Deck 2: The Marketing Research Industry

Question 1

A research firm that specializes in one,or,at most,a few marketing research activities is:

A)A full-service supplier firm.
B)A syndicated data service firm.
C)An internal supplier firm.
D)A limited-service supplier firm.

Answer 1

D

Question 2

After many years of relative stability in marketing research methods,the industry is undergoing great change due to:

A)New sources of data and technology.
B)Expanded focus on qualitative methods.
C)Reluctance of clients to adopt new research methods.
D)New uses of traditional research tools.

Answer 2

A

Question 3

The five largest markets,by country,for marketing research are:

A)China,India,United States,and Brazil.
B)United States,China,India,Saudi Arabia,and United Kingdom.
C)United States,United Kingdom,Germany,France,and China.
D)United States,Germany,France,India,and United Kingdom.

Answer 3

C

Question 4

One of the most important emerging trends for client-side marketing research departments is:

A)Specialized internal research teams.
B)Increasing use of specialized research agencies.
C)Informal departments organized around specific product.
D)Increasing use of do-it-yourself research.

Question 5

The fastest-growing regions of the world for marketing research are:

A)India and China.
B)Africa and the Middle East.
C)Mexico and Brazil.
D)Europe and the United States.

Question 6

In a 2015 survey of marketing researchers by GreenBook,over half of respondents(56%),stated that ________ are one of the biggest challenges they face.

A)methodologies
B)data
C)new software approaches
D)technology investments

Question 7

Data that are gathered without overt questioning or other types of interactions with consumers have become a new and valuable source of information.This type of data are called:

A)Interactive data.
B)Social media data.
C)Passive data.
D)Panel data.

Question 8

________ is the person recognized as the"Father of Marketing Research."He is given credit for conducting the first continuous and organized market research

A)Charlie Young
B)C.J.Craig
C)Charles Coolidge Parlin
D)Jed Bartlet

Question 9

The appeal of do-it-yourself research has to do with:

A)Its cost effectiveness and increasing availability of marketing research tools.
B)The increasing availability of marketing research tools.
C)Its cost effectiveness and the ability to visualize data.
D)The increasing availability of marketing research tools and ability to visualize data.

Question 10

Information gathering to be used for decision-making goes back to the earliest days of recorded history.In the United States,surveys were used in the early 1800s to determine:

A)The popularity of political candidates.
B)The popularity of saloon entertainers.
C)The popularity of early sports teams.
D)The popularity of regional foods.

Question 11

In the 1990s,________ brought about significant change,with online panels becoming a primary source of data.

A)new software approaches
B)electronic surveys
C)automated sampling
D)survey volunteers

Question 12

Firms sometimes hire an outside marketing research company to conduct its research.This is referred to as:

A)In-house research.
B)Supply-side research.
C)Do-it-yourself research.
D)Client-side research.

Question 13

The first known application of marketing research to a business marketing/advertising problem was conducted by:

A)A group of students.
B)An advertising agency.
C)A farm equipment company.
D)A publishing company.

Question 14

In medium-size and smaller firms,the responsibilities of those in the market research department are primarily:

A)Helping others in the firm know when to do research and in finding the right supplier firm to help conduct marketing research.
B)Helping others in the firm do the research and conducting the analysis.
C)Executing the research,conducting the analysis,and reporting the findings.
D)Designing the research,executing the research,and reporting the findings.

Question 15

Full-service supplier firms:

A)Focus primarily in quantitative research.
B)Provide services at a reduced cost due to economies of scale.
C)Have the ability to conduct the entire marketing research project.
D)Provide qualitative services only.

Question 16

Which of the following is NOT a major source of online information allowing marketers to explore the many different types of research firms that operate worldwide?

A)GreenBook
B)BlueBook
C)Quirk's Researcher SourceBook™
D)Thomas Register

Question 17

The ________ is an annual publication that lists the top global marketing research firms in the world by revenue earned.

A)Honomichl Global Top 25
B)AMA Gold Global Top 50
C)AMA Platinum Top 25
D)MRA's Top 50

Question 18

The marketing research industry relies on:

A)Derived demand.
B)Latent demand.
C)Irregular demand.
D)Full demand.

Question 19

________ represent the"democratization"of marketing research.

A)Do-it-yourself research applications
B)Online survey platforms
C)Online secondary research platforms
D)Statistical analysis software solutions

Question 20

The term used for research conducted within an organization is called:

A)Internal research.
B)Market-side research.
C)Supplier-side research.
D)Client-side research.

Question 21

There is an increasing demand for researchers to present results:

A)With full statistical analysis and commentary.
B)With competitor data and profiles.
C)In unambiguous,understandable,easy-to-grasp reports.
D)In an understandable format that connects to the client's strategic plan.

Question 22

Which of the following organizations has been devoted to developing best practices for the marketing research profession?

A)MRA(Marketing Research Association)
B)AMA(American Marketing Association)
C)AAPOR(American Association for Public Opinion Research)
D)CASRO(Council of American Survey Research Organizations)

Question 23

What does"sugging"refer to?

A)Fundraising under the guise of a survey
B)Selling under the guise of a survey
C)Collecting data through telephone interviews
D)Surveying under the guise of selling

Question 24

________ publishes an annual Global Market Research report that includes many measures of industry performance.

A)ESOMAR
B)AAPOR
C)MRA
D)CASRO

Question 25

For many years,________ has monitored trends in the industry.

A)Burke Institute
B)American Association for Public Opinion Research(AAPOR)
C)GreenBook
D)Industry Financial Survey

Question 26

One of the most compelling challenges for the marketing research industry is finding individuals who combine tech savviness and analytical skills with:

A)The ability to perform high-level statistical analysis.
B)The ability to understand new software technologies.
C)The ability to understand syndicated and social media data.
D)The ability to synthesize data and present it in a compelling way.

Question 27

Under what circumstance is there an exemption under the Do Not Call Registry?

A)Calling U.S.citizens to sell an unsolicited offer
B)Calling U.S.citizens for survey purposes
C)Calling U.S.citizens for political push polling purposes
D)Calling U.S.citizens for telemarketing purposes

Question 28

What does"frugging"refer to?

A)Collecting data through telephone interviews
B)Selling under the guise of a survey
C)Fundraising under the guise of a survey
D)Surveying under the guise of selling

Question 29

Which of the following does NOT represent the maintenance of marketing research integrity?

A)Data will never be falsified or omitted.
B)Research results will be reported accurately and honestly.
C)Research companies may withhold damaging client data.
D)Researchers will not misrepresent the impact of the sampling method and its impact on sample data.

Question 30

Which organization offers an online guide,"What Survey Participants Need to Know,"to provide the public with information about the conduct and use of survey research?

A)MRA(Marketing Research Association)
B)AMA(American Marketing Association)
C)AAPOR(American Association for Public Opinion Research)
D)CASRO(Council of American Survey Research Organizations)

Question 31

For the marketing research industry to evolve,there exists a need for researchers to:

A)Understand the broader implications of new research technologies.
B)Dig deeper into data and deliver strategic insights with their results.
C)Dig deeper into data and deliver tactical insights with their results.
D)Understand the broader implications of social media data.

Question 32

What annual publication reports data provided to the industry in terms of what techniques are being used as well as what drives their use?

A)Quirk's Researcher SourceBook™
B)Thomas Register
C)ESOMAR Directory
D)GreenBook Research Industry Trends(GRIT)

Question 33

Ensuring that respondents may elect not to take part or participate in a research project is a common ethical code practice.This code falls into the category of:

A)Concern for society.
B)Fair dealings with clients and subcontractors.
C)Maintaining research integrity.
D)Fair dealings with respondents.

Question 34

Marketing researchers not only need to be skilled at gathering and analyzing data,but also at communicating results effectively because of:

A)The multiple new types of data and methods now in use.
B)The multiple new types of social media.
C)The multiple new types of interactive resources.
D)The multiple new types of traditional data and methods.

Question 35

The major associations created a common ethical code to ensure that research released for public information will contain information that ensures transparency.This code falls into the category: of:

A)Fair dealings with respondents.
B)Concern for society.
C)Fair dealings with clients and subcontractors.
D)Maintaining research integrity.

Question 36

The Transparency Initiative is a program by the ________ to encourage the routine disclosure of methods used in research that is released to the public.

A)AAPOR(American Association for Public Opinion Research)
B)MRA(Marketing Research Association)
C)AMA(American Marketing Association)
D)CASRO(Council of American Survey Research Organizations)

Question 37

MRA's"Code of Marketing Research Standards"discusses the ethics of collecting passive user data.Which of the following is NOT considered passive user data?

A)Web tracking(including but not limited to:Flash,QuickTime,cookies and JavaScript)
B)Manual entry of a telephone survey with permission of the respondent
C)Manual entry into a historical profile after a conversation,email or online chat with a customer service representative
D)Certain forms of observational research such as mystery shopping,social media listening or certain ethnographic protocols

Question 38

The abbreviation,"PRC,"stands for:

A)Public Researcher Certification.
B)Professional Researcher Certification.
C)Professional Researcher,Corporate.
D)Professional Researcher Certificate.

Question 39

Falsifying data in order to make the findings consistent with predetermined points of view would demonstrate:

A)Lack of research integrity.
B)Lack of proper study design.
C)Lack of proper study supervision.
D)Lack of the use of data falsification detection software.

Question 40

Which of the following is NOT a new source of data that have the potential to provide valuable insights?

A)Social media websites
B)The Internet of Things(IoT)
C)Syndicated data
D)Phone and mail surveys

Question 41

Even with the tremendous growth,the emergence of several professional organizations,and a certification program,the industry includes few publicly held firms.

Question 42

Charles Coolidge Parlin conducted the first continuous and organized research in 1911,when he was hired by the Pearson Education Company to gather information about academic markets to help Pearson sell textbooks.

Question 43

Two serious ethical issues in marketing research are deception and invasion of privacy.Which of the following is NOT an example of deception or invasion of privacy?

A)Potential respondents are not told the true identity of the sponsor of the research.
B)Potential respondents are viewed during a study without their permission.
C)Respondents participate in a focus group and are compensated for their opinions.
D)Potential respondents are told they will remain anonymous when they will not.

Question 44

What organization sponsors the certification program in the U.S.for marketing researchers?

A)American Marketing Association
B)Marketing Research and Intelligence Association
C)Marketing Research Corporation
D)Marketing Research Association

Question 45

IBIS World predicts that the number of employees in the marketing research industry will:

A)See jobs expand annually through 2020,but also experience a leveling of wages.
B)See jobs expand annually through 2020 with a corresponding increase in wages.
C)Not see annual job expansion with a corresponding contraction in wage levels.
D)Not see annual job expansion,but with a corresponding slight increase.

Question 46

In the 1900s and 2000s,the wide availability and convenience of the Internet transformed all phases of the research process,from data collection to analysis to reporting.

Question 47

Do-it-yourself(DIY)research,which has been called the"socialization"of marketing research,is considered one of the most important emerging trends for client-side marketing research departments.

Question 48

Marketing research tools like online survey platforms(such as Qualtrics and SurveyMonkey)statistical analysis tools(such as SPSS,SAS,and R),social media monitoring tools(such as Hootsuite)are so expensive that they are out of reach for DIY researchers.

Question 49

What organization sponsors the certification program in Canada for marketing researchers?

A)Marketing Research and Intelligence Association
B)American Marketing Association
C)Marketing Research Corporation.
D)Marketing Research Association.

Question 50

A.C.Nielsen and George Gallup are known as the"Fathers of Marketing Research."

Question 51

Data analysis and visualization dashboards(such as those offered by Burke and Tableau)are examples of tools that would be used by DIY researchers.

Question 52

Medium-sized and smaller firms may assign an individual or team to conduct some of the research,but often their responsibilities lie in helping others in the firm know when to do research and in finding the right supplier firm to help conduct marketing research.

Question 53

By the late 1950s and 1960s,marketing research was seen as indispensable for companies to track consumption changes in increasingly expanding markets.

Question 54

Client-side research is research that is conducted within an organization.

Question 55

DIY marketing research has been facilitated by online access to secondary data and better knowledge of data analysis software such as SPSS.

Question 56

Prior to the Industrial Revolution,in an economy based on artisans and craftsmen involved in barter exchange with their customers,there was not much need to"study"consumers.

Question 57

The development of cloud computing in the 1970s led to the automation of data management and analysis for larger firms.

Question 58

Which of the following is NOT an advantage of obtaining certification as a professional marketing researcher?

A)Puts researchers in a select group of like-minded professionals
B)Would be able to charge higher fees for their services
C)A visible badge of distinction,demonstrating professional skill,commitment,and dedication
D)Have taken training in both the research and legal fields

Question 59

Supplier-side departments may appear in organizational charts under a variety of names,such as consumer insights,but they serve the basic function of providing information to decision makers.

Question 60

Misrepresenting the impact of the sampling method and its impact on sample data violates ethics codes of the marketing profession.This code would falls into the category of:

A)Fair dealings with respondents.
B)Fair dealings with clients and subcontractors.
C)Maintaining research integrity.
D)Concern for society.

Question 61

The marketing research industry is one of the few that does not rely on derived demand.

Question 62

The methodologies necessary to analyze the data from social media websites,the Internet of Things(IoT)and new kinds of syndicated data have the potential to provide valuable insights,but are not easy to develop and learn.

Question 63

Fortunately,the industry has an ample supply of marketing researchers who can dig deeper into data and who can deliver strategic insights with their results.

Question 64

A survey by GreenBook notes a need for individuals who can combine tech savviness and analytical skills with the ability to synthesize data and communicate results from social media and user-generated media in a compelling way.

Question 65

The marketing research industry is currently facing a number of important challenges including evolving sources of data and methodologies,the effective communication of results,and the need for talented and skilled employees.

Question 66

Despite best efforts,the marketing research industry has fallen short with initiatives directed at keeping the public informed about the value of research,the appropriateness of research methods,and the ethics the industry uses in collecting research information.

Question 67

Older and established marketing research companies find it difficult to keep abreast of new technologies,while new,upstart marketing research companies find unique and new ways to deliver the promised insights.

Question 68

There is an increasing demand that marketing researchers provide simple and straightforward reports that"tell a story"rather than give clients lengthy,complex documents.

Question 69

The five largest markets by country for marketing research are United States(42%),United Kingdom(12%),Germany(8%),India(6%),and China(4%)

Question 70

"Fund raising under the guise of research"is known as frugging and is illegal.

Question 71

Telemarketers used sugging for years to entice the public into taking what they thought was an opinion survey but actually was a lead-in for a sales pitch.

Question 72

Supply-side marketing research is research conducted by an outside firm hired to fulfill a company's marketing research needs.

Question 73

In a recent survey by Quirk's,fully half of marketing research clients stated that they have had trouble with research suppliers who"did not take time to understand our business."

Question 74

The fastest-growing regions of the world for marketing research are Africa and the Middle East.

Question 75

Full-service supplier firms have the ability to define the problem,specify the research design,collect and analyze the data.However,the client prepares the final report.

Question 76

Led by some active professional associations,several initiatives have been undertaken to improve industry performance.

Question 77

With the multiple new types of data and methods now in use,marketing researchers not only need to be skilled at gathering and analyzing data but also at communicating results effectively.

Question 78

Three professional organizations publish industry resources and provide a better understanding of the many different types of research firms and their specialties.The three organizations are GreenBook,MRA's Blue Book,and Quirk's.

Question 79

Firms specializing in different types of industries,such as airline,sports,or pharmaceuticals would be examples of limited-service supplier firms.

Question 80

In recent years,passive data,or data that are gathered with covert questioning or other types of interactions with consumers,have become a new and valuable source of information.