Deck 34: Who Should Conduct Research

Question 1

Which of the following should you consider when deciding whether to use in-house or external research services?

A) Budget for the project.
B) Timing of the project.
C) Bias and Creditability of information
D) All of the above

Answer 1

All of the above

Question 2

Which of the following research methods is the in-house agency most suited for?

A) Surveys
B) Secondary research
C) Experimental research
D) Copytesting

Answer 2

Secondary research

Question 3

Which of the following research methods is an external research firm most suited for?

A) Secondary research
B) Content analysis
C) Observational research
D) Copytesting

Answer 3

Copytesting

Question 4

The key reference source for finding a research firm is called__________.

A) The Red Book.
B) The Yellow Pages
C) The Green Book
D) The Research Book

Question 5

The key trade-off with internal research is __________.

A) Lack of objectivity in the study
B) High costs
C) Time consuming
D) None of the above

Question 6

Costs associated with in-house research tend to very high.

Question 7

Copytesting is another example where external firms are usually hired.

Question 8

The key reference source for finding a research firm is called The Green Book.

Question 9

The key trade-off for external research services is the lack of objectivity in the study.

Question 10

What are the steps to be followed in handling qualitative data?

Question 11

How is handling qualitative data different from quantitative data?