Deck 6: Descriptive and Causal Research Designs

Question 1

The descriptive study

A)usually takes the form of an experiment.
B)has its major emphasis on the discovery of insights and ideas.
C)can be characterized as rigid.
D)is concerned with the determination of a cause-and-effect relationship.
E)has as its main objective the establishment of priorities for future research.

Answer 1

C

Question 2

Which of the following is TRUE?

A)Descriptive studies should be viewed as fact-gathering expeditions and all information that appears to bear on the problem should be collected so that an accurate description of the situation can be provided.
B)A good descriptive study presupposes much prior knowledge about the phenomenon studied.
C)A key characteristic of descriptive research is its flexibility.
D)Descriptive studies help the researcher determine the who,what,where,and when of the research.
E)All the above statements are false.

Answer 2

B

Question 3

You would like to determine the demographic characteristics of owners of recreational vehicles.The appropriate research strategy would be

A)analysis of insight-stimulating examples.
B)exploratory research.
C)descriptive research.
D)field experiment.
E)laboratory research.

Answer 3

C

Question 4

The most important distinction between true panels and omnibus panels is

A)the sample design is different.
B)different types of information are collected.
C)time series analysis can be used only on true panel data.
D)omnibus panels can be used only for "in-house" research.
E)time series analysis can be used only on omnibus panel data.

Question 5

The panel in a longitudinal study

A)is a fixed sample of elements.
B)has periodic additions to replace drop-outs.
C)has members that are measured repeatedly.
D)has periodic additions to maintain representativeness.
E)All of the above are true of the panel in a longitudinal study.

Question 6

Which of the following statements about dummy tables is FALSE?

A)A researcher should specify variables and categories in a dummy table after the data have been collected.
B)Dummy tables are extremely useful because they provide guidance on how to phrase questions as well as the number of questions necessary for a research project.
C)A dummy table is used to catalog collected data.
D)A dummy table is complete in all aspects save for filling in the actual numbers.
E)A dummy table states how the analysis will be structured and conducted.

Question 7

In a descriptive study,the researcher should delay data collection until

A)he has made clear judgments with respect to the questions of who,what,when,where,why and how of descriptive research.
B)he has made a clear determination of how the data items are to be analyzed.
C)he has specified the statistical tabulations and significance tests that will be used to uncover the relationships which exist among the variables.
D)Items a through c above should all be determined before data collection begins.
E)Data collection should not be delayed but should begin as soon as the hypothesis is stated so as to expedite the research.

Question 8

A descriptive study

A)should be begun with the vague idea that the data collected should be interesting.
B)presupposes little prior knowledge about the phenomenon of interest.
C)is simply a fact-gathering study.
D)requires a clear specification of the research problem.
E)is characterized by its flexibility.

Question 9

You are a senior analyst in the marketing research department of a major steel producer.You have been requested to make a forecast of domestic automobile production for the forthcoming calendar year and,for this forecast,to make a forecast of the total tonnage of steel that will be used by the automobile manufacturers.This is PRIMARILY a(n)

A)exploratory study.
B)descriptive study.
C)field experiment.
D)simulation.
E)laboratory experiment.

Question 10

Dummy tables

A)are a statement of how the analysis will be structured.
B)provide guidance on which questions to ask.
C)are complete tables except for filling in the actual numbers.
D)should be developed after the data are collected.
E)a,b,and c describe dummy tables.

Question 11

A dummy table is used to

A)determine brand loyalty.
B)catalog the data to be collected.
C)select a sample population.
D)measure panel mortality rates.
E)determine brand-switching behavior.

Question 12

A causal research design is typically concerned with

A)the frequency with which something occurs.
B)the discovery of ideas and insights.
C)how two variables vary together.
D)the determination of cause-and-effect relationships.
E)establishing priorities when studying competing explanations of phenomenon.

Question 13

Which of the following is TRUE?

