Chapter 2 The Marketing Research Industry

Question 1

The first continuous and organized research was conducted in 1911 by _________, who was hired to gather information and markets by the Curtis Publishing Company.

Answer 1

Charles Coolidge Parlin

Question 2

______ is research that is conducted within an organization.

Answer 2

Client-side research

Question 3

__________, refers to firms conducting their own marketing research.

Answer 3

DIY marketing research, or do-it-yourself marketing research

Question 4

________ is research that is conducted by an outside firm hired to fulfill a company’s marketing research needs.

Answer 4

Supply-side marketing research

Question 5

A supplier firm may be referred to as an _______ or simply as a ________

Answer 5

• agency

- supplier

Question 6

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

Answer 6

Full-service supplier firms

Question 7

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

Answer 7

Limited-service supplier firms

Question 8

________ is “selling under the guise of research,” Both are unethical.

Answer 8

Sugging

Question 9

________ is “fund raising under the guise of research.” Both are unethical.

Answer 9

frugging

Question 10

The __________ is a program by the AAPOR to encourage the routine disclosure of methods used in research that is released to the public.

Answer 10

Transparency Initiative

Question 11

Calling U.S. residents to conduct surveys is exempt from the _________.

Answer 11

Do Not Call Registry