Question 1

According to the text, surveys are the primary means of obtaining information about consumers' motives, attitudes, and preferences.

Accepted Answer

A) True 
 B)False

Question 2

________ is data originated by the researcher for the specific purpose of addressing the research problem.

Accepted Answer

A) Primary data 
B) Secondary data 
C) Experimental data 
D) Virtual data 
E) Problem-focused data 
A) Primary data 
B) Secondary data 
C) Experimental data 
D) Virtual data 
E) Problem-focused data

Question 3

The objective of causal research is discovery of ideas and insights.

Accepted Answer

A) True 
 B)False

Question 4

________ is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.

Accepted Answer

A) Data mining 
B) Mass marketing 
C) Parallel marketing 
D) Traditional marketing 
E) Competitive intelligence 
A) Data mining 
B) Mass marketing 
C) Parallel marketing 
D) Traditional marketing 
E) Competitive intelligence

Question 5

Causal research is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.

Accepted Answer

A) True 
 B)False

Question 6

Scanner panels collect scanner data wherein panel members are issued an ID card allowing panel members' purchases to be linked to their identities.

Accepted Answer

A) True 
 B)False

Question 7

Conclusive research 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) True 
 B)False

Question 8

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 9

Which of the following is a type of scanner data that is currently available?

Accepted Answer

A) scanner panels 
B) modular data 
C) volume-tracking data 
D) scanner panels with cable TV 
E) A, C, and D 
A) scanner panels 
B) modular data 
C) volume-tracking data 
D) scanner panels with cable TV 
E) A, C, and D

Question 10

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 11

Compare and contrast the exploratory, descriptive, and causal research designs.

Accepted Answer

The objective of exploratory design is t

Question 12

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 13

The collection of product movement data for wholesalers and retailers is called a(n)________.

Accepted Answer

A) audit 
B) panel 
C) survey 
D) focus group 
E) movement exam 
A) audit 
B) panel 
C) survey 
D) focus group 
E) movement exam

Question 14

________ research is typically more formal and structured than ________ research.

Accepted Answer

A) Exploratory; conclusive 
B) Conclusive; exploratory 
C) Exploratory; descriptive 
D) Subjective; observational 
E) Lead; supporting 
A) Exploratory; conclusive 
B) Conclusive; exploratory 
C) Exploratory; descriptive 
D) Subjective; observational 
E) Lead; supporting

Question 15

A focus group is an example of a general business source of external secondary data.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

According to the text, a basic rule of research is to examine secondary data first.

Accepted Answer

A) True 
 B)False

Question 19

________ 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 20

In a short essay, discuss the relationships among exploratory, descriptive, and causal research and provide some basic guidelines discussing the appropriate situation in which to apply each type of research design. Include a specific example of each research design type to support your answer.

Accepted Answer

When little is known about the problem s

According to the text, surveys are the primary means of obtaining information about consumers' motives, attitudes, and preferences.

________ is data originated by the researcher for the specific purpose of addressing the research problem.

The objective of causal research is discovery of ideas and insights.

________ is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.

Causal research is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.

Scanner panels collect scanner data wherein panel members are issued an ID card allowing panel members' purchases to be linked to their identities.

Conclusive research 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.

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

Which of the following is a type of scanner data that is currently available?

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

Compare and contrast the exploratory, descriptive, and causal research designs.

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

The collection of product movement data for wholesalers and retailers is called a(n)________.

research is typically more formal and structured than research.

A focus group is an example of a general business source of external secondary data.

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

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

According to the text, a basic rule of research is to examine secondary data first.

________ 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.

In a short essay, discuss the relationships among exploratory, descriptive, and causal research and provide some basic guidelines discussing the appropriate situation in which to apply each type of research design. Include a specific example of each research design type to support your answer.

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

According to the text, surveys are the primary means of obtaining information about consumers' motives, attitudes, and preferences.

________ is data originated by the researcher for the specific purpose of addressing the research problem.

The objective of causal research is discovery of ideas and insights.

________ is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.

Causal research is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.

Scanner panels collect scanner data wherein panel members are issued an ID card allowing panel members' purchases to be linked to their identities.

Conclusive research 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.

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

Which of the following is a type of scanner data that is currently available?

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

Compare and contrast the exploratory, descriptive, and causal research designs.

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

The collection of product movement data for wholesalers and retailers is called a(n)________.

________ research is typically more formal and structured than ________ research.

A focus group is an example of a general business source of external secondary data.

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

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

According to the text, a basic rule of research is to examine secondary data first.

________ 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.

In a short essay, discuss the relationships among exploratory, descriptive, and causal research and provide some basic guidelines discussing the appropriate situation in which to apply each type of research design. Include a specific example of each research design type to support your answer.

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

research is typically more formal and structured than research.