Ch.8 International Marketing Quiz
Which of the following statements is true about the Japanese corporate culture?
The focus on consensus and group makes it hard to challenge what has been decided.
Know the questions that need to be asked and answered when it comes to effectively validating secondary data, e.g., Who collected the data, etc.
•Who collected the data? Would there be any reason for purposely misrepresenting the facts? •For what purposes were the data collected? •How were the data collected? •Are the data internally consistent and logical in light of known data sources or market factors?
underlying assumption about analogy
That factors other that the variable used are similar in all countries
In most cases, the reason why products cost relatively little in one country and cost more in another is:
The Higher cost of exporting
Which of the following statements is true about the Internet?
The Internet enables smaller firms in emerging economies to sell into a global market.
_____ data refers to the data that has been collected specifically for the particular research project at hand. A. Derived B. Primary C. Referential D. Bipolar E. Cohort
Primary
Ben Grissom has decided to use information collected by the U.S. government in his upcoming research project on cultural trends. This is an example of using a _____ data source.
Secondary
Which of the following types of data are commercial sources, trade associations, management groups, and state and local governments a good source of? A. Referential data B. Secondary data C. Tertiary data D. Parallel data E. Derived data
Secondary data
Know what "secondary data" is as well as the problems that are associated with such data obtained from many international markets and data sources.
Secondary data is data that has already been collected. The problems of availability, reliability, comparability of data and of validating secondary data are problems associated with data obtained from international markets and data sources. Another problem relating to the availability of data is researchers' language skills.
Ben Grissom has decided to use information collected by the U.S. government in his upcoming research project on cultural trends. This is an example of using a _____ data source.
Secondary.
In the context of the evolution of the marketing process, which of the following would be considered to be the most fundamental substage (first substage)?
Self-sufficient
problems with secondary data
Sometimes too optimistic, reflects national pride instead of reality, file fake numbers, willful errors in the reporting of data
Which of the following countries has hierarchical, relationship-based corporate culture? A. Germany B. France C. South Korea D. Switzerland E. Australia
South Korea
Which of the following is true of state ownership?
State ownership has resulted in complicated and unpredictable regulatory environments.
Which of the following statements is true of the Japanese market?
The Japanese distribution structure supports long-term dealer-supplier relationships.
Which of the following treaties provided the legal basis for Mercosur?
The Treaty of Asunción
_____ classifies a country's stage of economic development on the basis of its level of industrialization into three categories and the three categories are MIDCs, LDCs, and LLDCs.
The United Nations
Which of the following best describes the basic difference between domestic and foreign market research?
The broader scope of research for foreign research.
he key to using expert opinion to help in forecasting demand is _____,that is, comparing estimates produced by different sources.
Triangulation
If data have been already collected by some other agency, then such data sources are known as secondary data sources.
true
In the context of international marketing research, the environments within which the research tools are applied are often different in foreign markets.
true
One of the reliability problems faced by a marketing researcher who seeks to do secondary research in a foreign market is that official statistics are sometimes too optimistic.
true
With respect to international marketing research, cultural differences among countries offer the best explanation for the unwillingness or the inability of many to respond to research surveys.
true
Decentering
hybrid of back translation
What are the five steps to the Research Process on page 234
1) Define the research problem and establish research objectives 2) Determine the sources of information to fulfill the research objectives. 3) Consider the costs and benefits of the research effort 4) Analyze, interpret, and summarize the results. 5) Effectively communicate the results to decision makers.
List and briefly discuss each of the five types of information suggested by the Unisys Corporation model.
1) Economic and demographic - general data on growth in the economy, inflation, business cycle trends and the like; profitability analysis for the division's products 2) Cultural, sociological, and political climate- a general non-economical review of conditions affecting the division's business. In addition to the more obvious subjects it covers ecology, safety, leisure time and their potential impacts on the division's interest. 3) Overview of market conditions- a detailed analysis of market conditions that the division faces , by market segment, including international market segment. 4) Summary of the technology of the environment- a summary of the state of the art technology as it relates to the divisions business carefully broken down by product segments 5) Competitive situation- A review of competitor's sales revenues, methods of market segmentation, products, and apparent strategies on an international scope.
What 4 questions should you ask to effectively judge the reliability of secondary data sources? (page 238)
1) Who collected the data? Would there be any reason for purposely misrepresenting the facts? 2) For what purpose was the data collected? 3) How (by what methodology) were the data collected? 4) Are the data internally consistent and logical in light of known data sources or market factors?
What are the 3 groups International Market research can be divided into on the basis of information needs
1)General information about the country, area and or market. 2) information necessary to forecast future marketing requirements by anticipating social, economic, consumer, and industry trends within specefic marketsor countries, 3) specefic market information used to make product, promotion, distribution, and price decsisions and to develop marketing plans.
complications that impact international marketing research
1. Information must be communicated across cultural boundaries 2. the environments within which the research tools are applied are often different markets
six steps to the research process
1. define the research problem and establish research objectives 2. determine the sources of information to fulfill the research objectives 3. consider the cost and benefits of the research effort 4. gather the relevant data from secondary or primary sources or both 5. analyze, interpret, and summarize the results 6. effectively communicate the results to decision makers
Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it gathers information related to profitability for the division's products, inflation, business cycle trends, and the like? A. Economic and demographic. B. Cultural, sociological, and political climate. C. Overview of market conditions. D. Summary of the technological environment. E. Competitive situation.
A
Which of the following types of samples is most likely to be used by researchers when detailed and accurate information is not available for a sample universe?
A convenience sample
Which of the following types of samples is most likely to be used by researchers when detailed and accurate information is not available for a sample universe? A simple random sample A stratified random sample A convenience sample A multi-stage sample A probability sample
A convenience sample
Which of the following types of samples is most likely to be used by researchers when detailed and accurate information is not available for a sample universe?
A convenience sample.
Which of the following types of samples should be used when detailed and accurate information is not available for a sampling universe?
A convenience sample.
Which of the following types of samples should be used when detailed and accurate information is not available for a sampling universe? A. A derivatized sample. B. A cluster sample. C. A convenience sample. D. A systematized sample. E. A probability sample.
A convenience sample.
Which of the following represents a severe limitation of using the Internet for primary research? The data on the Internet are usually outdated. The educational qualifications of the respondents of surveys on the Internet cannot be identified accurately. Secondary data cannot be accessed on the Internet for conducting research. A sample universe composed solely of Internet respondents represents a potential bias. Using the Internet for primary research is the most expensive way of conducting primary research.
A sample universe composed solely of Internet respondents represents a potential bias.
Which of the following represents a severe limitation when the Internet is used for primary research? A. The cultural background of the respondents cannot be identified accurately. B. The educational qualifications of the respondents cannot be identified accurately. C. The respondents can assume false identity. D. A sample universe composed solely of Internet respondents represents a potential bias. E. Using the Internet for primary research is the most expensive way of conducting primary research.
A sample universe composed solely of Internet respondents represents a potential bias.
Bert Wong has decided to pursue a marketing research effort to acquire information before his company makes a strategic relocation move to the West Coast. Which of the following marketing research process steps would be the first step that Bert (and the marketing researchers) should take as he embarks on the research effort? A. Define the research problem and establish research objectives. B. Analyze, interpret, and summarize the results. C. Determine the sources of information to fulfill the research objectives. D. Consider the costs and benefits of the research effort. E. Gather relevant data from secondary or primary sources, or both.
A. Define the research problem and establish research objectives.
Bert Wong has decided to pursue a marketing research effort to acquire information before his company makes a strategic relocation move to the West Coast. Which of the following marketing research process steps would be the first step that Bert (and the marketing researchers) should take as he embarks on the research effort? A. Define the research problem and establish research objectives. B. Analyze, interpret, and summarize the results. C. Determine the sources of information to fulfill the research objectives. D. Consider the costs and benefits of the research effort. E. Gather relevant data from secondary or primary sources, or both.
A. Define the research problem and establish research objectives. In this case, while embarking on his research effort, Bert Wong should first define the research problem and establish research objectives.
Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation most likely to be interested in if it gathers information related to profitability for the division's products, inflation, business cycle trends, and the like? A. Economic and demographic data B. Cultural, sociological, and political climate C. Overview of market conditions D. Summary of the technological environment E. Competitive situation
A. Economic and demographic data
Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation most likely to be interested in if it gathers information related to profitability for the division's products, inflation, business cycle trends, and the like? A. Economic and demographic data B. Cultural, sociological, and political climate C. Overview of market conditions D. Summary of the technological environment E. Competitive situation
A. Economic and demographic data
Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation most likely to be interested in if it gathers information related to profitability for the division's products, inflation, business cycle trends, and the like? A. Economic and demographic data B. Cultural, sociological, and political climate C. Overview of market conditions D. Summary of the technological environment E. Competitive situation
A. Economic and demographic data Companies are most likely to gather information related to profitability for the division's products, inflation, business cycle trends, and the like, when they are interested in economic and demographic information related to a country.
In the international arena, the greatest problem in sampling stems from the: A. lack of adequate demographic data from which meaningful samples can be drawn. B. lack of expertise in designing sampling layouts for a nondomestic market. C. higher probability of foreign government intervention in the sampling process. D. inability of international market researchers to speak foreign languages. E. difficulty in determining sample size suitable for the relevant foreign market.
A. lack of adequate demographic data from which meaningful samples can be drawn.
Commercial sources, trade associations, management groups, and state and local governments are good sources of primary data for a researcher. T/F
FALSE
In the international arena, the greatest problem in sampling stems from the: A. lack of adequate demographic data from which meaningful samples can be drawn. B. lack of expertise in designing sampling layouts for a nondomestic market. C. higher probability of foreign government intervention in the sampling process. D. inability of international market researchers to speak foreign languages. E. difficulty in determining sample size suitable for the relevant foreign market.
A. lack of adequate demographic data from which meaningful samples can be drawn. In the international arena, the greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples. If current, reliable lists are not available, sampling becomes more complex and generally less reliable.
In _____ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected. A. parallel B. recentering C. linear D. random E. back
A. parallel
Before launching its latest line of health drinks, a beverage manufacturer provided free samples of the health drinks to a large and culturally diverse set of families. It then conducted a survey with mostly open-ended questions where the participants were asked about their first impressions about the drinks. This is an example of _____ research. A. qualitative B. analytical C. quantitative D. laboratory E. statistical
A. qualitative
Before launching its latest line of environment-friendly and child-friendly wooden toys, a toy manufacturer gave samples of these toys to a large and culturally diverse set of families. It then conducted a survey in which the parents were asked to rate the toys on a step-wise scale of "not satisfied" to "extremely pleased." This research is most likely an example of _____ research. A. quantitative B. longitudinal C. descriptive D. qualitative E. explanatory
A. quantitative
Before launching its latest line of environment-friendly and child-friendly wooden toys, a toy manufacturer gave samples of these toys to a large and culturally diverse set of families. It then conducted a survey in which the parents were asked to rate the toys on a step-wise scale of "not satisfied" to "extremely pleased." This research is most likely an example of _____ research. A. quantitative B. longitudinal C. descriptive D. qualitative E. explanatory
A. quantitative In this case, the type of research used is quantitative. In quantitative research, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format (such as yes/no) or to select a response from a set of choices. The structured responses received in a survey can be summarized in percentages, averages, or other statistics.
In _____, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices. A. quantitative research B. a focus group interview C. descriptive research D. an in-depth interview E. explanatory research
A. quantitative research
In _____, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices. A. quantitative research B. a focus group interview C. descriptive research D. an in-depth interview E. explanatory research
A. quantitative research
In _____, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices. A. quantitative research B. a focus group interview C. descriptive research D. an in-depth interview E. explanatory research
A. quantitative research In quantitative research, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format (such as yes/no) or to select a response from a set of choices. The structured responses received in a survey can be summarized in percentages, averages, or other statistics.
According to the text, today the real power of the Internet for international marketing research is the:
Ability to easily access volumes of secondary data.
James Barker is the marketing manager of a firm with small international sales volume. He is looking for a middleman who can take responsibility for promotion of the company's products, credit arrangements, physical handling, and market research. Also, the middleman must be able to provide information on financial, patent, and licensing matters. In addition, the middleman should agree to work under the name of the firm. Which of the following types of middlemen would be the best choice for Mr. Barker if he wants to meet his objectives?
An export management company
A toy manufacturer has excellent sales figures for its toys in country P but inadequate figures in the neighboring country R. In country P, per capita consumption is known to increase at a predictable ratio as per capita gross domestic product (GDP) increases. If per capita GDP is known for country R, per capita demand for the toys can be estimated using the relationships established in country R. Which of the following methods of forecasting does this example illustrate? Probabilistic forecasting Reference class forecasting Expert opinion Analogy Linear regression
Analogy
A toy manufacturer has excellent sales figures for its toys in country P but inadequate figures in the neighboring country R. In country P, per capita consumption is known to increase at a predictable ratio as per capita gross domestic product (GDP) increases. If per capita GDP is known for country R, per capita demand for the toys can be estimated using the relationships established in country R. Which of the following methods of forecasting does this example illustrate? A. Probabilistic forecasting B. Reference class forecasting C. Expert opinion D. Analogy E. Linear regression
Analogy
Which of the following is a method of demand forecasting that is particularly suitable for international marketers?
Analogy
Which of the following is a method of demand forecasting that is particularly suitable for international marketers? Analogy Simulation Extrapolation Scenario building
Analogy
Which of the following is a method of demand forecasting that is particularly suitable for international marketers? A. Probabilistic forecasting B. Analogy C. Simulation D. Extrapolation E. Scenario building
Analogy
Which of the following is a method of demand forecasting that is particularly suitable for international marketers?
Analogy.
What is the 4th step of the research process?
Analyze, Interpret and Summarize the results.
What is the 5th step of the research process?
Analyze, Interpret and Summarize the results.
The public, face-saving truth is referred to as _____ in Japan. A. kanban B. tatemae C. keiretsu D. zaibatsu E. honne
B. tatemae tatemae and honne. Tatemae is the public, face-saving truth, whereas honne is the factual truth, irrespective of the damage it might do to the all-important social relationships
With references to international marketing research, discuss the various problems related to the availability and use of secondary data.
Availability of data- there may not be any reliability of Data- may not fit the needs, may not be accurate comparability of data -there may be nothing to compare it to validation of secondary data- multiple problems in verifying data with variances lost in translation, not being able to compare it, corruption in political and business to overstate or understate metrics in order to seek benefits for themselves or their businesses .
Harry leads the international marketing department of a smartphone manufacturer, Myfone. Myfone has recently decided to expand its presence in Brazil. As part of the marketing research effort, Harry has decided to use data on competitors provided by independent market research agencies located in Brazil. Which of the following problems is Harry likely to face? A. Defining the research problem. B. Communicating the results. C. Availability of data. D. Storage of data. E. Relevance of data.
Availability of data.
Which of the following factors affects the choice of distribution channels?
Available distribution intermediaries
The _____ method for estimating demand assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country. A. reference class forecasting B. analogy C. morphing D. scenario building E. triangulation
B. The analogy method for estimating demand assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country.
Which of the following is a method of demand forecasting that is particularly suitable for international marketers? A. Probabilistic forecasting B. Analogy C. Simulation D. Extrapolation E. Scenario building
B. Analogy
To deal with the problems in analyzing and interpreting research information in international market, a marketing researcher must possess three talents. Which of the following is one of those talents? A. The ability to work within assigned budget B. Creative talent for adapting research methods C. Proven talent to use and apply advanced statistics D. Superior logical ability and thorough knowledge of the language of the home country E. The ability to extrapolate home-country data
B. Creative talent for adapting research methods
To deal with the problems in analyzing and interpreting research information in international market, a marketing researcher must possess three talents. Which of the following is one of those talents? A. The ability to work within assigned budget B. Creative talent for adapting research methods C. Proven talent to use and apply advanced statistics D. Superior logical ability and thorough knowledge of the language of the home country E. The ability to extrapolate home-country data
B. Creative talent for adapting research methods possess a high degree of cultural understanding of the market in which research is being conducted, and a skeptical attitude in handling both primary and secondary data is helpful as well.
To deal with problems in analyzing and interpreting research information in the international marketplace, the marketing researcher must possess three talents. Which of the following is one of those talents? A. The ability to work within assigned budget. B. Creative talent for adapting research methods. C. Proven talent to use and apply advanced statistics. D. Superior logical ability. E. The ability to extrapolate home-country data.
