Exam 6: Global Marketing Research

Accuracy of data in foreign markets may be suspect.This is especially true if it neglects to record significant commercial and non-commercial activity.One example of data that is often not recorded (though it might be significant) is:

Surveys are a source of primary data.

Cross-sectional regression analysis do not produce market size estimates.

Which of the following would be problematic in using the Internet in global research?

Survey research in _____ is further hampered by low levels of education.

In cross-cultural market research, the need for comparability favors the _____.

The prime benefit of an omnibus survey is _____.

List the four primary methods of estimating market size.Discuss why market size estimates may differ depending on the method being used.How can such differences be reconciled? Which method do you think is the best? Explain your reasoning.

With respect to comparability of data, _____ equivalence refers to the degree to which similar activities or products in different countries fulfill similar functions.

_____ is the only foolproof way to debug the questionnaire and spot embarrassing mistakes.

Test markets are a source of primary data.

Probably the most severe problem in market research is nonresponse.

In marketing research, once the problem has been identified it is translated into:

The procedure for the _____ of assessing market size is to pick a country that is at the same stage of economic development as the country of interest and for which the market size is known.This country then becomes an indicator for the market size of the country that is under question.

One of the procedures used in practice to avoid sloppy translation of questionnaires is forward-translation.

All of the following are major challenges that a global marketing researcher might face except:

Primary data can be collected in several ways.Which of the following is not one of those ways?

Surveys are the most common vehicle to gather primary data in marketing research.

In the area of multicountry research coordination, the _____ focuses on the universal behavior and attitudinal traits.

For an online focus group, all the participants must be online at the same time.