Exam 3: Research Design

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

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 ________.

One reason to conduct causal research is to determine the degree to which marketing variables are associated.For example,to what extent is shopping at department stores related to eating out?

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.

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

In cohort analysis,it is likely that many of the individuals studied at time one will also be in the sample at time two.

The objective of conclusive research is to better understand the problem.

Which of these statements is true about panels?

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.

According to the text,the combination of research designs employed depends on the nature of the results desired.

There are three main types of research designs employed in marketing research: exploratory,descriptive,and conclusive.

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

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.

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

Which of the objectives below would best represent exploratory research?

A useful approach for managing a project is the critical path method (CPM),which involves dividing the research project into component activities,determining the sequence of these activities,and estimating the time required for each activity.

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

________ 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.

Marketing managers continually make decisions based on assumed causal relationships.Because these assumptions may be justifiable,the validity of the causal relationships need not be examined via formal research.

The objective of exploratory research is to explore or search through a problem or situation to provide insights and understanding (Table 3.2 in the text).