International Marketing Chapter 8 SmartBook Assignment

In back translation, a document that has been translated from its original language to another language and back again is compared to A) a dictionary from the original language. B) survey question responses. C) other documents that have been back translated. D) a copy of the original document.

D) a copy of the original document.

True or False: Market researchers should involve the natives of a target country in the analysis and interpretation of the results of research conducted in that country.

true

True or False: The translation of a questionnaire into one language will suffice in all areas where that language is spoken.

false - a researcher cannot assume that a translation into one language will suffice in all areas where that language is spoken.

Arrange the steps of the research process in the correct order.

1. Definition of the research problem and establishment of research goals 2. Determination of the Sources of information to fulfill research goals 3. Analysis of the costs and benefits of the research efforts 4. Collection of relevant data from secondary or primary sources, or both 5. Analysis, Interpretation, and summary of the research outcomes 6. Effective communication of the research outcomes to decision makers

Select all that apply. Which of the following are problems associated with conducting marketing research in different countries? A) Cross-cultural communication B) Difficulty in implementing the research process C) Limited availability of appropriate research tools D) Inability to provide accurate and reliable information E) Different emphases on information

A) Cross-cultural communication B) Difficulty in implementing the research process C) Limited availability of appropriate research tools E) Different emphases on information

Identify an accurate statement about marketing research. A) Cultural differences can mean people will be unwilling to respond to research questions. B) Marketing researchers must use the self-reference criterion in foreign countries. C) It relies only on primary data gathered specifically for the issue at hand and not on secondary data. D) It is imperative to use the same research tools in all countries.

A) Cultural differences can mean people will be unwilling to respond to research questions.

Identify an accurate statement about the Internet. A) It facilitates international marketing research. B) Its primary advantage is that it allows cybersquatting. C) It cannot be used for conducting quantitative research. D) It helps only in primary research and not in secondary research.

A) It facilitates international marketing research.

Which of the following is the most common problem faced by market researchers collecting data in foreign countries? A) Language barriers B) Political instability C) Bribery and subornation D) Economic downturns

A) Language barriers

What is one possible downside to decentralization? A) Large-market studies may dominate marketing decisions. B) It grants complete control of the research to people who are not involved in the market. C) It makes it impossible to collect or analyze secondary data. D) It allows field personnel and resident managers to ignore the diversity of foreign markets.

A) Large-market studies may dominate marketing decisions.

Which country has the highest quantity of marketing-related secondary data available? A) United States B) Slovenia C) China D) Russia

A) United States

The process through which a document is repeatedly translated from one language to another and back, each time by a different translator, is known as A) decentering. B) subornation. C) boundary spanning. D) expropriation.

A) decentering.

One of the problems faced by marketing researchers when selecting samples is that A) demographic data may not be sufficient. B) researchers cannot use samples from foreign countries. researchers cannot use samples to estimate population parameters. social information is always present in more detail than is required.

A) demographic data may not be sufficient.

Select all that apply. In which aspects of market research should decision makers be involved? A) problem definition B) question formulation C) fieldwork D) cultural exclusion

A) problem definition B) question formulation C) fieldwork

Select all that apply. When people in foreign countries are unwilling to respond, marketing researchers should use _____ to gather data. A) professionals B) locally prominent people C) traditional surveys D) local students

A) professionals B) locally prominent people D) local students

One of the problems faced by marketing researchers when selecting samples is that _____. A) social and economic information may be insufficient B) researchers cannot use samples to estimate population parameters C) demographic data is always present in more detail than is required D) researchers cannot use samples from foreign countries

A) social and economic information may be insufficient

Multicultural research should A) strive to achieve comparable and equivalent results. B) use the same research methods in different countries. C) ignore differences in the economies of countries. D) rely only on secondary data and not on primary data.

A) strive to achieve comparable and equivalent results.

Respondents usually find it difficult to formulate needs and opinions about products when A) they do not understand the use of those products. B) the products are commonly used within their community. C) the products are based on a simple concept. D) they have used the products themselves.

A) they do not understand the use of those products.

Select all that apply. The first step of the research process is especially important in foreign markets because researchers tend to A) treat the problem as if it were in their home environment. B) underestimate the influence of local culture on a problem. C) crystallize the problem definition within 24 hours and adopt a set mindset. D) forget they cannot access primary or secondary sources of data in foreign markets.

