国际营销 中国人民大学 课后复习题答案.docx

1、国际营销 中国人民大学 课后复习题答案Chapter 8 Developing a Global Vision Through Marketing ResearchMarketing researchThe systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.International Marketing researchThe systematic gathering, recording, and analyzing

2、 of data to provide information useful in international marketing decision making.Multicultural researchInvolves countries that have different languages, economics, social structures, behaviour, and attitude patternsResearch processA set of six steps which defines the tasks to be accomplished in con

3、ducting a marketing research study. These include problem definition, developing an approach to problem, research design formulation, field work, data preparation and analysis, and report generation and presentation.Primary dataData collected specifically for the particular research project.Secondar

4、y dataData collected already by some other agency, such as government statistics, NGO statistics, etc.Quantitative research(定量研究) Usually a large number of respondents Respondents answer structured oral or written questions using a specific response format (such as yes/no) or to select a response fr

5、om a set of choices Responses can be summarized in percentages, averages, or other statisticsQualitative research(定性研究) If questions are asked, they are almost always open-ended or in-depth Seeks unstructured responses that reflect the persons thoughts and feelings on the subject. Qualitative resear

6、ch interprets people in the sample Qualitative research is helpful in revealing the impact of sociocultural factors on behavior patterns and in developing research hypothesesBack translationIn which the questionnaire is translated from one language to another, and then a second party translates it b

7、ack into the original, and the two original versions are compared. This process often pinpoints misinterpretations and misunderstanding before they reach the public.Parallel translationIt is used to overcome the inaccurate translation, in which more than two translators are used for the back transla

8、tion; results are compared, differences discussed, and the most appropriate translation selected.DecenteringIt is a hybrid of back translation, which is a successive process of translation and retranslation of a questionnaire, each time by a different translator.Expert opinionthe key in using expert

9、 opinion to help in forecasting demand is triangulation, that is comparing estimates produce by different sources.Analogy(类比)assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country.2.Discuss how the shift from making

10、market entry decision to continuous operation decisions creates a need for different types of information and data. General information about the country, area, and/or market Information to forecast future marketing requirements By anticipating social, economic, consumer, and industry trends within

11、specific markets or countries Specific market information used to make and develop marketing plans3.Discuss the breadth and scope of international marketing research. Why is it generally broader in scope than domestic marketing research? Economic and demographic climate Cultural, sociological; and p

12、olitical climate Overview of market conditions Summary of the technological environment Competitive situation4.What is the task of the international marketing researcher? How is it complicated by the foreign environment?5.Discuss the stages of research process in relation to the problems encountered

13、. Define the research problem and establish research objectives Determine the sources of information to fulfill the research objectives Consider the costs and benefits of the research effort Gather relevant data from secondary or primary sources, or both Analyze, interpret, and summarize the results

14、 Effectively communicate the results to decision makers6.Why is the formulation of the research problem difficult in foreign market research? The major difficulty is converting a series of often ambiguous business problems into tightly drawn and achievable research objectives The first, most crucial

15、 step in research is more critical in foreign markets because an unfamiliar environment tends to cloud problems definition Other difficulties in foreign research stem from failures to establish problem limits broad enough to include all relevant variables7.Discuss the problems of gathering secondary

16、 data in foreign markets. Availability of data Reliability of data Comparability of data8.What are some problems created by language and the ability to comprehend the questions in collecting primary data? How can a foreign marketer overcome these difficulties? P191 Ability to communicate opinions Sampling in field survey Language and