Question 1

Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Jerry Motors, he believes that it is entirely proper to use American campaigns in the Japanese market. He was surprised to learn that a slogan "Body by Arnold" (the company that makes external structures for Jerry Motors) loosely translated in Japanese to mean "Corpse by Arnold." Which of the following problems did Mr. Bressler experience with his company's advertising in this scenario?
A) Improper syntax
B) Improper colloquialisms or slang
C) Improper grammar
D) Improper local language
E) Improper translation

Accepted Answer

Mr. Bressler is facing a problem with improper colloquialisms or slang in the company's advertising. In writing questions for translation in a marketing research questionnaire, it is important that precise terms, not colloquialisms or slang, be used in the original to be translated.

Question 2

Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as _____.
A) tomography
B) serigraphy
C) vitreography
D) netnography
E) lithography

Accepted Answer

Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as netnography.

Question 3

According to the text, today the real power of the Internet for international marketing research is the:
A) reduction in the time required for completing primary research.
B) reduction in the cost of conducting primary research.
C) increase in response for surveys conducted using the Internet.
D) ability to overcome legal barriers to conducting primary research.
E) ability to easily access volumes of secondary data.

Accepted Answer

Today the real power of the Internet for international marketing research is the ability to easily access volumes of secondary data. These data have been available in print form for years, but now they are much easier to access and, in many cases, are more current.

Question 4

By systematically monitoring chat rooms, blogs, and personal websites to assess consumers' opinions about the new line of health drinks that his company has launched, Harry is engaging in the practice of _____.
A) tomography
B) serigraphy
C) vitreography
D) netnography
E) lithography

Accepted Answer

Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as netnography.

Question 5

Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques?
A) Simultaneous translation
B) Serial translation
C) Back translation
D) Linear translation
E) Re-centering

Accepted Answer

Marketers use three different techniques, back translation, parallel translation, and decentering, to help ferret out translation errors ahead of time.

Question 6

Alex is engaged in research involving countries that have different languages, economies, social structures, behavior, and attitude patterns. Alex is most likely engaged in _____ research.
A) geographical
B) anthropological
C) psychological
D) sociological
E) multicultural

Accepted Answer

Multicultural research involves countries that have different languages, economies, social structures, behavior, and attitude patterns.

Question 7

In the _____ method, successive translation and retranslation of a questionnaire takes place, each time by a different translator, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages.
A) serial translation
B) triangulation
C) back translation
D) netnography
E) decentering

Accepted Answer

Decentering is a hybrid of back translation. It is a successive process of translation and retranslation of a questionnaire, each time by a different translator. The wording of the original instrument undergoes a change, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages.

Question 8

In _____ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.
A) parallel
B) complimentary
C) linear
D) random
E) back

Accepted Answer

Parallel translation overcomes the problems faced in back translation. In this process, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.

Question 9

Decentering is a hybrid of _____ translation.
A) parallel
B) simultaneous
C) linear
D) random
E) back

Accepted Answer

Decentering is a hybrid of back translation. It is a successive process of translation and retranslation of a questionnaire, each time by a different translator.

Question 10

The _____ method for estimating demand assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country.
A) reference class forecasting
B) analogy
C) morphing
D) scenario building
E) triangulation

Accepted Answer

The analogy method for estimating demand assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country.

Question 11

Which of the following types of samples should be used when detailed and accurate information is not available for a sampling universe?
A) A derivatized sample.
B) A cluster sample.
C) A convenience sample.
D) A systematized sample.
E) A probability sample.

Accepted Answer

The greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples. A lack of detailed information, however, does not prevent the use of sampling; it simply makes it more difficult. In place of probability techniques, many researchers in such situations rely on convenience samples taken in marketplaces and other public gathering places.

Question 12

In _____ translation, the questionnaire is translated from one language to another, and then a second party translates it again into the original, and the two original language versions are compared.
A) serial
B) parallel
C) back
D) simultaneous
E) complimentary

Accepted Answer

In back translation, the questionnaire is translated from one language to another, and then a second party translates it back into the original, and the two original language versions are compared. This process often pinpoints misinterpretations and misunderstandings before they reach the public.

Question 13

Back translations may not always ensure an accurate translation because of commonly used idioms in both languages. Which of the following types of translation is used to overcome this problem?
A) Serial translation.
B) Decentering.
C) Linear translation.
D) Complimentary translation.
E) Parallel translation.

Accepted Answer

Parallel translation overcomes the problems faced in back translation. In this process, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.

Question 14

The key to using expert opinion to help in forecasting demand is _____, that is, comparing estimates produced by different sources.
A) indemnification
B) simulation
C) morphing
D) modeling
E) triangulation

Accepted Answer

Triangulation is the key in using expert opinion to help forecast demand, and it involves comparing estimates produced by different sources.

Question 15

A toy manufacturer conducted a survey to estimate the market demand for its specialized wood-based toys in a foreign country. For the survey, it interviewed all the households of the four largest cities of that country without making any distinction between those with children and those without. The market demand forecast based on this survey failed to match the actual demand for the toys. Which of the following is the most likely reason for this failure?
A) Difficulty in defining the research objective.
B) Unwillingness of the respondents to reply to survey questions.
C) Difficulty in translating the responses.
D) Inappropriate sample selection.
E) Lack of appropriate methods for analyzing the data.

Accepted Answer

The actual demand for the toys did not match the forecast made on the basis of the survey due to inappropriate sample selection. The greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples. The adequacy of sampling techniques is also affected by a lack of detailed social and economic information.

Question 16

The most universal survey research problem in foreign countries is the _____ barrier.
A) technological.
B) legal.
C) cultural.
D) literacy.
E) language.

Accepted Answer

The most universal survey research problem in foreign countries is the language barrier. Differences in idiom and the difficulty of exact translation create problems in eliciting the specific information desired and in interpreting the respondents' answers.

Question 17

Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods?
A) Probabilistic forecasting
B) Expert opinion
C) Simulation
D) Extrapolation
E) Scenario building

Accepted Answer

Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers: expert opinion and analogy.

Question 18

Which of the following is a method of demand forecasting that is particularly suitable for international marketers?
A) Probabilistic forecasting
B) Analogy
C) Simulation
D) Extrapolation
E) Scenario building

Accepted Answer

Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers: expert opinion and analogy.

Question 19

Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques?
A) Simultaneous translation
B) Parallel translation
C) Serial translation
D) Linear translation
E) Re-centering

Accepted Answer

Marketers use three different techniques, back translation, parallel translation, and decentering, to help ferret out translation errors ahead of time.

Question 20

Which of the following represents a severe limitation when the Internet is used for primary research?
A) The cultural background of the respondents cannot be identified accurately.
B) The educational qualifications of the respondents cannot be identified accurately.
C) The respondents can assume false identity.
D) A sample universe composed solely of Internet respondents represents a potential bias.
E) Using the Internet for primary research is the most expensive way of conducting primary research.

Accepted Answer

The ability to conduct primary research is one of the exciting aspects about the Internet. However, the potential bias of a sample universe composed solely of Internet respondents presents some severe limitations, and firms vary substantially in their abilities to turn data collected into competitive advantages.

Quiz 8: Developing a Global Vision Through Marketing Research

Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as _____.

According to the text, today the real power of the Internet for international marketing research is the:

By systematically monitoring chat rooms, blogs, and personal websites to assess consumers' opinions about the new line of health drinks that his company has launched, Harry is engaging in the practice of _____.

Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques?

Alex is engaged in research involving countries that have different languages, economies, social structures, behavior, and attitude patterns. Alex is most likely engaged in _____ research.

In the _____ method, successive translation and retranslation of a questionnaire takes place, each time by a different translator, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages.

In _____ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.

Decentering is a hybrid of _____ translation.

The _____ method for estimating demand assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country.

Which of the following types of samples should be used when detailed and accurate information is not available for a sampling universe?

In _____ translation, the questionnaire is translated from one language to another, and then a second party translates it again into the original, and the two original language versions are compared.

Back translations may not always ensure an accurate translation because of commonly used idioms in both languages. Which of the following types of translation is used to overcome this problem?

The key to using expert opinion to help in forecasting demand is _____, that is, comparing estimates produced by different sources.

The most universal survey research problem in foreign countries is the _____ barrier.

Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods?

Which of the following is a method of demand forecasting that is particularly suitable for international marketers?

Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques?

Which of the following represents a severe limitation when the Internet is used for primary research?