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Exam 2: The Marketing Research Industry

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Question 41

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Ensuring that respondents may elect not to take part or participate in a research project is a common ethical code practice.This code falls into the category of:

A) Concern for society.
B) Fair dealings with clients and subcontractors.
C) Maintaining research integrity.
D) Fair dealings with respondents.

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Question 42

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Which of the following organizations has been devoted to developing best practices for the marketing research profession?

A) MRA(Marketing Research Association)
B) AMA(American Marketing Association)
C) AAPOR(American Association for Public Opinion Research)
D) CASRO(Council of American Survey Research Organizations)

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Question 43

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The abbreviation,"PRC,"stands for:

Supplier-side departments may appear in organizational charts under a variety of names,such as consumer insights,but they serve the basic function of providing information to decision makers.

The first known application of marketing research to a business marketing/advertising problem was conducted by:

In recent years,passive data,or data that are gathered with covert questioning or other types of interactions with consumers,have become a new and valuable source of information.

Data that are gathered without overt questioning or other types of interactions with consumers have become a new and valuable source of information.This type of data are called:

In a 2015 survey of marketing researchers by GreenBook,over half of respondents(56%) ,stated that ________ are one of the biggest challenges they face.

There are two types of supply-side firms or agencies: full-service firms and limited-service firms.Discuss the differences and similarities between full-service supplier firms and limited-service firms.Provide examples of the typical projects or engagements each might perform.

________ publishes an annual Global Market Research report that includes many measures of industry performance.

Under what circumstance is there an exemption under the Do Not Call Registry?

What does"sugging"refer to?

Which of the following is NOT a major source of online information allowing marketers to explore the many different types of research firms that operate worldwide?

What annual publication reports data provided to the industry in terms of what techniques are being used as well as what drives their use?

IBIS World predicts that the number of employees in the marketing research industry will expand at an average annual rate of 2.1% through 2020,with wages predicted to increase at an average annual rate of 2.5%.

The marketing research industry is currently facing a number of important challenges including evolving sources of data and methodologies,the effective communication of results,and the need for talented and skilled employees.

Telemarketers used sugging for years to entice the public into taking what they thought was an opinion survey but actually was a lead-in for a sales pitch.

The professional associations serving the marketing research industry have all established rules,standards,or codes of ethical conduct.Discuss the four major areas or codes that have been established to improve ethical conduct.

Define the Professional Researcher Certification.Discuss what it is intended to do and the impact on the marketing research industry.

In the United States,professionals may earn the Professional Researcher Certification(PRC).