Question 1

The general objective in causal research is to gain insights and ideas.

Accepted Answer

A) True 
 B)False

Question 2

The outcome variable that is influenced by the manipulation of another variable(s) is called the _____ variable.

Accepted Answer

A)  causal 
B)  independent 
C)  descriptive 
D)  dependent 
E)  simulated 
A)  causal 
B)  independent 
C)  descriptive 
D)  dependent 
E)  simulated

Question 3

One of the quickest and most economical ways to discover hypotheses is through:

Accepted Answer

A)  a sample survey. 
B)  the use of a panel. 
C)  the analysis of selected cases. 
D)  an experience survey. 
E)  a literature search. 
A)  a sample survey. 
B)  the use of a panel. 
C)  the analysis of selected cases. 
D)  an experience survey. 
E)  a literature search.

Question 4

In an experiment, the experimenter can manipulate the _____ variables, but has no control over the _____ variables.

Accepted Answer

A)  dependent; independent 
B)  independent; outcome 
C)  outcome; causal 
D)  dependent; outcome 
E)  independent; causal 
A)  dependent; independent 
B)  independent; outcome 
C)  outcome; causal 
D)  dependent; outcome 
E)  independent; causal

Question 5

A focus group:

Accepted Answer

A)  consists of an interviewer and a subject discussing a single topic of interest. 
B)  is not useful for testing hypotheses. 
C)  typically consists of four to six members. 
D)  requires selecting members with different socioeconomic backgrounds. 
E)  involves having subjects fill out a survey on one topic. 
A)  consists of an interviewer and a subject discussing a single topic of interest. 
B)  is not useful for testing hypotheses. 
C)  typically consists of four to six members. 
D)  requires selecting members with different socioeconomic backgrounds. 
E)  involves having subjects fill out a survey on one topic.

Question 6

Prior to beginning a formal research project, Jane Doe is interviewing a few knowledgeable people to gain a better understanding of the nature of the problem her team faces and the characteristics of the environment in which it exists. Jane is conducting a(n):

Accepted Answer

A)  depth interview. 
B)  causal analysis. 
C)  descriptive research. 
D)  exploratory research. 
E)  Both a and d. 
A)  depth interview. 
B)  causal analysis. 
C)  descriptive research. 
D)  exploratory research. 
E)  Both a and d.

Question 7

True longitudinal analysis:

Accepted Answer

A)  is concerned with the determination of cause-and-effect relationships. 
B)  can be performed on any panel. 
C)  involves a one-time cross-sectional sample of elements from the population of interest. 
D)  is simply a fact-gathering study. 
E)  can only be performed using panels that rely on repeated measurements of the same variables. 
A)  is concerned with the determination of cause-and-effect relationships. 
B)  can be performed on any panel. 
C)  involves a one-time cross-sectional sample of elements from the population of interest. 
D)  is simply a fact-gathering study. 
E)  can only be performed using panels that rely on repeated measurements of the same variables.

Question 8

Compare and contrast descriptive and causal research designs.

Accepted Answer

A descriptive research design is a resea

Question 9

The descriptive study:

Accepted Answer

A)  usually takes the form of an experiment. 
B)  has its major emphasis on the discovery of insights and ideas. 
C)  is concerned with determining the frequency with which something occurs. 
D)  is concerned with the determination of a cause-and-effect relationship. 
E)  has as its main objective the establishment of priorities for future research. 
A)  usually takes the form of an experiment. 
B)  has its major emphasis on the discovery of insights and ideas. 
C)  is concerned with determining the frequency with which something occurs. 
D)  is concerned with the determination of a cause-and-effect relationship. 
E)  has as its main objective the establishment of priorities for future research.

Question 10

Which of the following best represents the objective of the moderator in conducting a focus group?

Accepted Answer

A)  Staying very focused on the subject at hand. 
B)  Allowing for a free-flow of ideas that are unrestricted and therefore more conducive to creativity. 
C)  Striking a balance between stimulating, natural discussions while ensuring the group does not wander too far from the topic. 
D)  To conduct as many persons through the group as possible during the time allowed; this enables the results to be more representative. 
E)  The moderator must be completely unfamiliar with the purpose of the research. 
A)  Staying very focused on the subject at hand. 
B)  Allowing for a free-flow of ideas that are unrestricted and therefore more conducive to creativity. 
C)  Striking a balance between stimulating, natural discussions while ensuring the group does not wander too far from the topic. 
D)  To conduct as many persons through the group as possible during the time allowed; this enables the results to be more representative. 
E)  The moderator must be completely unfamiliar with the purpose of the research.

Question 11

An advantage of sample surveys is the ability to use a probability sampling plan that will allow the results of the sample to be projected to the overall population.

Accepted Answer

A) True 
 B)False

Question 12

In general, the first step in conducting exploratory research should be:

Accepted Answer

A)  assembling a focus group. 
B)  performing an experience survey. 
C)  conducting a literature search. 
D)  performing an analysis of selected cases. 
E)  narrowing a group of hypotheses to one specific hypothesis for investigation. 
A)  assembling a focus group. 
B)  performing an experience survey. 
C)  conducting a literature search. 
D)  performing an analysis of selected cases. 
E)  narrowing a group of hypotheses to one specific hypothesis for investigation.

Question 13

Which research design(s) is (are) typically guided by an initial hypothesis?

Accepted Answer

A)  Causal 
B)  Descriptive 
C)  Exploratory 
D)  Exploratory and causal 
E)  Descriptive and causal 
A)  Causal 
B)  Descriptive 
C)  Exploratory 
D)  Exploratory and causal 
E)  Descriptive and causal

Question 14

Bob's Cookie Company has decided to test market their new sugarless chocolate chip cookie. A major question the company hopes to answer with the test market project concerns distributor acceptance of this product. Which method of test marketing would be most appropriate in this situation?

Accepted Answer

A)  Controlled test marketing 
B)  Standard test marketing 
C)  Forced-distribution test marketing 
D)  Simulated test marketing 
E)  Electronic test marketing 
A)  Controlled test marketing 
B)  Standard test marketing 
C)  Forced-distribution test marketing 
D)  Simulated test marketing 
E)  Electronic test marketing

Question 15

To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price would be the _____.

Accepted Answer

A)  independent variable 
B)  effect variable 
C)  dependent variable 
D)  result variable 
E)  extraneous variable 
A)  independent variable 
B)  effect variable 
C)  dependent variable 
D)  result variable 
E)  extraneous variable

Question 16

An experimental design is:

Accepted Answer

A)  one in which the investigator has direct control over at least one independent variable. 
B)  less capable of providing evidence of causal relationships than is an exploratory design. 
C)  less internally valid than a descriptive study. 
D)  used only in realistic situations. 
E)  best suited for longitudinal analysis. 
A)  one in which the investigator has direct control over at least one independent variable. 
B)  less capable of providing evidence of causal relationships than is an exploratory design. 
C)  less internally valid than a descriptive study. 
D)  used only in realistic situations. 
E)  best suited for longitudinal analysis.

Question 17

The major emphasis in exploratory research is on:

Accepted Answer

A)  determining the frequency with which something occurs. 
B)  the discovery of ideas and insights. 
C)  the relationship between two variables. 
D)  determining cause-and-effect relationships. 
E)  providing definitive answers. 
A)  determining the frequency with which something occurs. 
B)  the discovery of ideas and insights. 
C)  the relationship between two variables. 
D)  determining cause-and-effect relationships. 
E)  providing definitive answers.

Question 18

The most important distinction between true panels and omnibus panels is:

Accepted Answer

A)  the sample design is different. 
B)  different types of information are collected. 
C)  time series analysis can be used only on true panel data. 
D)  omnibus panels can be used only for "in-house" research. 
E)  time series analysis can be used only on omnibus panel data. 
A)  the sample design is different. 
B)  different types of information are collected. 
C)  time series analysis can be used only on true panel data. 
D)  omnibus panels can be used only for "in-house" research. 
E)  time series analysis can be used only on omnibus panel data.

