Deck 3: Research Design

Question 1

Appropriate methods for conducting exploratory research would include:

A) secondary data analysis
B) experiments
C) sample surveys
D) longitudinal research
E) discontinuous panels

Answer 1

A

Question 2

Experience surveys are used in which of the following ways?

A) to search for and interpret existing information relevant to the research problem
B) to gather information from persons thought to be knowledgeable on the issues relevant to the research problem
C) to review the available information about a former situation(s) that has some similarities to the present research problem
D) to explore hidden consumer motives for buying goods and services by asking participants to project themselves into a situation and then respond to specific questions regarding the situation
E) to use surveys that the researchers have conducted in the past and, therefore, they have experience in how to conduct and interpret the surveys

Answer 2

B

Question 3

What type of research design should a marketing researcher use to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?

A) exploratory research
B) descriptive research
C) causal research
D) secondary data analysis
E) protocol analysis

Answer 3

B

Question 4

Small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem can be categorized under which type of research design?

A) exploratory research
B) causal research
C) descriptive research
D) deductive research
E) exhaustive research

Question 5

Which of the following is NOT a situation in which exploratory research should be used?

A) to measure the relationships among variables
B) to clarify problems
C) to establish research priorities
D) to gain background information
E) to clarify hypotheses

Question 6

Which of the following is a type of exploratory research that refers to a review of available information about a former situation(s) that has some similarities to the present research problem?

A) secondary data analysis
B) experience surveys
C) projective techniques
D) case analysis
E) focus groups

Question 7

Ray Kroc, a milkshake machine salesman, noticed that one restaurant in Ontario burned up many milkshake machines. He inferred that the restaurant was meeting the needs of the market better than other restaurants. His observation illustrates the use of:

A) observational deduction
B) exploratory research
C) explanatory research
D) causal research
E) descriptive research

Question 8

The various types of research design include:

A) exploratory, deductive, and competitive
B) deductive, competitive, and exploitive
C) exploratory, causal, and deductive
D) causal, experimental, and descriptive
E) exploratory, descriptive, and causal

Question 9

At Momentum Market Intelligence (MMI) a client experiences a 15% decline in market share. Since MMI knows "they don't know what the problem is" the research design they should use is:

A) causal
B) unique
C) experimental
D) descriptive
E) exploratory

Question 10

In which of the following situations should exploratory research be used?

A) to measure the relationships among variables
B) when experimentation is needed
C) to define terms
D) in situations in which all of the concepts are clearly defined and measured
E) to determine how variable x causes variable y

Question 11

What type of research is unstructured and informal?

A) deductive
B) causal
C) exploratory
D) descriptive
E) exhaustive

Question 12

Which of the following is the best description of research design?

A) It is a set of advance decisions that makes up the master plan, specifying the methods and procedures for collecting and analyzing the needed information.
B) It is a marketing term or concept involved in the marketing management problem that will be researched.
C) It is the specific pieces of information are necessary to solve the problem at hand.
D) It is a list from which sample elements are drawn from the sample, which contains all of the elements in the population being studied.
E) It is a set of advance decisions that are made after the data have been collected in order to determine how the data will be analyzed.

Question 13

Which of the following best illustrates the significance of research design?

A) Because all research problems are different, research designs are applicable only in an academic setting; they cannot be used in the real world.
B) Because research designs may be "matched" to different kinds of problems, the research design may serve as a blueprint for the researcher.
C) Because research designs are like blueprints, they are most helpful during data analysis.
D) Research designs are used after studies are completed and are used to make improvements in future research studies.
E) Research designs are important because clients often decide to fund research if they find the design is pleasing to the eye.

Question 14

Which of the following is true about research design?

A) Research design should be the first consideration in a research project.
B) Research design should be selected after thoroughly considering the problem and research objectives.
C) Research design decisions should be made after data analysis.
D) Research design should be selected during the initial meeting with a client.
E) Research designs should be made after data collection.

Question 15

What is the general purpose of projective techniques?

A) to gain information through small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion
B) to review available information about a former situation that has some similarities to the present research problem
C) to explore hidden consumer motives for buying goods and services, by asking respondents to project themselves into a situation
D) to gather information from those thought to be knowledgeable on the issues relevant to the projective research problem
E) to learn the vocabulary respondents' use when relating to a certain type of product

Question 16

The process of searching for and interpreting existing information relevant to the research problem can be described as:

A) an experience survey
B) causal analysis
C) experience surveys
D) depth interviews
E) secondary data analysis

Question 17

If the research objective is to gain background information, it is likely that the most appropriate research design would be:

A) descriptive
B) exhaustive
C) deductive
D) exploratory
E) causal

Question 18

Which of the following is NOT an objective of research?

A) to gain background information
B) to measure a state of a variable of interest
C) to test hypotheses that specify the relationship between two or more variables
D) to make "then-if" statements
E) to define terms

Question 19

What type of research design does the text state should almost always be used in research studies?

A) causal research
B) exploratory research
C) cross-sectional research
D) longitudinal research
E) descriptive research

Question 20

Which of the following is true about the types of research designs?

A) They should follow one another in a step-by-step fashion.
B) It may be that only exploitive research design is appropriate for a given project.
C) Descriptive designs must always follow causal designs.
D) All designs should include at least some exhaustive research.
E) Research is an "iterative" process.

Question 21

Which of the following symbols represents the measurement of the dependent variable?

A) D
B) X
C) O
D) R
E) Y

Question 22

Which of the following designs represents the Before-After with Control Group design?

A) E = O₁ - O₂
B) E = X - O
C) E = (O₁ - O₂) + (O₃ - O₄)
D) E = E + X + O
E) E = (O₂ - O₁) + (O₄ - O₃)

Question 23

Longitudinal studies can be described as techniques that:

A) measure the population at only one point in time.
B) develop an understanding of a phenomenon in terms of "if-then" conditional statements.
C) search for and interpret existing information relevant to the research problem.
D) repeatedly measure the same sample units from the population over a period of time.
E) studies conducted parallel (longitude) to one another, which allows for comparisons to be made between such studies.

Question 24

What type of descriptive research study measures a population at only one point in time?

A) sample observations
B) cross-sectional studies
C) longitudinal studies
D) "Point in Time" studies
E) "One Point in Time" studies

Question 25

In an experiment, over which type of variable does a researcher have control and wish to manipulate?

A) dependent variable
B) extraneous variable
C) independent variable
D) complex variable
E) control variable

Question 26

Lightspeed Research provides clients with access to consumer households specializing in online connections who have agreed to answer research questions sent to them by Lightspeed Research. This service is called:

A) a panel
B) a telephone survey
C) a mail survey
D) an experiment
E) an online observation experiment

Question 27

Which of the following symbols represents the manipulation of an independent variable in an experimental design?

A) O
B) X
C) R
D) I
E) E

Question 28

An experimental design is a procedure for ensuring that:

A) the change in the dependent variable may be solely attributed to the change in the independent variable.
B) the change in the independent variable may be solely attributed to the change in the complex variable.
C) the change in the dependent variable may be solely attributed to the change in the extraneous variable.
D) any and all effects on all experimental values are measured.
E) the manipulation made on the complex variable is measured accurately.

Question 29

A panel of respondents is often used in which type of study?

A) longitudinal
B) cross-sectional
C) sample survey
D) case analysis
E) focus group

Question 30

What are the two basic types of studies that are categorized as descriptive research?

A) focus groups and case analysis
B) longitudinal studies and case analysis
C) focus groups and cross-sectional studies
D) case analysis and protocol analysis
E) longitudinal studies and cross-sectional studies

Question 31

Which of the following research designs would be considered a quasi-experimental design as discussed in the textbook?

A) Posttest design
B) One-Group, After-Before design
C) Before-After with Control Group design
D) Pretest design
E) After-Only design

Question 32

Descriptive studies are conducted to:

A) answer who, what, when, where, and how questions.
B) specify the causality in the problem
C) describe previous findings in similar problems.
D) answer who, what, when, where, how, and why questions.
E) determine if x, then y, relationships.

Question 33

What type of panel should be used in brand-switching studies?

