Question 1

External supplier firms are classified as either:

Accepted Answer

A) vertically or horizontally integrated firms 
B) syndicated or internal supplier firms 
C) PRC's or non-certified firms 
D) full-service or limited-service firms 
E) limited-service or limitless-service firms 
A) vertically or horizontally integrated firms 
B) syndicated or internal supplier firms 
C) PRC's or non-certified firms 
D) full-service or limited-service firms 
E) limited-service or limitless-service firms D

Question 2

Eye Tracking Inc.,which specializes in eye movement research,would be considered a specialized research technique firm.

Accepted Answer

A) True 
 B)False  True

Question 3

An annual publication that lists the top 25 marketing research firms in the WORLD is known as:

Accepted Answer

A) World's Top 25 
B) The Honomichl Global Top 25 
C) Research World's 25 
D) The J.C. Snead Top 25 
E) none; there is no such report available 
A) World's Top 25 
B) The Honomichl Global Top 25 
C) Research World's 25 
D) The J.C. Snead Top 25 
E) none; there is no such report available B

Question 4

Which of the following represents a possible organization of a marketing research department?

Accepted Answer

A) according to area of application 
B) according to marketing function 
C) according to research process and area of application 
D) according to area of application and marketing function 
E) all of the above 
A) according to area of application 
B) according to marketing function 
C) according to research process and area of application 
D) according to area of application and marketing function 
E) all of the above

Question 5

Your book mentions the 2007 Confirmit industry survey of firms in several countries in the world.What did it report as the number-one mentioned "challenge" facing the marketing research industry?

Accepted Answer

A) falling response rates 
B) costs of online surveys 
C) certification of marketing researchers 
D) a need for more skilled telemarketers 
E) the lack of students entering Marketing Research programs 
A) falling response rates 
B) costs of online surveys 
C) certification of marketing researchers 
D) a need for more skilled telemarketers 
E) the lack of students entering Marketing Research programs

Question 6

Since recruiting and maintaining a panel of willing respondents is expensive and time consuming,"panel equity," or the value represented by the panel will likely become more important in the future.

Accepted Answer

A) True 
 B)False

Question 7

One of the criticisms of marketing research is that there is a lack of creativity.

Accepted Answer

A) True 
 B)False

Question 8

Unwanted email is:

Accepted Answer

A) called UWM and was used by some online survey research companies a few years ago 
B) called SPAM and was never used by online survey research companies because it is unethical 
C) called SPAM and was used by some online survey research companies a few years ago 
D) called UWM and was never used by online survey research companies because it is illegal 
E) may now be avoided by the "Do Not Call" legislation 
A) called UWM and was used by some online survey research companies a few years ago 
B) called SPAM and was never used by online survey research companies because it is unethical 
C) called SPAM and was used by some online survey research companies a few years ago 
D) called UWM and was never used by online survey research companies because it is illegal 
E) may now be avoided by the "Do Not Call" legislation

Question 9

Sugging:

Accepted Answer

A) occurs when a "researcher" gains a respondent's cooperation to participate in a research study and then uses the opportunity to attempt to sell the respondent a good or service 
B) refers to selling under the guide of a survey 
C) is unethical, but not illegal 
D) deals with fund raising while pretending to administer a survey 
E) both A and B 
A) occurs when a "researcher" gains a respondent's cooperation to participate in a research study and then uses the opportunity to attempt to sell the respondent a good or service 
B) refers to selling under the guide of a survey 
C) is unethical, but not illegal 
D) deals with fund raising while pretending to administer a survey 
E) both A and B

Question 10

The Industrial Revolution marked the beginning of the growth of marketing research.

Accepted Answer

A) True 
 B)False

Question 11

The "Father of Marketing Research" is Charles Coolidge Parlin who did continuous,organized research for the Curtis Publishing Company.

Accepted Answer

A) True 
 B)False

Question 12

Certification of marketing researchers,as discussed in your text,means:

Accepted Answer

A) marketing researchers have to register and pay a fee that would increase the budget of the American Certified Marketing Researchers 
B) marketing researchers have to pass a test or other certification criteria to become certified much like accountants earn CPAs 
C) marketing researchers "certify" that every project they completed would have been conducted using standard marketing research procedures 
D) marketing researchers would NOT have to pass a test but would have to meet other certification criteria to become certified much like accountants earn CPAs 
E) certified marketing researchers would be required to audit the books of competitive marketing research firms 
A) marketing researchers have to register and pay a fee that would increase the budget of the American Certified Marketing Researchers 
B) marketing researchers have to pass a test or other certification criteria to become certified much like accountants earn CPAs 
C) marketing researchers "certify" that every project they completed would have been conducted using standard marketing research procedures 
D) marketing researchers would NOT have to pass a test but would have to meet other certification criteria to become certified much like accountants earn CPAs 
E) certified marketing researchers would be required to audit the books of competitive marketing research firms

Question 13

Deception is a serious ethical issue in marketing research and occurs in research studies when potential respondents:

Accepted Answer

A) are not told the true identity of the sponsor of the research 
B) are viewed during a study without their permission 
C) are told they will remain anonymous when they are not 
D) all of the above 
E) none of the above 
A) are not told the true identity of the sponsor of the research 
B) are viewed during a study without their permission 
C) are told they will remain anonymous when they are not 
D) all of the above 
E) none of the above

Question 14

It has been estimated that firms spend over 10% of sales on marketing research,whether it is supplied internally or externally.

