Deck 6: Markets and Segmentation in an International Context

Question 1

The systematic gathering,storing,and analyzing of marketplace information for use in strategic decision making is:

A) Market research
B) Product research
C) Scientific method
D) Segmentation research
E) Promotion research

Answer 1

A

Question 2

The final step of the international market research process is:

A) Define the problem
B) Complete a cost/benefit analysis
C) Develop a research design
D) Collect data
E) Formulate conclusions and write a report

Answer 2

E

Question 3

Cultural sensitivity to advertising messages is particularly relevant in what type of research?

A) Product research
B) Promotion research
C) Pricing research
D) Distribution research
E) Segmentation research

Answer 3

B

Question 4

Which type of research not only studies consumer needs,but on legal requirements and restrictions as well?

A) Product research
B) Promotion research
C) Pricing research
D) Distribution research
E) Segmentation research

Question 5

Which of the following statements regarding the reliability and validity of international marketing studies is true?

A) Validity and reliability do not apply to secondary research studies.
B) Validity and reliability do not apply to primary research studies.
C) Validity and reliability are easiest to measure for secondary data sources.
D) Validity and reliability are more difficult to assess when using secondary data sources.
E) Validity and reliability are more difficult to assess when using primary data sources.

Question 6

Which of the following refers to the extent to which international marketing measures reflect the actual differences in a concept found across respondents as well as the overall level of accuracy of the measure?

A) Validity
B) Reliability
C) Testability
D) Accuracy
E) Test-retest reliability

Question 7

In an international marketing study,what measure assesses if a statement of cause and effect would apply to other settings and situations outside of the study?

A) Test-retest reliability
B) Internal validity
C) External validity
D) Psychometric accuracy
E) External reliability

Question 8

What is the first step of the international market research process?

A) Define the problem
B) Complete a cost/benefit analysis
C) Develop a research design
D) Develop a sample
E) Collect data

Question 9

Which of the following results when cause-and-effect relationships are correctly identified in an experiment?

A) Test-retest reliability
B) Internal validity
C) External validity
D) Psychometric accuracy
E) External reliability

Question 10

Which of the following is not a major source of primary data for international marketers?

A) Questionnaires
B) Internet surveys
C) Import statistics
D) Ethnographic studies
E) Observational studies

Question 11

Which of the following types of information would be easiest to find when an international marketer uses secondary data sources?

A) Consumer preferences
B) Consumer attitudes
C) City zoning laws
D) Import and export data
E) Future governmental policies

Question 12

The U.S.Department of Commerce,Euromonitor,and the World Bank all represent which sources of data?

A) Secondary
B) Primary
C) Collective
D) Formative
E) Reflective

Question 13

Investigating the use of coupons and bonus packs in China would be accomplished using:

A) Product research
B) Promotion research
C) Pricing research
D) Distribution research
E) Segmentation research

Question 14

Which of the following are data that are collected by an outside firm or agency in an international market project?

A) Secondary
B) Primary
C) Collective
D) Formative
E) Reflective

Question 15

The four "types" of international market research that are discussed in the text include all of the following except:

A) Product research
B) Promotion research
C) Pricing research
D) Distribution research
E) Segmentation research

Question 16

Which of the following statements regarding reliability of international marketing measures is true?

A) Reliable measures are not necessary in international studies because secondary data exist.
B) It is best to use more than one measure when measuring a concept in international contexts.
C) It is best to use one measure when measuring concepts because the measure will be valid.
D) Reliability of measures is not a concern if measures are proven to be valid.
E) If a measure is shown to be reliable, then it is not necessary to assess its validity

Question 17

Which of the following are data that are collected by the researcher or research team?

A) Secondary
B) Primary
C) Collective
D) Formative
E) Reflective

Question 18

Which of the following statements is true regarding primary and secondary data?

A) Given adequate budget resources, secondary data are more valuable than primary.
B) Given adequate budget resources, primary data are more valuable than secondary.
C) Given adequate budget resources, fewer employees are needed to collect primary data.
D) Given adequate budget resources, secondary data take longer to get than do primary data.
E) Given adequate budget resources, primary data are always more valid than secondary data.

Question 19

Which company began market research in India one year before attempting to enter the market?

A) Sanyo
B) Sony
C) Samsung
D) Honda
E) Ford Motor Company

Question 20

In China,many consumers arrive at supermarkets on foot,which highlights the importance of which of the following?

