International Marketing 17Th Edition Cateora Test Bank Full Chapter PDF

International Marketing 17th Edition
Cateora Test Bank

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Chapter 08
Developing a Global Vision through Marketing Research
True / False Questions
1. In the context of international marketing research, the environments within which the research
tools are applied are often different in foreign markets.
True False
2. The marketing research process should begin with the determination of the sources of information
to fulfill the research objectives.
True False
3. If data have been already collected by some other agency, then such data sources are known as
secondary data sources.
True False
4. Commercial sources, trade associations, management groups, and state and local governments
are good sources of primary data for a researcher.
True False
5. One of the reliability problems faced by a marketing researcher who seeks to do secondary
research in a foreign market is that official statistics are sometimes too optimistic.
True False
8-1
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
6. Less developed countries are particularly prone to being both overly optimistic and unreliable in
reporting relevant economic data about their countries.
True False
7. Checking the consistency of one set of secondary data with other data of known validity is an
effective and often-used way of judging validity.
True False
8. Data collected specifically for a particular research project at hand is known as secondary data.
True False
9. In quantitative research, if questions are asked, they are almost always open-ended or in-depth.
True False
10. The most often used form of qualitative questioning is the survey questionnaire that contains
questions with a set of choices from which respondents select their responses.
True False
11. Qualitative research is helpful in revealing the impact of sociocultural factors on behavior patterns
and in developing research hypotheses that can be tested in subsequent studies.
True False
12. If, after seeking all reasonable secondary data sources, research questions are still not adequately
answered, a market researcher must collect primary data.
True False
13. The ability to express attitudes and opinions about a product or concept depends on a
respondent's ability to recognize the usefulness and value of such a product or concept.
True False
8-2
14. Most problems in collecting primary data in international marketing research stem from the
excessive cost of primary research in these markets.
True False
15. With respect to international marketing research, cultural differences among countries offer the
best explanation for the unwillingness or the inability of many to respond to research surveys.
True False
16. Convenience samples are predominantly used when detailed social, geographic, and economic
information is available for the sample universe.
True False
17. In international marketing, the greatest problem in sampling stems from the lack of adequate
demographic data and available lists from which to draw meaningful samples.
True False
18. The most universal survey research problem in foreign countries is fear of government reprisal.
True False
19. In Italy and many Latin countries, family generally means only the parents and children.
True False
20. Parallel method of translation is typically inaccurate because of commonly used idioms in both
languages involved in the translation.
True False
21. Decentering is a successive process of translation and retranslation of a questionnaire, each time
by a different translator.
True False
8-3
22. Consumers in America tend to respond to rating scales more conservatively than consumers in
Japan.
True False
23. Observational research typically excludes systematic monitoring of chat rooms, blogs, and
personal websites to assess consumers' opinions about products and services.
True False
24. Easy accessibility of volumes of secondary data is the biggest advantage that Internet now
provides to international marketing researchers.
True False
25. Due to the greater uncertainties and data limitations associated with foreign markets, two methods
of forecasting demand are particularly suitable for international marketers: probabilistic forecasting
and reference class forecasting.
True False
26. In foreign markets, it is best to accept the information at face value because verifying information
in foreign markets is extremely expensive.
True False
27. It is helpful for a foreign market researcher to have a skeptical attitude in handling both primary
and secondary data.
True False
28. Centralization of the marketing research function in the parent country ensures that the field
personnel and resident managers in the foreign country have more intimate knowledge of the
subtleties of the market.
True False
8-4
29. The ideal approach to multicountry marketing research is to have local researchers in each
country, with close coordination and networking between the client company and the local
research companies.
True False
30. The public, face-saving truth is referred to as honne in Japan.
True False
Multiple Choice Questions
31. _____ is traditionally defined as the systematic gathering, recording, and analyzing of data to
provide information useful to marketing decision making.
A. Marketing reach
B. Market skimming
C. Marketing research
D. Marketing exposure
E. Marketing activation
8-5
32. Unisys Corporation's international marketing research calls for collecting and assessing various
types of information. Which of the following types of information is Unisys Corporation most likely
to be interested in if it gathers information related to profitability for the division's products,
inflation, business cycle trends, and the like?
A. Economic and demographic data

B. Cultural, sociological, and political climate
C. Overview of market conditions
D. Summary of the technological environment
E. Competitive situation
to be interested in if it gathers information related to ecology, safety, and leisure time and their
potential impacts on the division's business?

to be interested in if it conducts a general noneconomic review of conditions affecting the
division's business?
A. Monetary and demographic data

8-6
35. In the context of the research process, which of the following should an organization immediately
do once it has determined the sources of information to fulfill the research objectives?
A. Gather the relevant data from secondary or primary sources, or both.

B. Analyze, interpret, and summarize the information gathered.
C. Consider the costs and benefits of the research effort.
D. Effectively communicate the results to decision makers.
E. Conduct surveys and in-depth interviews with the respondents.
36. Bert Wong has decided to pursue a marketing research effort to acquire information before his
company makes a strategic relocation move to the West Coast. Which of the following marketing
research process steps would be the first step that Bert (and the marketing researchers) should
take as he embarks on the research effort?
A. Define the research problem and establish research objectives.

B. Analyze, interpret, and summarize the results.
C. Determine the sources of information to fulfill the research objectives.
D. Consider the costs and benefits of the research effort.
E. Gather relevant data from secondary or primary sources, or both.
37. Which of the following is the first step of the market research process?
A. Determining the sources of information to fulfill the research objectives

B. Analyzing, interpreting, and summarizing the results
C. Defining the research problem and establishing research objectives
D. Considering the costs and benefits of the research effort
E. Gathering the relevant data from secondary or primary sources, or both
8-7
38. Harry along with his team has undertaken a marketing research study to help his company expand
in the eastern European region. Which of the following marketing research process steps is most
likely to be the last step in Harry's research effort?
A. Defining the research problem and establishing research objectives

B. Analyzing, interpreting, and summarizing the results
C. Effectively communicating the results to the decision makers
39. Which of the following is the last step of the market research process?
A. Defining the research problem and establish research objectives

B. Effectively communicating the results to decision makers
C. Analyzing, interpreting, and summarizing the results
40. Once a researcher has defined the research problem and established research objectives, the
researcher must:
A. effectively communicate the problem and objectives to decision makers.

B. analyze, interpret, and summarize the results.
C. determine the sources of information to fulfill the research objectives.
D. assess the suitability of available statistical methods for analyzing the data.
E. evaluate the cost and benefits of the research effort.
8-8
41. Ben Grissom has decided to use information collected by the U.S. government in his upcoming
research project on cultural trends. This is an example of using a _____ data source.
A. first-hand
B. secondary
C. primary
D. direct
E. personal
42. In the context of sources of data, commercial sources, trade associations, management groups,
and state and local governments are examples of _____.
A. first-hand data
B. secondary data
C. primary data
D. personal data
E. direct data
43. Which of the following statements is true of the reliability of secondary data while conducting
market research?
A. The data in less developed countries are particularly prone to being less positive in nature when
reported by these countries.
B. Reliability of data remains unaffected by the tax structures prevailing in countries.
C. Official statistics are sometimes too optimistic, reflecting national pride rather than practical
reality.
D. Economic data about less developed countries are more reliable when reported by these
countries.
E. Willful errors in the reporting of marketing data are predominantly absent in most industrialized
countries.
8-9
44. Which of the following countries comes a close second to the United States with respect to the
quantity and quality of the marketing-related data available?
A. Brazil
B. Australia
C. China
D. Japan
E. Kenya
45. Harry leads the international marketing department of Myfone, a smartphone manufacturer.
Myfone has recently decided to expand its presence in Brazil. As part of the marketing research
effort, Harry has decided to use data on competitors provided by independent market research
agencies located in Brazil. In the context of assimilating secondary data, which of the following
problems is Harry most likely to face?
A. Defining the research problem

B. Communicating the results
C. Comparability of data
D. Storage of data
E. Willingness to respond
46. Which of the following is most likely a problem associated with the use of secondary data?
A. Defining the research problem

B. Ability to communicate opinions
C. Reliability of data
D. Storage of data
E. Willingness to respond
8-10
47. Which of the following questions should be asked by a marketing researcher when trying to
establish the reliability of secondary data sources in the international arena?
A. How much do the data cost?

B. What language is used in the parent country?
C. How long did it take to complete the survey in question?
D. Who collected the data?
E. What type of survey was used during the data collection process?
48. Which of the following questions should a marketing researcher ask when trying to establish the
reliability of secondary data sources in the international arena?

D. How were the data collected?
E. What type of survey was used during data collection?
49. Which of the following questions should be asked by a marketing researcher when trying to
establish the reliability of secondary data sources in the international arena?

D. For what purposes were the data collected?
E. What type of survey was used during data collection?
8-11
50. _____ data refers to the data that are collected specifically for the particular research project at
hand when research questions are still unanswered after seeking all reasonable secondary data
sources.
A. Derived
B. Primary
C. Referential
D. Syndicated
E. Cohort
51. In the context of international marketing research, which of the following is one of the two basic
types into which marketing research methods can be grouped?
A. Analytical research
B. Qualitative research
C. Descriptive research
D. Deductive research
E. Exploratory research
52. In _____, usually a large number of respondents are asked to reply, either verbally or in writing, to
structured questions using a specific response format or to select a response from a set of
choices.
A. quantitative research
B. a focus group interview
C. descriptive research
D. an in-depth interview
E. explanatory research
8-12
53. Before launching its latest line of environment-friendly and child-friendly wooden toys, a toy
manufacturer gave samples of these toys to a large and culturally diverse set of families. It then
conducted a survey in which the parents were asked to rate the toys on a step-wise scale of "not
satisfied" to "extremely pleased." This research is most likely an example of _____ research.
A. quantitative
B. longitudinal
C. descriptive
D. qualitative
E. explanatory
54. Before launching its latest line of health drinks, a beverage manufacturer provided free samples of
the health drinks to a large and culturally diverse set of families. It then conducted a survey with
mostly open-ended questions where the participants were asked about their first impressions
about the drinks. This is an example of _____ research.
A. qualitative
B. analytical
C. quantitative
D. laboratory
E. statistical
55. Which of the following statements is true about qualitative research?
A. It provides a marketer with responses that can be presented with precise estimations.
B. It includes recording consumers' first impressions about products.
C. It usually involves asking respondents to select a response from a set of choices.
D. Data from qualitative research can be easily summarized in percentages, averages, or other
statistics.
E. It is generally associated with survey research that involves yes/no questions.
8-13
56. Which of the following statements is true about qualitative research?
A. It provides a marketer with responses that can be presented with precise estimations.
B. It studies the dynamic interplay of peoples' feelings and ideas.
C. It usually involves asking respondents to select a response from a set of choices.
D. Data from qualitative research can be summarized in percentages, averages, or other statistics.
E. It is generally associated with survey research that involves yes/no questions.
57. Which of the following statements is true about quantitative research?
A. It includes direct observation of consumers in choice or product usage situations.

B. It studies the dynamic interplay between peoples' feelings and their resulting actions.
C. It is generally associated with survey research that involves yes/no questions.
D. It includes recording consumers' first impressions about products.
E. It almost always uses open-ended or in-depth and unstructured responses.
58. Mary Hills asks the respondents in a research study a series of open-ended questions that help
explain the respondents' feelings and thoughts on the subject of child labor. Mary Hills is
conducting a _____ research.
A. statistical
B. qualitative
C. tertiary
D. quantitative
E. numerical
8-14
59. In the international arena, the greatest problem in sampling stems from the:
A. lack of adequate demographic data from which meaningful samples can be drawn.
B. lack of expertise in designing sampling layouts for a nondomestic market.
C. higher probability of foreign government intervention in the sampling process.
D. inability of international market researchers to speak foreign languages.
E. difficulty in determining sample size suitable for the relevant foreign market.
60. In many rural areas, there are no street maps, some streets are not identified, and some houses
are not numbered. Which of the following aspects of market research is this situation most likely to
directly affect?
A. Product enhancement analysis

B. Inventory analysis
C. The optimization process
D. The sampling process
E. The decentralization process
61. Which of the following types of samples is most likely to be used by researchers when detailed and
accurate information is not available for a sample universe?
A. A simple random sample

B. A stratified random sample
C. A convenience sample
D. A multi-stage sample
E. A probability sample
8-15
62. The most universal survey research problem in foreign countries is the _____ barrier.
A. technological
B. legal
C. cultural
D. literacy
E. language
63. A toy manufacturer conducted a survey to estimate the market demand for its specialized wood-
based toys in a foreign country. For the survey, it interviewed all the families in four rural towns of
that country but it did not have sufficient information to make the distinction between those with
children and those without children. The market demand forecast based on this survey failed to
match the actual demand for the toys. Which of the following is the most likely reason for this
failure?
A. Difficulty in defining the research objective

B. Unwillingness of the respondents to reply to survey questions
C. Difficulty in translating the responses
D. Inappropriate sample selection due to lack of adequate demographic data
E. Lack of appropriate methods for analyzing the data
64. Back translations may not always ensure an accurate translation because of commonly used idioms
in both languages. Which of the following types of translation is used to overcome this problem?
A. Serial translation
B. Decentering
C. Linear translation
D. Complimentary translation
E. Parallel translation
8-16
65. Marketers use three different techniques to ferret out translation errors in marketing research
questionnaires ahead of time. Which of the following is one of those techniques?
A. Simultaneous translation
B. Serial translation
C. Back translation
D. Linear translation
E. Recentering
66. Marketers use three different techniques to ferret out translation errors in marketing research
questionnaires ahead of time. Which of the following is one of those techniques?
A. Simultaneous translation
B. Parallel translation
C. Serial translation
D. Linear translation
E. Recentering
67. In _____ translation, more than two translators are used for the back translation; the results are
compared, differences discussed, and the most appropriate translation selected.
A. parallel
B. recentering
C. linear
D. random
E. back
8-17
68. Decentering is a hybrid of _____ translation.
A. parallel
B. simultaneous
C. linear
D. random
E. back
69. In _____ translation, a questionnaire is translated from one language to another, and then a second
party translates it again into the original, and the two original language versions are compared.
A. serial
B. parallel
C. back
D. simultaneous
E. complimentary
70. Mark Bressler is having great difficulties with his company's advertising in Japan. As a
representative of Jerry Motors, he believes that it is all right to use American campaigns in the
Japanese market. He is surprised to learn that a slogan "Body by Arnold" (the company that makes
external structures for Jerry Motors) loosely translated in Japanese means "Corpse by Arnold."
Which of the following problems did Mr. Bressler experience with his company's advertising in this
scenario?
A. Improper syntax
B. Improper colloquialisms or slang
C. Improper grammar
D. Improper local language
E. Improper foreign language
8-18
71. In the _____ method, successive translation and retranslation of a questionnaire takes place, each
time by a different translator, and the version that is finally used and its translation have equally
comprehensive and equivalent terminologies in both languages.
A. serial translation
B. triangulation
C. linear translation
D. netnography
E. decentering
72. Alex's research focuses on exploring countries that have different languages, economies, social
structures, behavior, and attitude patterns. In this case, Alex is most likely engaged in _____
research.
A. geographical
B. anthropological
C. psychological
D. sociological
E. multicultural
73. Systematic monitoring of chat rooms, blogs, and personal websites to assess consumers' opinions
about products and services is known as _____.
A. tomography
B. serigraphy
C. vitreography
D. netnography
E. lithography
8-19
74. By systematically monitoring chat rooms, blogs, and personal websites to assess consumers'
opinions about the new line of health drinks that his company has launched, Harry is engaging in
the practice of _____.
A. tomography
B. serigraphy
C. vitreography
D. netnography
E. lithography
75. Which of the following represents a severe limitation of using the Internet for primary research?
A. The data on the Internet are usually outdated.

