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Exam 6: Global Marketing Research

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Question 41

Multiple Choice

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Which of the following would be problematic in using the Internet in global research?

A) obtaining a representative sample
B) download time for website pages
C) incorrect e-mail addresses
D) poor response rates
E) all of the above

F) All of the above
G) B) and E)

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Question 42

Multiple Choice

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All of the following are major challenges that a global marketing researcher might face except:

A) argument over budget expenditures between international markets.
B) complexity of research design due to environmental differences.
C) lack and inaccuracy of secondary data.
D) time and cost requirements to collect primary data.
E) coordination of multi-country research efforts.

F) A) and B)
G) None of the above

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Question 43

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_____ is the only foolproof way to debug the questionnaire and spot embarrassing mistakes.

With respect to comparability of data, _____ equivalence refers to the degree to which similar activities or products in different countries fulfill similar functions.

In cross-cultural market research, the need for comparability favors the _____.

In marketing research, once the problem has been identified it is translated into:

Surveys are the most common vehicle to gather primary data in marketing research.

Accuracy of data in foreign markets may be suspect.This is especially true if it neglects to record significant commercial and non-commercial activity.One example of data that is often not recorded (though it might be significant) is:

In the area of multicountry research coordination, the _____ focuses on the universal behavior and attitudinal traits.

Cross-sectional regression analysis do not produce market size estimates.

Surveys are a source of primary data.

The prime benefit of an omnibus survey is _____.

Probably the most severe problem in market research is nonresponse.

One of the procedures used in practice to avoid sloppy translation of questionnaires is forward-translation.

Primary data can be collected in several ways.Which of the following is not one of those ways?

Test markets are a source of primary data.

The procedure for the _____ of assessing market size is to pick a country that is at the same stage of economic development as the country of interest and for which the market size is known.This country then becomes an indicator for the market size of the country that is under question.

Survey research in _____ is further hampered by low levels of education.

List the four primary methods of estimating market size.Discuss why market size estimates may differ depending on the method being used.How can such differences be reconciled? Which method do you think is the best? Explain your reasoning.

For an online focus group, all the participants must be online at the same time.