Question 1

Which of the following best represents the criteria discussed by your authors to be used in selection of a test market city?

Accepted Answer

A) representativeness, isolation and cost 
B) representativeness, existing company presence, control of promotion 
C) representativeness, isolation and control of distribution and promotion 
D) representativeness, cost and control of competitor's intelligence 
E) representativeness, cost and ability to meet the federal codes regulating test markets

Question 2

A procedure for ensuring that the change in the dependent variable may be solely attributed to the change in the independent variable is called:

Accepted Answer

A) an experimental design 
B) a variable design 
C) a procedural design 
D) a design procedure 
E) a change procedure

Question 3

A pretest refers to measuring the dependent variable prior to changing the independent variable.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is NOT true of depth interviews?

Accepted Answer

A) They are especially useful when the researcher wants to understand decision making on the individual level. 
B) A trained interviewer is used. 
C) Interviews cannot be conducted in the participants' homes. 
D) The respondent is not influenced by others, as in a focus group. 
E) They are especially useful when the researcher wants to understand how products are used.

Question 5

Descriptive research is desirable when we wish to project a study's findings to a larger population.

Accepted Answer

A) True 
 B)False

Question 6

The moderator's task in a focus group is to allow openness among the respondents and to never try to focus them on some general area of interest.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is not true of secondary data,or information?

Accepted Answer

A) They have been collected for a purpose. 
B) They are almost always a part of a marketing research project. 
C) They are widespread and readily available. 
D) They are difficult to find because you must first petition the researcher to get the data. 
E) You can conduct a search for secondary information on virtually any topic quickly and efficiently.

Question 8

Appropriate methods for conducting exploratory research would include:

Accepted Answer

A) secondary data analysis 
B) experience surveys 
C) case analysis 
D) only A and B 
E) all of the above

Question 9

The advantage of the continuous panel is they represent a large group of persons who have made themselves available for research.

Accepted Answer

A) True 
 B)False

Question 10

Descriptive research asks who,what,where,when and how; it also provides conclusive answers to why and therefore,descriptive research establishes causality.

Accepted Answer

A) True 
 B)False

Question 11

What makes an experimental design a "true" experimental design?

Accepted Answer

A) There are no "false" variables. 
B) It truly isolates the effects of the independent variable on the dependent variable while controlling for effects of any extraneous variables. 
C) It is performed by a certified marketing researcher. 
D) both A and C 
E) none of the above

Question 12

Focus groups are small groups of people brought together and guided by a moderator through an unstructured,spontaneous discussion for the purpose of gaining information relevant to the research problem.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following symbols represents the experimental effect?

Accepted Answer

A) O 
B) X 
C) C 
D) E 
E) none of the above

Question 14

Dependent variables are those over which the experimenter has total,direct control; they may be easily manipulated by experimenters.

Accepted Answer

A) True 
 B)False

Question 15

If you were gathering information from those thought to be knowledgeable on the issues relevant to the research problem,you would probably be using which method of exploratory research?

Accepted Answer

A) Secondary data analysis 
B) Experience surveys 
C) Case analysis 
D) Longitudinal studies 
E) Cross-sectional studies

Question 16

The four research designs are exploratory,exploitive,descriptive and longitudinal.

Accepted Answer

A) True 
 B)False

Question 17

With ________,the researcher observes the effects or results of the behavior rather than the behavior itself.

Accepted Answer

A) indirect observation 
B) disguised observation 
C) undisguised research 
D) direct observation 
E) guided observation

Question 18

Continuous panels provide data that may be used for brand-switching studies.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) cost, competitor intervention, and government regulations of test markets 
B) fallibility of results, cost, exposure of product/service to competition and ethical issues 
C) cost, delay in getting to the market first, competitive awareness of the product/service 
D) inability to test marketing mix variables 
E) disadvantages were not discussed in your book

Question 20

Placing a person in a decision making setting and asking them to verbalize everything they consider when making a purchase decision is called ethnographic research.

Accepted Answer

A) True 
 B)False

Exam 4: Research Design Alternatives and Qualitative Research

Which of the following best represents the criteria discussed by your authors to be used in selection of a test market city?

A procedure for ensuring that the change in the dependent variable may be solely attributed to the change in the independent variable is called:

A pretest refers to measuring the dependent variable prior to changing the independent variable.

Which of the following is NOT true of depth interviews?

Descriptive research is desirable when we wish to project a study's findings to a larger population.

The moderator's task in a focus group is to allow openness among the respondents and to never try to focus them on some general area of interest.

Which of the following is not true of secondary data,or information?

Appropriate methods for conducting exploratory research would include:

The advantage of the continuous panel is they represent a large group of persons who have made themselves available for research.

Descriptive research asks who,what,where,when and how; it also provides conclusive answers to why and therefore,descriptive research establishes causality.

What makes an experimental design a "true" experimental design?

Focus groups are small groups of people brought together and guided by a moderator through an unstructured,spontaneous discussion for the purpose of gaining information relevant to the research problem.

Which of the following symbols represents the experimental effect?

Dependent variables are those over which the experimenter has total,direct control; they may be easily manipulated by experimenters.

If you were gathering information from those thought to be knowledgeable on the issues relevant to the research problem,you would probably be using which method of exploratory research?

The four research designs are exploratory,exploitive,descriptive and longitudinal.

With ________,the researcher observes the effects or results of the behavior rather than the behavior itself.

Continuous panels provide data that may be used for brand-switching studies.

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

Placing a person in a decision making setting and asking them to verbalize everything they consider when making a purchase decision is called ethnographic research.