A)A panel is a permanent or fixed sample of members from whom information is obtained continuously or at intervals over a period of time.
B)Nielsen's panels of households in which participants use a handheld scanner to record every UPC-coded item they purchase is example of an omnibus panel in which the same variables are measured over time.
C)An omnibus panel is a fixed sample of individuals who are measured continuously (or periodically)with respect to the same information,e.g.purchase diary.
D)A true longitudinal analysis can be performed on data from an omnibus panel.
E)All of the above statements are true.

Question 14

Descriptive research is NOT productively used

A)to develop a profile of the "average user."
B)to estimate the proportion of people in a specified population who behave in a certain way.
C)to clarify concepts.
D)to make specific predictions.
E)to determine whether certain variables are associated.

Question 15

The following statement best describes the sample used in which type of descriptive design? "We will use a carefully selected sample,selection being based on household size,income level,and television viewing patterns.We must also be concerned with the stability of the sample elements,in order to ensure repeated availability for measurement."

A)Advertising evaluation design
B)Longitudinal design
C)Time series design
D)Latitudinal design
E)Cross-sectional design

Question 16

Which of the following statements about panels is FALSE?

A)Panels typically allow the collection of more classification information than cross-sectional studies.
B)Panel data is more accurate than cross-sectional data because panel data tend to be freer from errors associated with reporting past behavior.
C)Panels reduce interviewer-respondent bias because of a trust built up through repeated contacts between the two individuals.
D)Nonrepresentativeness of panel members may be a major weakness of longitudinal designs.
E)All of the above statements about panels are true;none of the above are false.

Question 17

Which statement best describes the potential uses of descriptive research?

A)Descriptive research can be used to estimate proportions,describe characteristics,and make specific predictions.
B)Descriptive research can be used to estimate proportions,generate beginning hypotheses,and describe characteristics.
C)Descriptive research can be used to establish cause and effect,make specific predictions,and describe characteristics.
D)Descriptive research can be used to describe characteristics,estimate proportions,and manipulate independent variables.
E)Descriptive research can be used to generate beginning hypotheses,manipulate independent variables,and make specific predictions.

Question 18

Which of the following is capable of providing more convincing evidence of causal relationships?

A)An exploratory design
B)An experiment
C)Turnover analysis
D)Cross-sectional analysis
E)A descriptive design

Question 19

You have been called in as a consultant for the purpose of advising what sales volume quotas for Brand A mouth wash should be established for each of ten sales districts that collectively cover the continental United States.The quotas are to be set for the next calendar year.This is PRIMARILY a(n)

A)exploratory study.
B)descriptive study.
C)lab experiment.
D)field experiment.
E)turnover analysis.

Question 20

The National Purchase Diary,where each panel member is measured with respect to the same characteristics at each time,is an example of a(n)

A)true panel.
B)omnibus panel.
C)turnover table.
D)supplier panel.
E)retailer panel.

Question 21

True longitudinal analysis

A)is concerned with the determination of cause-and-effect relationships.
B)can be performed on any panel.
C)involves a one-time cross-sectional sample of elements from the population of interest.
D)is simply a fact-gathering study.
E)can only be performed using panels that rely on repeated measurements of the same variables.

Question 22

Which of the following is FALSE?

A)Experiments provide strong evidence of causal relationships because of the control they give investigators.
B)The variables being manipulated by a researcher in an experiment are referred to as independent variables.
C)A field experiment takes place when an investigator creates a situation with the desired conditions and then manipulates some variables while controlling others.
D)Both b and c are true.
E)a,b,and c are true.

Question 23

Which of the following is TRUE of experiments?

A)An experiment has greater ability to supply evidence of causality because it takes longer to complete than a descriptive study.
B)Researchers have more control when performing experiments than they have when using exploratory or descriptive designs.
C)External validity is more important to determine than internal validity.
D)An experimental design is a research design in which the investigator has direct control over at least one independent variable and manipulates at least one independent variable.
E)Both b and d are true.

Question 24

Respondent error can occur when a subject is asked to remember and report past behaviors.Which of the following helps eliminate this type of error?

A)Descriptive data
B)Causal data
C)Cross-sectional data
D)Panel data
E)Experimental data

Question 25

Causal research designs use ____ to establish possible causal relationships.

A)focus groups
B)interviews
C)experiments
D)surveys
E)simulations

Question 26

Which of the following is capable of providing more convincing evidence of causal relationships?

A)An exploratory design
B)A descriptive design
C)An experiment
D)Turnover analysis
E)Cross-sectional analysis

Question 27

Exhibit 6.1 Refer to Exhibit 6.1.Which brand was the most popular at time,t₁?

A)A
B)B
C)C
D)The three brands were equally popular.
E)It is impossible to tell.

Question 28

Indicate the CORRECT statement among the following.

A)The concept of causality is simplistic in nature.
B)If X causes Y,Y is certain to happen given that X occurs.
C)Given that X causes Y,it is possible that X may not be the sole cause of Y.
D)If X occurs before Y,then X is the sole cause of Y.
E)Causal designs are effective for generating initial hypotheses about relationships between variables.

Question 29

Which of the following statements is NOT valid?

A)Panel data is less vulnerable to the recall errors associated with reporting past behavior than cross-sectional data.
B)Panel data can be gathered via longer and more arduous interviews than cross-sectional data.
C)Panel data can provide more accurate and detailed classification information on sample members than other common means of data collection.
D)Panel data is particularly useful in the study of dual-career couples.
E)Panel data can be used to reveal changes in members' behavior.

Question 30

Exhibit 6.1 Refer to Exhibit 6.1.Which brand(s)had the highest brand loyalty?

A)A
B)B
C)C
D)B and C
E)All three brands had the same brand loyalty.

Question 31

Select the question that can best be answered through experimentation.

A)Do children from upper classes drink more carbonated beverages than those from lower classes?
B)Will Chevron gasoline with XYZ additive provide better mileage than Chevron without the additive?
C)Does the average male use cosmetics?
D)Is the standard of living higher today than ten years ago?
E)How often do Chevron's customers purchase gasoline?

Question 32

The two types of experiments that can be distinguished are

A)laboratory and survey.
B)laboratory and field.
C)field and survey.
D)scientific and field.
E)cross-sectional and panel.

Question 33

The outcome variable that is influenced by the manipulation of another variable(s)is called the ____ variable.

A)causal
B)independent
C)descriptive
D)dependent
E)resultant

Question 34

Which of the following statements about the concept of causality is TRUE?

A)Scientific methods allow researchers to prove that one thing causes another.
B)The general notion of causality embraces the idea that one thing leads to the occurrence of another.
C)A researcher can determine that all the other possible causes of an effect have been eliminated.
D)Both a and b are true.
E)a,b,and c are true.

Question 35

Which of the following statements about cross-sectional analysis is FALSE?

A)Cross-sectional designs are the best-known descriptive designs.
B)A quota sample can be used with a cross-sectional design.
C)Cross-sectional studies provide a snapshot of the variables of interest at a single point in time.
D)The sample of elements is typically selected to be representative of some known population.
E)All of the above statements about cross-sectional analysis are true.

Question 36

Hershey Corporation wants to add five additional kisses to its popular candy while keeping the price constant at $2.95.Hershey wonders if the additional candies would cause sales to increase;enough to offset the higher costs.What type of primary data research should the company use to answer this question.

A)Conduct focus group interviews in a laboratory setting.
B)Use telephone interviews with current and potential customers.
C)Use observation research.
D)Use experimental research.
E)Use mail surveys with current customers.

Question 37

An experimental design

A)is one in which the investigator has direct control over at least one independent variable.
B)is less capable of providing evidence of causal relationships than is an exploratory design.
C)is less internally valid than a descriptive study.
D)should be used only in realistic situations.
E)is best suited for longitudinal analysis.

Question 38

The main disadvantage of panels is that they

A)are potentially nonrepresentative.
B)are expensive to maintain.
C)allow only simple analysis of the data.
D)suffer more from interview bias than any other data collection method.
E)force researchers to use complex time series analysis.

Question 39

Typically,____ experiments have greater internal validity,and ____ experiments have greater external validity.

A)lab;field
B)field;lab
C)field;field
D)lab;lab
E)The internal and external validities are usually the same for both types of experiments.

