Exam 7: Global Marketing Research

The etic research approach assumes that a research question developed in one culture can be more or less translated for use in another cultural context.

The same customer survey is used by Toyota in Brazil and Japan.The survey gauges customer satisfaction via the use of a 10-point scale,where 1 indicates that the customer is "extremely dissatisfied" and 10 indicates that the customer is "extremely satisfied." A Brazilian consumer feels that he is marginally satisfied,so he circles the answer "8." A Japanese customer who is enthusiastically satisfied circles the answer "8." This example illustrates that there are often cross-cultural differences in ____.

In Saudi Arabia,Western researchers must resort to recruit market research study participants via word of mouth.This sampling technique is called ____ sampling.

Data collection methods vary from country to country due to differences in privacy laws and local culture.