Question 1

Which of the following organizations has been devoted to developing best practices for the marketing research profession?

Accepted Answer

A) MRA(Marketing Research Association) 
B) AMA(American Marketing Association) 
C) AAPOR(American Association for Public Opinion Research) 
D) CASRO(Council of American Survey Research Organizations)

Question 2

Under what circumstance is there an exemption under the Do Not Call Registry?

Accepted Answer

A) Calling U.S.citizens to sell an unsolicited offer 
B) Calling U.S.citizens for survey purposes 
C) Calling U.S.citizens for political push polling purposes 
D) Calling U.S.citizens for telemarketing purposes

Question 3

Which of the following is NOT a major source of online information allowing marketers to explore the many different types of research firms that operate worldwide?

Accepted Answer

A) GreenBook 
B) BlueBook 
C) Quirk's Researcher SourceBook™ 
D) Thomas Register

Question 4

In recent years,passive data,or data that are gathered with covert questioning or other types of interactions with consumers,have become a new and valuable source of information.

Accepted Answer

A) True 
 B)False

Question 5

In a 2015 survey of marketing researchers by GreenBook,over half of respondents(56%),stated that ________ are one of the biggest challenges they face.

Accepted Answer

A) methodologies 
B) data 
C) new software approaches 
D) technology investments

Question 6

Ensuring that respondents may elect not to take part or participate in a research project is a common ethical code practice.This code falls into the category of:

Accepted Answer

A) Concern for society. 
B) Fair dealings with clients and subcontractors. 
C) Maintaining research integrity. 
D) Fair dealings with respondents.

Question 7

The first known application of marketing research to a business marketing/advertising problem was conducted by:

Accepted Answer

A) A group of students. 
B) An advertising agency. 
C) A farm equipment company. 
D) A publishing company.

Question 8

Define the Professional Researcher Certification.Discuss what it is intended to do and the impact on the marketing research industry.

Accepted Answer

The answer of Define the Professional Researcher Certification.Discuss what it...

Question 9

The professional associations serving the marketing research industry have all established rules,standards,or codes of ethical conduct.Discuss the four major areas or codes that have been established to improve ethical conduct.

Accepted Answer

The answer of The professional associations serving the marketing research...

Question 10

________ publishes an annual Global Market Research report that includes many measures of industry performance.

Accepted Answer

A) ESOMAR 
B) AAPOR 
C) MRA 
D) CASRO

Question 11

Supplier-side departments may appear in organizational charts under a variety of names,such as consumer insights,but they serve the basic function of providing information to decision makers.

Accepted Answer

A) True 
 B)False

Question 12

The abbreviation,"PRC,"stands for:

Accepted Answer

A) Public Researcher Certification. 
B) Professional Researcher Certification. 
C) Professional Researcher,Corporate. 
D) Professional Researcher Certificate.

Question 13

Data that are gathered without overt questioning or other types of interactions with consumers have become a new and valuable source of information.This type of data are called:

Accepted Answer

A) Interactive data. 
B) Social media data. 
C) Passive data. 
D) Panel data.

Question 14

The marketing research industry is currently facing a number of important challenges including evolving sources of data and methodologies,the effective communication of results,and the need for talented and skilled employees.

Accepted Answer

A) True 
 B)False

Question 15

In the United States,professionals may earn the Professional Researcher Certification(PRC).

Accepted Answer

A) True 
 B)False

Question 16

What annual publication reports data provided to the industry in terms of what techniques are being used as well as what drives their use?

Accepted Answer

A) Quirk's Researcher SourceBook™ 
B) Thomas Register 
C) ESOMAR Directory 
D) GreenBook Research Industry Trends(GRIT)

Question 17

Telemarketers used sugging for years to entice the public into taking what they thought was an opinion survey but actually was a lead-in for a sales pitch.

Accepted Answer

A) True 
 B)False

Question 18

There are two types of supply-side firms or agencies: full-service firms and limited-service firms.Discuss the differences and similarities between full-service supplier firms and limited-service firms.Provide examples of the typical projects or engagements each might perform.

Accepted Answer

The answer of There are two types of supply-side firms...

Question 19

IBIS World predicts that the number of employees in the marketing research industry will expand at an average annual rate of 2.1% through 2020,with wages predicted to increase at an average annual rate of 2.5%.

Accepted Answer

A) True 
 B)False

Question 20

What does"sugging"refer to?

Accepted Answer

A) Fundraising under the guise of a survey 
B) Selling under the guise of a survey 
C) Collecting data through telephone interviews 
D) Surveying under the guise of selling

Exam 2: The Marketing Research Industry

Which of the following organizations has been devoted to developing best practices for the marketing research profession?

Under what circumstance is there an exemption under the Do Not Call Registry?

Which of the following is NOT a major source of online information allowing marketers to explore the many different types of research firms that operate worldwide?

In recent years,passive data,or data that are gathered with covert questioning or other types of interactions with consumers,have become a new and valuable source of information.

In a 2015 survey of marketing researchers by GreenBook,over half of respondents(56%) ,stated that ________ are one of the biggest challenges they face.

Ensuring that respondents may elect not to take part or participate in a research project is a common ethical code practice.This code falls into the category of:

The first known application of marketing research to a business marketing/advertising problem was conducted by:

Define the Professional Researcher Certification.Discuss what it is intended to do and the impact on the marketing research industry.

The professional associations serving the marketing research industry have all established rules,standards,or codes of ethical conduct.Discuss the four major areas or codes that have been established to improve ethical conduct.

________ publishes an annual Global Market Research report that includes many measures of industry performance.

Supplier-side departments may appear in organizational charts under a variety of names,such as consumer insights,but they serve the basic function of providing information to decision makers.

The abbreviation,"PRC,"stands for:

Data that are gathered without overt questioning or other types of interactions with consumers have become a new and valuable source of information.This type of data are called:

The marketing research industry is currently facing a number of important challenges including evolving sources of data and methodologies,the effective communication of results,and the need for talented and skilled employees.

In the United States,professionals may earn the Professional Researcher Certification(PRC).

What annual publication reports data provided to the industry in terms of what techniques are being used as well as what drives their use?

Telemarketers used sugging for years to entice the public into taking what they thought was an opinion survey but actually was a lead-in for a sales pitch.

There are two types of supply-side firms or agencies: full-service firms and limited-service firms.Discuss the differences and similarities between full-service supplier firms and limited-service firms.Provide examples of the typical projects or engagements each might perform.

IBIS World predicts that the number of employees in the marketing research industry will expand at an average annual rate of 2.1% through 2020,with wages predicted to increase at an average annual rate of 2.5%.

What does"sugging"refer to?