Question 1

Marketing research firms classified as "market segment specialists" and "field services" firms are categorized as being "full-service" marketing research firms.

Accepted Answer

A) True 
 B)False

Question 2

What did the Marketing Research Association do in 2005 that changed the credentialing of marketing research professionals?

Accepted Answer

A)  They brought a lawsuit against several practitioners who were not qualified to practice marketing research. 
B)  They required all practitioners to take a test on qualitative research methods. 
C)  They created the Professional Researcher Certification. 
D)  They required all AACSB accredited colleges to offer a course in marketing research. 
E)  Nothing has been done; one of the problems the industry has is that there is no credentialing program. 
A)  They brought a lawsuit against several practitioners who were not qualified to practice marketing research. 
B)  They required all practitioners to take a test on qualitative research methods. 
C)  They created the Professional Researcher Certification. 
D)  They required all AACSB accredited colleges to offer a course in marketing research. 
E)  Nothing has been done; one of the problems the industry has is that there is no credentialing program.

Question 3

Teleology is concerned with assessing benefits and costs to society.

Accepted Answer

A) True 
 B)False

Question 4

Marketing research firms are included in SPAM definitions and are included in the new, FTC-sponsored "Do Not SPAM" registry.

Accepted Answer

A) True 
 B)False

Question 5

Today, if you were to ask a group of marketing researchers what their biggest concern is, they would say:

Accepted Answer

A)  lack of government regulation of the finance industry 
B)  industry standards being too high to achieve 
C)  lack of control of interest rates 
D)  globalization 
E)  the economy 
A)  lack of government regulation of the finance industry 
B)  industry standards being too high to achieve 
C)  lack of control of interest rates 
D)  globalization 
E)  the economy

Question 6

A research firm that uses only one technique, such as eye movement research or taste testing, would be called:

Accepted Answer

A)  a full-service supplier firm 
B)  a syndicated data service firm 
C)  a firm that is said to have "vision" 
D)  a limited service supplier firm 
E)  an internal supplier firm 
A)  a full-service supplier firm 
B)  a syndicated data service firm 
C)  a firm that is said to have "vision" 
D)  a limited service supplier firm 
E)  an internal supplier firm

Question 7

In discussing the structure of the marketing research industry, the authors define an internal supplier firm as one that:

Accepted Answer

A)  makes research decisions based primarily upon information supplied by the internal reports system 
B)  is organized in a staff relationship to other internal departments 
C)  provides syndicated services, but only to members of the syndicate 
D)  has its marketing research provided by an entity, such as a marketing research department, within the firm 
E)  includes internal data analysis services 
A)  makes research decisions based primarily upon information supplied by the internal reports system 
B)  is organized in a staff relationship to other internal departments 
C)  provides syndicated services, but only to members of the syndicate 
D)  has its marketing research provided by an entity, such as a marketing research department, within the firm 
E)  includes internal data analysis services

Question 8

When firms come together in a way that allows each firm to take advantage of the other firm's expertise and resources, this is called forming:

Accepted Answer

A)  a strategic alliance 
B)  strategic thinking 
C)  alliance sharing 
D)  a mutually beneficial partnership 
E)  a good contract 
A)  a strategic alliance 
B)  strategic thinking 
C)  alliance sharing 
D)  a mutually beneficial partnership 
E)  a good contract

Question 9

Full-service supplier firms:

Accepted Answer

A)  take over customer firms 
B)  are known as companies that excel in providing customer service 
C)  have the ability to conduct the entire marketing research project 
D)  are always internal supplier firms 
E)  provide services at a reduced cost due to economies of scale 
A)  take over customer firms 
B)  are known as companies that excel in providing customer service 
C)  have the ability to conduct the entire marketing research project 
D)  are always internal supplier firms 
E)  provide services at a reduced cost due to economies of scale

Question 10

During the early days of the history of the United States, artisans and craftsmen were involved in barter exchange and understood their customer's wants and needs. There was not much need for marketing research.

Accepted Answer

A) True 
 B)False

Question 11

Standardized service firms provide unique data to clients through a standardized service process.

Accepted Answer

A) True 
 B)False

Question 12

What does sugging refer to?

Accepted Answer

A)  selling under the guise of a survey 
B)  fund raising under the guise of a survey 
C)  collecting data through telephone interviews 
D)  falsifying data 
E)  surveying under the guise of selling 
A)  selling under the guise of a survey 
B)  fund raising under the guise of a survey 
C)  collecting data through telephone interviews 
D)  falsifying data 
E)  surveying under the guise of selling

Question 13

By the 1960s, marketing research not only had gained acceptance in organizations, but was recognized as important to firms' survival.

Accepted Answer

A) True 
 B)False

Question 14

General Mills has a research department that provides for the function of marketing research at the company. This is an example of what we mean by an external supplier firm.

Accepted Answer

A) True 
 B)False

Question 15

Marketing researcher certification, PRC, stands for:

Accepted Answer

A)  Public Researcher, Certified 
B)  Professional Researcher Certification 
C)  Public Researcher, Corporate 
D)  Professional Researcher Certificate 
E)  Public Researcher Certification 
A)  Public Researcher, Certified 
B)  Professional Researcher Certification 
C)  Public Researcher, Corporate 
D)  Professional Researcher Certificate 
E)  Public Researcher Certification

Question 16

The largest marketing research firm is:

Accepted Answer

A)  Peabody and Associates 
B)  Burke, Inc. 
C)  Marketing Research Association 
D)  The Nielsen Co. 
E)  World Wide Pants, Inc. 
A)  Peabody and Associates 
B)  Burke, Inc. 
C)  Marketing Research Association 
D)  The Nielsen Co. 
E)  World Wide Pants, Inc.

Question 17

CMOR views the decline in respondent cooperation as so important that it has created a director of respondent cooperation.

Accepted Answer

A) True 
 B)False

Question 18

What does frugging refer to?

Accepted Answer

A)  selling under the guise of a survey 
B)  fundraising under the guise of a survey 
C)  collecting data through telephone interviews 
D)  falsifying data 
E)  frightening (respondents) under the guise of research 
A)  selling under the guise of a survey 
B)  fundraising under the guise of a survey 
C)  collecting data through telephone interviews 
D)  falsifying data 
E)  frightening (respondents) under the guise of research

Question 19

The Honomichl Global Top 25 is an annual listing of marketing research firms ordered in terms of revenue generated ONLY in the U.S.

Accepted Answer

A) True 
 B)False

Question 20

Panel equity refers to:

Accepted Answer

A)  the ownership of research companies in terms of employee/investor ownership 
B)  the value of panels, meaning that they represent access to willing respondents 
C)  the value of panels, meaning that company CEOs should serve on as many panels as possible 
D)  the ownership of panels versus acquiring panels by borrowing 
E)  having the same number of males and females on a panel 
A)  the ownership of research companies in terms of employee/investor ownership 
B)  the value of panels, meaning that they represent access to willing respondents 
C)  the value of panels, meaning that company CEOs should serve on as many panels as possible 
D)  the ownership of panels versus acquiring panels by borrowing 
E)  having the same number of males and females on a panel

Marketing research firms classified as "market segment specialists" and "field services" firms are categorized as being "full-service" marketing research firms.

What did the Marketing Research Association do in 2005 that changed the credentialing of marketing research professionals?

Teleology is concerned with assessing benefits and costs to society.

Marketing research firms are included in SPAM definitions and are included in the new, FTC-sponsored "Do Not SPAM" registry.

Today, if you were to ask a group of marketing researchers what their biggest concern is, they would say:

A research firm that uses only one technique, such as eye movement research or taste testing, would be called:

In discussing the structure of the marketing research industry, the authors define an internal supplier firm as one that:

When firms come together in a way that allows each firm to take advantage of the other firm's expertise and resources, this is called forming:

Full-service supplier firms:

During the early days of the history of the United States, artisans and craftsmen were involved in barter exchange and understood their customer's wants and needs. There was not much need for marketing research.

Standardized service firms provide unique data to clients through a standardized service process.

What does sugging refer to?

By the 1960s, marketing research not only had gained acceptance in organizations, but was recognized as important to firms' survival.

General Mills has a research department that provides for the function of marketing research at the company. This is an example of what we mean by an external supplier firm.

Marketing researcher certification, PRC, stands for:

The largest marketing research firm is:

CMOR views the decline in respondent cooperation as so important that it has created a director of respondent cooperation.

What does frugging refer to?

The Honomichl Global Top 25 is an annual listing of marketing research firms ordered in terms of revenue generated ONLY in the U.S.

Panel equity refers to:

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

Marketing research firms classified as "market segment specialists" and "field services" firms are categorized as being "full-service" marketing research firms.

What did the Marketing Research Association do in 2005 that changed the credentialing of marketing research professionals?

Teleology is concerned with assessing benefits and costs to society.

Marketing research firms are included in SPAM definitions and are included in the new, FTC-sponsored "Do Not SPAM" registry.

Today, if you were to ask a group of marketing researchers what their biggest concern is, they would say:

A research firm that uses only one technique, such as eye movement research or taste testing, would be called:

In discussing the structure of the marketing research industry, the authors define an internal supplier firm as one that:

When firms come together in a way that allows each firm to take advantage of the other firm's expertise and resources, this is called forming:

Full-service supplier firms:

During the early days of the history of the United States, artisans and craftsmen were involved in barter exchange and understood their customer's wants and needs. There was not much need for marketing research.

Standardized service firms provide unique data to clients through a standardized service process.

What does sugging refer to?

By the 1960s, marketing research not only had gained acceptance in organizations, but was recognized as important to firms' survival.

General Mills has a research department that provides for the function of marketing research at the company. This is an example of what we mean by an external supplier firm.

Marketing researcher certification, PRC, stands for:

The largest marketing research firm is:

CMOR views the decline in respondent cooperation as so important that it has created a director of respondent cooperation.

What does frugging refer to?

The Honomichl Global Top 25 is an annual listing of marketing research firms ordered in terms of revenue generated ONLY in the U.S.

Panel equity refers to:

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