Deck 3: Research Design, Secondary and Syndicated Data

Question 1

When little is known about the problem situation, it is desirable to begin with descriptive research.

Answer 1

False

Question 2

The objective of causal research is discovery of ideas and insights.

Answer 2

False

Question 3

Conclusive research is based on the assumption that the researcher has an accurate understanding of the problem at hand.

Answer 3

True

Question 4

According to the text, the objective of exploratory research is to test specific hypotheses and examine specific relationships.

Question 5

The research design is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem.

Question 6

Causal research is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.

Question 7

According to the text, the main method of causal research is a panel.

Question 8

A type of research design involving the one-time collection of information from any given sample of population elements is called longitudinal design.

Question 9

Cross-sectional design is a type of research design involving a fixed sample of population elements that is measured repeatedly.

Question 10

A panel consists of a sample of respondents, generally households that have agreed to provide information over an extended period.

Question 11

Conclusive research is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research.

Question 12

A cause-and-effect study is a major type of descriptive study.

Question 13

A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called conclusive research.

Question 14

Exploratory research is typically more formal and structured than conclusive research.

Question 15

According to the text, a longitudinal design provides a series of pictures, which track the changes that take place over time.

Question 16

Exploratory research is research conducted to gain ideas and insight into the problem confronting the management or the researcher.

Question 17

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

Question 18

Conclusive research should be used when management realizes a problem exists but does not yet understand why.

Question 19

A characteristic of descriptive research is that it is often the front end of total research.

Question 20

Descriptive research is a type of exploratory research that has as its major objective the description of something - usually market characteristics or functions.

Question 21

Data mining is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.

Question 22

An overall indication of the dependability of the data may be obtained by examining the cost of the source.

Question 23

Secondary data is data originated by the researcher for the specific purpose of addressing the research problem.

Question 24

According to the text, the collection process of secondary data is rapid and easy compared to the collection process of primary data.

Question 25

According to the text, a basic rule of research is to examine secondary data first.

Question 26

CRM databases can be analyzed in terms of a customer's activity over the life of the business relationship.

Question 27

Primary data represents any data that have already been collected for purposes other than the problem at hand.

Question 28

Availability is mentioned in the text as a primary criterion for evaluating secondary data.

Question 29

A focus group is an example of a general business source of external secondary data.

Question 30

Compared to the collection cost of primary data, secondary data is more expensive.

Question 31

The research design specifications or the methodology used to collect secondary data should be examined to identify sources of bias.

Question 32

External sources may be broadly classified as general business/non-government data, government data, or syndicated data.

Question 33

External data is data that originates outside of the client organization.

Question 34

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called syndicated services or syndicated sources.

Question 35

A company's blog, Facebook page, or Twitter account can generate rich internal secondary data.

Question 36

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

Question 37

Accounting records, sales reports, and internal experts are typical sources of internal secondary data.

Question 38

As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time.

Question 39

The posts from social media such as blogs or Facebook "fan" pages give an informative account of consumer perception and preference with regard to the problem at hand.

Question 40

The value of secondary data is typically limited by their degree of fit with the current research problem and by concerns regarding data accuracy.

Question 41

Customized services make their money by collecting data and designing research products that fit the information needs of more than one organization.

Question 42

The ________ is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem.

A)problem definition
B)research design
C)fieldwork design
D)data preparation and analysis
E)research directive

Question 43

The collection of product movement data for wholesalers and retailers is called a focus group.

Question 44

Panel surveys collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.

Question 45

Periodic surveys measure the same group of respondents over time but not necessarily on the same variables.

Question 46

Verifications of product movement by examining physical records or performing inventory analysis are characteristics of audits.

Question 47

An advantage of scanner volume-tracking data is being the most flexible way of obtaining data.

Question 48

Scanner panels collect scanner data wherein panel members are issued an ID card allowing panel members' purchases to be linked to their identities.

Question 49

According to the text, surveys are the primary means of obtaining information about consumers' motives, attitudes, and preferences.

Question 50

Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called volume-tracking data.

Question 51

The three types of scanner data that are available are scanner panels, volume-tracking data, and scanner panels with cable TV.

Question 52

A physical audit is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.

Question 53

Syndicated services or sources can be classified based on the unit of measurement.

Question 54

"Lifestyles" refer to the distinctive models of living of a society or some of its segments.

