Deck 3: Research Design

Question 1

Identifying alternative courses of action and establishing priorities for further research are purposes for which exploratory research is used.

Answer 1

True

Question 2

Specifying the format of the marketing research proposal is one of the components involved in research design.

Answer 2

False

Question 3

The insights gained from exploratory research might be verified or quantified by conclusive research.

Answer 3

True

Question 4

One reason to conduct causal research is to determine the degree to which marketing variables are associated.For example,to what extent is shopping at department stores related to eating out?

Question 5

The cross-sectional study is the least used descriptive design in marketing research.

Question 6

Conclusive research is typically more formal and structured than exploratory research.

Question 7

The objective of conclusive research is to better understand the problem.

Question 8

In single cross-sectional designs,there are two or more samples of respondents,and information from each sample is obtained only once.

Question 9

In cohort analysis,it is likely that many of the individuals studied at time one will also be in the sample at time two.

Question 10

Cohort analysis is a type of multiple cross-sectional design that consists of a series of surveys conducted at appropriate time intervals,where the cohort serves as the basic unit of analysis.

Question 11

Shorter Labs is conducting experiments to see if shoppers will buy unknown products if they are sent coupons.Shorter Labs is conducting causal research.

Question 12

There are three main types of research designs employed in marketing research: exploratory,descriptive,and conclusive.

Question 13

Exploratory research is used in cases when you must define the problem more precisely,identify relevant courses of action,or gain additional insights before an approach can be developed.

Question 14

A major difference between exploratory and descriptive research is that exploratory research is characterized by the prior formulation of specific hypotheses.

Question 15

The objective of exploratory research is to explore or search through a problem or situation to provide insights and understanding (Table 3.2 in the text).

Question 16

A research design is a framework or blueprint for conducting the marketing research project.

Question 17

A descriptive design requires a clear specification of the who,what,when,where,why,and way (the six Ws)of the research.

Question 18

Cross-sectional designs involve the collection of information from any given sample of population elements only once.

Question 19

When conducting exploratory research,the focus of the investigation may shift constantly as new insights are discovered.

Question 20

Specifying the measurement and scaling procedures is one of the components involved in research design.

Question 21

Random sampling error has been found to be the major contributor to total error,whereas non-sampling error is relatively small in magnitude.

Question 22

The example given in the text stated that focus groups conducted in Saudi Arabia to determine attitude towards major appliances could be conducted the same as in the U.S.Men and women could participate jointly in the focus group.

Question 23

Social media can be appropriate for conducting exploratory and descriptive research but not causal research.

Question 24

A useful approach for managing a project is the critical path method (CPM),which involves dividing the research project into component activities,determining the sequence of these activities,and estimating the time required for each activity.

Question 25

The marketing research proposal does not include a reporting section because a separate final report of the research project findings is provided at the end of the project.

Question 26

Which statement is not true about research design?

A)Research design is a framework for conducting the marketing research project.
B)Research design specifies the measurement and scaling procedures.
C)Research design is undertaken before developing the approach to the problem.
D)Research design is undertaken after the marketing research problem is defined.

Question 27

Longitudinal data enable researchers to examine changes in the behavior of individual units and to link behavioral changes to marketing variables,such as changes in advertising,packaging,pricing,and distribution.

Question 28

The client should not take undue advantage of the research firm to solicit unfair concessions for the current project by making false promises of future research contracts.

Question 29

According to the text,the combination of research designs employed depends on the nature of the results desired.

Question 30

Social media panels could be useful for developing new products targeted at core users of the brand.

Question 31

The research design suitable for one country may not be suitable in another country.

Question 32

In formulating a research design,the researcher should attempt to minimize a particular source of error,not just the total error.

Question 33

The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project.

Question 34

The marketing research proposal contains the essence of the project and serves as a contract between the researcher and the respondent.

Question 35

Marketing managers continually make decisions based on assumed causal relationships.Because these assumptions may be justifiable,the validity of the causal relationships need not be examined via formal research.

Question 36

A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time.

Question 37

A major advantage of longitudinal design over the cross-sectional design is the ability to detect change as a result of repeated measurement of the same variables on the same sample.

Question 38

The researcher defines the mission and governance of a social media community.

Question 39

Sometimes,the term sample survey is used interchangeably with the term longitudinal design.

Question 40

Budgeting and scheduling management tools help ensure that the marketing research project is completed within the available resources.

Question 41

Joan needs to determine which variables and relationships she should examine further as part of the research she is conducting for the Flager Truck Company.Joan is about to embark on what type of research?

A)simple research
B)exploratory research
C)descriptive research
D)causal research

Question 42

Which of the following tasks is not a component of research design?

A)Design the exploratory,descriptive,and/or causal phases of the research.
B)Construct and pretest a questionnaire (interviewing form)or an appropriate form for data collection.
C)Specify the sampling process and sample size.
D)Develop hypotheses.

Question 43

________ is research designed to assist the decision maker in determining,evaluating,and selecting the best course of action to take in a given situation.

A)Exploratory research
B)Conclusive research
C)Complex research
D)Problem-identification research

Question 44

If there were a need to isolate key variables and relationships for further examination,it would be best to perform ________.

A)descriptive research
B)causal research
C)exploratory research
D)conclusive research

Question 45

You work for Innovative Focus,an internationally recognized consulting firm.You are working on the Waterpik account to help them with finding their next successful product.You are meeting with the Waterpik marketing professionals tomorrow to conduct a trends meeting to list and prioritize key consumer wants and needs.You have also scheduled a meeting with the Waterpik engineers to uncover applicable technologies and the company's internal competencies.What type of research are you conducting in your meetings with Waterpik?

A)simple research
B)exploratory research
C)descriptive research
D)causal research

Question 46

Which of the objectives below would best represent exploratory research?

A)Describe market characteristics or functions.
B)Determine cause and effect relationships.
C)Provide insights and understanding.
D)Test specific hypotheses and examine relationships.

Question 47

________ is a type of conclusive research that has as its major objective the description of something,usually market characteristics or functions.

A)Exploratory research
B)Conclusive research
C)Causal research
D)Descriptive research

Question 48

Which of the following statements is not true about exploratory research?

A)It is flexible.
B)It is a pre-planned and structured design.
C)It is versatile.
D)It is often the front end of total research design.

Question 49

Which data collection method is used in causal research?

A)experiments
B)surveys
C)expert surveys
D)panels

Question 50

Jerry and the team working on the Roger Tire Company marketing research project are developing ways to test their hypothesis that drivers of larger trucks prefer dual belted radial tires.What type of research are they conducting?

A)simple research
B)exploratory research
C)descriptive research
D)causal research

Question 51

________ is a framework or blueprint for conducting the marketing research project.It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems.

A)Research classification
B)Research design
C)Design formulation
D)None of the above

Question 52

Exploratory research is used in all of the following cases except ________.

A)selecting the course of action to take in a given situation
B)when you must define the problem more precisely
C)when you must identify relevant courses of action
D)when you must gain additional insights before an approach can be developed

Question 53

Typically,a ________ involves the tasks of designing the information needed,specifying the measurement and scaling procedures,and developing a plan of data analysis.

A)research classification
B)research design
C)design formulation
D)none of the above

Question 54

Descriptive research,in contrast to exploratory research,is marked by all of the following except ________.

A)a clear statement of the problem
B)specific hypotheses
C)detailed information needs
D)flexibility

Question 55

Which of the objectives below would best represent conclusive research?

A)Describe market characteristics or functions.
B)Determine cause and effect relationships.
C)Provide insights and understanding.
D)A and B are correct.

Question 56

Cross-sectional and longitudinal designs are types of ________ (Figure 3.1 in the text).

A)causal research
B)exploratory research
C)descriptive research
D)none of the above

Question 57

Research designs may be broadly classified as ________ or ________ (Figure 3.1 in the text).

A)exploratory;causal
B)conclusive;causal
C)exploratory;conclusive
D)conclusive;descriptive

Question 58

Descriptive research is conducted for all of the following reasons except ________.

A)to describe the characteristics of relevant groups,such as consumers,salespeople,organizations,or market areas
B)to determine the degree to which marketing variables are associated
C)to understand which variables are the cause and which variables are the effect of a phenomenon
D)to determine the perceptions of product characteristics

Question 59

The primary objective of ________ is to provide insights into,and an understanding of,the problem confronting the researcher.

A)exploratory research
B)conclusive research
C)causal research
D)descriptive research

Question 60

A formal research design specifies the methods for selecting the sources of information and for collecting data from those sources.A ________ design requires a clear specification of the who,what,when,where,why,and way (the six Ws)of the research.

A)descriptive
B)causal
C)exploratory
D)none of the above

Question 61

Which of these statements is true about panels?

A)Relatively large amounts of data can be collected.
B)Panel data can be more accurate than cross-sectional data.
C)Panels may not be representative.
D)All of the above statements are correct.

Question 62

________ are errors that can be attributed to sources other than sampling,and they can be random or nonrandom.

A)Random sampling error
B)Non-response error
C)Non-sampling error
D)Response error

Question 63

Which of the following statements is true about cohort analysis?

A)A cohort is a group of respondents who experience the same event within the same time interval.
B)It is unlikely that any of the individuals studied at time one will also be in the sample at time two.
C)The term cohort analysis refers to any study in which there are measures of some characteristics of one or more cohorts at two or more points in time.
D)All are correct.

Question 64

All of the following are advantages of longitudinal designs over cross-sectional designs (Table 3.4 in the text)except ________.

A)detecting change
B)accuracy
C)large amount of data collection
D)representative sampling

Question 65

A major advantage of ________ over the cross-sectional design is the ability to detect change as a result of repeated measurement of the same variables on the same sample.

A)longitudinal design
B)descriptive research design
C)causal research design
D)conclusive research design

Question 66

Single cross-sectional designs are also called ________.

A)experiment designs
B)sample survey research designs
C)qualitative research designs
D)none of the above

Question 67

________ is a type of research design involving a fixed sample of population elements that is measured repeatedly.The sample remains the same over time thus providing a series of pictures which,when viewed together,portray a vivid illustration of the situation and the changes that are taking place over time.

A)Exploratory research design
B)Causal research design
C)Cross-sectional research design
D)Longitudinal research design

Question 68

________ is the error due to the particular sample selected being an imperfect representation of the population of interest.It may be defined as the variation between the true mean value for the sample and the true mean value of the population.

A)Random sampling error
B)Non-response error
C)Non-sampling error
D)Response error

Question 69

When trying to determine which research design is best to choose,it is best to begin with exploratory research if the objective of the research is to ________.

A)test hypotheses
B)conduct an annual customer satisfaction survey
C)define the problem more precisely
D)quantify the relative salience of social causes that businesses should be concerned about

Question 70

________ designs involve the collection of information from any given sample of population elements only once.

A)Exploratory
B)Causal
C)Cross-sectional
D)None of the above

Question 71

________ is a cross-sectional design in which there are two or more samples of respondents and information is obtained from each sample only once.

A)Multiple cross-sectional design
B)Single cross-sectional design
C)Cohort analysis
D)None of the above

Question 72

________ is a multiple cross-sectional design consisting of a series of surveys conducted at appropriate time intervals,where the cohort serves as the basic unit of analysis.

A)Multiple cross-sectional design
B)Single cross-sectional design
C)Cohort analysis
D)None of the above

Question 73

________ refers to a sample of respondents who have agreed to provide information at specified intervals over an extended period.

A)Experiment
B)Survey
C)Panel
D)None of the above

Question 74

The question,"How did the American people rate the performance of George W.Bush immediately after the war in Afghanistan?" would be addressed using a ________.However,a ________ would be used to address the question,"How did the American people change their view of Bush's performance during the war in Afghanistan?"

A)longitudinal design;multiple cross-sectional
B)cross-sectional design;longitudinal design
C)longitudinal;cross-sectional design
D)none of the above

Question 75

________ is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project.

A)Measurement error
B)Recording error
C)Total error
D)Cheating error

Question 76

________ is the most used descriptive design in marketing research.

A)Longitudinal design
B)Exploratory design
C)Cross-sectional design
D)None of the above

Question 77

________ is a cross-sectional design in which one sample of respondents is drawn from the target population and information is obtained from this sample once.

A)Multiple cross-sectional design
B)Single cross-sectional design
C)Cohort analysis
D)None of the above

Question 78

According to your text,non-representativeness in panels may arise because of all of the following except ________.

A)respondent intelligence
B)mortality
C)refusal to cooperate
D)payment

Question 79

Sometimes the term ________ is used interchangeably with the term longitudinal design.

A)experiment
B)panel
C)survey
D)none of the above

Question 80

________ is a type of non-sampling error arising from respondents who do respond but give inaccurate answers,or their answers are mis-recorded or mis-analyzed.It may be defined as the variation between the true mean value of the variable in the net sample and the observed mean value obtained in the marketing research project.

A)Random sampling error
B)Non-response error
C)Non-sampling error
D)Response error