Deck 6: Global Marketing Research

Question 1

All of the following are major challenges that a global marketing researcher might face except:

A)argument over budget expenditures between international markets.
B)complexity of research design due to environmental differences.
C)lack and inaccuracy of secondary data.
D)time and cost requirements to collect primary data.
E)coordination of multi-country research efforts.

Answer 1

A

Question 2

In international marketing, the global market research process includes:

A)Define the problem(s).
B)Develop a research design.
C)Determine the information needs.
D)Collect the data (secondary & primary).
E)All of the above.

Answer 2

E

Question 3

A(n ) _____ is particularly suitable when you need to ask a few simple questions across a large sample of respondents.

A)geometric survey
B)omnibus survey
C)simple survey
D)restricted survey
E)matrix survey

Answer 3

B

Question 4

A major difficulty in formulating the research problem in the global marketing research effort is the unfamiliarity with the _____.

A)foreign mass media
B)laws governing marketing research
C)foreign environment
D)domestic environment's attitude toward foreign research
E)people who will actually conduct the research

Question 5

In a foreign market, the _____ survey is probably the most economical way to gather preliminary information on target markets.

A)upper-middle class
B)omnibus
C)environmental
D)demographic specific
E)local distributor

Question 6

When market researchers find information that might be useful in their exploration process to already be available (usually collected for some other purpose by other data gathers), this type of information is called:

A)public information.
B)primary data.
C)unrestricted information.
D)secondary data.
E)used information.

Question 7

To some degree, the procedures and methods that are followed to conduct global marketing research are close to those in the standard _____.

A)domestic market.
B)transnational market.
C)global market.
D)European market.
E)Asian market.

Question 8

Many countries have a network of government-sponsored commercial delegations that provide valuable information to firms that desire to do business in that country.One of the most noteworthy of these is found in _____ and is called _____.

A)Britain; Britannia Net
B)Canada; Canada First
C)Japan; Japan External Trade Organization (JETRO)
D)the United States; Buy American
E)Mexico; the Mexican Organization of Commercial Enterprise (MOCE)

Question 9

In global marketing research, the marketing research problem formulation is often hindered by the _____ where a person's habit is to fall back on their own cultural norms and values.

A)gender bias
B)culture bias
C)proximity effect
D)global distance factor
E)self-reference criterion

Question 10

When data is collected specifically for the purpose of the research study, it is called:

A)public information.
B)primary data.
C)unrestricted information.
D)secondary data.
E)used information.

Question 11

The OECD is an acronym _____.

A)Organization for Economic Cooperation & Deregulation
B)Organization for Economic Cooperation & Development
C)Organization for Economic Cooperation & Datamation
D)Organization for Economic Cooperation & Distribution
E)Organization for Economic Cooperation & Demographics

Question 12

_____ surveys are regularly scheduled surveys that are conducted by research agencies with questions from multiple clients.

A)Demographic
B)Cultural
C)Syndicated
D)Omnibus
E)Focus

Question 13

All of the following are steps to be followed to conduct global market research except:

A)define the research problem(s).
B)develop software to integrate with the Internet databases.
C)determine information needs.
D)collect the data.
E)analyze the data and interpret the results.

Question 14

All of the following are major sources of problems for the market researcher wishing to use secondary data obtained either about or from foreign markets except:

A)government control of data for taxing purposes.
B)accuracy of data.
C)age of data.
D)reliability of data over time.
E)comparability of data.

Question 15

There are seven steps to follow in conducting global market research.The first step is to:

A)develop the research design.
B)define the decision problem(s).
C)determine information needs.
D)collect the data (secondary and primary).
E)analyze the data and interpret the results.

Question 16

The prime benefit of an omnibus survey is _____.

A)rapid results
B)global reach
C)large sample size
D)low cost
E)small standard deviation

Question 17

In marketing research, once the problem has been identified it is translated into:

A)a secondary research search.
B)a primary research search.
C)specific research questions.
D)a sampling process.
E)a choice of scales to be used in measurement.

Question 18

A major disadvantage of the omnibus surveys is that:

A)it is usually culturally biased.
B)it is very expensive.
C)clients cannot incorporate their own questions in the survey.
D)the survey does not usually contain many consumer-related questions.
E)only a limited amount of company-relevant information is obtainable.

Question 19

_____ should be consulted at every step of the research process if the study will affect their operations.

A)Transnational subsidiaries
B)European subsidiaries
C)Asian subsidiaries
D)Local subsidiaries
E)African subsidiaries

Question 20

Any research starts off with a precise definition of the _____.

