Question 1

Which of the following is a challenge facing the marketing research industry?

Accepted Answer

A) Marketing research is too inclusive. 
B) Marketing research no longer represents the voice of the consumer. 
C) There is too much interaction among functions in a firm. 
D) Marketing researchers try too hard to diagnose the market. 
E) The industry is too concerned with nonresponse error. 
A) Marketing research is too inclusive. 
B) Marketing research no longer represents the voice of the consumer. 
C) There is too much interaction among functions in a firm. 
D) Marketing researchers try too hard to diagnose the market. 
E) The industry is too concerned with nonresponse error.

Question 2

Respondents may be deceived during the research process.

Accepted Answer

A) True 
 B)False

Question 3

A marketing historian wrote the first questionnaire surveys.

Accepted Answer

A) True 
 B)False

Question 4

Marketing researchers have struggled with growing consumer resentment to their invasion of privacy.

Accepted Answer

A) True 
 B)False

Question 5

Field service firms specialize in one or,at most,a few marketing research activities.

Accepted Answer

A) True 
 B)False

Question 6

If you were to ask a sample of marketing researchers today what their biggest concern is,it would no doubt be "the future economy."

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is true regarding worldwide spending on marketing research?

Accepted Answer

A) From 2007 to 2008, when the recession began, only North America experienced a net increase in spending. 
B) Latin America had the lowest growth rate from 2007 to 2008. 
C) Total global spending for the industry was about $1 billion in 2008 according to the European Society of Opinion and Marketing Research (ESOMAR). 
D) The 2009 estimates indicate that total global spending for the industry will be greater than in 2008 despite the worldwide recession. 
E)  It is safe to say that, as of 2010, the marketing research industry is about a $30 billion industry. 
A) From 2007 to 2008, when the recession began, only North America experienced a net increase in spending. 
B) Latin America had the lowest growth rate from 2007 to 2008. 
C) Total global spending for the industry was about $1 billion in 2008 according to the European Society of Opinion and Marketing Research (ESOMAR). 
D) The 2009 estimates indicate that total global spending for the industry will be greater than in 2008 despite the worldwide recession. 
E)  It is safe to say that, as of 2010, the marketing research industry is about a $30 billion industry.

Question 8

Professional organizations try to prescribe ethical behavior for members by creating:

Accepted Answer

A) ethics violations fines 
B) rules to cast out members who violate such rules 
C) examples of poor ethical behavior in other professions 
D) codes of ethical behavior 
E) examinations on ethics on which professionals must earn a grade of "C" or higher 
A) ethics violations fines 
B) rules to cast out members who violate such rules 
C) examples of poor ethical behavior in other professions 
D) codes of ethical behavior 
E) examinations on ethics on which professionals must earn a grade of "C" or higher

Question 9

The current Marketing Research industry has quite large "behemoths" that operate around the globe with revenues in excess of $1 billion.

Accepted Answer

A) True 
 B)False

Question 10

Since marketing research information is often used in making significant decisions,the opportunity exists for a lack of total objectivity in the research process.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Consider the following scenario.A researcher believes that although there is a violation of the right to privacy among shoppers who are observed without their knowledge (the cost),there is a benefit if the company learns how to market goods more efficiently,thus reducing long-term marketing costs.This researcher is most likely a:

Accepted Answer

A) teleologist 
B) deontologist 
C) sociologist 
D) demonologist 
E) deaconologist 
A) teleologist 
B) deontologist 
C) sociologist 
D) demonologist 
E) deaconologist

Question 13

Over the years,the Top 50 firms have powered their growth largely by:

Accepted Answer

A) good contracts 
B) commodities sharing 
C) merger and acquisition 
D) alliance sharing 
E) excellent customer service 
A) good contracts 
B) commodities sharing 
C) merger and acquisition 
D) alliance sharing 
E) excellent customer service

Question 14

If you were to ask a sample of marketing researchers today what their biggest concern is,it would no doubt be:

Accepted Answer

A) the lack of a certification program leading to a CPA-MR 
B) the future economy 
C) the lack of graduates with Marketing Research degrees 
D) the questionable legitimacy of the industry 
E) the image of the industry 
A) the lack of a certification program leading to a CPA-MR 
B) the future economy 
C) the lack of graduates with Marketing Research degrees 
D) the questionable legitimacy of the industry 
E) the image of the industry

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Who is the "Father of Marketing Research"?

Accepted Answer

A) Charles Coolidge Parlin 
B) Robert Bartels 
C) 
A) C. Nielsen 
D) Alfred Politz 
E) J)C. Snead 
A) Charles Coolidge Parlin 
B) Robert Bartels 
C) 
A) C. Nielsen 
D) Alfred Politz 
E) J)C. Snead

Question 18

Which of the following is defined as the value of readily available access to willing respondents?

Accepted Answer

A) respondent availability 
B) panel equity 
C) respondent value 
D) respondent accessibility 
E) panel value 
A) respondent availability 
B) panel equity 
C) respondent value 
D) respondent accessibility 
E) panel value

Question 19

Which of the following describes the situation in which the researcher knows who the respondent is but does not identify the respondent with any information gathered from that respondent to a client?

Accepted Answer

A) anonymity 
B) secrecy 
C) confidentiality 
D) obscurity 
E) ambiguity 
A) anonymity 
B) secrecy 
C) confidentiality 
D) obscurity 
E) ambiguity

Question 20

Anonymity means that the researcher knows who the respondent is but does not identify the respondent with any information gathered from that respondent to a client.

Accepted Answer

A) True 
 B)False

Which of the following is a challenge facing the marketing research industry?

Respondents may be deceived during the research process.

A marketing historian wrote the first questionnaire surveys.

Marketing researchers have struggled with growing consumer resentment to their invasion of privacy.

Field service firms specialize in one or,at most,a few marketing research activities.

If you were to ask a sample of marketing researchers today what their biggest concern is,it would no doubt be "the future economy."

Which of the following is true regarding worldwide spending on marketing research?

Professional organizations try to prescribe ethical behavior for members by creating:

The current Marketing Research industry has quite large "behemoths" that operate around the globe with revenues in excess of $1 billion.

Since marketing research information is often used in making significant decisions,the opportunity exists for a lack of total objectivity in the research process.

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

Over the years,the Top 50 firms have powered their growth largely by:

If you were to ask a sample of marketing researchers today what their biggest concern is,it would no doubt be:

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

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

Who is the "Father of Marketing Research"?

Which of the following is defined as the value of readily available access to willing respondents?

Which of the following describes the situation in which the researcher knows who the respondent is but does not identify the respondent with any information gathered from that respondent to a client?

Anonymity means that the researcher knows who the respondent is but does not identify the respondent with any information gathered from that respondent to a client.

An Introduction to Marketing Research

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Data Collection Methods

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters

Exam 2: The Marketing Research Industry

Which of the following is a challenge facing the marketing research industry?

Respondents may be deceived during the research process.

A marketing historian wrote the first questionnaire surveys.

Marketing researchers have struggled with growing consumer resentment to their invasion of privacy.

Field service firms specialize in one or,at most,a few marketing research activities.

If you were to ask a sample of marketing researchers today what their biggest concern is,it would no doubt be "the future economy."

Which of the following is true regarding worldwide spending on marketing research?

Professional organizations try to prescribe ethical behavior for members by creating:

The current Marketing Research industry has quite large "behemoths" that operate around the globe with revenues in excess of $1 billion.

Since marketing research information is often used in making significant decisions,the opportunity exists for a lack of total objectivity in the research process.

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

Over the years,the Top 50 firms have powered their growth largely by:

If you were to ask a sample of marketing researchers today what their biggest concern is,it would no doubt be:

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

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

Who is the "Father of Marketing Research"?

Which of the following is defined as the value of readily available access to willing respondents?

Which of the following describes the situation in which the researcher knows who the respondent is but does not identify the respondent with any information gathered from that respondent to a client?

Anonymity means that the researcher knows who the respondent is but does not identify the respondent with any information gathered from that respondent to a client.

An Introduction to Marketing Research

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Data Collection Methods

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters