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 a large and culturally diverse set of families. It then conducted a survey with mostly open-ended questions where the participants were asked about their first impressions about the drinks. This is an example of _____ research.

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

By systematically monitoring chat rooms, blogs, and personal websites to assess consumers' opinions about the new line of health drinks that his company has launched, Harry is engaging in the practice of _____.

Write a short note on the expert opinion method of demand forecasting.

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

Which of the following types of samples is most likely to be used by researchers when detailed and accurate information is not available for a sample universe?

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

Bert Wong has decided to pursue a marketing research effort to acquire information before his company makes a strategic relocation move to the West Coast. Which of the following marketing research process steps would be the first step that Bert (and the marketing researchers) should take as he embarks on the research effort?

Qualitative 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.

Compare and contrast back translation and parallel translation.

Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Jerry Motors, he believes that it is all right to use American campaigns in the Japanese market. He is surprised to learn that a slogan "Body by Arnold" (the company that makes external structures for Jerry Motors) loosely translated in Japanese means "Corpse by Arnold." Which of the following problems did Mr. Bressler experience with his company's advertising in this scenario?

The marketing research process should begin with the determination of the sources of information to fulfill the research objectives.

Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques?

Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods?

Which of the following is the last step of the market research process?

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 of the following is deemed to be best suited for managing the cultural barrier across the chain of communication?

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

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.

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

To deal with the problems in analyzing and interpreting research information in international market, a marketing researcher must possess three talents. Which of the following is one of those talents?