Question 1

The refusal rate for a typical telephone survey in the U.S.averages about 30 percent.

Accepted Answer

False

Question 2

A typical field service firm collects survey data,designs research projects,and performs data analysis procedures.

Accepted Answer

False

Question 3

When a shopper at a shopping mall is asked if she is willing to participate in a marketing research project,this is an example of which of a potential respondent's ethical rights?

Accepted Answer

The right to choose is the ethical right that is being exercised in this scenario. The shopper has the right to decide whether or not she wants to participate in the marketing research project.

Question 4

Moral principles or values that help people decide how to act are the province of:

Accepted Answer

Ethics are the moral principles and values that determine how people should behave.

Question 5

When a fast-food company hires a marketing research company to attempt to generate data that will show that its food is "healthier" than a competitor's offerings,this is an example of a(n):

Accepted Answer

An advocacy study is when a company hires a research firm to generate data that will support a particular point of view. In this case, the fast-food company is advocating for the idea that their food is healthier than a competitor's offering.

Question 6

All consumers have the right to privacy.

Accepted Answer

All consumers have the right to privacy as it is a fundamental right protected by many countries' laws and regulations. Consumers have the right to control their personal information and how it is collected, used, and shared by companies. Companies are required to follow certain rules and regulations to protect consumers' privacy rights.

Question 7

Which of the following companies is the largest U.S.marketing research company in terms of revenue?

Accepted Answer

According to the 2019 Greenbook Market Leaders Report, the Nielsen Co. is the largest U.S. marketing research company in terms of revenue.

Question 8

Which ethical theory focuses on choosing the alternative that produces the greatest benefit to the most people as the one that is ethically correct?

Accepted Answer

Utilitarianism is the ethical theory that focuses on maximizing overall happiness and minimizing overall harm. In this theory, the alternative that produces the greatest benefit to the most people is considered to be the ethically correct choice. Therefore, the answer is E - Utilitarianism.

Question 9

Low-ball pricing by marketing research supplier firms is sometimes ethical.

Accepted Answer

Low-ball pricing is generally considered unethical because it involves offering a deceptively low price to win a contract, only to increase the price later through hidden fees or additional charges.

Question 10

When two or more companies with unique resources are formed to offer a new service to potential customers to create mutual benefit for these companies,this arrangement is called a(n):

Accepted Answer

This describes a strategic partnership, where two or more companies join together to create a new service or product that benefits them both. A merger involves completely combining two companies into one entity, while syndicated services and field services are specific types of services rather than business arrangements. A professional association is a group of individuals in the same profession who join together for networking and educational purposes.

Question 11

In online survey research,the list of potential respondents that only contains names of people who have agreed to participate in these types of surveys,which ethical right of respondents is being respected?

Accepted Answer

The list of potential respondents contains only those who have specifically agreed to participate, which respects their right to privacy. By not including individuals who have not given their consent, their personal information remains private and protected.

Question 12

When a large packaged goods company,such as PepsiCo,wants to test market a new type of soda,what type of marketing research company is it likely to hire for this project?

Accepted Answer

When a company wants to conduct research specific to their needs or goals, they typically hire a custom research company. In this case, PepsiCo wants to test market a new type of soda, which requires customized research to understand the preferences and opinions of the target market. Media and online tracking companies may provide data on consumer behavior, but they do not provide insights on the specific product being tested. Syndicated service companies offer standardized research data that is available to multiple clients, but they do not offer customized research. Industrial goods producers are not relevant to this scenario as they do not specialize in marketing research.

Question 13

When a large consumer goods company,such as Coca-Cola,wants to decide on which TV programs it wants to advertise its soft drinks,it is most likely to hire which type of marketing research company?

Accepted Answer

Syndicated service companies provide standardized data on media audiences and advertising effectiveness, which is useful for deciding on TV programs for advertising.

Question 14

Corporations are the final consumers and the initiators of most marketing research projects.

Accepted Answer

Corporations are the final consumers of goods and services and are also the initiators of most marketing research projects aimed at understanding the needs and preferences of their target market. This research helps companies make informed decisions about their products, pricing, promotion, and distribution strategies. Therefore, it is true that corporations are the final consumers and initiators of most marketing research projects.

Question 15

When an employee of McDonald's travels to different McDonald's restaurants to rate them on the quality of their food and their customer service,this employee is called a(n):

Accepted Answer

The term used for an employee who travels to different restaurants to evaluate their quality of service is a mystery shopper. Hence option C, mystery shopper is the correct choice. Option A, guardian, option B, customer, option D, field representative and option E, competitor are all incorrect as they do not accurately describe the job role of an employee who evaluates the quality of service in different restaurants.

Question 16

An advertising agency such as Young & Rubicam is an example of what type of marketing research organization?

Accepted Answer

Young & Rubicam is primarily known as a media agency, focusing on creating and managing advertising campaigns across various media platforms.

Question 17

When a shopper at a shopping mall is asked if she is willing to participate in a marketing research project and is told that her participation will only take 30 minutes,this is an example of which of a potential respondent's ethical rights?

Accepted Answer

The right to be informed includes being informed about the nature of the research, the procedures involved, and the probable uses of the research results. In this scenario, the respondent is informed about the nature of the research project and the time commitment required. However, the other ethical rights such as the right to privacy, safety, choice, and terminating the interview are not directly relevant to this situation.

Question 18

When a research supplier quotes a price that is very low in order to obtain a contract,and then creates reasons for having the budget go over the planned budget amount for the project,this is a form of:

Accepted Answer

This is an example of low-ball pricing, where the supplier intentionally underestimates the project cost to win the contract and then creates reasons for budget overruns. This is an unethical business practice that can harm the client's trust and confidence in the supplier.

Question 19

Buzz Metrics is an example of what type of marketing research organization?

Accepted Answer

The answer of Buzz Metrics is an example of what...

Question 20

A group of consumers who agree to participate in future research studies in return for prizes or cash is called a(n):

Accepted Answer

The group of consumers who agree to participate in future research studies in return for prizes or cash is called a research panel. This is a common method used by companies to gather information about their target market to improve their products and services.

Quiz 2: The Marketing Research Industry and Research Ethics