Quiz E

The choice of the type of research design depends largely on: · Objectives of the research. · Type of analytics required · Research company specializations/expertise. · Budget restrictions. · Whether the research is domestic or international.

Objectives of the research.

Match the research design with the most appropriate description. · Exploratory Research · Descriptive Research · Causal Research · Diagnostic Research · Prescriptive Research

· (Exploratory Research) o Usually conducted at the outset to gain background information, define terms, clarify problems/hypotheses, and/or establish research priorities · (Descriptive Research) o Intended to develop an understanding of what is happening in the market, specifically addressing who, what, where, when, and how ·(Causal Research) o Intended to assess drivers, obstacles, and barriers, and, specifically, to address "why" questions. · (Diagnostic Research) o Intended to identify key factors in the model, to define those factors, and to assess their roles. · (Prescriptive Research) o Intended to develop and/or evaluate potential solutions and, in many cases, to estimate the likely outcomes associated with those potential solutions.

Match the experimental term with the appropriate description/definition. · Independent variable · Dependent variable · Experimental group · Control group · Laboratory experiment · Field experiment

· (Independent variable) o The variable manipulated by the experimenter · (Dependent variable) o The variable measured by the experimenter · (Experimental group) o The group exposed to the independent variable · (Control group) o The group that experiences normal conditions · (Laboratory experiment) o Experimental environment where the experimenter can exercise a high level of control at the cost of realism. · (Field experiment)· Experimental environment where the experimenter sacrifices control for realism.

.________ should only be used when the researcher knows a fair amount about the problem. · Formal research · Causal research · Descriptive research · Exploratory research · Qualitative research

· Causal research

. A marketing researcher would use what type of research 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? · Descriptive research · Secondary research · Causal research · Exploratory research · Case study analysis

· Descriptive research

The less we know about a market or subject, the more likely it is that a researcher should use: · Descriptive research. · Causal research. · Formal research. · Qualitative research. · Exploratory research

· Exploratory research

The two basic types of studies categorized as descriptive research include: · Longitudinal studies and case analysis. · Depth interviews and store intercepts. · Longitudinal studies and cross-sectional studies. · Case analysis and experiments. · Focus groups and case analysis

· Longitudinal studies and cross-sectional studies.

Which of the following is true of cross-sectional studies but not of longitudinal studies? · Respondents are interviewed (surveyed) only one time. · Measures of the dependent variable are taken more than once. · Respondents are interviewed multiple times. · Researchers can make definitive statements about brand switching. · Studies can be conducted over long periods of time (months to years).

· Respondents are interviewed (surveyed) only one time.

Several firms flood a test market with sales promotions when they know a competitor is test-marketing a product. This is an example of: · Parallel product test marketing. · Test market diversity. · Test market sabotage. · Test market sale promotion support. · Competitive intelligence

· Test market sabotage.

Because one of the major reasons for conducting a test market is to achieve ________, the test-market city should be representative of the marketing territory in which the product will ultimately be distributed. · internal variability · external variability · internal validity · external validity · reliability

· external validity