Exam 6: Global Information Systems and Market 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 Chines habits.This type of interpretation and decision is based on:

In Mexico City,only 55-60% of the population owns a telephone.The number drops to less than 50% in Guadalajara and Monterey,and 35% or lower in other cities.This will complicate the task of market researchers hoping to use a telephone survey to obtain a ________ of the Mexican population.

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

Suppose Apple has collected extensive survey data about its new iPhone,and respondents have rated it on twenty different features and benefits.Now researchers want to reduce the amount of data to a few underlying dimensions.Which data analysis technique should the researchers use?

Africa represents a huge untapped market for shoes since most people walk barefoot.Thus,it will be easy to alter entrenched consumer behavior pattern if shoes are available.

Which of the following lists some of the steps in the market research process in the correct order?

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

It is difficult to obtain a representative sample in Brazil since the technological infrastructure for gathering market data is minimal.

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.

"Back translation" is a technique used to ensure that currency conversion is performed correctly when financial statements of foreign subsidiaries are consolidated with financial statements at headquarters.

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:

The unit of analysis can be a single country or region; however,for all market-entry decisions ________ data are not required.

An intranet is a public network that allows authorized company personnel or outsiders to share information electronically in a secure fashion.

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

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

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

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

One challenge of using CRM is:

When a trained person is recording the items selected in a grocery cart or basket,the research method is known as:

Whirlpool conducts usability studies that provide insight into the ways consumers interact with its products.In one study in an emerging market,engineers and designers stood behind a two-way mirror and watched as a volunteer put groceries away in a Kenmore Elite refrigerator.The Whirlpool team recorded a variety of data,such as the amount of time required for the volunteer to finish the task and the number of features used.The basis of this research study was based on the fact that: