Deck 5: Types of Research Design and Exploratory Research

Question 1

A literature search most closely resembles which type of research?

A)Causal
B)Exploratory
C)Experimental
D)Descriptive
E)Both b and c.

Answer 1

B

Question 2

Which research design(s)is (are)typically guided by an initial hypothesis?

A)Causal
B)Descriptive
C)Exploratory
D)Exploratory and causal
E)Descriptive and causal

Answer 2

E

Question 3

The crucial principle of research is

A)the framework or plan for a study that guides the collection and analysis of data.
B)that 20% of the factors cause 80% of the problems.
C)to assess sampling error because it has the greatest impact on the study's results.
D)to isolate the variables and analysis technique at the first opportunity.
E)that the design of the investigation should stem from the problem.

Answer 3

E

Question 4

The descriptive study

A)usually takes the form of an experiment.
B)has its major emphasis on the discovery of insights and ideas.
C)is concerned with determining the frequency with which something occurs.
D)is concerned with the determination of a cause-and-effect relationship.
E)has as its main objective the establishment of priorities for future research.

Question 5

Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of ____ research design.

A)causal
B)exploratory
C)longitudinal
D)descriptive
E)panel

Question 6

Exploratory research begins with

A)vague topics of interest.
B)specific hypotheses.
C)tentative hypotheses.
D)cause-and-effect hypotheses.
E)Both b and d.

Question 7

Exploratory research can be used to

A)increase the analyst's familiarity with the problem.
B)clarify concepts.
C)establish priorities in dealing with explanations of problems.
D)All of the above.
E)Both a and b.

Question 8

Which of the following is FALSE?

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.

Question 9

The three basic designs can be looked at as stages in a continuous process.This process

A)represents the investigation of a more detailed statement of the problem at each stage of the problem.
B)always moves in sequence from exploratory to descriptive to causal.
C)always begins with an exploratory study.
D)always starts with a hypothesis.
E)contains only one study of each type.

Question 10

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

A)exploratory research.
B)descriptive research.
C)causal research.
D)an experiment.
E)a consumer study.

Question 11

Exploratory studies do not involve

A)the analysis of selected cases.
B)probability sampling plans.
C)experience surveys.
D)good luck.
E)a search of published statistics.

Question 12

An exploratory study is NOT productively used to

A)clarify concepts.
B)establish priorities for further research.
C)increase the analyst's familiarity with the problem.
D)formulate a problem for more precise investigation.
E)describe the characteristics of certain groups.

Question 13

A hypothesis

A)is a conjectural statement about the relationship between two variables that are measurable or potentially measurable.
B)is a broad,vague problem statement.
C)cannot be discovered during research.
D)does not have clear implications for testing the relationship between variables.
E)is only found in the causal type of research.

Question 14

Which of the following is FALSE?

A)A research design is the framework for a study that serves as a basis for the collection and analysis of data in such a way that the study will be relevant to the problem and will use economical procedures.
B)It is impossible to do research without a research design.
C)A research design ensures that a study will be relevant to the decision problem at hand.
D)The crucial tenet of research is that the research design should stem from the problem at hand.
E)None of these statements are false;they are all true.

Question 15

Research designs

A)should be strictly limited to the three classifications of exploratory,descriptive,and causal because a given study should serve only one purpose.
B)should stem from the problem.
C)are productive in a given problem setting no matter how the principles are applied.
D)should not be modified to suit specific purposes.
E)are specific in that they instruct the researcher in terms of the single,best way to precede in a given study.

Question 16

One of the quickest and most economical ways to discover hypotheses is through

A)a sample survey.
B)the use of a panel.
C)the analysis of selected cases.
D)an experience survey.
E)a literature search.

Question 17

The descriptive study

A)usually takes the form of an experiment.
B)has its major emphasis on the discovery of insights and ideas.
C)is concerned with determining the frequency with which something occurs.
D)is concerned with the determination of a cause-and-effect relationship.
E)has as its main objective the establishment of priorities for future research.

Question 18

The major emphasis in exploratory research is on

A)determining the frequency with which something occurs.
B)the discovery of ideas and insights.
C)the relationship between two variables.
D)determining cause-and-effect relationships.
E)providing definitive answers.

Question 19

A causal research design is typically concerned with

A)the frequency with which something occurs.
B)the discovery of ideas and insights.
C)how two variables vary together.
D)the determination of cause-and-effect relationships.
E)establishing priorities when studying competing explanations of phenomenon.

Question 20

A causal research design is typically concerned with

A)the frequency with which something occurs.
B)the discovery of ideas and insights.
C)how two variables covary.
D)the determination of cause-and-effect relationships.
E)establishing priorities when studying competing explanations of phenomena.

Question 21

A claimed advantage of the focus group interview is an interaction effect where a comment by one individual often triggers a chain of responses from the other participants.This is known as

A)synergism.
B)serendipity.
C)stimulation.
D)snowballing.
E)None of the above.

Question 22

Mary Davis is a research analyst investigating the deteriorating relationship between a certain manufacturer and its wholesale distributors.A search of pertinent literature has revealed twelve factors thought to contribute to adversarial relationships in general.Which of the following is the best "next step" for Mary's research to follow?

A)Design a series of experiments to test each of the factors in isolation.
B)Design one experiment to test all of the factors simultaneously.
C)Assemble a focus group with participants selected from a random list of wholesale managers to discuss the twelve factors.
D)Administer a written survey covering all twelve factors to the wholesalers in question.
E)Assemble a focus group with participants selected from the wholesalers in question to discuss the twelve factors.

Question 23

In general,the first step in conducting exploratory research should be

A)assembling a focus group.
B)performing an experience survey.
C)conducting a literature search.
D)performing an analysis of selected cases.
E)narrowing a group of hypotheses to one specific hypothesis for investigation.

Question 24

The primary purpose of a literature search is to

A)discover the cause of a marketing problem.
B)derive hypotheses.
C)discover internal problems.
D)find out how others have solved a marketing problem.
E)discover the explanation for a marketing problem.

Question 25

A small group of people brought together to discuss a topic of interest to researchers is known as a(n)

A)task force.
B)guidance committee.
C)experience group.
D)focus group.
E)development group.

Question 26

A focus group

A)consists of an interviewer and a subject discussing a single topic of interest to the interviewer.
B)is not useful for testing hypotheses.
C)typically consists of four to six members.
D)requires selecting members so that they form relatively heterogeneous groups in order to get perspectives from those with different socioeconomic backgrounds.
E)involves having subjects fill out a survey on one topic.

Question 27

Which of the following is FALSE?

A)Individuals who have previously participated in a focus group are particularly valuable to researchers because they will have a more relaxed attitude than first-time members.
B)Focus group moderators typically attempt to cover all the objectives of the research in a single meeting while ensuring that group interaction is promoted.
C)Product and service ideas can drop "out of the blue" in focus group sessions.
D)Ideas from one focus group member can stimulate responses and ideas from other group members.
E)They are all false.

Question 28

Which of the following characteristics is NOT desirable in a focus group interviewer moderating a session?

A)Kind but firm
B)Permissiveness
C)Flexibility
D)Sensitivity
E)All of the above are desirable characteristics.

Question 29

You are product manager for Brand X coffee,a nationally distributed brand.Brand X has been declining in absolute level of sales for the last four consecutive months.You ask the marketing research department to do a study to determine why sales have declined.The most appropriate research strategy would be

A)an experimental study.
B)a field experiment followed by an exploratory study.
C)an experimental study followed by a descriptive study.
D)an exploratory study.
E)a descriptive study involving a field survey of actual and potential customers.

Question 30

Which of the following statements about focus groups is FALSE?

A)Most focus groups consist of 8 to 12 members.
B)Respondents for groups are generally selected so that they are relatively homogeneous.
C)Firms like to recruit people who have not participated in a focus group previously.
D)Firms like to have groups in which some of the participants are friends.
E)Professional moderators tend to produce better discussion than those more intimately involved in the research.

Question 31

Focus groups are not productive for

A)testing hypotheses.
B)interpreting previously obtained quantitative results.
C)stimulating ideas for new creative concepts.
D)Neither a nor b.
E)Neither a nor b nor c.

Question 32

The key to an effective focus group is

A)experienced members.
B)the moderator.
C)a consistently used thematic apperception test approach.
D)an appropriate location.
E)None of the above.

Question 33

An exploratory study should NOT be used for

A)formulating a problem for more precise investigation.
B)developing hypotheses.
C)establishing priorities for future research.
D)gathering information about the practical problems of carrying out research on particular issues.
E)investigating the strength of the relationship between variables.

Question 34

Exploratory studies

A)usually involve probability sampling plans.
B)usually use structured questionnaires.
C)use a formal design.
D)are characterized by flexibility.
E)require a clear,precise statement of the research problem.

Question 35

Focus groups have proven productive for all of the following except

A)securing the feelings of the general population.
B)generating hypotheses to be tested further.
C)stimulating ideas for new products.
D)interpreting previously obtained results.
E)developing lists of characteristics on which consumers evaluate products.

Question 36

A literature search most closely resembles which type of research?

A)Causal
B)Exploratory
C)Experimental
D)Descriptive
E)Relational

Question 37

The manager of the Golden Orange Drink Company states that he is very concerned with the continuing decline in sales of the company's major product,concentrated orange drink.The manager has asked for your assistance in finding the reasons for the sales decline.The most appropriate way to begin would be with

A)a survey among consumers.
B)an experiment in which price is systematically varied.
C)descriptive research.
D)causal research.
E)exploratory research.

Question 38

Focus groups are useful for which of the following purposes

A)generating hypotheses.
B)generating information helpful in structuring questionnaires.
C)gathering background information on a product category.
D)All of the above.
E)Both a and c.

Question 39

Focus groups are more susceptible than other data-collection techniques to which of the following?

A)Poor interpretation of results
B)Coding difficulties
C)Executive bias
D)All of the above.
E)Both a and b.

Question 40

Which of the following is NOT a productive use of focus groups?

A)Securing impressions of new product concepts.
B)Testing specific relationships between variables.
C)Generating hypotheses.
D)Providing overall background information on a subject.
E)Generating information helpful in constructing questionnaires.

Question 41

Which of the following is FALSE?

A)Benchmarking involves identifying one or more organizations that excel at carrying out some function and using their practices as a source of ideas for improvement.
B)Organizations can carry out benchmarking by reading about other organizations or by visiting or calling them.
C)Benchmarking is more useful for learning about new products than existing products.
D)The process of benchmarking varies according to the information needs of the organization and the resources available.
E)Benchmarking is an example of the use of selected cases to develop insights into a phenomenon.

Question 42

Which of the following is not an advantage of individual depth interviews?

A)The interviewer can delve deep into a topic.
B)They allow more candid discussion on the part of the interviewee.
C)They are essential for certain situations where competitors would otherwise be placed in the same room.
D)They eliminate the negatives that group influences have in a focus group.
E)All the above are advantages of individual depth interviews.

Question 43

Analysis of selected cases refers to

A)intensive study of selected cases of the phenomenon under investigation.
B)descriptive designs.
C)random samples.
D)the sampling frame.
E)causal designs.

Question 44

John Doe is a research analyst investigating the relationship between market share and promotion expenditure for his business.A search of pertinent literature has revealed 20 potential factors thought to contribute and affect the relationship in general.Which of the following is the best "next step" for John's research so as to shorten this list of 20 factors to the five most important ones for his business so as to be included in a follow-up mail survey?

A)Design a series of experiments to test each of the factors in isolation.
B)Design one experiment to test all of the factors simultaneously.
C)Administer a survey covering all 20 factors.
D)Conduct a focus group with employees to discuss the 20 factors.
E)Any of the above would produce about the same results.

Question 45

Burger King recently experienced a decline in burger sales after E-coli bacteria were discovered in one of their restaurants.The marketing managers reviewed published information about a similar situation that had occurred at a Jack-in-the Box restaurant a few years ago.Which of the following type of exploratory research is this?

A)Secondary data analysis
B)Depth interview
C)Case analysis
D)Projective techniques
E)None of the above exploratory research methods can be used.

Question 46

Which of the following best describes one characteristic possessed by the "ideal" focus group participant?

A)Experience in prior focus groups.
B)Well-acquainted with other participants.
C)Chosen at random from the population.
D)No participation in prior focus groups.
E)Skills and lifestyle very different from other participants.

Question 47

Which of the following is a limitation of individual depth interviews?

A)They are typically much more expensive than groups.
B)They generally do not get the same degree of client involvement as focus groups.
C)They are physically exhausting for the moderator,so it is difficult to cover as much ground in one day as it is with groups.
D)Both a and b
E)a,b,and c.

Question 48

Which of the following factors does NOT characterize the analysis of selected cases?

A)An examination of existing records.
B)Unstructured interviews.
C)Observation of the phenomenon as it occurs.
D)Changes in procedure in the middle of data collection.
E)Use of experiments.

Question 49

In the analysis of selected cases,it is generally true that cases that are most useful are cases that

A)reflect abrupt changes.
B)reflect extremes of behavior.
C)reflect the order in which events occurred over time.
D)reflect striking features.
E)All of the above are useful types of cases.

Question 50

Small groups of individuals brought together simultaneously and guided by a moderator through an unstructured,spontaneous discussion format for the purpose of gaining information through group discussion can be categorized under which type of research design?

A)Causal
B)Exploratory
C)Descriptive
D)Field
E)Basic

Question 51

Benefits of focus groups include

A)ideas that can drop "out of the blue."
B)snowballing of ideas.
C)more spontaneous responses than in one-on-one interviews.
D)easy interpretation of responses.
E)a,b,and c.

Question 52

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

A)Exploratory
B)Experience
C)Causal
D)Case study
E)Descriptive

Question 53

A marketing professor uses his students as subjects in a blind taste test in order to test the hypotheses that "there is a significant difference between three brands of gourmet coffee." He is trying to enhance and extend an existing academic model of consumer choice that is widely used in consumer behavior.This is an example of

A)exploratory.
B)basic.
C)descriptive.
D)causal.
E)Both b and c.

Question 54

A difficulty inherent in the focus group research technique is

A)results are often hard to interpret.
B)discussions tend to exhibit the "snowball effect."
C)ideas often appear "out of the blue."
D)participants can become so involved that they expose their personal feelings.
E)responses are often less conventional than in more structured settings.

Question 55

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?

A)Exploratory
B)Basic
C)Descriptive
D)Causal
E)Field

Question 56

Focus group moderators need to possess all the following characteristics EXCEPT

A)friendly personality.
B)being an expert on the topic.
C)excellent memory.
D)good writer.
E)a facilitator.

Question 57

Which one of the following best represents the desired composition of focus groups?

A)Homogeneous participants within each group.
B)Avoid participants that are friends and relatives.
C)Avoid participants who have participated in other focus groups.
D)Try having between 8 and 12 members in each focus group.
E)All of the above.

Question 58

Insight-stimulating example research exhibits which of the following features?

A)The investigator needs to be careful to record all relevant data,not just those that supports her/his initial perceptions.
B)The investigator needs to possess good integrative abilities.
C)The investigator attempts to explain both the unique and common features of each case.
D)Cases reflecting extremes of behavior are particularly productive.
E)All of the above.

Question 59

Which of the following best represents the objective of the moderator in conducting a focus group?

A)Staying very focused on the subject at hand.
B)Allowing for a free-flow of ideas that are unrestricted and therefore more conducive to creativity.
C)Striking a balance between stimulating,natural discussions while ensuring the group does not wander too far from the topic.
D)To conduct as many persons through the group as possible during the time allowed;this enables the results to be more representative.
E)The moderator must be completely unfamiliar with the purpose of the research.

Question 60

The key role in focus group research is played by

A)the participants as a whole.
B)the sponsor of the research.
C)the moderator.
D)the lead participant.
E)the data analyst.

Question 61

Which of the following is an assumption underlying word association tests?

A)Common responses in a sample can be grouped to reveal patterns of interest,underlying motivations,or stereotypes.
B)Hesitation before giving a response indicates emotional involvement with the word.
C)Hesitation before giving a response indicates that the response is a socially acceptable substitute for a suppressed,immediate reaction.
D)No response indicates a blocked response.
E)All of the above are true.

Question 62

Sentence completion tests are an example of the ____ method of communication.

A)structured-undisguised
B)unstructured-disguised
C)unstructured-undisguised
D)structured-disguised
E)None of the above.

Question 63

The basic assumption underlying projective methods is

A)that the subject's organization of unstructured stimuli is indicative of his or her perceptions and reactions.
B)that the subject's organization of structured stimuli is indicative of his or her perceptions and reactions.
C)that the subject's perceptions of social stimuli influence his or her reactions.
D)that the subject's organization of stimuli depends on the nature of the stimuli.
E)subjects are unable to organize verbal stimuli.

Question 64

The woman below recently received a new Dell laptop and is on her way to NY to make her first presentation with the new laptop.Respondents would write in what the women is thinking.This technique is called

A)Word association
B)Sentence completion
C)Storytelling
D)Depth interview
E)Focus group

Question 65

Nominal group interviews are similar to focus group interviews in which of the following ways?

A)The number of participants
B)The use of a moderator
C)Focus on interaction
D)All of the above.
E)None of the above.

Question 66

Which of the following techniques is characterized as a set of probing questions posed one-on-one to a subject by an interviewer so as to get the subject to talk freely and to express his or her true feelings? This technique helped researchers determine that young smoker measure time spent at a nigh club in terms of cigarettes smoked.

A)Depth interview
B)Role-playing activity
C)Storytelling
D)Focus group
E)Case analysis

Question 67

You are a senior analyst in the marketing research department of a major rubber producer.You have been identified as a key informant to help make a forecast of domestic automobile production for the forthcoming calendar year.This forecast will help determine the total amount of rubber that will be used by tire manufacturers.This is a(n)

A)exploratory study.
B)depth Interview.
C)field experiment.
D)descriptive research study.
E)laboratory experiment.

Question 68

Word association tests are an example of the ____ method of communication.

A)structured-undisguised
B)unstructured-undisguised
C)unstructured-disguised
D)structured-disguised
E)None of the above.

Question 69

Which of the following about the word association and sentence completion methods is FALSE?

A)Both are structured in regard to presenting the stimuli and are unstructured in regard to the response.
B)The degree of structure associated with these methods tends to substantially reduce the coding problems of unstructured methods.
C)Sentence completion in comparison to word association has the advantage in that the respondent can be provided with a more directed stimulus.
D)Both are examples of unstructured-undisguised questioning.
E)Both are examples of projective techniques.

Question 70

In terms of projective techniques of data collection,a stimuli is

A)generally very concise and well defined.
B)most often ambiguous in nature.
C)always verbal in nature.
D)always visual in nature.
E)always auditory in nature.

Question 71

In which of the following situations should exploratory research be used?

A)To measure the relationships among variables.
B)To clarify concepts.
C)To develop hypotheses.
D)In situations in which all of the concepts are clearly defined and measured.
E)Both b and c.

Question 72

Which of the following is FALSE?

A)It is important to record all relevant data in the case analysis approach.
B)The goal in the case analysis approach is to gain insights.
C)The goal in the case analysis approach is to test explanations.
D)The success of the case analysis approach depends upon the researchers ability to interpret the diverse mass of information that is collected across cases.
E)Case analysis involved the study of selected examples or cases of the phenomenon about which insights are needed.

Question 73

If a respondent hesitates but then responds when taking a word association test,it is taken to indicate

A)that the word is unfamiliar.
B)that the respondent's involvement with the word blocks the response.
C)that the respondent is emotionally involved in the word so that he searches for an acceptable response.
D)that the theory of impaired cognitive emotions is operating.
E)there is no meaning attached to such hesitation.

Question 74

Marketing Research Corporation of America is asked by Proctor and Gamble to help name a new laundry detergent.A list of potential names is suggested: Clean,White,Protect,Color safe,Linen,etc.This list of words is shown to respondents who are instructed to answer with the first word that comes to mind.What techniques is the research company using?

A)Hidden meanings test
B)Word association test
C)Balloon test
D)Storytelling
E)Depth interview

Question 75

"A child who wears Pampers diapers is ____." This is an example of a technique where the subjects are directed to complete with the first words that come to mind.

A)word association
B)sentence completion
C)storytelling
D)depth interview
E)focus groups

Question 76

Which of the following is FALSE?

A)Nominal groups limit respondent interaction initially.
B)Nominal groups maximize the potential for "group think".
C)Nominal groups use a moderator.
D)Nominal groups use written responses.
E)Nominal groups use around 8-12 participants.

Question 77

Prior to beginning a formal research project,Jane Doe is interviewing a few knowledgeable people to gain a better understanding of the nature of the problem her team faces and the characteristics of the environment in which it exists.Jane is conducting a(n)

A)depth Interview.
B)causal Analysis.
C)descriptive research.
D)exploratory research.
E)Both a and d.

Question 78

Researchers use projective methods to

A)generate new hypotheses.
B)extrapolate results of data.
C)uncover feelings that subjects are reluctant to discuss.
D)control interviewer bias.
E)moderate focus groups.

Question 79

Which of the following is TRUE?

A)The services of a skilled psychologist make the task of analyzing the responses from a depth interview very easy.
B)The open-ended question is particularly useful in descriptive research.
C)A projective technique involves the use of a stimulus that an individual is asked to describe,expand upon,or build a structure around.
D)The researcher can explore all areas of inquiry by direct questioning.
E)None of these statements are true;they are all false.

Question 80

The manager of Elmer's Glue states that he is very concerned with the continuing decline in sales of the company's major product "School Glue." The manager has asked for assistance in finding the reasons for the sales decline.The most appropriate way to begin would be with

A)an experiment in which price is systematically varied to see its impact on sales.
B)descriptive research.
C)causal research.
D)exploratory research.
E)None of the above will work.