国际市场营销学 （原书第18版）测试题Chapter 8 – Developing a Global Vision through Marketing Research answerkey_第1页
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InternationalMarketing,18e(Cateora)

Chapter8DevelopingaGlobalVisionthroughMarketingResearch

1)Inthecontextofproblemdefinitionininternationalmarketingresearch,theenvironmentswithinwhichtheresearchtoolsareappliedareoftendifferentinforeignmarkets.

Answer:TRUE

Explanation:Anunfamiliarenvironmenttendstocloudproblemdefinition.Researcherseitherfailtoanticipatetheinfluenceofthelocalcultureontheproblemorfailtoidentifytheself-referencecriterionandthereforetreattheproblemdefinitionasifitwereintheresearcher'shomeenvironment.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-01Theimportanceofproblemdefinitionininternationalresearch.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

2)Themarketingresearchprocessshouldbeginwiththedeterminationofthesourcesofinformationtofulfilltheresearchobjectives.

Answer:FALSE

Explanation:Themarketingresearchprocessshouldbeginbydefiningtheresearchproblemandestablishingresearchobjectives.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-01Theimportanceofproblemdefinitionininternationalresearch.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

3)Datathathasalreadybeencollectedbysomeotheragencyareknownassecondarydata.

Answer:TRUE

Explanation:Secondarydataiscollectedbyanindependentagencyorindividualotherthanthefirmconductingresearch.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-01Theimportanceofproblemdefinitionininternationalresearch.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

4)Commercialsources,tradeassociations,managementgroups,andstateandlocalgovernmentsaregoodsourcesofprimarydataforaresearcher.

Answer:FALSE

Explanation:Commercialsources,tradeassociations,managementgroups,andstateandlocalgovernmentsaresecondarydatasourcesofdetailedU.S.marketinformation.Secondarydataiscollectedbyanindependentagencyorindividualotherthanthefirmconductingresearch.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-02Theproblemsofavailabilityanduseofsecondarydata.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

5)Oneofthereliabilityproblemsfacedbyamarketingresearcherwhoseekstodosecondaryresearchinaforeignmarketisthatofficialstatisticsaresometimestoooptimistic.

Answer:TRUE

Explanation:Inthecaseofsecondaryresearch,oneoftheproblemsassociatedwithsuchadatasourceisthatofficialstatisticsaresometimestoooptimistic,reflectingnationalprideratherthanpracticalreality,whiletaxstructuresandfearofthetaxcollectoroftenadverselyaffectdata.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-02Theproblemsofavailabilityanduseofsecondarydata.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

6)Lessdevelopedcountriesareparticularlypronetobeingbothoverlyoptimisticandunreliableinreportingrelevanteconomicdataabouttheircountries.

Answer:TRUE

Explanation:Althoughnotuniquetothem,lessdevelopedcountriesareparticularlypronetobeingbothoverlyoptimisticandunreliableinreportingrelevanteconomicdataabouttheircountries.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-02Theproblemsofavailabilityanduseofsecondarydata.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

7)Checkingtheconsistencyofonesetofsecondarydatawithothervaliddataisnotaneffectivewayofjudgingvalidity.

Answer:FALSE

Explanation:Checkingtheconsistencyofonesetofsecondarydatawithotherdataofknownvalidityisaneffectiveandoften-usedwayofjudgingvalidity.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-03Sourcesofsecondarydata.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

8)Datacollectedspecificallyforaparticularresearchprojectathandisknownassecondarydata.

Answer:FALSE

Explanation:Thedatacollectedspecificallyforaparticularresearchprojectathandisknownasprimarydata.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-04Quantitativeandqualitativeresearchmethods.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

9)Inquantitativeresearch,ifquestionsareasked,theyarealmostalwaysopen-endedorin-depth.

Answer:FALSE

Explanation:Inquantitativeresearch,usuallyalargenumberofrespondentsareaskedtoreplyeitherverballyorinwritingtostructuredquestionsusingaspecificresponseformat(suchasyes/no)ortoselectaresponsefromasetofchoices.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-04Quantitativeandqualitativeresearchmethods.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

10)Themostoftenusedformofqualitativequestioningisthesurveyquestionnairethatcontainsquestionswithasetofchoicesfromwhichrespondentsselecttheirresponses.

Answer:FALSE

Explanation:Themostoftenusedformofqualitativequestioningisthefocusgroupinterview.Qualitativeresearchseekstointerpretwhatthepeopleinthesamplearelike—theiroutlooks,theirfeelings,thedynamicinterplayoftheirfeelingsandideas,theirattitudesandopinions,andtheirresultingactions.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-04Quantitativeandqualitativeresearchmethods.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

11)Quantitativeresearchishelpfulinrevealingtheimpactofsocioculturalfactorsonbehaviorpatternsandindevelopingresearchhypothesesthatcanbetestedinsubsequentstudies.

Answer:FALSE

Explanation:Qualitativeresearchishelpfulinrevealingtheimpactofsocioculturalfactorsonbehaviorpatternsandindevelopingresearchhypothesesthatcanbetestedinsubsequentstudiesdesignedtoquantifytheconceptsandrelevantrelationshipsuncoveredinqualitativedatacollection.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-04Quantitativeandqualitativeresearchmethods.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

12)Ifsecondarydatasourcesdon'tansweraresearcher'squestionsadequately,primarydatashouldbecollected.

Answer:TRUE

Explanation:If,afterseekingallreasonablesecondarydatasources,researchquestionsarestillnotadequatelyanswered,amarketresearchermustcollectprimarydata—thatis,datacollectedspecificallyfortheparticularresearchprojectathand.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-04Quantitativeandqualitativeresearchmethods.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

13)Whenrespondentsareabletorecognizetheusefulnessandvalueofaproductorconcept,theywillbebetterabletoexpresstheirattitudesandopinions.

Answer:TRUE

Explanation:Theabilitytoexpressattitudesandopinionsaboutaproductorconceptdependsonarespondent'sabilitytorecognizetheusefulnessandvalueofsuchaproductorconcept.Itisdifficultforapersontoformulateneeds,attitudes,andopinionsaboutgoodswhoseusemaynotbeunderstood,thatarenotincommonusewithinthecommunity,orthathaveneverbeenavailable.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-04Quantitativeandqualitativeresearchmethods.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

14)Mostproblemsincollectingprimarydataininternationalmarketingresearchstemfromtheexcessivecostofprimaryresearchinthesemarkets.

Answer:FALSE

Explanation:Mostproblemsincollectingprimarydataininternationalmarketingresearchstemfromculturaldifferencesamongcountriesandrangefromtheinabilityorunwillingnessofrespondentstocommunicatetheiropinionstoinadequaciesinquestionnairetranslation.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-04Quantitativeandqualitativeresearchmethods.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

15)Completionratesonquestionnairescanbehamperedbyaculturethatplacesahighervalueonprivacy.

Answer:TRUE

Explanation:Theincentivesforcompletionofquestionnaireswillalsovaryacrosscultures—somethatmayworkintheUnitedStateswillnotinothercountries,particularlyinthosethatplaceahighervalueonprivacy.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-04Quantitativeandqualitativeresearchmethods.

Bloom's:Remember

AACSB:Diversity

Accessibility:KeyboardNavigation

16)Samplingcannotbeusedifthereisalackofsocialandeconomicinformation.

Answer:FALSE

Explanation:Theadequacyofsamplingtechniquesisaffectedbyalackofdetailedsocialandeconomicinformation.Butalackofdetailedinformationdoesnotpreventtheuseofsampling;itsimplymakesitmoredifficult.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

17)Ininternationalmarketing,thegreatestprobleminsamplingstemsfromthelackofadequatedemographicdataandavailablelistsfromwhichtodrawmeaningfulsamples.

Answer:TRUE

Explanation:Ininternationalmarketing,thegreatestprobleminsamplingstemsfromthelackofadequatedemographicdataandavailablelistsfromwhichtodrawmeaningfulsamples.Ifcurrent,reliablelistsarenotavailable,samplingbecomesmorecomplexandgenerallylessreliable.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

18)Themostuniversalsurveyresearchprobleminforeigncountriesisfearofgovernmentreprisal.

