Exam 3: Research Design

Experience surveys are carried out in order to assess the experience levels of several marketing research firms in order to select the most appropriate firm to conduct the project.

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

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

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

Descriptive studies are conducted to:

What is the general purpose of projective techniques?

A research company recently recommended to its client, a life insurance company, that they use focus groups to study their problem. Which of the following would the life insurance company then NOT want an answer to?

Focus groups are small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.

Consumers are bombarded on a daily basis and sometimes even hourly basis by a vast multitude of factors, all of which could cause them to act in one way or another. Thus, understanding what causes consumers to behave as they do is very straightforward.

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

Complex variables are those that have some effect upon the dependent variable, but are not independent variables.

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

Knowledge of research design is helpful because certain designs can be matched with certain problems and this provides a blueprint for the researcher.

When a variable exerts influence on the dependent variable and is not an independent variable, we refer to it as a(n):

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

A panel of respondents is often used in which type of study?

Appropriate methods for conducting exploratory research would include:

Which of the following best represents the criteria discussed by the authors to be used in the selection of a test market city?

Descriptive or causal research is best used to help gain background information about the problem.

If the research objective is to gain background information, it is likely that the most appropriate research design would be: