Question 1

International marketing research is less difficult and less complex than domestic (US) research

Accepted Answer

International marketing research involves a variety of challenges such as language barriers, cultural differences, different legal and regulatory landscapes, and greater logistical complexities. These challenges make international marketing research more difficult and complex than domestic research.

Question 2

The American Marketing Association's definition of marketing research stresses the importance of preresearch analysis

Accepted Answer

The American Marketing Association's definition of marketing research emphasizes the systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services, but it does not specifically stress preresearch analysis.

Question 3

The gathering of information can never be a substitute for managerial judgment

Accepted Answer

While gathering information is important and can help inform managerial decision making, ultimately it is up to the manager to exercise judgment and make the final decision. Factors beyond the information gathered, such as intuition, experience, and strategic goals, also play a role in managerial decision making.

Question 4

Secondary data are less costly than primary data

Accepted Answer

Secondary data is data that has already been collected by someone else, and is readily available for use. This means that there are no costs associated with collecting the data, making it less costly than primary data which involves data collection expenses such as survey administration or data processing.

Question 5

Secondary data on international marketing (and countries to be compared) are often not comparable

Accepted Answer

Secondary data on international marketing can come from various sources and may vary in terms of collection methods, time frames, and cultural context, which makes it challenging to compare data across different countries. Therefore, researchers need to use caution when analyzing secondary data and consider the potential limitations associated with cross-country comparisons.

Question 6

It is just as easy to use probability sampling methods abroad as in the United States

Accepted Answer

Probability sampling methods often face more logistical, cultural, and linguistic challenges abroad than in the United States, making them more complex and potentially difficult to implement effectively.

Question 7

It is advisable to pay appropriate attention to sampling design issues without getting unduly obsessed with them

Accepted Answer

Sampling design is an important aspect of research methodology, but it is not the only factor that determines the validity and reliability of research findings. It is important to consider sampling design issues while also being mindful of other aspects of research design, such as data collection, analysis, and interpretation. Becoming overly focused on sampling design issues can lead to a narrow or incomplete understanding of the research topic.

Question 8

In cross-national studies, the same sampling method for all countries may not assure the comparability of national groups

Accepted Answer

The cultural or social differences between countries can affect the validity of the sampling method used in cross-national studies. Therefore, a tailored sampling method may be needed for each country to ensure comparability of national groups.

Question 9

The observation method tends to yield more objective information than the questioning method

Accepted Answer

The observation method involves directly observing and recording behavior or events, which can yield more objective information compared to the questioning method where the information collected may be influenced by the wording of the questions, response biases, or social desirability biases.

Question 10

Ethnography is a research approach to learn about consumers' unarticulated desires by observing what they do at the place where they live and work

Accepted Answer

Ethnography is a research methodology that involves observing people in their natural environment, such as their home, workplace, or community, to gain insights into their behavior, preferences, and attitudes. Through this approach, researchers can better understand consumers' unarticulated desires and motivations.

Question 11

In developing countries, one of the most frequently used means of communication in surveys is the telephone because of poor transportation and mail delivery

Accepted Answer

In developing countries, the telephone may not be the most frequently used means of communication in surveys due to lack of access to telephones and high costs. Other methods, such as face-to-face interviews, may be more common.

Question 12

The popularity of each questioning mode is pretty much constant from country to country

Accepted Answer

The popularity of questioning modes may vary from culture to culture due to differences in communication styles and social norms.

Question 13

A measuring instrument proven to be reliable in one country should yield basically the same level of reliability elsewhere

Accepted Answer

The answer of A measuring instrument proven to be reliable...

Question 14

Reliability is a prerequisite for the existence of validity

Accepted Answer

Reliability refers to the consistency and stability of a measure or assessment tool, while validity refers to the extent to which the tool measures what it is intended to measure. If a tool is not reliable, it cannot produce consistent results, which makes it invalid as well. Therefore, reliability is a prerequisite for the existence of validity.

Question 15

The attainment of measure equivalence in cross-national surveys is easier for attitudinal variables than for demographic variables

Accepted Answer

Attitudinal variables often involve subjective interpretations and cultural nuances, making it more challenging to achieve measure equivalence across different cultures compared to demographic variables, which are typically more straightforward and objective (e.g., age, gender, income).

Question 16

The same measurement scales may have different reliabilities in different cultures and may even exhibit different reliabilities when used by the same individual in evaluating products from different cultures

Accepted Answer

Cultural differences can affect how individuals interpret and respond to measurement scales, leading to differences in scale reliability. Additionally, familiarity with a particular culture can affect how individuals evaluate products from that culture, leading to differences in reliability even when the same individual is using the same scale.

Question 17

The same instrument can exhibit different reliabilities even when used by the same person in evaluating products from different cultures

Accepted Answer

This statement is true because different cultures may have different interpretation and expectations for the product being evaluated, which can affect the consistency of the ratings given using the same instrument.

Question 18

Unlike other kinds of variables, demographic variables are easy to understand and thus have no problem with conceptual equivalence

Accepted Answer

While demographic variables may seem easy to understand on the surface, they can still have issues with conceptual equivalence. Cultural and linguistic differences, as well as differences in the way questions are phrased or interpreted, can all impact the way demographic variables are understood and measured.

Question 19

Semantic differential and Likert scales are stable enough that they can be used without adaptation

Accepted Answer

Semantic differential and Likert scales often require adaptation to ensure they are culturally relevant and understandable to the specific population being surveyed, as perceptions and interpretations can vary significantly across different groups.

Question 20

Identical questions used in a cross-national study assure uniformity without guaranteeing content validity and comparable data from different countries

Accepted Answer

Identical questions may not be culturally relevant or may be interpreted differently in different countries, which can affect content validity and comparability of data.

Quiz 8: Marketing Research and Information System