45) Misrepresenting the impact of the sampling method and its impact on sample data violates
ethics codes of the marketing profession. This code would falls into the category of:
A) Fair dealings with respondents.
B) Fair dealings with clients and subcontractors.
C) Maintaining research integrity.
D) Concern for society.
46) IBIS World predicts that the number of employees in the marketing research industry will:
A) See jobs expand annually through 2020, but also experience a leveling of wages.
B) See jobs expand annually through 2020 with a corresponding increase in wages.
C) Not see annual job expansion with a corresponding contraction in wage levels.
D) Not see annual job expansion, but with a corresponding slight increase.
47) Charles Coolidge Parlin conducted the first continuous and organized research in 1911, when
he was hired by the Pearson Education Company to gather information about academic markets
to help Pearson sell textbooks.
48) Prior to the Industrial Revolution, in an economy based on artisans and craftsmen involved in
barter exchange with their customers, there was not much need to “study” consumers.
49) A. C. Nielsen and George Gallup are known as the “Fathers of Marketing Research.”
50) By the late 1950s and 1960s, marketing research was seen as indispensable for companies to
track consumption changes in increasingly expanding markets.
51) The development of cloud computing in the 1970s led to the automation of data management
and analysis for larger firms.
52) In the 1900s and 2000s, the wide availability and convenience of the Internet transformed all
phases of the research process, from data collection to analysis to reporting.
53) Even with the tremendous growth, the emergence of several professional organizations, and
a certification program, the industry includes few publicly held firms.
54) Client-side research is research that is conducted within an organization.
55) 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.
56) Medium-sized and smaller firms may assign an individual or team to conduct some of the
research, but often their responsibilities lie in helping others in the firm know when to do
research and in finding the right supplier firm to help conduct marketing research.
57) Do-it-yourself (DIY) research, which has been called the “socialization” of marketing
research, is considered one of the most important emerging trends for client-side marketing
research departments.
58) DIY marketing research has been facilitated by online access to secondary data and better
knowledge of data analysis software such as SPSS.
59) Data analysis and visualization dashboards (such as those offered by Burke and Tableau) are
examples of tools that would be used by DIY researchers.
60) Marketing research tools like online survey platforms (such as Qualtrics and SurveyMonkey)
statistical analysis tools (such as SPSS, SAS, and R), social media monitoring tools (such as
Hootsuite) are so expensive that they are out of reach for DIY researchers.
61) Supply-side marketing research is research conducted by an outside firm hired to fulfill a
company’s marketing research needs.
62) Full-service supplier firms have the ability to define the problem, specify the research design,
collect and analyze the data. However, the client prepares the final report.
63) Firms specializing in different types of industries, such as airline, sports, or pharmaceuticals
would be examples of limited-service supplier firms.
64) Three professional organizations publish industry resources and provide a better
understanding of the many different types of research firms and their specialties. The three
organizations are GreenBook, MRA’s Blue Book, and Quirk’s.
65) The marketing research industry is one of the few that does not rely on derived demand.
66) The fastest-growing regions of the world for marketing research are Africa and the Middle
East.
67) The five largest markets by country for marketing research are United States (42%), United
Kingdom (12%), Germany (8%), India (6%), and China (4%)
68) 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.
69) 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.
70) The methodologies necessary to analyze the data from social media websites, the Internet of
Things (IoT) and new kinds of syndicated data have the potential to provide valuable insights,
but are not easy to develop and learn.
71) Older and established marketing research companies find it difficult to keep abreast of new
technologies, while new, upstart marketing research companies find unique and new ways to
deliver the promised insights.
72) With the multiple new types of data and methods now in use, marketing researchers not only
need to be skilled at gathering and analyzing data but also at communicating results effectively.
73) In a recent survey by Quirk’s, fully half of marketing research clients stated that they have
had trouble with research suppliers who “did not take time to understand our business.”
74) Fortunately, the industry has an ample supply of marketing researchers who can dig deeper
into data and who can deliver strategic insights with their results.
75) There is an increasing demand that marketing researchers provide simple and straightforward
reports that “tell a story” rather than give clients lengthy, complex documents.
76) A survey by GreenBook notes a need for individuals who can combine tech savviness and
analytical skills with the ability to synthesize data and communicate results from social media
and user-generated media in a compelling way.
77) Led by some active professional associations, several initiatives have been undertaken to
improve industry performance.
78) Despite best efforts, the marketing research industry has fallen short with initiatives directed
at keeping the public informed about the value of research, the appropriateness of research
methods, and the ethics the industry uses in collecting research information.
79) 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.
80) “Fund raising under the guise of research” is known as frugging and is illegal.
81) The Council of American Survey Research Organizations (CASRO). offers an online guide,
“What Survey Participants Need to Know,” to provide the public with information about the
conduct and use of survey research.
82) The National Do Not Call Registry was established that allows U.S. residents to register their
telephone numbers to be protected from receiving unsolicited telemarketing calls.
83) Unsolicited phone calls for the purpose of conducting surveys were not exempted from the
restrictions imposed by the Do Not Call Registry. In other words, researchers conducting surveys
cannot legally call U.S. residents.
84) GreenBook Research Industry Trends (GRIT) report provides insights by contrasting supplier
marketing research firms’ views on issues with buyer-client views.
85) ESOMAR publishes an annual Global Market Research report, which examines perceived
threats and attitudes toward changes in the industry, forecasts revenues, and profiles innovations.
86) The professional associations serving the marketing research industry have all established
rules, standards, or codes of ethical conduct.
87) Larger firms, such as those found in the Fortune 500, typically have a formal department
devoted to marketing research.
88) While associations have attempted to set professional rules, standards, and codes of ethical
conduct, most have not been proactive in maintaining and updating these standards.
89) Certification programs assure that certified individuals have passed some standard(s) of
performance.
90) In the United States, professionals may earn the Professional Researcher Certification (PRC).
91) 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%.
92) Quirk’s Marketing Research Media maintains a directory of colleges and universities that
offer certificates, concentrations, programs, or degrees in marketing research.
93) Describe the evolution of the marketing research industry from the early roots in the 1800s to
the present. Note key events from early beginnings to its evolution as a mature industry today
that caused it to grow.
94) Compare and contrast client-side and supply-side marketing research. Provide an example of
a typical project for each.
95) Do-it-yourself (DIY) research has been called the “democratization” of marketing research.
Discuss the factors and reasons that it is considered to be one of the great emerging trends
affecting client-side research departments.
96) 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.
97) There are many new challenges facing the marketing research industry that have emerged in
recent years. Some practitioners say the industry “must evolve.” Describe and discuss some of
the challenges facing the industry.
98) Discuss the marketing research industry’s proactive efforts regarding self-improvement
including specific initiatives and how they improve the practice of marketing research.
99) 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.
100) Define the Professional Researcher Certification. Discuss what it is intended to do and the
impact on the marketing research industry.