Deck 8: Research

Question 1

A marketing plan is usually developed prior to doing any international research.

Answer 1

False

Question 2

Any changes in the business environment, whether domestic or foreign, may have serious repercussions on the marketing activities of the firm.

Answer 2

True

Question 3

In crossing national borders, a firm encounters parameters that may be different from domestic marketing.

Answer 3

True

Question 4

Although the objectives may be the same, the execution if international marketing research may differ substantially from the process of domestic marketing research.

Question 5

Firms should incorporate the technological level of the society in the marketing plan and understand the legal environment.

Question 6

The American Marketing Association (AMA) defines marketing research as "the function that links the consumer, customer, and public to the marketer through information."

Question 7

The U.S. Department of State supplies the only credible source of secondary data for companies wishing to do business abroad.

Question 8

The research objectives are always the same from company to company.

Question 9

Qualitative data is best captured using a standardized, formatted survey so that answers are consistent from respondent to respondent.

Question 10

The three major approaches to international research organization are the harvesting, plantation, and bushel-busting approach.

Question 11

Delphi studies are a way of gathering data by pooling responses from focus group attendees with information gathered from the Internet and personal interviews in order to augment the statistics gathered through quantitative means.

Question 12

The researcher must go beyond the scope of the data and, use creative influences to arrive at knowledge useful to the firm.

Question 13

The ideal size of a focus group is seven to ten participants.

Question 14

The most frequent objective of international market research is that of teaching all firm members who will be working in the foreign country to have a working vocabulary of that country's language.

Question 15

One of the places a company can turn to for good secondary information is another firm.

Question 16

Data collected directly from the marketplace by the researcher for the first time for "up-to-the second" information about a country is known as secondary research.

Question 17

Those firms that decide to enter a foreign market intuitively know what customers want and why they want it and do not need to check these assumptions through research.

Question 18

A proxy variable is a vote by a corporate director on subjects relating to fluctuating money markets.

Question 19

The single most important cause for failure in the international marketplace is not knowing the language of the native people.

Question 20

Standardized research techniques are more useful in the collection of subjective data than of objective data.

Question 21

Research that is conducted to fill a specific information need is known as:

A) repatriation data research.
B) primary research.
C) post introductory phase research.
D) pinnacle positioning research.

Question 22

Which of the following examples is not a service organization that may be able to provide data on business practices, legislative or regulatory requirements, and political stability?

A) A political party
B) Banks
C) Accounting firms
D) Airlines

Question 23

When collecting MICRO secondary data information, this usually involves gathering:

A) tariff and non-tariff information.
B) government trade policy information.
C) information obtained from the WTO.
D) information regarding local laws, regulations, standards, specifications, and distribution systems.

Question 24

Which of the following best describes the technology used by the National Trade Data Bank to disseminate information about markets?

A) Presentations in universities, including classrooms
B) Email and fax distribution via subscription
C) CD-ROM
D) Magazine publications

Question 25

Firms are increasingly recognizing that _________, such as lifestyles, attitudes, or personality, can play a major role in identifying similar consumer group in different countries.

A) culture characteristics
B) segmentation variables
C) family qualities
D) proxy variables

Question 26

Which of the following is not an example of a source of information that can be accessed by a marketer trying to understand a foreign market?

A) Service organizations
B) Trade associations
C) Directories and newsletters
D) Atmospheric science laboratory in Scotland

Question 27

The researcher should take another look at the research methods employed and, based on their _____, determine any necessary modifications for future projects.

A) reliability
B) reference
C) understandability
D) usefulness

Question 28

Which of the following does not affect primary research?

A) Environment
B) Attitudes
C) Market conditions
D) The Congressional Quarterly

Question 29

Which of these is not one of the results of a better defined research objective?

A) Conserve time
B) Conserve financial resources
C) Conserve sources of data
D) The better the researcher will be able to determine the information requirements

Question 30

Which of the following is not considered a step in evaluating data?

A) Evaluate the purpose and method of the original data collection.
B) Assess the quality of the data.
C) Consider the compatibility and comparability of the data
D) Do a background check on the author of the data.

Question 31

Electronic information services save marketers three valuable commodities. Which of the following best describes these commodities?

A) Postal rates, mailing supplies, and personnel options
B) Time, energy, and money
C) Breakthrough rates, taxes, and distribution costs
D) Positioning, rank, and perception

Question 32

Population trends, general trade flow between countries, and agricultural production is considered what type of data?

A) Specific
B) Macro
C) Micro
D) Systematic

Question 33

Marketing research stresses the need for objectivity and information, reducing the roles of all of these except which one?

A) Bias
B) Numbers
C) Emotions
D) Subjective judgment

Question 34

When a researcher is getting MACRO secondary data, this usually involves gathering:

A) local sales tax figures.
B) tariff and non-tariff information, as well as data on government trade policy.
C) information pulled from some entity like an individual company.
D) local government statistics.

Question 35

Which publication produced by the United Nations contains international trade data on products and provides information on exports and imports by country?

A) UN Observer
B) Trade and Commerce
C) Statistical Yearbook
D) Trading in the World

Question 36

Where is the majority of global marketing research conducted?

A) Overseas
B) In the developing countries
C) Africa
D) In the industrialized nations of the world

Question 37

What are the two basic forms of research gathering methods?

A) Panel and jury of peers
B) Presentation and demonstration
C) Primary and secondary
D) Limited and scope-oriented

Question 38

Which of the following is not considered an example of the new parameters a marketer might encounter in crossing national borders that would be different than domestic marketing?

A) Time zones
B) Modes of transportation
C) Port facilities
D) Foreign currencies and values

Question 39

Which of the following entities usually has the greatest variety of information?

A) The Data Store
B) Governments
C) A company research file
D) www.dataforglobalmarketing.com

Question 40

Which of the following best represents what a firm needs to know about the culture of a host country when entering a new market?

A) Space, time, and environment
B) Money, media, and marketplace
C) War heroes, defense budgets, disaster relief, and government hierarchy
D) Culture, political system, societal structures, and language

Question 41

Which of the following is not a question one would ask in international market research when conducting primary data?

A) Who is the chairman of the Federal Reserve?
B) What is the market potential for our furniture in Indonesia?
C) What will happen to demand in Brazil if we raise our product price along with monthly inflation levels?
D) How much does the typical Nigerian consumer spend on soft drinks?

Question 42

Which of the following must be considered by researchers trying to decide whether to conduct research with consumers or with industrial users?

A) The population of industrial users in larger than the consumer market and easier to reach.
B) Industrial users can be interviewed economically at home or through intercepts.
C) The population of industrial users is smaller than the consumer market and more difficult to reach.
D) It is not necessary to do research in the industrial market, therefore the decision would never have to be made..

Question 43

What is the number one way in which survey data is conducted?

A) Via questionnaire
B) Through observation
C) In an experiment
D) From a group discussion

Question 44

Which of the following best describes the major issues in determining who will do the research?

A) Whether to use a centralized, coordinated, or decentralized approach.
B) Whether to focus on literacy as a criterion for engagement.
C) Whether the research will be conducted in the day or night.
D) Whether rewards will be offered to respondents.

Question 45

Which of the following are three research techniques used in marketing research?

A) Assumption, calculation, and articulation
B) Paid, non-paid, and shared
C) Pre, post, and concurrent
D) Interview, focus group, and observation

Question 46

Corporations should understand the necessity for tracking new developments and obtaining continuous updates because:

A) in the political arena, politicians do not like surprises.
B) any changes in the business environment, whether domestic or foreign, may have serious repercussions on the marketing activities of a firm.
C) it may have to hire more nationalists.
D) taxes will increase.

Question 47

The centralized approach to marketing research gives most of the control, focus, thrust, and design to:

A) the market researchers in the field.
B) the brand.
C) headquarters.
D) field agents, such as government employees.

Question 48

How would a company decide to use secondary versus primary research in an international arena?

Question 49

Interviews, focus groups, and observation techniques are primarily used for:

A) primitive data.
B) qualitative data.
C) expressionistic data.
D) pummel methods.

Question 50

Why is it important to protect the analysis and presentation phases of research gathering?

Question 51

When presenting research, the international marketer should:

A) show how research results relate to the original research objective and fit with overall corporate strategy.
B) pay the respondents in local currency to fulfill accuracy requirements.
C) gloss over insufficiently substantiated data by compiling a resource bin.
D) only portray the positive results.

Question 52

What are the three major constraints placed upon international marketing firms, and how do they make decisions in light of these constraints?

Question 53

Which of the following statements best describes the argument that supports hiring outside research specialists to assist with international marketing research?

A) Centralizing the research process internally gives the company control.
B) Governments do not view hiring of specialists as a complimentary system.
C) Researchers in foreign lands do not speak English, therefore their research is suspect.
D) It is usually more efficient to hire an outside expert than to centralize research within the company.

Question 54

Because an international marketer is unlikely to possess specialized expertise in international marketing research for every single market it currently services or is planning to serve, it is best to consider:

A) using outside research services.
B) not doing any research at all.
C) assigning one person in the company this responsibility.
D) using the research conducted for one country and applying the results to all other countries of interest.

Question 55

To enrich information obtained from factual data, corporations resort to the use of creative and highly qualitative data-gathering methods. Which of the following is one of those methods?

A) Survey
B) Questionnaire
C) Mall intercept
D) Delphi study

Question 56

What demographic characteristic below best describes something that would affect a person's ability to answer a question based on his or her knowledge and the information available?

A) Gender
B) Income
C) Blood type
D) Education level

Question 57

Unstructured or open-ended questions capture more in-depth information, but they also increase the potential for:

A) unanswered questions.
B) lawsuits.
C) interviewer bias.
D) cost.