31. According to the text, honesty and integrity should be the guiding principles of

A) marketing research firms

B) client companies

C) both of the above

D) none of the above

32. Low-ball pricing is:

A) submitting a bid with an extremely low price in order to get the contract, when in fact the firm has no intention of doing the work at the quoted price.

B) pricing below cost in order to drive competitors out of business

C) learning what the lowest bid is (usually through competitive intelligence) and then pricing just below it to get the contract

D) none of the above

33. Advocacy research is:

A) another term for advertising research

B) designed to advocate or support a company’s position

C) done more by outside research agencies than with internal marketing research projects

D) none of the above

34. According to the text, to avoid potential pitfalls in global market research related to ethical beliefs, companies:

A) often engage local marketing research firms or international firms with experience in various countries

B) contract nationals from the country where the research is to be conducted to provide valuable insights into the do’s and don’ts of that country or culture

C) both of the above

D) none of the above

35. A __________ states an expected research outcome relevant to one or more variables that seems reasonable in light of existing information.

A) research hypothesis

B) null hypothesis

C) alternative hypothesis

D) none of the above

36. Which of the following words is it okay (or even encouraged) to include as part of a research hypothesis?

A) “prove”

B) “significant”

C) both of the above can be included

D) none of the can be included

37. According to the text, SPSS allows user to perform:

A) basic descriptive statistics

B) non-parametric tests

C) both of the above

D) none of the above