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