Question 1

Primary information users are sometimes referred to as client organizations.

Accepted Answer

A) True 
 B)False  True

Question 2

Where are the majority of the large global marketing research firms based?

Accepted Answer

A) Japan 
B) United Kingdom 
C) France 
D) Germany 
E) United States 
A) Japan 
B) United Kingdom 
C) France 
D) Germany 
E) United States E

Question 3

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) none of the above 
A) franchise manager 
B) vendor 
C) new product development manager 
D) top management 
E) none of the above C

Question 4

Reaching a representative sample of respondents is not seen as particularly important by marketing research executives.

Accepted Answer

A) True 
 B)False

Question 5

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 6

In terms of research ethics,which of the following is not an important right that respondents have?

Accepted Answer

A) right to choose 
B) right to objectivity 
C) right to be informed 
D) right to safety 
A) right to choose 
B) right to objectivity 
C) right to be informed 
D) right to safety

Question 7

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 8

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 9

When a research study disguises brand names in order to avoid biasing the study,after the study,respondents should be _______.

Accepted Answer

A) probed 
B) compensated extra 
C) debriefed 
D) randomized 
A) probed 
B) compensated extra 
C) debriefed 
D) randomized

Question 10

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

Question 11

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

Accepted Answer

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

Question 12

A true field service firm:

Accepted Answer

A) is involved in all the steps of marketing research. 
B) is only involved in data collection on a contract basis. 
C) places a great deal of emphasis on research design and data analysis. 
D) uses data collected for internal purposes. 
E) none of the above 
A) is involved in all the steps of marketing research. 
B) is only involved in data collection on a contract basis. 
C) places a great deal of emphasis on research design and data analysis. 
D) uses data collected for internal purposes. 
E) none of the above

Question 13

When the brand manager for Red Bull energy drinks seeks a research project designed for their unique needs,they would be advised to hire what type of supplier?

Accepted Answer

A) sampling firm 
B) syndicated service firm 
C) custom research firm 
D) media research firm 
A) sampling firm 
B) syndicated service firm 
C) custom research firm 
D) media research firm

Question 14

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 15

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

Question 16

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

Accepted Answer

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

Question 17

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 18

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

Accepted Answer

A) True 
 B)False

Question 19

Syndicated research suppliers focus only on compiling television ratings.

Accepted Answer

A) True 
 B)False

Question 20

Station WWWW 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.WWWW 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.WWWW's advertisers are getting hesitant concerning the coverage they are getting.What should WWWW do?

Accepted Answer

Chances are since WWWW is on the edge of

Exam 2: A: The Marketing Research Industry and Research Ethics

Primary information users are sometimes referred to as client organizations.

Where are the majority of the large global marketing research firms based?

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

Reaching a representative sample of respondents is not seen as particularly important by marketing research executives.

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

In terms of research ethics,which of the following is not an important right that respondents have?

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

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 a research study disguises brand names in order to avoid biasing the study,after the study,respondents should be _______.

Which is not an example of a media company?

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

A true field service firm:

When the brand manager for Red Bull energy drinks seeks a research project designed for their unique needs,they would be advised to hire what type of supplier?

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

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

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

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

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

Syndicated research suppliers focus only on compiling television ratings.

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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