Question 1

Scanner data are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

Accepted Answer

A) True 
 B)False

Question 2

According to the text,a longitudinal design provides a series of pictures,which track the changes that take place over time.

Accepted Answer

A) True 
 B)False

Question 3

Availability is mentioned in the text as a primary criterion for evaluating secondary data.

Accepted Answer

A) True 
 B)False

Question 4

The research design is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem.

Accepted Answer

A) True 
 B)False

Question 5

What are purchase panels and media panels? Develop examples of marketing situations where you would use each.Be sure to explain the type of information you would collect and the makeup of the panel respondents.

Accepted Answer

In purchase panels respondents record th

Question 6

Relatively precise information at the retail and wholesale levels is an advantage of which of the following syndicated services?

Accepted Answer

A)  media panels 
B)  surveys 
C)  purchase panels 
D)  movement exams 
E)  audit services 
A)  media panels 
B)  surveys 
C)  purchase panels 
D)  movement exams 
E)  audit services

Question 7

A(n)________ consists of a sample of respondents,generally households that have agreed to provide information over an extended period.

Accepted Answer

A)  focus group 
B)  panel 
C)  hypothesis 
D)  theory 
E)  research mix 
A)  focus group 
B)  panel 
C)  hypothesis 
D)  theory 
E)  research mix

Question 8

________ is very versatile and can be used at any point in a study.

Accepted Answer

A)  Causal research 
B)  Descriptive research 
C)  Exploratory research 
D)  Observational research 
E)  Provisional research 
A)  Causal research 
B)  Descriptive research 
C)  Exploratory research 
D)  Observational research 
E)  Provisional research

Question 9

What would you say is a unifying theme for the Ethics in Marketing Research examples related to research design in Chapter 3? Justify your answer.

Accepted Answer

One important theme in the ethics exampl

Question 10

Interviews with a large number of respondents using a predesigned questionnaire are called observations.

Accepted Answer

A) True 
 B)False

Question 11

A characteristic of descriptive research is that it is often the front end of total research.

Accepted Answer

A) True 
 B)False

Question 12

A type of research design involving the one-time collection of information from any given sample of population elements is called ________.

Accepted Answer

A)  cross-sectional design 
B)  longitudinal design 
C)  horizontal design 
D)  vertical design 
E)  conditional design 
A)  cross-sectional design 
B)  longitudinal design 
C)  horizontal design 
D)  vertical design 
E)  conditional design

Question 13

________ is conducted on a small and nonrepresentative sample,so the findings should be regarded as tentative and should be used as building blocks for further research.

Accepted Answer

A)  Causal research 
B)  Exploratory research 
C)  Conclusive research 
D)  Descriptive research 
E)  Focused research 
A)  Causal research 
B)  Exploratory research 
C)  Conclusive research 
D)  Descriptive research 
E)  Focused research

Question 14

The distinctive models of living of a society or some of its segments refers to ________.

Accepted Answer

A)  geodemographics 
B)  lifestyles 
C)  psychometrics 
D)  demographics 
E)  usage segments 
A)  geodemographics 
B)  lifestyles 
C)  psychometrics 
D)  demographics 
E)  usage segments

Question 15

Customized services make their money by collecting data and designing research products that fit the information needs of more than one organization.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is an example of a longitudinal design in a descriptive research project?

Accepted Answer

A)  surveys involving 600 mall intercepts in six major cities to determine the likes and dislikes of health food 
B)  a variety of promotional offers displayed in stores, with each group of respondents seeing only one offer and the resulting brand sales would be monitored. 
C)  a panel that consists of households that provide purchasing information at specified intervals over an extended period 
D)  a cross-sectional study of the elderly held once at the end of the fiscal year 
E)  all of the above 
A)  surveys involving 600 mall intercepts in six major cities to determine the likes and dislikes of health food 
B)  a variety of promotional offers displayed in stores, with each group of respondents seeing only one offer and the resulting brand sales would be monitored. 
C)  a panel that consists of households that provide purchasing information at specified intervals over an extended period 
D)  a cross-sectional study of the elderly held once at the end of the fiscal year 
E)  all of the above

Question 17

Descriptive research is a type of ________ that has as its major objective the description of something - usually market characteristics or functions.

