Question 1

Which of the following is FALSE?

Accepted Answer

A) A laboratory experiment is conducted under artificial conditions while manipulating some marketing variables and controlling others. 
B) A field experiment is conducted in a natural or realistic setting in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit. 
C) Laboratory experiments are distinguished from field experiments primarily in terms of the degree of control over the variables,e.g.price,being manipulated. 
D) The specially designed conditions of a laboratory experiment provide more control than a field experiment. 
E) None of these statements are false;they are all true. 
A) A laboratory experiment is conducted under artificial conditions while manipulating some marketing variables and controlling others. 
B) A field experiment is conducted in a natural or realistic setting in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit. 
C) Laboratory experiments are distinguished from field experiments primarily in terms of the degree of control over the variables,e.g.price,being manipulated. 
D) The specially designed conditions of a laboratory experiment provide more control than a field experiment. 
E) None of these statements are false;they are all true.

Question 2

While exploratory studies are rigid in nature,descriptive studies are considered flexible.

Accepted Answer

A) True 
 B)False

Question 3

In a descriptive study,the researcher should delay data collection until

Accepted Answer

A) he has made clear judgments with respect to the questions of who,what,when,where,why and how of descriptive research. 
B) he has made a clear determination of how the data items are to be analyzed. 
C) he has specified the statistical tabulations and significance tests that will be used to uncover the relationships which exist among the variables. 
D) Items a through c above should all be determined before data collection begins. 
E) Data collection should not be delayed but should begin as soon as the hypothesis is stated so as to expedite the research. 
A) he has made clear judgments with respect to the questions of who,what,when,where,why and how of descriptive research. 
B) he has made a clear determination of how the data items are to be analyzed. 
C) he has specified the statistical tabulations and significance tests that will be used to uncover the relationships which exist among the variables. 
D) Items a through c above should all be determined before data collection begins. 
E) Data collection should not be delayed but should begin as soon as the hypothesis is stated so as to expedite the research.

Question 4

As VP of Marketing for a major Pharmaceutical Company,every year you are asked by the CEO 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)

Accepted Answer

A) exploratory study. 
B) descriptive study. 
C) lab experiment. 
D) field experiment. 
E) focus group. 
A) exploratory study. 
B) descriptive study. 
C) lab experiment. 
D) field experiment. 
E) focus group.

Question 5

The National Purchase Diary,where each panel member is measured with respect to the same characteristics at each time,is an example of a(n)

Accepted Answer

A) true panel. 
B) omnibus panel. 
C) turnover table. 
D) supplier panel. 
E) retailer panel. 
A) true panel. 
B) omnibus panel. 
C) turnover table. 
D) supplier panel. 
E) retailer panel.

Question 6

You would like to determine the demographic characteristics of owners of recreational vehicles.The appropriate research strategy would be

Accepted Answer

A) analysis of insight-stimulating examples. 
B) exploratory research. 
C) descriptive research. 
D) field experiment. 
E) laboratory research. 
A) analysis of insight-stimulating examples. 
B) exploratory research. 
C) descriptive research. 
D) field experiment. 
E) laboratory research.

Question 7

Exhibit 6.1   Refer to Exhibit 6.1.How many people switched brands between time t1 and t2?

Accepted Answer

A) 105 
B) 130 
C) 160 
D) 240 
E) 290 
A) 105 
B) 130 
C) 160 
D) 240 
E) 290

Question 8

Which of the following is TRUE?

Accepted Answer

A) Descriptive studies should be viewed as fact-gathering expeditions and all information that appears to bear on the problem should be collected so that an accurate description of the situation can be provided. 
B) A good descriptive study presupposes much prior knowledge about the phenomenon studied. 
C) A key characteristic of descriptive research is its flexibility. 
D) Descriptive studies help the researcher determine the who,what,where,and when of the research. 
E) All the above statements are false. 
A) Descriptive studies should be viewed as fact-gathering expeditions and all information that appears to bear on the problem should be collected so that an accurate description of the situation can be provided. 
B) A good descriptive study presupposes much prior knowledge about the phenomenon studied. 
C) A key characteristic of descriptive research is its flexibility. 
D) Descriptive studies help the researcher determine the who,what,where,and when of the research. 
E) All the above statements are false.

Question 9

In regard to internal and external validity

Accepted Answer

A) you can't have one without the other. 
B) procedures used to establish internal validity will also establish external validity. 
C) they are matters of degree rather than all-or-nothing propositions. 
D) neither is important in laboratory experiments. 
E) internal validity is a much more important issue in marketing than external validity. 
A) you can't have one without the other. 
B) procedures used to establish internal validity will also establish external validity. 
C) they are matters of degree rather than all-or-nothing propositions. 
D) neither is important in laboratory experiments. 
E) internal validity is a much more important issue in marketing than external validity.

Question 10

Concerning a laboratory experiment,which statement is INCORRECT?

Accepted Answer

A) It is more internally valid than a field experiment. 
B) It affords the researcher greater control than a field experiment. 
C) It better eliminates confounding factors than a field experiment. 
D) It involves less environmental control than a field experiment. 
E) It has less external validity than a field experiment. 
A) It is more internally valid than a field experiment. 
B) It affords the researcher greater control than a field experiment. 
C) It better eliminates confounding factors than a field experiment. 
D) It involves less environmental control than a field experiment. 
E) It has less external validity than a field experiment.

Question 11

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) can be characterized as rigid. 
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) can be characterized as rigid. 
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 12

Which of the following statements about cross-sectional analysis is FALSE?

Accepted Answer

A) Cross-sectional designs are the best-known descriptive designs. 
B) A quota sample can be used with a cross-sectional design. 
C) Cross-sectional studies provide a snapshot of the variables of interest at a single point in time. 
D) The sample of elements is typically selected to be representative of some known population. 
E) All of the above statements about cross-sectional analysis are true. 
A) Cross-sectional designs are the best-known descriptive designs. 
B) A quota sample can be used with a cross-sectional design. 
C) Cross-sectional studies provide a snapshot of the variables of interest at a single point in time. 
D) The sample of elements is typically selected to be representative of some known population. 
E) All of the above statements about cross-sectional analysis are true.

Question 13

Select the question that can best be answered through experimentation.

Accepted Answer

A) Do children from upper classes drink more carbonated beverages than those from lower classes? 
B) Will Chevron gasoline with XYZ additive provide better mileage than Chevron without the additive? 
C) Does the average male use cosmetics? 
D) Is the standard of living higher today than ten years ago? 
E) How often do Chevron's customers purchase gasoline? 
A) Do children from upper classes drink more carbonated beverages than those from lower classes? 
B) Will Chevron gasoline with XYZ additive provide better mileage than Chevron without the additive? 
C) Does the average male use cosmetics? 
D) Is the standard of living higher today than ten years ago? 
E) How often do Chevron's customers purchase gasoline?

Question 14

The recommended minimum time spent in test market is

Accepted Answer

A) less than 3 months. 
B) 3-6 months. 
C) 7-9 months. 
D) 10-12 months. 
E) 13-18 months. 
A) less than 3 months. 
B) 3-6 months. 
C) 7-9 months. 
D) 10-12 months. 
E) 13-18 months.

Question 15

The following statement best describes the sample used in which type of descriptive design? "We will use a carefully selected sample,selection being based on household size,income level,and television viewing patterns.We must also be concerned with the stability of the sample elements,in order to ensure repeated availability for measurement."

Accepted Answer

A) Advertising evaluation design 
B) Longitudinal design 
C) Time series design 
D) Latitudinal design 
E) Cross-sectional design 
A) Advertising evaluation design 
B) Longitudinal design 
C) Time series design 
D) Latitudinal design 
E) Cross-sectional design

Question 16

The creators of a new reality TV show "The Greatest American Liar" decided to test the new TV show on currently unused cable and satellite channels.This process of testing new shown on unused channels is considered a laboratory experiment.

