Question 1

All marketing research programs are basically conducted in the same way.

Accepted Answer

A) True 
 B)False

Question 2

In parallel translation the questionnaire is developed at the same time as promotional messages are developed to ensure language parallels.

Accepted Answer

A) True 
 B)False

Question 3

To deal with problems in analyzing and intrepreting research information in the international marketplace,the marketing researcher must possess three talents.Which of the following is one of those talents?

Accepted Answer

A) the ability to work within assigned budget 
B) creative talent for adapting research methods 
C) proven talent to use and apply advanced statistics 
D) skeptical attitude in handling transparent data 
E) possess superior multi-language skills

Question 4

One of the questions used to ensure validity of secondary data in the international market is "for what purposes were the data collected?"

Accepted Answer

A) True 
 B)False

Question 5

One of the problems encountered by the international marketing researcher in drawing a random sample is that in many countries there is no officially recognized census of population.

Accepted Answer

A) True 
 B)False

Question 6

Mary Hills would like to ask respondents a series of open-ended questions that will help to explain the respondents' feelings and thoughts on the subject of child labor.Which of the following research formats will Mary need to choose to best complete her research assignment?

Accepted Answer

A) quantitative 
B) qualitative 
C) exploitive 
D) secondary 
E) subliminal

Question 7

Which of the following questions should be asked by a marketing researcher that is seeking to establish the validity of secondary data sources in the international arena?

Accepted Answer

A) How much does data cost? 
B) What language is used in the host country? 
C) How does the government view marketing research in the host country? 
D) Who collected the data? 
E) Was the data available on the Internet?

Question 8

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

Accepted Answer

A) rollback translation 
B) serial translation 
C) back translation 
D) parallel translation 
E) recentering translation

Question 9

In many Asian cities,there are no street maps,some streets are not identified,and some houses are not numbered making it difficult for market researchers attempting to conduct an accurate __________.

Accepted Answer

A) product enhancement analysis. 
B) situational analysis. 
C) strategic management overview. 
D) sampling process. 
E) exit interview.

Question 10

After the problem is adequately defined (in a marketing research effort)and research objectives established,the researcher must determine:

Accepted Answer

A) the sample size. 
B) the cost of the project. 
C) number of people needed to analyze,intepret,and summarize research effort. 
D) the availability of the information needed. 
E) the number of native language speakers needed.

Question 11

The text describes four kinds of company-agency-customer relationships that might be used to bridge the cultural barrier that is present in most international marketing research.Which of the following is deemed to best suited for managing the cultural barrier across the chain of communication?

Accepted Answer

A) Company--Agency--Customers 
B) Company--Agency--Local Agency--Customers 
C) Company--Foreign Agency--Customers 
D) Company--Customers 
E) Company-Internet-Customers

Question 12

In order to judge the reliability of secondary data sources,the researcher should ask the question "________ collected the data?"

Accepted Answer

The answer of In order to judge the reliability of...

Question 13

Multicultural research involves dealing with countries that have different languages,economies,social structures,behavior,and attitude patterns.

Accepted Answer

A) True 
 B)False

Question 14

Gerber's primary consumers usually ______________,making it difficult to communicate and gather marketing information from them.

Accepted Answer

A) are poor 
B) reject new products 
C) offer too many opinions 
D) can't talk 
E) are married to international marketers

Question 15

Ben Grissom has decided to use information collected by the United States government in his upcoming research project on cultural trends.Since Ben is not collecting this information himself,the information is described as being:

Accepted Answer

A) primary research. 
B) secondary research. 
C) tertiary research. 
D) parallel research. 
E) simplistic research.

Question 16

As Margaret Smith begins her study of ten European nations as possible market centers for Xerox's new photocopying equipment line,she is well aware of the different languages,economies,social structures,behavior,and attitude patterns that are present in the ten countries.To research these new markets,which of the following terms most accurately describes the form of research that Ms.Smith will most likely pursue?

Accepted Answer

A) Marketing research 
B) Measurement research 
C) Psychological research 
D) Sociological research 
E) Multicultural research

Question 17

In __________ research,if questions are asked they are almost always open-ended or in-depth,and unstructured responses that reflect the person's thoughts and feelings on the subject are sought.

Accepted Answer

The answer of In __________ research,if questions are asked they...

Question 18

In the international marketing research arena all of the following problems in sampling can occur EXCEPT:

Accepted Answer

A) no eligible respondents possible. 
B) lack of demographic data. 
C) lack of or unreliable sampling lists. 
D) lack of detailed social and economic intormation. 
E) no officially recognized census of population.

Question 19

Marketing research methods can be grouped into two basic types.What are these two types?

Accepted Answer

A) primary and secondary 
B) quantitative and qualitative 
C) summary and conclusive 
D) written and electronic 
E) human and nonhuman

Question 20

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's company (and marketing researchers)should take as it embarks on the research effort?

Accepted Answer

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.

Exam 8: Developing a Global Vision Through Marketing Research

All marketing research programs are basically conducted in the same way.

In parallel translation the questionnaire is developed at the same time as promotional messages are developed to ensure language parallels.

To deal with problems in analyzing and intrepreting research information in the international marketplace,the marketing researcher must possess three talents.Which of the following is one of those talents?

One of the questions used to ensure validity of secondary data in the international market is "for what purposes were the data collected?"

One of the problems encountered by the international marketing researcher in drawing a random sample is that in many countries there is no officially recognized census of population.

Mary Hills would like to ask respondents a series of open-ended questions that will help to explain the respondents' feelings and thoughts on the subject of child labor.Which of the following research formats will Mary need to choose to best complete her research assignment?

Which of the following questions should be asked by a marketing researcher that is seeking to establish the validity of secondary data sources in the international arena?

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

In many Asian cities,there are no street maps,some streets are not identified,and some houses are not numbered making it difficult for market researchers attempting to conduct an accurate __________.

After the problem is adequately defined (in a marketing research effort) and research objectives established,the researcher must determine:

The text describes four kinds of company-agency-customer relationships that might be used to bridge the cultural barrier that is present in most international marketing research.Which of the following is deemed to best suited for managing the cultural barrier across the chain of communication?

In order to judge the reliability of secondary data sources,the researcher should ask the question "________ collected the data?"

Multicultural research involves dealing with countries that have different languages,economies,social structures,behavior,and attitude patterns.

Gerber's primary consumers usually ______________,making it difficult to communicate and gather marketing information from them.

Ben Grissom has decided to use information collected by the United States government in his upcoming research project on cultural trends.Since Ben is not collecting this information himself,the information is described as being:

In __________ research,if questions are asked they are almost always open-ended or in-depth,and unstructured responses that reflect the person's thoughts and feelings on the subject are sought.

In the international marketing research arena all of the following problems in sampling can occur EXCEPT:

Marketing research methods can be grouped into two basic types.What are these two types?