Question 40

Exhibit 6.1 Refer to Exhibit 6.1.How many people switched brands between time t₁ and t₂?

A)105
B)130
C)160
D)240
E)290

Question 41

Apex Manufacturing has developed an ingenious "twist" on a widely available home cleaning product.Management wishes to test market the new product,but they are hesitant to do so because other manufacturers of home cleaning products could easily duplicate Apex's modification.Which type of test marketing would you recommend to Apex?

A)Controlled test marketing
B)Standard test marketing
C)Forced-distribution test marketing
D)Simulated test marketing
E)Electronic test marketing

Question 42

Concerning a laboratory experiment,which statement is INCORRECT?

A)It is more internally valid than a field experiment.
B)It affords the researcher greater control than a field experiment.
C)It better eliminates confounding factors than a field experiment.
D)It involves less environmental control than a field experiment.
E)It has less external validity than a field experiment.

Question 43

Which of the following is TRUE?

A)External validity is concerned with the issue of whether or not the specific treatment in which the researchers are interested has actually brought about the effect they have observed.
B)A consumer good purchase experiment conducted in a mock-up store is more externally valid than the same experiment in a real store setting.
C)External validity deals with the problem of projecting one's results from the experimental setting to the real world.
D)Both a and c.
E)a,b,and c.

Question 44

The recommended minimum time spent in test market is

A)less than 3 months.
B)3-6 months.
C)7-9 months.
D)10-12 months.
E)13-18 months.

Question 45

Simulated test markets

A)provide protection from competitors.
B)are good for assessing trial and repeat purchase behavior.
C)are faster and cheaper than standard market tests.
D)are good for spotting weak products.
E)a,b and c.

Question 46

Select the question that can be answered through experimentation.

A)Do adults in the western United States consume more 100% fruit drinks than those in the Northeast?
B)Will one brand name produce higher level-of-satisfaction reports than another brand name?
C)Do consumers purchase more chicken per capita on a retail weight basis now than they did two years ago?
D)Does the average two-person household purchase more than $65.00 worth of groceries a week?
E)Both a and c.

Question 47

When referring to the question of whether the experimental stimulus made some difference in the specific instance under investigation,one is referring to

A)external validity.
B)internal validity.
C)concomitant variation.
D)cross-sectional analysis.
E)interaction errors.

Question 48

Which of the following is FALSE?

A)One year is the recommended minimum amount of time to test market a product.
B)A controlled test market is also known as the forced-distribution test market.
C)A market test is an example of a controlled experiment.
D)Test markets can only be used to determine the sales potential of a new product or an improved version of an established product.
E)None of these statements are false;they are all true.

Question 49

In a controlled test market all of the following are true,EXCEPT the

A)product is distributed through normal distribution channels.
B)test is conducted by a service agency external to the firm.
C)test market service pays retailers for shelf space.
D)test market service coordinates the trade promotion program.
E)product is guaranteed distribution.

Question 50

Laboratory experiments are primarily distinguished from field experiments by their

A)manipulation of variables.
B)cost.
C)validity.
D)control.
E)environments.

Question 51

Bob's Cookie Company has decided to test market their new sugarless chocolate chip cookie.A major question the company hopes to answer with the test market project concerns distributor acceptance of this somewhat novel product.Which method of test marketing would be most appropriate in this situation?

A)Controlled test marketing
B)Standard test marketing
C)Forced-distribution test marketing
D)Simulated test marketing
E)Electronic test marketing

Question 52

When referring to the question as to what populations and settings can the observed effect be generalized,one is referring to

A)internal validity.
B)turnover analysis.
C)external validity.
D)longitudinal analysis.
E)cross-sectional analysis.

Question 53

When a researcher tries to ensure that the changes observed in the effect variable are reproducible in other situations,the researcher is attempting to enhance the experiments

A)internal validity.
B)convergent validity.
C)external validity.
D)construct validity.
E)None of the above are correct.

