Question 1

All of the following are major challenges that a global marketing researcher might face except:

Accepted Answer

The major challenges a global marketing researcher might face include complexity of research design due to environmental differences, lack and inaccuracy of secondary data, time and cost requirements to collect primary data, and coordination of multi-country research efforts. Arguments over budget expenditures between international markets are more related to internal company politics and budget management rather than the inherent challenges of conducting global marketing research.

Question 2

In international marketing, the global market research process includes:

Accepted Answer

All of the options listed are steps in the global market research process, making E the correct choice. This process starts with defining the problem, developing a research design, determining information needs, and then collecting both secondary and primary data.

Question 3

A(n ) _____ is particularly suitable when you need to ask a few simple questions across a large sample of respondents.

Accepted Answer

An omnibus survey is designed to include a variety of topics and is therefore suitable for asking a few simple questions across a large sample of respondents, allowing for cost-sharing among multiple participants.

Question 4

A major difficulty in formulating the research problem in the global marketing research effort is the unfamiliarity with the _____.

Accepted Answer

The major difficulty in formulating the research problem in global marketing research efforts stems from unfamiliarity with the foreign environment. This includes cultural, economic, legal, and political differences that can significantly impact research design, data collection, and interpretation.

Question 5

In a foreign market, the _____ survey is probably the most economical way to gather preliminary information on target markets.

Accepted Answer

The omnibus survey, which includes questions from various companies on different topics, is the most economical way to gather preliminary information on target markets because it allows the costs to be shared among all the companies involved.

Question 6

When market researchers find information that might be useful in their exploration process to already be available (usually collected for some other purpose by other data gathers), this type of information is called:

Accepted Answer

Secondary data refers to information that was collected by someone else for a different purpose but can be used by researchers for their own analysis or exploration.

Question 7

To some degree, the procedures and methods that are followed to conduct global marketing research are close to those in the standard _____.

Accepted Answer

The procedures and methods used in global marketing research are similar to those used in the domestic market, as both require understanding consumer behavior, market trends, and competitive analysis, albeit on different scales and with considerations for cultural and regional differences.

Question 8

Many countries have a network of government-sponsored commercial delegations that provide valuable information to firms that desire to do business in that country.One of the most noteworthy of these is found in _____ and is called _____.

Accepted Answer

The Japan External Trade Organization (JETRO) is a notable government-sponsored commercial delegation that provides valuable information to firms wishing to do business in Japan.

Question 9

In global marketing research, the marketing research problem formulation is often hindered by the _____ where a person's habit is to fall back on their own cultural norms and values.

Accepted Answer

The self-reference criterion refers to the unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions. In global marketing research, this can hinder problem formulation as it may lead to misinterpretation or misunderstanding of cross-cultural factors.

Question 10

When data is collected specifically for the purpose of the research study, it is called:

Accepted Answer

Primary data refers to data that is collected firsthand by the researcher for the specific purpose of the study. Unlike secondary data, which is previously collected data used for a new research question, primary data is original and specific to the research at hand.

Question 11

The OECD is an acronym _____.

Accepted Answer

The OECD stands for the Organization for Economic Cooperation & Development, which is an intergovernmental economic organization with 38 member countries, founded in 1961 to stimulate economic progress and world trade.

Question 12

_____ surveys are regularly scheduled surveys that are conducted by research agencies with questions from multiple clients.

Accepted Answer

Omnibus surveys are designed to include questions from various clients, allowing for cost-sharing and efficiency in research. These surveys are scheduled regularly and can cover a wide range of topics, making them a versatile tool for collecting data from a broad audience.

Question 13

All of the following are steps to be followed to conduct global market research except:

Accepted Answer

Developing software to integrate with Internet databases is not a standard step in conducting global market research. The typical steps involve defining the research problem, determining information needs, collecting data, and analyzing and interpreting the results. Developing specific software is more of a technical solution that may support the research process rather than a fundamental step in the research methodology itself.

Question 14

All of the following are major sources of problems for the market researcher wishing to use secondary data obtained either about or from foreign markets except:

Accepted Answer

Government control of data for taxing purposes is not typically a major source of problems for market researchers using secondary data from foreign markets. The main issues usually involve the accuracy, age, reliability, and comparability of the data, rather than government control for taxation.

Question 15

There are seven steps to follow in conducting global market research.The first step is to:

Accepted Answer

The first step in conducting global market research is to define the decision problem(s). This involves identifying and articulating the problem that needs to be solved or the decision that needs to be made, which guides the entire research process.

Question 16

The prime benefit of an omnibus survey is _____.

Accepted Answer

An omnibus survey is cost-effective because multiple clients share the expenses of conducting the survey, making it a low-cost option for each participant.

Question 17

In marketing research, once the problem has been identified it is translated into:

Accepted Answer

After identifying the problem in marketing research, it is translated into specific research questions. This helps in guiding the research process to find answers and solutions to the identified problem.

Question 18

A major disadvantage of the omnibus surveys is that:

Accepted Answer

Omnibus surveys are multi-purpose surveys that collect information on a wide range of topics from different clients in one survey. Each client can add their own questions, but since the survey covers a broad array of topics, the amount of information specific to any one company's interests is limited. This is why option E is correct.

Question 19

_____ should be consulted at every step of the research process if the study will affect their operations.

Accepted Answer

Local subsidiaries should be consulted at every step of the research process if the study will affect their operations, as they have the most direct impact and insight into the local context and operational implications.

Question 20

Any research starts off with a precise definition of the _____.

Accepted Answer

Any research begins with a clear definition of the decision problem(s). This is essential to guide the research process and ensure that the information collected is relevant and useful for making decisions.

Quiz 6: Global Marketing Research