Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

World revenues for the marketing research industry are about $300 billion annually.

Accepted Answer

A) True 
 B)False

Question 3

Critics of the marketing research industry believe that marketing researchers should attempt to work in "silos." In other words, they need to work in an environment that is closed off from interaction from other departments that may unduly influence their objectivity.

Accepted Answer

A) True 
 B)False

Question 4

An ethical issue in the marketing research industry arises when researchers provide inflated sales forecasts to management because they knew management preferred a "rosy picture."

Accepted Answer

A) True 
 B)False

Question 5

An RFP stands for "request for proposal."

Accepted Answer

A) True 
 B)False

Question 6

Providing the services of a "mock jury" for a client who is involved in litigation would be a service offered by a syndicated data services firm.

Accepted Answer

A) True 
 B)False

Question 7

Which philosophical belief is concerned with the rights of the individual?

Accepted Answer

A)  teleology 
B)  sociology 
C)  criminology 
D)  the first amendment 
E)  deontology 
A)  teleology 
B)  sociology 
C)  criminology 
D)  the first amendment 
E)  deontology

Question 8

Companies that specialize in services such as eye movement research, mystery shopping, taste tests, fragrance tests, and so on are categorized as limited service, specialized research technique firms.

Accepted Answer

A) True 
 B)False

Question 9

In terms of the evolution of the marketing research industry, what was the significance of the era which ranged from about 1940 to 1960?

Accepted Answer

A)  Questionnaires were put into use providing marketing researchers with a method of gathering new information from customers, dealers, and competitors. 
B)  Finally, marketing research became fully accepted; formal recognition of the marketing research function led to the creation of marketing research departments. 
C)  High-tech products such as CARDs, CATIs, SPSS, and DBMs developed. 
D)  Focus groups, statistical analysis, and the computer became part of the marketing researchers' tool kit, greatly aiding them in their research efforts. 
E)  none of the above 
A)  Questionnaires were put into use providing marketing researchers with a method of gathering new information from customers, dealers, and competitors. 
B)  Finally, marketing research became fully accepted; formal recognition of the marketing research function led to the creation of marketing research departments. 
C)  High-tech products such as CARDs, CATIs, SPSS, and DBMs developed. 
D)  Focus groups, statistical analysis, and the computer became part of the marketing researchers' tool kit, greatly aiding them in their research efforts. 
E)  none of the above

Question 10

Charles Coolidge Parlin is the current president of the Marketing Research Association and started the PRC certification program.

Accepted Answer

A) True 
 B)False

Question 11

Who, among the following, is given credit for conducting the first continuous and organized marketing research and is also recognized today as the "Father of Marketing Research"?

Accepted Answer

A)  Charles Coolidge Parlin 
B)  C. J. Craig 
C)  Jed Bartlet 
D)  Charlie Young 
E)  Josh Lyman 
A)  Charles Coolidge Parlin 
B)  C. J. Craig 
C)  Jed Bartlet 
D)  Charlie Young 
E)  Josh Lyman

Question 12

Deception, especially invasion of privacy, is a serious ethical issue in marketing research and occurs in research studies. Which of the following is an example of deception?

Accepted Answer

A)  Potential respondents are not told the true identity of the sponsor of the research. 
B)  Potential respondents are viewed during a study without their permission. 
C)  Potential respondents are told they will remain anonymous when they will not. 
D)  all of the above 
E)  none of the above 
A)  Potential respondents are not told the true identity of the sponsor of the research. 
B)  Potential respondents are viewed during a study without their permission. 
C)  Potential respondents are told they will remain anonymous when they will not. 
D)  all of the above 
E)  none of the above

Question 13

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.

Accepted Answer

A) True 
 B)False

Question 14

Field service firms specialize in collecting data and are full-service firms.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following best explains the role of marketing research by the 1960s?

Accepted Answer

A)  marketing research seemed to outlive its usefulness 
B)  the Marketing Research Association, Inc., was formed and accepted all firms as members whether accredited or not 
C)  the number of marketing research departments grew 
D)  few people wanted to major in marketing research 
E)  marketing research gained acceptance in organizations and was recognized as being needed for survival 
A)  marketing research seemed to outlive its usefulness 
B)  the Marketing Research Association, Inc., was formed and accepted all firms as members whether accredited or not 
C)  the number of marketing research departments grew 
D)  few people wanted to major in marketing research 
E)  marketing research gained acceptance in organizations and was recognized as being needed for survival

Question 16

Marketing research firms are excluded from firms prohibited to call numbers on the national "Do Not Call" registry.

Accepted Answer

A) True 
 B)False

Question 17

Although "frugging" is considered unethical, it is not illegal.

Accepted Answer

A) True 
 B)False

Question 18

While there are many individual classes available for educating members of the marketing research profession, as of 2010, there are no masters programs offering a specialization in marketing research.

Accepted Answer

A) True 
 B)False

Question 19

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:

Accepted Answer

A)  a demise in the significance of research, in that the tools are too quickly applied instead of the researchers being involved in making strategy decisions for the firm 
B)  an objective method of conducting research that allows sophisticated tools to provide answers without researchers' subjectivity 
C)  the state of the art of marketing research, and is a good sign that the industry has been capable of designing the proper tools to solve client problems 
D)  marketing research using only quantitative or qualitative research 
E)  marketing researchers, who are to be commended for behaving as staff members, which keeps overhead low 
A)  a demise in the significance of research, in that the tools are too quickly applied instead of the researchers being involved in making strategy decisions for the firm 
B)  an objective method of conducting research that allows sophisticated tools to provide answers without researchers' subjectivity 
C)  the state of the art of marketing research, and is a good sign that the industry has been capable of designing the proper tools to solve client problems 
D)  marketing research using only quantitative or qualitative research 
E)  marketing researchers, who are to be commended for behaving as staff members, which keeps overhead low

Question 20

Unwanted e-mail is called:

Accepted Answer

A)  SPAM and was used by some online survey research companies a few years ago 
B)  UWM and was used by some online survey research companies a few years ago 
C)  SPAM and was never used by online survey research companies because it is unethical 
D)  UWM and was never used by online survey research companies because it is illegal 
E)  UWM, and SPAM is a subset of UWM 
A)  SPAM and was used by some online survey research companies a few years ago 
B)  UWM and was used by some online survey research companies a few years ago 
C)  SPAM and was never used by online survey research companies because it is unethical 
D)  UWM and was never used by online survey research companies because it is illegal 
E)  UWM, and SPAM is a subset of UWM

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

World revenues for the marketing research industry are about $300 billion annually.

Critics of the marketing research industry believe that marketing researchers should attempt to work in "silos." In other words, they need to work in an environment that is closed off from interaction from other departments that may unduly influence their objectivity.

An ethical issue in the marketing research industry arises when researchers provide inflated sales forecasts to management because they knew management preferred a "rosy picture."

An RFP stands for "request for proposal."

Providing the services of a "mock jury" for a client who is involved in litigation would be a service offered by a syndicated data services firm.

Which philosophical belief is concerned with the rights of the individual?

Companies that specialize in services such as eye movement research, mystery shopping, taste tests, fragrance tests, and so on are categorized as limited service, specialized research technique firms.

In terms of the evolution of the marketing research industry, what was the significance of the era which ranged from about 1940 to 1960?

Charles Coolidge Parlin is the current president of the Marketing Research Association and started the PRC certification program.

Who, among the following, is given credit for conducting the first continuous and organized marketing research and is also recognized today as the "Father of Marketing Research"?

Deception, especially invasion of privacy, is a serious ethical issue in marketing research and occurs in research studies. Which of the following is an example of deception?

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.

Field service firms specialize in collecting data and are full-service firms.

Which of the following best explains the role of marketing research by the 1960s?

Marketing research firms are excluded from firms prohibited to call numbers on the national "Do Not Call" registry.

Although "frugging" is considered unethical, it is not illegal.

While there are many individual classes available for educating members of the marketing research profession, as of 2010, there are no masters programs offering a specialization in marketing research.

Unwanted e-mail is called:

Introduction to Marketing Research

The Marketing Research Process

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 3: The Marketing Research Industry

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

World revenues for the marketing research industry are about $300 billion annually.

Critics of the marketing research industry believe that marketing researchers should attempt to work in "silos." In other words, they need to work in an environment that is closed off from interaction from other departments that may unduly influence their objectivity.

An ethical issue in the marketing research industry arises when researchers provide inflated sales forecasts to management because they knew management preferred a "rosy picture."

An RFP stands for "request for proposal."

Providing the services of a "mock jury" for a client who is involved in litigation would be a service offered by a syndicated data services firm.

Which philosophical belief is concerned with the rights of the individual?

Companies that specialize in services such as eye movement research, mystery shopping, taste tests, fragrance tests, and so on are categorized as limited service, specialized research technique firms.

In terms of the evolution of the marketing research industry, what was the significance of the era which ranged from about 1940 to 1960?

Charles Coolidge Parlin is the current president of the Marketing Research Association and started the PRC certification program.

Who, among the following, is given credit for conducting the first continuous and organized marketing research and is also recognized today as the "Father of Marketing Research"?

Deception, especially invasion of privacy, is a serious ethical issue in marketing research and occurs in research studies. Which of the following is an example of deception?

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.

Field service firms specialize in collecting data and are full-service firms.

Which of the following best explains the role of marketing research by the 1960s?

Marketing research firms are excluded from firms prohibited to call numbers on the national "Do Not Call" registry.

Although "frugging" is considered unethical, it is not illegal.

While there are many individual classes available for educating members of the marketing research profession, as of 2010, there are no masters programs offering a specialization in marketing research.

Unwanted e-mail is called:

Introduction to Marketing Research

The Marketing Research Process

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters