Deck 2: Research Design and Data Sources

Question 1

The main sources of data for causal research are 1)questioning respondents through surveys,and 2)conducting experiments.

Answer 1

True
Although surveys can be used for causal research,experiments can provide stronger support for a causal relationship.

Question 2

Secondary data are collected specifically for purposes of the research needs at hand.

Answer 2

False
Primary data are collected specifically for the research needs at hand.Secondary data are already collected and often published,typically for some other purpose.

Question 3

Exploratory research presupposes that a sound causal model of the marketing system exists in the mind of the decision maker.

Answer 3

False
Exploratory research is used for a variety of purposes in clarifying the nature of the situation,decision,and alternatives.Causal models generally require experimentation.

Question 4

The primary reason experiments are preferred in causal research over surveys of respondents is that,in experiments,key variables can be measured,whereas in survey research the key variables are manipulated.

Question 5

A traditional panel is a fixed sample of respondents measured over time,although the variables measured are different each time; whereas an omnibus panel is a fixed sample in which the same variables are measured over time.

Question 6

The research design is the basic plan that guides the data collection and analysis phase of the research project.

Question 7

Descriptive studies are often used to determine buyer perceptions of product characteristics and audience profiles for media,such as television and magazines.

Question 8

Continuous performance monitoring requires a cross-sectional research design.

Question 9

Performance monitoring research may involve a special (ad hoc)study or a continuous research program.

Question 10

Descriptive research can be sub-classified into conclusive research and causal research.

Question 11

An advantage of observation methods in collect data is that it allows for the recording of behavior when it occurs and eliminates errors associated with respondents' recall of behavior.

Question 12

One of the problems that occurs with longitudinal panels is that of unrepresentative sampling,which occurs when the panel does not represent the target population.

Question 13

In terms of research,"accuracy" refers to a design that minimizes systematic error and also minimizes the reliability of collected evidence.

Question 14

Although data regarding a possible association among variables can be used for predictive purposes,these data are not adequate to establish a causal relationship.

Question 15

One of the "last frontiers" of scanner-based research is to assess the effects of pricing on purchase behavior.

Question 16

The distinguishing features of a cross-sectional design are that it is intended to be done just once and participants cannot typically be matched to specific responses or participants in another study.

Question 17

Longitudinal data can be misleading because surveys at two points in time,conducted with different respondents in the sample,can mask even dramatic changes taking place in the population or indicate great changes when none are taking place.

Question 18

Services that evaluate television commercials use two basic approaches-the recruited audience method and the normal viewing environment method.With the recruited audience method,respondents are recruited and asked to evaluate television ads in their home.

Question 19

Product usage studies describe the proportion of total sales received by both a company and its competitors,in terms of units,volume,and total dollar sales.

Question 20

A valid simulation means that the model's behavior corresponds to the system it is designed to represent.

Question 21

The implicit causal model is typically based on _______________ and represents key assumptions underlying supposed cause-and-effect relationships in the marketing system.

A) cross-sectional surveys
B) the experience and judgement of the decision-maker
C) hypotheses tested by laboratory experiments
D) conclusive research which has a low level of systematic error

Question 22

The extent to which the measurement process is free from random errors is called

A) systematic error
B) reliability
C) validity
D) accuracy

Question 23

_______________ studies determine the proportion of total sales received by both a company and its competitors,in terms of units,volume,and total dollar sales

A) Consumer profile
B) Market share
C) Market potential
D) Distribution research

Question 24

_______________ research examines the degree to which marketing variables are associated with output measures of interest,such as sales,profit,ad awareness,or market share.

A) Exploratory
B) Descriptive
C) Causal
D) Market potential

Question 25

Exploratory research

A) identifies the sampling frame and sampling procedure
B) aids the early stages of the decision-making process and investigates how to hold down cost and time expenditure
C) provides information that helps the manager evaluate and select a course of action
D) is essential to ensure that marketing programs are proceeding in accordance with preset plans

Question 26

_______________ is a type of conclusive research designed to gather evidence regarding the cause-and-effect relationships operating in a marketing system.

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

Question 27

Single sourcing of data is a syndicated marketing research concept that has gained credibility as technology has allowed the gathering of more resources and data under one roof.

Question 28

_______________ studies describe the size of the market,the buying power of consumers,the availability of distributors,and buyer profiles for a product.

