_____ 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. Market data analysis
E. Market developm
Marketing research
Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it gathers informa
Economic and demographic.
Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it gathers informa
Cultural, sociological, and political climate.
Unisys Corporation's planning steps for international marketing research calls for collecting and assessing various types of information. Which of the following types of information is the organization most likely to be interested in if it conducts a gene
Cultural, sociological, and political climate.
Which of the following best describes the basic difference between domestic and foreign market research?
A. The cost of foreign market research.
B. The willingness of the respondents to give information.
C. The broader scope of research for foreign resear
The broader scope of research for foreign research.
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
Define the research problem and establish research objectives.
Which of the following is the first step of a market research process?
A. Determine the sources of information to fulfill the research objectives.
B. Analyze, interpret, and summarize the results.
C. Define the research problem and establish research obje
Define the research problem and establish research objectives.
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 is Harry likely to end his research efforts with?
A. Define the research pro
Effectively communicate the results to decision makers.
Which of the following is the last step of a market research process?
A. Define the research problem and establish research objectives.
B. Effectively communicate the results to decision makers.
C. Analyze, interpret, and summarize the results.
D. Conside
Effectively communicate the results to decision makers.
Once the researcher has defined the research problem and established research objectives, the researcher must next:
A. effectively communicate the problem and objectives to decision makers.
B. analyze, interpret, and summarize the results.
C. determine th
determine the sources of information to fulfill the research objectives.
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. referential
B. secondary
C. tertiary
D. parallel
E. derived
secondary
Which of the following types of data are commercial sources, trade associations, management groups, and state and local governments a good source of?
A. Referential data
B. Secondary data
C. Tertiary data
D. Parallel data
E. Derived data
Secondary data
Which of the following reasons best describes why much of the data provided by foreign governments is suspected with respect to reliability?
A. The data in foreign countries are usually written in a foreign language and there are translation difficulties
Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality.
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
Japan
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 indep
Availability of data.
Which of the following is a problem associated with the use of secondary data?
A. Defining the research problem.
B. Communicate the results.
C. Reliability of data.
D. Storage of data.
E. Relevance of data.
Reliability of data.
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 does the data cost?
B. What language is used in the host country?
C. Does
Who collected the data?
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 does the data cost?
B. What language is used in the host country?
C. Does the hos
How were the data collected?
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 does the data cost?
B. What language is used in the host country?
C. Does
For what purposes were the data collected?.
_____ data refers to the data that has been collected specifically for the particular research project at hand.
A. Derived
B. Primary
C. Referential
D. Bipolar
E. Cohort
Primary
Which of the following is one of the two basic types that marketing research methods can be grouped into?
A. Analytical research
B. Qualitative research
C. Descriptive research
D. Deductive research
E. Basic research
Qualitative research
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.
A. quantitative
B. analytical
C. descriptiv
quantitative
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 t
quantitative
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 participants were asked about their first impress
qualitative
Which of the following statements is true about qualitative research?
A. It provides the marketer with responses that can be presented with precise estimations.
B. It includes recording consumers' first impression about products.
C. It usually involves as
It includes recording consumers' first impression about products.
Which of the following statements is true about qualitative research?
A. It provides the 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 ask
It studies the dynamic interplay of peoples' feelings and ideas.
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 i
It is generally associated with survey research that involves "yes" or "no" questions.
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.
A. deductive
B. qualitative
C. tertiary
D.
qualitative
In the international arena, the greatest problem in sampling stems from:
A. the lack of adequate demographic data from which meaningful samples can be drawn.
B. the lack of expertise in designing sampling layouts for a non-domestic market.
C. the higher p
the lack of adequate demographic data from which meaningful samples can be drawn.
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?
A. Product enhancement analysis.
B. Situational a
The sampling process.
Which of the following types of samples should be used when detailed and accurate information is not available for a sampling universe?
A. A derivatized sample.
B. A cluster sample.
C. A convenience sample.
D. A systematized sample.
E. A probability sampl
A convenience sample.
The most universal survey research problem in foreign countries is the _____ barrier.
A. technological.
B. legal.
C. cultural.
D. literacy.
E. language.
language.
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 households of the four largest cities of that country without making any distinction betwe
Inappropriate sample selection.
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.
Parallel translation.
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. Linea
Back translation
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. L
Parallel translation
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. complimentary
C. linear
D. random
E. back
parallel
Decentering is a hybrid of _____ translation.
A. parallel
B. simultaneous
C. linear
D. random
E. back
back
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.
A. serial
B. parallel
C. back
D. simultaneous
E. compli
back
Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Jerry Motors, he believes that it is entirely proper to use American campaigns in the Japanese market. He was surprised to learn that a slogan "Body
Improper colloquialisms or slang
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 lan
decentering
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.
A. geographical
B. anthropological
C. psychological
D. sociologica
multicultural
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
netnography
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
netnography
Which of the following represents a severe limitation when the Internet is used for primary research?
A. The cultural background of the respondents cannot be identified accurately.
B. The educational qualifications of the respondents cannot be identified
A sample universe composed solely of Internet respondents represents a potential bias.
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 response fo
ability to easily access volumes of secondary data
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
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
Analogy
The key to using expert opinion to help in forecasting demand is _____, that is, comparing estimates produced by different sources.
A. indemnification
B. simulation
C. morphing
D. modeling
E. triangulation
triangulation
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
analogy
A toy manufacturer has excellent sales figures for its toys in country P but inadequate figures in the neighboring country R. In country P, per capita consumption is known to increase at a predictable ratio as per capita gross domestic product (GDP) incre
Analogy
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?
A. The ability to work within assigned budget.
Creative talent for adapting research methods.
Which of the following is a disadvantage of decentralized research management?
A. The accuracy of the information gathered cannot be verified.
B. Various international laws restrict decentralized research.
C. It increases the cost of conducting the resear
Large-market studies may dominate decisions about global standardization.
One disadvantage of decentralized research management is possible ineffective communications with _____.
A. field personnels
B. home-office executives
C. customers
D. local agencies
E. foreign agencies
home-office executives
In Japanese corporate culture, which of the following constitutes a typical significant impediment to averting and responding to a crisis?
A. Employees like to work on their own rather than in a group.
B. Opinions of all the employees are to be taken into
It is hard for those lower in the hierarchy to question their superiors.
Which of the following statements is true regarding the Japanese corporate culture?
A. Employees like to work on their own rather than in a group.
B. Opinions of all the employees are to be taken into consideration before taking a decision.
C. Decisions a
The focus on consensus and group makes it hard to challenge what has been decided.
Which of the following countries has hierarchical, relationship-based corporate culture?
A. Germany
B. France
C. South Korea
D. Switzerland
E. Australia
South Korea
The public, face-saving truth is known as _____ in Japan.
A. kanban
B. tatemae
C. keiretsu
D. zaibatsu
E. honne
tatemae
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.
A. kanban
B. honne
C. keiretsu
D. zaibatsu
E. tatemae
honne
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
company�agency�local agency�customers