Question 1

Define the expert opinion method of demand forecasting, including the challenges of using it.

Accepted Answer

The answer of Define the expert opinion method of demand...

Question 2

Which statement is true about quantitative research?

Accepted Answer

A)  It includes direct observation of consumers in choice or product usage situations. 
B)  It studies the dynamic interplay between peoples' feelings and their resulting actions. 
C)  It is generally associated with survey research that involves yes/no questions. 
D)  It includes recording consumers' first impressions about products. 
E)  It almost always uses open-ended or in-depth and unstructured responses.

Question 3

What is a severe limitation of using the Internet for primary research?

Accepted Answer

A)  The data on the Internet are usually outdated. 
B)  The educational qualifications of the respondents of surveys on the Internet cannot be identified accurately. 
C)  Secondary data cannot be accessed on the Internet for conducting research. 
D)  A sample universe composed solely of Internet respondents represents a potential bias. 
E)  Using the Internet for primary research is the most expensive way of conducting primary research.

Question 4

When respondents are able to recognize the usefulness and value of a product or concept, they will be better able to express their attitudes and opinions.

Accepted Answer

A) True 
 B)False

Question 5

Next to the United States, which country has the best quantity and quality of marketing-related data available?

Accepted Answer

A)  Brazil 
B)  Australia 
C)  China 
D)  Japan 
E)  Kenya

Question 6

What is true about the Japanese corporate culture?

Accepted Answer

A)  Employees like to work on their own rather than in a group. 
B)  Negotiations are avoided at any cost. 
C)  Decisions are generally taken by lower level employees who directly deal with the problem. 
D)  The process of decision making is extremely complex and time consuming. 
E)  The focus on consensus and group makes it hard to challenge what has been decided.

Question 7

In ________, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices.

Accepted Answer

A)  quantitative research 
B)  a focus group interview 
C)  descriptive research 
D)  an in-depth interview 
E)  explanatory research

Question 8

Which statement is true about qualitative research?

Accepted Answer

A)  It provides a marketer with responses that can be presented with precise estimations. 
B)  It includes recording consumers' first impressions about products. 
C)  It usually involves asking respondents to select a response from a set of choices. 
D)  Data from qualitative research can be easily summarized in percentages, averages, or other statistics. 
E)  It is generally associated with survey research that involves yes/no questions.

Question 9

Maureen leads the international marketing department of Mayfone, a smartphone manufacturer. Mayfone has recently decided to expand its presence in Ecuador. As part of the marketing research effort, Maureen has decided to use data on competitors provided by independent market research agencies located in Ecuador. In the context of assimilating secondary data, which of the following problems is Maureen most likely to face?

Accepted Answer

A)  defining the research problem 
B)  communicating the results 
C)  comparability of data 
D)  storage of data 
E)  willingness to respond

Question 10

The most universal survey research problem in foreign countries is the ________ barrier.

Accepted Answer

A)  technological 
B)  legal 
C)  cultural 
D)  literacy 
E)  language

Question 11

Two methods of forecasting demand are particularly suitable for international marketers. What is one of these methods?

Accepted Answer

A)  probabilistic forecasting 
B)  expert opinion 
C)  simulation 
D)  extrapolation 
E)  scenario building

Question 12

In many rural areas, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to directly affect?

Accepted Answer

A)  product enhancement analysis 
B)  inventory analysis 
C)  the optimization process 
D)  the sampling process 
E)  the decentralization process

Question 13

In international marketing, the greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples.

Accepted Answer

A) True 
 B)False

Question 14

To deal with the problems in analyzing and interpreting research information in an international market, a marketing researcher must possess three talents. What is one of these talents?

Accepted Answer

A)  the ability to work within assigned budget 
B)  creative talent for adapting research methods 
C)  proven talent to use and apply advanced statistics 
D)  superior logical ability and thorough knowledge of the language of the home country 
E)  the ability to extrapolate home-country data

Question 15

What is most likely a problem associated with the use of secondary data?

Accepted Answer

A)  defining the research problem 
B)  ability to communicate opinions 
C)  reliability of data 
D)  storage of data 
E)  willingness to respond

Question 16

What is the first step of the marketing research process?

Accepted Answer

A)  determining the sources of information to fulfill the research objectives 
B)  analyzing, interpreting, and summarizing the results 
C)  defining the research problem and establishing research objectives 
D)  considering the costs and benefits of the research effort 
E)  gathering the relevant data from secondary or primary sources, or both

Question 17

Sampling cannot be used if there is a lack of social and economic information.

Accepted Answer

A) True 
 B)False

Question 18

Data collected specifically for a particular research project at hand is known as secondary data.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  Marketing reach 
B)  Market skimming 
C)  Marketing research 
D)  Marketing exposure 
E)  Target marketing

Question 20

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

Accepted Answer

A)  serial 
B)  parallel 
C)  back 
D)  simultaneous 
E)  complimentary

Exam 8: Developing a Global Vision Through Marketing Research

Define the expert opinion method of demand forecasting, including the challenges of using it.

Which statement is true about quantitative research?

What is a severe limitation of using the Internet for primary research?

When respondents are able to recognize the usefulness and value of a product or concept, they will be better able to express their attitudes and opinions.

Next to the United States, which country has the best quantity and quality of marketing-related data available?

What is true about the Japanese corporate culture?

In ________, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices.

Which statement is true about qualitative research?

The most universal survey research problem in foreign countries is the ________ barrier.

Two methods of forecasting demand are particularly suitable for international marketers. What is one of these methods?

In many rural areas, there are no street maps, some streets are not identified, and some houses are not numbered. Which of the following aspects of market research is this situation most likely to directly affect?

In international marketing, the greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples.

To deal with the problems in analyzing and interpreting research information in an international market, a marketing researcher must possess three talents. What is one of these talents?

What is most likely a problem associated with the use of secondary data?

What is the first step of the marketing research process?

Sampling cannot be used if there is a lack of social and economic information.

Data collected specifically for a particular research project at hand is known as secondary data.

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

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