Oxford University Press | Online Resource Centre

Choose your answers from a-d by clicking the radio button next to each choice and then press 'Submit' to get your score.

Question 1

There should be two stages in the market selection process:

a) Market scanning and market entry

b) Market research and market entry

c) Market scanning and market research

d) Market entry and market selection

Question 2

When researching a new market, qualitative research is useful to the retailer because:

a) it provides powerful commentaries and insights into the way consumers in a market think about certain issues.

b) it provides large samples relatively easily.

c) it is descriptive and easily measured and compared.

d) it provides small samples that are measured quantitatively.

Question 3

When researching a new market, quantitative research is useful to the retailer because:

a) it provides consumer insights generated through focus groups and in-depth interviews.

b) it provides large samples relatively cheaply. It is descriptive and it is easily measured and compared.

c) it provides small samples very cheaply.

d) it provides small samples that are very expensive to analyze when compared with qualitative research.

Question 4

Recently Alexander, Rhodes, and Myers (2007) have shown that:

a) the idea that retailers rely on a scientific approach to market selection, needs to be tempered by an understanding of the 'non-systematic criteria' of market selection, primarily the personal beliefs, experiences, or network groups that may influence market selection.

b) retailers rely purely on scientific criteria when selecting international markets.

c) retailers rely entirely on 'non-systematic criteria' such as personal beliefs, experiences and network groups when selecting international markets, ignoring the scientific approach completely.

d) retailers only rely purely on scientific criteria when selecting international markets in the home global region.

Question 5

Scanning, an initial stage in the process of market assessment should:

a) be used to exclude markets and not to choose markets.

b) be used to choose markets only.

c) never be used to exclude markets.

d) be used to choose markets in some cases.

Oxford University Press, Online Resource Centre, Chapter 10.

Chapter 10

Instructions

Question 1

Question 2

Question 3

Question 4

Question 5