B. Creative talent for adapting research methods.
Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation most likely to be interested in if it conducts a general noneconomic review of conditions affecting the division's business? A. Monetary and demographic data B. Cultural, sociological, and political climate C. Overview of market conditions D. Summary of the technological environment E. Competitive situation
B. Cultural, sociological, and political climate
Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation most likely to be interested in if it gathers information related to ecology, safety, and leisure time and their potential impacts on the division's business? A. Economic and demographic data B. Cultural, sociological, and political climate C. Overview of market conditions D. Summary of the technological environment E. Competitive situation
B. Cultural, sociological, and political climate
Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation most likely to be interested in if it gathers information related to ecology, safety, and leisure time and their potential impacts on the division's business? A. Economic and demographic data B. Cultural, sociological, and political climate C. Overview of market conditions D. Summary of the technological environment E. Competitive situation
B. Cultural, sociological, and political climate
Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation most likely to be interested in if it conducts a general noneconomic review of conditions affecting the division's business? A. Monetary and demographic data B. Cultural, sociological, and political climate C. Overview of market conditions D. Summary of the technological environment E. Competitive situation
B. Cultural, sociological, and political climate Companies are most likely to conduct a general noneconomic review of conditions affecting the division's business when they are interested in the cultural, sociological, and political climate.
Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation most likely to be interested in if it gathers information related to ecology, safety, and leisure time and their potential impacts on the division's business? A. Economic and demographic data B. Cultural, sociological, and political climate C. Overview of market conditions D. Summary of the technological environment E. Competitive situation
B. Cultural, sociological, and political climate Companies are most likely to gather information related to ecology, safety, and leisure time and their potential impacts on the division's business when they are interested in the cultural, sociological, and political climate.
Which of the following is the last step of the market research process? A. Defining the research problem and establish research objectives B. Effectively communicating the results to decision makers C. Analyzing, interpreting, and summarizing the results D. Considering the costs and benefits of the research effort E. Gathering the relevant data from secondary or primary sources, or both
B. Effectively communicating the results to decision makers
Which of the following is the last step of the market research process? A. Defining the research problem and establish research objectives B. Effectively communicating the results to decision makers C. Analyzing, interpreting, and summarizing the results D. Considering the costs and benefits of the research effort E. Gathering the relevant data from secondary or primary sources, or both
B. Effectively communicating the results to decision makers
Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods? A. Probabilistic forecasting B. Expert opinion C. Simulation D. Extrapolation E. Scenario building
B. Expert opinion
Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods? A. Probabilistic forecasting B. Expert opinion C. Simulation D. Extrapolation E. Scenario building
B. Expert opinion expert opinion and analogy.
Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Jerry Motors, he believes that it is all right to use American campaigns in the Japanese market. He is surprised to learn that a slogan "Body by Arnold" (the company that makes external structures for Jerry Motors) loosely translated in Japanese means "Corpse by Arnold." Which of the following problems did Mr. Bressler experience with his company's advertising in this scenario? A. Improper syntax B. Improper colloquialisms or slang C. Improper grammar D. Improper local language E. Improper foreign language
B. Improper colloquialisms or slang
Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Jerry Motors, he believes that it is all right to use American campaigns in the Japanese market. He is surprised to learn that a slogan "Body by Arnold" (the company that makes external structures for Jerry Motors) loosely translated in Japanese means "Corpse by Arnold." Which of the following problems did Mr. Bressler experience with his company's advertising in this scenario? A. Improper syntax B. Improper colloquialisms or slang C. Improper grammar D. Improper local language E. Improper foreign language
B. Improper colloquialisms or slang
Which of the following statements is true about qualitative research? A. It provides a marketer with responses that can be presented with precise estimations. B. It includes recording consumers' first impressions about products. C. It usually involves asking respondents to select a response from a set of choices. D. Data from qualitative research can be easily summarized in percentages, averages, or other statistics. E. It is generally associated with survey research that involves yes/no questions.
B. It includes recording consumers' first impressions about products.
Which of the following statements is true about qualitative research? A. It provides a marketer with responses that can be presented with precise estimations. B. It studies the dynamic interplay of peoples' feelings and ideas. C. It usually involves asking respondents to select a response from a set of choices. D. Data from qualitative research can be summarized in percentages, averages, or other statistics. E. It is generally associated with survey research that involves yes/no questions.
B. It studies the dynamic interplay of peoples' feelings and ideas.
Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques? A. Simultaneous translation B. Parallel translation C. Serial translation D. Linear translation E. Recentering
B. Parallel translation
_____ data refers to the data that are collected specifically for the particular research project at hand when research questions are still unanswered after seeking all reasonable secondary data sources. A. Derived B. Primary C. Referential D. Syndicated E. Cohort
B. Primary
_____ data refers to the data that are collected specifically for the particular research project at hand when research questions are still unanswered after seeking all reasonable secondary data sources. A. Derived B. Primary C. Referential D. Syndicated E. Cohort
B. Primary
In the context of international marketing research, which of the following is one of the two basic types into which marketing research methods can be grouped? A. Analytical research B. Qualitative research C. Descriptive research D. Deductive research E. Exploratory research
B. Qualitative research
In the context of international marketing research, which of the following is one of the two basic types into which marketing research methods can be grouped? A. Analytical research B. Qualitative research C. Descriptive research D. Deductive research E. Exploratory research
B. Qualitative research
In the context of international marketing research, which of the following is one of the two basic types into which marketing research methods can be grouped? A. Analytical research B. Qualitative research C. Descriptive research D. Deductive research E. Exploratory research
B. Qualitative research Marketing research methods can be grouped into two basic types: quantitative and qualitative research. In both methods, the marketer is interested in gaining knowledge about the market
The _____ method for estimating demand assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country. A. reference class forecasting B. analogy C. morphing D. scenario building E. triangulation
B. analogy
Consumers in America tend to respond to rating scales more conservatively than consumers in Japan. T/F
FALSE
The text describes four kinds of company—agency—customer relationships that might be used to bridge the cultural barrier that is present in most international marketing research. Which of the following is deemed to be best suited for managing the cultural barrier across the chain of communication? A. company—agency—customers B. company—agency—local agency—customers C. company—foreign agency—customers D. company—foreign agency—Internet—customers E. company—Internet—customers
B. company—agency—local agency—customers
The text describes four kinds of company—agency—customer relationships that might be used to bridge the cultural barrier that is present in most international marketing research. Which of the following is deemed to be best suited for managing the cultural barrier across the chain of communication? A. company—agency—customers B. company—agency—local agency—customers C. company—foreign agency—customers D. company—foreign agency—Internet—customers E. company—Internet—customers
B. company—agency—local agency—customers
The text describes four kinds of company—agency—customer relationships that might be used to bridge the cultural barrier that is present in most international marketing research. Which of the following is deemed to be best suited for managing the cultural barrier across the chain of communication? A. company—agency—customers B. company—agency—local agency—customers C. company—foreign agency—customers D. company—foreign agency—Internet—customers E. company—Internet—customers
B. company—agency—local agency—customers The company—agency—local agency—customers relationship is better suited for managing the cultural barrier across the chain of communication because the translation (in the broadest sense of the term—that is, of both questionnaires and reports) is worked out between employees of the international marketing research agency. Refer Exhibit 8.2-Managing the Cultural Barrier in International Marketing Research.
One disadvantage of decentralized research management is possible ineffective communications with _____. A. field personnel B. home-office executives C. customers D. local agencies E. resident managers
B. home-office executives
One disadvantage of decentralized research management is possible ineffective communications with _____. A. field personnels B. home-office executives C. customers D. local agencies E. foreign agencies
B. home-office executives
One disadvantage of decentralized research management is possible ineffective communications with _____. A. field personnel B. home-office executives C. customers D. local agencies E. resident managers
B. home-office executives Another is the potential unwarranted dominance of large-market studies in decisions about global standardization.
In Japan, _____ refers to the factual truth, irrespective of the damage it might do to the all-important social relationships within and between Japanese companies. A. kanban B. honne C. keiretsu D. zaibatsu E. tatemae
B. honne
In Japan, _____ refers to the factual truth, irrespective of the damage it might do to the all-important social relationships within and between Japanese companies. A. kanban B. honne C. keiretsu D. zaibatsu E. tatemae
B. honne
In Japan, _____ refers to the factual truth, irrespective of the damage it might do to the all-important social relationships within and between Japanese companies. A. kanban B. honne C. keiretsu D. zaibatsu E. tatemae
B. honne tatemae and honne. Tatemae is the public, face-saving truth, whereas honne is the factual truth, irrespective of the damage it might do to the all-important social relationships
Mary Hills asks the respondents in a research study a series of open-ended questions that help explain the respondents' feelings and thoughts on the subject of child labor. Mary Hills is conducting a _____ research. A. statistical B. qualitative C. tertiary D. quantitative E. numerical
B. qualitative
Ben Grissom has decided to use information collected by the U.S. government in his upcoming research project on cultural trends. This is an example of using a _____ data source. A. first-hand B. secondary C. primary D. direct E. personal
B. secondary
Ben Grissom has decided to use information collected by the U.S. government in his upcoming research project on cultural trends. This is an example of using a _____ data source. A. first-hand B. secondary C. primary D. direct E. personal
B. secondary Once a problem is adequately defined and research objectives established, a researcher must determine the availability of the information needed. If the data are available—that is, if they have been collected already by some other agency—the researcher should then consult these secondary data sources.
In the context of sources of data, commercial sources, trade associations, management groups, and state and local governments are examples of _____. A. first-hand data B. secondary data C. primary data D. personal data E. direct data
B. secondary data
In the context of sources of data, commercial sources, trade associations, management groups, and state and local governments are examples of _____. A. first-hand data B. secondary data C. primary data D. personal data E. direct data
B. secondary data
The public, face-saving truth is known as _____ in Japan. A. kanban B. tatemae C. keiretsu D. zaibatsu E. honne
B. tatemae
The public, face-saving truth is referred to as _____ in Japan. A. kanban B. tatemae C. keiretsu D. zaibatsu E. honne
B. tatemae
Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques?
Back translation
Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques? Simultaneous translation Serial translation Back translation Linear translation Recentering
Back translation
Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques? A. Simultaneous translation B. Serial translation C. Back translation D. Linear translation E. Re-centering
Back translation
_____ is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making. A. Marketing reach B. Market skimming C. Marketing research D. Market data analysis E. Market development
C
Which of the following types of samples is most likely to be used by researchers when detailed and accurate information is not available for a sample universe? A. A simple random sample B. A stratified random sample C. A convenience sample D. A multi-stage sample E. A probability sample
C. A convenience sample
Which of the following types of samples is most likely to be used by researchers when detailed and accurate information is not available for a sample universe? A. A simple random sample B. A stratified random sample C. A convenience sample D. A multi-stage sample E. A probability sample
C. A convenience sample The greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples. A lack of detailed information, however, does not prevent the use of sampling; it simply makes it more difficult. In place of probability techniques, many researchers in such situations rely on convenience samples taken in marketplaces and other public gathering places.
Which of the following types of samples should be used when detailed and accurate information is not available for a sampling universe? A. A derivatized sample. B. A cluster sample. C. A convenience sample. D. A systematized sample. E. A probability sample.
C. A convenience sample.
Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques? A. Simultaneous translation B. Serial translation C. Back translation D. Linear translation E. Recentering
C. Back translation
Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques? A. Simultaneous translation B. Serial translation C. Back translation D. Linear translation E. Recentering
C. Back translation back translation, parallel translation, and decentering,
Harry leads the international marketing department of Myfone, a smartphone manufacturer. Myfone has recently decided to expand its presence in Brazil. As part of the marketing research effort, Harry has decided to use data on competitors provided by independent market research agencies located in Brazil. In the context of assimilating secondary data, which of the following problems is Harry most likely to face? A. Defining the research problem B. Communicating the results C. Comparability of data D. Storage of data E. Willingness to respond
C. Comparability of data
Harry leads the international marketing department of Myfone, a smartphone manufacturer. Myfone has recently decided to expand its presence in Brazil. As part of the marketing research effort, Harry has decided to use data on competitors provided by independent market research agencies located in Brazil. In the context of assimilating secondary data, which of the following problems is Harry most likely to face? A. Defining the research problem B. Communicating the results C. Comparability of data D. Storage of data E. Willingness to respond
C. Comparability of data In this case, Harry would most likely face the problem of comparability of data. The problems associated with the use of secondary data include its availability, reliability, and comparability. Comparability of data can even be a problem when the best commercial research firms collect data across countries, and managers are well advised to query their vendors about this problem.
In the context of the research process, which of the following should an organization immediately do once it has determined the sources of information to fulfill the research objectives? A. Gather the relevant data from secondary or primary sources, or both. B. Analyze, interpret, and summarize the information gathered. C. Consider the costs and benefits of the research effort. D. Effectively communicate the results to decision makers. E. Conduct surveys and in-depth interviews with the respondents.
C. Consider the costs and benefits of the research effort.
Which of the following is the first step of the market research process? A. Determining the sources of information to fulfill the research objectives B. Analyzing, interpreting, and summarizing the results C. Defining the research problem and establishing research objectives D. Considering the costs and benefits of the research effort E. Gathering the relevant data from secondary or primary sources, or both
C. Defining the research problem and establishing research objectives
Which of the following is the first step of the market research process? A. Determining the sources of information to fulfill the research objectives B. Analyzing, interpreting, and summarizing the results C. Defining the research problem and establishing research objectives D. Considering the costs and benefits of the research effort E. Gathering the relevant data from secondary or primary sources, or both
C. Defining the research problem and establishing research objectives
Harry along with his team has undertaken a marketing research study to help his company expand in the eastern European region. Which of the following marketing research process steps is most likely to be the last step in Harry's research effort? A. Defining the research problem and establishing research objectives B. Analyzing, interpreting, and summarizing the results C. Effectively communicating the results to the decision makers D. Considering the costs and benefits of the research effort E. Gathering the relevant data from secondary or primary sources, or both
C. Effectively communicating the results to the decision makers
Which of the following statements is true about quantitative research? A. It includes direct observation of consumers in choice or product usage situations. B. It studies the dynamic interplay between peoples' feelings and their resulting actions. C. It is generally associated with survey research that involves yes/no questions. D. It includes recording consumers' first impressions about products. E. It almost always uses open-ended or in-depth and unstructured responses.
C. It is generally associated with survey research that involves yes/no questions.
_____ is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making. A. Marketing reach B. Market skimming C. Marketing research D. Marketing exposure E. Marketing activation
C. Marketing Research
_____ is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making. A. Marketing reach B. Market skimming C. Marketing research D. Marketing exposure E. Marketing activation
C. Marketing research
_____ is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making. A. Marketing reach B. Market skimming C. Marketing research D. Marketing exposure E. Marketing activation
C. Marketing research
To deal with the problems in analyzing and interpreting research information in international market, a marketing researcher must possess three talents. Which of the following is one of those talents?
Creative talent for adapting research methods
Convenience samples are predominantly used when detailed social, geographic, and economic information is available for the sample universe. T/F
FALSE
Which of the following statements is true of the reliability of secondary data while conducting market research? A. The data in less developed countries are particularly prone to being less positive in nature when reported by these countries. B. Reliability of data remains unaffected by the tax structures prevailing in countries. C. Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality. D. Economic data about less developed countries are more reliable when reported by these countries. E. Willful errors in the reporting of marketing data are predominantly absent in most industrialized countries.
C. Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality.
Which of the following statements is true of the reliability of secondary data while conducting market research? A. The data in less developed countries are particularly prone to being less positive in nature when reported by these countries. B. Reliability of data remains unaffected by the tax structures prevailing in countries. C. Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality. D. Economic data about less developed countries are more reliable when reported by these countries. E. Willful errors in the reporting of marketing data are predominantly absent in most industrialized countries.
C. Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality. Available data may not have the level of reliability necessary for confident decision making for many reasons. Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality, while tax structures and fear of the tax collector often adversely affect data.
Which of the following is most likely a problem associated with the use of secondary data? A. Defining the research problem B. Ability to communicate opinions C. Reliability of data D. Storage of data E. Willingness to respond
C. Reliability of data
Which of the following is most likely a problem associated with the use of secondary data? A. Defining the research problem B. Ability to communicate opinions C. Reliability of data D. Storage of data E. Willingness to respond
C. Reliability of data
Which of the following is most likely a problem associated with the use of secondary data? A. Defining the research problem B. Ability to communicate opinions C. Reliability of data D. Storage of data E. Willingness to respond
C. Reliability of data availability, reliability, and comparability
Which of the following countries has hierarchical, relationship-based corporate culture? A. Germany B. France C. South Korea D. Switzerland E. Australia
C. South Korea
Which of the following countries has hierarchical, relationship-based corporate culture? A. Germany B. France C. South Korea D. Switzerland E. Australia
C. South Korea
Which of the following countries has hierarchical, relationship-based corporate culture? A. Germany B. France C. South Korea D. Switzerland E. Australia
C. South Korea South Korea and Vietnam have a hierarchical, relationship-based corporate culture.
In _____ translation, a questionnaire is translated from one language to another, and then a second party translates it again into the original, and the two original language versions are compared. A. serial B. parallel C. back D. simultaneous E. complimentary
C. back
In _____ translation, a questionnaire is translated from one language to another, and then a second party translates it again into the original, and the two original language versions are compared. A. serial B. parallel C. back D. simultaneous E. complimentary
C. back
In _____ translation, a questionnaire is translated from one language to another, and then a second party translates it again into the original, and the two original language versions are compared. A. serial B. parallel C. back D. simultaneous E. complimentary
C. back In back translation, a questionnaire is translated from one language to another, and then a second party translates it back into the original, and the two original language versions are compared. This process often pinpoints misinterpretations and misunderstandings before they reach the public.
