4、英文翻译模板——参考样本

毕业设计（英文翻译）译文内容Using MCA to Segment New Car Markets（用多元类别分析进行新车市场细分）译文出处Journal of Marketing ResearchAug70, V ol. 7 Issue 3, p360-363, 4p, 2 charts系别：经济管理学院专业：汽车营销班级：T553-1学生姓名：晏子淇学号：20050530124指导教师：魏仁干Using MCA to Segment New Car MarketsBy: Peters, William H.. Journal of Marketing Research (JMR), Aug70, V ol. 7 Issue 3, p360-363, 4p, 2 charts; (AN 5002921)PIn this study the mid-196O's new car market is analyzed by using a new, dummy variable, multivariate technique known as Multiple Classification Analysis (MCA).This approach helps provide a better understanding of this complex market and gives some interesting hints as to its possible future direction.INTRODUCTIONIn the years since Smith's article [3] aroused interest in market segmentation, there has been growing concern about the power of demographic variables to segment markets for many products. In fact, whether demographic analysis is of much help at all in defining markets or understanding buyer behavior has been questioned. In 1964 Yankelovich [6, p. 84] wrote: "In neither automobiles, soap, nor cigarettes do demographic analyses reveal to the manufacturers what products to make or what products to sell to what segments of the market."More recently the pessimism about the usefulness of demographic data in market segmentation was countered by Bass, Tigert, and Lonsdale [2]. They say that demographic variables have had such a poor performance record in past studies because these studies attempted to predict individual family buying behavior with demographics. On this basis, because of wide variations of buyer behavior in any market group, the multiple regression R^ values are almost always very low. But Basset al. write that: ". . . implementation of the strategy of market segmentation involves postulates about the characteristics and behavior of groups, not persons" [2, p.265]. They show how important buyer groups can be identified with demographics and thereby refute the idea that it is not feasible to define market segments by socioeconomic measurements. The essence of their argument is that "For market segmentation, the essential question is whether it is possible to identify groups of consumers with different mean purchase rates dependent on certain variables, such as income, age, and occupation"[2, p. 265].This author feels that a new, easy to use, dummy variable multiple regression program called Multiple Classification Analysis (MCA) is ideally suited to perform this task efficiently. To present and explain the MCA pro-gram is the first objective of this article. The second is to put MCA to work analyzing the mid-1960's new car market and to show the results. These results allow for a much better understanding of this major, complex consumer market. Also, they provide some useful insights into the possible future direction of the new car market—in particular a hint at a possible reason for the current popularity of smaller cars and what this may mean for the future of small and medium-sized cars.THE STUDYData UsedThe data in this study were collected by personal interview for the 1966 and 1967 Survey of ConsumerFinances (SCF) by the Survey Research Center at theUniversity of Michigan. They are combined here. The subsample in this study used the automobile owned as the unit of analysis, with appropriate economic and demographic data about the family unit associated with each car. This subsample was all cars purchased new whose model year was 1963-67 (N = 2,051).VariablesThe dependent variable used throughout the study was the automobile class to which the car belongs, with five new car classes established generally on the basis of size: compacts, intermediate-sized, medium-sized, large, and foreign economy cars. The explanatory variable included: total family unit in come (all earned and unearned income except capital gains), age of the family head, head's occupation, family's housing status (rent/own), number of major income receivers (over $600 a year), number of children under 18, number of cars owned, number of adults (over 18),education and race of the head, number of drivers, who Journal of Marketing Research, V ol. VII (August 1970), 360-3USING MCA TO SEGMENT NEW CAR MARKETS normally drives, distance from center of central city, and house type. Total family unit income was expressed in terms of deciles—the lowest numbered one and the highest ten.MethodologyThe current version of MCA was developed in theearly 196O's at the Institute for Social Research at theUniversity of Michigan . It is a complex computer program that makes dummy variable multiple regression easy. While MCA has been used as an analytical tool in other branches of social science research (especially at the Institute for Social Research), it has yet to become well known in marketing. It has potential advantages in exploring multivariate marketing problems, and especially for group-type marketing segmentation, as suggested by Bass et al.The main advantages of MCA are:1.It makes deck preparation when doing dummy variable regressions very simple.。