MKTG 3300 CHAPTER 2

question

Which of the following professional organizations is devoted to improving the quality of the marketing research industry and to ensuring the future of the marketing research profession?
answer

MRA (Marketing Research Association)
question

The marketing research industry has a certification program for marketing researchers, and this certification program is hosted by:
answer

Marketing Research Association.
question

What did the Marketing Research Association do in 2005 that changed the credentialing of marketing research professionals?
answer

They created the Professional Researcher Certification program.
question

Who, among the following, is given credit for conducting the first continuous and organized marketing research and is also recognized today as the “Father of Marketing Research
answer

Charles Coolidge Parlin
question

What was the significance of the years following the Industrial Revolution to the marketing research industry?
answer

Companies were separated from their customers, and there was a need to understand faraway markets
question

In terms of the evolution of the marketing research industry, what was the significance of the era which ranged from about 1940 to 1960?
answer

Focus groups, statistical analysis, and the computer became part of the marketing researchers’ tool kit, greatly aiding them in their research efforts.
question

Which of the following best explains the role of marketing research by the 1960s?
answer

Marketing research gained acceptance in organizations and was recognized as being needed for survival.
question

An annual publication that lists the top 25 global marketing research firms in the world is known as
answer

the Honomichl Global Top 25.
question

Which of the following reports a list of marketing research firms ranked in terms of revenues from U. S. operations only?
answer

the Honomichl Top 50
question

The largest marketing research firm in the world is
answer

Nielsen Holdings N.V. Co.
question

In discussing the structure of the marketing research industry, the authors define an internal supplier firm as one that:
answer

has its marketing research provided by an entity, such as a marketing research department, within the firm.
question

Owners/proprietors of small firms are more likely to take advantage of:
answer

do-it-yourself research
question

Which of the following types of marketing research firms would be considered “limited-service” firms?
answer

field services firms
question

External supplier firms may be either:
answer

full-service or limited-service firms.
question

Full-service supplier firms:
answer

have the ability to conduct the entire marketing research project.
question

Firms that collect information, store it on a common database, and make it available to multiple subscribers are called:
answer

syndicated data service firms
question

Firms that specialize in collecting data are called
answer

field services firms.
question

A research firm that uses only one technique, such as eye movement research or taste testing, would be called
answer

a limited-service supplier firm.
question

________ is (are) a key driver for revenues in the marketing research industry.
answer

Corporate profits
question

Current studies show that the health of the marketing research industry ________ that of the economy in general.
answer

significantly exceeds
question

Research revenues vary around the world, but ________ has the largest market share
answer

Europe
question

Which of the following is the fastest growing country, in terms of net growth revenue gains for market researchers from 2009 to 2010?
answer

Austria
question

As the marketing research industry evolves, traditionalists question whether the challenges posed by ________ threaten to render the industry obsolete.
answer

the explosion of technological tools and providers
question

The 2007 Confirmit industry survey of firms in several countries reported that the leading challenge facing the marketing research industry was
answer

falling response rates
question

The issue of ________ continues to be dominant in today’s world of “scraping” websites to gather information.
answer

privacy
question

Some suggested remedies for some of the problems we see in the marketing research industry are
answer

certification and education.
question

For more than a decade, ________ has monitored industry trends, publishing an annual report on data provided to the industry in terms of what techniques are being used as well as what drives their use.
answer

Greenbook
question

Certification of marketing researchers means
answer

those certified have passed some standard(s) of performance.
question

Marketing researcher certification, PRC, stands for:
answer

Professional Researcher Certification.
question

Professional organizations try to prescribe ethical behavior for members by creating
answer

codes of ethical behavior
question

What does sugging refer to?
answer

selling under the guise of a survey
question

What does frugging refer to
answer

fundraising under the guise of a survey
question

Which of the issues below best illustrates researchers falsifying data in order to make the findings consistent with predetermined points of view?
answer

lack of research integrity
question

Requests for researchers to conduct a study among 8 to 12 year olds to understand how to persuade kids to demand more of their products (soft drinks and vending machine food) in schools demonstrates the need to:
answer

make improvements to ethical conduct in the industry.
question

Which of the following is true regarding what the authors have to say about the percentage of respondents willing to participate in research surveys?
answer

The percentage has been going down.
question

Deception, especially invasion of privacy, is a serious ethical issue in marketing research and occurs in research studies. Which of the following is an example of deception? A) Potential respondents are not told the true identity of the sponsor of the research. B) Potential respondents are viewed during a study without their permission. C) Potential respondents are told they will remain anonymous when they will not. D) all of the above E) none of the above
answer

D) all of the above
question

A common ethical code among major associations is to ensure that respondents understand that they may elect to not participate in a research request. This code falls into the category of:
answer

fair dealings with respondents.
question

A common ethical code among major associations is to ensure that researchers will not collect information for more than one client at the same time without explicit permission from the clients involved. This code falls into the category of:
answer

fair dealings with clients and subcontractors.
question

A common ethical code among major associations is to ensure that researchers will not misrepresent the impact of the sampling method and its impact on sample data. This code falls into the category of:
answer

maintaining research integrity.
question

A common ethical code among major associations is to ensure that research released for public information will contain information to ensure transparency. This code falls into the category of:
answer

concern for society.
question

The PRC has been quickly adopted by both clients and research professionals.
answer

true
question

Charles Coolidge Parlin is the current president of the Marketing Research Association and started the PRC certification program
answer

false
question

During the early days of the history of the United States, artisans and craftsmen were involved in barter exchange and understood their customers wants and needs. There was not much need for marketing research.
answer

true
question

By the 1960s, marketing research not only had gained acceptance in organizations, but was recognized as important to firms’ survival.
answer

