Question 1

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

Accepted Answer

A)  They brought a lawsuit against several practitioners who were not qualified to practice marketing research.
B)  They required all practitioners to take a test on qualitative research methods.
C)  They created the Professional Researcher Certification program.
D)  They required all AACSB accredited colleges to offer a course in marketing research.
E)  Nothing has been done;one of the problems the industry has is that there is no credentialing program.F) D) and E)
G) B) and E)

Question 2

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.

Accepted Answer

A) True 
 B)False

Question 3

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.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following types of marketing research firms would be considered "limited-service" firms?

Accepted Answer

A)  syndicated data services firms
B)  packaged services firms
C)  customized services firms
D)  field services firms
E)  online research services firmsF) None of the above
G) C) and E)

Question 5

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:

Accepted Answer

A)  fair dealings with respondents.
B)  fair dealings with clients and subcontractors.
C)  maintaining research integrity.
D)  concern for society.
E)  raising ethical sensitivities.F) All of the above
G) B) and D)

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A)  the Limbaugh Top 50
B)  the U.S.Top 50
C)  the Honomichl Top 50
D)  MRA's Top U.S.
E)  Smith & Wolensky's Top 125F) A) and B)
G) A) and C)

Question 13

A marketing research firm,Forrester Research,released a report concluding that developing and deploying web-based portal applications is substantially less expensive using Microsoft technology than it is using competitive software such as a Linux/J2ee combination.However,sometime after this information was released to the public,it was learned that Microsoft had sponsored (i.e."paid for") the research conducted by Forrester.This example illustrates:

Accepted Answer

A)  firms can gain a great deal of favorable publicity if the research company conducting their research makes the research results public.
B)  research findings should not be made public unless they have been replicated at least five to six times in different environments thus ensuring the information is accurate.
C)  there is an ethical issue in the marketing research industry in terms of "research integrity." In this case,the issue is whether the research was conducted by Forrester in a way that ensured favorable results for the sponsoring client,Microsoft.
D)  there is no ethical issue in this situation at all.Any research company has a First Amendment right to announce anything it wishes at any time it wishes.
E)  this is a clear case of frugging and is illegal.F) A) and C)
G) B) and E)

Question 14

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:

Accepted Answer

A)  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.
B)  an objective method of conducting research that allows sophisticated tools to provide answers without researchers' subjectivity.
C)  the state of the art of marketing research,and is a good sign that the industry has been capable of designing the proper tools to solve client problems.
D)  marketing research using only quantitative or qualitative research.
E)  marketing researchers,who are to be commended for behaving as staff members,which keeps overhead low.F) B) and C)
G) A) and C)

Question 15

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

Accepted Answer

A)  internal subscription services.
B)  syndicated data service firms.
C)  packaged services firms.
D)  internal supplier firms.
E)  customized research firms.F) B) and C)
G) B) and E)

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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:

Accepted Answer

A)  fair dealings with respondents.
B)  fair dealings with clients and subcontractors.
C)  maintaining research integrity.
D)  concern for society.
E)  raising ethical sensitivities.F) C) and D)
G) A) and E)

Question 19

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."

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 2: The Marketing Research Industry

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.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

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:

Correct Answer
verified

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

Correct Answer
verified

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.

Correct Answer
verified

Which of the following types of marketing research firms would be considered "limited-service" firms?

Correct Answer
verified

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."

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

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:

Correct Answer
verified

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

Correct Answer
verified

Exam 2: The Marketing Research Industry

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Which of the following types of marketing research firms would be considered "limited-service" firms?

Correct AnswerverifiedShow Answer

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."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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