19. Which of the following is NOT an example of distribution research?
a.
Studies of plant location
b.
Studies of warehouse location
c.
Studies of the transport infrastructure
d.
All of the above are examples of distribution research
20. Which of the following is NOT an example of promotion research
a.
advertising research
b.
salesforce compensation research
c.
quota studies
d.
All of the above are examples of promotion research
21. In which country is giving away money-off vouchers illegal?
a.
United Kingdom
c.
Spain
b.
Ireland
d.
Germany
22. Research that examines how frequently shoppers in Cairo shop for food items or whether they prefer
to shop for meat products in state stores is an example of:
a.
experimental research
c.
descriptive research
b.
causal research
d.
product research
23. According to the text, which question is a good identification of a research problem?
a.
What are French consumers’ entertainment needs?
b.
Will enough French consumers pay an additional 20 FFr. to gain access to a specific
American movie channel to make an investment in such a business worthwhile?
c.
What should be the price of this service in order to draw sufficient subscribers?
d.
All of the above questions represent a good identification of a research problem.
24. The researcher who understands that the meaning of household in the U.S. is different form the
meaning of household in many developing countries understands the international constraint of:
a.
conceptual equivalence
c.
primary data
b.
functional equivalence
d.
secondary data
25. The researcher who realizes that jewelry is used to advertise status in some countries while it is used to
accumulate wealth in others understands the international constraint of:
a.
conceptual equivalence
c.
primary data
b.
functional equivalence
d.
secondary data
26. Warranties have different meanings in different countries. For example,
a.
in China warranties are illegal.
b.
in Eastern Europe products can’t be returned, even if under warranty.
c.
in Germany, all products are required to have warranties.
d.
U.S. warranties are often much more generous that warranties found in China.
27. Which of the following is not a characteristic of qualitative research?
a.
Fewer respondents belonging to a non-random sample
b.
Use of highly structured research methodologies
c.
Researcher involvement as participant
d.
Nonsystematic observation
28. Which of the following is an example of qualitative research?
a.
Experiments
c.
Surveys
b.
Focus Groups
d.
Content analysis
29. Which statement regarding naturalistic inquiry is false?
a.
Naturalistic inquiry is a form of qualitative research.
b.
In naturalistic inquiry, the researcher is part of the behavior.
c.
Naturalistic inquiry uses deductive reasoning.
d.
All of the statements are true.
30. Which form of observational research is most likely to be used in developing, low-income countries?
a.
Ethnography
c.
Physiological measurement
b.
Garbology
d.
Response latency
31. Which method of research is not an example of quantitative research?
a.
Content analysis
c.
Surveys
b.
Focus groups
d.
Experiments
32. Counting the number of times preselected words, themes, symbols, or pictures appear in a medium
with verbal and/or visual content is an example of
a.
content analysis
c.
causal research
b.
observational research
d.
decentering
33. Which statement regarding survey research is accurate?
a.
Survey research is an example of descriptive research.
b.
The cheapest survey method is mail questionnaires.
c.
High levels of illiteracy make the use of mail questionnaires almost impossible in some
countries.
d.
All of the above are true.
34. Infrastructure factors influence data collection methods. Which of the following is a false statement
regarding international data collection.
a.
Using the telephone book as the sampling frame is problematic because it restricts the
sample to landline subscribers, who are likely to differ from the target population.
b.
Saudi Arabia’s efficient mail systems encourage the use of mail surveys over phone
surveys.
c.
Because most subscribers in low-income countries do not have to pay for phone calls they
receive, telephone interviewing is much easier than in the past.
d.
All of the above are true.
35. Experimental research findings are
a.
difficult to transfer across countries.
b.
easily generalizable to similar environments.
c.
inexpensive to gather.
d.
an example of descriptive research.
36. “Supermarkets” have different meanings in different countries. Which statement regarding
supermarkets is not accurate?
a.
