Question 1

Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy.
A)Sophisticated researchers probe our deepest feelings.
B)Marketers use personal information to manipulate our buying.
C)Marketers build huge databases full of personal information.
D)Marketers make too many products and services available,creating unnecessary consumer wants.
E)Protecting personal information is increasingly important.

Accepted Answer

This statement is not directly related to intrusion on consumer privacy. It may be a concern about overconsumption, but it does not involve the collection or use of personal information by marketers. A, B, C, and E are all typical concerns related to intrusion on consumer privacy.

Question 2

Cultural differences,especially language,are NOT a major concern in international marketing research.

Accepted Answer

Cultural differences, including language, can have a significant impact on international marketing research. Understanding the language and cultural nuances of the target market is crucial for developing effective marketing strategies and communication. Ignoring these differences can result in misunderstandings, misinterpretations, and ultimately, a failed market entry.

Question 3

The ability to reach respondents is a major concern in international marketing research.

Accepted Answer

This statement is true. It can be challenging to locate and communicate with respondents in different countries and cultures, which can affect the quality and accuracy of international marketing research.

Question 4

Why has consumer resentment toward marketing research been growing?

Accepted Answer

The answer of Why has consumer resentment toward marketing research...

Question 5

Many major companies have created the position of ________ to address concerns about the privacy of customers.
A)chief customer loyalty manager
B)chief behavioural analyst
C)chief privacy officer
D)ethics manager
E)data warehouse manager

Accepted Answer

The position of Chief Privacy Officer has been created by many major companies to address concerns about the privacy of customers. This individual is responsible for ensuring that the company's data collection and storage practices are compliant with laws and regulations, as well as maintaining transparency with customers about how their personal information is being used.

Question 6

A marketing research agency is organising marketing research in Central American countries for a large Australian corporation that is interested in expanding into these markets.The survey it is using was written in English and then translated into Spanish for response by Spanish-speaking respondents.Which of the following is it most important for the agency to do before administering this questionnaire to a sample of the market?
A)Make sure that the survey includes both open-end and closed-end questions.
B)Decide whether to focus on primary or secondary data.
C)Determine which type of research instrument to use.
D)Have the questionnaire translated back into English to check for accuracy.
E)Determine whether to focus on descriptive or causal objectives.

Accepted Answer

It is crucial for the agency to have the questionnaire translated back into English to check for accuracy before administering it to respondents. This will help ensure that the questions are correctly translated, culturally appropriate, and are not misinterpreted by the respondents.

Question 7

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?
A)Ask only for the information needed.
B)Use information responsibly to provide value.
C)Avoid sharing information without the customer's permission.
D)Sell the information only when it is financially worthwhile.
E)Fully explain to the respondents how the information will be used.

Accepted Answer

Selling information solely for financial gain goes against guarding consumer privacy as it puts the customers' information at risk of being exploited without their knowledge or consent.

Question 8

Discuss several ways in which smaller organisations can use marketing research techniques at little or no expense.

Accepted Answer

The answer of Discuss several ways in which smaller organisations...

Question 9

According to your text,what are two current major public policy and ethical issues in marketing research?
A)child pornography and identifying sampling methods
B)intrusions on consumer privacy and misuse of research findings
C)misuse of research findings and locating valuable secondary data
D)selling of personal information to other firms and online secondary data
E)ethnography and the misinterpretation of it

Accepted Answer

Intrusions on consumer privacy and misuse of research findings are two current major public policy and ethical issues in marketing research. Companies must ensure that they use personal data only with the consent of the individuals concerned and do not use it for any other purposes than those stated. Additionally, companies must avoid misinterpreting research findings or misusing them to manipulate consumers or gain unfair advantages over competitors.

Question 10

Consumers are most likely to willingly provide research information when researchers provide which of the following?
A)coupons
B)social network membership
C)value for the exchange
D)prizes
E)rebates

Accepted Answer

Consumers are more likely to cooperate with researchers when they perceive that there is value in the exchange of information. Hence, providing value in exchange for the research information is the most effective approach. Coupons, prizes, social network membership, and rebates can work as value exchange, but of all options, value exchange through coupons and prize is relevant to a limited number of businesses. Hence, providing value for the exchange of information is the best option.

Question 11

To address concerns about the misuse of research study findings,several highly regarded marketing associations have developed ________.
A)customer relationship management guidelines
B)behaviour targeting 'Do Not Track' lists
C)chief privacy officer job descriptions
D)codes of research ethics
E)bans against using 'cookies'

Accepted Answer

Codes of research ethics are specifically designed to prevent the misuse of research study findings. These codes outline ethical considerations that researchers must adhere to in order to ensure that their findings are used appropriately and responsibly. Marketing associations, such as the American Marketing Association, have developed such codes to protect both researchers and consumers.

Question 12

The misuse of marketing research can harm or annoy consumers.

Accepted Answer

Misuse of marketing research, such as soliciting personal information without consent or using deceptive methods, can lead to consumer annoyance or harm, such as unwanted communications or identity theft. It is important for marketers to use ethical practices in conducting and applying research findings to protect the well-being and privacy of consumers.

Quiz 4: Marketing Analytics: Gaining Customer Insights

Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy.

Cultural differences,especially language,are NOT a major concern in international marketing research.

The ability to reach respondents is a major concern in international marketing research.

Why has consumer resentment toward marketing research been growing?

Many major companies have created the position of ________ to address concerns about the privacy of customers.

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?

Discuss several ways in which smaller organisations can use marketing research techniques at little or no expense.

According to your text,what are two current major public policy and ethical issues in marketing research?

Consumers are most likely to willingly provide research information when researchers provide which of the following?

To address concerns about the misuse of research study findings,several highly regarded marketing associations have developed ________.

The misuse of marketing research can harm or annoy consumers.