Exam 24: International Marketing Research

Mail surveys are, typically, more effective in industrial international marketing research.

The marketing research process should be modified so that it does not conflict with the cultural values of a foreign society.

Explain why back translation and parallel translation are needed.

African countries are culturally more homogeneous than either the United States or Japan, which have many different kinds of family structures.

In the framework for international marketing research, the extent of a country's telephone usage would be an informational and technological environment consideration.

________ is a translation technique that translates a questionnaire from the base language by a translator whose native language is the one into which the questionnaire is being translated. This version is then retranslated back into the original language by a bilingual whose native language is the base language. Translation errors can then be identified.

Define direct translation, back translation, and parallel translation.

Mail panels are extensively used in Hong Kong, France, Germany, and the Netherlands.

________ involves a bilingual translator translating the questionnaire directly from a base language to the respondent's language.

Construct equivalence is comprised of conceptual equivalence, functional equivalence, and item equivalence.

While some countries have laws regulating marketing activities, some of those countries have only a few laws that are loosely enforced.

The use of mail interviews is low in some countries because of ________.

Home-country laws may also apply while conducting business or marketing research in foreign countries.

In developing countries, demand typically exceeds supply, and there is little concern about customer satisfaction, especially when the level of competition is low.

If, for example, in many countries, the number of brands available in a given product category is limited and, in other countries the dominant brands have become generic labels symbolizing the entire product category, the researcher might have a problem with ________.

________ China was the first foreign marketing research firm in China.

Relevant values and attitudes toward time, achievement, work, authority, wealth, scientific method, risk, innovation, change, and the Western world are considered in the ________ of the framework for international marketing research.

What are the two significant challenges marketing researchers will face as a result of the passage of NAFTA?

Factors such as values, literacy, language, religion, communication patterns, and family and social institutions are considered in the structural environment of international research.

Mail panels are being gradually replaced by ________ panels in many parts of the world.