In the context of the research process, which of the following should an organization immediately do once it has determined the sources of information to fulfill the research objectives? A. Gather the relevant data from secondary or primary sources, or both. B. Analyze, interpret, and summarize the information gathered. C. Consider the costs and benefits of the research effort. D. Effectively communicate the results to decision makers. E. Conduct surveys and in-depth interviews with the respondents.
C. consider the costs and benefits of the research effort After an organization has determined the sources of information to fulfill the research objectives, it should consider the costs and benefits of the research effort.
Once a researcher has defined the research problem and established research objectives, the researcher must: A. effectively communicate the problem and objectives to decision makers. B. analyze, interpret, and summarize the results. C. determine the sources of information to fulfill the research objectives. D. assess the suitability of available statistical methods for analyzing the data. E. evaluate the cost and benefits of the research effort.
C. determine the sources of information to fulfill the research objectives.
Data collected specifically for a particular research project at hand is known as secondary data. T/F
FALSE
Which of the following is one of the highest costs of doing business in China?
Capital required to maintain effective distribution
Harry leads the international marketing department of Myfone, a smartphone manufacturer. Myfone has recently decided to expand its presence in Brazil. As part of the marketing research effort, Harry has decided to use data on competitors provided by independent market research agencies located in Brazil. In the context of assimilating secondary data, which of the following problems is Harry most likely to face?
Comparability of data
Harry leads the international marketing department of Myfone, a smartphone manufacturer. Myfone has recently decided to expand its presence in Brazil. As part of the marketing research effort, Harry has decided to use data on competitors provided by independent market research agencies located in Brazil. In the context of assimilating secondary data, which of the following problems is Harry most likely to face? Defining the research problem Communicating the results Comparability of data Storage of data Willingness to respond
Comparability of data
Harry leads the international marketing department of Myfone, a smartphone manufacturer. Myfone has recently decided to expand its presence in Brazil. As part of the marketing research effort, Harry has decided to use data on competitors provided by independent market research agencies located in Brazil. In the context of assimilating secondary data, which of the following problems is Harry most likely to face?
Comparability of data.
Companies with marketing facilities or contacts in different countries with excess distribution capacity or a desire for a broader product line sometimes take on additional lines for international distribution. The formal name for such activities is _____.
Complementary marketing
What is the 3rd step of the research process?
Consider the cost and benefits of the research effort
In the context of the research process, which of the following should an organization immediately do once it has determined the sources of information to fulfill the research objectives? Gather the relevant data from secondary or primary sources, or both. Analyze, interpret, and summarize the information gathered. Consider the costs and benefits of the research effort. Effectively communicate the results to decision makers. Conduct surveys and in-depth interviews with the respondents.
Consider the costs and benefits of the research effort.
Most middlemen have little loyalty to their vendors. They handle brands in good times when the line is making money but quickly reject such products within a season or a year if they fail to produce during that period. This is an example of problems associated with which of the following six Cs of distribution channel strategy?
Continuity
When the value of the dollar is weak relative to the buyer's currency, sellers generally employ _____.
Cost-plus pricing
Which of the following makes Walmart's transactions with suppliers highly efficient and lowers its cost of operations?
Internal internet based system
To deal with the problems in analyzing and interpreting research information in international market, a marketing researcher must possess three talents. Which of the following is one of those talents? The ability to work within assigned budget Creative talent for adapting research methods Proven talent to use and apply advanced statistics Superior logical ability and thorough knowledge of the language of the home country The ability to extrapolate home-country data
Creative talent for adapting research methods
To deal with problems in analyzing and interpreting research information in the international marketplace, the marketing researcher must possess three talents. Which of the following is one of those talents? A. The ability to work within assigned budget. B. Creative talent for adapting research methods. C. Proven talent to use and apply advanced statistics. D. Superior logical ability. E. The ability to extrapolate home-country data.
Creative talent for adapting research methods.
Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation most likely to be interested in if it gathers information related to ecology, safety, and leisure time and their potential impacts on the division's business? Economic and demographic data Cultural, sociological, and political climate Overview of market conditions Summary of the technological environment Competitive situation
Cultural, sociological, and political climate
Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it conducts a general noneconomic review of conditions affecting the division's business? A. Economic and demographic. B. Cultural, sociological, and political climate. C. Overview of market conditions. D. Summary of the technological environment. E. Competitive situation.
Cultural, sociological, and political climate.
Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it gathers information related to ecology, safety, and leisure time and their potential impacts on the division's business?
Cultural, sociological, and political climate.
Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it gathers information related to ecology, safety, and leisure time and their potential impacts on the division's business? A. Economic and demographic. B. Cultural, sociological, and political climate. C. Overview of market conditions. D. Summary of the technological environment. E. Competitive situation.
Cultural, sociological, and political climate.
Which of the following represents a severe limitation of using the Internet for primary research? A. The data on the Internet are usually outdated. B. The educational qualifications of the respondents of surveys on the Internet cannot be identified accurately. C. Secondary data cannot be accessed on the Internet for conducting research. D. A sample universe composed solely of Internet respondents represents a potential bias. E. Using the Internet for primary research is the most expensive way of conducting primary research.
D. A sample universe composed solely of Internet respondents represents a potential bias.
hich of the following represents a severe limitation of using the Internet for primary research? A. The data on the Internet are usually outdated. B. The educational qualifications of the respondents of surveys on the Internet cannot be identified accurately. C. Secondary data cannot be accessed on the Internet for conducting research. D. A sample universe composed solely of Internet respondents represents a potential bias. E. Using the Internet for primary research is the most expensive way of conducting primary research.
D. A sample universe composed solely of Internet respondents represents a potential bias. The ability to conduct primary research is one of the exciting aspects about the Internet. However, the potential bias of a sample universe composed solely of Internet respondents presents some severe limitations, and firms vary substantially in their abilities to turn data collected into competitive advantages.
A toy manufacturer has excellent sales figures for its toys in country P but inadequate figures in the neighboring country R. In country P, per capita consumption is known to increase at a predictable ratio as per capita gross domestic product (GDP) increases. If per capita GDP is known for country R, per capita demand for the toys can be estimated using the relationships established in country R. Which of the following methods of forecasting does this example illustrate? A. Probabilistic forecasting B. Reference class forecasting C. Expert opinion D. Analogy E. Linear regression
D. Analogy
A toy manufacturer has excellent sales figures for its toys in country P but inadequate figures in the neighboring country R. In country P, per capita consumption is known to increase at a predictable ratio as per capita gross domestic product (GDP) increases. If per capita GDP is known for country R, per capita demand for the toys can be estimated using the relationships established in country R. Which of the following methods of forecasting does this example illustrate? A. Probabilistic forecasting B. Reference class forecasting C. Expert opinion D. Analogy E. Linear regression
D. Analogy The analogy method of forecasting demand assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country.
In Japanese corporate culture, which of the following is most likely to constitute a typical significant impediment to averting and responding to a crisis? A. Employees like to work on their own rather than in a group. B. Negotiations are avoided at any cost. C. Decisions are generally taken by lower level employees who directly deal with the problem. D. Employees who are lower in the hierarchy find it hard to question their superiors. E. The process of decision making is extremely complex and time consuming.
D. Employees who are lower in the hierarchy find it hard to question their superiors.
In Japanese corporate culture, which of the following is most likely to constitute a typical significant impediment to averting and responding to a crisis? A. Employees like to work on their own rather than in a group. B. Negotiations are avoided at any cost. C. Decisions are generally taken by lower level employees who directly deal with the problem. D. Employees who are lower in the hierarchy find it hard to question their superiors. E. The process of decision making is extremely complex and time consuming.
D. Employees who are lower in the hierarchy find it hard to question their superiors. There is a culture of deference inside Japanese corporations that makes it hard for those lower in the hierarchy to question their superiors or inform them about problems. The focus on consensus and group is an asset in building teamwork, but also can make it hard to challenge what has been decided or designed.
Which of the following questions should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena? A. How much do the data cost? B. What language is used in the parent country? C. How long did it take to complete the survey in question? D. For what purposes were the data collected? E. What type of survey was used during data collection?
D. For what purposes were the data collected?
Which of the following questions should a marketing researcher ask when trying to establish the reliability of secondary data sources in the international arena? A. How much do the data cost? B. What language is used in the parent country? C. How long did it take to complete the survey in question? D. How were the data collected? E. What type of survey was used during data collection?
D. How was the data collected
Which of the following questions should a marketing researcher ask when trying to establish the reliability of secondary data sources in the international arena? A. How much do the data cost? B. What language is used in the parent country? C. How long did it take to complete the survey in question? D. How were the data collected? E. What type of survey was used during data collection?
D. How were the data collected?
A toy manufacturer conducted a survey to estimate the market demand for its specialized wood-based toys in a foreign country. For the survey, it interviewed all the families in four rural towns of that country but it did not have sufficient information to make the distinction between those with children and those without children. The market demand forecast based on this survey failed to match the actual demand for the toys. Which of the following is the most likely reason for this failure? A. Difficulty in defining the research objective B. Unwillingness of the respondents to reply to survey questions C. Difficulty in translating the responses D. Inappropriate sample selection due to lack of adequate demographic data E. Lack of appropriate methods for analyzing the data
D. Inappropriate sample selection due to lack of adequate demographic data
Which of the following is NOT a factor that has contributed to the rapid economic growth of NICs (newly industrialized countries)?
Decrease in labor population
What is the firs step of the research process?
Define the research problem and establish research objectives
In Japanese corporate culture, which of the following constitutes a typical significant impediment to averting and responding to a crisis? A. Employees like to work on their own rather than in a group. B. Opinions of all the employees are to be taken into consideration before taking a decision. C. Decisions are generally taken by lower level employees who directly deal with the problem. D. It is hard for those lower in the hierarchy to question their superiors. E. The process of decision making is extremely complex and time consuming.
D. It is hard for those lower in the hierarchy to question their superiors.
Which of the following countries comes a close second to the United States with respect to the quantity and quality of the marketing-related data available? A. Brazil B. Australia C. China D. Japan E. Kenya
D. Japan
Which of the following is a disadvantage of decentralized research management? A. The accuracy of the information gathered cannot be verified. B. Various international laws restrict decentralized research. C. It increases the cost of conducting the research. D. Large-market studies may dominate decisions about global standardization. E. Decentralized research has higher probability of translational errors.
D. Large-market studies may dominate decisions about global standardization.
In many rural areas, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to directly affect? A. Product enhancement analysis B. Inventory analysis C. The optimization process D. The sampling process E. The decentralization process
D. The sampling process
In many rural areas, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to directly affect? A. Product enhancement analysis B. Inventory analysis C. The optimization process D. The sampling process E. The decentralization process
D. The sampling process The greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples. If current, reliable lists are not available, sampling becomes more complex and generally less reliable.
Which of the following is a disadvantage of decentralized research management? A. The control hardly rests closer to the market. B. Various international laws restrict decentralized research. C. Field personnel and resident managers lack intimate knowledge of the subtleties of the market. D. There is unwarranted dominance of large-market studies in decisions about global standardization. E. Decentralized research has higher probability of translational errors.
D. There is unwarranted dominance of large-market studies in decisions about global standardization.
Which of the following questions should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena? A. How much do the data cost? B. What language is used in the parent country? C. How long did it take to complete the survey in question? D. Who collected the data? E. What type of survey was used during the data collection process?
D. Who collected the data?
Which of the following questions should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena? A. How much do the data cost? B. What language is used in the parent country? C. How long did it take to complete the survey in question? D. Who collected the data? E. What type of survey was used during the data collection process?
D. Who collected the data? To effectively judge the reliability of secondary data sources, following questions should be asked: Who collected the data? For what purposes were the data collected? How (by what methodology) were the data collected? Are the data internally consistent and logical in light of known data sources or market factors?
By systematically monitoring chat rooms, blogs, and personal websites to assess consumers' opinions about the new line of health drinks that his company has launched, Harry is engaging in the practice of _____. A. tomography B. serigraphy C. vitreography D. netnography E. lithography
D. netnography
Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as _____. A. tomography B. serigraphy C. vitreography D. netnography E. lithography
D. netnography
secondary data
Data that has already been collected by some other agency. May not be reliable, available, valid, or comparible.
is a successive process of translation and retranslation of a questionnaire, each time by a different translator.
Decentering
Bert Wong has decided to pursue a marketing research effort to acquire information before his company makes a strategic relocation move to the West Coast. Which of the following marketing research process steps would be the first step that Bert (and the marketing researchers) should take as he embarks on the research effort?
Define the research problem and establish research objectives.
Bert Wong has decided to pursue a marketing research effort to acquire information before his company makes a strategic relocation move to the West Coast. Which of the following marketing research process steps would be the first step that Bert (and the marketing researchers) should take as he embarks on the research effort? Define the research problem and establish research objectives. Analyze, interpret, and summarize the results. Determine the sources of information to fulfill the research objectives. Consider the costs and benefits of the research effort. Gather relevant data from secondary or primary sources, or both.
Define the research problem and establish research objectives.
Bert Wong has decided to pursue a marketing research effort to acquire information before his company makes a strategic relocation move to the West Coast. Which of the following marketing research process steps would be the first step that Bert's company (and marketing researchers) should take as it embarks on the research effort? A. Define the research problem and establish research objectives. B. Analyze, interpret, and summarize the results. C. Determine the sources of information to fulfill the research objectives. D. Consider the costs and benefits of the research effort. E. Gather relevant data from secondary or primary sources, or both.
Define the research problem and establish research objectives.
Which of the following is the first step of a market research process?
Define the research problem and establish research objectives.
Which of the following is the first step of a market research process? A. Determine the sources of information to fulfill the research objectives. B. Analyze, interpret, and summarize the results. C. Define the research problem and establish research objectives. D. Consider the costs and benefits of the research effort. E. Gather the relevant data from secondary or primary sources, or both.
Define the research problem and establish research objectives.
What is the 1st step of the research process?
Define the research problem and establish the research objectives.
Which of the following is the first step of the market research process? Determining the sources of information to fulfill the research objectives Analyzing, interpreting, and summarizing the results Defining the research problem and establishing research objectives Considering the costs and benefits of the research effort Gathering the relevant data from secondary or primary sources, or both
Defining the research problem and establishing research objectives
What is the Second step of the research process?
Determine the sources of Information to fullfill the research objectives.
Once a researcher has defined the research problem and established research objectives, the researcher must:
Determine the sources of information to fulfill the research objectives.
In which of the following modes of distribution in the foreign market will a company have to make maximum financial investment?
Direct sales force
Which of the following has proved to be an important way to break the trade barrier imposed by the Japanese distribution system?
Direct sales through catalogs
Back translations may not always ensure an accurate translation because of commonly used idioms in both languages. Which of the following types of translation is used to overcome this problem? A. Serial translation B. Decentering C. Linear translation D. Complimentary translation E. Parallel translation
E. Parallel translation
Which of the following statements is true about the Japanese corporate culture? A. Employees like to work on their own rather than in a group. B. Negotiations are avoided at any cost. C. Decisions are generally taken by lower level employees who directly deal with the problem. D. The process of decision making is extremely complex and time consuming. E. The focus on consensus and group makes it hard to challenge what has been decided.
E. The focus on consensus and group makes it hard to challenge what has been decided.
Which of the following statements is true regarding the Japanese corporate culture? A. Employees like to work on their own rather than in a group. B. Opinions of all the employees are to be taken into consideration before taking a decision. C. Decisions are generally taken by lower level employees who directly deal with the problem. D. The process of decision making is extremely complex and time consuming. E. The focus on consensus and group makes it hard to challenge what has been decided.
E. The focus on consensus and group makes it hard to challenge what has been decided.
Which of the following statements is true about the Japanese corporate culture? A. Employees like to work on their own rather than in a group. B. Negotiations are avoided at any cost. C. Decisions are generally taken by lower level employees who directly deal with the problem. D. The process of decision making is extremely complex and time consuming. E. The focus on consensus and group makes it hard to challenge what has been decided.
E. The focus on consensus and group makes it hard to challenge what has been decided. There is a culture of deference inside Japanese corporations that makes it hard for those lower in the hierarchy to question their superiors or inform them about problems. The focus on consensus and group is an asset in building teamwork, but also can make it hard to challenge what has been decided or designed.
The key in using expert opinion to help forecast demand is _____, that is, comparing estimates produced by different sources. A. indemnification B. simulation C. morphing D. modeling E. triangulation
E. Triangulation is the key in using expert opinion to help forecast demand, and it involves comparing estimates produced by different sources.
According to the text, today the real power of the Internet for international marketing research is the: A. reduction in the time required for completing primary research. B. reduction in the cost of conducting primary research. C. increase in the reliability of the surveys conducted using the Internet. D. ability to overcome legal barriers to conducting primary research. E. ability to easily access volumes of secondary data.
E. ability to easily access volumes of secondary data.
According to the text, today the real power of the Internet for international marketing research is the: A. reduction in the time required for completing primary research. B. reduction in the cost of conducting primary research. C. increase in the reliability of the surveys conducted using the Internet. D. ability to overcome legal barriers to conducting primary research. E. ability to easily access volumes of secondary data.
E. ability to easily access volumes of secondary data. Today the real power of the Internet for international marketing research is the ability to easily access volumes of secondary data. These data have been available in print form for years, but now they are much easier to access and in many cases, are more current.
Decentering is a hybrid of _____ translation. A. parallel B. simultaneous C. linear D. random E. back
E. back
Decentering is a hybrid of _____ translation. A. parallel B. simultaneous C. linear D. random E. back
E. back Decentering is a hybrid of back translation. It is a successive process of translation and retranslation of a questionnaire, each time by a different translator.
In the _____ method, successive translation and retranslation of a questionnaire takes place, each time by a different translator, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages. A. serial translation B. triangulation C. linear translation D. netnography E. decentering
E. decentering
In the _____ method, successive translation and retranslation of a questionnaire takes place, each time by a different translator, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages. A. serial translation B. triangulation C. linear translation D. netnography E. decentering
E. decentering Decentering is a hybrid of back translation. It is a successive process of translation and retranslation of a questionnaire, each time by a different translator. The wording of the original instrument undergoes a change, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages.
The most universal survey research problem in foreign countries is the _____ barrier. A. technological B. legal C. cultural D. literacy E. language
E. language
Centralization of the marketing research function in the parent country ensures that the field personnel and resident managers in the foreign country have more intimate knowledge of the subtleties of the market. T/F
FALSE
The most universal survey research problem in foreign countries is the _____ barrier. A. technological B. legal C. cultural D. literacy E. language
E. language Differences in idiom and the difficulty of exact translation create problems in eliciting the specific information desired and in interpreting the respondents' answers
Alex's research focuses on exploring countries that have different languages, economies, social structures, behavior, and attitude patterns. In this case, Alex is most likely engaged in _____ research. A. geographical B. anthropological C. psychological D. sociological E. multicultural
E. multicultural
Alex's research focuses on exploring countries that have different languages, economies, social structures, behavior, and attitude patterns. In this case, Alex is most likely engaged in _____ research. A. geographical B. anthropological C. psychological D. sociological E. multicultural
E. multicultural
Alex's research focuses on exploring countries that have different languages, economies, social structures, behavior, and attitude patterns. In this case, Alex is most likely engaged in _____ research. A. geographical B. anthropological C. psychological D. sociological E. multicultural
E. multicultural Multicultural research involves countries that have different languages, economies, social structures, behavior, and attitude patterns.
Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation most likely to be interested in if it gathers information related to profitability for the division's products, inflation, business cycle trends, and the like?
Economic and demographic data
Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation most likely to be interested in if it gathers information related to profitability for the division's products, inflation, business cycle trends, and the like? Economic and demographic data Cultural, sociological, and political climate Overview of market conditions Summary of the technological environment Competitive situation
Economic and demographic data
Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation most likely to be interested in if it gathers information related to profitability for the division's products, inflation, business cycle trends, and the like?
Economic and demographic data.
Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it gathers information related to profitability for the division's products, inflation, business cycle trends, and the like? A. Economic and demographic. B. Cultural, sociological, and political climate. C. Overview of market conditions. D. Summary of the technological environment. E. Competitive situation.
Economic and demographic.
The level of market development roughly parallels the stages of _____.
Economic development
Which of the following is considered as the single most important environmental element of a country to which the foreign marketer must adjust the marketing task?
Economic level
Harry and his team have undertaken a marketing research study to help their company expand in the Eastern European region. Which of the following marketing research process steps is Harry likely to end his research efforts with?
Effectively communicate the results to decision makers.
Harry and his team have undertaken a marketing research study to help their company expand in the Eastern European region. Which of the following marketing research process steps is Harry likely to end his research efforts with? A. Define the research problem and establish research objectives. B. Analyze, interpret, and summarize the results. C. Effectively communicate the results to decision makers. D. Consider the costs and benefits of the research effort. E. Gather the relevant data from secondary or primary sources, or both.
Effectively communicate the results to decision makers.
Which of the following is the last step of a market research process?
Effectively communicate the results to decision makers.
Which of the following is the last step of a market research process? A. Define the research problem and establish research objectives. B. Effectively communicate the results to decision makers. C. Analyze, interpret, and summarize the results. D. Consider the costs and benefits of the research effort. E. Gather the relevant data from secondary or primary sources, or both.
Effectively communicate the results to decision makers.
Which of the following is the last step of the market research process? Defining the research problem and establish research objectives Effectively communicating the results to decision makers Analyzing, interpreting, and summarizing the results Considering the costs and benefits of the research effort Gathering the relevant data from secondary or primary sources, or both
Effectively communicating the results to decision makers
Harry along with his team has undertaken a marketing research study to help his company expand in the eastern European region. Which of the following marketing research process steps is most likely to be the last step in Harry's research effort? Defining the research problem and establishing research objectives Analyzing, interpreting, and summarizing the results Effectively communicating the results to the decision makers Considering the costs and benefits of the research effort Gathering the relevant data from secondary or primary sources, or both
Effectively communicating the results to the decision makers
What is the 5th step of the research process?
Efficiently communicate the results to determine makers.
In Japanese corporate culture, which of the following is most likely to constitute a typical significant impediment to averting and responding to a crisis?
Employees who are lower in the hierarchy find it hard to question their superiors.
In Japanese corporate culture, which of the following is most likely to constitute a typical significant impediment to averting and responding to a crisis? Employees like to work on their own rather than in a group. Negotiations are avoided at any cost. Decisions are generally taken by lower level employees who directly deal with the problem. Employees who are lower in the hierarchy find it hard to question their superiors. The process of decision making is extremely complex and time consuming.
Employees who are lower in the hierarchy find it hard to question their superiors.
_____, a practice often used by companies to maintain high retail margins to encourage retailers to maintain the exclusive-quality image of a product, can create a favorable condition for parallel importing.
Exclusive distribution
Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods?
Expert opinion
Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods? Probabilistic forecasting Expert opinion Simulation Extrapolation Scenario building
Expert opinion
Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods? A. Probabilistic forecasting B. Expert opinion C. Simulation D. Extrapolation E. Scenario building
Expert opinion
Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods?
Expert opinion.
A major disadvantage of _____ is that they can seldom afford to make the kind of market investment needed to establish deep distribution for products.
Export management companies
Due to the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers: probabilistic forecasting and reference class forecasting. T/F
FALSE
In Italy and many Latin countries, family generally means only the parents and children. T/F
FALSE
In foreign markets, it is best to accept the information at face value because verifying information in foreign markets is extremely expensive. T/F
FALSE
In quantitative research, if questions are asked, they are almost always open-ended or in-depth. T/F
FALSE
Most problems in collecting primary data in international marketing research stem from the excessive cost of primary research in these markets. T/F
FALSE
Observational research typically excludes systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services. T/F
FALSE
Parallel method of translation is typically inaccurate because of commonly used idioms in both languages involved in the translation. T/F
FALSE
The marketing research process should begin with the determination of the sources of information to fulfill the research objectives. T/F
FALSE
The most often used form of qualitative questioning is the survey questionnaire that contains questions with a set of choices from which respondents select their responses. T/F
FALSE
The most universal survey research problem in foreign countries is fear of government reprisal. T/F
FALSE
The public, face-saving truth is referred to as honne in Japan. T/F
FALSE
It is generally better to collect primary data before turning to secondary data.
FALSE If, after seeking all reasonable secondary data sources, research questions are still not adequately answered, the market researcher must collect primary data.
In quantitative research, if questions are asked, they are almost always open-ended or in- depth.
FALSE In QUALITATIVE (not quantitative) research, if questions are asked, they are almost always open-ended or in-depth, and unstructured responses that reflect the person's thoughts and feelings on the subject are sought.
Marketing research is a general noneconomic review of conditions affecting the marketing division's business.
FALSE Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making.
Most problems in collecting primary data in international marketing research stem from the excessive cost of primary research in these markets.
FALSE Most problems in collecting primary data in international marketing research stem from cultural differences among countries and range from the inability or unwillingness of respondents to communicate their opinions to inadequacies in questionnaire translation.
Quantitative research is helpful in revealing the impact of sociocultural factors on behavior patterns and in developing research hypotheses that can be tested in subsequent studies.
FALSE Qualitative research is helpful in revealing the impact of sociocultural factors on behavior patterns and in developing research hypotheses that can be tested in subsequent studies designed to quantify the concepts and relevant relationships uncovered in qualitative data collection.
Commercial sources, trade associations, management groups, and state and local governments are good sources of primary data for a researcher.
FALSE The U.S. government provides comprehensive statistics for the United States; periodic censuses of U.S. population, housing, business, and agriculture are conducted and, in some cases, have been taken for over 100 years. Commercial sources, trade associations, management groups, and state and local governments are secondary data sources of detailed U.S. market information.
Data collected specifically for a particular research project at hand is known as secondary data.
FALSE The data collected specifically for the particular research project at hand is known as primary data.
The marketing research process should begin with determining the sources of information to fulfill the research objectives.
FALSE The marketing research process should begin with defining the research problem and establish research objectives.
The most often used form of qualitative questioning is the survey questionnaire that contains questions with a set of choices from which respondents select their response.
FALSE The most often used form of qualitative questioning is the focus group interview.
Consumers in America tend to respond to rating scales more conservatively than consumers in Japan. True
False
In Italy and many Latin countries, family generally means only the parents and children.
False
Observational research typically excludes systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services.
False
T or F: Data collected specifically for a particular research project at hand is known as secondary data.
False
T or F: In quantitative research, if questions are asked, they are almost always open-ended or in-depth.
False
T or F: Most problems in collecting primary data in international marketing research stem from the excessive cost of primary research in these markets.
False
_____ is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making.
Marketing research
Centralization of the marketing research function in the parent country ensures that the field personnel and resident managers in the foreign country have more intimate knowledge of the subtleties of the market
False - control rests in hands closer to the market
T or F: The most often used form of qualitative questioning is the survey questionnaire that contains questions with a set of choices from which respondents select their responses.
False - focus groups
Convenience samples are predominantly used when detailed social, geographic, and economic information is available for the sample universe.
False - is not the only time convenience samples are used
The most universal survey research problem in foreign countries is feat of government reprisal
False - language barrier
T or F: Commercial sources, trade associations, management groups, and state and local governments are good sources of primary data for a researcher.
False!
T or F: The marketing research process should begin with the determination of the sources of information to fulfill the research objectives.
False!
The United States-Canada Free Trade Area (CFTA) was a customs union like the European Community
False,
In foreign markets, it is best to accept the information at face value because verifying information in foreign markets is extremely expensive
False, never accept things at face value
Parallel method of translation is typically inaccurate because of commonly used idioms in both languages involved in the translation
False, parallel method helps overcome this problem
The public, face-saving truth is referred to as honne in Japan
False. It is called tatemae
Observational research typically excludes systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services.
False. does include these things
Consumers in America tend to respond to rating scales more conservatively than consumers in Japan
False. reversed.
More household money goes for _____ in emerging markets than in developed markets.
Food
Which of the following questions should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena?
For what purposes were the data collected?
Which of the following questions should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena? A. How much does the data cost? B. What language is used in the host country? C. Does the host country's government encourage marketing research? D. For what purposes were the data collected? E. Was the data available on the Internet?
For what purposes were the data collected?.
Which of the following approaches to pricing is most suitable when a company has high variable costs relative to its fixed costs?
Full Cost Pricing
What is the 4th step of the research process?
Gather relevant data from primary, secondary, or combined primary/secondary data sources
One of the reasons that channels of distribution often pose longevity problems is that most middlemen _____.
Have little loyalty to vendors
Which of the following questions should a marketing researcher ask when trying to establish the reliability of secondary data sources in the international arena? A. How much does the data cost? B. What language is used in the host country? C. Does the host country's government encourage marketing research? D. How were the data collected? E. Was the data available on the Internet?
How were the data collected?
Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Jerry Motors, he believes that it is all right to use American campaigns in the Japanese market. He is surprised to learn that a slogan "Body by Arnold" (the company that makes external structures for Jerry Motors) loosely translated in Japanese means "Corpse by Arnold." Which of the following problems did Mr. Bressler experience with his company's advertising in this scenario? Improper syntax Improper colloquialisms or slang Improper grammar Improper local language Improper foreign language
Improper colloquialisms or slang
Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Jerry Motors, he believes that it is entirely proper to use American campaigns in the Japanese market. He was surprised to learn that a slogan "Body by Arnold" (the company that makes external structures for Jerry Motors) loosely translated in Japanese to mean "Corpse by Arnold." Which of the following problems did Mr. Bressler experience with his company's advertising in this scenario? A. Improper syntax B. Improper colloquialisms or slang C. Improper grammar D. Improper local language E. Improper translation
Improper colloquialisms or slang
Which of the following is true of free trade zones (FTZs)?
In an FTZ, payment of import duties is postponed until the product leaves the FTZ area and enters the host country.
Which of the following characterizes the variable-cost pricing approach?
In this approach, any contribution to fixed cost after variable costs are covered is profit to the company.
A toy manufacturer conducted a survey to estimate the market demand for its specialized wood-based toys in a foreign country. For the survey, it interviewed all the families in four rural towns of that country but it did not have sufficient information to make the distinction between those with children and those without children. The market demand forecast based on this survey failed to match the actual demand for the toys. Which of the following is the most likely reason for this failure? Difficulty in defining the research objective Unwillingness of the respondents to reply to survey questions Difficulty in translating the responses Inappropriate sample selection due to lack of adequate demographic data Lack of appropriate methods for analyzing the data
Inappropriate sample selection due to lack of adequate demographic data
A toy manufacturer conducted a survey to estimate the market demand for its specialized wood-based toys in a foreign country. For the survey, it interviewed all the households of the four largest cities of that country without making any distinction between those with children and those without. The market demand forecast based on this survey failed to match the actual demand for the toys. Which of the following is the most likely reason for this failure?
Inappropriate sample selection.
A toy manufacturer conducted a survey to estimate the market demand for its specialized wood-based toys in a foreign country. For the survey, it interviewed all the households of the four largest cities of that country without making any distinction between those with children and those without. The market demand forecast based on this survey failed to match the actual demand for the toys. Which of the following is the most likely reason for this failure? A. Difficulty in defining the research objective. B. Unwillingness of the respondents to reply to survey questions. C. Difficulty in translating the responses. D. Inappropriate sample selection. E. Lack of appropriate methods for analyzing the data.
Inappropriate sample selection.
Which of the following statements is true regarding an export management company (EMC)?
It calls for minimum investment from the parent firm to get into international markets.
Which of the following statements is true about qualitative research?
It includes recording consumers' first impression about products
Which of the following statements is true about qualitative research? A. It provides the marketer with responses that can be presented with precise estimations. B. It includes recording consumers' first impression about products. C. It usually involves asking respondents to select a choice from a set of responses. D. Data from such research can be easily summarized in percentages, averages, or other statistics. E. It is generally associated with survey research that involves yes or no questions.
It includes recording consumers' first impression about products.
Which of the following statements is true about qualitative research?
It includes recording consumers' first impressions about products.
Which of the following statements is true about quantitative research?
It is generally associated with survey research that involves "yes" or "no" questions.
Which of the following statements is true about quantitative research? A. It includes direct observation of consumers in choice or product usage situations. B. It studies the dynamic interplay between peoples' feelings and their resulting actions. C. It is generally associated with survey research that involves "yes" or "no" questions. D. It includes recording consumers' first impression about products. E. It is used to formulate and define a problem more clearly.
It is generally associated with survey research that involves "yes" or "no" questions.
Which of the following statements is true about quantitative research?
