Exam 8: Developing a Global Vision Through Marketing Research

Before launching its latest line of health drinks, a beverage manufacturer provided free samples of the health drinks to families. It then conducted a survey with mostly open-ended questions in which the participants were asked about their first impressions about the drinks. This is an example of ________ research.

Checking the consistency of one set of secondary data with other valid data is not an effective way of judging validity.

If secondary data sources don't answer a researcher's questions adequately, primary data should be collected.

Discuss the key features of quantitative research, and contrast it with qualitative research..

In Japanese corporate culture, which action is most likely to constitute a typical significant impediment to averting and responding to a crisis?

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?

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?

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?

In the context of sources of data, commercial sources, trade associations, management groups, and state and local governments are examples of ________ data.

Data that has already been collected by some other agency are known as secondary data.

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

The parallel method of translation is typically inaccurate because of commonly used idioms in both languages involved in the translation.

Qualitative research studies

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

List the six steps in the research process.

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 responses.

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

Completion rates on questionnaires can be hampered by a culture that places a higher value on privacy.

Marco has decided to use information collected by other researchers in his upcoming research project on cultural trends. This is an example of using a ________ data source.

The text describes four kinds of company-agency-customer relationships that might be used to bridge the cultural barrier that is present in most international marketing research. Which is deemed to be best suited for managing the cultural barrier across the chain of communication?