Question 1

Which of the following is true of longitudinal studies?

Accepted Answer

A) They measure units from a sample of the population at only one point in time. 
B) They are often described as "snapshots" of the population. 
C) They include "sample surveys." 
D) They are prevalent in marketing research, outnumbering cross-sectional and causal studies. 
E) They repeatedly measure the same sample units of a population over a period of time. 
A) They measure units from a sample of the population at only one point in time. 
B) They are often described as "snapshots" of the population. 
C) They include "sample surveys." 
D) They are prevalent in marketing research, outnumbering cross-sectional and causal studies. 
E) They repeatedly measure the same sample units of a population over a period of time.

Question 2

Which of the following would be a question that we would try to answer with descriptive research?

Accepted Answer

A) Who are our customers? 
B) What brands do our customers buy? 
C) When do our customers shop? 
D) How did our customers find out about our products? 
E) all of the above 
A) Who are our customers? 
B) What brands do our customers buy? 
C) When do our customers shop? 
D) How did our customers find out about our products? 
E) all of the above

Question 3

Ethnographic research is an area of ethical sensitivity -- researchers' immersing themselves.

Accepted Answer

A) True 
 B)False

Question 4

The standard test market is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels.

Accepted Answer

A) True 
 B)False

Question 5

Every research problem is unique.

Accepted Answer

A) True 
 B)False

Question 6

Market-tracking studies measure some variable(s)of interest,that is,market share or unit sales over time.

Accepted Answer

A) True 
 B)False

Question 7

What type of panel would be used to determine how consumers feel about two different product concepts by varying panel questions from one panel measurement to the next?

Accepted Answer

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

Question 8

In experimental design nomenclature,an O represents the measurement of the independent variable.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is true of quantitative research?

Accepted Answer

A) It is sometimes referred to as "survey research." 
B) It often involves a sizable representative sample of the population. 
C) Data format and sources are clear and well defined. 
D) Its purpose is very specific. 
E) all of the above 
A) It is sometimes referred to as "survey research." 
B) It often involves a sizable representative sample of the population. 
C) Data format and sources are clear and well defined. 
D) Its purpose is very specific. 
E) all of the above

Question 10

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

Accepted Answer

A) influencing variable 
B) unwanted variable 
C) complex variable 
D) extraneous variable 
E) reliable variable 
A) influencing variable 
B) unwanted variable 
C) complex variable 
D) extraneous variable 
E) reliable variable

Question 11

Which of the following describes a standard 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 12

Which of the following is the order in which research designs should be carried out?

Accepted Answer

A) exploratory-descriptive-causal 
B) descriptive-exploratory-causal 
C) causal-descriptive-exploratory 
D) causal-exploratory-descriptive 
E) There is no step-by-step fashion for which order to use research designs. 
A) exploratory-descriptive-causal 
B) descriptive-exploratory-causal 
C) causal-descriptive-exploratory 
D) causal-exploratory-descriptive 
E) There is no step-by-step fashion for which order to use research designs.

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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 15

How should researchers determine if case analysis is an appropriate component of exploratory research?

Accepted Answer

A) They ask themselves questions to determine the relevance of prior cases. 
B) They determine how similar phenomena in the past is with phenomena in the present. 
C) it is not necessary to determine appropriateness, because case analysis should always be included in 
D) Both A and B are correct. 
E) None of the above are correct. 
A) They ask themselves questions to determine the relevance of prior cases. 
B) They determine how similar phenomena in the past is with phenomena in the present. 
C) it is not necessary to determine appropriateness, because case analysis should always be included in 
D) Both A and B are correct. 
E) None of the above are correct.

Question 16

What is the general purpose of projective techniques?

Accepted Answer

A) to gain information through small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion 
B) to explore hidden consumer motives for buying goods and services, by asking respondents to project themselves into a situation 
C) to review available information about a former situation that has some similarities to the present research problem 
D) to gather information from those thought to be knowledgeable on the issues relevant to the projective research problem 
E) to project answers from focus group participants to a much larger population 
A) to gain information through small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion 
B) to explore hidden consumer motives for buying goods and services, by asking respondents to project themselves into a situation 
C) to review available information about a former situation that has some similarities to the present research problem 
D) to gather information from those thought to be knowledgeable on the issues relevant to the projective research problem 
E) to project answers from focus group participants to a much larger population

Question 17

Focus groups represent 85% to 90% of the total money spent on qualitative research.

Accepted Answer

A) True 
 B)False

Question 18

What type of experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables?

Accepted Answer

A) laboratory experiment 
B) field experiment 
C) extraneous experiment 
D) government experiment 
E) art-con experiment 
A) laboratory experiment 
B) field experiment 
C) extraneous experiment 
D) government experiment 
E) art-con experiment

Question 19

Which of the following describes an electronic 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 20

Descriptive research is best utilized when little is known about the problem.

Accepted Answer

A) True 
 B)False

Which of the following is true of longitudinal studies?

Which of the following would be a question that we would try to answer with descriptive research?

Ethnographic research is an area of ethical sensitivity -- researchers' immersing themselves.

The standard test market is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels.

Every research problem is unique.

Market-tracking studies measure some variable(s)of interest,that is,market share or unit sales over time.

What type of panel would be used to determine how consumers feel about two different product concepts by varying panel questions from one panel measurement to the next?

In experimental design nomenclature,an O represents the measurement of the independent variable.

Which of the following is true of quantitative research?

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

Which of the following describes a standard test market?

Which of the following is the order in which research designs should be carried out?

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

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.

How should researchers determine if case analysis is an appropriate component of exploratory research?

What is the general purpose of projective techniques?

Focus groups represent 85% to 90% of the total money spent on qualitative research.

What type of experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables?

Which of the following describes an electronic test market?

Descriptive research is best utilized when little is known about the problem.

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

Which of the following is true of longitudinal studies?

Which of the following would be a question that we would try to answer with descriptive research?

Ethnographic research is an area of ethical sensitivity -- researchers' immersing themselves.

The standard test market is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels.

Every research problem is unique.

Market-tracking studies measure some variable(s)of interest,that is,market share or unit sales over time.

What type of panel would be used to determine how consumers feel about two different product concepts by varying panel questions from one panel measurement to the next?

In experimental design nomenclature,an O represents the measurement of the independent variable.

Which of the following is true of quantitative research?

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

Which of the following describes a standard test market?

Which of the following is the order in which research designs should be carried out?

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

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.

How should researchers determine if case analysis is an appropriate component of exploratory research?

What is the general purpose of projective techniques?

Focus groups represent 85% to 90% of the total money spent on qualitative research.

What type of experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables?

Which of the following describes an electronic test market?

Descriptive research is best utilized when little is known about the problem.

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