MIB (III Semester) Paper 525: International Marketing Research

TOPICWISE QUESTION BANK

1. a) Introduction: nature and scope of marketing research; marketing research in international context Importance, complexities and issues.
Q. What makes International marketing research more complex than domestic marketing research? (THRICE Repeated) Q. Is international marketing research more complex than domestic marketing research? Explain with suitable examples.

1. b) Organizational framework for international marketing research.

Q. Short note on Organizational framework of International Marketing Research.

1. c) International Marketing Information System (IMIS).

Q. How would you develop an International Marketing Intelligence System for your company involved in markets around the world? (Repeated) Q. Short note on International marketing information system. (Repeated) Q. How important is the International Marketing Information System for a firm involved in a number of foreign markets? Discuss the reference to its usefulness in its marketing activities.

2. a) Marketing Research Process: An overview

Q. Distinguish between scientific and non-scientific method in marketing research. What are the different types of errors a researcher can make in the marketing research process? (Repeated) Q. Explain the marketing research process and the type of errors that can take place at each of the steps in this process. Q. What are the steps involved in the marketing research process? Describe the steps with the help of suitable examples. (THRICE Repeated)

2. b) Problem identification and definition

Q. The first three steps in the marketing research process change in different research situations in the same way as steps change in particular dance forms? Explain the statement with suitable examples. (Thrice Repeated) Q. How will the first three steps of the marketing research process change depending upon the purpose of the research? Discuss with reference to (i) defining an apparent problem (ii) identifying a profitable market opportunity (iii) formulating a marketing plan (iv) choosing between alternative courses of action? Can the changes be compared by analogy with some dance forms?

2. c) i ) Exploratory and descriptive research designs

Q. The first three steps in the marketing research process change in different research situations in the same way as steps change in particular dance forms? Explain the statement with suitable examples. Q. Distinguish between Exploratory and Conclusive Research

2. c) ii) Generic Type of Designs

Q. What is a Research Design? What are the different types to generic designs available to a researcher? Q. Short note on Descriptive and experimental research.

Q. Short note on Experimental research design. Q. Short note on Four group six study experimental research design.

2. c) iii) Proposal

Research Design and

2. d) Preparing Research

Q. Formulate a research proposal for conducting a marketing research for foreign based company who wants to venture in the Indian market. Give example. (Repeated) Q. Your director has asked you to prepare the Research Design of a research project to formulate a market entry strategy for export of a consumer product which is under your charge. Briefly present your research plan choosing any product/ market you are familiar with.

Q. As part of the same task prepare a time and cost budget for the plan for presentation to your director. Q. How does one prepare the Research Design for a given research problem? Q. What is a Research Design? What are the different types oif generic designs available to a researcher?

2. e) International secondary data sources: 2. e) i) Secondary Data :General

Q. Describe the primary and secondary data collection methods used for the international marketing research. Which method is most appropriate for studying the launching for a new product?

2. e) ii) International Secondary Data

Q. Discuss the importance and methods of obtaining international secondary data for a researcher?

2. e) iii) Uses of Secondary Data

Q. Short note on Use of secondary data. (Thrice Repeated)

2. f) Primary data: 2. f) i) Primary Data Collection Methods:

Q. Describe the primary and secondary data collection methods used for the international marketing research. Which method is most appropriate for studying the launching for a new product?

2. f) ii) Complexities of data collection in international marketing research:

Q. Discuss the cross national complexities in collection of primary data? Q. What are the considerations to be kept in mind while collecting questionnaire based data in a cross-national survey? (Repeated) Q. What is the role of equivalence in international marketing research? Explain the different types of equivalence which a researcher may try to achieve to ensure cross national comparability? Q. How is preparation of a questionnaire for international consumer research in different countries different from preparing one for the domestic market? Q. What different types of equivalence does an international marketing researcher try to achieve in order to ensure cross national comparability in research? Q. The main difference between usages of primary data for research at home and abroad are the problems of comparability, equivalence and cultural bias. Discuss with reference to reliability of primary data.

2. g) Online data sources and research.

Q. Short note on Online Data Sources. ( Four times Repeated ) Q. Internet can be formidable tool for international marketing research. Discuss this statement with suitable examples.

3. a) i) Questionnaire preparation (Basic)

Q. Describe the various steps involved in standardization of a measurement instrument for the marketing research. Q. Discuss the role of reliability and validity in standardization of an effective questionnaire for measurement in marketing research. Explain in detail the splithalf reliability. Q. Discuss various considerations to be kept in mind while formulating questions.

3. a) (ii) Questionnaire Preperation ETIC and EMIC dilemma

Q. What are the considerations you will keep in mind while devising a questionnaire for international consumer research? (Repeated) Q. Short note on EMIC vs ETIC. ( Four times Repeated ) Q. Differentiate between ETIC and EMIC Approach and the problems associated with each approach. Q. Short note on Language problems in conducting overseas research. Q. Discuss various considerations to be kept in mind while formulating questions. Q. What are the considerations to be kept in while collecting questionnaire based data in a cross-national survey?

3. b) Sample design sampling methods and sample size determination.

Q. What are the sampling issues a researcher faces in collecting primary data for cross national study involving a number of diverse cultures? (Repeated) Q. What are the principles that a sound sampling technique is based on? Describe in detail the stratified and systematic sampling methods. Q. Distinguish between probability and non-probability type of sampling methods. What type of methods would you normally use in a developing country market and why? (Repeated)

3. c) Field work and data collection; Sampling and non-sampling errors.

Q. Differentiate between sampling and non-sampling errors. How can sampling errors be reduced? Q. Short note on Type I and Type II Errors. Q. Short note on Fieldwork Errors.

4. Multi-country Data Analysis and Interpretation: 4. a) Data editing and coding preliminary data analysis
Q. Short note on Writing Research Report. Q. Short note on Data Editing and Coding. (Thrice Repeated)

4. b) Univariate and multivariate data analysis techniquesdiscriminate analysis, factor and conjoint analysis: (including application software).
Q. Short note on Multi Dimension Scaling. (Repeated) Q. Short note on Factor Analysis. Q. Display a schematic presentation for the extraction of factors. Describe at least three methods, which determine the number of factors to be extracted. Q. From the following correlation matrix extract first two factors: V1 1.0 V2 .45 1.0 V3 .56 .67 1.0 V4 .19 .32 .31 1.0 V5 .29 .34 .23 .45 1.0 V6 .49 .09 .41 .11 .35 1.0

V1 V2 V3 V4 V5 V6

Q. Short note on Multivariate Data Analysis Techniques.

4. c) Issues in multi-country data analysis Data comparability and validity problems

Q. What different types of equivalence does an international marketing researcher try to achieve in order to ensure cross national comparability in research? (Repeated) Q. What are the issues relevant in multi-country data analysis with reference to validity and comparability? (Four times Repeated) Q. Describe the various issues associated with multi-country data analysis.

4. d) Report preparation and presentation.

Q. Describe the various steps of writing a scientific research report. Q. Short note on Essentials of a Good Research Report. Q. Short note on Writing Research Report. Q. Short note on Essentials of Writing a Research Report.

5. Cross-cultural Consumer research 5. a) i) Attitude measurement and scaling techniques:

Q. Short note on Attitude measurement. Q. What are the different techniques to measure consumer attitudes? times Repeated) (Four

Q. In many situations, a researcher can be better off using non-survey data techniques while dealing with new, international markets. Discuss with reference to (i) observation, (ii) projective techniques and (iii) in-depth interviews.

5. a) ii) Multicountry Scale Development:

Q. What considerations need to be kept in mind while developing scales for cross country consumer research? (Thrice Repeated)

5. b) Product research:
Q. Differentiate between product testing and test marketing. What issues should one keep in mind while developing a test-marketing plan? (Repeated) Q. Short note on Product Research. Q. How can product research be useful to a business firm involved in global markets?

5. c)Advertising research:
Q. Discuss the different techniques of advertising research in the context of global markets. (Thrice Repeated) Q. Explain the usefulness of advertising research. How will you go about to measure advertising effectiveness before you commence advertising in a new foreign emerging market for your product?

5. d) International market opportunity analysis: as in class 5. e) Ethical issues in international marketing research.
Q. Discuss the ethical issues relevant for practitioners of marketing research in developed markets of Europe and North America. (Repeated)

(Based on Final Exam. Question Papers 2006 to 2010) Finalised on 4 Feb 11