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Research Design, Exploratory Research, and Qualitative Data
Research Design, Exploratory Research, and Qualitative Data
7. Research designs
a. should be strictly limited to the three classifications of exploratory, descriptive and
causal because a given study should serve only one purpose.
b. should stem from the problem.
c. are productive in a given problem setting no matter how the principles are applied.
d. should not be modified to suit specific purposes.
e. are specific in that they instruct the researcher in terms of the single, best way to
proceed in a given study.
9. The manager of Capitol Brewing Inc. states that he is very concerned with the continuing
decline in sales of the companys 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
a. exploratory research.
b. descriptive research.
c. causal research.
d. an experiment.
e. a consumer study.
12. The three basic designs can be looked at as stages in a continuous process. This process
a. represents the investigation of a more detailed statement of the problem at each stage
of the problem.
b. always moves in sequence from exploratory to descriptive to causal.
c. always begins with an exploratory study.
d. always starts with an hypothesis.
e. contains only one study of each type.
15. A hypothesis
a. is a conjectural statement about the relationship between two variables that are
measurable or potentially measurable.
b. is a broad, vague problem statement.
c. cannot be discovered during research.
d. does not have clear implications for testing the relationship between variables.
e. is only found in the causal type of research.
19. One of the quickest and most economical ways to discover hypotheses is
a. through a sample survey.
b. through the use of a panel.
c. through the analysis of selected cases.
d. through an experience survey.
e. through a literature search.
26. Focus groups are useful for which of the following purposes
a. generating hypotheses.
b. generating information helpful in structuring questionnaires.
c. gathering background information on a product category.
d. a and c.
e. a, b, and c.
28. Focus groups are useful for all of the following purposes EXCEPT
a. generating hypotheses.
b. gaining new insights into product usage.
c. testing cause-effect relationships.
d. a and c.
e. b and c.
29. Which of the following statements is TRUE of focus groups?
a. The sessions are easy to moderate.
b. It is difficult to support a preconceived position because focus group members have
different attitudes on most subjects.
c. The results of sessions are representative of the general population.
d. Coding, tabulation, and analysis of responses is difficult in comparison to a written
survey.
e. They are all true.
32. Focus group moderators need to possess all the following characteristics EXCEPT
a. friendly personality.
b. being an expert on the topic.
c. excellent memory.
d. good writer.
e. a facilitator.
36. Using different ads in different geographic areas and investigating which ad generated the
highest sales is an example of research.
a. causal
b. exploratory
c. experimental
d. descriptive
e. none of the above
37. 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
a. an experimental study.
b. a field experiment followed by an exploratory study.
c. an experimental study followed by a descriptive study.
d. an exploratory study.
e. a descriptive study involving a field survey of actual and potential customers.
42. In the analysis of selected cases, it is generally true that cases that are most useful are
cases that
a. reflect abrupt changes.
b. reflect extremes of behavior.
c. reflect the order in which events occurred over time.
d. reflect striking features.
e. all of the above are useful types of cases.
43. Which of the following is NOT true of depth interviews as opposed to fixed-alternative
questions?
a. take longer to complete
b. will require more interviewers
c. will allow more respondents to be interviewed
d. b and c
e. all of the above are true