Chap. 2 MKT 232

A research firm that specializes in one, or, at most, a few marketing research activities is:

A limited-service supplier firm.

The Transparency Initiative is a program by the ________ to encourage the routine disclosure of methods used in research that is released to the public.

AAPOR (American Association for Public Opinion Research) The Council of American Survey Research Organizations (CASRO) offers an online guide, "What Survey Participants Need to Know," to provide the public with information about the conduct and use of survey research.

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

An advertising agency.

________ is the person recognized as the "Father of Marketing Research." He is given credit for conducting the first continuous and organized market research

Charles Coolidge Parlin

The term used for research conducted within an organization is called:

Client-side research.Research that is conducted within an organization is called client-side research.

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:

Concern for society.

The marketing research industry relies on:

Derived demand.

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

GreenBook Research Industry Trends (GRIT)

There is an increasing demand for researchers to present results:

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

The appeal of do-it-yourself research has to do with:

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:

Lack of research integrity.

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

MRA (Marketing Research Association)

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:

Maintaining research integrity.

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:

Passive data

the abbreviation, "PRC," stands for:

Professional Researcher Certification.

Which of the following does NOT represent the maintenance of marketing research integrity?

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?

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

What does "sugging" refer to?

Selling under the guise of a survey Sugging, or "selling under the guise of research," is illegal..

Firms sometimes hire an outside marketing research company to conduct its research. This is referred to as:

Supply-side research.

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:

The popularity of political candidates

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?

Thomas Register

The five largest markets, by country, for marketing research are:

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

In the 1990s, ________ brought about significant change, with online panels becoming a primary source of data.

electronic surveys

What does "frugging" refer to?

fundraising under the guise of a survey Frugging, or "fund raising under the guise of research," is unethical but not yet illegal.

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

methodologies