Deck 8: Developing a Global Vision Through Marketing Research

Question 1

Marketing planning is traditionally defined as the systematic gathering,recording,and analyzing of data to provide information useful in marketing decision making.

Answer 1

False

Question 2

Qualitative research is used in international marketing research to formulate and define a problem more clearly and to determine relevant questions to be examined in subsequent research.

Answer 2

True

Question 3

The greatest problem in sampling in the international environment stems from language differences.

Answer 3

False

Question 4

A review of competitors' sales revenues and methods of market segmentation would be found in the economic portion of a planning report.

Question 5

It is relatively easy to compare data from the U.S.market with market data from around the world.

Question 6

It is generally better to collect primary data before turning to secondary data because of the increased reliability and validity of primary data.

Question 7

The U.S.businesses spend more money on marketing research than businesses in any other country in the world.

Question 8

An overview of market conditions sections of a planning report would include a detailed analysis of market conditions (by market segment)company or division faces.

Question 9

One of the reliability problems faced by a marketing researcher that seeks to do secondary research in a foreign market is that official statistics are sometimes too optimistic (e.g.,reflecting national pride or politics rather than practical reality).

Question 10

One of the questions used to ensure validity of secondary data in the international market is "for what purposes were the data collected?"

Question 11

There are two primary differences between international marketing research and domestic research.One of these differences is that international marketing research is always more expensive to conduct.

Question 12

Jake Morris is looking for information on the pet food industry for a client.He realizes that this particular industry has been well researched by marketers.Therefore,if Jake is looking for information that has already been collected by some other agency,he should consult what is called a secondary data source.

Question 13

With respect to international marketing research,cultural differences offer the best explanation for the unwillingness or the inability of many to respond to research surveys.

Question 14

Quantitative research provides the marketer with responses that can be presented with precise estimation.

Question 15

One of the problems encountered by the international marketing researcher in drawing a random sample is that in many countries there is no officially recognized census of population.

Question 16

The marketing research process should begin with questionnaire construction that matches the abilities of the marketplace to answer the questionnaire.

Question 17

One of the advantages that U.S.marketing researchers have over other international marketing researchers is the fact that U.S.marketing researchers have almost as much information about world markets and countries as they do on the domestic U.S.market.

Question 18

Most problems in collecting primary data in international marketing research stem from the excessive cost of primary research in these markets.

Question 19

Information is the key component in developing successful marketing strategies and avoiding major marketing blunders.

Question 20

All marketing research programs are basically conducted in the same way.

Question 21

After an international marketing researcher has defined the research problem and established research objectives,the next step to be undertaken to:

A)effectively communicate the results to decision makers.
B)analyze,interpret,and summarize the results.
C)determine the sources of information to fulfill the research objectives.
D)gather relevant data from secondary or primary sources,or both.
E)evaluate the cost and benefits of the research effort.

Question 22

According to the text,___________ is the key component in developing successful marketing strategies and avoiding major marketing blunders in the international marketing environment.

A)public relations
B)information
C)advertising
D)government support
E)"deep pockets"

Question 23

In back translation the questionnaire is translated from one language to another,and then a secondary party translates it back into the original.

Question 24

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's company (and marketing researchers)should take as it 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.

Question 25

The ___________ process should begin with a definition of the research problem and the establishment of specific research objectives.

A)marketing
B)promotion
C)market segmentation
D)research
E)information systems

Question 26

Which of the following would not be considered to be a step in the traditional marketing research process?

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)Pair the research results with all other recent research efforts to determine validity.

Question 27

Research can be divided into different types based on information needs.All of the areas below fit these different types EXCEPT:

A)general information about the country,area,and/or market.
B)information necessary to forecast future marketing requirements by anticipating social,economic,consumer,and industry need trends within specific markets or countries.
C)specific market information used to make product,promotion,distribution,and price decisions.
D)specific information necessary to attract investors from foreign countries or markets.
E)specific market information used to develop marketing plans.

Question 28

a skeptical attitude in handling transparent data.

Question 29

Back translations of questionnaires always ensure an accurate translation because of commonly used idioms in both languages.

Question 30

According to a system for collecting and assessing information developed by Unisys Corporation,which of the following steps would consist of reviewing competitors' sales revenues,methods of market segmentation,products,and apparent strategies on an international scope?

A)Economic
B)Cultural,sociological,and political climate
C)Overview of market conditions
D)Summary of the technological environment
E)Competitive situation

Question 31

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

Question 32

The most universal survey research problem in foreign countries is fear of government reprisal.

