Deck 3: Research Design

Question 1

Identifying alternative courses of action and establishing priorities for further research are purposes for which exploratory research is used.

Answer 1

True

Question 2

A major difference between exploratory and descriptive research is that exploratory research is characterized by the prior formulation of specific hypotheses.

Answer 2

False

Question 3

In cohort analysis,it is likely that many of the individuals studied at time one will also be in the sample at time two.

Answer 3

False

Question 4

The objective of exploratory research is to explore or search through a problem or situation to provide insights and understanding (Table 3.2 in the text).

Question 5

The cross-sectional study is the least used descriptive design in marketing research.

Question 6

Cohort analysis is a type of multiple cross-sectional design that consists of a series of surveys conducted at appropriate time intervals,where the cohort serves as the basic unit of analysis.

Question 7

When conducting exploratory research,the focus of the investigation may shift constantly as new insights are discovered.

Question 8

Exploratory research is used in cases when you must define the problem more precisely,identify relevant courses of action,or gain additional insights before an approach can be developed.

Question 9

A research design is a framework or blueprint for conducting the marketing research project.

Question 10

The insights gained from exploratory research might be verified or quantified by conclusive research.

Question 11

Cross-sectional designs involve the collection of information from any given sample of population elements only once.

Question 12

There are three main types of research designs employed in marketing research: exploratory,descriptive,and conclusive.

Question 13

Shorter Labs is conducting experiments to see if shoppers will buy unknown products if they are sent coupons.Shorter Labs is conducting causal research.

Question 14

Conclusive research is typically more formal and structured than exploratory research.

Question 15

A descriptive design requires a clear specification of the who,what,when,where,why,and way (the six Ws)of the research.

Question 16

In single cross-sectional designs,there are two or more samples of respondents,and information from each sample is obtained only once.

Question 17

Specifying the measurement and scaling procedures is one of the components involved in research design.

Question 18

Specifying the format of the marketing research proposal is one of the components involved in research design.

Question 19

The objective of conclusive research is to test specific results and examine specific relationships.

Question 20

One reason to conduct causal research is to determine the degree to which marketing variables are associated.For example,to what extent is shopping at department stores related to eating out?

Question 21

A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time.

Question 22

Typically,a ________ involves the tasks of designing the information needed,specifying the measurement and scaling procedures,and developing a plan of data analysis.

A) research design
B) research classification
C) design formulation
D) none of the above

Question 23

Sometimes,the term sample survey is used interchangeably with the term longitudinal design.

Question 24

According to the text,the combination of research designs employed depends on the nature of the results desired.

Question 25

________ is a framework or blueprint for conducting the marketing research project.It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems.

A) Design formulation
B) Research classification
C) Research design
D) None of the above

Question 26

Budgeting and scheduling management tools help ensure that the marketing research project is completed within the available resources.

Question 27

Marketing managers continually make decisions based on assumed causal relationships.Because these assumptions may be justifiable,the validity of the causal relationships need not be examined via formal research.

Question 28

Random sampling error has been found to be the major contributor to total error,whereas non-sampling error is relatively small in magnitude.

Question 29

In formulating a research design,the researcher should attempt to minimize a particular source of error,not just the total error.

Question 30

The marketing research proposal does not include a reporting section because a separate final report of the research project findings is provided at the end of the project.

Question 31

A major advantage of longitudinal design 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.

Question 32

The marketing research proposal contains the essence of the project and serves as a contract between the researcher and the respondent.

Question 33

The client should not take undue advantage of the research firm to solicit unfair concessions for the current project by making false promises of future research contracts.

Question 34

Which of the following tasks is not a component of research design?

A) Design the exploratory,descriptive,and/or causal phases of the research.
B) Develop hypotheses.
C) Construct and pretest a questionnaire (interviewing form)or an appropriate form for data collection.
D) Specify the sampling process and sample size.

Question 35

Which statement is not true about research design?

