Issuu on Google+

Full file at http://testbank360.eu/solution-manual-marketing-research-9th-edition-mcdaniel

Chapter 2: Ethical Decision Making in the Marketing Research Industry Multiple Choice 1.

An advertising agency such as Young & Rubicam is an example of what type of marketing research organization? a. Custom research b. Media c. Online tracking d. Syndicated service e. Field service

Ans: b Difficulty: Easy Response: See page 23 Ref: Evolving Structure of the Marketing Research Industry Learning Objective 2.1: To appreciate the structure of the marketing research industry 2.

Buzz Metrics is an example of what type of marketing research organization? a. Custom research b. Media c. Online tracking d. Syndicated service e. Field service

Ans: c Difficulty: Easy Response: See page 23 Ref: Evolving Structure of the Marketing Research Industry Learning Objective 2.1: To appreciate the structure of the marketing research industry 3.

Which of the following companies is the largest U.S. marketing research company in terms of revenue? a. Burke Inc. b. Maritz Research c. Arbitron Inc. d. Nielsen Co. e. J.D. Power and Associates

Ans: d Difficulty: Medium Response: See page 26 Ref: Research Suppliers


Full file at http://testbank360.eu/solution-manual-marketing-research-9th-edition-mcdaniel

Learning Objective 2.3: To learn about the various types of firms and their functions in the marketing research industry 4.

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? a. Custom research b. Media c. Online tracking d. Syndicated service e. Industrial goods producer

Ans: a Difficulty: Medium Response: See page 28 Ref: Custom Research Firms Learning Objective 2.3: To learn about the various types of firms and their functions in the marketing research industry 5.

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? a. Custom research b. Media c. Online tracking d. Syndicated service e. Industrial goods producer

Ans: d Difficulty: Medium Response: See page 28 Ref: Syndicated Service Firms Learning Objective 2.3: To learn about the various types of firms and their functions in the marketing research industry 6.

Ans: b

A group of consumers who agree to participate in future research studies in return for prizes or cash is called a(n): a. target market. b. research panel. c. field service. d. focus group. e. strategic partner.


Full file at http://testbank360.eu/solution-manual-marketing-research-9th-edition-mcdaniel

Difficulty: Easy Response: See page 29 Ref: Limited-function research firms Learning Objective 2.3: To learn about the various types of firms and their functions in the marketing research industry 7.

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): a. strategic partnership. b. merger. c. syndicated service. d. field service. e. professional association.

Ans: a Difficulty: Easy Response: See page 31 Ref: External Clients Learning Objective 2.6: To understand the growing importance of strategic partnering 8.

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): a. guardian. b. customer. c. mystery shopper. d. field representative. e. competitor.

Ans: c Difficulty: Medium Response: See page 31 Ref: External Clients Learning Objective 2.6: To understand the growing importance of strategic partnering 9.

Ans: c

Moral principles or values that help people decide how to act are the province of: a. professionalism. b. strategic partnership. c. ethics. d. a profession. e. field services.


Full file at http://testbank360.eu/solution-manual-marketing-research-9th-edition-mcdaniel

Difficulty: Easy Response: See page 36 Ref: Marketing Research Ethics Learning Objective 2.5: To learn who uses marketing research 10.

Which ethical theory focuses on choosing the alternative that produces the greatest benefit to the most people as the one that is ethically correct? a. Casuist b. Deontology c. Rule utilitarianism d. Individual choice e. Utilitarianism

Ans: e Difficulty: Medium Response: See page 37 Ref: Ethical Theories Learning Objective 2.5: To learn who uses marketing research 11.

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: a. deontology. b. low-ball pricing. c. professionalism. d. casuist thinking. e. utilitarianism.

Ans: b Difficulty: Medium Response: See page 38 Ref: Research Supplier Ethics Learning Objective 2.5: To learn who uses marketing research 12.

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): a. advocacy study. b. observation study. c. focus group. d. in-depth interview. e. case study.


Full file at http://testbank360.eu/solution-manual-marketing-research-9th-edition-mcdaniel

Ans: a Difficulty: Hard Response: See page 38 Ref: Research Supplier Ethics Learning Objective 2.5: To learn who uses marketing research 13.

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? a. Right to privacy b. Right to safety c. Right to be informed d. Right to choose e. Right to terminate the interview

Ans: d Difficulty: Hard Response: See page 43 Ref: Respondent’s Rights Learning Objective 2.5: To learn who uses marketing research 14.

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? a. Right to privacy b. Right to safety c. Right to be informed d. Right to choose e. Right to terminate the interview

Ans: c Difficulty: Hard Response: See page 43 Ref: Respondent’s Rights Learning Objective 2.5: To learn who uses marketing research

15. 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? a. Right to privacy b. Right to safety c. Right to be informed


Full file at http://testbank360.eu/solution-manual-marketing-research-9th-edition-mcdaniel

d. e.

Right to choose Right to terminate the interview

Ans: a Difficulty: Hard Response: See page 43 Ref: Respondent’s Rights Learning Objective 2.5: To learn who uses marketing research True/False 16.

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

Ans: True Difficulty: Medium Response: See page 24 Ref: Consumer and Industrial Corporate Marketing Research Departments Learning Objective 2.2: To comprehend the nature of corporate marketing research departments 17.

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

Ans: False Difficulty: Medium Response: See page 29 Ref: Marketing Research Supplier Service Firms Learning Objective 2.3: To learn about the various types of firms and their functions in the marketing research industry 18.

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

Ans: False Difficulty: Hard Response: See page 38 Ref: Research Supplier Ethics Learning Objective 2.5: To learn who uses marketing research 19.

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

Ans: False


Full file at http://testbank360.eu/solution-manual-marketing-research-9th-edition-mcdaniel

Difficulty: Hard Response: See page 39 Ref: Research Supplier Ethics Learning Objective 2.5: To learn who uses marketing research 20.

All consumers have the right to privacy.

Ans: True Difficulty: Easy Response: See page 43 Ref: Respondent’s Rights Learning Objective 2.5: To learn who uses marketing research


Solution manual marketing research 9th edition mcdaniel