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International Marketing > Chapter 8 Smartbook > Flashcards

Chapter 8 Smartbook Flashcards

1
Q

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

A

C and D

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2
Q

In foreign markets, marketing researchers ______.

A

must often emphasize different kinds of information

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3
Q

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

A, B and C

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4
Q

Arrange the steps of the research process in the correct order.

A
  1. Definition of research problem and establishment of research goals
  2. Determination of the sources of information to fulfill research goals
  3. Analysis of the costs and benefits of the research effort
  4. Collection of relevant data from secondary or primary sources, or both
  5. Analysis, interpretation, and summary of the research outcomes
  6. Effective communication of the research outcomes to decision makers
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5
Q

In the first step of the research process, marketing researchers must deal with the challenge of

A

converting vague or nebulous business problems into clearly defined research objectives.

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6
Q

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?

A

Marketing research

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7
Q

One of the difficulties associated with defining a research problem in foreign markets is that

A

the problem may be clouded by researchers’ self-reference criterion.

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8
Q

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

A

B, C, D and E

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9
Q

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.

A

B and C

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10
Q

Which type of marketing research is focused on domestic operations?

A

Specific market information used to make decisions about the marketing mix

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11
Q

Which country has the highest quantity of marketing-related secondary data available?

A

US

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12
Q

Nina, a marketing researcher, has gathered relevant primary and secondary data. Which step should Nina take next?

A

Analyze, interpret, and summarize the results of her research

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13
Q

Which of the following is a problem associated with the availability of marketing data for foreign markets?

A

Researchers often do not know the language in which the data is available.

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14
Q

Once a marketing researcher has reviewed the internal sources of data, the next step in the research process involves

A

defining the research problem and establishing specific research objectives.

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15
Q

Which of the following is a reason why secondary foreign data may be unreliable?

A

Official statistics may reflect pride rather than practical reality.

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16
Q

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?

A

The research problem was clouded by the researchers’ self-reference criterion.

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17
Q

The lack of historical data with which to contrast current foreign data leads to ______ problems.

A

comparability

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18
Q

Why is the first step of the research process essential in foreign markets?

A

The unfamiliar environment tends to cloud problem definition.

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19
Q

Secondary data is considered valid if it is

A

internally consistent with known data sources or market factors.

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20
Q

How is the lack of comprehensive marketing-related data in some countries being addressed?

A

Private and public groups are funding the collection of this data

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21
Q

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

A

Validation of secondary data.

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22
Q

Which of the following skills are researchers most likely to require when they access foreign marketing-related secondary data?

A

language skills

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23
Q

Data that is gathered specifically for a particular research project is known as ______ data.

A

primary

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24
Q

Which of the following is a reason for the low level of reliability of secondary data?

A

The fear of tax collectors adversely affects data reporting.

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25
Q

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 ______.

A

conducting quantitative research

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26
Q

An accurate statement about secondary data in less developed countries

A

the data gathered previously may use categories that are too broad or too narrow.

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27
Q

Which of the following is a feature of qualitative research?

A

It uses open-ended questions to seek in-depth responses.

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28
Q

Secondary data that has been collected in the United States

A

needs to be validated.

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29
Q

In international marketing research, primary research is successful when a researcher gathers

A

accurate data that adequately addresses research goals.

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30
Q

Secondary data is considered valid if it is

A

consistent with another set of data of known validity.

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31
Q

Carlos is asked about a product that he has never seen or used before. In this scenario, Carlos is likely to

A

find it difficult to communicate meaningful opinions.

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32
Q

Primary data can be gathered from

A

a firm’s distributors.

33
Q

Identify an accurate statement about marketing research.

A

Cultural differences can mean people will be unwilling to respond to research questions.

34
Q

Which research methodology is most commonly used by quantitative research?

A

Surveys

35
Q

One of the problems faced by marketing researchers when selecting samples is that

A

demographic data may not be sufficient.

36
Q

How do market researchers conduct qualitative research?

A

By directly observing consumers

37
Q

One of the problems faced by marketing researchers when selecting samples is that ______.

A

social and economic information may be insufficient

38
Q

Which problems do market researchers face when collecting primary data in foreign countries?

A: They forget to take into account cultural differences among countries.

B: Questionnaires may be translated improperly.

C: Respondents may be unwilling or unable to communicate.

D: They can obtain such information only through bribery and subornation.

A

A, B and C

39
Q

One of the problems faced by marketing researchers when selecting samples is that ______.

A

postal service and mailing lists may be of poor quality

40
Q

Respondents usually find it difficult to formulate needs and opinions about products when

A

they do not understand the use of those products.

41
Q

Which of the following is the most common problem faced by market researchers collecting data in foreign countries?

A

Language barriers

42
Q

When people in foreign countries are unwilling to respond, marketing researchers should use ______ to gather data.

A: traditional surveys

B: locally prominent people

C: local students

D: professionals

A

B, C and D

43
Q

How can researchers best overcome the language barrier issues that arise when they administer questionnaires to people in foreign countries?

A

by using native speakers of the target country’s language to prepare the questionnaires

44
Q

Lists that carry demographic data and from which samples are to be drawn are sometimes not current. In this case, sampling becomes ______.

A

less reliable

45
Q

Morgan translates a questionnaire from one language to another, Lucian translates it back into the original language, and they compare the two versions in the original language. This process is known as

A

back translation.

46
Q

How does the lack of detailed social and economic information affect sampling?

A

It causes researchers to use convenience samples gathered in public locations.

47
Q

Back translations are sometimes inaccurate because both languages may use the same idioms. To overcome this problem, market researchers can use ______.

A

parallel translation

48
Q

How does postal service impact mail surveys in foreign countries?

A

It may result in significant delays in delivery and return of surveys.

49
Q

Why is it difficult to conduct marketing research in foreign countries?

A

Respondents’ answers cannot always be translated exactly.

50
Q

The process through which a document is repeatedly translated from one language to another and back, each time by a different translator, is known as

A

decentering.

51
Q

True or false: The translation of a questionnaire into one language will suffice in all areas where that language is spoken.

A

F

52
Q

Research design tends to be successful when ______.

A

local language is used perfectly in questionnaires

53
Q

In back translation, a document that has been translated from its original language to another language and back again is compared to

A

a copy of the original document

54
Q

Lisa, a marketing researcher, is conducting research in a foreign country. Lisa should ______.

A

consider the economy and language of the target country

55
Q

A questionnaire is translated from one language into another and then back into the original language by two additional translators. The two translated versions in the original language are then compared to the original document, differences are discussed, and the most appropriate translation is selected. This process is known as ______.

A

parallel translation

56
Q

One advantage that online surveys have over phone and mail surveys is that online surveys can better utilize “branching,” or

A

asking a variety of questions based on a response to an earlier question.

57
Q

One of the problems faced by marketing researchers when selecting samples is that ______.

A

postal service and mailing lists may be of poor quality

58
Q

When using extrapolation to estimate global demand, which of the following is an incorrect assumption?

A

Past trends always predict future trends.

59
Q

A questionnaire is translated from Spanish to Chinese and then back to Spanish by a different translator. The two Spanish versions are compared, differences are noted, and the original Spanish questionnaire is modified accordingly. This process is repeated, using different translators each time, until there are no differences between the Spanish and the Chinese questionnaires. This scenario exemplifies ______.

A

decentering

60
Q

Brix Inc., a European cement manufacturer, decides to enter the Chinese market. It seeks the opinion of three experts to help forecast demand and then compares these estimates. In this case, Brix Inc. is engaging in a process known as ______.

A

triangulation

61
Q

Cultural and national differences can be resolved during research design by

A

translating questionnaires properly.

62
Q

To forecast demand, marketers may use _____, which assumes that demand for a product will follow a similar pattern in all countries.

A

analogy

63
Q

Multicultural research should

A

strive to achieve comparable and equivalent results.

64
Q

How can market researchers analyze the social customs, semantics, and business customs of a country effectively?

A

By understanding the culture of the relevant market

65
Q

Identify an accurate statement about the Internet.

A

It facilitates international marketing research.

66
Q

In foreign markets, marketers should

A

be guided by collected data even if it does not follow the expected course.

67
Q

A global health crisis such as COVID-19 greatly impacted the world economy. Which of the following have been observed?

A: lower costs to produce

B: supply chain challenges

C: better ability to forecast demand

D: higher inflation

A

B and D

68
Q

The comparison of estimates formulated by different experts in order to predict demand is known as

A

triangulation.

69
Q

What is one possible downside to decentralization?

A

Large-market studies may dominate marketing decisions.

70
Q

When using analogy to forecast demand, marketers must exercise caution because it

A

relies on both countries having similar factors.

71
Q

Research is analyzed at an individual-country level and a multicountry level because analysis of multicultural data by just one interpreter increases the risk that data will be influenced by

A

self-reference bias.

72
Q

True or false: Market researchers should involve the natives of a target country in the analysis and interpretation of the results of research conducted in that country.

A

T

73
Q

True or false: Market research consists solely of gathering information from or about consumers, customers, and competitors.

A

F

74
Q

When conducting marketing research in foreign markets, researchers should

A

use “catch as catch can” methods to obtain data.

75
Q

Identify an accurate statement about decentralized research management.

A

Local analysts assume control of the research.

76
Q

What are the two stages of analysis that market data must undergo?

A: organization of data into a form that addresses the client’s needs

B: elimination of any data that does not conform to prior expectations

C: identification of issues present in each country

D: classification of data into three levels of relevance

A

A and C

77
Q

In which aspects of market research should decision makers be involved?

A: cultural exclusion

B: fieldwork

C: problem definition

D: question formulation

A

B, C and D

78
Q
A

International Marketing (9 decks)

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