It is generally associated with survey research that involves yes/no questions.
Which of the following statements is true about quantitative research? It includes direct observation of consumers in choice or product usage situations. It studies the dynamic interplay between peoples' feelings and their resulting actions. It is generally associated with survey research that involves yes/no questions. It includes recording consumers' first impressions about products. It almost always uses open-ended or in-depth and unstructured responses.
It is generally associated with survey research that involves yes/no questions.
In Japanese corporate culture, which of the following constitutes a typical significant impediment to averting and responding to a crisis? A. Employees like to work on their own rather than in a group. B. Opinions of all the employees are to be taken into consideration before taking a decision. C. Decisions are generally taken by lower level employees who directly deal with the problem. D. It is hard for those lower in the hierarchy to question their superiors. E. The process of decision making is extremely complex and time consuming.
It is hard for those lower in the hierarchy to question their superiors.
Which of the following statements is true about qualitative research? It provides a marketer with responses that can be presented with precise estimations. It studies the dynamic interplay of peoples' feelings and ideas. It usually involves asking respondents to select a response from a set of choices. Data from qualitative research can be summarized in percentages, averages, or other statistics. It is generally associated with survey research that involves yes/no questions.
It studies the dynamic interplay of peoples' feelings and ideas.
Which of the following statements is true about qualitative research? A. It provides the marketer with responses that can be presented with precise estimations. B. It studies the dynamic interplay of peoples' feelings and ideas. C. It usually involves asking respondents to select a choice from a set of responses. D. Data from such research can be summarized in percentages, averages, or other statistics. E. It is generally associated with survey research that involves "yes" or "no" questions.
It studies the dynamic interplay of peoples' feelings and ideas.
Which of the following is true of privatization of state-owned enterprises?
It was done in order to stop the drain on national budgets due to inefficient state-owned enterprises.
Which of the following countries comes a close second to the United States with respect to the quantity and quality of the marketing-related data available? Brazil Australia China Japan Kenya
Japan
Which of the following countries comes a close second to the United States with respect to the quantity and quality of the marketing-related data available? A. Brazil B. Australia C. China D. Japan E. Kenya
Japan
In the international arena, the greatest problem in sampling stems from the:
Lack of adequate demographic data from which meaningful samples can be drawn.
The most universal survey research problem in foreign countries is the _____ barrier.
Language.
Which of the following is a disadvantage of decentralized research management? A. The accuracy of the information gathered cannot be verified. B. Various international laws restrict decentralized research. C. It increases the cost of conducting the research. D. Large-market studies may dominate decisions about global standardization. E. Decentralized research has higher probability of translational errors.
Large-market studies may dominate decisions about global standardization.
According to the United Nations' stages of economic development for classifying countries with respect to levels of industrialization, _____ consist of industrially developing countries just entering world trade with relatively low per capita income.
Less Developed Countries
A(n) _____ is an individual agent middleman or an agent middleman firm providing a selling service for manufacturers that covers only one or two markets.
Manufacturers export agent
_____ is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making. Marketing reach Market skimming Marketing research Marketing exposure Marketing activation
Marketing research
_____ is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making. A. Marketing reach B. Market skimming C. Marketing research D. Market data analysis E. Market development
Marketing research
Which of the following substages best characterizes the United States today with respect to the evolution of the marketing process?
Mass Distribution
Who are frequently criticized for not representing the best interests of a manufacturer?
Merchant middlemen
Which of the following countries has been identified by the Department of Commerce as a BEM (big emerging market)?
Mexico
According to the United Nations' stages of economic development for classifying countries with respect to levels of industrialization, Canada falls under the category of _____.
More developed Countries
With reference to international marketing research, list the various problems that are associated with gathering primary data.
Most problems in international markets stem from cultural differences among countries and range from the willingness of respondents to communicate their opinions in questionnaires. Meaning they may not want to respond in countries where tax evasion is a well accepted standard, or they might not understand the question. Also there may not be any data to compare it to for assessment or accuracy.
Which of the following reasons best describes why much of the data provided by foreign governments is suspected with respect to reliability? A. The data in foreign countries are usually written in a foreign language and there are translation difficulties that are often insurmountable. B. The size of the sample and the technique used for sampling may be faulty. C. Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality. D. The data in foreign countries is usually not safeguarded. E. The data tend to be incomplete, and outdated.
Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality.
Which of the following statements is true of the reliability of secondary data while conducting market research?
Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality.
Which of the following statements is true of the reliability of secondary data while conducting market research? The data in less developed countries are particularly prone to being less positive in nature when reported by these countries. Reliability of data remains unaffected by the tax structures prevailing in countries. Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality. Economic data about less developed countries are more reliable when reported by these countries. Willful errors in the reporting of marketing data are predominantly absent in most industrialized countries.
Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality.
four kinds of company-agency-customer relationships
Option A and D: both cultural and organizational barriers are being crossed simultaneously thus maximizing the chances for miscommunication Option B and C: cultural barrier is bridged within a company where people in that have a common culture and work together on an everyday basis. Better suited for managing the cultural barrier across the chain of communication
In _____ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.
Parallel
Floral Group Inc., an importing organization in New York, buys perfumes from GS Inc. in France for $13 a unit. Unknown to GS, Floral Group sells this product in the United States for $15 a unit. This leads to a loss of revenue for GS Inc. as it also sells its perfume in the United States but for a higher price of $18. Which of the following best describes the above scenario?
Parallel importing
Back translations may not always ensure an accurate translation because of commonly used idioms in both languages. Which of the following types of translation is used to overcome this problem? Serial translation Decentering Linear translation Complimentary translation Parallel translation
Parallel translation
Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques? A. Simultaneous translation B. Parallel translation C. Serial translation D. Linear translation E. Re-centering
Parallel translation
In _____ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected. A. parallel B. recentering C. linear D. random E. back
Parallel translation overcomes the problems faced in back translation. In this process, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.
Back translations may not always ensure an accurate translation because of commonly used idioms in both languages. Which of the following types of translation is used to overcome this problem? A. Serial translation. B. Decentering. C. Linear translation. D. Complimentary translation. E. Parallel translation.
Parallel translation.
In _____ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.
Parallel.
A _____ policy is used to stimulate market and sales growth by deliberately offering products at low prices.
Penetration pricing
A company uses _____ when the objective is to reach a segment of the market that is relatively price insensitive and thus willing to pay a premium price for the value received.
Price Skimming
If the supply of a product in a market is limited, a company may follow a _____ approach to maximize revenue and to match demand to supply.
Price Skimming
Lush Cosmetics Corp., a U.S.-based firm, has recently started exporting cosmetics to India. Lush has introduced a new range of mineral-based makeup products for the first time in the Indian market. As Lush has no competitors in this segment of the Indian cosmetics market, it has set a very high price for its products in order to reach the premium, price insensitive segment of the market. This is an example of _____.
Price Skimming
_____ data refers to the data that are collected specifically for the particular research project at hand when research questions are still unanswered after seeking all reasonable secondary data sources. Derived Primary Referential Syndicated Cohort
Primary
------------------- is helpful in revealing the impact of sociocultural factors on behavior patterns and in developing research hypotheses that can be tested in subsequent studies.
Qualitative
-------------research is helpful in revealing the impact of socio-cultural factors on behavior patterns and in developing research hypotheses that can be tested in subsequent studies designed to quantify the concepts and relevant relationships uncovered in ----------- data collection.
Qualitative
In the context of international marketing research, which of the following is one of the two basic types into which marketing research methods can be grouped? Analytical research Qualitative research Descriptive research Deductive research Exploratory research
Qualitative research
Which of the following is one of the two basic types that marketing research methods can be grouped into?
Qualitative research
Which of the following is one of the two basic types that marketing research methods can be grouped into? A. Analytical research B. Qualitative research C. Descriptive research D. Deductive research E. Basic research
Qualitative research
Mary Hills asks the respondents in a research study a series of open-ended questions that help explain the respondents' feelings and thoughts on the subject of child labor. Mary Hills is conducting a _____ research.
Qualitative.
When the Indian rupee depreciated against the U.S. dollar, PC manufacturers who were dependent on imported components had to either absorb the increased cost or _____.
Raise the price of PC's
When countries sell off state-owned enterprises and privatize them, it usually results in a(n):
Release of capital in strategic places
Which of the following is most likely a problem associated with the use of secondary data?
Reliability of Data
Which of the following is most likely a problem associated with the use of secondary data? Defining the research problem Ability to communicate opinions Reliability of data Storage of data Willingness to respond
Reliability of data
Which of the following is a problem associated with the use of secondary data?
Reliability of data.
Which of the following is a problem associated with the use of secondary data? A. Defining the research problem. B. Communicate the results. C. Reliability of data. D. Storage of data. E. Relevance of data.
Reliability of data.
Which of the following is most likely a problem associated with the use of secondary data?
Reliability of data.
Which of the following key provisions of NAFTA restricts Japan from assembling autos in Mexico and avoiding U.S. or Canadian tariffs and quotas, unless the auto had a specific percentage of Mexican (i.e., North American) content?
Rules of origin
Which of the following actions should be taken to begin the search for prospective middlemen?
Studying the target market
Checking the consistency of one set of secondary data with other data of known validity is an effective and often-used way of judging validity. T/F
TRUE
Decentering is a successive process of translation and retranslation of a questionnaire, each time by a different translator. T/F
TRUE
Easy accessibility of volumes of secondary data is the biggest advantage that Internet now provides to international marketing researchers. T/F
TRUE
If data have been already collected by some other agency, then such data sources are known as secondary data sources. T/F
TRUE
If, after seeking all reasonable secondary data sources, research questions are still not adequately answered, a market researcher must collect primary data. T/F
TRUE
In international marketing, the greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples. T/F
TRUE
In the context of international marketing research, the environments within which the research tools are applied are often different in foreign markets. T/F
TRUE
It is helpful for a foreign market researcher to have a skeptical attitude in handling both primary and secondary data. T/F
TRUE
Less developed countries are particularly prone to being both overly optimistic and unreliable in reporting relevant economic data about their countries. T/F
TRUE
One of the reliability problems faced by a marketing researcher who seeks to do secondary research in a foreign market is that official statistics are sometimes too optimistic. T/F
TRUE
Qualitative research is helpful in revealing the impact of sociocultural factors on behavior patterns and in developing research hypotheses that can be tested in subsequent studies. T/F
TRUE
The ability to express attitudes and opinions about a product or concept depends on a respondent's ability to recognize the usefulness and value of such a product or concept. T/F
TRUE
The ideal approach to multicountry marketing research is to have local researchers in each country, with close coordination and networking between the client company and the local research companies. T/F
TRUE
With respect to international marketing research, cultural differences among countries offer the best explanation for the unwillingness or the inability of many to respond to research surveys. T/F
TRUE
Less developed countries are particularly prone to being both overly optimistic and unreliable in reporting relevant economic data about their countries.
TRUE Available data may not have the level of reliability necessary for confident decision making for many reasons. Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality. Although not unique to them, less developed countries are particularly prone to being both overly optimistic and unreliable in reporting relevant economic data about their countries.
Checking the consistency of one set of secondary data with other data of known validity is an effective and often-used way of judging validity.
TRUE Checking the consistency of one set of secondary data with other data of known validity is an effective and often-used way of judging validity.
If data has been collected already by some other agency, then such data sources are known as secondary data sources.
TRUE If the data are available—that is, if they have been collected already by some other agency— then such data sources are known as secondary data sources.
One of the reliability problems faced by a marketing researcher that seeks to do secondary research in a foreign market is that official statistics are sometimes too optimistic.
TRUE In the case of secondary research, available data may not have the level of reliability necessary for confident decision making. One of the problems associated with such a data source is that official statistics are sometimes too optimistic, reflecting national pride rather than practical reality, while tax structures and fear of the tax collector often adversely affect data.
With respect to international marketing research, cultural differences offer the best explanation for the unwillingness or the inability of many to respond to research surveys.
TRUE Most problems in collecting primary data in international marketing research stem from cultural differences among countries and range from the inability or unwillingness of respondents to communicate their opinions to inadequacies in questionnaire translation.
The ability to express attitudes and opinions about a product or concept depends on the respondent's ability to recognize the usefulness and value of such a product or concept.
TRUE The ability to express attitudes and opinions about a product or concept depends on the respondent's ability to recognize the usefulness and value of such a product or concept. It is difficult for a person to formulate needs, attitudes, and opinions about goods whose use may not be understood, that are not in common use within the community, or that have never been available.
Which of the following, according to experienced exporters, is the only way to select a middleman?
Talk personally to ultimate consumers to find whom they consider to be the best distributors
Which of the following best describes the basic difference between domestic and foreign market research? A. The cost of foreign market research. B. The willingness of the respondents to give information. C. The broader scope of research for foreign research. D. The complexity of the governing rules. E. The ability to get accurate pricing data from foreign markets.
The broader scope of research for foreign research.
Which of the following is most likely to be true of a company that views prices as an active instrument of accomplishing marketing objectives?
The company sets prices to achieve specific objectives.
Firms that are unfamiliar with overseas marketing and firms that produce industrial goods orient their pricing solely on the basis of:
The cost of the production of the goods
Which of the following statements is true regarding the Japanese corporate culture?
The focus on consensus and group makes it hard to challenge what has been decided.
Which of the following statements is true regarding the Japanese corporate culture? A. Employees like to work on their own rather than in a group. B. Opinions of all the employees are to be taken into consideration before taking a decision. C. Decisions are generally taken by lower level employees who directly deal with the problem. D. The process of decision making is extremely complex and time consuming. E. The focus on consensus and group makes it hard to challenge what has been decided.
The focus on consensus and group makes it hard to challenge what has been decided.
Which of the following statements is true regarding an import-oriented distribution structure?
The importer-wholesaler traditionally performs most of the marketing functions.
Which of the following is NOT one of the factors directly changing the way countries trade and prosper in the twenty-first century?
The increase in military capabilities of countries around the world
The key in using expert opinion to help forecast demand is _____, that is, comparing estimates produced by different sources. A. indemnification B. simulation C. morphing D. modeling E. triangulation
The key in using expert opinion to help forecast demand is _____, that is, comparing estimates produced by different sources. A. indemnification B. simulation C. morphing D. modeling E. triangulation
In many rural areas, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to directly affect?
The sampling process
In many rural areas, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to directly affect? Product enhancement analysis Inventory analysis The optimization process The sampling process The decentralization process
The sampling process
In many Asian cities, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to affect? A. Product enhancement analysis. B. Situational analysis. C. The optimization process. D. The sampling process. E. The decentralization process.
The sampling process.
In many rural areas, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to directly affect?
The sampling process.
Which of the following is a disadvantage of decentralized research management?
There is unwarranted dominance of large-market studies in decisions about global standardization.
Which of the following is a disadvantage of decentralized research management? The control hardly rests closer to the market. Various international laws restrict decentralized research. Field personnel and resident managers lack intimate knowledge of the subtleties of the market. There is unwarranted dominance of large-market studies in decisions about global standardization. Decentralized research has higher probability of translational errors.
There is unwarranted dominance of large-market studies in decisions about global standardization.
All of the following are traits of big emerging markets (BEMs) EXCEPT:
They import less than smaller markets
Which of the following statements is true regarding agent middlemen?
They work on commission and arrange for sales in the foreign country.
Big emerging markets are of major political importance within their regions
True
Decentering is a successive process of translation of a questionnaire, each time by a different translator.
True
Easy accessibility of volumes of secondary data is the biggest advantage that internet now provides to international marketing researchers.
True
In international marketing, the greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples
True
In the context of international marketing research, the environments within which the research tools are applied are often different in foreign markets.
True
It is helpful for a foreign market researcher to have a skeptical attitude in handling both primary and secondary data
True
The ideal approach to multicountry marketing research is to have local researchers in each country, with close coordination and networking between the client company and the local research company
True
With respect to international marketing research, cultural differences among countries offer the best explanation for the unwillingness or the inability of many to respond to research surveys.
True
T or F: Checking the consistency of one set of secondary data with other data of known validity is an effective and often-used way of judging validity.
True!
T or F: If data have been already collected by some other agency, then such data sources are known as secondary data sources.
True!
T or F: If, after seeking all reasonable secondary data sources, research questions are still not adequately answered, a market researcher must collect primary data.
True!
T or F: In the context of international marketing research, the environments within which the research tools are applied are often different in foreign markets.
True!
T or F: Less developed countries are particularly prone to being both overly optimistic and unreliable in reporting relevant economic data about their countries.
True!
T or F: One of the reliability problems faced by a marketing researcher who seeks to do secondary research in a foreign market is that official statistics are sometimes too optimistic.
True!
T or F: Qualitative research is helpful in revealing the impact of sociocultural factors on behavior patterns and in developing research hypotheses that can be tested in subsequent studies.
True!
T or F: The ability to express attitudes and opinions about a product or concept depends on a respondent's ability to recognize the usefulness and value of such a product or concept.
True!
In _____, a firm is concerned only with the marginal or incremental cost of producing goods to be sold in overseas markets.
Variable-cost pricing
Which of the following questions should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena?
Who collected the data?
Which of the following questions should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena? How much do the data cost? What language is used in the parent country? How long did it take to complete the survey in question? Who collected the data? What type of survey was used during the data collection process?
Who collected the data?
Which of the following questions should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena? A. How much does the data cost? B. What language is used in the host country? C. Does the host country's government encourage marketing research? D. Who collected the data? E. Was the data available on the Internet?
Who collected the data?
Before launching its latest line of environment-friendly and child-friendly wooden toys, a toy manufacturer gave samples of those toys to a large and culturally diverse set of families. It then conducted a survey where the parents were asked to rate the toys on a step-wise scale of "not satisfied" to "extremely pleased." This is an example of _____ research. A. quantitative B. analytical C. descriptive D. deductive E. explanatory
a
Before launching its latest line of health drinks, a beverage manufacturer provided free samples of the health drinks to a large and culturally diverse set of families. It then conducted a survey where the participants were asked about their first impression about the drinks. This is an example of _____ research. A. qualitative B. analytical C. descriptive D. deductive E. explanatory
a
Bert Wong has decided to pursue a marketing research effort to acquire information before his company makes a strategic relocation move to the West Coast. Which of the following marketing research process steps would be the first step that Bert's company (and marketing researchers) should take as it embarks on the research effort? A. Define the research problem and establish research objectives. B. Analyze, interpret, and summarize the results. C. Determine the sources of information to fulfill the research objectives. D. Consider the costs and benefits of the research effort. E. Gather relevant data from secondary or primary sources, or both.
a
In _____ research, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices. A. quantitative B. analytical C. descriptive D. deductive E. explanatory
a
In _____ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected. A. parallel B. complimentary C. linear D. random E. back
a
In the international arena, the greatest problem in sampling stems from: A. the lack of adequate demographic data from which meaningful samples can be drawn. B. the lack of expertise in designing sampling layouts for a non-domestic market. C. the higher probability of foreign government intervention in the sampling process. D. the inability of international market researchers to speak foreign languages. E. the difficulty in determining sample size suitable for the relevant foreign market.
a
The creation of a free trade zone leads to:
a reduction in the price escalation.
According to the text, today the real power of the Internet for international marketing research is the: A. reduction in the time required for completing primary research. B. reduction in the cost of conducting primary research. C. increase in response for surveys conducted using the Internet. D. ability to overcome legal barriers to conducting primary research. E. ability to easily access volumes of secondary data.
ability to easily access volumes of secondary data
According to the text, today the real power of the Internet for international marketing research is the:
ability to easily access volumes of secondary data.
According to the text, today the real power of the Internet for international marketing research is the: reduction in the time required for completing primary research. reduction in the cost of conducting primary research. increase in the reliability of the surveys conducted using the Internet. ability to overcome legal barriers to conducting primary research. ability to easily access volumes of secondary data.
ability to easily access volumes of secondary data.
qualitative
almost all open ended or indepth and unstructured responses that reflect the persons thoughts. Seeks to determine what the people in the sample are like. Used in international marketing research to formulate and define a problem more clearly
The _____ method for estimating demand assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country. A. reference class forecasting B. analogy C. morphing D. scenario building E. triangulation
analogy
The _____ method for estimating demand assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country.
analogy
The _____ method for estimating demand assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country. reference class forecasting analogy morphing scenario building triangulation
analogy
Analogy
assumes that demand for a product develops much the same way in all countries as comparable economic development occurs in each country
One approach to defining the pricing policy of dumping is to say that it is a case where a product is sold in the international market:
at a price below the cost of production.
Most newly industrialized countries (NICs) have moved away from restrictive trade practices and instituted significant free market reforms. As a result, these countries have:
attracted both trade and foreign direct investment.
Ben Grissom has decided to use information collected by the U.S. government in his upcoming research project on cultural trends. This is an example of using a _____ data source. A. referential B. secondary C. tertiary D. parallel E. derived
b
Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods? A. Probabilistic forecasting B. Expert opinion C. Simulation D. Extrapolation E. Scenario building
b
In Japan, _____ refers to the factual truth, irrespective of the damage it might do to the all-important social relationships within and between Japanese companies. A. kanban B. honne C. keiretsu D. zaibatsu E. tatemae
b
Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Jerry Motors, he believes that it is entirely proper to use American campaigns in the Japanese market. He was surprised to learn that a slogan "Body by Arnold" (the company that makes external structures for Jerry Motors) loosely translated in Japanese to mean "Corpse by Arnold." Which of the following problems did Mr. Bressler experience with his company's advertising in this scenario? A. Improper syntax B. Improper colloquialisms or slang C. Improper grammar D. Improper local language E. Improper translation
b
Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques? A. Simultaneous translation B. Parallel translation C. Serial translation D. Linear translation E. Re-centering
b
Mary Hills would like to ask respondents a series of open-ended questions that will help explain the respondents' feelings and thoughts on the subject of child labor. Mary Hills is carrying out a _____ research. A. deductive B. qualitative C. tertiary D. secondary E. analytical
b
One disadvantage of decentralized research management is possible ineffective communications with _____. A. field personnels B. home-office executives C. customers D. local agencies E. foreign agencies
b
The _____ method for estimating demand assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country. A. reference class forecasting B. analogy C. morphing D. scenario building E. triangulation
b
The public, face-saving truth is known as _____ in Japan. A. kanban B. tatemae C. keiretsu D. zaibatsu E. honne
b
The text describes four kinds of company—agency—customer relationships that might be used to bridge the cultural barrier that is present in most international marketing research. Which of the following is deemed to be best suited for managing the cultural barrier across the chain of communication? A. company—agency—customers B. company—agency—local agency—customers C. company—foreign agency—customers D. company—foreign agency—Internet—customers E. company—Internet—customers
b
To deal with problems in analyzing and interpreting research information in the international marketplace, the marketing researcher must possess three talents. Which of the following is one of those talents? A. The ability to work within assigned budget. B. Creative talent for adapting research methods. C. Proven talent to use and apply advanced statistics. D. Superior logical ability. E. The ability to extrapolate home-country data.
b
Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it gathers information related to ecology, safety, and leisure time and their potential impacts on the division's business? A. Economic and demographic. B. Cultural, sociological, and political climate. C. Overview of market conditions. D. Summary of the technological environment. E. Competitive situation.
b
Which of the following is a method of demand forecasting that is particularly suitable for international marketers? A. Probabilistic forecasting B. Analogy C. Simulation D. Extrapolation E. Scenario building
b
Which of the following is one of the two basic types that marketing research methods can be grouped into? A. Analytical research B. Qualitative research C. Descriptive research D. Deductive research E. Basic research
b
Which of the following is the last step of a market research process? A. Define the research problem and establish research objectives. B. Effectively communicate the results to decision makers. C. Analyze, interpret, and summarize the results. D. Consider the costs and benefits of the research effort. E. Gather the relevant data from secondary or primary sources, or both.
b
Which of the following statements is true about qualitative research? A. It provides the marketer with responses that can be presented with precise estimations. B. It includes recording consumers' first impression about products. C. It usually involves asking respondents to select a choice from a set of responses. D. Data from such research can be easily summarized in percentages, averages, or other statistics. E. It is generally associated with survey research that involves yes or no questions.
b
Which of the following statements is true about qualitative research? A. It provides the marketer with responses that can be presented with precise estimations. B. It studies the dynamic interplay of peoples' feelings and ideas. C. It usually involves asking respondents to select a choice from a set of responses. D. Data from such research can be summarized in percentages, averages, or other statistics. E. It is generally associated with survey research that involves "yes" or "no" questions.
b
Which of the following types of data are commercial sources, trade associations, management groups, and state and local governments a good source of? A. Referential data B. Secondary data C. Tertiary data D. Parallel data E. Derived data
b
_____ data refers to the data that has been collected specifically for the particular research project at hand. A. Derived B. Primary C. Referential D. Bipolar E. Cohort
b
Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it conducts a general noneconomic review of conditions affecting the division's business? A. Economic and demographic. B. Cultural, sociological, and political climate. C. Overview of market conditions. D. Summary of the technological environment. E. Competitive situation.
b.
Decentering is a hybrid of _____ translation. parallel simultaneous linear random back
back
Decentering is a hybrid of _____ translation. A. parallel B. simultaneous C. linear D. random E. back
back
In _____ translation, a questionnaire is translated from one language to another, and then a second party translates it again into the original, and the two original language versions are compared.
back
In _____ translation, a questionnaire is translated from one language to another, and then a second party translates it again into the original, and the two original language versions are compared. serial parallel back simultaneous complimentary
back
In _____ translation, the questionnaire is translated from one language to another, and then a second party translates it again into the original, and the two original language versions are compared. A. serial B. parallel C. back D. simultaneous E. complimentary
back
Harry and his team have undertaken a marketing research study to help their company expand in the Eastern European region. Which of the following marketing research process steps is Harry likely to end his research efforts with? A. Define the research problem and establish research objectives. B. Analyze, interpret, and summarize the results. C. Effectively communicate the results to decision makers. D. Consider the costs and benefits of the research effort. E. Gather the relevant data from secondary or primary sources, or both.
c
Harry leads the international marketing department of a smartphone manufacturer, Myfone. Myfone has recently decided to expand its presence in Brazil. As part of the marketing research effort, Harry has decided to use data on competitors provided by independent market research agencies located in Brazil. Which of the following problems is Harry likely to face? A. Defining the research problem. B. Communicating the results. C. Availability of data. D. Storage of data. E. Relevance of data.
c
In _____ translation, the questionnaire is translated from one language to another, and then a second party translates it again into the original, and the two original language versions are compared. A. serial B. parallel C. back D. simultaneous E. complimentary
c
Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques? A. Simultaneous translation B. Serial translation C. Back translation D. Linear translation E. Re-centering
c
Back translations may not always ensure an accurate translation because of commonly used idioms in both languages. Which of the following types of translation is used to overcome this problem? A. Serial translation. B. Decentering. C. Linear translation. D. Complimentary translation. E. Parallel translation.
e
Once the researcher has defined the research problem and established research objectives, the researcher must next: A. effectively communicate the problem and objectives to decision makers. B. analyze, interpret, and summarize the results. C. determine the sources of information to fulfill the research objectives. D. assess the suitability of available statistical methods for analyzing the data. E. evaluate the cost and benefits of the research effort.
c
Which of the following best describes the basic difference between domestic and foreign market research? A. The cost of foreign market research. B. The willingness of the respondents to give information. C. The broader scope of research for foreign research. D. The complexity of the governing rules. E. The ability to get accurate pricing data from foreign markets.
c
Which of the following countries has hierarchical, relationship-based corporate culture? A. Germany B. France C. South Korea D. Switzerland E. Australia
c
Which of the following is a problem associated with the use of secondary data? A. Defining the research problem. B. Communicate the results. C. Reliability of data. D. Storage of data. E. Relevance of data.
c
Which of the following is the first step of a market research process? A. Determine the sources of information to fulfill the research objectives. B. Analyze, interpret, and summarize the results. C. Define the research problem and establish research objectives. D. Consider the costs and benefits of the research effort. E. Gather the relevant data from secondary or primary sources, or both.
c
Which of the following reasons best describes why much of the data provided by foreign governments is suspected with respect to reliability? A. The data in foreign countries are usually written in a foreign language and there are translation difficulties that are often insurmountable. B. The size of the sample and the technique used for sampling may be faulty. C. Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality. D. The data in foreign countries is usually not safeguarded. E. The data tend to be incomplete, and outdated.
c
Which of the following statements is true about quantitative research? A. It includes direct observation of consumers in choice or product usage situations. B. It studies the dynamic interplay between peoples' feelings and their resulting actions. C. It is generally associated with survey research that involves "yes" or "no" questions. D. It includes recording consumers' first impression about products. E. It is used to formulate and define a problem more clearly.
c
Which of the following types of samples should be used when detailed and accurate information is not available for a sampling universe? A. A derivatized sample. B. A cluster sample. C. A convenience sample. D. A systematized sample. E. A probability sample.
c
Decentering is a hybrid of _____ translation. A. parallel B. simultaneous C. linear D. random E. back
e
Estimating market potential in less-developed countries involves additional challenges, but most of the difficulty arises from the _____.
coexistence of three distinct kinds of markets in each country
The text describes four kinds of company—agency—customer relationships that might be used to bridge the cultural barrier that is present in most international marketing research. Which of the following is deemed to be best suited for managing the cultural barrier across the chain of communication? A. company—agency—customers B. company—agency—local agency—customers C. company—foreign agency—customers D. company—foreign agency—Internet—customers E. company—Internet—customers
company—agency—local agency—customers
Triangulation
comparing estimates produced by different sources
In Japan, _____ refers to the factual truth, irrespective of the damage it might do to the all-important social relationships within and between Japanese companies.
honne
A toy manufacturer conducted a survey to estimate the market demand for its specialized wood-based toys in a foreign country. For the survey, it interviewed all the households of the four largest cities of that country without making any distinction between those with children and those without. The market demand forecast based on this survey failed to match the actual demand for the toys. Which of the following is the most likely reason for this failure? A. Difficulty in defining the research objective. B. Unwillingness of the respondents to reply to survey questions. C. Difficulty in translating the responses. D. Inappropriate sample selection. E. Lack of appropriate methods for analyzing the data.
d
A toy manufacturer has excellent sales figures for its toys in country P but inadequate figures in the neighboring country R. In country P, per capita consumption is known to increase at a predictable ratio as per capita gross domestic product (GDP) increases. If per capita GDP is known for country R, per capita demand for the toys can be estimated using the relationships established in country R. Which of the following methods of forecasting does this example illustrate? A. Probabilistic forecasting B. Reference class forecasting C. Expert opinion D. Analogy E. Linear regression
d
By systematically monitoring chat rooms, blogs, and personal websites to assess consumers' opinions about the new line of health drinks that his company has launched, Harry is engaging in the practice of _____. A. tomography B. serigraphy C. vitreography D. netnography E. lithography
d
In Japanese corporate culture, which of the following constitutes a typical significant impediment to averting and responding to a crisis? A. Employees like to work on their own rather than in a group. B. Opinions of all the employees are to be taken into consideration before taking a decision. C. Decisions are generally taken by lower level employees who directly deal with the problem. D. It is hard for those lower in the hierarchy to question their superiors. E. The process of decision making is extremely complex and time consuming.
d
In many Asian cities, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to affect? A. Product enhancement analysis. B. Situational analysis. C. The optimization process. D. The sampling process. E. The decentralization process.
d
Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as _____. A. tomography B. serigraphy C. vitreography D. netnography E. lithography
d
Which of the following countries comes a close second to the United States with respect to the quantity and quality of the marketing-related data available? A. Brazil B. Australia C. China D. Japan E. Kenya
d
Which of the following is a disadvantage of decentralized research management? A. The accuracy of the information gathered cannot be verified. B. Various international laws restrict decentralized research. C. It increases the cost of conducting the research. D. Large-market studies may dominate decisions about global standardization. E. Decentralized research has higher probability of translational errors.
d
Which of the following questions should a marketing researcher ask when trying to establish the reliability of secondary data sources in the international arena? A. How much does the data cost? B. What language is used in the host country? C. Does the host country's government encourage marketing research? D. How were the data collected? E. Was the data available on the Internet?
d
Which of the following questions should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena? A. How much does the data cost? B. What language is used in the host country? C. Does the host country's government encourage marketing research? D. For what purposes were the data collected? E. Was the data available on the Internet?
d
Which of the following questions should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena? A. How much does the data cost? B. What language is used in the host country? C. Does the host country's government encourage marketing research? D. Who collected the data? E. Was the data available on the Internet?
d
Which of the following represents a severe limitation when the Internet is used for primary research? A. The cultural background of the respondents cannot be identified accurately. B. The educational qualifications of the respondents cannot be identified accurately. C. The respondents can assume false identity. D. A sample universe composed solely of Internet respondents represents a potential bias. E. Using the Internet for primary research is the most expensive way of conducting primary research.
d
In Japan, _____ refers to the factual truth, irrespective of the damage it might do to the all-important social relationships within and between Japanese companies. A. kanban B. honne C. keiretsu D. zaibatsu E. tatemae
honne
primary data
data collected specifically for the particular research project at hand. Researcher may question sales reps, distributers, middlemen, and customers to get appropriate market information
In the _____ method, successive translation and retranslation of a questionnaire takes place, each time by a different translator, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages. serial translation triangulation linear translation netnography decentering
decentering
In the _____ method, successive translation and retranslation of a questionnaire takes place, each time by a different translator, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages. A. serial translation B. triangulation C. back translation D. netnography E. decentering
decentering
Dumping in the world markets is most likely to increase when:
demand in the home country is low.
