Deck 5: Descriptive Research

Question 1

The following are true of cohort analysis EXCEPT

A)it is a special type of cross classification analysis.
B)can be used when there are a series of surveys.
C)spacing between surveys corresponds to the arbitrary divisions created by the researcher.
D)the cohort refers to the aggregate of individuals who experience the same event within the same time interval.
E)all of the above are true.

Answer 1

spacing between surveys corresponds to the arbitrary divisions created by the researcher.

Question 2

Which descriptive study is the best known and most widely used?

A) the after-only with control group
B) the cross-sectional study
C) an omnibus panel
D) a longitudinal study
E) none of the above

Answer 2

the cross-sectional study

Question 3

Which of the following statements about panels is FALSE?

A) Panels typically allow the collection of more classification information than cross-sectional studies.
B) Panel data is more accurate than cross-sectional data because panel data tend to be freer from errors associated with reporting past behavior.
C) Panels reduce interviewer-respondent bias because of a trust built up through repeated contacts between the two individuals.
D) Nonrepresentativeness of panel members may be a major weakness of longitudinal designs.
E) None of the above.

Answer 3

None of the above.

Question 4

Another name for a turnover table is

A) a cohort table.
B) a panel data matrix.
C) a brand loyalty matrix.
D) a brand switching matrix.
E) none of the above are names for a turnover table.

Question 5

Turnover analysis

A) is appropriate to panel data when the variables being measured are constantly changing.
B) is appropriate to cross-sectional studies.
C) can only be performed when there are repeated measures over time on the same variables for the same subjects.
D) does not show switching behavior.
E) cannot be used to look at changes in the behavior of individuals.

Question 6

Which of the following is TRUE?

A) A turnover table can be used with either traditional panel data or omnibus panel data.
B) Turnover analysis can be used to look at changes in the behavior of individuals.
C) Brand loyalty cannot be calculated from a turnover table.
D) Turnover analysis is appropriate for cross-sectional studies.
E) Longitudinal studies allow turnover analysis when the panel reflects one-time measurements of different variables.

Question 7

Which of the following is TRUE?

A) The objective of cross-classification analysis is to establish categories such that classification in one category does not allow classification in any other category.
B) Cross-classification analysis is an appropriate use of turnover analysis.
C) Cross-classification is important in causal research.
D) Cross-classification analysis cannot be used in descriptive studies.
E) The objective of cross-classification analysis is the establishment of categories such that classification in one category implies classification in one or more other categories.

Question 8

Which of the following is FALSE? Longitudinal studies

A) employ a fixed sample of elements.
B) measure the same objects at multiple points in time.
C) have periodic additions to replace dropouts.
D) allow turnover analysis when the panel reflects one-time measurements of different variables.
E) all of the above are true.

Question 9

Working for the Allstate Insurance Company, you gather data on the following characteristics for a representative sample of 10,000 drivers: age, sex, miles driven/year, and number of accidents during the past five years. This is an example of

A) an exploratory research strategy.
B) a descriptive research using the field study approach.
C) a descriptive research using the field survey approach.
D) field experiment.
E) none of the above.

Question 10

-How many people switched brands between time t₀ and t₁?

A) 105
B) 130
C) 160
D) 240
E) 290

Question 11

-Which brand(s) had the highest brand loyalty?

A) A
B) B
C) C
D) B and C
E) All three brands had the same brand loyalty.

Question 12

Which of the following is FALSE?

A) Data based on longitudinal analysis (employing consumer panels) permit the researcher to observe aggregate differences but not individual changes.
B) The most important single advantage of the panel design is analytical.
C) Panels typically allow the collection of more classification information than cross-sectional studies.
D) A panel is a permanent or fixed sample of members from whom information is obtained continuously or at intervals over a period of time.
E) All of the above are true.

Question 13

Which of the following is TRUE?

A) Superficial analysis of a phenomena is a charge often leveled against exploratory research.
B) Sample surveys are expensive in terms of both money and time.
C) Anyone can conduct survey research.
D) Descriptive studies are very flexible, allowing for changes in variables during the research process.
E) A longitudinal study is a type of cross-sectional study.

Question 14

Which of the following is TRUE?

A) Exploratory studies can be helpful in determining student's satisfaction with their academic major.
B) Exploratory research can be helpful in choosing whether to attend graduate school.
C) Exploratory studies lend themselves very well to the use of structured questionnaires.
D) Exploratory research is not helpful in increasing the researcher's knowledge in a specific field or topic.
E) They are all false.

Question 15

Interviewer-interviewee interaction errors

A) seldom occur because the respondent rarely tells the interviewer what he thinks the interviewer wants to hear.
B) occur because interviewer and respondent reflect distinct personalities and different social roles.
C) are increased when a panel design is used because the interviewer does not make repetitive contact.
D) occur because people tend to forget.
E) seldom occur in a panel design.

Question 16

Panels reduce interviewer-respondent interaction bias through

A) repetitive contact.
B) rapport between the individuals.
C) the use of open-ended questions.
D) a and b.
E) all of the above reduce interviewer-respondent interaction biases.

Question 17

Better on-going panel operations

A) rarely use quota samples to create a representative panel.
B) rarely encourage participation by offering premiums or paying the respondents.
C) determine prospective participants very systematically.
D) can require continued participation from those who initially choose to participate.
E) have a small percentage of individuals designated initially for inclusion who refuse to cooperate.

Question 18

A cross-sectional study

A) typically involves panels.
B) is a type of causal study.
C) is the least common design.
D) typically involves a sample of elements from the population of interest.
E) measures sample members repeatedly.

Question 19

Cross-classification analysis

A) can appropriately use turnover analysis.
B) involves counting the occurrence of one variable without regard to the occurrence of any other variable.
C) usually results from information gathered in field studies.
D) is important in exploratory research.
E) has as its objective the establishment of categories such that classification in one category implies classification in one or more other categories.

Question 20

Which of the following statements is true?

A) Marketing research studies employing the exploratory strategy generally have as a starting point an hypothesis specifying relationships between variables.
B) Trend analysis employing replicated cross-sections is more appropriate than longitudinal analysis for studying brand switching behavior.
C) An advantage of the case or field study method over the field survey method is that the former is more objective.
D) The objective of cross-classification analysis in the field survey method is to establish categories such that classification in one category implies classification in one or more other categories.
E) None of the above.

Question 21

Sample surveys have the following disadvantages

A) they require a good deal of technical skill.
B) they are expensive in both time and money.
C) they sacrifice breadth for depth.
D) a and b.
E) a, b, and c.