Chapter 6: Researching International Markets

Question 1

What are some challenges facing international marketing?

Answer 1

1. Differing emphasis on the kinds of information needed.
2. Limited availability of tools and techniques.
3. Difficulty in implementing the research process.

Question 2

International marketing research entails collecting and assessing information on:

Answer 2

• Economic conditions
• Sociological and political climate
• Market conditions
• Technological environment
• Competitors

Question 3

Marketing Research Process and the

International Dimension : Topic and research problem

Answer 3

Ensure compatibility of concepts and determine scope

Ensure the influence of culture

Question 4

Marketing Research Process and the International Dimension:

Research design and plan

Answer 4

1. Identify compatibility differences
2. Select methodology with minimum comparability problems
3. check practical issues

Question 5

Marketing Research Process and the International Dimension: Data collection and measurements

Answer 5

1. Attach weigh to eliminate cultural differences

2. Check reliability of data and understanding of scales for comparability.

Question 6

Marketing Research Process and the International Dimension: Data analysis and interpretation

Answer 6

1. Watch for comparability issues
2. Ensure unexpected findings are not due to local biases
3. Adjust interpretation level to different countries/cultures/markets.

Question 7

Marketing Research Process and the international Dimension: Presentation of the findings and reports

Answer 7

1. Watch for language and terminology
2. Check implications for different markets
3. avoid culturally offensive conclusions

Question 8

What is an unfamiliar environment?

Answer 8

That with which a company is not familiar, such as a foreign market.

Question 9

What is the problem definition?

Answer 9

Explaining and understanding the research problem.

Question 10

How to develop a research plan?

Answer 10

Appropriate methodology should be selected with
regard to the comparability of research findings and
their usefulness

Question 11

What is quantitative research?

Answer 11

Structured questioning, producing answers that can easily be converted to numerical data

Question 12

What is qualitative research?

Answer 12

Open-ended and in-depth, seeking unstructured responses

Question 13

What is reliability?

Answer 13

Whether information/results of a study are trustworthy

Question 14

What is validity?

Answer 14

Whether the measures used are reasonable to measure

what is to be measured

Question 15

What is back translation?

Answer 15

Text translated into another language, then translated back to the original language by another party

Question 16

What is parallel translation?

Answer 16

More than two translators are used for a back translation, and the results are compared

Question 17

What is decentring?

Answer 17

Successive iteration process of translation and retranslation of a questionnaire, each time by a different translator

Question 18

What is Comparability and equivalence:?

Answer 18

Information that is comparable and is understood in the way intended

Question 19

What you should avoid when presenting the findings and results?

Answer 19

• Avoid culturally biased and offensive conclusions

* Reports must be concise and convincing

Question 20

What is the research plan?

Answer 20

Overall plan for relating a research problem to practical empirical research

Question 21

What is the Multinational Marketing Information System (MMIS)?

Answer 21

a system designed to generate an orderly flow of relevant information and to bring all the flows of recorded information into a unified whole for decision making