International Marketing Research Test Preparation
Course Introduction
International Marketing Research explores the processes and methodologies used to gather, analyze, and interpret data relevant to marketing decisions in a global context. This course covers topics such as cross-cultural consumer behavior, design and implementation of international research projects, data collection methods, and ethical considerations in global markets. Students will learn how to adapt research strategies to different cultural, legal, and economic environments, assess international market opportunities, and utilize research findings to inform strategic marketing decisions in multinational organizations.
Recommended Textbook
Essentials of Marketing Research 2nd Edition by Jr
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13 Chapters
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Chapter 1: Marketing Research for Managerial Decision Making
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Sample Questions
Q1) Marketing research depicts the Harley-Davidson motorcycle shopper as a middle-aged, college educated individual with an average annual income of $78,000. This is an example of:
A)market analysis.
B)pricing strategy research.
C)positioning research.
D)market segmentation research.
E)retailing research.
Answer: D
Q2) The three most common research tasks of integrated marketing communications are advertising effectiveness studies, attitudinal research, and sales tracking.
A)True
B)False
Answer: True
Q3) External research suppliers are more objective and less subject to company politics and regulations than internal suppliers.
A)True
B)False
Answer: True
Page 3
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Chapter 2: The Marketing Research Process and Proposals
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Sample Questions
Q1) Is it necessary or advisable to always conduct marketing research in order to support decision-making? Under what conditions may you decide against doing marketing research?
Answer: One would not conduct marketing research when a) information is already available, b) when the time available to conduct the research is insufficient, c) when there are not enough resources available to conduct the research, and d) when the cost of conducting the research is more than the expected value of the research.
Q2) Advances in gatekeeper technologies help marketers to easily reach respondents. A)True
B)False
Answer: False
Q3) In order to do a situation analysis, a marketing researcher must depend solely on the information provided by the client. A)True
B)False
Answer: False
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Chapter 3: Secondary Data, Literature Reviews, and Hypotheses
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Sample Questions
Q1) Constructs
A)are an observable item used as a measure on a questionnaire.
B)have concrete properties and are measured directly.
C)are associations between two or more variables.
D)are used to calculate media efficiency.
E)are an unobservable concept measured by a group of related variables.
Answer: E
Q2) In what ways can the information generated by media panels be useful to marketers?
Answer: Media panels measure media consumption habits of a given population. This information is invaluable to marketing managers. They can use this information to evaluate various media options and determine which ones will allow them to target their audience most precisely. They can also find out approximately how many households watched their commercials. This information can then be used to determine the average cost of reaching audience members.
Q3) An alternative hypothesis is typically represented by HS1U1B1aS1U1B0.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Sample Questions
Q1) Quantitative research methods are characterized by:
A)small samples.
B)unstructured questions.
C)subjective analyses.
D)preliminary insights.
E)descriptive and casual designs.
Q2) A moderator's guide should include follow-up questions to help the moderator elicit more information.
A)True
B)False
Q3) In-depth interviewing increases the likelihood of participants responding in a socially desirable manner.
A)True
B)False
Q4) The optimal number of participants in a focus group interview should range from 20-30 people.
A)True
B)False
Q5) Discuss the unique characteristics of observation methods.
Q6) Discuss the major benefits and limitations of observation data. Page 6
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Page 7
Chapter 5: Descriptive and Causal Research Designs
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Sample Questions
Q1) When respondents provide wrong answers due to impaired memory then it is known as faulty recall.
A)True
B)False
Q2) A disadvantage of the random digit dialing is that it cannot be used to select a random sample (as many people have unlisted numbers).
A)True
B)False
Q3) If the research objective is to determine whether differences exist between groups, it is appropriate to use descriptive research designs.
A)True
B)False
Q4) In low incidence situations, personal interview surveys should be adopted. A)True
B)False
Q5) In what sense is test marketing a special type of experiment? What are its main objectives?
Q6) Discuss some major advantages of online surveys.
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Chapter 6: Sampling: Theory and Methods
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Sample Questions
Q1) Sample sizes can be based on rules of thumb.
A)True
B)False
Q2) The first step in drawing a systematic random sample is to obtain a list of potential sampling units that contain an acceptable frame of the target population elements.
A)True
B)False
Q3) Before polling students in the School of Business, the researcher divides all the current students into groups based on their class standing (freshman, sophomores, etc).
Then, she randomly draws a sample of 50 students from each of these groups to create a representative sample of the entire student body in the School. The researcher is practicing which of the following sampling methods?
A)Simple random sampling
B)Systematic random sampling
C)Stratified random sampling
D)Cluster sampling
E)Snowball sampling
Q4) Discuss the advantages of quota sampling.
Q5) Discuss the advantages of snowball sampling.
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Chapter 7: Measurement and Scaling
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Sample Questions
Q1) Semantic differential scales typically use an odd number of scale points.
A)True
B)False
Q2) Which of the following statements is true regarding the various scale measurement issues?
A)The researcher should avoid using specific terms and instead use general, broad words.
B)The researcher should use "leading" phrases.
C)The researcher should give clear and simple instructions.
D)The researcher should ensure that scale descriptors have minimal discriminatory power.
E)The researcher should ensure that scale descriptors are inclusive.
Q3) The more scale points, the lesser the discriminatory power of the scale.
A)True
B)False
Q4) The median is the arithmetic average of all the data responses.
A)True
B)False
Q5) Discuss the difference between a concrete variable and an abstract construct.
Page 10
Q6) What are the two factors that drive the use of multi-item scales in research?
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Chapter 8: Designing the Questionnaire
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Sample Questions
Q1) Equipment and supply requirements are typically mentioned in which of the following documents?
A)Supervisor instruction form
B)Respondent instruction form
C)Interviewer instructions
D)Screening form
E)Quota sheet
Q2) Self-administered surveys are used because of their high response rate (>50%).
A)True
B)False
Q3) All of the following statements about survey designs are true, EXCEPT:
A)most surveys are designed to be descriptive or predictive.
B)descriptive surveys can be used to test hypotheses.
C)descriptive surveys can be used to collect attributes and behavioral data.
D)data collected using descriptive surveys can be turned into knowledge about people, objects or issues.
E)US census Bureau generally uses descriptive surveys to collect information on population.
Q4) What are the two functions performed by a transition phrase in a survey?
Q5) What is the purpose of pretesting a survey?
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Chapter 9: Qualitative Data Analysis
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Sample Questions
Q1) Member checking can be used to establish cross-researcher reliability.
A)True
B)False
Q2) Discuss how the process of tabulation might keep researchers honest.
Q3) A researcher is interested in establishing emic validity of her findings. In order to do so, she must show that:
A)similar results have been reported by others working independently on the problem.
B)similar results can be obtained if the study were to be repeated.
C)key members of the group included in her study agreed with the findings of her study.
D)the findings of her study are generalizable.
E)the research methodology of her study complies with the necessary research standards.
Q4) Comments are quotes from research participants that are used in research reports.
A)True
B)False
Q5) Why is it important to include a discussion on research objectives in a written research report?
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Chapter 10: Preparing Data for Quantitative Analysis
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Sample Questions
Q1) One-way tabulation can do all of the following, EXCEPT:
A)determine the amount of non-response to individual questions in a questionnaire.
B)tabulate responses to one question against those to another question.
C)locate mistakes in data entry.
D)profile sample respondents.
E)construct one-way frequency tables.
Q2) In the process of editing responses to open-ended questions, researchers typically fill out the incomplete answers based on their best judgment.
A)True
B)False
Q3) In the four-step process of developing codes for responses, in which stage does one address the issue of missing data?
A)Consolidation of responses
B)Generating a list of potential responses
C)Completing the partial responses with best judgment responses
D)Assigning a value to each response
E)Assigning a numerical value as a code
Q4) What are the benefits of using numerical codes?
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Page 13
Chapter 11: Basic Data Analysis for Quantitative Research
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Sample Questions
Q1) Perceptual maps are visual representations of respondents' perceptions of a company, product, service, brand, or any other object in three dimensions.
A)True
B)False
Q2) When comparing means from independent samples, one needs to test if the variances of the two samples are equal or not. In order to test for the equivalence of variance, one can do which of the following tests?
A)t-test
B)Levene's test
C)Paired sample t-test
D)Independent sample t-test
E)ANOVA
Q3) The minimum and maximum values for five datasets are given below. Pick the pair that has the maximum range.
A)3 and 39
B)30 and 40
C)500 and 501
D)49 and 59
E)1029 and 1049
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Page 14
Chapter 12: Examining Relationships in Quantitative Research
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Sample Questions
Q1) If a researcher is interested in measuring the effect of two independent variables on a dependent variable, he / she should use:
A)pearson correlation coefficient.
B)spearman correlation coefficient.
C)bivariate regression analysis.
D)multiple regression analysis.
E)simple regression.
Q2) A researcher finds that the correlation coefficient between two variables is 0.20. She wants to know if this level of correlation is meaningful from a managerial perspective or not. She is interested in determining the _____ of her results.
A)statistical significance
B)determination significance
C)linearity significance
D)substantive significance
E)absolute significance
Q3) A scatter plot wherein the dots form an ellipse can be described as a positive relationship.
A)True
B)False
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Chapter 13: Communicating Marketing Research Findings
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Sample Questions
Q1) All of the following are primary objectives that must be achieved by the professional marketing research report, EXCEPT:
A)to effectively communicate the findings of the marketing research project.
B)to provide interpretations of those findings in the form of sound and logical recommendations.
C)to provide access to raw data to solve research problem.
D)to illustrate the credibility of the research project.
E)to serve as a future reference document for strategic or tactical decisions.
Q2) Discuss five problem areas that may arise when writing a marketing research report.
Q3) Discuss the importance of making presentations that are well-organized, professionally developed, and effectively delivered.
Q4) Discuss the role of the Introduction section in a written research report.
Q5) Researchers should avoid using statistical methods unless they are essential to derive meaning from the data.
A)True
B)False
Q6) Discuss the organization format common to all marketing research reports.
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