lecture03segmentation.pdf
一把球拍和一只球共卖 $1.10.
球拍比球贵 $1.
球的价格是多少? _____
"5 cents"
"10 cents"
<span style='color:red'>114 subjects 75 subjects</span>
<a href='http://www.lucifer.hoolan.org/forum/vie ... 0037#70037' target='_blank'>把subject做"受訪/受試/受訪"者解,也許是用來illustrate其中哪一項variables吧</a>
<span style='color:green'>翻译成"人、受试者"</span>
1. 产品属性(<span style='color:red'>Certs, with Retsin</span>)
<a href='http://bbs.et8.net/bbs/showthread.php?t=529963' target='_blank'>A while back I bought a pack of Certs (with Retsin!) At some point I was bored enough to read the ingredients: Sugar, Corn Syrup, Partially Hydrogenated Cottonseed Oil*, and some other stuff... "What is the little asterisk for?" I wondered and searched the package only to discover that <span style='color:green'>Partially Hydrogenated Cottonseed Oil is Retsin</span>.</a>
2. Product effects (<span style='color:red'>Rembrandt</span> gets teeth 5X whiter)
先翻译成“<a href='http://dir.sohu.com/arts/painting/oil_p ... index.html' target='_blank'>伦勃朗</a>”
7. <span style='color:red'>Arbitrary</span> ("Weekends are for <a href='http://www.ebookabc.com/html/2004428113941.htm' target='_blank'>Michelob</a>")
前一个词译为“主观性定位”，后品牌名参照<a href='http://marketing.icxo.com/htmlnews/2004 ... 189205.htm' target='_blank'>世界经理人</a>网站译为“<span style='color:green'>米狮龙</span>”
<span style='color:red'>
Herb the nerd doesn't eat here</span>
<span style='color:green'>赫伯那样的傻瓜才不会来这儿吃呢</span>（类似于狗不理包子的道理）
关于<span style='color:red'>shotgun和rifle</span>的问题，两词和model t出现在一起，如果指车的话，那么shotgun可指坐车前座。
<a href='http://www.lucifer.hoolan.org/forum/vie ... 0312#70312' target='_blank'>http://www.lucifer.hoolan.org/forum/vie ... 2#70312</a>
<span style='color:green'>暂字面翻译为枪</span>
Bug Tracking and Confirmation
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aRNoLD
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Provide a coherent, concise, and well-organized analysis. Redraft and proofread the report. Clarity of writing will count a lot. Make your assumptions explicit whenever necessary, and try to provide evidence for your assertions wherever possible. (<span style='color:red'>Often it will not be possible, because the relevant psychological studies will not exist</span>). In the text, refer explicitly to any figures or tables you use in the exhibits.
<a href='http://www.twocw.net/Sloan-School-of-Ma ... /index.htm' target='_blank'>http://www.twocw.net/Sloan-School-of-Ma ... dex.htm</a>
<a href='http://www.twocw.net/Sloan-School-of-Ma ... /index.htm' target='_blank'>http://www.twocw.net/Sloan-School-of-Ma ... dex.htm</a>
<a href='http://www.lucifer.hoolan.org/forum/vie ... php?t=7981' target='_blank'>参考链接</a>另外.. 你要看它那 verb to be.. 是用 "will"
而不是 "does not exist"
Will not exist.. 是 不可能, 不會.. 而不是"沒有"
是confirmative的"否定"用法..
是他肯定那些東西是"不存在"的.. 為什麼.. 因為.. 都是虛擬的嘛..
比如說.. 學生用的是 Pepsi Cola的廣告..
不是有一個小孩先買了四罐Coca Cola, 用來墊腳..
好讓他能夠高去按最頂那 Pepsi的選鍵嗎??
要是學生分析.. 它是利用consumer對強勢反彈的心理.. 來引起共鳴..
e.g. 小孩.. 相對 大人才夠得著的鍵..
那小孩又是有色人種.. 代表target market 是 color minority..
同學們可引出一些理論.. 來扯進去證明自己分析推想..
但.. 誰能找empirical evidence來證明那公司曾做過這方面的mkt research??
沒有嘛.. 可這project 卻容許你假設他有做..
你可以"製造"一份他們的 quantity analysis報告..
可裡面的數據是假的.. 但方法, 與數據的引用, 卻必須符合
marketing research的方法..
如此, 學生就是完全了解, 遇上真的數據時..
如何去 draw conclusion.. 而backing 的理論又是什麼..
這就是這個assignment要達到的目的!!
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aRNoLD
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lecture08intuit.pdf
check-writing software
<span style='color:green'>支票书写软件</span>、开立支票的软件、个人理财软件？
• Intuit’s “Follow-Me-Home”
<a href='http://www.cfigroup.com/articles/Close.htm' target='_blank'>Follow Me Home, in fact, is the formal name for one major Intuit research method. The plan, a kind of formalized stalking, has company marketers and engineers peer over customers' shoulders to see how they fare in their attempts to get Intuit software installed in their home computers. Lately, researchers have taken to leaving microcassette recorders behind, so that anytime customers get irritated they can simply press Record and file their complaint. </a>
• Contextual inquiry
<a href='http://jthom.best.vwh.net/usability/context.htm' target='_blank'>Contextual inquiry is basically a structured field interviewing method, based on a few core principles that differentiate this method from plain, journalistic interviewing. Contextual inquiry is more a discovery process than an evaluative process; more like learning than testing. </a>
暂译为<span style='color:green'>环境调查</span>，以上两条均以加注方式翻译。
Consumer Adoption
用户采纳、<span style='color:green'>消费者采用</span>……是否从整句着手改变翻译语句
Consumer adoption is driven much more by an understanding of the customer's psychology than it is by technology.
<span style='color:green'>了解顾客心理比单纯的技术提升或改进更能促使他们去接受产品。技术固然重要，但通常缺乏的是对消费者真实想法和行为的理解，以及如何去创造可能从而引导消费者产生对产品的渴求。</span>
check-writing software
<span style='color:green'>支票书写软件</span>、开立支票的软件、个人理财软件？
• Intuit’s “Follow-Me-Home”
<a href='http://www.cfigroup.com/articles/Close.htm' target='_blank'>Follow Me Home, in fact, is the formal name for one major Intuit research method. The plan, a kind of formalized stalking, has company marketers and engineers peer over customers' shoulders to see how they fare in their attempts to get Intuit software installed in their home computers. Lately, researchers have taken to leaving microcassette recorders behind, so that anytime customers get irritated they can simply press Record and file their complaint. </a>
• Contextual inquiry
<a href='http://jthom.best.vwh.net/usability/context.htm' target='_blank'>Contextual inquiry is basically a structured field interviewing method, based on a few core principles that differentiate this method from plain, journalistic interviewing. Contextual inquiry is more a discovery process than an evaluative process; more like learning than testing. </a>
暂译为<span style='color:green'>环境调查</span>，以上两条均以加注方式翻译。
Consumer Adoption
用户采纳、<span style='color:green'>消费者采用</span>……是否从整句着手改变翻译语句
Consumer adoption is driven much more by an understanding of the customer's psychology than it is by technology.
<span style='color:green'>了解顾客心理比单纯的技术提升或改进更能促使他们去接受产品。技术固然重要，但通常缺乏的是对消费者真实想法和行为的理解，以及如何去创造可能从而引导消费者产生对产品的渴求。</span>
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aRNoLD
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lecture09surveys
Soy Shake
milk shake指奶昔，但Soy Shake可能另有所指，国内尚未听过，应是豆浆类的食品，译为<span style='color:green'>豆昔</span>。
<a href='http://www.bodybuilding.com/store/ket/soyshake.html' target='_blank'>http://www.bodybuilding.com/store/ket/soyshake.html</a>
pina colada
<span style='color:green'>冰鎮果汁朗姆酒</span>
<a href='http://china.sina.com.tw/edu/en/2003-02-14/9391.html' target='_blank'>http://china.sina.com.tw/edu/en/2003-02-14/9391.html</a>
Rootbeer
<a href='http://sxad.com.cn/pinpai/Details.Asp?Detail_ID=776' target='_blank'>http://sxad.com.cn/pinpai/Details.Asp?Detail_ID=776</a>
<span style='color:green'>麦根沙士在文名ROOTBEER而直译为麦根啤酒，是一种不含黄樟素的饮料</span>
Midori
<span style='color:green'>Midori is a Japanese word with several meanings (緑町, 緑区, 美土里, 美登里, 翠), but mainly "green". </span>
Midori is a bright green-coloured melon-flavoured liqueur made by Suntory and manufactured in Mexico. Midori is used as in ingredient in cocktails, for example a 'Midori Illusion'. It is usually drunk mixed with lemonade, fresh lemon juice, lime juice, or pineapple juice. Midori is 21% alcohol by volume, but as it is a mixer the actual amount used in a single drink is usually one 'shot' (30mls). If a higher alcohol content is desired in the beverage, vodka may also be used in the drink. Midori is extremely sweet, and the tangy fruit juice cuts the sugar level to a more palatable level.
<a href='http://bbs.et8.net/bbs/showthread.php?t=535585' target='_blank'>http://bbs.et8.net/bbs/showthread.php?t=535585</a>
Soy Shake
milk shake指奶昔，但Soy Shake可能另有所指，国内尚未听过，应是豆浆类的食品，译为<span style='color:green'>豆昔</span>。
<a href='http://www.bodybuilding.com/store/ket/soyshake.html' target='_blank'>http://www.bodybuilding.com/store/ket/soyshake.html</a>
pina colada
<span style='color:green'>冰鎮果汁朗姆酒</span>
<a href='http://china.sina.com.tw/edu/en/2003-02-14/9391.html' target='_blank'>http://china.sina.com.tw/edu/en/2003-02-14/9391.html</a>
Rootbeer
<a href='http://sxad.com.cn/pinpai/Details.Asp?Detail_ID=776' target='_blank'>http://sxad.com.cn/pinpai/Details.Asp?Detail_ID=776</a>
<span style='color:green'>麦根沙士在文名ROOTBEER而直译为麦根啤酒，是一种不含黄樟素的饮料</span>
Midori
<span style='color:green'>Midori is a Japanese word with several meanings (緑町, 緑区, 美土里, 美登里, 翠), but mainly "green". </span>
--------------------------------------------------------------------------------midori 可能是指一種日式利口酒(飯後酒) 哈密瓜/<span style='color:green'>甜瓜雞尾酒</span>品牌名
Midori is a bright green-coloured melon-flavoured liqueur made by Suntory and manufactured in Mexico. Midori is used as in ingredient in cocktails, for example a 'Midori Illusion'. It is usually drunk mixed with lemonade, fresh lemon juice, lime juice, or pineapple juice. Midori is 21% alcohol by volume, but as it is a mixer the actual amount used in a single drink is usually one 'shot' (30mls). If a higher alcohol content is desired in the beverage, vodka may also be used in the drink. Midori is extremely sweet, and the tangy fruit juice cuts the sugar level to a more palatable level.
<a href='http://bbs.et8.net/bbs/showthread.php?t=535585' target='_blank'>http://bbs.et8.net/bbs/showthread.php?t=535585</a>
<a href='http://www.lucifer.hoolan.org/forum/vie ... 1309#71309' target='_blank'>REF</a>medicine 應該就是藥物藥品吧 最多是指藥酒 藥飲
Dr. Pepper 是飲料 類似可樂 味苦 近沙士 和seven-up是同一家公司
Strawberry Dacquiri 草莓凍飲 草莓, 甜酒, 萊姆果汁等加冰塊打成或攪拌成 是一種冰飲雞尾酒飲汁
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aRNoLD
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lecture10forecast.pdf
- opened & unopened
由上下文所示，对受试者进行调查……暂译为<span style='color:green'>公开与非公开</span></li> - take-aways
本意指外卖食物，但在此处34页的Key Points or "Take Aways"及18页的No overviews & takeaways!显然不会指食物。由Google查得一条线索：
<a href='http://www.j2me.motorola.com.hk/about/t ... /e1002.asp' target='_blank'>I told our officers that <span style='color:red'>the key take-aways</span> from the meeting must be: focus on our customers; improve our cash flow and return to profitability; execute, execute, execute and; demonstrate our Business IQ. And the global economic uncertainties and shocking events taking place these days require all of us to "Live Brave" and our leaders to "Lead Brave." </a>
帮暂译为<span style='color:green'>结论、经验</span></li>
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aRNoLD
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lecture11optdist.pdf
呵呵，想不到刚完成前十篇，第十一篇就给自己来个下马威！
十一篇里讲到一个词debeaking，翻了字典查不到，MSN Encarta PREMIUM服务居然也查不到！于是上Google查得如下链接及图片：
<a href='http://www.animalliberation.org.au/henbeak.html' target='_blank'>http://www.animalliberation.org.au/henbeak.html</a>
结合11篇的案例，似乎讲了这样的一个情况：如果给鸡配上眼镜片（真是不懂美利坚的科技居然……），农场主养鸡的成本大大下降（包括鸡的死亡率、饲料槽的深度、产蛋量……）
呵呵，想不到刚完成前十篇，第十一篇就给自己来个下马威！
十一篇里讲到一个词debeaking，翻了字典查不到，MSN Encarta PREMIUM服务居然也查不到！于是上Google查得如下链接及图片：
<a href='http://www.animalliberation.org.au/henbeak.html' target='_blank'>http://www.animalliberation.org.au/henbeak.html</a>
结合11篇的案例，似乎讲了这样的一个情况：如果给鸡配上眼镜片（真是不懂美利坚的科技居然……），农场主养鸡的成本大大下降（包括鸡的死亡率、饲料槽的深度、产蛋量……）
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aRNoLD
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lecture12consbehI.pdf
Remembered utility & <span style='color:red'>duration neglect</span>
<a href='http://www.lucifer.hoolan.org/forum/vie ... php?t=8245' target='_blank'>忽略經驗時間之長短的現象</a>
Remembered utility & <span style='color:red'>duration neglect</span>
<a href='http://www.lucifer.hoolan.org/forum/vie ... php?t=8245' target='_blank'>忽略經驗時間之長短的現象</a>
remembered utility 是指"記憶中"的"使用經驗/使用效果" (記憶不等於實際)
duration neglect 是指我們記憶中的使用經驗, 往往忽略當時實際經驗的時間長度, 卻只記得整樁經驗裡的高潮點和結束時發生的事 (重點與末了).
兩者都心理認知研究裡的名詞