Question 1

Marketing research departments are usually organized according to only one of the following functions: area of application,marketing function,or the research process.

Accepted Answer

A) True 
 B)False

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

There was "no sense of industry" for the Marketing Research industry in the 1950s.

Accepted Answer

A) True 
 B)False

Question 4

Why did the Industrial Revolution lead to a growth in marketing research?

Accepted Answer

A)  Manufacturers were producing goods for distant markets and consumers.
B)  Colleges were teaching courses in marketing research.
C)  Craftsmen and artisans of the day knew their customers.
D)  Alfred Politz introduced statistical theory for sampling.
E)  Growth was limited to the spread of government agencies and so most marketing research was performed for the government.F) A) and D)
G) B) and E)

Question 5

The Marketing Research Association is an organization that ________.

Accepted Answer

A)  supports the interests and development of customers needing research
B)  oversees the Professional Researcher Certification
C)  monitors the Internet for organizations that spam
D)  audits research firms for the purpose of improving data collection procedures
E)  is a lobbying organization representing multinational firmsF) B) and E)
G) C) and D)

Question 6

"Sugging" is considered unethical and illegal.

Accepted Answer

A) True 
 B)False

Question 7

In teleology,if there are individual costs but group benefits,then there are net gains,and the behavior is judged to be ethical.

Accepted Answer

A) True 
 B)False

Question 8

From 2007 to 2008,when the recession began,only North America experienced a net decrease in spending for the Marketing Research industry.

Accepted Answer

A) True 
 B)False

Question 9

Some firms serve both ultimate consumers and industrial consumers.

Accepted Answer

A) True 
 B)False

Question 10

Most of the research firms found in the Honomichl Global Top 25 and Honomichl Top 50 would qualify as full-service firms.

Accepted Answer

A) True 
 B)False

Question 11

What are the two primary philosophies regarding ethical behavior?

Accepted Answer

A)  demonology and theology
B)  deontology and theology
C)  deontology and teleology
D)  demonology and teleology
E)  deaconology and wakeologyF) A) and D)
G) B) and E)

Question 12

What kind of research firm would provide the technical assistance necessary to analyze and interpret data using the more sophisticated data analysis techniques such as conjoint analysis?

Accepted Answer

A)  a limitless service supplier firm
B)  a full service supplier firm
C)  a syndicated data service firm
D)  a data analysis firm
E)  specialized research technique firmF) A) and C)
G) D) and E)

Question 13

Customized service firms tailor research services to each client's specific needs.

Accepted Answer

A) True 
 B)False

Question 14

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 15

A standardized service firm is one that:

Accepted Answer

A)  collects information that is made available to multiple subscribers
B)  specializes in collecting data
C)  offers a variety of research services tailored to meet the client's need
D)  specializes in providing services online
E)  provides syndicated marketing research servicesF) A) and B)
G) A) and D)

Question 16

The Marketing Research Association started a Certification program for marketing researchers in 1960.

Accepted Answer

A) True 
 B)False

Question 17

Researchers,hidden from view,recording the behavior of unsuspecting shoppers as they walk through the supermarket would be a form of research considered unethical by a:

Accepted Answer

A)  deontologist
B)  sociologist
C)  teleologist
D)  criminologist
E)  deaconologistF) A) and D)
G) A) and C)

Question 18

Which of the following statements best describes the state of the marketing research industry in the 1950s?

Accepted Answer

A)  There was "no sense of industry."
B)  Marketing research was needed for survival.
C)  There were quite large "behemoths" that operated around the globe with revenues in excess of $1 billion.
D)  The industry was composed of many small, privately owned firms that didn't report their revenues.
E)  both A and DF) None of the above
G) D) and E)

Question 19

The first continuous and organized research is believed to have been conducted in 1911 for ________ to be used ________.

Accepted Answer

A)  MRA; to sell its publications
B)  MRA; to locate outdoor billboards in the best locations
C)  Curtis Publishing Company; to better sell advertising space
D)  Curtis Publishing Company; to determine the optimal mix of cable TV channels on which to advertise
E)  Charles Coolidge Parlin; to determine pay scales for employeesF) A) and B)
G) None of the above

Question 20

In evaluations conducted on the performance of the marketing research industry,the conclusions have been consistent in saying that the industry is plagued with so many problems that it has not been able to operate at any level other than "unsatisfactorily."

Accepted Answer

A) True 
 B)False

Exam 2: The Marketing Research Industry

In evaluations conducted on the performance of the marketing research industry,the conclusions have been consistent in saying that the industry is plagued with so many problems that it has not been able to operate at any level other than "unsatisfactorily."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements best describes the state of the marketing research industry in the 1950s?

Correct AnswerverifiedShow Answer

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

A standardized service firm is one that:

Correct AnswerverifiedShow Answer

In teleology,if there are individual costs but group benefits,then there are net gains,and the behavior is judged to be ethical.

Correct AnswerverifiedShow Answer

What kind of research firm would provide the technical assistance necessary to analyze and interpret data using the more sophisticated data analysis techniques such as conjoint analysis?

Correct AnswerverifiedShow Answer

Customized service firms tailor research services to each client's specific needs.

Correct AnswerverifiedShow Answer

What are the two primary philosophies regarding ethical behavior?

Correct AnswerverifiedShow Answer

The Marketing Research Association started a Certification program for marketing researchers in 1960.

Correct AnswerverifiedShow Answer

The Marketing Research Association is an organization that ________.

Correct AnswerverifiedShow Answer

Researchers,hidden from view,recording the behavior of unsuspecting shoppers as they walk through the supermarket would be a form of research considered unethical by a:

Correct AnswerverifiedShow Answer

Why did the Industrial Revolution lead to a growth in marketing research?

Correct AnswerverifiedShow Answer

Most of the research firms found in the Honomichl Global Top 25 and Honomichl Top 50 would qualify as full-service firms.

Correct AnswerverifiedShow Answer

There was "no sense of industry" for the Marketing Research industry in the 1950s.

Correct AnswerverifiedShow Answer

Some firms serve both ultimate consumers and industrial consumers.

Correct AnswerverifiedShow Answer

From 2007 to 2008,when the recession began,only North America experienced a net decrease in spending for the Marketing Research industry.

Correct AnswerverifiedShow Answer

Marketing research departments are usually organized according to only one of the following functions: area of application,marketing function,or the research process.

Correct AnswerverifiedShow Answer

"Sugging" is considered unethical and illegal.

Correct AnswerverifiedShow Answer

The first continuous and organized research is believed to have been conducted in 1911 for ________ to be used ________.

Correct AnswerverifiedShow Answer

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The first continuous and organized research is believed to have been conducted in 1911 for to be used .

Correct Answer
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