CHAP 3

1. 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
2. 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
3. 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) casual research
D) exploratory research
E) insight research
4. ________ 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 D)casual research
E) directed research
5. 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
6. 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) casual research
E) expeditionary research
7. ________ 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) casual research
B) exploratory research
C) conclusive research
D) descriptive research
E) focused research
8. 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
9. ________ 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
10.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
11.________ research is typically more formal and structured than ________
research.
A) exploratory; conclusive
B) conclusive; exploratory
C) exploratory; descriptive
D) subjective; observational
E) lead; supporting
12.Large, representative samples are used to collect data that are analyzed with
statistical techniques for which of the following types of research designs?
A) subjective research
B) explortatory research
C) conslusive research
D) observational research
E) supporting research
13.The objective of which of the following types of research is discovery of
ideas and insights?
A) exploratory research
B) descriptive research
C) casual research
D) objective research
E) conditional research
14.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
15.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
16.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) casual research
D) objective research
E) conditional research
17.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
18.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
19.According to the text, most commercial market research is ________ in
nature.
A) subjective
B) exploratory
C) casual
D) descriptive
E) relatively inexpensive
20.________ 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) casual research
D) subjective research
E) identifying research
21.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
22.________ 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
23.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 cased on specific hypotheses
D) it is based on specification of the information needed
E) data are collected in a structured fashion
24.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
25.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
26.________ 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
27.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
28.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
29.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 intercals over an extened period
D) A and B only
E) B and C only
30.________ is a type of conclusive research whose major objective is to obtain
evidence regarding cause-and-effect relationships.
A) descriptive research
B) casual research
C) exploratory research
D) subjective research
E) conditional research
31.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
32.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
33.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
expenditure 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
34.When little is known about the problem situation, it is desirable to begin
with ________.
A) casual research
B) descriptive research
C) exploratory research
D) observational research
E) conditional research
35.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
36.________ is very versatile and can be used at any point in a study.
A) casual research
B) descriptive research
 C) exploratory research
D) observationa research
E) provisional research
37.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
38.________ is the error due to the particular sample selected being an
imperfect representation of the population of interest.
A) nonsampling error
B) random sampling error
C) problem definition error
D) hypothesis error
E) precision error
39.Errors that can be attributed to sources other than sampling are called
________.
A) nonsampling errors
B) problem definition errors
C) hypothesis erros
D) random sampling errors
E) precision errors
40.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
41.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
42.Conventional industry practice would have the project paid ________.
A) after all deliverables had been received by the client
B) just before all deliverables will be sent to the client
C) at the midpoint and at the end
D) whenever the client's accountants agree to send payment
E) in three parts due at the beginning, mid-point, and the end
43.When conducting exploratory research overseas in a country such as Saudi
Arabia on the topic of attitudes toward household appliances, it would be
most effective to conduct ________.
A) focus groups by gender
B) only secondary data collection
C) focus groups composed of both males and females
D) interviews with several in-country experts now living in the United States
E) one-on-one depth interviews matching respondents and interviewers by
gender
44.Exploratory research should NOT be used for which of the following
situations that Adidas may face ________.
A) to understand purchase and consumption behavior of heavy user of
athletic shoes
B) to understand the positive impact of celebrity endorsements on its image
C) to investigate the reasons why Adidas has a lower market share as
compared to Nike in the United States
D) to develop a profile of the target market in order to make advertising
placement decisions
E) to develop hypotheses - Are heavy users of athletic shoes more brand
conscious than light users?
45.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. T
46.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. F
47.Exploratory research is research conducted to gain ideas and insight into the
problem confronting the management or the researcher. T
48.Conclusive research should be used when management realizes a problem
exists but does not yet understand why. F
49.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. F
50.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. F
51.Conclusive research is based on the assumption that the researcher has an
accurate understanding of the problem at hand. T
52.According to the text, the objective of exploratory research is to test specific
hypotheses and examine specific relationships. F
53.Exploratory research is typically more formal and structured than conclusive
research. F
54.The objective of causal research is discovery of ideas and insights. F
55.A characteristic of descriptive research is that it is often the front end of total
research. F
56.The manipulation of one or more independent variables is a characteristic of
causal research. T
57.According to the text, exploratory research can benefit from use of survey of
experts and analysis of secondary data. T
58.Descriptive research is a type of exploratory research that has as its major
objective the description of something-usually market characteristics or
functions. (F)
59.According to the text, most commercial market research is descriptive in
nature. T
60.A cause-and-effect study is a major type of descriptive study. F
61.The only classifications used for descriptive studies are in the following
three categories: 1) sales, 2) consumer perception, and 3) behavior studies. F
62.A type of research design involving the one-time collection of information
from any given sample of population elements is called longitudinal design.
F
63.Cross-sectional design is a type of research design involving a fixed sample
of population elements that is measured repeatedly. F
64.According to the text, a longitudinal design provides a series of pictures,
which track the changes that take place over time. T
65.A panel consists of a sample of respondents, generally households that have
agreed to provide information over an extended period. T
66.Causal research is a type of conclusive research whose major objective is to
obtain evidence regarding cause-and-effect relationships. T
67.According to the text, the main method of causal research is a panel. F
68.When little is known about the problem situation, it is desirable to begin
with descriptive research. F
69.Exploratory research is suitable for generating alternative courses of action
and research questions. T
70.Causal research is very versatile and can be used at any point in a study. F
71.Determining how to make the research design error-free is a task a
researcher must perform in formulating a research design. F
72.Random sampling error is where the error due to the particular sample
selected is an imperfect representation of the population of interest. T
73.The budget process allows the researcher and the decision maker to compare
the estimated value of the information with the projected costs. T
74.Errors that can be attributed to sources other than sampling are called
nonsampling errors. T
75.Nonsampling errors are frequently attributed to the competition. F
76.The executive summary is usually at the very beginning of a research
proposal. T
77."Deliverables" are the information and documents to be given to the client at
the conclusion of the project. T
78.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. T
79.When repeating a project for a previous client, a research proposal is not
necessary. F
80.Social media can be appropriate for conducting exploratory and descriptive
research but not causal research. T
81.Social media panels could be useful for developing new products targeted at
core users of the brand. T
82.The researcher defines the mission and governance of a social media
community. F
83.Private communities are primarily built for discovery and insight purposes
and are called MROCs (Marketing Research Online Communities). T
84.The 3M example illustrated the use of public panels to conduct exploratory
and conclusive. T