MK 345 ~ Chapter 4 Quiz Answers

Which of the following statements reflect a potential disadvantage of using a simulated test market? A.) A simulated test market is not as accurate as full-scale test marketing B.) A simulated market lacks confidentiality C.) Simulated test marketing is often too expensive D.) Simulated test marketin lacks confidentiality

A.) A simulated test market is not as accurate as full-scale test marketing

When conducting ________, "if-then" statements become a researcher's way of manipulating variables of interest. A.) Casual research B.) Focus group research C.) Exploratory research D.) Descriptive research

A.) Casual research

Experience surveys differ from surveys conducted as part of ________ in that there is usually no formal attempt to ensure that the survey results are representative of any deEned group of subjects. A.) Descriptive research B.) Casual research C.) Exploratory research D.) Prescriptive research

A.) Descriptive research

Focus groups are one of the most widely used ________ methods to gain greater understanding of a current problem or to develop preliminary knowledge to guide in the design of descriptive or causal research. A.) Exploratory research B.) Case study analysis research C.) Experience research D.) Descriptive research

A.) Exploratory research

Brand-switching studies can be invaluable to brand managers because ________ that show changes in market shares between several brands can be misleading. A.) Longitudinal studies B.) Cross-sectional studies C.) Directional studies D.) Discontinuous studies

B.) Cross-sectional studies

________ designs are used to test hypotheses or measure the reaction of one variable to a change in another variable. A.) More informal B.) More formal C.) More expensive D.) Less expensive

B.) More formal

Knowledge of research design is important in: A.) Selecting the appropriate data analytic visualization software B.) Developing an appropriate sales and marketing plan C.) Developing the research for the corporate strategic plan

C.) Developing the research for the corporate strategic plan

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: A.) Casual B.) Explanatory C.) Exploratory D.) Descriptive

C.) Exploratory

A procedure for ensuring that ________ is experimental design. A.) Any and all effects on all experimental values are measured B.) The change in the dependent variable may be solely attributed to the change in the extraneous variable C.) The change in the independent variable may be solely attributed to the change in the complex variable D.) The change in the dependent variable may be solely attributed to the change in the independent variable

D.) The change in the dependent variable may be solely attributed to the change in the independent variable

________ should only be used when the researcher knows a fair amount about the problem. A.) Exploratory research B.) Descriptive research C.) Formal research D.) Casual research

D.) Casual research

One of the shortcomings of exploratory research is that it cannot help to define terms and concepts. True or false

False

A field experiment involves manipulating the independent variable and measuring the dependent variable in a natural setting. rue or false

True

Causal research should only be used when a fair amount is known about the problem and when looking for causal relationships among variables associated with the problem or research objectives. True or false

True

Competitors get the opportunity to examine product prototypes and to see the planned marketing strategy for the new product via the test market True or false

True

Descriptive research is desirable when we wish to project a study's Endings to a larger population. True or false

True

When the ratio of negative to positive comments on social media about the new Diet Pepsi was worse than is usually found with new products, PepsiCo conducted causal research to understand their consumers' behavior. True or false

True

Once a researcher knows the basic research design, a series of advance decisions may or may not be made to form a framework for the development of the research project. True or false

False

Data collection costs are strongly influenced by the incidence rate (the percentage of the population possessing the characteristics required to participate in a study). True or false

True

Determining the sales potential for a new product or service is the only use of test markets. or false

True

Exploratory research can offer breakthrough ideas and fresh insights that lead to strategic knowledge. True or false

True

Identification of the most useful data sources is another important step to social media data analysis. True or false

True

In the marketing research industry, ethical issues may arise in the potential for researchers to take advantage of clients in the research design process including recommending a costlier design than needed. True or false

True

Knowledge of research design is important in developing an appropriate study to approach a problem or opportunity. True or false

True

Knowledge of the needed research design allows advance planning so that the project may be conducted in less time and typically at a cost savings due to eRciencies gained in preplanning. True or false

True

Laboratory experiments allow the researcher to control the effects of extraneous variables, which is the primary advantage of laboratory experiments. True or false

