Deck 8: Developing a Global Vision Through Marketing Research

Question 1

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.

Answer 1

False
Explanation: The most often used form of qualitative questioning is the focus group interview. Qualitative research seeks to interpret what the people in the sample are like-their outlooks, their feelings, the dynamic interplay of their feelings and ideas, their attitudes and opinions, and their resulting actions.

Question 2

The most universal survey research problem in foreign countries is fear of government reprisal.

Answer 2

False
Explanation: The most universal survey research problem in foreign countries is the language barrier.

Question 3

In the context of international marketing research, the environments within which the research tools are applied are often different in foreign markets.

Answer 3

True
Explanation: In the context of international marketing research, the environments within which the research tools are applied are often different in foreign markets.

Question 4

The ability to express attitudes and opinions about a product or concept depends on a respondent's ability to recognize the usefulness and value of such a product or concept.

Question 5

Convenience samples are predominantly used when detailed social, geographic, and economic information is available for the sample universe.

Question 6

Data collected specifically for a particular research project at hand is known as secondary data.

Question 7

If data have been already collected by some other agency, then such data sources are known as secondary data sources.

Question 8

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

Question 9

With respect to international marketing research, cultural differences among countries offer the best explanation for the unwillingness or the inability of many to respond to research surveys.

Question 10

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

Question 11

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

Question 12

In Italy and many Latin countries, family generally means only the parents and children.

Question 13

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

Question 14

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.

Question 15

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

Question 16

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.

Question 17

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

Question 18

Less developed countries are particularly prone to being both overly optimistic and unreliable in reporting relevant economic data about their countries.

Question 19

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.

Question 20

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.

Question 21

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.

Question 22

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.

Question 23

The public, face-saving truth is referred to as honne in Japan.

Question 24

In the context of the research process, which of the following should an organization immediately do once it has determined the sources of information to fulfill the research objectives?

A) Gather the relevant data from secondary or primary sources, or both.
B) Analyze, interpret, and summarize the information gathered.
C) Consider the costs and benefits of the research effort.
D) Effectively communicate the results to decision makers.
E) Conduct surveys and in-depth interviews with the respondents.

Question 25

Decentering is a successive process of translation and retranslation of a questionnaire, each time by a different translator.

Question 26

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 conducts a general noneconomic review of conditions affecting the division's business?

A) Monetary and demographic data
B) Cultural, sociological, and political climate
C) Overview of market conditions
D) Summary of the technological environment
E) Competitive situation

Question 27

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

A) effectively communicate the problem and objectives to decision makers.
B) analyze, interpret, and summarize the results.
C) determine the sources of information to fulfill the research objectives.
D) assess the suitability of available statistical methods for analyzing the data.
E) evaluate the cost and benefits of the research effort.

Question 28

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?

A) Define the research problem and establish research objectives.
B) Analyze, interpret, and summarize the results.
C) Determine the sources of information to fulfill the research objectives.
D) Consider the costs and benefits of the research effort.
E) Gather relevant data from secondary or primary sources, or both.

Question 29

Observational research typically excludes systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services.

Question 30

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

Question 31

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?

A) Economic and demographic data
B) Cultural, sociological, and political climate
C) Overview of market conditions
D) Summary of the technological environment
E) Competitive situation

Question 32

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

Question 33

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

A) Determining the sources of information to fulfill the research objectives
B) Analyzing, interpreting, and summarizing the results
C) Defining the research problem and establishing research objectives
D) Considering the costs and benefits of the research effort
E) Gathering the relevant data from secondary or primary sources, or both

Question 34

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

A) Marketing reach
B) Market skimming
C) Marketing research
D) Marketing exposure
E) Marketing activation

Question 35

Harry along with his team has undertaken a marketing research study to help his company expand in the eastern European region. Which of the following marketing research process steps is most likely to be the last step in Harry's research effort?

A) Defining the research problem and establishing research objectives
B) Analyzing, interpreting, and summarizing the results
C) Effectively communicating the results to the decision makers
D) Considering the costs and benefits of the research effort
E) Gathering the relevant data from secondary or primary sources, or both

Question 36

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

A) Defining the research problem and establish research objectives
B) Effectively communicating the results to decision makers
C) Analyzing, interpreting, and summarizing the results
D) Considering the costs and benefits of the research effort
E) Gathering the relevant data from secondary or primary sources, or both

Question 37

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?

A) Economic and demographic data
B) Cultural, sociological, and political climate
C) Overview of market conditions
D) Summary of the technological environment
E) Competitive situation

Question 38

Due to the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers: probabilistic forecasting and reference class forecasting.

Question 39

In foreign markets, it is best to accept the information at face value because verifying information in foreign markets is extremely expensive.

Question 40

Consumers in America tend to respond to rating scales more conservatively than consumers in Japan.

Question 41

Which of the following is most likely a problem associated with the use of secondary data?

A) Defining the research problem
B) Ability to communicate opinions
C) Reliability of data
D) Storage of data
E) Willingness to respond

Question 42

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.

A) qualitative
B) analytical
C) quantitative
D) laboratory
E) statistical

Question 43

In _____, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices.

A) quantitative research
B) a focus group interview
C) descriptive research
D) an in-depth interview
E) explanatory research

Question 44

Ben Grissom has decided to use information collected by the U.S. government in his upcoming research project on cultural trends. This is an example of using a _____ data source.

A) first-hand
B) secondary
C) primary
D) direct
E) personal

Question 45

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?

A) How much do the data cost?
B) What language is used in the parent country?
C) How long did it take to complete the survey in question?
D) Who collected the data?
E) What type of survey was used during the data collection process?

Question 46

In many rural areas, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to directly affect?

A) Product enhancement analysis
B) Inventory analysis
C) The optimization process
D) The sampling process
E) The decentralization process

Question 47

Before launching its latest line of environment-friendly and child-friendly wooden toys, a toy manufacturer gave samples of these toys to a large and culturally diverse set of families. It then conducted a survey in which the parents were asked to rate the toys on a step-wise scale of "not satisfied" to "extremely pleased." This research is most likely an example of _____ research.

A) quantitative
B) longitudinal
C) descriptive
D) qualitative
E) explanatory

Question 48

Which of the following statements is true of the reliability of secondary data while conducting market research?

A) The data in less developed countries are particularly prone to being less positive in nature when reported by these countries.
B) Reliability of data remains unaffected by the tax structures prevailing in countries.
C) Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality.
D) Economic data about less developed countries are more reliable when reported by these countries.
E) Willful errors in the reporting of marketing data are predominantly absent in most industrialized countries.

Question 49

Which of the following statements is true about quantitative research?

A) It includes direct observation of consumers in choice or product usage situations.
B) It studies the dynamic interplay between peoples' feelings and their resulting actions.
C) It is generally associated with survey research that involves yes/no questions.
D) It includes recording consumers' first impressions about products.
E) It almost always uses open-ended or in-depth and unstructured responses.

Question 50

In the context of sources of data, commercial sources, trade associations, management groups, and state and local governments are examples of _____.

A) first-hand data
B) secondary data
C) primary data
D) personal data
E) direct data

Question 51

Harry leads the international marketing department of Myfone, a smartphone manufacturer. Myfone has recently decided to expand its presence in Brazil. As part of the marketing research effort, Harry has decided to use data on competitors provided by independent market research agencies located in Brazil. In the context of assimilating secondary data, which of the following problems is Harry most likely to face?

A) Defining the research problem
B) Communicating the results
C) Comparability of data
D) Storage of data
E) Willingness to respond

Question 52

Which of the following statements is true about qualitative research?

A) It provides a marketer with responses that can be presented with precise estimations.
B) It studies the dynamic interplay of peoples' feelings and ideas.
C) It usually involves asking respondents to select a response from a set of choices.
D) Data from qualitative research can be summarized in percentages, averages, or other statistics.
E) It is generally associated with survey research that involves yes/no questions.

Question 53

Mary Hills asks the respondents in a research study a series of open-ended questions that help explain the respondents' feelings and thoughts on the subject of child labor. Mary Hills is conducting a _____ research.

A) statistical
B) qualitative
C) tertiary
D) quantitative
E) numerical

Question 54

In the context of international marketing research, which of the following is one of the two basic types into which marketing research methods can be grouped?

A) Analytical research
B) Qualitative research
C) Descriptive research
D) Deductive research
E) Exploratory research

Question 55

_____ 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.

A) Derived
B) Primary
C) Referential
D) Syndicated
E) Cohort

Question 56

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

A) How much do the data cost?
B) What language is used in the parent country?
C) How long did it take to complete the survey in question?
D) How were the data collected?
E) What type of survey was used during data collection?

