Exam 8: Developing a Global Vision Through Marketing Research

It is generally better to collect primary data before turning to secondary data because of the increased reliability and validity of primary data.

One of the reliability problems faced by a marketing researcher that seeks to do secondary research in a foreign market is that official statistics are sometimes too optimistic (e.g., reflecting national pride or politics rather than practical reality).

To deal with problems in analyzing and interpreting research information in the international marketplace, the marketing researcher must possess three talents. Which of the following is one of those talents?

Which of the following questions should be asked by a marketing researcher that is seeking to establish the reliability of secondary data sources in the international arena?

Which of the following research methods is most likely to be associated with quantitative research?

Given the greater uncertainty and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. These two methods are:

Write a short note on quantitative research.

There are two primary differences between international marketing research and domestic research. One of these differences is that international marketing research is always more expensive to conduct.

_____ and _____ typically create problems in demand forecasting in foreign markets.

Write a short note on the analogy method of demand forecasting.

Ben Grissom has decided to use information collected by the United States government in his upcoming research project on cultural trends. Since Ben is not collecting this information himself, this is an example of:

In the case of Japanese corporate culture, which of the following constitutes a typical significant impediment to averting and responding to a crisis?

Gerber's primary consumers usually _____________, making it difficult to communicate and gather marketing information from them.

Which of the following is an effective and often-used way of judging validity of data from an international market or source?

Once the researcher has defined the research problem and established research objectives, the researcher must:

According to the text, when a company in need of foreign market research wants to rely on an outside, foreign-based agency or on a domestic company with a branch within the country in question, it should take into consideration:

Marketing planning is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.

In many Asian cities, there are no street maps, some streets are not identified, and some houses are not numbered. This is most likely to affect:

Which of the following is an advantage of decentralization?

Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Ford Motor Company he believes that it is entirely proper to use American campaigns in the Japanese market. He was very surprised to learn that a slogan "Body by Fisher" (the company that makes Ford undercarriages) translated in Japanese as "Corpse by Fisher." Which of the following problems is Mr. Bressler experiencing with his company's advertising?