Exam 2: The Marketing Research Industry

Although ethical issues abound in the conduct of marketing research,there is no evidence that any marketing research firms are being "proactive" and actually helping clients to determine how consumers may evaluate a client's proposed strategy in terms of ethical standards.

In recent years,marketing researchers have come to view themselves as staff members who supply management with information,and information generated by their marketing research "tools." Marketing researchers,when confronted with a problem,determine which of their "tools" should be applied.This situation was discussed in your text and represents:

Which of the following reports a list of marketing research firms ranked in terms of revenues from U.S.operations only?

The marketing research industry offers many educational opportunities for members of the industry.One highly regarded training program is offered through The Burke Institute.

Some critics of the marketing research industry believe that marketing research is done too quickly.Researchers need to slow down to improve the value of the research information they are providing clients.

A common ethical code among major associations is to ensure that researchers will not misrepresent the impact of the sampling method and its impact on sample data.This code falls into the category of:

What did the Marketing Research Association do in 2005 that changed the credentialing of marketing research professionals?

Syndicated data services companies provide customized information and services to individual clients.

A marketing research firm,Forrester Research,released a report concluding that developing and deploying web-based portal applications is substantially less expensive using Microsoft technology than it is using competitive software such as a Linux/J2ee combination.However,sometime after this information was released to the public,it was learned that Microsoft had sponsored (i.e."paid for")the research conducted by Forrester.This example illustrates:

Which of the following types of marketing research firms would be considered "limited-service" firms?

Ethics may be defined as a field of inquiry into determining what behaviors are deemed appropriate under certain circumstances as prescribed by codes of behavior that are set by the government.

Marketing researchers may be certified,and the certification is called the Professional Researchers Certification (PRC).

Some critics believe that both marketing and marketing research have lost importance in organizations,and that marketing research no longer represents the "voice of the consumer."

Firms that collect information,store it on a common database,and make it available to multiple subscribers are called:

In most cases,internal suppliers of marketing research also purchase research from external suppliers.

Given the many problems facing the marketing research industry,suggestions for improvement have centered around certification and education.

A firm specializing in developing samples for companies desiring to conduct marketing research would be an example of a limited-service firm.

Packaged services firms use a proprietary process to conduct a service such as test marketing or measuring customer or employee satisfaction.

An example of deception in marketing research is to observe shoppers in a supermarket without their permission.

A common ethical code among major associations is to ensure that research released for public information will contain information to ensure transparency.This code falls into the category of: