Exam 8: Developing a Global Vision Through Marketing Research

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

Cho is having difficulty with her company's advertising in Japan. As a representative of Cherry Motors, she intends to use American campaigns in the Japanese market. She is surprised to learn that the slogan "Body by Bass" (the company that makes external structures for Cherry Motors) loosely translated in Japanese means "Corpse by Bass." Which of the following problems did Cho experience with her company's advertising in this scenario?

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

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?

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

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.

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.

A review of the different approaches to multicountry research suggests that the ideal approach is to have local researchers in each country, with close coordination and networking between the client company and the local research companies.

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. In which model do cultural and organizational barriers cross simultaneously, thus maximizing chances for miscommunication?

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

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

Discuss four potential problems associated with gathering primary data in the international arena.

International marketers often need to collect certain types of information not normally collected by domestic marketing researchers. Unisys Corporation gives some guidance about the kind of information that organizations need to collect in the international environment during planning. List and briefly discuss each of the five types of information suggested by the Unisys Corporation model.

With references to international marketing research, discuss four problems related to the availability and use of secondary data.

What is a disadvantage of decentralized research management?

One disadvantage of decentralized research management is possible ineffective communication with

In Japan, ________ refers to the factual truth, irrespective of the damage it might do to the social relationships within and between Japanese companies.

Compare and contrast back translation and parallel translation.

Sarah asks the respondents in a research study a series of open-ended questions about the respondents' feelings and thoughts on the subject of child labor. Sarah is conducting ________ 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.