B. The educational qualifications of the respondents of surveys on the Internet cannot be identified
accurately.
C. Secondary data cannot be accessed on the Internet for conducting research.
D. A sample universe composed solely of Internet respondents represents a potential bias.
E. Using the Internet for primary research is the most expensive way of conducting primary
research.
76. According to the text, today the real power of the Internet for international marketing research is
the:
A. reduction in the time required for completing primary research.

B. reduction in the cost of conducting primary research.
C. increase in the reliability of the surveys conducted using the Internet.
D. ability to overcome legal barriers to conducting primary research.
E. ability to easily access volumes of secondary data.
8-20
77. Given the greater uncertainties and data limitations associated with foreign markets, two methods
of forecasting demand are particularly suitable for international marketers. Which of the following
is one of those methods?
A. Probabilistic forecasting
B. Expert opinion
C. Simulation
D. Extrapolation
E. Scenario building
78. Which of the following is a method of demand forecasting that is particularly suitable for
international marketers?
B. Analogy
C. Simulation
D. Extrapolation
E. Scenario building
79. The key in using expert opinion to help forecast demand is _____, that is, comparing estimates
produced by different sources.
A. indemnification
B. simulation
C. morphing
D. modeling
E. triangulation
8-21
80. The _____ method for estimating demand assumes that demand for a product develops in much
the same way in all countries, as comparable economic development occurs in each country.
A. reference class forecasting

B. analogy
C. morphing
D. scenario building
E. triangulation
81. A toy manufacturer has excellent sales figures for its toys in country P but inadequate figures in the
neighboring country R. In country P, per capita consumption is known to increase at a predictable
ratio as per capita gross domestic product (GDP) increases. If per capita GDP is known for country
R, per capita demand for the toys can be estimated using the relationships established in country
R. Which of the following methods of forecasting does this example illustrate?
B. Reference class forecasting
C. Expert opinion
D. Analogy
E. Linear regression
82. To deal with the problems in analyzing and interpreting research information in international
market, a marketing researcher must possess three talents. Which of the following is one of those
talents?
A. The ability to work within assigned budget

B. Creative talent for adapting research methods
C. Proven talent to use and apply advanced statistics
D. Superior logical ability and thorough knowledge of the language of the home country
E. The ability to extrapolate home-country data
8-22
83. Which of the following is a disadvantage of decentralized research management?
A. The control hardly rests closer to the market.

B. Various international laws restrict decentralized research.
C. Field personnel and resident managers lack intimate knowledge of the subtleties of the market.
D. There is unwarranted dominance of large-market studies in decisions about global
standardization.
E. Decentralized research has higher probability of translational errors.
84. One disadvantage of decentralized research management is possible ineffective communications

with _____.
A. field personnel
B. home-office executives
C. customers
D. local agencies
E. resident managers
85. In Japanese corporate culture, which of the following is most likely to constitute a typical significant
impediment to averting and responding to a crisis?
A. Employees like to work on their own rather than in a group.

B. Negotiations are avoided at any cost.
C. Decisions are generally taken by lower level employees who directly deal with the problem.
D. Employees who are lower in the hierarchy find it hard to question their superiors.
E. The process of decision making is extremely complex and time consuming.
8-23
86. Which of the following statements is true about the Japanese corporate culture?
A. Employees like to work on their own rather than in a group.

B. Negotiations are avoided at any cost.
C. Decisions are generally taken by lower level employees who directly deal with the problem.
D. The process of decision making is extremely complex and time consuming.
E. The focus on consensus and group makes it hard to challenge what has been decided.
87. Which of the following countries has hierarchical, relationship-based corporate culture?
A. Germany
B. France
C. South Korea
D. Switzerland
E. Australia
88. The public, face-saving truth is referred to as _____ in Japan.
A. kanban
B. tatemae
C. keiretsu
D. zaibatsu
E. honne
8-24
89. In Japan, _____ refers to the factual truth, irrespective of the damage it might do to the all-
important social relationships within and between Japanese companies.
A. kanban
B. honne
C. keiretsu
D. zaibatsu
E. tatemae
90. The text describes four kinds of company—agency—customer relationships that might be used to
bridge the cultural barrier that is present in most international marketing research. Which of the
following is deemed to be best suited for managing the cultural barrier across the chain of
communication?
A. company—agency—customers
B. company—agency—local agency—customers
C. company—foreign agency—customers
D. company—foreign agency—Internet—customers
E. company—Internet—customers
Essay Questions
8-25
91. International marketers often need to collect certain types of information not normally collected by
domestic marketing researchers. Unisys Corporation gives some guidance about the kind of
information that organizations need to collect in the international environment. List and briefly
discuss each of the five types of information suggested by the Unisys Corporation model.
92. List the six steps in the research process.
8-26
93. With references to international marketing research, discuss the various problems related to the
availability and use of secondary data.
94. Write a short note highlighting the key features of quantitative research.
95. With reference to international marketing research, list the various problems that are associated
with gathering primary data.
8-27
96. Compare and contrast back translation and parallel translation.
97. List the various uses of the Internet in international marketing research.
98. Write a short note on the expert opinion method of demand forecasting.
8-28
99. Write a short note on the analogy method of demand forecasting.
100. What are the various advantages and disadvantages of the decentralization of the international
marketing research function?
8-29
Chapter 08 Developing a Global Vision through Marketing Research
Answer Key
True / False Questions
1. In the context of international marketing research, the environments within which the research
TRUE
In the context of international marketing research, the environments within which the research
AACSB: Analytical Thinking

Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty Level: 1 Easy
Learning Objective: 08-01 The importance of problem definition in international research
Topic: Global Perspective: Japan—Test Market for the World
2. The marketing research process should begin with the determination of the sources of
information to fulfill the research objectives.
FALSE
The marketing research process should begin by defining the research problem and
establishing research objectives.

Blooms: Remember
Topic: The Research Process
8-30
3. If data have been already collected by some other agency, then such data sources are known
as secondary data sources.
TRUE
If the data are available—that is, if they have been collected already by some other agency—
then such data sources are known as secondary data sources.

Blooms: Remember
Topic: Defining the Problem and Establishing Research Objectives
4. Commercial sources, trade associations, management groups, and state and local governments
are good sources of primary data for a researcher.
FALSE
The U.S. government provides comprehensive statistics for the United States; periodic censuses
of U.S. population, housing, business, and agriculture are conducted and in some cases, have
been taken for over 100 years. Commercial sources, trade associations, management groups,
and state and local governments are secondary data sources of detailed U.S. market
information.

Blooms: Remember
Learning Objective: 08-02 The problems of availability and use of secondary data
Topic: Problems of Availability and Use of Secondary Data
8-31
5. One of the reliability problems faced by a marketing researcher who seeks to do secondary
research in a foreign market is that official statistics are sometimes too optimistic.
TRUE
In the case of secondary research, available data may not have the level of reliability necessary
for confident decision making. One of the problems associated with such a data source is that
official statistics are sometimes too optimistic, reflecting national pride rather than practical
reality, while tax structures and fear of the tax collector often adversely affect data.

Blooms: Remember
6. Less developed countries are particularly prone to being both overly optimistic and unreliable
in reporting relevant economic data about their countries.
TRUE
Available data may not have the level of reliability necessary for confident decision making for
many reasons. Official statistics are sometimes too optimistic, reflecting national pride rather
than practical reality. Although not unique to them, less developed countries are particularly
prone to being both overly optimistic and unreliable in reporting relevant economic data about
their countries.

Blooms: Remember
8-32
7. Checking the consistency of one set of secondary data with other data of known validity is an
TRUE
Checking the consistency of one set of secondary data with other data of known validity is an

Blooms: Remember
Learning Objective: 08-03 Sources of secondary data
8. Data collected specifically for a particular research project at hand is known as secondary data.
FALSE
The data collected specifically for a particular research project at hand is known as primary
data.

Blooms: Remember
Learning Objective: 08-04 Quantitative and qualitative research methods
Topic: Gathering Primary Data: Quantitative and Qualitative Research
8-33
9. In quantitative research, if questions are asked, they are almost always open-ended or in-
depth.
FALSE
In quantitative research, usually a large number of respondents are asked to reply either
verbally or in writing to structured questions using a specific response format (such as yes/no)
or to select a response from a set of choices. Questions are designed to obtain specific
responses regarding aspects of the respondents' behavior, intentions, attitudes, motives, and
demographic characteristics.

Blooms: Remember
10. The most often used form of qualitative questioning is the survey questionnaire that contains
questions with a set of choices from which respondents select their responses.
FALSE
The most often used form of qualitative questioning is the focus group interview. Qualitative
research seeks to interpret what the people in the sample are like—their outlooks, their feelings,
the dynamic interplay of their feelings and ideas, their attitudes and opinions, and their
resulting actions.

Blooms: Remember
8-34
11. Qualitative research is helpful in revealing the impact of sociocultural factors on behavior
patterns and in developing research hypotheses that can be tested in subsequent studies.
TRUE
Qualitative research is helpful in revealing the impact of sociocultural factors on behavior
patterns and in developing research hypotheses that can be tested in subsequent studies
designed to quantify the concepts and relevant relationships uncovered in qualitative data
collection.

Blooms: Remember
12. If, after seeking all reasonable secondary data sources, research questions are still not
adequately answered, a market researcher must collect primary data.
TRUE
If, after seeking all reasonable secondary data sources, research questions are still not
adequately answered, a market researcher must collect primary data.

Blooms: Remember
8-35
13. The ability to express attitudes and opinions about a product or concept depends on a
respondent's ability to recognize the usefulness and value of such a product or concept.
TRUE
The ability to express attitudes and opinions about a product or concept depends on a
respondent's ability to recognize the usefulness and value of such a product or concept. It is
difficult for a person to formulate needs, attitudes, and opinions about goods whose use may
not be understood, that are not in common use within the community, or that have never been
available.

Blooms: Remember
Topic: Problems of Gathering Primary Data
14. Most problems in collecting primary data in international marketing research stem from the
excessive cost of primary research in these markets.
FALSE
Most problems in collecting primary data in international marketing research stem from cultural
differences among countries and range from the inability or unwillingness of respondents to
communicate their opinions to inadequacies in questionnaire translation.
AACSB: Diversity
Blooms: Remember
8-36
15. With respect to international marketing research, cultural differences among countries offer the
best explanation for the unwillingness or the inability of many to respond to research surveys.
TRUE
Most problems in collecting primary data in international marketing research stem from cultural
differences among countries and range from the inability or unwillingness of respondents to
communicate their opinions to inadequacies in questionnaire translation.
AACSB: Diversity
Blooms: Remember
16. Convenience samples are predominantly used when detailed social, geographic, and economic
information is available for the sample universe.
FALSE
A lack of detailed information, however, does not prevent the use of sampling; it simply makes
it more difficult. In place of probability techniques, many researchers in such situations rely on
convenience samples taken in marketplaces and other public gathering places.

Blooms: Remember
Learning Objective: 08-05 Multicultural sampling and its problems in less-developed countries
8-37
17. In international marketing, the greatest problem in sampling stems from the lack of adequate
demographic data and available lists from which to draw meaningful samples.
TRUE
In international marketing, the greatest problem in sampling stems from the lack of adequate
demographic data and available lists from which to draw meaningful samples. If current, reliable
lists are not available, sampling becomes more complex and generally less reliable.

Blooms: Remember
18. The most universal survey research problem in foreign countries is fear of government reprisal.
FALSE
The most universal survey research problem in foreign countries is the language barrier.
AACSB: Communication
Blooms: Remember
19. In Italy and many Latin countries, family generally means only the parents and children.
FALSE
In Italy and many Latin countries, family generally means the parents, children, grandparents,
uncles, aunts, cousins, and so forth.
AACSB: Diversity
Blooms: Remember
8-38
20. Parallel method of translation is typically inaccurate because of commonly used idioms in both
languages involved in the translation.
FALSE
Back translations may not always ensure an accurate translation because of commonly used
idioms in both languages. Parallel translation is used to overcome this problem.
Blooms: Remember
21. Decentering is a successive process of translation and retranslation of a questionnaire, each

time by a different translator.
TRUE
In back translation, a questionnaire is translated from one language to another, and then a
second party translates it back into the original, and the two original language versions are
compared. Decentering is a successive process of translation and retranslation of a
questionnaire, each time by a different translator.
Blooms: Remember
8-39
22. Consumers in America tend to respond to rating scales more conservatively than consumers in
Japan.
FALSE
Consumers in Japan tend to respond to rating scales more conservatively than Americans.
AACSB: Diversity
Blooms: Remember
23. Observational research typically excludes systematic monitoring of chat rooms, blogs, and
personal websites to assess consumers' opinions about products and services.
FALSE
Observational research, also known as netnography, involves systematic monitoring of chat
rooms, blogs, and personal websites to assess consumers' opinions about products and
services.
AACSB: Technology
Blooms: Remember
Topic: Research on the Internet: A Growing Opportunity
24. Easy accessibility of volumes of secondary data is the biggest advantage that Internet now
provides to international marketing researchers.
TRUE
Today the real power of the Internet for international marketing research is the ability to easily
access volumes of secondary data. These data have been available in print form for years, but
now they are much easier to access and in many cases, are more current.
AACSB: Technology
8-40
Blooms: Remember
Topic: Research on the Internet: A Growing Opportunity
25. Due to the greater uncertainties and data limitations associated with foreign markets, two
methods of forecasting demand are particularly suitable for international marketers:
probabilistic forecasting and reference class forecasting.
FALSE
Given the greater uncertainties and data limitations associated with foreign markets, two
methods of forecasting demand are particularly suitable for international marketers: expert
opinion and analogy.

Blooms: Remember
Topic: Estimating Market Demand
26. In foreign markets, it is best to accept the information at face value because verifying
information in foreign markets is extremely expensive.
FALSE
Accepting information at face value in foreign markets is imprudent. The meanings of words,
the consumer's attitude toward a product, the interviewer's attitude, or the interview situation
can distort research findings.

Blooms: Remember
Topic: Problems in Analyzing and Interpreting Research Information
8-41
27. It is helpful for a foreign market researcher to have a skeptical attitude in handling both primary
and secondary data.
TRUE
The foreign market researcher must possess three talents to generate meaningful marketing
information. One of those is a skeptical attitude in handling both primary and secondary data.

Blooms: Remember
Topic: Problems in Analyzing and Interpreting Research Information
28. Centralization of the marketing research function in the parent country ensures that the field
personnel and resident managers in the foreign country have more intimate knowledge of the
subtleties of the market.
FALSE
The obvious advantage to decentralization of the marketing research function is that control
rests in hands closer to the market. Field personnel, resident managers, and customers
generally have more intimate knowledge of the subtleties of the market and an appreciation of
the diversity that characterizes most foreign markets.

Blooms: Remember
Topic: Responsibility for Conducting Marketing Research
8-42
29. The ideal approach to multicountry marketing research is to have local researchers in each
country, with close coordination and networking between the client company and the local
research companies.
TRUE
A comprehensive review of the different approaches to multicountry research suggests that the
ideal approach is to have local researchers in each country, with close coordination and
networking between the client company and the local research companies.

Blooms: Remember
Topic: Responsibility for Conducting Marketing Research
30. The public, face-saving truth is referred to as honne in Japan.
FALSE
In Japanese corporate culture, the public, face-saving truth is referred to as tatemae.
AACSB: Diversity
Blooms: Remember
Learning Objective: 08-06 Using international marketing research
Topic: Communicating with Decision Makers
Multiple Choice Questions
8-43
31. _____ is traditionally defined as the systematic gathering, recording, and analyzing of data to
provide information useful to marketing decision making.
A. Marketing reach
B. Market skimming
C. Marketing research
D. Marketing exposure
E. Marketing activation
Marketing research is traditionally defined as the systematic gathering, recording, and analyzing
of data to provide information useful to marketing decision making.

Blooms: Remember
Topic: Global Perspective: Japan—Test Market for the World
types of information. Which of the following types of information is Unisys Corporation most
likely to be interested in if it gathers information related to profitability for the division's
products, inflation, business cycle trends, and the like?

Companies are most likely to gather information related to profitability for the division's
products, inflation, business cycle trends, and the like, when they are interested in economic
and demographic information related to a country.

8-44
Blooms: Remember
Topic: Breadth and Scope of International Marketing Research
types of information. Which of the following types of information is Unisys Corporation most
likely to be interested in if it gathers information related to ecology, safety, and leisure time and
their potential impacts on the division's business?

Companies are most likely to gather information related to ecology, safety, and leisure time and
their potential impacts on the division's business when they are interested in the cultural,
sociological, and political climate.

Blooms: Remember
Topic: Breadth and Scope of International Marketing Research
8-45
Another random document with
no related content on Scribd:
length, and their reproduction is as clear as that of any phonograph,
indeed in many respects it is considerably more perfect.
Another electrical apparatus for recording speech may be
mentioned. This rejoices in the uncouth name of the
Photographophone, and it is the invention of Ernst Ruhmer, a
German. Its working is based upon the fact that the intensity of the
light of the electric arc may be varied by sound vibrations, each
variation in the latter producing a corresponding variation in the
amount of light. In the photographophone the light of an arc lamp is
passed through a lens which focuses it upon a moving photographic
film. By speaking or singing, the light is made to vary in brilliance,
and proportionate effects are produced in the silver bromide of the
film. On developing the film a permanent record of the changes in
the light intensity is obtained, in the form of shadings of different
degrees of darkness. The film is now moved forward from end to end
in front of a fairly powerful lamp. The light passes through the film,
and falls upon a sort of plate made of selenium. This is a non-
metallic substance which possesses the curious property of altering
its resistance to an electric current according to the amount of light
falling upon it; the greater the amount of light, the more current will
the selenium allow to pass. The selenium plate is connected with a
telephone receiver and with a battery. As the film travels along, its
varying shadings allow an ever-changing amount of light to pass
through and fall upon the selenium, which varies its resistance
accordingly. The resulting variations in the current make the receiver
diaphragm give out a series of sounds, which are exact
reproductions of the original sounds made by the voice. The
reproduction of speech by the photographophone is quite good, but
as a rule it is not so perfect as with the telegraphone.
About ten years ago a German inventor, Professor A. Korn,
brought out the first really practical method of telegraphing drawings
or photographs. This invention is remarkable not only for what it
accomplishes, but perhaps still more for the ingenuity with which the
many peculiar difficulties of the process are overcome. Like the
photographophone, Korn’s photo-telegraphic apparatus utilizes the
power of selenium to alter its resistance with the amount of light
reaching it.
Almost everybody is familiar with the terms “positive” and
“negative” as used in photography. The finished paper print is a
positive, with light and shade in the correct positions; while the glass
plate from which the print is made is a negative, with light and shade
reversed. The lantern slide also is a positive, and it is exactly like the
paper print, except that it has a base of glass instead of paper, so
that it is transparent. Similarly, a positive may be made on a piece of
celluloid, and this, besides being transparent, is flexible. The first
step in transmitting on the Korn system is to make from the
photograph to be telegraphed a positive of this kind, both transparent
and flexible. This is bent round a glass drum or cylinder, and fixed so
that it cannot possibly move. The cylinder is given a twofold
movement. It is rotated by means of an electric motor, and at the
same time it is made to travel slowly along in the direction of its
length. In fact its movement is very similar to that of a screw, which
turns round and moves forward at the same time. A powerful beam
of light is concentrated upon the positive. This beam remains
stationary, but owing to the dual movement of the cylinder it passes
over every part of the positive, following a spiral path. Exactly the
same effect would be produced by keeping the cylinder still and
moving the beam spirally round it, but this arrangement would be
more difficult to manipulate. The forward movement of the cylinder is
extremely small, so that the spiral is as fine as it is possible to get it
without having adjacent lines actually touching. The light passes
through the positive into the cylinder, and is reflected towards a
selenium cell; and as the positive has an almost infinite number of
gradations of tone, or degrees of light and shade, the amount of light
reaching the cell varies constantly all the time. The selenium
therefore alters its resistance, and allows a constantly varying
current to pass through it, and so to the transmission line.
At the receiving end is another cylinder having the same rotating
and forward movement, and round this is fixed a sensitive
photographic film. This film is protected by a screen having a small
opening, and no light can reach it except through this aperture. The
incoming current is made to control a beam of light focused to fall
upon the screen aperture, the amount of light varying according to
the amount of current. In this way the beam of light, like the one at
the transmitting end, traces a spiral from end to end of the film, and
on developing the film a reproduction of the original photograph is
obtained. The telegraphed photograph is thus made up of an
enormous number of lines side by side, but these are so close to one
another that they are scarcely noticed, and the effect is something
like that of a rather coarse-grained ordinary photograph.
It is obvious that the success of this method depends upon the
maintaining of absolute uniformity in the motion of the two cylinders,
and this is managed in a very ingenious way. It will be remembered
that one method of securing uniformity in a number of sub-clocks
under the control of a master-clock is that of adjusting the sub-clocks
to go a little faster than the master-clock. Then, when the sub-clocks
reach the hour, they are held back by electro-magnetic action until
the master-clock arrives at the hour, when all proceed together.
A similar method is employed for the cylinders. They are driven
by electric motors, and the motor at the receiving end is adjusted so
as to run very slightly faster than the motor at the sending end. The
result is that the receiving cylinder completes one revolution a
minute fraction of a second before the transmitting cylinder. It is then
automatically held back until the sending cylinder completes its
revolution, and then both commence the next revolution exactly
together. The pause made by the receiving cylinder is of extremely
short duration, but in order that there shall be no break in the spiral
traced by light upon the film, the pause takes place at the point
where the ends of the film come together. In actual practice certain
other details of adjustment are required to ensure precision in
working, but the main features of the process are as described.
Although the above photo-telegraphic process is very
satisfactory in working, it has been superseded to some extent by
another process of a quite different nature. By copying the original
photograph through a glass screen covered with a multitude of very
fine parallel lines, a half-tone reproduction is made. This is formed of
an immense number of light and dark lines of varying breadth, and it
is printed in non-conducting ink on lead-foil, so that while the dark
lines are bare foil, the light ones are covered with the ink. This half-
tone is placed round a metal cylinder having the same movement as
the cylinders in the previous processes, and a metal point, or “stylus”
as it is called, is made to rest lightly upon the foil picture, so that it
travels all over it, from one end to the other. An electrical circuit is
arranged so that when the stylus touches a piece of the bare foil a
current is sent out along the line wire. This current is therefore
intermittent, being interrupted each time the stylus passes over a
part of the half-tone picture covered with the non-conducting ink, the
succeeding periods of current and no current varying with the
breadth of the conducting and the non-conducting lines. This
intermittent current goes to a similar arrangement of stylus and
cylinder at the receiving end, this cylinder having round it a sheet of
paper coated with a chemical preparation. The coating is white all
over to begin with, but it turns black wherever the current passes
through it. The final result is that the intermittent current builds up a
reproduction in black-and-white of the original photograph. In this
process also the cylinders have to be “synchronized,” or adjusted to
run at the same speed. Both this process and the foregoing one
have been used successfully for the transmission of press
photographs, notably by the Daily Mirror.
Professor Korn has carried out some interesting and fairly
successful experiments in wireless transmission of photographs, but
as yet the wireless results are considerably inferior to those obtained
with a line conductor. For transmitting black-and-white pictures, line
drawings, or autographs by wireless, a combination of the two
methods just mentioned is employed; the second method being used
for sending, and the first or selenium method for receiving. For true
half-tone pictures the selenium method is used at each end.
CHAPTER XX
WIRELESS TELEGRAPHY AND TELEPHONY—
PRINCIPLES AND APPARATUS
Wireless telegraphy is probably the most remarkable and at the

same time the most interesting of all the varied applications of
electricity. The exceptional popular interest in wireless
communication, as compared with most of the other daily tasks
which electricity is called upon to perform, is easy to understand.
The average man does not realize that although we are able to make
electricity come and go at our bidding, we have little certain
knowledge of its nature. He is so accustomed to hearing of the
electric current, and of the work it is made to do, that he sees little to
marvel at so long as there is a connecting wire. Electricity is
produced by batteries or by a dynamo, sent along a wire, and made
to drive the necessary machinery; apparently it is all quite simple.
But take away the connecting wire, and the case is different. In
wireless telegraphy electricity is produced as usual, but instantly it
passes out into the unknown, and, as far as our senses can tell, it is
lost for ever. Yet at some distant point, hundreds or even thousands
of miles away, the electrical influence reappears, emerging from the
unknown with its burden of words and sentences. There is
something uncanny about this, something suggesting telepathy and
the occult, and herein lies the fascination of wireless telegraphy.
The idea of communicating without any connecting wires is an
old one. About the year 1842, Morse, of telegraph fame, succeeded
in transmitting telegraphic signals across rivers and canals without a
connecting wire. His method was to stretch along each bank of the
river a wire equal in length to three times the breadth of the river.
One of these wires was connected with the transmitter and with a
battery, and the other with a receiver, both wires terminating in
copper plates sunk in the water. In this case the water took the place
of a connecting wire, and acted as the conducting medium. A few
years later another investigator, a Scotchman named Lindsay,
succeeded in telegraphing across the river Tay, at a point where it is
over a mile and a half wide, by similar methods. Lindsay appears to
have been the first to suggest the possibility of telegraphing across
the Atlantic, and although at that time, 1845, the idea must have
seemed a wild one, he had the firmest faith in its ultimate
accomplishment.
Amongst those who followed Lindsay’s experiments with keen
interest was the late Sir William, then Mr. Preece, but it was not until
1882, twenty years after Lindsay’s death, that he commenced
experiments on his own account. In March of that year the cable
across the Solent failed, and Preece took the opportunity of trying to
signal across without a connecting wire. He used two overhead
wires, each terminating in large copper plates sunk in the sea, one
stretching from Southampton to Southsea Pier, and the other from
Ryde Pier to Sconce Point. The experiment was successful, audible
Morse signals being received on each side. In this experiment, as in
those of Morse and Lindsay, the water acted as the conducting
medium; but a year or two later, Preece turned his attention to a
different method of wireless communication, by means of induction.
This method was based upon the fact that at the instant of starting
and stopping a current in one wire, another current is induced in a
second wire placed parallel to it, even when the two wires are a
considerable distance apart. Many successful experiments in this
induction telegraphy were made, one of the most striking being that
between the Island of Mull and the mainland, in 1895. The cable
between the island and the mainland had broken, and by means of
induction perfect telegraphic communication was maintained during
the time that the cable was being repaired. Although this system of
wireless telegraphy is quite successful for short distances, it
becomes impracticable when the distance is increased, because the
length of each of the two parallel wires must be roughly equal to the
distance between them. These experiments of Preece are of great
interest, but we must leave them because they have little connexion
with present-day wireless telegraphy, in which utterly different
methods are used.
All the commercial wireless systems of to-day depend upon the
production and transmission of electric waves. About the year 1837 it
was discovered that the discharge of a Leyden jar did not consist of
only one sudden rush of electricity, but of a series of electric
oscillations, which surged backwards and forwards until electric
equilibrium was restored. This discovery was verified by later
experimenters, and it forms the foundation of our knowledge of
electric waves. At this point many readers probably will ask, “What
are electric waves?” It is impossible to answer this question fully, for
we still have a great deal to learn about these waves, and we only
can state the conclusions at which our greatest scientists have
arrived after much thought and many experiments. It is believed that
all space is filled with a medium to which the name “ether” has been
given, and that this ether extends throughout the matter. We do not
know what the ether is, but the important fact is that it can receive
and transmit vibrations in the form of ether waves. There are
different kinds of ether waves, and they produce entirely different
effects. Some of them produce the effect which we call light, and
these are called “light waves.” Others produce the effect known as
heat, and they are called “heat waves”; and still others produce
electricity, and these we call “electric waves.” These waves travel
through the ether at the enormous speed of 186,000 miles per
second, so that they would cross the Atlantic Ocean in about 1/80
second. The fact that light also travels at this speed suggested that
there might be some connexion between the two sets of waves, and
after much experiment it has been demonstrated that the waves of
light and electricity are identical except in their length.
Later on in this chapter we shall have occasion to refer
frequently to wave-length, and we may take this opportunity of
explaining what is understood by this term. Wave-length is the
distance measured from the crest of one wave to the crest of the
next, across the intervening trough or hollow. From this it will be
seen that the greater the wave-length, the farther apart are the
waves; and also that if we have two sets of waves of different wave-
lengths but travelling at the same speed, then the number of waves
arriving at any point in one second will be greater in the case of the
shorter waves, because these are closer together.
A tuning-fork in vibration disturbs the surrounding air, and sets
up air waves which produce the effect called sound when they strike
against the drums of our ears. In a similar way the discharge of a
Leyden jar disturbs the surrounding ether, and sets up electric ether
waves; but these waves produce no effect upon us in the shape of
sight, sound, or feeling. There is however a very simple piece of
apparatus which acts as a sort of electric eye or ear, and detects the
waves for us. This consists of a glass tube loosely filled with metal
filings, and having a cork at each end. A wire is passed through each
cork so as to project well into the tube, but so that the two ends do
not touch one another, and the outer ends of these wires are
connected to a battery of one or two cells, and to some kind of
electrically worked apparatus, such as an electric bell. So long as the
filings lie quite loosely in the tube they offer a very high resistance,
and no current passes. If now electric waves are set up by the
discharge of a Leyden jar, these waves fall upon the tube and cause
the resistance of the filings to decrease greatly. The filings now form
a conducting path through which the current passes, and so the bell
rings. If no further discharge takes place the electric waves cease,
but the filings do not return to their original highly resistant condition,
but retain their conductivity, and the current continues to pass, and
the bell goes on ringing. To stop the bell it is only necessary to tap
the tube gently, when the filings immediately fall back into their first
state, so that the current cannot pass through them.
Now let us see how the “coherer,” as the filings tube is called, is
used in actual wireless telegraphy. Fig. 33a shows a simple
arrangement for the purpose. A is an induction coil, and B the battery
supplying the current. The coil is fitted with a spark gap, consisting of
two highly polished brass balls CC, one of these balls being
connected to a vertical wire supported by a pole, and the other to
earth. D is a Morse key for starting and stopping the current. When
the key is pressed down, current flows from the battery to the coil,
and in passing through the coil it is raised to a very high voltage, as
described in Chapter VIII. This high tension current is sent into the
aerial wire, which quickly becomes charged up to its utmost limits.
But more current continues to arrive, and so the electricity in the
aerial, unable to bear any longer the enormous pressure, takes the
only path of escape and bursts violently across the air gap
separating the brass balls. Surging oscillations are then produced in
the aerial, the ether is violently disturbed, and electric waves are set
in motion. This is the transmitting part of the apparatus.
a. Transmitting. b. Receiving.
Fig. 33.—Diagram of simple Wireless Transmitting and Receiving
Apparatus.
If a stone is dropped into a pond, little waves are set in motion,
and these spread outwards in ever-widening rings. Electric waves
also are propagated outwards in widening rings, but instead of
travelling in one plane only, like the water waves, they proceed in
every plane; and when they arrive at the receiving aerial they set up
in it oscillations of the same nature as those which produced the
waves. Let us suppose electric waves to reach the aerial wire of Fig.
33b. The resistance of the coherer H is at once lowered so that
current from battery N flows and operates the relay F, which closes
the circuit of battery M. This battery has a twofold task. It operates
the sounder E, and it energizes the electro-magnet of the de-coherer
K, as shown by the dotted lines. This de-coherer is simply an electric
bell without the gong, arranged so that the hammer strikes the
coherer tube; and its purpose is to tap the tube automatically and
much more rapidly than is possible by hand. The sounder therefore
gives a click, and the de-coherer taps the tube, restoring the
resistance of the filings. The circuit of battery N is then broken, and
the relay therefore interrupts the circuit of battery M. If waves
continue to arrive, the circuits are again closed, another click is
given, and again the hammer taps the tube. As long as waves are
falling upon the aerial, the alternate makings and breakings of the
circuits follow one another very rapidly and the sounder goes on
working. When the waves cease, the hammer of the de-coherer has
the last word, and the circuits of both batteries remain broken. To
confine the electric waves to their proper sphere two coils of wire,
LL, called choking coils, are inserted as shown.
In this simple apparatus we have all the really essential features
of a wireless installation for short distances. For long distance work
various modifications are necessary, but the principle remains
exactly the same. In land wireless stations the single vertical aerial
wire becomes an elaborate arrangement of wires carried on huge
masts and towers. The distance over which signals can be
transmitted and received depends to a considerable extent upon the
height of the aerial, and consequently land stations have the
supporting masts or towers from one to several hundred feet in
height, according to the range over which it is desired to work. As a
rule the same aerial is used both for transmitting and receiving, but
some stations have a separate aerial for each purpose. A good idea
of the appearance of commercial aerials for long distance working
may be obtained from the frontispiece, which shows the Marconi
station at Glace Bay, Nova Scotia, from which wireless
communication is held with the Marconi station at Clifden, in Galway,
Ireland.
In the first wireless stations what is called a “plain aerial”
transmitter was used, and this was almost the same as the
transmitting apparatus in Fig. 33a, except, of course, that it was on a
larger scale. This arrangement had many serious drawbacks,
including that of a very limited range, and it has been abandoned in
favour of the “coupled” transmitter, a sketch of which is shown in Fig.
34. In this transmitter there are two separate circuits, having the
same rate of oscillation. A is an induction coil, supplied with current
from the battery B, and C is a condenser. A condenser is simply an
apparatus for storing up charges of electricity. It may take a variety of
forms, but in every case it must consist of two conducting layers
separated by a non-conducting layer, the latter being called the
“dielectric.” The Leyden jar is a condenser, with conducting layers of
tinfoil and a dielectric of glass, but the condensers used for wireless
purposes generally consist of a number of parallel sheets of metal
separated by glass or mica, or in some cases by air only. The
induction coil charges up the condenser with high tension electricity,
until the pressure becomes so great that the electricity is discharged
in the form of a spark between the brass balls of the spark gap D.
The accumulated electric energy in the condenser then surges
violently backwards and forwards, and by induction corresponding
surgings are produced in the aerial circuit, these latter surgings
setting up electric waves in the ether.
Fig. 34.—Wireless “Coupled” Transmitter.
For the sake of simplicity we have represented the apparatus as

