Question 1

In the context of a drop-off survey, which of the following is True?

Accepted Answer

A)  It is a face-to-face personal interview that takes place in a shopping mall. 
B)  It is a face-to-face structured question-and-answer exchange conducted in a respondent's home or at times in an office environment. 
C)  In this survey, a representative of the researcher hand-delivers a self-administered questionnaire to selected respondents. 
D)  FCC regulations prevent the use of drop-off surveys. 
E)  In this survey, the researcher arranges for a computer-assisted telephone interview with the respondents. 
A)  It is a face-to-face personal interview that takes place in a shopping mall. 
B)  It is a face-to-face structured question-and-answer exchange conducted in a respondent's home or at times in an office environment. 
C)  In this survey, a representative of the researcher hand-delivers a self-administered questionnaire to selected respondents. 
D)  FCC regulations prevent the use of drop-off surveys. 
E)  In this survey, the researcher arranges for a computer-assisted telephone interview with the respondents. C

Question 2

What are the main objectives of test marketing?

Accepted Answer

Test marketing, often referred to as a controlled field experiment, has three broad applications in marketing research. First, test marketing has long been used to pilot test new product introductions or product modifications. This approach tests a product on a small-scale basis with realistic market conditions to determine if the product is likely to be successful in a national launch. Second, test marketing is used to explore different options of marketing mix elements. Different marketing plans, using different variations of marketing mix elements, are tested and evaluated relative to the likely success of a particular product. Third, product weaknesses or strengths or inconsistencies in the marketing strategies are frequently examined in test marketing. In sum, the main objectives of test marketing are to predict sales, identify possible customer reactions, and anticipate adverse consequences of marketing programs. Test marketing measures the sales potential of a product or service and evaluates variables in the marketing mix.

Question 3

Wireless phone surveys are most suitable for research that involves long and/or complex questions and responses.

Accepted Answer

A) True 
 B)False  False

Question 4

Data that are generalizable cannot be accurately projected to a target population.

Accepted Answer

A) True 
 B)False

Question 5

Field experiments are less expensive to conduct than laboratory experiments.

Accepted Answer

A) True 
 B)False

Question 6

When compared with mall-intercept interviews, in-house interviews:

Accepted Answer

A)  are person-administered surveys. 
B)  are face-to-face interviews. 
C)  are conducted in environments that are unfamiliar to respondents. 
D)  are less expensive. 
E)  are less convenient for researchers. 
A)  are person-administered surveys. 
B)  are face-to-face interviews. 
C)  are conducted in environments that are unfamiliar to respondents. 
D)  are less expensive. 
E)  are less convenient for researchers.

Question 7

If the research objective is to determine whether differences exist between groups, it is advisable to use descriptive research designs.

Accepted Answer

A) True 
 B)False

Question 8

Define independent variables, dependent variables, control variables, and extraneous variables.

Accepted Answer

Independent variables are variables whos

Question 9

Experimental research is primarily a hypothesis-testing method.

Accepted Answer

A) True 
 B)False

Question 10

In the context of selecting the appropriate survey method, the less detailed the information needed, the higher respondents' knowledge level must be to get them to participate in a survey.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is an advantage of conducting a wireless phone survey?

Accepted Answer

A)  It allows researchers to use the autodialing feature. 
B)  It ensures that there is no time delay between questions and receipt of responses. 
C)  It provides relatively large sample sizes. 
D)  It is most suitable for research involving long and complex questions. 
E)  It allows researchers to obtain representative samples. 
A)  It allows researchers to use the autodialing feature. 
B)  It ensures that there is no time delay between questions and receipt of responses. 
C)  It provides relatively large sample sizes. 
D)  It is most suitable for research involving long and complex questions. 
E)  It allows researchers to obtain representative samples.

Question 12

In the context of selecting the appropriate survey method, budget determinations are frequently much more arbitrary than researchers would prefer.

Accepted Answer

A) True 
 B)False

Question 13

Telephone surveys are not limited by national borders.

Accepted Answer

A) True 
 B)False

Question 14

Telephone interviews facilitate interviews with respondents across a wide geographic area.

Accepted Answer

A) True 
 B)False

Question 15

Long time frames give researchers the luxury of selecting the method that will produce the highest quality data.

Accepted Answer

A) True 
 B)False

Question 16

Discuss some of the major advantages of online surveys.

