Question 1

When a shopper at a shopping mall is asked if she is willing to participate in a marketing research project and is told that her participation will only take 30 minutes,this is an example of which of a potential respondent's ethical rights?

Accepted Answer

A)  Right to privacy
B)  Right to safety
C)  Right to be informed
D)  Right to choose
E)  Right to terminate the interview C

Question 2

Which of the following companies is the largest U.S.marketing research company in terms of revenue?

Accepted Answer

A)  Burke Inc.
B)  Maritz Research
C)  Arbitron Inc.
D)  Nielsen Co.
E)  J.D.Power and Associates D

Question 3

Low-ball pricing by marketing research supplier firms is sometimes ethical.

Accepted Answer

A) True 
 B)False  False

Question 4

When a research supplier quotes a price that is very low in order to obtain a contract,and then creates reasons for having the budget go over the planned budget amount for the project,this is a form of:

Accepted Answer

A)  deontology.
B)  low-ball pricing.
C)  professionalism.
D)  casuist thinking.
E)  utilitarianism.

Question 5

The refusal rate for a typical telephone survey in the U.S.averages about 30 percent.

Accepted Answer

A) True 
 B)False

Question 6

When a large packaged goods company,such as PepsiCo,wants to test market a new type of soda,what type of marketing research company is it likely to hire for this project?

Accepted Answer

A)  Custom research
B)  Media
C)  Online tracking
D)  Syndicated service
E)  Industrial goods producer

Question 7

An advertising agency such as Young & Rubicam is an example of what type of marketing research organization?

Accepted Answer

A)  Custom research
B)  Media
C)  Online tracking
D)  Syndicated service
E)  Field service

Question 8

Buzz Metrics is an example of what type of marketing research organization?

Accepted Answer

A)  Custom research
B)  Media
C)  Online tracking
D)  Syndicated service
E)  Field service

Question 9

Corporations are the final consumers and the initiators of most marketing research projects.

Accepted Answer

A) True 
 B)False

Question 10

A group of consumers who agree to participate in future research studies in return for prizes or cash is called a(n):

Accepted Answer

A)  target market.
B)  research panel.
C)  field service.
D)  focus group.
E)  strategic partner.

Question 11

All consumers have the right to privacy.

Accepted Answer

A) True 
 B)False

Question 12

When a shopper at a shopping mall is asked if she is willing to participate in a marketing research project,this is an example of which of a potential respondent's ethical rights?

Accepted Answer

A)  Right to privacy
B)  Right to safety
C)  Right to be informed
D)  Right to choose
E)  Right to terminate the interview

Question 13

Moral principles or values that help people decide how to act are the province of:

Accepted Answer

A)  professionalism.
B)  strategic partnership.
C)  ethics.
D)  a profession.
E)  field services.

Question 14

When a large consumer goods company,such as Coca-Cola,wants to decide on which TV programs it wants to advertise its soft drinks,it is most likely to hire which type of marketing research company?

Accepted Answer

A)  Custom research
B)  Media
C)  Online tracking
D)  Syndicated service
E)  Industrial goods producer

Question 15

When an employee of McDonald's travels to different McDonald's restaurants to rate them on the quality of their food and their customer service,this employee is called a(n):

Accepted Answer

A)  guardian.
B)  customer.
C)  mystery shopper.
D)  field representative.
E)  competitor.

Question 16

In online survey research,the list of potential respondents that only contains names of people who have agreed to participate in these types of surveys,which ethical right of respondents is being respected?

Accepted Answer

A)  Right to privacy
B)  Right to safety
C)  Right to be informed
D)  Right to choose
E)  Right to terminate the interview

Question 17

When two or more companies with unique resources are formed to offer a new service to potential customers to create mutual benefit for these companies,this arrangement is called a(n):

Accepted Answer

A)  strategic partnership.
B)  merger.
C)  syndicated service.
D)  field service.
E)  professional association.

Question 18

A typical field service firm collects survey data,designs research projects,and performs data analysis procedures.

Accepted Answer

A) True 
 B)False

Question 19

Which ethical theory focuses on choosing the alternative that produces the greatest benefit to the most people as the one that is ethically correct?

Accepted Answer

A)  Casuist
B)  Deontology
C)  Rule utilitarianism
D)  Individual choice
E)  Utilitarianism

Question 20

When a fast-food company hires a marketing research company to attempt to generate data that will show that its food is "healthier" than a competitor's offerings,this is an example of a(n):

Accepted Answer

A)  advocacy study.
B)  observation study.
C)  focus group.
D)  in-depth interview.
E)  case study.

Exam 2: The Marketing Research Industry and Research Ethics

When a shopper at a shopping mall is asked if she is willing to participate in a marketing research project and is told that her participation will only take 30 minutes,this is an example of which of a potential respondent's ethical rights?

Which of the following companies is the largest U.S.marketing research company in terms of revenue?

Low-ball pricing by marketing research supplier firms is sometimes ethical.

When a research supplier quotes a price that is very low in order to obtain a contract,and then creates reasons for having the budget go over the planned budget amount for the project,this is a form of:

The refusal rate for a typical telephone survey in the U.S.averages about 30 percent.

When a large packaged goods company,such as PepsiCo,wants to test market a new type of soda,what type of marketing research company is it likely to hire for this project?

An advertising agency such as Young & Rubicam is an example of what type of marketing research organization?

Buzz Metrics is an example of what type of marketing research organization?

Corporations are the final consumers and the initiators of most marketing research projects.

A group of consumers who agree to participate in future research studies in return for prizes or cash is called a(n) :

All consumers have the right to privacy.

When a shopper at a shopping mall is asked if she is willing to participate in a marketing research project,this is an example of which of a potential respondent's ethical rights?

Moral principles or values that help people decide how to act are the province of:

When a large consumer goods company,such as Coca-Cola,wants to decide on which TV programs it wants to advertise its soft drinks,it is most likely to hire which type of marketing research company?

When an employee of McDonald's travels to different McDonald's restaurants to rate them on the quality of their food and their customer service,this employee is called a(n) :

In online survey research,the list of potential respondents that only contains names of people who have agreed to participate in these types of surveys,which ethical right of respondents is being respected?

When two or more companies with unique resources are formed to offer a new service to potential customers to create mutual benefit for these companies,this arrangement is called a(n) :

A typical field service firm collects survey data,designs research projects,and performs data analysis procedures.

Which ethical theory focuses on choosing the alternative that produces the greatest benefit to the most people as the one that is ethically correct?

When a fast-food company hires a marketing research company to attempt to generate data that will show that its food is "healthier" than a competitor's offerings,this is an example of a(n) :