Question 1

Exploratory research can offer breakthrough ideas and fresh insights that lead to strategic knowledge.

Accepted Answer

A) True 
 B)False

Question 2

There are common categories of objectives.One of these includes testing hypotheses that specify the relationships between two or more variables(for example,level of advertising and brand loyalty).

Accepted Answer

A) True 
 B)False

Question 3

The core of exploratory research is often an analysis of:

Accepted Answer

A) Quantitative data. 
B) Primary data. 
C) Secondary data. 
D) Qualitative data. 
A) Quantitative data. 
B) Primary data. 
C) Secondary data. 
D) Qualitative data.

Question 4

Which type of panel varies questions from one panel measurement to the next?

Accepted Answer

A) Continuous panels 
B) Repetitive panels 
C) Multivariate panels 
D) Discontinuous panels 
A) Continuous panels 
B) Repetitive panels 
C) Multivariate panels 
D) Discontinuous panels

Question 5

Knowledge of the needed research design allows advance planning so that the project may be conducted in less time and typically at a cost savings due to efficiencies gained in preplanning.

Accepted Answer

A) True 
 B)False

Question 6

An outside research firm guarantees distribution of a product that pre-specified types and numbers of distributors.This is an example of what type of test market?

Accepted Answer

A) Electronic test markets 
B) Controlled test markets 
C) Simulated test markets 
D) Standard test markets 
A) Electronic test markets 
B) Controlled test markets 
C) Simulated test markets 
D) Standard test markets

Question 7

________ is the process of searching for and interpreting existing information relevant to the research topic.

Accepted Answer

A) Primary data analysis 
B) Secondary data analysis 
C) Interpretative data analysis 
D) Analytical data analysis 
A) Primary data analysis 
B) Secondary data analysis 
C) Interpretative data analysis 
D) Analytical data analysis

Question 8

Test markets can be classified into four types: standard,controlled,electronic,and simulated.Define test marketing and discuss all four types and give an example of how each type would be used.

Accepted Answer

Answers should include some variation of

Question 9

Which of the following does NOT represent criteria useful for selecting test-market cities?

Accepted Answer

A) Representativeness 
B) Degree of isolation 
C) Ability to control distribution and promotion 
D) Major U.S.market 
A) Representativeness 
B) Degree of isolation 
C) Ability to control distribution and promotion 
D) Major U.S.market

Question 10

The choice of the type of research design depends largely on:

Accepted Answer

A) Budget restrictions. 
B) Objectives of the research. 
C) Whether the research is domestic or international. 
D) Type of analytics required. 
A) Budget restrictions. 
B) Objectives of the research. 
C) Whether the research is domestic or international. 
D) Type of analytics required.

Question 11

Which type of panel asks panel members the same questions on each panel measurement?

Accepted Answer

A) Continuous panels 
B) Variable panels 
C) Multivariate panels 
D) Discontinuous panels 
A) Continuous panels 
B) Variable panels 
C) Multivariate panels 
D) Discontinuous panels

Question 12

Discuss research design as a master plan and also why knowledge of research design is important.

Accepted Answer

Answers should state that research desig

Question 13

Prior to important elections,many sample surveys ask likely voters: "If the election were held today,which candidate would you vote for?"This type of sample survey represents a cross-sectional study.

Accepted Answer

A) True 
 B)False

Question 14

The reason to justify the significance placed on research design includes:

Accepted Answer

A) Research designs may be"matched"to different kinds of problems,the research design may serve as a blueprint for the researcher. 
B) Research designs are like blueprints,they are most helpful during data analysis. 
C) Research designs are used after studies are completed and are used to make improvements in future research studies. 
D) Research designs are important because clients often decide to fund research if they find the design is pleasing to the eye. 
A) Research designs may be"matched"to different kinds of problems,the research design may serve as a blueprint for the researcher. 
B) Research designs are like blueprints,they are most helpful during data analysis. 
C) Research designs are used after studies are completed and are used to make improvements in future research studies. 
D) Research designs are important because clients often decide to fund research if they find the design is pleasing to the eye.

Question 15

Research designs are classified into three traditional categories: exploratory,descriptive,and causal.

Accepted Answer

A) True 
 B)False

Question 16

Firms are interested in using data from discontinuous panels because they can gain insight into changes in consumers' attitudes and behaviors.

Accepted Answer

A) True 
 B)False

Question 17

What is the type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected,while also controlling the effects of additional extraneous variables?

Accepted Answer

A) Hypothetical research study 
B) Experimental research study 
C) A procedural study 
D) An observational study 
A) Hypothetical research study 
B) Experimental research study 
C) A procedural study 
D) An observational study

Question 18

Data collection costs are strongly influenced by the incidence rate(the percentage of the population possessing the characteristics required to participate in a study).

