Deck 6: Researching Global Markets

Question 1

Charmaine had been asked by her company to develop a better understanding of the market potential for plasma TVs in Russia. Charmaine decided to conduct a small intercept survey and designed her own questionnaire. One of the questions asked was: 'How much money do you make each month?' Charmaine found, however, that only 0.25% of respondents were willing to answer that question. The most likely reason for the low response rate is:
(a) The sample size was too small
(b) Conjoint variables should have been used
(c) The question should have been asked indirectly
(d) A realism check question was needed

Answer 1

C

Question 2

Identify four ways in which international marketing research differs from domestic marketing research.

Answer 2

Not Answer

Question 3

Explain the difference between primary and secondary data.

Answer 3

Not Answer

Question 4

Research designed to understand the attitudes and consumption behavior of immigrant populations in their new home country would be considered international marketing research.

Question 5

If a survey instrument is used repeatedly to measure the same phenomenon (e.g. the degree of ethnocentricity among consumers) under the same conditions and produces similar results the instrument is said to be:
(a) Replicable
(b) Externally consistent
(c) Reliable
(d) Valid
(e) Temporally correct

Question 6

Identify four reasons why it is important to conduct marketing research before entering a foreign market.

Question 7

Identify two problems that may arise when attempting to collect secondary data for an international marketing research project.

Question 8

Jennifer was asked to determine the market potential in Brazil for her company's new line of vacuum cleaners. She decided to conduct a survey of Brazilian homemakers. Jennifer had completed the preliminary design of her questionnaire and had developed a list of prospective respondents. However, she was unsure of the wording of the questions and decided to ___________ the questionnaire on a small sample of consumers.
(a) Validate
(b) Replicate
(c) Pre-test
(d) Back-translate

Question 9

Which of the following is NOT a factor that distinguishes domestic and international market research:
(a) Cultural, economic and political environment differences
(b) New parameters such as exchange rates and tariffs
(c) Limited availability of trained market researchers overseas
(d) Broader definition of competition

Question 10

Respondents included in a pre-test of a survey instrument should always be included in the full survey as a realism check.

Question 11

What is a focus group? How could culture impact your ability to use focus groups when conducting research in the Middle East?