Question

b. Two serious ethical issues in marketing research are deception and invasion of privacy. Which of the following is NOT an example of deception or invasion of privacy? A) Potential respondents are not told the true identity of the sponsor of the research. B) Potential respondents are viewed during a study without their permission. C) Respondents participate in a focus group and are compensated for their opinions. D) Potential respondents are told they will remain anonymous when they will not. 7. The marketing research process contains multiple steps. The first step of the process is: A) Establishing the need for marketing research B) Defining the problem C) Establishing the research objectives D) Determining methods of accessing data 8. Once a firm decides to conduct marketing research, the second step is to: A) Decide the research approach B) Establish the research objective C) Establish the research budget D) Define the problem 9. The information that tells the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem is contained in the: A) Research design B) Research objectives C) Research methodologies D) Research plan 10.- need to be very clear, since they will determine the methods used and the content of the measurement instrument. A) Research instruments B) Research approaches C) Research objectives D) Research design plans 11. After beginning to gather data, it may be determined that the research objectives should be changed. True or False? 12. Research design should be: A) Formulated after data analysis B) The first consideration in a research project C) Selected after thoroughly considering the problem and research objectives D) Selected during the initial meeting with a client

Answer 1

Part 1) Option C “Respondents participate in a focus group and are compensated for their opinions,” is the only case which is not an example of deception or invasion of privacy in marketing research. Option A is an example of deception as respondents are not aware about the true identity of the sponsor of the research. Option B is an example of invasion of privacy as they are viewed during a study without their permission. Option D is an example of deception.

Part 2) The first step in a marketing research process is Defining the problem (Option B). Identification and defining the problem helps researchers in framing research objectives and determining the techniques to achieve them.

Part 3) Once a firm decides to conduct marketing research, the second step is to establishing the research objective (Option B).

Part 4) The information that tells the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem is contained in the research design (Option A).