Marketing Research Quiz 3

Appropriate methods for conducting exploratory research would include: secondary data analysis. experience surveys. case analysis. only A and B. all of the above.

all of the above

What type of descriptive research study measures units from a sample of the population at only one point in time? Sample surveys. Cross-sectional studies. Longitudinal studies. Population research. Both B and C are correct.

cross sectional studies

Which of the following is most accurate? The uniqueness of every problem situation precludes applying research designs. 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. Every problem is so unique there are not enough similarities among problems and objectives to allow us to make any advance decisions about the best plan to use to resolve the problem. Since research standards are standard, actions determining the research design may be pre-planned. None of the above are accurate.

Though every problem is unique there are enough similarities among problems and objectives to allow us to make some decisions about the best plan to use to resolve the problem

Which of the following best describes research objectives? When achieved, they provide a clear picture of the problem. When achieved, they provide a basis for future research. When achieved, they provide the necessary information to solve the problem at hand. When achieved, the researcher may go on to the next step in the research process. When achieved, they provide a basis for secondary data research.

when achieved they provide the necessary information to solve the problem at hand

Which of the following is a good description of causality? Understanding a phenomenon in terms of conditional statements of the form "If x, then y." A very casual understanding of a topic. Understanding a phenomenon in terms of two phenomena occurring at the same time. Understanding of two phenomena that never occur at the same time. None of the above.

if x then y

The process of searching for and interpreting existing information relevant to the research problem can be described as: an experience survey. secondary data analysis. causal analysis. exploitive research. exhaustive research.

secondary data analysis

Research design should be: Selected after thoroughly considering the problem and research objectives. Formulated after data analysis. The first consideration in a research project. Selected during the initial meeting with a client. Research design is not needed at all.

selected after thoroughly considering the problem and research objectives

An experimental design is a procedure for ensuring that: the change in the dependent variable may be solely attributed to the change in the independent variable. the change in the independent variable may be solely attributed to the change in the complex variable. the change in the dependent variable may be solely attributed to the change in the extraneous variable. any and all effects on all experimental values are measured. the manipulation made on the complex variable is measured accurately.

the change in the dependent variable may be solely attributed to the change in the independent variable

Which of the following is NOT a situation in which exploratory research should be used? To clarify problems. To measure the relationships among variables. To establish research priorities. To gain background To clarify hypotheses.

to measure the relationships among variables

How should a researcher determine if case analysis is an appropriate component of exploratory research? He should ask himself questions to determine the relevance of prior cases She should determine how similar phenomenon in the past is with phenomenon in the present. It is not necessary to determine appropriateness, because case analysis should always be included in exploratory research. She should conduct research on other researchers who have studied the subject in question and ask for appropriate case studies. A and B are correct.

A and B are correct

Which of the following best illustrates the significance of research design? Because research designs may be "matched" to different kinds of problems, the research design may serve as a blueprint for the researcher. Because all research problems are different, research designs are applicable only in an academic setting; they cannot be used in the real world Because research designs are like blueprints, they are most helpful during data analysis. Research designs are used after studies are completed and are used to make improvements in future research studies. All of the above are true.

Because research designs may be "matched" to different kinds of problems, the research design may serve as a blueprint for the researcher.

Experience survey may help formulate the marketing research problem. Which of the following statements is true about experience survey? The experienced experts may be found both inside and outside the firm who are knowledgeable about the firm and the industry. They could be knowledgeable customers or market mavens. Typically, information is obtained by unstructured personal interviews or focus groups without administering a formal questionnaire. It is helpful to prepare a list of topics to be covered during the interview. All of the above are true.

all above are true

Which of the following would be a question that we would try to answer with descriptive research? Who are our customers? What brands do our customers buy? When do our customers shop? How did our customers find out about our products? All of the above.

all of the above

Descriptive studies are conducted to: specify the causality in the problem. describe previous findings in similar problems. answer who, what, when, where, and how describe secondary data from previous studies. all of the above

answer who what when where and how

Which of the following is a type of research design? Casual. Exploratory. Causal. Both A and B. Both B and C.

both b and c

Which of the following is a 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? secondary data analysis experience surveys case analysis projective techniques ex post facto studies

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? Exploitive. Longitudinal. Exploratory. After-only. Causal.

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 primarily a(n) exploratory study. descriptive study. field experiment. causal study. laboratory experiment

causal

Dirt Devil vacuum cleaning company is interested in knowing if a proposed advertising message will be effective in generating interest in purchasing their portable vacuum cleaner. They contact marketing research firm InsightExpress®, which has a service that 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 Dirt Devil. This is an example of which of the following? Longitudinal study. Causal research. Experimental research. Exhaustive research. Cross-sectional study.

cross sectional

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?" longitudinal design; multiple cross-sectional cross-sectional design; longitudinal design longitudinal design; cross-sectional design cross-sectional design; multiple longitudinal design none of the above

cross sectional ; longitudinal

Jerry and the team working on the Roger Tire Company marketing research project are developing ways to test their hypothesis that drivers of larger trucks prefer dual belted radial tires. What type of research are they conducting? simple research exploratory research descriptive research causal research none of the above is true

descriptive

The manager of Capital 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 exploratory research. descriptive research. causal research. an experiment. a consumer study.

descriptive

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? Exploratory research. Causal research. Explicit research. Descriptive research. Population research.

descriptive

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? exploratory research causal research explicit research exhaustive research descriptive research

descriptive

Woodrow Cushing is president of the Bank of Texas. Woodrow is interested in knowing how consumers in the Dallas-Ft. Worth market perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. Mr. Cushing needs: exploratory research. descriptive research. causal research. an experiment. basic bank research.