using an induction coil, but in all stations of any size the coil is
replaced by a step-up transformer, and the current is supplied either
from an electric light power station at some town near by, or from a
power house specially built for the purpose. Alternating current is
generally used, and if the current supplied is continuous, it is
converted into alternating current. This may be done by making the
continuous current drive an electric motor, which in turn drives a
dynamo generating alternating current. In any case, the original
current is too low in voltage to be used directly, but in passing
through the transformer it is raised to the required high pressure.
The transmitting key, which is inserted between the dynamo and the
transformer, is specially constructed to prevent the operator from
receiving accidental shocks, and the spark gap is enclosed in a sort
of sound-proof box, to deaden the miniature thunders of the
discharge.
During the time that signals are being transmitted, sparks follow
one another across the spark gap in rapid succession, a thousand
sparks per second being by no means an uncommon rate. The
violence of these rapid discharges raises the brass balls of the gap
to a great heat. This has the effect of making the sparking
spasmodic and uncertain, with the result that the signals at the
receiving station are unsatisfactory. To get over this difficulty Marconi
introduced a rotary spark gap. This is a wheel with projecting knobs
or studs, mounted on the shaft of the dynamo supplying the current,
so that it rotates rapidly. Two stationary knobs are fixed so that the
wheel rotates between them, and the sparks are produced between
these fixed knobs and those of the wheel, a double spark gap thus
being formed. Overheating is prevented by the currents of air set up
by the rapid movement of the wheel, and the sparking is always
regular.
PLATE XIII.
Photo by Daily Mirror.
(a) MARCONI OPERATOR RECEIVING A MESSAGE.

By permission of The Marconi Co. Ltd.
(b) MARCONI MAGNETIC DETECTOR.
In the receiving apparatus already described a filings coherer

was used to detect the ether waves, and, by means of a local
battery, to translate them into audible signals with a sounder, or
printed signals with a Morse inker. This coherer however is
unsuitable for commercial working. It is not sufficiently sensitive, and
it can be used only for comparatively short distances; while its action
is so slow that the maximum speed of signalling is not more than
about seventeen or eighteen words a minute. A number of different
detectors of much greater speed and sensitiveness have been
devised. The most reliable of these, though not the most sensitive, is
the Marconi magnetic detector, Plate XIII.b. This consists of a
moving band made of several soft iron wires twisted together, and
passing close to the poles of two horse-shoe magnets. As the band
passes from the influence of one magnet to that of the other its
magnetism becomes reversed, but the change takes a certain
amount of time to complete owing to the fact that the iron has some
magnetic retaining power, so that it resists slightly the efforts of one
magnet to reverse the effect of the other. The moving band passes
through two small coils of wire, one connected with the aerial, and
the other with a specially sensitive telephone receiver. When the
electric waves from the transmitting station fall upon the aerial of the
receiving station, small, rapidly oscillating currents pass through the
first coil, and these have the effect of making the band reverse its
magnetism instantly. The sudden moving of the lines of magnetic
force induces a current in the second coil, and produces a click in
the telephone. As long as the waves continue, the clicks follow one
another rapidly, and they are broken up into the long and short
signals of the Morse code according to the manipulation of the
Morse key at the sending station. Except for winding up at intervals
the clockwork mechanism which drives the moving band, this
detector requires no attention, and it is always ready for work.
Another form of detector makes use of the peculiar power
possessed by certain crystals to rectify the oscillatory currents
received from the aerial, converting them into uni-directional
currents. At every discharge of the condenser at the sending station
a number of complete waves, forming what is called a “train” of
waves, is set in motion. From each train of waves the crystal
detector produces one uni-directional pulsation of current, and this
causes a click in the telephone receiver. If these single pulsations
follow one another rapidly and regularly, a musical note is heard in
the receiver. Various combinations of crystals, and crystals and
metal points, are used, but all work in the same way. Some
combinations work without assistance, but others require to have a
small current passed through them from a local battery. The crystals
are held in small cups of brass or copper, mounted so that they can
be adjusted by means of set-screws. Crystal detectors are extremely
sensitive, but they require very accurate adjustment, and any
vibration quickly throws them out of order.
The “electrolytic” detector rectifies the oscillating currents in a
different manner. One form consists of a thin platinum wire passing
down into a vessel made of lead, and containing a weak solution of
sulphuric acid. The two terminals of a battery are connected to the
wire and the vessel respectively. As long as no oscillations are
received from the aerial the current is unable to flow between the
wire and the vessel, but when the oscillations reach the detector the
current at once passes, and operates the telephone receiver. The
action of this detector is not thoroughly understood, and the way in
which the point of the platinum wire prevents the passing of the
current until the oscillations arrive from the aerial is something of a
mystery.
The last detector that need be described is the Fleming valve
receiver. This consists of an electric incandescent lamp, with either
carbon or tungsten filament, into which is sealed a plate of platinum
connected with a terminal outside the lamp. The plate and the
filament do not touch one another, but when the lamp is lighted up a
current can be passed from the plate to the filament, but not from
filament to plate. This receiver acts in a similar way to the crystal
detector, making the oscillating currents into uni-directional currents.
It has proved a great success for transatlantic wireless
communication between the Marconi stations at Clifden and Glace
Bay, and is extensively used.
The electric waves set in motion by the transmitting apparatus of
a wireless station spread outwards through the ether in all directions,
and so instead of reaching only the aerial of the particular station
with which it is desired to communicate, they affect the aerials of all
stations within a certain range. So long as only one station is
sending messages this causes no trouble; but when, as is actually
the case, large numbers of stations are hard at work transmitting
different messages at the same time, it is evident that unless
something can be done to prevent it, each of these messages will be
received at the same moment by every station within range, thus
producing a hopeless confusion of signals from which not a single
message can be read. Fortunately this chaos can be avoided by
what is called “tuning.”
Wireless tuning consists in adjusting the aerial of the receiving
station so that it has the same natural rate of oscillation as that of the
transmitting station. A simple experiment will make clearer the
meaning of this. If we strike a tuning-fork, so that it sounds its note,
and while it is sounding strongly place near it another fork of the
same pitch and one of a different pitch, we find that the fork of similar
pitch also begins to sound faintly, whereas the third fork remains
silent. The explanation is that the two forks of similar pitch have the
same natural rate of vibration, while the other fork vibrates at a
different rate. When the first fork is struck, it vibrates at a certain
rate, and sets in motion air waves of a certain length. These waves
reach both the other forks, but their effect is different in each case.
On reaching the fork of similar pitch the first wave sets it vibrating,
but not sufficiently to give out a sound. But following this wave come
others, and as the fork has the same rate of vibration as the fork
which produced the waves, each wave arrives just at the right
moment to add its impulse to that of the preceding wave, so that the
effect accumulates and the fork sounds. In the case of the third fork
of different pitch, the first wave sets it also vibrating, but as this fork
cannot vibrate at the same rate as the one producing the waves, the
latter arrive at wrong intervals; and instead of adding together their
impulses they interfere with one another, each upsetting the work of
the one before it, and the fork does not sound. The same thing may
be illustrated with a pendulum. If we give a pendulum a gentle push
at intervals corresponding to its natural rate of swing, the effects of
all these pushes are added together, and the pendulum is made to
swing vigorously. If, on the other hand, we give the pushes at longer
or shorter intervals, they will not correspond with the pendulum’s rate
of swing, so that while some pushes will help the pendulum, others
will hinder it, and the final result will be that the pendulum is brought
almost to a standstill, instead of being made to swing strongly and
regularly. The same principle holds good with wireless aerials. Any
aerial will respond readily to all other aerials having the same rate of
oscillation, because the waves in each case are of the same length;
that is to say, they follow one another at the same intervals. On the
other hand, an aerial will not respond readily to waves from another
aerial having a different rate of oscillation, because these do not
follow each other at intervals to suit it.
If each station could receive signals only from stations having
aerials similar to its own, its usefulness would be very limited, and so
all stations are provided with means of altering the rate of oscillation
of their aerials. The actual tuning apparatus by which this is
accomplished need not be described, as it is complicated, but what
happens in practice is this: The operator, wearing telephone
receivers fixed over his ears by means of a head band, sits at a desk
upon which are placed his various instruments. He adjusts the tuning
apparatus to a position in which signals from stations of widely
different wave-lengths are received fairly well, and keeps a general
look out over passing signals. Presently he hears his own call-signal,
and knows that some station wishes to communicate with him.
Immediately he alters the adjustment of his tuner until his aerial
responds freely to the waves from this station, but not to waves from
other stations, and in this way he is able to cut out signals from other
stations and to listen to the message without interruption.
Unfortunately wireless tuning is yet far from perfect in certain
respects. For instance, if two stations are transmitting at the same
time on the same wave-length, it is clearly impossible for a receiving
operator to cut one out by wave-tuning, and to listen to the other
only. In such a case, however, it generally happens that although the
wave-frequency is the same, the frequency of the wave groups or
trains is different, so that there is a difference in the notes heard in
the telephones; and a skilful operator can distinguish between the
two sufficiently well to read whichever message is intended for him.
The stations which produce a clear, medium-pitched note are the
easiest to receive from, and in many cases it is possible to identify a
station at once by its characteristic note. Tuning is also unable to
prevent signals from a powerful station close at hand from swamping
to some extent signals from another station at a great distance, the
nearer station making the receiving aerial respond to it as it were by
brute force, tuning or no tuning.
Another source of trouble lies in interference by atmospheric
electricity. Thunderstorms, especially in the tropics, interfere greatly
with the reception of signals, the lightning discharges giving rise to
violent, irregular groups of waves which produce loud noises in the
telephones. There are also silent electrical disturbances in the
atmosphere, and these too produce less strong but equally weird
effects. Atmospheric discharges are very irregular, without any real
wave-length, so that an operator cannot cut them out by wave-tuning
pure and simple in the way just described, as they defy him by
affecting equally all adjustments. Fortunately, the irregularity of the
atmospherics produces correspondingly irregular sounds in the
telephones, quite unlike the clear steady note of a wireless station;
and unless the atmospherics are unusually strong this note pierces
through them, so that the signals can be read. The effects of
lightning discharges are too violent to be got rid of satisfactorily, and
practically all that can be done is to reduce the loudness of the
noises in the telephones, so that the operator is not temporarily
deafened. During violent storms in the near neighbourhood of a
station it is usual to connect the aerial directly to earth, so that in the
event of its being struck by a flash the electricity passes harmlessly
away, instead of injuring the instruments, and possibly also the
operators. Marconi stations are always fitted with lightning-arresters.
The methods and apparatus we have described so far are those
of the Marconi system, and although in practice additional
complicated and delicate pieces of apparatus are used, the
description given represents the main features of the system.
Although Marconi was not the discoverer of the principles of wireless
telegraphy, he was the first to produce a practical working system. In
1896 Marconi came from Italy to England, bringing with him his
apparatus, and after a number of successful demonstrations of its
working, he succeeded in convincing even the most sceptical
experts that his system was thoroughly sound. Commencing with a
distance of about 100 yards, Marconi rapidly increased the range of
his experiments, and by the end of 1897 he succeeded in
transmitting signals from Alum Bay, in the Isle of Wight, to a steamer
18 miles away. In 1899 messages were exchanged between British
warships 85 miles apart, and the crowning achievement was
reached in 1901, when Marconi received readable signals at St.
John’s, Newfoundland, from Poldhu in Cornwall, a distance of about
1800 miles. In 1907 the Marconi stations at Clifden and Glace Bay
were opened for public service, and by the following year
transatlantic wireless communication was in full swing. The sending
of wireless signals across the Atlantic was a remarkable
accomplishment, but it did not represent by any means the limits of
the system, as was shown in 1910. In that year Marconi sailed for
Buenos Ayres, and wireless communication with Clifden was

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International Marketing 17th Edition

Cateora Test Bank

Developing a Global Vision through Marketing Research

True / False Questions

30. The public, face-saving truth is referred to as honne in Japan.

Multiple Choice Questions

A. Economic and demographic data

A. Economic and demographic data

A. Monetary and demographic data

A. Gather the relevant data from secondary or primary sources, or both.

A. Define the research problem and establish research objectives.

A. Determining the sources of information to fulfill the research objectives

A. Defining the research problem and establishing research objectives

A. Defining the research problem and establish research objectives

A. effectively communicate the problem and objectives to decision makers.

A. Defining the research problem

A. Defining the research problem

A. How much do the data cost?

A. How much do the data cost?

A. How much do the data cost?

55. Which of the following statements is true about qualitative research?

57. Which of the following statements is true about quantitative research?

A. It includes direct observation of consumers in choice or product usage situations.

A. Product enhancement analysis

A. A simple random sample

A. Difficulty in defining the research objective

A. The data on the Internet are usually outdated.

A. reduction in the time required for completing primary research.

A. reference class forecasting

A. The ability to work within assigned budget

A. The control hardly rests closer to the market.

84. One disadvantage of decentralized research management is possible ineffective communications

A. Employees like to work on their own rather than in a group.

A. Employees like to work on their own rather than in a group.

88. The public, face-saving truth is referred to as _____ in Japan.

92. List the six steps in the research process.

True / False Questions

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

21. Decentering is a successive process of translation and retranslation of a questionnaire, each

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

30. The public, face-saving truth is referred to as honne in Japan.

Multiple Choice Questions

AACSB: Analytical Thinking

A. Economic and demographic data

AACSB: Analytical Thinking