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Page 13
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.04 – Highlight the main differences between the utility, justice, and rights
approaches to ethical reasoning.
DATE CREATED:
7/20/2017 1:03 AM
DATE MODIFIED:
7/20/2017 1:04 AM
30. The method of ethical reasoning that focuses on society as the unit of analysis and stresses the consequences of an
act on all those directly or indirectly affected by it is called the ________ approach.
a.
justice.
b.
pragmatic
c.
utility
d.
rights
e.
None of these are true.
ANSWER:
c
RATIONALE:
The method of ethical reasoning that focuses on society as the unit of analysis and
stresses the consequences of an act on all those directly or indirectly affected by it
is called the utility approach.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.04 – Highlight the main differences between the utility, justice, and rights
approaches to ethical reasoning.
DATE CREATED:
7/20/2017 1:08 AM
DATE MODIFIED:
7/20/2017 1:09 AM
31. The utility approach to ethical reasoning holds that the correct course of action is the one that promotes
a.
the least negative reaction.
b.
the greatest good for the greatest number.
c.
the most benefit to the firm that commissioned the marketing research.
d.
the most favorable publicity.
e.
the most practical solution.
ANSWER:
b
RATIONALE:
The utility approach to ethical reasoning seeks to do the greatest amount of good
for the greatest number. See 2-3: Three Methods of Ethical Reasoning.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.04 – Highlight the main differences between the utility, justice, and rights
approaches to ethical reasoning.
DATE CREATED:
7/20/2017 1:13 AM
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Page 14
DATE MODIFIED:
7/20/2017 1:14 AM
32. The method of ethical reasoning that considers whether or not costs and benefits of a proposed action are
distributed fairly among individuals and groups is called the ________ approach.
a.
justice
b.
pragmatic
c.
utility
d.
rights
e.
None of these are correct.
ANSWER:
a
RATIONALE:
This method of ethical reasoning is called the justice approach. See 2-3: Three
Methods of Ethical Reasoning.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.04 – Highlight the main differences between the utility, justice, and rights
approaches to ethical reasoning.
DATE CREATED:
7/20/2017 1:15 AM
DATE MODIFIED:
7/20/2017 1:16 AM
33. In the justice approach to ethical reasoning, deciding what amounts to fair distribution of benefits and costs boils
down to
a.
the marketing researcher’s intuition.
b.
the Marketing Research Association’s code of ethics.
c.
societal consensus.
d.
regulatory guidelines.
e.
moral principles and values.
ANSWER:
c
RATIONALE:
Societal consensus dictates what amounts to fair distribution of benefits and costs.
See 2-3: Three Methods of Ethical Reasoning.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.04 – Highlight the main differences between the utility, justice, and rights
approaches to ethical reasoning.
DATE CREATED:
7/20/2017 1:17 AM
DATE MODIFIED:
7/20/2017 1:18 AM
34. The method of ethical reasoning in which a proposed action is right or wrong, in and of itself, with less concern
about the consequences of the action is called the ______ approach.
a.
justice
b.
pragmatic
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Page 15
c.
utility
d.
rights
e.
None of these are correct.
ANSWER:
d
RATIONALE:
This method is called the rights approach. See 2-3: Three Methods of Ethical
Reasoning.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.04 – Narrative: Highlight the main differences between the utility, justice, and
rights approaches to ethical reasoning.
DATE CREATED:
7/20/2017 2:12 AM
DATE MODIFIED:
7/20/2017 2:13 AM
35. A restaurant has installed microphones at its tables to secretly record customer reactions to menu items so that the
restaurant owner can know which entrees to raise prices on. Under which method of ethical reasoning is this approach
considered ethical?
a.
Utility
b.
Justice
c.
Rights
d.
All of these methods are correct.
e.
It would not be considered ethical under any ethical reasoning framework.
ANSWER:
e
RATIONALE:
This would not be considered ethical under any of the ethical reasoning
frameworks. See 2-3: Three Methods of Ethical Reasoning.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
ACCREDITING STANDARDS:
2.04 – Highlight the main differences between the utility, justice, and rights
approaches to ethical reasoning.
DATE CREATED:
7/20/2017 2:17 AM
DATE MODIFIED:
9/20/2017 1:37 PM
36. Researchers following the rights method of ethical reasoning focus on
a.
the welfare of society and society’s rights.
b.
the welfare of customers and customers’ rights.
c.
the welfare of the individual and individual’s rights.
d.
the welfare of employees and employees’ rights.
e.
the welfare of the sample population and the sample population’s rights.
ANSWER:
c
RATIONALE:
Researchers that follow the rights method focus on the welfare of the individual
and the individual’s rights. See 2-3: Three Methods of Ethical Reasoning.
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Page 16
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.04 – Highlight the main differences between the utility, justice, and rights
approaches to ethical reasoning.
DATE CREATED:
7/20/2017 2:15 AM
DATE MODIFIED:
7/20/2017 2:16 AM
37. What type of research is conducted with a goal to support a particular position with pseudoscientific results?
a.
Positional
b.
Pseudo
c.
Expedient
d.
Advocacy
e.
Tertiary
ANSWER:
d
RATIONALE:
This type of research is called advocacy research and should be avoided. See 2-4:
Research to Avoid.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.05 – Describe the types of research that should be avoided.
DATE CREATED:
7/20/2017 2:26 AM
DATE MODIFIED:
7/20/2017 2:27 AM
38. A product manager is eager to develop a new product idea. To gain approval to do so, the product manager orders
the research team to survey a small group of customers that have been briefed on the product concept already and who
reacted favorably to it. This type of research effort is known as
a.
sugging.
b.
advocacy research.
c.
product research.
d.
consumer research.
e.
focus group research.
ANSWER:
b
RATIONALE:
This type of research effort is known as advocacy research and should be
avoided. See 2-4: Research to Avoid.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.05 – Describe the types of research that should be avoided.
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Page 17
DATE CREATED:
7/20/2017 2:28 AM
DATE MODIFIED:
7/20/2017 2:30 AM
39. Attempting to sell products or services after telling respondents you are conducting marketing research is a practice
known as
a.
sugging.
b.
probing.
c.
funneling.
d.
posing.
e.
spoofing.
ANSWER:
a
RATIONALE:
Sugging is attempting to sell products or services after telling respondents you are
conducting marketing research. See 2–4: Research to Avoid.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.05 – Describe the types of research that should be avoided.
DATE CREATED:
7/20/2017 2:53 AM
DATE MODIFIED:
7/20/2017 2:54 AM
40. Death Wish” research can be characterized as
a.
research using techniques that offer little in the way of value.
b.
quick, low cost research that corroborates what the marketer already thought.
c.
research that results in a decision to kill a product idea.
d.
All of these are correct.
e.
both research using techniques and quick low, cost research.
ANSWER:
e
RATIONALE:
Death wish research can be characterized by using techniques that offer little
in the way of value and that results in a decision to kill a product idea. See 2-4:
Research to Avoid.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
ACCREDITING STANDARDS:
2.05 – Describe the types of research that should be avoided.
DATE CREATED:
7/20/2017 2:58 AM
DATE MODIFIED:
9/20/2017 1:39 PM
41. The Taco Hacienda chain of fast food restaurants has clearly defined the decision problem it will address in a
marketing research project. As it prepares for the Data Capture phase of the project, a good first place to look for data
might be
a.
from a primary Data Capture initiative, such as a customer survey.
b.
from an external source, such as the Fast Food Franchise Association.
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Page 18
c.
from the corporate Decision Support System.
d.
All of these are appropriate places to begin the Data Capture effort.
e.
None of these are appropriate places to begin the Data Capture effort.
ANSWER:
c
RATIONALE:
When using research that already exists, utilizing a company’s decision support
system is a good place to start. See 2-1: The Marking Research Process.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.02 – Describe the general approaches to marketing research.
DATE CREATED:
7/20/2017 3:01 AM
DATE MODIFIED:
7/20/2017 3:01 AM
42. In all cases, there is a general marketing research process that managers should follow as they seek information.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.02 – Describe the general approaches to marketing research.
DATE CREATED:
7/20/2017 3:03 AM
DATE MODIFIED:
7/20/2017 3:03 AM
43. Primary data should always be collected, even if the information can be obtained from the company’s internal
sources or from external sources.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.02 – Describe the general approaches to marketing research.
DATE CREATED:
7/20/2017 3:09 AM
DATE MODIFIED:
7/20/2017 3:12 AM
44. One of the most important characteristics of exploratory research is flexibility.
a.
True
b.
False
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Page 19
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.02 – Describe the general approaches to marketing research.
DATE CREATED:
7/20/2017 3:18 AM
DATE MODIFIED:
7/20/2017 3:19 AM
45. There can be differences between what is ethical and what is legal.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.03 – Cite the most critical error in marketing research.
DATE CREATED:
7/20/2017 3:20 AM
DATE MODIFIED:
7/20/2017 3:20 AM
46. A proposed research action that is ethical under one method of ethical reasoning is also ethical under the other
methods of ethical reasoning.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.04 – Highlight the main differences between the utility, justice, and rights
approaches to ethical reasoning.
DATE CREATED:
7/20/2017 3:23 AM
DATE MODIFIED:
7/20/2017 4:50 AM
47. Sugging is a blatantly unethical use of marketing research.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
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Page 20
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.05 – Describe the types of research that should be avoided.
DATE CREATED:
7/20/2017 3:29 AM
DATE MODIFIED:
7/20/2017 3:29 AM
48. The only type of research that should be avoided is unethical research.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.05 – Describe the types of research that should be avoided.
DATE CREATED:
7/20/2017 3:30 AM
DATE MODIFIED:
7/20/2017 3:31 AM
49. Research should be avoided when resources such as time and budget are lacking to do the research properly.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.05 – Describe the types of research that should be avoided.
DATE CREATED:
7/20/2017 3:33 AM
DATE MODIFIED:
7/20/2017 3:34 AM
50. The single most important step in the marketing research process is exploratory research.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.02 – Describe the general approaches to marketing research.
DATE CREATED:
7/20/2017 3:35 AM
DATE MODIFIED:
7/20/2017 3:35 AM
51. If relatively little is known about the phenomenon to be investigated, exploratory research is often used to clarify the
issues.
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Page 21
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.02 – Describe the general approaches to marketing research.
DATE CREATED:
7/20/2017 3:37 AM
DATE MODIFIED:
7/20/2017 3:37 AM
52. In broad terms, two ways marketing research can gather marketing intelligence is (1) by collecting data to address
specific problems or (2) by putting systems in place that provide data on an ongoing basis.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.02 – Describe the general approaches to marketing research.
DATE CREATED:
7/20/2017 3:38 AM
DATE MODIFIED:
7/20/2017 3:38 AM
53. The types of continuous data that end up in a Decision Support System (DSS) are often referred to as primary data.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.02 – Describe the general approaches to marketing research.
DATE CREATED:
7/20/2017 3:40 AM
DATE MODIFIED:
7/20/2017 3:40 AM
54. Ethics are the moral principles and values that govern the way an individual or a group conducts its activities.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
HAS VARIABLES:
False
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.03 – Cite the most critical error in marketing research.
DATE CREATED:
7/20/2017 3:42 AM
DATE MODIFIED:
7/20/2017 3:42 AM
55. The utility approach to ethical reasoning holds that the correct course of action is the one that promotes “the
greatest good for the greatest number.”
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.04 – Highlight the main differences between the utility, justice, and rights
approaches to ethical reasoning.
DATE CREATED:
7/20/2017 4:07 AM
DATE MODIFIED:
7/20/2017 4:08 AM
56. Discuss the differences between primary and secondary data and when each should be used during a research
effort.
ANSWER:
Secondary research is pre-existing, accessible data that may be sufficient to help address
the research problem. When it isn’t sufficient or doesn’t exist, a primary Data Capture
effort is required. Because primary Data Capture can be expensive and time-consuming,
it should be collected only after determining that secondary data is insufficient or doesn’t
exist.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Essay
HAS VARIABLES:
False
LEARNING OBJECTIVES:
2.02 – Describe the general approaches to marketing research.
DATE CREATED:
7/20/2017 4:09 AM
DATE MODIFIED:
7/20/2017 4:45 AM
57. Present a hypothetical research scenario and discuss why it might be ethical under one method of ethical reasoning
but not another.
ANSWER:
A number of research scenarios exist in which they are ethical under the utility or justice
approach but not under the rights approach.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Essay
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Page 23
LEARNING OBJECTIVES:
2.04 – Highlight the main differences between the utility, justice, and rights
approaches to ethical reasoning.
DATE CREATED:
7/20/2017 4:46 AM
DATE MODIFIED:
7/20/2017 4:47 AM