Exam 3: The Marketing Research Industry

Which of the following is true regarding what the authors have to say about the percentage of respondents willing to participate in research surveys?

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.

The Honomichl Top 50 is an annual report listing the top 50 marketing research firms in terms of revenues earned in the United States.

Customized service firms tailor research services to each client's specific needs.

Internal supplier firms organize the research function by using either committees or by assigning individuals the responsibility. They do not have their own departments of marketing research.

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

External supplier firms may be either:

While thought to be SPAM by some, for a fee, most marketing research organizations such as IMRO and CASRO give researchers permission to survey via unsolicited e-mails.

Some critics of the marketing research industry believe that the industry is too "tool" oriented, and often the problem is defined in terms of being compatible with an existing tool (ah, we can use conjoint analysis to solve this problem). Thus, researchers fail to consider focusing on the more complex strategic issues facing the firm.

Which of the following best illustrates some of the challenges facing marketing research?

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

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

In evaluations conducted on the performance of the marketing research industry, the conclusions have been consistent in saying that the industry is plagued with so many problems that it has not been able to operate at any level other than "unsatisfactorily."

An annual publication that lists the top 25 global marketing research firms in the world is known as:

The categorization of marketing research firms includes the category "online research services firms." Although many of these firms could be placed in one of the other categories, your authors place them in the "online research" category because these firms specialize in online research. Examples include Affinova, Knowledge Networks and Active Group.

What was the significance of the years following the Industrial Revolution to the marketing research industry?

Which of the following is NOT true of SPAM and the marketing research industry?

A firm specializing in data collection forming a partnership with a firm specializing in data analysis would be an example of a strategic alliance.

The PRC has been quickly adopted by both clients and research professionals.

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