Question 33

After the problem is adequately defined (in a marketing research effort)and research objectives established,the researcher must determine:

A)the sample size.
B)the cost of the project.
C)number of people needed to analyze,intepret,and summarize research effort.
D)the availability of the information needed.
E)the number of native language speakers needed.

Question 34

The basic difference between domestic and foreign market research is:

A)the cost of foreign market research.
B)the security factor with respect to the researchers.
C)the broader scope needed for foreign research necessitated by higher levels of uncertainty.
D)the response of governments when they discover that research is being conducted.
E)the inability to get accurate pricing data from foreign markets.

Question 35

The systematic gathering,recording,and analyzing of data to provide information useful in marketing decision making is considered to be the traditional definition of which of the following terms?

A)Market segmentation
B)Marketing information systems
C)Marketing research
D)Database management
E)Marketing intelligence

Question 36

Though definitions of marketing research and international marketing research are basically the same,there are two distinct complications that impact international marketing research.Which of the following would be one of those complications?

A)International marketing research is always more expensive than domestic research.
B)International marketing research is very poor when it comes to promotional studies.
C)International marketing research is better with respect to cultural research because it involves more cultural information.
D)The environments within which the research tools are applied are often different in foreign markets.
E)Inaccuracies interpreting respondents answers in international marketing research due to language barrier.

Question 37

In parallel translation the questionnaire is developed at the same time as promotional messages are developed to ensure language parallels.

Question 38

Though definitions of marketing research and international marketing research are basically the same,there are two distinct complications that impact international marketing research.Which of the following would be one of those complications?

A)International marketing research is always more expensive than domestic research.
B)International marketing research is very poor when it comes to promotional studies.
C)International marketing research is better with respect to cultural research because it involves more cultural information.
D)Information must be communicated across cultural boundaries.
E)Inaccuracies interpreting respondents answers in international marketing research due to language barrier.

Question 39

___________ is traditionally defined as the systematic gathering,recording,and analyzing of data to provide information useful in marketing decision making.

A)Market segmentation
B)Marketing information systems
C)Marketing research
D)Database management
E)Marketing intelligence

Question 40

Many firms engaged in foreign marketing do not make decision with the benefit of all the information they would have for most domestic marketing decisions.__________,________________,and ___________________ are the three major reasons why these companies do not have all the information desired.

A)price;product;promotion
B)cost,time;lack of appreciation for information
C)culture;politics;management style
D)sociology;serendipity;supply-side economics
E)corruption;political power;logistics

Question 41

Which of the following is NOT a problem associated with secondary data obtained from many international markets and international data sources?

A)comparability of data
B)availability of data
C)reliability of data
D)necessity of data
E)validity of data

Question 42

Suki Nguyen is planning her Masters Thesis.One of her assignments will be to develop a series of research hypotheses that eventually can be tested.Her thesis will specifically focus on sociocultural factors and their impact on behavior patterns in Vietnamese commerce.Which of the following research formats is most suited to her initial research explorations?

A)quantitative research
B)qualitative research
C)subliminal research
D)secondary research
E)exploitive research

Question 43

Marketers use three different techniques to ferret out translation errors ahead of time.Which of the following would be one of those techniques?

A)rollback translation
B)serial translation
C)back translation
D)parallel translation
E)recentering translation

Question 44

In most ____________ data collection,the researcher questions respondents to determine what they think about some topic or how they might behave under certain conditions.

A)secondary
B)simplistic
C)primary
D)bipolar
E)tertiary

Question 45

In the international marketing research arena all of the following problems in sampling can occur EXCEPT:

A)no eligible respondents possible.
B)lack of demographic data.
C)lack of or unreliable sampling lists.
D)lack of detailed social and economic intormation.
E)no officially recognized census of population.

Question 46

Which of the following questions should be asked by a marketing researcher that is seeking to establish the validity of secondary data sources in the international arena?

A)How much does data cost?
B)What language is used in the host country?
C)How does the government view marketing research in the host country?
D)Who collected the data?
E)Was the data available on the Internet?

Question 47

Ben Grissom has decided to use information collected by the United States government in his upcoming research project on cultural trends.Since Ben is not collecting this information himself,the information is described as being:

A)primary research.
B)secondary research.
C)tertiary research.
D)parallel research.
E)simplistic research.