True

Laboratory experiments are desirable when the intent of the experiment is to achieve high levels of internal validity True or false

True

One of the major advantages to test marketing is the relative inexpensiveness since cost is usually spread over several cities. or false

True

Which of the following is NOT a use for exploratory research? A.) To confirm hypotheses B.) To gain background information C.) To define terms, to clarify problems, and hypotheses D.) To establish research priorities

A.) To confirm hypotheses

Which of the following concerns internal validity? A.)The extent to which the change in the dependent variable was actually due to the independent variable B.) The measurement of extraneous variables that is internal to the experimental setting itself C.) The extent that the observed relationship between the independent variable and the dependent variable is generalizable to the real world D.) The representativeness of the sample test units

A.)The extent to which the change in the dependent variable was actually due to the independent variable

A researcher has no legal or ethical issues or obligation to notify a client when designing a study in which data are collected for multiple clients. True or false

False

After submitting a winning proposal and becoming familiar with the client, researchers select a research design, which is a master plan that specifies the methods that will be used to collect and analyze the information needed for a research project. True or false

False

An extraneous experiment involves manipulating the independent variable and measuring the dependent variable in an artiEcial setting contrived to control extraneous variables or false

False

Because longitudinal studies involve multiple measurements, they can be described as "movies" of the population, and are used by almost all small businesses that use marketing research. True or false

False

Descriptive research allows the researcher to deEne the problem more precisely and to generate hypotheses for the upcoming study. True or false

False

Every problem and research objective may not be unique. There are not usually enough similarities among problems and objectives to allow researchers to make some decisions in advance about the best research design to use to resolve the problem. True or false

False

Exploratory research does not allow the researcher to investigate whatever sources he or she identiEes to gain an understanding of the problem at hand. True or false

False

Firms are interested in using data from discontinuous panels because they can gain insight into changes in consumers' attitudes and behaviors. True or false

False

If you want to change your GPA (independent variable), you must change certain dependent variables such as amount of time devoted to study, class attendance, reading your text, and listening while in class True or false

False

One common category of objective is to measure the state of a variable of interest for sale, purchase, or investment (for example, level of brand loyalty). True or false

False

The choice of the most appropriate design depends largely on the objectives, the budget, and client preferences associated with the research. True or false

False

The disadvantages of test marketing are infallibility, cost, exposure of the product or service to competition, and ethical issues. or false

False

The most important user-generated data from social media is in the form of text. True or false

False

Unstructured, informal research that is undertaken to gain background information about the general nature of the research problem is called causal research. True or false

False

When not much is known about the problem or the research objective, it is best to use descriptive research design. True or false

False

Exploratory research does not have a predetermined set of procedures. True or false

True

Organization of the data from social media should be flexible and allow for diverse forms of media. True or false

True

Prior to important elections, many sample surveys ask likely voters: "If the election were held today, which candidate would you vote for?" This type of sample survey represents a cross- sectional study. True or false

True

Ray Kroc, the milkshake machine salesman who created McDonald's, observed that restaurants in San Bernardino, California, run by the McDonald brothers were so busy they burned up more milkshake machines than any of his other customers. Kroc took that observation and turned it into the world-famous fast-food chain. This is an example of exploratory research. True or false

True

Research designs are classiEed into three traditional categories: exploratory, descriptive, and causal. True or false

True

Secondary information is widespread and readily available; analyzing secondary data is almost always an important part of a marketing research project True or false

True

Test marketing allows for the most accurate method of forecasting future sales, and it allows Erms the opportunity to pretest marketing-mix variables. True or false

True

The alternative term for continuous panels is omnibus panels True or false

True

The choice of research design may depend on how much is already known about the problem and research objective. True or false

True

The phrase commonly used to indicate an experiment, study, or test that is conducted in a Eeld setting is test marketing. True or false

True

The process that provides procedures for devising an experimental setting-such that a change in a dependent variable may be attributed solely to the change in the independent variable-is called experimental design. True or false

True

There are common categories of objectives. One of these includes gaining background information and developing hypotheses. True or false

True

There are common categories of objectives. One of these includes testing hypotheses that specify the relationships between two or more variables (for example, level of advertising and brand loyalty). True or false

True

Wrongfully gaining respondent cooperation to reduce costs; misrepresenting sampling methods; using information obtained for a client in another research project; and over- or underestimating data collection costs would be questionable ethical practices. True or false

True

Which type of panel asks panel members the same questions on each panel measurement? A.) Continuous panels B.) Variable panels C.) Multivariate panels D.) Discontinuous panels

A.) Continuous panels

Sales, market share, customer satisfaction, sales force turnover, time spent on site, and unique net proEts are examples of: A.) Dependent variables B.) Independent variables C.) Co-dependent variables D.) Non-dependent variables

A.) Dependent variables

A marketing researcher would use what type of research to End 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? A.) Descriptive research B.) Exploratory research C.) Casual research D.) Case study analysis

A.) Descriptive research

Research design types include: A.) Exploratory, descriptive, and casual B.) Exploratory, exploitive, and casual C.) Deductive, descriptive, and casual D.) Exploratory, casual, and prescriptive

A.) Exploratory, descriptive, and casual

A variable that exerts in`uence on the dependent variable but is not an independent variable is a(n): A.) Extraneous variable B.) Non-extraneous variable C.) Complex variable D.) Co-dependent variable

A.) Extraneous variable

Exploratory research is unstructured research, which means it does not have a: A.) Predetermined set of procedures B.) Predetermined timetable for completion C.) Predetermined management approval D.) Predetermined budget

A.) Predetermined set of procedures

Research design should be: A.) Selected after thoroughly considering the problem and research objectives B.) Formulated after data analysis C.) The first consideration in a research project D.) Selected during the initial meeting with a client

A.) Selected after thoroughly considering the problem and research objectives

A Erm wants to test the marketing mix or product variables through the company's normal distribution channels. What type of test marketing should be used? A.) Standard test markets B.) Simulated test markets C.) Electronic test markets D.) Controlled test markets

A.) Standard test markets

The choice of the type of research design depends largely on: A.) Budget restrictions B.) Objectives of the research C.) Whether the research is domestic or international D.) Type of analytics required

B.) Objectives of the research

________ is the process of searching for and interpreting existing information relevant to the research topic A.) Primary data analysis B.) Secondary data analysis C.) Interpretative data analysis D.) Analytical data analysis

B.) Secondary data analysis

An incident of adulterated milk in China in 2008 that led to the death of six infants and the illness of hundreds of thousands of other babies has been studied to prevent other disasters from occurring through supply chain management. What type of research technique does this describe? A.) Exploratory analysis B.) Case analysis C.) Experience research D.) Descriptive research

B.) Case analysis

Since research situations typically have at least some similarities to a past situation, executives may use ________ to review available information about one or more former situations to gain understanding of a current research problem with similar characteristics. A.) Exploratory analysis B.) Case analysis C.) Experience research D.) Descriptive research

B.) Case analysis

An outside research Erm guarantees distribution of a product that pre-speciEed types and numbers of distributors. This is an example of what type of test market? A.) Electronic test markets B.) Controlled test markets C.) Simulated test markets D.) Standard test markets

B.) Controlled test markets

What is the type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected, while also controlling the effects of additional extraneous variables? A.) Hypothetical research study B.) Experimental research study C.) A procedural study D.) An observational study

B.) Experimental research study

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. A.) Internal validity B.) External validity C.) Internal variability D.) External variability

B.) External validity

Level of advertising expenditure, type of advertising appeal (humor, prestige), display location, placement of website ads, method of compensating salespersons, price, and type of product are examples of: A.) Dependent variables B.) Independent variables C.) Co-dependent variables D.) Non-dependent variables

B.) Independent variables

The research design is a ________ that speciEes the methods that will be used to collect and analyze the information needed for a research project. A.) Methodology B.) Master plan C.) Generalized roadmap D.) Proposed guide

