CH 2 MKT 232

The Transparency Initiative is a program by the ________ to encourage the routine disclosure of methods used in research that is released to the public. A. AAPOR (American Association for Public Opinion Research) B. MRA (Marketing Research Association) C. AMA (American Marketing Association) D. CASRO (Council of American Survey Research Organizations)

A. AAPOR (American Association for Public Opinion Research)

The marketing research industry relies on: ______. A. Derived demand. B. Latent demand. C. Irregular demand. D. Hurley demand.

A. Derived demand.

The appeal of do-it-yourself research has to do with: __________. A. Its cost effectiveness and increasing availability of marketing research tools. B. The increasing availability of marketing research tools. C. Its cost effectiveness and the ability to visualize data. D. The increasing availability of marketing research tools and ability to visualize data.

A. Its cost effectiveness and increasing availability of marketing research tools

Falsifying data in order to make the findings consistent with predetermined points of view would demonstrate: _________. A. Lack of research integrity. B. Lack of proper study design. C. Lack of proper study supervision. D. Lack of the use of data falsification detection software.

A. Lack of research integrity.

Information gathering to be used for decision-making goes back to the earliest days of recorded history. In the United States, surveys were used in the early 1800s to determine: A. The popularity of political candidates. B. The popularity of saloon entertainers. C. The popularity of early sports teams. D. The popularity of regional foods.

A. The popularity of political candidates

In a 2015 survey of marketing researchers by GreenBook, over half of respondents (56%), stated that ________ are one of the biggest challenges they face. A. methodologies B. data C. new software approaches D. technology investments

A. methodologies

The first known application of marketing research to a business marketing/advertising problem was conducted by: A. A group of students. B. An advertising agency. C. A farm equipment company. D. A publishing company.

B. An advertising agency.

The major associations created a common ethical code to ensure that research released for public information will contain information that ensures transparency. This code falls into the category of: A. Fair dealings with respondents. B. Concern for society. C. Fair dealings with clients and subcontractors. D. Maintaining research integrity.

B. Concern for society.

The abbreviation, "PRC," stands for: _______. A. Public Researcher Certification. B. Professional Researcher Certification. C. Professional Researcher, Corporate. D. Professional Researcher Certificate.

B. Professional Researcher Certification.

What does "sugging" refer to? 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

B. Selling under the guise of a survey

Firms sometimes hire an outside marketing research company to conduct its research. This is referred to as: ________. A. In-house research. B. Supply-side research. C. Do-it-yourself research. D. Client-side research.

B. Supply-side research.

In the 1990s, ________ brought about significant change, with online panels becoming a primary source of data. A. new software approaches B. electronic surveys C. automated sampling D. survey volunteers

B. electronic surveys

________ is the person recognized as the "Father of Marketing Research." He is given credit for conducting the first continuous and organized market research. A. Charlie Young B. C. J. Craig C. Charles Coolidge Parlin D. Jed Bartlet

C. Charles Coolidge Parlin

What does "frugging" refer to? A. Collecting data through telephone interviews B. Selling under the guise of a survey C. Fundraising under the guise of a survey D. Surveying under the guise of selling

C. Fundraising under the guise of a survey

There is an increasing demand for researchers to present results: _________. A. With full statistical analysis and commentary. B. With competitor data and profiles. C. In unambiguous, understandable, easy-to-grasp reports. D. In an understandable format that connects to the client's strategic plan.

C. In unambiguous, understandable, easy-to-grasp reports.

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: _________. A. Interactive data. B. Social media data. C. Passive data. D. Panel data.

C. Passive data.

Which of the following does NOT represent the maintenance of marketing research integrity? A. Data will never be falsified or omitted. B. Research results will be reported accurately and honestly. C. Research companies may withhold damaging client data. D. Researchers will not misrepresent the impact of the sampling method and its impact on sample data.

C. Research companies may withhold damaging client data.

Two serious ethical issues in marketing research are deception and invasion of privacy. Which of the following is NOT an example of deception or invasion of privacy? A. Potential respondents are not told the true identity of the sponsor of the research. B. Potential respondents are viewed during a study without their permission. C. Respondents participate in a focus group and are compensated for their opinions. D. Potential respondents are told they will remain anonymous when they will not.

C. Respondents participate in a focus group and are compensated for their opinions.

The five largest markets, by country, for marketing research are: _________. A. China, India, United States, and Brazil. B. United States, China, India, Saudi Arabia, and United Kingdom. C. United States, United Kingdom, Germany, France, and China. D. United States, Germany, France, India, and United Kingdom.

C. United States, United Kingdom, Germany, France, and China.

A research firm that specializes in one, or, at most, a few marketing research activities is: __________. A. A full-service supplier firm. B. A syndicated data service firm. C. An internal supplier firm. D. A limited-service supplier firm.

D. A limited-service supplier firm.

The term used for research conducted within an organization is called: A. Internal research. B. Market-side research. C. Supplier-side research. D. Client-side research.

D. Client-side research.

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? A. GreenBook B. BlueBook C. Quirk's Researcher SourceBook™ D. Thomas Register®

D. Thomas Register®

What annual publication reports data provided to the industry in terms of what techniques are being used as well as what drives their use? A. Quirk's Researcher SourceBook™ B. Thomas Register® C. ESOMAR Directory D. GreenBook Research Industry Trends (GRIT)

GreenBook Research Industry Trends (GRIT)

Misrepresenting the impact of the sampling method and its impact on sample data violates ethics codes of the marketing profession. This code would falls into the category of: _______. A. Fair dealings with respondents. B. Fair dealings with clients and subcontractors. C. Maintaining research integrity. D. Concern for society.

Maintaining research integrity.