Deck 3: Research Design

Question 1

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

Answer 1

B

Question 2

Which of the objectives below would best represent exploratory research?

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

Answer 2

B

Question 3

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

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

Answer 3

A

Question 4

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

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

Question 5

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

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

Question 6

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

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

Question 7

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

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

Question 8

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

Question 9

Which statement is not true about research design?

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

Question 10

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

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

Question 11

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

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

Question 12

Jaeda needs to determine which variables and relationships she should examine further as part of the research she is conducting for the Levant Truck Company. Jaeda is about to embark on what type of research?

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

Question 13

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

Question 14

Which of these statements is true about panels?

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

Question 15

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

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

Question 16

Which of the objectives below would best represent conclusive research?

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

Question 17

Single cross- sectional designs are also called .

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

Question 18

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

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

Question 19

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

Question 20

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

Question 21

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) exploratory research
D) conclusive research

Question 22

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

Question 23

In a recent study, the population of the affluent households was defined in four different ways: (1) households with income of $50,000 or more; (2) the top 20 percent of households, as measured by income; (3) households with net worth over $250,000; and (4) households with spendable discretionary income 30 percent higher than that of comparable households. The number and characteristics of the affluent households varied depending upon the definition, underscoring the need to avoid .

A) population definition error
B) sampling frame error
C) respondent selection error
D) measurement error

Question 24

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

Question 25

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

Question 26

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

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

Question 27

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

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

Question 28

The marketing research proposal consists of many sections. The section is normally a statement of the problem, including the specific components.

A) approach to the problem
B) problem definition/objectives of the research
C) executive summary
D) research design

Question 29

The section of the marketing research proposal should discuss how the data will be collected and who will collect it. The section of the proposal discusses the kind of data analysis that will be conducted and how the results will be interpreted.

A) appendices; data analysis
B) fieldwork/data collection; reporting
C) fieldwork/data collection; data analysis
D) research design; data analysis

Question 30

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

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

Question 31

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) questioning error
C) recording error
D) unwillingness error

Question 32

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

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

Question 33

Which of the following statements is true about cohort analysis?

A) It is unlikely that any of the individuals studied at time one will also be in the sample at time two.
B) 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.
C) A cohort is a group of respondents who experience the same event within the same time interval.
D) All are correct.

Question 34

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

Question 35

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

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

Question 36

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

Question 37

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

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

Question 38

is the most used descriptive design in marketing research.

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

Question 39

Which of the following is not a budgeting and scheduling approach for managing a project?

A) program evaluation and review technique (PERT)
B) graphical evaluation and review technique (GERT)
C) critical evaluation and review technique (CERT)
D) critical path method (CPM)

Question 40

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

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

Question 41

is defined as the official layout of the planned marketing research activity for management. It describes the research problem, the approach, the research design, data collection methods, data analysis methods, and reporting methods.

A) The marketing research problem
B) The critical path method
C) The marketing research proposal
D) Research design

Question 42

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

Question 43

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 44

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

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

Question 45

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

Question 46

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 47

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

Question 48

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 49

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

Question 50

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

Question 51

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

Question 52

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

Question 53

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

Question 54

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

Question 55

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

Question 56

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

Question 57

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

Question 58

Which data collection method is used in causal research?

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

Question 59

Ahmad and the team working on the Alexandria 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) simple research
B) descriptive research
C) exploratory research
D) causal research

Question 60

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

Question 61

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

Question 62

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

Question 63

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

Question 64

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

Question 65

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 66

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 67

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 68

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 69

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

Question 70

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

Question 71

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

Question 72

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 73

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

Question 74

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 75

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

Question 76

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

Question 77

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

Question 78

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 79

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 80

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