Deck 2: A: The Marketing Research Industry and Research Ethics

Question 1

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.

Answer 1

C

Question 2

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

Answer 2

B

Question 3

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

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

Answer 3

E

Question 4

When the brand manager for Red Bull energy drinks seeks a research project designed for their unique needs,they would be advised to hire what type of supplier?

A)sampling firm
B)syndicated service firm
C)custom research firm
D)media research firm

Question 5

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.

Question 6

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 the above

Question 7

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 the above

Question 8

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 9

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 the above are examples of media companies.

Question 10

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

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

Question 11

When a television network is interested in finding out the ratings of its programs,it purchases data from AC Nielsen.What type of research firm is Nielsen?

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

Question 12

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 the above are used to support the marketing decision-making process.

Question 13

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 14

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 15

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 the above

Question 16

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 the above

Question 17

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)none of the above

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

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 the above
E)all of the above

Question 20

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

Question 21

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 22

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 23

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

Question 24

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 25

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

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

Question 26

Which U.S.marketing research firm is not in the top five in revenue,based on
Exhibit 2.3 The 40 Largest U.S.Marketing Research Firms.

A)The Nielson Co.
B)Q Research Solutions Inc.
C)Symphony IRI
D)Kantar
E)IMS Health Inc.

Question 27

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 the above

Question 28

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 the above

Question 29

Primary information users are sometimes referred to as client organizations.

Question 30

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

Question 31

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

Question 32

When a research study disguises brand names in order to avoid biasing the study,after the study,respondents should be _______.

A)probed
B)compensated extra
C)debriefed
D)randomized

Question 33

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

Question 34

A respondent who participates in several studies each week is known as a(n)________ respondent.

A)inside
B)informed
C)professional
D)ethical
E)all of the above

Question 35

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

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

Question 36

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

Question 37

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 38

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 39

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 40

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

Question 41

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

Question 42

Station WWWW 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.WWWW 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.WWWW's advertisers are getting hesitant concerning the coverage they are getting.What should WWWW do?

Question 43

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 44

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

Question 45

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

Question 46

Subjectivity should be discouraged in marketing research.

Question 47

Reaching a representative sample of respondents is not seen as particularly important by marketing research executives.

Question 48

Nielson's Buy segment provides market research and analysis primarily to
businesses in the consumer packaged goods industry,and it is organized into two
areas: Information & Technology.

Question 49

The average size of marketing research departments is quite small and the recent
recession has led many firms to outsource this function of their business.

Question 50

Syndicated research suppliers focus only on compiling television ratings.

Question 51

A study by Boston Consulting Group found that,on average,20-35 percent of a
company's market research budget is invested in strategic research studies.

Question 52

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 53

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

Question 54

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 55

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 56

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

Question 57

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