A) treat the problem as if it were in their home environment. B) underestimate the influence of local culture on a problem.

The comparison of estimates formulated by different experts in order to predict demand is known as A) triangulation. B) subornation. C) decentering. D) back translation.

A) triangulation.

Select all that apply. Other than directly observing the market, how do most companies get their market research? (Check all that apply.) A) From newspaper advertorials B) From internal marketing research staff C) From trusted research vendors D) From advertising firms

B) From internal marketing research staff C) From trusted research vendors

Select all that apply. What are the three types of market research? A) Information necessary to obtain a list of primary and secondary sources B) General information about a country, area, and/or market C) Information necessary to forecast future marketing requirements D) Specific market information used to make decisions about the marketing mix

B) General information about a country, area, and/or market C) Information necessary to forecast future marketing requirements D) Specific market information used to make decisions about the marketing mix

What is the name for the process by which information is collected, recorded, and analyzed so that a company can make informed decisions about its marketing efforts? A) Expropriation B) Marketing research C) Subornation D) Cultural gathering

B) Marketing research

Select all that apply. Which problems do market researchers face when collecting primary data in foreign countries? A) They can obtain such information only through bribery and subornation. B) Respondents may be unwilling or unable to communicate. C) Questionnaires may be translated improperly. D) They forget to take into account cultural differences among countries.

B) Respondents may be unwilling or unable to communicate. C) Questionnaires may be translated improperly. D) They forget to take into account cultural differences among countries.

Which type of marketing research is focused on domestic operations? A) Information necessary to obtain a list of primary and secondary sources B) Specific market information used to make decisions about the marketing mix C) General information about a country, area, and/or market D) Information necessary to forecast future marketing requirements

B) Specific market information used to make decisions about the marketing mix

Which research methodology is most commonly used by quantitative research? A) Recursive abstraction B) Surveys C) In-depth interviews D) Focus group interviews

B) Surveys

Refrez Inc., a U.S.-based cereal manufacturer, begins selling its products in China. While people in the United States eat cereal with cold milk, the people of China eat cereal with hot milk. Refrez Inc. believed that everyone used cold milk with cereal and did not modify its product according to people's preferences. As a result, it witnessed a decline in sales in China. In this scenario, what was the obstacle to defining the research problem? A) Researchers focused on the influence of local culture on the research problem. B) The research problem was clouded by researchers' self-reference criterion. C) The Monroe Doctrine prevented researchers from using research tools in China. D) Researchers ensured that the research problem definition covered the whole range of response possibilities.

B) The research problem was clouded by researchers' self-reference criterion.

Why is the first step of the research process essential in foreign markets? A) Foreign markets do not grant researchers access to primary or secondary sources of data. B) The unfamiliar environment tends to cloud problem definition. C) It is the most expensive step of the research process. D) It can be carried out only by decision makers and not by professional researchers.

B) The unfamiliar environment tends to cloud problem definition.

The lack of historical data with which to contrast current foreign data leads to ______ problems. A) registration B) comparability C) decentering D) back translation

B) comparability

Lisa, a marketing researcher, is conducting research in a foreign country. Lisa should _____. A) ignore the comparability and equivalency of results B) consider the economy and language of the target country C) use the same research methods in the target country D) rely only on secondary data and not on primary data

B) consider the economy and language of the target country

A questionnaire is translated from Spanish to Chinese and then back to Spanish by a different translator. The two Spanish versions are compared, differences are noted, and the original Spanish questionnaire is modified accordingly. This process is repeated, using different translators each time, until there are no differences between the Spanish and the Chinese questionnaires. This scenario exemplifies ______. A) subornation B) decentering C) boundary spanning D) expropriation

B) decentering

Lists that carry demographic data and from which samples are to be drawn are sometimes not current. In this case, sampling becomes ______. A) less complex B) less reliable C) more accurate D) more meaningful

B) less reliable

A questionnaire is translated from one language into another and then back into the original language by two additional translators. The two translated versions in the original language are then compared to the original document, differences are discussed, and the most appropriate translation is selected. This process is known as ______. A) litigation B) parallel translation C) boundary spanning D) subornation

B) parallel translation

When using analogy to forecast demand, marketers must exercise caution because it A) is subjective and uses decentering as its basis. B) relies on both countries having similar factors. C) relies only on secondary data. D) draws a parallel between two unknown situations.

B) relies on both countries having similar factors.

An accurate statement about secondary data in less developed countries is that A) the data always has to undergo back and parallel translation. B) the data gathered previously may use categories that are too broad or too narrow. C) the data is always collected on a frequent and predictable schedule. D) valid estimates of socioeconomic factors are always available.

B) the data gathered previously may use categories that are too broad or too narrow.

In foreign markets, marketers should A) ignore the natives and culture of the target country. B) rely only on secondary data and not on primary data. C) be guided by collected data even if it does not follow the expected course. D) always use the same research tools and methodologies in all countries.

C) be guided by collected data even if it does not follow the expected course.

How does the lack of detailed social and economic information affect sampling? A) It makes it imperative for researchers to use probability techniques. B) It makes the use of sampling impossible. C) It causes researchers to use convenience samples gathered in public locations. D) It provides researchers with a basis of comparison for the age distribution in a sample.

C) It causes researchers to use convenience samples gathered in public locations.

Which of the following is a feature of qualitative research? A) It provides marketers with responses that can be presented with precise estimations. B) It typically uses questionnaires administered by mail to seek responses. C) It uses open-ended questions to seek in-depth responses. D) It asks respondents to select a response from a set of choices.

C) It uses open-ended questions to seek in-depth responses.

Identify an accurate statement about decentralized research management. A) Communications with home-office executives are always effective. B) Local analysts are unable to provide rapid and accurate information. C) Local analysts assume control of the research. D) Large markets cannot be represented in decisions about global standardization.

C) Local analysts assume control of the research.

Which of the following is a reason why secondary foreign data may be unreliable? A) Official statistics are always cautious and negative. B) Most foreign market data is too specifically tailored to the original collector's needs. C) Official statistics may reflect pride rather than practical reality. D) Fear of the tax collector causes companies to report higher production statistics.

C) Official statistics may reflect pride rather than practical reality.

Why is it difficult to conduct marketing research in foreign countries? A) Information can be obtained only by bribing local officials. B) It does not allow the use of surveys as a research tool. C) Respondents' answers cannot always be translated exactly. D) It is not possible to conduct primary research in foreign countries.

C) Respondents' answers cannot always be translated exactly.

Which type of marketing research is focused on domestic operations? A) Information necessary to obtain a list of primary and secondary sources B) General information about a country, area, and/or market C) Specific market information used to make decisions about the marketing mix D) Information necessary to forecast future marketing requirements

C) Specific market information used to make decisions about the marketing mix

Which of the following is a reason for the low level of reliability of secondary data? A) Official statistics reflect practical reality rather than national pride. B) Official statistics are always cautious and negative. C) The fear of tax collectors adversely affects data reporting. D) Lack of government funds adversely affects data reporting.

C) The fear of tax collectors adversely affects data reporting.

Primary data can be gathered from A) marketing journals. B) college almanacs. C) a firm's distributors. D) online libraries.

C) a firm's distributors.

In international marketing research, primary research is successful when a researcher gathers A) more than 1,000 responses from a variety of respondents. B) information that meets with prior expectations. C) accurate data that adequately addresses research goals. D) data that contains no outliers.

C) accurate data that adequately addresses research goals.

How can researchers best overcome the language barrier issues that arise when they administer questionnaires to people in foreign countries? A) by administering questionnaires in person B) by translating the questionnaires word for word into the target country's language C) by using native speakers of the target country's language to prepare the questionnaires D) by using two versions of each question in the questionnaire

C) by using native speakers of the target country's language to prepare the questionnaires

Carlos is asked about a product that he has never seen or used before. In this scenario, Carlos is likely to A) understand how the product fulfills a previously unmet need. B) have a definite and thoughtful opinion about the product. C) find it difficult to communicate meaningful opinions. D) recognize the usefulness and value of the product.

C) find it difficult to communicate meaningful opinions.

Marketing researchers conducting qualitative research usually use ______ to gather data. A) surveys administered through mail B) online journals C) focus group interviews D) national censuses

C) focus group interviews

In foreign markets, marketing researchers _____. A) must use new and exotic research tools B) cannot provide organizations with accurate information C) must often emphasize different kinds of information D) can depend only on external agencies to translate their questionnaires

C) must often emphasize different kinds of information

Secondary data that has been collected in the United States A) has been verified by the government. B) should be considered primary data. C) needs to be validated. D) can be accepted at face value.