A)location problems.
B)sample problems.
C)data problems.
D)decision problem(s).
E)none of the above.

Question 21

Comparability might also be hindered by the lack of _____.This refers to the degree to which similar activities or products in different countries fulfill similar functions.

A)conceptual equivalence
B)functional factors
C)functional equivalence
D)lumping of data
E)comparison equivalence

Question 22

_____ reflects the degree to which a given concept has the same meaning in different environments.

A)Functional equivalence
B)Conceptual equivalence
C)Demographic equivalence
D)Psychographic equivalence
E)Primary equivalence

Question 23

The astute marketing researcher must be aware of the need for conceptual and functional equivalence in designing questionnaires for the international market.In addition, it is also necessary to fulfill two additional criteria.They are:

A)time and cost evaluation.
B)translation and scalar equivalence.
C)translation and polar equivalence.
D)religious and bias equivalence.
E)polar and scalar equivalence.

Question 24

The comparison of money-based indicators (e.g., income figures, consumer expenditures, and trade statistics) is hampered by the need to convert such figures into a _____.

A)common currency
B)euro currency
C)euro dollar
D)Swiss franc
E)Italian lira

Question 25

With respect to conducting marketing research in countries that are unfamiliar with survey research, it is advisable to avoid:

A)references to the government.
B)lengthy questionnaires or open-ended questions.
C)references to religion.
D)questioning females.
E)any scaled questions.

Question 26

Primary data can be collected in several ways.Which of the following is not one of those ways?

A)Test markets
B)Government date
C)Observational research
D)Surveys
E)Focus groups

Question 27

With respect to asking scaled questions to determine the degree of agreement or disagreement, in illiterate societies scaled questions often use:

A)numbers (such as 1-10).
B)letters (such as a-z).
C)use symbols (such as stars).
D)use degrees of smiling or funny faces (from happy to sad).
E)use number of animals (ownership demonstrated by one through seven goats or cows).

Question 28

If a marketing researcher asks "who collected the data?" they would probably be trying to overcome one of the major difficulties of collecting data in the international marketplace.Which of the following best describes the effect that the researcher is trying to overcome?

A)conceptual equivalence.
B)functional factors.
C)functional equivalence.
D)lumping of data.
E)comparison equivalence.

Question 29

Getting focus groups to work in certain societies (because of their view on group dynamics and proper decorum) is difficult.Which of the following countries would be most difficult for successful focus groups?

A)Japan
B)United States
C)Canada
D)Britain
E)Germany

Question 30

_____ are the most common vehicle to gather primary data.

A)Scanners
B)Focus groups
C)Questionnaires
D)Interviews
E)Cluster analysis

Question 31

Primary research can be collected in several ways.One method that is excellent to use when doing exploratory research is:

A)mail surveys.
B)telephone surveys.
C)mall intercept.
D)home interviews.
E)focus groups.

Question 32

To make findings of cross-country market research projects meaningful, it is paramount to pursue _____ (where scores from subjects of different countries should have the same meaning and interpretation).

A)time evaluation
B)scalar equivalence
C)polar equivalence
D)bias equivalence
E)focus equivalence

Question 33

The purpose of _____ is to get scores from subjects of different countries to have the same meaning and interpretation.

A)time evaluation
B)scalar equivalence
C)polar equivalence
D)bias equivalence
E)focus equivalence

Question 34

All of the following are typical uses of the focus group research technique except:

A)to generate information to guide the quantitative research projects.
B)to obtain data on unproductive or problem employees.
C)to reveal new product opportunities.
D)to test out new product concepts.
E)to test out new ad images.

Question 35

To avoid the difficulty of "lumping of data" encountered in conducting international marketing research, all of the following questions should be asked except:

A)When were the data collected?
B)How were the data collected?
C)How much did it cost to collect the data?
D)Have the variables been redefined over time?
E)Who collected the data?

Question 36

As a research technique, a _____ is a loosely structured free-flowing discussion among a small group of target customers facilitated by a professional moderator.

A)mall intercept
B)contra-group design
C)Delphi-group
D)focus group
E)probe panel

Question 37

_____ translation involves using multiple interpreters who translate the same questionnaire independently.

A)Polar
B)Parallel
C)Back
D)Forward
E)Lifestyle

Question 38

Survey research in _____ is further hampered by low levels of education.

A)developed countries
B)rich countries
C)developing countries
D)emerging markets
E)low-tech countries

Question 39

Two procedures that can overcome problems with sloppy questionnaire translation in conducting international marketing research is to provide for:

A)polar and psychographic translation.
B)lifestyle and psychographic translation.
C)back-translation and parallel translation.
D)forward-translation and parallel translation.
E)lifestyle and parallel translation.

Question 40

Accuracy of data in foreign markets may be suspect.This is especially true if it neglects to record significant commercial and non-commercial activity.One example of data that is often not recorded (though it might be significant) is:

A)trade across national borders.
B)trade by mail.
C)smuggling activities.
D)trade carried by package shippers such as FedEx or UPS.
E)trade with foreign banks.

Question 41

Besides traditional primary data collection methods, companies also rely on less conventional methods such as _____.

A)geographic research
B)multi-graphic research
C)psychographic research
D)ethnographic research
E)none of the above

Question 42

One common problem with using the analogy method of determining market size is:

A)cost.
B)language problems.
C)consumption patterns are not comparable across countries due to strong cultural disparities.
D)different monetary units.

Question 43

To collect data, the researcher has to draw a _____ from the target population.

A)group item
B)reference list
C)sample
D)quota
E)portion

Question 44

_____ is the only foolproof way to debug the questionnaire and spot embarrassing mistakes.

A)Pre-testing
B)Post-testing
C)Using approved software
D)Using standard questionnaire formats
E)Having a linguist read the questionnaire

Question 45

When drawing a sample, the researcher needs a ____, that is, listing of the target population (e.g., a telephone directory).

A)sampling mirror
B)sampling frame
C)sampling group
D)sampling questionnaire
E)sampling behavior

Question 46

Which of the following would be problematic in using the Internet in global research?

A)obtaining a representative sample
B)download time for website pages
C)incorrect e-mail addresses
D)poor response rates
E)all of the above

Question 47

The courtesy bias with respect to marketing research responses is fairly common in:

A)the United States.
B)France.
C)Germany.
D)Asia and the Middle East.
E)Mexico.

Question 48

When conducting research, several biases may be present.The _____ bias is present when the respondent feels a desire to be polite toward the other person.

A)yea-or nay-saying
B)social desirability
C)gender
D)tradition
E)courtesy

Question 49

This approach to determining a sample size requires the researcher to choose a proxy variable that correlates highly with the demand for the product of interest.

A)analogy method
B)Latin square
C)trade audit
D)chain ratio method
E)cross-sectional regression analysis

Question 50

An alternative way to derive market size estimates is based on local production and import and export figures for the product of interest.This method is best described as being a(the):

A)analogy method.
B)Latin square.
C)trade audit.
D)chain ratio method.
E)cross-sectional regression analysis.

Question 51

All of the following are methods that can be fruitfully employed to assess the size of the market for any given product except:

A)analogy method.
B)Latin square.
C)trade audit.
D)chain ratio method.
E)cross-sectional regression analysis.

Question 52

The procedure for the _____ of assessing market size is to pick a country that is at the same stage of economic development as the country of interest and for which the market size is known.This country then becomes an indicator for the market size of the country that is under question.

A)analogy method
B)Latin square
C)trade audit
D)chain ratio method
E)cross-sectional regression analysis

Question 53

Which of the following questions is most associated with the term "sample size?"

A)Who cannot be considered as a valid respondent?
B)How much will the survey cost?
C)What is our target population?
D)How many people should be surveyed?
E)How should prospective respondents be chosen from the target population?

Question 54

With respect to approved sampling theory, heterogeneous cultures (e.g., India) demand _____ samples than homogeneous cultures (e.g.South Korea).

A)bigger
B)smaller
C)less stratified
D)more randomized
E)less randomized

Question 55

The _____ method of assessing market size begins with a rough base-number as an estimate for the market size (such as the entire population for the country) and systematically fine-tunes by applying a string of percentages (such as birth rate) to come up with the most meaningful estimate possible.

A)analogy method
B)Latin square
C)trade audit
D)chain ratio method
E)cross-sectional regression analysis

Question 56

When preparing a sampling plan, the researcher needs to decide how to contact prospective subjects for the survey.The most common choices are:

A)mail, telephone, and Internet.
B)mail, telephone, and optical scan.
C)mail, telephone, and personal interview.
D)observation, personal interview, and experimentation on a person-by- person basis.
E)observation, telephone, and personal interview.

Question 57

Once collection of data in a research project begins, there can be many problems with collection.A very common problem in the international arena is nonresponse due to:

A)a reluctance to be photographed.
B)a reluctance to talking with strangers.
C)a reluctance to talking with officials or official pollsters.
D)a fear of government reprisals.
E)a fear of cultural conflict.

