Question 1

Which of the following statements about the concept of causality is TRUE?

Accepted Answer

A) Scientific methods allow researchers to prove that one thing causes another. 
B) The general notion of causality embraces the idea that one thing leads to the occurrence of another. 
C) A researcher can determine that all the other possible causes of an effect have been eliminated. 
D) Both a and b are true. 
E) a,b,and c are true. 
A) Scientific methods allow researchers to prove that one thing causes another. 
B) The general notion of causality embraces the idea that one thing leads to the occurrence of another. 
C) A researcher can determine that all the other possible causes of an effect have been eliminated. 
D) Both a and b are true. 
E) a,b,and c are true. B

Question 2

Hershey Corporation wants to add five additional kisses to its popular candy while keeping the price constant at $2.95.Hershey wonders if the additional candies would cause sales to increase;enough to offset the higher costs.What type of primary data research should the company use to answer this question.

Accepted Answer

A) Conduct focus group interviews in a laboratory setting. 
B) Use telephone interviews with current and potential customers. 
C) Use observation research. 
D) Use experimental research. 
E) Use mail surveys with current customers. 
A) Conduct focus group interviews in a laboratory setting. 
B) Use telephone interviews with current and potential customers. 
C) Use observation research. 
D) Use experimental research. 
E) Use mail surveys with current customers. D

Question 3

You have been called in as a consultant for the purpose of advising what sales volume quotas for Brand A mouth wash should be established for each of ten sales districts that collectively cover the continental United States.The quotas are to be set for the next calendar year.This is PRIMARILY a(n)

Accepted Answer

A) exploratory study. 
B) descriptive study. 
C) lab experiment. 
D) field experiment. 
E) turnover analysis. 
A) exploratory study. 
B) descriptive study. 
C) lab experiment. 
D) field experiment. 
E) turnover analysis. B

Question 4

General Mills has placed a new cake mix flavor in stores in Midland,TX.They are promoting the flavor with a coupon offer in the local newspaper.They would like to see how the flavor sells in Midland before putting it in stores across the US.This type of research is called

Accepted Answer

A) descriptive. 
B) exploratory. 
C) controlled test market. 
D) experimental study. 
E) Both c and d. 
A) descriptive. 
B) exploratory. 
C) controlled test market. 
D) experimental study. 
E) Both c and d.

Question 5

Mrs.Fields Cookie Company has decided to test market their new sugar-free,carbohydrate-free,and fat-free chocolate chip cookies.A major question the company hopes to answer with the test market project concerns customer acceptance of this somewhat novel product.Which method of test marketing would be most appropriate if it decides to distribute its "new" cookies through its normal channel of distribution?

Accepted Answer

A) Controlled test market 
B) Standard test market 
C) Simulated test market 
D) Electronic test market 
E) None of the above. 
A) Controlled test market 
B) Standard test market 
C) Simulated test market 
D) Electronic test market 
E) None of the above.

Question 6

Exhibit 6.2 A researcher is interested in determining whether point-of-purchase displays on shelves are more effective than not having them at all.The researcher randomly selects five stores from a supermarket chain that has fifteen stores in the Houston metropolitan area.None of the stores has previously used point of purchase displays.For a period of five weeks,sales for all fifteen stores were recorded.The researcher then compares the sales of the five stores with the 10 stores without point of purchase displays.
Refer to Exhibit 6.2.Such a study would be called a

Accepted Answer

A) field experiment. 
B) laboratory experiment. 
C) survey experiment. 
D) cross-sectional experiment. 
E) longitudinal experiment. 
A) field experiment. 
B) laboratory experiment. 
C) survey experiment. 
D) cross-sectional experiment. 
E) longitudinal experiment.

Question 7

Which of the following statements about panels is FALSE?

Accepted Answer

A) Panels typically allow the collection of more classification information than cross-sectional studies. 
B) Panel data is more accurate than cross-sectional data because panel data tend to be freer from errors associated with reporting past behavior. 
C) Panels reduce interviewer-respondent bias because of a trust built up through repeated contacts between the two individuals. 
D) Nonrepresentativeness of panel members may be a major weakness of longitudinal designs. 
E) All of the above statements about panels are true;none of the above are false. 
A) Panels typically allow the collection of more classification information than cross-sectional studies. 
B) Panel data is more accurate than cross-sectional data because panel data tend to be freer from errors associated with reporting past behavior. 
C) Panels reduce interviewer-respondent bias because of a trust built up through repeated contacts between the two individuals. 
D) Nonrepresentativeness of panel members may be a major weakness of longitudinal designs. 
E) All of the above statements about panels are true;none of the above are false.

