International Marketing Chapter 8 – Flashcards
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________ is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making.
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Marketing research
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Which of the following types of information is the organization 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?
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Economic and demographic
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Which of the following types of information is the organization 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?
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cultural, sociological, and political climate
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Which of the following types of information is the organization most likely to be interested in if it conducts a general noneconomic review of conditions affecting the division's business?
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Cultural, sociological, and political climate
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Which of the following best describes the basic difference between domestic and foreign market research?
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The broader scope of research for foreign research
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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?
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Define the research problem and establish research objectives
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Which of the following is the first step of a market research process?
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Define the research problem and establish research objectives
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Harry and his team have undertaken a marketing research study to help their company expand in the Eastern European region. Which of the following marketing research process steps in Harry likely to end his research efforts with?
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Effectively communicate the results to decision makers.
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Which of the following is the last step of a market research process?
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Effectively communicate the results to decision makers.
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Once the researcher has defined the research problem and established research objectives the researcher must next:
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determine the sources of information to fulfill the research objectives
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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.
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secondary
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Which of the following types of data are commercial sources, trade associations, management groups, and state and local governments a good source of?
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secondary data
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Which of the following reasons best describes why much of the data provided by foreign governments is suspected with respect to reliability?
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Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality.
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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?
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Japan
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Harry leads the international marketing department of a smartphone manufacturer, Myfone. 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. Which of the following problems is Harry likely to face?
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Availability of data
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Which of the following is a problem associated with the use of secondary data?
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Reliability of data
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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?
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Who collected the data?
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Which of the following questions should a marketing researcher ask when trying to establish the reliability of secondary data sources in the international arena?
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How were the data collected?
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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?
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For what purposes were the data collected?
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_______ data refers to the data that has been collected specifically for the particular research project at hand.
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Primary
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Which of the following is one of the two basic types that marketing research methods can be grouped into?
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Qualitative research
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In _______ research, 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.
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quantitative
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Before launching its latest line of environment-friendly and child-friendly wooden toys, a toy manufacturer gave samples of those toys to a large and culturally diverse set of families. It then conducted a survey where the parents were asked to rate the toys on a step-wise scale of "not satisfied" to "extremely pleased". this is an example of ______ research.
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quantitative
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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 where the participates were asked about their first impression about the drinks. This is an example of _______ research.
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qualitative
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Which of the following statements is true about qualitative research?
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It includes recording consumers' first impression about products
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Which of the following statements is true about qualitative research?
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It studies the dynamic interplay of peoples' feelings and ideas
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Which of the following statements is true about quantitative research?
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it is generally associated with survey research that involves "yes" or "no" questions
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Mary Hills would like to ask respondents a series of open-ended questions that will help explain the respondents' feelings and thoughts on the subject of child labor. Mary hills is carrying out a ______ research.
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qualitative
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In the international arena, the greatest problem in sampling stems from:
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The lack of adequate demographic data from which meaningful samples can be drawn
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In many Asian cities, 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 affect?
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The sampling process
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Which of the following types of samples should be used when detailed and accurate information is not available for a sampling universe?
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a convenience sample
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The most universal survey research problem in foreign countries is the ______ barrier.
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language
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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?
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Parallel translation
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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?
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back translation
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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?
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Parallel translation
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In _______ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.
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parallet
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Decentering is a hybrid of ______ translation
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back
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In _______ translation, the 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.
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back
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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
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decentering
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Alex is engaged in research involving countries that have different languages, economies, social structures, behavior, and attitude patterns. Alex is most likely engaged in ______ research.
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multicultural
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Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as ______.
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netnography
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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 ______.
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netnography
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Which of the following represents a severe limitation when the internet is used for primary research?
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A sample universe composed solely of internet respondents represents a potential bias.
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According to the text, today the real power of the internet for international marketing research is the:
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ability to easily access volumes of secondary data
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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?
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Expert opinion
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Which of the following is a method of demand forecasting that is particularly suitable for international marketers?
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analogy
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The key to using expert opinion to help in forecasting demand is ______, that is, comparing estimates produced by different sources.
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triangulation
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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.
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Analogy
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To deal with problems in analyzing and interpreting research information in the international marketplace, the marketing researcher must possess three talents. Which of the following is one of those talents?
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Creative talent for adapting research methods
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Which of the following is a disadvantage of decentralized research management?
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Large-market studies may dominate decisions about global standardization
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One disadvantage of decentralized research management is possible ineffective communications with _______.
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home-office executives
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In Japanese corporate culture, which of the following constitutes a typical significant impediment to averting and responding to a crisis?
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It is hard for those lower in the hierarchy to question their superiors
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Which of the following statements is true regarding the Japanese corporate culture?
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The focus on consensus and group makes it hard to challenge what has been decided.
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Which of the following countries has hierarchical, relationship-based corporate culture?
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South Korea
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The public, face-saving truth is know as _____ in Japan/
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tatemae
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In Japan, ________ refers to the factual truth, irrespective of the damage it might do to the all- important social relationships within and between Japanese companies.
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honne
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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 be best suited for managing the cultural barrier across the chain of communication?
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company - agency, local agency, customers