Question 48

In many Asian cities,there are no street maps,some streets are not identified,and some houses are not numbered making it difficult for market researchers attempting to conduct an accurate __________.

A)product enhancement analysis.
B)situational analysis.
C)strategic management overview.
D)sampling process.
E)exit interview.

Question 49

The most universal survey research problem in foreign countries is the:

A)timing problem.
B)religious barrier.
C)social barrier.
D)literacy barrier.
E)language barrier.

Question 50

In ___________ research,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
B)qualitative
C)exploitive
D)secondary
E)secular

Question 51

With respect to the international arena,the greatest problem in sampling stems from:

A)the lack of adequate demographic data and available lists from which to draw meaningful samples.
B)the lack of expertise in how to design samples.
C)government intervention in the sampling process.
D)an inability to speak foreign languages.
E)the difficulty in determining adequate sample size.

Question 52

Gerber's primary consumers usually ______________,making it difficult to communicate and gather marketing information from them.

A)are poor
B)reject new products
C)offer too many opinions
D)can't talk
E)are married to international marketers

Question 53

If data is collected specifically for the particular research project at hand it is called:

A)secondary data.
B)primary data.
C)simplistic data.
D)bipolar data.
E)cohort data.

Question 54

Which of the following is an effective and often-used way of judging validity of data from an international market or source?

A)determining how much the data costs
B)checking the consistency of one set of secondary data with other data of known validity
C)examining government seals of approval or authenticity
D)using only U.S.researchers to conduct any research
E)checking the consistency of the data with focus groups

Question 55

Mary Hills would like to ask respondents a series of open-ended questions that will help to explain the respondents' feelings and thoughts on the subject of child labor.Which of the following research formats will Mary need to choose to best complete her research assignment?

A)quantitative
B)qualitative
C)exploitive
D)secondary
E)subliminal

Question 56

____________ offer(s)the best explanation for the unwillingness or inability of many international consumers to respond to research surveys.

A)Fear of government reprisals
B)Lack of incentives
C)In ability to use the Internet
D)Lack of interest
E)Cultural differences

Question 57

Assuming the research problem is well defined and the objectives are properly formulated,the success of primary research in an international arena hinges on the ability of the researcher to:

A)bribe the correct officials where the information is to be gathered.
B)speak the language of the country where the research is being conducted.
C)get correct and truthful information that addresses the research objectives.
D)hire enough staff to complete the mission.
E)use the Internet.

Question 58

The adequacy of sampling techniques is most affected by which of the following?

A)lack of understanding of sampling methods by marketing researchers
B)inability of the respondents to access the Internet
C)lack of detailed social and economic information
D)lack of funds to conduct the research effort
E)lack of specific quantitative tools for devising a sample

Question 59

Marketing research methods can be grouped into two basic types.What are these two types?

A)primary and secondary
B)quantitative and qualitative
C)summary and conclusive
D)written and electronic
E)human and nonhuman

Question 60

Which of the following reasons best describes why much of secondary research provided by foreign governments is suspect with respect to reliability?

A)The data in foreign countries is usually written in a foreign language and there are translation difficulties that are often insurmountable.
B)The data will not be released to any foreign government or foreign corporation.
C)The data is prone to being overly optimistic and unreliable in reporting relevant economic data about their countries.
D)The data contains political statements about the current regime that foreigners would object to reading or hearing.
E)The data tend to be sparce,incomplete,and outdated.

Question 61

Ray Simmons' company would like to construct a "virtual panel" on the Internet to review planned products for the upcoming year.Which of the following uses for the Internet in international research most closely matches what Mr.Simmons would like to accomplish?

A)online surveys and buyer panels
B)online focus groups
C)customer identification systems
D)advertising measurement
E)e-mail marketing lists

Question 62

Alex is engaged in research involving countries that have different languages,economies,social structures,behavior,and attitude patterns.Alex is engaged in ____________ research.

A)Marketing
B)Measurement
C)Psychological
D)Sociological
E)Multicultural

Question 63

To deal with problems in analyzing and intrepreting research information in the international marketplace,the marketing researcher must possess three talents.Which of the following is one of those talents?

A)the ability to work within assigned budget
B)possess superior multi-language skills
C)proven talent to use and apply advanced statistics
D)positive attitude in handling transparent data
E)a high degree of cultural understanding

Question 64

Forecasting demand in many foreign countries is more difficult because of ____________ and _______________.