A) repeatability panel
B) continuous panel
C) inquisitional panel
D) discontinuous panel
E) exploratory panel

Question 34

An experiment is defined as:

A) something men and/or women in white coats do.
B) manipulating an independent variable to see how it affects a dependent variable, while also controlling for the effects of additional complex variables.
C) manipulating a dependent variable to see how it affects an independent variable, while also controlling for the effects of additional complex variables.
D) holding all variables constant to observe any effects of one variable over another over time.
E) manipulating an independent variable to see how it affects a dependent variable, while also controlling for the effects of additional extraneous variables.

Question 35

What type of panel asks the panel members the same questions on each panel measurement?

A) inquisitional panel
B) discontinuous panel
C) repeatability panel
D) continuous panel
E) exploratory panel

Question 36

The purpose of a market-tracking study is:

A) to determine if consumers switched brands from one time period to the next.
B) to measure some variable of interest, such as market share or unit sales over time.
C) to determine the relationship between several variables.
D) to search for and interpret existing information relevant to the research problem.
E) to keep up with changes competitors are making in their marketing mixes.

Question 37

What type of research design should a researcher use if he or she wishes to determine the effect of a change in price on the sales of a particular brand?

A) causal
B) descriptive
C) longitudinal
D) exploratory
E) discontinuous

Question 38

Which of the following symbols represents the random assignment of subjects?

A) S
B) R
C) O
D) X
E) A

Question 39

When a variable exerts influence on the dependent variable and is not an independent variable, we refer to it as a(n):

A) influential variable
B) extraneous variable
C) affective variable
D) complex variable
E) effective variable

Question 40

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

A) A company wanting to gain insights into changes in their consumers' purchases and attitudes.
B) A company wanting to determine if members of the panel switched brands from one time period to the next.
C) A company wanting to measure changes in market shares of brands.
D) A companying wanting to measure changes in their consumers' price sensitivity.
E) A company wanting to determine how consumers feel about two different product concepts by varying panel questions from one panel measurement to the next.

Question 41

Cellular Inc. makes a major breakthrough in cell phone technology and design. Their research and development department has created advanced micro-circuitry that is one hundred times more sensitive to cell signals than conventional cell phones. This means that there is almost never a break in cell phone signals even when the caller is several miles from what would be considered "in range" for conventional phones. The problem is that the new technology adds about $100 to the cost of the phone. Cellular Inc. must spend a considerable amount of funds to retool in order to produce the new phones. They decide to test market the new phones. The company is located in Toronto and several executives believe it would be less costly to run the test market in their own city. However, one of the marketing managers has argued for running at least two test markets; one in Guelph, Ontario and one in Red Deer, Alberta. What criterion for test market selection is the marketing manager using?

A) representativeness
B) degree of isolation
C) control over media
D) control over distribution
E) lower costs

Question 42

In experimental designs an R stands for:

A) restricted use of complex variables.
B) random assignment of research subjects (e.g., stores) to groups (experimental and control).
C) random assignment of treatments to either the independent or the dependent variables.
D) realism; which is appropriate only for studies with external validity
E) There is no R in experimental design terminology.

Question 43

Which of the following best illustrates what is meant by "lead country" test marketing?

A) Countries should be used as test markets only when they are first (lead) in some demographic characteristic important to the product or service class.
B) In situations where a firm wants to evaluate products in the most developed countries first because they are assumed to have the most buying power.
C) In situations where the firm is interested in introducing its products and services globally and a single country is used as a test market because it is thought to be similar to the other neighbouring countries.
D) In situations where there is dominant economic power of one country over those surrounding it.
E) In situations where there is dominant political power of one country over those surrounding it.

Question 44

Which of the following best represents the disadvantages of conducting test markets as discussed in the textbook?

A) cost, competitor intervention, and government regulations of test markets
B) fallibility of results, cost, and exposure of product/service to competition and ethical issues
C) cost, delay in getting to the market first, and competitive awareness of the product/service
D) relying on consumers in only one market, using distributors who "know" there is a test, biased results arising from too much executive time being allocated to the test as opposed to normal market conditions
E) Disadvantages were not discussed in the textbook.

Question 45

Which of the following statements can be used to help determine if an experiment is valid?

A) The observed change in the dependent variable is in fact due to the independent variable.
B) The results of the experiment apply to the virtual world outside the experimental setting.
C) The results do not account for the effects of extraneous variables.
D) The results are reported in well-known news media.
E) The observed change in the independent variable is in fact due to the dependent variable.

Question 46

Your university decides it will create a panel of consumers in your local area. The purpose of the panel is to report the local population's attitudes, preferences, and intentions on a variety of local issues. In the first administration of the panel, the questions asked for voter preferences for an upcoming local election. In the second administration, questions submitted to the panel asked for their attitudes about the quality of the drinking water and air in your area. Which type of panel has your university created?

A) continuous panel
B) inquisitional panel
C) discontinuous panel
D) repeatability panel
E) exploratory panel

Question 47

Which of the following best describes the logic used in the Before-After with Control Group experimental design that allows this to be a true experimental design?

A) The experimental group change (O₂ - O₁) contains the change in the independent variable due to a.) the dependent variable and b.) extraneous variables. When we subtract from this the control group (O₄ - O₃), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable.
B) The experimental group change (O₂ - O₁) contains the change in the complex variable due to a.) the dependent variable and b.) extraneous variables. When we subtract from this the control group (O₄ - O₃), which is the change due to the extraneous variables, we are left with the change due solely to the complex variable.
C) The experimental group change (O₂ - O₁) contains the change in the dependent variable due to a.) the dependent variable and b.) extraneous variables. When we subtract from this the control group (O₄ - O₃), which is the change due to the extraneous variables, we are left with the change in the dependent variable due solely to the independent variable.
D) The control group change (O₂ - O₁) contains the change in the independent variable due to a.) the dependent variable and b.) extraneous variables. When we subtract from this the experimental group (O₄ - O₃), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable.
E) The experimental group change (O₂ - O₁) contains the change in the dependent variable due to a.) the dependent variable and b.). ..extraneous variables. When we subtract from this the control group (O4 - O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable.

Question 48

Of the following, which is a potential disadvantage of using a simulated test market?

A) It is limited to the types of marketing mixes that can be tested.
B) It is often very time consuming.
C) It is often too expensive.
D) It lacks confidentiality.
E) It is not as accurate as full-scale test markets.

Question 49

Harry Rosen wanted to collect some qualitative information from its best customers. What would be the best way to understand each unique customer's perspective?

A) protocol analysis
B) experience interview
C) ethnographic research
D) protocol analysis
E) depth interview

Question 50

The use of a laboratory experiment is desirable:

A) when the sample is representative of the population to which the results are generalized.
B) when the experiment's context and conduct are natural so that the subjects behave realistically.
C) when the intent of the experiment is to achieve high levels of external validity.
D) when the intent of the experiment is to achieve high levels of internal validity.
E) when the intent is to achieve high external validity and moderate internal validity.

Question 51

What type of experimental validity is concerned with the extent that the relationship observed between the independent and dependent variable during the experiment is generalizable to the real world?

A) external validity
B) internal validity
C) extraneous validity
D) causal validity
E) real validity

Question 52

Which of the following is NOT a potential use of test marketing?

A) to evaluate the sales potential for a new product
B) to test variations in the marketing mix for a product
C) to measure the sales potential for a new service
D) to test variations in the marketing mix for a service
E) to obtain hidden motives during a purchase experience

Question 53

Which of the following is not a disadvantage of conducting test marketing?

A) Sabotage caused by competitors
B) Cost
C) Provision of information prior to going full-scale
D) Results leading to incorrect decisions
E) Exposure of potential plans to competitors

Question 54

What type of test marketing should be used when a firm wants to test the product and/or marketing mix variables through the company's normal distribution channels?

A) controlled test markets
B) normal test markets
C) simulated test markets
D) scanner test markets
E) standard test markets

Question 55

What type of test markets are conducted by outside research firms who guarantee distribution of the product through prespecified types and numbers of distributors?

A) controlled test markets
B) electronic test markets
C) standard test markets
D) prespecified test markets
E) guaranteed distribution test markets

Question 56

Dirt Devil vacuum cleaning company is interested in knowing if a proposed advertising message will be effective in generating interest in purchasing their portable vacuum cleaner. They contact marketing research firm InsightExpress, which has a service that tests proposed ad copy with consumers they have recruited to participate. Copies of the ad are prepared and are shown to several hundred consumers online. Consumers evaluate the ad and the results are given to Dirt Devil. This is an example of which of the following?

