MKTG 4280 Ch. 8 McGraw-Hill Connect

Secondary data is considered valid if it is

internally consistent with known data sources or market factors.

Marketing researchers conducting qualitative research usually use ______ to gather data.

focus group interviews

Which of the following are problems associated with conducting marketing research in different countries?

- Cross-cultural communication - Limited availability of appropriate research tools - Difficulty in implementing the research process - Different emphases on information

What are the three types of market research?

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

Which problems do market researchers face when collecting primary data in foreign countries?

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

One of the problems faced by marketing researchers when selecting samples is that

- demographic data may not be sufficient. OR - postal service and mailing lists may be of poor quality OR - social and economic information may be insufficient

Other than directly observing the market, how do most companies get their market research?

- from trusted research vendors - from internal marketing research staff

When people in foreign countries are unwilling to respond, marketing researchers should use _____ to gather data.

- local students - locally prominent people - 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

In which aspects of market research should decision makers be involved?

- question formulation - fieldwork - problem definition

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.

Click and drag on elements in order 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

Nina, a marketing researcher, has gathered relevant primary and secondary data. Which step should Nina take next?

Analyze, interpret, and summarize the results of her research

Which of the following is a reason for the low level of reliability of secondary data?

The fear of tax collectors adversely affects data reporting.

How can market researchers analyze the social customs, semantics, and business customs of a country effectively?

By understanding the culture of the relevant market

Identify an accurate statement about marketing research.

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

How does the lack of detailed social and economic information affect sampling?

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

Identify an accurate statement about the Internet.

It facilitates international marketing research.

Which of the following is a feature of qualitative research?

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

Which of the following is the most common problem faced by market researchers collecting data in foreign countries?

Language barriers

What is one possible downside to decentralization?

Large-market studies may dominate marketing decisions.

Identify an accurate statement about decentralized research management.

Local analysts assume control of the research.

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?

Marketing research

Which of the following is a reason why secondary foreign data may be unreliable?

Official statistics may reflect pride rather than practical reality.

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.

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

Reason: This statement is 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.

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

Reason: This statement is false. A researcher cannot assume that a translation into one language will suffice in all areas where that language is spoken.

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.

Reason: This statement is true. To analyze research findings and a society's social customs, semantics, current attitudes, and business customs, it may become absolutely necessary to have a native of the target country involved in the interpretation of the results of any research conducted in a foreign market.

Why is it difficult to conduct marketing research in foreign countries?

Respondents' answers cannot always be translated exactly.

Which type of marketing research is focused on domestic operations?

Specific market information used to make decisions about the marketing mix

Which research methodology is most commonly used by quantitative research?

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?

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

Why is the first step of the research process essential in foreign markets?

The unfamiliar environment tends to cloud problem definition.

Which country has the highest quantity of marketing-related secondary data available?

United States

In back translation, a document that has been translated from its original language to another language and back again is compared to

a copy of the original document.

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

One advantage that online surveys have over phone and mail surveys is that online surveys can better utilize "branching," or

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

back translation.

In foreign markets, marketers should

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

How can researchers best overcome the language barrier issues that arise when they administer questionnaires to people in foreign countries?

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

The lack of historical data with which to contrast current foreign data leads to ______ problems.

comparability

A marketing researcher interviews a large number of respondents and asks them a set of questions that are listed in a questionnaire. The respondents are required to select a response from a given set of options. In this case, the researcher is

conducting quantitative research.

Lisa, a marketing researcher, is conducting research in a foreign country. Lisa should _____.

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 ______.

decentering

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

decentering.

Carlos is asked about a product that he has never seen or used before. In this scenario, Carlos is likely to

find it difficult to communicate meaningful opinions.

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

Secondary data that has been collected in the United States

needs to be validated.

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 ______.

parallel translation

Back translations are sometimes inaccurate because both languages may use the same idioms. To overcome this problem, market researchers can use _____.

parallel translation

Data that is gathered specifically for a particular research project is known as ______ data.

primary

When using analogy to forecast demand, marketers must exercise caution because it

relies on both countries having similar factors.

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

self-reference bias.

One of the problems faced by marketing researchers when selecting samples is that _____.

social and economic information may be insufficient

Multicultural research should

strive to achieve comparable and equivalent results.

An accurate statement about secondary data in less developed countries is that

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

One of the difficulties associated with defining a research problem in foreign markets is that

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

Respondents usually find it difficult to formulate needs and opinions about products when

they do not understand the use of those products.

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 _____.

triangulation

The comparison of estimates formulated by different experts in order to predict demand is known as

triangulation.

When conducting marketing research in foreign markets, researchers should

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