Ch.8 – Full Test Bank – Developing a Global Vision through

International Marketing, 18e (Cateora)

Chapter 8 Developing a Global Vision through Marketing Research

1) In the context of problem definition in international marketing research, the environments within which the research tools are applied are often different in foreign markets.

2) The marketing research process should begin with the determination of the sources of information to fulfill the research objectives.

3) Data that has already been collected by some other agency are known as secondary data.

4) Commercial sources, trade associations, management groups, and state and local governments are good sources of primary data for a researcher.

5) One of the reliability problems faced by a marketing researcher who seeks to do secondary research in a foreign market is that official statistics are sometimes too optimistic.

6) Less developed countries are particularly prone to being both overly optimistic and unreliable in reporting relevant economic data about their countries.

7) Checking the consistency of one set of secondary data with other valid data is not an effective way of judging validity.

8) Data collected specifically for a particular research project at hand is known as secondary data.

9) In quantitative research, if questions are asked, they are almost always open-ended or in-depth.

10) The most often used form of qualitative questioning is the survey questionnaire that contains questions with a set of choices from which respondents select their responses.

11) Quantitative research is helpful in revealing the impact of sociocultural factors on behavior patterns and in developing research hypotheses that can be tested in subsequent studies.

12) If secondary data sources don't answer a researcher's questions adequately, primary data should be collected.

13) When respondents are able to recognize the usefulness and value of a product or concept, they will be better able to express their attitudes and opinions.

14) Most problems in collecting primary data in international marketing research stem from the excessive cost of primary research in these markets.

15) Completion rates on questionnaires can be hampered by a culture that places a higher value on privacy.

16) Sampling cannot be used if there is a lack of social and economic information.

17) In international marketing, the greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples.

18) The most universal survey research problem in foreign countries is fear of government reprisal.

19) The parallel method of translation is typically inaccurate because of commonly used idioms in both languages involved in the translation.

20) A review of the different approaches to multicountry research suggests that the ideal approach is to have local researchers in each country, with close coordination and networking between the client company and the local research companies.

21) When Sophia created her questionnaire on Paris fashions, she created it in English, then it went through a successive process of translation into French and retranslation into English, each time by a different translator. This process continues to be repeated until an English version can be translated into French by a different translator, into the same English. This process is known as decentering.

22) Businesspeople in Japan tend to respond to mail surveys at a higher rate than businesspeople in the U.S.

23) Observational research on the Internet typically excludes monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services for privacy reasons.

24) Easy accessibility of volumes of secondary data is the biggest advantage the Internet now provides to international marketing researchers.

25) Two methods of forecasting demand are particularly suitable for international marketers: probabilistic forecasting and reference-class forecasting.

26) As a marketing researcher for his company, Rashid was tasked with determining the market size and growth rate of the company's new target market in a foreign country. He polled the sales manager for a similar company in the country, gathered information from government sources, and talked to his domestic manager. Rashid was using triangulation to help forecast demand.

27) It is helpful for a foreign market researcher to have a skeptical attitude in handling both primary and secondary data.

28) Centralization of the marketing research function in the parent country ensures that the field personnel and resident managers in the foreign country have more intimate knowledge of the subtleties of the market.

29) The ideal approach to multicountry marketing research is to have local researchers in each country, with close coordination and networking between the client company and the local research companies.

30) In Japan, the public, face-saving truth is referred to as honne.

31) ________ 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) Marketing exposure

E) Target marketing

32) Unisys Corporation's international marketing research calls for collecting and assessing various types of information. Which of the following types of information is Unisys Corporation most likely to be interested in if it gathers information related to profitability for the division's products, inflation, business cycle trends, and the like?

A) economic and demographic data

B) cultural, sociological, and political climate

C) overview of market conditions

D) summary of the technological environment

E) competitive situation

33) Which type of information is Unisys Corporation most likely to be interested in if it gathers information related to ecology, safety, and leisure time and their potential impacts on the division's business?

A) economic and demographic data

B) cultural, sociological, and political climate

C) overview of market conditions

D) summary of the technological environment

E) competitive situation

34) Which type of information is Unisys Corporation most likely to be interested in if it conducts a general noneconomic review of conditions affecting the division's business, such as ecology and leisure time?

A) monetary and demographic data

B) cultural, sociological, and political climate

C) overview of market conditions

D) summary of the technological environment

E) competitive situation

35) What should an organization do once it has determined the sources of information to fulfill the marketing research objectives?

A) Gather the relevant data from secondary or primary sources, or both.

B) Analyze, interpret, and summarize the information gathered.

C) Consider the costs and benefits of the research effort.

D) Effectively communicate the results to decision makers.

E) Conduct surveys and in-depth interviews with the respondents.

36) Bessie has decided to pursue a marketing research effort to acquire information before her company makes a strategic relocation move to the West Coast. What would be the first step that Bessie (and the marketing researchers) should take as she embarks on the research effort?

A) Define the research problem and establish research objectives.

B) Analyze, interpret, and summarize the results.

C) Determine the sources of information to fulfill the research objectives.

D) Consider the costs and benefits of the research effort.

E) Gather relevant data from secondary or primary sources, or both.

37) What is the first step of the marketing research process?

A) determining the sources of information to fulfill the research objectives

B) analyzing, interpreting, and summarizing the results

C) defining the research problem and establishing research objectives

D) considering the costs and benefits of the research effort

E) gathering the relevant data from secondary or primary sources, or both

38) Hal and his team have undertaken a marketing research study to help his company expand in the eastern European region. Which marketing research step is most likely to be the last step in Hal's research effort?

A) defining the research problem and establishing research objectives

B) analyzing, interpreting, and summarizing the results

C) effectively communicating the results to the decision makers

D) considering the costs and benefits of the research effort

E) gathering the relevant data from secondary or primary sources, or both

39) Natalie is reading government reports on the economy of Morocco so she can make a report to her manager about the viability of opening a branch of her company there. Which step in the marketing research process is Natalie conducting?

A) defining the research problem and establish research objectives

B) communicating the results to decision makers

C) analyzing, interpreting, and summarizing the results

D) considering the costs and benefits of the research effort

E) gathering the relevant data from secondary or primary sources, or both

40) Once a researcher has defined the research problem and established research objectives, the researcher should

A) effectively communicate the problem and objectives to decision makers.

B) analyze, interpret, and summarize the results.

C) determine the sources of information to fulfill the research objectives.

D) assess the suitability of available statistical methods for analyzing the data.

E) evaluate the cost and benefits of the research effort.

41) Marco has decided to use information collected by other researchers in his upcoming research project on cultural trends. This is an example of using a ________ data source.

A) first-hand

B) secondary

C) primary

D) direct

E) personal

42) In the context of sources of data, commercial sources, trade associations, management groups, and state and local governments are examples of ________ data.

A) first-hand

B) secondary

C) primary

D) personal

E) direct

43) Which statement is true about the reliability of secondary data while conducting market research?

A) The data in less developed countries are particularly prone to being less positive in nature when reported by these countries.

B) Reliability of data remains unaffected by the prevailing tax structures in countries.

C) Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality.

D) Economic data about less developed countries are more reliable when reported by these countries.

E) Willful errors in the reporting of marketing data are predominantly absent in most industrialized countries.

44) Next to the United States, which country has the best quantity and quality of marketing-related data available?

A) Brazil

B) Australia

C) China

D) Japan

E) Kenya

45) Maureen leads the international marketing department of Mayfone, a smartphone manufacturer. Mayfone has recently decided to expand its presence in Ecuador. As part of the marketing research effort, Maureen has decided to use data on competitors provided by independent market research agencies located in Ecuador. In the context of assimilating secondary data, which of the following problems is Maureen most likely to face?

A) defining the research problem

B) communicating the results

C) comparability of data

D) storage of data

E) willingness to respond

46) What is most likely a problem associated with the use of secondary data?

A) defining the research problem

B) ability to communicate opinions

C) reliability of data

D) storage of data

E) willingness to respond

47) What question should a marketing researcher ask when trying to establish the reliability of secondary data sources in the international arena?

A) How much do the data cost?

B) What language is used in the parent country?

C) How long did it take to complete the survey in question?

D) Who collected the data?

E) What type of survey was used during the data collection process?

48) ________ data refers to the data that are collected specifically for the particular research project at hand when research questions are still unanswered after seeking all reasonable secondary data sources.

A) Derived

B) Primary

C) Referential

D) Syndicated

E) Cohort

49) What is one of the two basic types into which marketing research methods can be grouped?

A) analytical research

B) qualitative research

C) descriptive research

D) deductive research

E) exploratory research

50) In ________, 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 research

B) a focus group interview

C) descriptive research

D) an in-depth interview

E) explanatory research

51) Before launching its latest line of environment-friendly and child-friendly wooden toys, a toy manufacturer gave samples of these toys to a large and culturally diverse set of families. It then conducted a survey in which the parents were asked to rate the toys on a step-wise scale of "not satisfied" to "extremely pleased." This research is most likely an example of ________ research.

A) quantitative

B) longitudinal

C) descriptive

D) qualitative

E) explanatory

52) Before launching its latest line of health drinks, a beverage manufacturer provided free samples of the health drinks to families. It then conducted a survey with mostly open-ended questions in which the participants were asked about their first impressions about the drinks. This is an example of ________ research.

A) qualitative

B) analytical

C) quantitative

D) laboratory

E) statistical

53) Which statement is true about qualitative research?

A) It provides a marketer with responses that can be presented with precise estimations.

B) It includes recording consumers' first impressions about products.

C) It usually involves asking respondents to select a response from a set of choices.

D) Data from qualitative research can be easily summarized in percentages, averages, or other statistics.

E) It is generally associated with survey research that involves yes/no questions.

54) Qualitative research studies

A) responses that can be presented with precise estimations.

B) the dynamic interplay of peoples' feelings and ideas.

C) respondents who are asked to select a response from a set of choices.

D) data that can be summarized in percentages, averages, or other statistics.

E) survey research that involves yes/no questions.

55) Which statement 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 is generally associated with survey research that involves yes/no questions.

D) It includes recording consumers' first impressions about products.

E) It almost always uses open-ended or in-depth and unstructured responses.

56) Sarah asks the respondents in a research study a series of open-ended questions about the respondents' feelings and thoughts on the subject of child labor. Sarah is conducting ________ research.

A) statistical

B) qualitative

C) tertiary

D) quantitative

E) numerical

57) In the international arena, the greatest problem in sampling stems from the

A) lack of adequate demographic data from which meaningful samples can be drawn.

B) lack of expertise in designing sampling layouts for a nondomestic market.

C) higher probability of foreign government intervention in the sampling process.

D) inability of international market researchers to speak foreign languages.

E) difficulty in determining sample size suitable for the relevant foreign market.

58) In many rural areas, 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 directly affect?

A) product enhancement analysis

B) inventory analysis

C) the optimization process

D) the sampling process

E) the decentralization process

59) The most universal survey research problem in foreign countries is the ________ barrier.

A) technological

B) legal

C) cultural

D) literacy

E) language

60) 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 families in four rural towns of that country but it did not have sufficient information to make the distinction between those with children and those without children. The market demand forecast based on this survey failed to match the actual demand for the toys. Which of the following is the most likely reason for this failure?

A) difficulty in defining the research objective

B) unwillingness of the respondents to reply to survey questions

C) difficulty in translating the responses

D) inappropriate sample selection due to lack of adequate demographic data

E) lack of appropriate methods for analyzing the data

61) Back translations may not always ensure an accurate translation because of commonly used idioms in both languages. Which type of translation is used to overcome this problem?

A) serial translation

B) centering

C) linear translation

D) complimentary translation

E) parallel translation

62) Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. What is one of these techniques?

A) simultaneous translation

B) serial translation

C) back translation

D) linear translation

E) recentering

63) 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) recentering

C) linear

D) random

E) front

64) Decentering is a hybrid of ________ translation.

A) parallel

B) simultaneous

C) linear

D) random

E) back

65) Lola, along with many of her friends, grew up in a very poor country and didn't attend school. A consumer products company wants to do marketing research in her country and plans to send out a survey. What problem is most likely to hamper the research using this tool?

A) taboos

B) product fit

C) lack of interest

D) translation

E) illiteracy

66) An American marketing research company wanted to use a survey to determine if it was feasible to build shopping centers in several countries. Since all of the countries spoke a different language, the company used two translators for each country—one to translate it into the native language, and one to translate it back into English. The original document was revised repeatedly until the translated version matched it in meaning. This describes the process of

A) decentering.

B) bi-translation.

C) parallel translation.

D) centering.

E) reciprocal translation.

67) In ________ translation, a 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) complimentary

68) Cho is having difficulty with her company's advertising in Japan. As a representative of Cherry Motors, she intends to use American campaigns in the Japanese market. She is surprised to learn that the slogan "Body by Bass" (the company that makes external structures for Cherry Motors) loosely translated in Japanese means "Corpse by Bass." Which of the following problems did Cho experience with her company's advertising in this scenario?

A) improper syntax

B) improper colloquialisms or slang

C) improper grammar

D) improper local language

E) improper foreign language

69) 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 languages.

A) serial translation

B) triangulation

C) linear translation

D) netnography

E) decentering

70) Alexandria's research focuses on consumers in Brazil, Russia, Canada, and Nigeria. In this case, Alexandria is most likely engaged in ________ research.

A) geographical

B) anthropological

C) psychological

D) sociological

E) multicultural

71) 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.

72) 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, Carlos is engaging in the practice of

A) tomography.

B) serigraphy.

C) vitreography.

D) netnography.

E) lithography.

73) What is a severe limitation of using the Internet for primary research?

A) The data on the Internet are usually outdated.

B) The educational qualifications of the respondents of surveys on the Internet cannot be identified accurately.

C) Secondary data cannot be accessed on the Internet for conducting research.

D) A sample universe composed solely of Internet respondents represents a potential bias.

E) Using the Internet for primary research is the most expensive way of conducting primary research.

74) 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 the reliability of the surveys conducted using the Internet.

D) ability to overcome legal barriers to conducting primary research.

E) ability to easily access volumes of secondary data.

75) Two methods of forecasting demand are particularly suitable for international marketers. What is one of these methods?

A) probabilistic forecasting

B) expert opinion

C) simulation

D) extrapolation

E) scenario building

76) G&P's marketing research department needed to get figures on market size and growth rates in a company they were targeting for growth. They opted to use government officials and outside consultants for the information. This is a method known as

A) probabilistic forecasting.

B) expert opinion.

C) simulation.

D) extrapolation.

E) scenario building.

77) What is a method of demand forecasting that begins by establishing a relationship between the item to be estimated and a measurable variable?

A) probabilistic forecasting

B) analogy

C) simulation

D) extrapolation

E) scenario building

78) The key in using expert opinion to help forecast demand is ________; that is, comparing estimates produced by different sources.

A) indemnification

B) simulation

C) morphing

D) modeling

E) triangulation

79) 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) triangulation

80) A toy manufacturer has excellent sales figures for its toys in country A, but inadequate figures in the neighboring country B. In country A, per capita consumption is known to increase at a predictable ratio as per capita gross domestic product (GDP) increases. If per capita GDP is known for country B, per capita demand for the toys can be estimated using the relationships established in country A. Which of the following methods of forecasting does this example illustrate?

A) probabilistic forecasting

B) reference class forecasting

C) expert opinion

D) analogy

E) linear regression

81) To deal with the problems in analyzing and interpreting research information in an international market, a marketing researcher must possess three talents. What is one of these talents?

A) the ability to work within assigned budget

B) creative talent for adapting research methods

C) proven talent to use and apply advanced statistics

D) superior logical ability and thorough knowledge of the language of the home country

E) the ability to extrapolate home-country data

82) What is a disadvantage of decentralized research management?

A) The control hardly rests closer to the market.

B) Various international laws restrict decentralized research.

C) Field personnel and resident managers lack intimate knowledge of the subtleties of the market.

D) There is unwarranted dominance of large-market studies in decisions about global standardization.

E) Decentralized research has higher probability of translational errors.

83) One disadvantage of decentralized research management is possible ineffective communication with

A) field personnel.

B) home-office executives.

C) customers.

D) local agencies.

E) resident managers.

84) In Japanese corporate culture, which action is most likely to constitute 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) Negotiations are avoided at any cost.

C) Decisions are generally taken by lower level employees who directly deal with the problem.

D) Employees who are lower in the hierarchy find it hard to question their superiors.

E) The process of decision making is extremely complex and time consuming.

85) What is true about the Japanese corporate culture?

A) Employees like to work on their own rather than in a group.

B) Negotiations are avoided at any cost.

C) Decisions are generally taken by lower level employees who directly deal with the problem.

D) The process of decision making is extremely complex and time consuming.

E) The focus on consensus and group makes it hard to challenge what has been decided.

86) What country has a hierarchical, relationship-based corporate culture?

A) Germany

B) France

C) South Korea

D) Switzerland

E) Australia

87) The public, face-saving truth is referred to as ________ in Japan.

A) kanban

B) tatemae

C) keiretsu

D) zaibatsu

E) honne

88) In Japan, ________ refers to the factual truth, irrespective of the damage it might do to the social relationships within and between Japanese companies.

A) kanban

B) honne

C) keiretsu

D) zaibatsu

E) tatemae

89) 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 is deemed to be best suited for managing the cultural barrier across the chain of communication?

A) company—agency—customers

B) company—agency—local agency—customers

C) company—foreign agency—customers

D) company—foreign agency—Internet—customers

E) company—Internet—customers

90) 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. In which model do cultural and organizational barriers cross simultaneously, thus maximizing chances for miscommunication?

A) company—agency—customers

B) company—agency—local agency—customers

C) company—foreign agency—local agency—customers

D) company—foreign agency—Internet—customers

E) company—Internet—customers

91) International marketers often need to collect certain types of information not normally collected by domestic marketing researchers. Unisys Corporation gives some guidance about the kind of information that organizations need to collect in the international environment during planning. List and briefly discuss each of the five types of information suggested by the Unisys Corporation model.

92) List the six steps in the research process.

93) With references to international marketing research, discuss four problems related to the availability and use of secondary data.

94) Discuss the key features of quantitative research, and contrast it with qualitative research..

95) Discuss four potential problems associated with gathering primary data in the international arena.

96) Compare and contrast back translation and parallel translation.

97) Explain at least four uses of the Internet in international marketing research.

98) Define the expert opinion method of demand forecasting, including the challenges of using it.

99) Define the analogy method of demand forecasting, and give an example of how it could be used.

100) What are the various advantages and disadvantages of the decentralization of the international marketing research function?