Question 1

Which type of research is concerned with determining cause-and-effect relationships?

Accepted Answer

A)  Descriptive 
B)  Causal 
C)  Exploratory 
D)  All of the above 
E)  Both A and C 
A)  Descriptive 
B)  Causal 
C)  Exploratory 
D)  All of the above 
E)  Both A and C

Question 2

Unless a researcher is facing a straightforward, recurring issue for which data are already built into the company's decision support system, the odds are______________that some form of______________data is needed to provide solutions for marketing problems?

Accepted Answer

A)  low/primary 
B)  low/secondary 
C)  high/primary 
D)  high/secondary 
E)  None of the above are correct 
A)  low/primary 
B)  low/secondary 
C)  high/primary 
D)  high/secondary 
E)  None of the above are correct

Question 3

The standard test market plays a vital role when

Accepted Answer

A)  a firm wishes to test its ability to actually sell to the trade and get distribution for the product. 
B)  the capital investment is large. 
C)  the firm is entering a new territory. 
D)  Both A and B. 
E)  A, B, and C. 
A)  a firm wishes to test its ability to actually sell to the trade and get distribution for the product. 
B)  the capital investment is large. 
C)  the firm is entering a new territory. 
D)  Both A and B. 
E)  A, B, and C.

Question 4

The descriptive study

Accepted Answer

A)  usually takes the form of an experiment. 
B)  has its major emphasis on the discovery of insights and ideas. 
C)  can be characterized as rigid. 
D)  is concerned with the determination of a cause-and-effect relationship. 
E)  has as its main objective the establishment of priorities for future research. 
A)  usually takes the form of an experiment. 
B)  has its major emphasis on the discovery of insights and ideas. 
C)  can be characterized as rigid. 
D)  is concerned with the determination of a cause-and-effect relationship. 
E)  has as its main objective the establishment of priorities for future research.

Question 5

You are a senior analyst in the marketing research department of a major steel producer. You have been requested to make a forecast of domestic automobile production for the forthcoming calendar year in order to predict the total tonnage of steel that will be used by the automobile manufacturers. This is PRIMARILY a(n)

Accepted Answer

A)  exploratory study. 
B)  descriptive study. 
C)  field experiment. 
D)  simulation. 
E)  laboratory experiment. 
A)  exploratory study. 
B)  descriptive study. 
C)  field experiment. 
D)  simulation. 
E)  laboratory experiment.

Question 6

What type of research design should be used to obtain conclusive answers to questions such as why sales increase or decrease if we increase or decrease advertising, why one ad garners greater attention and recall than another, why $0.50 coupons make people buy the national brand versus the store brand?

Accepted Answer

A)  Exploratory 
B)  Causal 
C)  Descriptive 
D)  Case Analysis 
E)  All of the above. 
A)  Exploratory 
B)  Causal 
C)  Descriptive 
D)  Case Analysis 
E)  All of the above.

Question 7

Best Foods Corporation hired an outside marketing research firm for conducting a test market for its new Spaghetti sauce. The research firm guaranteed distribution of the sauce through several retail formats (e.g., supermarkets, warehouse clubs, convenient stores, etc.) throughout the US. This type of test market is called a(n)

Accepted Answer

A)  electronic test market. 
B)  controlled test market. 
C)  standard test market. 
D)  simulated test market. 
E)  None of the above. 
A)  electronic test market. 
B)  controlled test market. 
C)  standard test market. 
D)  simulated test market. 
E)  None of the above.

Question 8

Causal research designs use______________to establish possible causal relationships.

Accepted Answer

A)  focus groups 
B)  interviews 
C)  experiments 
D)  surveys 
E)  simulations 
A)  focus groups 
B)  interviews 
C)  experiments 
D)  surveys 
E)  simulations

Question 9

Which is an independent variable in a study where Tractor Supply, a retailer of garden and farming equipment, increases the price of its most popular lawn tractor by $5 every month for three months and sees its effect on market share in the Dallas metropolitan area?

