Question 1

Culture shapes attitudes and values in a way that directly affects people's willingness to respond to interviewer questions.

Accepted Answer

Culture influences individuals' perceptions, attitudes, and values, which in turn can affect their willingness to engage with and respond to questions from interviewers, as it shapes their views on privacy, authority, and communication.

Question 2

One study of adult involvement in household tasks revealed greater similarities between the United Kingdom and the United States compared with France,Belgium,and French Canada.Thus,the United States and United Kingdom were "twins" based on common language.This study is an example of:

Accepted Answer

The study groups countries based on similarities in adult involvement in household tasks, identifying clusters of countries with similar patterns. Cluster analysis is a statistical method used to group objects (in this case, countries) that are similar to each other.

Question 3

"Back-translation" is a technique whereby a survey or other document that has been translated is returned (i.e."sent back")to the translator for corrections.

Accepted Answer

Back-translation is a process where a text that has been translated into another language is then translated back into the original language by a second, independent translator to check for accuracy and consistency.

Question 4

Describe guidelines that are recommended by David Arnold for data gathering and explain their importance in marketing research.

Accepted Answer

The answer of Describe guidelines that are recommended by David...

Question 5

It will be convenient to do a telephone survey in rural areas in China since,according to the Ministry of Information Industry reports,40 percent of households have at least one fixed-line telephone.

Accepted Answer

Although 40 percent of households having at least one fixed-line telephone indicates some level of access, the figure also suggests that 60 percent do not have such access, making a telephone survey potentially inconvenient and unrepresentative of the entire rural population.

Question 6

Red Bull energy drink manufacturer,Dietrich Mateschitz,hired a market research firm to assess the market potential for the drink.In the tests,consumers reacted negatively to the taste,the logo,and the brand name.The company ignored the research completely.

Accepted Answer

Despite the negative feedback from market research on taste, logo, and brand name, Dietrich Mateschitz proceeded with the launch of Red Bull, believing in the product's unique selling proposition and market potential.

Question 7

Authors Michael Czinkota and Ilka Ronkainen identified four specific environmental factors that may require international research efforts to be conducted differently than domestic research.Describe those factors to outline the differences.

Accepted Answer

The answer of Authors Michael Czinkota and Ilka Ronkainen identified...

Question 8

A market researcher who uses multidimensional scaling (MDS)will:

Accepted Answer

Multidimensional scaling (MDS) is a statistical technique used in market research to analyze similarities or dissimilarities in respondents' perceptions of various products or brands. It involves asking respondents to evaluate pairs of products or brands in terms of their similarity, which helps in understanding how different products are perceived relative to each other in a multidimensional space.

Question 9

Traditional market research is the most effective means for identifying latent markets.

Accepted Answer

Traditional market research methods may not always be the most effective for identifying latent markets because they often rely on existing data and consumer feedback, which may not capture emerging or unarticulated needs. Innovative approaches, such as observational research or big data analytics, can be more adept at uncovering these hidden opportunities.

Question 10

Campbell is the world's largest soup company,commanding about 80% of the U.S.canned soup market.However,the company has a presence in only 6% of the world's soup markets.Russians eat 32 billion servings of soup each year,and the Chinese consume 300 billion! By contrast,Americans eat 15 billion servings each year.Sensing a huge opportunity,Campbell has dispatched teams to observe Russian and Chinese habits.This type of interpretation and decision is based on:

Accepted Answer

Comparative analysis is the process of comparing two or more entities to identify similarities and differences. In this case, Campbell is comparing the soup consumption habits of Russians and Chinese to identify potential opportunities for growth.

Question 11

If a market researcher would like to know how much the typical Nigerian consumer spends on soft drinks,the information can be obtained from GNP or GDP.

Accepted Answer

GNP (Gross National Product) and GDP (Gross Domestic Product) measure the total economic output of a country, not specific consumer spending habits on products like soft drinks.

Question 12

A latent market is,in essence,an undiscovered market segment.

Accepted Answer

A latent market refers to a market segment that is currently not being served or is under-served, indicating that there is potential demand for a product or service that has not yet been identified or adequately addressed by existing providers.

Question 13

"Back-translation" is a technique used to ensure that currency conversion is performed correctly when financial statements of foreign subsidiaries are consolidated with financial statements at headquarters.

Accepted Answer

Back-translation is a technique used in the field of translation or language studies, where a text is translated from one language to another and then translated back to the original language by a different translator to check the accuracy of the first translation. It is not related to currency conversion in financial statements.

Question 14

If Coach,a luxury goods marketer,would like to study the consumer perceptions of global luxury brands,what would be the best approach since there are several competitors?

Accepted Answer

The answer of If Coach,a luxury goods marketer,would like to...

Question 15

Suppose Apple has collected extensive survey data about its new iPhone,and respondents have rated it on 20 different features and benefits.Now researchers want to reduce the amount of data to a few underlying dimensions.Which data analysis technique should the researchers use?

Accepted Answer

Factor analysis is used to reduce a large number of variables into a smaller set of underlying dimensions or factors, which is suitable for analyzing survey data with multiple features.

Question 16

An "incipient market" is a market that will emerge if a particular economic,demographic,political,or sociocultural trend continues in a country.

Accepted Answer

An incipient market refers to a potential market that is expected to emerge as a result of ongoing or anticipated trends in economic, demographic, political, or sociocultural factors.

Question 17

Volkswagen,Peugeot,Chrysler,and other global automakers have established manufacturing operations in China since they consider it to be an incipient market.

Accepted Answer

These global automakers have established manufacturing operations in China to tap into its large and growing automotive market, leveraging the country's manufacturing capabilities and the increasing demand among Chinese consumers for automobiles.

Question 18

When consumers have difficulty in verbalizing their perceptions,and there are different alternative brands of toothpaste,what is the best method of judging them in terms of similarity?

Accepted Answer

Multidimensional scaling (MDS) is the best method for judging brands in terms of similarity when consumers have difficulty verbalizing their perceptions. MDS visually represents the perceptions and relationships between different items (like brands of toothpaste) on a map, making it easier to understand consumer perceptions and the positioning of various brands relative to each other.

Question 19

If Avon would like to sell cosmetics in India,a good estimate of sales can be predicted by researching the average wage of an office secretary.

Accepted Answer

The average wage of an office secretary is not a good predictor of sales of cosmetics in India.

Question 20

During earlier days,Japanese women almost never used mascara because,by nature,they have very straight,short and thin lashes.This was observed during a focus group study.

Accepted Answer

Japanese women have used various forms of makeup, including mascara or its historical equivalents, for centuries. The use of makeup in Japan can be traced back to the Heian period (794-1185), and while modern mascara as we know it might not have been available, they used different methods to darken and enhance their eyelashes and eyebrows.

Quiz 6: Global Information Systems and Market Research