Question 1

Field service firms are the ultimate users of the research data provided by their marketing research departments.

Accepted Answer

A) True 
 B)False

Question 2

Anyone willing to pay the price can buy the data syndicated service firms collect,package,and sell.

Accepted Answer

A) True 
 B)False

Question 3

A custom ad hoc research firm is attempting to develop a template for measuring community assessment,that it can market and administer communities in general.It decides to construct a relatively comprehensive questionnaire with the goal of determining which questions are the most important generally in a community assessment.Who would the research firm want to sample for such a study and who would provide the sample frame?

Accepted Answer

There are a number of possible anss here

Question 4

Primary information users are sometimes referred to as client organizations.

Accepted Answer

A) True 
 B)False

Question 5

Professionalism is an organization whose membership is determined by objective standards,such as an examination.

Accepted Answer

A) True 
 B)False

Question 6

You work for a marketing research supplier and one of your clients indicates that he would like to see the raw data for a recent study,including all of the names and phone numbers of respondents.What do you do?

Accepted Answer

This is a tough situation to be in,but t

Question 7

Black box branding techniques are usually easy for a potential client to decipher.

Accepted Answer

A) True 
 B)False

Question 8

IBM is an example of a Big Data analytics firm.

Accepted Answer

A) True 
 B)False

Question 9

Most of the large marketing research firms are concentrated in Europe.

Accepted Answer

A) True 
 B)False

Question 10

When a research supplier purchases a list of 3,000 customers,it is contracting with what type of company?

Accepted Answer

A) Syndicated service firm 
B) specialized service firm 
C) software firm 
D) sampling firm 
E) none of these 
A) Syndicated service firm 
B) specialized service firm 
C) software firm 
D) sampling firm 
E) none of these

Question 11

Because marketing researchers and marketers wield power and influence over their customers and even society,the marketing industry has a credentialing process and high entry barriers.

Accepted Answer

A) True 
 B)False

Question 12

In survey research,it is especially important to protect respondents'_______.

Accepted Answer

A) responses 
B) integrity 
C) professionalism 
D) anonymity 
E) none of these 
A) responses 
B) integrity 
C) professionalism 
D) anonymity 
E) none of these

Question 13

A field service firm maintaining a database of people willing to participate in
qualitative discussion groups is unethical.

Accepted Answer

A) True 
 B)False

Question 14

Radio station KOOL is in a large metropolitan area,and is having trouble selling advertising space to advertisers.The advertisers contend that they don't know how much coverage they are getting by advertising on KOOL.What kind of data collection strategy should KOOL undertake?

Accepted Answer

Since KOOL is in a large metropolitan ar

Question 15

When selecting a research supplier,a client firm would be wise to do which of the following?

Accepted Answer

A) not do business with a supplier who guarantees an outcome 
B) always choose the supplier with the lowest price 
C) work with a supplier only one time 
D) all of these 
A) not do business with a supplier who guarantees an outcome 
B) always choose the supplier with the lowest price 
C) work with a supplier only one time 
D) all of these

Question 16

Which of the following is an example of an internal client?

Accepted Answer

A) franchisees 
B) vendors 
C) marketing research companies 
D) a firm's marketing department 
A) franchisees 
B) vendors 
C) marketing research companies 
D) a firm's marketing department

Question 17

Which of the following is the largest single spender on marketing research?

Accepted Answer

A) Manufacturing companies 
B) Service providers 
C) U.S.Government 
D) Big-Chain Retailers 
A) Manufacturing companies 
B) Service providers 
C) U.S.Government 
D) Big-Chain Retailers

Question 18

In terms of revenues,the largest marketing research firms tend to be syndicated research suppliers.

Accepted Answer

A) True 
 B)False

Question 19

Who might use the services of a field service firm?

Accepted Answer

A) custom research firms 
B) syndicated research firms 
C) ad agencies and corporations 
D) none of these 
E) all of these 
A) custom research firms 
B) syndicated research firms 
C) ad agencies and corporations 
D) none of these 
E) all of these

Question 20

Which of the following is not a way marketing research is used by corporate marketing departments to support the marketing decision-making process?

Accepted Answer

A) to evaluate the ongoing success of operational marketing strategies 
B) to identify new target markets 
C) to measure the quality of customer service and level of satisfaction 
D) to assess changes in the internal environment 
E) All of these are used to support the marketing decision-making
Process. 
A) to evaluate the ongoing success of operational marketing strategies 
B) to identify new target markets 
C) to measure the quality of customer service and level of satisfaction 
D) to assess changes in the internal environment 
E) All of these are used to support the marketing decision-making
Process.

Field service firms are the ultimate users of the research data provided by their marketing research departments.

Anyone willing to pay the price can buy the data syndicated service firms collect,package,and sell.

Primary information users are sometimes referred to as client organizations.

Professionalism is an organization whose membership is determined by objective standards,such as an examination.

You work for a marketing research supplier and one of your clients indicates that he would like to see the raw data for a recent study,including all of the names and phone numbers of respondents.What do you do?

Black box branding techniques are usually easy for a potential client to decipher.

IBM is an example of a Big Data analytics firm.

Most of the large marketing research firms are concentrated in Europe.

When a research supplier purchases a list of 3,000 customers,it is contracting with what type of company?

Because marketing researchers and marketers wield power and influence over their customers and even society,the marketing industry has a credentialing process and high entry barriers.

In survey research,it is especially important to protect respondents'_______.

A field service firm maintaining a database of people willing to participate in qualitative discussion groups is unethical.

Radio station KOOL is in a large metropolitan area,and is having trouble selling advertising space to advertisers.The advertisers contend that they don't know how much coverage they are getting by advertising on KOOL.What kind of data collection strategy should KOOL undertake?

When selecting a research supplier,a client firm would be wise to do which of the following?

Which of the following is an example of an internal client?

Which of the following is the largest single spender on marketing research?

In terms of revenues,the largest marketing research firms tend to be syndicated research suppliers.

Who might use the services of a field service firm?

Which of the following is not a way marketing research is used by corporate marketing departments to support the marketing decision-making process?

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

Field service firms are the ultimate users of the research data provided by their marketing research departments.

Anyone willing to pay the price can buy the data syndicated service firms collect,package,and sell.

Primary information users are sometimes referred to as client organizations.

Professionalism is an organization whose membership is determined by objective standards,such as an examination.

You work for a marketing research supplier and one of your clients indicates that he would like to see the raw data for a recent study,including all of the names and phone numbers of respondents.What do you do?

Black box branding techniques are usually easy for a potential client to decipher.

IBM is an example of a Big Data analytics firm.

Most of the large marketing research firms are concentrated in Europe.

When a research supplier purchases a list of 3,000 customers,it is contracting with what type of company?

Because marketing researchers and marketers wield power and influence over their customers and even society,the marketing industry has a credentialing process and high entry barriers.

In survey research,it is especially important to protect respondents'_______.

A field service firm maintaining a database of people willing to participate in qualitative discussion groups is unethical.

Radio station KOOL is in a large metropolitan area,and is having trouble selling advertising space to advertisers.The advertisers contend that they don't know how much coverage they are getting by advertising on KOOL.What kind of data collection strategy should KOOL undertake?

When selecting a research supplier,a client firm would be wise to do which of the following?

Which of the following is an example of an internal client?

Which of the following is the largest single spender on marketing research?

In terms of revenues,the largest marketing research firms tend to be syndicated research suppliers.

Who might use the services of a field service firm?

Which of the following is not a way marketing research is used by corporate marketing departments to support the marketing decision-making process?

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