Question 1

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 2

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 they offer a specific type of service within the marketing research industry.

Question 3

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. External users include customers, competitors, and government agencies.

Question 4

Mystery shoppers:

Accepted Answer

The answer of Mystery shoppers:
...

Question 5

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

Accepted Answer

Protecting respondents' anonymity is crucial in survey research to ensure that they feel comfortable sharing their honest opinions without fear of repercussions or judgment. Knowing that their responses will be kept confidential can increase response rates and improve the overall quality of the data collected. Responses, integrity, and professionalism are important factors to consider in survey research but protecting anonymity is specifically critical.

Question 6

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.

Accepted Answer

According to Exhibit 2.3, Q Research Solutions Inc. is not in the top five in revenue for U.S. marketing research firms. The top five in revenue are The Nielson Co., Kantar, Symphony IRI, IMS Health Inc., and Ipsos.

Question 7

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

Accepted Answer

A research supplier should never guarantee an outcome because research outcomes are always subject to certain variables and limitations. Therefore, if a supplier makes such a promise, it is a sign of unprofessionalism and a lack of understanding of the research process. Choosing the supplier with the lowest price is also not always the best option because quality research often requires a significant investment. Lastly, working with a supplier only one time can limit a client's ability to develop a long-term relationship and benefit from continuous improvements and updates to the research process.

Question 8

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

Accepted Answer

Proprietary ways of measuring brand loyalty that are not transparent or easily explainable are often referred to as "black box branding". This is a term used to describe methods that are opaque or not easily understood by outsiders. It is possible that a research supplier could claim to have such a method for measuring brand loyalty, and this would be an example of black box branding. Options A, B, and D are not relevant to this concept.

Question 9

Primary information users are sometimes referred to as client organizations.

Accepted Answer

This statement is true, as primary information users are typically the organizations or individuals who commission research or require access to research results for decision-making purposes. They are often referred to as client organizations because they are the ones who contract with research firms to conduct studies or provide insights.

Question 10

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

Accepted Answer

Most of the large marketing research firms are actually concentrated in the United States, not Europe. Some of the major firms include Nielsen, Ipsos, and Kantar.

Question 11

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

Accepted Answer

Professional respondents are individuals who participate in market research studies regularly, often for financial gain, and may falsify their answers or profiles to qualify for more studies. They can create bias in research results and are generally viewed negatively by marketing researchers.

Question 12

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

Accepted Answer

Respondents should be debriefed after a study in which brand names were disguised so that they understand the true purpose of the study and why certain aspects were disguised. This helps to maintain transparency and ethical standards in research. Probing, compensating extra, and randomizing do not necessarily address debriefing after disguising brand names.

Question 13

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

Accepted Answer

Custom or ad hoc research firms specialize in providing tailored research solutions for specific clients as opposed to standardized or pre-packaged research products.

Question 14

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

Accepted Answer

A professional respondent is someone who participates in multiple studies each week and is often paid for their participation. This can pose ethical concerns and impact the validity of the research. Inside, informed, and ethical are not commonly used terms to describe this type of respondent.

Question 15

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

Accepted Answer

Existentialism is not one of the major ethical theories discussed in the chapter, while Utilitarianism, Deontology, and Causism are.

Question 16

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 17

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 a right that respondents have in research ethics. The other three options (right to choose, right to be informed, right to safety) are all important rights that respondents have in research ethics. The right to choose refers to the right of respondents to choose whether or not to participate in a study, and to withdraw at any time without penalty. The right to be informed refers to the right of respondents to receive clear and accurate information about the study, including its purpose, procedures, potential risks and benefits, and their rights as participants. The right to safety refers to the right of respondents to be protected from physical, psychological, and social harm that may result from participation in the study.

Question 18

Which of the following is an example of an internal client?

Accepted Answer

An internal client refers to a department or unit within an organization that receives support or services from another department or unit within the same organization. The marketing department of a firm is an example of an internal client because it may receive support or services from other departments such as finance, human resources, or IT. Franchisees, vendors, and marketing research companies are external clients, as they are not part of the same organization.

Question 19

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 involves an alliance between two or more firms with unique skills and resources to offer a new service for clients, provide strategic support for each firm, or create mutual benefits. This is a formal agreement that is mutually beneficial for both parties involved and helps them achieve their strategic goals.

Question 20

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

Accepted Answer

Syndicated service firms offer standardized research reports to multiple clients, allowing them to achieve economies of scale and operate with fewer employees. This makes them relatively large in size compared to custom research firms, which typically conduct tailored research projects for individual clients.

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

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

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

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

Mystery shoppers:

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

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.

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

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

Primary information users are sometimes referred to as client organizations.

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

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

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

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

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

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

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

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

Which of the following is an example of an internal client?

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:

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