国际营销 中国人民大学 课后复习题答案.docx

国际营销 中国人民大学 课后复习题答案.docx

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国际营销中国人民大学课后复习题答案

Chapter8DevelopingaGlobalVisionThroughMarketingResearch

Marketingresearch

Thesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefulinmarketingdecisionmaking.

InternationalMarketingresearch

Thesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefulininternationalmarketingdecisionmaking.

Multiculturalresearch

Involvescountriesthathavedifferentlanguages,economics,socialstructures,behaviour,andattitudepatterns

Researchprocess

Asetofsixstepswhichdefinesthetaskstobeaccomplishedinconductingamarketingresearchstudy.Theseincludeproblemdefinition,developinganapproachtoproblem,researchdesignformulation,fieldwork,datapreparationandanalysis,andreportgenerationandpresentation.

Primarydata

Datacollectedspecificallyfortheparticularresearchproject.

Secondarydata

Datacollectedalreadybysomeotheragency,suchasgovernmentstatistics,NGOstatistics,etc.

Quantitativeresearch（定量研究）

●Usuallyalargenumberofrespondents

●Respondentsanswerstructuredoralorwrittenquestionsusingaspecificresponseformat（suchasyes/no）ortoselectaresponsefromasetofchoices

●Responsescanbesummarizedinpercentages,averages,orotherstatistics

Qualitativeresearch（定性研究）

●Ifquestionsareasked,theyarealmostalwaysopen-endedorin-depth

●Seeksunstructuredresponsesthatreflecttheperson'sthoughtsandfeelingsonthesubject.

●Qualitativeresearchinterpretspeopleinthesample

●Qualitativeresearchishelpfulinrevealingtheimpactofsocioculturalfactorsonbehaviorpatternsandindevelopingresearchhypotheses

Backtranslation

Inwhichthequestionnaireistranslatedfromonelanguagetoanother,andthenasecondpartytranslatesitbackintotheoriginal,andthetwooriginalversionsarecompared.Thisprocessoftenpinpointsmisinterpretationsandmisunderstandingbeforetheyreachthepublic.

Paralleltranslation

Itisusedtoovercometheinaccuratetranslation,inwhichmorethantwotranslatorsareusedforthebacktranslation;resultsarecompared,differencesdiscussed,andthemostappropriatetranslationselected.

Decentering

Itisahybridofbacktranslation,whichisasuccessiveprocessoftranslationandretranslationofaquestionnaire,eachtimebyadifferenttranslator.

Expertopinion

thekeyinusingexpertopiniontohelpinforecastingdemandistriangulation,thatiscomparingestimatesproducebydifferentsources.

Analogy（类比）

assumesthatdemandforaproductdevelopsinmuchthesamewayinallcountriesascomparableeconomicdevelopmentoccursineachcountry.

2.Discusshowtheshiftfrommaking"marketentry"decisionto"continuousoperation"decisionscreatesaneedfordifferenttypesofinformationanddata.

●Generalinformationaboutthecountry,area,and/ormarket

●Informationtoforecastfuturemarketingrequirements

●Byanticipatingsocial,economic,consumer,andindustrytrendswithinspecificmarketsorcountries

●Specificmarketinformationusedtomakeanddevelopmarketingplans

3.Discussthebreadthandscopeofinternationalmarketingresearch.Whyisitgenerallybroaderinscopethandomesticmarketingresearch?

●Economicanddemographicclimate

●Cultural,sociological;andpoliticalclimate

●Overviewofmarketconditions

●Summaryofthetechnologicalenvironment

●Competitivesituation

4.Whatisthetaskoftheinternationalmarketingresearcher?

Howisitcomplicatedbytheforeignenvironment?

5.Discussthestagesofresearchprocessinrelationtotheproblemsencountered.

●Definetheresearchproblemandestablishresearchobjectives

●Determinethesourcesofinformationtofulfilltheresearchobjectives

●Considerthecostsandbenefitsoftheresearcheffort

●Gatherrelevantdatafromsecondaryorprimarysources,orboth

●Analyze,interpret,andsummarizetheresults

●Effectivelycommunicatetheresultstodecisionmakers

6.Whyistheformulationoftheresearchproblemdifficultinforeignmarketresearch?

●Themajordifficultyisconvertingaseriesofoftenambiguousbusinessproblemsintotightlydrawnandachievableresearchobjectives

●Thefirst,mostcrucialstepinresearchismorecriticalinforeignmarketsbecauseanunfamiliarenvironmenttendstocloudproblemsdefinition

●Otherdifficultiesinforeignresearchstemfromfailurestoestablishproblemlimitsbroadenoughtoincludeallrelevantvariables

7.Discusstheproblemsofgatheringsecondarydatainforeignmarkets.

●Availabilityofdata

●Reliabilityofdata

●Comparabilityofdata

8.Whataresomeproblemscreatedbylanguageandtheabilitytocomprehendthequestionsincollectingprimarydata?

Howcanaforeignmarketerovercomethesedifficulties?

P191

●Abilitytocommunicateopinions

●Samplinginfieldsurvey

●Languageand