A) Consumer profile
B) Market share
C) Market potential
D) Distribution research

Question 29

The research design is the framework that specifies all of the following except

A) the type of information to be collected
B) possible data sources
C) the collection procedure
D) the systematic and random error

Question 30

The advantage of primary data over secondary data is savings in cost and time.

Question 31

Exploratory research is appropriate for all of the following research objectives except

A) portraying the characteristics of marketing phenomena and determining the frequency of occurrence
B) identifying or developing a more precise formulation of problems or opportunities
C) gaining a perspective regarding the breadth of variables operating in a situation
D) establishing priorities regarding the potential significance of various problems or opportunities

Question 32

Although research designs are applicable to both domestic and international situations,there are differences in implementation of research designs caused by variations in available technology,research institutions,and culture across countries.

Question 33

Systematic error refers to

A) a constant bias in the measurement process
B) error due to sampling
C) random non-sampling error
D) inadvertent errors in coding and editing of data

Question 34

Effective descriptive research is marked by a clear statement of the

A) decision problem
B) specific research objectives
C) detailed information needs
D) all of the above

Question 35

All of the following statements about cross-sectional designs are true except

A) it is a type of exploratory research that facilitates identification of problems or opportunities
B) it involves taking a sample of population elements at one point in time
C) it is the most popular and familiar type of research design
D) it involves no individual-level identification of participants from one study to another.

Question 36

Survey research should be used only if the data cannot be collected via more efficient secondary data sources.

Question 37

Conclusive research

A) identifies the sampling frame and sampling procedure
B) aids the early stages of the decision-making process and investigates how to hold down cost and time expenditure
C) provides information that helps the manager evaluate and select a course of action
D) is essential to ensure that marketing programs are proceeding in accordance with preset plans

Question 38

Studies that describe user characteristics for particular products and services are

A) consumer profile studies
B) psychographics
C) situational analyses
D) marketing potential studies

Question 39

The vast majority of research studies involve the type of conclusive research called

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

Question 40

A tract is the smallest area for which census data are available.

Question 41

Experimentation involves

A) recognizing and recording relevant objects, events, and important and commonplace activities
B) intense investigation of prior situations that are analogous or appear relevant to the current one
C) creating an analogous version of a real-world phenomenon through a likeness or formal model
D) directly manipulating key variables and observing the effect on dependent variables

Question 42

All of the following would be disadvantages of secondary data (relative to primary data)except

A) data fit
B) level of aggregation
C) cost
D) accuracy

Question 43

The proliferation of scanner data has caused significant changes in how marketing research is conducted.These changes include all of the following except

A) greater emphasis by marketers on consumer attitudes and awareness
B) a large number of trained professionals who can analyze and interpret the data
C) significantly better data in volume/share tracking, promotion tracking, and consumer purchases
D) availability of timely data

Question 44

In longitudinal research panels,new members tend to increase or over-report the behavior being measured,such as watching television or food purchasing.This is called

A) unrepresentative sampling
B) response bias
C) endogeneity
D) observation error

Question 45

Marketing simulation involves

A) recognizing and recording relevant objects, events, and important and commonplace activities
B) intense investigation of prior situations that are analogous or appear relevant to the current one
C) creating an analogous version of a real-world phenomenon through a likeness or formal model
D) directly manipulating key variables and observing the effect on dependent variables

Question 46

A particularly thorny issue in marketing simulation is _______________,which is the idea that what a firm does affects consumers,whose decisions also affect the firm and its competition,all of whom are making multiple decisions over time.

A) endogeneity
B) response bias
C) sensitivity analysis
D) unrepresentative sampling

Question 47

The most common source of marketing data is

A) observation of respondents
B) secondary data
C) communication with respondents
D) laboratory experimentation

Question 48

Syndicated data sources

A) are low-cost sources of secondary data
B) provide primary data for subscription clients
C) include government publications, trade association data, books, and periodicals
D) provide standardized data to an array of clients

Question 49

All of the following statements about focus groups is true except

A) they are free-flowing unstructured situations designed to stimulate ideas and insights into a problem situation through group interaction
B) they typically involves posing probing, open-ended questions
C) they typically lasts 1 to 2 hours
D) they involve extensive questioning of respondents individually

Question 50

In evaluating the accuracy of secondary data,all of the following are important to consider except

A) the source of the data
B) the date the data were collected
C) the purpose of the publication of the data
D) general evidence regarding the quality of the data, such as research design

Question 51

All of the following statements about experiments are true except

A) they study one or more independent variables
B) their objective is to measure the effects of dependent variables on an independent variable
C) they involve consciously controlling independent variables
D) they allow key variables to be directly manipulated rather than simply occurring

Question 52

In conducting marketing research,the first step in determining data needs should be to

A) collect primary data
B) search for internal secondary data
C) search for external secondary data
D) purchase syndicated data

Question 53

The main source(s)of data for causal research include:

A) simulation
B) experimentation
C) questioning of respondents through surveys
D) all of the above
E) both b and c

Question 54

Once a course of action is selected and the marketing program is implemented,_______________ research is needed to ensure the execution of the marketing program is meeting pre-set expectations.

A) exploratory
B) market share
C) performance-monitoring
D) causal

Question 55

Case histories involve

A) recognizing and recording relevant objects, events, and important and commonplace activities
B) intense investigation of prior situations that are analogous or appear relevant to the current one
C) creating an analogous version of a real-world phenomenon through a likeness or formal model
D) directly manipulating key variables and observing the effect on dependent variables

Question 56

A marketing manager has found secondary data on the spending habits of teenagers broken down by gender and also by race,independently,but needs it broken down by both (e.g.,African American females versus European American males).This is an example of the secondary data problem of

A) level of aggregation
B) difference in units
C) unrepresentative sampling
D) systematic bias

Question 57

In longitudinal research with a traditional panel,

A) the same variables are repeatedly measured over time with different samples
B) the same variables are repeatedly measured over time with the same sample
C) different variables are measured over time with different samples
D) different variables are measured over time with the same sample

Question 58

Which of the following is not a component of MDSS?

A) standardized data inputs and outputs
B) database management
C) display formats
D) statistical analyses
E) modeling

Question 59

Which of the following is not an advantage of simulation over other data sources?

A) Development of the model is relatively simple and straightforward.
B) It allows evaluation of alternative marketing strategies.
C) Simulation can be conducted in complete secrecy.
D) It can be used as a training device within the organization.
E) Simulation encourages creativity since radical strategy changes can be evaluated.

Question 60

The degree of fit between secondary data and the information needs of a project is influenced primarily by

A) cost and timeliness of the data
B) response bias and sampling error
C) accuracy of the data
D) units of measurement and definition of classes

Question 61

Discuss the advantages of using marketing simulation compared to collecting primary data.

Question 62

Secondary international data sources are helpful in providing all of the following types of general information except

A) economic indicators
B) political stability
C) socioeconomic data
D) exchange-rate fluctuations

Question 63

U.S.Bureau of the Census data is reported in three main headings,including all of the following except

A) people
B) business
C) demographics
D) geography

Question 64

Identify the four major categories of data sources for marketing research applications.

Question 65

In describing the user characteristics of a product for a consumer profile study,what types of information should be included in the profile?

Question 66

Beginning in 2005,the U.S.Census Bureau conducted the American Community Survey (ACS)to

A) collect data of community interest during decennial censuses
B) decrease non-response error to the census through Title 13 mandatory response to the survey
C) increase data collection to better facilitate segmentation of local housing and business data by community
D) replace the "long form" of the decennial census with annual collection of sample data

Question 67

Discuss when descriptive research is appropriate.

Question 68

Technology has changed the way marketing research is now conducted.Discuss specifically the changes spurred by the proliferation of scanner data.

Question 69

What are the advantages of using internal secondary data?

Question 70

A metropolitan statistical area (MSA)is a city or a Census Bureau-defined urbanized area with _______________ or more inhabitants.

A) 50,000
B) 100,000
C) 300,000
D) 500,000

Question 71

Explain the difference between traditional research panels and omnibus research panels in longitudinal studies.

Question 72

Describe some purposes for which exploratory research is used.

Question 73

Discuss the relative advantages and disadvantages of secondary data.

Question 74

Although there are countless sources of marketing data,they can all be categorized into at least one of the following basic groups except

A) segmentation
B) analogous situations
C) experimentation
D) secondary data

Question 75

What is the objective of experimentation?