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Chapter 2: The Marketing Research Industry and Research Ethics
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
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
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
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
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
6. 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.
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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.
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.
9. 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.
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e. field services.
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
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.
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.
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c. focus group.
d. in-depth interview.
e. case study.
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
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
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
d. Right to choose
e. Right to terminate the interview
True/False
16. Corporations are the final consumers and the initiators of most marketing research
projects.
17. A typical field service firm collects survey data, designs research projects, and performs
data analysis procedures.
18. Low-ball pricing by marketing research supplier firms is sometimes ethical.
19. The refusal rate for a typical telephone survey in the U.S. averages about 30 percent.
20. All consumers have the right to privacy.