Chapter 2

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)

Fair dealing with clients and subtractors

All information obtained from clients shall remain confidential, All research will be carried out according to the agreement with the client, Client identity will not be revealed without proper authorization, Secondary research will not be presented to the client as primary research, Research results are the sole property of the client and will never be shared with other clients.

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

An advertising agency.

Father of Marketing?

Charles Coolidge Parlin

________ 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

What is the earliest known study of marketing research? Who conducted the research, why was it conducted, and what year did this occur?

Charles Coolidge Parlin- conducted the first continuous and organized research in 1911, when he was hired by the Curtis publishing company to gather info about customers and markets

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

Client-side research.

Maintaining research integrity

Data will never be falsified or omitted, Research results will be reported accurately and honestly, Researchers will not misrepresent the impact of the sampling method and its impact on sample data.

The marketing research industry relies on: _____

Derived demand.

supply side research

External suppliers hired to fulfill a company's marketing research needs.

DIY research

Facilitated by the internet, firms have access to secondary data, online survey platforms and better knowledge of data analysis software such as SPSS.

What does "frugging" refer to?

Fundraising under the guise of a survey

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)

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.

Client side research

Organizations that supply their own marketing research information.

Fair dealing with respondents

Participation is always voluntary, Respondent confidentiality must be maintained, Respondents will be treated professionally, Respondents will not be given dishonest statements to secure their cooperation, Special provisions are required for doing research on minors

The abbreviation, "PRC," stands for: _______.

Professional Researcher Certification.

Quick's Researcher Sourcebook

Quirk's Marketing Research media publishes an online directory that provides access to research firms from more than 7,000 locations. In the directories, you can then search for marketing research companies by geographical area, specialty, or type of industry.

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

Research companies may withhold damaging client data.

Concern for society

Research released for public information will contain information to ensure transparency, Researchers will not abuse public confidence in research, Researchers will not represent a non-research activity to be research for the purpose of gaining respondent cooperation.

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

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

Thomas Register

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

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

How did researcher A.C. Nielsen and George Gallup use marketing research?

birth of firms and methods

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

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

electronic surveys

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.

Greenbook

key resource of industry information, directory of marketing research firms in a book with a green cover

Blue Book

marketing research services and focuses groups directory provided by AMA

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

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