Question 1

Most large corporations have marketing research departments.

Accepted Answer

A) True 
 B)False  True

Question 2

Your company has decided it needs some marketing research done.However,you are inexperienced in the evaluation of research suppliers.What are some things to consider in the selection of a marketing research supplier?

Accepted Answer

The text notes a number of warning signs to look for when evaluation perspective research suppliers.

Question 3

Mystery shoppers:

Accepted Answer

A) develop strategic partnerships. 
B) play an important role in the distribution function. 
C) develop new product ideas. 
D) are heavy users of marketing research. 
E) work for franchisors and provide information for franchisees. 
A) develop strategic partnerships. 
B) play an important role in the distribution function. 
C) develop new product ideas. 
D) are heavy users of marketing research. 
E) work for franchisors and provide information for franchisees. E

Question 4

An act of utilitarianism seeks to benefit the most people but through the fairest and
most just means available.

Accepted Answer

A) True 
 B)False

Question 5

Which U.S.marketing research firm is not in the top five in revenue,based on Exhibit 2.3 "The 25 Largest U.S.Marketing Research Organizations."

Accepted Answer

A) Nielsen Holdings N.V. 
B) Q Research Solutions Inc. 
C) Ipsos 
D) Kantar 
E) Information Resources Inc.(IRI) 
A) Nielsen Holdings N.V. 
B) Q Research Solutions Inc. 
C) Ipsos 
D) Kantar 
E) Information Resources Inc.(IRI)

Question 6

Often,participants of a research panel receive cash or gifts in exchange for
participating.

Accepted Answer

A) True 
 B)False

Question 7

When research is commissioned for public relations purposes or to prove a position,this is referred to as a(n)_________ study.

Accepted Answer

A) qualitative 
B) quantitative 
C) advocacy 
D) valid 
A) qualitative 
B) quantitative 
C) advocacy 
D) valid

Question 8

Your company has decided it needs some marketing research done.However,you are inexperienced in the evaluation of research suppliers.What are some things to consider in the selection of a marketing research supplier?

Accepted Answer

The text notes a number of war

Question 9

Custom,or ad hoc,research firms are primarily in the business of executing
unique,one-of-a-kind marketing research projects for corporate clients.

Accepted Answer

A) True 
 B)False

Question 10

Syndicated research suppliers focus only on compiling television ratings.

Accepted Answer

A) True 
 B)False

Question 11

Field service firms:

Accepted Answer

A) are data collection specialists who collect data on a subcontract basis. 
B) design research strategies for large marketing companies. 
C) analyze interviews and provide this analysis to clients. 
D) specialize in going into the field and generating new product ideas. 
E) do only exploratory research. 
A) are data collection specialists who collect data on a subcontract basis. 
B) design research strategies for large marketing companies. 
C) analyze interviews and provide this analysis to clients. 
D) specialize in going into the field and generating new product ideas. 
E) do only exploratory research.

Question 12

Syndicated service firms are relatively few and,compared to custom research
firms,relatively large.

Accepted Answer

A) True 
 B)False

Question 13

An advocacy study is a good way to produce a non-biased research project.

Accepted Answer

A) True 
 B)False

Question 14

When a market research supplier subcontracts out data collection activities to another firm,they are using what kind of a company?

Accepted Answer

A) data analysis 
B) field service 
C) quality control 
D) target marketing 
E) None of these 
A) data analysis 
B) field service 
C) quality control 
D) target marketing 
E) None of these

Question 15

The two most important factors for research clients in their relationships with
research suppliers are client confidentiality and honesty.

Accepted Answer

A) True 
 B)False

Question 16

The idea that a person performs the act that benefits the most people,regardless of personal feelings or the societal constraints such as laws is most closely related to which ethical theory?

Accepted Answer

A) Act utilitarianism 
B) Rule utilitarianism 
C) Casuist 
D) Act deontology 
E) Rule deontology 
A) Act utilitarianism 
B) Rule utilitarianism 
C) Casuist 
D) Act deontology 
E) Rule deontology

Question 17

When a research supplier claims to have a proprietary way of measuring brand loyalty,this is known as _______.

Accepted Answer

A) RFP 
B) TQM 
C) black box branding 
D) low ball pricing 
E) none of these 
A) RFP 
B) TQM 
C) black box branding 
D) low ball pricing 
E) none of these

Question 18

Which of the following is an example of an external user of marketing research?

Accepted Answer

A) the company's vendor's 
B) senior management 
C) human resources management 
D) manufacturing 
E) Information Resources, Inc. 
A) the company's vendor's 
B) senior management 
C) human resources management 
D) manufacturing 
E) Information Resources, Inc.

Question 19

A true field service firm not only collects data,but performs research design and
analysis as well.

Accepted Answer

A) True 
 B)False

Question 20

What type of manager is among the heaviest users of marketing research?

Accepted Answer

A) franchise manager 
B) vendor 
C) new product development manager 
D) top management 
E) distribution manager 
A) franchise manager 
B) vendor 
C) new product development manager 
D) top management 
E) distribution manager

Most large corporations have marketing research departments.

Your company has decided it needs some marketing research done.However,you are inexperienced in the evaluation of research suppliers.What are some things to consider in the selection of a marketing research supplier?

Mystery shoppers:

An act of utilitarianism seeks to benefit the most people but through the fairest and most just means available.

Which U.S.marketing research firm is not in the top five in revenue,based on Exhibit 2.3 "The 25 Largest U.S.Marketing Research Organizations."

Often,participants of a research panel receive cash or gifts in exchange for participating.

When research is commissioned for public relations purposes or to prove a position,this is referred to as a(n)_________ study.

Your company has decided it needs some marketing research done.However,you are inexperienced in the evaluation of research suppliers.What are some things to consider in the selection of a marketing research supplier?

Custom,or ad hoc,research firms are primarily in the business of executing unique,one-of-a-kind marketing research projects for corporate clients.

Syndicated research suppliers focus only on compiling television ratings.

Field service firms:

Syndicated service firms are relatively few and,compared to custom research firms,relatively large.

An advocacy study is a good way to produce a non-biased research project.

When a market research supplier subcontracts out data collection activities to another firm,they are using what kind of a company?

The two most important factors for research clients in their relationships with research suppliers are client confidentiality and honesty.

The idea that a person performs the act that benefits the most people,regardless of personal feelings or the societal constraints such as laws is most closely related to which ethical theory?

When a research supplier claims to have a proprietary way of measuring brand loyalty,this is known as _______.

Which of the following is an example of an external user of marketing research?

A true field service firm not only collects data,but performs research design and analysis as well.

What type of manager is among the heaviest users of marketing research?

The Role of Marketing Research in Management Decision Making

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters

Exam 2: The Marketing Research Industry and Research Ethics

Most large corporations have marketing research departments.

Your company has decided it needs some marketing research done.However,you are inexperienced in the evaluation of research suppliers.What are some things to consider in the selection of a marketing research supplier?

Mystery shoppers:

An act of utilitarianism seeks to benefit the most people but through the fairest and most just means available.

Which U.S.marketing research firm is not in the top five in revenue,based on Exhibit 2.3 "The 25 Largest U.S.Marketing Research Organizations."

Often,participants of a research panel receive cash or gifts in exchange for participating.

When research is commissioned for public relations purposes or to prove a position,this is referred to as a(n)_________ study.

Your company has decided it needs some marketing research done.However,you are inexperienced in the evaluation of research suppliers.What are some things to consider in the selection of a marketing research supplier?

Custom,or ad hoc,research firms are primarily in the business of executing unique,one-of-a-kind marketing research projects for corporate clients.

Syndicated research suppliers focus only on compiling television ratings.

Field service firms:

Syndicated service firms are relatively few and,compared to custom research firms,relatively large.

An advocacy study is a good way to produce a non-biased research project.

When a market research supplier subcontracts out data collection activities to another firm,they are using what kind of a company?

The two most important factors for research clients in their relationships with research suppliers are client confidentiality and honesty.

The idea that a person performs the act that benefits the most people,regardless of personal feelings or the societal constraints such as laws is most closely related to which ethical theory?

When a research supplier claims to have a proprietary way of measuring brand loyalty,this is known as _______.

Which of the following is an example of an external user of marketing research?

A true field service firm not only collects data,but performs research design and analysis as well.

What type of manager is among the heaviest users of marketing research?

The Role of Marketing Research in Management Decision Making

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters