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Public administration and managementCONTENT
UNIT 1: MARKET RESEARCH
1.1 MARKET RESEARCH METHODES
- 4 types of research:
o Primary research: you study the market based on new information
Research tools: focus group, survey, in-depth interviews
o Secondary/desk-research: you study the market based on info that is already collected
o Quantitative research: research where results can be shown in numbers, graphics…
o Qualitative research: the quality of information is more important than the quantity
- Used for new and existing products and services, to make future plans
- Research is mostly done outside the firm, for a non-biased conclusion
- How smaller the test group/sample size, how cheaper
1.2 A FOCUS GROUP
- = a small diverse group of participants chosen using criteria to represent target customers for a
new product or service , they are brought together with a moderator, who asks questions to
gather qualitative data
- Moderator: person in charge to keep conversation focused and ask questions
- Moderator may record group discussion, if she/he has permission
TO ASK A QUESTION (1.2+1.3)
- 2 types of question
o Open question: they can answer whatever they like
o Leading question: they are influenced and leaded into a specific answer, answer is
suggested, you make them stop thinking about alternatives (use of question tags)
- Example structures for leading questions:
What are your thoughts on…? Would you be interested in …?
How would you feel about…? What do you think about …?
Have you considered…? Have you thought about…?
How about …?
1.5 COLLOCATIONS
the majority of over one quarter
to be in agreement to confirm that
… percent of … a recognizable image
to raise concerns to indicate that
to match the brand changes should be minimal
to launch a product the level of customer satisfaction
business lunches company canteens
general impression an appealing idea
, specific features to meet your expectations
UNIT 4: CHALLENGES
4.1 ENVIRONMENTAL CHALLENGES
- COP26: conference in Glasgow with diplomats, they try to make a policy against climate change
- Climate change has a serious impact on coffee growers
o Floods, extreme droughts,… make the outcome smaller
o Growers have to be creative and invent new technics (artificially drying the beans)
4.2 CYBER CHALLENGES
- Internet of things: everything is connected w the internet
- Ransomware: a hacker gets personal info and tries to extort the person who has been hacked
- Hacking is easy, when systems are outdated
- Hacking has increased with the spread of bitcoin (no bank or government is linked to it)
4.5 COMPOUND NOUNS
- = noun made from two words, sometimes written as one word others as two words
- First word usually singular (even if compound noun in plural), and gives info about the second
- (- between two words, when they come before noun)
Noun + noun Noun + -ing Adj. + noun
Website Event marketing Managing director
Desktop Materials handling Trading company
Product manager Brainstorming Working party
Conference center Book-keeping Outstanding invoices
Market research Self + adjective Number + noun
Marketplace A self-confident woman A one-hour flight
Focus group A self-financing project A hundred-dollar taxi ride
Verb + adverb A self-employed consultant Ten-minute meetings
Checkout Noun + adjective Adj./adv. + papa
Giveaway A worldwide problem A long-lasting product
Takeover User-friendly software A widely recognized brand
Drawbacks Mobile-friendly websites A highly respected boss
Adj. + noun Verb + adverb
A low-cost flight A written-down agreement
A long-term commitment Built-up areas
High-speed trains A broken-down vehicle
COLLOCATIONS
coffee agriculture growing demand to protect the environment
coffee growers high temperatures a potential failure
coffee plants sustainable energy to predict a problem
coffee plantation unstable environment climate change
coffee production to pose a threat the prevalence of…
deal with a challenge to face difficulties I would like to recommend
embrace the challenge extreme weather It would be advisable
face a challenge a humid atmosphere It would be a good idea
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