Chapter 8 Smartbook Flashcards
Other than directly observing the market, how do most companies get their market research?
A: From advertising firms
B: From newspaper advertorials
C: From internal marketing research staff
D: From trusted research vendors
C and D
In foreign markets, marketing researchers ______.
must often emphasize different kinds of information
What are the three types of market research?
A: Information necessary to forecast future marketing requirements
B: Information necessary to obtain a list of primary and secondary sources
C: General information about a country, area, and/or market
D: Specific market information used to make decisions about the marketing mix
A, B and C
Arrange the steps of the research process in the correct order.
- Definition of research problem and establishment of research goals
- Determination of the sources of information to fulfill research goals
- Analysis of the costs and benefits of the research effort
- Collection of relevant data from secondary or primary sources, or both
- Analysis, interpretation, and summary of the research outcomes
- Effective communication of the research outcomes to decision makers
In the first step of the research process, marketing researchers must deal with the challenge of
converting vague or nebulous business problems into clearly defined research objectives.
What is the name for the process by which information is collected, recorded, and analyzed so that a company can make informed decisions about its marketing efforts?
Marketing research
One of the difficulties associated with defining a research problem in foreign markets is that
the problem may be clouded by researchers’ self-reference criterion.
Which of the following are problems associated with conducting marketing research in different countries?
A: Inability to provide accurate and reliable information
B: Difficulty in implementing the research process
C: Different emphases on information
D: Limited availability of appropriate research tools
E: Cross-cultural communication
B, C, D and E
The first step of the research process is especially important in foreign markets because researchers tend to
A: crystallize the problem definition within 24 hours and adopt a set mindset.
B: underestimate the influence of local culture on a problem.
C: treat the problem as if it were in their home environment.
D: forget they cannot access primary or secondary sources of data in foreign markets.
B and C
Which type of marketing research is focused on domestic operations?
Specific market information used to make decisions about the marketing mix
Which country has the highest quantity of marketing-related secondary data available?
US
Nina, a marketing researcher, has gathered relevant primary and secondary data. Which step should Nina take next?
Analyze, interpret, and summarize the results of her research
Which of the following is a problem associated with the availability of marketing data for foreign markets?
Researchers often do not know the language in which the data is available.
Once a marketing researcher has reviewed the internal sources of data, the next step in the research process involves
defining the research problem and establishing specific research objectives.
Which of the following is a reason why secondary foreign data may be unreliable?
Official statistics may reflect pride rather than practical reality.
Refrez Inc., a U.S.-based cereal manufacturer, begins selling its products in China. While people in the United States eat cereal with cold milk, the people of China eat cereal with hot milk. Refrez Inc. believed that everyone used cold milk with cereal and did not modify its product according to people’s preferences. As a result, it witnessed a decline in sales in China. In this scenario, what was the obstacle to defining the research problem?
The research problem was clouded by the researchers’ self-reference criterion.
The lack of historical data with which to contrast current foreign data leads to ______ problems.
comparability
Why is the first step of the research process essential in foreign markets?
The unfamiliar environment tends to cloud problem definition.
Secondary data is considered valid if it is
internally consistent with known data sources or market factors.
How is the lack of comprehensive marketing-related data in some countries being addressed?
Private and public groups are funding the collection of this data
A market researcher collects information about the sales of baby food from a commercial database. He uses the latest census, which lists the number of births in the last year, to verify this data. This case exemplifies
Validation of secondary data.
Which of the following skills are researchers most likely to require when they access foreign marketing-related secondary data?
language skills
Data that is gathered specifically for a particular research project is known as ______ data.
primary
Which of the following is a reason for the low level of reliability of secondary data?
The fear of tax collectors adversely affects data reporting.
A marketing researcher interviews a large number of respondents and asks them a set of questions that are listed in a questionnaire. The respondents are required to select a response from a given set of options. In this case, the researcher is ______.
conducting quantitative research
An accurate statement about secondary data in less developed countries
the data gathered previously may use categories that are too broad or too narrow.
Which of the following is a feature of qualitative research?
It uses open-ended questions to seek in-depth responses.
Secondary data that has been collected in the United States
needs to be validated.
In international marketing research, primary research is successful when a researcher gathers
accurate data that adequately addresses research goals.
Secondary data is considered valid if it is
consistent with another set of data of known validity.
Carlos is asked about a product that he has never seen or used before. In this scenario, Carlos is likely to
find it difficult to communicate meaningful opinions.