Question 1

The two types of experiments that can be distinguished are

Accepted Answer

A) laboratory and survey. 
B) laboratory and field. 
C) field and survey. 
D) scientific and field. 
E) cross-sectional and panel. 
A) laboratory and survey. 
B) laboratory and field. 
C) field and survey. 
D) scientific and field. 
E) cross-sectional and panel.

Question 2

Which statement best describes the potential uses of descriptive research?

Accepted Answer

A) Descriptive research can be used to estimate proportions,describe characteristics,and make specific predictions. 
B) Descriptive research can be used to estimate proportions,generate beginning hypotheses,and describe characteristics. 
C) Descriptive research can be used to establish cause and effect,make specific predictions,and describe characteristics. 
D) Descriptive research can be used to describe characteristics,estimate proportions,and manipulate independent variables. 
E) Descriptive research can be used to generate beginning hypotheses,manipulate independent variables,and make specific predictions. 
A) Descriptive research can be used to estimate proportions,describe characteristics,and make specific predictions. 
B) Descriptive research can be used to estimate proportions,generate beginning hypotheses,and describe characteristics. 
C) Descriptive research can be used to establish cause and effect,make specific predictions,and describe characteristics. 
D) Descriptive research can be used to describe characteristics,estimate proportions,and manipulate independent variables. 
E) Descriptive research can be used to generate beginning hypotheses,manipulate independent variables,and make specific predictions.

Question 3

Typically,____ experiments have greater internal validity,and ____ experiments have greater external validity.

Accepted Answer

A) laboratory;field 
B) field;laboratory 
C) longitudinal;cross-sectional 
D) The internal and external validities are usually the same for both types of experiments. 
E) Neither internal or external validity is critical for experiments. 
A) laboratory;field 
B) field;laboratory 
C) longitudinal;cross-sectional 
D) The internal and external validities are usually the same for both types of experiments. 
E) Neither internal or external validity is critical for experiments.

Question 4

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 5

The three major considerations in test marketing are ____________________,____________________,and ____________________.

Accepted Answer

cost,time,control cost,control

Question 6

Which of the following is a potential use of test marketing?

Accepted Answer

A) To test the sales potential for a new Colgate toothpaste. 
B) To test variations in the marketing mix for an existing P&G detergent. 
C) To test the sales potential for a new offer by the local telephone company. 
D) To test the impact of a price increase on the perception of the product. 
E) All of the above. 
A) To test the sales potential for a new Colgate toothpaste. 
B) To test variations in the marketing mix for an existing P&G detergent. 
C) To test the sales potential for a new offer by the local telephone company. 
D) To test the impact of a price increase on the perception of the product. 
E) All of the above.

Question 7

List the six specifications of a descriptive study: ____________________,____________________,____________________,____________________,____________________,and ____________________.

Accepted Answer

who,what,w

Question 8

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 9

Which of the following is TRUE?

Accepted Answer

A) A panel is a permanent or fixed sample of members from whom information is obtained continuously or at intervals over a period of time. 
B) Nielsen's panels of households in which participants use a handheld scanner to record every UPC-coded item they purchase is example of an omnibus panel in which the same variables are measured over time. 
C) An omnibus panel is a fixed sample of individuals who are measured continuously (or periodically)with respect to the same information,e.g.purchase diary. 
D) A true longitudinal analysis can be performed on data from an omnibus panel. 
E) All of the above statements are true. 
A) A panel is a permanent or fixed sample of members from whom information is obtained continuously or at intervals over a period of time. 
B) Nielsen's panels of households in which participants use a handheld scanner to record every UPC-coded item they purchase is example of an omnibus panel in which the same variables are measured over time. 
C) An omnibus panel is a fixed sample of individuals who are measured continuously (or periodically)with respect to the same information,e.g.purchase diary. 
D) A true longitudinal analysis can be performed on data from an omnibus panel. 
E) All of the above statements are true.

Question 10

Typically,____ experiments have greater internal validity,and ____ experiments have greater external validity.

Accepted Answer

A) lab;field 
B) field;lab 
C) field;field 
D) lab;lab 
E) The internal and external validities are usually the same for both types of experiments. 
A) lab;field 
B) field;lab 
C) field;field 
D) lab;lab 
E) The internal and external validities are usually the same for both types of experiments.

Question 11

A causal research design is typically concerned with

Accepted Answer

A) the frequency with which something occurs. 
B) the discovery of ideas and insights. 
C) how two variables vary together. 
D) the determination of cause-and-effect relationships. 
E) establishing priorities when studying competing explanations of phenomenon. 
A) the frequency with which something occurs. 
B) the discovery of ideas and insights. 
C) how two variables vary together. 
D) the determination of cause-and-effect relationships. 
E) establishing priorities when studying competing explanations of phenomenon.

Question 12

External validity refers to out ability to attribute the effect that was observed to the experimental variable and not to the other factors.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements is NOT valid?

Accepted Answer

A) Panel data is less vulnerable to the recall errors associated with reporting past behavior than cross-sectional data. 
B) Panel data can be gathered via longer and more arduous interviews than cross-sectional data. 
C) Panel data can provide more accurate and detailed classification information on sample members than other common means of data collection. 
D) Panel data is particularly useful in the study of dual-career couples. 
E) Panel data can be used to reveal changes in members' behavior. 
A) Panel data is less vulnerable to the recall errors associated with reporting past behavior than cross-sectional data. 
B) Panel data can be gathered via longer and more arduous interviews than cross-sectional data. 
C) Panel data can provide more accurate and detailed classification information on sample members than other common means of data collection. 
D) Panel data is particularly useful in the study of dual-career couples. 
E) Panel data can be used to reveal changes in members' behavior.