Question 8

An automobile dealer in Houston,after a very cold winter,found himself with a very large inventory.He experimented with offering a free trip to New York (independent variable)with every car sold.He recorded sales (dependent variable)after the promotion.This is an example of

Accepted Answer

A) exploratory. 
B) causal. 
C) descriptive. 
D) continuous panel. 
E) All of the above. 
A) exploratory. 
B) causal. 
C) descriptive. 
D) continuous panel. 
E) All of the above.

Question 9

What types of laboratory experiments are most desirable?

Accepted Answer

A) When the sample is representative of the population to which the results are generalized. 
B) When the experiment's context and conduct are natural so that the subjects behave realistically. 
C) When the intent of the experiment is to achieve high levels of internal validity. 
D) When the intent of the experiment is to achieve high levels of external validity. 
E) None of the above are desirable. 
A) When the sample is representative of the population to which the results are generalized. 
B) When the experiment's context and conduct are natural so that the subjects behave realistically. 
C) When the intent of the experiment is to achieve high levels of internal validity. 
D) When the intent of the experiment is to achieve high levels of external validity. 
E) None of the above are desirable.

Question 10

Indicate the CORRECT statement among the following.

Accepted Answer

A) The concept of causality is simplistic in nature. 
B) If X causes Y,Y is certain to happen given that X occurs. 
C) Given that X causes Y,it is possible that X may not be the sole cause of Y. 
D) If X occurs before Y,then X is the sole cause of Y. 
E) Causal designs are effective for generating initial hypotheses about relationships between variables. 
A) The concept of causality is simplistic in nature. 
B) If X causes Y,Y is certain to happen given that X occurs. 
C) Given that X causes Y,it is possible that X may not be the sole cause of Y. 
D) If X occurs before Y,then X is the sole cause of Y. 
E) Causal designs are effective for generating initial hypotheses about relationships between variables.

Question 11

In a simulated test market all of the following are true EXCEPT

Accepted Answer

A) consumers are shown commercials for a new product and competitive products. 
B) consumers are given a chance to purchase products in the product category of interest. 
C) consumers are interviewed at malls or in their home and are exposed to a new product and asked to rate it's features. 
D) the information gathered is used as input for a computer model which estimates future sales. 
E) All of the above are true. 
A) consumers are shown commercials for a new product and competitive products. 
B) consumers are given a chance to purchase products in the product category of interest. 
C) consumers are interviewed at malls or in their home and are exposed to a new product and asked to rate it's features. 
D) the information gathered is used as input for a computer model which estimates future sales. 
E) All of the above are true.

Question 12

In an experiment,which type of outcome variable(s)does a researcher have NO control and NO ability to manipulate?

Accepted Answer

A) Dependent variables 
B) Independent variables 
C) Extraneous variables 
D) Both the independent and dependent variables. 
E) All of the above. 
A) Dependent variables 
B) Independent variables 
C) Extraneous variables 
D) Both the independent and dependent variables. 
E) All of the above.

Question 13

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 14

If a local Blood Bank wants to obtain demographic profile of its donors as well as their perceptions about the convenient locations provided by the Blood Bank.What type of research should it use?

Accepted Answer

A) Causal research 
B) Experimental research 
C) Basic research 
D) Descriptive research 
E) None of the above. 
A) Causal research 
B) Experimental research 
C) Basic research 
D) Descriptive research 
E) None of the above.

Question 15

Which of the following is TRUE?

Accepted Answer

A) External validity is concerned with the issue of whether or not the specific treatment in which the researchers are interested has actually brought about the effect they have observed. 
B) A consumer good purchase experiment conducted in a mock-up store is more externally valid than the same experiment in a real store setting. 
C) External validity deals with the problem of projecting one's results from the experimental setting to the real world. 
D) Both a and c. 
E) a,b,and c. 
A) External validity is concerned with the issue of whether or not the specific treatment in which the researchers are interested has actually brought about the effect they have observed. 
B) A consumer good purchase experiment conducted in a mock-up store is more externally valid than the same experiment in a real store setting. 
C) External validity deals with the problem of projecting one's results from the experimental setting to the real world. 
D) Both a and c. 
E) a,b,and c.

Question 16

The main disadvantage of panels is that they

Accepted Answer

A) are potentially nonrepresentative. 
B) are expensive to maintain. 
C) allow only simple analysis of the data. 
D) suffer more from interview bias than any other data collection method. 
E) force researchers to use complex time series analysis. 
A) are potentially nonrepresentative. 
B) are expensive to maintain. 
C) allow only simple analysis of the data. 
D) suffer more from interview bias than any other data collection method. 
E) force researchers to use complex time series analysis.

Question 17

Disadvantages of standard test markets include all of the following EXCEPT

Accepted Answer

A) cost. 
B) time. 
C) security. 
D) All of the above are problems associated with standard test markets. 
E) None of the above represents problems with standard test markets. 
A) cost. 
B) time. 
C) security. 
D) All of the above are problems associated with standard test markets. 
E) None of the above represents problems with standard test markets.

Question 18

Standard test markets are the most expensive,take the most time and are likely to tip off the competitors,compared with other approaches.

Accepted Answer

A) True 
 B)False

Question 19

The local Pizza Hut franchisee is interested in knowing their customers better.They would like to know things like how often they order pizza,whether they pick-up the pizza or have it delivered,their favorite toppings,the number of children per household,number of times they eat pizza in the restaurants,etc.The research firm which carries out this study would undoubtedly refer to it as a(n)____ marketing research study.

Accepted Answer

A) experiment 
B) causal 
C) descriptive 
D) internal 
E) secondary 
A) experiment 
B) causal 
C) descriptive 
D) internal 
E) secondary

Question 20

Exhibit 6.2 A researcher is interested in determining whether point-of-purchase displays on shelves are more effective than not having them at all.The researcher randomly selects five stores from a supermarket chain that has fifteen stores in the Houston metropolitan area.None of the stores has previously used point of purchase displays.For a period of five weeks,sales for all fifteen stores were recorded.The researcher then compares the sales of the five stores with the 10 stores without point of purchase displays.
Refer to Exhibit 6.2.What type of study is this?

Accepted Answer

A) Exploratory research 
B) Descriptive research 
C) Causal research 
D) An experiment 
E) We do not have information to determine they type of study. 
A) Exploratory research 
B) Descriptive research 
C) Causal research 
D) An experiment 
E) We do not have information to determine they type of study.

Which of the following statements about the concept of causality is TRUE?

You have been called in as a consultant for the purpose of advising what sales volume quotas for Brand A mouth wash should be established for each of ten sales districts that collectively cover the continental United States.The quotas are to be set for the next calendar year.This is PRIMARILY a(n)

General Mills has placed a new cake mix flavor in stores in Midland,TX.They are promoting the flavor with a coupon offer in the local newspaper.They would like to see how the flavor sells in Midland before putting it in stores across the US.This type of research is called

Which of the following statements about panels is FALSE?

An automobile dealer in Houston,after a very cold winter,found himself with a very large inventory.He experimented with offering a free trip to New York (independent variable)with every car sold.He recorded sales (dependent variable)after the promotion.This is an example of

What types of laboratory experiments are most desirable?

Indicate the CORRECT statement among the following.

In a simulated test market all of the following are true EXCEPT

In an experiment,which type of outcome variable(s)does a researcher have NO control and NO ability to manipulate?

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.

If a local Blood Bank wants to obtain demographic profile of its donors as well as their perceptions about the convenient locations provided by the Blood Bank.What type of research should it use?

Which of the following is TRUE?

The main disadvantage of panels is that they

Disadvantages of standard test markets include all of the following EXCEPT

Standard test markets are the most expensive,take the most time and are likely to tip off the competitors,compared with other approaches.

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

Exam 6: Descriptive and Causal Research Designs

Which of the following statements about the concept of causality is TRUE?

You have been called in as a consultant for the purpose of advising what sales volume quotas for Brand A mouth wash should be established for each of ten sales districts that collectively cover the continental United States.The quotas are to be set for the next calendar year.This is PRIMARILY a(n)

General Mills has placed a new cake mix flavor in stores in Midland,TX.They are promoting the flavor with a coupon offer in the local newspaper.They would like to see how the flavor sells in Midland before putting it in stores across the US.This type of research is called

Which of the following statements about panels is FALSE?

An automobile dealer in Houston,after a very cold winter,found himself with a very large inventory.He experimented with offering a free trip to New York (independent variable)with every car sold.He recorded sales (dependent variable)after the promotion.This is an example of

What types of laboratory experiments are most desirable?

Indicate the CORRECT statement among the following.

In a simulated test market all of the following are true EXCEPT

In an experiment,which type of outcome variable(s)does a researcher have NO control and NO ability to manipulate?

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.

If a local Blood Bank wants to obtain demographic profile of its donors as well as their perceptions about the convenient locations provided by the Blood Bank.What type of research should it use?

Which of the following is TRUE?

The main disadvantage of panels is that they

Disadvantages of standard test markets include all of the following EXCEPT

Standard test markets are the most expensive,take the most time and are likely to tip off the competitors,compared with other approaches.

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters