Author Question: When respondents are asked to divide up a sum (e.g. 50 points) to indicate the relative importance ... (Read 26 times)

krzymel · **on:** Jun 29, 2018

When respondents are asked to divide up a sum (e.g. 50 points) to indicate the relative importance of features on a new car, this is an example of a(n) ______ scale.
Fill in the blank(s) with correct word

Question 2

Describe the analytical approach to reduce the influence of one's own cultural values. Give an example of how this approach can be applied to product introduction.

dreamfighter72 · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

constant-sum

Answer to Question 2

The following analytical approach is recommended to reduce the influence of one's own cultural values:
1 . Define the problem or goal in terms of domestic cultural traits, habits, or norms.
2 . Define the problem or goal in terms of foreign cultural traits, habits, or norms. Make no value judgments.
3 . Isolate the self-reference criterion influence in the problem and examine it carefully to see how it complicates the problem.
4 . Redefine the problem without the self-reference criterion influence and solve for the optimal goal situation.
This approach can be applied to product introduction. Student answers may vary. If Kellogg Co. wants to introduce breakfast cereals into markets where consumers drink very little milk, managers must consider very carefully how to instill this new habit. The traits, habits, and norms of breakfast are quite different in the United States, France, and Brazil, and they have to be outlined before the product can be introduced. In France, Kellogg's commercials are aimed as much at providing nutrition lessons as they are at promoting the product. In Brazil, the company advertised on a soap opera to gain entry into the market because Brazilians often emulate the characters of these television shows.