Chap 3

Simulated test markets: a. provide protection from competitors. b. are good for assessing trial and repeat purchase behavior. c. are slower than full-scale tests. d. are good for spotting weak products. e. a, b and d.

a, b and d.

Dummy tables: a. are a statement of how the analysis will be structured. b. provide guidance on which questions to ask. c. are complete tables except for filling in the actual numbers. d. should be developed after the data are collected. e. a, b, and c describe dummy tables.

a, b, and c describe dummy tables.

To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price would be the _____. a. independent variable b. effect variable c. dependent variable d. result variable e. extraneous variable

independent variable

Analysis of selected cases refers to: a. intensive study of selected examples of the phenomenon of interest. b. descriptive designs. c. a market test in a standard test market. d. the sampling frame. e. the analysis of the data gathered from a controlled market.

intensive study of selected examples of the phenomenon of interest.

An experimental design is: a. one in which the investigator has direct control over at least one independent variable. b. less capable of providing evidence of causal relationships than is an exploratory design. c. less internally valid than a descriptive study. d. used only in realistic situations. e. best suited for longitudinal analysis.

one in which the investigator has direct control over at least one independent variable.

A difficulty inherent in the focus group research technique is: a. results are often hard to interpret. b. discussions tend to exhibit the "snowball effect." c. ideas often appear "out of the blue." d. participants can become so involved that they expose their personal feelings. e. responses are often less conventional than in more structured settings.

results are often hard to interpret.

In a controlled test market all of the following are true, EXCEPT: a. the product is distributed through normal distribution channels. b. the test is conducted by a service agency external to the firm. c. the test market service pays retailers for shelf space. d. the test market service coordinates the trade promotion program. e. the product is guaranteed distribution.

the product is distributed through normal distribution channels.

The key to an effective focus group is: a. members experienced in focus group participation. b. the skills of the moderator. c. participants' prior familiarity with each other. d. an appropriate location. e. None of the above.

the skills of the moderator

The most important distinction between true panels and omnibus panels is: a. the sample design is different. b. different types of information are collected. c. time series analysis can be used only on true panel data. d. omnibus panels can be used only for "in-house" research. e. time series analysis can be used only on omnibus panel data.

time series analysis can be used only on true panel data.

As VP of Marketing for a major pharmaceutical company, each year, you have to determine the projected sales for each of the sales territories for the next calendar year. Every year, you contact your sales managers and send them each a questionnaire to be completed. This is primarily a(n): a. exploratory study. b. descriptive study. c. lab experiment. d. field experiment. e. focus group.

descriptive study.

Focus groups have proven productive for all of the following, EXCEPT: a. determining the feelings of the general population. b. generating hypotheses to be tested further. c. stimulating ideas for new products. d. interpreting previously obtained results. e. developing lists of characteristics on which consumers evaluate products.

determining the feelings of the general population.

A causal research design is typically concerned with: a. the frequency with which something occurs. b. the discovery of ideas and insights. c. how two variables vary together. d. the determination of cause-and-effect relationships. e. establishing priorities when studying competing explanations of phenomenon.

the determination of cause-and-effect relationships.

Benefits of focus groups include: a. ideas that can drop "out of the blue." b. snowballing of ideas. c. more spontaneous responses than in one-on-one interviews. d. easy interpretation of responses. e. a, b, and c.

a, b, and c.

Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of _____ research design. a. causal b. exploratory c. longitudinal d. descriptive e. panel

causal

Which of the following is FALSE? a. Experiments provide strong evidence of causal relationships because of the control they give investigators. b. The variables being manipulated by a researcher in an experiment are referred to as independent variables. c. A field experiment takes place when an investigator creates a situation with the desired conditions and then manipulates some variables while controlling others. d. Both b and c are true. e. a, b, and c are true.

A field experiment takes place when an investigator creates a situation with the desired conditions and then manipulates some variables while controlling others.

The panel in a longitudinal study: a. is a fixed sample of elements. b. has periodic additions to replace drop-outs. c. has members that are measured repeatedly. d. has periodic additions to maintain representativeness. e. All of the above are true of the panel in a longitudinal study.

All of the above are true of the panel in a longitudinal study.

Which of the following is most likely to provide convincing evidence of causal relationships? a. An exploratory design b. An experiment c. Turnover analysis d. Cross-sectional analysis e. A descriptive design

An experiment

A Mexican Restaurant owner often visits competitor's restaurants in order to gather visual information about menu selections, prices, ambiance, and service quality to benchmark against. What type of research is the owner performing? a. Exploratory b. Basic c. Descriptive d. Causal e. Field

Exploratory

Small groups of individuals brought together simultaneously and guided by a moderator through an unstructured, spontaneous discussion format for the purpose of gaining information through group discussion can be categorized under which type of research design? a. Causal b. Exploratory c. Descriptive d. Field e. Basic

Exploratory

Which of the following statements about focus groups is FALSE? a. Most focus groups consist of 8 to 12 members. b. Respondents for groups are generally selected so that they are relatively homogeneous. c. Firms like to recruit people who have not participated in a focus group previously. d. Firms like to have groups in which some of the participants are friends. e. Professional moderators tend to produce better discussion than those more intimately involved in the research.

Firms like to have groups in which some of the participants are friends.

Mrs. Fields Cookie Company has decided to test market a new brand of cookies. A major question the company hopes to answer with the test market project concerns customer acceptance of the product. Which method of test marketing would be most appropriate if it decides to distribute its new cookies through its normal channel of distribution? a. Controlled test market b. Standard test market c. Simulated test market d. Electronic test market e. None of the above

Standard test market

Callaway Golf Company conducted a one-time survey of golfers and asked them about their attitudes, preferences and intentions regarding buying custom clubs. This is an example of: a. a cross-sectional study. b. a longitudinal study. c. causal research. d. a field experiment. e. a laboratory experiment.

a cross-sectional study.

One of the quickest and most economical ways to discover hypotheses is through: a. a sample survey. b. the use of a panel. c. the analysis of selected cases. d. an experience survey. e. a literature search.

a literature search.

True longitudinal analysis: a. is concerned with the determination of cause-and-effect relationships. b. can be performed on any panel. c. involves a one-time cross-sectional sample of elements from the population of interest. d. is simply a fact-gathering study. e. can only be performed using panels that rely on repeated measurements of the same variables.

can only be performed using panels that rely on repeated measurements of the same variables.

A dummy table is used to: a. determine brand loyalty. b. catalog the data to be collected. c. select a sample population. d. measure panel mortality rates. e. determine brand-switching behavior

catalog the data to be collected.

A marketing professor uses his students as subjects in a blind taste test in order to test the hypotheses that there is a significant difference between three brands of gourmet coffee. He is trying to enhance and extend an existing academic model of consumer choice that is widely used in consumer behavior. This is an example of _____ research. a. exploratory b. basic c. descriptive d. causal e. Both b and c

causal

In general, the first step in conducting exploratory research should be: a. assembling a focus group. b. performing an experience survey. c. conducting a literature search. d. performing an analysis of selected cases. e. narrowing a group of hypotheses to one specific hypothesis for investigation.

conducting a literature search.

The outcome variable that is influenced by the manipulation of another variable(s) is called the _____ variable. a. causal b. independent c. descriptive d. dependent e. simulated

dependent

The primary purpose of a literature search is to: a. discover the cause of a marketing problem. b. derive hypotheses. c. discover internal problems. d. identify the appropriate sample size. e. discover the explanation for a marketing problem.

derive hypotheses

"We will use a carefully selected sample, selection based on household size, income level, ethnicity, education, and television viewing patterns. We are also concerned with the stability and repeated availability of the sample participants over a few years so that we can conduct further studies using the same sample." This statement best describes the sample used in the a _____ type of descriptive research design. a. advertising evaluation design b. longitudinal study c. latitudinal study d. cross-sectional study e. laboratory panel

longitudinal study

Which of the following statements about dummy tables is FALSE? a. A researcher should specify variables and categories in a dummy table after the data have been collected. b. Dummy tables provide guidance on how to phrase questions as well as the number of questions necessary for a research project. c. A dummy table is used to catalog collected data. d. A dummy table is complete in all aspects save for filling in the actual numbers. e. A dummy table states how the analysis will be structured and conducted.