Accepted Answer

A)  subjective research 
B)  exploratory research 
C)  conclusive research 
D)  observational research 
E)  supporting research 
A)  subjective research 
B)  exploratory research 
C)  conclusive research 
D)  observational research 
E)  supporting research

Question 18

In a short essay,list the six tasks that a researcher must typically perform in formulating a research design.

Accepted Answer

a. Specify the information needed.
b. De

Question 19

Which of the following is NOT an example of a descriptive research goal?

Accepted Answer

A)  to develop a profile of a target market 
B)  to determine the cause of a sales decrease 
C)  to estimate the frequency of product use as a basis for sales forecasts 
D)  to determine the degree to which marketing variables are associated 
E)  to determine the relationship between product use and perception of product characteristics 
A)  to develop a profile of a target market 
B)  to determine the cause of a sales decrease 
C)  to estimate the frequency of product use as a basis for sales forecasts 
D)  to determine the degree to which marketing variables are associated 
E)  to determine the relationship between product use and perception of product characteristics

Question 20

Scanner data that provides information on purchases by brand,size,price,and flavor or formulation are called volume-tracking data.

Accepted Answer

A) True 
 B)False

Scanner data are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

According to the text,a longitudinal design provides a series of pictures,which track the changes that take place over time.

Availability is mentioned in the text as a primary criterion for evaluating secondary data.

The research design is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem.

What are purchase panels and media panels? Develop examples of marketing situations where you would use each.Be sure to explain the type of information you would collect and the makeup of the panel respondents.

Relatively precise information at the retail and wholesale levels is an advantage of which of the following syndicated services?

A(n)________ consists of a sample of respondents,generally households that have agreed to provide information over an extended period.

________ is very versatile and can be used at any point in a study.

What would you say is a unifying theme for the Ethics in Marketing Research examples related to research design in Chapter 3? Justify your answer.

Interviews with a large number of respondents using a predesigned questionnaire are called observations.

A characteristic of descriptive research is that it is often the front end of total research.

A type of research design involving the one-time collection of information from any given sample of population elements is called ________.

________ is conducted on a small and nonrepresentative sample,so the findings should be regarded as tentative and should be used as building blocks for further research.

The distinctive models of living of a society or some of its segments refers to ________.

Customized services make their money by collecting data and designing research products that fit the information needs of more than one organization.

Which of the following is an example of a longitudinal design in a descriptive research project?

Descriptive research is a type of ________ that has as its major objective the description of something - usually market characteristics or functions.

In a short essay,list the six tasks that a researcher must typically perform in formulating a research design.

Which of the following is NOT an example of a descriptive research goal?

Scanner data that provides information on purchases by brand,size,price,and flavor or formulation are called volume-tracking data.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, correlation, and Regression

Report Preparation and Presentation

Filters

Exam 3: Research Design, secondary and Syndicated Data

Scanner data are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

According to the text,a longitudinal design provides a series of pictures,which track the changes that take place over time.

Availability is mentioned in the text as a primary criterion for evaluating secondary data.

The research design is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem.

What are purchase panels and media panels? Develop examples of marketing situations where you would use each.Be sure to explain the type of information you would collect and the makeup of the panel respondents.

Relatively precise information at the retail and wholesale levels is an advantage of which of the following syndicated services?

A(n)________ consists of a sample of respondents,generally households that have agreed to provide information over an extended period.

________ is very versatile and can be used at any point in a study.

What would you say is a unifying theme for the Ethics in Marketing Research examples related to research design in Chapter 3? Justify your answer.

Interviews with a large number of respondents using a predesigned questionnaire are called observations.

A characteristic of descriptive research is that it is often the front end of total research.

A type of research design involving the one-time collection of information from any given sample of population elements is called ________.

________ is conducted on a small and nonrepresentative sample,so the findings should be regarded as tentative and should be used as building blocks for further research.

The distinctive models of living of a society or some of its segments refers to ________.

Customized services make their money by collecting data and designing research products that fit the information needs of more than one organization.

Which of the following is an example of a longitudinal design in a descriptive research project?

Descriptive research is a type of ________ that has as its major objective the description of something - usually market characteristics or functions.

In a short essay,list the six tasks that a researcher must typically perform in formulating a research design.

Which of the following is NOT an example of a descriptive research goal?

Scanner data that provides information on purchases by brand,size,price,and flavor or formulation are called volume-tracking data.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, correlation, and Regression

Report Preparation and Presentation

Filters