Chapters 3,4,5 Research Methods

Front 1

Chocoholic Ice Cream Completes an annual study of consumers to determine the customers brand awareness and satisfaction with the product. These studies demonstrate what type of marketing research strategy?

Back 1

Project strategy

Front 2

The most important step in the research process is

Back 2

formulating the problem

Front 3

after you have determined the research design, the next two steps in the research process are

Back 3

design the data collection method and forms; design the sample and collect data

Front 4

after determining the research design the next step in the research process is

Back 4

prepare the research proposal

Front 5

after formulating the decision problem, the next two steps in the research process are

Back 5

determine the research design; design the data collection method and forms

Front 6

the sample design stage of the research process includes specifying

Back 6

a. the population from which the smaple elements will be drawn

B. The sampling frame

C. the type of sample

D. The sample size

E. all of the above

Front 7

The sampling frame deals with

Back 7

the list of population elements from which the sample will be selected

Front 8

Which of the following is TRUE?

Back 8

Increasing the sample size is a sure way to reduce total error since it reduces sampling error, which is an important component of total error.

Front 9

Which of the following is NOT part of the data analysis and interpretation stage of the research process?

Back 9

deciding the number of points on a measurement scale

Front 10

Data analysis generally involves a series of steps. In correct order, the first three of these steps are

Back 10

Editing, coding, and tabulating

Front 11

The process of checking data-collection forms for completeness, consistency, and adherence to instructions is known as

Back 11

Editing

Front 12

Which of the following statements is FALSE?

Back 12

B and D are false

B. Sampling error is the key error associated with a research project

D. Revision of the decision problem is not possible after data have been collected

Front 13

The marketing problem should be defined clearly so that

Back 13

Research can be designed properly

Front 14

Which of the following is TRUE

Back 14

A researcher should not worry about the decision alternatives as decision makers typically will provide researchers with a complete list of them.

Front 15

Research Problems arise from

Back 15

E. A, B, and C

A. Unanticipated change in the marketing environment

B. A firms planned change of a marketing variable.

C. Customer complaint letters

Front 16

New ideas as a source of marketing research problems arise from

Back 16

E. All of the above are sources of new ideas

Customer complaint letters, salespersons call reports, comments in trade publications, customer calls to toll-free service assistance centers

Front 17

Which of the following is TRUE?

Back 17

The key difference between the decision problem and the research problem is the decision problem focuses on what action needs to be taken while the research problem focuses on what information to provide and how that information can best be secured.

Front 18

Which of the following factors should NOT affect the design of a marketing research project?

Back 18

E. All of the above should affect the design of the research.

The decision makers environment, the corporate culture, the consequences of alternative actions, the objectives of the decision maker

Front 19

Which of the following are involved in the basic decision situation?

Back 19

D. All of the above

Outcomes, a choice among differentially desired and unequally probable alternatives, an individual operating within some environment

Front 20

Which of the following statements is FALSE? Decision problems are more complex when

Back 20

the courses of action provide an equal rahter than unequal chance of attaining the desired outcome

Front 21

Which of the following is TRUE?

Back 21

The researcher's written statement describing his or her understanding of the decision problem is called the research request statement

Front 22

Which of the following would be considered part of a firm's project strategy?

Back 22

D. ALL OF THE ABOVE

Personal interviews in national consumer studies, mail questionnaires in a brand tracking study, telephone interviews when measuring brand awareness

Front 23

Which of the following is a method of exploratory research ?

Back 23

E. ALL OF THE ABOVE

Reviewing published data, interviewing knowledgeable people, conducting focus groups, investigating trade literature

Front 24

A research request statement includes all of the following items EXCEPT

Back 24

The scales for the measures

Front 25

Each of the following is part of a typical research proposal EXCEPT

Back 25

Hypothesized results

Front 26

The following techniques are useful in order to ensure that the purpose of the research is agreed upon before the research project is begun EXCEPT

Back 26

Data sources and research methodology

Front 27

Which of the following is false:

Back 27

Research design may be modified after data analysis

Front 28

Comparing data from Web-surveys to paper-pencil surveys, which of the following is

Back 28

data from Web-surveys need to be coded

Front 29

A research proposal need not contain which of the following:

Back 29

Indication of understanding of the clients marketing problem

Front 30

Research Designs

Back 30

D. A and B

Should be relevant to the decision problem

should use economical procedures

Front 31

Which of the following is FALSE

Back 31

It is impossible to do research without a research design

Front 32

Which of the following is FALSE

Back 32

Exploratory research investigates hypotheses

Front 33

The descriptive study

Back 33

is concerned with determining the frequency with which something occurs

Front 34

A causal research design is typically concerned with

Back 34

The determination of cause-and effect relationships

Front 35

Which of the following is capable of providing more convincing evidence of causal relationships ?

Back 35

an experiment

Front 36

Research designs

Back 36

Should not be modified to suit specific purposes

Front 37

Which of the Following is TRUE?

Back 37

E. They are all true.

a. In exploratory research, the major emphasis is on determining the frequency with which the phenomenon occur together, eg. sex of driver with frequency of accidents

B. A study aimed at making predictions such as the number of college students who are likely to go on to graduate school is an exploratory......

Front 38

The manager of Capitol Brewing Inc. states that he is very concerned with the continuing decline in sales of the company's major product, a dark lager. The manager has asked for your assistance in finding the reasons for the sales decline. The most appropriate way to begin would be with

Back 38

exploratory research

Front 39

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

Back 39

descriptive

Front 40

Which of the following statements is FALSE?

Back 40

Marketing research studies employing the exploratory strategy generally have as a starting point a hypothesis specifying relationships between variables

Front 41

The three basic designs can be looked at as stages in a continuous process. This process:

Back 41

Represents the investigation of a more detailed statement of the problem at each stage of the problem.

Front 42

Exploratory research begins with

Back 42

vague topics of interest

Front 43

The major emphasis in exploratory research is on :

Back 43

The discovery of ideas and insights

Front 44

A Hypothesis

Back 44

is a conjectural statement about the relationship between two variables that are measurable or potentially measurable.

Front 45

Exploratory research can be used to

Back 45

E. A, B and C

A. increase the analysts familiarity with the problem

B. clarify concepts

C. establish priorities in dealing with explanations of problems.

Front 46

An exploratory study is not productively used to

Back 46

describe the characteristics of certain groups

Front 47

A literature search most closely resembles which type of research?

Back 47

exploratory

Front 48

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

Back 48

through a literature search

Front 49

An experience survey

Back 49

should contact all people who possess some knowledge of the general subject.

Front 50

An experience survey

Back 50

should contact all people who possess some knowledge of the general subject

Front 51

In an experience survey

Back 51

the emphasis is not on demonstrating that an explanation is the primary explanation.

Front 52

The experience survey is a procedure most appropriate for

Back 52

exploratory studies

Front 53

An experience survey

Back 53

requires interviewing only those people with a great amount of experience or knowledge.

Front 54

A focus group

Back 54

is not useful for testing hypotheses

Front 55

focus groups are useful for which of the following purposes

Back 55

E. A, B, and C

A. generating hypotheses

B. generating information helpful in structuring questionnaires.

C. Gathering background information on a product category

Front 56

Which of the following is FALSE

Back 56

individuals who have previously participated in a focus group are particularly valuable to researchers because they will have a more relaxed attitude than first-time members.

Front 57

Focus groups are useful for all of the following purposes EXCEPT

Back 57

Testing cause-effect relationships

Front 58

Which of the following statements is TRUE of focus groups?

Back 58

Coding, tabulation, and analysis of response is difficult in comparison to a written survey.

Front 59

Focus groups consist of eight to twelve members because

Back 59

E. B and C

B. smaller groups are often dominated by one or two members

C. In larger groups, individuals have to wait to speak.

Front 60

Firms conducting a focus group

Back 60

D. A and C

A. attempt to develop relatively homogeneous groups.

C. heavily recruit previous focus group members.

Front 61

Focus group moderators need to possess all the following characteristics EXCEPT

Back 61

being a expert on the topic

Front 62

Benefits of focus groups include

Back 62

E. A, B and C

A. ideas can drop "out of the blue"

B. snowballing of ideas

More spontaneous responses than in one-o-one interviews

Front 63

Focus group weaknesses include

Back 63

D. A and B

A. Difficult to moderate the session

B. responses are not representative of general population

Front 64

Benchmarking is an example of what kind of research ?

Back 64

analysis of selected cases

Front 65

Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of _____ research

Back 65

causal

Front 66

you are product manager for Brand X coffee, a nationally distributed brand. Brand X has been declining in absolute level of sales for the last four consecutive months. You ask the marketing research department to do a study to determine why sales have declined. The most appropriate research strategy would be

Back 66

An exploratory study

Front 67

Exploratory studies

Back 67

are characterized by flexibility

Front 68

Which of the following is not an advantage of individual dept interviews?

Back 68

E. All of the above are advantages of individual depth interviews.

- interview can delve deep into a topic, allow more candid discussion on the part of the interviewee, essential for certain situations where competitors would otherwise be placed in the same room, eliminate the negatives that group influences have in a focus group.

Front 69

Which of the following is a limitation of individual depth interviews

Back 69

They are typically much more expensive than groups

Front 70

Insight-stimulating example research exhibits which of the following features??

Back 70

E. All of the above are features of the analysis of selected cases.

- Investigator has a receptive attitude to new explanations of a phenomena, needs to possess good integrative abilities, attempts to explain both the unique and common features of each case, cases reflecting extremes of behavior are particularly productive.

Front 71

In the analysis of selected cases, it is generally true that cases that are most useful are cases that

Back 71

E. All of the above are useful types of cases.

-reflect abrupt changes, reflect extremes of behavior, reflect the order in which events occurred over time, reflect striking features.

