Mktg 315 chapter 1 – Flashcards
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Given the nonlinear nature of marketing research, it is not a very systematic process.
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False
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Marketing research methods are diverse, spanning a wide variety of qualitative and quantitative techniques and borrowing from disciplines such as psychology, sociology, and anthropology.
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true
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Marketers are interested in consumer subcultures, as products are often used to enact and support subculture participation
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true
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The process of identifying people or markets a company wants to serve is called positioning
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false
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Marketing research that examines the performance of a promotional program must consider the total program as each effort is independent and does not affect others in the promotional mix.
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false
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Creating customer profiles and understanding behavioral characteristics are major focuses of any marketing research project
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true
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The advantage of using ethnographic techniques to study consumer behavior is that they are quick and economical.
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false
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The purpose of theory is to generalize relationships between concepts in a way that is applicable to a wide variety of business and often other settings.
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true.
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The benefits of internal marketing research providers include research method consistency, shared information across the company, lower research costs, and ability to produce actionable research results.
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true
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According to a survey of marketing research executives, there has been a shift from executional to analytical skill requirements in the marketing research industry
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false
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Research firms are required to maintain client confidentiality.
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true
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If clients are unable to get sufficient insight into the testing method's strengths and weaknesses prior to purchase, they can choose other suppliers.
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true
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Subject debriefing means claiming that a survey is for research purposes and then asking for a sale or donation.
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false
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Frugging leads to consumers turning down legitimate research inquiries because they do not want to be solicited.
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true
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It is acceptable to collect information on consumer preferences using cookies, while at the same time maintaining consumer privacy with respect to identity.
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true
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The Marketing Research Association (MRA) guidelines prohibit clickstream tracking
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false
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If a respondent does not want the researcher to find out the truth, it is ethical for the respondent to lie on a survey.
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false
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The Code of Ethics for the American Marketing Association applies to all marketing functions, including research.
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true
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One of the recent trends in the marketing research industry is a movement toward data analysis.
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false
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Many companies use internal research suppliers because the suppliers can be more objective and less subject to company politics and regulations than external suppliers. Answer
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False
