Exam 3: The Marketing Research Industry

Firms that specialize in collecting data are called:

Although they abound in other areas, codes of ethical behavior have yet to be proposed in the marketing research industry.

When there is no formal research department, internal suppliers organize the research function by assigning responsibility to:

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believe that both marketing and marketing research have lost importance in organizations, and that marketing research no longer represents the "voice of the consumer."

In the marketing research industry, full-service supplier firms have the ability to define the problem, specify the research design, collect and analyze the data, and prepare the final report as part of their service.

Certification is a designation that indicates the achievement of some minimal standard of performance. Marketing researchers may earn the certification today known as PRC, Professional Researcher Certification.

A marketing researcher who conducts research at a cost to the individual, but at a benefit to society, most likely prescribes to which philosophical belief?

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

In its beginnings, online survey research produced an ethical issue, SPAM. Some of the early online research companies sought to collect huge quantities of surveys online without considering the consequences of their unethical SPAMMING behavior.

An ethical issue arises in the marketing research industry when researchers are asked to conduct marketing research on topics such as: how to get more teens to smoke and how to develop Saturday a.m. TV ads, directed at children, whose purpose it is to increase sugar consumption.

Some firms specialize in telephone surveying and have large numbers of telephone interviewers working in central locations. These firms are classified as limited-service field services firms that are sometimes referred to as "phone banks."

PRC certification awards certification at two levels: expert & practitioner.

Providing the capability of conducting a "mock jury" for an impending legal trial would be a service provided by:

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:

One ethical issue that does not affect the marketing research industry is research integrity. Because marketing research objectively gathers and reports information, there is no issue with withholding, altering, or intentionally misinterpreting information.

Marketing research departments are usually organized according to one, or a combination of the following functions: area of application, marketing function, or the research process.

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.

Very few of the largest firms (sales volumes in excess of $500 million)have their own marketing research departments, but they usually have at least one person responsible for conducting marketing research.

The name "SPAM" comes from a Monty Python skit in which a restaurant customer is deluged with repeated requests (by the waiters)to order canned, luncheon meat, and the customer finally yells "I don't want any SPAM."

Once PRC certification is awarded an individual, there is no requirement that the individual do anything else to maintain his/her certification.