Exam 8: Developing a Global Vision Through Marketing Research

In a process known as ___________,a successive process of translation and retranslation of a questionnaire occurs.In this process each time there are translations by a different translator.The process is repeated until all language difficulties or differences are resolved.

Discuss the differences between traditional marketing research and international marketing research.

Most problems in collecting primary data in international marketing research stem from the excessive cost of primary research in these markets.

In Web visitor tracking,servers automatically track visitors' ________ and ____________ through websites.

One of the advantages that U.S.marketing researchers have over other international marketing researchers is the fact that U.S.marketing researchers have almost as much information about world markets and countries as they do on the domestic U.S.market.

The ___________ process should begin with a definition of the research problem and the establishment of specific research objectives.

With respect to conducting research,one of the exciting aspects about the Internet is __________.

Assuming the research problem is well defined and the objectives are properly formulated,the success of primary research in an international arena hinges on the ability of the researcher to:

Discuss the differences between back translation and parallel translation in international marketing research.

Which of the following reasons best describes why much of secondary research provided by foreign governments is suspect with respect to reliability?

Information is the key component in developing successful marketing strategies and avoiding major marketing blunders.

Marketers use three different techniques to ferret out translation errors ahead of time.Which of the following would be one of those techniques?

In back translation the questionnaire is translated from one language to another,and then a secondary party translates it back into the original.

Back translations of questionnaires always ensure an accurate translation because of commonly used idioms in both languages.

The ability to conduct primary research is one of the exciting aspects of the __________.

The basic difference between domestic and foreign market research is:

There are two primary differences between international marketing research and domestic research.One of these differences is that international marketing research is always more expensive to conduct.

Demonstrate the difference between quantitative and qualitative research.

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

Mark Bressler is having great difficulties with his company's advertising in Japan.As a representative of Ford Motor Company he believes that it is entirely proper to use American campaigns in the Japanese market.He was very surprised to learn that a slogan "Body by Fisher" (the company that makes Ford undercarriages)translated in Japanese as "Corpse by Fisher." Which of the following problems is Mr.Bressler experiencing with his company's advertising?