Question 1

What are the two basic types of studies that are categorized as descriptive research?

Accepted Answer

A)  focus groups and case analysis 
B)  longitudinal studies and case analysis 
C)  focus groups and cross-sectional studies 
D)  case analysis and experiments 
E)  longitudinal studies and cross-sectional studies 
A)  focus groups and case analysis 
B)  longitudinal studies and case analysis 
C)  focus groups and cross-sectional studies 
D)  case analysis and experiments 
E)  longitudinal studies and cross-sectional studies

Question 2

Experience surveys are used in which of the following ways?

Accepted Answer

A)  to search for and interpret existing information relevant to the research problem 
B)  to gather information from persons thought to be knowledgeable on the issues relevant to the research problem 
C)  to review the available information about a former situation(s) that has some similarities to the present research problem 
D)  to explore hidden consumer motives for buying goods and services by asking participants to project themselves into a situation and then respond to specific questions regarding the situation 
E)  to use surveys that the researchers have conducted in the past and, therefore, they have experience in how to conduct and interpret the surveys 
A)  to search for and interpret existing information relevant to the research problem 
B)  to gather information from persons thought to be knowledgeable on the issues relevant to the research problem 
C)  to review the available information about a former situation(s) that has some similarities to the present research problem 
D)  to explore hidden consumer motives for buying goods and services by asking participants to project themselves into a situation and then respond to specific questions regarding the situation 
E)  to use surveys that the researchers have conducted in the past and, therefore, they have experience in how to conduct and interpret the surveys

Question 3

Research designs should always be carried out, one after another, in the following order: exploitive, descriptive, and longitudinal.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is the best description of research design?

Accepted Answer

A)  a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information 
B)  a marketing term or concept involved in the marketing management problem that will be researched 
C)  the specific pieces of information are necessary to solve the problem at hand 
D)  a list from which sample elements are drawn from the sample, which contains all of the elements in the population being studied 
E)  a set of advance decisions that are made after the data have been collected in order to determine how the data will be analyzed 
A)  a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information 
B)  a marketing term or concept involved in the marketing management problem that will be researched 
C)  the specific pieces of information are necessary to solve the problem at hand 
D)  a list from which sample elements are drawn from the sample, which contains all of the elements in the population being studied 
E)  a set of advance decisions that are made after the data have been collected in order to determine how the data will be analyzed

Question 5

There is only one use of test markets: to determine the sales potential for a new product or service.

Accepted Answer

A) True 
 B)False

Question 6

Knowledge Networks provides clients with access to Latino households who have agreed to answer research questions sent to them by Knowledge Networks. This service is called:

Accepted Answer

A)  a panel 
B)  a telephone survey 
C)  a mail survey 
D)  an experiment 
E)  a Latino observation experiment 
A)  a panel 
B)  a telephone survey 
C)  a mail survey 
D)  an experiment 
E)  a Latino observation experiment

Question 7

The primary advantage of laboratory experiments is that they allow the researcher to control the effects of extraneous variables.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following best represents the disadvantages of conducting test markets as discussed by the authors?

Accepted Answer

A)  cost, competitor intervention, and government regulations of test markets 
B)  infallibility of results, cost, and exposure of product/service to competition and ethical issues 
C)  cost, delay in getting to the market first, and competitive awareness of the product/service 
D)  relying on consumers in only one market, using distributors who "know" there is a test, biased results arising from too much executive time being allocated to the test as opposed to normal market conditions 
E)  Disadvantages were not discussed in the textbook. 
A)  cost, competitor intervention, and government regulations of test markets 
B)  infallibility of results, cost, and exposure of product/service to competition and ethical issues 
C)  cost, delay in getting to the market first, and competitive awareness of the product/service 
D)  relying on consumers in only one market, using distributors who "know" there is a test, biased results arising from too much executive time being allocated to the test as opposed to normal market conditions 
E)  Disadvantages were not discussed in the textbook.

