Which strategy should be employed by a company when conducting international marketing research?

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Terms in this set (42)

What is the name for the process by which information is collected, recorded, and analyzed so that a company can make informed decisions about its marketing efforts?

marketing research

Which type of marketing research is focused on domestic operations?

Specific market information used to make decisions about the marketing mix.

Arrange the steps of the research project in the correct order.

1. Definition of the research problem and establishment of research goals.2. Determination of the sources of information to fulfill research goals.3. Analysis of the costs and benefits of the research effort.4. Collection of relevant data from secondary or primary sources, or both.5. Analysis, interpretation, and summary of the research outcomes.6. Effective communication of the research outcomes to decision makers.

Why is the first step of the research process essential in foreign markets?

The unfamiliar environment tends to cloud problem definition.

A marketing researcher uses an academic paper written by a professor at the University of Connecticut to derive certain findings. The academic paper is a summary of several researchers' findings. In this case, the academic paper is a ______ data source.

secondary

Other than directly observing the market, how do most companies get their market research?

From trusted research vendors.
From internal marketing research staff.

Which of the following skills are researchers most likely to require when they access foreign marketing-related secondary data?

language skills

What are the three types of market research?

specific market information used to make decisions about the marketing mix

general information about a country, area, and/or market

information necessary to forecast future marketing requirements

A reason for the low level of reliability of secondary data is that

fear of the tax collector affects reporting

Nina, a marketing researcher, has gathered relevant primary and secondary data. Which step should Nina take next?

analyze, interpret, and summarize the results of her research

The lack of historical data with which to contrast current foreign data leads to ______ problems.

comparability

The first step of the research process is especially important in foreign markets because researchers tend to

underestimate the influence of local culture on a problem.treat the problem as if it were in their home environment.

A market researcher collects information about the sales of baby food from a commercial database. He uses the latest census, which lists the number of births in the last year, to verify this data. This case exemplifies

validation of secondary data.

Data that has already been collected by another agency is known as _____ data.

Secondary

Which of the following is a problem associated with the availability of marketing data for foreign markets?

Researchers often do not know the language in which the data is available.

Primary data can be gathered from

a firm's distributors (or representatives, middlemen, or customers)

Which of the following is a reason why secondary foreign data may be unreliable?

Official statistics may reflect pride rather than practical reality.

An accurate statement about secondary data in less developed countries is that

the data gathered previously may use categories that are too broad or too narrow.

Qualitative research is used in part to

discover relevant questions that should undergo further investigation.

Secondary data is considered valid if it is

consistent with another set of data of known validity.

Lists that carry demographic data and from which samples are to be drawn are sometimes not current. In this case, sampling becomes ______.

less reliable

Data that is gathered specifically for a particular research project is known as ______ data.

primary

Why is it difficult to conduct marketing research in foreign countries?

Respondents' answers cannot always be translated exactly.

Research design tends to be successful when _____.

local language is used perfectly in questionnaires

Identify a use of qualitative research.

To gain insight into a market's needs and what ad messages it might respond to

One of the problems faced by marketing researchers when selecting samples is that

demographic data may not be sufficient

Multicultural research should

strive to achieve comparable and equivalent results.

Which of the following is the most common problem faced by market researchers collecting data in foreign countries?

Language barriers

Identify a challenge faced by international marketers who use the Internet to conduct market research.

The invasion of consumers' privacy poses legal complications.

Cultural and national differences can be resolved during research design by

translating questionnaires properly

Brix Inc., a European cement manufacturer, decides to enter the Chinese market. It seeks the opinion of three experts to help forecast demand and then compares these estimates. In this case, Brix Inc. is engaging in a process known as _____.

triangulation

When using analogy to forecast demand, marketers must exercise caution because it

relies on both countries having similar factors.

Identify an accurate statement about multicultural research.

It should consider differences in social structures of countries.

Which of the following is a limitation of the Internet as a research tool?

It creates a potential bias because respondents are all Internet users.

The comparison of estimates formulated by different experts in order to predict demand is known as

triangulation

When conducting marketing research in foreign markets, researchers should

use "catch as catch can" methods to obtain data.

To forecast demand, marketers may use ______, which assumes that demand for a product will follow a similar pattern in all countries.

analogy

Identify a strategy that a company should adopt when conducting multicountry research.

It should form relationships with other companies in the target country.

According to market researchers, communication within multinational organizations can be facilitated by

increasing the frequency of communication instances

In foreign markets, marketers should

be guided by collected data even if it does not follow the expected course.

Which strategy should be employed by a company when conducting international marketing research?

It should coordinate closely with local research companies.

Market researchers believe that communication within organizations can be improved by

increasing employee incentives for sharing information

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