Accepted Answer

Online (or Internet) surveys have some m

Question 17

Unlike descriptive research, causal research requires researchers to:

Accepted Answer

A)  establish a negative relationship between two dependent variables X and Y. 
B)  collect data using experimental designs. 
C)  establish a positive relationship between two independent variables X and Y. 
D)  collect data using surveys. 
E)  frame broad research questions. 
A)  establish a negative relationship between two dependent variables X and Y. 
B)  collect data using experimental designs. 
C)  establish a positive relationship between two independent variables X and Y. 
D)  collect data using surveys. 
E)  frame broad research questions.

Question 18

Discuss the drawbacks of wireless phone surveys.

Accepted Answer

There are certain drawbacks of wireless

Question 19

In low-incidence situations, personal interview surveys prove to be most effective.

Accepted Answer

A) True 
 B)False

Question 20

Person-administered surveys are less expensive than telephone-administered surveys.

Accepted Answer

A) True 
 B)False

In the context of a drop-off survey, which of the following is True?

What are the main objectives of test marketing?

Wireless phone surveys are most suitable for research that involves long and/or complex questions and responses.

Data that are generalizable cannot be accurately projected to a target population.

Field experiments are less expensive to conduct than laboratory experiments.

When compared with mall-intercept interviews, in-house interviews:

If the research objective is to determine whether differences exist between groups, it is advisable to use descriptive research designs.

Define independent variables, dependent variables, control variables, and extraneous variables.

Experimental research is primarily a hypothesis-testing method.

In the context of selecting the appropriate survey method, the less detailed the information needed, the higher respondents' knowledge level must be to get them to participate in a survey.

Which of the following is an advantage of conducting a wireless phone survey?

In the context of selecting the appropriate survey method, budget determinations are frequently much more arbitrary than researchers would prefer.

Telephone surveys are not limited by national borders.

Telephone interviews facilitate interviews with respondents across a wide geographic area.

Long time frames give researchers the luxury of selecting the method that will produce the highest quality data.

Discuss some of the major advantages of online surveys.

Unlike descriptive research, causal research requires researchers to:

Discuss the drawbacks of wireless phone surveys.

In low-incidence situations, personal interview surveys prove to be most effective.

Person-administered surveys are less expensive than telephone-administered surveys.

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposals

Secondary Data, Literature Reviews, and Hypotheses

Exploratory and Observational Research Designs and Data Collection Approaches

Sampling: Theory and Methods

Measurement and Scaling

Designing the Questionnaire

Qualitative Data Analysis

Preparing Data for Quantitative Analysis

Basic Data Analysis for Quantitative Research

Examining Relationships in Quantitative Research

Communicating Marketing Research Findings

Filters

Exam 5: Descriptive and Causal Research Designs

In the context of a drop-off survey, which of the following is True?

What are the main objectives of test marketing?

Wireless phone surveys are most suitable for research that involves long and/or complex questions and responses.

Data that are generalizable cannot be accurately projected to a target population.

Field experiments are less expensive to conduct than laboratory experiments.

When compared with mall-intercept interviews, in-house interviews:

If the research objective is to determine whether differences exist between groups, it is advisable to use descriptive research designs.

Define independent variables, dependent variables, control variables, and extraneous variables.

Experimental research is primarily a hypothesis-testing method.

In the context of selecting the appropriate survey method, the less detailed the information needed, the higher respondents' knowledge level must be to get them to participate in a survey.

Which of the following is an advantage of conducting a wireless phone survey?

In the context of selecting the appropriate survey method, budget determinations are frequently much more arbitrary than researchers would prefer.

Telephone surveys are not limited by national borders.

Telephone interviews facilitate interviews with respondents across a wide geographic area.

Long time frames give researchers the luxury of selecting the method that will produce the highest quality data.

Discuss some of the major advantages of online surveys.

Unlike descriptive research, causal research requires researchers to:

Discuss the drawbacks of wireless phone surveys.

In low-incidence situations, personal interview surveys prove to be most effective.

Person-administered surveys are less expensive than telephone-administered surveys.

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposals

Secondary Data, Literature Reviews, and Hypotheses

Exploratory and Observational Research Designs and Data Collection Approaches

Sampling: Theory and Methods

Measurement and Scaling

Designing the Questionnaire

Qualitative Data Analysis

Preparing Data for Quantitative Analysis

Basic Data Analysis for Quantitative Research

Examining Relationships in Quantitative Research

Communicating Marketing Research Findings

Filters