Deck 8: Developing a Global Vision Through Marketing Research

Question 1

The most often used form of qualitative questioning is the survey questionnaire that contains questions with a set of choices from which respondents select their response.

Answer 1

False
Explanation: The most often used form of qualitative questioning is the focus group interview.

Question 2

In quantitative research, if questions are asked, they are almost always open-ended or in-depth.

Answer 2

False
Explanation: In qualitative 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 3

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.

Answer 3

True
Explanation: 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. It is difficult for a person to formulate needs, attitudes, and opinions about goods whose use may not be understood, that are not in common use within the community, or that have never been available.

Question 4

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.

Question 5

If data has been collected already by some other agency, then such data sources are known as secondary data sources.

Question 6

Quantitative research is helpful in revealing the impact of sociocultural factors on behavior patterns and in developing research hypotheses that can be tested in subsequent studies.

Question 7

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

Question 8

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

Question 9

Marketing research is a general noneconomic review of conditions affecting the marketing division's business.

Question 10

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

Question 11

Commercial sources, trade associations, management groups, and state and local governments are good sources of primary data for a researcher.

Question 12

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

Question 13

Checking the consistency of one set of secondary data with other data of known validity is an effective and often-used way of judging validity.

Question 14

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

Question 15

It is generally better to collect primary data before turning to secondary data.

Question 16

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 17

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

Question 18

In the decentering method of translation for questionnaires, 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

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

Question 20

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

Question 21

Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it conducts a general noneconomic review of conditions affecting the division's business?

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 22

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 23

Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it gathers information related to profitability for the division's products, inflation, business cycle trends, and the like?

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 24

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

Question 25

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

Question 26

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

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) assess the suitability of available statistical methods for analyzing the data.
E) evaluate the cost and benefits of the research effort.

Question 27

Harry and his team have undertaken a marketing research study to help their company expand in the Eastern European region. Which of the following marketing research process steps is Harry likely to end his research efforts with?

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

Question 28

The public, face-saving truth is known as honne in Japan.

Question 29

Easy accessibility of volumes of up-to-date secondary data is the biggest advantage that Internet now provides to international marketing researchers.

Question 30

Centralization of the marketing research ensures that the field personnel and resident managers have more intimate knowledge of the subtleties of the market.

Question 31

Which of the following is the last step of a market research process?

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

Question 32

It is helpful for a foreign market researcher to have a skeptical attitude in handling both primary and secondary data.

Question 33

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

A) Marketing reach
B) Market skimming
C) Marketing research
D) Market data analysis
E) Market development

Question 34

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

Question 35

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

Question 36

Which of the following is the first step of a market research process?

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

Question 37

Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it gathers information related to ecology, safety, and leisure time and their potential impacts on the division's business?

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 38

The ideal approach to multicountry marketing research is to have local researchers in each country, with close coordination between the client company and the local research companies.

Question 39

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

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 broader scope of research for foreign research.
D) The complexity of the governing rules.
E) The ability to get accurate pricing data from foreign markets.

Question 41

_____ data refers to the data that has been collected specifically for the particular research project at hand.

A) Derived
B) Primary
C) Referential
D) Bipolar
E) Cohort

Question 42

Which of the following countries comes a close second to the United States with respect to the quantity and quality of the marketing-related data available?

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

Question 43

Which of the following questions should be asked by a marketing researcher when trying 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) Does the host country's government encourage marketing research?
D) For what purposes were the data collected?
E) Was the data available on the Internet?

Question 44

Before launching its latest line of health drinks, a beverage manufacturer provided free samples of the health drinks to a large and culturally diverse set of families. It then conducted a survey where the participants were asked about their first impression about the drinks. This is an example of _____ research.

A) qualitative
B) analytical
C) descriptive
D) deductive
E) explanatory

Question 45

Which of the following types of data are commercial sources, trade associations, management groups, and state and local governments a good source of?

A) Referential data
B) Secondary data
C) Tertiary data
D) Parallel data
E) Derived data

Question 46

Which of the following questions should be asked by a marketing researcher when trying 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) Does the host country's government encourage marketing research?
D) Who collected the data?
E) Was the data available on the Internet?

Question 47

Which of the following statements is true about qualitative research?

A) It provides the marketer with responses that can be presented with precise estimations.
B) It studies the dynamic interplay of peoples' feelings and ideas.
C) It usually involves asking respondents to select a choice from a set of responses.
D) Data from such research can be summarized in percentages, averages, or other statistics.
E) It is generally associated with survey research that involves "yes" or "no" questions.

Question 48

Which of the following questions should a marketing researcher ask when trying 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) Does the host country's government encourage marketing research?
D) How were the data collected?
E) Was the data available on the Internet?

Question 49

In many Asian cities, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to affect?

A) Product enhancement analysis.
B) Situational analysis.
C) The optimization process.
D) The sampling process.
E) The decentralization process.

Question 50

Which of the following is one of the two basic types that marketing research methods can be grouped into?

A) Analytical research
B) Qualitative research
C) Descriptive research
D) Deductive research
E) Basic research

Question 51

Which of the following reasons best describes why much of the data provided by foreign governments is suspected with respect to reliability?

A) The data in foreign countries are 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) The data in foreign countries is usually not safeguarded.
E) The data tend to be incomplete, and outdated.

Question 52

Which of the following statements is true about qualitative research?

A) It provides the marketer with responses that can be presented with precise estimations.
B) It includes recording consumers' first impression about products.
C) It usually involves asking respondents to select a choice from a set of responses.
D) Data from such research can be easily summarized in percentages, averages, or other statistics.
E) It is generally associated with survey research that involves yes or no questions.

Question 53

Harry leads the international marketing department of a smartphone manufacturer, Myfone. Myfone has recently decided to expand its presence in Brazil. As part of the marketing research effort, Harry has decided to use data on competitors provided by independent market research agencies located in Brazil. Which of the following problems is Harry likely to face?

A) Defining the research problem.
B) Communicating the results.
C) Availability of data.
D) Storage of data.
E) Relevance of data.

Question 54

Which of the following statements is true about quantitative research?

A) It includes direct observation of consumers in choice or product usage situations.
B) It studies the dynamic interplay between peoples' feelings and their resulting actions.
C) It is generally associated with survey research that involves "yes" or "no" questions.
D) It includes recording consumers' first impression about products.
E) It is used to formulate and define a problem more clearly.

Question 55

Ben Grissom has decided to use information collected by the U.S. government in his upcoming research project on cultural trends. This is an example of using a _____ data source.

A) referential
B) secondary
C) tertiary
D) parallel
E) derived

Question 56

Which of the following is a problem associated with the use of secondary data?

A) Defining the research problem.
B) Communicate the results.
C) Reliability of data.
D) Storage of data.
E) Relevance of data.

Question 57

In the international arena, the greatest problem in sampling stems from:

A) the lack of adequate demographic data from which meaningful samples can be drawn.
B) the lack of expertise in designing sampling layouts for a non-domestic market.
C) the higher probability of foreign government intervention in the sampling process.
D) the inability of international market researchers to speak foreign languages.
E) the difficulty in determining sample size suitable for the relevant foreign market.

Question 58

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) analytical
C) descriptive
D) deductive
E) explanatory

Question 59

Before launching its latest line of environment-friendly and child-friendly wooden toys, a toy manufacturer gave samples of those toys to a large and culturally diverse set of families. It then conducted a survey where the parents were asked to rate the toys on a step-wise scale of "not satisfied" to "extremely pleased." This is an example of _____ research.

A) quantitative
B) analytical
C) descriptive
D) deductive
E) explanatory

Question 60

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. Mary Hills is carrying out a _____ research.

A) deductive
B) qualitative
C) tertiary
D) secondary
E) analytical

Question 61

Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Jerry Motors, he believes that it is entirely proper to use American campaigns in the Japanese market. He was surprised to learn that a slogan "Body by Arnold" (the company that makes external structures for Jerry Motors) loosely translated in Japanese to mean "Corpse by Arnold." Which of the following problems did Mr. Bressler experience with his company's advertising in this scenario?

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

Question 62

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

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

Question 63

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 primary research.
B) reduction in the cost of conducting primary research.
C) increase in response for surveys conducted using the Internet.
D) ability to overcome legal barriers to conducting primary research.
E) ability to easily access volumes of secondary data.

Question 64

By systematically monitoring chat rooms, blogs, and personal websites to assess consumers' opinions about the new line of health drinks that his company has launched, Harry is engaging in the practice of _____.

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

Question 65

Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques?

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

Question 66

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) anthropological
C) psychological
D) sociological
E) multicultural

Question 67

In the _____ method, successive translation and retranslation of a questionnaire takes place, each time by a different translator, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages.

A) serial translation
B) triangulation
C) back translation
D) netnography
E) decentering

Question 68

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

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

Question 69

Decentering is a hybrid of _____ translation.

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

Question 70

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

Question 71

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

A) A derivatized sample.
B) A cluster sample.
C) A convenience sample.
D) A systematized sample.
E) A probability sample.

Question 72

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

A) serial
B) parallel
C) back
D) simultaneous
E) complimentary

Question 73

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) Decentering.
C) Linear translation.
D) Complimentary translation.
E) Parallel translation.

Question 74

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

A) indemnification
B) simulation
C) morphing
D) modeling
E) triangulation

Question 75

A toy manufacturer conducted a survey to estimate the market demand for its specialized wood-based toys in a foreign country. For the survey, it interviewed all the households of the four largest cities of that country without making any distinction between those with children and those without. The market demand forecast based on this survey failed to match the actual demand for the toys. Which of the following is the most likely reason for this failure?

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 76

The most universal survey research problem in foreign countries is the _____ barrier.

A) technological.
B) legal.
C) cultural.
D) literacy.
E) language.

Question 77

Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods?

A) Probabilistic forecasting
B) Expert opinion
C) Simulation
D) Extrapolation
E) Scenario building

Question 78

Which of the following is a method of demand forecasting that is particularly suitable for international marketers?

A) Probabilistic forecasting
B) Analogy
C) Simulation
D) Extrapolation
E) Scenario building

Question 79

Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques?

A) Simultaneous translation
B) Parallel translation
C) Serial translation
D) Linear translation
E) Re-centering

Question 80

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.