International Marketing Research Exam Preparation Guide
Course Introduction
International Marketing Research examines the processes, methodologies, and strategies involved in gathering and analyzing data to inform global marketing decisions. The course covers the complexities of conducting research across diverse cultural and economic environments, including the adaptation of research tools to different markets, overcoming language barriers, and adhering to international ethical standards. Students will learn about qualitative and quantitative techniques, market segmentation, sampling methods, and data interpretation tailored to international contexts. Through case studies and practical projects, the course equips students with the skills to generate actionable insights that support effective international marketing strategies.
Recommended Textbook
Essentials of Marketing Research 1st Edition by Naresh K. Malhotra
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Page 2
Chapter 1: Introduction to Marketing Research
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Sample Questions
Q1) Companies whose primary service offering is their expertise in collecting data for research projects are called ________.
A)field services
B)Internet services
C)coding and data entry services
D)data analysis services
E)research directorates
Answer: A
Q2) Social media embody social computing tools commonly referred to as Web 1.0.
A)True
B)False
Answer: False
Q3) According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is assistant project director.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Q1) The problem audit involves discussions with the decision maker on all of the following issues EXCEPT the ________.
A)history of the problem
B)criteria that will be used to evaluate the alternative courses of action
C)information that is needed to answer the decision maker's questions
D)alternative courses of action available to the decision maker
E)national culture as it's related to a country's trade barriers
Answer: E
Q2) A theory is a conceptual scheme based on foundational statements, which are assumed to be true.
A)True
B)False Answer: True
Q3) Secondary data are data collected for some purpose other than the problem at hand.
A)True
B)False Answer: True
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Chapter 3: Research Design, Secondary and Syndicated
Data
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Q1) Panel surveys collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.
A)True
B)False
Answer: False
Q2) According to the text, ________ are the primary means of obtaining information about consumers' motives, attitudes, and preferences.
A)surveys
B)focus groups
C)secondary research
D)experiments
E)in-depth interviews
Answer: A
Q3) A cause-and-effect study is a major type of descriptive study.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Qualitative Research
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Sample Questions
Q1) A depth interview is recognized as the most important qualitative research procedure.
A)True
B)False
Q2) A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called ________.
A)word association
B)sentence completion
C)story completion
D)role playing
E)evaluation technique
Q3) Which of the following types of research seeks statistical evidence, based on large, representative samples?
A)qualitative research
B)exploratory research
C)quantitative research
D)hypothetical research
E)quasi-experimental research
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6
Chapter 5: Survey and Observation
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Q1) Use of a formal questionnaire that presents questions in a prearranged order is called structured data collection.
A)True
B)False
Q2) Poor response rates and the potential for interviewer bias are disadvantages of using mall intercept interviews to collect research data.
A)True
B)False
Q3) CAPI interviewing is inappropriate for conducting B2B research at trade shows or conventions.
A)True
B)False
Q4) The disadvantages of using mail interviews to collect research data include all of the following EXCEPT ________.
A)high interviewer bias
B)limited to simple questions
C)low sample control for cold mail
D)no control of environment
E)low speed
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Chapter 6: Experimentation and Causal Research
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Q1) ________ variables are variables that are manipulated by the researcher and whose effects are measured and compared.
A)Dependent
B)Interdependent
C)Extraneous
D)Independent
E)Test unit
Q2) Which of the following is NOT one of the broad categories of experimental designs?
A)concurrent design
B)preexperimental design
C)statistical design
D)true experimental
E)All are broad categories of experimental designs.
Q3) Responses given because the respondents attempt to guess the purpose of the experiment and respond accordingly are called demand artifacts.
A)True
B)False
Q4) In a short essay, list and discuss the three specific preexperimental designs.
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Chapter 7: Measurement and Scaling
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Q1) A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.
A)True
B)False
Q2) The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.
A)True
B)False
Q3) A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called ________.
A)rank order scaling
B)paired comparison scaling
C)constant sum scaling
D)semantic differential scaling
E)semantic meaning scaling
Q4) In a short essay, discuss issues related to the use of scale in international research.
Q5) Discuss measurement and scaling.What are they and how are they related?
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Chapter 8: Questionnaire and Form Design
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Q1) In a short essay, list and discuss the three types of information that are obtained from a questionnaire.
Q2) An open-ended question is a structured question with only two response alternatives, such as yes or no.
A)True
B)False
Q3) To avoid problems in question wording, a researcher should use leading questions when designing a questionnaire.
A)True
B)False
Q4) All of the following are mentioned in the text as disadvantages that are related to unstructured questions EXCEPT ________.
A)respondent response limitations
B)recording error
C)data coding
D)unstructured questions are not suitable for self-administered questionnaires
E)All of the above are disadvantages.
Q5) In a short essay, list the ten steps to designing the ideal questionnaire.
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Chapter 9: Sampling: Design and Procedures
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Q1) Which of the following is NOT one of the five basic questions that is addressed in the sample design phase?
A)"Should a sample be taken?"
B)"What kind of sample should be taken?"
C)"How much should the sample cost?"
D)"How large should the sample be?"
E)"What process should be followed?"
Q2) A probability sampling technique in which the sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame is called systematic sampling.
A)True
B)False
Q3) In sampling, a(n)________ is the object or person about which or from which the information is desired.
A)element
B)incident
C)hypothesis
D)census
E)information unit
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Page 11
Chapter 10: Data Collection and Preparation
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Q1) Data cleaning is the last stage of the data preparation process.
A)True
B)False
Q2) ________ consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.
A)Coding
B)Editing
C)Validating
D)Pretesting
E)Transcribing
Q3) Sampling control helps respondents focus on the specific content of the interview and provide only relevant information.
A)True
B)False
Q4) Considering the known characteristics of the data is a stage in selecting a data analysis strategy.
A)True
B)False
Q5) In a short essay, discuss the process of selecting qualified field workers.
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Chapter 11: Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross-Tabulation
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Q1) A frequency distribution ________.
A)helps identify the presence of outliers
B)indicates the shape of the empirical distribution of the variable
C)contains the same information as the margins of a contingency table
D)all of the above
E)none of the above
Q2) Which of the following often follows a well-known distribution, such as the normal, t, or chi-square distribution?
A)test statistic
B)level of significance
C)critical value
D)z-test
E)incidence of difference
Q3) If the distribution is asymmetric and the variable is measured on a nominal scale, the median should be used.
A)True
B)False
Q4) According to the text, the range measures the spread of the data.
A)True
B)False
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Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, Correlation, and Regression
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Q1) In the case of conducting the t-test on the means of two samples of observations, the samples can be independent or paired.
A)True
B)False
Q2) The t distribution is a symmetric bell-shaped distribution that is useful for small sample testing.
A)True
B)False
Q3) The F statistic is computed as the ratio of two sample means.
A)True
B)False
Q4) A hypothesis test using the t distribution, which is used when the standard deviation is unknown and the sample size is small, is called the z-test.
A)True
B)False
Q5) According to the text, the beta coefficient is also called the beta weight. A)True
B)False
Q6) In a short essay, discuss t-test, the t statistic, and the t distribution.
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Chapter 13: Report Preparation and Presentation
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Q1) A vertical bar chart in which the height of the bars represents the relative or cumulative frequency of occurrence is called a ________.
A)line chart
B)pictograph
C)histogram
D)pie chart
E)box and whiskers chart
Q2) According to the text, the key to an effective presentation is preparation.
A)True
B)False
Q3) An excellent check on the clarity of the report is ________.
A)limiting the report to no more than 100 pages
B)limiting the report to 50 pages
C)having 2 people write the report
D)putting it on the web for unsolicited comments
E)having 2 or 3 people who are unfamiliar with the report read the report and give comments
Q4) The KISS 'em principle stands for Keep It Short, Stupid!
A)True
B)False
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