Question 1

Making a direct connection between research questions and research findings makes it easier for executives to understand the report's logic and conclusions.

Accepted Answer

A) True 
 B)False  True

Question 2

A method of the tracking data associated with visitors' interactions with a company's website,or with a company's brand elsewhere on the web,is _________________________.

Accepted Answer

A)   Internet purchase analysis
B)   brand-tracking
C)   web analytics
D)   web-tracking C

Question 3

One thing that markets in the Middle East,Latin America,India,and China all have in common is that _______________________.

Accepted Answer

A)   personal interviews are best conducted in the home
B)   observational research is incompatible with the cultures of all of these global markets
C)   the personal interview is a successful method of data collection in these markets
D)   telephone interviews are easily and inexpensively conducted in these markets C

Question 4

Marketing intelligence is another term for marketing research.

Accepted Answer

A) True 
 B)False

Question 5

Market and social research activities commonly use the information they have gathered for commercial purposes.

Accepted Answer

A) True 
 B)False

Question 6

Research that relies primarily on the collection and analysis of numerical data is considered _____________________.

Accepted Answer

A)   quantitative research
B)   qualitative research
C)   causal research
D)   focus group research

Question 7

The self-reference criterion reflects the tendency to __________________________________.

Accepted Answer

A)   interviewers conducting marketing research surveys bias the respondent's input based on the respondent's like or dislike of the interviewer
B)   assume that one's domestic culture is superior to that of all other global cultures
C)   assume that others perceive the world the same way you do, and hold similar values and attitudes
D)   construct market surveys using first-person 'I' pronouns instead of objective third-person pronouns

Question 8

The subset of marketing research that studies market sizes and trends and encompasses competitive research,price,or product research,and research related to the marketing mix and customer is known as _________________.

Accepted Answer

A)   opinion research
B)   research and development
C)   market research
D)   secondary research

Question 9

If an international market is different and unfamiliar to a company,it should consider___________________.

Accepted Answer

A)   eliminating international marketing research as a step in the market entry process
B)   reconsidering that country as a potential target market
C)   conducting marketing research with internal personnel only to reduce costs
D)   using market research providers that specialize in that market

Question 10

Primary data refers to ______________________________.

Accepted Answer

A)   data collected from original, first-hand responses from research participants
B)   the first data collected in a research study
C)   previously collected data
D)   currently available data

Question 11

The etic research approach assumes that research developed in one culture can be translated for use in another cultural context without a change in meaning.

Accepted Answer

A) True 
 B)False

Question 12

Global marketing research is a function that is restricted to market entry and marketing mix decisions.

Accepted Answer

A) True 
 B)False

Question 13

Elissa is developing an international marketing research study to identify consumers in South Africa who would be most likely to purchase her American firm's new toothpaste.Her information needs are straightforward,yet she is struggling with the design of the research process.She cannot ascertain with complete confidence the identity of her respondents,and is having difficulties in translating her questions,even though English is one of the official languages of the country.She's also unsure if all her potential respondents will be able to access her survey.Elissa is planning to implement her survey in a(n)______________ format.

Accepted Answer

A)   personal interview
B)   online
C)   focus group
D)   door-to-door

Question 14

UPS implemented global marketing research in order to improve its sales revenues in China.Its research centered upon _______________________.

Accepted Answer

A)   secondary research that searched the firm's database of Chinese customers to identify those that ship to the United States
B)   industrial research designed to identify appropriate locations for new UPS distribution facilities in China
C)   consumer research designed to assist UPS customers in expanding their China trade
D)   commercial account research that asked the question, "How do you use UPS in your daily business operations?"

Question 15

Kala is conducting global marketing research that seeks to define her Brazilian customers' perceptions of,and relationship with,her new soft drink brand.The research Kala is conducting should be _________________________.

Accepted Answer

A)   causal
B)   secondary
C)   qualitative
D)   quantitative

Question 16

Julia is considering the introduction of a new online dating service in Japan.During a meeting with her colleagues to discuss the necessary international marketing research,she asks,"How should we obtain the information needed to format our site so that it meets the needs of our target audience?" Julia is addressing which stage of the international marketing research process?

Accepted Answer

A)   Collecting the data.
B)   Defining the research purpose and objectives.
C)   Deciding on the research methodology.
D)   Reporting the data.

Question 17

The emic research approach assumes that research developed in one culture can be more or less translated for use in another cultural context.

Accepted Answer

A) True 
 B)False

Question 18

Eileen Forward is planning a product launch in Malaysia,but due to the many different ethnic groups in this country,she is unsure of the best target markets to pursue.She is investigating which markets represent the greatest opportunities,and which present the most complex problems in order to determine her best course of action.Post-launch,Eileen develops information streams that allow her to accurately track her product's performance in this market,and improve her marketing processes.In short,Eileen is implementing ___________________.

Accepted Answer

A)   the marketing mix
B)   marketing research
C)   market research
D)   global sales

Question 19

One of the most important distinguishing characteristics of high-performing businesses is the use of research methodologies to provide,and act upon,customer insights.

Accepted Answer

A) True 
 B)False

Question 20

A periodic survey conducted on a variety of subjects for more than one client is known as a(n)_____________________ study.

Accepted Answer

A)   omnibus
B)   focus group
C)   multi-client
D)   binary

Exam 6: Conducting Marketing Research

Making a direct connection between research questions and research findings makes it easier for executives to understand the report's logic and conclusions.

A method of the tracking data associated with visitors' interactions with a company's website,or with a company's brand elsewhere on the web,is _________________________.

One thing that markets in the Middle East,Latin America,India,and China all have in common is that _______________________.

Marketing intelligence is another term for marketing research.

Market and social research activities commonly use the information they have gathered for commercial purposes.

Research that relies primarily on the collection and analysis of numerical data is considered _____________________.

The self-reference criterion reflects the tendency to __________________________________.

The subset of marketing research that studies market sizes and trends and encompasses competitive research,price,or product research,and research related to the marketing mix and customer is known as _________________.

If an international market is different and unfamiliar to a company,it should consider___________________.

Primary data refers to ______________________________.

The etic research approach assumes that research developed in one culture can be translated for use in another cultural context without a change in meaning.

Global marketing research is a function that is restricted to market entry and marketing mix decisions.

UPS implemented global marketing research in order to improve its sales revenues in China.Its research centered upon _______________________.

Kala is conducting global marketing research that seeks to define her Brazilian customers' perceptions of,and relationship with,her new soft drink brand.The research Kala is conducting should be _________________________.

The emic research approach assumes that research developed in one culture can be more or less translated for use in another cultural context.

One of the most important distinguishing characteristics of high-performing businesses is the use of research methodologies to provide,and act upon,customer insights.

A periodic survey conducted on a variety of subjects for more than one client is known as a(n) _____________________ study.