Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
Test Bank
Chapter 8: Market Research in the International Environment
1. The systematic gathering, storing, and analyzing of marketplace information for use in
strategic decision making is ______.
a. market research
b. product research
c. scientific method
d. segmentation research
e. promotion research
2. The four “types” of international market research that are discussed in the text include all of
the following EXCEPT ______.
a. product research
b. promotion research
c. pricing research
d. distribution research
e. segmentation research
3. Which type of research not only studies consumer needs, but on legal requirements and
restrictions as well?
a. product research
b. promotion research
c. pricing research
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
d. distribution research
e. segmentation research
4. Investigating the use of coupons and bonus packs in China would be accomplished using
______.
a. product research
b. promotion research
c. pricing research
d. distribution research
e. segmentation research
5. Cultural sensitivity to advertising messages is particularly relevant in what type of research?
a. product research
b. promotion research
c. pricing research
d. distribution research
e. segmentation research
6. In China, many consumers arrive at supermarkets on foot, which highlights the importance of
which of the following?
a. product research
b. promotion research
c. pricing research
d. distribution research
e. segmentation research
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
7. Which company began market research in India one year before attempting to enter the
market?
a. Sanyo
b. Sony
c. Samsung
d. Honda
e. Ford Motor Company
8. Which of the following are data that are collected by an outside firm or agency in an
international market project?
a. secondary
b. primary
c. collective
d. formative
e. reflective
9. The U.S. Department of Commerce, Euromonitor, and the World Bank all represent which
sources of data?
a. secondary
b. primary
c. collective
d. formative
e. reflective
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
10. What is the first step of the international market research process?
a. define the problem
b. complete a cost/benefit analysis
c. develop a research design
d. develop a sample
e. collect data
11. The final step of the international market research process is ______.
a. define the problem
b. complete a cost/benefit analysis
c. develop a research design
d. collect data
e. formulate conclusions and write a report
12. Which of the following are data that are collected by the researcher or research team?
a. secondary
b. primary
c. collective
d. formative
e. reflective
13. Which of the following types of information would be easiest to find when an international
marketer uses secondary data sources?
a. consumer preferences
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
b. consumer attitudes
c. city zoning laws
d. import and export data
e. future governmental policies
14. Which of the following is NOT a major source of primary data for international marketers?
a. questionnaires
b. internet surveys
c. import statistics
d. ethnographic studies
e. observational studies
15. Which of the following statements is true regarding primary and secondary data?
a. Given adequate budget resources, secondary data are more valuable than primary.
b. Given adequate budget resources, primary data are more valuable than secondary.
c. Given adequate budget resources, fewer employees are needed to collect primary data.
d. Given adequate budget resources, secondary data take longer to get than do primary data.
e. Given adequate budget resources, primary data are always more valid than secondary data.
16. Which of the following statements regarding reliability of international marketing measures
is true?
a. Reliable measures are not necessary in international studies because secondary data exist.
b. It is best to use more than one measure when measuring a concept in international contexts.
c. It is best to use one measure when measuring concepts because the measure will be valid.
d. Reliability of measures is not a concern if measures are proven to be valid.
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
e. If a measure is shown to be reliable, then it is not necessary to assess its validity.
17. Which of the following refers to the extent to which international marketing measures reflect
the actual differences in a concept found across respondents as well as the overall level of
accuracy of the measure?
a. validity
b. reliability
c. testability
d. accuracy
e. test–retest reliability
18. In an international marketing study, what measure assesses if a statement of cause and effect
would apply to other settings and situations outside of the study?
a. test–retest reliability
b. internal validity
c. external validity
d. psychometric accuracy
e. external reliability
19. Which of the following results when cause-and-effect relationships are correctly identified in
an experiment?
a. test–retest reliability
b. internal validity
c. external validity
d. psychometric accuracy
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
e. external reliability
20. Which of the following statements regarding the reliability and validity of international
marketing studies is true?
a. Validity and reliability do not apply to secondary research studies.
b. Validity and reliability do not apply to primary research studies.
c. Validity and reliability are easiest to measure for secondary data sources.
d. Validity and reliability are more difficult to assess when using secondary data sources.
e. Validity and reliability are more difficult to assess when using primary data sources.
