Chapter 1

Which of the following are generally considered to be the important trends that are becoming evident in the marketing research industry?

- A broader international client base - Expanded use of digital technology to acquire and retrieve information - Movement toward technology-related data management

What are the advantages of keeping the marketing research function of a firm internal?

- Capacity to generate actionable research results - Research method consistency - Shared information across a firm - Reduced research costs

What are the fundamental questions that product testing attempts to answer?

- How can a product be improved to exceed customer expectations? - How does a product perform for a customer?

Identify the central principles in ESOMAR's marketing research code of ethics. (Check all that apply.)

- Market researchers will respect the rights of respondents as private individuals. - Market researchers will comply with all applicable national and international laws. - Market researchers will not let personal data they collect in a market research project be used for anything other than market research.

Identify the true statements about marketing research

- Marketing research is used to study consumers and potential consumers in detail, which includes their attitudes, behaviors, and media consumption. - Marketing research uses the social sciences for methods and theory.

Marketing research is applicable to problems involving the four Ps. What are the four Ps of marketing?

- Price - Promotion - Place - Product

Marketing researchers have learned from an important theory, which comes from services marketing research, that some characteristics are important to consumers across a wide variety of services contexts. What are those characteristics?

- Tangibles - Reliability and empathy - Assurance - Responsiveness

Which of the following research firms engage in unethical business practices?

- Tara Research that sells unwarranted research services - Seal Inc. that uses "black-box" methodologies

Based on a survey of marketing research executives, what are the most essential skills that executives expect to see in applicants for marketing research positions?

- The capacity to understand and decipher secondary data - Presentation and negotiation skills - Foreign-language competency - Information technology proficiency

Which of the following are true of external marketing research suppliers of a company?

- They execute all aspects of research, such as study design, questionnaire production, interviewing, data analysis, and report preparation. - They function on a fee basis and usually submit a research proposal to the company for evaluation and decision purposes.

Serraz Inc., a start-up company, wants to engage in new product development. Arrange the steps that the company is most likely to take as part of this process in the correct order of occurrence.

1. Recognizing possible new product opportunities through research. 2. Designing products that elicit favorable consumer response 3. Creating a suitable marketing mix for new products

Which of the following is a part of perceptual mapping?

Asking consumers to indicate the ways in which a group of relevant brands or products is similar or dissimilar to each other

Melanie browses the online shopping website bellclothing.com for formal shirts. Later, when she logs into her account on a social media website, she sees display ads for a specific brand of formal shirts that are available on bellclothing.com. This scenario best illustrates the concept of _____.

Behavioral Targeting

involves displaying ads at one website based on a user's previous surfing behavior

Behavioral Targeting

In the context of the growing complexity of marketing research, which of the following terms describes the large and complex datasets that information technology allows organizations to collect and store?

Big Data

methodologies are defined as the methodologies offered by a research firm that is branded and does not provide information about how these methodologies work.

Branded "black-box"

Which of the following occurs when a researcher's trained interviewers or observers, rather than conducting interviews or observing respondents' actions as directed in the study, complete the interviews themselves or make up "observed" respondents' behaviors?

Curbstoning

In the context of the growing complexity of marketing research, a(n) ________ , ______, ______,(CRM) system manages important customer information such as customer interactions throughout all touchpoints and purchase behavior.

Customer Relationship Management

According to the Marketing Research Association (MRA) guidelines for Internet marketing research issues, market researchers are prohibited from _____.

Deanonymizing Data

Information overload theory

Explains the reasons why consumers are much more likely to buy after sampling from a set of 6 versus 24 flavors

Adoption and diffusion theory

Explains the ways in which new products are developed and spread through the market and the characteristics of products and firms that help or inhibit the development

True or false: Respondents or subjects in any research endeavor can be psychologically or physically harmed if the study involves deception.

False

True or false: The general consensus in the marketing research industry is that secondary data collection methods are losing their significance.

False

What is the primary unethical behavior of subjects or respondents in any research venture?

Giving dishonest answers or faking behavior

Which of the following is a true statement about the practice of sugging or frugging as part of a research study?

It results in consumers rejecting legitimate research inquiries as they do not want to be solicited.

Technique often used to picture the relative position of products on to or more dimensions important to consumers in margin their choice to purchase

Perceptual Mapping

Research investigations that focus on topics such as trade area analysis, store image or perception, in-store traffic patterns, and location analysis are known as

Retailing Research

Marketing to consumers based on research of the entire process consumers go through when making a purchase is known as _____.

Shopper Marketing

In the context of marketing research, identify a true statement about a firm's external research suppliers.

They are generally known as marketing research suppliers.

Identify a use of concept and product testing or test marketing.

They give information for decisions on new-product introductions and product improvements.

What is the motive of shopper research?

To assist manufacturers and retailers understand the entire process consumers experience in making a purchase

A typical feature of internal research providers of a firm is that they _____.

are organizational elements that reside within the firm

TowerMotors Inc., an automotive company, searches for an external research provider to conduct marketing research. As a client who requires marketing research information, TowerMotors Inc. engages in an unethical practice if it _____.

asks for detailed research proposals from various competing research providers with no intention of actually choosing a firm to conduct the research

_____ is defined as combining different publicly available information, usually unethically, to determine consumers' identities, especially on the Internet.

deanonymizing data

It is generally expected in the research environment that when a subject or a respondent has freely consented to be part of a study, she or he will _____.

give truthful answers

Much retailing research concentrates on database development using optical scanning at the point of purchase because retailing _____.

is a high customer-contact activity

According to the Bureau of Labor Statistics, it is important for a market and survey researcher to be _____.

meticulous, patient, and persistent

A textiles manufacturing company searches for an external research provider to conduct a research project as part of new product development. As a client who requires marketing research information, the company engages in an unethical practice if it _____.

promises additional projects to a prospective research provider to get a low price on the initial project and later reneges on the promise

A central principle in ESOMAR's marketing research code of ethics is that _____.

respondents will not be disadvantaged or harmed as the result of participating in a market research project

Curbstoning, which is a practice of data falsification in research, is also known as _____.

rocking-chair interviewing

According to the Marketing Research Association (MRA), it is essential for Internet marketing researchers to _____.

stop sending follow-up e-mails if requested to by respondents

Fully explaining to respondents any deception that was used during research is termed _____.

subject debriefing

Claiming that a survey is for research purposes and then asking for a sale or donation is known as _____.

sugging or frugging

In the context of Internet marketing research issues, the Marketing Research Association (MRA) suggests that _____.

websites post a privacy policy to describe the ways in which data are used