Deck 6: Global Marketing Research

Question 1

All of the following are major sources of problems for the market researcher wishing to use secondary data obtained either about or from foreign markets EXCEPT:

A) government control of data for taxing purposes.
B) accuracy of data.
C) age of data.
D) reliability of data over time.
E) comparability of data.

Answer 1

A

Question 2

In international marketing, the global market research process includes:

A) Define the problem(s).
B) Develop a research design.
C) Determine the information needs.
D) Collect the data (secondary & primary).
E) All of the above.

Answer 2

E

Question 3

In global marketing research, the marketing research problem formulation is often hindered by the _____________________ where a person's habit is to fall back on
Their own cultural norms and values.

A) gender bias
B) culture bias
C) proximity effect
D) global distance factor
E) self-reference criterion

Answer 3

E

Question 4

All of the following are steps to be followed to conduct global market research EXCEPT:

A) define the research problem(s).
B) develop software to integrate with the Internet databases.
C) determine information needs.
D) collect the data.
E) analyze the data and interpret the results.

Question 5

When market researchers find information that might be useful in their exploration process to already be available (usually collected for some other purpose by other
Data gathers), this type of information is called:

A) public information.
B) primary data.
C) unrestricted information.
D) secondary data.
E) used information.

Question 6

____________________ should be consulted at every step of the research process if the study will effect their operations.

A) Transnational subsidiaries
B) European subsidiaries
C) Asian subsidiaries
D) Local subsidiaries
E) African subsidiaries

Question 7

Many countries have a network of government-sponsored commercial delegations that provide valuable information to firms that desire to do business in that country.
One of the most noteworthy of these is found in ______________ and is called
_________________.

A) Britain; Britannia Net
B) Canada; Canada First
C) Japan; Japan External Trade Organization (JETRO)
D) the United States; Buy American
E) Mexico; the Mexican Organization of Commercial Enterprise (MOCE)

Question 8

A major disadvantage of the omnibus surveys is that:

A) it is usually culturally biased.
B) it is very expensive.
C) clients cannot incorporate their own questions in the survey.
D) the survey does not usually contain many consumer-related questions.
E) only a limited amount of company-relevant information is obtainable.

Question 9

In marketing research, once the problem has been identified it is translated into:

A) a secondary research search.
B) a primary research search.
C) specific research questions.
D) a sampling process.
E) a choice of scales to be used in measurement.

Question 10

All of the following are major challenges that a global marketing researcher might face EXCEPT:

A) argument over budget expenditures between international markets.
B) complexity of research design due to environmental differences.
C) lack and inaccuracy of secondary data.
D) time and cost requirements to collect primary data.
E) coordination of multicountry research efforts.

Question 11

A(n ) ____________________ is particularly suitable when you need to ask a few simple questions.

A) geometric survey
B) omnibus survey
C) simple survey
D) restricted survey
E) matrix survey

Question 12

To some degree, the procedures and methods that are followed to conduct global marketing research are close to those in the standard ____________________.

A) domestic market.
B) transnational market.
C) global market.
D) European market.
E) Asian market.

Question 13

A major difficulty in formulating the research problem in the global marketing research effort is the unfamiliarity with the ___________________.

A) foreign mass media
B) laws governing marketing research
C) foreign environment
D) domestic environment's attitude toward foreign research
E) people who will actually conduct the research

Question 14

The National Trade Data Bank (NTDB) which includes market research reports, information on export opportunities, and market guides is maintained by the
____________________________.

A) U.S. Department of Commerce
B) U.S. Department of Education
C) U.S. Department of Energy
D) U.S. Department of Transportation
E) U.S. Treasury

Question 15

There are six steps to follow in conducting global market research. The first step is to:

A) develop the research design.
B) define the research problem.
C) determine information needs.
D) collect the data (secondary and primary).
E) analyze the data and interpret the results.

Question 16

When data is collected specifically for the purpose of the research study, it is called:

A) public information.
B) primary data.
C) unrestricted information.
D) secondary data.
E) used information.

Question 17

Any research starts off with a precise definition of the ______________________.

A) location problems.
B) sample problems.
C) data problems.
D) research problem(s).
E) none of the above.

Question 18

A recent form of secondary data sources is the syndicated datasets sold by market research companies like A. C. Nielsen and Information Resources, Inc. One of the
Ways that these firms acquire data in foreign markets and most developed countries
(especially in the retail environment) is to use:

A) observation.
B) telephone interviews.
C) direct mail.
D) expert opinion.
E) optical scanners tied to cash registers.

Question 19

The OECD is an acronym _______________________________________.

