BM380 Lesson 2 Exam SCORE 95 PERCENT

  

Question 1

Which of the following is the best description of research design?

Question options:

  

   

a) 

A set of advance decisions that     makes up the master plan specifying the methods and procedures for collecting     and analyzing the needed information

 

   

b) 

A marketing term or concept     involved in the marketing management problem that will be researched

 

   

c) 

The specific pieces of information     which are necessary to solve the problem at hand

 

   

d) 

A list from which sample     elements are drawn from the sample, which contains all of the elements in     the population being studied

 

Question 2

A researcher presenting secondary data as if it were primary data collected by the researcher is an egregious example of an ethical lapse in what area of sensitivity in planning research design?

Question options:

  

   

a) 

Recommending a more costly     design than is needed

 

   

b) 

Designing a study in which data     are collected for multiple clients

 

   

c) 

Misrepresenting sampling methods

 

   

d) 

Wrongfully gaining respondent     cooperation to reduce costs

 

Question 3

What type of research design does the textbook state should almost always be used in research studies?

Question options:

  

   

a) 

Causal research

 

   

b) 

Exploratory research

 

   

c) 

Explicit research

 

   

d) 

Exhaustive research

 

Question 4

The various types of research design include:

Question options:

  

   

a) 

exploratory, exploitive, and     competitive.

 

   

b) 

deductive, descriptive, and     exploitive.

 

   

c) 

exploratory, causal, and     competitive.

 

   

d) 

exploratory, descriptive, and     causal.

 

Question 5

External secondary data may be grouped into which three sources?

Question options:

  

   

a) 

Published, syndicated services     data, and databases

 

   

b) 

Published, unpublished data, and     other electronic sources

 

   

c) 

Syndicated services data,     external data, and complex data

 

   

d) 

Fields, records, databases

 

Question 6

How can it be determined if an experiment is valid?

Question options:

  

   

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) 

Both a and b

 

Question 7

Which of the following is an objective of research?

Question options:

  

   

a) 

To gain background information     and to develop hypotheses

 

   

b) 

To measure the state of a     variable of interest (for example, level of brand loyalty)

 

   

c) 

To test hypotheses that specify     the relationships between two or more variables (for example, level of     advertising and brand loyalty)

 

   

d) 

All of the above

 

Question 8

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?

Question options:

  

   

a) 

Causal

 

   

b) 

Exploitive

 

   

c) 

Longitudinal

 

   

d) 

Exploratory

 

Question 9

Longitudinal studies can be described as techniques that:

Question options:

  

   

a) 

measure the population at only     one point in time.

 

   

b) 

develop an understanding of a     phenomenon in terms of "if-then" conditional statements.

 

   

c) 

search for and interpret     existing information relevant to the research problem.

 

   

d) 

repeatedly measure the same     sample units from the population over a period of time.

 

Question 10

What type of research design should a marketing researcher use to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?

Question options:

  

   

a) 

Exploratory research

 

   

b) 

Descriptive research

 

   

c) 

Causal research

 

   

d) 

Explicit research

 

Question 11

Ray Kroc, a milk-shake machine salesman, noticed that one restaurant in California burned up many milk-shake machines. He inferred that the restaurant was meeting the needs of the market better than other restaurants. His observation illustrates the use of:

Question options:

  

   

a) 

observational deduction.

 

   

b) 

exploratory research.

 

   

c) 

explanatory research.

 

   

d) 

causal research.

 

Question 12

All the following are areas of ethical sensitivity in planning research design EXCEPT:

Question options:

  

   

a) 

recommending a more costly     design than is needed.

 

   

b) 

designing a study in which data     are collected for multiple clients.

 

   

c) 

misrepresenting sampling     methods.

 

   

d) 

basing the research design on     the results of secondary data.

 

Question 13

Which of the following represents an application of secondary data?

Question options:

  

   

a) 

Predicting broad changes in     culture

 

   

b) 

Selecting a street location for     a new car wash

 

   

c) 

Economic-trends forecasting

 

   

d) 

All of the above are     applications of secondary data.

 

Question 14

Which of the following was NOT discussed in the textbook as an advantage of using secondary data?

Question options:

  

   

a) 

May be obtained quickly

 

   

b) 

May be obtained in any form     desired by the researcher

 

   

c) 

Is relatively inexpensive

 

   

d) 

Is usually available

 

Question 15

Which of the following is a potential use of test marketing?

Question options:

  

   

a) 

To test the sales potential for     a new product

 

   

b) 

To test variations in the     marketing mix for a product

 

   

c) 

To test the sales potential for     a new service

 

   

d) 

All of the above

 

Question 16

Which of the following would be classified as a part of internal secondary data?

Question options:

  

   

a) 

Internal database

 

   

b) 

Online information database

 

   

c) 

Demographic data within a     company's target market

 

   

d) 

Any government data

 

Question 17

What type of test marketing should be used when a firm wants to test the product and/or marketing mix variables through the company's normal distribution channels?

Question options:

  

   

a) 

Controlled test markets

 

   

b) 

Electronic test markets

 

   

c) 

Simulated test markets

 

   

d) 

Standard test markets

 

Question 18

Which of the following best represents the criteria discussed by the textbook authors to be used in selection of a test market city?

Question options:

  

   

a) 

Representativeness, isolation,     and control of distribution and promotion

 

   

b) 

Representativeness, isolation,     and cost

 

   

c) 

Representativeness, existing     company presence, and control of promotion

 

   

d) 

Representativeness, cost, and     control of competitor's intelligence

 

Question 19

Packaged services differ from syndicated data services. In the former, each client is provided with:

Question options:

  

   

a) 

data shared from a common     database.

 

   

b) 

no data.

 

   

c) 

intermittent service.

 

   

d) 

the same service as a result of     a common process.

 

Question 20

Appropriate methods for conducting exploratory research would include:

Question options:

  

   

a) 

secondary data analysis.

 

   

b) 

experiments.

 

   

c) 

sample surveys.

 

   

d) 

longitudinal research.