Once a researcher has defined the research problem and established research objectives, the researcher must: effectively communicate the problem and objectives to decision makers. analyze, interpret, and summarize the results. determine the sources of information to fulfill the research objectives. assess the suitability of available statistical methods for analyzing the data. evaluate the cost and benefits of the research effort.
determine the sources of information to fulfill the research objectives.
Once the researcher has defined the research problem and established research objectives, the researcher must next: A. effectively communicate the problem and objectives to decision makers. B. analyze, interpret, and summarize the results. C. determine the sources of information to fulfill the research objectives. D. assess the suitability of available statistical methods for analyzing the data. E. evaluate the cost and benefits of the research effort.
determine the sources of information to fulfill the research objectives.
According to the text, today the real power of the Internet for international marketing research is the: A. reduction in the time required for completing primary research. B. reduction in the cost of conducting primary research. C. increase in response for surveys conducted using the Internet. D. ability to overcome legal barriers to conducting primary research. E. ability to easily access volumes of secondary data.
e
Alex is engaged in research involving countries that have different languages, economies, social structures, behavior, and attitude patterns. Alex is most likely engaged in _____ research. A. geographical B. anthropological C. psychological D. sociological E. multicultural
e
In the _____ method, successive translation and retranslation of a questionnaire takes place, each time by a different translator, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages. A. serial translation B. triangulation C. back translation D. netnography E. decentering
e
The key to using expert opinion to help in forecasting demand is _____, that is, comparing estimates produced by different sources. A. indemnification B. simulation C. morphing D. modeling E. triangulation
e
The most universal survey research problem in foreign countries is the _____ barrier. A. technological. B. legal. C. cultural. D. literacy. E. language.
e
Which of the following statements is true regarding the Japanese corporate culture? A. Employees like to work on their own rather than in a group. B. Opinions of all the employees are to be taken into consideration before taking a decision. C. Decisions are generally taken by lower level employees who directly deal with the problem. D. The process of decision making is extremely complex and time consuming. E. The focus on consensus and group makes it hard to challenge what has been decided.
e
Expert opinion
experts are polled for their opinions about market size and growth rates
A company that views pricing as a static element in a business decision most probably:
exports only excess inventory.
Commercial sources, trade associations, management groups, and state and local governments are good sources of primary data for a researcher.
false
Data collected specifically for a particular research project at hand is known as secondary data.
false
Most problems in collecting primary data in international marketing research stem from the excessive cost of primary research in these markets.
false
The marketing research process should begin with the determination of the sources of information to fulfill the research objectives.
false
The most often used form of qualitative questioning is the survey questionnaire that contains questions with a set of choices from which respondents select their responses.
false
In Italy and many Latin countries, family generally means only the parents and the children
false, +grandparents, aunts, uncles, cousins, etc
Due to the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers: probabilistic forecasting and reference class forecasting.
false, expert opinion and analogy
Newly industrialized countries (NICs) differ from less-developed countries in that NICs:
have moved away from restrictive trade practices and instituted significant free market reforms.
One disadvantage of decentralized research management is possible ineffective communications with _____. A. field personnels B. home-office executives C. customers D. local agencies E. foreign agencies
home-office executives
The United Nations' classification of stages of economic development has been mainly criticized because:
it no longer seems relevant in the rapidly industrializing world.
information
key component in developing successful marketing strategies and avoiding major marketing blunders in the international marketing environment.
In the international arena, the greatest problem in sampling stems from the
lack of adequate demographic data from which meaningful samples can be drawn.
In the international arena, the greatest problem in sampling stems from the:
lack of adequate demographic data from which meaningful samples can be drawn.
In the international arena, the greatest problem in sampling stems from the: lack of adequate demographic data from which meaningful samples can be drawn. lack of expertise in designing sampling layouts for a nondomestic market. higher probability of foreign government intervention in the sampling process. inability of international market researchers to speak foreign languages. difficulty in determining sample size suitable for the relevant foreign market.
lack of adequate demographic data from which meaningful samples can be drawn.
The most universal survey research problem in foreign countries is the _____ barrier.
language
The most universal survey research problem in foreign countries is the _____ barrier. technological legal cultural literacy language
language
The most universal survey research problem in foreign countries is the _____ barrier. A. technological. B. legal. C. cultural. D. literacy. E. language.
language.
quantitative
large number of respondents are asked to reply either verbally or in writing to structured questions, provides marketer with responses that can be presented with precise estimations, summarized in percentages, averages, or other stats
A disadvantage when using home-country middlemen as intermediaries in the distribution process is the:
limited control over the distribution process.
Given the fact that NAFTA is now effective among the U.S., Mexico, and Canada, an American company which has its production plant in Sri Lanka will be willing to relocate its production plant to Mexico mostly because:
moving goods from Mexico to the United States is cheaper and faster than moving them from Sri Lanka.
Alex is engaged in research involving countries that have different languages, economies, social structures, behavior, and attitude patterns. Alex is most likely engaged in _____ research. A. geographical B. anthropological C. psychological D. sociological E. multicultural
multicultural
Alex's research focuses on exploring countries that have different languages, economies, social structures, behavior, and attitude patterns. In this case, Alex is most likely engaged in _____ research. geographical anthropological psychological sociological multicultural
multicultural
Parallel translation
multiple translators translate, results are compared and discussed
By systematically monitoring chat rooms, blogs, and personal websites to assess consumers' opinions about the new line of health drinks that his company has launched, Harry is engaging in the practice of _____. A. tomography B. serigraphy C. vitreography D. netnography E. lithography
netnography
Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as _____. tomography serigraphy vitreography netnography lithography
netnography
Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as _____. A. tomography B. serigraphy C. vitreography D. netnography E. lithography
netnography
In _____ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected. parallel recentering linear random back
parallel
In _____ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected. A. parallel B. complimentary C. linear D. random E. back
parallel
What kinds of info are not normally gathered by domestic marketing research departments but, are required for sound assessment of a foreign market?
political stability, cultural attributes, geographical statistics.
Before launching its latest line of health drinks, a beverage manufacturer provided free samples of the health drinks to a large and culturally diverse set of families. It then conducted a survey where the participants were asked about their first impression about the drinks. This is an example of _____ research. A. qualitative B. analytical C. descriptive D. deductive E. explanatory
qualitative
Before launching its latest line of health drinks, a beverage manufacturer provided free samples of the health drinks to a large and culturally diverse set of families. It then conducted a survey with mostly open-ended questions where the participants were asked about their first impressions about the drinks. This is an example of _____ research. qualitative analytical quantitative laboratory statistical
qualitative
Direct observation of consumers in choice or product usage situations is another important--------- approach to marketing research.
qualitative
Mary Hills asks the respondents in a research study a series of open-ended questions that help explain the respondents' feelings and thoughts on the subject of child labor. Mary Hills is conducting a _____ research.
qualitative
Mary Hills asks the respondents in a research study a series of open-ended questions that help explain the respondents' feelings and thoughts on the subject of child labor. Mary Hills is conducting a _____ research. statistical qualitative tertiary quantitative numerical
qualitative
Mary Hills would like to ask respondents a series of open-ended questions that will help explain the respondents' feelings and thoughts on the subject of child labor. Mary Hills is carrying out a _____ research. A. deductive B. qualitative C. tertiary D. secondary E. analytical
qualitative
Before launching its latest line of environment-friendly and child-friendly wooden toys, a toy manufacturer gave samples of those toys to a large and culturally diverse set of families. It then conducted a survey where the parents were asked to rate the toys on a step-wise scale of "not satisfied" to "extremely pleased." This is an example of _____ research.
quantitative
Before launching its latest line of environment-friendly and child-friendly wooden toys, a toy manufacturer gave samples of those toys to a large and culturally diverse set of families. It then conducted a survey where the parents were asked to rate the toys on a step-wise scale of "not satisfied" to "extremely pleased." This is an example of _____ research. A. quantitative B. analytical C. descriptive D. deductive E. explanatory
quantitative
In _____ research, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices. A. quantitative B. analytical C. descriptive D. deductive E. explanatory
quantitative
In _____, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices.
quantitative research
In _____, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices. quantitative research a focus group interview descriptive research an in-depth interview explanatory research
quantitative research
Ben Grissom has decided to use information collected by the U.S. government in his upcoming research project on cultural trends. This is an example of using a _____ data source. first-hand secondary primary direct personal
secondary
Ben Grissom has decided to use information collected by the U.S. government in his upcoming research project on cultural trends. This is an example of using a _____ data source. A. referential B. secondary C. tertiary D. parallel E. derived
secondary
In the context of sources of data, commercial sources, trade associations, management groups, and state and local governments are examples of _____. first-hand data secondary data primary data personal data direct data
secondary data
Assuming that an international marketer has produced the right product, used the proper channel of distribution, and promoted the goods correctly, the effort is most likely to fail if the international marketer fails to:
set the right price for the goods or services.
The public, face-saving truth is known as _____ in Japan. A. kanban B. tatemae C. keiretsu D. zaibatsu E. honne
tatemae
The public, face-saving truth is referred to as _____ in Japan.
tatemae
biggest problem in sampling
the lack of adequate demographic data and available lists from which to draw meaningful samples
In the international arena, the greatest problem in sampling stems from: A. the lack of adequate demographic data from which meaningful samples can be drawn. B. the lack of expertise in designing sampling layouts for a non-domestic market. C. the higher probability of foreign government intervention in the sampling process. D. the inability of international market researchers to speak foreign languages. E. the difficulty in determining sample size suitable for the relevant foreign market.
the lack of adequate demographic data from which meaningful samples can be drawn.
For companies seeking entrance into the complicated Japanese distribution system, _____ offer one of the easiest routes to success because they virtually control distribution through all levels of channels in Japan.
trading companies
Back translation
translated, translated back, compared for differences
The key in using expert opinion to help forecast demand is _____, that is, comparing estimates produced by different sources.
triangulation
The key in using expert opinion to help forecast demand is _____, that is, comparing estimates produced by different sources. indemnification simulation morphing modeling triangulation
triangulation
The key to using expert opinion to help in forecasting demand is _____, that is, comparing estimates produced by different sources. A. indemnification B. simulation C. morphing D. modeling E. triangulation
triangulation
Checking the consistency of one set of secondary data with other data of known --------is an effective and often-used way of judging validity.
validity
questions to ask about secondary data
who collected the data? Would there be any reason for purposefully misrepresenting the facts? For what purposes were the data collected? How were the data collected? Are the data internally consistent and logical in light of known data sources or market factors?
List the six steps in the research process.
• Define the research problem and establish research objectives. • Determine the sources of information to fulfill the research objectives. • Consider the costs and benefits of the research effort. • Gather the relevant data from secondary or primary sources, or both. • Analyze, interpret, and summarize the results. • Effectively communicate the results to decision makers.
International marketers often need to collect certain types of information not normally collected by domestic marketing researchers. Unisys Corporation gives some guidance about the kind of information that organizations need to collect in the international environment. List and briefly discuss each of the five types of information suggested by the Unisys Corporation model.
• Economic and demographic: General data on growth in the economy, inflation, business cycle trends, and the like; profitability analysis for the division's products; specific industry economic studies; analysis of overseas economies; and key economic indicators for the United States and major foreign countries, as well as population trends, such as migration, immigration, and aging. • Cultural, sociological, and political climate: A general noneconomic review of conditions affecting the division's business. In addition to the more obvious subjects, it covers ecology, safety, and leisure time and their potential impacts on the division's business. • Overview of market conditions: A detailed analysis of market conditions that the division faces, by market segment, including international. • Summary of the technological environment: A summary of the state-of-the-art technology as it relates to the division's business, carefully broken down by product segments. • Competitive situation: A review of competitors' sales revenues, methods of market segmentation, products, and apparent strategies on an international scope.
Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques? A. Simultaneous translation B. Parallel translation C. Serial translation D. Linear translation E. Re-centering
B. Parallel translation
In many Asian cities, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to affect? A. Product enhancement analysis. B. Situational analysis. C. The optimization process. D. The sampling process. E. The decentralization process.
D. The sampling process.
Which of the following questions should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena? A. How much does the data cost? B. What language is used in the host country? C. Does the host country's government encourage marketing research? D. Who collected the data? E. Was the data available on the Internet?
D. Who collected the data?
By systematically monitoring chat rooms, blogs, and personal websites to assess consumers' opinions about the new line of health drinks that his company has launched, Harry is engaging in the practice of _____. A. tomography B. serigraphy C. vitreography D. netnography E. lithography
D. netnography
Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as _____. A. tomography B. serigraphy C. vitreography D. netnography E. lithography
D. netnography
What is the 2nd step of the research process?
Determine the sources of Information to fulfill the research objectives.
Back translations may not always ensure an accurate translation because of commonly used idioms in both languages. Which of the following types of translation is used to overcome this problem? A. Serial translation. B. Decentering. C. Linear translation. D. Complimentary translation. E. Parallel translation.
E. Parallel translation.
Which of the following countries has hierarchical, relationship-based corporate culture?
South Korea
International marketers often need to collect certain types of information not normally collected by domestic marketing researchers. Unisys Corporation gives some guidance about the kind of information that organizations need to collect in the international environment. List and briefly discuss each of the five types of information suggested by the Unisys Corporation model.
1) Economic and demographic - general data on growth in the economy, inflation, business cycle trends and the like; profitability analysis for the division's products 2) Cultural, sociological, and political climate- a general non-economical review of conditions affecting the division's business. In addition to the more obvious subjects it covers ecology, safety, leisure time and their potential impacts on the division's interest. 3) Overview of market conditions- a detailed analysis of market conditions that the division faces , by market segment, including international market segment. 4) Summary of the technology of the environment- a summary of the state of the art technology as it relates to the divisions business carefully broken down by product segments 5) Competitive situation- A review of competitor's sales revenues, methods of market segmentation, products, and apparent strategies on an international scope.
Know and be able to explain the four kinds of company-agency-customer relationships that might be used to bridge the cultural barrier that is present in most international marketing research.
1. Company - Agency - (Cultural Barrier) - Customers 2. Company - Agency -(Cultural Barrier) - Local Agency - Customers 3. Company -(Cultural Barrier)- Subsidiary - Agency Customers 4. Company -(Cultural Barrier) -Foreign Agency - Customers
Know the six steps to the research process - in order.
1. Define the research problem and establish research objectives 2. Determine the sources of information to fulfill the research objectives 3. Consider the costs and benefits of the research effort 4. Gather the relevant data from secondary or primary sources, or both 5. Analyze, interpret, and summarize the results 6. Effectively communicate the results to decision makers
Bert Wong has decided to pursue a marketing research effort to acquire information before his company makes a strategic relocation move to the West Coast. Which of the following marketing research process steps would be the first step that Bert's company (and marketing researchers) should take as it embarks on the research effort? A. Define the research problem and establish research objectives. B. Analyze, interpret, and summarize the results. C. Determine the sources of information to fulfill the research objectives. D. Consider the costs and benefits of the research effort. E. Gather relevant data from secondary or primary sources, or both.
A. Define the research problem and establish research objectives.
Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it gathers information related to profitability for the division's products, inflation, business cycle trends, and the like? A. Economic and demographic. B. Cultural, sociological, and political climate. C. Overview of market conditions. D. Summary of the technological environment. E. Competitive situation.
A. Economic and demographic.
In _____ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected. A. parallel B. complimentary C. linear D. random E. back
A. parallel
Before launching its latest line of health drinks, a beverage manufacturer provided free samples of the health drinks to a large and culturally diverse set of families. It then conducted a survey where the participants were asked about their first impression about the drinks. This is an example of _____ research. A. qualitative B. analytical C. descriptive D. deductive E. explanatory
A. qualitative
Before launching its latest line of environment-friendly and child-friendly wooden toys, a toy manufacturer gave samples of those toys to a large and culturally diverse set of families. It then conducted a survey where the parents were asked to rate the toys on a step-wise scale of "not satisfied" to "extremely pleased." This is an example of _____ research. A. quantitative B. analytical C. descriptive D. deductive E. explanatory
A. quantitative
In _____ research, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices. A. quantitative B. analytical C. descriptive D. deductive E. explanatory
A. quantitative
In the international arena, the greatest problem in sampling stems from: A. the lack of adequate demographic data from which meaningful samples can be drawn. B. the lack of expertise in designing sampling layouts for a non-domestic market. C. the higher probability of foreign government intervention in the sampling process. D. the inability of international market researchers to speak foreign languages. E. the difficulty in determining sample size suitable for the relevant foreign market.