A researcher should specify variables and categories in a dummy table after the data have been collected.

Which of the following statements about cross-sectional analysis is FALSE? a. A cross-sectional study involves drawing a sample of elements from the population of interest. b. A quota sample can be used with a cross-sectional design. c. Cross-sectional studies provide a snapshot of the variables of interest at a single point in time. d. The sample of elements is typically selected to be representative of some known population. e. All of the above statements about cross-sectional analysis are true.

All of the above statements about cross-sectional analysis are true.

Which of the following is FALSE? a. Benchmarking involves identifying one or more organizations that excel at carrying out some function and using their practices as a source of ideas for improvement. b. Organizations can carry out benchmarking by reading about other organizations or by visiting or calling them. c. Benchmarking is more useful for learning about new products than existing products. d. The process of benchmarking varies according to the information needs of the organization and the resources available. e. Benchmarking is an example of the use of selected cases to develop insights into a phenomenon.

Benchmarking is more useful for learning about new products than existing products.

Prior to beginning a formal research project, Jane Doe is interviewing a few knowledgeable people to gain a better understanding of the nature of the problem her team faces and the characteristics of the environment in which it exists. Jane is conducting a(n): a. depth interview. b. causal analysis. c. descriptive research. d. exploratory research. e. Both a and d.

Both a and d.

Burger King recently experienced a decline in burger sales after E-coli bacteria were discovered in one of their restaurants. The marketing managers reviewed published information about a similar situation that had occurred at a Jack-in-the Box restaurant a few years ago. Which of the following type of exploratory research is this? a. Primary data analysis b. Depth interview c. Case analysis d. Projective techniques e. None of the above exploratory research methods can be used.

Case analysis

Which research design(s) is (are) typically guided by an initial hypothesis? a. Causal b. Descriptive c. Exploratory d. Exploratory and causal e. Descriptive and causal

Descriptive and causal

The management of Green Thumb Lawn Care Service is concerned about their choice of advertising media in the Houston area. They aren't sure if advertising placed in the Houston Chronicle is reaching their target market. A research project is launched with the objective of determining the relationship between newspaper readership and use of Green Thumb's services. What type of research design is most appropriate for this project? a. Descriptive research b. Exploratory research c. Relational research d. Causal research e. Laboratory experiment

Descriptive research

Which statement best describes the potential uses of descriptive research? a. Descriptive research can be used to estimate proportions, describe characteristics, and make specific predictions. b. Descriptive research can be used to estimate proportions, generate beginning hypotheses, and ascribe causes. c. Descriptive research can be used to establish cause and effect, make specific predictions, and describe characteristics. d. Descriptive research can be used to describe characteristics, estimate proportions, and manipulate independent variables. e. Descriptive research can be used to generate beginning hypotheses, manipulate independent variables, and make specific predictions.

Descriptive research can be used to estimate proportions, describe characteristics, and make specific predictions.

The "analysis of selected cases" technique is an example of which type of research design? a. Exploratory b. Experience c. Causal d. Case study e. Descriptive

Exploratory

Which of the following is FALSE? a. In exploratory research, the major concern is with the discovery of ideas and insights. b. Exploratory research is often used to clarify concepts and to establish priorities for further research. c. Exploratory research investigates hypotheses. d. Exploratory research is used to develop hypotheses. e. Exploratory studies do not lend themselves very well to the use of structured questionnaires.

Exploratory research investigates hypotheses.

The Houston Aeros team wanted to find out more about its fans and decided to gather information about demographics and generate summary statistics of its fans. Which of the following primary data collection techniques should they use to conduct the descriptive research study? a. Experiments b. Sample surveys c. Depth interviews d. Focus groups e. Case analysis

Sample surveys

Bob's Cookie Company has decided to test market their new sugarless chocolate chip cookie. A major question the company hopes to answer with the test market project concerns distributor acceptance of this product. Which method of test marketing would be most appropriate in this situation? a. Controlled test marketing b. Standard test marketing c. Forced-distribution test marketing d. Simulated test marketing e. Electronic test marketing

Standard test marketing

Which of the following best represents the objective of the moderator in conducting a focus group? a. Staying very focused on the subject at hand. b. Allowing for a free-flow of ideas that are unrestricted and therefore more conducive to creativity. c. Striking a balance between stimulating, natural discussions while ensuring the group does not wander too far from the topic. d. To conduct as many persons through the group as possible during the time allowed; this enables the results to be more representative. e. The moderator must be completely unfamiliar with the purpose of the research.

Striking a balance between stimulating, natural discussions while ensuring the group does not wander too far from the topic.

Which of the following is FALSE? a. One year is the recommended minimum amount of time to test market a product. b. A controlled test market is also known as the forced-distribution test market. c. Market testing involves the use of a controlled experiment. d. Test marketing is limited to determining the sales potential of a new product. e. None of these statements are false; they are all true.

Test marketing is limited to determining the sales potential of a new product.

In which of the following situations would a discontinuous/omnibus panel be the most appropriate? a. To gain insights into changes in consumers' purchases and attitudes b. To determine if members of the panel switched brands from one time period to the next c. To determine how consumers feel about two different product package by varying panel questions from one panel measurement to the next d. To have a focus group moderator ask participants about their views on a new advertisement. e. All of the above.

To determine how consumers feel about two different product package by varying panel questions from one panel measurement to the next

The standard test market plays a vital role when a. a firm wishes to test its ability to actually sell to the trade and get distribution for the product. b. the capital investment is large. c. the firm is entering a new territory. d. Both a and b. e. a, b, and c.

a, b, and c.

Which of the following is a limitation of individual depth interviews? a. They are typically much more expensive than groups. b. They generally do not get the same degree of client involvement as focus groups. c. They are physically exhausting for the moderator, so it is difficult to cover as much ground in one day as it is with groups. d. Only a and b e. a, b, and c.

a, b, and c.

Exploratory studies: a. usually involve probability sampling plans. b. usually use structured questionnaires. c. use a formal design. d. are characterized by flexibility. e. require a clear, precise statement of the research problem.

are characterized by flexibility.

General Mills has placed a new cake mix flavor in stores in Midland, TX. The company is promoting the flavor with a coupon offer in the local newspaper. The company would like to see how the flavor sells in Midland before putting it in stores across the US. The company is using: a. descriptive or causal research. b. exploratory research. c. a controlled test market. d. an experimental study. e. both c and d.

both c and d.

An automobile dealer in Houston, after a very cold winter, found himself with a very large inventory. He experimented with offering a free trip to New York with every car sold. He recorded sales after the promotion. This is an example of: a. exploratory research b. causal research c. descriptive research d. continuous panel research e. longitudinal research

causal research

Best Foods Corporation hired an outside marketing research firm to conduct test marketing for its new spaghetti sauce. The research firm guaranteed distribution of the sauce through several retail formats (e.g., supermarkets, warehouse clubs, convenient stores, etc.) throughout the US. This type of test market is called a(n): a. electronic test market. b. controlled test market. c. standard test market. d. simulated test market. e. None of the above.

controlled test market.

The local Pizza Hut franchisee is interested in knowing its customers better. The franchisee would like to know how often customers order pizza, whether they pick the pizza or have it delivered, their favorite toppings, the number of children per household, the number of times they eat pizza in the restaurants, etc. The research firm which carries out this study would undoubtedly refer to it as a(n) _____ marketing research study. a. experimental b. literature c. descriptive d. internal e. secondary

descriptive

You would like to determine the demographic characteristics of owners of recreational vehicles. The appropriate research strategy would be: a. a case study. b. exploratory research. c. descriptive research. d. a field experiment. e. laboratory research.

descriptive research.

You are a senior analyst in the marketing research department of a major steel producer. You have been requested to make a forecast of domestic automobile production for the forthcoming calendar year and, for this forecast, to make a forecast of the total tonnage of steel that will be used by the automobile manufacturers. This is primarily a(n): a. exploratory study. b. descriptive study. c. field experiment. d. simulation. e. laboratory experiment.

descriptive study.

You have been called in as a consultant for the purpose of advising what sales volume quotas for Brand A mouthwash should be established for each of ten sales districts that collectively cover the continental United States. The quotas are to be set for the next calendar year. This is primarily a(n): a. exploratory study. b. descriptive study. c. lab experiment. d. field experiment. e. turnover analysis.

descriptive study.

Causal research designs usually use _____ to establish possible causal relationships because they are best suited to determine cause and effect. a. focus groups b. interviews c. experiments d. surveys e. simulations

experiments

A literature search is a type of _____. a. causal research b. exploratory research c. experimental research d. descriptive research e. Both b and c.

exploratory research

The manager of Capitol 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: a. exploratory research. b. descriptive research. c. causal research. d. an experiment. e. a consumer study.

exploratory research.

The manager of the Golden Orange Drink Company states that he is very concerned with the continuing decline in sales of the company's major product, a concentrated orange drink. The manager has asked for your assistance in identifying the reasons for the sales decline. The most appropriate way to begin would be with: a. a case analysis. b. an experiment in which price is systematically varied. c. descriptive research. d. a controlled market test. e. exploratory research.

exploratory research.

Dell Corporation sent five different versions of an email to customers to determine which message was most effective at getting customers to make online purchases. While online sales rose by nearly 20%, two of the versions demonstrated higher than normal click-through rates. Experimentation conducted in a realistic environment is called a: a. field experiment. b. laboratory experiment. c. survey experiment. d. cross-sectional experiment. e. longitudinal experiment.

field experiment.

A small group of people brought together to discuss a topic of interest to researchers is known as a(n): a. task force. b. guidance committee. c. experience group. d. focus group. e. development group.

focus group.

In an experiment, the experimenter can manipulate the _____ variables, but has no control over the _____ variables. a. dependent; independent b. independent; outcome c. outcome; causal d. dependent; outcome e. independent; causal

independent; outcome

A hypothesis: a. is a conjectural statement about the relationship between two variables that are measurable or potentially measurable. b. is a broad, vague problem statement. c. cannot be discovered during research. d. does not have clear implications for testing the relationship between variables. e. is only found in the causal type of research.

is a conjectural statement about the relationship between two variables that are measurable or potentially measurable.

The descriptive study: a. usually takes the form of an experiment. b. has its major emphasis on the discovery of insights and ideas. c. is concerned with determining the frequency with which something occurs. d. is concerned with the determination of a cause-and-effect relationship. e. has as its main objective the establishment of priorities for future research.

is concerned with determining the frequency with which something occurs.

A focus group: a. consists of an interviewer and a subject discussing a single topic of interest. b. is not useful for testing hypotheses. c. typically consists of four to six members. d. requires selecting members with different socioeconomic backgrounds. e. involves having subjects fill out a survey on one topic.

is not useful for testing hypotheses.

The two types of experiments that can be distinguished are: a. laboratory and survey. b. laboratory and field. c. field and survey. d. scientific and field. e. cross-sectional and panel.

laboratory and field.

S.C. Johnson has developed, "Pledge wipes", an ingenious twist on their widely available wood cleaner Pledge. The marketing manager wishes to test market the new product, but he is hesitant to do so because other manufacturers of home cleaning products could easily duplicate S.C. Johnson's modification. He opts for test marketing by showing some consumers the new wipes and asking them to rate the product's features. This is a(n): a. controlled test market. b. standard test market. c. simulated test market. d. electronic test market. e. None of the above.

simulated test market.

A claimed advantage of the focus group interview is an interaction effect where a comment by one individual often triggers a chain of responses from the other participants. This is known as a. synergism. b. serendipity. c. stimulation. d. snowballing. e. None of the above.

snowballing.

The major emphasis in exploratory research is on: a. determining the frequency with which something occurs. b. the discovery of ideas and insights. c. the relationship between two variables. d. determining cause-and-effect relationships. e. providing definitive answers.

the discovery of ideas and insights.