Deck 24: International Marketing

Question 1

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

A) Construct equivalence
B) Scalar equivalence
C) Operational equivalence
D) Linguistic equivalence

Answer 1

C

Question 2

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

A) Construct equivalence
B) Scalar equivalence
C) Operational equivalence
D) Linguistic equivalence

Answer 2

D

Question 3

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

A) Category equivalence
B) Item equivalence
C) Functional equivalence
D) Measurement equivalence

Answer 3

D

Question 4

When conducting international marketing research, the researcher should consider the differences in all of the following except .

A) foreign markets
B) cultural units
C) environments of countries
D) all of the above

Question 5

China was the first foreign marketing research firm in China.

A) Gallup
B) Harris
C) Nielsen
D) Burke

Question 6

Which statement pertains to parallel translation?

A) Repeat translations and back translations may be necessary to develop equivalent questionnaires, and this process can be cumbersome and time consuming.
B) The questionnaire is translated from the base language by a bilingual speaker whose native language is the language into which the questionnaire is being translated.
C) A committee of translators, each of whom is fluent in at least two of the languages in which the questionnaire will be administered, discusses alternative versions of the questionnaire and makes modifications until consensus is reached.
D) If the translator is not fluent in both languages and not familiar with both cultures, direct translation of certain words and phrases may be erroneous.

Question 7

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

A) Conceptual equivalence
B) Item equivalence
C) Functional equivalence
D) Category equivalence

Question 8

Electronic surveys are not very popular in .

A) Eastern Europe
B) United States
C) Western Europe
D) Canada

Question 9

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

A) Direct translation
B) Back translation
C) Parallel translation
D) Indirect translation

Question 10

When conducting international marketing research, marketing environment considerations include all of the following except .

A) government control of media
B) the quality of the product
C) the public's attitude toward advertising
D) the efficiency of the distribution system

Question 11

Which is not another term for international marketing research?

A) foreign research
B) cultural research
C) cross- cultural research
D) multinational research

Question 12

Mail panels are being gradually replaced by panels in many parts of the world.

A) Internet
B) diary
C) media
D) scanner

Question 13

Conceptual equivalence is a type of equivalence.

A) operational
B) linguistic
C) scalar
D) construct

Question 14

Bates Asia claims that _ of the combined population of all countries surveyed can be assigned to segments.

A) 90%; 4
B) 90%; 6
C) 95%; 7
D) 95%; 5

Question 15

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.

A) Direct translation
B) Back translation
C) Parallel translation
D) Indirect translation

Question 16

A country's stage of economic development determines all of the following about its markets except .

A) the size
B) the standardization
C) the degree of modernization
D) all of the above

Question 17

All of the following factors except make international telephone interviewing easier.

A) relatively upscale consumers who are accustomed to business transactions by phone
B) in many cultures face- to- face relationships are predominant
C) consumers who can be reached by phone and can express themselves easily
D) decline in the costs of international telephone calls

Question 18

Telephone penetration is a serious consideration when doing international marketing research. In Great Britain telephone penetration is only about , although cell phone penetration is higher.

A) 10%
B) 96%
C) 80%
D) 40%

Question 19

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

A) self- respect; sense of belonging
B) security; warm relationships
C) warm relationships; sense of belonging
D) self- respect; warm relationships

Question 20

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 _.

A) construct equivalence
B) scalar equivalence
C) operational equivalence
D) linguistic equivalence

Question 21

Telephone usage in Europe is much lower than in the United States, and many households do without telephones. This would be a marketing research concern found in the of the framework for international marketing research.

A) information and technological environment
B) sociological environment
C) structural environment
D) government environment

Question 22

Telephone interviews are most useful with relatively upscale consumers who are accustomed to business transactions by phone.

Question 23

Home country laws relate to national security, antitrust, and .

A) ethical considerations
B) workplace safety
C) worker benefits
D) worker compensation

Question 24

Which of the factors below inhibit high usage of telephone interviewing and CATI?

A) multi- country studies can be conducted from a single location
B) telephone directories that are incomplete and outdated
C) high illiteracy rates
D) Both A and C are correct.

Question 25

Which of the following is not one of the behavior and attitude segments defined by Bates Asia?

A) traditionals
B) achievers
C) experiencers
D) adapters

Question 26

In countries such as in eastern Europe that are characterized by shortage economies, it would not make sense to conduct marketing research on .

A) promotion
B) the selection and variety of merchandise
C) pricing
D) types of retailers and intermediary institutions available

Question 27

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.

A) Conceptual equivalence
B) Item equivalence
C) Functional equivalence
D) Category equivalence

Question 28

In- home interviews are not dominant in .

A) Portugal
B) many Latin American countries
C) Canada
D) Switzerland

Question 29

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 .

A) conceptual equivalence
B) item equivalence
C) functional equivalence
D) category equivalence

Question 30

Relevant values and attitudes toward time, achievement, work, authority, wealth, scientific method, risk, innovation, change, and the Western world are considered in the _ of the framework for international marketing research.

A) information and technological environment
B) sociocultural environment
C) structural environment
D) government environment

Question 31

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 .

A) construct equivalence
B) scalar equivalence
C) operational equivalence
D) linguistic equivalence

Question 32

Laws on pricing deal with all of the following except .

A) price fixing
B) patents
C) price discrimination
D) variable pricing

Question 33

Inefficient mail service in many developing countries; difficulty in making personal contact with respondents; and the difficulty of obtaining block statistics and maps are all considerations of the of the framework for international marketing research.

A) information and technological environment
B) sociocultural environment
C) structural environment
D) government environment

Question 34

From the standpoint of international marketing research, product laws include those dealing with all of the following except .

A) retail price maintenance
B) warranty
C) quality
D) packaging

Question 35

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.

A) Direct translation
B) Back translation
C) Parallel translation
D) Indirect translation

Question 36

Government environment considerations include all of the following except .

A) whether special rules and regulations are imposed on foreign multinationals and their marketing practices
B) whether there are laws related to the elements of the marketing mix
C) whether the government may be an important member of the distribution channel
D) all of the above

Question 37

The fact that computers, the Internet, and electronic information transfer have yet to make an impact in rural areas is a consideration found in the _ of the framework for international marketing research.

A) information and technological environment
B) sociocultural environment
C) structural environment
D) government environment

Question 38

Central location/street interviews constitute the dominant method of collecting survey data in .

A) United States and Canada
B) France and England
C) Sweden and the Netherlands
D) France and the Netherlands

Question 39

The use of mail interviews is low in some countries because of .

A) large rural populations
B) illiteracy
C) a well- developed postal system
D) both A and B

Question 40

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

A) Construct equivalence
B) Scalar equivalence
C) Operational equivalence
D) Linguistic equivalence

Question 41

In international marketing research, it is critical to establish the equivalence of scales and measures used to obtain data from different countries.

Question 42

Home- country laws may also apply while conducting business or marketing research in foreign countries.

Question 43

African countries are culturally more homogeneous than either the United States or Japan, which have many different kinds of family structures.

Question 44

Mail panels are extensively used in Hong Kong, France, Germany, and the Netherlands.

Question 45

In the United States and Canada, the use of e- mail and the Internet for conducting surveys is growing with business and international respondents and also with households.

Question 46

The marketing research process should be modified so that it does not conflict with the cultural values of a foreign society.

Question 47

Some governments, particularly in advanced countries, do not encourage foreign competition.

Question 48

In the legal environment of the framework for international marketing research, wholesaler agreements would be covered under laws concerning pricing.

Question 49

Conducting international marketing research is much more complex than domestic marketing research.

Question 50

International calls obtain a high response rate but the results have not been found to be stable.

Question 51

The role of marketing in economic development is the same in all countries.

Question 52

In the Arab world, mobile phone penetration levels are much higher than fixed line phone penetration.

Question 53

While some countries have laws regulating marketing activities, some of those countries have only a few laws that are loosely enforced.

Question 54

In developing countries, demand typically exceeds supply, and there is little concern about customer satisfaction, especially when the level of competition is low.

Question 55

Scalar equivalence, also called metric equivalence, is established if the other types of equivalence have been attained.

Question 56

It is difficult to solicit information from respondents in tradition- directed, less developed societies because most cannot formulate opinions of their own.

Question 57

In the framework for international marketing research, the efficiency of a country's mail service would be a structural environment consideration.

Question 58

Ethical responsibilities for marketing research conducted abroad are very different to that conducted domestically.

Question 59

Central location/street interviews constitute the dominate method of collecting survey data in France and the Netherlands.

Question 60

Home- country laws relate to national security, antitrust, worker benefits, and ethical considerations.

Question 61

Describe/define the four major types of equivalences.

Question 62

Overseas expansion will mean increased opportunities for market research companies inside and outside the Arab world.

Question 63

Mail surveys are, typically, more effective in industrial international marketing research.

Question 64

Marketing research can contribute significantly to the formulation of successful international marketing strategies.

Question 65

Factors such as values, literacy, language, religion, communication patterns, and family and social institutions are considered in the structural environment of international research.

Question 66

The environment prevailing in the countries, cultural units, or international markets that are being researched influences the way the six steps of the marketing research process should be performed.

Question 67

Construct equivalence is comprised of conceptual equivalence, functional equivalence, and item equivalence.

Question 68

When conducting marketing research abroad, researchers must adopt the ethical guidelines of not only the domestic country but the host country as well.

Question 69

Define direct translation, back translation, and parallel translation.

Question 70

Economic development and advances in technology promote the homogenization of consumers' work, leisure, and lifestyles.

Question 71

Explain why back translation and parallel translation are needed.

Question 72

The contractual arrangements of in- home personal interviews can vary considerably across countries.

Question 73

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