Question 1

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

Accepted Answer

A) True 
 B)False  True

Question 2

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

Accepted Answer

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 A

Question 3

Discuss the relative advantages and disadvantages of secondary data.

Accepted Answer

Advantages of secondary data include lower financial and time costs.Disadvantages relate to the extent the data fit the information needs of the project in terms of aggregation,accuracy,and timeliness.

Question 4

Studies that describe user characteristics for particular products and services are

Accepted Answer

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

Question 5

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

Accepted Answer

The answer of Technology has changed the way marketing research...

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

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

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

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 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

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 12

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

Accepted Answer

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 13

Discuss when descriptive research is appropriate.

Accepted Answer

The answer of Discuss when descriptive research is appropriate....

Question 14

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.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

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

Accepted Answer

The answer of In describing the user characteristics of a...

Question 18

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

Accepted Answer

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

Question 19

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.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

The answer of Identify the four major categories of data...

Exam 2: Research Design and Data Sources

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

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

Discuss the relative advantages and disadvantages of secondary data.

Studies that describe user characteristics for particular products and services are

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

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

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

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

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

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

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

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

Discuss when descriptive research is appropriate.

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.

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

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

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

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

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.

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