Exam 8: Developing a Global Vision Through Marketing Research

One of the reliability problems faced by a marketing researcher who seeks to do secondary research in a foreign market is that official statistics are sometimes too optimistic.

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 ecology, safety, and leisure time and their potential impacts on the division's business?

Write a short note on the analogy method of demand forecasting.

Which of the following countries comes a close second to the United States with respect to the quantity and quality of the marketing-related data available?

Which of the following questions should be asked by a marketing researcher when trying to establish the reliability of secondary data sources in the international arena?

Alex's research focuses on exploring countries that have different languages, economies, social structures, behavior, and attitude patterns. In this case, Alex is most likely engaged in _____ research.

_____ is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making.

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

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?

Checking the consistency of one set of secondary data with other data of known validity is an effective and often-used way of judging validity.

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

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

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.

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?

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.

If, after seeking all reasonable secondary data sources, research questions are still not adequately answered, a market researcher must collect primary data.

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

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.

In international marketing, the greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples.

List the various uses of the Internet in international marketing research.