Question 1

To gain insights for product and package design improvements,Procter & Gamble sent video crews into 80 households in the United Kingdom,Italy,Germany,and China.P&G's ultimate goal was to amass an in-house video library database.This type of technique is known as:

Accepted Answer

A)  scaling technique.
B)  qualitative technique.
C)  projective technique.
D)  reactivity technique.
E)  MDS technique.

Question 2

Market research is the project-specific,systematic gathering of data and is the activity that links the consumer,customer,and public to the marketer through information.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is an inaccurate description of secondary data use in global markets?

Accepted Answer

A)  It was not gathered specifically for the research project at hand.
B)  It is often so expensive that small companies cannot afford to access it.
C)  It can be accessed quickly.
D)  A great deal is available from government agencies.
E)  It cannot be retrieved online.

Question 4

Tools that can be used for collecting primary data include:

Accepted Answer

A)  survey research and interviews.
B)  consumer panels and observation.
C)  focus groups and survey research.
D)  interviews and observation.
E)  all of the above

Question 5

When consumers have difficulty in verbalizing their perceptions,and there are different alternative brands of toothpaste,what is the best method of judging them in terms of similarity?

Accepted Answer

A)  cluster analysis
B)  multidimensional scaling
C)  dependence techniques
D)  factor loading
E)  focus group

Question 6

Authors Michael Czinkota and Ilka Ronkainen identified four specific environmental factors that may require international research efforts to be conducted differently than domestic research.Describe those factors to outline the differences.

Accepted Answer

The four specific environmental factors ...

Question 7

Which of the following environmental factors may require marketers to adjust their approach to conducting international as opposed to domestic marketing research?

Accepted Answer

A)  Researchers must be prepared for new parameters of doing business.
B)  Company personnel must come to grips with a new set of culture-based assumptions about conducting business.
C)  Research may help reduce psychological overload.
D)  Researchers may have to broaden the definition of competitors to include competitive pressures not present in the domestic market.
E)  All of the above

Question 8

Marketers must be aware of the impact of SRC and other cultural assumptions since:

Accepted Answer

A)  it can have several positive effects on market planning.
B)  it enhances management's willingness to pursue market research.
C)  it can help ensure that the research effort is designed with minimal home-country bias.
D)  it can help ensure that the research effort is designed with minimal second-country bias.
E)  All of the above are correct.

Question 9

In global marketing research,it is important to establish scalar equivalence when obtaining information from different countries.

Accepted Answer

A) True 
 B)False

Question 10

All of the following represent keys to success of Tesco's Clubcard except:

Accepted Answer

A)  Tesco's Clubcard is a loyalty program that the U.K.-based grocery store chain uses to reward customers;shoppers receive points based on purchase amounts.
B)  for every 100 points accumulated,shoppers receive a £1 voucher that can be redeemed for future grocery purchases or used with airline frequent-flyer programs.
C)  traditional shoppers who buy ingredients to prepare home-cooked meals gravitated toward "Tesco's Finest" label.
D)  by combining household information with weekly purchase behavior data,obtained by the Clubcard,Tesco is able to tailor promotions to specific customer segments.
E)  Clubcard gives Tesco a tactical advantage over Walmart's Asda stores.

Question 11

Volkswagen,Peugeot,Chrysler,and other global automakers have established manufacturing operations in China since they consider it to be an incipient market.

Accepted Answer

A) True 
 B)False

Question 12

A latent market is,in essence,an undiscovered market segment.

Accepted Answer

A) True 
 B)False

Question 13

Traditional market research is the most effective means for identifying latent markets.

Accepted Answer

A) True 
 B)False

Question 14

Direct sensory perception provides a vital background for the information that comes from human and documentary sources.

Accepted Answer

A) True 
 B)False

Question 15

Marketer's should be aware of the impact of self-reference criterion (SRC) and other cross-cultural assumptions.The advantages of such awareness include all of the following except:

Accepted Answer

A)  it can enhance management's willingness to conduct market research.
B)  it can enhance management's receptiveness to research findings.
C)  it can help marketer's contradict "tried-and-true" marketing experience in other markets.
D)  it can ensure that the research effort is designed without any bias.
E)  it can ensure that the research effort is not affected by home-country findings.

Question 16

CRM tools allow companies such as Credit Suisse,AT&T,Hewlett-Packard and others to determine:

Accepted Answer

A)  warranty of products sold to consumers.
B)  amount paid by consumers in different countries.
C)  which customers are most valuable.
D)  the use of credit cards for payment.
E)  the use of laptop computers by customers.

Question 17

Which of the following is not recommended by expert David Arnold for companies engaged in global market research?

Accepted Answer

A)  use multiple indicators
B)  develop customized measures specific to an industry or product
C)  conduct comparative assessments in neighboring countries
D)  observation should be weighted more heavily than statements of purchase intention
E)  assess a particular market in isolation

Question 18

When the Coca-Cola Company used the "micro-dosing technology" that allows for 170 possible drink combinations,the user data generated by the units helped in developing a new flavor: Cherry Sprite.This is an example of collecting ________ data.

Accepted Answer

A)  primary
B)  secondary
C)  incipient
D)  quantitative
E)  MIS

Question 19

Big data can be used in collecting information about buyer behavior and the overall business environment,which is vital in making effective managerial decisions.Giving reasons illustrate how this can be accomplished.

Accepted Answer

When researching a market,seeking a solu...

Question 20

Suppose Apple has collected extensive survey data about its new iPhone,and respondents have rated it on 20 different features and benefits.Now researchers want to reduce the amount of data to a few underlying dimensions.Which data analysis technique should the researchers use?

Accepted Answer

A)  analogy
B)  conjoint analysis
C)  factor analysis
D)  multidimensional scaling
E)  cluster analysis

Exam 6: Global Information Systems and Market Research

CRM tools allow companies such as Credit Suisse,AT&T,Hewlett-Packard and others to determine:

Correct AnswerverifiedShow Answer

When the Coca-Cola Company used the "micro-dosing technology" that allows for 170 possible drink combinations,the user data generated by the units helped in developing a new flavor: Cherry Sprite.This is an example of collecting ________ data.

Correct AnswerverifiedShow Answer

Direct sensory perception provides a vital background for the information that comes from human and documentary sources.

Correct AnswerverifiedShow Answer

When consumers have difficulty in verbalizing their perceptions,and there are different alternative brands of toothpaste,what is the best method of judging them in terms of similarity?

Correct AnswerverifiedShow Answer

Volkswagen,Peugeot,Chrysler,and other global automakers have established manufacturing operations in China since they consider it to be an incipient market.

Correct AnswerverifiedShow Answer

Traditional market research is the most effective means for identifying latent markets.

Correct AnswerverifiedShow Answer

All of the following represent keys to success of Tesco's Clubcard except:

Correct AnswerverifiedShow Answer

Which of the following environmental factors may require marketers to adjust their approach to conducting international as opposed to domestic marketing research?

Correct AnswerverifiedShow Answer

Tools that can be used for collecting primary data include:

Correct AnswerverifiedShow Answer

Suppose Apple has collected extensive survey data about its new iPhone,and respondents have rated it on 20 different features and benefits.Now researchers want to reduce the amount of data to a few underlying dimensions.Which data analysis technique should the researchers use?

Correct AnswerverifiedShow Answer

Which of the following is an inaccurate description of secondary data use in global markets?

Correct AnswerverifiedShow Answer

A latent market is,in essence,an undiscovered market segment.

Correct AnswerverifiedShow Answer

Big data can be used in collecting information about buyer behavior and the overall business environment,which is vital in making effective managerial decisions.Giving reasons illustrate how this can be accomplished.

Correct AnswerverifiedWhen researching a market,seeking a solu...View AnswerShow Answer

To gain insights for product and package design improvements,Procter & Gamble sent video crews into 80 households in the United Kingdom,Italy,Germany,and China.P&G's ultimate goal was to amass an in-house video library database.This type of technique is known as:

Correct AnswerverifiedShow Answer

Authors Michael Czinkota and Ilka Ronkainen identified four specific environmental factors that may require international research efforts to be conducted differently than domestic research.Describe those factors to outline the differences.

Correct AnswerverifiedThe four specific environmental factors ...View AnswerShow Answer

In global marketing research,it is important to establish scalar equivalence when obtaining information from different countries.

Correct AnswerverifiedShow Answer

Which of the following is not recommended by expert David Arnold for companies engaged in global market research?

Correct AnswerverifiedShow Answer

Marketer's should be aware of the impact of self-reference criterion (SRC) and other cross-cultural assumptions.The advantages of such awareness include all of the following except:

Correct AnswerverifiedShow Answer

Marketers must be aware of the impact of SRC and other cultural assumptions since:

Correct AnswerverifiedShow Answer

Market research is the project-specific,systematic gathering of data and is the activity that links the consumer,customer,and public to the marketer through information.

Correct AnswerverifiedShow Answer

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When researching a market,seeking a solu...
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The four specific environmental factors ...
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