M University: s)o.c1aI) anol Marketing Research: An Applied Orientation, 6e (Malhotra) Chapter 3. Research Design 1) A research design is a framework or blueprint for conducting the marketing research project. Answer: TRUE Diff: 2 Page Ref: 70 AACSB: Reflective Thinking Lo: 1 2) Specifying the measurement and scaling procedures is one of the components involved in research design. Answer: TRUE Diff: 3 Page Ref: 70 LO: 1 3) Specifying the format of the marketing research proposal is one of the components involved in research design. Answer: FALSE Diff. 1 Page Ref: 70 Lo: 1 4) There are three main types of research designs employed in marketing research: exploratory, descriptive, and conclusive. Answer: FALSE, Diff: 2 Page Ref: 71 AACSB: Analytic Skills LO: 1 5) Exploratory research is used in eases when you must define the problem more precisely, identify relevant courses of action, or gain additional insights before an approach can be developed. Answer: TRUE Diff: 1 Page Ref: 72 AACSB: Reflective Thinking Lo: 1 6) The insights gained from exploratory research might be verified or quantified by conclusive research. Answer: TRUE Difr: 2 Page Ref: 70-72 AACSB: Reflective Thinking LO: 1 I Copyright © 2010 Pearson Education, Ine. publishing 9s Premice Hall7) The objective of conclusive research is to test s relationships. ‘Answer. FALSE specific results and examine specific Diff: 2 Page Ref: 70-72 AACSB; Reflective Thinking lo:1 8) Conclusive research is typically more formal and structured than exploratory research, Answer. TRUE Diff:1 Page Ref: 70 Lo:1 9) The objective of exploratory research Is to explore or search through a problem or situation to provide insights and understanding (Table 3.2 in the text). Answer: TRUE Diff: 2 Page Ref: 70-71 lo:1 10) Identifying alternative courses of action and establishing priorities for further research are purposes for which exploratory research is used, Answer: TRUE Diff: 3 Page Ref: 71 AACSB: Reflective Thinking Lo:1 11) When conducting exploratory research, the focus of the investigation may shift constantly as new insights are discovered. Answer. TRUE Diff: 3 Page Ref: 70-72 AACSB: Reflective Thinking Lo:1 12) Shorter Labs is conducting experiments to see if shoppers will buy unknown products if they are sent coupons. Shorter Labs is conducting causal research. Answer: TRUE Diff: 2 Page Ref: 72 AACSB: Reflective Thinking LO: 2 13) One reason to conduct causal research is to determine the degree to which marketing variables are associated. For example, to what extent is shopping alt department stores related to eating out? Answer: FALSE Diff: 3 Page Ref: 72 AACSB: Reflective Thinking Lo: 2 2 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall14) A major difference between exploratory and descriptive research is that exploratory research is characterized by the prior formulation of specific hypotheses. Answer. FALSE iff: 2 Page Ref: 74 Lo:2 15) A descriptive design requires a clear specification of the who, what, when, where, why, and way (the six Ws) of the research. Answer. TRUE Dit Page Ref: 74-75 Lo: 2 16) The cross-sectional study is the least used descriptive design in marketing research. Answer. FALSE Diff: 2 Page Ref: 76 lo: 2 17) Cross-sectional designs involve the collection of information from any given sample of population elements only once. Answer. TRUE Diff:2 Page Ref: 76 AACSB: Reflective Thinking Lo: 2 18) In single cross-sectional designs, there are two or more samples of respondents, and Information from each sample is obtained only once. Answer: FALSE Diff:2 Page Ref: 76 Lo:2 19) Cohort analysis is a type of multiple cross-sectional design that consists of a series of surveys conducted at appropriate time intervals, where the cohort serves as the basic unit of analysis. Answer; TRUE Diff. 3 Page Ref: 77 AACSB: Reflective Thinking Lo: 2 20) In cohort analysis, itis likely that many of the individuals studied at time one will also be in the sample at time two. Answer: FALSE Diff: 3 Page Ref: 77 AACSB: Reflective Thinking Lo: 2 3 Copyright © 2010 Peerson Education, Inc. publishing as Prentice Halla Copyright © 2010 Pearson Education, ne. publishing as Prentice Hall 21) A longitudinal design ciffers fro remain the same over time Answer, TRUE Diff: 2 Page Ref: 78 AACSB: Reflective Thinking lo:2 3M a cross-sectional design in that the sample or samples 22) Sometimes, the term sample survey is used interchangeably with the term longitudinal design. ‘Answer: FALSE Diff:2 Page Ref. 78 0:2 23) Amajor advantage of longitudinal design over the cross-sectional design is the ability to Seieet change as aresult of repeated measurement of the same vavatieg soe ‘same sample. Answer, TRUE Diff: 2 Page Ref 79 AACSB: Reflective Thinking lo:2 24) Longitudinal data enable researcher ‘and to link behavioral chan, pricing, and distribution, Answer: TRUE Diff:2 Page Ref: 79 AACSB: Reflective Thinking 8 10 examine changes in the behavior of individual units \ge8 to marketing variables, Such as changes in advertising, packaging, Because these assumptions may be justifisble examined via formal research Answer: FALSE Diff:2 Page Ref: 81 AACSB: Reflective Thinking Lor2 26) According to the text, the combinati Srnec tothe 'on of research designs employed depends on the nature ‘Answer: FALSE Dit Page Ref: 82.83, QACSB: Reflective Thirking 4 Sopmiaht © 2010 Pearson Educate pubhag ap Prone Hall27) The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project. Answer. TRUE Diff:3 Page Ref: 85 AACSB: Analyt Skills lo:3 28) In formulating a research design, the researcher should attempt to minimize a particular source of error, not just the total error. Answer. FALSE Diff:2 Page Ref: 85-87 AACSB: Analytic Skills Lo: 3 29) Random sampling error has been found to be the major contributor to total error, whereas nor-sampling error is relatively small in magnitude. Answer, FALSE Diff:3 Page Ref:87 AACSB: Analytic Skills lo: 3 30) A useful approach for managing a project is the critical path method (CPM), which involves dividing the research project into component activities, determining the sequence of these activities, and estimating the time required for each activity. RU! IE Page Ref: 88 AACSB: Use of IT Lo: 4 31) The marketing research proposal contains the essence of the project and serves as a contract between the researcher and the respondent. ‘Answer: FALSE Diff. Page Ref: 88 lo:5 32) Budgeting and scheduling management tools help ensure that the marketing research project is completed within the available resources. Answer, TRUE Diff: 1 Page Ref: 88 lo: 4 33) The marketing research proposal does or include a reporting section because a separate final report of the research project findings is provided at the end of the project. Answer: FALSE Diff: 2 Page Ref: 88 Lo: 5 5 Copyright 6 2010 Pearson Education, Inc. publishing as Prentice Hal44) The research design suitable for one country may mot be suitable in another country. Answer: TRUE Diff 1 Page Ref: 89 AACSB: Multicultural and Diversity LO: 6 hat focus groups conducted in Saudi Arabia to 435) The example given in the text stated th es could be conducted the same as in the U.S. Men determine attitude towards major appliance and women could participate jointly in the focus group. Answer: FALSE Page Ref: 89 ; Multicultural and versity not take undue advantage of the research firm to solicit unfair concessions 36) The client should ng false promises of future research contracts. for the current project by n Answer: TRUE Diff: 2 Page Ref: 99 : Ethical Reasoning 37) Which statement is wai true about research design? 