Deck 4: The Human Side of Marketing Research: Organizational and Ethical Issues

Question 1

One advantage of conducting research in-house is cheaper costs.

Answer 1

True

Question 2

Ethical questions about marketing research are really philosophical questions.

Answer 2

True

Question 3

Rushing into a research project may result in conducting a study that is not needed.

Answer 3

True

Question 4

A syndicated service is a marketing research supplier that provides standardized information for many clients in return for a fee.

Question 5

In a truly market-oriented organization,all employees are involved in the intelligence-gathering and dissemination process.

Question 6

Absolutism is a term that reflects the degree to which one rejects moral standards in favor of the acceptability of some action.

Question 7

The manager of decision support systems supervises the collection and analysis of sales,inventory,and other periodic customer relationship management (CRM)data.

Question 8

One reason for an organization to hire an outside research supplier is to acquire access to that organization's experience in critical situations.

Question 9

A research analyst is responsible for client contact,project design,preparation of proposals,and so on.

Question 10

A false experimental effect that is used to create the perception of a true experimental effect is called pseudo-research.

Question 11

A custom research provider specializes in only one particular research activity,such as field interviewing,data warehousing,or data processing.

Question 12

Implicit consent means that the individual understands what the researcher wants him or her to do and agrees to be a participant in the research study.

Question 13

Researchers measure past,current,and future events.

Question 14

To the extent that the owner of a device connected to the Internet is the user,true anonymity does not exist in the collection of this raw data.

Question 15

Often the term "doer" is used by the research department to refer to line management for whom services are being performed.

Question 16

Small research firms typically only have a director of marketing research and a research analyst.

Question 17

Market research's role often is not recognized formally on par with financial management.

Question 18

The placement of marketing research within a firm's organizational structure and the structure of the research department vary depending on the firm's degree of marketing orientation and research sophistication.

Question 19

An ethical dilemma refers to a situation in which one chooses from alternative courses of action,each with different ethical implications.

Question 20

When secrecy is a major concern,it is best to use an outside research agency.

Question 21

Confidentiality means that researchers will not share any individual's information with others.

Question 22

Rob provides leadership in research efforts and integrates all staff-level research activities in the firm in which he is employed.Rob's job title is most likely a ____.

A)research analyst
B)research associate
C)manager of decision support systems
D)director of marketing research

Question 23

Which term refers to the application of principles of conduct to business behavior as related to the exchange environment?

A)moral relativism
B)moral idealism
C)marketing idealism
D)marketing ethics

Question 24

A potential advantage of using an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project ____.

A)more objectively
B)at a lower cost
C)at a faster rate
D)with more secrecy

Question 25

An Institutional Review Board (IRB)is a committee that carefully reviews a proposed research design to try to make sure the proposed research will satisfy the research objectives.

Question 26

Marketing research directors typically ____.

A)spend more time in meetings and managing than actually conducting research
B)find that companies place great importance on marketing research
C)have extensive opportunities to engage in research themselves
D)can expect average salaries of over $250,000 a year

Question 27

A company that develops a unique methodology for investigating a specific business specialty area is called a(n)____.

A)cross-functional team
B)standardized research service
C)research generalist company
D)advocacy research organization

Question 28

Which term reflects the degree to which one bases one's morality on moral standards?

A)relativism
B)idealism
C)absolutism
D)conformism

Question 29

Claire believes she is a moral person,but she also believes that it is acceptable to tell a lie in certain situations.Which term best reflects Claire's beliefs?

A)relativism
B)idealism
C)situationalism
D)conformism

Question 30

Caleb's job at a marketing research firm is to provide technical assistance with questionnaire design.Which title best describes Caleb's job?

A)director of marketing research
B)research assistant
C)forecast analyst
D)research generalist

Question 31

3-M Corporation puts together teams of employees from various disciplines such as engineering,production,finance,and marketing who share a common purpose,such as new-product development.These types of teams are referred to as ____.

A)cross-functional teams
B)syndicated teams
C)synergistic teams
D)focus groups

Question 32

One key question that can be used to determine whether a research participant is being treated ethically as a result of an experimental procedure is "Can the research subject be easily returned to his or her initial state?"

Question 33

Pseudo-research is undertaken to support a specific claim in a legal action or to represent some advocacy group.

Question 34

When AT&T hires a research agency to conduct research tailored to its unique needs,AT&T is being provided with ____.

A)custom research
B)syndicated research
C)limited research
D)commercial research

Question 35

All of the following are advantages of in-house research EXCEPT ____.

A)quick turnaround
B)better internal collaboration
C)more objectivity
D)cheaper costs

Question 36

The purpose of a push poll is to push consumers into a pre-determined response.

Question 37

Commercial providers of marketing research services are called ____.

A)research suppliers
B)research generalists
C)research analysts
D)research syndicators

Question 38

A research project that is rushed ____.

A)is likely to provide a particularly concise summary
B)has the advantage of providing more up-to-date information
C)is typically the most cost-effective approach
D)almost certainly means cutting corners

Question 39

When J.D.Power and Associates sell the results of its research studies on new-car satisfaction to multiple automobile producers,J.D.Power is acting as a ____.

A)pseudo-research supplier
B)syndicated service
C)cross-functional team
D)custom research supplier

Question 40

Do-not-call legislation does NOT restrict ____.

A)telemarketing calls to consumers with unlisted numbers
B)telemarketing calls to consumers who register with a no-call list
C)business calls to new customers
D)survey calls from non-profit organizations

Question 41

Many research companies have a(n)____ that carefully reviews a proposed research design to try to ensure that no harm can come to any research participant.

A)human subjects review committee
B)experimental design review committee
C)ethical research review committee
D)confidentiality review committee

Question 42

Janice is participating in an experimental study of an herbal supplement that supposedly gives users more energy.Since starting the experiment,she has noticed that she has more energy,but in reality,she is just receiving a "blank" pill that does not contain the herbal supplement.What effect is Janice demonstrating?

A)false negative
B)type I error
C)type II error
D)placebo

Question 43

Another term for the sponsoring client in research studies is the ____.

A)researcher
B)user
C)subject
D)respondent

Question 44

A commercial marketing research company that conducts research for clients is known as a(n)____________________.

Question 45

When an individual understands what the researcher wants him or her to do and agrees to the research study,the individual has given ____.

A)a privacy wavier
B)informed consent
C)implicit consent
D)a confidentiality waiver

Question 46

Mark is conducting research studies for two national rental car companies.Mark's action represents a potential ____.

A)illegal situation
B)advocacy situation
C)push poll
D)conflict of interest

Question 47

Which agency offers syndicated research services?

A)J.D.Power and Associates
B)Burke
C)Millward Brown
D)Nielson Holdings

Question 48

A marketing manager conducts a market test but has already decided to ignore the results if they do not support a national launch of the product.This is an example of ____.

A)a pseudo-research study
B)a pretest
C)a forecast analysis
D)informed consent

Question 49

A researcher working for ____ would be considered a conflict of interest.

A)a for-profit firm
B)a non-profit firm and a for-profit firm
C)more than two firms
D)two competing firms

Question 50

When an organization's marketing research department refers to the managers for whom it is performing research services,it is common to refer to the manager as the department's ____________________.

Question 51

The idea that information involved in a research will not be shared with others is known as ____.

A)consent
B)privacy
C)anonymity
D)confidentiality

Question 52

A research organization that develops a unique methodology for studying a specialty area in marketing (such as brand-name evaluation)is called a(n)____________________ research service.

Question 53

A research firm has been hired by an attorney to undertake research that will support his client's defense in a legal dispute.What type of research is the firm being asked to conduct?

A)push poll
B)advocacy research
C)confidentiality research
D)deceptive research

Question 54

Researchers have an obligation to respect the participant's right to ____.

A)honest reporting
B)responsible participation
C)open discussion
D)privacy

Question 55

Which of the following assures respondents that they cannot be identified or linked to their response in any way?

A)implicit consent
B)anonymity
C)confidentiality
D)informed consent

Question 56

The session in which research subjects are fully informed of the research purposes and provided a chance to ask any question that they may have about the experiment is called a(n)____.

A)wrap-up session
B)post-hoc session
C)debriefing session
D)placebo session

Question 57

A political candidate asks staff workers to phone registered voters of another party to ask a leading and negative question about his opposing candidate.This is a form of ____.

A)a push poll
B)advocacy research
C)a research supplier
D)a cross-functional team

Question 58

A research supplier who designs a marketing research study that is tailored specifically to the needs of the client is using a(n)____________________ research study.

Question 59

A marketing research supplier that provides standardized information for many different clients (such as different automobile manufacturers)is known as a(n)____________________ research service.

Question 60

Research sponsors have the obligation to respect the researcher's right to ____.

A)not disguise selling as research
B)informed consent
C)allow conflicts of interest
D)avoid coercion

Question 61

The attempt to decide what is "right" and what is "wrong" in the conduct of marketing research studies is called marketing ____________________.

Question 62

Teams that are composed of representatives of marketing research,new product development,production,and finance to study the feasibility of the national launch of a new product are knows as ____________________ teams.

Question 63

Discuss the rights and obligations of the research participant.

Question 64

The individual who plans,executes,and controls the marketing research function within the organization is known as the ____________________ of marketing research.

Question 65

Define marketing ethics and explain how it applies to marketing research.

Question 66

Explain when research should be conducted externally and when it should be done internally.

Question 67

An individual that is responsible for contacting clients,designing research projects,preparing research proposals,selecting research suppliers,and supervising data collection,analysis,and reporting activities is commonly referred to as a(n)____________________.

Question 68

Discuss the rights and obligations of the researcher.

Question 69

A individual within the research organization who provides technical assistance with questionnaire design,data analyses,and similar activities is known as a(n)____________________.

Question 70

Discuss possible sources of conflict between marketing management and marketing research.

Question 71

____________________ means that information involved in the research will not be shared with others.

Question 72

Research that is conducted to support a specific claim in a legal action (e.g.a certain miles per gallon performance in city driving conditions)is known as ____________________ research.

Question 73

A session in which research subjects are fully informed and provided with a chance to ask any questions that they may have about an experiment is called a(n)____________________ session.

Question 74

____________________ is a term that reflects the degree to which one bases one's morality on moral standards.

Question 75

Telemarketing is conducted under the "guise" of a research study is called ____________________.