Exam 7: Research in International Markets

The use of a product test market in an overseas market is not advisable, particularly if a decision to enter that market would require the firm to undertake new capital investment in its production facilities.

Managing international research requires two key elements: selecting a market research agency and coordinating the market research.

The interpretation of research results from overseas markets will require a degree of scepticism because the data may have been collected under varying circumstances that could cause errors in both the collection and analysis processes.

The main reason why primary research is NOT used in developing countries is:

On the internet, consumers are faced with a truncated set of cues and absence of sensory cues, which leads to a greater reliance on objective cues such as price and product information.

Explain how a firm might use international market research to determine the country-of-origin effect on its marketing success. Use a specific product and country to illustrate your answer.

Discuss the ways that market research in an overseas market might differ between firms that market consumer goods and those that market industrial goods. Use examples to illustrate your answer.

Which of the following will contribute to the extra complexity that firms have to deal with in international research?

Outline the key new international marketing research methods. What are the advantages and disadvantages of employing these methods ahead of more traditional research approaches?

Specific issues related to primary research in an overseas market can include:

The gathering of primary data using a questionnaire is classified as:

Construct equivalence is concerned with whether the researcher and the subjects of the research view a particular concept in the same way. The specific perspectives of construct equivalence are:

Information is the key element in developing successful international marketing strategies, and the information needed can range from general data for assessing market opportunities to specific information for making decisions about the mix.

The internet can be a significant tool for international market research. Its use extends both the depth and the breadth of the research process because, in addition to company websites, consumers can also access product category sites, retailer sites and consumer-dominated sites.

New international market research techniques include the use of:

When designing the research, three specific issues are critical to the overall success of the study: construct equivalence, measurement equivalence and data collection equivalence.

Which of the following three elements are critical for conducting research across different countries or across different cultural groups?

Would you recommend that a firm employ a test market before entering an international market? Why or why not? Support your answer by highlighting either the benefits or problems associated with test marketing in the international environment.

Which of the following is NOT a type of information needed for international marketing research?

At the ________ stage of the international research process, the possible course of action to obtain the information needs to be established.