Answer:FALSE

Explanation:Themostuniversalsurveyresearchprobleminforeigncountriesisthelanguagebarrier.Differencesinidiomandthedifficultyofexacttranslationcreateproblemsinelicitingthespecificinformationdesiredandininterpretingtherespondents'answers.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

19)Theparallelmethodoftranslationistypicallyinaccuratebecauseofcommonlyusedidiomsinbothlanguagesinvolvedinthetranslation.

Answer:FALSE

Explanation:Backtranslationsmaynotalwaysensureanaccuratetranslationbecauseofcommonlyusedidiomsinbothlanguages.Paralleltranslationisusedtoovercomethisproblem.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

20)Areviewofthedifferentapproachestomulticountryresearchsuggeststhattheidealapproachistohavelocalresearchersineachcountry,withclosecoordinationandnetworkingbetweentheclientcompanyandthelocalresearchcompanies.

Answer:TRUE

Explanation:Networkingamongcompanies,evencompetingones,throughstrategicalliancescanbeimportantintheresearchanddevelopmenteffort.Thiscooperationisimportantatallstagesoftheresearchproject,fromresearchdesigntodatacollectiontofinalanalysis.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

21)WhenSophiacreatedherquestionnaireonParisfashions,shecreateditinEnglish,thenitwentthroughasuccessiveprocessoftranslationintoFrenchandretranslationintoEnglish,eachtimebyadifferenttranslator.ThisprocesscontinuestoberepeateduntilanEnglishversioncanbetranslatedintoFrenchbyadifferenttranslator,intothesameEnglish.Thisprocessisknownasdecentering.

Answer:TRUE

Explanation:Decenteringisahybridofbacktranslation.Itisasuccessiveprocessoftranslationandretranslationofaquestionnaire,eachtimebyadifferenttranslator.TheprocesscontinuestoberepeateduntilanEnglishversioncanbetranslatedintoFrenchandbacktranslated,byadifferenttranslator,intothesameEnglish.

Difficulty:2Medium

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Apply

AACSB:Communication

Accessibility:KeyboardNavigation

22)BusinesspeopleinJapantendtorespondtomailsurveysatahigherratethanbusinesspeopleintheU.S.

Answer:FALSE

Explanation:JapanesebusinesspeopleascomparedtotheirAmericancounterpartstendnottorespondtomailsurveys.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Remember

AACSB:Diversity

Accessibility:KeyboardNavigation

23)ObservationalresearchontheInternettypicallyexcludesmonitoringofchatrooms,blogs,andpersonalwebsitestoassessconsumers'opinionsaboutproductsandservicesforprivacyreasons.

Answer:FALSE

Explanation:ObservationalresearchontheInternet,alsoknownasnetnography,involvessystematicmonitoringofchatrooms,blogs,andpersonalwebsitestoassessconsumers'opinionsaboutproductsandservices.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Remember

AACSB:Technology

Accessibility:KeyboardNavigation

24)EasyaccessibilityofvolumesofsecondarydataisthebiggestadvantagetheInternetnowprovidestointernationalmarketingresearchers.

Answer:TRUE

Explanation:TodaytherealpoweroftheInternetforinternationalmarketingresearchistheabilitytoeasilyaccessvolumesofsecondarydata.Thesedatahavebeenavailableinprintformforyears,butnowtheyaremucheasiertoaccessand,inmanycases,aremorecurrent.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Remember

AACSB:Technology

Accessibility:KeyboardNavigation

25)Twomethodsofforecastingdemandareparticularlysuitableforinternationalmarketers:probabilisticforecastingandreference-classforecasting.

Answer:FALSE

Explanation:Giventhegreateruncertaintiesanddatalimitationsassociatedwithforeignmarkets,twomethodsofforecastingdemandareparticularlysuitableforinternationalmarketers:expertopinionandanalogy.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

26)Asamarketingresearcherforhiscompany,Rashidwastaskedwithdeterminingthemarketsizeandgrowthrateofthecompany'snewtargetmarketinaforeigncountry.Hepolledthesalesmanagerforasimilarcompanyinthecountry,gatheredinformationfromgovernmentsources,andtalkedtohisdomesticmanager.Rashidwasusingtriangulationtohelpforecastdemand.

Answer:TRUE

Explanation:Thekeyinusingexpertopiniontohelpforecastdemandistriangulation,thatis,comparingestimatesproducedbydifferentsources.Triangulationisatermborrowedfromnavalchartingmeaningusingatleastthreedifferingmeasuresofthesameconcepttoverifytheaccuracyofanyonemethod.

Difficulty:2Medium

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Apply

AACSB:KnowledgeApplication

Accessibility:KeyboardNavigation

27)Itishelpfulforaforeignmarketresearchertohaveaskepticalattitudeinhandlingbothprimaryandsecondarydata.

Answer:TRUE

Explanation:Theforeignmarketresearchermustpossessthreetalentstogeneratemeaningfulmarketinginformation.Oneofthoseisaskepticalattitudeinhandlingbothprimaryandsecondarydata.Theothertwoareahighdegreeofculturalunderstandingandcreativetalent.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

28)Centralizationofthemarketingresearchfunctionintheparentcountryensuresthatthefieldpersonnelandresidentmanagersintheforeigncountryhavemoreintimateknowledgeofthesubtletiesofthemarket.

Answer:FALSE

Explanation:Theadvantagetodecentralization,notcentralization,ofthemarketingresearchfunctionisthatcontrolrestsinhandsclosertothemarket.Fieldpersonnel,residentmanagers,andcustomersgenerallyhavemoreintimateknowledgeofthesubtletiesofthemarketandanappreciationofthediversitythatcharacterizesmostforeignmarkets.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

29)Theidealapproachtomulticountrymarketingresearchistohavelocalresearchersineachcountry,withclosecoordinationandnetworkingbetweentheclientcompanyandthelocalresearchcompanies.

Answer:TRUE

Explanation:Acomprehensivereviewofthedifferentapproachestomulticountryresearchsuggeststhattheidealapproachistohavelocalresearchersineachcountry,withclosecoordinationandnetworkingbetweentheclientcompanyandthelocalresearchcompanies.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-05Multiculturalsamplinganditsproblemsinless-developedcountries.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

30)InJapan,thepublic,face-savingtruthisreferredtoashonne.

Answer:FALSE

Explanation:Tatemaeisthepublic,face-savingtruth,whereashonneisthefactualtruth,irrespectiveofthedamageitmightdototheall-importantsocialrelationshipswithinandbetweenJapanesecompanies.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-06Usinginternationalmarketingresearch.

Bloom's:Remember

AACSB:Diversity

Accessibility:KeyboardNavigation

31)________istraditionallydefinedasthesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefultomarketingdecisionmaking.

A)Marketingreach

B)Marketskimming

C)Marketingresearch

D)Marketingexposure

E)Targetmarketing

Answer:C

Explanation:Marketingresearchistraditionallydefinedasthesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefultomarketingdecisionmaking.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-01Theimportanceofproblemdefinitionininternationalresearch.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

32)UnisysCorporation'sinternationalmarketingresearchcallsforcollectingandassessingvarioustypesofinformation.WhichofthefollowingtypesofinformationisUnisysCorporationmostlikelytobeinterestedinifitgathersinformationrelatedtoprofitabilityforthedivision'sproducts,inflation,businesscycletrends,andthelike?

A)economicanddemographicdata

B)cultural,sociological,andpoliticalclimate

C)overviewofmarketconditions

D)summaryofthetechnologicalenvironment

E)competitivesituation

Answer:A

Explanation:Companiesaremostlikelytogatherinformationrelatedtoprofitabilityforthedivision'sproducts,inflation,businesscycletrends,andthelike,whentheyareinterestedineconomicanddemographicinformationrelatedtoacountry.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-01Theimportanceofproblemdefinitionininternationalresearch.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

33)WhichtypeofinformationisUnisysCorporationmostlikelytobeinterestedinifitgathersinformationrelatedtoecology,safety,andleisuretimeandtheirpotentialimpactsonthedivision'sbusiness?

