Question 1

________ is the most used descriptive design in marketing research.

Accepted Answer

A) Longitudinal design 
B) Exploratory design 
C) Cross-sectional design 
D) None of the above 
A) Longitudinal design 
B) Exploratory design 
C) Cross-sectional design 
D) None of the above

Question 2

________ is a type of non-sampling error arising from respondents who do respond but give inaccurate answers, or their answers are mis-recorded or mis-analyzed. It may be defined as the variation between the true mean value of the variable in the net sample and the observed mean value obtained in the marketing research project.

Accepted Answer

A) Random sampling error 
B) Non-response error 
C) Non-sampling error 
D) Response error 
A) Random sampling error 
B) Non-response error 
C) Non-sampling error 
D) Response error

Question 3

________ is a framework or blueprint for conducting the marketing research project.It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems.

Accepted Answer

A) Research classification 
B) Research design 
C) Design formulation 
D) None of the above 
A) Research classification 
B) Research design 
C) Design formulation 
D) None of the above

Question 4

Descriptive research is conducted for all of the following reasons except ________.

Accepted Answer

A) to describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas 
B) to determine the degree to which marketing variables are associated 
C) to understand which variables are the cause and which variables are the effect of a phenomenon 
D) to determine the perceptions of product characteristics 
A) to describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas 
B) to determine the degree to which marketing variables are associated 
C) to understand which variables are the cause and which variables are the effect of a phenomenon 
D) to determine the perceptions of product characteristics

Question 5

Cross-sectional designs involve the collection of information from any given sample of population elements only once.

Accepted Answer

A) True 
 B)False

Question 6

Longitudinal data enable researchers to examine changes in the behavior of individual units and to link behavioral changes to marketing variables, such as changes in advertising, packaging, pricing, and distribution.

Accepted Answer

A) True 
 B)False

Question 7

Descriptive research, in contrast to exploratory research, is marked by all of the following except ________.

Accepted Answer

A) a clear statement of the problem 
B) specific hypotheses 
C) detailed information needs 
D) flexibility 
A) a clear statement of the problem 
B) specific hypotheses 
C) detailed information needs 
D) flexibility

Question 8

Which of the objectives below would best represent conclusive research?

Accepted Answer

A) Describe market characteristics or functions. 
B) Determine cause and effect relationships. 
C) Provide insights and understanding. 
D) A and B are correct. 
A) Describe market characteristics or functions. 
B) Determine cause and effect relationships. 
C) Provide insights and understanding. 
D) A and B are correct.

Question 9

A useful approach for managing a project is the critical path method (CPM), which involves dividing the research project into component activities, determining the sequence of these activities, and estimating the time required for each activity.

Accepted Answer

A) True 
 B)False

Question 10

Budgeting and scheduling management tools help ensure that the marketing research project is completed within the available resources.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

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

Question 12

The example given in the text stated that focus groups conducted in Saudi Arabia to determine attitude towards major appliances could be conducted the same as in the U.S. Men and women could participate jointly in the focus group.

Accepted Answer

A) True 
 B)False

Question 13

When trying to determine which research design is best to choose, it is best to begin with exploratory research if the objective of the research is to ________.

Accepted Answer

A) test hypotheses 
B) conduct an annual customer satisfaction survey 
C) define the problem more precisely 
D) quantify the relative salience of social causes that businesses should be concerned about 
A) test hypotheses 
B) conduct an annual customer satisfaction survey 
C) define the problem more precisely 
D) quantify the relative salience of social causes that businesses should be concerned about

Question 14

According to your text, non-representativeness in panels may arise because of all of the following except ________.

Accepted Answer

A) respondent intelligence 
B) mortality 
C) refusal to cooperate 
D) payment 
A) respondent intelligence 
B) mortality 
C) refusal to cooperate 
D) payment

Question 15

In single cross-sectional designs, there are two or more samples of respondents, and information from each sample is obtained only once.

Accepted Answer

A) True 
 B)False

Question 16

________ designs involve the collection of information from any given sample of population elements only once.

Accepted Answer

A) Exploratory 
B) Causal 
C) Cross-sectional 
D) None of the above 
A) Exploratory 
B) Causal 
C) Cross-sectional 
D) None of the above

Question 17

A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time.

Accepted Answer

A) True 
 B)False

Question 18

A major difference between exploratory and descriptive research is that exploratory research is characterized by the prior formulation of specific hypotheses.

Accepted Answer

A) True 
 B)False

Question 19

According to the text, the combination of research designs employed depends on the nature of the results desired.

Accepted Answer

A) True 
 B)False

Question 20

________ is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project.

Accepted Answer

A) Measurement error 
B) Recording error 
C) Total error 
D) Cheating error 
A) Measurement error 
B) Recording error 
C) Total error 
D) Cheating error

Exam 3: Research Design

________ is the most used descriptive design in marketing research.

________ is a framework or blueprint for conducting the marketing research project.It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems.

Descriptive research is conducted for all of the following reasons except ________.

Cross-sectional designs involve the collection of information from any given sample of population elements only once.

Longitudinal data enable researchers to examine changes in the behavior of individual units and to link behavioral changes to marketing variables, such as changes in advertising, packaging, pricing, and distribution.

Descriptive research, in contrast to exploratory research, is marked by all of the following except ________.

Which of the objectives below would best represent conclusive research?

A useful approach for managing a project is the critical path method (CPM), which involves dividing the research project into component activities, determining the sequence of these activities, and estimating the time required for each activity.

Budgeting and scheduling management tools help ensure that the marketing research project is completed within the available resources.

________ is a type of conclusive research that has as its major objective the description of somethingusually market characteristics or functions.

The example given in the text stated that focus groups conducted in Saudi Arabia to determine attitude towards major appliances could be conducted the same as in the U.S. Men and women could participate jointly in the focus group.

When trying to determine which research design is best to choose, it is best to begin with exploratory research if the objective of the research is to ________.

According to your text, non-representativeness in panels may arise because of all of the following except ________.

In single cross-sectional designs, there are two or more samples of respondents, and information from each sample is obtained only once.

________ designs involve the collection of information from any given sample of population elements only once.

A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time.

A major difference between exploratory and descriptive research is that exploratory research is characterized by the prior formulation of specific hypotheses.

According to the text, the combination of research designs employed depends on the nature of the results desired.

________ is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project.

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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