Exam 6: Global Information Systems and Market Research

Direct perception can be important when a global player dominates a company's domestic market.

Red Bull energy drink manufacturer,Dietrich Mateschitz,hired a market research firm to assess the market potential for the drink.In the tests,consumers reacted negatively to the taste,the logo,and the brand name.The company ignored the research completely.

Predicting economic and income growth rates is particularly important when researching which type of market?

During earlier days,Japanese women almost never used mascara because,by nature,they have very straight,short and thin lashes.This was observed during a focus group study.

Describe guidelines that are recommended by David Arnold for data gathering and explain their importance in marketing research.

One challenge of using CRM is:

The decision by Toyota executives to introduce the Sienna minivan in the U.S.market was based on their study of a(n)________ market.

CRM tools do not help companies in determining:

Campbell is the world's largest soup company,commanding about 80% of the U.S.canned soup market.However,the company has a presence in only 6% of the world's soup markets.Russians eat 32 billion servings of soup each year,and the Chinese consume 300 billion! By contrast,Americans eat 15 billion servings each year.Sensing a huge opportunity,Campbell has dispatched teams to observe Russian and Chinese habits.This type of interpretation and decision is based on:

One study compared consumer-shopping attitudes in the United States,Jordan,Singapore,and Turkey.Data for the latter three countries were gathered from convenience samples recruited by an acquaintance of the researcher.Although data gathered in this way are not subject to statistical inference,they may be adequate to address the problem.In this study,for example,the researchers were able to identify a clear trend toward cultural convergence in shopping attitudes and customs that cut across modern industrial countries,emerging industrial countries,and developing countries.The sample obtained in this case is referred to as a:

Using big data analytics,Netflix knows that twenty-something males have viewing habits that many people would associate with 70-year-old females,and vice versa.

"Back-translation" is a technique whereby a survey or other document that has been translated is returned (i.e."sent back")to the translator for corrections.

Which of the following is an IT tool designed specifically to help retailers work more closely with vendors on stock replenishment?

According to David Arnold,there are four possible approaches to forecasting by analogy,which does not include which of the following?

Companies wishing to minimize the cost and effort associated with market research should start by collecting and analyzing primary data.

The U.S.government's most comprehensive source of world trade data is:

What is meant by Comparative Analysis and Market Estimation by Analogy? How can these be helpful in marketing research?