Deck 3: Research Design

Question 1

According to the text, the objective of exploratory research is to test specific hypotheses and examine specific relationships.

Answer 1

False

Question 2

A type of research design involving the one-time collection of information from any given sample of population elements is called longitudinal design.

Answer 2

False

Question 3

Conclusive research should be used when management realizes a problem exists but does not yet understand why.

Answer 3

False

Question 4

According to the text, most commercial market research is descriptive in nature.

Question 5

The manipulation of one or more independent variables is a characteristic of causal research.

Question 6

A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called conclusive research.

Question 7

Exploratory research is research conducted to gain ideas and insight into the problem confronting the management or the researcher.

Question 8

Exploratory research is typically more formal and structured than conclusive research.

Question 9

Conclusive research is based on the assumption that the researcher has an accurate understanding of the problem at hand.

Question 10

A characteristic of descriptive research is that it is often the front end of total research.

Question 11

The only classifications used for descriptive studies are in the following three categories: 1) sales, 2) consumer perception, and 3) behavior studies.

Question 12

According to the text, exploratory research can benefit from use of survey of experts and analysis of secondary data.

Question 13

The research design is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem.

Question 14

Cross-sectional design is a type of research design involving a fixed sample of population elements that is measured repeatedly.

Question 15

The objective of causal research is discovery of ideas and insights.

Question 16

A cause-and-effect study is a major type of descriptive study.

Question 17

Descriptive research is a type of exploratory research that has as its major objective the description of something-usually market characteristics or functions.

Question 18

According to the text, a longitudinal design provides a series of pictures, which track the changes that take place over time.

Question 19

Research designed to assist the decision maker in determining, evaluating, and selecting the best course of action in a given situation is called subjective research.

Question 20

Conclusive research is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research.

Question 21

"Deliverables" are the information and documents to be given to the client at the conclusion of the project.

Question 22

Causal research is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.

Question 23

According to the text, the main method of causal research is a panel.

Question 24

Random sampling error is where the error due to the particular sample selected is an imperfect representation of the population of interest.

Question 25

Determining how to make the research design error-free is a task a researcher must perform in formulating a research design.

Question 26

Social media can be appropriate for conducting exploratory and descriptive research but not causal research.

Question 27

A panel consists of a sample of respondents, generally households that have agreed to provide information over an extended period.

Question 28

When little is known about the problem situation, it is desirable to begin with descriptive research.

Question 29

The budget process allows the researcher and the decision maker to compare the estimated value of the information with the projected costs.

Question 30

Private communities are primarily built for discovery and insight purposes and are called MROCs (Marketing Research Online Communities).

Question 31

The 3M example illustrated the use of public panels to conduct exploratory and conclusive
research.

Question 32

Social media panels could be useful for developing new products targeted at core users of the brand.

Question 33

Nonsampling errors are frequently attributed to the competition.

Question 34

The researcher defines the mission and governance of a social media community.

Question 35

Conventional industry practice has the project paid in three parts due: 1) after the project is accepted, 2) at the project mid-point, and 3) at the conclusion of the project.

Question 36

When repeating a project for a previous client, a research proposal is not necessary.

Question 37

Causal research is very versatile and can be used at any point in a study.

Question 38

Exploratory research is suitable for generating alternative courses of action and research questions.

Question 39

Errors that can be attributed to sources other than sampling are called nonsampling errors.

Question 40

The executive summary is usually at the very beginning of a research proposal.

Question 41

Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why?

A) conclusive research
B) exploratory research
C) descriptive research
D) causal research
E) expeditionary research

Question 42

The objective of which of the following types of research is discovery of ideas and insights?

A) exploratory research
B) descriptive research
C) causal research
D) objective research
E) conditional research

Question 43

Large, representative samples are used to collect data that are analyzed with statistical techniques for which of the following types of research designs?