B.) Master plan

What types of studies do descriptive research studies include? A.) Studies that specify the causality in the problem B.) Studies that need answers to who, what, when, where, and how questions C.) Studies that describe previous finding in similar problems D.) Studies that answer who, what, when, where, how, and why questions

B.) Studies that need answers to who, what, when, where, and how questions

The less we know about a market or subject, the more likely it is that a researcher should use: A.) Casual research B.) Descriptive research C.) Exploratory research D.) Formal research

C.) Exploratory research

Tracking studies are studies that involve the monitoring of the same variables of interest, such as market share or unit sales, over time. These types of studies are an example of: A.) Cross-sectional studies B.) Multi-directional studies C.) Longitudinal studies D.) Discontinuous studies

C.) Longitudinal studies

The two basic types of studies categorized as descriptive research include: A.) Case analysis and experiments B.) Longitudinal studies and case analysis C.) Longitudinal studies and cross-sectional studies D.) Focus groups and case analysis

C.) Longitudinal studies and cross-sectional studies

Executives often use trade journals and industry publications as sources of information for innovation, trends, and news about customers, potential customers, competitors, and more. This is form of: A.) Primary data analysis B.) Quantitative data analysis C.) Qualitative data analysis D.) Secondary data analysis qualitative data analysis

C.) Qualitative data analysis

The core of exploratory research is often an analysis of: A.) Quantitative data B.) Primary data C.) Secondary data D.) Qualitative data

C.) Secondary data

By providing access to the unfettered opinions of consumers, ________ offer an instant way to gain background information for a problem, to deEne terms, to clarify problems and hypotheses, and to establish research priorities. A.) Focus groups B.) Online panels C.) Social media platforms D.) Executive interviews

C.) Social media platforms

Several Erms `ood a test market with sales promotions when they know a competitor is test- marketing a product. This is an example of: A.) Test market sale promotion support B.) Parallel product test marketing C.) Test market sabotage D.) Test market diversity

C.) Test market sabotage

Once the researcher knows the basic research design, ________ may be made to form a framework for the development of the research project. A.) The survey instrument B.) The research budget C.) Staffing allocations D.) A series of advance decisions

D.) A series of advance decisions

Which of the following does NOT represent an advantage of test marketing? A.) Test product acceptability B.) Test marketing mix variable in a field setting C.) Assists with sales forecasting D.) Competition can run a simultaneous field test

D.) Competition can run a simultaneous field test

The types of descriptive research study that measure a population at only one point in time is: A.) Point-in-time studies B.) Longitudinal studies C.) Cross-point studies D.) Cross-sectional studies

D.) Cross-sectional studies

Which type of panel varies questions from one panel measurement to the next? A.) Continuous panels B.) Variable panels C.) Multivariate panels D.) Discontinuous panels

D.) Discontinuous panels

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: A.) Exploratory research B.) Descriptive research C.) Casual research D.) Experience research

D.) Experience researchExperience surveys differ from surveys conducted as part of ________ in that there is usually no formal attempt to ensure that the survey results are representative of any deEned group of subjects.

________ is `exible in that it allows the researcher to investigate whatever sources he or she identiEes and to the extent he or she feels is necessary to gain an understanding of the problem at hand. A.) Casual B.) Explanatory C.) Descriptive D.) Exploratory

D.) Exploratory

Social media websites are a powerful source for what types of data? A.) Primary research data B.) Descriptive research C.) Situational research data D.) Exploratory research data

D.) Exploratory research data

Which of the following does NOT represent criteria useful for selecting test-market cities? A.) Representativeness B.) Degree of isolation C.) Ability of control distribution and promotion D.) Major U.S. market

D.) Major U.S. market

The reason to justify the signiEcance placed on research design includes: A.) Research designs maybe "matched" to different kinds of problems, there search design may serve as a blueprint for the researcher. B.) Research designs are like blueprints, they are most helpful during data analysis C.) Research designs are used for studies are completed and are used to make improvements in future research studies D.) Research designs are important because clients often decide to fund research if they find the design is pleasing to the eye

D.) Research designs are important because clients often decide to fund research if they find the design is pleasing to the eye