Exam 6: Global Information Systems and Market Research

Authors Michael Czinkota and Ilka Ronkainen identified four specific environmental factors that may require international research efforts to be conducted differently than domestic research. Describe those factors to outline the differences.

Volkswagen, Peugeot, Chrysler, and other global automakers have established manufacturing operations in China since they consider it to be an incipient market.

One of the key advantages of an EDI (Electronic Data Interchange)system is:

One study of adult involvement in household tasks revealed greater similarities between the United Kingdom and the United States compared with France, Belgium, and French Canada. Thus, the United States and United Kingdom were "twins" based on common language. This study is an example of:

In India, only about 10% of men who shave use Gillette razors. Worldwide, 50% of male shavers use Gillette products. To achieve greater penetration in India, Gillette rolled out a no-frills brand that costs 15 rupee ---- about 34 cents. The Gillette Guard has a lighter handle that is cheaper to produce. It also lacks the lubrication strip found in Gillette's more expensive razors, and replacement blades cost only 5 rupees (11 cents). This use of data and process are described as:

To prevent the most value-conscious shoppers from defecting to Walmart, Tesco mined its database to identify Clubcard users who buy the lowest-priced grocery items.

CRM tools allow companies such as Credit Suisse, AT&T, Hewlett-Packard and others to determine:

Emerging markets present a number of challenges to anyone conducting market research, which includes all of the following except:

The Intranet is a private network that allows authorized company personnel or outsiders to share information electronically in a secure fashion without generating mountains of paper.

Manufacturers of Splenda, a low-calorie sugar substitute, wanted to arrange a focus group to find out its use in different markets. Open-ended questions were used in order to secure the unconscious attitudes and biases held by the subjects. This type of technique is known as:

Potential markets can be subdivided into:

What are the secondary sources of data and how do these sources differ from primary sources? Give examples of sources from which secondary data can be obtained.

Many of the fast food operations are entering markets in Middle Eastern countries. In the United States, breakfast items are very popular and are responsible for a majority of the profit from sales, primarily from drive-in customers. However, to their dismay, managers found that there was practically no demand for breakfast items. Firstly, due to hot weather conditions, people sleep late and wake up late. Secondly, they do not eat burgers, and sausage or bacon is prohibited. Also, drive-in business is not popular since people go to work at different periods of time. Explain the reasons why these facts were not discovered by marketing research.

If interaction between two variables is desired, factor analysis can be used to transform large amounts of data into manageable units.

Marketers must be aware of the impact of SRC and other cultural assumptions since:

Traditional market research is the most effective means for identifying latent markets.

For consumer products, qualitative research is especially well suited to accomplish all of the following tasks except:

Describe guidelines that are recommended by David Arnold for data gathering and explain their importance in marketing research.

A market research study of soft drink consumption and distribution in Hungary commissioned by an American company indicated that soft drinks were available in drugstores. However, Western-style drugstores do not exist in Hungary. This illustrates an important issue in global marketing research, namely:

In Singapore, Coca-Cola wanted to develop an advertisement program. They selected a group of teenagers and a trained moderator facilitated discussion asking questions related to brand's image, advertisement, social trends, TV watching habits, and snack usage. This type of research is called: