Chapter 4 MRKT 336
18) Sales, market share, customer satisfaction, sales force turnover, time spent on site, and unique net profits are examples of:
A) Dependent variables.
2) Research design types include:
A) Exploratory, descriptive, and causal.
5) Exploratory research is unstructured research, which means it does not have a:
A) Predetermined set of procedures.
1) Research design should be:
A) Selected after thoroughly considering the problem and research objectives.
20) 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
16) 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?
B) Experimental research study
17) 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:
B) Independent variables.
3) The choice of the type of research design depends largely on:
B) Objectives of the research.
7) ________ is the process of searching for and interpreting existing information relevant to the research topic.
B) Secondary data analysis
12) What types of studies do descriptive research studies include?
B) Studies that need answers to who, what, when, where, and how questions
13) The two basic types of studies categorized as descriptive research include:
C) Longitudinal studies and cross-sectional studies.
11) By providing access to the unfettered opinions of consumers, ________ offer an instant way to gain background information for a problem, to define terms, to clarify problems and hypotheses, and to establish research priorities.
C) social media platforms
4) ________ should only be used when the researcher knows a fair amount about the problem.
D) Causal research
14) The types of descriptive research study that measure a population at only one point in time is:
D) Cross-sectional studies.
