Question 1

Which of the following factors does NOT characterize the analysis of selected cases?

Accepted Answer

A) An examination of existing records. 
B) Unstructured interviews. 
C) Observation of the phenomenon as it occurs. 
D) Changes in procedure in the middle of data collection. 
E) Use of experiments. 
A) An examination of existing records. 
B) Unstructured interviews. 
C) Observation of the phenomenon as it occurs. 
D) Changes in procedure in the middle of data collection. 
E) Use of experiments.

Question 2

In terms of projective techniques of data collection,a stimuli is

Accepted Answer

A) generally very concise and well defined. 
B) most often ambiguous in nature. 
C) always verbal in nature. 
D) always visual in nature. 
E) always auditory in nature. 
A) generally very concise and well defined. 
B) most often ambiguous in nature. 
C) always verbal in nature. 
D) always visual in nature. 
E) always auditory in nature.

Question 3

An exploratory study should NOT be used for

Accepted Answer

A) formulating a problem for more precise investigation. 
B) developing hypotheses. 
C) establishing priorities for future research. 
D) gathering information about the practical problems of carrying out research on particular issues. 
E) investigating the strength of the relationship between variables. 
A) formulating a problem for more precise investigation. 
B) developing hypotheses. 
C) establishing priorities for future research. 
D) gathering information about the practical problems of carrying out research on particular issues. 
E) investigating the strength of the relationship between variables.

Question 4

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 5

Which of the following uses the projective method?

Accepted Answer

A) Fixed-alternative questionnaire 
B) Depth interview 
C) Sentence completion 
D) Telephone interview 
E) None of the above use the projective method. 
A) Fixed-alternative questionnaire 
B) Depth interview 
C) Sentence completion 
D) Telephone interview 
E) None of the above use the projective method.

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

One of the major difficulties experienced with projective methods arises

Accepted Answer

A) in the interpretations of the replies. 
B) when trying to secure the respondent's cooperation. 
C) in the lack of experience of the respondents with these techniques. 
D) in the distorted frame of reference of the interviewers. 
E) there are no problems with projective methods. 
A) in the interpretations of the replies. 
B) when trying to secure the respondent's cooperation. 
C) in the lack of experience of the respondents with these techniques. 
D) in the distorted frame of reference of the interviewers. 
E) there are no problems with projective methods.

Question 8

Compare and contrast focus and nominal groups.

Accepted Answer

Focus groups are moderator-led small gro

Question 9

Which of the following is FALSE?

Accepted Answer

A) Benchmarking involves identifying one or more organizations that excel at carrying out some function and using their practices as a source of ideas for improvement. 
B) Organizations can carry out benchmarking by reading about other organizations or by visiting or calling them. 
C) Benchmarking is more useful for learning about new products than existing products. 
D) The process of benchmarking varies according to the information needs of the organization and the resources available. 
E) Benchmarking is an example of the use of selected cases to develop insights into a phenomenon. 
A) Benchmarking involves identifying one or more organizations that excel at carrying out some function and using their practices as a source of ideas for improvement. 
B) Organizations can carry out benchmarking by reading about other organizations or by visiting or calling them. 
C) Benchmarking is more useful for learning about new products than existing products. 
D) The process of benchmarking varies according to the information needs of the organization and the resources available. 
E) Benchmarking is an example of the use of selected cases to develop insights into a phenomenon.

Question 10

Focus group moderators need to possess all the following characteristics EXCEPT

Accepted Answer

A) friendly personality. 
B) being an expert on the topic. 
C) excellent memory. 
D) good writer. 
E) a facilitator. 
A) friendly personality. 
B) being an expert on the topic. 
C) excellent memory. 
D) good writer. 
E) a facilitator.

Question 11

The crucial principle of research is

Accepted Answer

A) the framework or plan for a study that guides the collection and analysis of data. 
B) that 20% of the factors cause 80% of the problems. 
C) to assess sampling error because it has the greatest impact on the study's results. 
D) to isolate the variables and analysis technique at the first opportunity. 
E) that the design of the investigation should stem from the problem. 
A) the framework or plan for a study that guides the collection and analysis of data. 
B) that 20% of the factors cause 80% of the problems. 
C) to assess sampling error because it has the greatest impact on the study's results. 
D) to isolate the variables and analysis technique at the first opportunity. 
E) that the design of the investigation should stem from the problem.

Question 12

A focus group

Accepted Answer

A) consists of an interviewer and a subject discussing a single topic of interest to the interviewer. 
B) is not useful for testing hypotheses. 
C) typically consists of four to six members. 
D) requires selecting members so that they form relatively heterogeneous groups in order to get perspectives from those 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 to the interviewer. 
B) is not useful for testing hypotheses. 
C) typically consists of four to six members. 
D) requires selecting members so that they form relatively heterogeneous groups in order to get perspectives from those with different socioeconomic backgrounds. 
E) involves having subjects fill out a survey on one topic.