Accepted Answer

A) True 
 B)False

Question 15

According to the definition given in your textbook,which of the following does NOT represent a loss of research integrity?

Accepted Answer

A) withholding information 
B) falsifying data 
C) altering research results 
D) thinking strategically 
E) misinterpreting the data to make them consistent with predetermined points of view 
A) withholding information 
B) falsifying data 
C) altering research results 
D) thinking strategically 
E) misinterpreting the data to make them consistent with predetermined points of view

Question 16

Issuing phony RFPs is considered unethical behavior.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Very few of the largest firms have their own marketing research departments but they usually have at least one person responsible for conducting marketing research.

Accepted Answer

A) True 
 B)False

Question 19

Internal suppliers organize the research function:

Accepted Answer

A) by type of research application and by budget category 
B) by a series of vice presidents and subordinates handling each marketing research project 
C) in formal departments, single individuals or a committee, or by assigning no one responsibility 
D) in informal departments organized around budget categories 
E) by internal suppliers, because they are internal and do not need to organize 
A) by type of research application and by budget category 
B) by a series of vice presidents and subordinates handling each marketing research project 
C) in formal departments, single individuals or a committee, or by assigning no one responsibility 
D) in informal departments organized around budget categories 
E) by internal suppliers, because they are internal and do not need to organize

Question 20

What does "frugging" refer to?

Accepted Answer

A) selling under the guise of a survey 
B) collecting data through telephone interviews 
C) fund raising under the guise of a survey 
D) falsifying data 
E) funding under gross margin 
A) selling under the guise of a survey 
B) collecting data through telephone interviews 
C) fund raising under the guise of a survey 
D) falsifying data 
E) funding under gross margin

External supplier firms are classified as either:

Eye Tracking Inc.,which specializes in eye movement research,would be considered a specialized research technique firm.

An annual publication that lists the top 25 marketing research firms in the WORLD is known as:

Which of the following represents a possible organization of a marketing research department?

Your book mentions the 2007 Confirmit industry survey of firms in several countries in the world.What did it report as the number-one mentioned "challenge" facing the marketing research industry?

Since recruiting and maintaining a panel of willing respondents is expensive and time consuming,"panel equity," or the value represented by the panel will likely become more important in the future.

One of the criticisms of marketing research is that there is a lack of creativity.

Unwanted email is:

Sugging:

The Industrial Revolution marked the beginning of the growth of marketing research.

The "Father of Marketing Research" is Charles Coolidge Parlin who did continuous,organized research for the Curtis Publishing Company.

Certification of marketing researchers,as discussed in your text,means:

Deception is a serious ethical issue in marketing research and occurs in research studies when potential respondents:

It has been estimated that firms spend over 10% of sales on marketing research,whether it is supplied internally or externally.

According to the definition given in your textbook,which of the following does NOT represent a loss of research integrity?

Issuing phony RFPs is considered unethical behavior.

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

Very few of the largest firms have their own marketing research departments but they usually have at least one person responsible for conducting marketing research.

Internal suppliers organize the research function:

What does "frugging" refer to?

An Introduction to Marketing Research

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Data Collection Methods

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters

Exam 2: The Marketing Research Industry

External supplier firms are classified as either:

Eye Tracking Inc.,which specializes in eye movement research,would be considered a specialized research technique firm.

An annual publication that lists the top 25 marketing research firms in the WORLD is known as:

Which of the following represents a possible organization of a marketing research department?

Your book mentions the 2007 Confirmit industry survey of firms in several countries in the world.What did it report as the number-one mentioned "challenge" facing the marketing research industry?

Since recruiting and maintaining a panel of willing respondents is expensive and time consuming,"panel equity," or the value represented by the panel will likely become more important in the future.

One of the criticisms of marketing research is that there is a lack of creativity.

Unwanted email is:

Sugging:

The Industrial Revolution marked the beginning of the growth of marketing research.

The "Father of Marketing Research" is Charles Coolidge Parlin who did continuous,organized research for the Curtis Publishing Company.

Certification of marketing researchers,as discussed in your text,means:

Deception is a serious ethical issue in marketing research and occurs in research studies when potential respondents:

It has been estimated that firms spend over 10% of sales on marketing research,whether it is supplied internally or externally.

According to the definition given in your textbook,which of the following does NOT represent a loss of research integrity?

Issuing phony RFPs is considered unethical behavior.

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

Very few of the largest firms have their own marketing research departments but they usually have at least one person responsible for conducting marketing research.

Internal suppliers organize the research function:

What does "frugging" refer to?

An Introduction to Marketing Research

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Data Collection Methods

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters