1
Which countries would be most likely to have the most reliable statistics?
(A)
Australia and Canada
(B)
Spain and Argentina
(C)
China and Taiwan
(D)
China and Nigeria
2
Comparability of studies across cultures can be made difficult due to respondents trying to
guess the answer the interviewer wants to hear. This leads to what kind of bias?
(A)
(B)
(C)
(D)
3
International trade fairs are good places to
(A)
lobby governments for trade agreements.
(B)
monitor competitors’ activities.
(C)
negotiate tariffs.
(D)
Both a and c.
4
The development of an independent marketing research industry in Latin America has been
stymied by
(A)
market volatility
(B)
poor enforcement of intellectual property laws
(C)
a & b
(D)
None of the above
5
Scalar equivalence is a concern in interpreting data from
(A)
analysis of inference
(B)
focus groups
(C)
observation
(D)
surveys
6
GlobalNOW!, a management consulting company, is debating whether or not they should
set up a subsidiary in Germany. They ask their marketing research department to prepare
a(n) ___________ study, a report on the political, economic, social-cultural, and legal
characteristics of the German market.
(A)
competitive
(B)
differentiation
(C)
environmental
(D)
market
7
Proctor & Gamble is thinking about bringing a new detergent product to the Ukrainian
market. They ask Ipsos, their marketing research supplier, to determine the size of the
market and the clothes-washing needs of Ukrainian consumers. Proctor & Gamble
requested a(n) _______ study from their marketing research supplier.
(A)
competitive
(B)
differentiation
(C)
environmental
(D)
market
8
IKEA commissions a study on the Egyptian furniture market, including information about
locally and foreign-owned furniture producers. IKEA has commissioned a(n) _________
study.
(A)
competitive
(B)
differentiation
(C)
environmental
(D)
market
9
In Saudi Arabia, Western researchers must resort to recruit market research study
participants via word of mouth. This sampling technique is called _________ sampling.
(A)
friendly
(B)
voice
(C)
snowball
(D)
probability
10
GlobalNOW!, a management consulting company, is debating whether or not they should
set up a subsidiary in Germany. They ask their marketing research department to prepare a
report on the political, economic, social-cultural, and legal characteristics of the German
market. The marketing research department bases their report on data found on the
Internet, in periodicals, and reports published by the German embassy, the Economist
Intelligence Unit, and the U.
(A)
environmental; secondary
(B)
market; secondary
(C)
competitive; primary
(D)
complementary; primary
11
Proctor & Gamble is thinking about bringing a new detergent product to the Ukrainian
market. They ask Ipsos, their marketing research supplier, to determine the size of the
market and the clothes-washing needs of Ukrainian consumers by conducting a national
consumer telephone survey. Ipsos has been asked to conduct a(n) _________ study based
on ________ research.
(A)
environmental; secondary
(B)
market; primary
(C)
competitive; secondary
(D)
complementary; primary
12
In which country does the government control what can be asked in focus groups?
(A)
United States
(B)
China
(C)
Vietnam
(D)
Both b and c
13
Focus groups are problematic in the Middle East because
(A)
males tend to dominate the conversation in mixed-gender groups
(B)
snowballing is outlawed
(C)
participants demand too much money
(D)
governments retain the right to monitor and censor focus groups
14
Secondary data is usually more available and reliable in__________ countries.
(A)
developing
(B)
developed
(C)
masculine
(D)
feminine
15
Shuifen, or “water content,” refers to __________ in China.
(A)
nontariff barriers
(B)
bribery
(C)
subsidies
(D)
fraudulent statistics
16
Which question appeared in the Chinese Gallop Poll?
(A)
How much money do you make?
(B)
What do you buy?
(C)
What are your dreams?
(D)
All of the above.
17
In which country would a global marketer most likely have difficulty collecting secondary
data?
(A)
United States
(B)
Bolivia
(C)
Germany
(D)
Japan
18
The age of data is a common problem with
(A)
secondary research.
(B)
primary research.
(C)
focus groups.
(D)
telephone interviews.
19
The process of translation in which the questionnaire is translated from the home language
to the foreign language and back to the home language is known as __________
translation.
(A)
reverse
(B)
back
(C)
forward
(D)
loop
20
Parallel translation is the process in which
(A)
a questionnaire is translated twice by the same person
(B)
a computer is used to help in the translation
(C)
two or more persons translate the questionnaire into the foreign language
(D)
a questionnaire is translated back and forth till successive versions look identical
21
Selecting a probability sample is difficult in developing countries due to
(A)
a lack of usable lists of names
(B)
poor knowledge of probability and sampling techniques
(C)
large populations
(D)
high labor costs
22
Quota sampling would be appropriate for
(A)
Indonesia.
(B)
Japan
(C)
South Korea
(D)
Japan and South Korea.
23
The U.S. Safe Harbor Framework was established to help U.S. firms
(A)
fight unfair trade practices
(B)
understand Foreign Corrupt Practices Act (FCPA)
(C)
comply with European standards of data privacy
(D)
act effectively if their managers are kidnapped abroad
24
An expensive Brazilian restaurant chain is considering entering into the competitive Los
Angeles restaurant market. They consult US census data to determine the number of
households in Los Angeles earning more than US$100,000. The restaurant has utilized
_________ data.
(A)
isosceles income
(B)
courtesy
(C)
primary
(D)
secondary
25
An American retailer conducts a survey of Iranian youth to assess their awareness of and
attitudes toward American brands. The retailer has gathered __________ data.
(A)
isosceles income
(B)
courtesy
(C)
primary
(D)
secondary
26
Colgate-Palmolive hires several anthropologists to observe Mexican housewives clothes-
cleaning behavior. The housewives are videotaped as they clean their clothes. They are also
interviewed about how they feel about clothes washing: what they like and do not like
about the process. The anthropologists interpret their observations of and conversations
with the housewives in their field notes. Research and development experts at Colgate-
Palmolive then use this data to identify new product addi
(A)
survey
(B)
focus group
(C)
consumer ethnography
(D)
experiment
27
The pharmaceutical firm Merck decided to rejuvenate its Japanese subsidiary. It noticed
that its competitors were focusing their production and marketing efforts on a smaller
number of drugs in order to achieve increased efficiencies. Merck decided that they needed
to do the same thing. This is an example of ___________.
(A)
consumer ethnography
(B)
proxy inference
(C)
benchmarking
(D)
focus grouping
28
Proctor & Gamble is thinking about bringing a new detergent product to the Ukrainian
market. They ask Ipsos, their marketing research supplier, to determine the size of the
market and the clothes-washing needs of Ukrainian consumers by conducting a national
consumer telephone survey. This is an example of _________.
(A)
outsourcing research
(B)
endogenous research
(C)
heterogeneous research
(D)
interactive research
29
^___^ refers to data that is previously collected or already available.
30
^___^ refers to data collected specifically for the assignment.
31
The research approach that assumes that a research question developed in one culture can
be more or less translated for use in another cultural context is called the ^___^ approach.
32
The research method that focuses on understanding each local context from its own
cultural frame of reference is called the ^___^ approach.
33
A translation technique in which two or more translators translate a questionnaire,
compare their translations, and resolve any differences between their translations is called
^___^.
34
^___^ is the translation technique in which a questionnaire is translated from the home
language into the language of the country where it will be used by a bilingual speaker who
is a native speaker of the foreign country, and then a bilingual person who is a native
speaker of the home language translates this version back to the home language.
35
The technique of collecting market research data by using a few select individuals to
discuss the product is known as a(n) ^___^.
36
Kraft Foods wants to learn more about how Bulgarian women shop for cheese. They set up
a video camera in Bulgarian grocery stores near the cheese counter. Market researchers
then use the video data to assess the role of shelf-placement and packaging in the women’s
cheese purchase decision-making process. This is an example of a(n) __________ study.
(A)
focus group
(B)
survey
(C)
analogy
(D)
observation
37
A focus group consisting of eight women in Brazil can take an hour longer than a similar
focus group in the United States due to the considerable time participants invest up front in
getting to know one another. After all, introductory chats are common in ______ cultures.
(A)
monochronic
(B)
high-context
(C)
low power distance
(D)
feminine
38
Uncertainty about data accuracy, lack of data comparability, and unavailability of necessary
data are all problems with _________ data.
(A)
courtesy
(B)
Shuifen
(C)
concept
(D)
secondary
39
Ahmet Kirca composes a survey quesonnaire that will assess Turkish women’s attitudes
toward a new detergent brand. Ahment has just created a(n) ____________.
