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Exam 2: The Marketing Research Industry

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Question 31

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The appeal of do-it-yourself research has to do with:

A) Its cost effectiveness and increasing availability of marketing research tools.
B) The increasing availability of marketing research tools.
C) Its cost effectiveness and the ability to visualize data.
D) The increasing availability of marketing research tools and ability to visualize data.

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Question 32

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In medium-size and smaller firms,the responsibilities of those in the market research department are primarily:

A) Helping others in the firm know when to do research and in finding the right supplier firm to help conduct marketing research.
B) Helping others in the firm do the research and conducting the analysis.
C) Executing the research,conducting the analysis,and reporting the findings.
D) Designing the research,executing the research,and reporting the findings.

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Question 33

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After many years of relative stability in marketing research methods,the industry is undergoing great change due to:

The methodologies necessary to analyze the data from social media websites,the Internet of Things(IoT)and new kinds of syndicated data have the potential to provide valuable insights,but are not easy to develop and learn.

Do-it-yourself(DIY)research has been called the"democratization"of marketing research.Discuss the factors and reasons that it is considered to be one of the great emerging trends affecting client-side research departments.

A research firm that specializes in one,or,at most,a few marketing research activities is:

For the marketing research industry to evolve,there exists a need for researchers to:

One of the most compelling challenges for the marketing research industry is finding individuals who combine tech savviness and analytical skills with:

The National Do Not Call Registry was established that allows U.S.residents to register their telephone numbers to be protected from receiving unsolicited telemarketing calls.

Which of the following is NOT a new source of data that have the potential to provide valuable insights?

Firms sometimes hire an outside marketing research company to conduct its research.This is referred to as:

With the multiple new types of data and methods now in use,marketing researchers not only need to be skilled at gathering and analyzing data but also at communicating results effectively.

Firms specializing in different types of industries,such as airline,sports,or pharmaceuticals would be examples of limited-service supplier firms.

The marketing research industry is one of the few that does not rely on derived demand.

GreenBook Research Industry Trends(GRIT)report provides insights by contrasting supplier marketing research firms' views on issues with buyer-client views.

The five largest markets by country for marketing research are United States(42%),United Kingdom(12%),Germany(8%),India(6%),and China(4%)

In a recent survey by Quirk's,fully half of marketing research clients stated that they have had trouble with research suppliers who"did not take time to understand our business."

There are many new challenges facing the marketing research industry that have emerged in recent years.Some practitioners say the industry"must evolve."Describe and discuss some of the challenges facing the industry.

ESOMAR publishes an annual Global Market Research report,which examines perceived threats and attitudes toward changes in the industry,forecasts revenues,and profiles innovations.

In the 1900s and 2000s,the wide availability and convenience of the Internet transformed all phases of the research process,from data collection to analysis to reporting.