Accepted Answer

A) True 
 B)False

Question 17

Of the following situations,which would be the most appropriate for using a discontinuous/omnibus panel?

Accepted Answer

A) To gain insights into changes in consumers' purchases and attitudes 
B) To determine if members of the panel switched brands from one time period to the next 
C) To determine how consumers feel about two different product package by varying panel questions from one panel measurement to the next 
D) To have a focus group moderator ask participants about their views on a new advertisement. 
E) All of the above. 
A) To gain insights into changes in consumers' purchases and attitudes 
B) To determine if members of the panel switched brands from one time period to the next 
C) To determine how consumers feel about two different product package by varying panel questions from one panel measurement to the next 
D) To have a focus group moderator ask participants about their views on a new advertisement. 
E) All of the above.

Question 18

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)

Accepted Answer

A) exploratory study. 
B) descriptive study. 
C) field experiment. 
D) simulation. 
E) laboratory experiment. 
A) exploratory study. 
B) descriptive study. 
C) field experiment. 
D) simulation. 
E) laboratory experiment.

Question 19

Select the question that can best be answered through experimentation.

Accepted Answer

A) Do undergraduate students drink more carbonated beverages than graduate students? 
B) Will Chevron gasoline with Techron provide better mileage than Chevron gasoline without Techron? 
C) Does the average male use more toothpaste than a female? 
D) Is the standard of living higher in the US than Japan? 
E) All of the above can be answered through experimentation. 
A) Do undergraduate students drink more carbonated beverages than graduate students? 
B) Will Chevron gasoline with Techron provide better mileage than Chevron gasoline without Techron? 
C) Does the average male use more toothpaste than a female? 
D) Is the standard of living higher in the US than Japan? 
E) All of the above can be answered through experimentation.

Question 20

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 somewhat novel 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

Which of the following is FALSE?

While exploratory studies are rigid in nature,descriptive studies are considered flexible.

In a descriptive study,the researcher should delay data collection until

As VP of Marketing for a major Pharmaceutical Company,every year you are asked by the CEO 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 National Purchase Diary,where each panel member is measured with respect to the same characteristics at each time,is an example of a(n)

You would like to determine the demographic characteristics of owners of recreational vehicles.The appropriate research strategy would be

Exhibit 6.1 Refer to Exhibit 6.1.How many people switched brands between time t₁ and t₂?

Which of the following is TRUE?

In regard to internal and external validity

Concerning a laboratory experiment,which statement is INCORRECT?

The descriptive study

Which of the following statements about cross-sectional analysis is FALSE?

Select the question that can best be answered through experimentation.

The recommended minimum time spent in test market is

The creators of a new reality TV show "The Greatest American Liar" decided to test the new TV show on currently unused cable and satellite channels.This process of testing new shown on unused channels is considered a laboratory experiment.

Of the following situations,which would be the most appropriate for using a discontinuous/omnibus panel?

Select the question that can best be answered through experimentation.

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 is FALSE?

While exploratory studies are rigid in nature,descriptive studies are considered flexible.

In a descriptive study,the researcher should delay data collection until

The National Purchase Diary,where each panel member is measured with respect to the same characteristics at each time,is an example of a(n)

You would like to determine the demographic characteristics of owners of recreational vehicles.The appropriate research strategy would be

Exhibit 6.1 Refer to Exhibit 6.1.How many people switched brands between time t1 and t2?

Which of the following is TRUE?

In regard to internal and external validity

Concerning a laboratory experiment,which statement is INCORRECT?

The descriptive study

Which of the following statements about cross-sectional analysis is FALSE?

Select the question that can best be answered through experimentation.

The recommended minimum time spent in test market is

The creators of a new reality TV show "The Greatest American Liar" decided to test the new TV show on currently unused cable and satellite channels.This process of testing new shown on unused channels is considered a laboratory experiment.

Of the following situations,which would be the most appropriate for using a discontinuous/omnibus panel?

Select the question that can best be answered through experimentation.

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

Exhibit 6.1 Refer to Exhibit 6.1.How many people switched brands between time t₁ and t₂?