Question 1

The panel in a longitudinal study:

Accepted Answer

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.F) C) and D)
G) C) and E)

Question 2

Which of the following is most likely to provide convincing evidence of causal relationships?

Accepted Answer

A)   An exploratory design
B)   An experiment
C)   Turnover analysis
D)   Cross-sectional analysis
E)   A descriptive designF) B) and D)
G) B) and E)

Question 3

Which of the following is FALSE?

Accepted Answer

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.F) B) and C)
G) All of the above

Question 4

Anyone who has any association with the issue at hand is a potential candidate for a depth interview.

Accepted Answer

A) True 
 B)False

Question 5

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) :

Accepted Answer

A)   controlled test market.
B)   standard test market.
C)   simulated test market.
D)   electronic test market.
E)   None of the above.F) A) and B)
G) A) and D)

Question 6

A test market in which the company sells the product through its normal distribution channels is called a(n) ____________________.

Accepted Answer

standard T...

Question 7

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?

Accepted Answer

A)   Controlled test market
B)   Standard test market
C)   Simulated test market
D)   Electronic test market
E)   None of the aboveF) A) and B)
G) A) and E)

Question 8

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) :

Accepted Answer

A)   exploratory study.
B)   descriptive study.
C)   lab experiment.
D)   field experiment.
E)   focus group.F) B) and E)
G) A) and B)

Question 9

The key to an effective focus group is:

Accepted Answer

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.F) B) and E)
G) D) and E)

Question 10

Group interaction is the key aspect that distinguishes focus group interviews from depth interviews.

Accepted Answer

A) True 
 B)False

Question 11

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) :

Accepted Answer

A)   exploratory study.
B)   descriptive study.
C)   field experiment.
D)   simulation.
E)   laboratory experiment.F) A) and C)
G) B) and D)

Question 12

The "analysis of selected cases" technique is an example of which type of research design?

Accepted Answer

A)   Exploratory
B)   Experience
C)   Causal
D)   Case study
E)   DescriptiveF) C) and D)
G) A) and B)

Question 13

Which of the following is FALSE?

Accepted Answer

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.F) D) and E)
G) B) and C)

Question 14

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?

Accepted Answer

A)   Exploratory
B)   Basic
C)   Descriptive
D)   Causal
E)   FieldF) B) and E)
G) None of the above

Question 15

"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.

Accepted Answer

A)   advertising evaluation design
B)   longitudinal study
C)   latitudinal study
D)   cross-sectional study
E)   laboratory panelF) A) and E)
G) A) and C)

Question 16

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?

Accepted Answer

A)   Experiments
B)   Sample surveys
C)   Depth interviews
D)   Focus groups
E)   Case analysisF) D) and E)
G) C) and E)

Question 17

In a controlled test market all of the following are true, EXCEPT:

Accepted Answer

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.F) A) and D)
G) A) and C)

Question 18

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:

Accepted Answer

A)   exploratory research.
B)   descriptive research.
C)   causal research.
D)   an experiment.
E)   a consumer study.F) All of the above
G) B) and D)

Question 19

The primary purpose of a literature search is to:

Accepted Answer

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.F) A) and E)
G) C) and D)

Question 20

Causal research designs usually use _____ to establish possible causal relationships because they are best suited to determine cause and effect.

Accepted Answer

A)   focus groups
B)   interviews
C)   experiments
D)   surveys
E)   simulationsF) A) and E)
G) A) and D)

Exam 3: Exploratory, Descriptive, and Causal Research Designs

A test market in which the company sells the product through its normal distribution channels is called a(n) ____________________.

Correct Answer
verified
standard T...
View Answer

Correct Answer
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The panel in a longitudinal study:

Correct Answer
verified

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) :

Correct Answer
verified

The key to an effective focus group is:

Correct Answer
verified

Which of the following is FALSE?

Correct Answer
verified

Group interaction is the key aspect that distinguishes focus group interviews from depth interviews.

Correct Answer
verified

Correct Answer
verified

Causal research designs usually use _____ to establish possible causal relationships because they are best suited to determine cause and effect.

Correct Answer
verified

Anyone who has any association with the issue at hand is a potential candidate for a depth interview.

Correct Answer
verified

Which of the following is FALSE?

Correct Answer
verified

In a controlled test market all of the following are true, EXCEPT:

Correct Answer
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Correct Answer
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Correct Answer
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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?

Correct Answer
verified

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:

Correct Answer
verified

The primary purpose of a literature search is to:

Correct Answer
verified

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?

Correct Answer
verified

The "analysis of selected cases" technique is an example of which type of research design?

Correct Answer
verified

Which of the following is most likely to provide convincing evidence of causal relationships?

Correct Answer
verified

Exam 3: Exploratory, Descriptive, and Causal Research Designs

A test market in which the company sells the product through its normal distribution channels is called a(n) ____________________.

Correct Answerverifiedstandard T...View AnswerShow Answer

Correct AnswerverifiedShow Answer

The panel in a longitudinal study:

Correct AnswerverifiedShow Answer

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) :

Correct AnswerverifiedShow Answer

The key to an effective focus group is:

Correct AnswerverifiedShow Answer

Which of the following is FALSE?

Correct AnswerverifiedShow Answer

Group interaction is the key aspect that distinguishes focus group interviews from depth interviews.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Causal research designs usually use _____ to establish possible causal relationships because they are best suited to determine cause and effect.

Correct AnswerverifiedShow Answer

Anyone who has any association with the issue at hand is a potential candidate for a depth interview.

Correct AnswerverifiedShow Answer

Which of the following is FALSE?

Correct AnswerverifiedShow Answer

In a controlled test market all of the following are true, EXCEPT:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

The primary purpose of a literature search is to:

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

The "analysis of selected cases" technique is an example of which type of research design?

Correct AnswerverifiedShow Answer

Which of the following is most likely to provide convincing evidence of causal relationships?

Correct AnswerverifiedShow Answer

Correct Answer
verified
standard T...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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