Accepted Answer

A)  The variable being manipulated by the researcher to cause the change. 
B)  $5 increase in retail price every month for three months. 
C)  The variable affected by the change. 
D)  Both a and b are correct. 
E)  Changes on market share after 3 months. 
A)  The variable being manipulated by the researcher to cause the change. 
B)  $5 increase in retail price every month for three months. 
C)  The variable affected by the change. 
D)  Both a and b are correct. 
E)  Changes on market share after 3 months.

Question 10

The Houston Aeros wanted to find out more about their fans and decided to gather information about their demographics, so as to generate summary statistics of it fans. Which of the following primary data collection techniques would they most likely to use to conduct the descriptive research study?

Accepted Answer

A)  Experiments 
B)  Sample surveys 
C)  Depth interviews 
D)  Focus groups 
E)  Case analysis 
A)  Experiments 
B)  Sample surveys 
C)  Depth interviews 
D)  Focus groups 
E)  Case analysis

Question 11

Dell Corporation sent five different versions of their email to customers to determine which message was most effective at getting customers to make online purchases. While online sales rose by nearly 20%, two of the versions demonstrated higher than normal click-through rates. Such experimentation done in a realistic environment would be called a

Accepted Answer

A)  field experiment. 
B)  laboratory experiment. 
C)  survey experiment. 
D)  cross-sectional experiment. 
E)  longitudinal experiment. 
A)  field experiment. 
B)  laboratory experiment. 
C)  survey experiment. 
D)  cross-sectional experiment. 
E)  longitudinal experiment.

Question 12

A descriptive research design might be concerned with which of the following?

Accepted Answer

A)  the frequency with which something occurs. 
B)  the discovery of ideas and insights. 
C)  generating initial hypotheses. 
D)  the determination of cause-and-effect relationships. 
E)  establishing priorities when studying competing explanations of phenomenon. 
A)  the frequency with which something occurs. 
B)  the discovery of ideas and insights. 
C)  generating initial hypotheses. 
D)  the determination of cause-and-effect relationships. 
E)  establishing priorities when studying competing explanations of phenomenon.

Question 13

A test market in which the company sells the product through normal distribution channels is called a(n)
____________________.

Accepted Answer

standard t

Question 14

Which of the following is TRUE?

Accepted Answer

A)  External validity is concerned with the issue of whether or not the specific treatment in which the researchers are interested has actually brought about the effect they have observed. 
B)  A consumer good purchase experiment conducted in a mock-up store is more externally valid than the same experiment in a real store setting. 
C)  External validity deals with the problem of projecting one's results from the experimental setting to the real world. 
D)  Both A and C. 
E)  A, B, and C. 
A)  External validity is concerned with the issue of whether or not the specific treatment in which the researchers are interested has actually brought about the effect they have observed. 
B)  A consumer good purchase experiment conducted in a mock-up store is more externally valid than the same experiment in a real store setting. 
C)  External validity deals with the problem of projecting one's results from the experimental setting to the real world. 
D)  Both A and C. 
E)  A, B, and C.

Question 15

To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price would be the

Accepted Answer

A)  independent variable. 
B)  effect variable. 
C)  dependent variable. 
D)  result variable. 
E)  extraneous variable. 
A)  independent variable. 
B)  effect variable. 
C)  dependent variable. 
D)  result variable. 
E)  extraneous variable.

Question 16

Typical examples of control problems associated with test marketing are

Accepted Answer

A)  lack of cooperation of retailers. 
B)  over-attention to in-store conditions, such as always-stocked shelves. 
C)  attempts by competitors to sabotage test market results. 
D)  Both A and C. 
E)  A, B, and C. 
A)  lack of cooperation of retailers. 
B)  over-attention to in-store conditions, such as always-stocked shelves. 
C)  attempts by competitors to sabotage test market results. 
D)  Both A and C. 
E)  A, B, and C.

Question 17

Which of the following is FALSE regarding popular standard test market cities?

Accepted Answer

A)  They are demographically representative of the larger market in which the product will be ultimately sold. 
B)  They should be geographically isolated from other cities. 
C)  They should be located centrally within the U.S. 
D)  They should be large enough that they have multiple media outlets of their own. 
E)  They should possess a sufficient number of the right kind of retail outlets. 
A)  They are demographically representative of the larger market in which the product will be ultimately sold. 
B)  They should be geographically isolated from other cities. 
C)  They should be located centrally within the U.S. 
D)  They should be large enough that they have multiple media outlets of their own. 
E)  They should possess a sufficient number of the right kind of retail outlets.

Question 18

What type of research should a manager use when she needs precise answers about the effects of various proposed marketing actions on important outcomes?

Accepted Answer

A)  Exploratory 
B)  Causal 
C)  Surveys 
D)  Descriptive 
E)  Both A and D 
A)  Exploratory 
B)  Causal 
C)  Surveys 
D)  Descriptive 
E)  Both A and D

Question 19

Which of the following is TRUE?

Accepted Answer

A)  Descriptive studies should be viewed as fact-gathering expeditions and all information that appears to bear on the problem should be collected so that an accurate description of the situation can be provided. 
B)  A good descriptive study presupposes much prior knowledge about the phenomenon studied. 
C)  A key characteristic of descriptive research is its flexibility. 
D)  Descriptive studies help the researcher determine the who, what, where, and when of the research. 
E)  All the above statements are false. 
A)  Descriptive studies should be viewed as fact-gathering expeditions and all information that appears to bear on the problem should be collected so that an accurate description of the situation can be provided. 
B)  A good descriptive study presupposes much prior knowledge about the phenomenon studied. 
C)  A key characteristic of descriptive research is its flexibility. 
D)  Descriptive studies help the researcher determine the who, what, where, and when of the research. 
E)  All the above statements are false.

Question 20

The condition for establishing causality that is the most difficult to meet is______________.

Accepted Answer

eliminatio

Which type of research is concerned with determining cause-and-effect relationships?

Unless a researcher is facing a straightforward, recurring issue for which data are already built into the company's decision support system, the odds arethat some form ofdata is needed to provide solutions for marketing problems?

The standard test market plays a vital role when

The descriptive study

Causal research designs use______________to establish possible causal relationships.

Which is an independent variable in a study where Tractor Supply, a retailer of garden and farming equipment, increases the price of its most popular lawn tractor by $5 every month for three months and sees its effect on market share in the Dallas metropolitan area?

The Houston Aeros wanted to find out more about their fans and decided to gather information about their demographics, so as to generate summary statistics of it fans. Which of the following primary data collection techniques would they most likely to use to conduct the descriptive research study?

A descriptive research design might be concerned with which of the following?

A test market in which the company sells the product through normal distribution channels is called a(n) ____________________.

Which of the following is TRUE?

To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price would be the

Typical examples of control problems associated with test marketing are

Which of the following is FALSE regarding popular standard test market cities?

What type of research should a manager use when she needs precise answers about the effects of various proposed marketing actions on important outcomes?

Which of the following is TRUE?

The condition for establishing causality that is the most difficult to meet is______________.

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 8: Conducting Causal Research

Which type of research is concerned with determining cause-and-effect relationships?

Unless a researcher is facing a straightforward, recurring issue for which data are already built into the company's decision support system, the odds are______________that some form of______________data is needed to provide solutions for marketing problems?

The standard test market plays a vital role when

The descriptive study

Causal research designs use______________to establish possible causal relationships.

Which is an independent variable in a study where Tractor Supply, a retailer of garden and farming equipment, increases the price of its most popular lawn tractor by $5 every month for three months and sees its effect on market share in the Dallas metropolitan area?

The Houston Aeros wanted to find out more about their fans and decided to gather information about their demographics, so as to generate summary statistics of it fans. Which of the following primary data collection techniques would they most likely to use to conduct the descriptive research study?

A descriptive research design might be concerned with which of the following?

A test market in which the company sells the product through normal distribution channels is called a(n) ____________________.

Which of the following is TRUE?

To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price would be the

Typical examples of control problems associated with test marketing are

Which of the following is FALSE regarding popular standard test market cities?

What type of research should a manager use when she needs precise answers about the effects of various proposed marketing actions on important outcomes?

Which of the following is TRUE?

The condition for establishing causality that is the most difficult to meet is______________.

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Unless a researcher is facing a straightforward, recurring issue for which data are already built into the company's decision support system, the odds arethat some form ofdata is needed to provide solutions for marketing problems?