A. the lack of adequate demographic data from which meaningful samples can be drawn.
The _____ method for estimating demand assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country.
Analogy
To deal with the problems in analyzing and interpreting research information in international market, a marketing researcher must possess three talents.
Are the three tallents Creative talent High degree of cultural understanding of the market Skeptical attitude in handling both primary and secondary data.
With references to international marketing research, discuss the various problems related to the availability and use of secondary data.(3 problems)
Availability of data- there may not be any reliability of Data- may not fit the needs, may not be accurate comparability of data -there may be nothing to compare it to validation of secondary data- multiple problems in verifying data with variances lost in translation, not being able to compare it, corruption in political and business to overstate or understate metrics in order to seek benefits for themselves or their businesses .
Which of the following is a method of demand forecasting that is particularly suitable for international marketers? A. Probabilistic forecasting B. Analogy C. Simulation D. Extrapolation E. Scenario building
B. Analogy
Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it conducts a general noneconomic review of conditions affecting the division's business? A. Economic and demographic. B. Cultural, sociological, and political climate. C. Overview of market conditions. D. Summary of the technological environment. E. Competitive situation.
B. Cultural, sociological, and political climate.
Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it gathers information related to ecology, safety, and leisure time and their potential impacts on the division's business? A. Economic and demographic. B. Cultural, sociological, and political climate. C. Overview of market conditions. D. Summary of the technological environment. E. Competitive situation.
B. Cultural, sociological, and political climate.
Which of the following is the last step of a market research process? A. Define the research problem and establish research objectives. B. Effectively communicate the results to decision makers. C. Analyze, interpret, and summarize the results. D. Consider the costs and benefits of the research effort. E. Gather the relevant data from secondary or primary sources, or both.
B. Effectively communicate the results to decision makers.
Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods? A. Probabilistic forecasting B. Expert opinion C. Simulation D. Extrapolation E. Scenario building
B. Expert opinion
Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Jerry Motors, he believes that it is entirely proper to use American campaigns in the Japanese market. He was surprised to learn that a slogan "Body by Arnold" (the company that makes external structures for Jerry Motors) loosely translated in Japanese to mean "Corpse by Arnold." Which of the following problems did Mr. Bressler experience with his company's advertising in this scenario? A. Improper syntax B. Improper colloquialisms or slang C. Improper grammar D. Improper local language E. Improper translation
B. Improper colloquialisms or slang
Which of the following statements is true about qualitative research? A. It provides the marketer with responses that can be presented with precise estimations. B. It includes recording consumers' first impression about products. C. It usually involves asking respondents to select a choice from a set of responses. D. Data from such research can be easily summarized in percentages, averages, or other statistics. E. It is generally associated with survey research that involves yes or no questions.
B. It includes recording consumers' first impression about products.
Which of the following statements is true about qualitative research? A. It provides the marketer with responses that can be presented with precise estimations. B. It studies the dynamic interplay of peoples' feelings and ideas. C. It usually involves asking respondents to select a choice from a set of responses. D. Data from such research can be summarized in percentages, averages, or other statistics. E. It is generally associated with survey research that involves "yes" or "no" questions.
B. It studies the dynamic interplay of peoples' feelings and ideas.
_____ data refers to the data that has been collected specifically for the particular research project at hand. A. Derived B. Primary C. Referential D. Bipolar E. Cohort
B. Primary
Which of the following is one of the two basic types that marketing research methods can be grouped into? A. Analytical research B. Qualitative research C. Descriptive research D. Deductive research E. Basic research
B. Qualitative research
Which of the following types of data are commercial sources, trade associations, management groups, and state and local governments a good source of? A. Referential data B. Secondary data C. Tertiary data D. Parallel data E. Derived data
B. Secondary data
The _____ method for estimating demand assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country. A. reference class forecasting B. analogy C. morphing D. scenario building E. triangulation
B. analogy
Mary Hills would like to ask respondents a series of open-ended questions that will help explain the respondents' feelings and thoughts on the subject of child labor. Mary Hills is carrying out a _____ research. A. deductive B. qualitative C. tertiary D. secondary E. analytical
B. qualitative
Ben Grissom has decided to use information collected by the U.S. government in his upcoming research project on cultural trends. This is an example of using a _____ data source. A. referential B. secondary C. tertiary D. parallel E. derived
B. secondary
Harry leads the international marketing department of a smartphone manufacturer, Myfone. Myfone has recently decided to expand its presence in Brazil. As part of the marketing research effort, Harry has decided to use data on competitors provided by independent market research agencies located in Brazil. Which of the following problems is Harry likely to face? A. Defining the research problem. B. Communicating the results C. Availability of data. D. Storage of data. E. Relevance of data.
C. Availability of data.
Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques? A. Simultaneous translation B. Serial translation C. Back translation D. Linear translation E. Re-centering
C. Back translation
Which of the following is the first step of a market research process? A. Determine the sources of information to fulfill the research objectives. B. Analyze, interpret, and summarize the results. C. Define the research problem and establish research objectives. D. Consider the costs and benefits of the research effort. E. Gather the relevant data from secondary or primary sources, or both.
C. Define the research problem and establish research objectives.
Harry and his team have undertaken a marketing research study to help their company expand in the Eastern European region. Which of the following marketing research process steps is Harry likely to end his research efforts with? A. Define the research problem and establish research objectives. B. Analyze, interpret, and summarize the results. C. Effectively communicate the results to decision makers. D. Consider the costs and benefits of the research effort. E. Gather the relevant data from secondary or primary sources, or both.
C. Effectively communicate the results to decision makers.
Which of the following statements is true about quantitative research? A. It includes direct observation of consumers in choice or product usage situations. B. It studies the dynamic interplay between peoples' feelings and their resulting actions. C. It is generally associated with survey research that involves "yes" or "no" questions. D. It includes recording consumers' first impression about products. E. It is used to formulate and define a problem more clearly.
C. It is generally associated with survey research that involves "yes" or "no" questions.
_____ is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making. A. Marketing reach B. Market skimming C. Marketing research D. Market data analysis E. Market development
C. Marketing research
Which of the following reasons best describes why much of the data provided by foreign governments is suspected with respect to reliability? A. The data in foreign countries are usually written in a foreign language and there are translation difficulties that are often insurmountable. B. The size of the sample and the technique used for sampling may be faulty. C. Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality. D. The data in foreign countries is usually not safeguarded. E. The data tend to be incomplete, and outdated.
C. Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality.
Which of the following is a problem associated with the use of secondary data? A. Defining the research problem. B. Communicate the results. C. Reliability of data. D. Storage of data. E. Relevance of data.
C. Reliability of data.
Which of the following best describes the basic difference between domestic and foreign market research? A. The cost of foreign market research. B. The willingness of the respondents to give information. C. The broader scope of research for foreign research. D. The complexity of the governing rules. E. The ability to get accurate pricing data from foreign markets.
C. The broader scope of research for foreign research.
In _____ translation, the questionnaire is translated from one language to another, and then a second party translates it again into the original, and the two original language versions are compared. A. serial B. parallel C. back D. simultaneous E. complimentary
C. back
Once the researcher has defined the research problem and established research objectives, the researcher must next: A. effectively communicate the problem and objectives to decision makers. B. analyze, interpret, and summarize the results. C. determine the sources of information to fulfill the research objectives. D. assess the suitability of available statistical methods for analyzing the data. E. evaluate the cost and benefits of the research effort.
C. determine the sources of information to fulfill the research objectives.
In the context of the research process, which of the following should an organization immediately do once it has determined the sources of information to fulfill the research objectives?
Consider the costs and benefits of the research effort.
To deal with the problems in analyzing and interpreting research information in international market, a researcher must possess a ------------for adapting research methods. Apart from this, the researcher must possess a -----------, and a-------------------is helpful as well.
Creative talent High degree of cultural understanding of the market Skeptical attitude in handling both primary and secondary data.
Which of the following countries comes a close second to the United States with respect to the quantity and quality of the marketing-related data available?
Japan
Which of the following represents a severe limitation when the Internet is used for primary research? A. The cultural background of the respondents cannot be identified accurately. B. The educational qualifications of the respondents cannot be identified accurately. C. The respondents can assume false identity. D. A sample universe composed solely of Internet respondents represents a potential bias. E. Using the Internet for primary research is the most expensive way of conducting primary research.
D. A sample universe composed solely of Internet respondents represents a potential bias.
A toy manufacturer has excellent sales figures for its toys in country P but inadequate figures in the neighboring country R. In country P, per capita consumption is known to increase at a predictable ratio as per capita gross domestic product (GDP) increases. If per capita GDP is known for country R, per capita demand for the toys can be estimated using the relationships established in country R. Which of the following methods of forecasting does this example illustrate? A. Probabilistic forecasting B. Reference class forecasting C. Expert opinion D. Analogy E. Linear regression
D. Analogy
Which of the following questions should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena? A. How much does the data cost? B. What language is used in the host country? C. Does the host country's government encourage marketing research? D. For what purposes were the data collected? E. Was the data available on the Internet?
D. For what purposes were the data collected?
Which of the following questions should a marketing researcher ask when trying to establish the reliability of secondary data sources in the international arena? A. How much does the data cost? B. What language is used in the host country? C. Does the host country's government encourage marketing research? D. How were the data collected? E. Was the data available on the Internet?
D. How were the data collected?
A toy manufacturer conducted a survey to estimate the market demand for its specialized wood-based toys in a foreign country. For the survey, it interviewed all the households of the four largest cities of that country without making any distinction between those with children and those without. The market demand forecast based on this survey failed to match the actual demand for the toys. Which of the following is the most likely reason for this failure? A. Difficulty in defining the research objective. B. Unwillingness of the respondents to reply to survey questions. C. Difficulty in translating the responses. D. Inappropriate sample selection. E. Lack of appropriate methods for analyzing the data.
D. Inappropriate sample selection.
Which of the following countries comes a close second to the United States with respect to the quantity and quality of the marketing-related data available? A. Brazil B. Australia C. China D. Japan E. Kenya
D. Japan
According to the text, today the real power of the Internet for international marketing research is the: A. reduction in the time required for completing primary research. B. reduction in the cost of conducting primary research. C. increase in response for surveys conducted using the Internet. D. ability to overcome legal barriers to conducting primary research. E. ability to easily access volumes of secondary data.
E. ability to easily access volumes of secondary data.
Decentering is a hybrid of _____ translation. A. parallel B. simultaneous C. linear D. random E. back
E. back
In the _____ method, successive translation and retranslation of a questionnaire takes place, each time by a different translator, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages. A. serial translation B. triangulation C. back translation D. netnography E. decentering
E. decentering
The most universal survey research problem in foreign countries is the _____ barrier. A. technological. B. legal. C. cultural. D. literacy. E. language.
E. language.
Alex is engaged in research involving countries that have different languages, economies, social structures, behavior, and attitude patterns. Alex is most likely engaged in _____ research. A. geographical B. anthropological C. psychological D. sociological E. multicultural
E. multicultural
The key to using expert opinion to help in forecasting demand is _____, that is, comparing estimates produced by different sources. A. indemnification B. simulation C. morphing D. modeling E. triangulation
E. triangulation
What is the 6th step of the research process?
Effectively communicate the decisions to decision makers
Know the two methods of forecasting demand that are particularly suitable for international marketers.
Expert opinion and analogy are two methods of forecasting demand that are suitable for international marketers. With expert opinion, experts are polled for their opinions about market size and growth rates. Another technique is to estimate by analogy. This method assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country.
Know the two distinct complications that impact international marketing research.
First, information must be communicated across cultural boundaries. Second, the environments within which the research tools are applied are often different in foreign market. Within a foreign environment, the frequently differing emphases on the kinds of information needed, the often limited variety of appropriate tools and techniques available, and the difficulty of implementing the research process constitute challenges facing most international marketing researchers.
Know and be able to describe the underlying assumption about "analogy" when it comes to forecasting demand.
First, to use analogy, a relationship must be established between the item to be estimated and a measurable variable in a country that is to serve as the basis for the analogy. Once a known relationship is established, the estimator attempts to draw an analogy between the known situation and the country in question. Analogy must be used with caution because it assumes that factors other than the variable used are similar in both countries, such as tastes, taxes, prices, selling methods, availability, etc.
Know and be able to explain the term "primary data."
If, after seeking all reasonable secondary data sources, research questions are still not adequately answered, the market researcher must collect primary data - that is, data collected specifically for the particular research project at hand.
Know and be able to explain the difference between quantitative and qualitative data.
In quantitative research, structured answers have a specific format (such as yes/no) or select a response from a set of choices. Questions are designed to obtain specific responses. In qualitative research, if questions are asked, they are almost always open-ended or in-depth, and unstructured responses that reflect the person's thoughts and feelings on the subject are sought.
Know the key component in developing successful marketing strategies and avoiding major marketing blunders in the international marketing environment.
Information is the key component in developing successful marketing strategies, avoiding major marketing blunders, and promoting efficient exchange systems.
Know why it is that many firms engaged in foreign marketing do not make decisions with the benefit of all the pertinent information that is out there.
Many firms engaged in foreign marketing do not make decisions with the benefit of all the information that is out there. Cost, time, and human elements are critical variables. Some firms have neither the appreciation for information nor adequate time or money for the implementation of research. As a firm becomes more committed to foreign marketing and the cost of possible failure increase, greater emphasis is placed on research.
Know why much of secondary research that is provided by foreign governments is suspect when it comes to the reliability of the data.
Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality, while tax structures and fear of the tax collector often adversely affect data. This is called "adjusted reporting."
There are many difficulties when engaging in international market research. Know the biggest problem in sampling that researchers need to be aware of.
The greatest problem in sampling stems from the lack of adequate demographic data and available lists from which the draw meaningful samples.
Know the key in using expert opinion to help a marketer engaged in forecasting demand.
The key in using expert opinion to help forecast demand is triangulation - comparing estimates produced by different sources.
What are the various advantages and disadvantages of the decentralization of the international marketing research function?
The obvious advantage of to decentralization of the research function is that control rests in hands closer to the market. locals have generally have more intimate knowledge of the sublets of the market and an appreciation of the diversity that characterizes most foreign markets. One disadvantage of decentralized research management is possible ineffective communications with home- office executives. Another potential unwarranted dominance of large-market studies in decisions about global standardization.
Know and be able to completely describe the various techniques that researchers can use to find translation errors before sending out a survey.
The obvious solution of having questionnaires prepared or reviewed by a native speaker of the language of the country is frequently overlooked. Marketers use three different techniques, back translation, parallel translation, and decentering, to help ferret out translation errors ahead of time. In back translation, the questionnaire is translated from one language to another, and then a second party translates it back into the original, and the two original languages are compared. In parallel translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected. Decentering is a hybrid of back translation. It is a successive process of translation and retranslation of a questionnaire, each time by a different translator.
To effectively judge the reliability of secondary data sources, following questions should be asked:
Who collected the data? For what purposes were the data collected? How (by what methodology) were the data collected? Are the data internally consistent and logical in light of known data sources or market factors?
Once a researcher has defined the research problem and established research objectives, the researcher must:
determine the sources of information to fulfill the research objectives.
Decentering is a hybrid of _____ translation.
back
Marketers use three different techniques------------to help ferret out translation errors ahead of time.
back translation, parallel translation, decentering
Back translations may not always ensure an accurate translation because of----------------------------------. Parallel translation is used to overcome this problem.
commonly used idioms in both languages
The text describes four kinds of company—agency—customer relationships that might be used to bridge the cultural barrier that is present in most international marketing research. Which of the following is deemed to be best suited for managing the cultural barrier across the chain of communication?
company—agency—local agency—customers
The obvious advantage to decentralization of the marketing research function is that
control rests in hands closer to the market, native 3rd party home offices have more intimate knowledge of the subtleties of the market and an appreciation of diversity in cultural differences
Most problems in collecting primary data in international marketing research stem from ---------- among countries and range from the inability or unwillingness of respondents to communicate their opinions to inadequacies in questionnaire translation.
cultural diffrences
International marketers often need to collect certain types of information not normally collected by domestic marketing researchers. Unisys Corporation gives some guidance about the kind of information that organizations need to collect in the international environment. List and briefly discuss each of the five types of information suggested by the Unisys Corporation model.
economic and Demographic data Cultural, sociological , and political climate Overview of market conditions summary of the technology in the enviornment competitive siuation
Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers: ---------------.
expert opinion and analogy
One disadvantage of decentralized research management is possible ineffective communications with _____.
home-office executives
he most universal survey research problem in foreign countries is the ----------.
language barrier
Observational research, also known as----------- involves systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services.
netnography,
