Question 1

Causal research is best utilized to define terms.

Accepted Answer

A) True 
 B)False  False

Question 2

Of the following situations,which would be the most appropriate for using a discontinuous panel?

Accepted Answer

A)  to gain insights into changes in consumers' purchases and attitudes
B)  to determine if members of the panel switched brands from one time period to the next
C)  to measure changes in market shares of brands
D)  to measure changes in consumers' price sensitivity
E)  to determine how consumers feel about two different product concepts by varying panel questions from one panel measurement to the next E

Question 3

Descriptive or causal research are best used to help gain background information about the problem.

Accepted Answer

A) True 
 B)False  False

Question 4

The dependent variable is always manipulated in the experimental group but never in the control group.

Accepted Answer

A) True 
 B)False

Question 5

In which of the following situations should exploratory research be used?

Accepted Answer

A)  to measure the relationships among variables
B)  when experimentation is needed
C)  to define terms
D)  in situations in which all of the concepts are clearly defined and measured
E)  to determine how variable x causes variable y

Question 6

Which of the following is true about research design?

Accepted Answer

A)  Research design should be the first consideration in a research project.
B)  Research design should be selected after thoroughly considering the problem and research objectives.
C)  Research design decisions should be made after data analysis.
D)  Research design should be selected during the initial meeting with a client.
E)  Research designs should be made after data collection.

Question 7

Several online research firms,such as Knowledge Networks and Nielsen,use panels as a means of conducting research.

Accepted Answer

A) True 
 B)False

Question 8

When a variable exerts influence on the dependent variable but is not an independent variable,we refer to it as a(n):

Accepted Answer

A)  influencing variable.
B)  extraneous variable.
C)  unwanted variable.
D)  complex variable.
E)  effect variable.

Question 9

Sample surveys are descriptive,cross-sectional studies.

Accepted Answer

A) True 
 B)False

Question 10

Because all products eventually end up in the consumer market,there is no such thing as industrial test markets.

Accepted Answer

A) True 
 B)False

Question 11

What type of test markets are conducted by outside research firms who guarantee distribution of the product through prespecified types and numbers of distributors?

Accepted Answer

A)  controlled test markets
B)  electronic test markets
C)  standard test markets
D)  simulated test markets
E)  guaranteed distribution test markets

Question 12

Marketing research projects vary widely;some are taste tests in "kitchen-like" labs while others may be confined to library research.

Accepted Answer

A) True 
 B)False

Question 13

Experience surveys are carried out in order to assess the experience levels of several marketing research firms in order to select the most appropriate firm to conduct the project.

Accepted Answer

A) True 
 B)False

Question 14

Market-tracking studies track a variable of interest,such as market share over time,and represent a use of cross-sectional studies.

Accepted Answer

A) True 
 B)False

Question 15

In experimental design nomenclature,an E represents the experimental effect: that is,the change in the dependent variable occurring due to a change in the independent variable.

Accepted Answer

A) True 
 B)False

Question 16

There is only one use of test markets: to determine the sales potential for a new product or service.

Accepted Answer

A) True 
 B)False

Question 17

Knowledge of research design is helpful because certain designs can be matched with certain problems and this provides a blueprint for the researcher.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following best represents the disadvantages of conducting test markets as discussed by the authors?

Accepted Answer

A)  cost,competitor intervention,and government regulations of test markets
B)  infallibility of results,cost,and exposure of product/service to competition and ethical issues
C)  cost,delay in getting to the market first,and competitive awareness of the product/service
D)  relying on consumers in only one market,using distributors who "know" there is a test,biased results arising from too much executive time being allocated to the test as opposed to normal market conditions
E)  Disadvantages were not discussed in the textbook.

Question 19

A firm selects a test market city that it believes will produce very favorable results because it knows the media will publicize the "success" of the new test product.This may be considered stupid,but it would not be considered unethical.

Accepted Answer

A) True 
 B)False

Question 20

At Momentum Market Intelligence (MMI)a client experiences a 12% decline in market share.Since MMI knows "they don't know what the problem is," the research design they should use is:

Accepted Answer

A)  causal.
B)  explanatory.
C)  experimental.
D)  cross-longitudinal.
E)  exploratory.

Exam 4: Research Design

Causal research is best utilized to define terms.

Of the following situations,which would be the most appropriate for using a discontinuous panel?

Descriptive or causal research are best used to help gain background information about the problem.

The dependent variable is always manipulated in the experimental group but never in the control group.

In which of the following situations should exploratory research be used?

Which of the following is true about research design?

Several online research firms,such as Knowledge Networks and Nielsen,use panels as a means of conducting research.

When a variable exerts influence on the dependent variable but is not an independent variable,we refer to it as a(n) :

Sample surveys are descriptive,cross-sectional studies.

Because all products eventually end up in the consumer market,there is no such thing as industrial test markets.

What type of test markets are conducted by outside research firms who guarantee distribution of the product through prespecified types and numbers of distributors?

Marketing research projects vary widely;some are taste tests in "kitchen-like" labs while others may be confined to library research.

Experience surveys are carried out in order to assess the experience levels of several marketing research firms in order to select the most appropriate firm to conduct the project.

Market-tracking studies track a variable of interest,such as market share over time,and represent a use of cross-sectional studies.

In experimental design nomenclature,an E represents the experimental effect: that is,the change in the dependent variable occurring due to a change in the independent variable.

There is only one use of test markets: to determine the sales potential for a new product or service.

Knowledge of research design is helpful because certain designs can be matched with certain problems and this provides a blueprint for the researcher.

Which of the following best represents the disadvantages of conducting test markets as discussed by the authors?

A firm selects a test market city that it believes will produce very favorable results because it knows the media will publicize the "success" of the new test product.This may be considered stupid,but it would not be considered unethical.

At Momentum Market Intelligence (MMI) a client experiences a 12% decline in market share.Since MMI knows "they don't know what the problem is," the research design they should use is: