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  • 1. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Modern Marketing Research Concepts Methods and Cases 2nd Edition by Feinberg Test Bank Link download full: http://testbankcollection.com/download/modern-marketing- research-concepts-methods-and-cases-2nd-edition-by-feinberg- test-bank Chapter 2: Research Design and Data Sources TRUE/FALSE 1. The research design is the basic plan that guides the data collection and analysis phase of the research project. ANS: T The research design is the framework that guides the type of information to be collected, possible data sources, and the collection procedure. PTS: 1 DIF: Easy REF: pg 54 2. Exploratory research presupposes that a sound causal model of the marketing system exists in the mind of the decision maker. ANS: F Exploratory research is used for a variety of purposes in clarifying the nature of the situation, decision, and alternatives. Causal models generally require experimentation. PTS: 1 DIF: Challenging REF: pg 54-55 3. Descriptive research can be sub-classified into conclusive research and causal research. ANS: F Descriptive research and causal research are subsets of conclusive research. PTS: 1 DIF: Moderate REF: pg 57 4. Descriptive studies are often used to determine buyer perceptions of product characteristics and audience profiles for media, such as television and magazines. ANS: T From descriptive studies, marketers can learn the characteristics of buyers, their perceptions of product attributes, and their audience profile. PTS: 1 DIF: Easy REF: pg 57
  • 2. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5. Product usage studies describe the proportion of total sales received by both a company and its competitors, in terms of units, volume, and total dollar sales. ANS: F It is market-share studies that provide such information. Product usage studies describe consumption patterns. PTS: 1 DIF: Easy REF: pg 57 6. Although data regarding a possible association among variables can be used for predictive purposes, these data are not adequate to establish a causal relationship. ANS: T Just because two variables display an association does not mean that one causes the other. PTS: 1 DIF: Easy REF: pg 58 7. In terms of research, “accuracy” refers to a design that minimizes systematic error and also minimizes the reliability of collected evidence. ANS: F In designing marketing research, the goal is to minimize systematic error and maximize reliability. PTS: 1 DIF: Moderate REF: pg 58 8. The distinguishing features of a cross-sectional design are that it is intended to be done just once and participants cannot typically be matched to specific responses or participants in another study. ANS: T Cross-sectional designs are the most popular and familiar type of research design and involve taking a sample of a population at one point in time. PTS: 1 DIF: Moderate REF: pg 58 9. The main sources of data for causal research are 1) questioning respondents through surveys, and 2) conducting experiments. ANS: T Although surveys can be used for causal research, experiments can provide stronger support for a causal relationship. PTS: 1 DIF: Moderate REF: pg 60 10. The primary reason experiments are preferred in causal research over surveys of respondents is that, in experiments, key variables can be measured, whereas in survey research the key variables are manipulated. ANS: F An experimental design is preferred because the variables can be manipulated and not just measured as with survey research.
  • 3. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. PTS: 1 DIF: Challenging REF: pg 60 11. Performance monitoring research may involve a special (ad hoc) study or a continuous research program. ANS: T The purpose of performance-monitoring research is to track and report relevant changes along marketing-related dimensions. Data is gathered by special (ad hoc) studies or a continuous research program. PTS: 1 DIF: Moderate REF: pg 60-61 12. Continuous performance monitoring requires a cross-sectional research design. ANS: F Cross-sectional designs are done ad hoc at a single specific time, whereas longitudinal designs are done over time. By definition, then, continuous performance monitoring requires a longitudinal design. PTS: 1 DIF: Moderate REF: pg 61 13. A traditional panel is a fixed sample of respondents measured over time, although the variables measured are different each time; whereas an omnibus panel is a fixed sample in which the same variables are measured over time. ANS: F It is the reverse. Both types of panel involve a fixed sample of respondents, but with a traditional panel, the same variables are repeatedly measured over time, whereas with an omnibus panel, different variables are measured over time. PTS: 1 DIF: Challenging REF: pg 61 14. Longitudinal data can be misleading because surveys at two points in time, conducted with different respondents in the sample, can mask even dramatic changes taking place in the population or indicate great changes when none are taking place. ANS: F It is cross-sectional studies that can be misleading in this way. Because longitudinal data utilizes the same respondents, it is a truer measure of change taking place in the population than multiple cross- sectional studies that use different respondents. PTS: 1 DIF: Moderate REF: pg 62 15. One of the problems that occurs with longitudinal panels is that of unrepresentative sampling, which occurs when the panel does not represent the target population. ANS: T Because panel members serve long term it is difficult to get individuals to participate, especially in higher income professions. Therefore, it is difficult for the panel to remain representative.
