Marketing research review 3
Dirt Devil vacuum cleaning company is interested in knowing if a proposed advertising message will be effective in generating interest in purchasing their portable vacuum cleaner. They contact marketing research firm InsightExpress®, which has a service that tests proposed ad copy with consumers they have recruited to participate. Copies of the ad are prepared and are shown to several hundred consumers online. Consumers evaluate the ad and the results are given to Dirt Devil. This is an example of which of the following?
A cross-sectional study.
A panel of respondents is often used in which type of study?
A longitudinal study.
Experience survey may help formulate the marketing research problem. Which of the following statements is true about experience survey?
All of the above are true.
Which of the following would be a question that we would try to answer with descriptive research?
All of the above.
Which of the following is a type of research design?
B, C, and D are all research designs.
Which of the following best illustrates the significance of research design?
Because research designs may be "matched" to different kinds of problems, the research design may serve as a blueprint for the researcher.
How should a researcher determine if case analysis is an appropriate component of exploratory research?
Both A and B are correct. A table of answers and brief statistics regarding student answer choices. Answer Text Number of Respondents Percent of respondents selecting this answer Answer Distribution She should determine the relevance of prior cases., (Incorrect answer)She should determine the relevance of prior cases. She should determine how similar phenomenon in the past is with phenomenon in the present.
Which of the following is a type of exploratory research that refers to a review of available information about a former situation that has some similarities to the present research problem?
Case studies.
What type of research design should a researcher use if he/she wishes to determine the effect of a change in price on the sales of a particular brand?
Causal research.
What type of descriptive research measures units from a sample of the population at only one point in time?
Cross-sectional studies.
Sophie and the team working on the Roger Tire Company marketing research project are developing ways to test their hypothesis that drivers of larger trucks prefer dual belted radial tires. What type of research are they conducting?
Descriptive research.
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, and who is the competition?
Descriptive research.
Small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem can be categorized under which type of research design?
Exploratory research.
What type of research is unstructured and informal and have only tentative research outcome?
Exploratory research.
Which of the following is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem?
Exploratory research.
You work for Innovative Focus, an internationally recognized consulting firm. You are working on the Waterpik account to help them with finding their next successful product. You are meeting with the Waterpik marketing professionals tomorrow to conduct a trends meeting to list and prioritize key consumer wants and needs. You have also scheduled a meeting with the Waterpik engineers to uncover applicable technologies and the company's internal competencies. What type of research are you conducting in your meetings with Waterpik?
Exploratory research.
Although there is no step-by-step fashion for which order to use research designs, which of the following is the order in which most research designs should be carried out?
Exploratory-descriptive-causal.
Which of the following is NOT true of a good research objective?
It specifies potential answers to the research question.
What are the two basic types of studies that are categorized as descriptive research?
Longitudinal studies and cross-sectional studies.
________ is a type of research design involving a fixed sample of population elements that is measured repeatedly. The sample remains the same over time thus providing a series of pictures which, when viewed together, portray a vivid illustration of the situation and the changes that are taking place over time.
Longitudinal study
Which of the objectives below would best represent exploratory research?
Providing insights and understanding.
Which of the following is true about research design?
Research design should be selected after thoroughly considering the problem and research objectives.
Which of the following is most accurate?
Though every problem is unique, there are enough similarities among problems and objectives to allow us to make some advance decisions about the best plan to resolve the problem.
Which of the following is NOT a situation in which exploratory research should be used?
To measure the relationships among variables.
Which of the following is a good description of causality?
Understanding a phenomenon in terms of conditional statements of the form "If x, then y."
Which of the following best describes research objectives?
When achieved, they provide the necessary information to solve the problem at hand.
A major advantage of ________ over the cross-sectional design is the ability to detect change as a result of repeated measurement of the same variables on the same sample.
a longitudinal study
Appropriate methods for conducting exploratory research would include:
all of the above.
Descriptive studies are conducted to:
answer who, what, when, where, and how.
You are a senior analyst in the marketing research department of Starbucks Coffee Company. You have been requested to forecast the effect of the advertising campaign of 5-Hour Energy on its sales. This is primarily a(n)
causal research study.
The question, "How did the American people rate the performance of George W. Bush immediately after the war in Afghanistan?" would be addressed using a ________. However, a ________ would be used to address the question, "How did the American people change their view of Bush's performance during the war in Afghanistan?"
cross-sectional study; longitudinal study
Working for the Allright Insurance Company, you gather data on the following characteristics for a representative sample of 10,000 drivers: age, sex, miles, driven/year, and the number of accidents during the last five years. This is an example of
descriptive research using the cross-sectional studies.
Woodrow Cushing is president of the Bank of Texas. Woodrow is interested in knowing how consumers in the Dallas-Ft. Worth market perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. Mr. Cushing needs:
descriptive research.
You would like to determine the demographic characteristics of owners of recreational vehicles. The appropriate research strategy would be
descriptive research.
Diane Fisher of ABC Research determined that her client's problem was lack of knowledge about customer preferences for features on the company's products. Diane then determined that she should gather information on the level of preferences for the six different product features among customers in the company's trading area. Diane's decision to gather preference information for the product features is an example of her:
determining research objectives.
A medical device company developing a cardiac device surveys well-known cardiac surgeons with subject matter knowledge about the problem the device company is trying to solve. This is an example of:
exploratory research.
A small family-owned jeweler experiences more than a 20 percent decline in sales. The owners do not know what the problem is. The research design they should use is:
exploratory research.
If the research objective is to gain background information, it is likely that the most appropriate research design would be:
exploratory research.
The less we know about a market or subject, the more likely it is that a researcher should use:
exploratory research.
The manager of Capital Brewing Inc. states that he is very concerned with the continuing decline in sales of the company's major product, a dark lager. The manager has asked for your assistance in finding the reasons for the sales decline. The most appropriate way to begin would be with
exploratory research.
The various types of research design include:
exploratory, descriptive, and causal.
General Mills conducted research on a "new, improved" version of their cereal, TRIX. Consumer taste tests showed the new version was preferred over the old TRIX, but the new version was a failure when it was introduced. It was noted that the research was flawed in that the new version of TRIX was compared with the old TRIX, a choice that consumers in the marketplace would not have. The correct research should have compared the new TRIX with competitor brands. This example was presented to illustrate:
improper research design.
Exploratory research is unstructured research, which means it does not have a:
predetermined set of procedures.
Longitudinal studies can be described as techniques that:
repeatedly measure the same sample units from the population over a period of time.
A(n) ________ is a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information.
research design
The reason to justify the significance placed on research design includes:
research designs may be "matched" to different kinds of problems, the research design may serve as a blueprint for the researcher.
The process of searching for and interpreting existing information relevant to the research problem can be described as:
secondary data analysis.
Research design should be:
selected after thoroughly considering the problem and research objectives.
An experimental design is a procedure for ensuring that:
the change in the dependent variable may be solely attributed to the change in the independent variable.