A) Organization for Economic Cooperation & Deregulation
B) Organization for Economic Cooperation & Development
C) Organization for Economic Cooperation & Datamation
D) Organization for Economic Cooperation & Distribution
E) Organization for Economic Cooperation & Demographics

Question 20

In a foreign market, the _______________ survey is probably the most economical way to gather preliminary information on target markets.

A) upper-middle class
B) omnibus
C) environmental
D) demographic specific
E) local distributor

Question 21

Two procedures that can overcome problems with sloppy questionnaire translation in conducting international marketing research is to provide for:

A) polar and psychographic translation.
B) lifestyle and psychographic translation.
C) back-translation and parallel translation.
D) forward-translation and parallel translation.
E) lifestyle and parallel translation.

Question 22

_______________________ reflects the degree to which a given concept has the same meaning in different environments.

A) Functional equivalence
B) Conceptual equivalence
C) Demographic equivalence
D) Psychographic equivalence
E) Primary equivalence

Question 23

The comparison of money-based indicators (e.g., income figures, consumer expenditures, trade statistics) is hampered by the need to convert such figures into
A ____________________.

A) common currency
B) euro currency
C) euro dollar
D) Swiss franc
E) Italian lira

Question 24

Survey research in ______________________ is further hampered by low levels of education.

A) developed countries
B) rich countries
C) developing countries
D) emerging markets
E) low-tech countries

Question 25

Getting focus groups to work in certain societies (because of their view on group dynamics and proper decorum) is difficult. Which of the following countries
Would be most difficult for successful focus groups?

A) Japan
B) United States
C) Canada
D) Britain
E) Germany

Question 26

_________________ are the most common vehicle to gather primary data.

A) Scanners
B) Focus groups
C) Questionnaires
D) Interviews
E) Cluster analysis

Question 27

With respect to asking scaled questions to determine the degree of agreement or disagreement, in illiterate societies scaled questions often use:

A) numbers (such as 1-10).
B) letters (such as a-z).
C) use symbols (such as stars).
D) use degrees of smiling or funny faces (from happy to sad).
E) use number of animals (ownership demonstrated by one through seven goats or cows).

Question 28

Primary research can be collected in several ways. One method that is excellent to use when doing exploratory research is:

A) mail surveys.
B) telephone surveys.
C) mall intercept.
D) home interviews.
E) focus groups.

Question 29

Accuracy of data in foreign markets may be suspect. This is especially true if it neglects to record significant commercial and non-commercial activity. One example
Of data that is often not recorded (though it might be significant) is:

A) trade across national borders.
B) trade by mail.
C) smuggling activities.
D) trade carried by package shippers such as FedEx or UPS.
E) trade with foreign banks.

Question 30

If a marketing researcher asks "who collected the data?" they would probably be trying to overcome one of the major difficulties of collecting data in the international
Marketplace. Which of the following best describes the effect that the researcher is
Trying to overcome?

A) conceptual equivalence.
B) functional factors.
C) functional equivalence.
D) lumping of data.
E) comparison equivalence.

Question 31

______________________ translation involves using multiple interpreters who translate the same questionnaire independently.

A) Polar
B) Parallel
C) Back
D) Forward
E) Lifestyle

Question 32

All of the following are typical uses of the focus group research technique EXCEPT:

A) to generate information to guide the quantitative research projects.
B) to obtain data on unproductive or problem employees.
C) to reveal new product opportunities.
D) to test out new product concepts.
E) to test out new ad images.

Question 33

Which of the following is not important to address in focus group research?

A) cultural sensitivity of the moderator
B) non-verbal cues
C) consensus answers
D) gender of the participants
E) gender of the moderator

Question 34

Comparability might also be hindered by the lack of ___________________. This refers to the degree to which similar activities or products in different countries
Fulfill similar functions.

A) conceptual equivalence
B) functional factors
C) functional equivalence
D) lumping of data
E) comparison equivalence

Question 35

As a research technique, a ________________ is a loosely structured free-flowing discussion among a small group of target customers facilitated by a professional
Moderator.

A) mall intercept
B) contra-group design
C) Delphi-group
D) focus group
E) probe panel

Question 36

The purpose of ______________________ is to get scores from subjects of different countries to have the same meaning and interpretation.

A) time evaluation
B) scalar equivalence
C) polar equivalence
D) bias equivalence
E) focus equivalence

Question 37

To make findings of cross-country market research projects meaningful, it is paramount to pursue ________________ (where scores from subjects of different
Countries should have the same meaning and interpretation).

A) time evaluation
B) scalar equivalence
C) polar equivalence
D) bias equivalence
E) focus equivalence

Question 38

To avoid the difficulty of "lumping of data" encountered in conducting international marketing research, all of the following questions should be asked
EXCEPT:

A) When were the data collected?
B) How were the data collected?
C) How much did it cost to collect the data?
D) Have the variables been redefined over time?
E) Who collected the data?

