Question 1

The insights gained from exploratory research might be verified or quantified by conclusive research.

Accepted Answer

A) True 
 B)False  True

Question 2

Research designs may be broadly classified as ________ or ________ (Figure 3.1 in the text).

Accepted Answer

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

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 design 
B)  research classification 
C)  design formulation 
D)  none of the above 
A)  research design 
B)  research classification 
C)  design formulation 
D)  none of the above A

Question 4

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

Question 5

Which of the objectives below would best represent exploratory research?

Accepted Answer

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

Question 6

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

Question 7

The objective of conclusive research is to test specific results and examine specific relationships.

Accepted Answer

A) True 
 B)False

Question 8

All of the following are advantages of longitudinal designs over cross-sectional designs (Table 3.4 in the text)except ________.

Accepted Answer

A)  large amount of data collection 
B)  accuracy 
C)  detecting change 
D)  representative sampling 
A)  large amount of data collection 
B)  accuracy 
C)  detecting change 
D)  representative sampling

Question 9

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

Question 10

When conducting exploratory research,the focus of the investigation may shift constantly as new insights are discovered.

Accepted Answer

A) True 
 B)False

Question 11

________ is the most used descriptive design in marketing research.

Accepted Answer

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

Question 12

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

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

Question 14

Jerry and the team working on the Roger Tire Company marketing research project are developing ways to test their hypothesis that drivers of larger trucks prefer dual belted radial tires.What type of research are they conducting?

Accepted Answer

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

Question 15

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 16

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 17

In a recent study,the population of the affluent households was defined in four different ways: (1)households with income of $50,000 or more; (2)the top 20 percent of households,as measured by income; (3)households with net worth over $250,000;and (4)households with spendable discretionary income 30 percent higher than that of comparable households.The number and characteristics of the affluent households varied depending upon the definition,underscoring the need to avoid ________.

Accepted Answer

A)  population definition error 
B)  measurement error 
C)  respondent selection error 
D)  sampling frame error 
A)  population definition error 
B)  measurement error 
C)  respondent selection error 
D)  sampling frame error

Question 18

The marketing research proposal contains the essence of the project and serves as a contract between the researcher and the respondent.

Accepted Answer

A) True 
 B)False

Question 19

Sometimes the term ________ is used interchangeably with the term longitudinal design.

Accepted Answer

A)  panel 
B)  survey 
C)  experiment 
D)  none of the above 
A)  panel 
B)  survey 
C)  experiment 
D)  none of the above

Question 20

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

Exam 3: Research Design

The insights gained from exploratory research might be verified or quantified by conclusive research.

Research designs may be broadly classified as ________ or ________ (Figure 3.1 in the text).

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

Which of the objectives below would best represent exploratory research?

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 ________.

The objective of conclusive research is to test specific results and examine specific relationships.

All of the following are advantages of longitudinal designs over cross-sectional designs (Table 3.4 in the text)except ________.

________ 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.

When conducting exploratory research,the focus of the investigation may shift constantly as new insights are discovered.

________ is the most used descriptive design in marketing research.

________ 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.

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

Jerry and the team working on the Roger Tire Company marketing research project are developing ways to test their hypothesis that drivers of larger trucks prefer dual belted radial tires.What type of research are they conducting?

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

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

The marketing research proposal contains the essence of the project and serves as a contract between the researcher and the respondent.

Sometimes the term ________ is used interchangeably with the term longitudinal design.

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?

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

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative 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

Filters

Research designs may be broadly classified as or (Figure 3.1 in the text).