Exam 6: Global Information Systems and Market Research

Although big data and big data analytics have long been the province of astronomers, meteorologists, and other members of the scientific community, it is only recently that big data collection and analysis has been used in business situations.

Direct sensory perception provides a vital background for the information that comes from human and documentary sources since:

Japan is Coach's second largest market, representing about 20% of global sales. All of the following statements are true regarding the market for Coach's products compared to that in America except:

Retailers are increasingly using a technique known as efficient consumer response (ECR)in an effort to work more closely with vendors on stock replenishment.

When the Coca-Cola Company convened focus groups in Europe and Asia to assess potential market acceptance of a contoured aluminum soft drink can, it was attempting to collect ________ data.

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

When a survey questionnaire in English is translated into Korean for use in South Korea and then translated back into English to check its accuracy, it is described as:

CRM tools does not help companies in determining:

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

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

Global competition intensifies the need for effective MIS and business intelligence that are accessible throughout the company. How can IT provide valuable tools in fulfilling this need as well as conducting global marketing research?

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:

Which of the following correctly reflects marketing expert David Arnold's recommendations for companies engaged in global market research?

Market research should focus on finding out how a potential customer can be changed into an actual customer.

A vice president of a shoe company was in India to assess the market. He found that many people in the southern part of India were walking bare footed. This can be indicative of either the fact that there is a potential market for shoes or there is no market for shoes in that part of the world. To formally confirm one instinct or the other the vice president should:

When consumers have difficulty in verbalizing their perceptions, and there are different alternative brands of toothpaste, what is the best method of judging them in terms of similarity?

When using a "projective technique," the researcher presents close-ended or ambiguous stimuli to a subject in a focus group.

Which of the following is true about etic and emic approaches to country analysis?

A latent market is, in essence, an undiscovered market segment.

In global marketing research, it is important to establish scalar equivalence when obtaining information from different countries.