Exam 2: The Research Process and Ethical Concerns

The marketing manager at Widgets R Us became aware that a leading competitor was conducting an extensive customer survey. Somewhat alarmed, this manager directed the marketing staff to construct and administer a customer survey immediately. What phase of the Marketing Research Process has this manager likely skipped?

(Multiple Choice)

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Question 41

The______________approach to ethical reasoning holds that the correct course of action is the one that promotes "the greatest good for the greatest number."

(Short Answer)

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Question 42

In broad terms, two ways marketing research can gather______________is (1) by collecting data to address specific problems or (2) by putting systems in place that provide data on an ongoing basis.

(Short Answer)

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Question 43

In all cases, there is a general marketing research process that managers should follow as they seek information.

(True/False)

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Question 44

Which kind of research uses experiments to identify cause-and-effect relationships between variables?

(Multiple Choice)

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Question 45

The utility approach to ethical reasoning holds that the correct course of action is the one that promotes:

(Multiple Choice)

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Question 46

What type of research is conducted with a goal to support a particular position with pseudoscientific results?

(Multiple Choice)

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Question 47

During data analysis, the process of assigning numbers to each answer on a data collection form so that the answers can be analyzed by a computer is called:

(Multiple Choice)

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Question 48

A product manager is eager to develop a new product idea. To gain approval to do so, the product manager orders the research team to survey a small group of customers that have been briefed on the product concept already and who reacted favorably to it. This type of research effort is known as:

(Multiple Choice)

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Question 49

The particular subset of the population chosen for study is known as a______________.

(Multiple Choice)

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Question 50

Communicating research results to appropriate managers is part of which phase of the Marketing Research Process?

(Multiple Choice)

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Question 51

There can be differences between what is ethical and what is legal.

(True/False)

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Question 52

"Death Wish" research can be characterized as:

(Multiple Choice)

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Question 53

The method of ethical reasoning in which a proposed action is right or wrong, in and of itself, with less concern about the consequences of the action is called the______________approach.

(Multiple Choice)

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Question 54

The types of continuous data that end up in a Decision Support System (DSS) are often referred to as ____________________.

(Short Answer)

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Question 55

A market researcher would use exploratory research during which phase of the Marketing Research Process?

(Multiple Choice)

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Question 56

Present a hypothetical research scenario and discuss why it might be ethical under one method of ethical reasoning but not another.

(Essay)

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Question 57

Showing 41 - 57 of 57

The______________approach to ethical reasoning holds that the correct course of action is the one that promotes "the greatest good for the greatest number."

In broad terms, two ways marketing research can gather______________is (1) by collecting data to address specific problems or (2) by putting systems in place that provide data on an ongoing basis.

In all cases, there is a general marketing research process that managers should follow as they seek information.

Which kind of research uses experiments to identify cause-and-effect relationships between variables?

The utility approach to ethical reasoning holds that the correct course of action is the one that promotes:

What type of research is conducted with a goal to support a particular position with pseudoscientific results?

During data analysis, the process of assigning numbers to each answer on a data collection form so that the answers can be analyzed by a computer is called:

A product manager is eager to develop a new product idea. To gain approval to do so, the product manager orders the research team to survey a small group of customers that have been briefed on the product concept already and who reacted favorably to it. This type of research effort is known as:

The particular subset of the population chosen for study is known as a______________.

Communicating research results to appropriate managers is part of which phase of the Marketing Research Process?

There can be differences between what is ethical and what is legal.

"Death Wish" research can be characterized as:

The method of ethical reasoning in which a proposed action is right or wrong, in and of itself, with less concern about the consequences of the action is called the______________approach.

The types of continuous data that end up in a Decision Support System (DSS) are often referred to as ____________________.

A market researcher would use exploratory research during which phase of the Marketing Research Process?

Present a hypothetical research scenario and discuss why it might be ethical under one method of ethical reasoning but not another.

The Role of Marketing Research

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

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