Question 1

Several online research firms such as Information Resources, Inc. (IRI)and ACNielsen use panels as a means of conducting research.

Accepted Answer

A) True 
 B)False  True

Question 2

Longitudinal studies are called such because they are very long, complex surveys. They have large sample sizes and require several months to complete the data analysis.

Accepted Answer

A) True 
 B)False

Question 3

The choice of a research design depends largely upon the research objectives.

Accepted Answer

A) True 
 B)False

Question 4

What type of experimental validity is concerned with the extent that the relationship observed between the independent and dependent variable during the experiment is generalizable to the real world?

Accepted Answer

A)   external validity
B)   internal validity
C)   extraneous validity
D)   causal validity
E)   confirmed validityF) B) and E)
G) C) and E)

Question 5

Electronic test markets require consumers, who are members of a panel, to carry identification cards.

Accepted Answer

A) True 
 B)False  True

Question 6

Of the following situations, which would be the most appropriate for using a discontinuous panel?

Accepted Answer

A)   to gain insights into changes in consumers' purchases and attitudes
B)   to determine if members of the panel switched brands from one time period to the next
C)   to measure changes in market shares of brands
D)   to measure changes in consumers' price sensitivity
E)   to determine how consumers feel about two different product concepts by varying panel questions from one panel measurement to the nextF) B) and C)
G) A) and E)

Question 7

How can it be determined if an experiment is valid?

Accepted Answer

A)   The observed change in the dependent variable is in fact due to the independent variable.
B)   The results of the experiment apply to the real world outside the experimental setting.
C)   The results do not account for the effects of extraneous variables.
D)   The results are reported in well-known news media.
E)   A and B are correct.F) None of the above
G) A) and D)

Question 8

Because all products eventually end up in the consumer market, there is no such thing as industrial test markets.

Accepted Answer

A) True 
 B)False

Question 9

True experimental designs do not have to resort to relying on experimental and control groups.

Accepted Answer

A) True 
 B)False

Question 10

When a variable exerts influence on the dependent variable and is not an independent variable, we refer to it as a(n) :

Accepted Answer

A)   influencing variable
B)   extraneous variable
C)   unwanted variable
D)   complex variable
E)   effect variableF) A) and C)
G) A) and E)

Question 11

What type of experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables?

Accepted Answer

A)   field experiments
B)   extraneous experiments
C)   laboratory experiments
D)   artificial experiments
E)   complex variable experimentsF) A) and B)
G) B) and C)

Question 12

Which of the following is true about research design?

Accepted Answer

A)   Research design should be the first consideration in a research project.
B)   Research design should be selected after thoroughly considering the problem and research objectives.
C)   Research design decisions should be made after data analysis.
D)   Research design should be selected during the initial meeting with a client.
E)   Research designs should be made after data collection.F) All of the above
G) C) and D)

Question 13

Descriptive or causal research is best used to help gain background information about the problem.

Accepted Answer

A) True 
 B)False  False

Question 14

Experimental designs provide procedures for devising an experimental setting, such that a change in a dependent variable may be attributed solely to the change in the independent variable.

Accepted Answer

A) True 
 B)False

Question 15

What type of research design should a researcher use if he or she wishes to determine the effect of a change in price on the sales of a particular brand?

Accepted Answer

A)   causal
B)   exploitive
C)   longitudinal
D)   exploratory
E)   discontinuousF) C) and D)
G) B) and D)

Question 16

Small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem can be categorized under which type of research design?

Accepted Answer

A)   exploratory research
B)   causal research
C)   deductive research
D)   exploitive research
E)   exhaustive researchF) A) and B)
G) C) and D)

Question 17

Projective techniques ask participants to project themselves into a situation and respond to specific questions about that situation.

Accepted Answer

A) True 
 B)False

Question 18

In which of the following situations should exploratory research be used?

Accepted Answer

A)   to measure the relationships among variables
B)   when experimentation is needed
C)   to define terms
D)   in situations in which all of the concepts are clearly defined and measured
E)   to determine how variable x causes variable yF) All of the above
G) A) and E)

Question 19

Of the following, which is a potential disadvantage of using a simulated test market?

Accepted Answer

A)   The distribution network may or may not properly represent the firm's actual distribution system.
B)   It is often very time consuming.
C)   It is often too expensive.
D)   It lacks confidentiality.
E)   It is not as accurate as full-scale test markets.F) B) and C)
G) None of the above

Question 20

Sample surveys are descriptive, cross-sectional studies.

Accepted Answer

A) True 
 B)False

Exam 5: Research Design

Several online research firms such as Information Resources, Inc. (IRI)and ACNielsen use panels as a means of conducting research.

Correct AnswerverifiedTrue

Longitudinal studies are called such because they are very long, complex surveys. They have large sample sizes and require several months to complete the data analysis.

Correct AnswerverifiedShow Answer

The choice of a research design depends largely upon the research objectives.

Correct AnswerverifiedShow Answer

What type of experimental validity is concerned with the extent that the relationship observed between the independent and dependent variable during the experiment is generalizable to the real world?

Correct AnswerverifiedShow Answer

Electronic test markets require consumers, who are members of a panel, to carry identification cards.

Correct AnswerverifiedTrue

Of the following situations, which would be the most appropriate for using a discontinuous panel?

Correct AnswerverifiedShow Answer

How can it be determined if an experiment is valid?

Correct AnswerverifiedShow Answer

Because all products eventually end up in the consumer market, there is no such thing as industrial test markets.

Correct AnswerverifiedShow Answer

True experimental designs do not have to resort to relying on experimental and control groups.

Correct AnswerverifiedShow Answer

When a variable exerts influence on the dependent variable and is not an independent variable, we refer to it as a(n) :

Correct AnswerverifiedShow Answer

What type of experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables?

Correct AnswerverifiedShow Answer

Which of the following is true about research design?

Correct AnswerverifiedShow Answer

Descriptive or causal research is best used to help gain background information about the problem.

Correct AnswerverifiedFalse

Experimental designs provide procedures for devising an experimental setting, such that a change in a dependent variable may be attributed solely to the change in the independent variable.

Correct AnswerverifiedShow Answer

What type of research design should a researcher use if he or she wishes to determine the effect of a change in price on the sales of a particular brand?

Correct AnswerverifiedShow Answer

Small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem can be categorized under which type of research design?

Correct AnswerverifiedShow Answer

Projective techniques ask participants to project themselves into a situation and respond to specific questions about that situation.

Correct AnswerverifiedShow Answer

In which of the following situations should exploratory research be used?

Correct AnswerverifiedShow Answer

Of the following, which is a potential disadvantage of using a simulated test market?

Correct AnswerverifiedShow Answer

Sample surveys are descriptive, cross-sectional studies.

Correct AnswerverifiedShow Answer

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