A)economicanddemographicdata

B)cultural,sociological,andpoliticalclimate

C)overviewofmarketconditions

D)summaryofthetechnologicalenvironment

E)competitivesituation

Answer:B

Explanation:Companiesaremostlikelytogatherinformationrelatedtoecology,safety,andleisuretimeandtheirpotentialimpactsonthedivision'sbusinesswhentheyareinterestedinthecultural,sociological,andpoliticalclimate.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-01Theimportanceofproblemdefinitionininternationalresearch.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

34)WhichtypeofinformationisUnisysCorporationmostlikelytobeinterestedinifitconductsageneralnoneconomicreviewofconditionsaffectingthedivision'sbusiness,suchasecologyandleisuretime?

A)monetaryanddemographicdata

B)cultural,sociological,andpoliticalclimate

C)overviewofmarketconditions

D)summaryofthetechnologicalenvironment

E)competitivesituation

Answer:B

Explanation:Companiesaremostlikelytoconductageneralnoneconomicreviewofconditionsaffectingthedivision'sbusinesswhentheyareinterestedinthecultural,sociological,andpoliticalclimate.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-01Theimportanceofproblemdefinitionininternationalresearch.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

35)Whatshouldanorganizationdoonceithasdeterminedthesourcesofinformationtofulfillthemarketingresearchobjectives?

A)Gathertherelevantdatafromsecondaryorprimarysources,orboth.

B)Analyze,interpret,andsummarizetheinformationgathered.

C)Considerthecostsandbenefitsoftheresearcheffort.

D)Effectivelycommunicatetheresultstodecisionmakers.

E)Conductsurveysandin-depthinterviewswiththerespondents.

Answer:C

Explanation:Afteranorganizationhasdeterminedthesourcesofinformationtofulfilltheresearchobjectives,itshouldconsiderthecostsandbenefitsoftheresearcheffort.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-01Theimportanceofproblemdefinitionininternationalresearch.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

36)BessiehasdecidedtopursueamarketingresearchefforttoacquireinformationbeforehercompanymakesastrategicrelocationmovetotheWestCoast.WhatwouldbethefirststepthatBessie(andthemarketingresearchers)shouldtakeassheembarksontheresearcheffort?

A)Definetheresearchproblemandestablishresearchobjectives.

B)Analyze,interpret,andsummarizetheresults.

C)Determinethesourcesofinformationtofulfilltheresearchobjectives.

D)Considerthecostsandbenefitsoftheresearcheffort.

E)Gatherrelevantdatafromsecondaryorprimarysources,orboth.

Answer:A

Explanation:Inthiscase,whileembarkingonherresearcheffort,Bessieshouldfirstdefinetheresearchproblemandestablishresearchobjectives.

Difficulty:2Medium

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-01Theimportanceofproblemdefinitionininternationalresearch.

Bloom's:Apply

AACSB:KnowledgeApplication

Accessibility:KeyboardNavigation

37)Whatisthefirststepofthemarketingresearchprocess?

A)determiningthesourcesofinformationtofulfilltheresearchobjectives

B)analyzing,interpreting,andsummarizingtheresults

C)definingtheresearchproblemandestablishingresearchobjectives

D)consideringthecostsandbenefitsoftheresearcheffort

E)gatheringtherelevantdatafromsecondaryorprimarysources,orboth

Answer:C

Explanation:Thefirststepofthemarketresearchprocessistodefinetheresearchproblemandestablishresearchobjectives.

Difficulty:1Easy

Topic:ProblemswithMarketResearchinForeignMarkets

LearningObjective:08-01Theimportanceofproblemdefinitionininternationalresearch.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

38)HalandhisteamhaveundertakenamarketingresearchstudytohelphiscompanyexpandintheeasternEuropeanregion.WhichmarketingresearchstepismostlikelytobethelaststepinHal'sresearcheffort?

A)definingtheresearchproblemandestablishingresearchobjectives

B)analyzing,interpreting,andsummarizingtheresults

C)effectivelycommunicatingtheresultstothedecisionmakers

D)consideringthecostsandbenefitsoftheresearcheffort

E)gatheringtherelevantdatafromsecondaryorprimarysourc

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