Question 1

Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques?

Accepted Answer

Marketers use three different techniques, back translation, parallel translation, and decentering, to help ferret out translation errors ahead of time.

Question 2

Which of the following is a method of demand forecasting that is particularly suitable for international marketers?

Accepted Answer

Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers: expert opinion and analogy.

Question 3

Which of the following types of samples is most likely to be used by researchers when detailed and accurate information is not available for a sample universe?

Accepted Answer

The greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples. A lack of detailed information, however, does not prevent the use of sampling; it simply makes it more difficult. In place of probability techniques, many researchers in such situations rely on convenience samples taken in marketplaces and other public gathering places.

Question 4

Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as _____.

Accepted Answer

Observational research consists of systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services. Observational research is also known as netnography.

Question 5

Alex's research focuses on exploring countries that have different languages, economies, social structures, behavior, and attitude patterns. In this case, Alex is most likely engaged in _____ research.

Accepted Answer

In this case, Alex is most likely engaged in multicultural research Multicultural research involves countries that have different languages, economies, social structures, behavior, and attitude patterns.

Question 6

Which of the following represents a severe limitation of using the Internet for primary research?

Accepted Answer

The ability to conduct primary research is one of the exciting aspects about the Internet. However, the potential bias of a sample universe composed solely of Internet respondents presents some severe limitations, and firms vary substantially in their abilities to turn data collected into competitive advantages.

Question 7

In the _____ method, successive translation and retranslation of a questionnaire takes place, each time by a different translator, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages.

Accepted Answer

Decentering is a hybrid of back translation. It is a successive process of translation and retranslation of a questionnaire, each time by a different translator. The wording of the original instrument undergoes a change, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages.

Question 8

In _____ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.

Accepted Answer

Parallel translation overcomes the problems faced in back translation. In this process, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.

Question 9

Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques?

Accepted Answer

Marketers use three different techniques, back translation, parallel translation, and decentering, to help ferret out translation errors ahead of time.

Question 10

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

In back translation, a questionnaire is translated from one language to another, and then a second party translates it back into the original, and the two original language versions are compared. This process often pinpoints misinterpretations and misunderstandings before they reach the public.

Question 11

Mark Bressler is having great difficulties with his company's advertising in Japan. As a representative of Jerry Motors, he believes that it is all right to use American campaigns in the Japanese market. He is surprised to learn that a slogan "Body by Arnold" (the company that makes external structures for Jerry Motors) loosely translated in Japanese means "Corpse by Arnold." Which of the following problems did Mr. Bressler experience with his company's advertising in this scenario?

Accepted Answer

Mr. Bressler is facing a problem with improper colloquialisms or slang in the company's advertising. In writing questions for translation in a marketing research questionnaire, it is important that precise terms, not colloquialisms or slang, be used in the original to be translated.

Question 12

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

Accepted Answer

The most universal survey research problem in foreign countries is the language barrier. Differences in idiom and the difficulty of exact translation create problems in eliciting the specific information desired and in interpreting the respondents' answers.

Question 13

Back translations may not always ensure an accurate translation because of commonly used idioms in both languages. Which of the following types of translation is used to overcome this problem?

Accepted Answer

Parallel translation overcomes the problems faced in back translation. In this process, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.

Question 14

Decentering is a hybrid of _____ translation.

Accepted Answer

Decentering is a hybrid of back translation. It is a successive process of translation and retranslation of a questionnaire, each time by a different translator.

Question 15

The _____ method for estimating demand assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country.

Accepted Answer

The analogy method for estimating demand assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country.

Question 16

A toy manufacturer conducted a survey to estimate the market demand for its specialized wood-based toys in a foreign country. For the survey, it interviewed all the families in four rural towns of that country but it did not have sufficient information to make the distinction between those with children and those without children. The market demand forecast based on this survey failed to match the actual demand for the toys. Which of the following is the most likely reason for this failure?

Accepted Answer

The actual demand for the toys did not match the forecast made on the basis of the survey due to inappropriate sample selection. The greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples. The adequacy of sampling techniques is also affected by a lack of detailed social and economic information.

Question 17

Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods?

Accepted Answer

Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers: expert opinion and analogy.

Question 18

The key in using expert opinion to help forecast demand is _____, that is, comparing estimates produced by different sources.

Accepted Answer

Triangulation is the key in using expert opinion to help forecast demand, and it involves comparing estimates produced by different sources.

Question 19

By systematically monitoring chat rooms, blogs, and personal websites to assess consumers' opinions about the new line of health drinks that his company has launched, Harry is engaging in the practice of _____.

Accepted Answer

In this case, Harry is engaging in the practice of netnography. Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as netnography.

Question 20

According to the text, today the real power of the Internet for international marketing research is the:

Accepted Answer

Today the real power of the Internet for international marketing research is the ability to easily access volumes of secondary data. These data have been available in print form for years, but now they are much easier to access and in many cases, are more current.

Quiz 8: Developing a Global Vision Through Marketing Research

Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques?

Which of the following is a method of demand forecasting that is particularly suitable for international marketers?

Which of the following types of samples is most likely to be used by researchers when detailed and accurate information is not available for a sample universe?

Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions about products and services is known as _____.

Alex's research focuses on exploring countries that have different languages, economies, social structures, behavior, and attitude patterns. In this case, Alex is most likely engaged in _____ research.

Which of the following represents a severe limitation of using the Internet for primary research?

In the _____ method, successive translation and retranslation of a questionnaire takes place, each time by a different translator, and the version that is finally used and its translation have equally comprehensive and equivalent terminologies in both languages.

In _____ translation, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected.

Marketers use three different techniques to ferret out translation errors in marketing research questionnaires ahead of time. Which of the following is one of those techniques?

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.

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

Back translations may not always ensure an accurate translation because of commonly used idioms in both languages. Which of the following types of translation is used to overcome this problem?

Decentering is a hybrid of _____ translation.

The _____ method for estimating demand assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country.

Given the greater uncertainties and data limitations associated with foreign markets, two methods of forecasting demand are particularly suitable for international marketers. Which of the following is one of those methods?

The key in using expert opinion to help forecast demand is _____, that is, comparing estimates produced by different sources.

By systematically monitoring chat rooms, blogs, and personal websites to assess consumers' opinions about the new line of health drinks that his company has launched, Harry is engaging in the practice of _____.

According to the text, today the real power of the Internet for international marketing research is the: