Deck 2: The Marketing Research Industry and Research Ethics

Question 1

When research is commissioned for public relations purposes or to prove a position,this is referred to as a(n)_________ study.

A)qualitative
B)quantitative
C)advocacy
D)valid

Answer 1

C

Question 2

Which of the following is not a way marketing research is used by corporate marketing departments to support the marketing decision-making process?

A)to evaluate the ongoing success of operational marketing strategies
B)to identify new target markets
C)to measure the quality of customer service and level of satisfaction
D)to assess changes in the internal environment
E)All of these are used to support the marketing decision-making
Process.

Answer 2

D

Question 3

Which of the following is an example of an external user of marketing research?

A)the company's vendor's
B)senior management
C)human resources management
D)manufacturing
E)Information Resources, Inc.

Answer 3

A

Question 4

When a research supplier purchases a list of 3,000 customers,it is contracting with what type of company?

A)Syndicated service firm
B)specialized service firm
C)software firm
D)sampling firm
E)none of these

Question 5

What type of manager is among the heaviest users of marketing research?

A)franchise manager
B)vendor
C)new product development manager
D)top management
E)distribution manager

Question 6

A marketing research supplier that quotes an unrealistically low price for marketing research,only to raise it,is engaging in _______.

A)price skimming
B)price penetration
C)price leadership
D)low-ball pricing
E)none of these

Question 7

Who might use the services of a field service firm?

A)custom research firms
B)syndicated research firms
C)ad agencies and corporations
D)none of these
E)all of these

Question 8

Where are the majority of the large global marketing research firms based?

A)Japan
B)Canada
C)France
D)Germany
E)United States

Question 9

Which type of research supplier would provide audience media ratings,scanner data,and internet research?

A)syndicated research firm
B)field service firm
C)custom research firm
D)advertising agency
E)quality control firm

Question 10

Greenfield Online manages a database of consumers who have agreed to fill out online surveys periodically.This data base of consumers is an example of a _________.

A)focus group
B)research panel
C)cyberstudy
D)strategic partnership

Question 11

When a market research supplier subcontracts out data collection activities to another firm,they are using what kind of a company?

A)data analysis
B)field service
C)quality control
D)target marketing
E)None of these

Question 12

Field service firms:

A)are data collection specialists who collect data on a subcontract basis.
B)design research strategies for large marketing companies.
C)analyze interviews and provide this analysis to clients.
D)specialize in going into the field and generating new product ideas.
E)do only exploratory research.

Question 13

Which of the following is not an internal client of marketing research?

A)franchisees
B)marketing department
C)senior management
D)All of these are internal clients of marketing research.

Question 14

Mystery shoppers:

A)develop strategic partnerships.
B)play an important role in the distribution function.
C)develop new product ideas.
D)are heavy users of marketing research.
E)work for franchisors and provide information for franchisees.

Question 15

Which of the following would be considered a custom research firm?

A)Burke, Inc.
B)the marketing department for Dell computers
C)a statistical software company
D)AC Nielsen

Question 16

A true field service firm:

A)is involved in all the steps of marketing research.
B)is only involved in data collection on a contract basis.
C)places a great deal of emphasis on research design and data analysis.
D)uses data collected for internal purposes.
E)none of these

Question 17

Syndicated service firms:

A)are relatively small.
B)are large in number.
C)specialize in product movement and audience media data.
D)do nothing but collect data.
E)account for 90% of all monies spent on market research.

Question 18

The Nielsen ratings,compiled by AC Nielsen Media Research,are an example of which type of research?

A)custom
B)ad hoc
C)qualitative
D)syndicated

Question 19

Which is not an example of a media company?

A)custom marketing research firm
B)advertising agency
C)public relations agency
D)direct marketing firm
E)All of these are examples of media companies.

Question 20

Which of the following is an example of an internal client?

A)franchisees
B)vendors
C)marketing research companies
D)a firm's marketing department

Question 21

The major ethical theories discussed in the chapter include all of the following except:

A)Existentialism
B)Utilitarianism
C)Deontology
D)Casuist

Question 22

An organization's marketing department is an example of an external user of marketing research.

Question 23

Which of the following is the largest single spender on marketing research?

A)Manufacturing companies
B)Service providers
C)U.S.Government
D)Big-Chain Retailers

Question 24

An alliance formed by two of more firms with unique skills and resources to offer a new service for clients ,provide strategic support for each firm,or in some other
Manner create mutual benefits is:

A)A positive relationship
B)Mutual agreement
C)Strategic partnership
D)A smart business deal

Question 25

A company that provides statistical analysis to the marketing research industry is an example of what type of firm?

A)syndicated service firm
B)custom research firm
C)field service firm
D)specialized service firm

Question 26

Which U.S.marketing research firm is not in the top five in revenue,based on Exhibit 2.3 "The 25 Largest U.S.Marketing Research Organizations."

A)Nielsen Holdings N.V.
B)Q Research Solutions Inc.
C)Ipsos
D)Kantar
E)Information Resources Inc.(IRI)

Question 27

In survey research,it is especially important to protect respondents'_______.

A)responses
B)integrity
C)professionalism
D)anonymity
E)none of these

Question 28

Custom,or ad hoc,research firms are primarily in the business of executing
unique,one-of-a-kind marketing research projects for corporate clients.

Question 29

Professional respondents are generally viewed in a positive light by marketing researchers.

