Question 1

A(n)____________________ is a statement that specifies how two or more measurable variables are related.

Accepted Answer

The answer of A(n)____________________ is a statement that specifies how...

Question 2

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

Accepted Answer

A) Exploratory 
B) Experience 
C) Causal 
D) Case study 
E) Descriptive 
A) Exploratory 
B) Experience 
C) Causal 
D) Case study 
E) Descriptive

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

Almost all marketing research projects should start with a focus group.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following about the word association and sentence completion methods is FALSE?

Accepted Answer

A) Both are structured in regard to presenting the stimuli and are unstructured in regard to the response. 
B) The degree of structure associated with these methods tends to substantially reduce the coding problems of unstructured methods. 
C) Sentence completion in comparison to word association has the advantage in that the respondent can be provided with a more directed stimulus. 
D) Both are examples of unstructured-undisguised questioning. 
E) Both are examples of projective techniques. 
A) Both are structured in regard to presenting the stimuli and are unstructured in regard to the response. 
B) The degree of structure associated with these methods tends to substantially reduce the coding problems of unstructured methods. 
C) Sentence completion in comparison to word association has the advantage in that the respondent can be provided with a more directed stimulus. 
D) Both are examples of unstructured-undisguised questioning. 
E) Both are examples of projective techniques.

Question 6

Which of the following is FALSE?

Accepted Answer

A) A research design is the framework for a study that serves as a basis for the collection and analysis of data in such a way that the study will be relevant to the problem and will use economical procedures. 
B) It is impossible to do research without a research design. 
C) A research design ensures that a study will be relevant to the decision problem at hand. 
D) The crucial tenet of research is that the research design should stem from the problem at hand. 
E) None of these statements are false;they are all true. 
A) A research design is the framework for a study that serves as a basis for the collection and analysis of data in such a way that the study will be relevant to the problem and will use economical procedures. 
B) It is impossible to do research without a research design. 
C) A research design ensures that a study will be relevant to the decision problem at hand. 
D) The crucial tenet of research is that the research design should stem from the problem at hand. 
E) None of these statements are false;they are all true.

Question 7

Which of the following is FALSE?

Accepted Answer

A) It is important to record all relevant data in the case analysis approach. 
B) The goal in the case analysis approach is to gain insights. 
C) The goal in the case analysis approach is to test explanations. 
D) The success of the case analysis approach depends upon the researchers ability to interpret the diverse mass of information that is collected across cases. 
E) Case analysis involved the study of selected examples or cases of the phenomenon about which insights are needed. 
A) It is important to record all relevant data in the case analysis approach. 
B) The goal in the case analysis approach is to gain insights. 
C) The goal in the case analysis approach is to test explanations. 
D) The success of the case analysis approach depends upon the researchers ability to interpret the diverse mass of information that is collected across cases. 
E) Case analysis involved the study of selected examples or cases of the phenomenon about which insights are needed.

Question 8

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 9

A literature search most closely resembles which type of research?

Accepted Answer

A) Causal 
B) Exploratory 
C) Experimental 
D) Descriptive 
E) Relational 
A) Causal 
B) Exploratory 
C) Experimental 
D) Descriptive 
E) Relational

Question 10

____________________ is typically concerned with determining the frequency with which something occurs or the relationship between two variables.

Accepted Answer

descriptiv

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Word association tests are an example of the ____ method of communication.

Accepted Answer

A) structured-undisguised 
B) unstructured-undisguised 
C) unstructured-disguised 
D) structured-disguised 
E) None of the above. 
A) structured-undisguised 
B) unstructured-undisguised 
C) unstructured-disguised 
D) structured-disguised 
E) None of the above.

Question 13

In the analysis of selected cases,it is generally true that cases that are most useful are cases that

Accepted Answer

A) reflect abrupt changes. 
B) reflect extremes of behavior. 
C) reflect the order in which events occurred over time. 
D) reflect striking features. 
E) All of the above are useful types of cases. 
A) reflect abrupt changes. 
B) reflect extremes of behavior. 
C) reflect the order in which events occurred over time. 
D) reflect striking features. 
E) All of the above are useful types of cases.

Question 14

A small group of people brought together to discuss a topic of interest to researchers is known as a(n)

Accepted Answer

A) task force. 
B) guidance committee. 
C) experience group. 
D) focus group. 
E) development group. 
A) task force. 
B) guidance committee. 
C) experience group. 
D) focus group. 
E) development group.

Question 15

A literature search most closely resembles which type of research?

Accepted Answer

A) Causal 
B) Exploratory 
C) Experimental 
D) Descriptive 
E) Both b and c. 
A) Causal 
B) Exploratory 
C) Experimental 
D) Descriptive 
E) Both b and c.

Question 16

____________________ methods encourage respondents to reveal their own feelings,thoughts,and behaviors by shifting the focus away from the individual through the use of indirect tasks.

Accepted Answer

The answer of ____________________ methods encourage respondents to reveal their...

Question 17

Focus groups are useful for which of the following purposes

Accepted Answer

A) generating hypotheses. 
B) generating information helpful in structuring questionnaires. 
C) gathering background information on a product category. 
D) All of the above. 
E) Both a and c. 
A) generating hypotheses. 
B) generating information helpful in structuring questionnaires. 
C) gathering background information on a product category. 
D) All of the above. 
E) Both a and c.

Question 18

Exploratory research can be used to

Accepted Answer

A) increase the analyst's familiarity with the problem. 
B) clarify concepts. 
C) establish priorities in dealing with explanations of problems. 
D) All of the above. 
E) Both a and b. 
A) increase the analyst's familiarity with the problem. 
B) clarify concepts. 
C) establish priorities in dealing with explanations of problems. 
D) All of the above. 
E) Both a and b.

Question 19

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 20

Focus groups have proven productive for all of the following except

Accepted Answer

A) securing the feelings of the general population. 
B) generating hypotheses to be tested further. 
C) stimulating ideas for new products. 
D) interpreting previously obtained results. 
E) developing lists of characteristics on which consumers evaluate products. 
A) securing the feelings of the general population. 
B) generating hypotheses to be tested further. 
C) stimulating ideas for new products. 
D) interpreting previously obtained results. 
E) developing lists of characteristics on which consumers evaluate products.

Exam 5: Types of Research Design and Exploratory Research

A(n)____________________ is a statement that specifies how two or more measurable variables are related.

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

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

Almost all marketing research projects should start with a focus group.

Which of the following about the word association and sentence completion methods is FALSE?

Which of the following is FALSE?

Which of the following is FALSE?

The descriptive study

A literature search most closely resembles which type of research?

____________________ is typically concerned with determining the frequency with which something occurs or the relationship between two variables.

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

Word association tests are an example of the ____ method of communication.

In the analysis of selected cases,it is generally true that cases that are most useful are cases that

A small group of people brought together to discuss a topic of interest to researchers is known as a(n)

A literature search most closely resembles which type of research?

____________________ methods encourage respondents to reveal their own feelings,thoughts,and behaviors by shifting the focus away from the individual through the use of indirect tasks.

Focus groups are useful for which of the following purposes

Exploratory research can be used to

The descriptive study

Focus groups have proven productive for all of the following except

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Descriptive and Causal Research Designs

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

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