Question 1

If Avon would like to sell cosmetics in India,a good estimate of sales can be predicted by researching the average wage of an office secretary.

Accepted Answer

A) True 
 B)False

Question 2

In global marketing research,the results of a nonprobability sample can be projected with statistical reliability.

Accepted Answer

A) True 
 B)False

Question 3

A market researcher who uses multidimensional scaling (MDS)will:

Accepted Answer

A) attempt to estimate market size by analogy. 
B) ask respondents to rate a particular product or brand in terms of multiple characteristics or attributes. 
C) ask respondents to evaluate product or brand pairs in terms of similarity. 
D) attempt to determine the combination of product features that create the greatest utility for consumers. 
E) conduct a focus group. 
A) attempt to estimate market size by analogy. 
B) ask respondents to rate a particular product or brand in terms of multiple characteristics or attributes. 
C) ask respondents to evaluate product or brand pairs in terms of similarity. 
D) attempt to determine the combination of product features that create the greatest utility for consumers. 
E) conduct a focus group.

Question 4

In Singapore,Coca-Cola wanted to develop an advertisement program.They selected a group of teenagers and a trained moderator facilitated discussion asking questions related to brand's image,advertisement,social trends,TV watching habits,and snack usage.This type of research is called:

Accepted Answer

A) survey research. 
B) observational studies. 
C) comparison studies. 
D) focus group research. 
E) experimental research. 
A) survey research. 
B) observational studies. 
C) comparison studies. 
D) focus group research. 
E) experimental research.

Question 5

Grey China Advertising agency gathers a wealth of information about attitudes and buying patterns of the Chinese in its Grey China Base Annual Consumer Study.Recent findings point to growing concerns about the future,Westernization of grocery purchases,growing market saturation,increasingly discerning customers and a rise in consumer willingness to try new products.These data can be very inconsistent since conflicting findings were reported by different agencies.For example,data gathered by Euromonitor International estimates soft-drink consumption at 23 billion liters in China,while Coca-Cola's in-house marketing research team places the figure at 39 billion liters.Similar differences were noted in other data published by different agencies.What is the best approach in such situations so that finite decisions can be made? What are the differences between latent and incipient markets?

Accepted Answer

These types of discrepancies are expecte

Question 6

It will be convenient to do a telephone survey in rural areas in China since,according to the Ministry of Information Industry reports,40 percent of households have at least one fixed-line telephone.

Accepted Answer

A) True 
 B)False

Question 7

According to Peter Drucker,Japanese companies are the leading sellers of fax machines because their understanding of the market was based on survey research.

Accepted Answer

A) True 
 B)False

Question 8

To prevent the most value-conscious shoppers from defecting to Walmart,Tesco mined its database to identify Clubcard users who buy the lowest-priced grocery items.

Accepted Answer

A) True 
 B)False

Question 9

When using a "projective technique," the researcher presents close-ended or ambiguous stimuli to a subject in a focus group.

Accepted Answer

A) True 
 B)False

Question 10

If interaction between two variables is desired,factor analysis can be used to transform large amounts of data into manageable units.

Accepted Answer

A) True 
 B)False

Question 11

A marketer of breakfast cereals might send researchers to preselected households at 6 a.m.to watch families go about their morning routines.

Accepted Answer

A) True 
 B)False

Question 12

The music industry's use of big data shows how information about buyer behavior and the overall business environment is vital to effective managerial decision making.All of the factors listed below facilitate decision making for music industry except:

Accepted Answer

A) musicians can interact with fans via social networks. 
B) big data allows record executives and band managers to find patterns and discern market trends. 
C) big data allows executives to see what factors "move the needle" across a variety of metrics. 
D) data analytics permit record company executives to overlay information about an artist's appearance on a TV show. 
E) big data helps in increasing revenues from paid downloads. 
A) musicians can interact with fans via social networks. 
B) big data allows record executives and band managers to find patterns and discern market trends. 
C) big data allows executives to see what factors "move the needle" across a variety of metrics. 
D) data analytics permit record company executives to overlay information about an artist's appearance on a TV show. 
E) big data helps in increasing revenues from paid downloads.

Question 13

What is the difference between emic and etic analysis? Explain with examples as to how these analyses can be used in marketing research.

Accepted Answer

Emic analysis is similar to ethnography

Question 14

Although environmental scanning is a vital source of information,research has shown that headquarters executives of global companies obtain as much as two-thirds of the information they need from:

Accepted Answer

A) government publications. 
B) professional publications. 
C) trade publications. 
D) census data. 
E) personal sources. 
A) government publications. 
B) professional publications. 
C) trade publications. 
D) census data. 
E) personal sources.

Question 15

What are the secondary sources of data and how do these sources differ from primary sources? Give examples of sources from which secondary data can be obtained.

Accepted Answer

A low-cost approach to market research a

Question 16

In 1998,U.K.-based retailer Marks & Spencer closed its office in Shanghai and tabled plans to commence operations there.After 3 years of research,they concluded that the timing is not right.The majority of their customers are from middle-income groups.Within a decade,however,China's emerging middle class represented an attractive opportunity.Marks & Spencer opened its first store in Shanghai in 2008;by 2017,there were 10 stores.However,when its sales stalled,the company pulled out of China for the second time.Part of the problem: low brand awareness,plus the fact that many Chinese shoppers preferred "fast-fashion" brands such as Zara and H&M.China was considered as a(n)________ market in both instances.

Accepted Answer

A) latent 
B) incipient 
C) cluster 
D) existing 
E) primary 
A) latent 
B) incipient 
C) cluster 
D) existing 
E) primary

Question 17

Anyone undertaking a market research project should understand that the first step is:

Accepted Answer

A) setting the budget. 
B) determining the methodology to use. 
C) deciding who will see the final report. 
D) defining the problem. 
E) determining information requirements. 
A) setting the budget. 
B) determining the methodology to use. 
C) deciding who will see the final report. 
D) defining the problem. 
E) determining information requirements.

Question 18

The reasons why a majority of recording artists are struggling to adapt to the new music economy include all of the following except:

Accepted Answer

A) musicians can interact with fans via social networks. 
B) artists do not see significant financial returns even after a song is streamed millions of times. 
C) the majority of recording artists do not come close to achieving the same level of global success as Swift,Adele,Cardi B,Ed Sheeran,or Jay-Z. 
D) to supplement their incomes,many artists have opted to tour constantly,hoping to generate income from ticket and merchandise sales. 
E) the music industry has embraced information science and big data. 
A) musicians can interact with fans via social networks. 
B) artists do not see significant financial returns even after a song is streamed millions of times. 
C) the majority of recording artists do not come close to achieving the same level of global success as Swift,Adele,Cardi B,Ed Sheeran,or Jay-Z. 
D) to supplement their incomes,many artists have opted to tour constantly,hoping to generate income from ticket and merchandise sales. 
E) the music industry has embraced information science and big data.

Question 19

Problems faced by small markets around the world in collecting research data can be overcome by all of the following ways except:

Accepted Answer

A) devise inexpensive research techniques and methods. 
B) estimate demand by using the economic and demographic relationships. 
C) use inexpensive survey research sacrificing statistical rigor. 
D) get information from selected individuals who may be familiar with demographics. 
E) use methods sacrificing elegance in order to minimize expenses. 
A) devise inexpensive research techniques and methods. 
B) estimate demand by using the economic and demographic relationships. 
C) use inexpensive survey research sacrificing statistical rigor. 
D) get information from selected individuals who may be familiar with demographics. 
E) use methods sacrificing elegance in order to minimize expenses.

Question 20

Which of the following can be defined as a business philosophy that values two-way communication between a company and individual customers?

Accepted Answer

A) ECR 
B) CRM 
C) EDI 
D) EPOS 
E) BOLD 
A) ECR 
B) CRM 
C) EDI 
D) EPOS 
E) BOLD

If Avon would like to sell cosmetics in India,a good estimate of sales can be predicted by researching the average wage of an office secretary.

In global marketing research,the results of a nonprobability sample can be projected with statistical reliability.

A market researcher who uses multidimensional scaling (MDS)will:

In Singapore,Coca-Cola wanted to develop an advertisement program.They selected a group of teenagers and a trained moderator facilitated discussion asking questions related to brand's image,advertisement,social trends,TV watching habits,and snack usage.This type of research is called:

It will be convenient to do a telephone survey in rural areas in China since,according to the Ministry of Information Industry reports,40 percent of households have at least one fixed-line telephone.

According to Peter Drucker,Japanese companies are the leading sellers of fax machines because their understanding of the market was based on survey research.

To prevent the most value-conscious shoppers from defecting to Walmart,Tesco mined its database to identify Clubcard users who buy the lowest-priced grocery items.

When using a "projective technique," the researcher presents close-ended or ambiguous stimuli to a subject in a focus group.

If interaction between two variables is desired,factor analysis can be used to transform large amounts of data into manageable units.

A marketer of breakfast cereals might send researchers to preselected households at 6 a.m.to watch families go about their morning routines.

The music industry's use of big data shows how information about buyer behavior and the overall business environment is vital to effective managerial decision making.All of the factors listed below facilitate decision making for music industry except:

What is the difference between emic and etic analysis? Explain with examples as to how these analyses can be used in marketing research.

Although environmental scanning is a vital source of information,research has shown that headquarters executives of global companies obtain as much as two-thirds of the information they need from:

What are the secondary sources of data and how do these sources differ from primary sources? Give examples of sources from which secondary data can be obtained.

Anyone undertaking a market research project should understand that the first step is:

The reasons why a majority of recording artists are struggling to adapt to the new music economy include all of the following except:

Problems faced by small markets around the world in collecting research data can be overcome by all of the following ways except:

Which of the following can be defined as a business philosophy that values two-way communication between a company and individual customers?

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political,legal,and Regulatory Environments

Segmentation,targeting,and Positioning

Importing,exporting,and Sourcing

Global Market Entry Strategies: Licensing, investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions II: Sales Promotion, personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, organization, and Corporate Social Responsibility

Filters

Exam 6: Global Information Systems and Market Research

If Avon would like to sell cosmetics in India,a good estimate of sales can be predicted by researching the average wage of an office secretary.

In global marketing research,the results of a nonprobability sample can be projected with statistical reliability.

A market researcher who uses multidimensional scaling (MDS)will:

In Singapore,Coca-Cola wanted to develop an advertisement program.They selected a group of teenagers and a trained moderator facilitated discussion asking questions related to brand's image,advertisement,social trends,TV watching habits,and snack usage.This type of research is called:

It will be convenient to do a telephone survey in rural areas in China since,according to the Ministry of Information Industry reports,40 percent of households have at least one fixed-line telephone.

According to Peter Drucker,Japanese companies are the leading sellers of fax machines because their understanding of the market was based on survey research.

To prevent the most value-conscious shoppers from defecting to Walmart,Tesco mined its database to identify Clubcard users who buy the lowest-priced grocery items.

When using a "projective technique," the researcher presents close-ended or ambiguous stimuli to a subject in a focus group.

If interaction between two variables is desired,factor analysis can be used to transform large amounts of data into manageable units.

A marketer of breakfast cereals might send researchers to preselected households at 6 a.m.to watch families go about their morning routines.

The music industry's use of big data shows how information about buyer behavior and the overall business environment is vital to effective managerial decision making.All of the factors listed below facilitate decision making for music industry except:

What is the difference between emic and etic analysis? Explain with examples as to how these analyses can be used in marketing research.

Although environmental scanning is a vital source of information,research has shown that headquarters executives of global companies obtain as much as two-thirds of the information they need from:

What are the secondary sources of data and how do these sources differ from primary sources? Give examples of sources from which secondary data can be obtained.

Anyone undertaking a market research project should understand that the first step is:

The reasons why a majority of recording artists are struggling to adapt to the new music economy include all of the following except:

Problems faced by small markets around the world in collecting research data can be overcome by all of the following ways except:

Which of the following can be defined as a business philosophy that values two-way communication between a company and individual customers?

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political,legal,and Regulatory Environments

Segmentation,targeting,and Positioning

Importing,exporting,and Sourcing

Global Market Entry Strategies: Licensing, investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions II: Sales Promotion, personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, organization, and Corporate Social Responsibility

Filters