Question 39

The astute marketing researcher must be aware of the need for conceptual and functional equivalence in designing questionnaires for the international market.
In addition, it is also necessary to fulfill two additional criteria. They are:

A) time and cost evaluation.
B) translation and scalar equivalence.
C) translation and polar equivalence.
D) religious and bias equivalence.
E) polar and scalar equivalence.

Question 40

By far the most popular instrument to gather primary data is the:

A) mall intercept.
B) casual observation.
C) questionnaire.
D) optical scanner.
E) eye tracking camera used in psychology.

Question 41

When drawing a sample, the researcher needs a __________________, that is, listing of the target population (e.g., a telephone directory).

A) sampling mirror
B) sampling frame
C) sampling group
D) sampling questionnaire
E) sampling behavior

Question 42

___________________ is the only foolproof way to debug the questionnaire and spot embarrassing mistakes.

A) Pre-testing
B) Post-testing
C) Using approved software
D) Using standard questionnaire formats
E) Having a linguist read the questionnaire

Question 43

Suppose that a consumer electronics company wants to estimate the market size for VCRs in Poland but does not have much information about that market. Instead, it
Chooses Hungary (a country for which it does have information) and uses it as an
Indicator for the market in Poland. This method of determining market size most
Resembles which of the following methods?

A) analogy method
B) Latin square
C) trade audit
D) chain ratio method
E) cross-sectional regression analysis

Question 44

With respect to approved sampling theory, heterogeneous cultures (e.g., India) demand ________________ samples than homogeneous cultures (e.g. South Korea).

A) bigger
B) smaller
C) less stratified
D) more randomized
E) less randomized

Question 45

Once collection of data in a research project begins, there can be many problems with collection. A very common problem in the international arena is nonresponse
Due to:

A) a reluctance to be photographed.
B) a reluctance to talking with strangers.
C) a reluctance to talking with officials or official pollsters.
D) a fear of government reprisals.
E) a fear of cultural conflict.

Question 46

When conducting research, several biases may be present. The ___________ bias is present when the respondent feels a desire to be polite toward the other person.

A) yea-or nay-saying
B) social desirability
C) gender
D) tradition
E) courtesy

Question 47

If a company wishing to sell baby monitors (to help with infants that have trouble breathing) wanted to estimate the size of their potential market in a developing
Country for which little data was available, they could get the population size, examine
The number of births per year, focus on cities that had the highest birthrates, and
Contact hospitals that had the most problems with SIDS (sudden infant death
Syndrome). This logic most closely approximates which of the following methods
Listed below?

A) analogy method
B) Latin square
C) trade audit
D) chain ratio method
E) cross-sectional regression analysis

Question 48

Besides traditional primary data collection methods, companies also rely on less conventional methods such as ________________________.

A) geographic research
B) multigraphic research
C) psychographic research
D) ethnographic research
E) none of the above

Question 49

All of the following are methods that can be fruitfully employed to assess the size of the market for any given product EXCEPT:

A) analogy method.
B) Latin square.
C) trade audit.
D) chain ratio method.
E) cross-sectional regression analysis.

Question 50

With respect to conducting marketing research in countries that are unfamiliar with survey research, it is advisable to avoid:

A) references to the government.
B) lengthy questionnaires or open-ended questions.
C) references to religion.
D) questioning females.
E) any scaled questions.

Question 51

A sampling plan centers around three issues: sampling unit, sample size, and __________________.

A) demographic procedure
B) sampling procedure
C) psychographic procedure
D) geographic procedure
E) none of the above

Question 52

One common problem with using the analogy method of determining market size is:

A) cost.
B) language problems.
C) consumption patterns are not comparable across countries due to strong cultural disparities.
D) different monetary units.
E) there be more men than women in one of the cultures.

Question 53

The courtesy bias with respect to marketing research responses is fairly common in:

A) the United States.
B) France.
C) Germany.
D) Asia and the Middle East.
E) Mexico.

Question 54

The _______________ method of assessing market size begins with a rough base- number as an estimate for the market size (such as the entire population for the
Country) and systematically fine-tunes by applying a string of percentages (such as
Birth rate) to come up with the most meaningful estimate possible.

A) analogy method
B) Latin square
C) trade audit
D) chain ratio method
E) cross-sectional regression analysis

Question 55

When preparing a sampling plan, the researcher needs to decide how to contact prospective subjects for the survey. The most common choices are:

A) mail, telephone, and Internet.
B) mail, telephone, and optical scan.
C) mail, telephone, and personal interview.
D) observation, personal interview, and experimentation on a person-by- person basis.
E) observation, telephone, and personal interview.

Question 56

Which of the following questions is most associated with the term "sampling unit?"

