- The laws that protect against the misuse of information about individuals is called:
a. Personal Privacy Legislation
b. Personal Protection Legislation
c. Data Privacy Legislation
d. Data Protection Legislation
e. None of the above - Which of the following is not in a research brief?
a. the background to the project
b. the objectives of the project
c. the timescale for the project
d. the names of the researchers involved in the project
e. a and c - The importance of transparency in marketing research means the respondent should:
a. be able to see the questionnaire in advance
b. be able to see the final report
c. be assured that the data collected will only be used for marketing research
d. should be able to change their answers at a future date
e. none of the above - Triangulation is used to:
a. produce easily understood tables
b. develop diagrams for marketing research data
c. manipulate big data
d. provide a more reliable guide for marketing decision-making
e. none of the above - The accumulation and analysis of massive quantities of information is referred to as:
a. Information Mining
b. “The Cloud”
c. “Big Data”
d. Knowledge Management
e. Survey analysis - A producer of toys for small children asks a marketing research firm to conduct a survey to determine what percentage of the households in a region have children under 6 years of age. The marketing research firm should probably decline the project because of which of the following?
a. toy managers confused about what information is needed
b. costs of research outweigh the benefits
c. decision has already been made
d. decision-making information already exists
e. none of these Clients being able to access their survey results via the research supplier’s secure Web site is an example of which Internet advantage?
a. collaboration between client and supplier
b. data management and online analysis
c. publishing and distribution of reports
d. real time reporting
e. none of these - Large amounts of money, time, and effort are wasted because requests for marketing information were poorly formulated. The preceding could have been avoided if the researcher had:
a. found out exactly why the information was being sought.
b. stated his/her objectives more clearly.
c. recognized the opportunity.
d. determined whether the information already exists.
e. all of these - Ideally, who should define the problem in the marketing research process?
a. Entry-level employees
b. Middle managers
c. Always the CEO
d. Top Management
e. Board of Directors - Because consumers’ responses on surveys aren’t always consistent with their actions, researchers sometimes turn to this type of research
a. syndicated research
b. observation research
c. experimental research
d. cause and effect research
e. none of these
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