Ch. 6 - Global IS & Market Research Quiz

Anyone undertaking a market research project should understand that the first step after defining the research objectives is:

• setting the budget.

• determining the methodology to use.

• defining the problem.

• determining information requirements.

The U.S. government provides these comprehensive sources of world trade data, except:

• National Trade Data Base (NTDB).

• Census Bureau.

• Bureau of Economic Analysis.

• Eurostat.

Tools that can be used for collecting primary data include:

• survey research and interviews.

• consumer panels and observation.

• focus groups and survey research.

• all of the above

Potential markets can be subdivided into:

• latent and parallel markets.

• existing and incipient markets.

• latent and incipient markets.

• existing and latent markets.

For consumer products, qualitative research is especially well suited to accomplish all of the following tasks except:

• assess consumer understanding.

• describe the social and cultural context of consumer behavior.

• determine what consumers really feel.

• assess consumer spending trends.

In various rural communities across Sub-Saharan Africa, people may walk barefoot due to limited access to affordable footwear and traditional practices. This represents a huge untapped market for shoes. Thus, it will be easy to alter entrenched consumer behavior patterns if shoes are available.

• True

• False

When Mattel first introduced Barbie in Japan, managers assumed that Japanese girls would find the doll's design just as appealing as American girls did. This may be due to:

• Barbie's physical features such as long legs and blonde hair.

• Barbie being a symbol of American lifestyle.

• the SRC tendency on the part of American managers.

• the SRC tendency on the part of Japanese consumers.

Extremely large data sets that can be subjected to computational analysis to reveal patterns and trends.

(a)