Question 1

The Marketing Research Association (MRA) guidelines prohibit clickstream tracking.

Accepted Answer

A) True 
 B)False

Question 2

If a client is unable to get sufficient insight into a testing method's strengths and weaknesses prior to purchase from a marketing research supplier, the client can choose another supplier.

Accepted Answer

A) True 
 B)False

Question 3

In the field of marketing research, analytics exclusively uses qualitative techniques to determine performance efficiency.

Accepted Answer

A) True 
 B)False

Question 4

Research firms are required to maintain client confidentiality.

Accepted Answer

A) True 
 B)False

Question 5

Zephyr Corp. manufactures air purifiers. It comes up with an idea for a new range of air purifiers called alpha purifiers. Before launching the range of purifiers, Zephyr lets some people try out the product and then collects feedback from them to identify any problems with it. Which of the following is best exemplified in this scenario?

Accepted Answer

A)   Curbstoning
B)   Concept testing
C)   Perceptual mapping
D)   Behavioral targeting
E)   Branded "black-box" methodology

Question 6

If a respondent does not want a researcher to find out the truth, it is ethical for the respondent to lie on a survey.

Accepted Answer

A) True 
 B)False

Question 7

Creating customer profiles and understanding behavioral characteristics are major focuses of any marketing research project.

Accepted Answer

A) True 
 B)False

Question 8

Subject debriefing means claiming that a survey is for research purposes and then asking for a sale or donation.

Accepted Answer

A) True 
 B)False

Question 9

Services provided by standardized research firms that include data made or developed from a common data pool or database are called _____ services.

Accepted Answer

A)   debriefed
B)   syndicated business
C)   customized
D)   highly tailored
E)   branded "black-box"

Question 10

The process of fully explaining to respondents any deception that was used during research is known as _____.

Accepted Answer

A)   the practice of sugging
B)   the practice of frugging
C)   rocking-chair interviewing
D)   subject debriefing
E)   deanonymizing data

Question 11

Aura Inc. is a research firm that conducts store audits for a variety of retail stores. It follows an established, common approach in research design so the results of a study conducted for one client can be compared to norms from studies done for other clients. In the context of types of marketing research firms, Aura Inc. is a(n)  _____.

Accepted Answer

A)   customized research firm
B)   internal research provider
C)   standardized research firm
D)   specialty market research firm
E)   brokerage firm

Question 12

Frugging leads to consumers turning down legitimate research inquiries because they do not want to be solicited.

Accepted Answer

A) True 
 B)False

Question 13

While cookies are usually designed to maintain consumer privacy with respect to identity at least, they still nevertheless collect and utilize consumer data.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is True of the guidelines developed by the Marketing Research Association (MRA)  for Internet marketing research issues?

Accepted Answer

A)   It states that researchers must deanonymize data on the Internet by combining different publicly available records available at social networks.
B)   It encourages the use of digital technologies such as GPS as they do not result in privacy-related issues.
C)   It does not allow clickstream tracking.
D)   It prohibits the use of cookies.
E)   It states that researchers must discontinue follow-up e-mails if requested to by respondents.

Question 15

In the context of marketing research, curbstoning occurs when:

Accepted Answer

A)   a researcher does not maintain respondent confidentiality.
B)   a researcher deanonymizes information on the Internet by combining different publicly available records available at social networks.
C)   a researcher's trained interviewers or observers make up observed respondents' behaviors.
D)   a researcher fully explains to respondents any deception that was used during research.
E)   e-tailers display ads at one website based on a user's previous surfing behavior.

Question 16

The Code of Ethics for the American Marketing Association applies to all marketing functions, including research.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is ethical in marketing research practices?

Accepted Answer

A)   Sugging
B)   Frugging
C)   Rocking-chair interviewing
D)   Subject debriefing
E)   Deanonymizing data

Question 18

Which of the following pertains to the creation of a perceptual map?

Accepted Answer

A)   Retailers focus on database development through optical scanning at the point of purchase.
B)   Marketers have to work on branding of both new and existing products.
C)   Marketing research considers the total performance of a promotional program as each effort often affects others in the promotional mix.
D)   Consumers have to indicate how similar or dissimilar a group of relevant brands or products is to each other.
E)   Consumer behavior activities embedded in a cultural context are studied by marketers using ethnographic research.

Question 19

Many companies use internal research suppliers because the suppliers can be more objective and less subject to company politics and regulations than external suppliers.

Accepted Answer

A) True 
 B)False

Question 20

Test marketing _____.

