Deck 8: Developing a Global Vision Through Marketing Research

Question 1

In the case of international marketing, the greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples.

Answer 1

True
Explanation: In the case of international marketing, the greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples. If current, reliable lists are not available, sampling becomes more complex and generally less reliable.

Question 2

Most problems in collecting primary data in international marketing research stem from the excessive cost of primary research in these markets.

Answer 2

False
Explanation: Most problems in collecting primary data in international marketing research stem from cultural differences among countries and range from the inability or unwillingness of respondents to communicate their opinions to inadequacies in questionnaire translation.

Question 3

In Italy and many Latin countries, family generally means parents and children.

Answer 3

False
Explanation: In Italy and many Latin countries, family generally means the parents, children, grandparents, uncles, aunts, cousins, and so forth.

Question 4

Convenience samples are generally used when detailed social, geographic and economic information is available for the sampling universe.

Question 5

The most universal survey research problem in foreign countries is fear of government reprisal.

Question 6

Less developed countries are particularly prone to being both overly optimistic and unreliable in reporting relevant economic data about their countries.

Question 7

The marketing research process should begin with determining the sources of information to fulfill the research objectives.

Question 8

Jake Morris is looking for information on the pet food industry for a client. He realizes that this particular industry has been well researched by marketers. Therefore, if Jake is looking for information that has already been collected by some other agency, he should consult what is called a secondary data source.

Question 9

Marketing planning is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.

Question 10

There are two primary differences between international marketing research and domestic research. One of these differences is that international marketing research is always more expensive to conduct.

Question 11

Most problems in collecting primary data in international marketing research stem from the excessive cost of primary research in these markets.

Question 12

In quantitative research, if questions are asked, they are almost always open-ended or
in-depth, and unstructured responses that reflect the person's thoughts and feelings on the
subject are sought.

Question 13

The ability to express attitudes and opinions about a product or concept depends on the respondent's ability to recognize the usefulness and value of such a product or concept.

Question 14

One of the reliability problems faced by a marketing researcher that seeks to do secondary research in a foreign market is that official statistics are sometimes too optimistic (e.g., reflecting national pride or politics rather than practical reality).

Question 15

Data collected specifically for a particular research project at hand is known as secondary data.

Question 16

Back translation is a successive process of translation and retranslation of a questionnaire, each time by a different translator.

Question 17

It is generally better to collect primary data before turning to secondary data because of the increased reliability and validity of primary data.

Question 18

In the decentering method of translation more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation is selected.

Question 19

With respect to international marketing research, cultural differences offer the best explanation for the unwillingness or the inability of many to respond to research surveys.

Question 20

With respect to international marketing research, cultural differences offer the best explanation for the unwillingness or the inability of many to respond to research surveys.

Question 21

According to the text, _____ is the key component in developing successful marketing strategies and avoiding major marketing blunders.

A) public relations
B) information
C) advertising
D) government support
E) presence of a local partner

Question 22

Consumers in America tend to respond to rating scales more conservatively than Japanese.

Question 23

Bert Wong has decided to pursue a marketing research effort to acquire information before his company makes a strategic relocation move to the West Coast. Which of the following marketing research process steps would be the first step that Bert's company (and marketing researchers) should take as it embarks on the research effort?

A) Define the research problem and establish research objectives.
B) Analyze, interpret, and summarize the results.
C) Determine the sources of information to fulfill the research objectives.
D) Consider the costs and benefits of the research effort.
E) Gather relevant data from secondary or primary sources, or both.

Question 24

Marketing research methods can be grouped into two basic types. What are these two types?

A) Pre-analysis and post-analysis
B) Quantitative and qualitative
C) Descriptive and conclusive
D) Intuitive and deductive
E) Traditional and electronic

Question 25

Though definitions of marketing research and international marketing research are basically the same, there are two distinct complications that impact international marketing research. Which of the following is one of those complications?

A) International marketing research is very expensive.
B) It is difficult to obtain information regarding local competitors present in a foreign market.
C) In many countries, government laws do not allow marketing research data to be sent to another country.
D) Information needs to be communicated across cultural boundaries.
E) It is difficult to obtain accurate pricing data from foreign markets.

Question 26

Due to the greater uncertainties and data limitations associated with foreign markets, two methods of demand forecasting are particularly suitable for international marketers: probabilistic forecasting and reference class forecasting.

Question 27

In foreign markets it is best to accept the information at face value because verifying information in foreign markets is extremely difficult.

Question 28

Which of the following is an effective and often-used way of judging validity of data from an international market or source?

A) Determining how much the data costs
B) Checking the consistency of one set of secondary data with other data of known validity
C) Examining government seals of approval or authenticity
D) Using only U.S. researchers to conduct any research
E) Checking the consistency of the data with focus groups

Question 29

Systematic monitoring of chat rooms, blogs, and personal Web sites to assess consumers' opinions about products and services is known as serigraphy.

Question 30

In Japanese corporate culture the public, face-saving truth is known as hone.

Question 31

Once the researcher has defined the research problem and established research objectives, the researcher must:

A) effectively communicate the problem and objectives to decision makers.
B) analyze, interpret, and summarize the results.
C) determine the sources of information to fulfill the research objectives.
D) determine which statistical methods should be used for analyzing the data.
E) evaluate the cost and benefits of the research effort.

Question 32

If data is collected specifically for the particular research project at hand it is called:

A) secondary data.
B) primary data.
C) simplistic data.
D) bipolar data.
E) cohort data.

Question 33

Which of the following questions should be asked by a marketing researcher that is seeking to establish the reliability of secondary data sources in the international arena?

A) How much does the data cost?
B) What language is used in the host country?
C) How does the government view marketing research in the host country?
D) Who collected the data?
E) Was the data available on the Internet?

Question 34

In _____ research, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices.

A) quantitative
B) qualitative
C) descriptive
D) secondary
E) explanatory

Question 35

According to the Unisys Corporation's planning steps, when an organization gathers information related to profitability for the division's products, inflation, business cycle trends, and the like, it is interested in which of the following types of information?

A) Economic and demographic
B) Cultural, sociological, and political climate
C) Overview of market conditions
D) Summary of the technological environment
E) Competitive situation

Question 36

While the United States is unmatched with reference to the quantity and quality of the marketing-related data, the data available on and in _____ is a close second.

A) Brazil
B) Australia
C) China
D) Japan
E) Kenya

Question 37

Ben Grissom has decided to use information collected by the United States government in his upcoming research project on cultural trends. Since Ben is not collecting this information himself, this is an example of:

A) primary research.
B) secondary research.
C) tertiary research.
D) parallel research.
E) simplistic research.

Question 38

Which of the following reasons best describes why much of secondary research provided by foreign governments is suspect with respect to reliability?

A) The data in foreign countries is usually written in a foreign language and there are translation difficulties that are often insurmountable.
B) The size of the sample and the technique used for sampling may be faulty.
C) Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality.
D) An outdated technology could have been used for processing the data.
E) The data tend to be incomplete, and outdated.

Question 39

_____ is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.

A) Market segmentation
B) Market skimming
C) Marketing research
D) Market penetration
E) Market development

Question 40

Which of the following best describes the basic difference between domestic and foreign market research?

A) The cost of foreign market research.
B) The willingness of the respondents to give information.
C) The accuracy levels of the foreign market research.
D) The complexity of the rules governing the foreign market research.
E) The ability to get accurate pricing data from foreign markets.

Question 41

If after seeking all reasonable secondary data sources, research questions are still not adequately answered, the market researcher must collect _____ data.

A) parallel
B) tertiary
C) logical
D) primary
E) advanced

Question 42

Which of the following research methods is most likely to be associated with quantitative research?

A) Focus group
B) Interview
C) Survey
D) Observation
E) Data gathering with the help of mechanical devices

Question 43

Which of the following types of samples should be used when detailed and accurate information is not available for a sampling universe?

A) A simple random sample
B) A cluster sample
C) A convenience sample
D) A systematic random sample
E) A stratified sample

Question 44

Marketers use three different techniques to ferret out translation errors ahead of time. Which of the following would be one of those techniques?

A) Rollback translation
B) Serial translation
C) Back translation
D) Linear translation
E) Re-centering translation

Question 45

McDonald's was involved in a dispute in South Africa over the rights to its valuable brand name in that fast emerging market. Part of the company's claim revolved around the recall of the McDonald's name among South Africans. In the two surveys the company conducted and provided as proof in the proceedings, the majority of those sampled had heard the company name and could recognize the logo. However, the Supreme Court judge hearing the case took a dim view of the evidence because the surveys were conducted in "posh, white" suburbs, whereas 79 percent of the South African population is black. In this example, which of the following issues is faced by McDonald's?

A) Difficulty in defining the research objective
B) Unwillingness of the respondents to reply to survey questions
C) Difficulty in translating the responses
D) Inappropriate sample selection
E) Lack of appropriate methods for analyzing the data

Question 46

With respect to the international arena, the greatest problem in sampling stems from:

A) the lack of adequate demographic data and available lists from which to draw meaningful samples.
B) the lack of expertise in how to design samples.
C) government intervention in the sampling process.
D) an inability to speak foreign languages.
E) the difficulty in determining adequate sample size.

