Exam 3: Research Design

Dirt Devil vacuum cleaning company is interested in knowing if a proposed advertising message will be effective in generating interest in purchasing their portable vacuum cleaner. They contact marketing research firm InsightExpress, which has a service that tests proposed ad copy with consumers they have recruited to participate. Copies of the ad are prepared and are shown to several hundred consumers online. Consumers evaluate the ad and the results are given to Dirt Devil. This is an example of which of the following?

In experimental design, the symbol "E" represents the experimental effect; that is, the change in the dependent variable occurs due to a change in the independent variable.

The use of a laboratory experiment is desirable:

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

Dependent variables are those over which the experimenter has total, direct control; they may be easily manipulated by experimenters.

Descriptive research consists of exploratory research, primary research, and secondary research.

In experimental designs an R stands for:

Since ______________ data allow measures of the change by each sample unit between time periods, much richer information for analysis purposes is gained.

What type of research design should a marketing researcher use 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?

The advantage of the discontinuous panel is they represent a large group-people, stores, or other entity making up the panel-that is agreeable to providing information.

Although laboratory experiments allow for the control of extraneous variables, they cost more and take more time than do field experiments.

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

The purpose of a market-tracking study is:

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

The Before-After with Control Group design is a quasi-experimental design.

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?

Because descriptive research asks who, what, where, when, and how, it also provides conclusive answers to why.

What type of research design should a researcher use if he or she wishes to determine the effect of a change in price on the sales of a particular brand?

An experimental design is a procedure for ensuring that:

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