Question 54

In a simulated test market all of the following are true EXCEPT

A)consumers are shown commercials for a new product and competitive products.
B)consumers are given a chance to purchase products in the product category of interest.
C)consumers are interviewed at malls or in their home and are exposed to a new product and asked to rate it's features.
D)the information gathered is used as input for a computer model which estimates future sales.
E)All of the above are true.

Question 55

Typical examples of control problems associated with test marketing are

A)lack of cooperation of retailers.
B)over-attention to in-store conditions,such as always-stocked shelves.
C)attempts by competitors to sabotage test market results.
D)Both a and c.
E)a,b,and c.

Question 56

Which of the following is FALSE?

A)A laboratory experiment is conducted under artificial conditions while manipulating some marketing variables and controlling others.
B)A field experiment is conducted in a natural or realistic setting in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit.
C)Laboratory experiments are distinguished from field experiments primarily in terms of the degree of control over the variables,e.g.price,being manipulated.
D)The specially designed conditions of a laboratory experiment provide more control than a field experiment.
E)None of these statements are false;they are all true.

Question 57

Which of the following is TRUE?

A)A study lacking external validity may nevertheless have high internal validity.
B)Internal validity is a matter of degree,whereas external validity either exists or doesn't exist.
C)In most experiments we can conclude that the observed response is due to our experimental manipulations.
D)Both a and b.
E)a,b,and c.

Question 58

In regard to internal and external validity

A)you can't have one without the other.
B)procedures used to establish internal validity will also establish external validity.
C)they are matters of degree rather than all-or-nothing propositions.
D)neither is important in laboratory experiments.
E)internal validity is a much more important issue in marketing than external validity.

Question 59

In general,when embarking on a test marketing program,which form of test marketing should be considered as a "first step?"

A)Controlled test marketing
B)Forced-distribution test marketing
C)Standard test marketing
D)Simulated test marketing
E)Electronic test marketing

Question 60

Which of the following is TRUE of test markets?

A)Simulated test markets are not useful for eliminating weak products before they go to a standard test market.
B)Electronic test markets,popular in the 1970's,are now a declining segment of the test market industry.
C)A prime advantage of simulated test markets is the protection from competitors that they provide.
D)In a standardized test market the entire test program is conducted by an outside service.
E)None of these statements are true;they are all false.

Question 61

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,where do they buy,when do they buy,and who is the competition?

A)Exploratory research
B)Causal research
C)Basic research
D)Descriptive research
E)None of the above.

Question 62

A college conducts a study to provide them with information such as which states/countries their students are from,what their students' major career interests are,the average number of hours worked by their students,what new campus activities the students would most prefer,and so on.What type of research design would the college be using?

A)Exploratory
B)Basic
C)Descriptive
D)Causal
E)Laboratory experiment

Question 63

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

A)Basic research
B)Longitudinal
C)Causal
D)Exploratory
E)Descriptive

Question 64

Which is an independent variable in a study where Tractor Supply,a retailer of garden and farming equipment,increases the price of its most popular lawn tractor by $5 every month for three months and sees its effect on market share in the Dallas metropolitan area?

A)The variable being manipulated by the researcher to cause the change.
B)$5 increase in retail price every month for three months.
C)The variable affected by the change.
D)Both a and b are correct.
E)Changes on market share after 3 months.

Question 65

An automobile dealer in Houston,after a very cold winter,found himself with a very large inventory.He experimented with offering a free trip to New York (independent variable)with every car sold.He recorded sales (dependent variable)after the promotion.This is an example of

A)exploratory.
B)causal.
C)descriptive.
D)continuous panel.
E)All of the above.

Question 66

The standard test market plays a vital role when

A)a firm wishes to test its ability to actually sell to the trade and get distribution for the product.
B)the capital investment is large.
C)the firm is entering a new territory.
D)Both a and b.
E)a,b,and c.

Question 67

The following statement best describes the sample used in which type of descriptive research design? "We will use a carefully selected sample,selection being based on household size,income level,ethnicity,education,and television viewing patterns.We must also be concerned with the stability and repeated availability of the sample."

A)Advertising evaluation design
B)Longitudinal study
C)Latitudinal study
D)Cross-sectional study
E)Laboratory panel

Question 68

In an experiment,which type of outcome variable(s)does a researcher have NO control and NO ability to manipulate?

