Market Research 4154 LO3

The reason to justify the significance placed on research design is because _______

Because clients often decide to fund research if they find the design pleasing to the eye

What is the type of exploratory research that refers to a review of available information about a former situation(s) that has some similarities to the present research problem?

Case analysis

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

Which research design should be used to measure relationships among variables

Causal

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 would be best accomplished with which kind of study?

Causal study

Understanding a phenomenon in terms of conditional statements of the form "if x, then y" is a good description of ______

Causality

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 design; longitudinal design

What type of descriptive research study measures units from a sample of the population at only one point in time?

Cross-sectional studies

a brand of vacuum cleaner wants to 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 the company. This is an example of which of the following?

Cross-sectional study

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

A bank president wants to know how the market receives his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. Mr. Cushing needs what kind of research?

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

How should a researcher determine if case analysis is an appropriate component of exploratory research?

Determine how similar phenomenon in the past is with phenomenon in the present, and ask themselves to determine the relevance of prior cases

Diane's decision to gather preference information for the product features is an example of her _________

Determining the research objective

A procedure for ensuring that the change in the dependent variable may be solely attributed to the change in the independent variable is known as what kind of survey design?

Experimental design

A manager asks for your assistance in finding the reasons for a sales decline. The most appropriate way to begin would be with which type of research?

Exploratory

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

If the research objective is to gain background information then the most likely research design is ______

Exploratory

The less we know about a market or subject, the more likely it is that a researcher should use:

Exploratory Research

A medical device company developing a cardiac device surveys well known cardiac surgeons with subject matter knowledge about the problem the device is trying to solve. This is an example of ___________

Exploratory research

Joan needs to determine which variables and relationships she should examine further as part of the research she is conducting for the Flager Truck Company. Joan is about to embark on what type of research?

Exploratory research

Providing insights and understanding would be objectives that best represent which type of research study

Exploratory 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

In what order are most research designs carried out

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

A *panel* of respondents is often used in which type of study?

Longitudinal

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.

Longitudinal design

________ is a type of research design involving a fixed sample of population elements that is measured repeatedly.

Longitudinal research design

What are the two basic types of studies that are categorized as descriptive research

Longitudinal studies and cross-sectional studies

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 _______ 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 three appropriate methods for conducting exploratory research include ____________

Secondary data analysis, experience surveys, and case analysis

True or False:

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 use to resolve the problem.

Research Objectives

When achieved, they provide the necessary information to solve the problem at hand

Descriptive studies are conducted to answer ______

Who, what, when, where, and how

Working for the Allright Insurance Company, you gather data on the following characteristics for a represetntative 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 what kind of research using what kind of approach

a descriptive research using the survey approach

Which type of research is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem?

exploratory research

What are the three types of research design

exploratory, descriptive, causal

The process for 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