Question 1

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

Accepted Answer

Local researchers possess a deep understanding of their own market's cultural, social, and economic nuances, which is crucial for accurate data collection and analysis. Close coordination ensures that the research aligns with the client company's objectives while maintaining consistency across different markets.

Question 2

Natalie is reading government reports on the economy of Morocco so she can make a report to her manager about the viability of opening a branch of her company there. Which step in the marketing research process is Natalie conducting?
A) defining the research problem and establish research objectives
B) communicating the results to decision makers
C) analyzing, interpreting, and summarizing the results
D) considering the costs and benefits of the research effort
E) gathering the relevant data from secondary or primary sources, or both

Accepted Answer

Natalie is in the process of gathering relevant data from secondary sources (government reports on the economy of Morocco) to inform the decision about opening a branch of her company there. This step involves collecting information that already exists to help answer the research question.

Question 3

Businesspeople in Japan tend to respond to mail surveys at a higher rate than businesspeople in the U.S.

Accepted Answer

The answer of Businesspeople in Japan tend to respond to...

Question 4

Which type of information is Unisys Corporation 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 data
B) cultural, sociological, and political climate
C) overview of market conditions
D) summary of the technological environment
E) competitive situation

Accepted Answer

The information related to ecology, safety, and leisure time and their impacts on business is most closely associated with the cultural, sociological, and political climate. These areas reflect societal values, norms, and regulations that can affect business operations and strategy.

Question 5

Hal and his team have undertaken a marketing research study to help his company expand in the eastern European region. Which marketing research step is most likely to be the last step in Hal's research effort?
A) defining the research problem and establishing research objectives
B) analyzing, interpreting, and summarizing the results
C) effectively communicating the results to the decision makers
D) considering the costs and benefits of the research effort
E) gathering the relevant data from secondary or primary sources, or both

Accepted Answer

Effectively communicating the results to the decision makers is typically the last step in a marketing research study. This step ensures that the insights gained from the research are presented in a clear and actionable manner to those who will make decisions based on the findings.

Question 6

Bessie has decided to pursue a marketing research effort to acquire information before her company makes a strategic relocation move to the West Coast. What would be the first step that Bessie (and the marketing researchers) should take as she 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.

Accepted Answer

The first step in any marketing research effort is to clearly define the research problem and establish specific research objectives. This step ensures that the research is focused and relevant to the decision-making needs.

Question 7

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

Accepted Answer

A skeptical attitude helps in critically evaluating the reliability, validity, and relevance of data, ensuring that the research conclusions are based on accurate and trustworthy information.

Question 8

Centralization of the marketing research function in the parent country ensures that the field personnel and resident managers in the foreign country have more intimate knowledge of the subtleties of the market.

Accepted Answer

Centralization in the parent country often leads to a lack of intimate market knowledge among field personnel and resident managers in foreign countries, as they are further removed from the local market nuances and customer behaviors.

Question 9

In Japan, the public, face-saving truth is referred to as honne.

Accepted Answer

In Japan, the public, face-saving truth is referred to as "tatemae," while "honne" refers to a person's true feelings and desires.

Question 10

________ 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) Marketing exposure
E) Target marketing

Accepted Answer

Marketing research is the process that involves the systematic gathering, recording, and analyzing of data to generate information that is useful in marketing decision making. This definition aligns with choice C, distinguishing it from the other options which refer to different concepts within marketing.

Question 11

Two methods of forecasting demand are particularly suitable for international marketers: probabilistic forecasting and reference-class forecasting.

Accepted Answer

The answer of Two methods of forecasting demand are particularly...

Question 12

Once a researcher has defined the research problem and established research objectives, the researcher should
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.

Accepted Answer

Determining the sources of information to fulfill the research objectives is the next logical step after defining the research problem and establishing research objectives, as it involves planning how to gather the necessary data.

Question 13

As a marketing researcher for his company, Rashid was tasked with determining the market size and growth rate of the company's new target market in a foreign country. He polled the sales manager for a similar company in the country, gathered information from government sources, and talked to his domestic manager. Rashid was using triangulation to help forecast demand.

Accepted Answer

Triangulation involves using multiple data sources or methods to investigate a single topic, enhancing the reliability of the findings. Rashid's approach of consulting different sources (sales manager, government sources, domestic manager) exemplifies this method.