A)Dependent variables
B)Independent variables
C)Extraneous variables
D)Both the independent and dependent variables.
E)All of the above.

Question 69

S.C.Johnson has developed an ingenious "twist" on their widely available wood cleaner Pledge called "Pledge wipes".The marketing manager wishes to test market the new product,but they are hesitant to do so because other manufacturers of home cleaning products could easily duplicate S.C.Johnson's modification.Which type of test marketing would you recommend where consumers are shown the new wipes and asked to rate its features

A)controlled test market.
B)standard test market.
C)simulated test market.
D)electronic test market.
E)None of the above.

Question 70

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

A)To gain insights into changes in consumers' purchases and attitudes
B)To determine if members of the panel switched brands from one time period to the next
C)To determine how consumers feel about two different product package by varying panel questions from one panel measurement to the next
D)To have a focus group moderator ask participants about their views on a new advertisement.
E)All of the above.

Question 71

What type of research design should be used to obtain conclusive answers to questions such as why sales increase or decrease if we increase or decrease advertising,why one ad garners greater attention and recall than another,why $0.50 coupons make people buy the national brand versus the store brand?

A)Exploratory
B)Causal
C)Descriptive
D)Case Analysis
E)All of the above.

Question 72

If a local Blood Bank wants to obtain demographic profile of its donors as well as their perceptions about the convenient locations provided by the Blood Bank.What type of research should it use?

A)Causal research
B)Experimental research
C)Basic research
D)Descriptive research
E)None of the above.

Question 73

Which of the following is a potential use of test marketing?

A)To test the sales potential for a new Colgate toothpaste.
B)To test variations in the marketing mix for an existing P&G detergent.
C)To test the sales potential for a new offer by the local telephone company.
D)To test the impact of a price increase on the perception of the product.
E)All of the above.

Question 74

The management of Green Thumb Lawn Care Service is concerned about their choice of advertising media in the Houston Area.They aren't sure if advertising placed in the Houston Chronicle is reaching their target market.A research project is launched with the objective of determining the relationship between newspaper readership and use of Green Thumb's services.What type of research design is most appropriate for this project?

A)Descriptive
B)Exploratory
C)Relational
D)Causal
E)Laboratory Experiment

Question 75

Dell Corporation sent five different versions of their email to customers to determine which message was most effective at getting customers to make online purchases.While online sales rose by nearly 20%,two of the versions demonstrated high then normal click-through rates.Such experimentation done in a realistic environment would be called a

A)field experiment.
B)laboratory experiment.
C)survey experiment.
D)cross-sectional experiment.
E)longitudinal experiment.

Question 76

What types of laboratory experiments are most 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 internal validity.
D)When the intent of the experiment is to achieve high levels of external validity.
E)None of the above are desirable.

Question 77

Which of the following is FALSE regarding popular standard test market cities?

A)They are demographically representative of the larger market in which the product will be ultimately sold.
B)They should be geographically isolated from other cities.
C)They should be located centrally within the U.S.
D)They should be large enough that they have multiple media outlets of their own.
E)They should possess a sufficient number of the right kind of retail outlets.

Question 78

How can it be determined if an experiment is valid (both internally and externally)?

A)The observed change in the dependent variable is in fact due to the experimental variable.
B)The results of the experiment apply to the general population outside the experimental setting.
C)The results do not account for the effects of extraneous variables.
D)Both a and b are correct.
E)a,b,and c,are all correct.

Question 79

As VP of Marketing for a major Pharmaceutical Company,every year you are asked by the CEO to determine the projected sales for each of the sales territories for the next calendar year.Every year you contact your sales managers and send them each a questionnaire to be completed.This is primarily a(n)

A)exploratory study.
B)descriptive study.
C)lab experiment.
D)field experiment.
E)focus group.

Question 80

Disadvantages of standard test markets include all of the following EXCEPT

A)cost.
B)time.
C)security.
D)All of the above are problems associated with standard test markets.
E)None of the above represents problems with standard test markets.