A) longitudinal research
B) causal research
C) experimental research
D) exhaustive research
E) cross-sectional research

Question 57

Internal validity is concerned with:

A) the extent to which the change in the independent variable was actually due to the dependent variable.
B) the extent that the observed relationship between the independent variable and dependent variable can be generalized to the real world.
C) the measurement of extraneous variables that are internal to the experimental setting itself.
D) the extent to which the change in the dependent variable was actually due to the independent variable.
E) the control of the complex variables not having an effect on the independent variable.

Question 58

What type of experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables?

A) field experiment
B) extraneous experiment
C) laboratory experiment
D) artificial experiment
E) contrived experiment

Question 59

Which of the following best represents the criteria discussed by the authors to be used in the selection of a test market city?

A) representativeness, degree of isolation, and ability to control distribution and promotion
B) representativeness, isolation, and cost
C) representativeness, existing company presence, and control of promotion
D) representativeness, cost, and control of competitor's intelligence
E) isolation, cost, and effectiveness

Question 60

What type of experiment involves manipulating the independent variable and measuring the dependent variable in a natural setting?

A) extraneous experiment
B) field experiments
C) laboratory experiments
D) natural experiments
E) eco-experiment

Question 61

A research company recently recommended to its client, a life insurance company, that they use focus groups to study their problem. Which of the following would the life insurance company then NOT want an answer to?

A) the current vocabulary used by Generation Y
B) baby boomers attitudes about leaving a legacy
C) Generation X's basic insurance needs
D) ideas on how to turn life insurance into a sought after product
E) the effects of text messaging on increasing sales

Question 62

Marketing research projects vary widely; some are taste tests in kitchen-like labs while others may be confined to library research.

Question 63

Knowledge of research design is helpful because certain designs can be matched with certain problems and this provides a blueprint for the researcher.

Question 64

Exploratory research is best utilized when little is known about the problem.

Question 65

Exploratory research can be used to help define terms such as "satisfaction with service."

Question 66

The choice of a research design depends largely upon the research objectives.

Question 67

Since ______________ data allow measures of the change by each sample unit between time periods, much richer information for analysis purposes is gained.

A) cross-sectional
B) longitudinal
C) omnibus
D) exploratory
E) panel

Question 68

Another name for an omnibus panel is a(n) ______________ panel.

A) discontinuous
B) continuous
C) expert
D) longitudinal
E) cross-sectional

Question 69

Descriptive research is often carried out at the outset of research projects.

Question 70

Causal research is best utilized to define terms.

Question 71

Descriptive or causal research is best used to help gain background information about the problem.

Question 72

Research design is confined to predetermining how data are to be analyzed. It is primarily the responsibility of statisticians.

Question 73

Research designs should always be carried out, one after another, in the following order: exploratory, causal, and descriptive.

Question 74

A toothpaste manufacturer wanted to know the effects that shelf placement has on unit sales. What type of study would answer the question?

A) exploratory
B) descriptive
C) retail
D) causal
E) impulse

Question 75

The four research designs are exploratory, descriptive, causal, and panel.

Question 76

Momentum Market Intelligence (MMI) needs to conduct some exploratory research for their client to better define their research problem. What of the options below should not be used by MMI?

A) Case analysis
B) Secondary data analysis
C) Projective techniques
D) Sample surveys
E) Protocol analysis

Question 77

The marketing company for a new hip hop artist wanted to understand similarities and differences between what tweens, teens, and young adults thought about the new artist. Which study would provide the best descriptive information to answer the question?

A) discontinuous longitudinal study
B) continuous longitudinal study
C) cross-sectional study
D) ethnographic research
E) depth interview

Question 78

Exploratory research is useful in clarifying hypotheses.

Question 79

Causal relationships are determined by the use of:

A) surveys.
B) panels.
C) case analyses.
D) experiments.
E) focus groups.

Question 80

A marketing research company has just finished a meeting with a new client where the problem and research objectives are known. The researcher's next step is to is to select a(n):

A) focus group.
B) survey design.
C) experimental design.
D) observation technique.
E) research design.