Exam 2: The Research Process and Ethical Concerns

The marketing manager at Widgets R Us became aware that a leading competitor was conducting an extensive customer survey.Somewhat alarmed,this manager directed the marketing staff to construct and administer a customer survey immediately.What phase of the Marketing Research Process has this manager likely skipped?

The only type of research that should be avoided is unethical research.

Ethics are the moral principles and values that govern the way an individual or a group conducts its activities.

The single most important step in the marketing research process is exploratory research.

The goal of exploratory research is

Sugging is a blatantly unethical use of marketing research.

Research should be avoided when resources such as time and budget are lacking to do the research properly.

Dunder Miflin paper company already has data within the company that will help it make some routine decisions.How will the Dunder Miflin marketing research team likely access this data?

Much of the data that marketing managers need to make routine decisions may already exist inside a company's databases and is accessible through the company's

A restaurant has installed microphones at its tables to secretly record customer reactions to menu items so that the restaurant owner can know which entrees to raise prices on.Under which method of ethical reasoning is this approach considered ethical?

The utility approach to ethical reasoning holds that the correct course of action is the one that promotes "the greatest good for the greatest number."

Discuss the differences between primary and secondary data and when each should be used during a research effort.

Present a hypothetical research scenario and discuss why it might be ethical under one method of ethical reasoning but not another.

Which kind of research uses experiments to identify cause-and-effect relationships between variables?

The method of ethical reasoning that focuses on society as the unit of analysis and stresses the consequences of an act on all those directly or indirectly affected by it is called the ________ approach.

During data analysis,the process of scanning Data Capture forms to ensure they are complete and consistent and that the instructions were followed is called

The _________ is/are often all that many executives will see of the research effort.

Globex Corporation has been receiving an unusually high number of negative customer comments on its Facebook page.From this,management realizes some sort of customer satisfaction problem exists but otherwise knows little about the dissatisfaction problem.What kind of research should Globex initially conduct in an effort to address the problem?

Which of the following would NOT benefit from causal research?

The types of continuous data that end up in a Decision Support System (DSS)are often referred to as primary data.