A U.S. supermarket is typically a large store belonging to a national or regional chain.
b.
A Polish supermarket is probably made up of different stores that carry an assortment of
products.
c.
Supermarkets in Switzerland carry a larger variety of products, but not as wide an
assortment of competing brands as their U.S. equivalents.
d.
Supermarkets in Germany carry a smaller variety of products, but a wider assortment of
competing brands than their US. equivalents.
37. Parallel translation is an example of a(n)
a.
observational study.
c.
content analysis.
b.
decentering technique.
d.
semantic differential scale.
38. Ideally, a global marketing decision support system should be
a.
regressive
c.
static
b.
etic
d.
discovery-oriented
39. To estimate the anticipated adoption rate of cellular phones in Latvia, a firm identified the proportion
of new adopters in Estonia, a neighboring country that shares a similar history with Latvia, but where
cellular phones are widely available. This is an example of
a.
country performance analogy
c.
the Delphi method
b.
product performance analogy
d.
POS projection
40. In order to estimate the adoption rate of Internet service in Sri Lanka, it may be appropriate to evaluate
the adoption rate of computers in this country. This is an example of
a.
country performance analogy.
c.
the Delphi method.
b.
product performance analogy.
d.
POS projection.
COMPLETION
1. ___________________________________ is the systematic design, collection, recording, analysis,
interpretation and reporting of information pertinent to a particular marketing decision facing the
company operating internationally.
2. Research examining brand preferences and brand attitudes falls into the category of
_________________________ research.
3. ______________________________ studies are conducted to identify profiles of heavy product
consumers, as well as occasions for consumption.
4. _________________________ identifies the extent to which the product conforms to local tastes.
5. ______________________________ studies are helpful in determining the overall product strategy
for the product and the price that the market will bear for the respective product category.
6. The government of ____________________ tightly monitors all foreign trade through the State
Commodity and Raw Materials Exchange. According to foreign companies, connections with someone
holding a seat on the exchange facilitates registration.
7. ____________________ research portrays a situation – for instance, how frequently shoppers in Cairo
shop for food items.
8. The _________________________ is a blueprint for the study, indicating all decisions to be made
with regard to information sources, research methods, data collection instruments, sampling
procedures, data collection methods, data analysis, and the projected costs of the research.
9. _________________________ is defined as data collected for a problem other than the problem at
hand.
10. Non-systematic observation is characteristic of ____________________ research.
11. ______________________________ are one-on-one attempts to discover consumer motivations,
feelings and attitude toward an issue of concern to the sponsor using a very loose and unstructured
question guide.
12. Naturalistic inquiry is a form of ____________________ research.
13. ____________________ is the study of cultures.
14. ____________________ research looks at cause and effect relationships, eliminating or controlling for
other extraneous factors that may be responsible for the results.
15. Phenomena specific to each culture are best measured by ____________________ instruments, which
are constructed for each nationality to measure the particular factor.
16. ____________________ instruments can be used to measure the same phenomenon in different
cultures.
17. ____________________ instruments are culture free.
18. ____________________ instruments are very difficult to develop because they are culture free.
19. The successive translation (by different translators) of an instrument between the original language and
the language of administration with the purpose of obtaining an instrument that is closes in meaning to
the original questionnaire is known as ____________________.
20. A(n) ___________________________________ is defined as a coordinated collection of data,
systems, tools, and techniques, complemented by supporting software and hardware designed for the
gathering and interpretation of business and environmental data.
21. The _________________________ entails asking a number of experts to estimate market
performance, aggregating the results, and sharing this information with these same experts.
22. _________________________ models use data of past performance to predict future market demand.
ESSAY
1. Discuss the strengths and weaknesses of secondary data.
2. What are the characteristics of qualitative research methods?
3. Explain what a content analysis is and why it would be used in an international setting.
4. Describe the ideal attributes of a global marketing decision support system.
5. Describe the various sales forecasting techniques.