Chapter 2 Terms

Question 1

Professional researcher certification (PRC)

Answer 1

Provided market advantage, confidence, and strength and strength for practitioners.

Question 2

Internal supplier

Answer 2

An entity within the firm supplies marketing research.

Often referred to as client-side research.

Question 3

External supplier

Answer 3

Outside firms hired to fulfill a company’s marketing research needs. A supplier firm may be referred to as an agency.

Question 4

DIY (Do It Yourself Research)

Answer 4

Firms conducting their own marketing research.

Ex: incrowdnow.com

Question 5

Agency

Answer 5

Supplier firm…

Make more informed decisions.

Question 6

Full-service supplier firms

Answer 6

Have the capability to conduct the entire marketing research project for buyer firms.

Question 7

Limited-service supplier firms

Answer 7

Specialize in one or, at most, a few marketing research activities.

Question 8

Sugging

Answer 8

“Selling under the guise of research” – illegal

Question 9

Frugging

Answer 9

“Fund raising under the guise of research” – unethical, but not illegal

Question 10

Transparency initiative

Answer 10

Encouraged the routine disclosure of methods used in research info released to the public.