Ch 6

Front 1

Int. Marekting. entails collecting and assesing information that includes the following.

Back 1

Economic.

Sociological and political climate

Overview of market conditions

Summary of the technological environment.

competitors

Front 2

quantitative research

Back 2

Structured questioning, producing answers that can easily be converted to numerical data.

Front 3

Qualitative research

Back 3

Open-ended and in-depth, seeking unstructured respones. Expresses the respondent's thoughts and feeling.

Front 4

Which of the following would be considered to be the key component in developing successful marketing strategies and avoiding major marketing blunders?

Back 4

The premise of the text is that information is the key to developing successful marketing strategies. Reliable information also prevents marketing blunders.

Front 5

If you were to be assigned the task of developing a process by which marketing research could be done for a company that wished to gather information on its market environment, what would be the best first step for the company to take?

Back 5

define the research problem and establish research objectives - All good research efforts should begin with defining the research problem and establishment of research objectives.

Front 6

Mimi Chang used the Internet to gather annual report figures from eight international marketing companies. She plans to use the data to construct cost and profit projections for her company. What is the formal term used to describe the type of data that Ms. Chang has just gathered?

Back 6

secondary data

Front 7

In general, the _____________ of recorded secondary data increase as the level of economic development increases.

Back 7

availability and accuracy

Front 8

Reuben Martinez has decided to hire a marketing researcher to collect 200 survey questionnaires from his current customers to determine customer satisfaction. What type of data has Mr. Martinez requested from his marketing researcher?A)primary data

Back 8

)primary data

Front 9

A group of 500 customers have been asked to answer 25 “yes/no” questions to help a restaurant owner determine perceptions of food quality. Which of the following research formats is the restaurant using to answer its research needs?

Back 9

A)quantitative research

Front 10

All of the following can be a problem of drawing a random sample in the international environment EXCEPT:

Back 10

low literacy rates Low literacy rates do not have anything to do with drawing a random sample.

Front 11

The _______________ is the most universal survey research problem in foreign countries.

Back 11

C)language barrier . Language is the greatest barrier because of such problems as translation.

Front 12

What occurs in “back translation” of a questionnaire?

Back 12

A researcher translates a questionnaire into another language and then another translator translates it back into the original language. Back translation must have at least two translators working independently from one another.

Front 13

Which of the following options for managing the cultural barrier that must be overcome in international marketing research is considered to be best among the choices?

Back 13

B)The company hires an agency that then crosses the cultural barrier and hires a local agency to go to customers and conduct research. ccording to information presented in the text, this option has the best chance of successfully bridging the cultural barrier and conducting marketing research because of the ability of the local agency to be sensitive to local conditions and cultural nuances.

Front 14

The marketing reearch process and the international dimension

Back 14

1. Define the research problem and establish research objective

2. Develop a research plan; how are you going to do the research

3. gather the relevant data from secondary and/or primary sources

4. Analyse and interpret the collected data

5. draw findings and present the result

Front 15

census data

Back 15

A record of population and its breakdown in a country

Front 16

Paralell translation

Back 16

When more than two translators are used for a back translation, and a comparision of the results is undertaken

Front 17

decentring

Back 17

A successive iteration process of translation and retranslation of a questionarie, each time by a different translator.