Question 1

What are the two significant challenges marketing researchers will face as a result of the passage of NAFTA?

Accepted Answer

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Question 2

Define direct translation, back translation, and parallel translation.

Accepted Answer

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Question 3

If, for example, in many countries, the number of brands available in a given product category is limited and, in other countries the dominant brands have become generic labels symbolizing the entire product category, the researcher might have a problem with ________.

Accepted Answer

Construct equivalence refers to the similarity of the meaning and concept of a construct across cultures or languages. In this scenario, the limited number of brands in some countries and the dominance of certain brands becoming generic labels may affect the understanding and perception of the product category, which can create differences in the construct's meaning and interpretation across cultures. Therefore, the researcher may have a problem with construct equivalence.

Question 4

________ is a type of equivalence that measures how theoretical constructs are operationalized in different countries to measure marketing variables.

Accepted Answer

Operational equivalence refers to the consistency in the way theoretical constructs are measured or operationalized across different countries or cultures, ensuring that the same marketing variables are being assessed in a comparable manner.

Question 5

The English list of values concepts of ________ and ________ could not be precisely translated into German.

Accepted Answer

The English concepts of "self-respect" and "warm relationships" are culturally nuanced and may not have direct equivalents in German, making precise translation challenging.

Question 6

________ deals with the question of whether the marketing constructs have the same meaning and significance in different countries.

Accepted Answer

Construct equivalence refers to ensuring that the same construct or concept being measured in a research study has the same meaning and significance in different countries or cultures. This is particularly important in cross-cultural research involving marketing constructs, as the cultural differences in understanding and interpreting different constructs could influence the validity and reliability of the research findings.

Question 7

Which statement pertains to parallel translation?

Accepted Answer

Parallel translation involves a committee of translators who are fluent in at least two of the languages being used. Option B describes this process, as the translators collaborate and reach consensus on the best wording for the questionnaire. Options A, C, and D do not specifically address the process of parallel translation.

Question 8

________ is a construct equivalence issue that deals specifically with whether a given concept or behavior serves the same role or function in different countries.

Accepted Answer

Functional equivalence is concerned with whether a given concept or behavior serves the same role or function in different countries. It addresses differences in the meaning and interpretation of constructs across cultures. Conceptual equivalence refers to similarities in the meaning of constructs in different cultures. Item equivalence deals with whether items in a questionnaire or test have the same meaning and are perceived similarly across cultures. Category equivalence refers to differences in classification or grouping of items in different cultures.

Question 9

________ is a construct equivalence issue that deals specifically with whether the categories in which brands, products, and behavior are grouped the same in different countries.

Accepted Answer

The construct equivalence issue that deals specifically with whether the categories in which brands, products, and behavior are grouped is the same in different countries is category equivalence. Choice D is the correct answer. Conceptual equivalence deals with whether the ideas, concepts or constructs intended to be measured in each country are identical or similar. Item equivalence refers to whether the specific questions, statements, or other stimuli used to measure an attribute in one culture are equally relevant and appropriate in another culture. Functional equivalence refers to whether the behaviors that serve the same function in different cultures are comparable or not.

Question 10

________ deals with the comparability of responses to particular (sets of)items.

Accepted Answer

Measurement equivalence refers to the consistency and comparability of responses across different groups or settings. It ensures that the items in a measure are interpreted in the same way across different groups, such as different cultural or linguistic groups, to ensure that the measure is valid and reliable across those groups. Item equivalence refers to the similarity of items across different groups, whereas functional equivalence refers to the similar uses or purposes of items across different groups. Category equivalence refers to the consistency of response options or rating scales across different groups.

Question 11

Explain why back translation and parallel translation are needed.

Accepted Answer

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Question 12

In order to understand the differences in the environments of countries, cultural units, or foreign markets, the researcher should understand which environments?

Accepted Answer

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Question 13

Which of the statements below is not one of the United Kingdom's Data Protection Act (DPA)guidelines?

Accepted Answer

The statement "All of the above statements are DPA guidelines" is not a specific guideline of the DPA but rather a generalization of the guidelines listed. The other three statements are specific DPA guidelines.

Question 14

Describe/define the four major types of equivalences.

Accepted Answer

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Question 15

Promotional sales are an integral component of marketing effort in the United States. On the other hand, in countries with shortage economies, where the market is dominated by the sellers, consumers view sales with suspicion because they believe that the product being promoted is of poor quality.This situation displays a lack of ________.

Accepted Answer

The situation displays a lack of conceptual equivalence because the concept of promotional sales is perceived differently in the United States compared to countries with shortage economies.

Question 16

________ is the equivalence of both spoken and written language forms used in scales and questionnaires.

Accepted Answer

Linguistic equivalence refers to the similarity in meaning and interpretation of language used in different forms, ensuring that both spoken and written language forms are consistent and convey the same meaning in scales and questionnaires.

Question 17

________ involves a bilingual translator translating the questionnaire directly from a base language to the respondent's language.

Accepted Answer

Direct translation involves a bilingual translator directly translating the questionnaire from a base language to the respondent's language. This method is preferred over indirect translation as it ensures that the meaning and context of the questions are not lost in translation. Back translation and parallel translation are different methods of verifying the accuracy of translations and are not the same as direct translation.

Question 18

The demonstration of equivalence of both the unit of measurement and the constant in the equation between the construct and the items measuring the construct is called ________.

Accepted Answer

Scalar equivalence refers to the demonstration that both the unit of measurement and the constant in the equation between the construct and the items measuring the construct are equivalent across different groups or conditions.

Question 19

________ is a translation method in which a committee of translators, each of whom is fluent in at least two languages, discusses alternative versions of a questionnaire and makes modifications until consensus is reached.

Accepted Answer

This description matches the process of parallel translation, where a group of translators work together to agree on the most suitable version of a text in different languages.

Question 20

________ is a translation technique that translates a questionnaire from the base language by a translator whose native language is the one into which the questionnaire is being translated. This version is then retranslated back into the original language by a bilingual whose native language is the base language. Translation errors can then be identified.

Accepted Answer

The technique described in the question is back translation, where the questionnaire is translated into the target language by a translator whose native language is the target language, and then retranslated back into the original language by a bilingual whose native language is the base language. This method helps to identify any mistranslations or errors in the translation process.

Quiz 24: International Marketing Research