Deck 2: The Marketing Research Industry and Research Ethics

Question 1

The refusal rate for a typical telephone survey in the U.S.averages about 30 percent.

Answer 1

False

Question 2

A typical field service firm collects survey data,designs research projects,and performs data analysis procedures.

Answer 2

False

Question 3

When a shopper at a shopping mall is asked if she is willing to participate in a marketing research project,this is an example of which of a potential respondent's ethical rights?

A)Right to privacy
B)Right to safety
C)Right to be informed
D)Right to choose
E)Right to terminate the interview

Answer 3

D

Question 4

Moral principles or values that help people decide how to act are the province of:

A)professionalism.
B)strategic partnership.
C)ethics.
D)a profession.
E)field services.

Question 5

When a fast-food company hires a marketing research company to attempt to generate data that will show that its food is "healthier" than a competitor's offerings,this is an example of a(n):

A)advocacy study.
B)observation study.
C)focus group.
D)in-depth interview.
E)case study.

Question 6

All consumers have the right to privacy.

Question 7

Which of the following companies is the largest U.S.marketing research company in terms of revenue?

A)Burke Inc.
B)Maritz Research
C)Arbitron Inc.
D)Nielsen Co.
E)J.D.Power and Associates

Question 8

Which ethical theory focuses on choosing the alternative that produces the greatest benefit to the most people as the one that is ethically correct?

A)Casuist
B)Deontology
C)Rule utilitarianism
D)Individual choice
E)Utilitarianism

Question 9

Low-ball pricing by marketing research supplier firms is sometimes ethical.

Question 10

When two or more companies with unique resources are formed to offer a new service to potential customers to create mutual benefit for these companies,this arrangement is called a(n):

A)strategic partnership.
B)merger.
C)syndicated service.
D)field service.
E)professional association.

Question 11

In online survey research,the list of potential respondents that only contains names of people who have agreed to participate in these types of surveys,which ethical right of respondents is being respected?

A)Right to privacy
B)Right to safety
C)Right to be informed
D)Right to choose
E)Right to terminate the interview

Question 12

When a large packaged goods company,such as PepsiCo,wants to test market a new type of soda,what type of marketing research company is it likely to hire for this project?

A)Custom research
B)Media
C)Online tracking
D)Syndicated service
E)Industrial goods producer

Question 13

When a large consumer goods company,such as Coca-Cola,wants to decide on which TV programs it wants to advertise its soft drinks,it is most likely to hire which type of marketing research company?

A)Custom research
B)Media
C)Online tracking
D)Syndicated service
E)Industrial goods producer

Question 14

Corporations are the final consumers and the initiators of most marketing research projects.

Question 15

When an employee of McDonald's travels to different McDonald's restaurants to rate them on the quality of their food and their customer service,this employee is called a(n):

A)guardian.
B)customer.
C)mystery shopper.
D)field representative.
E)competitor.

Question 16

An advertising agency such as Young & Rubicam is an example of what type of marketing research organization?

A)Custom research
B)Media
C)Online tracking
D)Syndicated service
E)Field service

Question 17

When a shopper at a shopping mall is asked if she is willing to participate in a marketing research project and is told that her participation will only take 30 minutes,this is an example of which of a potential respondent's ethical rights?

A)Right to privacy
B)Right to safety
C)Right to be informed
D)Right to choose
E)Right to terminate the interview

Question 18

When a research supplier quotes a price that is very low in order to obtain a contract,and then creates reasons for having the budget go over the planned budget amount for the project,this is a form of:

A)deontology.
B)low-ball pricing.
C)professionalism.
D)casuist thinking.
E)utilitarianism.

Question 19

Buzz Metrics is an example of what type of marketing research organization?

A)Custom research
B)Media
C)Online tracking
D)Syndicated service
E)Field service

Question 20

A group of consumers who agree to participate in future research studies in return for prizes or cash is called a(n):

A)target market.
B)research panel.
C)field service.
D)focus group.
E)strategic partner.