Marketing Research, 8e (Burns/Bush)
Chapter 2 The Marketing Research Industry
1) Information gathering to be used for decision-making goes back to the earliest days of
recorded history. In the United States, surveys were used in the early 1800s to determine:
A) The popularity of political candidates.
B) The popularity of saloon entertainers.
C) The popularity of early sports teams.
D) The popularity of regional foods.
2) The first known application of marketing research to a business marketing/advertising
problem was conducted by:
A) A group of students.
B) An advertising agency.
C) A farm equipment company.
D) A publishing company.
3) ________ is the person recognized as the “Father of Marketing Research.” He is given credit
for conducting the first continuous and organized market research
A) Charlie Young
B) C. J. Craig
C) Charles Coolidge Parlin
D) Jed Bartlet
4) The term used for research conducted within an organization is called:
A) Internal research.
B) Market-side research.
C) Supplier-side research.
D) Client-side research.
5) In medium-size and smaller firms, the responsibilities of those in the market research
department are primarily:
A) Helping others in the firm know when to do research and in finding the right supplier firm to
help conduct marketing research.
B) Helping others in the firm do the research and conducting the analysis.
C) Executing the research, conducting the analysis, and reporting the findings.
D) Designing the research, executing the research, and reporting the findings.
6) ________ represent the “democratization” of marketing research.
A) Do-it-yourself research applications
B) Online survey platforms
C) Online secondary research platforms
D) Statistical analysis software solutions
7) One of the most important emerging trends for client-side marketing research departments is:
A) Specialized internal research teams.
B) Increasing use of specialized research agencies.
C) Informal departments organized around specific product.
D) Increasing use of do–it–yourself research.
8) The appeal of do-it-yourself research has to do with:
A) Its cost effectiveness and increasing availability of marketing research tools.
B) The increasing availability of marketing research tools.
C) Its cost effectiveness and the ability to visualize data.
D) The increasing availability of marketing research tools and ability to visualize data.
9) Firms sometimes hire an outside marketing research company to conduct its research. This is
referred to as:
A) In-house research.
B) Supply-side research.
C) Do-it-yourself research.
D) Client-side research.
10) The ________ is an annual publication that lists the top global marketing research firms in
the world by revenue earned.
A) Honomichl Global Top 25
B) AMA Gold Global Top 50
C) AMA Platinum Top 25
D) MRA’s Top 50
11) Full-service supplier firms:
A) Focus primarily in quantitative research.
B) Provide services at a reduced cost due to economies of scale.
C) Have the ability to conduct the entire marketing research project.
D) Provide qualitative services only.
12) A research firm that specializes in one, or, at most, a few marketing research activities is:
A) A full-service supplier firm.
B) A syndicated data service firm.
C) An internal supplier firm.
D) A limited-service supplier firm.
13) The marketing research industry relies on:
A) Derived demand.
B) Latent demand.
C) Irregular demand.
D) Full demand.
14) The fastest-growing regions of the world for marketing research are:
A) India and China.
B) Africa and the Middle East.
C) Mexico and Brazil.
D) Europe and the United States.
15) The five largest markets, by country, for marketing research are:
A) China, India, United States, and Brazil.
B) United States, China, India, Saudi Arabia, and United Kingdom.
C) United States, United Kingdom, Germany, France, and China.
D) United States, Germany, France, India, and United Kingdom.
16) 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?
A) GreenBook
B) BlueBook
C) Quirk’s Researcher SourceBook™
D) Thomas Register®
17) After many years of relative stability in marketing research methods, the industry is
undergoing great change due to:
A) New sources of data and technology.
B) Expanded focus on qualitative methods.
C) Reluctance of clients to adopt new research methods.
D) New uses of traditional research tools.
18) In the 1990s, ________ brought about significant change, with online panels becoming a
primary source of data.
A) new software approaches
B) electronic surveys
C) automated sampling
D) survey volunteers
19) 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:
A) Interactive data.
B) Social media data.
C) Passive data.
D) Panel data.
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20) In a 2015 survey of marketing researchers by GreenBook, over half of respondents (56%),
stated that ________ are one of the biggest challenges they face.
A) methodologies
B) data
C) new software approaches
D) technology investments
21) Which of the following is NOT a new source of data that have the potential to provide
valuable insights?
A) Social media websites
B) The Internet of Things (IoT)
C) Syndicated data
D) Phone and mail surveys
22) Marketing researchers not only need to be skilled at gathering and analyzing data, but also at
communicating results effectively because of:
A) The multiple new types of data and methods now in use.
B) The multiple new types of social media.
C) The multiple new types of interactive resources.
D) The multiple new types of traditional data and methods.
23) For the marketing research industry to evolve, there exists a need for researchers to:
A) Understand the broader implications of new research technologies.
B) Dig deeper into data and deliver strategic insights with their results.
C) Dig deeper into data and deliver tactical insights with their results.
D) Understand the broader implications of social media data.
24) There is an increasing demand for researchers to present results:
A) With full statistical analysis and commentary.
B) With competitor data and profiles.
C) In unambiguous, understandable, easy-to-grasp reports.
D) In an understandable format that connects to the client’s strategic plan.
25) One of the most compelling challenges for the marketing research industry is finding
individuals who combine tech savviness and analytical skills with:
A) The ability to perform high-level statistical analysis.
B) The ability to understand new software technologies.
C) The ability to understand syndicated and social media data.
D) The ability to synthesize data and present it in a compelling way.
26) 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)
27) What does “sugging” refer to?
A) Fundraising under the guise of a survey
B) Selling under the guise of a survey
C) Collecting data through telephone interviews
D) Surveying under the guise of selling
28) What does “frugging” refer to?
A) Collecting data through telephone interviews
B) Selling under the guise of a survey
C) Fundraising under the guise of a survey
D) Surveying under the guise of selling
29) Which organization offers an online guide, “What Survey Participants Need to Know,” to
provide the public with information about the conduct and use of survey research?
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)
30) The Transparency Initiative is a program by the ________ to encourage the routine
disclosure of methods used in research that is released to the public.
A) AAPOR (American Association for Public Opinion Research)
B) MRA (Marketing Research Association)
C) AMA (American Marketing Association)
D) CASRO (Council of American Survey Research Organizations)
31) Under what circumstance is there an exemption under the Do Not Call Registry?
A) Calling U. S. citizens to sell an unsolicited offer
B) Calling U.S. citizens for survey purposes
C) Calling U.S. citizens for political push polling purposes
D) Calling U.S. citizens for telemarketing purposes
32) For many years, ________ has monitored trends in the industry.
A) Burke Institute
B) American Association for Public Opinion Research (AAPOR)
C) GreenBook
D) Industry Financial Survey
33) What annual publication reports data provided to the industry in terms of what techniques are
being used as well as what drives their use?
A) Quirk’s Researcher SourceBook™
B) Thomas Register®
C) ESOMAR Directory
D) GreenBook Research Industry Trends (GRIT)
34) ________ publishes an annual Global Market Research report that includes many measures
of industry performance.
A) ESOMAR
B) AAPOR
C) MRA
D) CASRO
35) MRA’s “Code of Marketing Research Standards” discusses the ethics of collecting passive
user data. Which of the following is NOT considered passive user data?
A) Web tracking (including but not limited to: Flash, QuickTime, cookies and JavaScript)
B) Manual entry of a telephone survey with permission of the respondent
C) Manual entry into a historical profile after a conversation, email or online chat with a
customer service representative
D) Certain forms of observational research such as mystery shopping, social media listening or
certain ethnographic protocols
36) Which of the following does NOT represent the maintenance of marketing research
integrity?
A) Data will never be falsified or omitted.
B) Research results will be reported accurately and honestly.
C) Research companies may withhold damaging client data.
D) Researchers will not misrepresent the impact of the sampling method and its impact on
sample data.
37) 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.
38) Falsifying data in order to make the findings consistent with predetermined points of view
would demonstrate:
A) Lack of research integrity.
B) Lack of proper study design.
C) Lack of proper study supervision.
D) Lack of the use of data falsification detection software.
39) The major associations created a common ethical code to ensure that research released for
public information will contain information that ensures transparency. This code falls into the
category: of:
A) Fair dealings with respondents.
B) Concern for society.
C) Fair dealings with clients and subcontractors.
D) Maintaining research integrity.
40) The abbreviation, “PRC,” stands for:
A) Public Researcher Certification.
B) Professional Researcher Certification.
C) Professional Researcher, Corporate.
D) Professional Researcher Certificate.
41) What organization sponsors the certification program in the U.S. for marketing researchers?
A) American Marketing Association
B) Marketing Research and Intelligence Association
C) Marketing Research Corporation
D) Marketing Research Association
42) What organization sponsors the certification program in Canada for marketing researchers?
A) Marketing Research and Intelligence Association
B) American Marketing Association
C) Marketing Research Corporation.
D) Marketing Research Association.
43) Which of the following is NOT an advantage of obtaining certification as a professional
marketing researcher?
A) Puts researchers in a select group of like-minded professionals
B) Would be able to charge higher fees for their services
C) A visible badge of distinction, demonstrating professional skill, commitment, and dedication
D) Have taken training in both the research and legal fields
44) Two serious ethical issues in marketing research are deception and invasion of privacy.
Which of the following is NOT an example of deception or invasion of privacy?
A) Potential respondents are not told the true identity of the sponsor of the research.
B) Potential respondents are viewed during a study without their permission.
C) Respondents participate in a focus group and are compensated for their opinions.
D) Potential respondents are told they will remain anonymous when they will not.