Question 1

Specifying the format of the marketing research proposal is one of the components involved in research design.

Accepted Answer

A) True 
 B)False

Question 2

________ is research designed to assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation.

Accepted Answer

A) Exploratory research 
B) Conclusive research 
C) Complex research 
D) Problem-identification research 
A) Exploratory research 
B) Conclusive research 
C) Complex research 
D) Problem-identification research

Question 3

Typically, a ________ involves the tasks of designing the information needed, specifying the measurement and scaling procedures, and developing a plan of data analysis.

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

________ are errors that can be attributed to sources other than sampling, and they can be random or nonrandom.

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 5

________ is a type of non-sampling error that occurs when some of the respondents included in the sample do not respond.This error may be defined as the variation between the true mean value of the variable in the original sample and the true mean value in the net sample.

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 6

________ is a type of research design involving a fixed sample of population elements that is measured repeatedly.The sample remains the same over time thus providing a series of pictures which, when viewed together, portray a vivid illustration of the situation and the changes that are taking place over time.

Accepted Answer

A) Exploratory research design 
B) Causal research design 
C) Cross-sectional research design 
D) Longitudinal research design 
A) Exploratory research design 
B) Causal research design 
C) Cross-sectional research design 
D) Longitudinal research design

Question 7

If there were a need to isolate key variables and relationships for further examination, it would be best to perform ________.

Accepted Answer

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

Question 8

Conclusive research is typically more formal and structured than exploratory research.

Accepted Answer

A) True 
 B)False

Question 9

Joan needs to determine which variables and relationships she should examine further as part of the research she is conducting for the Flager Truck Company. Joan is about to embark on what type of research?

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 10

In formulating a research design, the researcher should attempt to minimize a particular source of error, not just the total error.

Accepted Answer

A) True 
 B)False

Question 11

The error that arises from the respondent's unwillingness to provide accurate information is ________.Respondents may intentionally misreport their answers because of a desire to provide socially acceptable answers, avoid embarrassment, or please the interviewer.

Accepted Answer

A) questioning error 
B) unwillingness error 
C) sampling frame error 
D) recording error 
A) questioning error 
B) unwillingness error 
C) sampling frame error 
D) recording error

Question 12

The total error 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) True 
 B)False

Question 13

Which of the following tasks is not a component of research design?

Accepted Answer

A) Design the exploratory, descriptive, and/or causal phases of the research. 
B) Construct and pretest a questionnaire (interviewing form)or an appropriate form for data collection. 
C) Specify the sampling process and sample size. 
D) Develop hypotheses. 
A) Design the exploratory, descriptive, and/or causal phases of the research. 
B) Construct and pretest a questionnaire (interviewing form)or an appropriate form for data collection. 
C) Specify the sampling process and sample size. 
D) Develop hypotheses.

Question 14

________ is defined as the official layout of the planned marketing research activity for management. It describes the research problem, the approach, the research design, data collection methods, data analysis methods, and reporting methods.

Accepted Answer

A) Research design 
B) The critical path method 
C) The marketing research proposal 
D) The marketing research problem 
A) Research design 
B) The critical path method 
C) The marketing research proposal 
D) The marketing research problem

Question 15

The variation between the population defined by the researcher and the population as implied by the sampling frame (list)used is ________.

Accepted Answer

A) questioning error 
B) unwillingness error 
C) sampling frame error 
D) recording error 
A) questioning error 
B) unwillingness error 
C) sampling frame error 
D) recording error

Question 16

Cross-sectional and longitudinal designs are types of ________ (Figure 3.1 in the text).

Accepted Answer

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

Question 17

Which data collection method is used in causal research?

Accepted Answer

A) experiments 
B) surveys 
C) expert surveys 
D) panels 
A) experiments 
B) surveys 
C) expert surveys 
D) panels

Question 18

Specifying the measurement and scaling procedures is one of the components involved in research design.

Accepted Answer

A) True 
 B)False

Question 19

________ is the error due to the particular sample selected being an imperfect representation of the population of interest.It may be defined as the variation between the true mean value for the sample and the true mean value of the population.

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 20

Sometimes, the term sample survey is used interchangeably with the term longitudinal design.

Accepted Answer

A) True 
 B)False

Exam 3: Research Design

Specifying the format of the marketing research proposal is one of the components involved in research design.

________ is research designed to assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation.

Typically, a ________ involves the tasks of designing the information needed, specifying the measurement and scaling procedures, and developing a plan of data analysis.

________ are errors that can be attributed to sources other than sampling, and they can be random or nonrandom.

________ is a type of non-sampling error that occurs when some of the respondents included in the sample do not respond.This error may be defined as the variation between the true mean value of the variable in the original sample and the true mean value in the net sample.

If there were a need to isolate key variables and relationships for further examination, it would be best to perform ________.

Conclusive research is typically more formal and structured than exploratory research.

Joan needs to determine which variables and relationships she should examine further as part of the research she is conducting for the Flager Truck Company. Joan is about to embark on what type of research?

In formulating a research design, the researcher should attempt to minimize a particular source of error, not just the total error.

The error that arises from the respondent's unwillingness to provide accurate information is ________.Respondents may intentionally misreport their answers because of a desire to provide socially acceptable answers, avoid embarrassment, or please the interviewer.

The total error 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.

Which of the following tasks is not a component of research design?

________ is defined as the official layout of the planned marketing research activity for management. It describes the research problem, the approach, the research design, data collection methods, data analysis methods, and reporting methods.

The variation between the population defined by the researcher and the population as implied by the sampling frame (list)used is ________.

Cross-sectional and longitudinal designs are types of ________ (Figure 3.1 in the text).

Which data collection method is used in causal research?

Specifying the measurement and scaling procedures is one of the components involved in research design.

________ is the error due to the particular sample selected being an imperfect representation of the population of interest.It may be defined as the variation between the true mean value for the sample and the true mean value of the population.

Sometimes, the term sample survey is used interchangeably with the term longitudinal design.

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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