A) subjective research
B) exploratory research
C) conclusive research
D) observational research
E) supporting research

Question 44

________ research is typically more formal and structured than ________ research.

A) Exploratory; conclusive
B) Conclusive; exploratory
C) Exploratory; descriptive
D) Subjective; observational
E) Lead; supporting

Question 45

According to the text, most commercial market research is ________ in nature.

A) subjective
B) exploratory
C) causal
D) descriptive
E) relatively inexpensive

Question 46

________ is particularly useful whenever research questions relate to describing a market phenomenon, such as frequency of purchase, identifying relationships, or making predictions.

A) Descriptive research
B) Exploratory research
C) Causal research
D) Subjective research
E) Identifying research

Question 47

________ is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research.

A) Causal research
B) Exploratory research
C) Conclusive research
D) Descriptive research
E) Focused research

Question 48

Research designed to assist the decision maker in determining, evaluating, and selecting the best course of action in a given situation is called ________.

A) conclusive research
B) subjective research
C) exploratory research
D) observational research
E) supporting research

Question 49

Which statement is not true about research design?

A) Research design is a framework for conducting the marketing research project.
B) Research design specifies the measurement and scaling procedures.
C) Research design is undertaken before developing the approach to the problem.
D) Research design is undertaken after the marketing research problem is defined.

Question 50

According to the text, exploratory research can benefit from use of all of the following methods EXCEPT:

A) survey of experts.
B) quantitative data such as structured surveys.
C) pilot surveys.
D) analysis of secondary data.
E) qualitative research.

Question 51

The manipulation of one or more independent variables is a characteristic of which of the following types of research designs?

A) exploratory research
B) descriptive research
C) causal research
D) objective research
E) conditional research

Question 52

Descriptive research, in contrast to exploratory research, is marked by all of the following EXCEPT:

A) a clear statement of the problem.
B) specific hypotheses.
C) detailed information needs.
D) flexibility.

Question 53

A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called ________.

A) conclusive research
B) descriptive research
C) causal research
D) exploratory research
E) insight research

Question 54

________ is based on the assumption that the researcher has an accurate understanding of the problem at hand.

A) Exploratory research
B) Conclusive research
C) Subjective research
D) Observational research
E) Directed research

Question 55

________ is research conducted to gain ideas and insight into the problem confronting the management or the researcher.

A) Exploratory research
B) Conclusive research
C) Descriptive research
D) Causal research
E) Directed research

Question 56

According to the text, the objective of ________ is to test specific hypotheses and examine specific relationships.

A) conclusive research
B) subjective research
C) exploratory research
D) observational research
E) conditional research

Question 57

Exploratory research is used in all of the following cases EXCEPT:

A) selecting the course of action to take in a given situation.
B) when you must define the problem more precisely.
C) when you must identify relevant causes of action.
D) when you must gain additional insights before an approach can be developed.

Question 58

Which of the following is a characteristic of descriptive research designs?

A) flexible
B) marked by the prior formulation of specific hypothesis
C) versatile
D) often the front end of total research
E) supporting

Question 59

Descriptive research is a type of ________ that has as its major objective the description of something-usually market characteristics or functions.

A) subjective research
B) exploratory research
C) conclusive research
D) observational research
E) supporting research

Question 60

The ________ is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem.

A) problem definition
B) research design
C) fieldwork design
D) data preparation and analysis
E) research directive

Question 61

________ is a type of research design involving a fixed sample of population elements that is measured repeatedly.

A) Cross-sectional design
B) Longitudinal design
C) Horizontal design
D) Vertical design
E) Fixed design

Question 62

A ________ consists of a sample of respondents, generally households that have agreed to provide information over an extended period.

A) focus group
B) panel
C) hypothesis
D) theory
E) research mix

Question 63

According to the text, a ________ provides a series of pictures, which track the changes that take place over time.

