Question 1

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

Accepted Answer

The major ethical theories discussed in the chapter include Utilitarianism, Deontology, and Casuist, but not existentialism.

Question 2

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

Accepted Answer

An organization's marketing department is an internal user of marketing research, not an external user. External users include customers, competitors, and suppliers.

Question 3

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

Accepted Answer

The U.S. Government is the largest single spender on marketing research due to their need to gather information on consumer behavior, market trends, and public opinion for policy-making purposes. Manufacturing companies, service providers, and big-chain retailers also invest heavily in marketing research, but their spending is not as significant as that of the U.S. Government.

Question 4

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:

Accepted Answer

A strategic partnership is a formal alliance between two or more firms for the purpose of jointly pursuing a specific opportunity or achieving a specific goal. Such partnerships can be used to create mutual benefits by leveraging the strengths and resources of each firm, sharing risks and costs, and increasing market share. This type of partnership goes beyond a simple positive relationship or a mutual agreement and involves a significant level of commitment and cooperation between the partners. A smart business deal may also involve a partnership, but it does not capture the long-term strategic benefits and focus that a strategic partnership implies.

Question 5

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

Accepted Answer

A company that provides statistical analysis is a specialized service firm, as it offers a specific service that is not part of the typical range of services offered by custom research or syndicated service firms. Field service firms typically provide data collection services rather than analysis.

Question 6

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."

Accepted Answer

Q Research Solutions Inc. is not in the top five in revenue according to Exhibit 2.3 "The 25 Largest U.S. Marketing Research Organizations." The top five companies in descending order are Nielsen Holdings N.V., IQVIA Inc., The NPD Group Inc., Kantar, and Ipsos.

Question 7

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

Accepted Answer

Protecting respondents' anonymity is crucial in survey research as it ensures their responses cannot be traced back to them. This can encourage respondents to answer questions more honestly and openly, leading to more reliable data.

Question 8

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

Accepted Answer

Custom or ad hoc research firms specialize in conducting unique and specific market research projects for their corporate clients. Unlike syndicated research firms, they don't offer pre-packaged research reports for general sale.

Question 9

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

Accepted Answer

Professional respondents are individuals who participate in market research surveys and studies solely for financial gain, and often provide biased or unreliable responses. As a result, they are generally viewed negatively by marketing researchers.

Question 10

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

Accepted Answer

Proprietary way of measuring brand loyalty is known as black box branding, where the process and methods used by the supplier are not disclosed to the client.

Question 11

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

Accepted Answer

The right to objectivity is not an important right that respondents have in terms of research ethics. However, the other options are all important rights that must be respected, including the right to choose whether or not to participate, the right to be fully informed about the study and its potential risks and benefits, and the right to safety while participating in the study. Objectivity is important for the researcher, but not necessarily a right of the participant.

Question 12

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?

Accepted Answer

Act utilitarianism is an ethical theory that states the best action is the one that maximizes overall well-being or happiness, regardless of personal feelings or societal constraints, such as laws. It focuses on the consequences of individual actions, rather than following a set of predetermined rules.

Question 13

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

Accepted Answer

Field service firms typically collect data on behalf of other companies or marketing research departments, rather than using the data for their own purposes.

Question 14

Primary information users are sometimes referred to as client organizations.

Accepted Answer

Primary information users, also known as primary stakeholders, are often client organizations who are directly impacted by the information or data being provided.

Question 15

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

Accepted Answer

Syndicated service firms typically offer standardized research products to a wide range of clients, which allows them to scale up their operations and be relatively large in size compared to custom research firms that offer tailored research solutions for individual clients.

Question 16

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

Accepted Answer

Specialized service firms are not considered part of the front line of the research industry because they do not conduct research themselves. Instead, they provide specialized services to research firms, such as data collection, data processing, and analysis.

Question 17

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

Accepted Answer

Online and mobile tracking involve collecting personal information without the knowledge or consent of the individual, which is a major privacy concern for many people. The other areas listed do not typically involve the same level of privacy concerns.

Question 18

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

Accepted Answer

Online data collection and acquiring marketing research firms in other countries have remained consistent trends in the marketing research industry, driven by technological advancements and globalization.

Question 19

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

Accepted Answer

Low-Ball Pricing is an unethical practice typically associated with suppliers rather than clients. It involves initially quoting a low price to win the contract and then increasing the price for various reasons.

Question 20

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

Accepted Answer

It is not ethical or accurate for a supplier to guarantee a specific outcome, as research is subject to various variables that can affect results. Therefore, a client firm should not do business with a supplier who guarantees outcomes. Option B is not advisable because quality research typically requires a significant investment of time and resources, and choosing only on price could compromise the quality of the results. Finally, option C is not recommended, as working with a supplier only one time does not allow for building a long-term relationship, which can enhance the quality and continuity of research efforts.

Quiz 2: The Marketing Research Industry and Research Ethics