Question 1

A focus group:

Accepted Answer

A)   consists of an interviewer and a subject discussing a single topic of interest.
B)   is not useful for testing hypotheses.
C)   typically consists of four to six members.
D)   requires selecting members with different socioeconomic backgrounds.
E)   involves having subjects fill out a survey on one topic.F) A) and E)
G) A) and D)

Question 2

An experimental design is:

Accepted Answer

A)   one in which the investigator has direct control over at least one independent variable.
B)   less capable of providing evidence of causal relationships than is an exploratory design.
C)   less internally valid than a descriptive study.
D)   used only in realistic situations.
E)   best suited for longitudinal analysis.F) A) and E)
G) All of the above

Question 3

The descriptive study:

Accepted Answer

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.F) A) and D)
G) C) and E)

Question 4

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

Accepted Answer

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.F) B) and D)
G) A) and E)

Question 5

Bob's Cookie Company has decided to test market their new sugarless chocolate chip cookie. A major question the company hopes to answer with the test market project concerns distributor acceptance of this product. Which method of test marketing would be most appropriate in this situation?

Accepted Answer

A)   Controlled test marketing
B)   Standard test marketing
C)   Forced-distribution test marketing
D)   Simulated test marketing
E)   Electronic test marketingF) A) and B)
G) None of the above

Question 6

Compare and contrast descriptive and causal research designs.

Accepted Answer

A descriptive research design is a resea...

Question 7

An advantage of sample surveys is the ability to use a probability sampling plan that will allow the results of the sample to be projected to the overall population.

Accepted Answer

A) True 
 B)False

Question 8

True longitudinal analysis:

Accepted Answer

A)   is concerned with the determination of cause-and-effect relationships.
B)   can be performed on any panel.
C)   involves a one-time cross-sectional sample of elements from the population of interest.
D)   is simply a fact-gathering study.
E)   can only be performed using panels that rely on repeated measurements of the same variables.F) A) and E)
G) A) and D)

Question 9

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

Accepted Answer

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.F) A) and E)
G) A) and D)

Question 10

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) :

Accepted Answer

A)   depth interview.
B)   causal analysis.
C)   descriptive research.
D)   exploratory research.
E)   Both a and d.F) A) and D)
G) B) and E)

Question 11

In an experiment, the experimenter can manipulate the _____ variables, but has no control over the _____ variables.

Accepted Answer

A)   dependent; independent
B)   independent; outcome
C)   outcome; causal
D)   dependent; outcome
E)   independent; causalF) B) and C)
G) D) and E)

Question 12

To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price would be the _____.

Accepted Answer

A)   independent variable
B)   effect variable
C)   dependent variable
D)   result variable
E)   extraneous variableF) C) and D)
G) A) and C)

Question 13

Which of the following is FALSE?

Accepted Answer

A)   One year is the recommended minimum amount of time to test market a product.
B)   A controlled test market is also known as the forced-distribution test market.
C)   Market testing involves the use of a controlled experiment.
D)   Test marketing is limited to determining the sales potential of a new product.
E)   None of these statements are false; they are all true.F) B) and E)
G) A) and D)

Question 14

The most important distinction between true panels and omnibus panels is:

Accepted Answer

A)   the sample design is different.
B)   different types of information are collected.
C)   time series analysis can be used only on true panel data.
D)   omnibus panels can be used only for "in-house" research.
E)   time series analysis can be used only on omnibus panel data.F) A) and C)
G) B) and E)

Question 15

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

Accepted Answer

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)   Only a and b
E)   a, b, and c.F) B) and C)
G) None of the above

Question 16

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

Accepted Answer

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

Question 17

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

Accepted Answer

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

Question 18

The outcome variable that is influenced by the manipulation of another variable(s)  is called the _____ variable.

Accepted Answer

A)   causal
B)   independent
C)   descriptive
D)   dependent
E)   simulatedF) A) and E)
G) B) and E)

Question 19

The general objective in causal research is to gain insights and ideas.

Accepted Answer

A) True 
 B)False

Question 20

The major emphasis in exploratory research is on:

Accepted Answer

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.F) B) and E)
G) A) and B)

Exam 3: Exploratory, Descriptive, and Causal Research Designs

True longitudinal analysis:

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To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price would be the _____.

Correct AnswerverifiedShow Answer

Which of the following is FALSE?

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

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

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Bob's Cookie Company has decided to test market their new sugarless chocolate chip cookie. A major question the company hopes to answer with the test market project concerns distributor acceptance of this product. Which method of test marketing would be most appropriate in this situation?

Correct AnswerverifiedShow Answer

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

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A focus group:

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The general objective in causal research is to gain insights and ideas.

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An experimental design is:

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

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Compare and contrast descriptive and causal research designs.

Correct AnswerverifiedA descriptive research design is a resea...View AnswerShow Answer

The most important distinction between true panels and omnibus panels is:

Correct AnswerverifiedShow Answer

The major emphasis in exploratory research is on:

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The outcome variable that is influenced by the manipulation of another variable(s) is called the _____ variable.

Correct AnswerverifiedShow Answer

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) :

Correct AnswerverifiedShow Answer

An advantage of sample surveys is the ability to use a probability sampling plan that will allow the results of the sample to be projected to the overall population.

Correct AnswerverifiedShow Answer

The descriptive study:

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In an experiment, the experimenter can manipulate the _____ variables, but has no control over the _____ variables.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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A descriptive research design is a resea...
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In an experiment, the experimenter can manipulate the _ variables, but has no control over the _ variables.

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