Deck 4: The Human Side of Marketing Research: Organizational and Ethical Issues

Question 1

Ethical questions about marketing research are really philosophical questions.

Answer 1

True

Question 2

The manager of decision support systems supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data.

Answer 2

True

Question 3

Rushing into a research project may result in conducting a study that is not needed.

Answer 3

True

Question 4

A custom research provider specializes in only one particular research activity, such as field interviewing, data warehousing, or data processing.

Question 5

A false experimental effect that is used to create the perception of a true experimental effect is called pseudo-research.

Question 6

One reason for an organization to hire an outside research supplier is to acquire access to that organization's experience in critical situations.

Question 7

A syndicated service is a marketing research supplier that provides standardized information for many clients in return for a fee.

Question 8

Implicit consent means that the individual understands what the researcher wants him or her to do and agrees to be a participant in the research study.

Question 9

Often the term "doer" is used by the research department to refer to line management for whom services are being performed.

Question 10

Small research firms typically only have a director of marketing research and a research analyst.

Question 11

When secrecy is a major concern, it is best to use an outside research agency.

Question 12

An ethical dilemma refers to a situation in which one chooses from alternative courses of action, each with different ethical implications.

Question 13

The placement of marketing research within a firm's organizational structure and the structure of the research department vary depending on the firm's degree of marketing orientation and research sophistication.

Question 14

To the extent that the owner of a device connected to the Internet is the user, true anonymity does not exist in the collection of this raw data.

Question 15

Researchers measure past, current, and future events.

Question 16

One advantage of conducting research in-house is cheaper costs.

Question 17

Market research's role often is not recognized formally on par with financial management.

Question 18

In a truly market-oriented organization, all employees are involved in the intelligence-gathering and dissemination process.

Question 19

Absolutism is a term that reflects the degree to which one rejects moral standards in favor of the acceptability of some action.

Question 20

A research analyst is responsible for client contact, project design, preparation of proposals, and so on.

Question 21

Claire believes she is a moral person, but she also believes that it is acceptable to tell a lie in certain situations. Which term best reflects Claire's beliefs?

A) relativism
B) idealism
C) situationalism
D) conformism

Question 22

Which term refers to the application of principles of conduct to business behavior as related to the exchange environment?

A) moral relativism
B) moral idealism
C) marketing idealism
D) marketing ethics

Question 23

A company that develops a unique methodology for investigating a specific business specialty area is called a(n) ____.

A) cross-functional team
B) standardized research service
C) research generalist company
D) advocacy research organization

Question 24

Commercial providers of marketing research services are called ____.

A) research suppliers
B) research generalists
C) research analysts
D) research syndicators

Question 25

Pseudo-research is undertaken to support a specific claim in a legal action or to represent some advocacy group.

Question 26

One key question that can be used to determine whether a research participant is being treated ethically as a result of an experimental procedure is "Can the research subject be easily returned to his or her initial state?"

Question 27

Do-not-call legislation does NOT restrict ____.

A) telemarketing calls to consumers with unlisted numbers
B) telemarketing calls to consumers who register with a no-call list
C) business calls to new customers
D) survey calls from non-profit organizations

Question 28

A potential advantage of using an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project ____.

A) more objectively
B) at a lower cost
C) at a faster rate
D) with more secrecy

Question 29

Caleb's job at a marketing research firm is to provide technical assistance with questionnaire design. Which title best describes Caleb's job?

A) director of marketing research
B) research assistant
C) forecast analyst
D) research generalist

Question 30

Marketing research directors typically ____.

A) spend more time in meetings and managing than actually conducting research
B) find that companies place great importance on marketing research
C) have extensive opportunities to engage in research themselves
D) can expect average salaries of over $250,000 a year

Question 31

The purpose of a push poll is to push consumers into a pre-determined response.

Question 32

Rob provides leadership in research efforts and integrates all staff-level research activities in the firm in which he is employed. Rob's job title is most likely a ____.

A) research analyst
B) research associate
C) manager of decision support systems
D) director of marketing research

Question 33

An Institutional Review Board (IRB) is a committee that carefully reviews a proposed research design to try to make sure the proposed research will satisfy the research objectives.

Question 34

A research project that is rushed ____.

A) is likely to provide a particularly concise summary
B) has the advantage of providing more up-to-date information
C) is typically the most cost-effective approach
D) almost certainly means cutting corners

Question 35

When an individual understands what the researcher wants him or her to do and agrees to the research study, the individual has given ____.

A) a privacy wavier
B) informed consent
C) implicit consent
D) a confidentiality waiver

Question 36

When J.D. Power and Associates sell the results of its research studies on new-car satisfaction to multiple automobile producers, J.D. Power is acting as a ____.

A) pseudo-research supplier
B) syndicated service
C) cross-functional team
D) custom research supplier

Question 37

All of the following are advantages of in-house research EXCEPT ____.

A) quick turnaround
B) better internal collaboration
C) more objectivity
D) cheaper costs

Question 38

When AT&T hires a research agency to conduct research tailored to its unique needs, AT&T is being provided with ____.

A) custom research
B) syndicated research
C) limited research
D) commercial research

Question 39

Confidentiality means that researchers will not share any individual's information with others.

Question 40

Which term reflects the degree to which one bases one's morality on moral standards?

A) relativism
B) idealism
C) absolutism
D) conformism

Question 41

A researcher working for ____ would be considered a conflict of interest.

A) a for-profit firm
B) a non-profit firm and a for-profit firm
C) more than two firms
D) two competing firms

Question 42

A research firm has been hired by an attorney to undertake research that will support his client's defense in a legal dispute. What type of research is the firm being asked to conduct?

A) push poll
B) advocacy research
C) confidentiality research
D) deceptive research

Question 43

Janice is participating in an experimental study of an herbal supplement that supposedly gives users more energy. Since starting the experiment, she has noticed that she has more energy, but in reality, she is just receiving a "blank" pill that does not contain the herbal supplement. What effect is Janice demonstrating?

A) false negative
B) type I error
C) type II error
D) placebo

Question 44

Research sponsors have the obligation to respect the researcher's right to ____.

A) not disguise selling as research
B) informed consent
C) allow conflicts of interest
D) avoid coercion

Question 45

A commercial marketing research company that conducts research for clients is known as a(n) ____________________.

Question 46

Mark is conducting research studies for two national rental car companies. Mark's action represents a potential ____.

A) illegal situation
B) advocacy situation
C) push poll
D) conflict of interest

Question 47

A political candidate asks staff workers to phone registered voters of another party to ask a leading and negative question about his opposing candidate. This is a form of ____.

A) a push poll
B) advocacy research
C) a research supplier
D) a cross-functional team

Question 48

When an organization's marketing research department refers to the managers for whom it is performing research services, it is common to refer to the manager as the department's ____________________.

Question 49

A research supplier who designs a marketing research study that is tailored specifically to the needs of the client is using a(n) ____________________ research study.

Question 50

The idea that information involved in a research will not be shared with others is known as ____.

A) consent
B) privacy
C) anonymity
D) confidentiality

Question 51

Which agency offers syndicated research services?

A) J.D. Power and Associates
B) Burke
C) Millward Brown
D) Nielson Holdings

Question 52

Researchers have an obligation to respect the participant's right to ____.

A) honest reporting
B) responsible participation
C) open discussion
D) privacy

Question 53

The individual who plans, executes, and controls the marketing research function within the organization is known as the ____________________ of marketing research.

Question 54

Many research companies have a(n) ____ that carefully reviews a proposed research design to try to ensure that no harm can come to any research participant.

A) human subjects review committee
B) experimental design review committee
C) ethical research review committee
D) confidentiality review committee

Question 55

The session in which research subjects are fully informed of the research purposes and provided a chance to ask any question that they may have about the experiment is called a(n) ____.

A) wrap-up session
B) post-hoc session
C) debriefing session
D) placebo session

Question 56

A marketing manager conducts a market test but has already decided to ignore the results if they do not support a national launch of the product. This is an example of ____.

A) a pseudo-research study
B) a pretest
C) a forecast analysis
D) informed consent

Question 57

A research organization that develops a unique methodology for studying a specialty area in marketing (such as brand-name evaluation) is called a(n) ____________________ research service.

Question 58

Which of the following assures respondents that they cannot be identified or linked to their response in any way?

A) implicit consent
B) anonymity
C) confidentiality
D) informed consent

Question 59

A marketing research supplier that provides standardized information for many different clients (such as different automobile manufacturers) is known as a(n) ____________________ research service.

Question 60

Another term for the sponsoring client in research studies is the ____.

A) researcher
B) user
C) subject
D) respondent

Question 61

Discuss the rights and obligations of the research participant.

Question 62

The attempt to decide what is "right" and what is "wrong" in the conduct of marketing research studies is called marketing ____________________.

Question 63

____________________ is a term that reflects the degree to which one bases one's morality on moral standards.

Question 64

Explain when research should be conducted externally and when it should be done internally.

Question 65

A session in which research subjects are fully informed and provided with a chance to ask any questions that they may have about an experiment is called a(n) ____________________ session.

Question 66

Research that is conducted to support a specific claim in a legal action (e.g. a certain miles per gallon performance in city driving conditions) is known as ____________________ research.

Question 67

An individual that is responsible for contacting clients, designing research projects, preparing research proposals, selecting research suppliers, and supervising data collection, analysis, and reporting activities is commonly referred to as a(n) ____________________.

Question 68

A individual within the research organization who provides technical assistance with questionnaire design, data analyses, and similar activities is known as a(n) ____________________.

Question 69

Discuss the rights and obligations of the researcher.

Question 70

____________________ means that information involved in the research will not be shared with others.

Question 71

Teams that are composed of representatives of marketing research, new product development, production, and finance to study the feasibility of the national launch of a new product are knows as ____________________ teams.

Question 72

Define marketing ethics and explain how it applies to marketing research.

Question 73

Discuss possible sources of conflict between marketing management and marketing research.

Question 74

Telemarketing is conducted under the "guise" of a research study is called ____________________.