Question 1

French research company, Le Calc, is noted for having expert data analysis capabilities. The firm operates throughout Europe, Asia, and the United States. London-based Sterling Research is a data collection firm operating in Europe and United States. Sterling has more than 400 data collection facilities including phone banks and mall intercept locations. Sterling is considering a contract with Le Calc where they will form a new entity, Marketing Research Consultants, Ltd. The business model is to hire several dozen top-level marketing research consultants who will then use the data collection services of Sterling and the data analysis services of Le Calc. The contract represents:

Accepted Answer

A)   a violation of antitrust laws and will not be approved by the British Parliament
B)   dilution of industry forces
C)   a strategic alliance
D)   an internal supplier joining forces with an external supplier
E)   an example of globalization in the industry

Question 2

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

Accepted Answer

A)   certification, the passage of more restrictive legislation to govern the industry, and requiring all marketing researchers to annually pass standardized tests on marketing research
B)   certification and a system of fining those found not to be conducting research studies at some minimum standard of performance
C)   certification and education
D)   requiring all employees of marketing research firms to have business degrees in marketing research and to pass a standardized test
E)   passage of more restrictive legislation and an auditing system

Question 3

Don E. Schultz, consultant, suggests that both marketing and marketing research have lost importance in the organization. Schultz believes the two reasons underlying this loss of importance are overemphasis on supply chain management and organizational structure. By organizational structure, Schultz means that marketing is just one of several functional departments, each of which is limited to its own knowledge and skills and operating within a "silo," meaning that it has little interaction with other departments. Which of the following best illustrates why Schultz believes overemphasis of supply chain management has detracted from the proper influence marketing should have in the organization?

Accepted Answer

A)   Supply chain management is more effective in determining the distribution of goods, and distribution was once one of the 4Ps of marketing.
B)   Supply chain management emphasizes first starting with determining consumer wants and needs and the best way to satisfy those wants and needs. This used to be the primary contribution of marketing.
C)   Supply chain management, because it is so detailed, takes far too much executive time, which should be directed to marketing decisions.
D)   Supply chain management emphasizes starting with determining consumer wants and needs, and then using supply chain management. This emphasizes economies of scale and expert logistics to satisfy these wants and needs at the very lowest prices.
E)   Supply chain management, by stressing low cost at all costs, and achieving lower costs through economies of scale and excellence in logistics, assumes the consumer is unimportant and responds only to lower prices.

Question 4

Marketing researchers have experienced ethical dilemmas doing research on which of the following products?

Accepted Answer

A)   sugar
B)   tires
C)   textiles
D)   furniture
E)   flowers

Question 5

What are the two primary philosophies regarding ethical behavior?

Accepted Answer

A)   demonology and theology
B)   deontology and theology
C)   demonology and teleology
D)   theology and teleology
E)   deontology and teleology

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

In 2004, Mack Mitchell, owner of Mitchell Helicopters, decided he needed marketing research conducted before he made a decision that would change the total strategic direction of his company. Mack was convinced that the future market was not for the large, very expensive helicopters the industry had been providing the market for more than 50 years. Rather, he envisioned a significant market of small, single-seat helicopters that would be used by high-income business executives to commute in large cities where commuting was becoming increasingly difficult. To be successful, Mitchell knew that this involved much more than designing and building a small helicopter. It also meant that buyers would have to make infrastructure changes by installing safe-landing pads at home and at work. If he was right, Mitchell would be embarking on a major change for the company; a change that would put the financial stability of the company at risk. Because it was such a major decision, Mitchell wanted research to confirm or disconfirm his decision. Remember we are assuming this situation occurred several years ago in 2004. In 2004, Mitchell would have been hampered in deciding which marketing research to hire for this important decision because:

Accepted Answer

A)   there are no marketing research firms that are market segment specialists in the demand for small, commuter helicopters
B)   the larger, more reputable marketing research firms have skills that are focused on providing standardized information, such as syndicated data or standardized services
C)   due to the fact that there was no certification program in the marketing research industry in 2004, it would be more difficult for Mitchell to evaluate whether or not the individual researchers have the business knowledge and marketing expertise to conduct an appropriate marketing research study
D)   by identifying the nature of the desired research, Mitchell would have made his commuter-copter idea public
E)   Mitchell has not conducted enough secondary data research to enable him to determine if the value of the research will outweigh the costs of the research

Question 8

Certification, such as the PRC, applies to individuals. Accreditation applies to an organization such as the marketing research firm.

Accepted Answer

A) True 
 B)False

Question 9

Certification of marketing researchers means:

Accepted Answer

A)   marketing researchers who earn the PRC would be the "best" marketing researchers
B)   PRC certification would mean those having the PRC would be able to charge higher fees for their services
C)   PRC certification would mean that those holding the PRC would have achieved some MINIMAL standard of performance
D)   PRC certification would mean that those holding the PRC would have achieved some MAXIMUM standard of performance
E)   those desiring the PRC will have better report writing skills

Question 10

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 125

Question 11

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

Accepted Answer

A)   syndicated data services firms
B)   standardized services firms
C)   customized services firms
D)   field services firms
E)   online research services firms

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A)   representatives in churches to influence future researchers
B)   codes of ethical behavior
C)   lobbyists who fight for higher ethical standards in government
D)   examples of poor ethical behavior in other professions
E)   means to participate in the development of certification standards in professions other than marketing research

Question 14

"Phony RFPs" are considered unethical.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False  True

Question 16

Because 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  True

Question 17

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

Accepted Answer

A)   lack of research integrity
B)   lack of the use of PRC's who would not falsify data for any reason
C)   when clients use fake "research funds provided" to underbid projects
D)   lack of the use of data falsification software
E)   use of data falsification software

Question 18

External suppliers organize themselves in different ways, including by function (data analysis, data collection, etc.), by type of research application (customer satisfaction, ad effectiveness, etc.), by geography, by customer, or by a combination of these.

Accepted Answer

A) True 
 B)False

Question 19

Deontologists and teleologists have similar views as to what is ethical and unethical.

Accepted Answer

A) True 
 B)False  False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 3: The Marketing Research Industry

Correct Answer
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Some suggested remedies for some of the problems we see in the marketing research industry are:

Correct Answer
verified

Correct Answer
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Marketing researchers have experienced ethical dilemmas doing research on which of the following products?

Correct Answer
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What are the two primary philosophies regarding ethical behavior?

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

Correct Answer
verified

Correct Answer
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Certification, such as the PRC, applies to individuals. Accreditation applies to an organization such as the marketing research firm.

Correct Answer
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Certification of marketing researchers means:

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

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

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

Correct Answer
verified

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

Correct Answer
verified

"Phony RFPs" are considered unethical.

Correct Answer
verified

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

Correct Answer
verified
True

Because 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.

Correct Answer
verified
True

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

Correct Answer
verified

External suppliers organize themselves in different ways, including by function (data analysis, data collection, etc.), by type of research application (customer satisfaction, ad effectiveness, etc.), by geography, by customer, or by a combination of these.

Correct Answer
verified

Deontologists and teleologists have similar views as to what is ethical and unethical.

Correct Answer
verified
False

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

Correct Answer
verified

Exam 3: The Marketing Research Industry

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Marketing researchers have experienced ethical dilemmas doing research on which of the following products?

Correct AnswerverifiedShow Answer

What are the two primary philosophies regarding ethical behavior?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Certification, such as the PRC, applies to individuals. Accreditation applies to an organization such as the marketing research firm.

Correct AnswerverifiedShow Answer

Certification of marketing researchers means:

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

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

"Phony RFPs" are considered unethical.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedTrue

Because 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.

Correct AnswerverifiedTrue

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

Correct AnswerverifiedShow Answer

External suppliers organize themselves in different ways, including by function (data analysis, data collection, etc.), by type of research application (customer satisfaction, ad effectiveness, etc.), by geography, by customer, or by a combination of these.

Correct AnswerverifiedShow Answer

Deontologists and teleologists have similar views as to what is ethical and unethical.

Correct AnswerverifiedFalse

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

Correct AnswerverifiedShow Answer

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True

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True

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False

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