Deck 6: Building the knowledge base

Question 1

Research objectives vary from company to company, depending on the internal state of readiness of the firm.

Answer 1

False

Question 2

Secondary data for international marketing research purposes are available from a limited number of sources.

Answer 2

False

Question 3

Foreign-market opportunity analysis should begin with a cursory analysis of general market variables such as total and per capita GDP, mortality rates and education level.

Answer 3

False

Question 4

Data collected directly from the marketplace by the researcher for the first time for 'up-to-the second' information about a country is known as secondary research.

Question 5

A proxy variable is a substitute for a variable that one cannot directly measure.

Question 6

The most frequent objective of international market research is that of teaching all firm members who will be working in the foreign country to have a working vocabulary of that country's language.

Question 7

A major reason that firms are reluctant to engage in international marketing activities is the lack of sensitivity to differences in consumer tastes and preferences.

Question 8

When a company enters several foreign markets simultaneously, the number of changing dimensions increases arithmetically because of the coordination required between factors.

Question 9

The single most important cause for failure in the international marketplace is not knowing the language of the native people.

Question 10

The first stage of the research process is characterised by the analysis of sales potential.

Question 11

Of all data sources, governments typically have the greatest variety of data available.

Question 12

Given the cost associated with conducting international marketing research, companies must look very carefully at its impact on resources from not only a financial viewpoint but also an environmental one.

Question 13

The American Marketing Association (AMA)defines marketing research as 'the function that links the consumer, customer, and public to the marketer through information'.

Question 14

Scenario analysis is a research technique that looks at different configurations of key variables in the international market.

Question 15

The value of research in making a particular decision may be determined by applying the following equation: V(dr)- V(d)> C(r)

Question 16

Observation techniques (in research)can be obtrusive and personal.

Question 17

Foreign-market opportunity analysis is not a frequent research objective due to its high costs and lack of objectivity.

Question 18

The reasons why research objectives vary include corporate mission and marketing situation.

Question 19

A major reason that firms are reluctant to engage in international marketing activities is the lack of sensitivity to differences in consumer tastes and preferences.

Question 20

Qualitative data is best captured using a standardised, formatted survey so that answers are consistent from respondent to respondent.

Question 21

Firms are increasingly recognising that __________________ such as lifestyles, attitudes or personality can play a major role in identifying similar consumer groups in different countries.

A)cultural characteristics
B)segmentation variables
C)consumer group characteristics
D)proxy variables

Question 22

A technique that investigates the content of communication in a society and entails literally counting the number of times per-selected words, themes, symbols or pictures appear in a given medium is known as:

A)content compute.
B)count.
C)content count.
D)content analysis.

Question 23

Collected data should be compared with secondary information and with analogous information from a similar market in order to obtain a preliminary understanding of data quality.This is known as:

A)a realistic check.
B)a reality check.
C)a realism check.
D)a check.

Question 24

Which of the following is not considered a step in evaluating data?

A)Evaluate the purpose and method of the original data collection.
B)Assess the quality of the data.
C)Consider the compatibility and comparability of the data.
D)Do a background check on the author of the data.

Question 25

What are the two basic forms of international research?

A)Panel and jury of peers
B)Focus groups and written surveys
C)Primary and secondary
D)Limited and scope oriented

Question 26

Countries worldwide are becoming increasingly concerned about ___________ as a result of the almost instant access to information that is now available via the internet and through e-business.

A)the size of the international data market
B)pricing collusion
C)inaccurate data forecasting
D)data privacy

Question 27

Which of the following is a typical question of the stage one in sequential process of research foreign market potentials?

A)What is the market share of my company is this market?
B)How attractive is the potential demand for company products and services?
C)What is the aggregate demand in each of the selected markets?
D)Which foreign markets warrant detailed investigation?

Question 28

Which of the following best describes the reasons that justify the need for research when entering new markets?

A)To serve a market efficiently, firms must learn what customers want, why they want it and how they should go about filling their needs.
B)Decisions concerning entry and expansion in overseas markets and the selection and appointment of distributors are often made after a cursory subjective assessment of the situation.
C)To enter a market without conducting marketing research places firms, their assets and their entire operation at risk.
D)All of these choices.

Question 29

Which of the following is not an example of a source of information that can be accessed by a marketer trying to understand a foreign market?

A)Service organisations
B)Trade associations
C)Directories
D)Country support 'houses'

Question 30

'When entering international markets, companies encounter new parameters.' What does this mean?

A)In crossing national borders, a firm encounters parameters not found in domestic marketing.Examples include duties, foreign currencies and changes in their value, different modes of transportation, international documentation, and port facilities.
B)By entering new markets the firm exposes itself to a much greater variety of competition than existed in the domestic market.
C)Going international often means entering into more than one market.
D)None of the above

Question 31

Using data services for research has its drawbacks, including that:

A)only English-language publications are covered.
B)search engines cover only a portion of publications.
C)data is subjectively interpreted.
D)only English-language publications are covered and search engines cover only a portion of publications.

Question 32

Which of the following does not affect the complexity of primary research?

A)Environment
B)Attitudes
C)Market conditions
D)Market industrialisation level

Question 33

Which factor has most drastically changed the way marketers investigate data research?

A)Globalisation
B)Interchange of information between nations
C)The internet
D)Relaxation of privacy laws in the Western world

Question 34

Which of the following is not a service organisation that may be able to provide data on business practices, legislative or regulatory requirements and political stability?

A)Freight forwarders and airlines
B)Banks
C)Accounting firms
D)All these choices are correct.

Question 35

A ______________variable is a substitute for a variable that one cannot directly measure.

A)flexy
B)beta
C)alpha
D)proxy

Question 36

Even though most managers recognise the need for domestic marketing research, the single most important cause for failure in the international marketplace is insufficient ___________and _______________ .

A)research; adaptation
B)preparation; information
C)localisation; standardisation
D)competitive advantage; cultural information

Question 37

Which of the following is correct about government data?

A)Governments typically have the greatest variety of data available.
B)Domestic and international chambers of commerce can provide valuable information about local markets.
C)The information provided by governments addresses either macro or micro issues or offers specific data services.
D)Most countries have a wide array of national and international trade data available.

Question 38

Electronic information services save marketers three valuable commodities.Which of the following best describes these commodities?

A)Postal rates, mailing supplies and personnel options
B)Time, energy and money
C)Breakthrough rates, taxes and distribution costs
D)Positioning, rank and perception costs

Question 39

The tool and techniques in international marketing research are said by some to be ________________ as those of domestic marketing research, and only the ________________ differs.

A)exactly the same; environment
B)very different; environment
C)somehow different; culture
D)exactly the same; culture

Question 40

Research that is conducted to fill a specific information need is known as:

A)repatriation data research.
B)primary research.
C)post-introductory-phase research.
D)pinnacle positioning research.

Question 41

Which of the following best describes the major issues in determining who will do the research?

A)Whether to use a centralised, coordinated or decentralised approach
B)Determining whether to use primary, secondary or hybrid research
C)Determining the cost of the research versus the value it will bring the company
D)Which respondents have international business and international research experience

Question 42

What are the three major constraints placed upon international marketing firms, and how do they make decisions in light of these constraints?

Question 43

Which of the following is not a question one would ask in international market research when conducting primary data?

A)Who is the owner of our main competition?
B)What is the market potential for our furniture in Indonesia?
C)What will happen to demand in Brazil if we raise our product price?
D)Who will buy our product?

Question 44

________________ is the most frequent objective of international market research.

A)Exporting
B)Foreign-market opportunity analysis
C)Importing
D)Market similarities

Question 45

Which of the following reasons does not justify the importance of international marketing research? It will:

A)permit management to identify and develop strategies for internationalisation.
B)determine research objectives.
C)develop a marketing plan.
D)provide management with foreign market intelligence to help it anticipate events, take appropriate action and prepare for global changes.

Question 46

A__________ research approach uses an intermediary such as an outside research agency to bring headquarters and country operations together.

A)centralised
B)decentralised
C)coordinated
D)collaborative

Question 47

Which of the following is incorrect?

A)Marketers will connect with consumers in ways almost unimaginable several years ago.
B)Eye tracking is precisely what the name implies - the technology tracks the eye's movement as it views images on a screen.
C)Another advancement that bodes well for the future of marketing research is video eye-tracking technology.
D)None of the above.

Question 48

Explain the differences between international market research and domestic market research.

Question 49

Because an international marketing firm is unlikely to possess specialised expertise in international marketing research for every single market it currently services or is planning to serve, it is best to consider:

A)using outside research services.
B)not doing any research at all.
C)restricting marketing operations to known and understood markets only, initially.
D)using the research conducted for one country and applying the results to all other countries with heterogeneous markets.

Question 50

_________ research is essential for the formulation of __________ marketing plans.One particular area of research interest is international market ____________.

A)Primary; strategic; segmentation
B)Secondary strategic; segmentation
C)Primary; operational; identification
D)Primary; strategic; identification

Question 51

Unstructured or open-ended questions capture more in-depth information, but they also increase the potential for:

A)unanswered questions.
B)lawsuits.
C)interviewer bias.
D)cost.

Question 52

When presenting research, the international marketer should:

A)show how research results fit with overall corporate strategy.
B)pay the respondents in local currency to fulfil accuracy requirements.
C)indicate insufficiently substantiated data through use of a resource bin.
D)only portray positive results.

Question 53

Which of the following is not an important attribute of an international information system?

A)The information must be relevant.
B)The information must be timely.
C)The information must be standardised.
D)The information must be accurate.

Question 54

Which of the following is not a reason why firms are reluctant to engage in international marketing activities?

A)A limited appreciation for the different marketing environment abroad
B)The lack of familiarity with national and international data sources and the inability to use them if obtained
C)That firms often build up their international marketing activities gradually; frequently on the basis of unsolicited orders
D)Converging tastes and preference on a global basis.

Question 55

The first stage of a sequential process of researching foreign market potentials is a preliminary screening for attractive country markets, followed by:

A)analysing and interpreting secondary data.
B)determining secondary information requirements.
C)a company sales potential analysis and an assessment of industry market potential.
D)an assessment of industry market potential and company sales potential analysis.

Question 56

The centralised approach to marketing research gives most of the control, focus, thrust and design to:

A)the market research manager.
B)the brand.
C)corporate headquarters.
D)local country operations.

Question 57

Specific research questions must be formulated to determine precisely the information that is sought.The following are examples of such marketing questions, except:

A)What is the market potential for our furniture in Malaysia?
B)How much does the typical Chinese consumer spend on soft drinks?
C)What will happen to demand in Indonesia if we raise our product price along monthly inflation levels?
D)All these choices are correct.

Question 58

Why is it important to protect the analysis and presentation phases of research gathering?