Accepted Answer

A) True 
 B)False

Question 19

Ray Kroc,the milkshake machine salesman who created McDonald's,observed that restaurants in San Bernardino,California,run by the McDonald brothers were so busy they burned up more milkshake machines than any of his other customers.Kroc took that observation and turned it into the world-famous fast-food chain.This is an example of exploratory research.

Accepted Answer

A) True 
 B)False

Question 20

A marketing researcher would use what type of research to find out how many customers there are,what brands they buy and in what quantities,which advertisements they recall,what are their attitudes toward the company,and who is the competition?

Accepted Answer

A) Descriptive research 
B) Exploratory research 
C) Causal research 
D) Case study analysis 
A) Descriptive research 
B) Exploratory research 
C) Causal research 
D) Case study analysis

Exploratory research can offer breakthrough ideas and fresh insights that lead to strategic knowledge.

There are common categories of objectives.One of these includes testing hypotheses that specify the relationships between two or more variables(for example,level of advertising and brand loyalty).

The core of exploratory research is often an analysis of:

Which type of panel varies questions from one panel measurement to the next?

Knowledge of the needed research design allows advance planning so that the project may be conducted in less time and typically at a cost savings due to efficiencies gained in preplanning.

An outside research firm guarantees distribution of a product that pre-specified types and numbers of distributors.This is an example of what type of test market?

________ is the process of searching for and interpreting existing information relevant to the research topic.

Test markets can be classified into four types: standard,controlled,electronic,and simulated.Define test marketing and discuss all four types and give an example of how each type would be used.

Which of the following does NOT represent criteria useful for selecting test-market cities?

The choice of the type of research design depends largely on:

Which type of panel asks panel members the same questions on each panel measurement?

Discuss research design as a master plan and also why knowledge of research design is important.

Prior to important elections,many sample surveys ask likely voters: "If the election were held today,which candidate would you vote for?"This type of sample survey represents a cross-sectional study.

The reason to justify the significance placed on research design includes:

Research designs are classified into three traditional categories: exploratory,descriptive,and causal.

Firms are interested in using data from discontinuous panels because they can gain insight into changes in consumers' attitudes and behaviors.

What is the type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected,while also controlling the effects of additional extraneous variables?

Data collection costs are strongly influenced by the incidence rate(the percentage of the population possessing the characteristics required to participate in a study).

A marketing researcher would use what type of research to find out how many customers there are,what brands they buy and in what quantities,which advertisements they recall,what are their attitudes toward the company,and who is the competition?

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process & Defining the Problem and Research Objectives

Secondary Data & Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, Developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing with Fieldwork and Data Quality

Using Basic Descriptive Analysis Performing Population Estimates and Testing Hypotheses

Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters

Exam 4: Research Design

Exploratory research can offer breakthrough ideas and fresh insights that lead to strategic knowledge.

There are common categories of objectives.One of these includes testing hypotheses that specify the relationships between two or more variables(for example,level of advertising and brand loyalty).

The core of exploratory research is often an analysis of:

Which type of panel varies questions from one panel measurement to the next?

Knowledge of the needed research design allows advance planning so that the project may be conducted in less time and typically at a cost savings due to efficiencies gained in preplanning.

An outside research firm guarantees distribution of a product that pre-specified types and numbers of distributors.This is an example of what type of test market?

________ is the process of searching for and interpreting existing information relevant to the research topic.

Test markets can be classified into four types: standard,controlled,electronic,and simulated.Define test marketing and discuss all four types and give an example of how each type would be used.

Which of the following does NOT represent criteria useful for selecting test-market cities?

The choice of the type of research design depends largely on:

Which type of panel asks panel members the same questions on each panel measurement?

Discuss research design as a master plan and also why knowledge of research design is important.

Prior to important elections,many sample surveys ask likely voters: "If the election were held today,which candidate would you vote for?"This type of sample survey represents a cross-sectional study.

The reason to justify the significance placed on research design includes:

Research designs are classified into three traditional categories: exploratory,descriptive,and causal.

Firms are interested in using data from discontinuous panels because they can gain insight into changes in consumers' attitudes and behaviors.

What is the type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected,while also controlling the effects of additional extraneous variables?

Data collection costs are strongly influenced by the incidence rate(the percentage of the population possessing the characteristics required to participate in a study).

A marketing researcher would use what type of research to find out how many customers there are,what brands they buy and in what quantities,which advertisements they recall,what are their attitudes toward the company,and who is the competition?

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process & Defining the Problem and Research Objectives

Secondary Data & Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, Developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing with Fieldwork and Data Quality

Using Basic Descriptive Analysis Performing Population Estimates and Testing Hypotheses

Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters