Deck 24: International Marketing Research

Question 1

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

Answer 1

True

Question 2

Three massive markets have developed since the end of the Cold War,some of which will require significant amounts of market research before entrance into that market can occur.The three markets are the Americas,Europe,and China.

Answer 2

False

Question 3

Marketing research can contribute significantly to the formulation of successful international marketing strategies.

Answer 3

True

Question 4

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

Question 5

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

Question 6

It is difficult to solicit information from respondents in tradition-directed,less developed societies because most cannot formulate opinions of their own.

Question 7

Telephone interviewing is the dominant mode of questionnaire administration in the United States and Canada.

Question 8

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

Question 9

Telephone interviews are most useful with relatively upscale consumers who are accustomed to business transactions by phone.

Question 10

The role of marketing in economic development is the same in all countries.

Question 11

In the framework for international marketing research,the efficiency of a country's mail service would be a structural environment consideration.

Question 12

The environment prevailing in the countries,cultural units,or international markets that are being researched influences the way the six steps of the marketing research process should be performed.

Question 13

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

Question 14

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

Question 15

In the legal environment of the framework for international marketing research,wholesaler agreements would be covered under laws concerning pricing.

Question 16

Conducting international marketing research is much more complex than domestic marketing research.

Question 17

Some governments,particularly in advanced countries,do not encourage foreign competition.

Question 18

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

Question 19

Home-country laws relate to national security,antitrust,worker benefits,and ethical considerations.

Question 20

Economic development and advances in technology promote the homogenization of consumers' work,leisure,and lifestyles.

Question 21

Central location/street interviews constitute the dominate method of collecting survey data in France and the Netherlands.

Question 22

In the United States and Canada,the use of e-mail and the Internet for conducting surveys is growing with business and international respondents and also with households.

Question 23

Gallup China will face many challenges in China.Which of the statements below is not one of those challenges?

A) government regulation
B) consumer awareness and sophistication
C) the forming of bonds with the Chinese people in order to be able to conduct successful research
D) rapidly increasing competition

Question 24

Which is a disadvantage when considering marketing products in the EC?

A) EC is perhaps the source of the greatest economic potential in the world.
B) The total size of the European market will increase due to the opening of the eastern bloc area of Europe.
C) There is a significantly lower level of disposable income in the eastern bloc of Europe.
D) The western European market is roughly the size of the North American market.

Question 25

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

Question 26

In countries such as in eastern Europe that are characterized by shortage economies,it would not make sense to conduct marketing research on ________.

A) the selection and variety of merchandise
B) promotion
C) pricing
D) types of retailers and intermediary institutions available

Question 27

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

Question 28

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

Question 29

When conducting marketing research abroad,researchers must,adopt the ethical guidelines of not only the domestic country but the host country as well.

Question 30

International calls obtain a high response rate but the results have not been found to be stable.

Question 31

Ethical responsibilities for marketing research conducted abroad are very different to that conducted domestically.

Question 32

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

A) Gallup
B) Nielsen
C) Harris
D) Burke

Question 33

Which is not another term for international marketing research?

A) multinational research
B) cultural research
C) cross-cultural research
D) foreign research

Question 34

When conducting international marketing research,the researcher should consider the differences in all of the following except ________.

A) cultural units
B) foreign markets
C) environments of countries
D) all of the above

Question 35

IBM utilized the RONIN,Corporation to conduct international research to capture trend data on mainframe computing.Which of the issues below is not one of the international marketing issues encountered by RONIN while conducting new research?

A) receiving consistent results across countries and languages while rapidly turning results around.
B) issues as accurate translation
C) They must make sure they have been objective throughout all phases of the marketing research process.
D) They must also communicate that results are representative only for specific countries,not for entire regions.

Question 36

Scalar equivalence,also called metric equivalence,is established if the other types of equivalence have been attained.

Question 37

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

A) Burke
B) Nielsen
C) Gallup
D) Harris

Question 38

The contractual arrangements of in-home personal interviews can vary considerably across countries.

Question 39

When conducting international marketing research,marketing environment considerations include all of the following except ________.

A) the quality of the product
B) government control of media
C) the public's attitude toward advertising
D) the efficiency of the distribution system

Question 40

In international marketing research,it is critical to establish the equivalence of scales and measures used to obtain data from different countries.

Question 41

Central location/street interviews constitute the dominant method of collecting survey data in ________.

A) United States and Canada
B) France and England
C) France and the Netherlands
D) Sweden and the Netherlands

Question 42

From the standpoint of international marketing research,product laws include those dealing with all of the following except ________.

A) warranty
B) retail price maintenance
C) packaging
D) quality

Question 43

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

A) scanner
B) Internet
C) diary
D) media

Question 44

All of the following factors except ________ make international telephone interviewing easier.

A) decline in the costs of international telephone calls
B) in many cultures face-to-face relationships are predominant
C) relatively upscale consumers who are accustomed to business transactions by phone
D) consumers who can be reached by phone and can express themselves easily

Question 45

Electronic surveys are not very popular in ________.

A) United States
B) Eastern Europe
C) Canada
D) Western Europe

Question 46

Which of the factors below inhibit high usage of telephone interviewing and CATI?

A) high illiteracy rates
B) multi-country studies can be conducted from a single location
C) telephone directories that are incomplete and outdated
D) Both A and C are correct.

Question 47

Which of the following is not one of the behavior and attitude segments defined by Bates Asia?

A) traditionals
B) experiencers
C) adapters
D) achievers

Question 48

Government environment considerations include all of the following except ________.

A) whether there are laws related to the elements of the marketing mix
B) whether special rules and regulations are imposed on foreign multinationals and their marketing practices
C) whether the government may be an important member of the distribution channel
D) all of the above

Question 49

Conceptual equivalence is a type of ________ equivalence.

A) construct
B) operational
C) linguistic
D) scalar

Question 50

A country's stage of economic development determines all of the following about its markets except ________.

A) the degree of modernization
B) the standardization
C) the size
D) all of the above

Question 51

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

A) illiteracy
B) large rural populations
C) a well-developed postal system
D) both A and B

Question 52

The fact that computers,the Internet,and electronic information transfer have yet to make an impact in rural areas is a consideration found in the ________ of the framework for international marketing research.

A) structural environment
B) government environment
C) information and technological environment
D) sociocultural environment

Question 53

Telephone penetration is a serious consideration when doing international marketing research.In Great Britain telephone penetration is only about ________,although cell phone penetration is higher.

A) 10%
B) 40%
C) 80%
D) 96%

Question 54

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.

A) information and technological environment
B) government environment
C) structural environment
D) sociocultural environment

Question 55

Laws on pricing deal with all of the following except ________.

A) variable pricing
B) price fixing
C) price discrimination
D) patents

Question 56

Telephone usage in Europe is much lower than in the United States,and many households do without telephones.This would be a marketing research concern found in the ________ of the framework for international marketing research.

A) sociological environment
B) structural environment
C) information and technological environment
D) government environment

Question 57

In-home interviews are not dominant in ________.

A) many Latin American countries
B) Canada
C) Portugal
D) Switzerland

Question 58

Inefficient mail service in many developing countries;difficulty in making personal contact with respondents;and the difficulty of obtaining block statistics and maps are all considerations of the ________ of the framework for international marketing research.

A) government environment
B) information and technological environment
C) structural environment
D) sociocultural environment

Question 59

Home country laws relate to national security,antitrust,and ________.

A) ethical considerations
B) workplace safety
C) worker compensation
D) worker benefits

Question 60

Bates Asia claims that ________ of the combined population of all countries surveyed can be assigned to ________ segments.

A) 95%;5
B) 90%;4
C) 90%;6
D) 95%;7

Question 61

________ deals with the comparability of responses to particular (sets of)items.

A) Category equivalence
B) Item equivalence
C) Measurement equivalence
D) Functional equivalence

Question 62

________ is a type of equivalence that measures how theoretical constructs are operationalized in different countries to measure marketing variables.

A) Construct equivalence
B) Linguistic equivalence
C) Operational equivalence
D) Scalar equivalence

Question 63

________ is a translation method in which a committee of translators,each of whom is fluent in at least two languages,discusses alternative versions of a questionnaire and makes modifications until consensus is reached.

A) Parallel translation
B) Direct translation
C) Indirect translation
D) Back translation

Question 64

________ deals with the question of whether the marketing constructs have the same meaning and significance in different countries.

A) Operational equivalence
B) Construct equivalence
C) Linguistic equivalence
D) Scalar equivalence

Question 65

The demonstration of equivalence of both the unit of measurement and the constant in the equation between the construct and the items measuring the construct is called ________.

A) linguistic equivalence
B) scalar equivalence
C) construct equivalence
D) operational equivalence

Question 66

Which statement pertains to parallel translation?

A) A committee of translators,each of whom is fluent in at least two of the languages in which the questionnaire will be administered,discusses alternative versions of the questionnaire and makes modifications until consensus is reached.
B) Repeat translations and back translations may be necessary to develop equivalent questionnaires,and this process can be cumbersome and time consuming.
C) The questionnaire is translated from the base language by a bilingual speaker whose native language is the language into which the questionnaire is being translated.
D) If the translator is not fluent in both languages and not familiar with both cultures,direct translation of certain words and phrases may be erroneous.

Question 67

In order to understand the differences in the environments of countries,cultural units,or foreign markets,the researcher should understand which environments?

Question 68

________ is a construct equivalence issue that deals specifically with whether the categories in which brands,products,and behavior are grouped the same in different countries.

A) Item equivalence
B) Conceptual equivalence
C) Functional equivalence
D) Category equivalence

Question 69

Promotional sales are an integral component of marketing effort in the United States.On the other hand,in countries with shortage economies,where the market is dominated by the sellers,consumers view sales with suspicion because they believe that the product being promoted is of poor quality.This situation displays a lack of ________.

A) item equivalence
B) functional equivalence
C) category equivalence
D) conceptual equivalence

Question 70

Explain why back translation and parallel translation are needed.

Question 71

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

Question 72

________ is a construct equivalence issue that deals specifically with whether a given concept or behavior serves the same role or function in different countries.

A) Category equivalence
B) Conceptual equivalence
C) Functional equivalence
D) Item equivalence

Question 73

The English list of values concepts of ________ and ________ could not be precisely translated into German.

A) "security" ;"warm relationships"
B) "warm relationships" ;"sense of belonging"
C) "self-respect" ;"sense of belonging"
D) "self-respect" ;"warm relationships"

Question 74

Which of the statements below is not one of the United Kingdom's Data Protection Act (DPA)guidelines?

A) Personal data will be accurate and will be kept current.
B) Personal data will be held only for specified and lawful purposes.
C) Data users must take appropriate security measures against unauthorized access,alteration,disclosure,destruction,or loss of personal data.
D) All of the above statements are DPA guidelines.

Question 75

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

A) Back translation
B) Indirect translation
C) Direct translation
D) Parallel translation

Question 76

Describe/define the four major types of equivalences.

Question 77

________ is the equivalence of both spoken and written language forms used in scales and questionnaires.

A) Construct equivalence
B) Scalar equivalence
C) Linguistic equivalence
D) Operational equivalence

Question 78

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 ________.

A) operational equivalence
B) scalar equivalence
C) linguistic equivalence
D) construct equivalence

Question 79

________ 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.

A) Indirect translation
B) Parallel translation
C) Back translation
D) Direct translation

Question 80

Define direct translation,back translation,and parallel translation.