Chapter 8 Quiz
What is a new and growing area of concern that limits the availability of data today?
privacy
What is the process of 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.
Which question should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena?
Are the data internally consistent in light of known data sources?
What should marketing researchers do once they have determined the sources of information to fulfill the research objectives?
Consider the costs and benefits of the research effort.
What is a problem that is most commonly associated with the use of secondary data?
comparability of data
When assessing a foreign market, Unisys Corporation undertakes a general, noneconomic review of conditions affecting the business, including safety and leisure time. This demonstrates a focus on the
cultural, sociological, and political climate.
What method of demand forecasting is particularly suited to international marketing, particularly when the foreign country is new to the marketer?
expert opinion
Researchers have discovered a number of factors that are associated with better communication within multinational companies, including
face-to-face communication opportunities.
Qualitative research
is used to formulate and define a problem more clearly.
Chun Hei is carrying out a marketing research study. Even after seeking all reasonable available secondary data sources, she has not been able to adequately answer the research questions. In such a situation, Chun Hei must collect ________ data.
primary
What type of research is used in developing research hypotheses that can be tested in subsequent studies designed to quantify concepts?
qualitative research
What type of research usually involves a large number of respondents who 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 research
Colleen didn't have a lot of time to conduct her marketing research, so she went to the library to see what data she could find from available sources. Colleen is using ________ data sources for her research.
secondary
In the international arena, what poses the greatest problem in sampling?
the lack of sufficient demographic data from which meaningful samples can be drawn
When he was unable to find the statistics he needed for his report on market demand, Raphael decided to estimate based on historical and current data and trends reported by the UN. One problem with this is
trends of the past may not continue in the future.
