Exam 3: Exploratory, Descriptive, and Causal Research Designs

Which of the following is FALSE?

S.C. Johnson has developed, "Pledge wipes", an ingenious twist on their widely available wood cleaner Pledge. The marketing manager wishes to test market the new product, but he is hesitant to do so because other manufacturers of home cleaning products could easily duplicate S.C. Johnson's modification. He opts for test marketing by showing some consumers the new wipes and asking them to rate the product's features. This is a(n):

The Houston Aeros team wanted to find out more about its fans and decided to gather information about demographics and generate summary statistics of its fans. Which of the following primary data collection techniques should they use to conduct the descriptive research study?

The manager of Capitol Brewing Inc. states that he is very concerned with the continuing decline in sales of the company's major product, a dark lager. The manager has asked for your assistance in finding the reasons for the sales decline. The most appropriate way to begin would be with:

Which of the following is FALSE?

As VP of Marketing for a major pharmaceutical company, each year, you have to determine the projected sales for each of the sales territories for the next calendar year. Every year, you contact your sales managers and send them each a questionnaire to be completed. This is primarily a(n):

The primary purpose of a literature search is to:

The key to an effective focus group is:

Which of the following is most likely to provide convincing evidence of causal relationships?

Anyone who has any association with the issue at hand is a potential candidate for a depth interview.

The "analysis of selected cases" technique is an example of which type of research design?

A Mexican Restaurant owner often visits competitor's restaurants in order to gather visual information about menu selections, prices, ambiance, and service quality to benchmark against. What type of research is the owner performing?

"We will use a carefully selected sample, selection based on household size, income level, ethnicity, education, and television viewing patterns. We are also concerned with the stability and repeated availability of the sample participants over a few years so that we can conduct further studies using the same sample." This statement best describes the sample used in the a _____ type of descriptive research design.

Causal research designs usually use _____ to establish possible causal relationships because they are best suited to determine cause and effect.

Mrs. Fields Cookie Company has decided to test market a new brand of cookies. A major question the company hopes to answer with the test market project concerns customer acceptance of the product. Which method of test marketing would be most appropriate if it decides to distribute its new cookies through its normal channel of distribution?

A test market in which the company sells the product through its normal distribution channels is called a(n) ____________________.

In a controlled test market all of the following are true, EXCEPT:

Group interaction is the key aspect that distinguishes focus group interviews from depth interviews.

The panel in a longitudinal study:

You are a senior analyst in the marketing research department of a major steel producer. You have been requested to make a forecast of domestic automobile production for the forthcoming calendar year and, for this forecast, to make a forecast of the total tonnage of steel that will be used by the automobile manufacturers. This is primarily a(n):