Question 55

Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.

Question 56

A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called ________.

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

Question 57

Psychometrics refers to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking.

Question 58

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 59

Interviews with a large number of respondents using a predesigned questionnaire are called observations.

Question 60

Scanner data are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.

Question 61

Which of the following is the best example in which to apply causal research?

A)the Andrew Jergens Company periodically conducting surveys to measure consumer's perceptions, attitudes and use of soap bars and related personal care products
B)to determine the relationship between sales promotion and advertising expenditures and sales of Mercedes
C)to gain insights on why Nokia is losing market share in Asia
D)to understand how consumers evaluate the Home Depot brand compared to competing brands
E)one-on-one depth interviews matching respondents and interviewers by gender

Question 62

________ is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.

A)Descriptive research
B)Causal research
C)Exploratory research
D)Subjective research
E)Conditional research

Question 63

Which of the following is NOT an example of a descriptive research goal?

A)to develop a profile of a target market
B)to determine the cause of a sales decrease
C)to estimate the frequency of product use as a basis for sales forecasts
D)to determine the degree to which marketing variables are associated
E)to determine the relationship between product use and perception of product characteristics

Question 64

According to the text, a ________ provides a series of pictures, which track the changes that take place over time.

A)cross-sectional design
B)longitudinal design
C)horizontal design
D)vertical design
E)photographic design

Question 65

When little is known about the problem situation, it is desirable to begin with ________.

A)causal research
B)descriptive research
C)exploratory research
D)observational research
E)conditional research

Question 66

Which of the following is NOT one of the major types of descriptive studies?

A)internally or externally focused sales studies
B)consumer perception and behavior studies
C)cause-and-effect qualitative studies
D)market characteristic studies
E)consumer behavior studies

Question 67

A(n)________ consists of a sample of respondents, generally households that have agreed to provide information over an extended period.

A)focus group
B)panel
C)hypothesis
D)theory
E)research mix

Question 68

According to the text, the main method of causal research is a(n)________.

A)panel
B)focus group
C)survey
D)experiment
E)client project

Question 69

________ is particularly useful whenever research questions relate to describing a market phenomenon, such as frequency of purchase, identifying relationships, or making predictions.

A)Descriptive research
B)Exploratory research
C)Causal research
D)Subjective research
E)Identifying research

Question 70

A type of research design involving the one-time collection of information from any given sample of population elements is called ________.

A)cross-sectional design
B)longitudinal design
C)horizontal design
D)vertical design
E)conditional design

Question 71

Which of the following is NOT a characteristic of descriptive research?

A)based on data that is collected using small, nonrepresentative samples
B)based on a clear statement of the problem
C)based on specific hypotheses
D)based on specification of the information needed
E)collection of data in a structured fashion

Question 72

________ assumes that the researcher has prior knowledge about the problem situation.

A)Exploratory research
B)Descriptive research
C)Objective research
D)Subjective research
E)Lead research

Question 73

________ is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research.

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

Question 74

________ is research conducted to gain ideas and insight into the problem confronting the management or the researcher.

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

Question 75

________ is a type of research design involving a fixed sample of population elements that is measured repeatedly.

A)Cross-sectional design
B)Longitudinal design
C)Horizontal design
D)Vertical design
E)Fixed design

Question 76

Which of the following is an example of a longitudinal design in a descriptive research project?

A)surveys involving 600 mall intercepts in six major cities to determine the likes and dislikes of health food
B)a variety of promotional offers displayed in stores, with each group of respondents seeing only one offer and the resulting brand sales would be monitored.
C)a panel that consists of households that provide purchasing information at specified intervals over an extended period
D)a cross-sectional study of the elderly held once at the end of the fiscal year
E)all of the above

Question 77

Large, representative samples are used to collect data that are analyzed with statistical techniques for which of the following types of research designs?

A)subjective research
B)exploratory research
C)conclusive research
D)observational research
E)supporting research

Question 78

________ research is typically more formal and structured than ________ research.

A)Exploratory; conclusive
B)Conclusive; exploratory
C)Exploratory; descriptive
D)Subjective; observational
E)Lead; supporting

Question 79

Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why?

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

Question 80

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

A)subjective research
B)exploratory research
C)conclusive research
D)observational research
E)supporting research