Question 1

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.

Accepted Answer

The ability to conduct primary research is one of the exciting aspects about the Internet. However, the potential bias of a sample universe composed solely of Internet respondents presents some severe limitations, and firms vary substantially in their abilities to turn data collected into competitive advantages.

Question 2

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

Accepted Answer

In all countries all marketing communications, including research questionnaires, must be written perfectly. If not, consumers and customers will not respond with accuracy, or even at all. The obvious solution to this problem is having questionnaires prepared or reviewed by a native speaker of the language of the country.

Question 3

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

Accepted Answer

Triangulation is the key in using expert opinion to help forecast demand and it involves comparing estimates produced by different sources.

Question 4

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.

Accepted Answer

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

Question 5

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

Accepted Answer

Decentering is a hybrid of back translation. It is a successive process of translation and retranslation of a questionnaire, each time by a different translator.

Question 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

In back 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. This process often pinpoints misinterpretations and misunderstandings before they reach the public.

Question 8

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.

Accepted Answer

Today the real power of the Internet for international marketing research is the ability to easily access volumes of secondary data. These data have been available in print form for years, but now they are much easier to access and, in many cases, are more current.

Question 9

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.

Accepted Answer

Depending on the size and degree of involvement in foreign marketing, a company in need of foreign market research can rely on an outside, foreign-based agency or on a domestic company with a branch within the country in question.

Question 10

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

Accepted Answer

Analogy method of forecasting demand assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country.

Question 11

_____ 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.

Accepted Answer

Greater uncertainties and data limitations typically create problems in demand forecasting in foreign markets.

Question 12

Decentering is a hybrid of _____ translation.
A) parallel
B) rollback
C) linear
D) random
E) back

Accepted Answer

Decentering, is a hybrid of back translation. It is a successive process of translation and retranslation of a questionnaire, each time by a different translator.

Question 13

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

Accepted Answer

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

Question 14

The maximum number (80 percent) of homepages on the Internet are in _____ language.
A) English
B) Japanese
C) German
D) French
E) Spanish

Accepted Answer

The percentage of home pages by language is as follows: English, 80 percent; Japanese, 4 percent; German, 3 percent; French, 2 percent; Spanish, 1 percent; and all others less than 1 percent each.

Question 15

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

Accepted Answer

For many market estimation problems, particularly in foreign countries that are new to the marketer, expert opinion is advisable. In this method, experts are polled for their opinions about market size and growth rates.

Question 16

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

Accepted Answer

Multicultural research involves countries that have different languages, economies, social structures, behavior, and attitude patterns.

Question 17

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

Accepted Answer

To deal with problems in analyzing and interpreting research information in the international marketplace, the researcher must posses a creative talent for adapting research methods.

Question 18

The fastest growing market for the Internet is now ____.
A) America
B) Germany
C) Australia
D) China
E) France

Accepted Answer

The fastest growing market for the Internet is now China, with 375 million users at last count.

Question 19

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

Accepted Answer

With reference to the worldwide demographics, the average Internet usage time per person is 2.5 hours per week.

Question 20

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

Accepted Answer

The analogy 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.

Quiz 8: Developing a Global Vision Through Marketing Research

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

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

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

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:

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.

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

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:

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

Decentering is a hybrid of _____ translation.

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

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

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.

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.

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?

The fastest growing market for the Internet is now ____.

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

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.