Marketing research testbank Chap 3 PDF

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Chapter 3 Research Design 1) 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. Answer: TRUE Diff: 2 Page Ref: 66 Objective: 1 2) 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. Answer: FALSE Diff: 2 Page Ref: 69 Objective: 2 AACSB: Reflective Thinking 3) Exploratory research is research conducted to gain ideas and insight into the problem confronting the management or the researcher. Answer: TRUE Diff: 2 Page Ref: 70-71 Objective: 2 4) Conclusive research should be used when management realizes a problem exists but does not yet understand why. Answer: FALSE Diff: 2 Page Ref: 69 Objective: 2 5) 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. Answer: FALSE Diff: 2 Page Ref: 69 Objective: 2 AACSB: Analytical Skills 6) 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. Answer: FALSE Diff: 2 Page Ref: 70-71 Objective: 2 AACSB: Communication 7) Conclusive research is based on the assumption that the researcher has an accurate understanding of the problem at hand. Answer: TRUE Diff: 2 Page Ref: 69 Objective: 2 8) According to the text, the objective of exploratory research is to test specific hypotheses and examine specific relationships. Answer: FALSE Diff: 2 Page Ref: 70-71 Objective: 2

9) Exploratory research is typically more formal and structured than conclusive research. Answer: FALSE Diff: 3 Page Ref: 68-69 Objective: 2 10) The objective of causal research is discovery of ideas and insights. Answer: FALSE Diff: 2 Page Ref: 71 Objective: 2 11) A characteristic of descriptive research is that it is often the front end of total research. Answer: FALSE Diff: 2 Page Ref: 70-71 Objective: 2 12) The manipulation of one or more independent variables is a characteristic of causal research. Answer: TRUE Diff: 2 Page Ref: 76 Objective: 2 AACSB: Analytical Skills 13) According to the text, exploratory research can benefit from use of survey of experts and analysis of secondary data. Answer: TRUE Diff: 3 Page Ref: 70 Objective: 2 14) Descriptive research is a type of exploratory research that has as its major objective the description of something-usually market characteristics or functions. Answer: FALSE Diff: 3 Page Ref: 72 Objective: 2 AACSB: Reflective Thinking 15) According to the text, most commercial market research is descriptive in nature. Answer: TRUE Diff: 2 Page Ref: 72 Objective: 2 16) A cause-and-effect study is a major type of descriptive study. Answer: FALSE Diff: 3 Page Ref: 76-77 Objective: 2

17) The only classifications used for descriptive studies are in the following three categories: 1) sales, 2) consumer perception, and 3) behavior studies. Answer: FALSE Diff: 3 Page Ref: 72 Objective: 2 18) A type of research design involving the one-time collection of information from any given

sample of population elements is called longitudinal design. Answer: FALSE Diff: 2 Page Ref: 73 Objective: 2 19) Cross-sectional design is a type of research design involving a fixed sample of population elements that is measured repeatedly. Answer: FALSE Diff: 2 Page Ref: 73-74 Objective: 2 20) According to the text, a longitudinal design provides a series of pictures, which track the changes that take place over time. Answer: TRUE Diff: 2 Page Ref: 74 Objective: 2 21) A panel consists of a sample of respondents, generally households that have agreed to provide information over an extended period. Answer: TRUE Diff: 2 Page Ref: 74 Objective: 2 22) Causal research is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships. Answer: TRUE Diff: 2 Page Ref: 76-77 Objective: 2 23) According to the text, the main method of causal research is a panel. Answer: FALSE Diff: 2 Page Ref: 77 Objective: 2 24) When little is known about the problem situation, it is desirable to begin with descriptive research. Answer: FALSE Diff: 2 Page Ref: 79 Objective: 2 AACSB: Analytical Skills 25) Exploratory research is suitable for generating alternative courses of action and research questions. Answer: TRUE Diff: 2 Page Ref: 70 Objective: 2 26) Causal research is very versatile and can be used at any point in a study. Answer: FALSE Diff: 2 Page Ref: 76-77 Objective: 2 27) Determining how to make the research design error-free is a task a researcher must perform

in formulating a research design. Answer: FALSE Diff: 3 Page Ref: 81 Objective: 3 28) Random sampling error is where the error due to the particular sample selected is an imperfect representation of the population of interest. Answer: TRUE Diff: 2 Page Ref: 81 Objective: 3 29) The budget process allows the researcher and the decision maker to compare the estimated value of the information with the projected costs. Answer: TRUE Diff: 2 Page Ref: 81-82 Objective: 4 30) Errors that can be attributed to sources other than sampling are called nonsampling errors. Answer: TRUE Diff: 2 Page Ref: 81 Objective: 3 31) Nonsampling errors are frequently attributed to the competition. Answer: FALSE Diff: 2 Page Ref: 81 Objective: 3 32) The executive summary is usually at the very beginning of a research proposal. Answer: TRUE Diff: 1 Page Ref: 82 Objective: 5 33) "Deliverables" are the information and documents to be given to the client at the conclusion of the project. Answer: TRUE Diff: 2 Page Ref: 82-83 Objective: 5 34) 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. Answer: TRUE Diff: 2 Page Ref: 82-83 Objective: 5 35) When repeating a project for a previous client, a research proposal is not necessary. Answer: FALSE Diff: 2 Page Ref: 83 Objective: 5 36) Social media can be appropriate for conducting exploratory and descriptive research but not causal research. Answer: FALSE

Diff: 2 Page Ref: 86 Objective: 7 AACSB: Use of IT 37) Social media panels could be useful for developing new products targeted at core users of the brand. Answer: TRUE Diff: 2 Page Ref: 86 Objective: 7 AACSB: Use of IT 38) The researcher defines the mission and governance of a social media community. Answer: FALSE Diff: 2 Page Ref: 86 Objective: 7 AACSB: Use of IT 39) Private communities are primarily built for discovery and insight purposes and are called MROCs (marketing research">Marketing Research Online Communities). Answer: TRUE Diff: 2 Page Ref: 86 Objective: 7 AACSB: Use of IT 40) The 3M example illustrated the use of public panels to conduct exploratory and conclusive research. Answer: TRUE Diff: 2 Page Ref: 86 Objective: 7 AACSB: Use of IT 41) 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. Answer: C Diff: 2 Page Ref: 66 Objective: 1 AACSB: Reflective Thinking 42) 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 Answer: B Diff: 2 Page Ref: 66 Objective: 1

43) 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 Answer: D Diff: 2 Page Ref: 68-69 Objective: 2 AACSB: Reflective Thinking 44) ________ 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">Descriptive research D) Causal research E) Directed research Answer: A Diff: 2 Page Ref: 68-69 Objective: 2 45) 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. Answer: A Diff: 3 Page Ref: 70 Objective: 2 AACSB: Analytical Skills 46) 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 Answer: B Diff: 2 Page Ref: 70 Objective: 2 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

Answer: B Diff: 2 Page Ref: 69 Objective: 2 AACSB: Analytical Skills 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 Answer: A Diff: 3 Page Ref: 69 Objective: 2 AACSB: Communication 49) ________ 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 Answer: B Diff: 2 Page Ref: 69 Objective: 2 50) 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 Answer: A Diff: 3 Page Ref: 69 Objective: 2 AACSB: Reflective Thinking 51) ________ research is typically more formal and structured than ________ research. A) Exploratory; conclusive B) Conclusive; exploratory C) Exploratory; descriptive D) Subjective; observational E) Lead; supporting Answer: B Diff: 3 Page Ref: 69 Objective: 2 52) Large, representative samples are used to collect data that are analyzed with statistica l

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 Answer: C Diff: 3 Page Ref: 69 Objective: 2 AACSB: Analytical Skills 53) 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 Answer: A Diff: 1 Page Ref: 68-69 Objective: 2 AACSB: Reflective Thinking 54) 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 Answer: B Diff: 3 Page Ref: 71-72 Objective: 2 55) 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. Answer: D Diff: 3 Page Ref: 71-72 Objective: 2 AACSB: Analytical Skills 56) 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 Answer: C Diff: 1 Page Ref: 76 Objective: 2

57) 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. Answer: B Diff: 3 Page Ref: 70-71 Objective: 2 AACSB: Analytical Skills 58) 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 Answer: C Diff: 2 Page Ref: 72 Objective: 2 AACSB: Reflective Thinking 59) According to the text, most commercial market research is ________ in nature. A) subjective B) exploratory C) causal D) descriptive E) relatively inexpensive Answer: D Diff: 2 Page Ref: 72 Objective: 2 60) ________ 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 Answer: A Diff: 2 Page Ref: 72 Objective: 2 61) 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

Answer: B Diff: 3 Page Ref: 72 Objective: 2 AACSB: Analytical Skills 62) ________ 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 Answer: B Diff: 2 Page Ref: 72 Objective: 2 63) 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. Answer: A Diff: 3 Page Ref: 71-72 Objective: 2 AACSB: Analytical Skills 64) 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 Answer: C Diff: 3 Page Ref: 72 Objective: 2 AACSB: Analytical Skills 65) 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 Answer: A Diff: 2 Page Ref: 73 Objective: 2 66) ________ 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 Answer: B Diff: 2 Page Ref: 74 Objective: 2 67) 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 Answer: B Diff: 2 Page Ref: 74 Objective: 2 68) 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 Answer: B Diff: 2 Page Ref: 74 Objective: 2 69) 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 Answer: C Diff: 3 Page Ref: 74 Objective: 2 AACSB: Analytical Skills 70) ________ 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 Answer: B

Diff: 2 Page Ref: 71 Objective: 2 71) 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 Answer: D Diff: 2 Page Ref: 77 Objective: 2 72) 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 Answer: E Diff: 3 Page Ref: 76 Objective: 2 73) 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 Answer: B Diff: 2 Page Ref: 77 Objective: 2 AACSB: Reflective Thinking 74) 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 Answer: C Diff: 2 Page Ref: 79 Objective: 2 75) 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 Answer: B

Diff: 2 Page Ref: 70 Objective: 2 76) ________ 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 Answer: C Diff: 2 Page Ref: 79 Objective: 2 77) 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. Answer: B Diff: 3 Page Ref: 80-81 Objective: 2 AACSB: Analytical Skills 78) ________ is the error due to the particular sample selected being an imperfect representation of the population of interest. A) Nonsampling error B) random sampling">Random sampling error C) Problem definition error D) Hypothesis error E) Precision error Answer: B Diff: 2 Page Ref: 81 Objective: 3 79) 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 Answer: A Diff: 2 Page Ref: 81 Objective: 3 80) 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

Answer: B Diff: 2 Page Ref: 81 Objective: 3 AACSB: Analytical Skills 81) Which of the following elements of a research proposal is usually at the very beginning? A) problem definition B) executive summary C) approach to the problem D) research design E) analysis plan Answer: B Diff: 2 Page Ref: 82 Objective: 5 82) Conventional industry practice w...