Ch2 - The Research Process and Ethical Concerns

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

F

Primary data should always be collected, even if the information can be obtained from the company's internal sources or from external sources. a. True b. False

F

The only type of research that should be avoided is unethical research. a. True b. False

F

The single most important step in the marketing research process is exploratory research. a. True b. False

F

The types of continuous data that end up in a Decision Support System (DSS) are often referred to as primary data. a. True b. False

F

Ethics are the moral principles and values that govern the way an individual or a group conducts its activities. a. True b. False

T

If relatively little is known about the phenomenon to be investigated, exploratory research is often used to clarify the issues. a. True b. False

T

In all cases, there is a general marketing research process that managers should follow as they seek information. a. True b. False

T

In broad terms, two ways marketing research can gather marketing intelligence is (1) by collecting data to address specific problems or (2) by putting systems in place that provide data on an ongoing basis. a. True b. False

T

One of the most important characteristics of exploratory research is flexibility. a. True b. False

T

Research should be avoided when resources such as time and budget are lacking to do the research properly. a. True b. False

T

Sugging is a blatantly unethical use of marketing research. a. True b. False

T

The utility approach to ethical reasoning holds that the correct course of action is the one that promotes "the greatest good for the greatest number." a. True b. False

T

There can be differences between what is ethical and what is legal. a. True b. False

T

The use of existing (secondary) data or the gathering of new (primary) data characterizes which phase of the Marketing Research Process? a. Data Capture b. Research Configuration c. Information Reporting d. Problem Definition e. Data Analysis

a. Data Capture

What kind of research focuses on describing a population, often emphasizing the frequency with which something occurs or the extent to which two variables are related? a. Descriptive b. Exploratory c. Primary d. Secondary e. Casual

a. Descriptive

What type of research is used when the problem to be solved is broad or vague? a. Exploratory research b. Secondary research c. Primary research d. All of these are correct. e. None of these are correct.

a. Exploratory research

Which of the following would NOT benefit from causal research? 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

a. Measuring customer satisfaction

Sometimes research calls for a deeper look at the data by looking for differences or relationships across groups, a technique known as _____________. a. cross-tabulation b. cross-analysis c. cross-comparison d. cross-footing e. cross-calculation

a. cross-tabulation

The method of ethical reasoning that considers whether or not costs and benefits of a proposed action are distributed fairly among individuals and groups is called the ________ approach. a. justice b. pragmatic c. utility d. rights e. None of these are correct.

a. justice

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 its activities. a. moral principles and values b. established rules c. traditional beliefs d. accepted practices e. approved methods

a. moral principles and values

Attempting to sell products or services after telling respondents you are conducting marketing research is a practice known as a. sugging. b. probing. c. funneling. d. posing. e. spoofing.

a. sugging.

The marketing team at Hudsucker Industries wants to determine which of two prices on a new version of a product will produce greatest revenues. What kind of research should it use to determine this? a. Descriptive b. Causal c. Market d. Competitive e. Exploratory

b. Causal

Globex Corporation has been receiving an unusually high number of negative customer comments on its Facebook page. From this, management realizes some sort of customer satisfaction problem exists but otherwise knows little about the dissatisfaction problem. What kind of research should Globex initially conduct in an effort to address the problem? a. Secondary research b. Exploratory research c. Primary research d. Product research e. Customer research

b. Exploratory research

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? a. Justice b. Pragmatic c. Utility d. Rights e. All of these are correct.

b. Pragmatic

Which of the following is not one of the phases of the Marketing Research Process? a. Data Capture b. Research Configuration c. Information Reporting d. Problem Definition e. Data Analysis

b. Research Configuration

A product manager is eager to develop a new product idea. To gain approval to do so, the product manager orders the research team to survey a small group of customers that have been briefed on the product concept already and who reacted favorably to it. This type of research effort is known as a. sugging. b. advocacy research. c. product research. d. consumer research. e. focus group research.

b. advocacy research.

During data analysis, the process of assigning numbers to each answer on a Data Capture form so that the answers can be analyzed by a computer is called a. analyzing. b. coding. c. checking. d. verifying. e. editing.

b. coding.

Much of the data that marketing managers need to make routine decisions may already exist inside a company's databases and is accessible through the company's a. corporate intranet. b. decision support system. c. social media networks. d. legacy mainframe applications. e. accounting spreadsheets.

b. decision support system.

The utility approach to ethical reasoning holds that the correct course of action is the one that promotes a. the least negative reaction. b. the greatest good for the greatest number. c. the most benefit to the firm that commissioned the marketing research. d. the most favorable publicity. e. the most practical solution.

b. the greatest good for the greatest number.

Communicating research results to appropriate managers is part of which phase of the Marketing Research Process? a. Data Capture b. Research Configuration c. Information Reporting d. Problem Definition e. Data Analysis

c. Information Reporting

What type of data was collected for another purpose but can be used to address a current problem? a. Primary data b. Tangential data c. Secondary data d. Auxiliary data e. Random data

c. Secondary data

Dunder Miflin paper company already has data within the company that will help it make some routine decisions. How will the Dunder Miflin marketing research team likely access this data? a. Conduct primary research b. Submit a request for data to the Information Technology department c. Use the corporate Decision Support System (DSS) d. Use Google to search for sources of online data e. All of these are correct.

c. Use the corporate Decision Support System (DSS)

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 Capture phase of the project, a good first place to look for data might be a. from a primary Data Capture 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 Capture effort. e. None of these are appropriate places to begin the Data Capture effort.

c. from the corporate Decision Support System.

The particular subset of the population chosen for study is known as a _______. a. subset b. sub-population c. sample d. data set e. survey group

c. sample

In the justice approach to ethical reasoning, deciding what amounts to fair distribution of benefits and costs boils down to a. the marketing researcher's intuition. b. the Marketing Research Association's code of ethics. c. societal consensus. d. regulatory guidelines. e. moral principles and values.

c. societal consensus.

Researchers following the rights method of ethical reasoning focus on a. the welfare of society and society's rights. b. the welfare of customers and customers' rights. c. the welfare of the individual and individual's rights. d. the welfare of employees and employees' rights. e. the welfare of the sample population and the sample population's rights.

c. the welfare of the individual and individual's rights.

The goal of exploratory research is 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 these are correct.

c. to understand exactly what information is needed by managers to make important decisions.

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. a. justice. b. pragmatic c. utility d. rights e. None of these are true.

c. utility

The _________ is/are often all that many executives will see of the research effort. a. Research Request Agreement b. Data Capture forms c. written research report d. Decision Support System e. All of these are correct.

c. written research report

What type of research is conducted with a goal to support a particular position with pseudoscientific results? a. Positional b. Pseudo c. Expedient d. Advocacy e. Tertiary

d. Advocacy

In designing the sample, researchers must specify a. the sampling frame. b. the type of sampling plan to be used. c. the size of the sample. d. All of these are correct. e. None of these are correct.

d. All of these are correct.

A market researcher would use exploratory research during which phase of the Marketing Research Process? a. Data Integration b. Research Configuration c. Information Reporting d. Problem Definition e. Data Analysis

d. Problem Definition

The marketing manager at Widgets R Us became aware that a leading competitor was conducting an extensive customer survey. Somewhat alarmed, this manager directed the marketing staff to construct and administer a customer survey immediately. What phase of the Marketing Research Process has this manager likely skipped? a. Data Capture b. Research Configuration c. Information Reporting d. Problem Definition e. Data Analysis

d. Problem Definition

The method of ethical reasoning in which a proposed action is right or wrong, in and of itself, with less concern about the consequences of the action is called the ______ approach. a. justice b. pragmatic c. utility d. rights e. None of these are correct.

d. rights

Generating primary data is generally a ____________ process. a. time consuming, inexpensive b. quick, expensive c. quick, inexpensive d. time consuming, expensive e. None of these are correct.

d. time consuming, expensive

When a problem goes beyond the scope of regularly-collected internal data, potential sources of existing, external data include which of the following? a. The government b. Trade associations c. Published sources d. Commercial sources e. All of these are correct.

e. All of these are correct.

Which of the following statements about the Problem Definition phase of the Marketing Research Process is TRUE? a. It results in specifying the Decision Problem. b. It results in specifying one or more Research Problems. c. No further steps should be taken until a and b are stated explicitly. d. The Research Requests Agreement states the problem the research will address. e. All of these are correct.

e. All of these are correct.

Which kind of research uses experiments to identify cause-and-effect relationships between variables? a. Descriptive b. Exploratory c. Primary d. Secondary e. Causal

e. Causal

The interpretation of data is part of which phase of the Marketing Research Process? a. Data Capture b. Research Configuration c. Information Reporting d. Problem Definition e. Data Analysis

e. Data Analysis

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? a. Utility b. Justice c. Rights d. All of these methods are correct. e. It would not be considered ethical under any ethical reasoning framework.

e. It would not be considered ethical under any ethical reasoning framework.

While a goal of the research process is to minimize total error, even the best projects contain error of one kind or another. Error can enter at ________ of the process. a. the Problem Definition stage b. the Data Capture stage c. the Data Analysis stage d. the Information Reporting stage e. any stage

e. any stage

Death Wish" research can be characterized as a. research using techniques that offer little in the way of value. b. quick, low cost research that corroborates what the marketer already thought. c. research that results in a decision to kill a product idea. d. All of these are correct. e. both research using techniques and quick low, cost research.

e. both research using techniques and quick low, cost research.

During data analysis, the process of scanning Data Capture forms to ensure they are complete and consistent and that the instructions were followed is called a. analyzing. b. coding. c. checking. d. verifying. e. editing.

e. editing.

No matter how well you've performed all the previous steps in the research, a project is often no more successful than the ___________. a. Data Capture b. Data Analysis c. Problem Definition d. survey administration e. research report

e. research report