A)data corruption;collusion
B)statistical barriers;social norms
C)United Nations cultural restrictions;WTO data collection rulings
D)greater uncertainties;data limitations
E)currency exchange rates;global warming.

Question 65

Marketers use three different techniques to ferret out translation errors ahead of time.Which of the following would be one of those techniques?

A)rollback translation
B)serial translation
C)readback translation
D)parallel translation
E)recentering translation

Question 66

One of the ways the Internet is being used with respect to international research is that servers automatically track and time visitors' travel through websites.Which of the following uses for the Internet in international research most closely matches the above usage?

A)online surveys and buyer panels
B)online focus groups
C)Web visitor tracking
D)advertising measurement
E)e-mail marketing lists

Question 67

The key to using expert opinion to help in forecasting demand is ______________ that is,comparing estimates produced by different sources.

A)polling
B)analogy
C)morphing
D)modeling
E)triangulation

Question 68

To deal with problems in analyzing and intrepreting research information in the international marketplace,the 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)skeptical attitude in handling transparent data
E)possess superior multi-language skills

Question 69

In __________ translation,the questionnaire is translated from one language to another,and then a second party translates it back into the original.

A)back
B)parallel
C)decentering
D)polar
E)simultaneous

Question 70

With respect to conducting research,one of the exciting aspects about the Internet is __________.

A)the ease of international email communications
B)the ability to conduct multi-national videoconference meetings
C)the proliferation of free international telephone services
D)its increasing reliability in performing search functions
E)the ability to conduct primary research

Question 71

There are several different uses for the Internet in international research.Which of the following WOULD NOT be among those uses?

A)online surveys and buyer panels
B)mall-intercept surveys
C)Web visitor tracking
D)advertising measurement
E)online focus groups

Question 72

Given the greater uncertainty and data limitations associated with foreign markets,two methods of forecasting demand are particularly suitable for international marketers.Which of the following most accurately describes these two methods?

A)purchaser behavior and supplier behavior
B)expert opinion and analogy
C)modeling and morphing
D)linear progression and linear regression
E)plotting and profiling

Question 73

In _________ translation,more than two translators are used for the translation into the origination language;the results are compared,differences discussed,and the most appropriate translation selected.

A)back
B)parallel
C)decentering
D)polar
E)simultaneous

Question 74

Marketers use three different techniques to ferret out translation errors ahead of time.Which of the following would be one of those techniques?

A)rollback translation
B)serial translation
C)recentering translation
D)readback translation
E)decentering translation

Question 75

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)polling
B)analogy
C)morphing
D)modeling
E)triangulation

Question 76

A Comprehension review of the different approaches to multicountry research suggests that the ideal approach is to have:

A)all research done by the domestic research entity.
B)all research done by the local research entities.
C)local researchers in each country,with close coordination between the client company and the local research companies.
D)an international research department that is solely responsible for all research not matter where in might be needed.
E)none of the above is really the correct answer.

Question 77

In a process known as ___________,a successive process of translation and retranslation of a questionnaire occurs.In this process each time there are translations by a different translator.The process is repeated until all language difficulties or differences are resolved.

A)back translation
B)parallel translation
C)decentering
D)polar translation
E)simultaneous translation

Question 78

To deal with problems in analyzing and intrepreting research information in the international marketplace,the marketing researcher must possess three talents.Which of the following is one of those talents?

A)skeptical attitude in handling both primary and secondary data
B)possess superior multi-language skills
C)proven talent to use and apply advanced statistics
D)positive attitude in handling transparent data
E)the ability to work within assigned budget

Question 79

As Margaret Smith begins her study of ten European nations as possible market centers for Xerox's new photocopying equipment line,she is well aware of the different languages,economies,social structures,behavior,and attitude patterns that are present in the ten countries.To research these new markets,which of the following terms most accurately describes the form of research that Ms.Smith will most likely pursue?

A)Marketing research
B)Measurement research
C)Psychological research
D)Sociological research
E)Multicultural research

Question 80

Mark Bressler is having great difficulties with his company's advertising in Japan.As a representative of Ford Motor Company he believes that it is entirely proper to use American campaigns in the Japanese market.He was very surprised to learn that a slogan "Body by Fisher" (the company that makes Ford undercarriages)translated in Japanese as "Corpse by Fisher." Which of the following problems is Mr.Bressler experiencing with his company's advertising?

A)improper syntax
B)improper colloquialisms or slang
C)improper grammar
D)improper local language
E)improper translation