Question 1

________ is the most used descriptive design in marketing research.

Accepted Answer

A) Longitudinal design 
B) Exploratory design 
C) Cross-sectional design 
D) None of the above 
A) Longitudinal design 
B) Exploratory design 
C) Cross-sectional design 
D) None of the above

Question 2

Descriptive research is conducted for all of the following reasons except ________.

Accepted Answer

A) to describe the characteristics of relevant groups,such as consumers,salespeople,organizations,or market areas 
B) to determine the degree to which marketing variables are associated 
C) to understand which variables are the cause and which variables are the effect of a phenomenon 
D) to determine the perceptions of product characteristics 
A) to describe the characteristics of relevant groups,such as consumers,salespeople,organizations,or market areas 
B) to determine the degree to which marketing variables are associated 
C) to understand which variables are the cause and which variables are the effect of a phenomenon 
D) to determine the perceptions of product characteristics

Question 3

Exploratory research is used in cases when you must define the problem more precisely,identify relevant courses of action,or gain additional insights before an approach can be developed.

Accepted Answer

A) True 
 B)False

Question 4

The insights gained from exploratory research might be verified or quantified by conclusive research.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following statements is not true about exploratory research?

Accepted Answer

A) It is flexible. 
B) It is a pre-planned and structured design. 
C) It is versatile. 
D) It is often the front end of total research design. 
A) It is flexible. 
B) It is a pre-planned and structured design. 
C) It is versatile. 
D) It is often the front end of total research design.

Question 6

When trying to determine which research design is best to choose,it is best to begin with exploratory research if the objective of the research is to ________.

Accepted Answer

A) test hypotheses 
B) conduct an annual customer satisfaction survey 
C) define the problem more precisely 
D) quantify the relative salience of social causes that businesses should be concerned about 
A) test hypotheses 
B) conduct an annual customer satisfaction survey 
C) define the problem more precisely 
D) quantify the relative salience of social causes that businesses should be concerned about

Question 7

Which of the following statements is true about cohort analysis?

Accepted Answer

A) A cohort is a group of respondents who experience the same event within the same time interval. 
B) It is unlikely that any of the individuals studied at time one will also be in the sample at time two. 
C) The term cohort analysis refers to any study in which there are measures of some characteristics of one or more cohorts at two or more points in time. 
D) All are correct. 
A) A cohort is a group of respondents who experience the same event within the same time interval. 
B) It is unlikely that any of the individuals studied at time one will also be in the sample at time two. 
C) The term cohort analysis refers to any study in which there are measures of some characteristics of one or more cohorts at two or more points in time. 
D) All are correct.

Question 8

In single cross-sectional designs,there are two or more samples of respondents,and information from each sample is obtained only once.

Accepted Answer

A) True 
 B)False

Question 9

________ is a type of conclusive research that has as its major objective the description of something,usually market characteristics or functions.

Accepted Answer

A) Exploratory research 
B) Conclusive research 
C) Causal research 
D) Descriptive research 
A) Exploratory research 
B) Conclusive research 
C) Causal research 
D) Descriptive research

Question 10

Budgeting and scheduling management tools help ensure that the marketing research project is completed within the available resources.

Accepted Answer

A) True 
 B)False

Question 11

Define cross-sectional design and longitudinal design.Develop an example of each using the same basic situation.

Accepted Answer

A cross-sectional design is a design in

Question 12

The ________ section of the marketing research proposal should discuss how the data will be collected and who will collect it.The ________ section of the proposal discusses the kind of data analysis that will be conducted and how the results will be interpreted.

Accepted Answer

A) appendices;data analysis 
B) fieldwork/data collection;reporting 
C) research design;data analysis 
D) fieldwork/data collection;data analysis 
A) appendices;data analysis 
B) fieldwork/data collection;reporting 
C) research design;data analysis 
D) fieldwork/data collection;data analysis

Question 13

Exploratory research is used in all of the following cases except ________.

Accepted Answer

A) selecting the course of action to take in a given situation 
B) when you must define the problem more precisely 
C) when you must identify relevant courses of action 
D) when you must gain additional insights before an approach can be developed 
A) selecting the course of action to take in a given situation 
B) when you must define the problem more precisely 
C) when you must identify relevant courses of action 
D) when you must gain additional insights before an approach can be developed

Question 14

The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project.

Accepted Answer

A) True 
 B)False

Question 15

A descriptive design requires a clear specification of the who,what,when,where,why,and way (the six Ws)of the research.

Accepted Answer

A) True 
 B)False

Question 16

Specifying the measurement and scaling procedures is one of the components involved in research design.

Accepted Answer

A) True 
 B)False

Question 17

Identifying alternative courses of action and establishing priorities for further research are purposes for which exploratory research is used.

Accepted Answer

A) True 
 B)False

Question 18

________ is a framework or blueprint for conducting the marketing research project.It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems.

Accepted Answer

A) Research classification 
B) Research design 
C) Design formulation 
D) None of the above 
A) Research classification 
B) Research design 
C) Design formulation 
D) None of the above

Question 19

The primary objective of ________ is to provide insights into,and an understanding of,the problem confronting the researcher.

Accepted Answer

A) exploratory research 
B) conclusive research 
C) causal research 
D) descriptive research 
A) exploratory research 
B) conclusive research 
C) causal research 
D) descriptive research

Question 20

________ is a multiple cross-sectional design consisting of a series of surveys conducted at appropriate time intervals,where the cohort serves as the basic unit of analysis.

Accepted Answer

A) Multiple cross-sectional design 
B) Single cross-sectional design 
C) Cohort analysis 
D) None of the above 
A) Multiple cross-sectional design 
B) Single cross-sectional design 
C) Cohort analysis 
D) None of the above

Exam 3: Research Design

________ is the most used descriptive design in marketing research.

Descriptive research is conducted for all of the following reasons except ________.

Exploratory research is used in cases when you must define the problem more precisely,identify relevant courses of action,or gain additional insights before an approach can be developed.

The insights gained from exploratory research might be verified or quantified by conclusive research.

Which of the following statements is not true about exploratory research?

When trying to determine which research design is best to choose,it is best to begin with exploratory research if the objective of the research is to ________.

Which of the following statements is true about cohort analysis?

In single cross-sectional designs,there are two or more samples of respondents,and information from each sample is obtained only once.

________ is a type of conclusive research that has as its major objective the description of something,usually market characteristics or functions.

Budgeting and scheduling management tools help ensure that the marketing research project is completed within the available resources.

Define cross-sectional design and longitudinal design.Develop an example of each using the same basic situation.

The ________ section of the marketing research proposal should discuss how the data will be collected and who will collect it.The ________ section of the proposal discusses the kind of data analysis that will be conducted and how the results will be interpreted.

Exploratory research is used in all of the following cases except ________.

The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project.

A descriptive design requires a clear specification of the who,what,when,where,why,and way (the six Ws)of the research.

Specifying the measurement and scaling procedures is one of the components involved in research design.

Identifying alternative courses of action and establishing priorities for further research are purposes for which exploratory research is used.

________ is a framework or blueprint for conducting the marketing research project.It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems.

The primary objective of ________ is to provide insights into,and an understanding of,the problem confronting the researcher.

________ is a multiple cross-sectional design consisting of a series of surveys conducted at appropriate time intervals,where the cohort serves as the basic unit of analysis.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters

The section of the marketing research proposal should discuss how the data will be collected and who will collect it.The section of the proposal discusses the kind of data analysis that will be conducted and how the results will be interpreted.