Suggested Answers to Discussion Questions
1. What is the major source of information for headquarters executives of global
companies?
2. What are the different modes of information acquisition? Which is the most
important for gathering strategic information?
3. Assume that you have been asked by the president of your organization to devise
a systematic approach to scanning. The president does not want to be surprised
by major market or competitive developments. What would you recommend?
4. Outline the basic steps of the marketing research process.
5. What is the difference between existing, latent, and incipient demand? How might
these differences affect the design of a marketing research project?
6. Describe some of the analytical techniques used by global marketers. When is it
appropriate to use each technique?