Front 72

Which of the following is NOT true of depth interviews as opposed to fixed-alternative questions?

Back 72

Will allow more respondents to be interviewed.

Front 73

In a descriptive study, the researcher should delay data collection until

Back 73

D. items A through C should all be determined before data collection begins

-made clear judgements with respect to the questions of W,W,W,W, and how of descriptive research. clear determination of how the data items are to be analyzed. Has specified the statistical tabulations and significance tests that will be used ot uncover the relationships....

Front 74

Descriptive research is NOT productively used

Back 74

To develop a profile of the "average user"

Front 75

Which of the following is TRUE?

Back 75

a good descriptive study presupposes much prior knowledge about the phenomenon studied

Front 76

You would like to determine the demographic characteristics of owners of recreational vehicles. The appropriate research strategy would be

Back 76

descriptive research

Front 77

you have been called in as a consultant for the purpose of advising what sales volume quotas for Brand A mouth wash should be established for each of ten sales districts that collectively cover the continental United States. The quotas are to be set for the next calendar year. This is PRIMARILY a(n)

Back 77

descriptive study

Front 78

You are a senior analyst in the marketing research department of a major steel producer. You have been requested to make a forecast of domestic automobile production for the forthcoming calendar year and, for this forecast, to make a forecast of the total tonnage of steel that will be used by the automobile manufacturers. This is primarily a(n)

Back 78

descriptive study

Front 79

A descriptive study

Back 79

requires a clear specification of the research problem

Front 80

dummy tables

Back 80

are complete tables except for filling in the actual numbers.

Front 81

which of the following statements about dummy tables is FALSE?

Back 81

A researcher should specify variables and categories in a dummy table after the data have been collected.

Front 82

The following are true of cohort analysis EXCEPT

Back 82

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

Front 83

Which of the following does NOT represent a type of descriptive study?

Back 83

literature search

Front 84

Question not in book

Back 84

the cross-sectional study

Front 85

The panel in a longitudinal study

Back 85

has members that are measured repeatedly

Front 86

Which of the following is TRUE

Back 86

A panel is a permanent or fixed sample of members from whom information is obtained continuously or at intervals over a period of time.

Front 87

Which of the following statements about panels is FALSE?

Back 87

NONE OF THE ABOVE!

Front 88

True longitudinal analysis

Back 88

Can only be performed using panels that rely on repeated measurements of the same variables.

Front 89

Another name for a turnover table is

Back 89

a brand switching matrix

Front 90

chapter 5 question 18

Back 90

can only be performed when there are repeated measures over time on the same variables for the same subjects

Front 91

Which of the following is TRUE?

Back 91

Turnover analysis can be used to look at changes in the behavior of individuals

Front 92

Which of the following is TRUE?

Back 92

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

Front 93

Which of the following is FALSE? Longitudinal studies

Back 93

allow turnover analysis when the panel reflects one-time measurements of different variables.

Front 94

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:

Back 94

A descriptive research using field SURVEY approach

Front 95

based on Data given:

Which brand was the most popular at time, T0?

Back 95

C

Front 96

Based on Data given:

How many people switched brands between time t0 and t1?

Back 96

290

Front 97

Based on data given

Which brand(s) had the highest brand loyalty?

Back 97

B

Front 98

Which of the following is FALSE?

Back 98

data based on longitudinal analysis (employing consumer panels) permit the researcher to observe aggregate differences but not individual changes.

Front 99

Which of the following is TRUE?

Back 99

sample surveys are expensive in terms of both money and time

Front 100

Which of the following is TRUE?

Back 100

exploratory research can be helpful in choosing whether to attend graduate school

Front 101

Interviewer-interviewee interaction errors

Back 101

occur because interviewer and respondent reflect distinct personalities and different social roles.

Front 102

Panels reduce interviewer-respondent interaction bias through

Back 102

E. all of the above reduce interviewer-respondent interaction biases.

- repetive contact, rapport between the individuals, the use of open-ended questions

Front 103

The main disadvantage of panels is that they

Back 103

are nonrepresentative

Front 104

Better on-going panel operations

Back 104

determine prospective participants very systematically

Front 105

A cross-sectional study

Back 105

typically involves a sample of elements from the population of interest.

Front 106

Cross-classification analysis

Back 106

has as its objective the establishment of categories such that classification in one category implies classification in one or more other categories.

Front 107

Which of the following statements is true?

Back 107

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.

Front 108

Sample surveys have the following disadvantages

Back 108

E. A, B, and C

- they require a good deal of technical skill, they are expensive in both time and money, they sacrifice breadth for depth

Front 109

Which of the following is FALSE?

Back 109

Project strategy addresses the question of what types of studies the firm should conduct and for what purposes

Front 110

Which of the following is FALSE?

Back 110

A program strategy and a project strategy are identical

Front 111

Which of the following is TRUE?

Back 111

A program strategy specifies the types of studies to be conducted and for what purposes

Front 112

Which of the following is TRUE?

Back 112

A research project may have one objective or several objectives.