Exam 6: Global Information Systems and Market Research

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 rupees-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:

A vice-president of a shoe company was in India to assess the market.He found that many people in the southern part of India were walking bare footed.This can be indicative of either the fact that there is a potential market for shoes or there is no market for shoes in that part of the world.To formally confirm one instinct or the other the vice-president should:

Manufacturers of Splenda,a low-calorie sugar,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:

"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.

Direct sensory perception provides a vital background for the information that comes from human and documentary sources since:

How can observational studies and focus groups be used in marketing research? What are the different methods by which these studies are conducted?

The term "Safe Harbor" agreement applies to privacy issues pertaining to the companies that wish to transfer data to the United States from Europe.

Discuss the guidelines submitted by David Arnold pertaining to the importance of data gathering for market research.Indicate the rationale behind each guideline.

In global marketing research,the results of a nonprobability sample can be projected with statistical reliability.

Which of the following is not true of secondary data about global markets?