Exam 8: Developing a Global Vision Through Marketing Research

A comprehensive review of the different approaches to multicountry research suggests that the ideal approach is to have:

According to the text, the ability to express attitudes and opinions about a product or concept depends on the respondent's:

In _____ translation, the questionnaire is translated from one language to another, and then a second party translates it back into the original, and the two original language versions are compared.

Systematic monitoring of chat rooms, blogs, and personal Web sites to assess consumers' opinions about products and services is known as serigraphy.

International marketers often collect forms of information not normally collected by domestic marketing researchers. Unisys Corporation gives some guidance as to what forms of information need to be collected in the international environment. List and briefly discuss each of the five types of information suggested by the Unisys Corporation model.

According to the text, today the real power of the Internet for international marketing research is the:

A company wanted to estimate the market growth potential for a beverage in country X, for which it had inadequate sales figures, but the company had excellent beverage data for neighboring country Y. In country Y, per capita consumption is known to increase at a predictable ratio as per capita gross domestic product (GDP) increases. If per capita GDP is known for country X, per capita consumption for the beverage can be estimated using the relationships established in country Y. This is an example of which of the following methods of forecasting?

Though definitions of marketing research and international marketing research are basically the same, there are two distinct complications that impact international marketing research. Which of the following is one of those complications?

Mary Hills would like to ask respondents a series of open-ended questions that will help explain the respondents' feelings and thoughts on the subject of child labor. Based on this information, Mary Hills is carrying out _____ research.

The key to using expert opinion to help in forecasting demand is _____ that is, comparing estimates produced by different sources.

Back translations may not always ensure an accurate translation because of commonly used idioms in both languages. Which of the following types of translation is used to overcome this problem?

In ____, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.

Which of the following is a disadvantage of decentralized research management?

Alex is engaged in research involving countries that have different languages, economies, social structures, behavior, and attitude patterns. Alex is most likely engaged in _____ research.

In foreign markets it is best to accept the information at face value because verifying information in foreign markets is extremely difficult.

Decentering is a hybrid of _____ translation.

The most universal survey research problem in foreign countries is the:

The fastest growing market for the Internet is now ____.

In the decentering method of translation more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation is selected.

Due to the greater uncertainties and data limitations associated with foreign markets, two methods of demand forecasting are particularly suitable for international marketers: probabilistic forecasting and reference class forecasting.