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

Question 1

A research analyst can effectively serve as a link between management and the research specialist.

Answer 1

False
This describes a research generalist.A research analyst is responsible for client contact,project design,preparation of proposals,and so on.

Question 2

It is not considered to be an invasion of an employee's privacy to use mystery shoppers in department stores.

Answer 2

True

Question 3

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

Answer 3

False
In small firms,the vice president of marketing may be in charge of all significant marketing research.Mid-size and larger firms typically have a director of marketing research and a research analyst as well as other research positions.

Question 4

A good example of the marketing concept in action is the use of cross-functional teams within the organization.

Question 5

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

Question 6

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

Question 7

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

Question 8

Researchers measure past,current,and future events.

Question 9

The issue as to whether the respondent in a research study can choose to answer or not to answer a specific question is a matter of confidentiality.

Question 10

One problem typically faced by marketing research directors is that the research management role often is not formally recognized.

Question 11

The use of spyware violates the right to privacy and confidentiality of Internet users.

Question 12

Ethical questions about marketing research are really philosophical questions.

Question 13

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

Question 14

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

Question 15

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

Question 16

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

Question 17

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 18

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

Question 19

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

Question 20

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

Question 21

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

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

Question 22

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

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

Question 23

When J.D.Power and Associates sell the results of its research studies on new-car satisfaction to 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 24

Which of the following is NOT a problem a marketing research director typically faces?

A)spends more time in meetings and managing than actually conducting research
B)research management role often is not formally recognized
C)often does not have the tools available to conduct the research properly
D)research is often seen as a hodgepodge of techniques available to answer individual,unrelated questions

Question 25

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

Question 26

A possible advantage of 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)faster
D)all of the above

Question 27

Commercial providers of marketing research services are called:

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

Question 28

_____ is the application of morals to business behavior related to the exchange environment.

A)Moral relativism
B)Moral idealism
C)Marketing idealism
D)Marketing ethics

Question 29

Which of the following can effectively serve as a link between management and the research specialist?

A)marketing research director
B)research generalist
C)research assistant
D)research liaison

Question 30

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

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

Question 31

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

Question 32

A research organization that specializes in studies about advertising effectiveness is an example of a(n):

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

Question 33

The obligation on the part of the researcher to protect the identity of an individual research respondent is a matter of confidentiality.

Question 34

When AT&T hires a research agency to conduct research tailored to it's unique needs,this is called:

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

Question 35

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 36

All of the following are advantages of in-house research EXCEPT:

A)quick turn-around
B)better collaboration with employees
C)more objectivity
D)cheaper costs

Question 37

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 38

Which of the following errors become more prominent when research studies are rushed?

A)conducting a study that is not needed
B)addressing the wrong issue
C)sampling difficulties
D)all of the above

Question 39

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:

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

Question 40

When a respondent in a research study agrees to participate in the research study,this is known as:

A)a right to privacy
B)informed consent
C)jamming
D)forecasting

Question 41

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

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

When a research supplier designs a marketing research study that is tailored to the needs of the client,this is known as a ____________________ research study.

Question 44

Many people believe that the collection and dissemination of their personal information without their knowledge or consent is a serious violation of their right to:

A)refuse to participate in a research study
B)anonymity
C)tell the truth
D)privacy

Question 45

Most universities require researchers to submit research proposals to a committee that carefully reviews them to make sure no harm can come to any research participant.What is this committee called?

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

Question 46

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

Question 47

When a marketing manager conducts a test market 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 48

Which of the following is generally considered to be a public place in which unobtrusive observation is not a serious invasion of privacy?

A)an airport check-in counter at Logan Airport in Boston
B)the St.Louis Art Museum
C)a Radio Shack retail store
D)all of the above

Question 49

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

Question 50

Janice is participating in an experimental study of an herbal supplement that is supposed to give 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 51

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

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

Question 52

In a personal interview,a respondent who replies: "I do not want to answer that question about my income last year" is exercising which right in a research study?

A)right to privacy
B)right to be informed
C)right of informed consent
D)right to terminate the interview at any time

Question 53

When a political candidate has staff workers 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 54

Which of the following is a type of software that is placed on users' computers without consent or knowledge while using the Internet?

A)pop-ups
B)spyware
C)stealth file
D)COPPA

Question 55

The session in which research subjects are fully informed 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

Researchers hired to visit McDonald's restaurants posing as customers are called:

A)mystery shoppers
B)undercover agents
C)placebo shoppers
D)stealth shoppers

Question 57

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 58

Another term for the sponsoring client in research studies is the:

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

Question 59

One right a research participant has is that information involved in the research will not be shared with others,which is known as:

A)consent
B)active research
C)passive research
D)confidentiality

Question 60

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

Question 61

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 62

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

Question 63

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

Question 64

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

Question 65

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 66

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

Question 67

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

Question 68

Discuss the rights and obligations of the research participant.

Question 69

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

Question 70

Discuss the rights and obligations of the researcher.

Question 71

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 ____________________.

Question 72

A individual within the research organization who acts as a "go-between" between management and the research specialist because he or she is an expert in the needs of both parties is known as a ____________________.

Question 73

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

Question 74

When telemarketing is conducted under the "guise" of a research study,this is called ____________________.