Deck 6: International Marketing Research: Practices and Challenges

Question 1

According to a segmentation study, Chinese consumers are more likely to go through skin care regimens and rituals, unlike Western women, who have less patience for rituals.

Answer 1

False
According to a segmentation study, Chinese consumers enjoy going through skin care regimens and rituals, unlike Western women, who have less patience for rituals.

Question 2

Russian consumers spend more than Western European consumers on cosmetics and toiletries.

Answer 2

True
Russians spend 1.3 percent of GDP on cosmetics and toiletries, double what Western Europeans spend.

Question 3

Plant and warehouse location studies are NOT examples of distribution research.

Answer 3

False
Examples of distribution research are plant/warehouse location studies, as well as evaluations of the transport infrastructure (roads, shipping, and warehousing infrastructure). This material is in the "Distribution Research" section (6-3d).

Question 4

The extent to which Sony's offer of financial incentives to electronics salespeople in Ahmedabad, India, is likely to increase sales of the Sony brand is an example of descriptive research.

Question 5

Russian women focus primarily on outward appearance and strive to make a bold personal statement.

Question 6

Most Asian consumers have low levels of brand loyalty.

Question 7

Behavioral intentions studies are conducted to identify market segments, profiles of heavy product users, and occasions for consumption.

Question 8

Proctor & Gamble made a marketing blunder in Japan when it initially launched a thinner diaper.

Question 9

Companies selling consumer products are especially prone to experiencing product failure in foreign markets.

Question 10

When a company wants to use coupons and promotions in a foreign country, the first thing it must do is research what types of advertising people will best respond to, rather than to check on the legality of premiums and coupons in these target markets.

Question 11

Green signifies abundance in the Amazon region and disease in the Middle East.

Question 12

Phillip Morris advertises its Lark and Parliament brands in Japan and China using glamorous American images.

Question 13

According to a recent study of Chinese market segments, Chinese consumers prefer lively colors, and bright and bold packaging for their products.

Question 14

In countries where salespeople typically keep the change, it is important to price the product a few pennies below the amount that can be paid using larger currency denominations.

Question 15

In Guangzhou, China, Frito-Lay's Cheetos aren't cheesy at all.

Question 16

Giving away "money-off" vouchers is illegal in the UK.

Question 17

In Ecuador, transportation between the capital city and Guayquill is likely to encounter difficulties since the transportation infrastructure between the two locations is complicated by the terrain.

Question 18

Product testing evaluates the extent to which the product conforms to local tastes.

Question 19

Researching individual exporter and importer expertise and local influence is unnecessary in terms of predicting a firm's success in a particular market.

Question 20

Export research is an example of research in the study of industry, market characteristics, and market trends.

Question 21

Non-systematic observation is a characteristic of quantitative research.

Question 22

Experimental research has the highest validity and reliability of all types of research.

Question 23

Export research is an example of a ____ study

A)Industry, market characteristics, and market trends
B)Consumer segmentation
C)Test marketing
D)Buyer behavior

Question 24

Which of the following is not true regarding the buying behavior of Asian countries?

A)In most Asian countries, consumers are individualists when it comes to purchases.
B)In most Asian countries, consumers are brand loyal.
C)In most Asian countries, consumers are more concerned with price than with quality.
D)In most Asian countries, shopping tends to be done in groups.

Question 25

Which of the following are examples of studies of industry, market characteristics, and market trends?

A)Acquisition analysis.
B)Diversification analysis.
C)Market-share analysis.
D)All of the above are examples of these studies.

Question 26

Emic instruments are culture free and extremely difficult to develop.

Question 27

Brand preference research falls into which category of research?

A)Buyer behavior research
B)Product research
C)Distribution research
D)Promotion research

Question 28

Themes that are functionally and conceptually equivalent across nations, such as the universal concept of "affection," manifest themselves similarly in different environments.

Question 29

Although demographic data are often requested at the end of U.S. questionnaires, in many countries it is more appropriate to request this information at the beginning of the questionnaire.

Question 30

Even if the same scale is used in different cultures, and the researcher has subjected the scale to decentering techniques, the same scale is likely to have different reliabilities when administered in different countries.

Question 31

In developed countries, research examining family consumption patterns is typically going to survey the extended family.

Question 32

Internationally, the cheapest survey method is the phone survey.

Question 33

In addition to handling research obstacles usually encountered when conducting research in their own countries, international marketing researchers also have to

A)Address specifics of the international market
B)Deal with respondents who are not used to researchers collecting data in their country
C)Deal with respondents who are suspicious of foreign researchers
D)All of the above

Question 34

In certain countries, such as France and Italy, there is a preference for quantitative data.

Question 35

Reliable sources of data include the World Bank, the United Nations Development Program, and the Organization of Economic Cooperation and Development.

Question 36

In Eastern cultures, responses are likely to be affected by "acquiescence bias" whereby consumers agree in order to please the interviewer.

Question 37

A typical semantic differential scale, anchored by words with opposite meanings is easy to understand across most cultures.

Question 38

Time series and econometric models are dependent on the availability of historical data.

Question 39

Governments in developing countries often exaggerate poverty figures.

Question 40

In the jury of expert opinion method of forecasting, obtaining a consensus or aggregate forecast may be difficult to achieve.

Question 41

In which country is giving away money-off vouchers illegal?

A)United Kingdom
B)Ireland
C)Spain
D)Germany

Question 42

In Poland and Romania, simple packaging implies

A)a generic brand
B)that the company does not advertise
C)a fresh product without additives
D)that you should not buy it

Question 43

The researcher who understands that the meaning of household in the U.S. is different form the meaning of household in many developing countries understands the international constraint of:

A)conceptual equivalence
B)functional equivalence
C)primary data
D)secondary data

Question 44

The researcher who realizes that jewelry is used to advertise status in some countries while it is used to accumulate wealth in others understands the international constraint of:

A)conceptual equivalence
B)functional equivalence
C)primary data
D)secondary data

Question 45

Proctor & Gamble Japan may not have failed in its marketing of Pampers to Japanese mothers if it had conducted a:

A)brand awareness study
B)consumer segmentation study
C)a product packaging design study
D)a brand attitude study

Question 46

According to the text, which question is a good identification of a research problem?

A)What are French consumers' entertainment needs?
B)Will enough French consumers pay an additional 20 FFr. to gain access to a specific American movie channel to make an investment in such a business worthwhile?
C)What should be the price of this service in order to draw sufficient subscribers?
D)All of the above questions represent a good identification of a research problem.

Question 47

Which of the following is an example of product research?

A)Studies of plant location
B)Studies of warehouse location
C)Studies of the transport infrastructure
D)Test marketing

Question 48

In which region does the color green signify disease?

A)North Africa
B)Middle East
C)Amazon
D)North America

Question 49

Which consumers want to impress at any price focusing primarily on outward appearance and striving to make a bold personal statement?

A)Canadian consumers
B)Russian consumers
C)Chinese consumers
D)Saudi consumers

Question 50

For what type of study would it make a difference if the road between a country's two major cities was on rough, mountainous terrain?

A)plant/warehouse location studies
B)channel performance and coverage studies
C)import/export analyses
D)promotion research

Question 51

Research that examines how frequently shoppers in Cairo shop for food items or whether they prefer to shop for meat products in state stores is an example of:

A)experimental research
B)causal research
C)descriptive research
D)product research

Question 52

Which of the following is NOT an example of promotion research

A)advertising research
B)salesforce compensation research
C)quota studies
D)All of the above are examples of promotion research

Question 53

____ evaluates the extent to which the product conforms to local tastes.

A)Brand name testing
B)Product testing
C)Concept development and testing
D)None of the above

Question 54

Which of the following is NOT an example of distribution research?

A)Studies of plant location
B)Studies of warehouse location
C)Studies of the transport infrastructure
D)All of the above are examples of distribution research

Question 55

Which statement regarding Kazakstan's infrastructure is true?

A)Kazakstan has an extensive railway network that carries products within the country.
B)Kazakstan has a well-developed highway system that allows trucks to move product within the country.
C)Kazakstan's telecommunications infrastructure is well developed, resulting in new e-business start-ups.
D)All of the statements are true.

Question 56

Which consumers prefer less color and simple graphics and typography on their product packages?

A)Canadian consumers
B)Russian consumers
C)Chinese consumers
D)Saudi consumers

Question 57

Which of the following is not true regarding consumer segmentation studies?

A)They may be used to identify consumer preferences.
B)They are conducted to identify market segments.
C)They may be used to identify profiles of heavy product consumers.
D)They may be used to identify occasions for consumption.

Question 58

Which of the following statements is true regarding Chinese cosmetics consumers?

A)Chinese women focus primarily on outward appearance and strive to make a bold personal statement.
B)Chinese consumers spend 1.3 percent of GDP on cosmetics and toiletries.
C)Chinese consumers prefer less color and simple graphics and typography for their product package.
D)All of the above are true regarding Chinese cosmetics consumers

Question 59

Which of the following statements is false regarding Russian cosmetics consumers?

A)Russian women focus primarily on outward appearance and strive to make a bold personal statement.
B)Russian consumers spend 1.3 percent of GDP on cosmetics and toiletries.
C)Russian consumers prefer less color and simple graphics and typography for their product package.
D)All of the above are true regarding Russian cosmetics consumers

Question 60

Which of the following is NOT an example of international product research?

A)Brand name testing
B)Product testing
C)Concept development and testing
D)All of the above are examples of product research

Question 61

Parallel translation is an example of a(n)

A)observational study.
B)decentering technique.
C)content analysis.
D)semantic differential scale.

Question 62

_________________________ identifies the extent to which the product conforms to local tastes.

Question 63

Counting the number of times preselected words, themes, symbols, or pictures appear in a medium with verbal and/or visual content is an example of

A)content analysis
B)observational research
C)causal research
D)decentering

Question 64

Which statement regarding naturalistic inquiry is false?

A)Naturalistic inquiry is a form of qualitative research.
B)In naturalistic inquiry, the researcher is part of the behavior.
C)Naturalistic inquiry uses deductive reasoning.
D)All of the statements are true.

Question 65

Which of the following is an example of qualitative research?

A)Experiments
B)Focus Groups
C)Surveys
D)Content analysis

Question 66

Research examining brand preferences and brand attitudes falls into the category of _________________________ research.

Question 67

Warranties have different meanings in different countries. For example,

A)in China warranties are illegal.
B)in Eastern Europe products can't be returned, even if under warranty.
C)in Germany, all products are required to have warranties.
D)U.S. warranties are often much more generous that warranties found in China.

Question 68

Which form of observational research is most likely to be used in developing, low-income countries?

A)Ethnography
B)Garbology
C)Physiological measurement
D)Response latency

Question 69

______________________________ studies are helpful in determining the overall product strategy for the product and the price that the market will bear for the respective product category.

Question 70

To estimate the anticipated adoption rate of cellular phones in Latvia, a firm identified the proportion of new adopters in Estonia, a neighboring country that shares a similar history with Latvia, but where cellular phones are widely available. This is an example of

A)country performance analogy
B)product performance analogy
C)the Delphi method
D)POS projection

Question 71

______________________________ studies are conducted to identify profiles of heavy product consumers, as well as occasions for consumption.

Question 72

Ideally, a global marketing decision support system should be

A)regressive
B)etic
C)static
D)discovery-oriented

Question 73

Experimental research findings are

A)difficult to transfer across countries.
B)easily generalizable to similar environments.
C)inexpensive to gather.
D)an example of descriptive research.

Question 74

Infrastructure factors influence data collection methods. Which of the following is a false statement regarding international data collection.

A)Using the telephone book as the sampling frame is problematic because it restricts the sample to landline subscribers, who are likely to differ from the target population.
B)Saudi Arabia's efficient mail systems encourage the use of mail surveys over phone surveys.
C)Because most subscribers in low-income countries do not have to pay for phone calls they receive, telephone interviewing is much easier than in the past.
D)All of the above are true.

Question 75

Which method of research is not an example of quantitative research?

A)Content analysis
B)Focus groups
C)Surveys
D)Experiments

Question 76

Which statement regarding survey research is accurate?

A)Survey research is an example of descriptive research.
B)The cheapest survey method is mail questionnaires.
C)High levels of illiteracy make the use of mail questionnaires almost impossible in some countries.
D)All of the above are true.

Question 77

"Supermarkets" have different meanings in different countries. Which statement regarding supermarkets is not accurate?

A)A U.S. supermarket is typically a large store belonging to a national or regional chain.
B)A Polish supermarket is probably made up of different stores that carry an assortment of products.
C)Supermarkets in Switzerland carry a larger variety of products, but not as wide an assortment of competing brands as their U.S. equivalents.
D)Supermarkets in Germany carry a smaller variety of products, but a wider assortment of competing brands than their US. equivalents.

Question 78

In order to estimate the adoption rate of Internet service in Sri Lanka, it may be appropriate to evaluate the adoption rate of computers in this country. This is an example of

A)country performance analogy.
B)product performance analogy.
C)the Delphi method.
D)POS projection.

Question 79

Which of the following is not a characteristic of qualitative research?

A)Fewer respondents belonging to a non-random sample
B)Use of highly structured research methodologies
C)Researcher involvement as participant
D)Nonsystematic observation

Question 80

___________________________________ is the systematic design, collection, recording, analysis, interpretation and reporting of information pertinent to a particular marketing decision facing the company operating internationally.