Professional Documents
Culture Documents
TRUE/FALSE
1. The single most important cause for failure in the international marketplace is the inability to
communicate in the host country language.
2. The American Marketing Association (AMA) defines marketing research as the function that links the
consumer, customer, and public to the marketer through information.
3. The research done for international marketing activities is most often more rigorous, formal, and
quantitative than for domestic marketing activities.
5. The value of the international marketing decision with the benefit of research should be greater than
the value of the decision without research.
6. Clustering countries into similar groups for screening and evaluation is the first step of foreign-market
opportunity analysis.
7. When importing, firms shift their major focus from supplying to sourcing.
9. It is not necessary to consider the compatibility and comparability of the data while using secondary
data.
10. The researcher should use creative inferences to arrive at knowledge useful to the firm.
11. The EU law permits companies to collect personal data only if the individuals consent to the
collection, know how the data will be used, and have access to databases to correct or erase their
information.
12. The two major approaches to international research organization are the top-down approach and the
bottom-up approach.
13. The less the corporation’s research needs overlap with an agency’s past research accomplishment, the
more likely it is that the research task will be carried out satisfactorily.
14. Centralizing all research activities with one service provider is more efficient than having experts
working on a problem.
15. Standardized research techniques are more useful in the collection of subjective data than of objective
data.
16. Focus groups can be most useful when specific answers are sought to very narrow questions.
17. When qualitative data are desired, surveys are appropriate research instruments.
19. Delphi studies are one means of obtaining factual data through quantitative methods.
20. Scenario analysis is used to look at different configurations of key variables in the international
market.
MULTIPLE CHOICE
3. A major reason that firms are reluctant to engage in international marketing activities is the:
a. lack of investors in international markets.
b. lack of sensitivity to differences in consumer tastes and preferences.
c. absence of profitable opportunities.
d. lack of distributors in international markets.
ANS: B PTS: 1 DIF: Easy REF: p. 238
OBJ: LO: 8-1 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
4. The value of research in making a particular decision can be determined by applying the following
equation: V(dr) - V(d) > C(r). In this equation, V(dr) represents the:
a. cost of research.
b. value of the decision with the benefit of research.
c. value of the decision without the benefit of research.
d. difference between the cost of research and the benefit of research.
ANS: B PTS: 1 DIF: Moderate REF: p. 239
OBJ: LO: 8-1 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
9. _____ information includes population trends, general trade flows between countries, and world
agricultural production.
a. Behavioral
b. Macro
c. Systemic
d. Structural
ANS: B PTS: 1 DIF: Easy REF: p. 242
OBJ: LO: 8-3 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
10. Which of the following entities has the greatest variety of secondary data?
a. International organizations
b. Governments
c. Trade associations
d. Service organizations
ANS: B PTS: 1 DIF: Easy REF: p. 242
OBJ: LO: 8-3 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
12. Why is information provided by trade associations often quite general in nature?
a. Because the frequency of updates is very low
b. Because the basic intent of such information is to serve as an “appetizer”
c. Because summary information is what most international organizations look out for
d. Because of the wide variety of clients served
ANS: D PTS: 1 DIF: Moderate REF: p. 243
OBJ: LO: 8-3 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
13. Which of the following is a drawback associated with electronic information services?
a. The information provided is not cost-effective.
b. They are heavily biased toward the English language.
c. They do not provide information on technical standards and trade regulations on specific
products.
d. The information provided is often quite general in nature.
ANS: B PTS: 1 DIF: Easy REF: p. 244
OBJ: LO: 8-3 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
14. The level of computerization of a society can estimate the future need for software. In this statement,
the level of computerization of a society is a:
a. random variable.
b. proxy variable.
c. constant.
d. qualitative variable.
ANS: B PTS: 1 DIF: Moderate REF: p. 245
OBJ: LO: 8-3 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Comprehension
16. Firms are increasingly recognizing that ____ variables, such as lifestyles, attitudes, or personality, can
play a major role in identifying similar consumer groups in different countries.
a. discrete
b. segmentation
c. purchase-related
d. economic
ANS: B PTS: 1 DIF: Moderate REF: p. 246
OBJ: LO: 8-4 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
17. Which of the following questions will require the use of primary research?
a. What are the latest accords and negotiations in the WTO?
b. What is the ratio of Columbia's debt to gross domestic product?
c. What is the market potential for furniture in Indonesia?
d. What percentage of global steel production is accounted by the Chinese steel industry?
ANS: C PTS: 1 DIF: Moderate REF: p. 246
OBJ: LO: 8-4 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
18. Which of the following approaches uses an intermediary such as an outside research agency to bring
headquarters and country operations together?
a. Coordinated research approach
b. Top-down approach
c. Decentralized approach
d. Centralized approach
ANS: A PTS: 1 DIF: Moderate REF: p. 247
OBJ: LO: 8-4 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
19. In the _____ approach, the headquarters establishes the broad thrust of research activities and
delegates further design and implementation to the specific countries. The research is then carried out
locally, and only a final report is provided to headquarters.
a. top-down
b. decentralized
c. coordinated
d. centralized
ANS: B PTS: 1 DIF: Easy REF: p. 247
OBJ: LO: 8-4 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
21. _____ can be helpful in providing information about perceptions, emotions, and other nonovert
factors.
a. Focus groups
b. Scanner data
c. Structured questionnaires
d. Surveys
ANS: A PTS: 1 DIF: Easy REF: p. 252
OBJ: LO: 8-4 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
22. Which of the following research techniques is most valuable for the researcher who is totally
unfamiliar with a market or market situation, and can be quickly achieved through participation in a
trade mission?
a. Surveys
b. Interviews
c. Focus groups
d. Observation
ANS: D PTS: 1 DIF: Easy REF: p. 253
OBJ: LO: 8-4 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
23. Which of the following research instruments is used for gathering qualitative data in marketing
research?
a. Data mining
b. Survey
c. Scanner data
d. Interviews
ANS: D PTS: 1 DIF: Easy REF: p. 254
OBJ: LO: 8-4 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
25. When quantitative data are desired, _____ are appropriate research instruments.
a. interviews
b. focus groups
c. surveys
d. observations
ANS: C PTS: 1 DIF: Easy REF: p. 254
OBJ: LO: 8-4 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
29. In some cultures, certain questions are asked directly to respondents while in others, the same
questions are thought to be rude and insulting. This is because of:
a. data equivalence.
b. social desirability.
c. interviewer bias.
d. sampling error.
ANS: B PTS: 1 DIF: Moderate REF: p. 257
OBJ: LO: 8-4 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
30. In a developed country, a white-collar worker may be part of the middle class, whereas in a
less-developed country, the same person would be part of the upper class. This example underscores
the importance of _____ while deciding on survey question formats.
a. data equivalence
b. social desirability
c. question validity
d. overt questioning
ANS: A PTS: 1 DIF: Moderate REF: p. 257
OBJ: LO: 8-4 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
32. In the _____, a researcher formulates the questions, has them translated into the language of the
country under investigation, and subsequently has a second translator return the foreign text to the
researcher’s native language.
a. transliteration methodology
b. translation-retranslation approach
c. multilingual evaluation
d. reverse translation methodology
ANS: B PTS: 1 DIF: Easy REF: p. 258
OBJ: LO: 8-4 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
34. To enrich information obtained from factual data, corporations resort to the use of creative and highly
qualitative data-gathering methods. Which of the following methods would allow this?
a. Surveys
b. Questionnaires
c. Scanner data
d. Delphi studies
ANS: D PTS: 1 DIF: Moderate REF: p. 264
OBJ: LO: 8-4 NAT: BUSPROG: Analytic
STA: DISC: International Perspective KEY: Bloom's: Knowledge
ESSAY
ANS:
A major reason that firms are reluctant to engage in international marketing activities is the lack of
sensitivity to differences in consumer tastes and preferences. A second reason is a limited appreciation
for the different marketing environments abroad. A third reason is the lack of familiarity with national
and international data sources and the inability to use them if obtained. Finally, firms often build up
their international marketing activities gradually, frequently on the basis of unsolicited orders. Over
time, actual business experience in a country or with specific firms may be used as a substitute for
organized research.
ANS:
Secondary data is available from governments, international organizations, directories, trade
associations, or online databases.