A) Product research
B) Promotion research
C) Pricing research
D) Distribution research
E) Segmentation research

Question 21

Which of the following refer to research results that are obtained from a sample that are able to correctly apply to a larger population?

A) Statistical reference
B) Statistical transference
C) Statistical reliance
D) Statistical inference
E) Statistical validity

Question 22

Which of the following are studies in which a researcher lives with respondents in their native environment?

A) Observational studies
B) Ethnographic studies
C) Qualitative studies
D) Quantitative studies
E) Experimental studies

Question 23

The latest research reveals that less than 1% of consumers in which country has access to the Internet?

A) China
B) Thailand
C) Ethiopia
D) Japan
E) Poland

Question 24

Which analysis occurs at the country level?

A) Primary analysis
B) Secondary analysis
C) Macro-level analysis
D) Micro-level analysis
E) Individual-level analysis

Question 25

The finding that consumers prefer the combination of sweet and sour tastes in India,which turns out to be true of most cultures,would demonstrate:

A) Reliability
B) Validity
C) Repeatability
D) Consistency
E) Communicability

Question 26

What kind of experiment is carried out within a realistic environment?

A) Embedded test
B) Embedded experiment
C) Test experiment
D) Test market
E) Test method

Question 27

What type of sample is one in which the probability of an element of the population being included is unknown?

A) Statistical
B) Nonparametric
C) Nonprobability
D) Random
E) Conjoint

Question 28

What is the name of the process used when an international researcher attempts to contact a subgroup of members of a population for inclusion in a research study?

A) Sampling
B) Inference
C) Statistical inclusion
D) Stratification
E) Conjoint analysis

Question 29

In international market research,what method relies on the opinions of experts?

A) Delphi method
B) Alpha method
C) Gamma method
D) Delta method
E) Sigma method

Question 30

Which type of risk reflects the stability of a country being studied?

A) Economic risk
B) Political risk
C) Primary risk
D) Secondary risk
E) Uncertainty risk

Question 31

The process in which two or more translators are used for each step of the back translation process is known as what?

A) Parallel translation
B) Parallel structuring
C) Parallel transference
D) Dual translation
E) Dual encoding

Question 32

Which of the following is not a challenge with administering surveys internationally?

A) Many people worldwide are illiterate.
B) Many consumers are difficult to reach, especially those in remote areas.
C) Many consumers are reluctant to record their true feelings due to cultural issues.
D) In many cultures, women are not allowed to respond to such instruments.
E) Most international consumers do not expect to complete a survey.

Question 33

What is the name of a sample in which each element in the population has a known,non-zero probability of being included in the study?

A) Random
B) Probability
C) Nonprobability
D) Stratified
E) Cluster

Question 34

The word household has different meanings in different cultures,a problem found in which concept?

A) Conceptual convergence
B) Conceptual divergence
C) Conceptual equivalence
D) Conceptual transference
E) Conceptual difference

Question 35

What kind of sample is a probability sample in which each element has an equal chance of being selected for a study?

A) Random
B) Probability
C) Nonprobability
D) Stratified
E) Cluster

Question 36

Which kind of technique is a nonprobability technique in which one respondent refers the researcher to the next respondent?

A) Snowballing
B) Wallflower
C) Discriminant
D) Stratified
E) Convenience

Question 37

Although there are difficulties in utilizing them in international marketing research,which type of research tool remains popular because they include groups of consumers of size eight to twelve?

A) Focus groups
B) Ethnographic studies
C) Observational studies
D) Survey designs
E) Experiments

Question 38

Which type of research method tends to work best when the international researcher is attempting to reach large samples?

A) Experiments
B) Quantitative methods
C) Qualitative methods
D) Ethnographic studies
E) Observational studies

Question 39

What type of analysis seeks to understand the attitudes,preferences,motivations,lifestyles,and intentions of individual consumers?

A) Primary
B) Secondary
C) Macro-level
D) Micro-level
E) Individual-level

Question 40

According to the text,which country was the target of high-visibility intellectual property raids in 2010?

A) Germany
B) Indonesia
C) China
D) India
E) Argentina

Question 41

According to the textbook,consumers in Poland do not view price as a positive signal of quality.

Question 42

The market research process links the organization to various constituent groups.

Question 43

International market research is used in managerial decision making across all aspects of the marketing program.

Question 44

One unethical technique that is sometimes used in international market research is:

A) Chugging
B) Slugging
C) Sugging
D) Smugging
E) Shoving

Question 45

What issues arise when respondents from different countries systematically score interview or survey questions differently?

A) Metric equivalence
B) Metric transference
C) Metric measurement
D) Metric allocation
E) Metric projection

Question 46

The four types of research considerations that are addressed in international market research include all of the following except:

A) Descriptive research
B) Comparative research
C) Contextual research
D) Theoretical research
E) Construct research

Question 47

All other things being held equal,a larger acceptable error term results in:

A) A smaller required sample size
B) A larger required sample size
C) A larger error term
D) A smaller error term
E) A smaller confidence interval

Question 48

According to the text,the international market research process typically follows a process that includes eight steps.

Question 49

One of the initial issues that an international market researcher faces is weighing the costs of performing the research against the associated costs of doing the project.

Question 50

A researcher who applies the self-reference criterion when performing international market research will most likely be objective during the process.

Question 51

If the standard deviation for a population is estimated to be 3,the level of error is set at .25,and the confidence level sought is equal to 95%,what sample size is needed for an international market research study that is examining consumer satisfaction with a product? (Assume a scale of "1 = extremely dissatisfied" and "10 = extremely satisfied")

A) 350
B) 554
C) 756
D) 1670
E) 2274

Question 52

When an international marketer performs taste tests for a beverage product across national boundaries,they are performing distribution research.

Question 53

All other things being held equal,a larger standard deviation in the population results in:

A) A smaller required sample size
B) A larger required sample size
C) A larger error term
D) A smaller error term
E) A smaller confidence interval

Question 54

Research indicates that consumers in Germany are generally more displeased with offensive advertisements that are consumers in China.

Question 55

Objectivity plays a key role in the scientific method.

Question 56

Which technique takes place when researchers examine differences between cultures or countries?

A) Snowball methods
B) Convenience
C) Descriptive research
D) Comparative research
E) Contextual research

Question 57

In an international market research study,the standard deviation for a population can be estimated by taking what fraction of the possible range of scaled responses?

A) 1/2
B) 1/3
C) 1/4
D) 1/6
E) 1/10

Question 58

What kind of method allows a researcher to examine the attitudes and behaviors of consumers that are relevant to one specific country?

A) Snowball
B) Convenience
C) Descriptive research
D) Comparative research
E) Contextual research

Question 59

Conducting quality research in domestic and international markets requires a good deal of subjectivity on the part of the researcher.

Question 60

Which technique is used when the researcher attempts to study cross-national groups and how consumers behave in a selected context?

A) Snowball methods
B) Convenience techniques
C) Descriptive research
D) Comparative research
E) Contextual research

Question 61

One reason why quantitative research designs are difficult in international market research is that staring is considered impolite in many cultures.

Question 62

The Delphi method relies strictly on consumer opinions in international market research.

Question 63

One disadvantage of relying on secondary market data in an international research project is that this form of data may not be readily available in less-developed nations.

Question 64

Parallel translation is the process in which two or more translators are used for each step of the back translation process.

Question 65

To demonstrate reliability,a researcher will use more than one measure when assessing marketing concepts.

Question 66

A macro-level analysis often occurs at the country level.

Question 67

As a general statement,consumers in the United States are quite open when expressing their honest opinions about products and services.

Question 68

Back translation is the process in which a survey is translated from an original language into a targeted language.

Question 69

A purchase simulation is a type of experiment that can be used in international market research.

Question 70

Secondary data are data that are collected by an outside agency and made available either free of charge or at a cost.

Question 71

International market researchers generally use either qualitative or quantitative research approaches,but rarely combine the two methods.

Question 72

Cultural norms can preclude the use of many qualitative research designs.

Question 73

Ethnographic research represents a qualitative research design in international markets.

Question 74

When a concept has different meanings in different cultures,the problem of cultural equivalencies arises.

Question 75

International qualitative research methods are researcher dependent.

Question 76

Two important types of validity are internal and external validity.

Question 77

One problem with sampling in international markets is that in many countries sample frames are not available.

Question 78

A survey represents a type of quantitative research design in international markets.

Question 79

A micro-level analysis seeks to understand behavior at the country or national level.

Question 80

Questionnaires represent a popular type of primary data technique.