Question 1

Researchers following the rights method of ethical reasoning focus on:

Accepted Answer

A)  The welfare of society and society's rights. 
B)  The welfare of customers and customers' rights. 
C)  The welfare of the individual and individuals' rights. 
D)  The welfare of employees and employees' rights. 
E)  The welfare of the sample population and the sample population's rights.

Question 2

A proposed research action that is ethical under one method of ethical reasoning is also ethical under the other methods of ethical reasoning.

Accepted Answer

A) True 
 B)False

Question 3

The______________is often all that many executives will see of the research effort.

Accepted Answer

A)  Research Request Agreement 
B)  Data collection forms 
C)  Written research report 
D)  Decision Support System 
E)  All of the above

Question 4

The goal of exploratory research is:

Accepted Answer

A)  To cost justify a larger marketing research project. 
B)  To learn the skills needed to properly conduct real marketing research. 
C)  To understand exactly what information is needed by managers to make important decisions. 
D)  To find out if research can solve the problem under consideration. 
E)  All of the above are true.

Question 5

The method of ethical reasoning that focuses on society as the unit of analysis and stresses the consequences of an act on all those directly or indirectly affected by it is called the______________approach:

Accepted Answer

A)  Justice. 
B)  Pragmatic. 
C)  Utility. 
D)  Rights. 
E)  None of the above.

Question 6

Sometimes research calls for a deeper look at the data by looking for differences or relationships across groups, a technique known as______________.

Accepted Answer

A)  Cross-tabulation 
B)  Cross-analysis 
C)  Cross-comparison 
D)  Cross-footing 
E)  Cross-calculation

Question 7

Which of the following is not one of the phases of the Marketing Research Process?

Accepted Answer

A)  Data Collection 
B)  Research Configuration 
C)  Information Reporting 
D)  Problem Definition 
E)  Data Analysis

Question 8

The interpretation of data is part of which phase of the Marketing Research Process?

Accepted Answer

A)  Data Collection 
B)  Research Configuration 
C)  Information Reporting 
D)  Problem Definition 
E)  Data Analysis

Question 9

A restaurant has installed microphones at its tables to secretly record customer reactions to menu items so that the restaurant owner can know which entrees to raise prices on. Under which method of ethical reasoning is this approach considered ethical?

Accepted Answer

A)  Utility 
B)  Justice 
C)  Rights 
D)  Both A and B. 
E)  It would not be considered ethical under any ethical reasoning framework.

Question 10

The Taco Hacienda chain of fast food restaurants has clearly defined the decision problem it will address in a marketing research project. As it prepares for the data collection phase of the project, a good first place to look for data might be:

Accepted Answer

A)  From a primary data collection initiative, such as a customer survey. 
B)  From an external source, such as the Fast Food Franchise Association. 
C)  From the corporate Decision Support System. 
D)  All of these are appropriate places to begin the data collection effort. 
E)  None of these are appropriate places to begin the data collection effort.

Question 11

Generating primary data is generally a______________process.

Accepted Answer

A)  Time consuming, inexpensive 
B)  Quick, expensive 
C)  Quick, inexpensive 
D)  Time consuming, expensive 
E)  None of the choices above are correct

Question 12

In judging whether a proposed action is ethical or not, it is necessary to adopt one or more moral reasoning frameworks. Which of the following is NOT one of the frameworks presented in chapter 2?

Accepted Answer

A)  Justice 
B)  Pragmatic 
C)  Utility 
D)  Rights 
E)  All of the frameworks listed above were discussed in chapter 2.

Question 13

If relatively little is known about the phenomenon______________to be investigated,______________is often used to clarify the issues.

Accepted Answer

The answer of If relatively little is known about the...

Question 14

Attempting to sell products or services after telling respondents you are conducting marketing research is a practice known as:

Accepted Answer

A)  Sugging 
B)  Probing 
C)  Funneling 
D)  Posing 
E)  Spoofing

Question 15

In designing the sample, researchers must specify:

Accepted Answer

A)  Sampling frame. 
B)  Type of sampling plan to be used. 
C)  The size of the sample. 
D)  All of the above. 
E)  Both A and C above.

Question 16

______________ are the moral principles and values that govern the way an individual or a group conducts its activities.

Accepted Answer

The answer of ______________ are the moral principles and values...

Question 17

Which of the following would NOT benefit from causal research?

Accepted Answer

A)  Measuring customer satisfaction. 
B)  Determining which version of a product to offer. 
C)  Identifying which package design to use. 
D)  Determining which advertising campaign is most effective. 
E)  Deciding which price to charge.

Question 18

The use of existing (secondary) data or the gathering of new (primary) data characterizes which phase of the Marketing Research Process?

Accepted Answer

A)  Data Collection 
B)  Research Configuration 
C)  Information Reporting 
D)  Problem Definition 
E)  Data Analysis

Question 19

One of the most important characteristics of exploratory research is flexibility.

Accepted Answer

A) True 
 B)False

Question 20

Marketing researchers must make many decisions over the course of a single research project, and throughout the process consider the ethics involved in the choices they make. Ethics are the______________that govern the way an individual or a group conducts it activities:

Accepted Answer

A)  Moral principles and values 
B)  Established rules 
C)  Traditional beliefs 
D)  Accepted practices 
E)  Approved methods

Exam 2: The Research Process and Ethical Concerns

Researchers following the rights method of ethical reasoning focus on:

A proposed research action that is ethical under one method of ethical reasoning is also ethical under the other methods of ethical reasoning.

The______________is often all that many executives will see of the research effort.

The goal of exploratory research is:

The method of ethical reasoning that focuses on society as the unit of analysis and stresses the consequences of an act on all those directly or indirectly affected by it is called the______________approach:

Sometimes research calls for a deeper look at the data by looking for differences or relationships across groups, a technique known as______________.

Which of the following is not one of the phases of the Marketing Research Process?

The interpretation of data is part of which phase of the Marketing Research Process?

A restaurant has installed microphones at its tables to secretly record customer reactions to menu items so that the restaurant owner can know which entrees to raise prices on. Under which method of ethical reasoning is this approach considered ethical?

The Taco Hacienda chain of fast food restaurants has clearly defined the decision problem it will address in a marketing research project. As it prepares for the data collection phase of the project, a good first place to look for data might be:

Generating primary data is generally a______________process.

In judging whether a proposed action is ethical or not, it is necessary to adopt one or more moral reasoning frameworks. Which of the following is NOT one of the frameworks presented in chapter 2?

If relatively little is known about the phenomenonto be investigated,is often used to clarify the issues.

Attempting to sell products or services after telling respondents you are conducting marketing research is a practice known as:

In designing the sample, researchers must specify:

______________ are the moral principles and values that govern the way an individual or a group conducts its activities.

Which of the following would NOT benefit from causal research?

The use of existing (secondary) data or the gathering of new (primary) data characterizes which phase of the Marketing Research Process?

One of the most important characteristics of exploratory research is flexibility.

Marketing researchers must make many decisions over the course of a single research project, and throughout the process consider the ethics involved in the choices they make. Ethics are the______________that govern the way an individual or a group conducts it activities: