，在北京有七成的人喜欢这类牙膏）就采用定量研究

If you want to gain a particular sort of understanding(to answer questions of ‘why?’ people do something, and not merely ‘what?’ they do)you want qualitative research.如果你想就某一类问题形成特定的理解，（回答人们‘为什么’会做某事而不仅仅是他们‘做什么’之类的问题）就需要定性的研究。

To do research effectively, you need to decide whether to employ an a priori or a posteriori

approach, since it may seriously affect whether or not to you choose to endorse the final findings.为使调查更有效，你需要决定是采用演绎法还是归纳法，因为这对你是否决定认可最终的结论将产生至关重要的影响。

If you wait until the research is complete to start setting objectives, this may bias your results.Furthermore, be mindful of the way you phrase your questions, whether for qualitative or quantitative research.When creating questions, try not to construct clauses with multiple variables such as those used in double-barreled questions.This can create a biased question.如果你等到调查完成时再开始设定目标就可能使你的结果出现偏差。此外，无论定性还是定量的调研都应注意你设计问题的措辞方法。设计问卷时，不要使用诸如两难问题之类的多重易变的子句来构成问题，这会形成一个有偏差的问题。

You may want to only use dichotomous questions or other limited response questions(such as using Likert Scale questions)in order to gain quantitative data.However, a more open-ended question will generally yield great depth from the respondent.This can be very useful when you are seeking qualitative data.为了获得定量的数据，你可能只需使用两分问题或其他限定回答的问题（例如采用莱克特测量法的问题）。但是，一个可变自由地回答的问题通常会从回答者那里获得相当细的信息，当你寻找定性的数据时这样的信息非常有用。