  • 4. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. PTS: 1 DIF: Easy REF: pg 64 16. An advantage of observation methods in collect data is that it allows for the recording of behavior when it occurs and eliminates errors associated with respondents’ recall of behavior. ANS: T Typically, observing the behavior of respondents is less costly and more accurate than memory recall. PTS: 1 DIF: Easy REF: pg 66-67 17. A valid simulation means that the model's behavior corresponds to the system it is designed to represent. ANS: T The overriding objective of a simulation is to observe how the simulation units imitate the behavior of the marketing system units that they represent. PTS: 1 DIF: Moderate REF: pg 68 18. Secondary data are collected specifically for purposes of the research needs at hand. ANS: F Primary data are collected specifically for the research needs at hand. Secondary data are already collected and often published, typically for some other purpose. PTS: 1 DIF: Easy REF: pg 69 19. Services that evaluate television commercials use two basic approaches—the recruited audience method and the normal viewing environment method. With the recruited audience method, respondents are recruited and asked to evaluate television ads in their home. ANS: F With the recruited method, respondents are recruited and brought to a viewing center. PTS: 1 DIF: Moderate REF: pg 71 20. One of the “last frontiers” of scanner-based research is to assess the effects of pricing on purchase behavior. ANS: F One of the last frontiers is advertising, because its impact is much more difficult to quantify. Pricing research using scanner data is relatively easy since the price of a product can be modified on a store- by-store basis or even over time. PTS: 1 DIF: Challenging REF: pg 75 21. Single sourcing of data is a syndicated marketing research concept that has gained credibility as technology has allowed the gathering of more resources and data under one roof. ANS: T
  • 5. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Because single sourcing can provide almost real-time data, it has gained credibility. The disadvantage, however, is finding someone who can interpret such huge volumes of data. PTS: 1 DIF: Easy REF: pg 75-76 22. Survey research should be used only if the data cannot be collected via more efficient secondary data sources. ANS: T The first step in data collection should be to determine whether secondary data already exists. PTS: 1 DIF: Easy REF: pg 78 23. The advantage of primary data over secondary data is savings in cost and time. ANS: F Compared to designing a primary research study and conducting the study, collecting secondary data is less costly and less time consuming. PTS: 1 DIF: Easy REF: pg 78 24. A tract is the smallest area for which census data are available. ANS: F A block is the smallest area for which census data are available. PTS: 1 DIF: Challenging REF: pg 82 25. Although research designs are applicable to both domestic and international situations, there are differences in implementation of research designs caused by variations in available technology, research institutions, and culture across countries. ANS: T While research designs can be the same, applying those research designs in other countries can be problematic. PTS: 1 DIF: Easy REF: pg 93-94 MULTIPLE CHOICE 1. The research design is the framework that specifies all of the following except a. the type of information to be collected b. possible data sources c. the collection procedure d. the systematic and random error ANS: D
  • 6. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The research design is the basic plan that guides the data collection and analysis phase of the research project. Error can’t be determined until after the data is collected. PTS: 1 DIF: Moderate REF: pg 54 2. Exploratory research a. identifies the sampling frame and sampling procedure b. aids the early stages of the decision-making process and investigates how to hold down cost and time expenditure c. provides information that helps the manager evaluate and select a course of action d. is essential to ensure that marketing programs are proceeding in accordance with preset plans ANS: B Exploratory research is used in the early stages of decision-making to help identify the problem or opportunity and the alternatives that may be feasible. PTS: 1 DIF: Moderate REF: pg 54-55 3. Conclusive research a. identifies the sampling frame and sampling procedure b. aids the early stages of the decision-making process and investigates how to hold down cost and time expenditure c. provides information that helps the manager evaluate and select a course of action d. is essential to ensure that marketing programs are proceeding in accordance with preset plans ANS: C Conclusive research provides the information about the various alternatives so managers can decide among them. PTS: 1 DIF: Moderate REF: pg 57 4. Exploratory research is appropriate for all of the following research objectives except a. portraying the characteristics of marketing phenomena and determining the frequency of occurrence b. identifying or developing a more precise formulation of problems or opportunities c. gaining a perspective regarding the breadth of variables operating in a situation d. establishing priorities regarding the potential significance of various problems or opportunities ANS: A Conclusive research is used for portraying the characteristics of marketing phenomena and determining the frequency of occurrence, not exploratory research. PTS: 1 DIF: Moderate REF: pg 57 5. The vast majority of research studies involve the type of conclusive research called
  • 7. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. a. exploratory research c. causal research b. descriptive research d. experimental research ANS: B Most of the marketing studies rely heavily on an amalgam of respondent interviews and data available from secondary data sources, which is descriptive research. PTS: 1 DIF: Moderate REF: pg 57 6. Studies that describe user characteristics for particular products and services are a. consumer profile studies c. situational analyses b. psychographics d. marketing potential studies ANS: A Consumer profiles are conducted to describe user characteristics. PTS: 1 DIF: Easy REF: pg 57 7. _______________ studies describe the size of the market, the buying power of consumers, the availability of distributors, and buyer profiles for a product. a. Consumer profile c. Market potential b. Market share d. Distribution research ANS: C It is market potential studies that provide information about the size of a market, the buying power of consumers, the availability of distributors, and profiles of the buyer. PTS: 1 DIF: Moderate REF: pg 57 8. _______________ studies determine the proportion of total sales received by both a company and its competitors, in terms of units, volume, and total dollar sales a. Consumer profile c. Market potential b. Market share d. Distribution research ANS: B Market share studies provide information about the size of a particular company’s sales compared to the competition and to the industry. PTS: 1 DIF: Moderate REF: pg 57 9. Effective descriptive research is marked by a clear statement of the a. decision problem c. detailed information needs b. specific research objectives d. all of the above
  • 8. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ANS: D Effective descriptive research includes a clear statement of the decision problem, specific research problems, and detailed information needs. PTS: 1 DIF: Easy REF: pg 58 10. Systematic error refers to a. a constant bias in the measurement process b. error due to sampling c. random non-sampling error d. inadvertent errors in coding and editing of data ANS: A Systematic error incorrectly influences decisions in one direction due to a constant bias in the measurement process. PTS: 1 DIF: Moderate REF: pg 58 11. The extent to which the measurement process is free from random errors is called a. systematic error c. validity b. reliability d. accuracy ANS: B Reliability refers to the absence of random error in the research measurement process. PTS: 1 DIF: Moderate REF: pg 58 12. All of the following statements about cross-sectional designs are true except a. it is a type of exploratory research that facilitates identification of problems or opportunities b. it involves taking a sample of population elements at one point in time c. it is the most popular and familiar type of research design d. it involves no individual-level identification of participants from one study to another. ANS: A Cross-section designs are a type of descriptive research, not exploratory research. PTS: 1 DIF: Moderate REF: pg 58 13. The implicit causal model is typically based on _______________ and represents key assumptions underlying supposed cause-and-effect relationships in the marketing system. a. cross-sectional surveys b. the experience and judgement of the decision-maker c. hypotheses tested by laboratory experiments
  • 9. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. d. conclusive research which has a low level of systematic error ANS: B While descriptive research can aid in developing a causal model, the decision-maker’s experience and judgment is needed. PTS: 1 DIF: Challenging REF: pg 59 14. _______________ research examines the degree to which marketing variables are associated with output measures of interest, such as sales, profit, ad awareness, or market share. a. Exploratory c. Causal b. Descriptive d. Market potential ANS: B Descriptive research examines the degree of association among various variables in an effort to determine significant relationships. PTS: 1 DIF: Challenging REF: pg 58-59 15. _______________ is a type of conclusive research designed to gather evidence regarding the cause-and- effect relationships operating in a marketing system. a. Exploratory research c. Causal research b. Descriptive research d. Experimental research ANS: C The objective of causal research is to gather information regarding a cause-and-effect relationship. PTS: 1 DIF: Easy REF: pg 59 16. The main source(s) of data for causal research include: a. simulation b. experimentation c. questioning of respondents through surveys d. all of the above e. both b and c ANS: E The main sources of data for causal research are questioning respondents through surveys and conducting experiments. PTS: 1 DIF: Challenging REF: pg 60
  • 10. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 17. Once a course of action is selected and the marketing program is implemented, _______________ research is needed to ensure the execution of the marketing program is meeting pre-set expectations. a. exploratory c. performance-monitoring b. market share d. causal ANS: C Performance-measuring research is needed to measure the results of marketing decisions to ensure deviations from pre-set plans have not occurred. PTS: 1 DIF: Easy REF: pg 60 18. In longitudinal research with a traditional panel, a. the same variables are repeatedly measured over time with different samples b. the same variables are repeatedly measured over time with the same sample c. different variables are measured over time with different samples d. different variables are measured over time with the same sample ANS: B With the traditional panel, the same variables are measured over time with the same sample. PTS: 1 DIF: Challenging REF: pg 61 19. In longitudinal research panels, new members tend to increase or over-report the behavior being measured, such as watching television or food purchasing. This is called a. unrepresentative sampling c. endogeneity b. response bias d. observation error ANS: B Research has indicated that new members on a panel are often bias in their initial responses, because they pay more attention to the behaviors being measured. PTS: 1 DIF: Challenging REF: pg 64 20. The most common source of marketing data is a. observation of respondents c. communication with respondents b. secondary data d. laboratory experimentation ANS: C Respondents are the major source of marketing data, and communication is the most common respondent method used. PTS: 1 DIF: Moderate REF: pg 64| pg 66
  • 11. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 21. All of the following statements about focus groups is true except a. they are free-flowing unstructured situations designed to stimulate ideas and insights into a problem situation through group interaction b. they typically involves posing probing, open-ended questions c. they typically lasts 1 to 2 hours d. they involve extensive questioning of respondents individually ANS: D In-depth interviews, not focus groups, uses extensive questioning of respondents individually. PTS: 1 DIF: Moderate REF: pg 66 22. Case histories involve a. recognizing and recording relevant objects, events, and important and commonplace activities b. intense investigation of prior situations that are analogous or appear relevant to the current one c. creating an analogous version of a real-world phenomeno
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