Question 14

Observational research on the Internet typically excludes monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services for privacy reasons.

Accepted Answer

Observational research on the Internet often includes monitoring public forums such as chat rooms, blogs, and personal websites to gather data on consumers' opinions about products and services, as these are considered public spaces where people voluntarily share their views.

Question 15

What is the first step of the marketing research process?
A) determining the sources of information to fulfill the research objectives
B) analyzing, interpreting, and summarizing the results
C) defining the research problem and establishing research objectives
D) considering the costs and benefits of the research effort
E) gathering the relevant data from secondary or primary sources, or both

Accepted Answer

The first step in the marketing research process is defining the research problem and establishing research objectives. This step is crucial as it sets the direction for the entire research project by clearly stating what needs to be investigated.

Question 16

Which type of information is Unisys Corporation most likely to be interested in if it conducts a general noneconomic review of conditions affecting the division's business, such as ecology and leisure time?
A) monetary and demographic data
B) cultural, sociological, and political climate
C) overview of market conditions
D) summary of the technological environment
E) competitive situation

Accepted Answer

A general noneconomic review focusing on aspects like ecology and leisure time would involve understanding the cultural, sociological, and political climate, as these areas directly influence and are influenced by ecological concerns and how people spend their leisure time.

Question 17

Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation 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 data
B) cultural, sociological, and political climate
C) overview of market conditions
D) summary of the technological environment
E) competitive situation

Accepted Answer

Economic and demographic data include information on profitability, inflation, and business cycle trends, which are crucial for assessing the economic environment and potential market opportunities.

Question 18

When Sophia created her questionnaire on Paris fashions, she created it in English, then it went through a successive process of translation into French and retranslation into English, each time by a different translator. This process continues to be repeated until an English version can be translated into French by a different translator, into the same English. This process is known as decentering.

Accepted Answer

Decentering is a method used in cross-cultural research and translation to ensure that a questionnaire (or any text) is culturally neutral and that its translated version accurately reflects the original content. By translating and retranslating the text through different languages and back to the original, the goal is to remove any cultural biases and ensure the text's meaning remains consistent across languages.

Question 19

What should an organization do once it has determined the sources of information to fulfill the marketing research objectives?
A) Gather the relevant data from secondary or primary sources, or both.
B) Analyze, interpret, and summarize the information gathered.
C) Consider the costs and benefits of the research effort.
D) Effectively communicate the results to decision makers.
E) Conduct surveys and in-depth interviews with the respondents.

Accepted Answer

The answer of What should an organization do once it...

Question 20

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

Accepted Answer

The Internet provides international marketing researchers with easy access to vast amounts of secondary data, which can be quickly and cost-effectively obtained, making it a significant advantage for conducting research across different markets and countries.

Quiz 8: Developing a Global Vision Through Marketing Research

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

Natalie is reading government reports on the economy of Morocco so she can make a report to her manager about the viability of opening a branch of her company there. Which step in the marketing research process is Natalie conducting?

Businesspeople in Japan tend to respond to mail surveys at a higher rate than businesspeople in the U.S.

Which type of information is Unisys Corporation 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?

Hal and his team have undertaken a marketing research study to help his company expand in the eastern European region. Which marketing research step is most likely to be the last step in Hal's research effort?

Bessie has decided to pursue a marketing research effort to acquire information before her company makes a strategic relocation move to the West Coast. What would be the first step that Bessie (and the marketing researchers) should take as she embarks on the research effort?

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

Centralization of the marketing research function in the parent country ensures that the field personnel and resident managers in the foreign country have more intimate knowledge of the subtleties of the market.

In Japan, the public, face-saving truth is referred to as honne.

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

Two methods of forecasting demand are particularly suitable for international marketers: probabilistic forecasting and reference-class forecasting.

Once a researcher has defined the research problem and established research objectives, the researcher should

Observational research on the Internet typically excludes monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services for privacy reasons.

What is the first step of the marketing research process?

Which type of information is Unisys Corporation most likely to be interested in if it conducts a general noneconomic review of conditions affecting the division's business, such as ecology and leisure time?

What should an organization do once it has determined the sources of information to fulfill the marketing research objectives?

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