A) Who cannot be considered as a valid respondent?
B) How much will the survey cost?
C) What is our target population? Who should be surveyed?
D) How many people should be surveyed?
E) How should prospective respondents be chosen from the target population?

Question 57

The procedure for the _______________ of assessing market size is to pick a country that is at the same stage of economic development as the country of interest and for
Which the market size is known. This country then becomes an indicator for the
Market size of the country that is under question.

A) analogy method
B) Latin square
C) trade audit
D) chain ratio method
E) cross-sectional regression analysis

Question 58

Which of the following questions is most associated with the term "sample size?"

A) Who cannot be considered as a valid respondent?
B) How much will the survey cost?
C) What is our target population?
D) How many people should be surveyed?
E) How should prospective respondents be chosen from the target population?

Question 59

To collect data, the researcher has to draw a ____________ from the target population.

A) group item
B) reference list
C) sample
D) quota
E) portion

Question 60

An alternative way to derive market size estimates is based on local production and import and export figures for the product of interest. This method is best described
As being a(the):

A) analogy method.
B) Latin square.
C) trade audit.
D) chain ratio method.
E) cross-sectional regression analysis.

Question 61

Innovations in marketing decision support systems have spurred several major developments in the marketing area. One of most dramatic has been:

A) the shift from mass to micro marketing.
B) the shift from a demand to a supply economy.
C) the fact that everyone now has a personal computer.
D) the overcrowding of the Internet.
E) home shopping on the Internet.

Question 62

In the area of multicountry research coordination, the __________________ focuses on the universal behavior and attitudinal traits.

A) coordination school
B) delegation school
C) etic school
D) planning school
E) emic school

Question 63

In the area of multicountry research coordination, the __________________ focuses on the peculiarities of each country.

A) coordination school
B) delegation school
C) etic school
D) planning school
E) emic school

Question 64

In cross-cultural market research, the need for comparability favors the ___________________.

A) coordination school
B) delegation school
C) etic school
D) planning school
E) emic school

Question 65

One should be concerned about choosing a local agency for marketing research because:

A) local agencies understand cultural nuance better
B) they might lack the expertise for state-of-the art research
C) they may not be trustworthy with secrets
D) local agencies are relatively inexpensive
E) both b and c

Question 66

With respect to standardization of research results, even when dealing with cross- country marketing research, which of the following entities usually desires
Standardization of data collection, sampling procedures, and survey instruments?

A) the local government
B) the local research agency
C) the local subsidiary
D) the home office
E) the home research agency

Question 67

Which of the following would be problematic in using the Internet in global research?

A) obtaining a representative sample
B) download time for website pages
C) incorrect e-mail addresses
D) poor response rates
E) all of the above

Question 68

Today researchers have found that sophisticated analytical tools will compensate for
inaccuracies in problem definition.

Question 69

Any research effort starts off with a precise definition of who the marketer wants to
research.

Question 70

Local subsidiaries should not be consulted at every step of the research process.

Question 71

Internet surveys are becoming more popular in international research. Which of the following is NOT an advantage of such surveys?

A) larger sample sizes are easier to obtain
B) internet access in all countries
C) lower costs
D) anonymity
E) speedy response times

Question 72

If a researcher were to take ten Central and Eastern European countries where per capita income and automobile ownership by per capita were known, trying to
Find the overall picture of market size for the market could probably be done by
Using which of the following methods?

A) analogy method
B) Latin square
C) trade audit
D) chain ratio method
E) cross-sectional regression analysis

Question 73

The first step in the marketing research process is described as
_________________________.

Question 74

Scanning data are also increasingly used for ________________________.

A) sample management
B) electronic management
C) supply management
C) the Internet management
D) category management

Question 75

"Test, test, test" is a maxim that marketers should never forget.

Question 76

Two approaches are common in global marketing research:

A) Emic and ethic.
B) Emic and etic.
C) Emic and eco-centric.
D) Emic and geo-centric.
E) None of the above.

Question 77

Procedures and methods that are followed to conduct global marketing research
are very different from those used to conduct domestic research.

Question 78

The emergence of _________________ data, coupled with rapid developments in computer hardware and software has led to a revolution in market research.

A) the Internet
B) scanner
C) cost efficient
D) mail-in rebate
E) direct-feedback

Question 79

Point-of-sale (POS) store scanners obtain sales movement data from the _____________________ of retail outlets.

A) checkout scanner tapes
B) company headquarter
C) regional warehouses
D) international warehouses
E) none of the above

Question 80

One method for determining market size estimates takes the variable of interest (such as market size) and relates it to a set of predictor variables (indicators closely related
To demand). This method would be best described as being which of the following?

A) analogy method
B) Latin square
C) trade audit
D) chain ratio method
E) cross-sectional regression analysis