Exam 6: Global Marketing Research

The chain ratio method starts with a very rough base-number as an estimate for the market size.

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

To make findings of cross-country market research projects meaningful, it is paramount to pursue _____ (where scores from subjects of different countries should have the same meaning and interpretation).

If a company were to go to JETRO (the Japanese External Trade Organization) for data on exporting to Japan, they would be engaging in a _____ data search.

The Internet is not a viable contact method for market research.

Focus groups normally include 30-40 people.

As a research technique, a _____ is a loosely structured free-flowing discussion among a small group of target customers facilitated by a professional moderator.

An alternative way to derive market size estimates is based on local production and import and export figures for the product of interest.This method is best described as being a(the):

Which of the following questions is most associated with the term "sampling unit?"

Getting focus groups to work in certain societies (because of their view on group dynamics and proper decorum) is difficult.Which of the following countries would be most difficult for successful focus groups?

A telephone directory could be a sampling frame.

The courtesy bias with respect to marketing research responses is fairly common in:

When drawing a sample, the researcher needs a ____, that is, listing of the target population (e.g., a telephone directory).

Discuss the function, purpose, limitations, and benefits of omnibus surveys.

Parallel translation uses a single translator who translates the survey into another language and then back into the original language after waiting a day or two.

One common problem with using the analogy method of determining market size is:

Besides traditional primary data collection methods, companies also rely on less conventional methods such as _____.

Focus groups can be conducted online.

In the area of multicountry research coordination, the _____ focuses on the peculiarities of each country.

With respect to standardization of research results, even when dealing with cross-country marketing research, which of the following entities usually desires standardization of data collection, sampling procedures, and survey instruments?