Question 1

Moderators are often referred to as Qualitative Research Consultants (QRs or QRCs).

Accepted Answer

A) True 
 B)False

Question 2

Which of the following describes a simulated test market?

Accepted Answer

A) It is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels. 
B) It is conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors. 
C) It includes a panel of consumers that has agreed to carry identification cards that each consumer presents when buying goods and services. 
D) A limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume. 
E) none of the above 
A) It is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels. 
B) It is conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors. 
C) It includes a panel of consumers that has agreed to carry identification cards that each consumer presents when buying goods and services. 
D) A limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume. 
E) none of the above

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

Qualitative research involves collecting,analyzing,and interpreting data by observing what people do and say.

Accepted Answer

A) True 
 B)False

Question 5

A(n)________ is a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information.

Accepted Answer

A) research design 
B) exploratory study 
C) research plan 
D) sample description 
E) research action plan 
A) research design 
B) exploratory study 
C) research plan 
D) sample description 
E) research action plan

Question 6

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

Accepted Answer

A) exploitive 
B) longitudinal 
C) exploratory 
D) after-only 
E) causal 
A) exploitive 
B) longitudinal 
C) exploratory 
D) after-only 
E) causal

Question 7

Continuous panels are sometimes called omnibus panels.

Accepted Answer

A) True 
 B)False

Question 8

When is it appropriate for marketing researchers to consider selecting a research design?

Accepted Answer

A) never; clients determine the research design 
B) before collecting data but after data analysis 
C) after thoroughly considering the problem and the research objectives 
D) this should be one of the very first decisions researchers make even before the initial client meeting 
E) after collecting data 
A) never; clients determine the research design 
B) before collecting data but after data analysis 
C) after thoroughly considering the problem and the research objectives 
D) this should be one of the very first decisions researchers make even before the initial client meeting 
E) after collecting data

Question 9

Projective techniques involve placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision.

Accepted Answer

A) True 
 B)False

Question 10

Simulated test markets are conducted on computers without any consumer input.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is most accurate?

Accepted Answer

A) The uniqueness of every problem situation precludes applying research designs. 
B) Though every problem is unique there are enough similarities among problems and objectives to allow us to make some advance decisions about the best plan to use to resolve the problem. 
C) Every problem is so unique there are not enough similarities among problems and objectives to allow us to make any advance decisions about the best plan to use to resolve the problem. 
D) Since research standards are standard, actions determining the research design may be pre-planned. 
E) none of the above are accurate 
A) The uniqueness of every problem situation precludes applying research designs. 
B) Though every problem is unique there are enough similarities among problems and objectives to allow us to make some advance decisions about the best plan to use to resolve the problem. 
C) Every problem is so unique there are not enough similarities among problems and objectives to allow us to make any advance decisions about the best plan to use to resolve the problem. 
D) Since research standards are standard, actions determining the research design may be pre-planned. 
E) none of the above are accurate

Question 12

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) all of the above 
E) none 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) all of the above 
E) none of the above

Question 13

The convenience store example discussed in your textbook illustrates that when we don't know what problem is,we should use:

Accepted Answer

A) problem definition websites 
B) experiments 
C) internal supplier firms 
D) exploratory research 
E) descriptive research 
A) problem definition websites 
B) experiments 
C) internal supplier firms 
D) exploratory research 
E) descriptive research

Question 14

Test marketing is the most accurate method of forecasting future sales.

Accepted Answer

A) True 
 B)False

Question 15

Experiments can be classified as laboratory or field.

Accepted Answer

A) True 
 B)False

Question 16

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?

Accepted Answer

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

Question 17

The one-group,before-after design is a quasi-experimental design.

Accepted Answer

A) True 
 B)False

Question 18

________ is concerned with the extent to which the change in the dependent variable was actually due to the independent variable.

Accepted Answer

A) Representativeness 
B) External validity 
C) Internal validity 
D) Measurement 
E) Validation 
A) Representativeness 
B) External validity 
C) Internal validity 
D) Measurement 
E) Validation

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

What is the purpose of a market tracking study?

Accepted Answer

A) to measure some variable of interest, such as market share or unit sales over time 
B) to determine if consumers switched brands from one time period to the next 
C) to determine the relationship between several variables 
D) to search for and interpret existing information relevant to the research problem 
E) to track causality 
A) to measure some variable of interest, such as market share or unit sales over time 
B) to determine if consumers switched brands from one time period to the next 
C) to determine the relationship between several variables 
D) to search for and interpret existing information relevant to the research problem 
E) to track causality

Moderators are often referred to as Qualitative Research Consultants (QRs or QRCs).

Which of the following describes a simulated test market?

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

Qualitative research involves collecting,analyzing,and interpreting data by observing what people do and say.

A(n)________ is a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information.

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

Continuous panels are sometimes called omnibus panels.

When is it appropriate for marketing researchers to consider selecting a research design?

Projective techniques involve placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision.

Simulated test markets are conducted on computers without any consumer input.

Which of the following is most accurate?

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

The convenience store example discussed in your textbook illustrates that when we don't know what problem is,we should use:

Test marketing is the most accurate method of forecasting future sales.

Experiments can be classified as laboratory or field.

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 one-group,before-after design is a quasi-experimental design.

________ is concerned with the extent to which the change in the dependent variable was actually due to the independent variable.

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

What is the purpose of a market tracking study?

An Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Including the Problem and Research Objectives

Information Types and Sources: Secondary Data and Standardized Information

Data Collection Methods

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters

Exam 4: Research Design Alternatives and Qualitative Research

Moderators are often referred to as Qualitative Research Consultants (QRs or QRCs).

Which of the following describes a simulated test market?

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

Qualitative research involves collecting,analyzing,and interpreting data by observing what people do and say.

A(n)________ is a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information.

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

Continuous panels are sometimes called omnibus panels.

When is it appropriate for marketing researchers to consider selecting a research design?

Projective techniques involve placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision.

Simulated test markets are conducted on computers without any consumer input.

Which of the following is most accurate?

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

The convenience store example discussed in your textbook illustrates that when we don't know what problem is,we should use:

Test marketing is the most accurate method of forecasting future sales.

Experiments can be classified as laboratory or field.

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 one-group,before-after design is a quasi-experimental design.

________ is concerned with the extent to which the change in the dependent variable was actually due to the independent variable.

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

What is the purpose of a market tracking study?

An Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Including the Problem and Research Objectives

Information Types and Sources: Secondary Data and Standardized Information

Data Collection Methods

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters