MGT 4335 Ch 8

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 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. 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.

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 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 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.

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 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.

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

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

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

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 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 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 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 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

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

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.

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 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.

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

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 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 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 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.

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 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. 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

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 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

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? 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

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. 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. 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 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 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 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 Multicultural research involves countries that have different languages, economies, social structures, behavior, and attitude patterns.

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

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!

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.

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.

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

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 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

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.