Deck 6: Global Marketing Information Systems and Research

Question 1

A cost-benefit analysis is performed after collecting secondary data.

Answer 1

False

Question 2

Companies wishing to minimize the cost and time associated with market research should start by collecting and analyzing secondary data.

Answer 2

True

Question 3

In an incipient market, demand is zero before the product is offered.

Answer 3

False

Question 4

The availability of documented information in print and on the Internet is in decline over the years.

Question 5

A company's marketing information system should only cover important aspects of a company's internal environment.

Question 6

A latent market is an undiscovered marketing segment.

Question 7

A company offering products to meet incipient demand before the trends have taken root generally will have a huge market response.

Question 8

A good questionnaire must be simple and easy for respondents to answer.

Question 9

The time displacement method requires a marketer to estimate when two markets are at similar stages of development.

Question 10

Marketing research is best defined as a continuous flow of information about company operations.

Question 11

Online surveys enable faster fieldwork.

Question 12

Poor operating results can often be traced back to insufficient data and information about events both inside and outside the company.

Question 13

The two basic sampling methods in use today are probabilistic and nonprobabilistic sampling.

Question 14

A focus group is a tool used to collect secondary market data.

Question 15

Social media monitoring tools provide marketers with rich data that reveals important consumer information.

Question 16

The best way to identify unnecessary duplication is to carry out an audit of reading activity by asking each person involved to list the publications she/he reads regularly.

Question 17

Displacing time is a useful method of market analysis when data are available for two markets at the same level of development.

Question 18

Headquarters executives of global companies obtain as much as two-thirds of the information they need from personal sources.

Question 19

The search scanning mode includes monitoring and viewing market activities.

Question 20

In high-income countries, the amount of information available far exceeds the absorptive capacity of an individual or an organization.

Question 21

The greater a company's information intensity, the more the traditional product/market boundaries shift.

Question 22

Which of the following is the starting point for a global marketing information system?

A) collecting data
B) determining the subject agenda
C) analyzing relevant data
D) making business decisions

Question 23

Organized intelligence should systematize the collection and analysis of internal information.

Question 24

Which of the following is true about latent markets?

A) An organization's initial success is based on its competitiveness.
B) A product has zero demand before it is offered.
C) A product's demand emerges with a particular political trend.
D) A product's demand remains incipient in a latent market.

Question 25

Interested in a business opportunity in Russia, Peter Terian stood on a busy street corner in Moscow and watched the different cars that went past. He noticed a large number of Mercedes, but not a single Rolls Royce. Terian later set up the first Rolls Royce dealership in Russia. In this case, the source of information is referred to as ________.

A) survey research
B) direct perception
C) income elasticity measurements
D) secondary data

Question 26

The quota sample does not require selection on a probability basis and is, therefore, much easier to implement than random sample.

Question 27

Monitoring activities should be kept separate from decision-making processes to increase a company's competitiveness.

Question 28

In a global company, overall responsibility and control of marketing research resides in operating subsidiaries.

Question 29

Which of the following is a reason for the scarcity of information generated in the viewing mode of surveillance?

A) the limited receptivity of managers to information outside the subject agenda
B) the high exposure to information excluded from the subject agenda
C) the marketers' high exposure to information relevant to the organization
D) the limited receptivity of executives to internal information relevant to the organization

Question 30

Which of the following subject agenda categories for a global business intelligence system covers the laws and regulations both in the host countries and the home country?

A) foreign exchange
B) resource information
C) general conditions
D) prescriptive information

Question 31

General exposure to information is known as ________.

A) benchmarking
B) viewing
C) investigation
D) research

Question 32

The relatively lower revenue and margins in smaller markets limit marketing expenditure budgets.

Question 33

________ refers to the project-specific, systematic gathering of data in the search scanning mode.

A) Monitoring
B) Viewing
C) Marketing research
D) Accommodation

Question 34

Organized competitive intelligence should replace the informal activities or information gathering by employees.

Question 35

Which of the following is the first step of a formal marketing research process?

A) developing a research plan
B) identifying the research problem
C) collecting primary data
D) analyzing research data

Question 36

Cluster analysis is well suited to global marketing research.

Question 37

The results of nonprobability sample can be projected with statistical reliability.

Question 38

The technical term for the process of information acquisition is ________.

A) scanning
B) benchmarking
C) investigation
D) monitoring

Question 39

The "environmental studies" staff at Gamble, Inc.'s headquarters keeps tabs on the worldwide social, political, legal, economic, and technological environments that are directly relevant to its businesses. Which of the following scanning modes does this scenario reflect?

A) monitoring
B) viewing
C) investigation
D) research

Question 40

Which of the following is an example of a secondary data source used in marketing research?

A) an interview
B) a survey research
C) a focus group
D) an online database

Question 41

Explain the current issues in global marketing research.

Question 42

What are the six subject agenda categories and coverage for global business intelligence systems?

Question 43

Carter Electronics began selling the first-ever 18" home digital satellite system (DSS) in the U.S. Although DSS represented a totally new technology, one million DSS units were sold in the first year of release. Which of the following best describes the market situation in the U.S. when the company researched DSS?

A) There was an existing market for home digital satellite systems.
B) There was an incipient market for home digital satellite systems.
C) There was a latent market for home digital satellite systems.
D) There was a subnational market for home digital satellite systems.

Question 44

________ is referred to as the selection of a subset or group from a population that is representative of the entire population.

A) Investigating
B) Monitoring
C) Viewing
D) Sampling

Question 45

Which of the following is a technique used to analyze research data?

A) demand pattern analysis
B) random sampling
C) direct perception
D) survey research

Question 46

Which of the following is a disadvantage of online marketing research?

A) Internet surveys are heavily affected by interviewer bias.
B) A researcher cannot ask follow-up questions.
C) It is hard to target lower incidence populations.
D) Online data collections are typically expensive.

Question 47

Which of the following is an advantage of probability sample?

A) It produces results of statistically measurable accuracy.
B) It is easy to select elements from a population on a probability bias.
C) It is easier to implement than a quota sampling method.
D) It does not require a sample selection on random basis.

Question 48

________ demand is demand that will emerge if a particular economic, technological, political, or sociocultural trend continues.

A) Existing
B) Latent
C) Incipient
D) Parallel

Question 49

Luxury car manufacturers, Lewitt, invest in dealerships across Asian countries based on a marketing research outcome showing the recent increase in purchase of luxury cars. In this case, Lewitt's investigation of research data reflects a(n) ________.

A) demand pattern analysis
B) income elasticity measurement
C) estimation by analogy
D) comparative analysis

Question 50

Which of the following techniques for gathering primary data facilitates the discussion of a product concept or a social trend?

A) observation
B) documentation
C) focus group
D) online search

Question 51

Which of the following techniques of analyzing research data groups variables into collections that maximize within-group similarities and between-group differences?

A) demand pattern analysis
B) income elasticity analysis
C) cluster analysis
D) comparative analysis

Question 52

Which of the following is a key characteristic of a probability sample that determines the sample size of a population?

A) the number of chances a result occurs as planned
B) the permissible sample error that can be allowed
C) the inability to statistically project the results to the entire population
D) the similarity in the sample characteristics being measured