MGT410 Ch2 Flashcards
13) Which of the following types of marketing research firms would be considered “limited-service” firms?
17) Firms that specialize in collecting data are called:
D) field services firms
14) External supplier firms may be either:
B) full-service or limited-service firms
16) Firms that collect information, store it on a common database, and make it available to multiple subscribers are called:
B) syndicated data service firms.
19) ________ is (are) a key driver for revenues in the marketing research industry.
E) Corporate profits
23) As the marketing research industry evolves, traditionalists question whether the challenges posed by ________ threaten to render the industry obsolete.
A) the explosion of technological tools and providers
29) Marketing researcher certification, PRC, stands for:
B) Professional Researcher Certification.
31) What does sugging refer to?
A) selling under the guise of a survey
38) A common ethical code among major associations is to ensure that researchers will not collect information for more than one client at the same time without explicit permission from the clients involved. This code falls into the category of:
B) fair dealings with clients and subcontractors.
59) Customized service firms tailor research services to each client’s specific needs.
TRUE
18) A research firm that uses only one technique, such as eye movement research or taste testing, would be called:
D) a limited-service supplier firm.