true
question

The Honomichl Global Top 25 is an annual listing of marketing research firms ordered in terms of revenue generated ONLY in the United States.
answer

false
question

World revenues for the marketing research industry are about $300 billion annually.
answer

false
question

The Honomichl Top 50 is an annual report listing the top 50 marketing research firms in terms of revenues earned in the United States.
answer

true
question

Research suppliers may be thought of as consisting of two groups: internal suppliers and external suppliers.
answer

true
question

General Mills has a research department that provides for the function of marketing research at the company. This is an example of what we mean by an external supplier firm.
answer

false
question

Marketing research firms classified as “market segment specialists” and “field services” firms are categorized as being full-service supplier firms.
answer

false
question

Internal supplier firms organize the research function by using either committees or by assigning individuals the responsibility. They do not have their own departments of marketing research.
answer

false
question

Very few of the largest firms (sales volumes in excess of $500 million) have their own marketing research departments, but they usually have at least one person responsible for conducting marketing research.
answer

false
question

The basic function of formal marketing research departments is to provide information to internal decision makers.
answer

true
question

External supplier firms may be classified into the two categories of full-service and field data service firms.
answer

false
question

In most cases, internal suppliers of marketing research also purchase research from external suppliers.
answer

true
question

In the marketing research industry, full-service supplier firms have the ability to define the problem, specify the research design, collect and analyze the data, and prepare the final report as part of their service.
answer

true
question

Syndicated data services companies provide customized information and services to individual clients
answer

false
question

Packaged services firms use a proprietary process to conduct a service such as test marketing or measuring customer or employee satisfaction.
answer

true
question

Customized service firms tailor research services to each client’s specific needs.
answer

true
question

Many limited-service firms specialize in some form of online research.
answer

true
question

Examples of “online research services firms” include Toluna, Knowledge Networks, and Mindfield Internet Panels.
answer

true
question

Field service firms specialize in collecting data and are full-service firms.
answer

false
question

A firm specializing in developing samples for companies desiring to conduct marketing research would be an example of a limited-service firm.
answer

true
question

Companies that specialize in services such as eye movement research, mystery shopping, taste tests, fragrance tests, and so on are categorized as limited service, specialized research technique firms.
answer

true
question

Marketing researchers may be certified, and the certification is called the Professional Researchers Certification (PRC).
answer

true
question

In evaluations conducted on the performance of the marketing research industry, the conclusions have been consistent in saying that the industry is plagued with so many problems that it has not been able to operate at any level other than “unsatisfactory.”
answer

false
question

Some critics believe that both marketing and marketing research have lost importance in organizations, and that marketing research no longer represents the “voice of the consumer.”
answer

true
question

Some critics of the marketing research industry believe that the industry is too “tool” oriented, and often the problem is defined in terms of being compatible with an existing tool. Thus, researchers fail to consider focusing on the more complex strategic issues facing the firm
answer

true
question

Some critics of the marketing research industry believe that marketing research is done too quickly. Researchers need to slow down to improve the value of the research information they are providing clients.
answer

false
question

Several industry initiatives are directed at keeping the public informed about the value of research, the appropriateness of research methods, and the ethics the industry uses in collecting research information.
answer

true
question

Given the many problems facing the marketing research industry, suggestions for improvement have centered around certification and education.
answer

true
question

PRC, Professional Researcher Certification, is a designation that indicates the achievement of a minimal standard of performance.
answer

false
question

Once PRC certification is awarded to an individual, there is no requirement that the individual do anything else to maintain his/her certification.
answer

false
question

While there are many individual classes available for educating members of the marketing research profession, as of 2010, there are no masters programs offering a specialization in marketing research.
answer

false
question

The marketing research industry offers many educational opportunities for members of the industry. One highly regarded training program is offered through The Burke Institute.
answer

true
question

Ethics may be defined as a field of inquiry into determining what behaviors are deemed appropriate under certain circumstances as prescribed by codes of behavior that are set by the government.
answer

false
question

Although they abound in other areas, codes of ethical behavior have yet to be proposed in the marketing research industry.
answer

false
question

Although sugging is considered unethical, it is not illegal
answer

false
question

Although frugging is considered unethical, it is not illegal.
answer

true
question

Most industry codes of ethics are for the purpose of self-regulating professionals’ behavior.
answer

true
question

One ethical issue that does not affect the marketing research industry is research integrity. Because marketing research objectively gathers and reports information, there is no issue with withholding, altering, or intentionally misinterpreting information.
answer

false
question

An ethical issue arises in the marketing research industry when researchers are asked to conduct marketing research on topics such as: how to get more teens to smoke and how to develop Saturday a.m. TV ads, directed at children, whose purpose it is to increase sugar consumption.
answer

true
question

Although ethical issues abound in the conduct of marketing research, there is no evidence that any marketing research firms are being “proactive” and actually helping clients to determine how consumers may evaluate a client’s proposed strategy in terms of ethical standards.
answer

false
question

Respondent cooperation rates have gone down in the marketing research industry
answer

true
question

An example of deception in marketing research is to observe shoppers in a supermarket without their permission.
answer

true
question

While you can go directly into marketing research after college, a graduate degree is highly desirable.
answer

true
question

In recent years, marketing researchers have come to view themselves as staff members who supply management with information, and information generated by their marketing research “tools.” Marketing researchers, when confronted with a problem, determine which of their “tools” should be applied. This situation was discussed in your text and represents:
answer

a demise in the significance of research, in that the tools are too quickly applied instead of the researchers being involved in making strategy decisions for the firm.

Get instant access to
all materials

Become a Member