Question 1

Shorter Labs is conducting experiments to see if shoppers will buy unknown products if they are sent coupons. Shorter Labs is conducting causal research.

Accepted Answer

A) True 
 B)False

Question 2

The research design suitable for one country may not be suitable in another country.

Accepted Answer

A) True 
 B)False

Question 3

The question, "How did the American people rate the performance of George W.Bush immediately after the war in Afghanistan?" would be addressed using a ________.However, a ________ would be used to address the question, "How did the American people change their view of Bush's performance during the war in Afghanistan?"

Accepted Answer

A) longitudinal design; multiple cross-sectional 
B) cross-sectional design; longitudinal design 
C) longitudinal; cross-sectional design 
D) none of the above 
A) longitudinal design; multiple cross-sectional 
B) cross-sectional design; longitudinal design 
C) longitudinal; cross-sectional design 
D) none of the above

Question 4

You work for Innovative Focus, an internationally recognized consulting firm. You are working on the Waterpik account to help them with finding their next successful product. You are meeting with the Waterpik marketing professionals tomorrow to conduct a trends meeting to list and prioritize key consumer wants and needs. You have also scheduled a meeting with the Waterpik engineers to uncover applicable technologies and the company's internal competencies. What type of research are you conducting in your meetings with Waterpik?

Accepted Answer

A) simple research 
B) exploratory research 
C) descriptive research 
D) causal research 
A) simple research 
B) exploratory research 
C) descriptive research 
D) causal research

Question 5

The marketing research proposal does not include a reporting section because a separate final report of the research project findings is provided at the end of the project.

Accepted Answer

A) True 
 B)False

Question 6

What are the relative advantages and disadvantages of longitudinal versus cross-sectional designs?

Accepted Answer

The relative advantages and disadvantage

Question 7

A research design is a framework or blueprint for conducting the marketing research project.

Accepted Answer

A) True 
 B)False

Question 8

A descriptive design requires a clear specification of the who, what, when, where, why, and way (the six Ws)of the research.

Accepted Answer

A) True 
 B)False

Question 9

Which of the objectives below would best represent exploratory research?

Accepted Answer

A) Describe market characteristics or functions. 
B) Determine cause and effect relationships. 
C) Provide insights and understanding. 
D) Test specific hypotheses and examine relationships. 
A) Describe market characteristics or functions. 
B) Determine cause and effect relationships. 
C) Provide insights and understanding. 
D) Test specific hypotheses and examine relationships.

Question 10

Single cross-sectional designs are also called ________.

Accepted Answer

A) experiment designs 
B) sample survey research designs 
C) qualitative research designs 
D) none of the above 
A) experiment designs 
B) sample survey research designs 
C) qualitative research designs 
D) none of the above

Question 11

________ is a cross-sectional design in which there are two or more samples of respondents and information is obtained from each sample only once.

Accepted Answer

A) Multiple cross-sectional design 
B) Single cross-sectional design 
C) Cohort analysis 
D) None of the above 
A) Multiple cross-sectional design 
B) Single cross-sectional design 
C) Cohort analysis 
D) None of the above

Question 12

________ refers to a sample of respondents who have agreed to provide information at specified intervals over an extended period.

Accepted Answer

A) Experiment 
B) Survey 
C) Panel 
D) None of the above 
A) Experiment 
B) Survey 
C) Panel 
D) None of the above

Question 13

Identifying alternative courses of action and establishing priorities for further research are purposes for which exploratory research is used.

Accepted Answer

A) True 
 B)False

Question 14

In cohort analysis, it is likely that many of the individuals studied at time one will also be in the sample at time two.

Accepted Answer

A) True 
 B)False

Question 15

Exploratory research is used in all of the following cases except ________.

Accepted Answer

A) selecting the course of action to take in a given situation 
B) when you must define the problem more precisely 
C) when you must identify relevant courses of action 
D) when you must gain additional insights before an approach can be developed 
A) selecting the course of action to take in a given situation 
B) when you must define the problem more precisely 
C) when you must identify relevant courses of action 
D) when you must gain additional insights before an approach can be developed

Question 16

The cross-sectional study is the least used descriptive design in marketing research.

Accepted Answer

A) True 
 B)False

Question 17

A formal research design specifies the methods for selecting the sources of information and for collecting data from those sources.A ________ design requires a clear specification of the who, what, when, where, why, and way (the six Ws)of the research.

Accepted Answer

A) descriptive 
B) causal 
C) exploratory 
D) none of the above 
A) descriptive 
B) causal 
C) exploratory 
D) none of the above

Question 18

Which statement is not true about research design?

Accepted Answer

A) Research design is a framework for conducting the marketing research project. 
B) Research design specifies the measurement and scaling procedures. 
C) Research design is undertaken before developing the approach to the problem. 
D) Research design is undertaken after the marketing research problem is defined. 
A) Research design is a framework for conducting the marketing research project. 
B) Research design specifies the measurement and scaling procedures. 
C) Research design is undertaken before developing the approach to the problem. 
D) Research design is undertaken after the marketing research problem is defined.

Question 19

A major advantage of ________ over the cross-sectional design is the ability to detect change as a result of repeated measurement of the same variables on the same sample.

Accepted Answer

A) longitudinal design 
B) descriptive research design 
C) causal research design 
D) conclusive research design 
A) longitudinal design 
B) descriptive research design 
C) causal research design 
D) conclusive research design

Question 20

The client should not take undue advantage of the research firm to solicit unfair concessions for the current project by making false promises of future research contracts.

Accepted Answer

A) True 
 B)False

Exam 3: Research Design

Shorter Labs is conducting experiments to see if shoppers will buy unknown products if they are sent coupons. Shorter Labs is conducting causal research.

The research design suitable for one country may not be suitable in another country.

The marketing research proposal does not include a reporting section because a separate final report of the research project findings is provided at the end of the project.

What are the relative advantages and disadvantages of longitudinal versus cross-sectional designs?

A research design is a framework or blueprint for conducting the marketing research project.

A descriptive design requires a clear specification of the who, what, when, where, why, and way (the six Ws)of the research.

Which of the objectives below would best represent exploratory research?

Single cross-sectional designs are also called ________.

________ is a cross-sectional design in which there are two or more samples of respondents and information is obtained from each sample only once.

________ refers to a sample of respondents who have agreed to provide information at specified intervals over an extended period.

Identifying alternative courses of action and establishing priorities for further research are purposes for which exploratory research is used.

In cohort analysis, it is likely that many of the individuals studied at time one will also be in the sample at time two.

Exploratory research is used in all of the following cases except ________.

The cross-sectional study is the least used descriptive design in marketing research.

A formal research design specifies the methods for selecting the sources of information and for collecting data from those sources.A ________ design requires a clear specification of the who, what, when, where, why, and way (the six Ws)of the research.

Which statement is not true about research design?

A major advantage of ________ over the cross-sectional design is the ability to detect change as a result of repeated measurement of the same variables on the same sample.

The client should not take undue advantage of the research firm to solicit unfair concessions for the current project by making false promises of future research contracts.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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