Global Marketing Practical Insights and International Analysis 1st
Edition
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6 Test Bank Instructors
Multiple Choice
1. Which of the following is NOT a factor that distinguishes domestic and international market research:
(a) Cultural, economic and political environment differences
(b) New parameters such as exchange rates and tariffs
(c) Limited availability of trained market researchers overseas
(d) Broader definition of competition
Answer: (c)
2. Research designed to understand the attitudes and consumption behavior of immigrant populations in their new home country would be considered international marketing research.
True/False?(a) True
(b) False
Answer: (a)
3. If a survey instrument is used repeatedly to measure the same phenomenon (e.g. the degree of ethnocentricity among consumers) under the same conditions and produces similar results the instrument is said to be:
(a) Replicable
(b) Externally consistent
(c) Reliable
(d) Valid
(e) Temporally correct
Answer: (c)
4. Charmaine had been asked by her company to develop a better understanding of the market potential for plasma TVs in Russia. Charmaine decided to conduct a small intercept survey and designed her own questionnaire. One of the questions asked was: ‘How much money do you make each month?’ Charmaine found, however, that only 0.25% of respondents were willing to answer that question. The most likely reason for the low response rate is:
(a) The sample size was too small
(b) Conjoint variables should have been used
(c) The question should have been asked indirectly
(d) A realism check question was needed
Answer: (c)
5. Jennifer was asked to determine the market potential in Brazil for her company’s new line of vacuum cleaners. She decided to conduct a survey of Brazilian homemakers. Jennifer had completed the preliminary design of her questionnaire and had developed a list of prospective respondents. However, she was unsure of the wording of the questions and decided to
the questionnaire on a small sample of consumers.
(a) Validate
(b) Replicate
(c) Pre-test
(d) Back-translate
Answer: (c)
6. Mixed-sex focus groups may not be feasible in (the) ____________________ because of the traditional role of women in society.
(a) Caribbean
(b) Eastern Europe
(c) Latin America
(d) Middle East
(e) North America
Answer: (d)
7. Interview questions which contain embedded assumptions about the respondent or his/her behavior are referred to as _______________________ questions.
(a) Leading
(b) Structured
(c) Unstructured
(d) Reliable
(e) Valid
Answer: (a)
8. Respondents included in a pre-test of a survey instrument should always be included in the full survey as a realism check. True/False?
(a) True
(b) False
Answer: (b)
9. International market researchers are advised to use _____________________ to ensure that their questionnaires are translated accurately for use in a foreign country:
(a) Translation-back-translation
(b) Nomological validity checks
(c) Realism checks
(d) Commercially available translation software
Answer: (a)
10. Online surveys allow the researcher to easily reach potential respondents in multiple countries and also allow for the use of video and animation to demonstrate product benefits. Compared to personal interviews the response rate to online surveys is likely to be
(a) Higher
(b) Lower
(c) About the same
Answer: (b)
Short Answer Questions
1. Explain the difference between primary and secondary data.
2. What is a focus group? How could culture impact your ability to use focus groups when conducting research in the Middle East?
3. Identify four ways in which international marketing research differs from domestic marketing research.
4. Identify four reasons why it is important to conduct marketing research before entering a foreign market.
5. Identify two problems that may arise when attempting to collect secondary data for an international marketing research project.