Int. Marketing - Chapter 8

58. A comprehensive review of the different approaches to multicountry research suggests that the ideal approach is to have:

local researchers in each country, with close coordination between the client company and the local research companies

13. If data is collected specifically for the particular research project at hand it is called:

primary data

5. Which of the following best describes the basic difference between domestic and foreign market research?

The accuracy levels of the foreign market research

63. 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

11. Which of the following questions should be asked by a marketing researcher that is seeking to establish the reliability of secondary data sources in the international arena?

Who collected the data?

47. 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

17. According to the text, 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

52. 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

36. Decentering is a hybrid of _____ translation.

back

37. In _____ 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 language versions are compared.

back

23. Gerber's primary consumers usually ______________, making it difficult to communicate and gather marketing information from them.

can't talk

7. Once the researcher has defined the research problem and established research objectives, the researcher must:

determine the sources of information to fulfill the research objectives

49. Given the greater uncertainty and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. These two methods are:

expert opinion and analogy

20. According to the text, qualitative research is used in international marketing research to:

formulate and define a problem more clearly

22. Assuming the research problem is well-defined and the objectives are properly formulated, the success of primary research in an international arena hinges on the ability of the researcher to:

get correct and truthful information that addresses the research objectives

59. One disadvantage of decentralized research management is possible ineffective communications with _____.

home-office executives

1. According to the text, _____ is the key component in developing successful marketing strategies and avoiding major marketing blunders.

information

31. The most universal survey research problem in foreign countries is the:

language barrier

18. In general, the availability and accuracy of recorded secondary data increase as the:

level of economic development increases

43. 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.

multicultural

38. It will always be necessary for a _____ to take the "final cut" of any translated material.

native speaker of the target country's language

42. Systematic monitoring of chat rooms, blogs, and personal Web sites to assess consumers' opinions about products and services is known as _____.

netnography

35. In _____, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.

parallel translation

19. If after seeking all reasonable secondary data sources, research questions are still not adequately answered, the market researcher must collect _____ data.

primary

16. 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. Based on this information, Mary Hills is carrying out _____ research.

qualitative

15. 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.

quantitative

27. In many Asian cities, there are no street maps, some streets are not identified, and some houses are not numbered. This is most likely to affect:

sampling process for marketing research

8. Ben Grissom has decided to use information collected by the United States government in his upcoming research project on cultural trends. Since Ben is not collecting this information himself, this is an example of:

secondary research

55. According to the text, when a company in need of foreign market research wants to rely on an outside, foreign-based agency or on a domestic company with a branch within the country in question, it should take into consideration:

size and degree of involvement in foreign marketing

65. In Japanese corporate culture, the public, face-saving truth is referred to as _____.

tatemae

29. According to the text, one of the positive aspects of research in Japan and Taiwan is:

the availability and accuracy of census data on individuals

61. When the information obtained during a marketing research process is analyzed at the multicountry level:

the information is distilled into a format that addresses the client's objectives

26. With respect to 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

51. The key to using expert opinion to help in forecasting demand is _____ that is, comparing estimates produced by different sources.

triangulation

45. With reference to the worldwide demographics, average usage time is of internet per person is _____ hours per week.

2.5

30. 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

46. Which of the following represents a severe limitation when the Internet is used for primary research?

A sample universe composed solely of Internet respondents represents a potential bias

53. A company wanted to estimate the market growth potential for a beverage in country X, for which it had inadequate sales figures, but the company had excellent beverage data for neighboring country Y. In country Y, 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 X, per capita consumption for the beverage can be estimated using the relationships established in country Y. This is an example of which of the following methods of forecasting?

Analogy

34. Marketers use three different techniques to ferret out translation errors ahead of time. Which of the following would be one of those techniques?

Back translation

12. Which of the following is an effective and often-used way of judging validity of data from an international market or source?

Checking the consistency of one set of secondary data with other data of known validity

10. While the United States is unmatched with reference to the quantity and quality of the marketing-related data, the data available on and in _____ is a close second.

China

41. The fastest growing market for the Internet is now _____.

China

60. 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

25. Which of the following shortcomings is typically faced by foreign marketers with respect to primary research?

Consumers may not be willing to respond to international research surveys

54. 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?

Creative talent for adapting research methods

24. Which of the following is the best explanation for the unwillingness or inability of many international consumers to respond to research surveys?

Cultural differences

40. In this method of translation, successive translation and retranslation of a questionnaire takes place, 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. Identify the method in discussion.

Decentering translation

56. Which of the following is an advantage of decentralization?

Decentralization ensures that control rests in hands closer to the market

6. 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?

Define the research problem and establish research objectives

4. According to the Unisys Corporation's planning steps, when an organization gathers information related to profitability for the division's products, inflation, business cycle trends, and the like, it is interested in which of the following types of information?

Economic and demographic

44. The maximum number (80 percent) of homepages on the Internet are in _____ language.

English

48. This forecasting method is advisable for market estimation problems, particularly in foreign countries that are new to the marketer. In this method, experts are polled for their opinions about market size and growth rates. Identify the forecasting method in discussion.

Expert opinion

50. _____ and _____ typically create problems in demand forecasting in foreign markets.

Greater uncertainties; data limitations

39. Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Ford Motor Company he believes that it is entirely proper to use American campaigns in the Japanese market. He was very surprised to learn that a slogan "Body by Fisher" (the company that makes Ford undercarriages) translated in Japanese as "Corpse by Fisher." Which of the following problems is Mr. Bressler experiencing with his company's advertising?

Improper colloquialisms or slang

32. McDonald's was involved in a dispute in South Africa over the rights to its valuable brand name in that fast emerging market. Part of the company's claim revolved around the recall of the McDonald's name among South Africans. In the two surveys the company conducted and provided as proof in the proceedings, the majority of those sampled had heard the company name and could recognize the logo. However, the Supreme Court judge hearing the case took a dim view of the evidence because the surveys were conducted in "posh, white" suburbs, whereas 79 percent of the South African population is black. In this example, which of the following issues is faced by McDonald's?

Inappropriate sample selection

3. Though definitions of marketing research and international marketing research are basically the same, there are two distinct complications that impact international marketing research. Which of the following is one of those complications?

Information needs to be communicated across cultural boundaries

62. In the case of Japanese corporate culture, which of the following constitutes a typical significant impediment to averting and responding to a crisis?

It is hard for those lower in the hierarchy to question their superiors

28. According to the text which of the following is one of the factors affecting the adequacy of sampling techniques?

Lack of detailed social and economic information

57. Which of the following is a disadvantage of decentralized research management?

Large-market studies may dominate decisions about global standardization

2. _____ is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.

Marketing research

9. Which of the following reasons best describes why much of secondary research provided by foreign governments is suspect with respect to reliability?

Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality

14. Marketing research methods can be grouped into two basic types. What are these two types?

Quantitative and qualitative

33. 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?

Rollback translation

64. Which of the following countries has hierarchical, relationship-based corporate culture?

South Korea

21. Which of the following research methods is most likely to be associated with quantitative research?

Survey