Exam 6: Global Information Systems and Market Research

Whirlpool conducts usability studies that provide insight into the ways consumers interact with its products.In one study in an emerging market,engineers and designers stood behind a two-way mirror and watched as a volunteer put groceries away in a Kenmore Elite refrigerator.The Whirlpool team recorded a variety of data,such as the amount of time required for the volunteer to finish the task and the number of features used.The basis of this research study was based on the fact that:

A Safe Harbor agreement establishes principles for privacy protection.

Gathering data is an end in itself.

An ________ system allows a company's business units to submit orders,issue invoices,and conduct business electronically with other company units as well as outside companies.

Africa represents a huge untapped market for shoes since most people walk barefoot.Thus,it will be easy to alter entrenched consumer behavior patterns if shoes are available.

CRM tools allow companies like American Express,Dell,Sharp,and Sony to determine which customers are most valuable and to react in a timely manner with customized products and service offerings that closely match customer needs.

Potential markets can be subdivided into:

Culture shapes attitudes and values in a way that directly affects people's willingness to respond to interviewer questions.

Many of the fast food operations are entering markets in Middle Eastern countries.In the United States,breakfast items are very popular and are responsible for a majority of the profit from sales,primarily from drive-in customers.However,to their dismay,managers found that there was practically no demand for breakfast items.Firstly,due to hot weather conditions,people sleep late and wake up late.Secondly,they do not eat burgers,and sausage or bacon is prohibited.Also,drive-in business is not popular since people go to work at different periods of time.Explain the reasons why these facts were not discovered by marketing research.

Retailers are increasingly using a technique known as efficient consumer response (ECR)in an effort to work more closely with vendors on stock replenishment.

A marketer of breakfast cereals might send researchers to preselected households at 6 A.M.to watch families go about their morning routines.The client could also assign a researcher to accompany family members to the grocery store to record their behavior under actual shopping conditions.This type of research method is considered as:

A market research study of soft drink consumption and distribution in Hungary commissioned by an American company indicated that soft drinks were available in drugstores.However,Western-style drugstores do not exist in Hungary.This illustrates an important issue in global marketing research,namely:

An "incipient market" is a market that will emerge if a particular economic,demographic,political,or sociocultural trend continues in a country.

Direct sensory perception provides a vital background for the information that comes from human and documentary sources since:

"Back-translation" is a technique used to ensure that currency conversion is performed correctly when financial statements of foreign subsidiaries are consolidated with financial statements at headquarters.

EDI links with vendors to enable retailers to improve inventory management and restock hot-selling products in a timely,cost-effective manner.

For consumer products,qualitative research is especially well suited to accomplish all of the following tasks except:

If Coach,a luxury goods marketer,would like to study the consumer perceptions of global luxury brands,what would be the best approach since there are several competitors?

One study of adult involvement in household tasks revealed greater similarities between the United Kingdom and the United States compared with France,Belgium,and French Canada.Thus,the United States and United Kingdom were "twins" based on common language.This study is an example of:

When a survey questionnaire in English is translated into Korean for use in South Korea and then translated into English,it is described as: