Global Marketing Chapter 8
According to market researchers, communication within multinational organizations can be facilitated by:
increasing the frequency of communication instances
Steps of the research process:
-definition of the research problem and establishment of research goals - determination of the sources of information to fulfill research goals -analysis of the costs and benefits of the research effort -collection of relevant data from secondary or primary sources, or both -analysis, interpretation, and summary of the research outcomes -effective communication of the research outcomes to decision makers
in which aspects of market research should decision makers be involved?
-fieldwork -question formulation -problem definition
Other than directly observing the market, how do most companies get their market research?
-from trusted research vendors -from internal marketing research staff
What are the three types of market research?
-general information about a country, area, and/or market -specific market information used to make decisions about the marketing mix -information necessary to forecast future marketing requirements
When people in foreign countries are unwilling to respond, marketing researchers should use _______ to gather data
-locally prominent people -local students -professionals
What are the two stages of analysis that market data must undergo?
-organization of data into a form that addresses the client's needs -identification of issues present in each country
The first step of the research process is especially important in foreign markets because researchers tend to:
-underestimate the influence of local culture on a problem -treat the problem as if it were in their home environment
How can market researchers analyze the social customs, semantics, and business customs of a country effectively?
By understanding the culture of the relevant market
How is the lack of comprehensive marketing-related data in some countries being addressed?
Private and public groups are funding the collection of this data
Why is it difficult to conduct marketing research in foreign countries?
Respondents' answers cannot always be translated exactly
Primary data can be gathered from
a firm's distributors
In International marketing research, primary research is successful when a researcher gathers
accurate data that adequately addresses research goals
to forecast demand, marketers may use _____, which assumes that demand for a product will follow a similar pattern in all countries
analogy
Secondary data is considered valid if it is:
consistent with another set of data of known validity
in the first step of the research process, marketing researchers must deal with the challenge of:
converting vague or nebulous business problems into clearly defined research objectives
Secondary Data
data that has already been collected by another agency
a reason for the low level of reliability of secondary data is that:
dear of the tax collector affects reporting
Marketing researchers conducting qualitative research usually use _____ to gather data.
focus group interviews
How does postal service impact mail surveys in foreign countries?
it may result in significant delays in delivery and return surveys
Lists that carry demographic data and from which samples are to be drawn are sometimes not current. In this case, sampling becomes ______.
less reliable
In foreign markets, marketing researchers_______
must often emphasize different kinds of information
Back translations are sometimes inaccurate because both languages ma use the same idioms. To overcome this problem, market researchers can use______
parallel translation
when using analogy to forecast demand, marketers must exercise caution because it:
relies on both countries having similar factors
International marketing research:
requires information to be translated into language that respondents can understand
Research is analyzed at an individual-country level and a multi-country level because analysis of multicultural data by just one interpreter increases the risk that data will be influenced by:
self-reference bias
One of the problems faced by marketing researchers when selecting samples is that ______.
social and economic information may be insufficient
Triangulation
the comparison of estimates formulated by different experts in order to predict demand
decentering
the process through which a document is repeatedly translated from one language to another and back, each time by a different translator
cultural and national differences can be resolved during research design by:
translating questionnaires properly
When conducting marketing research in foreign markets, researchers should:
use "catch as catch can" methods to obtain data