Question 1

Several online research firms such as Information Resources, Inc. (IRI)and ACNielsen use panels as a means of conducting research.

Accepted Answer

A) True 
 B)False  True

Question 2

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

Accepted Answer

A) True 
 B)False  False

Question 3

Electronic test markets require consumers, who are members of a panel, to carry identification cards.

Accepted Answer

A) True 
 B)False  True

Question 4

What type of experimental validity is concerned with the extent that the relationship observed between the independent and dependent variable during the experiment is generalizable to the real world?

Accepted Answer

A)  external validity 
B)  internal validity 
C)  extraneous validity 
D)  causal validity 
E)  confirmed validity 
A)  external validity 
B)  internal validity 
C)  extraneous validity 
D)  causal validity 
E)  confirmed validity

Question 5

What type of experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables?

Accepted Answer

A)  field experiments 
B)  extraneous experiments 
C)  laboratory experiments 
D)  artificial experiments 
E)  complex variable experiments 
A)  field experiments 
B)  extraneous experiments 
C)  laboratory experiments 
D)  artificial experiments 
E)  complex variable experiments

Question 6

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 
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 7

What type of research design should a researcher use if he or she wishes to determine the effect of a change in price on the sales of a particular brand?

Accepted Answer

A)  causal 
B)  exploitive 
C)  longitudinal 
D)  exploratory 
E)  discontinuous 
A)  causal 
B)  exploitive 
C)  longitudinal 
D)  exploratory 
E)  discontinuous

Question 8

Of the following, which is a potential disadvantage of using a simulated test market?

Accepted Answer

A)  The distribution network may or may not properly represent the firm's actual distribution system. 
B)  It is often very time consuming. 
C)  It is often too expensive. 
D)  It lacks confidentiality. 
E)  It is not as accurate as full-scale test markets. 
A)  The distribution network may or may not properly represent the firm's actual distribution system. 
B)  It is often very time consuming. 
C)  It is often too expensive. 
D)  It lacks confidentiality. 
E)  It is not as accurate as full-scale test markets.

Question 9

When a variable exerts influence on the dependent variable and 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 
A)  influencing variable 
B)  extraneous variable 
C)  unwanted variable 
D)  complex variable 
E)  effect variable

Question 10

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 can be categorized under which type of research design?

Accepted Answer

A)  exploratory research 
B)  causal research 
C)  deductive research 
D)  exploitive research 
E)  exhaustive research 
A)  exploratory research 
B)  causal research 
C)  deductive research 
D)  exploitive research 
E)  exhaustive research

Question 11

How can it be determined if an experiment is valid?

Accepted Answer

A)  The observed change in the dependent variable is in fact due to the independent variable. 
B)  The results of the experiment apply to the real world outside the experimental setting. 
C)  The results do not account for the effects of extraneous variables. 
D)  The results are reported in well-known news media. 
E)  A and B are correct. 
A)  The observed change in the dependent variable is in fact due to the independent variable. 
B)  The results of the experiment apply to the real world outside the experimental setting. 
C)  The results do not account for the effects of extraneous variables. 
D)  The results are reported in well-known news media. 
E)  A and B are correct.

Question 12

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 
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

Question 13

Projective techniques ask participants to project themselves into a situation and respond to specific questions about that situation.

Accepted Answer

A) True 
 B)False

Question 14

The choice of a research design depends largely upon the research objectives.

Accepted Answer

A) True 
 B)False

Question 15

Longitudinal studies are called such because they are very long, complex surveys. They have large sample sizes and require several months to complete the data analysis.

Accepted Answer

A) True 
 B)False

Question 16

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 17

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. 
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 18

True experimental designs do not have to resort to relying on experimental and control groups.

Accepted Answer

A) True 
 B)False

Question 19

Experimental designs provide procedures for devising an experimental setting, such that a change in a dependent variable may be attributed solely to the change in the independent variable.

Accepted Answer

A) True 
 B)False

Question 20

Sample surveys are descriptive, cross-sectional studies.

Accepted Answer

A) True 
 B)False

Several online research firms such as Information Resources, Inc. (IRI)and ACNielsen use panels as a means of conducting research.

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

Electronic test markets require consumers, who are members of a panel, to carry identification cards.

What type of experimental validity is concerned with the extent that the relationship observed between the independent and dependent variable during the experiment is generalizable to the real world?

What type of experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables?

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

What type of research design should a researcher use if he or she wishes to determine the effect of a change in price on the sales of a particular brand?

Of the following, which is a potential disadvantage of using a simulated test market?

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

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 can be categorized under which type of research design?

How can it be determined if an experiment is valid?

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

Projective techniques ask participants to project themselves into a situation and respond to specific questions about that situation.

The choice of a research design depends largely upon the research objectives.

Longitudinal studies are called such because they are very long, complex surveys. They have large sample sizes and require several months to complete the data analysis.

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

Which of the following is true about research design?

True experimental designs do not have to resort to relying on experimental and control groups.

Experimental designs provide procedures for devising an experimental setting, such that a change in a dependent variable may be attributed solely to the change in the independent variable.

Sample surveys are descriptive, cross-sectional studies.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 5: Research Design

Several online research firms such as Information Resources, Inc. (IRI)and ACNielsen use panels as a means of conducting research.

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

Electronic test markets require consumers, who are members of a panel, to carry identification cards.

What type of experimental validity is concerned with the extent that the relationship observed between the independent and dependent variable during the experiment is generalizable to the real world?

What type of experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables?

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

What type of research design should a researcher use if he or she wishes to determine the effect of a change in price on the sales of a particular brand?

Of the following, which is a potential disadvantage of using a simulated test market?

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

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 can be categorized under which type of research design?

How can it be determined if an experiment is valid?

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

Projective techniques ask participants to project themselves into a situation and respond to specific questions about that situation.

The choice of a research design depends largely upon the research objectives.

Longitudinal studies are called such because they are very long, complex surveys. They have large sample sizes and require several months to complete the data analysis.

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

Which of the following is true about research design?

True experimental designs do not have to resort to relying on experimental and control groups.

Experimental designs provide procedures for devising an experimental setting, such that a change in a dependent variable may be attributed solely to the change in the independent variable.

Sample surveys are descriptive, cross-sectional studies.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters