Marketing Research Quiz

Which of the following is true of marketing research?

• It draws heavily on the social sciences both for methods and theory.

• It involves management of the activities in a supply chain to maximize product value.

• It is exclusively used by large businesses.

• It solely relies on qualitative techniques.

Which of the following is an unethical practice of research users?

• Obtaining first drafts of questionnaires from research providers and using the information to perform the research project themselves

• Using the designated sample of respondents instead of using anyone who is available to complete a survey

• Using clickstream tracking after removing any identifying information from the data file

• Prohibiting market researchers from deanonymizing data

One of the recent trends in the marketing research industry is movement away from a data interpretation environment.

• True

• False

Frugging means _________________

• combining different publicly available information on the Internet to determine consumers' identities.

• conducting research below professional standards.

• having data collection personnel fill out surveys for fake respondents.

• claiming that a survey is for research purposes and then asking for a sale or donation.

The practice of data collection personnel filling out surveys for fake respondents is called ________.

• frugging

• sugging

• curbstoning

• debriefing

Exploratory research collects quantitative data to answer research questions such as who, what, when, where, and how.

• True

• False

The iceberg principle in marketing research holds that ________.

• decisions based only on the symptoms of a research problem are usually correct

• invisible research problems should be omitted from the problem definition

• marketing decision makers are aware of only 10 percent of the true problem in research.

• marketing decision makers usually have a general idea of why research is needed

In a census, a researcher attempts to question or observe a small sample representative of a defined target population.

• True

• False

Which of the following helps generate insights that will help define the problem situation confronting a researcher?

• Causal research

• Narrative research

• Exploratory research

• Descriptive research

In the context of nonprobability sampling methods, judgment sampling is also known as purposive sampling.

• True

• False