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4.07
Emily Wingo
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.

# 38. Answer: B
The 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.
39. How can researchers protect the
integrity of the marketing information
they collect?
A. By organizing it logically
 B. By reviewing it frequently
 C. by publishing it openly
 D. By interpreting it correctly

#39. Answer: D
By 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.
40. What is an important ethical
issue involved with the collection and
use of marketing information?
A. Adaptability
 B. Standardization
 C. Confidentiality
 D. Commercialization

#40. Answer: C
Confidentiality. 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.
41. A major credit-card company has hired a marketingresearch 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 nonresearch 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.

#41 Answer: A
No, businesses should not undertake any nonresearch 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.