Conducting Marketing Research

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Understanding Global Markets and Marketing
Assessing the Global Marketing Environmentthe Global Economy and Technology
Evaluating Cultural and Social Environments
Analyzing Political and Legal Environments
Integrating Global,Regional,and National Markets
Conducting Marketing Research
Selecting International Markets
Entering Global Markets
Segmenting,Targeting,and Positioning for Global Markets
Developing Global Products and Brands
Setting Global Prices
Global Placement and Distribution Channels
Launching Global Communication and Advertising
Using Social Media for Global Marketing
Designing and Controlling Global Marketing Systems
Defining Ethics and Corporate Social Responsibility in the International Marketplace

All Questions

Question 1

Free

True/False

Due to the global economic meltdown of 2007-2009,global market research revenues declined significantly.

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True

False

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Question 2

Free

True/False

In 2008,the highest growth rates in the field of global market research field continued to be in emerging markets.

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True

False

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Question 3

Free

Multiple Choice

The role of global marketing research is to ________________________ .

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aid the decision maker by collecting and analyzing information relevant to a global marketing problem

collect primary data regarding world markets

analyze secondary data pertaining to global marketing decisions

make global marketing decisions

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Question 4

Free

Multiple Choice

Eileen Forward is planning a product launch in Malaysia,but due to the many different ethnic groups in this country,she is unsure of the best target markets to pursue.She is investigating which markets represent the greatest opportunities,and which present the most complex problems in order to determine her best course of action.Post-launch,Eileen develops information streams that allow her to accurately track her product's performance in this market,and improve her marketing processes.In short,Eileen is implementing ___________________ .

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the marketing mix

marketing research

market research

global sales

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Question 5

Free

Multiple Choice

The subset of marketing research that studies market sizes and trends and encompasses competitive research,price,or product research,and research related to the marketing mix and customer is known as _________________ .

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opinion research

research and development

market research

secondary research

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Question 6

True/False

Market and social research activities commonly use the information they have gathered for commercial purposes.

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True

False

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Question 7

Multiple Choice

When European grocer Tesco monitored its previously-gathered loyalty card data and combined its findings with new survey research on products that were not popular at some of its stores,it was conducting _______________________ in order to improve sales.

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marketing audits

secondary research

primary research

primary and secondary research

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Question 8

True/False

One of the most important distinguishing characteristics of high-performing businesses is the use of research methodologies to provide,and act upon,customer insights.

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True

False

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Question 9

True/False

Global marketing research is a function that is restricted to market entry and marketing mix decisions.

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True

False

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Question 10

Multiple Choice

Research that relies primarily on the collection and analysis of numerical data is considered _____________________ .

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quantitative research

qualitative research

causal research

focus group research

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Question 11

Multiple Choice

UPS implemented global marketing research in order to improve its sales revenues in China.Its research centered upon _______________________ .

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secondary research that searched the firm's database of Chinese customers to identify those that ship to the United States

industrial research designed to identify appropriate locations for new UPS distribution facilities in China

consumer research designed to assist UPS customers in expanding their China trade

commercial account research that asked the question, "How do you use UPS in your daily business operations?"

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Question 12

True/False

Qualitative research is not typically used to assist in making business-to-business decisions.

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True

False

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Question 13

Multiple Choice

Face-to-face interviews,focus groups,and observational methods are all techniques commonly used in ___________________ research.

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qualitative

quantitative

secondary

numbers-driven

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Question 14

Multiple Choice

Sarah is planning on implementing a qualitative research study. Her findings will most likely be _______________________ .

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straightforward and not subject to researcher's interpretation

gathered via government databases

numeric in format and easily analyzed and sorted

unstructured and not particularly numbers-driven

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Question 15

Multiple Choice

Kala is conducting global marketing research that seeks to define her Brazilian customers' perceptions of,and relationship with,her new soft drink brand.The research Kala is conducting should be _________________________ .

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causal

secondary

qualitative

quantitative

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Question 16

True/False

Secondary data is data that has been previously collected.

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True

False

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Question 17

Multiple Choice

Primary data refers to ______________________________ .

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data collected from original, first-hand responses from research participants

the first data collected in a research study

previously collected data

currently available data

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Question 18

Multiple Choice

Lower costs,faster project cycles and easy access are all benefits to the process of __________________ research.

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online marketing

global marketing

focus group

traditional

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Question 19

Multiple Choice

Elissa is developing an international marketing research study to identify consumers in South Africa who would be most likely to purchase her American firm's new toothpaste.Her information needs are straightforward,yet she is struggling with the design of the research process.She cannot ascertain with complete confidence the identity of her respondents,and is having difficulties in translating her questions,even though English is one of the official languages of the country.She's also unsure if all her potential respondents will be able to access her survey.Elissa is planning to implement her survey in a(n) ______________ format.

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personal interview

online

focus group

door-to-door

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Question 20

True/False

When it comes to international research,online audience metrics are considered highly credible.

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True

False

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