Question 14

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 15

Callaway Golf Company conducted a one-time survey of golfers and asked them about their attitudes,preferences and intentions regarding buying custom clubs.This is an example of a(n)

Accepted Answer

A) cross-sectional study. 
B) exploratory research. 
C) causal research. 
D) field experiment. 
E) laboratory experiment. 
A) cross-sectional study. 
B) exploratory research. 
C) causal research. 
D) field experiment. 
E) laboratory experiment.

Question 16

Which of the following is FALSE regarding popular standard test market cities?

Accepted Answer

A) They are demographically representative of the larger market in which the product will be ultimately sold. 
B) They should be geographically isolated from other cities. 
C) They should be located centrally within the U.S. 
D) They should be large enough that they have multiple media outlets of their own. 
E) They should possess a sufficient number of the right kind of retail outlets. 
A) They are demographically representative of the larger market in which the product will be ultimately sold. 
B) They should be geographically isolated from other cities. 
C) They should be located centrally within the U.S. 
D) They should be large enough that they have multiple media outlets of their own. 
E) They should possess a sufficient number of the right kind of retail outlets.

Question 17

A descriptive study

Accepted Answer

A) should be begun with the vague idea that the data collected should be interesting. 
B) presupposes little prior knowledge about the phenomenon of interest. 
C) is simply a fact-gathering study. 
D) requires a clear specification of the research problem. 
E) is characterized by its flexibility. 
A) should be begun with the vague idea that the data collected should be interesting. 
B) presupposes little prior knowledge about the phenomenon of interest. 
C) is simply a fact-gathering study. 
D) requires a clear specification of the research problem. 
E) is characterized by its flexibility.

Question 18

Which of the following is capable of providing more convincing evidence of causal relationships?

Accepted Answer

A) An exploratory design 
B) An experiment 
C) Turnover analysis 
D) Cross-sectional analysis 
E) A descriptive design 
A) An exploratory design 
B) An experiment 
C) Turnover analysis 
D) Cross-sectional analysis 
E) A descriptive design

Question 19

The Houston Aeros wanted to find out more about their fans and decided to gather information about their demographics,so as to generate summary statistics of it fans.Which of the following primary data collection techniques would they most likely to use to conduct the descriptive research study?

Accepted Answer

A) Experiments 
B) Sample surveys 
C) Depth interviews 
D) Focus groups 
E) Case analysis 
A) Experiments 
B) Sample surveys 
C) Depth interviews 
D) Focus groups 
E) Case analysis

Question 20

What type of research design should be used to obtain conclusive answers to questions such as why sales increase or decrease if we increase or decrease advertising,why one ad garners greater attention and recall than another,why $0.50 coupons make people buy the national brand versus the store brand?

Accepted Answer

A) Exploratory 
B) Causal 
C) Descriptive 
D) Case Analysis 
E) All of the above. 
A) Exploratory 
B) Causal 
C) Descriptive 
D) Case Analysis 
E) All of the above.

The two types of experiments that can be distinguished are

Which statement best describes the potential uses of descriptive research?

Typically, experiments have greater internal validity,and experiments have greater external validity.

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

The three major considerations in test marketing are ,,and .

Which of the following is a potential use of test marketing?

List the six specifications of a descriptive study: ,,,,,and .

True longitudinal analysis

Which of the following is TRUE?

Typically, experiments have greater internal validity,and experiments have greater external validity.

A causal research design is typically concerned with

External validity refers to out ability to attribute the effect that was observed to the experimental variable and not to the other factors.

Which of the following statements is NOT valid?

The most important distinction between true panels and omnibus panels is

Callaway Golf Company conducted a one-time survey of golfers and asked them about their attitudes,preferences and intentions regarding buying custom clubs.This is an example of a(n)

Which of the following is FALSE regarding popular standard test market cities?

A descriptive study

Which of the following is capable of providing more convincing evidence of causal relationships?

The Houston Aeros wanted to find out more about their fans and decided to gather information about their demographics,so as to generate summary statistics of it fans.Which of the following primary data collection techniques would they most likely to use to conduct the descriptive research study?

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

The two types of experiments that can be distinguished are

Which statement best describes the potential uses of descriptive research?

Typically,____ experiments have greater internal validity,and ____ experiments have greater external validity.

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

The three major considerations in test marketing are ____________________,____________________,and ____________________.

Which of the following is a potential use of test marketing?

List the six specifications of a descriptive study: ____________________,____________________,____________________,____________________,____________________,and ____________________.

True longitudinal analysis

Which of the following is TRUE?

Typically,____ experiments have greater internal validity,and ____ experiments have greater external validity.

A causal research design is typically concerned with

External validity refers to out ability to attribute the effect that was observed to the experimental variable and not to the other factors.

Which of the following statements is NOT valid?

The most important distinction between true panels and omnibus panels is

Callaway Golf Company conducted a one-time survey of golfers and asked them about their attitudes,preferences and intentions regarding buying custom clubs.This is an example of a(n)

Which of the following is FALSE regarding popular standard test market cities?

A descriptive study

Which of the following is capable of providing more convincing evidence of causal relationships?

The Houston Aeros wanted to find out more about their fans and decided to gather information about their demographics,so as to generate summary statistics of it fans.Which of the following primary data collection techniques would they most likely to use to conduct the descriptive research study?

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

Typically, experiments have greater internal validity,and experiments have greater external validity.

The three major considerations in test marketing are ,,and .

List the six specifications of a descriptive study: ,,,,,and .

Typically, experiments have greater internal validity,and experiments have greater external validity.