49) What is one of the two basic types into which marketing research methods can be grouped?
A) analytical research
B) qualitative research
C) descriptive research
D) deductive research
E) exploratory research
50) 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.
A) quantitative research
B) a focus group interview
C) descriptive research
D) an in-depth interview
E) explanatory research
51) Before launching its latest line of environment-friendly and child-friendly wooden toys, a toy
manufacturer gave samples of these toys to a large and culturally diverse set of families. It then
conducted a survey in which the parents were asked to rate the toys on a step-wise scale of “not
satisfied” to “extremely pleased.” This research is most likely an example of ________ research.
A) quantitative
B) longitudinal
C) descriptive
D) qualitative
E) explanatory
52) Before launching its latest line of health drinks, a beverage manufacturer provided free
samples of the health drinks to families. It then conducted a survey with mostly open-ended
questions in which the participants were asked about their first impressions about the drinks.
This is an example of ________ research.
A) qualitative
B) analytical
C) quantitative
D) laboratory
E) statistical
53) Which statement is true about qualitative research?
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.
54) Qualitative research studies
A) responses that can be presented with precise estimations.
B) the dynamic interplay of peoples’ feelings and ideas.
C) respondents who are asked to select a response from a set of choices.
D) data that can be summarized in percentages, averages, or other statistics.
E) survey research that involves yes/no questions.
55) Which statement is true about quantitative research?
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.
56) Sarah asks the respondents in a research study a series of open-ended questions about the
respondents’ feelings and thoughts on the subject of child labor. Sarah is conducting ________
research.
A) statistical
B) qualitative
C) tertiary
D) quantitative
E) numerical
57) In the international arena, the greatest problem in sampling stems from the
A) lack of adequate demographic data from which meaningful samples can be drawn.
B) lack of expertise in designing sampling layouts for a nondomestic market.
C) higher probability of foreign government intervention in the sampling process.
D) inability of international market researchers to speak foreign languages.
E) difficulty in determining sample size suitable for the relevant foreign market.
58) 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?
A) product enhancement analysis
B) inventory analysis
C) the optimization process
D) the sampling process
E) the decentralization process
59) The most universal survey research problem in foreign countries is the ________ barrier.
A) technological
B) legal
C) cultural
D) literacy
E) language
60) 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?
A) difficulty in defining the research objective
B) unwillingness of the respondents to reply to survey questions
C) difficulty in translating the responses
D) inappropriate sample selection due to lack of adequate demographic data
E) lack of appropriate methods for analyzing the data
61) Back translations may not always ensure an accurate translation because of commonly used
idioms in both languages. Which type of translation is used to overcome this problem?
A) serial translation
B) centering
C) linear translation
D) complimentary translation
E) parallel translation
62) Marketers use three different techniques to ferret out translation errors in marketing research
questionnaires ahead of time. What is one of these techniques?
A) simultaneous translation
B) serial translation
C) back translation
D) linear translation
E) recentering
63) In ________ translation, more than two translators are used for the back translation; the
results are compared, differences discussed, and the most appropriate translation selected.
A) parallel
B) recentering
C) linear
D) random
E) front
64) Decentering is a hybrid of ________ translation.
A) parallel
B) simultaneous
C) linear
D) random
E) back
65) Lola, along with many of her friends, grew up in a very poor country and didn’t attend
school. A consumer products company wants to do marketing research in her country and plans
to send out a survey. What problem is most likely to hamper the research using this tool?
A) taboos
B) product fit
C) lack of interest
D) translation
E) illiteracy
66) An American marketing research company wanted to use a survey to determine if it was
feasible to build shopping centers in several countries. Since all of the countries spoke a different
language, the company used two translators for each country—one to translate it into the native
language, and one to translate it back into English. The original document was revised repeatedly
until the translated version matched it in meaning. This describes the process of
A) decentering.
B) bi-translation.
C) parallel translation.
D) centering.
E) reciprocal translation.
67) 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.
A) serial
B) parallel
C) back
D) simultaneous
E) complimentary
68) Cho is having difficulty with her company’s advertising in Japan. As a representative of
Cherry Motors, she intends to use American campaigns in the Japanese market. She is surprised
to learn that the slogan “Body by Bass” (the company that makes external structures for Cherry
Motors) loosely translated in Japanese means “Corpse by Bass.” Which of the following
problems did Cho experience with her company’s advertising in this scenario?
A) improper syntax
B) improper colloquialisms or slang
C) improper grammar
D) improper local language
E) improper foreign language
69) 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.
A) serial translation
B) triangulation
C) linear translation
D) netnography
E) decentering
70) Alexandria’s research focuses on consumers in Brazil, Russia, Canada, and Nigeria. In this
case, Alexandria is most likely engaged in ________ research.
A) geographical
B) anthropological
C) psychological
D) sociological
E) multicultural
71) Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers’
opinions about products and services is known as
A) tomography.
B) serigraphy.
C) vitreography.
D) netnography.
E) lithography.
72) 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, Carlos is engaging
in the practice of
A) tomography.
B) serigraphy.
C) vitreography.
D) netnography.
E) lithography.
73) What is a severe limitation of using the Internet for primary research?
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.
74) According to the text, today the real power of the Internet for international marketing
research is the
A) reduction in the time required for completing primary research.
B) reduction in the cost of conducting primary research.
C) increase in the reliability of the surveys conducted using the Internet.
D) ability to overcome legal barriers to conducting primary research.
E) ability to easily access volumes of secondary data.
75) Two methods of forecasting demand are particularly suitable for international marketers.
What is one of these methods?
A) probabilistic forecasting
B) expert opinion
C) simulation
D) extrapolation
E) scenario building
76) G&P’s marketing research department needed to get figures on market size and growth rates
in a company they were targeting for growth. They opted to use government officials and outside
consultants for the information. This is a method known as
A) probabilistic forecasting.
B) expert opinion.
C) simulation.
D) extrapolation.
E) scenario building.
77) What is a method of demand forecasting that begins by establishing a relationship between
the item to be estimated and a measurable variable?
A) probabilistic forecasting
B) analogy
C) simulation
D) extrapolation
E) scenario building
78) The key in using expert opinion to help forecast demand is ________; that is, comparing
estimates produced by different sources.
A) indemnification
B) simulation
C) morphing
D) modeling
E) triangulation