Question 1

The international marketing manager of an office furniture company ordered a research report on global telecommunications equipment sales.The report noted that,in the early 1990s,AT&T was awarded a $4 billion contract to provide communication network products and services in Saudi Arabia.The manager took this as a cue to put Saudi Arabia on her information agenda,reasoning that office furniture sales would increase as the country's telephone system was improved.As described here,the marketing manager is viewing Saudi Arabia as a(n):

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Question 2

Which of the following is not true of secondary data about global markets?

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The answer of Which of the following is not true...

Question 3

Which of the following correctly reflects marketing expert David Arnold's recommendations for companies engaged in global market research?

Accepted Answer

David Arnold recommends using multiple indicators, developing customized measures specific to an industry or product, conducting comparative assessments in neighboring countries, and giving more weight to observation than statements of purchase intention. Therefore, all of the above options accurately reflect his recommendations.

Question 4

The first step in formulating and conducting research is:

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Question 5

Potential markets can be subdivided into:

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The answer of Potential markets can be subdivided into:
...

Question 6

The decision by Toyota executives to introduce the Sienna minivan in the U.S.market was based on their study of a(n)________ market.

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The answer of The decision by Toyota executives to introduce...

Question 7

When Mattel first introduced Barbie in Japan,managers assumed that Japanese girls would find the doll's design just as appealing as American girls did.This may be due to:

Accepted Answer

The assumption made by the managers at Mattel that Japanese girls would find Barbie just as appealing as American girls did was due to SRC (self-reference criterion) tendency on their part. They assumed their own cultural values and preferences would be the same as those in Japan, without taking into account cultural differences.

Question 8

Anyone undertaking a market research project should understand that the first step is:

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Question 9

According to the Global Market Research Reports,data for Chinese markets are available for:

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Question 10

Marketers must be aware of the impact of SRC and other cultural assumptions since:

Accepted Answer

All of the options listed are correct. Understanding and taking into account SRC and other cultural assumptions can have positive effects on market planning, increase management's willingness to pursue market research, and help ensure that the research effort is designed with minimal biases both from the home country and the second country. Therefore, marketers must be aware of these factors to improve their market research and planning efforts.

Question 11

A vice-president of a shoe company was in India to assess the market.He found that many people in the southern part of India were walking bare footed.This can be indicative of either the fact that there is a potential market for shoes or there is no market for shoes in that part of the world.To formally confirm one instinct or the other the vice-president should:

Accepted Answer

Conducting research to find the potential and actual customers would provide more concrete evidence of whether there is a viable market for shoes in the southern part of India. It would help identify the target group, preferences, price range, and other factors that could influence the demand for shoes. Establishing an office or giving free shoe samples may not be effective without prior knowledge of the market. Finding out if the barefoot culture exists in other Asian countries may provide some comparative analysis but may not necessarily address the specific situation in India. Giving up the idea of doing business in India without sufficient evidence would be premature.

Question 12

The U.S.government's most comprehensive source of world trade data is:

Accepted Answer

The National Trade Data Base (NTDB) is the government's most comprehensive source of world trade data, containing information on U.S. exports and imports by commodity and by country. The NTDB is maintained by the U.S. Department of Commerce, and is widely used by government agencies, businesses, and researchers to analyze trade trends and patterns. The Census Bureau and Bureau of Economic Analysis also provide trade data, but the NTDB is considered the most comprehensive source. Eurostat is the statistical office of the European Union and GDP is a measure of a country's economic output, neither of which are comprehensive sources of U.S. trade data.

Question 13

The unit of analysis can be a single country or region;however,for all market-entry decisions ________ data are not required.

Accepted Answer

For all market-entry decisions, countrywide data are not required. However, more specific data such as provincial, statewide, or district wise may be necessary depending on the specific market and entry strategy.

Question 14

Which of the following is not recommended by expert David Arnold for companies engaged in global market research?

Accepted Answer

David Arnold, in his guidance for companies conducting global market research, emphasizes the importance of using multiple indicators, developing customized measures, conducting comparative assessments, and valuing observation over mere statements of purchase intention. He advises against assessing a market in isolation because it ignores the interconnectedness of global markets and the comparative insights that can be gained from looking at multiple markets.

Question 15

Although environmental scanning is a vital source of information,research has shown that headquarters executives of global companies obtain as much as two-thirds of the information they need from:

Accepted Answer

Research has shown that headquarters executives of global companies obtain as much as two-thirds of the information they need from personal sources, such as relationships with colleagues, industry experts, and professional networks. This is because personal sources are often more timely, relevant, and trustworthy compared to other sources that may be outdated or biased. While environmental scanning through publications and data is important, personal sources play a critical role in shaping executives' strategic decisions.

Question 16

Which of the following lists some of the steps in the market research process in the correct order?

Accepted Answer

The correct order of the market research process is to first determine the information requirement, then define the problem, choose the unit of analysis, examine data availability, and finally assess the value of the research. Choice A follows this correct order.

Question 17

For consumer products,qualitative research is especially well suited to accomplish all of the following tasks except:

Accepted Answer

Qualitative research is not suited to assess consumer spending trends as it is primarily focused on understanding the attitudes and behaviors of consumers, rather than tracking sales data or financial metrics. Other research methods, such as surveys or sales data analysis, are more appropriate for assessing consumer spending trends.

Question 18

Harley-Davidson celebrates its 110th anniversary in 2013.The company has grown impressively during its century of operations.All of the following mentioned facts regarding the company are true except:

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The answer of Harley-Davidson celebrates its 110th anniversary in 2013.The...

Question 19

Which of the following environmental factors may require marketers to adjust their approach to conducting international as opposed to domestic marketing research?

Accepted Answer

All of the given factors may require marketers to adjust their approach to conducting international marketing research. In international markets, researchers may face new parameters of doing business, culture-based assumptions about conducting business, psychological overload, and pressure from new competitors. Therefore, marketers need to consider all these factors while conducting international marketing research.

Question 20

For consumer products,qualitative research is especially well suited to:

Accepted Answer

Qualitative research is useful in getting close to the consumer, describing the cultural context of consumer behavior, identifying core brand equity, and identifying what people really feel. Therefore, all of the above options are the best choice.

Quiz 6: Global Information Systems and Market Research