21. What type of analysis seeks to understand the attitudes, preferences, motivations, lifestyles,
and intentions of individual consumers?
a. primary
b. secondary
c. macro-level
d. micro-level
e. individual-level
22. Which analysis occurs at the country level?
a. primary analysis
b. secondary analysis
c. macro-level analysis
d. micro-level analysis
e. individual-level analysis
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
23. Which type of risk reflects the stability of a country being studied?
a. economic risk
b. political risk
c. primary risk
d. secondary risk
e. uncertainty risk
24. According to the text, which country was the target of high-visibility intellectual property
raids in 2010?
a. Germany
b. Indonesia
c. China
d. India
e. Argentina
25. Which of the following are studies in which a researcher lives with respondents in their
native environment?
a. observational studies
b. ethnographic studies
c. qualitative studies
d. quantitative studies
e. experimental studies
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
26. Although there are difficulties in utilizing them in international marketing research, which
type of research tool remains popular because they include groups of consumers of size eight to
twelve?
a. focus groups
b. ethnographic studies
c. observational studies
d. survey designs
e. experiments
27. In international market research, what method relies on the opinions of experts?
a. Delphi method
b. Alpha method
c. Gamma method
d. Delta method
e. Sigma method
28. Which of the following is NOT a challenge with administering surveys internationally?
a. Many people worldwide are illiterate.
b. Many consumers are difficult to reach, especially those in remote areas.
c. Many consumers are reluctant to record their true feelings due to cultural issues.
d. In many cultures, women are not allowed to respond to such instruments.
e. Most international consumers do not expect to complete a survey.
29. The word household has different meanings in different cultures, a problem found in which
concept?
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
a. conceptual convergence
b. conceptual divergence
c. conceptual equivalence
d. conceptual transference
e. conceptual difference
30. The process in which two or more translators are used for each step of the back translation
process is known as what?
a. parallel translation
b. parallel structuring
c. parallel transference
d. dual translation
e. dual encoding
31. What kind of experiment is carried out within a realistic environment?
a. embedded test
b. embedded experiment
c. test experiment
d. test market
e. test method
32. Which type of research method tends to work best when the international researcher is
attempting to reach large samples?
a. experiments
b. quantitative methods
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
c. qualitative methods
d. ethnographic studies
e. observational studies
33. The latest research reveals that less than 1% of consumers in which country has access to the
Internet?
a. China
b. Thailand
c. Ethiopia
d. Japan
e. Poland
34. The finding that consumers prefer the combination of sweet and sour tastes in India, which
turns out to be true of most cultures, would demonstrate ______.
a. reliability
b. validity
c. repeatability
d. consistency
e. communicability
35. What is the name of the process used when an international researcher attempts to contact a
subgroup of members of a population for inclusion in a research study?
a. sampling
b. inference
c. statistical inclusion
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
d. stratification
e. conjoint analysis
36. What is the name of a sample in which each element in the population has a known, non-zero
probability of being included in the study?
a. random
b. probability
c. nonprobability
d. stratified
e. cluster
37. What kind of sample is a probability sample in which each element has an equal chance of
being selected for a study?
a. random
b. probability
c. nonprobability
d. stratified
e. cluster
38. Which of the following refer to research results that are obtained from a sample that are able
to correctly apply to a larger population?
a. statistical reference
b. statistical transference
c. statistical reliance
d. statistical inference
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
e. statistical validity
39. What type of sample is one in which the probability of an element of the population being
included is unknown?
a. statistical
b. nonparametric
c. nonprobability
d. random
e. conjoint
40. Which kind of technique is a nonprobability technique in which one respondent refers the
researcher to the next respondent?
a. snowballing
b. wallflower
c. discriminant
d. stratified
e. convenience
41. What kind of method allows a researcher to examine the attitudes and behaviors of
consumers that are relevant to one specific country?
a. snowball
b. convenience
c. descriptive research
d. comparative research
e. contextual research