Question 58

Suppose that a consumer electronics company wants to estimate the market size for DVD players in the Ukraine but does not have much information about that market.Instead, it chooses Poland (a country for which it does have information) and uses it as an indicator for the market in Poland.This method of determining market size most resembles which of the following methods?

A)analogy method
B)Latin square
C)trade audit
D)chain ratio method
E)cross-sectional regression analysis

Question 59

Which of the following questions is most associated with the term "sampling unit?"

A)Who cannot be considered as a valid respondent?
B)How much will the survey cost?
C)What is our target population? Who should be surveyed?
D)How many people should be surveyed?
E)How should prospective respondents be chosen from the target population?

Question 60

A sampling plan centers around three issues: sampling unit, sample size, and _____.

A)demographic procedure
B)sampling procedure
C)psychographic procedure
D)geographic procedure
E)none of the above

Question 61

Point-of-sale (POS) store scanners obtain sales movement data from the _____ of retail outlets.

A)checkout scanner tapes
B)company headquarter
C)regional warehouses
D)international warehouses
E)none of the above

Question 62

Test markets are a source of primary data.

Question 63

Two approaches are common in global marketing research:

A)Emic and ethic.
B)Emic and etic.
C)Emic and eco-centric.
D)Emic and geo-centric.
E)None of the above.

Question 64

Focus groups are a source of primary data.

Question 65

In cross-cultural market research, the need for comparability favors the _____.

A)coordination school
B)delegation school
C)etic school
D)planning school
E)emic school

Question 66

Surveys are a source of primary data.

Question 67

Scanning data are also increasingly used for _____.

A)sample management
B)electronic management
C)the Internet management
D)category management
E)supply management

Question 68

One method for determining market size estimates takes the variable of interest (such as market size) and relates it to a set of predictor variables (indicators closely related to demand).This method would be best described as being which of the following?

A)analogy method
B)Latin square
C)trade audit
D)chain ratio method
E)cross-sectional regression analysis

Question 69

The emergence of _____ data, coupled with rapid developments in computer hardware and software has led to a revolution in market research.

A)the Internet
B)scanner
C)cost efficient
D)mail-in rebate
E)direct-feedback

Question 70

In the area of age of data, the frequency of census does not vary from country to country.

Question 71

With respect to standardization of research results, even when dealing with cross-country marketing research, which of the following entities usually desires standardization of data collection, sampling procedures, and survey instruments?

A)the local government
B)the local research agency
C)the local subsidiary
D)the home office
E)the home research agency

Question 72

Observational research is a source of primary data.

Question 73

To gain familiarity with a foreign environment, one can undertake an omnibus survey.

Question 74

If a researcher were to take ten Central and Eastern European countries where per capita income and automobile ownership by per capita were known, trying to find the overall picture of market size for the market could probably be done by using which of the following methods?

A)analogy method
B)Latin square
C)trade audit
D)chain ratio method
E)cross-sectional regression analysis

Question 75

In the area of multicountry research coordination, the _____ focuses on the peculiarities of each country.

A)coordination school
B)delegation school
C)etic school
D)planning school
E)emic school

Question 76

One should be concerned about choosing a local agency for marketing research because:

A)local agencies understand cultural nuance better
B)they might lack the expertise for state-of-the art research
C)they may not be trustworthy with secrets
D)local agencies are relatively inexpensive
E)both b and c

Question 77

In the area of multicountry research coordination, the _____ focuses on the universal behavior and attitudinal traits.

A)coordination school
B)delegation school
C)etic school
D)planning school
E)emic school

Question 78

Innovations in marketing decision support systems have spurred several major developments in the marketing area.One of most dramatic has been:

A)the shift from mass to micro marketing.
B)the shift from a demand to a supply economy.
C)the fact that everyone now has a personal computer.
D)the overcrowding of the Internet.
E)home shopping on the Internet.

Question 79

Government data is a source of primary data.

Question 80

If a company wishing to sell baby monitors (to help with infants that have trouble breathing) wanted to estimate the size of their potential market in a developing country for which little data was available, they could get the population size, examine the number of births per year, focus on cities that had the highest birthrates, and contact hospitals that had the most problems with SIDS (sudden infant death syndrome).This logic most closely approximates which of the following methods listed below?

A)analogy method
B)Latin square
C)trade audit
D)chain ratio method
E)cross-sectional regression analysis