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

Question 1

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

Answer 1

False
This is relativism.

Question 2

Being asked by a client to share information from research conducted for a competitor poses an ethical dilemma for researchers.

Answer 2

True

Question 3

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

Answer 3

False
This describes a limited-service research provider.Custom research projects are tailored specifically to a client's unique needs.

Question 4

Ethical questions about marketing research are really philosophical questions.

Question 5

The director of marketing research supervises the collection and analysis of sales,inventory,and other periodic customer relationship management (CRM)data.

Question 6

To be truly marketing-oriented,all employees should be involved in the intelligence-gathering and dissemination process.

Question 7

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

Question 8

The issue as to whether the respondent in a research study can choose to answer or not to answer a specific question is a matter of confidentiality.

Question 9

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

Question 10

If secrecy is a major concern,then it is best to conduct research in-house.

Question 11

One advantage of using an outside agency to conduct research at cheaper costs.

Question 12

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

Question 13

A unidimensional research service provides a unique methodology for investigating a business specialty area like retail location.

Question 14

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

Question 15

Society at large is one of the stakeholders involved in research.

Question 16

The use of spyware violates the right to privacy and confidentiality of Internet users.

Question 17

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

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

It is not considered to be an invasion of an employee's privacy to use mystery shoppers in department stores.

Question 20

One problem typically faced by marketing research directors is that the research management role often is not formally recognized.

Question 21

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
C) research analyst
D) research assistant

Question 22

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

A) research intermediary
B) syndicated service
C) research medium
D) custom research supplier

Question 23

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 _____.

A) more objectively
B) at a lower cost
C) faster
D) subjectively

Question 24

An Institutional Review Board (IRB)is a committee that carefully reviews a proposed research design to try to make sure no harm can come to any research participant.

Question 25

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 _____.

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

Question 26

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?

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

Question 27

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

A) quick turn-around
B) better collaboration with employees
C) more objectivity
D) cheaper costs

Question 28

A breech of confidentiality occurs when one researcher works for two competing companies.

Question 29

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
D) research intermediary

Question 30

A(n)_____ is a marketing research supplier that provides standardized information for many clients in return for a fee.

A) full-service firm
B) boutique service
C) one-stop service
D) syndicated service

Question 31

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?

A) An outside agency may have local expertise allowing it to specialize in research in a foreign market.
B) An outside agency can usually conduct research more quickly than doing it in-house.
C) An outside agency often can be more objective.
D) An outside agency is often more economical.

Question 32

Commercial providers of marketing research services are called _____.

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

Question 33

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 34

When AT&T hires a research agency to conduct research among business users regarding mobile technology needs,this is called _____.

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

Question 35

A research organization that specializes in studies about advertising effectiveness is an example of a(n)_____.

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

Question 36

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

Question 37

Another name for a research assistant is _____.

A) junior analyst
B) research analyst
C) research vice president
D) account executive

Question 38

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
C) research analyst
D) research vice president

Question 39

Which term is used to refer to the entity for whom research services are being performed?

A) doer
B) participant
C) intermediary
D) client

Question 40

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

Question 41

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

Question 42

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

Question 43

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?

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

Question 44

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

Question 45

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

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

Question 46

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.

A) implicit consent
B) informed consent
C) ideal consent
D) voluntary consent

Question 47

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
B) statistical analyst
C) research assistant
D) research analyst

Question 48

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?

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

Question 49

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?

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

Question 50

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

Question 51

Principles reflecting one's beliefs about what is ethical and unethical are called _____.

A) guiding principles
B) ethical imperatives
C) functional standards
D) moral standards

Question 52

_____ teams are composed of individuals from various functional areas such as engineering,production,finance,and marketing who share a common purpose.

A) Specialized
B) Cross-functional
C) Hybrid
D) Task-oriented

Question 53

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?

Question 54

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

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

Question 55

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
B) undercover agents
C) placebo shoppers
D) stealth shoppers

Question 56

Which of the following is a type of software that is placed on users' computers without consent or knowledge while using the Internet?

A) pop-ups
B) spyware
C) stealth file
D) COPPA

Question 57

One right a research participant has is that information involved in the research will not be shared with others,which is known as _____.

A) consent
B) active research
C) passive research
D) confidentiality

Question 58

Which of the following is conducted not to gather information for marketing decisions but to bolster a point of view or satisfy other needs?

A) pretest
B) pseudo-research
C) shilling
D) stealth research

Question 59

_____ is the application of morals to business behavior related to the exchange environment.

A) Moral relativism
B) Moral idealism
C) Marketing idealism
D) Marketing ethics

Question 60

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 _____.

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

Question 61

A(n)_____ occurs when one researcher works for two competing companies.

A) breech of confidentiality
B) ethical violation
C) conflict of interest
D) legal conflict

Question 62

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 _____.

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

Question 63

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
B) a pretest
C) a forecast analysis
D) informed consent

Question 64

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

Question 65

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 66

Research performed by employees of the company that will benefit from the research is called _____ research.

Question 67

When public behaviors are observed in passive research,it is assumed that _____ consent is given by those being observed.

Question 68

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

Question 69

Jacques runs computer software programs,such as SAS and SPSS,to forecast sales for clients.Jacques job title is _____.

Question 70

When a research supplier designs a marketing research study that is tailored to the needs of the client,this is known as a(n)______ research study.

Question 71

A commercial marketing research company that conducts research for clients is known as a research ______.

Question 72

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

Question 73

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

Question 74

A situation in which one chooses from alternative courses of actions,each with different ethical implications is called a(n)_____.

Question 75

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

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.

Question 77

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 78

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

Question 79

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 80

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 ______.