Deck 8: Marketing Research and Information System

Question 1

International marketing research is less difficult and less complex than domestic (US) research

Answer 1

False

Question 2

The American Marketing Association's definition of marketing research stresses the importance of preresearch analysis

Answer 2

False

Question 3

The gathering of information can never be a substitute for managerial judgment

Answer 3

True

Question 4

Secondary data are less costly than primary data

Question 5

Secondary data on international marketing (and countries to be compared) are often not comparable

Question 6

It is just as easy to use probability sampling methods abroad as in the United States

Question 7

It is advisable to pay appropriate attention to sampling design issues without getting unduly obsessed with them

Question 8

In cross-national studies, the same sampling method for all countries may not assure the comparability of national groups

Question 9

The observation method tends to yield more objective information than the questioning method

Question 10

Ethnography is a research approach to learn about consumers' unarticulated desires by observing what they do at the place where they live and work

Question 11

In developing countries, one of the most frequently used means of communication in surveys is the telephone because of poor transportation and mail delivery

Question 12

The popularity of each questioning mode is pretty much constant from country to country

Question 13

A measuring instrument proven to be reliable in one country should yield basically the same level of reliability elsewhere

Question 14

Reliability is a prerequisite for the existence of validity

Question 15

The attainment of measure equivalence in cross-national surveys is easier for attitudinal variables than for demographic variables

Question 16

The same measurement scales may have different reliabilities in different cultures and may even exhibit different reliabilities when used by the same individual in evaluating products from different cultures

Question 17

The same instrument can exhibit different reliabilities even when used by the same person in evaluating products from different cultures

Question 18

Unlike other kinds of variables, demographic variables are easy to understand and thus have no problem with conceptual equivalence

Question 19

Semantic differential and Likert scales are stable enough that they can be used without adaptation

Question 20

Identical questions used in a cross-national study assure uniformity without guaranteeing content validity and comparable data from different countries

Question 21

Response styles can affect scale scores

Question 22

Questions with negatives should not be used in a consumer survey abroad

Question 23

When a conceptual model used in one country is replicated in another study in another country, this research approach assumes that the theory and constructs are universal or etic

Question 24

When a conceptual model used in one country is replicated in another study in another country, this research approach fails to consider the appropriateness of a conceptual model or a research instrument in another setting

Question 25

MIS must be automated or computerized

Question 26

MIS should be expandable