Question 9

In an experiment, over which type of variable does a researcher have control and wish to manipulate?

Accepted Answer

A)  dependent variable 
B)  extraneous variable 
C)  independent variable 
D)  complex variable 
E)  deductive manipulative variables 
A)  dependent variable 
B)  extraneous variable 
C)  independent variable 
D)  complex variable 
E)  deductive manipulative variables

Question 10

Which of the following designs represents the Before-After with Control Group design?

Accepted Answer

A)  X - O - C 
B)  E = I X O 
C)  E = O X O 
D)  X = E + X + O 
E)  none of the above 
A)  X - O - C 
B)  E = I X O 
C)  E = O X O 
D)  X = E + X + O 
E)  none of the above

Question 11

One method of conducting exploratory research is through secondary data analysis.

Accepted Answer

A) True 
 B)False

Question 12

Experimental designs provide procedures for devising an experimental setting, such that a change in an independent variable may be attributed solely to the change in the dependent variable while controlling for the effects of complex variables.

Accepted Answer

A) True 
 B)False

Question 13

When are laboratory experiments desirable?

Accepted Answer

A)  when the sample should be representative of the population to which the results are generalized 
B)  when the experiment's context and conduct are natural so that the subjects behave realistically 
C)  when the intent of the experiment is to achieve high levels of external validity 
D)  when the intent of the experiment is to achieve high levels of internal validity 
E)  when the intent is to achieve high external validity and moderate internal validity 
A)  when the sample should be representative of the population to which the results are generalized 
B)  when the experiment's context and conduct are natural so that the subjects behave realistically 
C)  when the intent of the experiment is to achieve high levels of external validity 
D)  when the intent of the experiment is to achieve high levels of internal validity 
E)  when the intent is to achieve high external validity and moderate internal validity

Question 14

Exploratory research is useful in clarifying hypotheses.

Accepted Answer

A) True 
 B)False

Question 15

What type of experiment involves manipulating the independent variable and measuring the dependent variable in a natural setting?

Accepted Answer

A)  extraneous experiments 
B)  field experiments 
C)  laboratory experiments 
D)  naturalistic experiments 
E)  eco-experiments 
A)  extraneous experiments 
B)  field experiments 
C)  laboratory experiments 
D)  naturalistic experiments 
E)  eco-experiments

Question 16

What type of test markets are conducted by outside research firms who guarantee distribution of the product through prespecified types and numbers of distributors?

Accepted Answer

A)  controlled test markets 
B)  electronic test markets 
C)  standard test markets 
D)  simulated test markets 
E)  guaranteed distribution test markets 
A)  controlled test markets 
B)  electronic test markets 
C)  standard test markets 
D)  simulated test markets 
E)  guaranteed distribution test markets

Question 17

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

Accepted Answer

A)  inquisitional panel 
B)  discontinuous panel 
C)  repeatability panel 
D)  continuous panel 
E)  exploratory panel 
A)  inquisitional panel 
B)  discontinuous panel 
C)  repeatability panel 
D)  continuous panel 
E)  exploratory panel

Question 18

What type of test marketing should be used when a firm wants to test the product and/or marketing mix variables through the company's normal distribution channels?

Accepted Answer

A)  controlled test markets 
B)  electronic test markets 
C)  simulated test markets 
D)  norm test markets 
E)  standard test markets 
A)  controlled test markets 
B)  electronic test markets 
C)  simulated test markets 
D)  norm test markets 
E)  standard test markets

Question 19

Which of the following best illustrates what is meant by "lead country" test marketing?

Accepted Answer

A)  countries should be used as test markets only when they are first (lead) in some demographic characteristic important to the product or service class 
B)  in situations where a firm wants to evaluate products in the most developed countries first because they are assumed to have the most buying power 
C)  in situations where the firm is interested in introducing its products and services globally and a single country is used as a test market because it is thought to be similar to the other neighboring countries 
D)  in situations where there is dominant economic power of one country over those surrounding it 
E)  in situations where there is dominant political power of one country over those surrounding it 
A)  countries should be used as test markets only when they are first (lead) in some demographic characteristic important to the product or service class 
B)  in situations where a firm wants to evaluate products in the most developed countries first because they are assumed to have the most buying power 
C)  in situations where the firm is interested in introducing its products and services globally and a single country is used as a test market because it is thought to be similar to the other neighboring countries 
D)  in situations where there is dominant economic power of one country over those surrounding it 
E)  in situations where there is dominant political power of one country over those surrounding it

Question 20

An experiment is defined as manipulating a dependent variable to see how it affects an independent variable while controlling for the effects of a complex variable.

Accepted Answer

A) True 
 B)False

What are the two basic types of studies that are categorized as descriptive research?

Experience surveys are used in which of the following ways?

Research designs should always be carried out, one after another, in the following order: exploitive, descriptive, and longitudinal.

Which of the following is the best description of research design?

There is only one use of test markets: to determine the sales potential for a new product or service.

Knowledge Networks provides clients with access to Latino households who have agreed to answer research questions sent to them by Knowledge Networks. This service is called:

The primary advantage of laboratory experiments is that they allow the researcher to control the effects of extraneous variables.

Which of the following best represents the disadvantages of conducting test markets as discussed by the authors?

In an experiment, over which type of variable does a researcher have control and wish to manipulate?

Which of the following designs represents the Before-After with Control Group design?

One method of conducting exploratory research is through secondary data analysis.

Experimental designs provide procedures for devising an experimental setting, such that a change in an independent variable may be attributed solely to the change in the dependent variable while controlling for the effects of complex variables.

When are laboratory experiments desirable?

Exploratory research is useful in clarifying hypotheses.

What type of experiment involves manipulating the independent variable and measuring the dependent variable in a natural setting?

What type of test markets are conducted by outside research firms who guarantee distribution of the product through prespecified types and numbers of distributors?

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

What type of test marketing should be used when a firm wants to test the product and/or marketing mix variables through the company's normal distribution channels?

Which of the following best illustrates what is meant by "lead country" test marketing?

An experiment is defined as manipulating a dependent variable to see how it affects an independent variable while controlling for the effects of a complex variable.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 5: Research Design

What are the two basic types of studies that are categorized as descriptive research?

Experience surveys are used in which of the following ways?

Research designs should always be carried out, one after another, in the following order: exploitive, descriptive, and longitudinal.

Which of the following is the best description of research design?

There is only one use of test markets: to determine the sales potential for a new product or service.

Knowledge Networks provides clients with access to Latino households who have agreed to answer research questions sent to them by Knowledge Networks. This service is called:

The primary advantage of laboratory experiments is that they allow the researcher to control the effects of extraneous variables.

Which of the following best represents the disadvantages of conducting test markets as discussed by the authors?

In an experiment, over which type of variable does a researcher have control and wish to manipulate?

Which of the following designs represents the Before-After with Control Group design?

One method of conducting exploratory research is through secondary data analysis.

Experimental designs provide procedures for devising an experimental setting, such that a change in an independent variable may be attributed solely to the change in the dependent variable while controlling for the effects of complex variables.

When are laboratory experiments desirable?

Exploratory research is useful in clarifying hypotheses.

What type of experiment involves manipulating the independent variable and measuring the dependent variable in a natural setting?

What type of test markets are conducted by outside research firms who guarantee distribution of the product through prespecified types and numbers of distributors?

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

What type of test marketing should be used when a firm wants to test the product and/or marketing mix variables through the company's normal distribution channels?

Which of the following best illustrates what is meant by "lead country" test marketing?

An experiment is defined as manipulating a dependent variable to see how it affects an independent variable while controlling for the effects of a complex variable.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters