Exam 2: The Marketing Research Industry

Which organization offers an online guide,"What Survey Participants Need to Know,"to provide the public with information about the conduct and use of survey research?

In the 1990s,________ brought about significant change,with online panels becoming a primary source of data.

Full-service supplier firms have the ability to define the problem,specify the research design,collect and analyze the data.However,the client prepares the final report.

Fortunately,the industry has an ample supply of marketing researchers who can dig deeper into data and who can deliver strategic insights with their results.

Led by some active professional associations,several initiatives have been undertaken to improve industry performance.

The fastest-growing regions of the world for marketing research are Africa and the Middle East.

Client-side research is research that is conducted within an organization.

Information gathering to be used for decision-making goes back to the earliest days of recorded history.In the United States,surveys were used in the early 1800s to determine:

There is an increasing demand that marketing researchers provide simple and straightforward reports that"tell a story"rather than give clients lengthy,complex documents.

Medium-sized and smaller firms may assign an individual or team to conduct some of the research,but often their responsibilities lie in helping others in the firm know when to do research and in finding the right supplier firm to help conduct marketing research.

Data analysis and visualization dashboards(such as those offered by Burke and Tableau)are examples of tools that would be used by DIY researchers.

Even with the tremendous growth,the emergence of several professional organizations,and a certification program,the industry includes few publicly held firms.

The development of cloud computing in the 1970s led to the automation of data management and analysis for larger firms.

Prior to the Industrial Revolution,in an economy based on artisans and craftsmen involved in barter exchange with their customers,there was not much need to"study"consumers.

MRA's"Code of Marketing Research Standards"discusses the ethics of collecting passive user data.Which of the following is NOT considered passive user data?

Supply-side marketing research is research conducted by an outside firm hired to fulfill a company's marketing research needs.

Full-service supplier firms:

Larger firms,such as those found in the Fortune 500,typically have a formal department devoted to marketing research.

A.C.Nielsen and George Gallup are known as the"Fathers of Marketing Research."

For many years,________ has monitored trends in the industry.