Exam 8: Developing a Global Vision Through Marketing Research

What are the various advantages and disadvantages of the decentralization of the international marketing research function?

Commercial sources, trade associations, management groups, and state and local governments are good sources of primary data for a researcher.

A toy manufacturer has excellent sales figures for its toys in country A, but inadequate figures in the neighboring country B. In country A, 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 B, per capita demand for the toys can be estimated using the relationships established in country A. Which of the following methods of forecasting does this example illustrate?

A toy manufacturer conducted a survey to estimate the market demand for its specialized wood-based toys in a foreign country. For the survey, it interviewed all the families in four rural towns of that country but it did not have sufficient information to make the distinction between those with children and those without children. The market demand forecast based on this survey failed to match the actual demand for the toys. Which of the following is the most likely reason for this failure?

Which statement is true about the reliability of secondary data while conducting market research?

What country has a hierarchical, relationship-based corporate culture?

Quantitative research is helpful in revealing the impact of sociocultural factors on behavior patterns and in developing research hypotheses that can be tested in subsequent studies.

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.

________ data refers to the data that are collected specifically for the particular research project at hand when research questions are still unanswered after seeking all reasonable secondary data sources.

What question should a marketing researcher ask when trying to establish the reliability of secondary data sources in the international arena?

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.

Lola, along with many of her friends, grew up in a very poor country and didn't attend school. A consumer products company wants to do marketing research in her country and plans to send out a survey. What problem is most likely to hamper the research using this tool?

Explain at least four uses of the Internet in international marketing research.

Define the analogy method of demand forecasting, and give an example of how it could be used.

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

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.

In quantitative research, if questions are asked, they are almost always open-ended or in-depth.

Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. What is one of these techniques?

An American marketing research company wanted to use a survey to determine if it was feasible to build shopping centers in several countries. Since all of the countries spoke a different language, the company used two translators for each country-one to translate it into the native language, and one to translate it back into English. The original document was revised repeatedly until the translated version matched it in meaning. This describes the process of

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?