A) Research design specifies the measurement and scaling procedures.
B) Research design is a framework for conducting the marketing research project.
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 36

A useful approach for managing a project is the critical path method (CPM),which involves dividing the research project into component activities,determining the sequence of these activities,and estimating the time required for each activity.

Question 37

The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project.

Question 38

The example given in the text stated that focus groups conducted in Saudi Arabia to determine attitude towards major appliances could be conducted the same as in the U.S.Men and women could participate jointly in the focus group.

Question 39

Longitudinal data enable researchers to examine changes in the behavior of individual units and to link behavioral changes to marketing variables,such as changes in advertising,packaging,pricing,and distribution.

Question 40

The research design suitable for one country may not be suitable in another country.

Question 41

Descriptive research is conducted for all of the following reasons except ________.

A) to describe the characteristics of relevant groups,such as consumers,salespeople,organizations,or market areas
B) to understand which variables are the cause and which variables are the effect of a phenomenon
C) to determine the degree to which marketing variables are associated
D) to determine the perceptions of product characteristics

Question 42

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?

A) causal research
B) simple research
C) descriptive research
D) exploratory research

Question 43

Research designs may be broadly classified as ________ or ________ (Figure 3.1 in the text).

A) exploratory;conclusive
B) conclusive;descriptive
C) conclusive;causal
D) exploratory;causal

Question 44

Which of the objectives below would best represent exploratory research?

A) Test specific hypotheses and examine relationships.
B) Describe market characteristics or functions.
C) Provide insights and understanding.
D) Determine cause and effect relationships.

Question 45

________ is a cross-sectional design in which one sample of respondents is drawn from the target population and information is obtained from this sample once.

A) Single cross-sectional design
B) Multiple cross-sectional design
C) Cohort analysis
D) None of the above

Question 46

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?

A) exploratory research
B) descriptive research
C) simple research
D) causal research

Question 47

Descriptive research,in contrast to exploratory research,is marked by all of the following except ________.

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

Question 48

________ is the most used descriptive design in marketing research.

A) Exploratory design
B) Longitudinal design
C) Cross-sectional design
D) None of the above

Question 49

A formal research design specifies the methods for selecting the sources of information and for collecting data from those sources.A ________ design requires a clear specification of the who,what,when,where,why,and way (the six Ws)of the research.

A) descriptive
B) exploratory
C) causal
D) none of the above

Question 50

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?

A) descriptive research
B) exploratory research
C) simple research
D) causal research

Question 51

Which of the objectives below would best represent conclusive research?

A) Describe market characteristics or functions.
B) A and B are correct.
C) Determine cause and effect relationships.
D) Provide insights and understanding.

Question 52

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

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

Question 53

Which data collection method is used in causal research?

A) expert surveys
B) panels
C) surveys
D) experiments

Question 54

Exploratory research is used in all of the following cases except ________.

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

Question 55

Which of the following statements is not true about exploratory research?

A) It is versatile.
B) It is a pre-planned and structured design.
C) It is often the front end of total research design.
D) It is flexible.

Question 56

________ designs involve the collection of information from any given sample of population elements only once.

A) Causal
B) Cross-sectional
C) Exploratory
D) None of the above

Question 57

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

A) Conclusive research
B) Complex research
C) Exploratory research
D) Problem-identification research

Question 58

The primary objective of ________ is to provide insights into,and an understanding of,the problem confronting the researcher.

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

Question 59

If there were a need to isolate key variables and relationships for further examination,it would be best to perform ________.

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

Question 60

Cross-sectional and longitudinal designs are types of ________ (Figure 3.1 in the text).

A) descriptive research
B) causal research
C) exploratory research
D) none of the above

Question 61

All of the following are advantages of longitudinal designs over cross-sectional designs (Table 3.4 in the text)except ________.