Question 30

When a research supplier claims to have a proprietary way of measuring brand loyalty,this is known as _______.

A)RFP
B)TQM
C)black box branding
D)low ball pricing
E)none of these

Question 31

In terms of research ethics,which of the following is not an important right that respondents have?

A)right to choose
B)right to objectivity
C)right to be informed
D)right to safety

Question 32

The idea that a person performs the act that benefits the most people,regardless of personal feelings or the societal constraints such as laws is most closely related to which ethical theory?

A)Act utilitarianism
B)Rule utilitarianism
C)Casuist
D)Act deontology
E)Rule deontology

Question 33

Field service firms are the ultimate users of the research data provided by their marketing research departments.

Question 34

Primary information users are sometimes referred to as client organizations.

Question 35

Syndicated service firms are relatively few and,compared to custom research
firms,relatively large.

Question 36

All of the following firms represent the front line of the research industry except what?

A)Custom research firms
B)Syndicated research firms
C)Limited function research firms
D)Specialized service firms

Question 37

The privacy battle of respondents is most heated in which area?

A)telephone
B)online and mobile tracking
C)face-to-face interview
D)mall intercept
E)none of these

Question 38

Which trend(s)in marketing research industry has/have remained unabated?

A)online data collection
B)acquiring marketing research firms in other countries
C)the deontological theory
D)both online data collection and acquiring firms in other counties
E)all of these are unabated trends

Question 39

Clients of marketing research have ethical issues as well as suppliers.Which of the following does not relate to clients:

A)Requesting Bids to Obtain Free Advice and Methodology
B)Making False Promises
C)Requesting Proposals without Authorization
D)Low-Ball Pricing

Question 40

When selecting a research supplier,a client firm would be wise to do which of the following?

A)not do business with a supplier who guarantees an outcome
B)always choose the supplier with the lowest price
C)work with a supplier only one time
D)all of these

Question 41

An act of utilitarianism seeks to benefit the most people but through the fairest and
most just means available.

Question 42

Professionalism is an organization whose membership is determined by objective standards,such as an examination.

Question 43

The two most important factors for research clients in their relationships with
research suppliers are client confidentiality and honesty.

Question 44

Anyone willing to pay the price can buy the data syndicated service firms collect,package,and sell.

Question 45

Most of the large marketing research firms are concentrated in Europe.

Question 46

Visualization acts as an engine for bringing patterns to light in even the largest data sets.

Question 47

A true field service firm not only collects data,but performs research design and
analysis as well.

Question 48

An advocacy study is a good way to produce a non-biased research project.

Question 49

Black box branding techniques are usually easy for a potential client to decipher.

Question 50

Ignoring relevant data in a survey is ethical if it supports a predetermined objective.

Question 51

A field service firm maintaining a database of people willing to participate in
qualitative discussion groups is unethical.

Question 52

IBM is an example of a Big Data analytics firm.

Question 53

Often,participants of a research panel receive cash or gifts in exchange for
participating.

Question 54

Subjectivity should be discouraged in marketing research.

Question 55

Lengthy interviews are an example of respondent abuse.

Question 56

It is imperative that field service firms properly record information and carefully follow sampling plans.

Question 57

Syndicated research suppliers focus only on compiling television ratings.

Question 58

Most large corporations have marketing research departments.

Question 59

Because marketing researchers and marketers wield power and influence over their customers and even society,the marketing industry has a credentialing process and high entry barriers.

Question 60

In terms of revenues,the largest marketing research firms tend to be syndicated research suppliers.

Question 61

You work for a marketing research supplier and one of your clients indicates that he would like to see the raw data for a recent study,including all of the names and phone numbers of respondents.What do you do?

Question 62

What is the difference in a syndicated marketing research firm and a field services
marketing research firm?

Question 63

Compare and contrast the two types of utilitarianism.

Question 64

List and explain the sequence of activities undertaken by a typical field service company as mentioned in the book:

Question 65

Station WPKE radio has been using Arbitron for to produce numbers it can use to sell advertising to its customers.Since beginning to use Arbitron's rating service their ratings have fluctuated widely and wildly from measurement to measurement.WPKE is located in a small town on the edge of the Arbitron rating area.The rating area is about 120 miles in diameter contain several large cities,but the station provides coverage for only the county in which it resides,which is sparsely populated.WPKE's advertisers are getting hesitant concerning the coverage they are getting.What should WPKE do?

Question 66

Your company has decided it needs some marketing research done.However,you are inexperienced in the evaluation of research suppliers.What are some things to consider in the selection of a marketing research supplier?

Question 67

Your company has decided it needs some marketing research done.However,you are inexperienced in the evaluation of research suppliers.What are some things to consider in the selection of a marketing research supplier?

Question 68

A custom ad hoc research firm is attempting to develop a template for measuring community assessment,that it can market and administer communities in general.It decides to construct a relatively comprehensive questionnaire with the goal of determining which questions are the most important generally in a community assessment.Who would the research firm want to sample for such a study and who would provide the sample frame?

Question 69

Radio station KOOL is in a large metropolitan area,and is having trouble selling advertising space to advertisers.The advertisers contend that they don't know how much coverage they are getting by advertising on KOOL.What kind of data collection strategy should KOOL undertake?

Question 70

Within a client's firm,there are various internal users of the marketing research results.Discuss three (3)of the internal users and an example of how each uses the data they receive.