Accepted Answer

A)   identifies two or more segments within the market for a particular company's products
B)   provides information for decisions on product improvements and new-product introductions
C)   includes choosing and evaluating locations, channels, and distribution partners
D)   focuses on database development through optical scanning at the point of purchase
E)   involves understanding how one's target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders

Exam 1: Marketing Research for Managerial Decision Making

Test marketing _____.

Correct Answer
verified

The Marketing Research Association (MRA) guidelines prohibit clickstream tracking.

Correct Answer
verified

Which of the following is ethical in marketing research practices?

Correct Answer
verified

The Code of Ethics for the American Marketing Association applies to all marketing functions, including research.

Correct Answer
verified

The process of fully explaining to respondents any deception that was used during research is known as _____.

Correct Answer
verified

While cookies are usually designed to maintain consumer privacy with respect to identity at least, they still nevertheless collect and utilize consumer data.

Correct Answer
verified

If a client is unable to get sufficient insight into a testing method's strengths and weaknesses prior to purchase from a marketing research supplier, the client can choose another supplier.

Correct Answer
verified

Which of the following pertains to the creation of a perceptual map?

Correct Answer
verified

Creating customer profiles and understanding behavioral characteristics are major focuses of any marketing research project.

Correct Answer
verified

Many companies use internal research suppliers because the suppliers can be more objective and less subject to company politics and regulations than external suppliers.

Correct Answer
verified

Frugging leads to consumers turning down legitimate research inquiries because they do not want to be solicited.

Correct Answer
verified

Which of the following is True of the guidelines developed by the Marketing Research Association (MRA) for Internet marketing research issues?

Correct Answer
verified

In the context of marketing research, curbstoning occurs when:

Correct Answer
verified

Research firms are required to maintain client confidentiality.

Correct Answer
verified

Services provided by standardized research firms that include data made or developed from a common data pool or database are called _____ services.

Correct Answer
verified

In the field of marketing research, analytics exclusively uses qualitative techniques to determine performance efficiency.

Correct Answer
verified

Correct Answer
verified

If a respondent does not want a researcher to find out the truth, it is ethical for the respondent to lie on a survey.

Correct Answer
verified

Correct Answer
verified

Subject debriefing means claiming that a survey is for research purposes and then asking for a sale or donation.

Correct Answer
verified

Exam 1: Marketing Research for Managerial Decision Making

Test marketing _____.

Correct AnswerverifiedShow Answer

The Marketing Research Association (MRA) guidelines prohibit clickstream tracking.

Correct AnswerverifiedShow Answer

Which of the following is ethical in marketing research practices?

Correct AnswerverifiedShow Answer

The Code of Ethics for the American Marketing Association applies to all marketing functions, including research.

Correct AnswerverifiedShow Answer

The process of fully explaining to respondents any deception that was used during research is known as _____.

Correct AnswerverifiedShow Answer

While cookies are usually designed to maintain consumer privacy with respect to identity at least, they still nevertheless collect and utilize consumer data.

Correct AnswerverifiedShow Answer

If a client is unable to get sufficient insight into a testing method's strengths and weaknesses prior to purchase from a marketing research supplier, the client can choose another supplier.

Correct AnswerverifiedShow Answer

Which of the following pertains to the creation of a perceptual map?

Correct AnswerverifiedShow Answer

Creating customer profiles and understanding behavioral characteristics are major focuses of any marketing research project.

Correct AnswerverifiedShow Answer

Many companies use internal research suppliers because the suppliers can be more objective and less subject to company politics and regulations than external suppliers.

Correct AnswerverifiedShow Answer

Frugging leads to consumers turning down legitimate research inquiries because they do not want to be solicited.

Correct AnswerverifiedShow Answer

Which of the following is True of the guidelines developed by the Marketing Research Association (MRA) for Internet marketing research issues?

Correct AnswerverifiedShow Answer

In the context of marketing research, curbstoning occurs when:

Correct AnswerverifiedShow Answer

Research firms are required to maintain client confidentiality.

Correct AnswerverifiedShow Answer

Services provided by standardized research firms that include data made or developed from a common data pool or database are called _____ services.

Correct AnswerverifiedShow Answer

In the field of marketing research, analytics exclusively uses qualitative techniques to determine performance efficiency.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

If a respondent does not want a researcher to find out the truth, it is ethical for the respondent to lie on a survey.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Subject debriefing means claiming that a survey is for research purposes and then asking for a sale or donation.

Correct AnswerverifiedShow Answer

Correct Answer
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