Question 47

The most universal survey research problem in foreign countries is the:

A) timing barrier.
B) legal barrier.
C) cultural barrier.
D) literacy barrier.
E) language barrier.

Question 48

In many Asian cities, there are no street maps, some streets are not identified, and some houses are not numbered. This is most likely to affect:

A) product enhancement analysis.
B) situational analysis.
C) market development.
D) sampling process for marketing research.
E) product development.

Question 49

Back translations may not always ensure an accurate translation because of commonly used idioms in both languages. Which of the following types of translation is used to overcome this problem?

A) Serial translation
B) Rollback translation
C) Linear translation
D) Random translation
E) Parallel translation

Question 50

Mary Hills would like to ask respondents a series of open-ended questions that will help explain the respondents' feelings and thoughts on the subject of child labor. Based on this information, Mary Hills is carrying out _____ research.

A) quantitative
B) qualitative
C) tertiary
D) secondary
E) subliminal

Question 51

According to the text which of the following is one of the factors affecting the adequacy of sampling techniques?

A) Lack of understanding of sampling methods by marketing researchers
B) Inability of the respondents to access the Internet
C) Lack of detailed social and economic information
D) Lack of funds to conduct the research effort
E) Lack of specific quantitative tools for devising a sample

Question 52

According to the text, qualitative research is used in international marketing research to:

A) comply with government laws as quantitative research is highly restricted in many countries.
B) determine the appropriate sample size for quantitative research.
C) formulate and define a problem more clearly.
D) reduce the cost of primary research.
E) cover a wide geographic area within a short span of time.

Question 53

Which of the following is the best explanation for the unwillingness or inability of many international consumers to respond to research surveys?

A) Fear of government reprisals
B) Lack of incentives
C) Inability to use the Internet
D) Lack of interest
E) Cultural differences

Question 54

Assuming the research problem is well-defined and the objectives are properly formulated, the success of primary research in an international arena hinges on the ability of the researcher to:

A) reach the appropriate officials who control the access to the required information.
B) speak the language of the country where the research is being conducted.
C) get correct and truthful information that addresses the research objectives.
D) hire enough staff to complete the mission.
E) understand the lifestyle of the citizens of the country.

Question 55

Which of the following shortcomings is typically faced by foreign marketers with respect to primary research?

A) The results of a marketing research conducted by a foreign firm are rarely reliable.
B) Local research agencies are typically not willing to work for foreign marketers.
C) International marketing research is severely restricted by government laws.
D) International marketing research is extremely complicated, time consuming and costly.
E) Consumers may not be willing to respond to international research surveys.

Question 56

According to the text, one of the positive aspects of research in Japan and Taiwan is:

A) the higher levels of per-capita incomes.
B) the availability and accuracy of census data on individuals.
C) the availability of advanced technology.
D) lack of government regulations affecting research surveys.
E) willingness of the consumers to respond to research surveys.

Question 57

In general, the availability and accuracy of recorded secondary data increase as the:

A) population of the country increases.
B) political stability in the country increases.
C) level of economic development increases.
D) value of the human development index for the country decrease.
E) currency of the country weakens against the dollar.

Question 58

According to the text, the ability to express attitudes and opinions about a product or concept depends on the respondent's:

A) cultural background.
B) past experience with the product.
C) educational background.
D) ability to recognize the usefulness and value of such a product.
E) attitude toward marketing research.

Question 59

Gerber's primary consumers usually _____________, making it difficult to communicate and gather marketing information from them.

A) are poor
B) reject new products
C) offer too many opinions
D) can't talk
E) have contradicting opinions about the product

Question 60

In ____, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.

A) parallel translation
B) rollback translation
C) linear translation
D) random translation
E) back translation

Question 61

Which of the following represents a severe limitation when the Internet is used for primary research?

A) The cultural background of the respondents cannot be identified accurately.
B) The educational qualifications of the respondents cannot be identified accurately.
C) The respondents can assume false identity.
D) A sample universe composed solely of Internet respondents represents a potential bias.
E) Using the Internet for primary research is the most expensive way of conducting primary research.

Question 62

It will always be necessary for a _____ to take the "final cut" of any translated material.

A) sociology expert from the target country
B) product engineer from the company
C) marketing manager in the target country
D) native speaker of the target country's language
E) legal advisor from the company

Question 63

The key to using expert opinion to help in forecasting demand is _____ that is, comparing estimates produced by different sources.