A) cross-sectional design
B) longitudinal design
C) horizontal design
D) vertical design
E) photographic design

Question 64

________ assumes that the researcher has prior knowledge about the problem situation.

A) Exploratory research
B) Descriptive research
C) Objective research
D) Subjective research
E) Lead research

Question 65

According to the text, the main method of causal research is a(n) ________.

A) panel
B) focus group
C) survey
D) experiment
E) client project

Question 66

All of the following are tasks a researcher must perform in formulating a research design EXCEPT:

A) specify the information needed.
B) determine how to make the research design error free.
C) specify the measurement and scaling procedures.
D) determine the sampling process and sample size.
E) develop a plan of analysis.

Question 67

Which of the following is NOT an example of a descriptive research goal?

A) to develop a profile of a target market
B) to determine the cause of a sales decrease
C) to estimate the frequency of product use as a basis for sales forecasts
D) to determine the degree to which marketing variables are associated
E) to determine the relationship between product use and perception of product characteristics

Question 68

Errors that can be attributed to sources other than sampling are called ________.

A) nonsampling errors
B) problem definition errors
C) hypothesis errors
D) random sampling errors
E) precision errors

Question 69

Exploratory research is suitable for generating all of the following EXCEPT:

A) alternative courses of action.
B) cause-and-effect relationships.
C) research questions.
D) hypotheses.
E) C and D

Question 70

A disadvantage of a longitudinal design would be ________.

A) detecting change
B) amount of data that can be collected
C) accuracy of data collected
D) lower expenses
E) response bias

Question 71

Which of the following is the best example in which to apply causal research?

A) the Andrew Jergens Company periodically conducting surveys to measure consumer's perceptions, attitudes and use of soap bars and related personal care products
B) to determine the relationship between sales promotion and advertising expenditures and sales of Mercedes
C) to gain insights on why Nokia is losing market share in Asia
D) to understand how consumers evaluate the Home Depot brand compared to competing brands
E) one-on-one depth interviews matching respondents and interviewers by gender

Question 72

When little is known about the problem situation, it is desirable to begin with ________.

A) causal research
B) descriptive research
C) exploratory research
D) observational research
E) conditional research

Question 73

________ is the error due to the particular sample selected being an imperfect representation of the population of interest.

A) Nonsampling error
B) Random sampling error
C) Problem definition error
D) Hypothesis error
E) Precision error

Question 74

Nonsampling errors are frequently attributed to all of the following EXCEPT:

A) the researcher.
B) the competition.
C) the interviewer.
D) the respondent.
E) C and D

Question 75

All of the following are elements that describe descriptive research EXCEPT:

A) it is based on data that is collected using small, nonrepresentative samples.
B) it is based on a clear statement of the problem.
C) it is based on specific hypotheses.
D) it is based on specification of the information needed.
E) data are collected in a structured fashion.

Question 76

A type of research design involving the one-time collection of information from any given sample of population elements is called ________.

A) cross-sectional design
B) longitudinal design
C) horizontal design
D) vertical design
E) conditional design

Question 77

Which of the following is NOT one of the major types of descriptive studies?

A) internally or externally focused sales studies
B) consumer perception and behavior studies
C) cause-and-effect qualitative studies
D) market characteristic studies
E) consumer behavior studies

Question 78

________ is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.

A) Descriptive research
B) Causal research
C) Exploratory research
D) Subjective research
E) Conditional research

Question 79

________ is very versatile and can be used at any point in a study.

A) Causal research
B) Descriptive research
C) Exploratory research
D) Observational research
E) Provisional research

Question 80

Which of the following is an example of a longitudinal design in a descriptive research project?

A) Surveys involving 600 mall intercepts in six major cities to determine the likes and dislikes of health food.
B) A variety of promotional offers would be displayed in stores, with each group of respondents seeing only one offer and the resulting brand sales would be monitored.
C) A panel that consists of households that provide purchasing information at specified intervals over an extended period.
D) A and B only
E) B and C only