A) large amount of data collection
B) accuracy
C) detecting change
D) representative sampling

Question 62

________ 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.

A) Cross-sectional research design
B) Exploratory research design
C) Causal research design
D) Longitudinal research design

Question 63

________ is the error due to the particular sample selected being an imperfect representation of the population of interest.It may be defined as the variation between the true mean value for the sample and the true mean value of the population.

A) Non-response error
B) Random sampling error
C) Response error
D) Non-sampling error

Question 64

________ is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project.

A) Total error
B) Cheating error
C) Measurement error
D) Recording error

Question 65

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.

A) longitudinal design
B) causal research design
C) descriptive research design
D) conclusive research design

Question 66

Sometimes the term ________ is used interchangeably with the term longitudinal design.

A) panel
B) survey
C) experiment
D) none of the above

Question 67

________ is a multiple cross-sectional design consisting of a series of surveys conducted at appropriate time intervals,where the cohort serves as the basic unit of analysis.

A) Cohort analysis
B) Multiple cross-sectional design
C) Single cross-sectional design
D) None of the above

Question 68

________ is a type of non-sampling error that occurs when some of the respondents included in the sample do not respond.This error may be defined as the variation between the true mean value of the variable in the original sample and the true mean value in the net sample.

A) Response error
B) Random sampling error
C) Non-sampling error
D) Non-response error

Question 69

The error that arises from the respondent's unwillingness to provide accurate information is ________.Respondents may intentionally misreport their answers because of a desire to provide socially acceptable answers,avoid embarrassment,or please the interviewer.

A) questioning error
B) unwillingness error
C) recording error
D) sampling frame error

Question 70

Single cross-sectional designs are also called ________.

A) experiment designs
B) qualitative research designs
C) sample survey research designs
D) none of the above

Question 71

________ refers to a sample of respondents who have agreed to provide information at specified intervals over an extended period.

A) Panel
B) Survey
C) Experiment
D) None of the above

Question 72

________ are errors that can be attributed to sources other than sampling,and they can be random or nonrandom.

A) Non-response error
B) Non-sampling error
C) Response error
D) Random sampling error

Question 73

The variation between the population defined by the researcher and the population as implied by the sampling frame (list)used is ________.

A) sampling frame error
B) recording error
C) questioning error
D) unwillingness error

Question 74

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?"

A) cross-sectional design;longitudinal design
B) longitudinal design;multiple cross-sectional
C) longitudinal;cross-sectional design
D) none of the above

Question 75

________ is a type of non-sampling error arising from respondents who do respond but give inaccurate answers,or their answers are mis-recorded or mis-analyzed.It may be defined as the variation between the true mean value of the variable in the net sample and the observed mean value obtained in the marketing research project.

A) Response error
B) Non-sampling error
C) Non-response error
D) Random sampling error

Question 76

Which of the following statements is true about cohort analysis?

A) The term cohort analysis refers to any study in which there are measures of some characteristics of one or more cohorts at two or more points in time.
B) A cohort is a group of respondents who experience the same event within the same time interval.
C) It is unlikely that any of the individuals studied at time one will also be in the sample at time two.
D) All are correct.

Question 77

According to your text,non-representativeness in panels may arise because of all of the following except ________.

A) mortality
B) refusal to cooperate
C) respondent intelligence
D) payment

Question 78

When trying to determine which research design is best to choose,it is best to begin with exploratory research if the objective of the research is to ________.

A) quantify the relative salience of social causes that businesses should be concerned about
B) test hypotheses
C) conduct an annual customer satisfaction survey
D) define the problem more precisely

Question 79

________ is a cross-sectional design in which there are two or more samples of respondents and information is obtained from each sample only once.

A) Cohort analysis
B) Single cross-sectional design
C) Multiple cross-sectional design
D) None of the above

Question 80

Which of these statements is true about panels?

A) Panels may not be representative.
B) Relatively large amounts of data can be collected.
C) Panel data can be more accurate than cross-sectional data.
D) All of the above statements are correct.