Chapter 6 - Global Research

Assume a company has already successfully entered a number of foreign markets. As it considers entering a new foreign market, the company must decide to what extent it takes time to research the competitive landscape in that market. Which of the following scenarios would make such research particularly important?

• If market entry barriers are high

• If the company anticipates strong pricing pressure

• If the sales potential are high

• If the foreign market has strong domestic competitors

When a firm is researching the competitive landscape of a foreign market, how would aggregated industry data be used?

• To identify the sales volume by competitor

  
  

• To identify total industry profit and loss

• To identify total industry sales

• To identify key industry barriers

  
  

Market researchers often start with _______ data before moving on to ______ data.

•  secondary, primary

• qualitative, quantitative

• cross-sectional, time-series

• simplex, complex

The cross-national equivalence type that indicates that the meaning of what is being studied must be comparable across cultures is known as

• instrumental.

• conceptual.

  
  

• temporal.

• functional.

When a firm is researching its sales potential in a foreign market, why might the firm want some qualitative data as opposed to quantitative data?

• To make accurate comparisons to data from other foreign markets

• To make accurate comparisons to data from its home market

• To better understand buyer preferences and behavior

• To rank sales opportunities between countries

  
  

Acquiescence bias refers to a situation in which the respondent

• complies with all requests made by the interviewer.

  
  

• asks the interviewer to make certain modifications to accommodate local culture.

• provides answers about friends' opinions.

  
  

• gives answers that he or she thinks the interviewer wants to hear.

When a firm is conducting research in foreign markets, the role of language would most likely impact the chance for

• selection error.

• nonresponse error.

•  instrument error.

• frame error.

Assume the results of a survey in Mexico were not accurate due to the fact that participants tended to cooperate in answering a question even if they did not have an opinion. This challenge can be described as

• acquiescence bias.

•  social desirability bias.

  
  

• primary data bias.

• secondary data bias.

Which of the following techniques uses macro-level indicators of demand as substitutes for micro-level indicators of demand?

• analysis of demand patterns

  
  

• multiple-factors indexes

• cross-section comparison approach

• time-series approach

  
  

Which of the following techniques relies on the assumption that consumption patterns for a product are directly linked to the country's level of economic development?

• analysis of demand patterns

•  multiple-factors indexes

• cross-section comparison approach

• time-series approach