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Exam 2: A: The Marketing Research Industry and Research Ethics

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Question 21

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The average size of marketing research departments is quite small and the recent recession has led many firms to outsource this function of their business.

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Question 22

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An advocacy study is a good way to produce a non-biased research project.

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Question 23

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Custom,or ad hoc,research firms are primarily in the business of executing custom,one-of-a-kind marketing research projects for corporate clients.

An alliance formed by two of more firms with unique skills and resources to offer A new service for clients ,provide strategic support for each firm,or in some other Manner create mutual benefits is:

A true field service firm not only collects data,but performs research design and analysis as well.

Which type of research supplier would provide audience media ratings,scanner data,and internet research?

In survey research,it is especially important to protect respondents'_______.

A respondent who participates in several studies each week is known as a(n) ________ respondent.

When a market research supplier subcontracts out data collection activities to another firm,they are using what kind of a company?

Field service firms are the ultimate users of the research data provided by their marketing research departments.

Greenfield Online manages a database of consumers who have agreed to fill out online surveys periodically.This data base of consumers is an example of a _________.

A custom ad hoc research firm is attempting to develop a template for measuring community assessment,that it can market and administer communities in general.It decides to construct a relatively comprehensive questionnaire with the goal of determining which questions are the most important generally in a community assessment.Who would the research firm want to sample for such a study and who would provide the sample frame?

Nielson's Buy segment provides market research and analysis primarily to businesses in the consumer packaged goods industry,and it is organized into two areas: Information & Technology.

The Nielsen ratings,compiled by AC Nielsen Media Research,are an example of which type of research?

You work for a marketing research supplier and one of your clients indicates that he would like to see the raw data for a recent study,including all of the names and phone numbers of respondents.What do you do?

Most of the large marketing research firms are concentrated in Europe.

A company that provides statistical analysis to the marketing research industry is an example of what type of firm?

When a television network is interested in finding out the ratings of its programs,it purchases data from AC Nielsen.What type of research firm is Nielsen?

Who might use the services of a field service firm?

A study by Boston Consulting Group found that,on average,20-35 percent of a company's market research budget is invested in strategic research studies.