C) needs to be validated.

Select all that apply. What are the two stages of analysis that market data must undergo? A) elimination of any data that does not conform to prior expectations B) classification of data into three levels of relevance C) organization of data into a form that addresses the client's needs D) identification of issues present in each country

C) organization of data into a form that addresses the client's needs D) identification of issues present in each country

Research is analyzed at an individual-country level and a multicountry level because analysis of multicultural data by just one interpreter increases the risk that data will be influenced by A) subornation. B) cultural exclusives. C) self-reference bias. D) boundary spanning.

C) self-reference bias.

Brix Inc., a European cement manufacturer, decides to enter the Chinese market. It seeks the opinion of three experts to help forecast demand and then compares these estimates. In this case, Brix Inc. is engaging in a process known as _____. A) back translation B) subornation C) triangulation D) decentering

C) triangulation

Nina, a marketing researcher, has gathered relevant primary and secondary data. Which step should Nina take next? A) Consider the costs and benefits of the research effort B) Define the research problem and establish research objectives C) Determine the sources of information D) Analyze, interpret, and summarize the results of her research

D) Analyze, interpret, and summarize the results of her research

How can market researchers analyze the social customs, semantics, and business customs of a country effectively? A) By accepting all information at face value B) By ignoring the natives of the target country C) By using only secondary data and not primary data D) By understanding the culture of the relevant market

D) By understanding the culture of the relevant market

Identify a feature of quantitative research. A) It can only be used to stimulate ad message ideas and to gain an understanding of a market. B) It typically uses in-depth interviews or focus group interviews to seek people's responses. C) It asks people to answer questions in an in-depth, unstructured manner. D) It provides marketers with responses that can be processed into estimates.

D) It provides marketers with responses that can be processed into estimates.

How is the lack of comprehensive marketing-related data in some countries being addressed? A) Everyone in under-researched countries has agreed to always answer marketing research questions. B) All marketing data is being uploaded into a central database. C) The United Nations has sole responsibility for collecting this data. D) Private and public groups are funding the collection of this data.

D) Private and public groups are funding the collection of this data.

To forecast demand, marketers may use ______, which assumes that demand for a product will follow a similar pattern in all countries. A) subornation B) expropriation C) parallel translation D) analogy

D) analogy

One advantage that online surveys have over phone and mail surveys is that online surveys can better utilize "branching," or A) selling the gathered responses to a wide variety of interested parties. B) formulating new questions for use in future questionnaires. C) gathering the contact information of potential respondents from current participants. D) asking a variety of questions based on a response to an earlier question.

D) asking a variety of questions based on a response to an earlier question.

Morgan translates a questionnaire from one language to another, Lucian translates it back into the original language, and they compare the two versions in the original language. This process is known as A) boundary spanning B) triangulation. C) subornation. D) back translation.

D) back translation.

Secondary data is considered valid if it is A) obtained through subornation of foreign officials. B) collected sporadically over the course of several years. C) sold by foreign companies and conducted in their native language. D) internally consistent with known data sources or market factors.

D) internally consistent with known data sources or market factors.

Back translations are sometimes inaccurate because both languages may use the same idioms. To overcome this problem, market researchers can use _____. A) subornation B) litigation C) boundary spanning D) parallel translation

D) parallel translation

Data that is gathered specifically for a particular research project is known as ______ data. A) triangulated B) secondary C) methodology D) primary

D) primary

One of the difficulties associated with defining a research problem in foreign markets is that A) researchers focus on the influence of local culture on the problem. B) researchers must ensure that the definition is narrow in scope and focuses only on a specific aspect. C) the Monroe Doctrine prevents researchers from using research tools in foreign countries. D) the problem may be clouded by researchers' self-reference criterion.

D) the problem may be clouded by researchers' self-reference criterion.

When conducting marketing research in foreign markets, researchers should A) ignore the natives and culture of the countries they are researching. B) abandon any research findings that conflict with popular opinion. C) always use the same research methods in all countries. D) use "catch as catch can" methods to obtain data.

D) use "catch as catch can" methods to obtain data.

True or False: Market research consists solely of gathering information from or about consumers, customers, and competitors.

false - gathering information from or about consumers, customers, and competitors is only half the job. Analyses and interpretation of that information must also be provided to decision makers in a timely manner.