Global Marketing Management, 8e (Keegan)
Chapter 6 Global Marketing Information Systems and Research
1) In high-income countries, the amount of information available far exceeds the absorptive
capacity of an individual or an organization.
2) A company’s marketing information system should only cover important aspects of a
company’s internal environment.
3) Poor operating results can often be traced back to insufficient data and information about
events both inside and outside the company.
4) The search scanning mode includes monitoring and viewing market activities.
5) The best way to identify unnecessary duplication is to carry out an audit of reading activity by
asking each person involved to list the publications she/he reads regularly.
6) Headquarters executives of global companies obtain as much as two-thirds of the information
they need from personal sources.
7) The availability of documented information in print and on the Internet is in decline over the
years.
8) Social media monitoring tools provide marketers with rich data that reveals important
consumer information.
9) Marketing research is best defined as a continuous flow of information about company
operations.
10) A latent market is an undiscovered marketing segment.
11) In an incipient market, demand is zero before the product is offered.
12) A company offering products to meet incipient demand before the trends have taken root
generally will have a huge market response.
13) A cost-benefit analysis is performed after collecting secondary data.
14) Companies wishing to minimize the cost and time associated with market research should
start by collecting and analyzing secondary data.
15) Displacing time is a useful method of market analysis when data are available for two
markets at the same level of development.
16) A focus group is a tool used to collect secondary market data.
17) A good questionnaire must be simple and easy for respondents to answer.
18) The time displacement method requires a marketer to estimate when two markets are at
similar stages of development.
19) Online surveys enable faster fieldwork.
20) The two basic sampling methods in use today are probabilistic and nonprobabilistic
sampling.
21) The quota sample does not require selection on a probability basis and is, therefore, much
easier to implement than random sample.
22) The results of nonprobability sample can be projected with statistical reliability.
23) Cluster analysis is well suited to global marketing research.
24) The greater a company’s information intensity, the more the traditional product/market
boundaries shift.
25) The relatively lower revenue and margins in smaller markets limit marketing expenditure
budgets.
26) In a global company, overall responsibility and control of marketing research resides in
operating subsidiaries.
27) Organized intelligence should systematize the collection and analysis of internal
information.
28) Organized competitive intelligence should replace the informal activities or information
gathering by employees.
29) Monitoring activities should be kept separate from decision-making processes to increase a
company’s competitiveness.
30) The technical term for the process of information acquisition is ________.
A) scanning
B) benchmarking
C) investigation
D) monitoring
31) Which of the following is the starting point for a global marketing information system?
A) collecting data
B) determining the subject agenda
C) analyzing relevant data
D) making business decisions
32) Which of the following subject agenda categories for a global business intelligence system
covers the laws and regulations both in the host countries and the home country?
A) foreign exchange
B) resource information
C) general conditions
D) prescriptive information
33) General exposure to information is known as ________.
A) benchmarking
B) viewing
C) investigation
D) research
34) The “environmental studies” staff at Gamble, Inc.’s headquarters keeps tabs on the
worldwide social, political, legal, economic, and technological environments that are directly
relevant to its businesses. Which of the following scanning modes does this scenario reflect?
A) monitoring
B) viewing
C) investigation
D) research
35) Which of the following is a reason for the scarcity of information generated in the viewing
mode of surveillance?
A) the limited receptivity of managers to information outside the subject agenda
B) the high exposure to information excluded from the subject agenda
C) the marketers’ high exposure to information relevant to the organization
D) the limited receptivity of executives to internal information relevant to the organization
36) Interested in a business opportunity in Russia, Peter Terian stood on a busy street corner in
Moscow and watched the different cars that went past. He noticed a large number of Mercedes,
but not a single Rolls Royce. Terian later set up the first Rolls Royce dealership in Russia. In this
case, the source of information is referred to as ________.
A) survey research
B) direct perception
C) income elasticity measurements
D) secondary data
37) ________ refers to the project-specific, systematic gathering of data in the search scanning
mode.
A) Monitoring
B) Viewing
C) Marketing research
D) Accommodation
38) Which of the following is the first step of a formal marketing research process?
A) developing a research plan
B) identifying the research problem
C) collecting primary data
D) analyzing research data
39) Which of the following is an example of a secondary data source used in marketing
research?
A) an interview
B) a survey research
C) a focus group
D) an online database
40) Which of the following is true about latent markets?
A) An organization’s initial success is based on its competitiveness.
B) A product has zero demand before it is offered.
C) A product’s demand emerges with a particular political trend.
D) A product’s demand remains incipient in a latent market.
41) ________ demand is demand that will emerge if a particular economic, technological,
political, or sociocultural trend continues.
A) Existing
B) Latent
C) Incipient
D) Parallel
42) Carter Electronics began selling the first-ever 18″ home digital satellite system (DSS) in the
U.S. Although DSS represented a totally new technology, one million DSS units were sold in the
first year of release. Which of the following best describes the market situation in the U.S. when
the company researched DSS?
A) There was an existing market for home digital satellite systems.
B) There was an incipient market for home digital satellite systems.
C) There was a latent market for home digital satellite systems.
D) There was a subnational market for home digital satellite systems.
43) Which of the following techniques for gathering primary data facilitates the discussion of a
product concept or a social trend?
A) observation
B) documentation
C) focus group
D) online search
44) Which of the following is a disadvantage of online marketing research?
A) Internet surveys are heavily affected by interviewer bias.
B) A researcher cannot ask follow-up questions.
C) It is hard to target lower incidence populations.
D) Online data collections are typically expensive.
45) ________ is referred to as the selection of a subset or group from a population that is
representative of the entire population.
A) Investigating
B) Monitoring
C) Viewing
D) Sampling
46) Which of the following is an advantage of probability sample?
A) It produces results of statistically measurable accuracy.
B) It is easy to select elements from a population on a probability bias.
C) It is easier to implement than a quota sampling method.
D) It does not require a sample selection on random basis.
47) Which of the following is a key characteristic of a probability sample that determines the
sample size of a population?
A) the number of chances a result occurs as planned
B) the permissible sample error that can be allowed
C) the inability to statistically project the results to the entire population
D) the similarity in the sample characteristics being measured
48) Which of the following is a technique used to analyze research data?
A) demand pattern analysis
B) random sampling
C) direct perception
D) survey research
49) Luxury car manufacturers, Lewitt, invest in dealerships across Asian countries based on a
marketing research outcome showing the recent increase in purchase of luxury cars. In this case,
Lewitt’s investigation of research data reflects a(n) ________.
A) demand pattern analysis
B) income elasticity measurement
C) estimation by analogy
D) comparative analysis
50) Which of the following techniques of analyzing research data groups variables into
collections that maximize within-group similarities and between-group differences?
A) demand pattern analysis
B) income elasticity analysis
C) cluster analysis
D) comparative analysis
51) What are the six subject agenda categories and coverage for global business intelligence
systems?
52) Explain the current issues in global marketing research.