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| 1 | |
Which of the following would be considered to be the key component in developing successful marketing strategies and avoiding major marketing blunders? |
| | A) | a good product |
| | B) | a good advertising campaign |
| | C) | information |
| | D) | distribution logistics |
| | E) | cross-cultural pricing |
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| 2 | |
Unisys Corporation suggests that five areas should receive an information gatherers attention when conducting research. Which of the following areas (as suggested by Unisys Corporation) would be the best avenue for research if the researcher were interested in a general non-economic review of conditions affecting the company's business? |
| | A) | economic |
| | B) | overview of market conditions |
| | C) | summary of the technological environment |
| | D) | competitive situation |
| | E) | cultural, sociological, and political estimate |
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| 3 | |
The United States leads the world in conducting marketing research. Which of the following countries would be ranked number two with respect to research expenditures? |
| | A) | Germany |
| | B) | Japan |
| | C) | United Kingdom |
| | D) | France |
| | E) | Canada |
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| 4 | |
If you were to be assigned the task of developing a process by which marketing research could be done for a company that wished to gather information on its market environment, what would be the best first step for the company to take? |
| | A) | consider costs and benefits of the research effort |
| | B) | determine the sources of information |
| | C) | gather the relevant data from secondary sources |
| | D) | define the research problem and establish research objectives |
| | E) | gather the relevant data from primary sources |
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| 5 | |
Mimi Chang used the Internet to gather annual report figures from eight international marketing companies. She plans to use the data to construct cost and profit projections for her company. What is the formal term used to describe the type of data that Ms. Chang has just gathered? |
| | A) | primary data |
| | B) | secondary data |
| | C) | wireless data |
| | D) | non-directional data |
| | E) | none of the above is the correct term |
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| 6 | |
In general, the _____________ of recorded secondary data increase as the level of economic development increases. |
| | A) | amount |
| | B) | availability and accuracy |
| | C) | cost |
| | D) | error factor |
| | E) | all of the above |
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| 7 | |
Reuben Martinez has decided to hire a marketing researcher to collect 200 survey questionnaires from his current customers to determine customer satisfaction. What type of data has Mr. Martinez requested from his marketing researcher? |
| | A) | primary data |
| | B) | secondary data |
| | C) | global data |
| | D) | observational data |
| | E) | all of the above |
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| 8 | |
A group of 500 customers have been asked to answer 25 "yes/no" questions to help a restaurant owner determine perceptions of food quality. Which of the following research formats is the restaurant using to answer its research needs? |
| | A) | quantitative research |
| | B) | qualitative research |
| | C) | secondary research |
| | D) | observational research |
| | E) | experimental research |
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| 9 | |
An owner of a bicycle shop has asked 20 customers a series of open-end questions while they await the completion of bicycle repairs. Which of the following research formats is the bicycle shop using to answer its research needs? |
| | A) | quantitative research |
| | B) | qualitative research |
| | C) | secondary research |
| | D) | observational research |
| | E) | experimental research |
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| 10 | |
All of the following can be a problem of drawing a random sample in the international environment EXCEPT: |
| | A) | no accurate maps of population centers. |
| | B) | incomplete and out-of-date telephone directories. |
| | C) | no other listings that can serve as sampling frames. |
| | D) | no officially recognized census of population. |
| | E) | low literacy rates. |
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| 11 | |
The _______________ is the most universal survey research problem in foreign countries. |
| | A) | poverty level |
| | B) | literacy level |
| | C) | language barrier |
| | D) | government's control |
| | E) | cost of research |
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| 12 | |
What occurs in "back translation" of a questionnaire? |
| | A) | A researcher uses back issues of newspapers to determine the best language slang to use. |
| | B) | A researcher translates a questionnaire into another language and then another translator translates it back into the original language. |
| | C) | A researcher translates a questionnaire into another language, checks his or her work, and then translates it back into the original language. |
| | D) | A, B, and C all occur in back translation. |
| | E) | none of the above occurs in back translation |
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| 13 | |
Randy Simmons and Mike Douglas both translate a research questionnaire into French. Once this is done the two researchers compare their results (and differences) and then agree on the most appropriate and accurate translation. This process is called: |
| | A) | back translation. |
| | B) | tri-translation. |
| | C) | decentering. |
| | D) | parallel translation. |
| | E) | none of the above. |
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| 14 | |
Which of the following methods for estimating demand in the international marketplace assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country? |
| | A) | expert opinion |
| | B) | interpretive research |
| | C) | simulation research |
| | D) | analogy |
| | E) | none of the above |
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| 15 | |
Which of the following options for managing the cultural barrier that must be overcome in international marketing research is considered to be best among the choices? |
| | A) | The company hires an agency that then crosses the cultural barrier and goes directly to customers to conduct research in the international marketplace. |
| | B) | The company hires an agency that then crosses the cultural barrier and hires a local agency to go to customers and conduct research. |
| | C) | The company crosses the cultural barrier and goes directly to international customers and conducts research. |
| | D) | The company crosses the cultural barrier, hires a foreign agency, and this agency then conducts marketing research on the customers in the international marketplace. |
| | E) | all of the above methods are equally effective |
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