Question 1

Syndicated service firms:

Accepted Answer

A) are relatively small. 
B) are large in number. 
C) specialize in product movement and audience media data. 
D) do nothing but collect data. 
E) account for 90% of all monies spent on market research. 
A) are relatively small. 
B) are large in number. 
C) specialize in product movement and audience media data. 
D) do nothing but collect data. 
E) account for 90% of all monies spent on market research.

Question 2

Lengthy interviews are an example of respondent abuse.

Accepted Answer

A) True 
 B)False

Question 3

A company that provides statistical analysis to the marketing research industry is an example of what type of firm?

Accepted Answer

A) syndicated service firm 
B) custom research firm 
C) field service firm 
D) specialized service firm 
A) syndicated service firm 
B) custom research firm 
C) field service firm 
D) specialized service firm

Question 4

Within a client's firm,there are various internal users of the marketing research results.Discuss three (3)of the internal users and an example of how each uses the data they receive.

Accepted Answer

-Marketing Managers.They need to include

Question 5

Which type of research supplier would provide audience media ratings,scanner data,and internet research?

Accepted Answer

A) syndicated research firm 
B) field service firm 
C) custom research firm 
D) advertising agency 
E) quality control firm 
A) syndicated research firm 
B) field service firm 
C) custom research firm 
D) advertising agency 
E) quality control firm

Question 6

Which is not an example of a media company?

Accepted Answer

A) custom marketing research firm 
B) advertising agency 
C) public relations agency 
D) direct marketing firm 
E) All of these are examples of media companies. 
A) custom marketing research firm 
B) advertising agency 
C) public relations agency 
D) direct marketing firm 
E) All of these are examples of media companies.

Question 7

List and explain the sequence of activities undertaken by a typical field service company as mentioned in the book:

Accepted Answer

1.Client contact.Various research depart

Question 8

The major ethical theories discussed in the chapter include all of the following except:

Accepted Answer

A) Existentialism 
B) Utilitarianism 
C) Deontology 
D) Casuist 
A) Existentialism 
B) Utilitarianism 
C) Deontology 
D) Casuist

Question 9

Which of the following is not an internal client of marketing research?

Accepted Answer

A) franchisees 
B) marketing department 
C) senior management 
D) All of these are internal clients of marketing research. 
A) franchisees 
B) marketing department 
C) senior management 
D) All of these are internal clients of marketing research.

Question 10

Station WPKE radio has been using Arbitron for to produce numbers it can use to sell advertising to its customers.Since beginning to use Arbitron's rating service their ratings have fluctuated widely and wildly from measurement to measurement.WPKE is located in a small town on the edge of the Arbitron rating area.The rating area is about 120 miles in diameter contain several large cities,but the station provides coverage for only the county in which it resides,which is sparsely populated.WPKE's advertisers are getting hesitant concerning the coverage they are getting.What should WPKE do?

Accepted Answer

Chances are since WPKE is on the edge of

Question 11

The privacy battle of respondents is most heated in which area?

Accepted Answer

A) telephone 
B) online and mobile tracking 
C) face-to-face interview 
D) mall intercept 
E) none of these 
A) telephone 
B) online and mobile tracking 
C) face-to-face interview 
D) mall intercept 
E) none of these

Question 12

An organization's marketing department is an example of an external user of marketing research.

Accepted Answer

A) True 
 B)False

Question 13

A marketing research supplier that quotes an unrealistically low price for marketing research,only to raise it,is engaging in _______.

Accepted Answer

A) price skimming 
B) price penetration 
C) price leadership 
D) low-ball pricing 
E) none of these 
A) price skimming 
B) price penetration 
C) price leadership 
D) low-ball pricing 
E) none of these

Question 14

Ignoring relevant data in a survey is ethical if it supports a predetermined objective.

Accepted Answer

A) True 
 B)False

Question 15

It is imperative that field service firms properly record information and carefully follow sampling plans.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following would be considered a custom research firm?

Accepted Answer

A) Burke, Inc. 
B) the marketing department for Dell computers 
C) a statistical software company 
D) AC Nielsen 
A) Burke, Inc. 
B) the marketing department for Dell computers 
C) a statistical software company 
D) AC Nielsen

Question 17

Greenfield Online manages a database of consumers who have agreed to fill out online surveys periodically.This data base of consumers is an example of a _________.

Accepted Answer

A) focus group 
B) research panel 
C) cyberstudy 
D) strategic partnership 
A) focus group 
B) research panel 
C) cyberstudy 
D) strategic partnership

Question 18

What is the difference in a syndicated marketing research firm and a field services
marketing research firm?

Accepted Answer

Both syndicated firms and field service

Question 19

Professional respondents are generally viewed in a positive light by marketing researchers.

Accepted Answer

A) True 
 B)False

Question 20

All of the following firms represent the front line of the research industry except what?

Accepted Answer

A) Custom research firms 
B) Syndicated research firms 
C) Limited function research firms 
D) Specialized service firms 
A) Custom research firms 
B) Syndicated research firms 
C) Limited function research firms 
D) Specialized service firms

Syndicated service firms:

Lengthy interviews are an example of respondent abuse.

A company that provides statistical analysis to the marketing research industry is an example of what type of firm?

Within a client's firm,there are various internal users of the marketing research results.Discuss three (3)of the internal users and an example of how each uses the data they receive.

Which type of research supplier would provide audience media ratings,scanner data,and internet research?

Which is not an example of a media company?

List and explain the sequence of activities undertaken by a typical field service company as mentioned in the book:

The major ethical theories discussed in the chapter include all of the following except:

Which of the following is not an internal client of marketing research?

The privacy battle of respondents is most heated in which area?

An organization's marketing department is an example of an external user of marketing research.

A marketing research supplier that quotes an unrealistically low price for marketing research,only to raise it,is engaging in _______.

Ignoring relevant data in a survey is ethical if it supports a predetermined objective.

It is imperative that field service firms properly record information and carefully follow sampling plans.

Which of the following would be considered a custom research firm?

Greenfield Online manages a database of consumers who have agreed to fill out online surveys periodically.This data base of consumers is an example of a _________.

What is the difference in a syndicated marketing research firm and a field services marketing research firm?

Professional respondents are generally viewed in a positive light by marketing researchers.

All of the following firms represent the front line of the research industry except what?

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

Syndicated service firms:

Lengthy interviews are an example of respondent abuse.

A company that provides statistical analysis to the marketing research industry is an example of what type of firm?

Within a client's firm,there are various internal users of the marketing research results.Discuss three (3)of the internal users and an example of how each uses the data they receive.

Which type of research supplier would provide audience media ratings,scanner data,and internet research?

Which is not an example of a media company?

List and explain the sequence of activities undertaken by a typical field service company as mentioned in the book:

The major ethical theories discussed in the chapter include all of the following except:

Which of the following is not an internal client of marketing research?

The privacy battle of respondents is most heated in which area?

An organization's marketing department is an example of an external user of marketing research.

A marketing research supplier that quotes an unrealistically low price for marketing research,only to raise it,is engaging in _______.

Ignoring relevant data in a survey is ethical if it supports a predetermined objective.

It is imperative that field service firms properly record information and carefully follow sampling plans.

Which of the following would be considered a custom research firm?

Greenfield Online manages a database of consumers who have agreed to fill out online surveys periodically.This data base of consumers is an example of a _________.

What is the difference in a syndicated marketing research firm and a field services marketing research firm?

Professional respondents are generally viewed in a positive light by marketing researchers.

All of the following firms represent the front line of the research industry except what?

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