MR Chapter 2

17) After many years of relative stability in marketing research methods, the industry is undergoing great change due to: A) New sources of data and technology. B) Expanded focus on qualitative methods. C) Reluctance of clients to adopt new research methods. D) New uses of traditional research tools.

A

22) Marketing researchers not only need to be skilled at gathering and analyzing data, but also at communicating results effectively because of: A) The multiple new types of data and methods now in use. B) The multiple new types of social media. C) The multiple new types of interactive resources. D) The multiple new types of traditional data and methods.

A

38) 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

5) In medium-size and smaller firms, the responsibilities of those in the market research department are primarily: A) Helping others in the firm know when to do research and in finding the right supplier firm to help conduct marketing research. B) Helping others in the firm do the research and conducting the analysis. C) Executing the research, conducting the analysis, and reporting the findings. D) Designing the research, executing the research, and reporting the findings.

A

6) ________ represent the "democratization" of marketing research. A) Do-it-yourself research applications B) Online survey platforms C) Online secondary research platforms D) Statistical analysis software solutions

A

8) 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

23) For the marketing research industry to evolve, there exists a need for researchers to: A) Understand the broader implications of new research technologies. B) Dig deeper into data and deliver strategic insights with their results. C) Dig deeper into data and deliver tactical insights with their results. D) Understand the broader implications of social media data.

B

39) 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

43) Which of the following is NOT an advantage of obtaining certification as a professional marketing researcher? A) Puts researchers in a select group of like-minded professionals B) Would be able to charge higher fees for their services C) A visible badge of distinction, demonstrating professional skill, commitment, and dedication D) Have taken training in both the research and legal fields

B

9) 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

11) Full-service supplier firms: A) Focus primarily in quantitative research. B) Provide services at a reduced cost due to economies of scale. C) Have the ability to conduct the entire marketing research project. D) Provide qualitative services only.

C

36) 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

44) 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

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

C

12) 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

25) One of the most compelling challenges for the marketing research industry is finding individuals who combine tech savviness and analytical skills with: A) The ability to perform high-level statistical analysis. B) The ability to understand new software technologies. C) The ability to understand syndicated and social media data. D) The ability to synthesize data and present it in a compelling way.

D

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

D

4) 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

7) One of the most important emerging trends for client-side marketing research departments is: A) Specialized internal research teams. B) Increasing use of specialized research agencies. C) Informal departments organized around specific product. D) Increasing use of do-it-yourself research.

D