Deck 7: Global Marketing Research

Question 1

The four steps of the market-research process (in chronological order)include defining the problem and developing research objectives,determining the sources of information,collecting and analyzing data from primary and secondary sources,and analyzing the data.

Answer 1

True

Question 2

Shuifen is a type of focus group technique common in China.

Answer 2

False

Question 3

The emic research approach assumes that a research question developed in one culture can be more or less translated for use in another cultural context.The main benefit of using secondary data is its cross-cultural comparability.

Answer 3

False

Question 4

The etic research approach focuses on understanding each local context from its own cultural frame of reference.

Question 5

Lack of necessary data and timeliness of data hinder the use of secondary information sources for research purposes.

Question 6

China undertook an economic census and questioned business owners about production,sales and profits.

Question 7

It Saudi Arabia,mixed-gender focus groups are prohibited,but in Egypt they are recommended.

Question 8

Snowballing is an effective way to recruit group participants in Saudi Arabia.

Question 9

Competitive studies can provide insight into competitor behavior-both domestic and foreign.

Question 10

Secondary data is data that has been previously collected and is readily available.

Question 11

Concept tests and test marketing are some of the types of research that are conducted to gain insights into a company's product policy.

Question 12

While estimating the demand for products,marketers need to understand the different ways the product can be used in different markets.

Question 13

The comparison of research findings from one country to another is hindered by the general difficulty of establishing comparability and equivalence among research data.

Question 14

Market research should not influence product development because consumers do not know what they need.

Question 15

The emic research approach focuses on understanding each local context from its own cultural frame of reference.

Question 16

International market research is made easier due to vast similarities in consumer needs and government regulations.

Question 17

The etic research approach assumes that a research question developed in one culture can be more or less translated for use in another cultural context.

Question 18

A report that utilizes data to determine the size of a market and the needs of potential consumers is called a market study.

Question 19

The main benefit of using secondary data is its cross-cultural comparability.

Question 20

Every country publishes a census.

Question 21

Probablistic sampling assumes no prior list of names or residences exists for researchers to use to survey a target population.

Question 22

Company executives lead focus groups to influence the potential customers.

Question 23

Quota sampling would be appropriate for Japan and South Korea.

Question 24

Data collection methods vary from country to country due to differences in privacy laws and local culture.

Question 25

The development of an independent marketing research industry in Latin America has been stymied by poor enforcement of intellectual property laws.

Question 26

The responsibility of market research includes

A)market studies.
B)competitive studies.
C)environmental studies.
D)All of the above.

Question 27

A global firm should not outsource its international marketing research.

Question 28

In back translation,two or more translators translate the questionnaire simultaneously.

Question 29

Understanding competition helps companies estimate the market share to be gained and assess future threats.

Question 30

Primary data refers to

A)previously collected data.
B)currently available data.
C)data that is useful for research study.
D)data collected specifically for the assignment.

Question 31

Parallel translation was developed to solve the common problems associated with back translation.

Question 32

A study designed to better understand the economic,political,and legal context of a national market is called a(n)____ study.

A)market
B)environmental
C)national outlook
D)competitive

Question 33

An integrated marketing information system will aid in better communication between partners thereby boosting revenue.

Question 34

The Vietnamese are enthusiastic about joining focus groups.

Question 35

Primary data are collected specifically for the purpose of the research study and are useful in making a specific marketing decision.

Question 36

The first Indian census occurred in

A)1443
B)1872
C)1945
D)1980

Question 37

Quota sampling would be appropriate for the Arab gulf States.

Question 38

Quota sampling would be appropriate for Hong Kong and India.

Question 39

Non-probablistic sampling assumes no prior list of names or residences exists for researchers to use to survey a target population.

Question 40

The research approach that assumes that a research question developed in one culture can be more or less translated for use in another cultural context is called

A)entopic
B)extopic
C)emic
D)etic

Question 41

Quota sampling would be appropriate for

A)Japan.
B)South Korea.
C)Japan and South Korea.
D)the Arab Gulf states.

Question 42

Shuifen,or "water content," refers to ____ in China.

A)nontariff barriers
B)bribery
C)subsidies
D)fraudulent statistics

Question 43

Selecting a probability sample is difficult in developing countries due to

A)a lack of usable lists of names.
B)poor knowledge of probability and sampling techniques.
C)large populations.
D)high labor costs.

Question 44

Which question appeared in the Chinese Gallop Poll?

A)How much money do you make?
B)What do you buy?
C)What are your dreams?
D)All of the above.

Question 45

The research method that focuses on understanding each local context from its own cultural frame of reference is called

A)entopic
B)extopic
C)emic
D)etic

Question 46

Telephone interviews are common means of primary research in

A)Scandinavia.
B)Mexico.
C)China.
D)West Africa.

Question 47

The U.S.Safe Harbor Framework was established to help U.S.firms

A)fight unfair trade practices.
B)understand Foreign Corrupt Practices Act (FCPA).
C)comply with European standards of data privacy.
D)act effectively if their managers are kidnapped abroad.

Question 48

Quota sampling would be appropriate for

A)South Korea.
B)Japan.
C)Indonesia.
D)None of the above

Question 49

Quota sampling would be appropriate for

A)India.
B)Japan.
C)South Korea.
D)All of the above

Question 50

In which country would a global marketer most likely have difficulty collecting secondary data?

A)United States
B)Bolivia
C)Germany
D)Japan

Question 51

One of the shortcomings associated with the use of secondary data is

A)it is very expensive to obtain.
B)data may not be timely.
C)sample selection is difficult.
D)All of the above.

Question 52

Sources of secondary data include

A)libraries with foreign information sections.
B)chambers of commerce.
C)trade journals and the Internet.
D)All of the above.

Question 53

Parallel translation is the process in which

A)a questionnaire is translated twice by the same person.
B)a computer is used to help in the translation.
C)two or more persons translate the questionnaire into the foreign language.
D)a questionnaire is translated back and forth till successive versions look identical.

Question 54

Secondary data is usually more available and reliable in ____ countries.

A)developing
B)developed
C)masculine
D)feminine

Question 55

Quota sampling would be appropriate for

A)Japan.
B)South Korea.
C)Japan and South Korea.
D)Indonesia.

Question 56

Secondary data can include data from

A)foreign magazines.
B)public accounting firms.
C)the Internet.
D)All of the above.

Question 57

Which countries would be most likely to have the most reliable statistics?

A)Australia and Canada
B)Spain and Belgium
C)Italy and Spain
D)China and Nigeria

Question 58

The age of data is a common problem with

A)secondary research.
B)primary research.
C)focus groups.
D)telephone interviews.

Question 59

The process of translation in which the questionnaire is translated from the home language to the foreign language and back to the home language is known as ____ translation.

A)reverse
B)back
C)forward
D)loop

Question 60

In which countries are mixed-gender focus groups problematic?

A)Egypt and Saudi Arabia
B)China and Vietnam
C)China and Saudi Arabia
D)China and Russia

Question 61

GlobalNOW!,a management consulting company,is debating whether or not they should set up a subsidiary in Germany.They ask their marketing research department to prepare a(n)____ study,a report on the political,economic,social-cultural,and legal characteristics of the German market.

A)competitive
B)differentiation
C)environmental
D)market

Question 62

Proctor & Gamble is thinking about bringing a new detergent product to the Ukrainian market.They ask Ipsos,their marketing research supplier,to determine the size of the market and the clothes-washing needs of Ukrainian consumers by conducting a national consumer telephone survey.Ipsos has been asked to conduct a(n)____ study based on ____ research.

A)environmental;secondary
B)market;primary
C)competitive;secondary
D)complementary;primary

Question 63

An American retailer conducts a survey of Iranian youth to assess their awareness of and attitudes toward American brands.The retailer has gathered ____ data.

A)isosceles income
B)courtesy
C)primary
D)secondary

Question 64

Proctor & Gamble is thinking about bringing a new detergent product to the Ukrainian market.They ask Ipsos,their marketing research supplier,to determine the size of the market and the clothes-washing needs of Ukrainian consumers.Proctor & Gamble requested a(n)____ study from their marketing research supplier.

A)competitive
B)differentiation
C)environmental
D)market

Question 65

In Saudi Arabia,Western researchers must resort to recruit market research study participants via word of mouth.This sampling technique is called ____ sampling.

A)friendly
B)voice
C)snowball
D)probability

Question 66

GlobalNOW!,a management consulting company,is debating whether or not they should set up a subsidiary in Germany.They ask their marketing research department to prepare a report on the political,economic,social-cultural,and legal characteristics of the German market.The marketing research department bases their report on data found on the Internet,in periodicals,and reports published by the German embassy,the Economist Intelligence Unit,and the U.S.Department of Commerce.The marketing department has been asked to prepare a(n)____ study based on ____ research.

A)environmental;secondary
B)market;secondary
C)competitive;primary
D)complementary;primary

Question 67

Ahmet Kirca composes a focus group protocol that will assess Turkish women's attitudes toward a new detergent brand.Ahment has just created a(n)____.

A)parallel translation
B)analysis of inference
C)research instrument
D)data collection quota

Question 68

Uncertainty about data accuracy,lack of data comparability,and unavailability of necessary data are all problems with ____ data.

A)courtesy
B)Shuifen
C)concept
D)secondary

Question 69

A market research analyst determines the number of replacement tires that will be needed in the Shanghi market by counting the number of automobiles that travel on Shanghi roads.This is an example of which type of inferential market assessment analysis?

A)Related products
B)Relative market size
C)Demand pattern analysis
D)Shuifen analysis

Question 70

An expensive Brazilian restaurant chain is considering entering into the competitive Los Angeles restaurant market.They consult US census data to determine the number of households in Los Angeles earning more than US$100,000.The restaurant has utilized ____ data.

A)isosceles income
B)courtesy
C)primary
D)secondary

Question 71

The development of an independent marketing research industry in Latin America has been stymied by

A)market volatility.
B)poor enforcement of intellectual property laws.
C)a & b
D)None of the above

Question 72

Which of the following type(s)of research is done to provide insight into a company's product decisions?

A)Focus groups to generate ideas for new products
B)Test marketing
C)Concept testing
D)All of the above

Question 73

Comparability of studies across cultures can be made difficult due to respondents trying to guess the answer the interviewer wants to hear.This leads to what kind of bias?

A)Scalar bias
B)Metric bias
C)Courtesy bias
D)Guess bias

Question 74

Which of the following type(s)of research is done to provide insight into a company's distribution decisions?

A)Price sensitivity studies
B)Surveys of consumer attitudes toward different store types
C)Surveys of media habits
D)All of the above

Question 75

To assess clients worldwide and to ensure products and services are designed with clients in mind,marketing information systems should be

A)integrated and standardized.
B)localized and standardized.
C)integrated.
D)localized.

Question 76

IKEA commissions a study on the Egyptian furniture market,including information about locally and foreign-owned furniture producers.IKEA has commissioned a(n)____ study.

A)competitive
B)differentiation
C)environmental
D)market

Question 77

In which country does the government control what can be asked in focus groups?

A)United States
B)China
C)Vietnam
D)Both b and c

Question 78

Focus groups are problematic in the Middle East because

A)males tend to dominate the conversation in mixed-gender groups.
B)snowballing is outlawed.
C)participants demand too much money.
D)governments retain the right to monitor and censor focus groups.

Question 79

Yoshinoya,a Japanese fast-food company,is preparing to open its first location in Canada.Yoshinoya has been operating in the United States for several years.They know that on average,a new location in the United States yields approximately $850,000 per year in annual sales.They estimate that the new Canadian location will yield about 1/10 less in annual sales since Canada's GNP is about 1/10 of the GNP of the United States.This is an example of which type of inferential market assessment analysis?

A)Related products
B)Relative market size
C)Demand pattern analysis
D)All of the above

Question 80

International trade fairs are good places to

A)lobby governments for trade agreements.
B)monitor competitors' activities.
C)negotiate tariffs.
D)Both a and c