Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

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

Question 3

Define cross-sectional design and longitudinal design.Develop an example of each using the same basic situation.

Accepted Answer

A cross-sectional design is a design in

Question 4

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

Accepted Answer

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

Question 5

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 6

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

Question 7

Which data collection method is used in causal research?

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

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

Question 10

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

Question 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

A major advantage of longitudinal design 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) True 
 B)False

Question 15

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

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 16

The marketing research proposal consists of many sections.The ________ section is normally a statement of the problem,including the specific components.

Accepted Answer

A)  research design 
B)  executive summary 
C)  approach to the problem 
D)  problem definition/objectives of the research 
A)  research design 
B)  executive summary 
C)  approach to the problem 
D)  problem definition/objectives of the research

Question 17

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 18

Patronage at the local Macy's has been declining.What is the cause and how can it be stopped? Use the six Ws used in descriptive design to clearly define the information needed to address this management decision problem.

Accepted Answer

The six Ws are as follows:
Who-Who shoul

Question 19

Exploratory research is used in cases when you must define the problem more precisely,identify relevant courses of action,or gain additional insights before an approach can be developed.

Accepted Answer

A) True 
 B)False

Question 20

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

Exam 3: Research Design

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

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

Define cross-sectional design and longitudinal design.Develop an example of each using the same basic situation.

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

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.

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.

Which data collection method is used in causal research?

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

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 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.

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

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 major advantage of longitudinal design 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.

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

The marketing research proposal consists of many sections.The ________ section is normally a statement of the problem,including the specific components.

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

Patronage at the local Macy's has been declining.What is the cause and how can it be stopped? Use the six Ws used in descriptive design to clearly define the information needed to address this management decision problem.

Exploratory research is used in cases when you must define the problem more precisely,identify relevant courses of action,or gain additional insights before an approach can be developed.

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.

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

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