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

Question 1

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

Answer 1

True

Question 2

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.

Answer 2

True

Question 3

Ethical questions about marketing research are really philosophical questions.

Answer 3

True

Question 4

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

Question 5

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

Question 6

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

Question 7

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 8

Internet of Things refers to the fact that common products like cars, appliances, etc., are connected to the Internet and provide large amounts of data for marketing research.

Question 9

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

Question 10

Researchers measure past, current, and future events.

Question 11

Custom research is a research project this is tailored specific to an industry's unique characteristics.

Question 12

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 13

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

Question 14

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

Question 15

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

Question 16

A digital market research specialist is responsible for examining the Internet and social networks to assist in jobs.

Question 17

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

Question 18

Researchers conducting an experiment can decide not to explain the actual experimental variables applied following the experiment's completion.

Question 19

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

Question 20

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

Question 21

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 22

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

Question 23

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 24

Do-not-call legislation restricts any telemarketing effort from calling consumers who either register with a nocall list or who request not to be called.

Question 25

The government defines a small firm as one with less than ________ employees.

A) 100
B) 10
C) 1000
D) 50

Question 26

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 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

Commercial providers of marketing research services are called ____.

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

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

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 31

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

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

Question 32

Jennifer is a member of the American Marketing Association.They provide a code of conduct when involved in business behavior for their members.This is an example of ________

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

Question 33

An employee specializing in examining the Internet and social networks to assist is jobs is called a _____________________.

A) research assistant
B) digital market research specialist
C) forecast analyst
D) social media marketing manager

Question 34

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 35

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 36

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

Question 37

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 38

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 39

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 40

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 41

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 42

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 43

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 44

All of the following are likely problems when research is rushed, EXCEPT ____.

A) Conducting research that is not needed
B) Addressing the wrong issue
C) Obtaining consumer consent
D) Inadequate data analysis

Question 45

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

Question 46

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

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

Question 47

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 48

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 49

The team tasked with carefully reviewing proposed research designs to try to make sure that no harm can come to any research participant is called a ________________.

A) Institutional Review Board
B) Cross-functional team
C) Research ethics committee
D) Market research committee

Question 50

Which agency offers syndicated research services?

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

Question 51

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 52

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 53

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 54

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 55

____________________ refers to the fact that common products like cars, appliances, etc., are connected to the Internet and provide large amounts of data for marketing research.

Question 56

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 57

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 58

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 59

A false experimental effect used to create the perception that some effect has been administered is called a ______________.

A) Research outreach
B) placebo
C) Subject manipulation
D) debriefing

Question 60

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 61

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

Question 62

Discuss researchers obligations toward children

Question 63

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

Question 64

Discuss the rights and obligations of the researcher.

Question 65

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 66

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

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

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 69

The individual specializing in examining the internet and social networks to assist in jobs like target marketing identification and search engine optimization.

Question 70

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

Question 71

____________________ occurs when one researcher works for two competing companies and helping one could be detrimental to the other.

Question 72

Discuss the rights and obligations of the research participant.

Question 73

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

Question 74

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

Question 75

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

Question 76

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.