Market Research Chapter 4

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

A) Dependent variables.

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

A) Exploratory, descriptive, and causal.

5) 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.

1) 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.

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 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

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? A) Hypothetical research study B) Experimental research study C) A procedural study D) An observational study

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: A) Dependent variables. B) Independent variables. C) Co-dependent variables. D) Non-dependent variables.

B) Independent variables

3) 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.

7) ________ 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

12) 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 findings 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

13) 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.

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. A) focus groups B) online panels C) social media platforms D) executive interviews

C) social media platforms

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

D) Causal research

14) 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.