A) polling
B) simulating
C) morphing
D) modeling
E) triangulation

Question 64

Given the greater uncertainty and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. These two methods are:

A) probabilistic forecasting and ensemble forecasting.
B) expert opinion and analogy.
C) reference class forecasting and simulation.
D) linear progression and linear regression.
E) scenario building and extrapolation.

Question 65

In this method of translation, successive translation and retranslation of a questionnaire takes place, each time by a different translator. The wording of the original instrument undergoes a change, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages. Identify the method in discussion.

A) Serial translation
B) Linear translation
C) Back translation
D) Random translation
E) Decentering translation

Question 66

Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Ford Motor Company he believes that it is entirely proper to use American campaigns in the Japanese market. He was very surprised to learn that a slogan "Body by Fisher" (the company that makes Ford undercarriages) translated in Japanese as "Corpse by Fisher." Which of the following problems is Mr. Bressler experiencing with his company's advertising?

A) Improper syntax
B) Improper colloquialisms or slang
C) Improper grammar
D) Improper local language
E) Improper translation

Question 67

In _____ translation, the questionnaire is translated from one language to another, and then a second party translates it back into the original, and the two original language versions are compared.

A) serial
B) linear
C) back
D) random
E) rollback

Question 68

According to the text, today the real power of the Internet for international marketing research is the:

A) reduction in the time required for completing the primary research.
B) reduction in the cost of conducting primary research on international levels.
C) increase in response for surveys conducted using the internet.
D) ability to conduct primary research on international levels without being concerned with laws in different countries.
E) ability to easily access volumes of secondary data.

Question 69

According to the text, when a company in need of foreign market research wants to rely on an outside, foreign-based agency or on a domestic company with a branch within the country in question, it should take into consideration:

A) attitudes of people in the target country.
B) size and degree of involvement in foreign marketing.
C) social norms in the target country.
D) government laws in the parent and target countries.
E) standard of living in the target country.

Question 70

A company wanted to estimate the market growth potential for a beverage in country X, for which it had inadequate sales figures, but the company had excellent beverage data for neighboring country Y. In country Y, per capita consumption is known to increase at a predictable ratio as per capita gross domestic product (GDP) increases. If per capita GDP is known for country X, per capita consumption for the beverage can be estimated using the relationships established in country Y. This is an example of which of the following methods of forecasting?

A) Probabilistic forecasting
B) Reference class forecasting
C) Expert opinion
D) Analogy
E) Linear regression

Question 71

_____ and _____ typically create problems in demand forecasting in foreign markets.

A) Changing currency exchange rates; cultural differences
B) Language barriers; social norms
C) International laws; cultural differences
D) Greater uncertainties; data limitations
E) Changing currency exchange rates; WTO restrictions.

Question 72

Decentering is a hybrid of _____ translation.

A) parallel
B) rollback
C) linear
D) random
E) back

Question 73

Systematic monitoring of chat rooms, blogs, and personal Web sites to assess consumers' opinions about products and services is known as ____.

A) tomography
B) serigraphy
C) vitreography
D) netnography
E) lithography

Question 74

The maximum number (80 percent) of homepages on the Internet are in _____ language.

A) English
B) Japanese
C) German
D) French
E) Spanish

Question 75

This forecasting method is advisable for market estimation problems, particularly in foreign countries that are new to the marketer. In this method, experts are polled for their opinions about market size and growth rates. Identify the forecasting method in discussion.

A) Probabilistic forecasting
B) Reference class forecasting
C) Expert opinion
D) Extrapolation
E) Linear regression

Question 76

Alex is engaged in research involving countries that have different languages, economies, social structures, behavior, and attitude patterns. Alex is most likely engaged in _____ research.

A) geographical
B) environmental
C) psychological
D) sociological
E) multicultural

Question 77

To deal with problems in analyzing and interpreting research information in the international marketplace, the marketing researcher must possess three talents. Which of the following is one of those talents?

A) The ability to work within assigned budget
B) Creative talent for adapting research methods
C) Proven talent to use and apply advanced statistics
D) Superior logical ability
E) Superior multi-language skills

Question 78

The fastest growing market for the Internet is now ____.

A) America
B) Germany
C) Australia
D) China
E) France

Question 79

With reference to the worldwide demographics, the average Internet usage time per person is _____ hours per week.

A) 1.5
B) 2.5
C) 4.5
D) 10.5
E) 12.5

Question 80

The _____ method for estimating demand assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country.

A) reference class forecasting
B) analogy
C) morphing
D) scenario building
E) triangulation