Question 19

Which of the following is a limitation of individual depth interviews?

Accepted Answer

A)  They are typically much more expensive than groups. 
B)  They generally do not get the same degree of client involvement as focus groups. 
C)  They are physically exhausting for the moderator, so it is difficult to cover as much ground in one day as it is with groups. 
D)  Only a and b 
E)  a, b, and c. 
A)  They are typically much more expensive than groups. 
B)  They generally do not get the same degree of client involvement as focus groups. 
C)  They are physically exhausting for the moderator, so it is difficult to cover as much ground in one day as it is with groups. 
D)  Only a and b 
E)  a, b, and c.

Question 20

Which of the following is FALSE?

Accepted Answer

A)  One year is the recommended minimum amount of time to test market a product. 
B)  A controlled test market is also known as the forced-distribution test market. 
C)  Market testing involves the use of a controlled experiment. 
D)  Test marketing is limited to determining the sales potential of a new product. 
E)  None of these statements are false; they are all true. 
A)  One year is the recommended minimum amount of time to test market a product. 
B)  A controlled test market is also known as the forced-distribution test market. 
C)  Market testing involves the use of a controlled experiment. 
D)  Test marketing is limited to determining the sales potential of a new product. 
E)  None of these statements are false; they are all true.

The general objective in causal research is to gain insights and ideas.

The outcome variable that is influenced by the manipulation of another variable(s) is called the _____ variable.

One of the quickest and most economical ways to discover hypotheses is through:

In an experiment, the experimenter can manipulate the _ variables, but has no control over the _ variables.

A focus group:

Prior to beginning a formal research project, Jane Doe is interviewing a few knowledgeable people to gain a better understanding of the nature of the problem her team faces and the characteristics of the environment in which it exists. Jane is conducting a(n):

True longitudinal analysis:

Compare and contrast descriptive and causal research designs.

The descriptive study:

Which of the following best represents the objective of the moderator in conducting a focus group?

An advantage of sample surveys is the ability to use a probability sampling plan that will allow the results of the sample to be projected to the overall population.

In general, the first step in conducting exploratory research should be:

Which research design(s) is (are) typically guided by an initial hypothesis?

Bob's Cookie Company has decided to test market their new sugarless chocolate chip cookie. A major question the company hopes to answer with the test market project concerns distributor acceptance of this product. Which method of test marketing would be most appropriate in this situation?

To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price would be the _____.

An experimental design is:

The major emphasis in exploratory research is on:

The most important distinction between true panels and omnibus panels is:

Which of the following is a limitation of individual depth interviews?

Which of the following is FALSE?

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters

Exam 3: Exploratory, Descriptive, and Causal Research Designs

The general objective in causal research is to gain insights and ideas.

The outcome variable that is influenced by the manipulation of another variable(s) is called the _____ variable.

One of the quickest and most economical ways to discover hypotheses is through:

In an experiment, the experimenter can manipulate the _____ variables, but has no control over the _____ variables.

A focus group:

Prior to beginning a formal research project, Jane Doe is interviewing a few knowledgeable people to gain a better understanding of the nature of the problem her team faces and the characteristics of the environment in which it exists. Jane is conducting a(n):

True longitudinal analysis:

Compare and contrast descriptive and causal research designs.

The descriptive study:

Which of the following best represents the objective of the moderator in conducting a focus group?

An advantage of sample surveys is the ability to use a probability sampling plan that will allow the results of the sample to be projected to the overall population.

In general, the first step in conducting exploratory research should be:

Which research design(s) is (are) typically guided by an initial hypothesis?

Bob's Cookie Company has decided to test market their new sugarless chocolate chip cookie. A major question the company hopes to answer with the test market project concerns distributor acceptance of this product. Which method of test marketing would be most appropriate in this situation?

To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price would be the _____.

An experimental design is:

The major emphasis in exploratory research is on:

The most important distinction between true panels and omnibus panels is:

Which of the following is a limitation of individual depth interviews?

Which of the following is FALSE?

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters

In an experiment, the experimenter can manipulate the _ variables, but has no control over the _ variables.