Question 1

The four research designs are exploratory, exploitive, descriptive, and longitudinal.

Accepted Answer

A) True 
 B)False

Question 2

Market tracking studies track a variable of interest, such as market share over time, and represent a use of cross-sectional studies.

Accepted Answer

A) True 
 B)False

Question 3

What type of research design does the text state should almost always be used in research studies?

Accepted Answer

A)  causal research 
B)  exploratory research 
C)  explicit research 
D)  exhaustive research 
E)  descriptive research 
A)  causal research 
B)  exploratory research 
C)  explicit research 
D)  exhaustive research 
E)  descriptive research

Question 4

Which of the following best describes the logic used in the Before-After with Control Group experimental design that allows this to be a true experimental design?

Accepted Answer

A)  The experimental group change (O2 - O1) contains the change in the independent variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable. 
B)  The experimental group change (O2 - O1) contains the change in the complex variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the complex variable. 
C)  The experimental group change (O2 - O1) contains the change in the dependent variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change in the dependent variable due solely to the independent variable. 
D)  The control group change (O2 - O1) contains the change in the independent variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the experimental group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable. 
E)  The experimental group change (O2 - O1) contains the change in the dependent variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable. 
A)  The experimental group change (O2 - O1) contains the change in the independent variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable. 
B)  The experimental group change (O2 - O1) contains the change in the complex variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the complex variable. 
C)  The experimental group change (O2 - O1) contains the change in the dependent variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change in the dependent variable due solely to the independent variable. 
D)  The control group change (O2 - O1) contains the change in the independent variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the experimental group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable. 
E)  The experimental group change (O2 - O1) contains the change in the dependent variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable.

Question 5

A firm selects a test market city that it believes will give them very favorable results because it knows the media will publicize the "success" of the new test product. This may be considered stupid, but it would not be considered to be unethical.

Accepted Answer

A) True 
 B)False

Question 6

The process of searching for and interpreting EXISTING information relevant to the research problem can be described as:

Accepted Answer

A)  an experience survey 
B)  causal analysis 
C)  exploitive research 
D)  exhaustive research 
E)  secondary data analysis 
A)  an experience survey 
B)  causal analysis 
C)  exploitive research 
D)  exhaustive research 
E)  secondary data analysis

Question 7

Designs that do not control for the effects of extraneous variables are known as quasi-experimental designs.

Accepted Answer

A) True 
 B)False

Question 8

Marketing research projects vary widely; some are taste tests in "kitchen-like" labs while others may be confined to library research.

Accepted Answer

A) True 
 B)False

Question 9

Discontinuous panels are sometimes called omnibus panels.

Accepted Answer

A) True 
 B)False

Question 10

TechTrician, Inc. makes a major breakthrough in cell phone technology and design. Their research and development department has created advanced micro-circuitry that is one hundred times more sensitive to cell signals than conventional cell phones. This means that there is almost never a break in cell phone signals even when the caller is several miles from what would be considered "in range" for conventional phones. The problem is that the new technology adds about $100 to the cost of the phone. TechTrician, Inc. must spend a considerable amount of funds to retool in order to produce the new phones. They decide to test market the new phones. The company is located in Los Angeles and several executives believe it would be less costly to run the test market in their own city. However, Bob Brobst, one of the marketing managers has argued for running at least two test markets; one in Phoenix, AZ, and one in Tulsa, OK. What criterion for test market selection is Bob Brobst using?

Accepted Answer

A)  representativeness 
B)  degree of isolation 
C)  control over media 
D)  control over distribution 
E)  lower costs 
A)  representativeness 
B)  degree of isolation 
C)  control over media 
D)  control over distribution 
E)  lower costs

Question 11

Descriptive research is often carried out at the outset of research projects.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following research designs would be considered a quasi-experimental design as discussed in the textbook?

Accepted Answer

A)  Latin Square design 
B)  One-Group, Before-After design 
C)  Before-After with Control Group design 
D)  Prettiest design 
E)  After-Only design 
A)  Latin Square design 
B)  One-Group, Before-After design 
C)  Before-After with Control Group design 
D)  Prettiest design 
E)  After-Only design

Question 13

Dirt Devil conducted a one-time survey of consumers and asked them about their attitudes, preferences, and intentions regarding buying vacuum cleaners. This is an example of a cross-sectional study.

Accepted Answer

A) True 
 B)False

Question 14

A pretest refers to measuring the dependent variable prior to changing the independent variable.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is a potential use of test marketing?

Accepted Answer

A)  to test the sales potential for a new product 
B)  to test variations in the marketing mix for a product 
C)  to test the sales potential for a new service 
D)  to test variations in the marketing mix for a service 
E)  all of the above 
A)  to test the sales potential for a new product 
B)  to test variations in the marketing mix for a product 
C)  to test the sales potential for a new service 
D)  to test variations in the marketing mix for a service 
E)  all of the above

Question 16

The reason for using randomization or matching in experimental designs is to achieve equivalency between experimental and control groups.

Accepted Answer

A) True 
 B)False

Question 17

Discontinuous panels provide data that may be used for brand-switching studies.

Accepted Answer

A) True 
 B)False

Question 18

At Momentum Market Intelligence (MMI)a client experiences a 12% decline in market share. Since MMI knows "they don't know what the problem is" the research design they should use is:

Accepted Answer

A)  causal 
B)  explanatory 
C)  experimental 
D)  cross-longitudinal 
E)  exploratory 
A)  causal 
B)  explanatory 
C)  experimental 
D)  cross-longitudinal 
E)  exploratory

Question 19

If an experiment did not have equivalent experimental and control groups, this would be considered a threat to the experiment's external validity.

Accepted Answer

A) True 
 B)False

Question 20

The One-Group, Before-After design is a quasi-experimental design.

Accepted Answer

A) True 
 B)False

The four research designs are exploratory, exploitive, descriptive, and longitudinal.

Market tracking studies track a variable of interest, such as market share over time, and represent a use of cross-sectional studies.

What type of research design does the text state should almost always be used in research studies?

Which of the following best describes the logic used in the Before-After with Control Group experimental design that allows this to be a true experimental design?

A firm selects a test market city that it believes will give them very favorable results because it knows the media will publicize the "success" of the new test product. This may be considered stupid, but it would not be considered to be unethical.

The process of searching for and interpreting EXISTING information relevant to the research problem can be described as:

Designs that do not control for the effects of extraneous variables are known as quasi-experimental designs.

Marketing research projects vary widely; some are taste tests in "kitchen-like" labs while others may be confined to library research.

Discontinuous panels are sometimes called omnibus panels.

Descriptive research is often carried out at the outset of research projects.

Which of the following research designs would be considered a quasi-experimental design as discussed in the textbook?

Dirt Devil conducted a one-time survey of consumers and asked them about their attitudes, preferences, and intentions regarding buying vacuum cleaners. This is an example of a cross-sectional study.

A pretest refers to measuring the dependent variable prior to changing the independent variable.

Which of the following is a potential use of test marketing?

The reason for using randomization or matching in experimental designs is to achieve equivalency between experimental and control groups.

Discontinuous panels provide data that may be used for brand-switching studies.

At Momentum Market Intelligence (MMI)a client experiences a 12% decline in market share. Since MMI knows "they don't know what the problem is" the research design they should use is:

If an experiment did not have equivalent experimental and control groups, this would be considered a threat to the experiment's external validity.

The One-Group, Before-After design is a quasi-experimental design.

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

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Exam 5: Research Design

The four research designs are exploratory, exploitive, descriptive, and longitudinal.

Market tracking studies track a variable of interest, such as market share over time, and represent a use of cross-sectional studies.

What type of research design does the text state should almost always be used in research studies?

Which of the following best describes the logic used in the Before-After with Control Group experimental design that allows this to be a true experimental design?

A firm selects a test market city that it believes will give them very favorable results because it knows the media will publicize the "success" of the new test product. This may be considered stupid, but it would not be considered to be unethical.

The process of searching for and interpreting EXISTING information relevant to the research problem can be described as:

Designs that do not control for the effects of extraneous variables are known as quasi-experimental designs.

Marketing research projects vary widely; some are taste tests in "kitchen-like" labs while others may be confined to library research.

Discontinuous panels are sometimes called omnibus panels.

Descriptive research is often carried out at the outset of research projects.

Which of the following research designs would be considered a quasi-experimental design as discussed in the textbook?

Dirt Devil conducted a one-time survey of consumers and asked them about their attitudes, preferences, and intentions regarding buying vacuum cleaners. This is an example of a cross-sectional study.

A pretest refers to measuring the dependent variable prior to changing the independent variable.

Which of the following is a potential use of test marketing?

The reason for using randomization or matching in experimental designs is to achieve equivalency between experimental and control groups.

Discontinuous panels provide data that may be used for brand-switching studies.

At Momentum Market Intelligence (MMI)a client experiences a 12% decline in market share. Since MMI knows "they don't know what the problem is" the research design they should use is:

If an experiment did not have equivalent experimental and control groups, this would be considered a threat to the experiment's external validity.

The One-Group, Before-After design is a quasi-experimental design.

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