2 38. Why do marketers continue to gather information? A. Today’s consumers are easy to please.B. The marketing environment in constantly changing.C. Marketers are decreasing their geographic scope.D. Competition in general has decreased.
3 # 38. Answer: BThe marketing environment is constantly changing. Marketer need information in order to keep up with these rapid changes. Other reasons that marketers must gather information include an increasing geographic scope for businesses, hard –to-please consumers, and increasing competition.
4 39. How can researchers protect the integrity of the marketing information they collect? A. By organizing it logicallyB. By reviewing it frequentlyC. by publishing it openlyD. By interpreting it correctly
5 #39. Answer: DBy interpreting it correctly. Marketing-information managers can protect the integrity of the information they collect by interpreting it correctly and not manipulating it in such a way that it agrees with a predetermined conclusion. Protecting the integrity of marketing information is sometimes difficult because researchers often can make the information support either side of an issue depending on how they interpret it. Most researchers try to interpret the information correctly because consumers are sometimes suspicious of research findings that seem to support the opinion of the business that sponsors the research. Researchers do not protect the integrity of marketing information by reviewing it frequently, publishing it openly, or organizing it logically.
6 40. What is an important ethical issue involved with the collection and use of marketing information?A. AdaptabilityB. StandardizationC. ConfidentialityD. Commercialization
7 #40. Answer: CConfidentiality. Confidentiality involves preventing the unauthorized disclosure of information. In the process of collecting marketing information, researchers often obtain private and personal information that is unethical to use or share with others without permission. Researchers need to respect client and respondent confidentiality by making sure that the information they collect and use remains confidential unless they receive explicit approval to reveal it o others. Standardization involves always performing a task in the same way. Adaptability is the ability to adjust to changing conditions. Commercialization is the point at which a product goes into full-scale production, the marketing plan is put into place, service and sales training are done, and the product’s life cycle begins.
8 41. A major credit-card company has hired a marketing-research firm to conduct a survey regarding the use of consumer credit. Would it be considered ethical to use the database information collected in a direct marketing campaign?A. No, businesses should not undertake any non-research activities involving data collected.B. Yes, the consumers know surveys are just a way to get information for advertising.C. No, the database is probably not a reliable source of marketing information.D. Yes, the credit-card company paid for the research and should be able to use it any way it wants.
9 #41 Answer: ANo, businesses should not undertake any non-research activities involving data collected. Researchers must no undertake any non-research activities such as database marketing involving data about individuals that will be used for direct marketing or promotional activities. Such activities must be organized and carried out in a manner clearly differentiated from research activities. Databases contain reliable information. Consumers expect such information to be used for research rather than advertising. The company should use the information only as intended.