Chapter 8 & 10 Flashcards
Analogy
A method of market estimation that assumes that demand for a product develops similarly in all countries as economic development occurs in each country
What is the title of Chapter 8?
Developing a Global Vision through Marketing Research
What is the title of Chapter 10?
Europe, Africa, and the Middle East
Back Translation
A method of translation in which a document, like a questionnaire, is translated through language, and then a second party translates it back to the original. The two original versions are compared.
Decentering
A method of translation, a variation on back translation. A process of translation and retranslation of a document each time by a different translator. The two original language versions are then compared, if they are different, the process is repeated until the second document is the same as the first.
Expert Opinion
A method of market estimation in which experts are polled for their opinions about market size and growth rates; used mainly in foreign countries that are new to the marketer
International Marketing Research
A form of marketing research involving two considerations
1) the need to communicate information across nations
2) the challenge of applying established marketing techniques in foreign markets, some might be strange for the marketer
Marketing Research
The systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making
Multicultural Research
Inquiry analysis, and study of more than two countries cultures
- It takes into account differences in language, economic structure, social structure, behavior, and attitude patterns.
- Different methods of research may have varying reliability in different countries.
Parallel Translation
A method of translation in which two translators are used to make a back translation; the results are compared, differences are discussed, and the most appropriate translation is used. The method addresses the use of common idioms in the language being translated.
Primary data
Data collected, as in market research, specifically for a particular research project.
Research process
The process of obtaining information; should begin with a definition of the research problem and establishment of objectives, and proceed with an orderly approach to the collection and analysis of data.
Secondary data
Data collected by an independent agency or individual other than the firm conducting research; often useful in market research
Triangulation
A term borrowed from the naval charting means using at least three different measures of the same concept to verify the accuracy of any one method. For example, regarding the forecast of demand, separate opinions of experts, sales reps, and quantitative economic analyses might be compared.
Amsterdam Treaty
Also called the Treaty of Amsterdam, concluded in 1997, it addressed issues left undone by the Maastricht Treaty and identified priority measures necessary to bring a single market in Europe fully into effect and lay a solid foundation for both a single currency and an enlargement of the European Union into central and eastern Europe.
Common market
An agreement that eliminates all tariffs and other restrictions on internal trade adopts a set of common external tariffs and removes all restrictions on the free flow of capital and labor among member nations
Customs union
A stage in economic cooperation that benefits from a free trade area’s reduced or eliminated internal tariffs and adds common external tariffs on products imported from countries outside the union
European Parliament
The legislative body of the European Union is similar in concept to the U.S. House of Representatives. That is, more populous countries have more representatives.
Free Trade Area (FTA)
A regional cooperation that involves an agreement between two or more countries to reduce or eliminate customs duties and nontariff trade barriers among partner countries while members maintain individual tariff schedules for external countries. An FTA requires more cooperation than the arrangement known as regional cooperation for development.
Maastricht Treaty
A treaty signed by 12 nations of the European Community creating the European Union
Multinational market regions
The groups of countries that seek mutual economic benefit from reducing interregional tariffs and barriers to trade
Political union
A fully integrated form of regional cooperation that involves complete political and economic integration, either voluntary or enforced; the most notable example was the noe-disbanded Council for Mutual Economic Assistance (COMECON), a centrally controlled group of countries organized by the Soviet Union
Single European Act
An agreement, ratified in 1987, designed to remove all barriers to trade and to make the European Community a single internal market