Question 57

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?

A) How much do the data cost?
B) What language is used in the parent country?
C) How long did it take to complete the survey in question?
D) For what purposes were the data collected?
E) What type of survey was used during data collection?

Question 58

Which of the following statements is true about qualitative research?

A) It provides a marketer with responses that can be presented with precise estimations.
B) It includes recording consumers' first impressions about products.
C) It usually involves asking respondents to select a response from a set of choices.
D) Data from qualitative research can be easily summarized in percentages, averages, or other statistics.
E) It is generally associated with survey research that involves yes/no questions.

Question 59

In the international arena, the greatest problem in sampling stems from the:

A) lack of adequate demographic data from which meaningful samples can be drawn.
B) lack of expertise in designing sampling layouts for a nondomestic market.
C) higher probability of foreign government intervention in the sampling process.
D) inability of international market researchers to speak foreign languages.
E) difficulty in determining sample size suitable for the relevant foreign market.

Question 60

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?

A) Brazil
B) Australia
C) China
D) Japan
E) Kenya

Question 61

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?

A) Simultaneous translation
B) Parallel translation
C) Serial translation
D) Linear translation
E) Recentering

Question 62

Which of the following is a method of demand forecasting that is particularly suitable for international marketers?

A) Probabilistic forecasting
B) Analogy
C) Simulation
D) Extrapolation
E) Scenario building

Question 63

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?

A) A simple random sample
B) A stratified random sample
C) A convenience sample
D) A multi-stage sample
E) A probability sample

Question 64

Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as _____.

A) tomography
B) serigraphy
C) vitreography
D) netnography
E) lithography

Question 65

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.

A) geographical
B) anthropological
C) psychological
D) sociological
E) multicultural

Question 66

Which of the following represents a severe limitation of using the Internet for primary research?

A) The data on the Internet are usually outdated.
B) The educational qualifications of the respondents of surveys on the Internet cannot be identified accurately.
C) Secondary data cannot be accessed on the Internet for conducting research.
D) A sample universe composed solely of Internet respondents represents a potential bias.
E) Using the Internet for primary research is the most expensive way of conducting primary research.

Question 67

In the _____ method, successive translation and retranslation of a questionnaire takes place, each time by a different translator, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages.

A) serial translation
B) triangulation
C) linear translation
D) netnography
E) decentering

Question 68

In _____ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.

A) parallel
B) recentering
C) linear
D) random
E) back

Question 69

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?

A) Simultaneous translation
B) Serial translation
C) Back translation
D) Linear translation
E) Recentering

Question 70

In _____ translation, a questionnaire is translated from one language to another, and then a second party translates it again into the original, and the two original language versions are compared.

A) serial
B) parallel
C) back
D) simultaneous
E) complimentary

Question 71

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?

A) Improper syntax
B) Improper colloquialisms or slang
C) Improper grammar
D) Improper local language
E) Improper foreign language

Question 72

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

A) technological
B) legal
C) cultural
D) literacy
E) language

Question 73

Back translations may not always ensure an accurate translation because of commonly used idioms in both languages. Which of the following types of translation is used to overcome this problem?

A) Serial translation
B) Decentering
C) Linear translation
D) Complimentary translation
E) Parallel translation

Question 74

Decentering is a hybrid of _____ translation.

A) parallel
B) simultaneous
C) linear
D) random
E) back

Question 75

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.

A) reference class forecasting
B) analogy
C) morphing
D) scenario building
E) triangulation

Question 76

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?

A) Difficulty in defining the research objective
B) Unwillingness of the respondents to reply to survey questions
C) Difficulty in translating the responses
D) Inappropriate sample selection due to lack of adequate demographic data
E) Lack of appropriate methods for analyzing the data

Question 77

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?

A) Probabilistic forecasting
B) Expert opinion
C) Simulation
D) Extrapolation
E) Scenario building

Question 78

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

A) indemnification
B) simulation
C) morphing
D) modeling
E) triangulation

Question 79

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 _____.

A) tomography
B) serigraphy
C) vitreography
D) netnography
E) lithography

Question 80

According to the text, today the real power of the Internet for international marketing research is the:

A) reduction in the time required for completing primary research.
B) reduction in the cost of conducting primary research.
C) increase in the reliability of the surveys conducted using the Internet.
D) ability to overcome legal barriers to conducting primary research.
E) ability to easily access volumes of secondary data.