Question 13

You are product manager for Brand X coffee,a nationally distributed brand.Brand X has been declining in absolute level of sales for the last four consecutive months.You ask the marketing research department to do a study to determine why sales have declined.The most appropriate research strategy would be

Accepted Answer

A) an experimental study. 
B) a field experiment followed by an exploratory study. 
C) an experimental study followed by a descriptive study. 
D) an exploratory study. 
E) a descriptive study involving a field survey of actual and potential customers. 
A) an experimental study. 
B) a field experiment followed by an exploratory study. 
C) an experimental study followed by a descriptive study. 
D) an exploratory study. 
E) a descriptive study involving a field survey of actual and potential customers.

Question 14

Which of the following is NOT a productive use of focus groups?

Accepted Answer

A) Securing impressions of new product concepts. 
B) Testing specific relationships between variables. 
C) Generating hypotheses. 
D) Providing overall background information on a subject. 
E) Generating information helpful in constructing questionnaires. 
A) Securing impressions of new product concepts. 
B) Testing specific relationships between variables. 
C) Generating hypotheses. 
D) Providing overall background information on a subject. 
E) Generating information helpful in constructing questionnaires.

Question 15

Research designs

Accepted Answer

A) should be strictly limited to the three classifications of exploratory,descriptive,and causal because a given study should serve only one purpose. 
B) should stem from the problem. 
C) are productive in a given problem setting no matter how the principles are applied. 
D) should not be modified to suit specific purposes. 
E) are specific in that they instruct the researcher in terms of the single,best way to precede in a given study. 
A) should be strictly limited to the three classifications of exploratory,descriptive,and causal because a given study should serve only one purpose. 
B) should stem from the problem. 
C) are productive in a given problem setting no matter how the principles are applied. 
D) should not be modified to suit specific purposes. 
E) are specific in that they instruct the researcher in terms of the single,best way to precede in a given study.

Question 16

The manager of Elmer's Glue states that he is very concerned with the continuing decline in sales of the company's major product "School Glue." The manager has asked for assistance in finding the reasons for the sales decline.The most appropriate way to begin would be with

Accepted Answer

A) an experiment in which price is systematically varied to see its impact on sales. 
B) descriptive research. 
C) causal research. 
D) exploratory research. 
E) None of the above will work. 
A) an experiment in which price is systematically varied to see its impact on sales. 
B) descriptive research. 
C) causal research. 
D) exploratory research. 
E) None of the above will work.

Question 17

"A child who wears Pampers diapers is ____." This is an example of a technique where the subjects are directed to complete with the first words that come to mind.

Accepted Answer

A) word association 
B) sentence completion 
C) storytelling 
D) depth interview 
E) focus groups 
A) word association 
B) sentence completion 
C) storytelling 
D) depth interview 
E) focus groups

Question 18

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 19

Sentence completion tests are an example of the ____ method of communication.

Accepted Answer

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

Question 20

Group interaction is the key aspect that distinguishes focus group interviews from depth interviews.

Accepted Answer

A) True 
 B)False

Which of the following factors does NOT characterize the analysis of selected cases?

In terms of projective techniques of data collection,a stimuli is

An exploratory study should NOT be used for

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

Which of the following uses the projective method?

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

One of the major difficulties experienced with projective methods arises

Compare and contrast focus and nominal groups.

Which of the following is FALSE?

Focus group moderators need to possess all the following characteristics EXCEPT

The crucial principle of research is

A focus group

Which of the following is NOT a productive use of focus groups?

Research designs

The manager of Elmer's Glue states that he is very concerned with the continuing decline in sales of the company's major product "School Glue." The manager has asked for assistance in finding the reasons for the sales decline.The most appropriate way to begin would be with

"A child who wears Pampers diapers is ____." This is an example of a technique where the subjects are directed to complete with the first words that come to mind.

The major emphasis in exploratory research is on

Sentence completion tests are an example of the ____ method of communication.

Group interaction is the key aspect that distinguishes focus group interviews from depth interviews.

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

Filters

Exam 5: Types of Research Design and Exploratory Research

Which of the following factors does NOT characterize the analysis of selected cases?

In terms of projective techniques of data collection,a stimuli is

An exploratory study should NOT be used for

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

Which of the following uses the projective method?

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

One of the major difficulties experienced with projective methods arises

Compare and contrast focus and nominal groups.

Which of the following is FALSE?

Focus group moderators need to possess all the following characteristics EXCEPT

The crucial principle of research is

A focus group

Which of the following is NOT a productive use of focus groups?

Research designs

The manager of Elmer's Glue states that he is very concerned with the continuing decline in sales of the company's major product "School Glue." The manager has asked for assistance in finding the reasons for the sales decline.The most appropriate way to begin would be with

"A child who wears Pampers diapers is ____." This is an example of a technique where the subjects are directed to complete with the first words that come to mind.

The major emphasis in exploratory research is on

Sentence completion tests are an example of the ____ method of communication.

Group interaction is the key aspect that distinguishes focus group interviews from depth interviews.

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

Filters