descriptive

You would like to determine the demographic characteristics of owners of recreational vehicles. The appropriate research strategy would be analysis of insight-stimulating examples. exploratory research. descriptive research. field experiment. laboratory research.

descriptive

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 an exploratory research strategy. a descriptive research using the longitudinal approach. a descriptive research using the survey approach. a field experiment. none of the above.

descriptive research using the survey approach

Diane Fisher of ABC Research determined that her client's problem was lack of knowledge about customer preferences for features on the company's products. Diane then determined that she should gather information on the level of preferences for the six different product features among customers in the company's trading area. Diane's decision to gather preference information for the product features is an example of her: defining a specific problem. determining customer preferences through the marketing research determining research design. determining research objective defining the problem in terms of information gap

designing research objective

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: Causal. Explanatory. Exploratory. Descriptive. Standard .

exploratory

If the research objective is to gain background information, it is likely that the most appropriate research design would be: exploitive exhaustive exploratory deductive causal

exploratory

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? simple research exploratory research descriptive research causal research none of the above is true

exploratory

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? causal research exploratory research deductive research exploitive research exhaustive research

exploratory

The less we know about a market or subject, the more likely it is that a researcher should use: Causal research. Descriptive research. Exploratory research. Formal research. Standard research.

exploratory

What type of research is unstructured and informal and have only tentative research outcome? deductive exploratory causal exploitive exhaustive

exploratory

Which of the following is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem? Casual research. Exploratory research. Causal research. Descriptive research. Either A or D.

exploratory

You work for Innovative Focus, an internationally recognized consulting firm. You are working on the Waterpik account to help them with finding their next successful product. You are meeting with the Waterpik marketing professionals tomorrow to conduct a trends meeting to list and prioritize key consumer wants and needs. You have also scheduled a meeting with the Waterpik engineers to uncover applicable technologies and the company's internal competencies. What type of research are you conducting in your meetings with Waterpik? simple research exploratory research descriptive research causal research none of the above is true

exploratory

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: Exploratory research. Descriptive research. Causal research. Experience research. Secondary data research.

exploratory research

The various types of research design include: exploratory, exploitive, and competitive. deductive, descriptive, and exploitive. exploratory, causal, and competitive. exploratory, descriptive, and causal. action, standard, experiential.

exploratory, descriptive, and causal

Although there is no step-by-step fashion for which order to use research designs, which of the following is the order in which most research designs should be carried out? Exploratory-descriptive-causal. Descriptive-exploratory-causal. Causal-descriptive-exploratory. Causal-exploratory-descriptive. Exploratory-causal-descriptive.

exploratory-descriptive-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: poor budgeting for research. how researchers in large firms are in "silos" and are not open to outside suggestions. how former research studies often determine the design of present studies. improper research design. a case where exploratory research should have been undertaken after the causal research.

improper research design

Which of the following is NOT true of a good research objective? It specifies from whom information will be gathered. It specifies what information (construct) is needed. It specifies the unit of measurement used to gather the information. It specifies word questions used to gather the information in the respondents' frame of reference. It specifies potential answers to the research question.

it specifies potential answers to the research questin

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 descriptive research design causal research design conclusive research design None of the above is true

longitudinal

________ is a type of research design involving a fixed sample of population elements that is measured repeatedly. The sample remains the same over time thus providing a series of pictures which, when viewed together, portray a vivid illustration of the situation and the changes that are taking place over time. Exploratory research design Causal research design Cross-sectional research design Longitudinal research design none of the above is true

longitudinal

What are the two basic types of studies that are categorized as descriptive research? focus groups and case analysis longitudinal studies and case analysis longitudinal studies and cross-sectional studies focus groups and cross-sectional studies case analysis and experiments

longitudinal and cross sectional

What are the two basic types of studies that are categorized as descriptive research? Focus groups and case analysis. Longitudinal studies and case analysis. Longitudinal studies and cross-sectional studies. Focus groups and cross-sectional studies. Population research and cross-sectional research.

longitudinal and cross sectional

A panel of respondents is often used in which type of study? Cross-sectional. Longitudinal. Sample survey. Case analysis. Population research.

panel data

Exploratory research is unstructured research, which means it does not have a: Predetermined set of procedures. Predetermined timetable for completion. Predetermined management approval. Predetermined budget. Predetermined marketing researcher selection.

predetermined set of procedures

Which of the objectives below would best represent exploratory research? Describe market characteristics or functions. Determine cause and effect relationships. Provide insights and understanding. Test specific hypotheses and examine relationships. none of the above is true

provide insights and understanding

Longitudinal studies can be described as techniques that: repeatedly measure the same sample units from the population over a period of time measure the population at only one point in time develop an understanding of a phenomenon in terms of "if-then" conditional statements search for and interpret existing information relevant to the research problem studies conducted parallel (longitude) to one another, which allows for comparisons to be made between such studies

repeatedly measure the same sample units from the population over a period of time

A(n) ________ 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 exploratory study research plan sample description research action plan

research design

Which of the following is true about research design? Research design should be the first consideration in a research project. Research design decisions should be made after data analysis. Research design should be selected during the initial meeting with a client. Research design should be selected after thoroughly considering the problem and research objectives. Research designs should be made after data collection.

research design should be selected after thoroughly considering the problem and research objectives

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

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

The process of searching for and interpreting existing information relevant to the research problem can be described as: an experience survey secondary data analysis causal analysis exploitive research exhaustive research

secondary data analysis