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Marketing Research Chapter 4
Terms in this set (40)
A possible advantage of an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project _____.
b.at a lower cost
A: More objectively
Best Buy is expanding internationally, but the managers are concerned that they need to better understand a foreign market before entering it. The company has conducted research in-house in the United States, but it really doesn't have the capacity to conduct this type of research in other countries. Which of the following is the best reason for hiring an outside agency for this purpose?
An outside agency may have local expertise allowing it to specialize in research in a foreign market.
An outside agency can usually conduct research more quickly than doing it in-house.
An outside agency often can be more objective.
An outside agency is often more economical.
A: An outside agency may have local expertise allowing it to specialize in research in a foreign market
All of the following are advantages of in-house research EXCEPT _____.
b.better collaboration with employees
C: More objectively
Which term is used to refer to the entity for whom research services are being performed?
Commercial providers of marketing research services are called _____.
A: Research suppliers
A(n) _____ is a marketing research supplier that provides standardized information for many clients in return for a fee.
D: Syndicated service
When J.D. Power and Associates sell the results of it's research studies on new-car satisfaction to automobile producers, J.D. Power is acting as a _____,
d.custom research supplier
B: Syndicated Service
Research firms that develop a unique methodology for investigating a business specialty area is referred to as a _____.
a.standardized research service
b.custom research service
c.focused research service
A: Standardized research service
A research organization that specializes in studies about advertising effectiveness is an example of a(n) _____.
b.standardized research service
d.advocacy research organization
B: Standardized research service
When AT&T hires a research agency to conduct research among business users regarding mobile technology needs, this is called _____.
A: Custom Research
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 _____.
c.manager of decision support systems
d.director of marketing research
D: Director of marketing research
Who is responsible for client contact, project design, preparation of proposals, selection of research suppliers, and supervision of data collection, analysis, and reporting activities?
a.manager of decision support systems
b.director of marketing research
d.research vice president
C: Research analyst
Caleb's job at a marketing research firm is to provide technical assistance with questionnaire design. Which of the following best describes Caleb's job title?
director of marketing research
B: Research assistant
Another name for a research assistant is _____.
c.research vice president
A: Junior analyst
Which position in a mid-sized research firm supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data?
a.director of marketing research
b.manager of decision support systems
B: Manager of decision support system
A job posting for a research firm advertised it was looking for someone who can use SPSS software to forecast sales. What is this position typically called in a research firm?
A: Forecast analyst
Which of the following is NOT a problem a marketing research director typically faces?
a.spends more time in meetings and managing than actually conducting research
b.research management role often is not formally recognized
c.often does not have the tools available to conduct the research properly
d.research is often seen as a hodgepodge of techniques available to answer individual, unrelated questions
C: Often does not have the tools available to conduct the research properly
_____ teams are composed of individuals from various functional areas such as engineering, production, finance, and marketing who share a common purpose.
3-M Corporation puts together teams of employees from various functional areas such as engineering, production, finance, and marketing when developing new products. These types of teams are referred to as _____.
A: Cross-functional teams
_____ is the application of morals to business behaviour related to the exchange environment.
D: Marketing ethics
rinciples reflecting one's beliefs about what is ethical and unethical are called _____.
D: Moral Standards
Claire believes she is a moral person, but she does believe that it is acceptable to tell a lie in certain situations. Which of the following term best reflects Claire's beliefs?
Which term reflects the degree to which one bases one's morality on moral standards?
Before participating in a research study, John was provided with information regarding the purpose of the study and was asked to sign a form agreeing to participate in the study. John has given _____ to participate in the study.
B: Informed consent
Which of the following behaviors result in implicit consent in passive research?
a.a person taking a shower
b.a person shopping in a store
c.a person talking to her doctor
d.a person trying on clothes in a store dressing room
B: A person shopping in a store
Which of the following is generally considered to be a public place in which unobtrusive observation is not a serious invasion of privacy?
a.an airport check-in counter at Logan Airport in Boston
b.the St. Louis Art Museum
c.a Radio Shack retail store
d.all of these choices
D: All of these choices
Which of the following is a type of software that is placed on users' computers without consent or knowledge while using the Internet?
One right a research participant has is that information involved in the research will not be shared with others, which is known as _____.
Janice is participating in an experimental study of an herbal supplement that is supposed to give 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?
b.type I error
c.type II error
The session in which research subjects are fully informed and provided a chance to ask any question that they may have about the experiment is called a _____.
C: Debriefing session
Researchers hired to go into airport flight lounges posing as members of the airline's frequent flyer program to see how well customers are treated are called _____.
A: Mystery shoppers
All of the following are questions used to determine whether the experimental procedures treat a research participant unethically EXCEPT _____.
a.Is the research subject subjected to substantial or psychological trauma?
b.Can the research subject be easily returned to his or her initial state?
c.Has the research subject provided consent to participate in an experiment?
d.Is the research participant informed of the purpose of the experiment prior to participating?
D: Is the research participant informed of the purpose of the experiment prior to participating
Most universities require researchers to submit research proposals to a committee that carefully reviews them to make sure no harm can come to any research participant. What is this committee called?
a.human subjects review committee
b.experimental design review committee
c.ethical research review committee
d.confidentiality review committee
A: Human subjects review committee
Another term for the sponsoring client in research studies is the _____.
A research firm has been hired by an attorney to undertake research that will support his client's defense in a legal dispute regarding whether or not the company can sell essentially the same product to different markets under a different name and charge higher prices in some markets. What type of research is the firm being asked to conduct?
Which of the following is conducted not to gather information for marketing decisions but to bolster a point of view or satisfy other needs?
When a marketing manager conducts a test market 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
c.a forecast analysis
A: Pseudo-reaearch study
When a political candidate has staff workers 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
c.a research supplier
d.a cross-functional team
A: A push poll
A(n) _____ occurs when one researcher works for two competing companies.
a.breech of confidentiality
c.conflict of interest
C: Conflict of interest
Mark is currently conducting research studies for Enterprise and Avis, two national rental car companies. In fact, Mark has conducted studies for two other rental car companies in the past five years. Mark's actions represent a potential _____.
d.conflict of interest
D: Conflict of interest
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