(A)
parallel translation
(B)
analysis of inference
(C)
research instrument
(D)
data collection quota
40
Paul Kolesa hires three Spanish translators to help him with his dissertation research
project. Each translator translates his English-language questionnaire independently from
English to Spanish. Then they meet to compare translation, resolving any differences
between their translations. Paul Kolesa then administers the final translation to his
Spanish-speaking research sample. Paul’s translators have conducted a ______________
translation.
(A)
parallel
(B)
differential
(C)
back
(D)
holistic
41
Anna Vischtung, who is fluent in German and English, composes the survey in English
(version A). She hires a first translator to translate the survey from English to German
(version B). She hires another translator to translate the document from German back into
English (version C). She then compares the two English versions (version A and version C).
Anna has conducted a(n) _____________ translation.
(A)
obstructed
(B)
parallel
(C)
back
(D)
tiered
42
Existing infrastructure and lack of available information often substantially interfere with
attempts by marketers to use probability samples in their research in ___________
countries.
(A)
developed
(B)
developing
(C)
English-speaking
(D)
masculine
43
The same customer survey is used by Toyota in Brazil and Japan. The survey gauges
customer satisfaction via the use of a 10-point scale, where 1 indicates that the customer is
“extremely dissatisfied” and 10 indicates that the customer is “extremely satisfied.” A
Brazilian consumer feels that he is marginally satisfied, so he circles the answer “8.” A
Japanese customer who is enthusiastically satisfied circles the answer “8.” This example
illustrates that there are often cross-cultur
(A)
courtesy bias
(B)
parallel translation
(C)
scalar equivalence
(D)
scale frames
44
A taste test is administered in Mexico. An experienced international market researcher is
concerned that respondents may say they like the product even if they did not. The
researcher is concerned with possible ________, which is common in Mexican culture.
(A)
courtesy bias
(B)
benchmarking
(C)
analysis of inference
(D)
scalar equivalence
45
Eight women are invited by a market research company to participate in a group discussion
about a new skincare product produced by Estée Lauder. A moderator leads the group
discussion. Representatives from the Estée Lauder company watch the group discussion in
the next room through a one-way mirror. The group discussion is called a(n)
______________ study.
(A)
observation
(B)
focus group
(C)
survey
(D)
consumer ethnography
46
In Japan, it is often difficult to get focus group participants to criticize a potential product
due to _________, common in Japanese culture.
(A)
benchmarking
(B)
scalar equivalence
(C)
courtesy bias
(D)
polychronic behavior
47
Focus groups in Thailand, Malaysia, and Indonesia typically show up late—if at all—for
focus groups due to their countries’ ____________ culture.
(A)
high power distance
(B)
low uncertainty avoidance
(C)
polychronic
(D)
low context
48
While collecting surveys, ^___^ bias arises when respondents attempt to guess the
answer the interviewer wants to hear and reply accordingly.
49
One of the shortcomings associated with the use of secondary data is
(A)
it is very expensive to obtain.
(B)
data may not be timely.
(C)
sample selection is difficult.
(D)
All of the above.
50
A report that utilizes data to determine the size of a market and the needs of potential
consumers is called a market study.
(A)
True
(B)
False
51
While estimating the demand for products, marketers need to understand the different
ways the product can be used in different markets.
(A)
True
(B)
False
52
Secondary data is data that has been previously collected and is readily available.
(A)
True
(B)
False
53
Lack of necessary data and timeliness of data hinder the use of secondary information
sources for research purposes.
(A)
True
(B)
False
54
Every country publishes a census.
(A)
True
(B)
False
55
The main benefit of using secondary data is its cross-cultural comparability.
(A)
True
(B)
False
56
Shuifen is a type of focus group technique common in China.
(A)
True
(B)
False
57
Primary data are collected specifically for the purpose of the research study and are useful
in making a specific marketing decision.
(A)
True
(B)
False
58
In back translation, two or more translators translate the questionnaire simultaneously.
(A)
True
(B)
False
59
Parallel translation was developed to solve the common problems associated with back
translation.
(A)
True
(B)
False
60
Data collection methods vary from country to country due to differences in privacy laws
and local culture.
(A)
True
(B)
False
61
It Saudi Arabia, mixed-gender focus groups are prohibited, but in Egypt they are
recommended.
(A)
True
(B)
False
62
Snowballing is form of probabilistic sampling.
(A)
True
(B)
False
63
Competitive studies can provide insight into competitor behavior—both domestic and
foreign.
(A)
True
(B)
False
64
International market research is made easier due to vast similarities in consumer needs
and government regulations.
(A)
True
(B)
False
65
Concept tests and test marketing are some of the types of research that are conducted to
gain insights into a company’s product policy.
(A)
True
(B)
False
66
China undertook an economic census and questioned business owners about production,
sales and profits.
(A)
True
(B)
False
67
The comparison of research findings from one country to another is hindered by the
general difficulty of establishing comparability and equivalence among research data.
(A)
True
(B)
False
68
The four steps of the market-research process (in chronological order) include defining the
problem and developing research objectives, determining the sources of information,
collecting and analyzing data from primary and secondary sources, and analyzing the data.
(A)
True
(B)
False
69
The etic research approach assumes that a research question developed in one culture can
be more or less translated for use in another cultural context.
(A)
True
(B)
False
70
The emic research approach assumes that a research question developed in one culture can
be more or less translated for use in another cultural context. he main benefit of using
secondary data is its cross-cultural comparability.
(A)
True
(B)
False
71
The emic research approach focuses on understanding each local context from its own
cultural frame of reference.
(A)
True
(B)
False
72
The etic research approach focuses on understanding each local context from its own
cultural frame of reference.
(A)
True
(B)
False
73
Company executives lead focus groups to influence the potential customers.
(A)
True
(B)
False
74
The Vietnamese are enthusiastic about joining focus groups.
(A)
True
(B)
False
75
Smaller-sized focus groups are recommended for Asia because focus groupsare more
expensive there.
(A)
True
(B)
False
76
Observation is useful in emic research.
(A)
True
(B)
False
77
The responsibility of market research includes
(A)
market studies.
(B)
competitive studies.
(C)
environmental studies.
(D)
All of the above.
78
A study designed to better understand the economic, political, and legal context of a
national market is called a(n) __________ study.
(A)
market
(B)
environmental
(C)
national outlook
(D)
competitive
79
The first Indian census occurred in
(A)
1872
(B)
1945
(C)
1980
(D)
1443
80
Primary data refers to
(A)
previously collected data.
(B)
currently available data.
(C)
data that is useful for research study.
(D)
None of the above data
81
The research approach that assumes that a research question developed in one culture can
be more or less translated for use in another cultural context is called
(A)
entopic
(B)
extopic
(C)
emic
(D)
etic
82
The research method that focuses on understanding each local context from its own
cultural frame of reference is called
(A)
entopic
(B)
extopic
(C)
emic
(D)
etic
83
In which countries are mixed-gender focus groups problematic?
(A)
Egypt and Saudi Arabia
(B)
China and Vietnam
(C)
China and Saudi Arabia
(D)
China and Russia
84
Sources of secondary data include
(A)
libraries with foreign information sections.
(B)
chambers of commerce.
(C)
trade journals and the Internet.
(D)
All of the above.
85
Focus groups will likely start on time in polychronic cultures.
(A)
True
(B)
False
86
Big data studies are only appropriate for developed economies.
(A)
True
(B)
False
87
Probabilistic sampling assumes no prior list of names or residences exists for researchers
to use to survey a target population.
(A)
True
(B)
False
88
Non-probabilistic sampling assumes no prior list of names or residences exists for
researchers to use to survey a target population.
(A)
True
(B)
False
89
Quota sampling would be more appropriate for Indonesia than for Japan.
(A)
True
(B)
False
90
Quota sampling is a form of non-probabilistic sampling.
(A)
True
(B)
False
91
Understanding competition helps companies estimate the market share to be gained and
assess future threats.
(A)
True
(B)
False
92
The development of an independent marketing research industry in Latin America has been
stymied by poor enforcement of intellectual property laws.
(A)
True
(B)
False
93
A global firm should not outsource its international marketing research.
(A)
True
(B)
False
94
Identifying a proxy is an important component of primary research.
(A)
True
(B)
False
95
Car sales can be used as a proxy for the replacement tire market.
(A)
True
(B)
False
96
Car sales can be used as a snowball variable for replacement tire market.
(A)
True
(B)
False
97
Secondary data can include data from
(A)
foreign magazines.
(B)
public accounting firms.
(C)
the Internet.
(D)
All of the above.