'A) Research design is a framework for conducting the marketing research project. B) Research design specifies the measurement and sealing procedures C) Research design is undertaken before developing the approach to the problem. D) Research design is undertaken after the marketing research problem is defined. Answer: C Diff: 3 Page Ref: 69 AACSB: Reflective Thinking Lo:t 38) is a framework or blucprint for conducting the marketing research project. It the information needed to structure specifies the details of the procedures necessary for obtain and/or solve marketing rescarch problems. A) Research classification B) Research design C) Design formulation D) None of the above Answer: B Diff: 2 Page Ref: 70 Lo: 6 Copyright © 2010 Pearson Education, Inc, publishing as Prentice Hall39) Typically. a involves the tasks of designing the information needed, specifying the meastrement and scaling procedures, and developing a plan of data analysis A) research classification B) research design C) design formulation D) none of the above Answer: B Dit 3 Page Ref: 70 10:1 40) Which of the following tasks is nora component of research desig) A) Design the exploratory, descriptive, and/or causal phases of the research. 5B) Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection C) Specify the sampling process and sample size D) Develop hypotheses. Answer: D Diff 3 Page Ref: 70 Lo:1 41) Research designs may be broadly classified as text), A) exploratory; causal B) conclusive; causal C) explorator ‘onclusive D) conclusive: descriptive Answer: C Diff. 2 Lo:1 or (Figure 3.1 in the Page Ref: 70-71 42) Exploratory research is 2) selecting the course of action to take in a piv 5) when you must define the problem more precisely Gy whch you must identify relevant courses of ation D) when you must ga ional insi D) when Sw must gain additional insights before an approach can be developed Dit 3 Page Refi 72 Lo:1 used inall of the following cases except ‘en situation 7 10 Pearson Fducation, Ine. publishin Copyrigtn v2 as Prentice Hall43) The primary objective of. is to provide insights into, and an understanding af, the Problem confronting the researcher, A) exploratory research B) conclusive research C) causal research D) descriptive research Answer; A Diff: 2 Page Refi 72 Lo:t s research designed to assist the decision maker in determi ig the best course of action to take in a given situation, A) Exploratory research B) Conclusive research C) Complex research D) Problem-identifica Answer; B pitt: 2 Page Ref: 70-72 AACSB: Reflective Thinking LO: 1 . evaluating, and in research 45) Cross-sectional and longitudinal designs are types of A) cauisal research B) exploratory research CC) descriptive research D) none of the above Answer: C Diff: 2 Page Ref: 70 Lo: | (Figure 3.1 in the text), 46) Joan needs to determine which variables and rel: nships she should examine further as part of the research she is conducting for the Flager Truck Company. Joan is about to embark on what type of research? A) simple research B) exploratory research C) descriptive research D) car research Answer: B Diff: 3 Page Ref: 70-73 AACSB: Reflective Thinking Lo: 1 5 Copyright © 2010 Pearson Education, Inc, publishing as Prentice Hall47) Which of the objectives below would best represent exploratory research? A) Describe market characteristics or functions. B) Determine cause and effect relationships. C) Provide insights and understanding. D) Test specific hypotheses and examine relationships. Answer: C Dil: 2 Pi Lo: 1 ge Ref: 70-73 48) Which of the objectives below would best represent conclusive research? A) Describe market characteristics or functions B) Determine cause and effect relationships. C) Provide insights and understanding, D) A and Bare correct, Answer: D Diff: 2 Page Re LO: 1 0-73 49) If there were a need to isolate key variables and relationships for further ¢: would be best to perform A) descriptive research B) causal research ©) exploratory research D) conclusive research Page Ref: 70-73 50) Which of the following statements is of true about exploratory research? A) Itis flexible. B) It is a pre-planned and structured design. C) It is versatile. D) It is often the front end of total research design. Answer: B Page Ref: 70-73 51) Which data collection method is used in causal research? A) experiments B) surveys C) expert surveys D) panels Answer: A Diff: 2 Page Ref: 81 AACSB: Reflective Thinking Lo: 2 9 Copyright © 2010 Pearson Education, Ine. publishing as Prentice Hall'52) Jerry and the team working on the Roger Tire Company marketing research project are developing ways to test their hypothesis that drivers of larger trucks prefer dual belted radial tires. What type of research are they conducting? A) simple research B) exploratory research C) descriptive research D) causal research Answer: C Diff 3 Page Ref: 74 AACSB: Reflective Thinking Lo:2 53) You work for Innovative Focus, an internationally recognized consulting firm, You are working on the Waterpik account to help them with finding their next successful product. You are meeting with the Waterpik marketing professionals tomorrow to conduct a trends meeting to list and prioritize key consumer wants and needs, You have also scheduled a meeting with the Waterpik engineers to uncover applicable technologies and the company's internal competencies. What type of research are you conducting in your meetings with Waterpil A) simple research B) exploratory research C) descriptive research D) causal research Answer: B iT: 3 Page Ref: 71 AACSB: Reflective Thinking Lo: 2 sty s a type of conclusive research that has as its major cbjective the description of something usually market characteristics or functions. A) Exploratory research B) Conclusive research C) Causal research D) Deseriptive research Answer: D Diff: 2 Page Ref: 74 AACSB: Reflective Thinking, Lo: 2 10 ‘Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall55) Descriptive rescarch is conducted fer all of the following reasons except A) to deseribe the characteristics of relevant groups, stich as consumers, ‘organizations, or market areas B) to determine the degree to which marketing variables are associated C) to understand which variables are the cause and which variables are the effect of a phenomenon D) to determine the perceptions of product characteristics alespeople, Answer: C Diff:2 Page Ref: 74 AACSB: Reflective Thinking LO:2 56) A formal research design specifies the methods for selecting the sources of information and for collecting data from those sources. A design requires a clear specification of the who, what, when, where, why, and way (the six Ws) of the research. A) descriptive B) causal C) exploratory D) none of the above Answer: A Diff 2 Page Ref: 74 AACSB: Reflective Thinking Lo:2 $7) Descriptive research. in contrast to exploratory research, is marked by all of the following except - A) clear statement of the problem B) specific hypothese C) detailed information needs D) flexibility Answer; D Diff: 3 Page Ref: 72 AACSB: Reflective Thinking LO: 2 58) designs involve the collection of information from any given sample of population elements only once. A) Exploratory B) Causal ©) Cross-sectional D) None of the above Answer: C Diff: 2 Page Ref: 76 Lo: 2 "1 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall59) isa cross-sectional design in which one sample of respondents is drawn from the target population and information is obtained from this sample once. A) Multiple cross-sectional design 18) Single cross-sectional design C) Cohort analysis D) None of the above Answer: B Diff 2 Page Ref: 76 Lo: 2 60) is the most used descriptive design in marketing research. A) Longitudinal design B) Exploratory design C) Cross-sectional design D) None of the above Answer: C Diff: 2 Page Ref: 76 ctional designs are also called . A) experiment designs B) sample survey research designs C) qualitative research designs D) none of the above Answer: B Diff: 2 Page Ref: 76 Lo: 2 62) is a cross-sectional design in which there are two or more samples of respondents and information is obtained from each sample only once. A) Multiple cross-sectional design B) Single cross-sectional design C) Cohort analysis D) None of the above Answer: A Diff: 2 Page Ref: 76 63) is a mutiple eros: appropriate time intervals, A) Multiple cross-sectional des B) Single cross-sectional de: C) Cohort analysis D) None of the above Answer! C Diff 2 Page Ref 77 Lo: 2 ectional design consisting of a series of surveys conducted at where the cohort serves as the basic unit of analysis, n 2 © 2010 Pearson Education, Inc. publishing as Prentice Hall64) Which of the following statements is true about cohort analysis? A)A cohort is a group of respondents who experience the same event within the interval, B) tis unlikely that any of the two. same time dividuals studied at time one will also be in the sample at time C) The term cohort analysis refers to any study in which there are measures of some characteristics of one or more cohorts at two or more points D)All are correet. Page Ref: 77 AACSB: Reflective Thinking Lo: 2 65) is atype of research design involving a fixed sample of population elements that is measured repeatedly, The sample remains the same over time thus providing a series of pictures which, when viewed together, portray a vivid illustration of the sit taking place over time. A) Exploratory research design B) Causal research design ion and the changes that are C) Cross-sectional research design 1) Longitudinal research design Answer: D Diff: Page Ref: 70 AACSB: Reflective Thinking Lo: 2 66) The question, "How did the American people rate the performance of George W. Bush immediately after the war in Afghanistan?" would be addressed using a . However, a would be used to address the question, "How did the American people change their view of Bush's performance during the war in Afghanistan?” A) longinidinal design: multiple cross-sectional C) longitudinal; cross-sectional design D)none of the above Answer: B Diff: 3 Page Ref: 78 AACSB: Reflective Thinking Lo: 2 67) Sometimes the term is used interchangeably with the term longitudinal design. A) experiment B) panel C) survey D) none of the above Answer: B Diff: 2 Page Ref: 78 Lo: 2 B Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall68) refers to a sample of respondents who have agreed to provide information at specified intervals over an extended period. A) Experiment B) Survey €) Panel D) None of the above Answer: C Page Ref: 78 2 69) A major advantage of, ‘over the cross-sectional design is the ability to detect change as a result of repeated measurement of the same variables on the same sample. A) longitudinal design B) descriptive research design C) causal research design D) conclusive research design Answer: A Diff: LO: 2 Page Ref: 79 70) All of the following are advantages of longitudinal designs aver cross-sectional designs (Table 3.4 in the text) except A) detecting change B) accuracy C) large amount of data collection D) representative sampling Answer: D Dif 3 Page Ref: 79 71) Which of these statements js true about panels? A) Relatively large amounts of data can be collected. B) Panel data can be more accurate than cross-sectional data. C) Panels may not be representative D) All of the above sta Answer: D Diff; 2 Page Ref: 78 LO: 2 ements are correct. 72) According to your te following except A) respondent intelligence B) mortality ‘C) refusal to cooperate D) payment Answer: A Diff: 3 Page Ref: 78.79 10:2 Xt, Non-representativeness in panels may arise because of all of the W Copyright © 2010 Pearson Education, Ine, publishing as Prentice Hall73) When trying to determine which rescarch design is best to choose, it is best to begin with exploratory research if the objective of the research is to A) test hypotheses B) conduct an annual customer satisfaction survey C) define the problem more precisely D) quantify the relative salience of social caus Answer! C hat businesses should be concerned about Diff: 2 Page Ref: 82-83 LO: 2 74) is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project. A) Measurement error B) Recording error €) Total ertor D) Cheating error Answer: C Diff. 2 Page Ref: 85 AACSB: Analytic Skills Lo: 3 15) is the error due to the particular sample selected being an imperfect representation of the population of interest. It may be defined as the variation between the true mean value for the sample and the truc mean value of the population, A) Random sampling error B) Non-tesponse error C) Non-sampling error D) Response error Answer: A Diff: 2 Page Ref: 85 AACSB: Analytic Skills Lo: 3 70) are errors that can be attributed to sources other than sampling, and they can be random or nonrandom. A) Random sampling error B) Non-response error C) Non-sampling error D) Response error Answer: C Diff. 2 Page Re AACSB: Analytic Skills Lo: 3 Is Copyright © 2010 Pearson Education, Ine. publishing as Prent7) is atype of non-sampling error arising from respondents who do t inaccurate answers, or their answers are mis-recorded or mis-analyzed. variation between the true mean value of the val value obtained in the marketing research project. Ay Random sampling error B) Non-response error C) Non-sampling error D) Response error pond but give It may be defined as the ble in the net sample and the observed mean Answer: D Diff: 2 Page Ref: 86 AACSB: Analytic Skills LO: 3 78) is a type of non-sampling error that occurs when some of the respondents included in the sample do not respond. This error may be defined as the variati n between the tre mean value of the variable in the original sample and the true mean value in the net sample, A) Random sampling error B) Non-response error Answer: B Diff: 2 Page Ref: 86 AACSB: Analytic Skills LO: 3 79) The variation beiween the population defined by the researcher and the population as implied by the sampling frame (list) used is A) questioning error B) unwillingness error C) sampling frame error D) recording error Answer: C Diff: 1 Page Ref: 86 AACSB: Analytic Skills LO: 3 80) The error that arises from the respondent's unwillingness to provide accurate information i Respondents may intentionally misreport their answers because of a desire to provide socially acceptable answers, avoid embarrassment, or please the interviewer. A) questioning error B) unwillingness error C) sampling frame error D) recording error Answer: B. Diff: 1 Page Ref: 87 AACSB: Analytic Skills Lo: 3 16 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Halli 81) Ina recent study, the population of the affluent houscholds was defined in four different ways: (1) households with income of $50,000 or more: (2) the top 20 percent of households, as measured by income; (3) households with net worth over $250,000; and (4) households with spendable discretionary income 30 percent higher than that of comparable households. The number and characteristics of the affluent households varied depending upon the definition, underscoring the need to avoid A) sampling frame error B) respondent selection error C) measurement error D) population definition error Answer: D Diff: 3 Page Refi 86 AACSB: Analytic Skills Lo:3 82) Which of the following is of a budgeting and scheduling approach for managing a project? A) program evaluation and review technique (PERT) B) critical evaluation and review technique (CERT) C)eritical path method (CPM) D) graphical evaluation and review technique (GERT) Answer: B Diff: 2 Page Ref: 88 Lo: 4 83) is defined as the official layout of the planned marketing research activity for management. It describes the research problem, the approach, the research design, data collection methods, data analysis methods, and reporting methods A) Research design B) The critical path method C) The marketing research proposal 84) The marketing research proposal consists of many sections. The section is normally a statement of the problem, including the specific components. A) problem definition/objectives of the research B) approach to the problem C) executive summary D) research design Answer: A Diff: 2 Page Ref: 7 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hlall85) The section of the marketing research proposal should discuss how the data will be collected and who will collect it. The section of the proposal discusses the kind of data analysis that will be conducted and how the results will be interpreted. A) appendices: data analy: B) fieldwork/data collection; reporting C) research design: data analysis D) fieldwork/data collection; data analysis Answer: D Diff Page Ref: 88 LO: 5 86) Compare and contrast the exploratory, descriptive, and causal research designs (Table 3.2 in the text). Answer: A comparison of the basic research designs appears in Table 3.2 in the text. The objective of exploratory des de nis to discover ideas and insights: of descriptive design is to ribe market characteristics: of causal design to determine cause and effect or functions. ‘The characteristics ofexploratory design include flexibility, versatility, and that itis often used as the front end of total research design, The characteristics of descriptive design include its preplanned and structured design and that it is marked by the prior formulation of specific hypotheses, ‘The characteristics of causal design include the fact that mediating variables must be controlled for and that one or more independent variables are manipulated. Methods sing exploratory design include expert surveys, pilot surveys, secondary data (which is analyzed qualitatively), and qualitative research. Methods using descriptive design include secondary data (which is analyzed quantitatively), surveys. panels, and observational and other data, Methods using causal design include experiments. Diff: 3 Page Ref: 72 AACSB: Analytic Skills LO: 2 87) Patronage at the local Macy's has been declining. What is the cause and how can it be stopped? Use the six Ws used in descriptive design to clearly define the information needed to address this management decision problem. Answer: The six Ws are as follows: Who-Who should be considered a patron of a particular department store? What-What information should be obtained from the respondents? When-When should the information be obtained from respondents? Where-Where should the respondents be contacted to obtain the required information? Why-Why are we obiaining information from the respondents? Way-In what way are we going to obtain information from the respondents? The students should have their own responses geared specifically toward the department store patronage project. Dif: 3 Page Ref: 74-75 AACSB: Anolytic Skills 18 Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallMarketing Research: An Applied Orientation, 6e (Malhotra) Chapter 4 Exploratory Research Design: Secondary Data 1) Seeondary data are originated by a researcher for the specific purpose of addressing the problem at hand, Answer: FALSE Page Ref: 100 2) Primary data are data that have already been collected for purposes other than the problem at hand. Answer: FALSE Diff: 1 Page Ref: 100 AACSB: Analytic Skills Lo: 1 3) As compared to primary data, secondary data are collected rapidly and casily, ata relatively ow cost, and in a short time. Answer; TRUE Diff: | Page Ref: 100 AACSB: Reflective Thinking LO: 1 4) Examination of available primary data is a prerequisite to the collection of secondary data. Answer: FALSE Diff: 2 age Ref: 101 10:1 5) Secondary data can help you develop an approach to the problem, answer certain research ions and test some hypotheses, and interpret primary data more insightfully. Answer; TRUE Diff: 2 Page Ref: 101 Lo:2 6) Ibis easy to evaluate the accuracy of secondary data because the researcher did parti the research. Answer: FALSE Diff: 1 Page Ref: 101-104 LO: 3 7) One of the problems when evaluating secondary data is that the data may be updated too frequently for the purpose of the problem at hand. Answer: FALSE Dim 1 Page Ref: 101-104 LO: 3 1 Copyright © 2010 Pearson Education, Ine, publishing as Prentice Ffall8) Data collected with a specific objective in mind is always appropriate in another situation Answer: FALSE Diff: 2 Page Ref: 101-104 AACSB: Analytic Skills Lo:3 9) Secondary data may be measured in units that may not be appropriate for the current problem. Answer: TRUE Diff: 2 Page Ref: 101-104 AACSB: Analytic Skills Lo: 3 10) It is not possible to reconfigure the available data, for example, convert the units of measurements, so that the resulting data are more useful to the problem at hand. Answer: FALSE Diff: 3 Page Ref: 101-104 AACSB: Analytic Skills LO: 3 11) Data published anonymously or in a form that attempts to hide the details of the data collection methodology and process should be viewed with suspicion. Answer TRUE Diff: 2 Page Ref: 101-104 AACSB: Analytic Skills Lo: 3 12) Secondary data may be classified as either internal or extant. Answer; FALSE Diff: 1 Page Ref: 105 Lo:4 13) Primary data should be the starting point in the search for external data. Answer: FALSE Diff: 1 Page Ref: 105 AACSB: Reflective Thinking LO: 4 14) External data are those generated within the organization for which the research is being conducted. Answer: FALSE 1 Page Ref: 105 Lo: 4 15) Before collecting external secondary data, it is useful to analyze internal secondary data. Answer: TRUE Diff: 1 Page Ref: 105 AACSB: Reflective Thinking Lo: 4 2 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall16) Chrysler's Personal Information Centers collect data from car owners on all aspects of buying a car. These PICs give the company the ability to engage in customized marketing. Chiysler is using internal secondary data in its database marketing efforts Answer: TRUE Diff 2 Page Ref: 107 AACSB: Reflective Thinking Lo: 4 ificant advantages, They are easily available and 17) Secondary internal data have two si Ff Page Ref: 106 AACSB: Reflective Thinking LO: 4 18) Secondary internal sources of data are often not fully exploited by organizations, TRUE Page Ref: 106 Lo: 4 19) Private sources update census data at a detailed geographic level for between-census years. Answer: TRUE Diff:2 Page Ref: 110 Lo: 4 20) Directory databases provide information on individuals, organizations, and services. Answer: TRUE Diff: 2 Page Ref: 109 Lo: 4 21) Syndicated sources, also referred to as syndicated services, are companies that collect and sell common pools of data of known commercial value, designed to serve information needs shared by a number of clients. : TRUE Page Ref: 113 22) Syndicated sources collect data for marketing research problems specific to individual clients. Answer: FALSE Diff: 3 Page Ref: 113 Lo: 5 3 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hallvices data are not collected for the purpos’ of marketing research problems specific 0 indi ‘Answer: TRUE Diff: 3 Page Ref: 113 Lo: 5 +24) Syndicated sources ean be classified based on the unit of measurement households/consumers or institutions). Answer) TRUE Diff: 2 Page Refi 113 Lo: $5 stions are the unit of measurement, the data may be obtained from reta 25) When inst wholesalers, or households. Answer: FALSE Diff: 3 Page Ref: 113 Lo: 5 sribed by the activities tive pattern of living that is desci selves and the world 26) A lifestyle may be defined as a distin and the opinions they hold of the people engage in, the interests they have, around them (AIOs). ‘Answer: TRUE Diff: 2 Page Refi 114 Lo: 5 27) Surveys are the primary means of obtaining information about consumers’ motives, attitudes, and preferences, Answer: TRUE Diff: 2 Page Refi 115, LO: 5 28) The distinguishing feature of purchase and media panels is that the respondents record specific behaviors as they occur. ‘Answer; TRUE Diff: 2 Page Ref: 115 AACSB: Reflective Thinking Lo: $ over a laser scanner that reads the UPC 29) Scanner data is obtained by passing me Golefiomihe packages. shan Answer: TRUE Diff: 1 Page Refi 115 AACSB: Use of IT Lo: 5 4 (Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall30) Scanner data have an obvious disadvantage over surveys and purchase panels, because they reflect purchasing behavior that is not subject to interviewing, recording, memory, or expert biases. Answer: FALSE Diff: 2 Page Ref: 115 AACSB: Use of IT Lo: 5 31) An advantage of scanner data is that in-store variables like pricing, promotions, and displays are part of the data set. Answer: TRUE Diff: 2 Page Ref: 115, AACSB: Use of IT Lo: 5 32) Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions. Answer: TRUE Diff: 2 Page Ref? 115 AACSB: Reflective Thinking Lo: 5 33) Financial, operating, and employment data are also collected by industry services' syndicated research firms for one in 10 North American Industry Classification System (NAICS) industrial categories. Answer: FALSE Diff: 3 Page Ref: 124 AACSB: Reflective Thinking Lo: 5 34) The range and sources of syndicated data available for industrial goods firms are more limited than those available to consumer goods firms. Answer: TRUE Diff. 2 Page Ref: 124 AACSB: Reflective Thinking LO: 5 35) Maps that solve marketing problems are called thematic maps. Answer: TRUE Diff. 3 Page Ref: 125-126 Lo: 7 36) Ethical issues also arise if the users of secondary data are unduly critical of the data that do not support their interests and viewpoints. Answer: TRUE Diff: 2 Page Ret AACSB: Ethical Reasoni LO: 9 128 5 Copyright © 2010 Pearson Education, Ine, publishing as Prentice Hall37) As compared to primary data, secondary data are collected A) rapidly and easily B) ata relatively low cost C) ina short time D)all of the above Answer: D Diff: Page Ref: 100 Lo: 1 38) The for primary data is very involved and the s high. ‘A) collection purpose; collection time B) collection process: collection cost C) collection process; collection purpose D) collection cost; collection time Answer: B Diff: 2 Ps Lo: 1 ge Ref: 100 39) Which of the following is nor a disadvantage of secondary data? ‘A) The objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation. B) Secondary data may be lacking in accuracy. C) Secondary data may be expensive and time consuming. D) Secondary data may not be completely current or dependable. Answer: C AACSB: Reflective Thinking LO: 2 40) Which of the following statements refer to the currency criteria when evaluating secondary data? A) Data should be reliable and generalizable to the problem at hand. B) Syndicated firms periodically update census data. C) The objective will determine the relevance of the data. Reconfigure the data to increase their usefulness, if possible. D) Assess accuracy by comparing data from different sources. Answer: B Ditt: 2 Page Ref: 102 AACSB: Analytic Skills LO:3 6 Copyright © 2010 Pearson Education, Inc, publishing as Prentice Hall41) Which of the following statements refer to the objective criteria when evaluating secondary data? A) Data should be reliable and generalizable to the problem at hand. B) Syndicated firms periodically update census data, C) The objective will determine the relevance of the data. Reconfigure the data to increase their usefulness, if possible. D) Assess accuracy by comparing data from different sources. Answer: C Diff: 1 Page Ref: 102 AACSB: Analytic Skills Lo: 3 42) Based on the criteria for evaluating secondary data shown in Table 4.2 in the text, the data collected by Nielsen Media Research may be suspect because of all of the following criteria except : A) speeification/methodology B) error/accuracy. C) objective D) dependability Answer: C Diff: 2 Page Ref: 102 AACSB: Analytic Skills LO:3 and reporting a 43) Errors in the approach, research design, sampling, data collection, anal stages of the project refer to the criteria for evaluating secondary da A) nature B) objective €) error/accuracy D) currency Answer: C Diff: 1 Page Ref: 102 AACSB: Analytic Skills Lo: 3 of the following statements is nof truc about the currency of secondary data’? ne lag between data collection and publication may be long. B) The value of secondary data is diminished as it becomes dated. C) The data may not be updated frequently enough for the problem at hand. D) All of the above are correct. Answer: D Dif 1 Page Ref: 103, AACSB: Analytic Skills Lo: 3 7 Copyright © 2010 Pearson Education, Ine. publishing as Prentice Hall41) Which of the following statements refer to the objective criteria when evaluating secondary data? A) Data should be reliable and generalizable to the problem at hand. B) Syndicated firms periodically update census data, C) The objective will determine the relevance of the data. Reconfigure the data to increase their usefulness, if possible. D) Assess accuracy by comparing data from different sources. Answer: C Diff: 1 Page Re! AACSB: Analytic Skills LO:3 42) Based on the criteria for evaluating secondary data shown in Table 4,2 in the text, the data collected by Nielsen Media Research may be suspect because of all of the following criteria except ' A) specification/methodology B) error/accuracy ©) objective D) dependability Answer: C Diff: 2 Page Ref: 102 AACSB: Analytic Skills Lo: 3 43) Errors in the approach, research design, sampling, data collection, analysis, and reporting stages of the project refer to the criteria for evaluating secondary data. A) nature: B) objective C) error/accuracy D) currency Answer: C Diff: 1 Page Ref: 102 AACSB: Analytic Skills LO: 3 44) Which of the following statements is of true about the currency of secondary data? A) The time lag between data collection and publication may be long. B) The value of secondary data is diminished as it becomes dated. C) The data may not be updated frequently enough for the problem at hand, D) All of the above are correct. Answer: D Diff Page Ref: 103 AACSB: Analytic Skills 10:3 7 Copyright © 2010 Pearson Education, Ine. publishing as Prentice Hall45) When evaluating secondary data, the criteria asks the question of "why the data were collected in the first place.” A) nature B) objective ©) error/accuracy D) currency Page Ref: 103 AACSB: Analytic Skills LO: 3 46) If the key variables have not been defined or are defined in a manner inconsistent with the researcher's definition, then the usefulness of the data is limited. This statement refers to the criteria for evaluating secondary data. A) nature B) objective C) error/accuracy D) currency, Answer: A Diff: 2 Page Ref: 104 AACSB: Analytic Skills LO:3 47) You are reviewing secondary data to help with a project concerning consumer preferences for television programs based on viewer income. Which of the following statements would not be of concern when considering the nature criteria for evaluating secondary data? A) The relationships examined should be taken into account, B) Secondary data may be measured in units that may not be appropriate for the current problem. C) The researcher must determine if the data are accurate enough for the purpose of the present study D) It is possible to reconfigure the available data so that the resulting data are more useful to the problem at hand. Page Ref: 102 AACSB: Analytic Skills LO: 3 48) An overall indication of the dependability of data may be obtained by examining the , credibility, reputation, and of the source, A) accuracy; trustworthiness. B) trustworthiness; expertise C) expertise; accuracy D) None of the above is correct Answer: B Diff: 3 Page Ref: 104 AACSB: Analytic Skills LO: 3 8 Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallFull BI | Cal: studocu.com/row/document/jamaa Chap04 - for testing what you have studi Pee) +, AlQuiz t 49) Which of the following classifications of secondary data is nota classification for external secondary data (Figure 4.1 in the text)? A) published materials B) computerized databases (©) ready-to-use D) syndicated services “Answer: C Dif 2 Page Ref: 105 Lo: 4 50) Creating a marketing database involves all ofthe following steps excep ‘A) transferring ra sales information toa microcomputer B) enhancing consumer purchase information by overlaying it with demographic and _psyehograpie information (©) analyzing information in terms of a customer’ activity over the life ofthe business relationship D) none of the above Answer: D Dif3 Page Ref: 106-107, “AACSB: Reflective Thinking 10:4 '51) The CRM system used by Chrysler isan example of ‘A) directory databases 1B) database marketing ©) ants 1D) none of the above Answer: B DI? Page Ref: 107 ‘AACSB: Reflective Thinking Lo: 4 '52) Caterpillar needed to know what truck flets should test their two new engines; how they ‘could get a marketing strategy that could be measured; and how 10 adjust forthe coming ‘downtum in sles. To answer these questions, they gave thelr solesfore laptops and paid them to enter customer information related to each sale they made. Caterpillar analyzed the newly ‘acquired customor data and developed strategies to address their marketing questions. Caterpillar utilized ‘A) secondary marketing B) extemal marketing (©) database marketing ) internal marketing “Answer: C Diff: Page Ref: 107-108 AACSB: Reflective Thinking Lo:4 9 Copyright ©2010 Peason Education, Ie. publishing as Prete all,53) are an excellent source of standard or recurring information. A) Directories B) Indexes. C) Guides D) Statistical published data Answer: © Page Ref: 109 54) Published external secondary data sources may be broadly classified as or sources (Figure 4.2 in the text), A) public business; government B) general business; government ) general business; federal D) public business; federal Answer: B Diff: 2 Page Ref: 108 Lo: 4 55) are helpful for identifying individuals or organizations that collect specific data. A) Directories B) Indexes. C) Guides D) Statistical published data Answer: A Diff: 2 Page Ref: 109 Lo:4 tions by 56) It is possible to locate information on a particular topic in several different pul using A) directories B) indexes C) guides D) statistical published data Answer: B Diff 2 Page Ref: 109 Lo: 4 57) Examples of other government publications published by the federal government of the following except A) Periodical Abstract B) Business Conditions Digest €) Statistical Abstract of the United States D) Survey of Current Business Page Refi 110 10 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hallare databases stored in computers that require a telecommunications network to A) Offline databases B) Bibliographic databases C) Online databases D) Special purpose databases Answer: C Di LO: e Ref: 11 2 4 59) You are researching secondary data on the shopping habits of houscholds for your project. A marketing research firm that had done research in the arca has agreed to allow you to dial into their mainframe computer to access the data, You will be accessing a(n) j A) online database B) special purpose database C) offline database D) customer database Answer: A Diff: 3 Page Refi 111 AACSB: Reflective Thinking Lo:4 60) You are researching secondary data on the shopping habits of houscholds for your project. You found a data source available via CD-ROM at the library. You are about to check out a(n) A) online database B) internet database ©) offline database D) customer database Answer: © Diff: 2 Page Ref: 111 AACSB: Reflective Thinking Lo: 4 61) are databases composed of citations to articles in journals, magazines, newspapers, marketing research studies, technical reports, government documents, and the like. A) Offline databases B) Bibliographic databases C) Online databases D) Internet databases Answer: B Diff: 2 Page Ref: 112 Lo: 4 nL Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall62) InfoUSA (www.infousa.com) is a leading provider of sales and marketing support data InfoUSA provides data via a . A) offline database B) bibliographic database C) online databas D) internet database Answer: D Page Ref: 112 Lo: 4 63) databases provide information on individuals, organizations and services. A) Special purpose B) Bibliographic C) Directory D) Numeric Answer: C Diff: 2 Page Ref: 112 Lo: 4 64) Which of the following is a disadvantage of audit services (Table 4.3 in the text)? A) interviewer errors; respondent errors B) data is lacking in terms of content, quantity, and quality C) data may not be representative: quality of data lit D) coverage may be incomplete; matching of data on the competitive a Answer: D ity may be difficult Diff: 3 Page Ref: 115 AACSB: Reflective Thinking Lo: 5 65) Which of the following is a disadvantage of surveys (Table 4.3 in the text)? A) interviewer errors: respondent errors B) data is lacking in terms of content, quantity, and quality C) data may not be representative: quality of data limited may be incomplete; matching of data on the competitive a Answer: A. 3 Page Refi 115 AACSB: Reflective Thinking Lo: 5 2 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall66) Which of the following is a characteristic of purchase panels (Table 4.3 in the text)? A) houschiold purchases recorded through electronic scanners in supermarkets B) houscholds pro ifie information regularly over an extended period of tim: respondents asked to record specific behaviors as they occur ) verification of product movement by examining physical records or performing inventory analysis D) data banks on industrial establishment created through direct inquiries of companies, clipping services, and corporate reports Answer: B Diff: Page Ref: 115 AACSB: Reflective Thinking Lo: 5 67) Which of the following is a characteristic of audit services (Table 4.3 in the text)? ‘A) household purchases recorded through electronic scanners in supermarkets B) houscholds provide specific information regularly over an extended period of time: respondents asked to record specific behaviors as they occur C) verification of product movement by examining physical records or performing inventory analys D) data banks on industrial establishment created through direct inquiries of companies, clipping services, and corporate reports Answer: C iff: 2 Page Ref: 115 LO: 5 68) Surveys can be used for which of the following purposes? A) to evaluate advertising B) to examine purchase and consumption behavior C) for market segmentation D)all of the above Answer: D Diff: Lo: 5 Page Ref: 117 69) Gallup and Robinson Magazine Impact Research Service (MIRS) test ads using an at-home |-magazine context among widely dispersed samples, ‘Test ads may naturally appear in the magazine of are inserted as tip-ins. It provides strong, validated measures of recall, persua responsive scheduling. The MIRS is an example of surveys being used and ad reaction A) fo evaluate advertising B) to examine purchase and consumption behavior C) for market segmentation D)all of the above Answer: A Diff: 1 Page Ref: 116 AACSB: Reflective Thinking Lo: 5 B Copyright © 2010 Pearson Education, Ine. publishing as Prentice Hall70) A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices, supplementing the purchase formation recorded online or in a diary is referred to as. A) scanner diary panels/eable TV B) scanner pancls C) purchase panels D) media panels Answer: D Diff: 2 Page Ref: 118 Ti) Accord of scanner data. Which of the following is A) grocery panels B) scanner panels C) Both A and B are correct. D) none of the above to your text, volume tracking data and scanner panels with cable TV are sources also a type of scanner data? Answer: B Diff: Page Ref: 121 AACSB: Use of IT Lo: 5 72) Scanner data where pane] members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ‘A) scanner panels with cable TV B) volume tracking data ) scanner panels D) none of the above Answer: C Dith Page Ref: 121 AACSB: Use of IT Lo: 5 73) The different types of scanner data are useful for a variety of purposes. Whieh of the following purposes applies to scanner data? A) data used for consumer beliefs B) data used for establishing consumer attitudes ©) data used to determine customer motives D) making advertising decisions, including budget, copy and media, pricing Answer: D 3 Page Ré AACSB: Use of IT LO: 5 u Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hallaudit data include all of the following except 74) The uses of retail and wholesale aud ‘A) identifying shelf space allocation and inventory problems B) establishing profiles of specific user BF0'PS (C) developing sales potentials and foreeasts 1D) analyzing distribution problems Answer: B Diff: 2 Lo: 5 Page Ref: 123 which of the following? vices is useful for quotas 75) Information provided by dustry serv ng territories and setting ‘A stles management decisions such a8 def B) advertising decisions such as allocating advertising budgets C) segmenting the market and designing custom products and set Dyall of the above vices for important segments ‘Answer: D Diff: 2 Page Ref: 124 ‘AACSB: Reflective Thinking, LO: 5 16) combines geography with demographic information and a company's sales data or other proprictary information to develop thematic maps. A) Single-source data B) Demographic mapp C) Computer mapping D) Thematic mapping Answer: C Diff: 2 Page Refi 125 LO: 7 wer provides data to help you ¢s annual Survey of Buying Po or states. What TT) Sales & Marketing Management’ hnether they are cities, counties, metro areas, analyze each of your U.S. markets, w1 of the following information is also true of the Survey of Buying Power? Jo It features statistics, rankings, and projections for every county and ‘media market in the ied Slates with demographie broken out by age, race. city, county, and stale. By Tt features information on retail spending: and projections for future growth ip these areas. €) features a unique measure of spending power that takes population, EBI, and retail sales into account to determine a market's ability to buy. D) All of the above are true. Answer: B Diff: 3 Page Ref: 126 AACSB: Analytic Skills LO: 6 15 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall| Cou IMic > Full | Cal B | IMic 23 studocu.com/row/document/jamaaé- udocu search for courses, books or documents Q Chap04 - for testing what you have studi. #AlQuz | is Copyright© 2010 Pearson Eaton, les. pubishng as Pret Hal 78) Which of the following concems are important when evaluating secondary data for international projects? |A) Measurement units may not be equivalent across countries, [B) The accuracy of secondary data may vary ffom country to country C) Both A and B are correct. 1D) None of the above are correct, ‘Answer: C Diff|2 Page Ref: 127 AACSB: Multiultueal and Diversity Lo: 8 79) Which ofthe following practices might be unethical? A) the use of secondary data alone when the esearch requires primary data collection B) the client i billed a fixed fee forthe project ) the unnecessary collection of expensive primary data when the research problem can be sddresced based on secondary sources alone 1D) Both A and C are correct. Answer: D Dit: 1 Page Ref: 128-129 AACSB: Ethical Reason Lo: 9 80) Diseuss the advantages and uses of sevondary data, “Answer: Secondary data are easily accessible, relatively inexpensive, and quickly obtained. ‘Secondary dsta can help you Tientify the problem Bater define the problem Develop an approach tothe problem Formulate an appropriate research design (for example, by identifying the key variables) ‘Answer certain research questions and fest some hypotheses Interpret primary data more insightfully Di? Page Ref 101 AACSB: Reflective Thinking Lo:2 6 Corie ©2010 Penson Edson, ne. publishing as Prete Hal81) List the issues to be considered when evaluating secondary data using the specification/methodology criteria (Table 4.2 in the text). Answe Data collection + Response rate Quality of data + Sampling technique + Sample size + Questionnaire design + Fieldwork Data analysis Di: 3 Page Ref: 102 AACSB: Analytic Skills LO: 3 82) List the criteria for evaluating secondary data (Table 4. Answer: Secondary data should be evaluated on the follo in Table 4.2 in the text. Specification/methodology Error/Accuracy + Currency + Objective + Nature Dependability bitt3 Page Ref: 102 AACSB: Analytic Skills Lo:3 in the text). 1g criteria which are fully described 83) What are the major advantages of secondary internal data? Answer: Secondary internal data have two significant advantages. They are easily available and inexpensive. In fact, secondary sources are generally the least costly of any source of marketing research information; yet these data often are not fully exploited. Diff: 1 Page Ref: 106 AACSB: Reflective Thinking Lo: 4 0 Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallMarketing Research: An Applied Orientation, 6e (Malhotra) Chapter 5. Exploratory Research Desig tive Research 1) Qu: tured, exploratory research methodology based on s} sampl nts and understanding of the problem setting, Answer: TRUE Diff: 2 Page Ref: 139 AACSB: Reflective Thinking LO: 1 2) Quantitative research secks to quantify the data and. typically, applies some form of statistical analysis. Answer: TRUE Diff: 2 Page Ref: 139 AACSB: Reflective Thinking LO: 1 3) The findings of qualitative research should be regarded as conclusive and used to make generalizations to the population of interest. Answer: FALSE Diff: 3 Page Ref: 139 AACSB: Reflective Thinking LO: 1 4) Qualitative research procedures are classified as either descriptive or causal. Answer: FALSE Diff: 2 Page Refi 139 LO: 2 5) Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research. Answer: TRUE Diff: 2 Page Ref: 140-141 AACSB: Reflective Thinking LO:2 6) The main purpose of focus groups is to gain insights by listening to a group of people from the appropriate target market talk about issues of interest to the researcher. Answer: TRUE Diff: 2 Page Ref: 140-141 AACSB: Reflective Thinking LO: 2 1 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall7) An indirect qualitative projective tech determine what milk drinkers prefer to eat Answer: FALSE ue is best to use when conducting research to th their milk. Diff: 2 Page Ref: 140-141 AACSB: Reflective Thinking Lo:2 8) A focus group generally includes 10 10 16 members. Answer; FALSE Diff Page Ref: 142 Lo 3 9) A focus group should be homogeneous in terms of demographic and socioeconomic characteristics. Answer; TRUE Diff: 2 Page Ref: 142 LO:3 10) Typical information obtained from the screening questionnaire includes product familiarity and knowledge, usage behavior, attitudes toward and participation in focus groups, and standard demographic characteristics, Answer: TRUE Diff: Page Ref: 142 AACSB: Analytic Skills LO: 3 11) Use of a moderator's outline reduces some of the validity problems inherent in focus groups, such as those caused by different moderators not covering the same content areas in comparable ways. Answer: FALSE Diff: 3 Page Ref: 144 AACSB: Analytie Skills LO: 3 12) The number of focus groups that should be conducted on a single subject depends upon (1) the nature of the issue, (2) the number of distinct market segments, (3) the number of new ideas generated by each successive group, and (4) time and cost. Answer: TRUE Diff: 2 Page Ref: 147-148 AACSB: Analytic Skills LO: 3 13) Resources permitting, anticipate what will be Answer: FALSE ne should conduct additional focus groups until the participants ean Diff: 2 Page Ref: 147-148 AACSB: Analytic Skills Lo:3 2 ‘Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall14) Telesession groups are focus group sessions by Internet using chat rooms. Answer: FALSE Diff: 2 Page Ref: 149 Lo: 3 15) Synergism, snowballing, simulation, and security are some of the advantages of focus groups. 16) One advantage of focus groups is synergism which results beeause the participants’ feelings are similar to those of other group members; they feel comfortable and therefore willing to express their ideas and feelings. Answer: FALSE Diff:3 Page Ref: 149 Lo:3 17) One advantage of focus blue in a group than in an indi TRUE Page Ref: 149 ups is serendipity because ideas are more likely to arise out of the ual interview. Ja) Foeus groups can be misused and abused by considering the results as conclusive, Answer: TRUE Diff: 2 Page Ref: 149 Lo:3 20) A disadvantage of focus Eroups is that the unstructured nature of the respo, K coding. analysis, and interpretation difficult, romes makes Answer: TRUE Diff: 1 Page Ref: 149. Lo: 3 21) Focus groups can be address 3 " courses of acing” BF Used to address substantive isstes such as deciding on alternative Answer: FALSE Diff: 3. Page Ref: 150-15] LO: 3 | 3 Conyright © 2010 Pearson Education,22) Unlike traditional focus groups, online focus group participation is by invita Answer: FALSE Diff: 2 Page Ref: 150-151 Lo: 3 23) Participants in online focus groups receive a time, a URL, a room name, and a password via e-mail. Answer: TRUE Diff: 1 Page Ref: 150-151 LO: 3 24) The cost of online focus groups is much less than for traditional focus groups. Firms ure able to keep costs between one-fifth and one-half the cost of traditional focus groups. Answer: TRUE Diff: 2 Page Refi 152 Lo: 3 25) Only audio and visual stimuli can be tested via online focus groups. Answer: TRUE 1 Page Ref: 152 26) Online focus group participants don't have the potential to be distracted by external stim Answer: FALSE Diff: 1 Page Ref: 152 LO:3 27) Online focus groups are appropriate for every research situation. Answer; FALSE Diff: 1 Page Ref: 152 LO: 3 28) There are fewer people in an online focus group than in a traditional focus group (Table 5.3 in the text). Answer: TRUE Diff: 2 Page Ref: 152 LO: 3 29) During depth interviews, probing is of critical importance in obtaining meaningful responses and uncovering hidden issues. Answer: TRUE Diff: 1 Page Ref: 153-155 LO: 4 4 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall30) Laddering requires intervie) develop a meaningful Answer: TRUE Diff: 2 Page Ref: AACSB: Analytic Skills Lo: 4 1s lo be trained in specific probing techniques in order to ‘mental map" of the consumer's view toward a target product. 154-155 31) Symbolic anal with their opposites. Answer: TRUE, Diff: 2 Page Ref: 154-155 AACSB: Analytic Skills Lo: 4 attempts to analyze the symbolic mea 32) Depth interviews uncover less depth of insights than focus groups. Answer: FALSE Diff: 3 Page Ref: 156 AACSB: Reflective Thinking LO: 4 33) In role playing, the researcher assumes that the respondents will project their own feelings into the role. Answer: TRUE Diff: 2 Page Ref: 161 LO: 5 34) Projective techniques generally require personal interviews with highly trained interviewers. This is an advantage of projective techniques. Answer: FALSE Dif: 2 Page Ref: 162-163 LO: 5 35) Data determination is one of the three general steps that should be followed when analyzing qualitative data. Answer: FALSE Diff: 3 Page Ref: 164 AACSB: Analytic Skills Lo: 1 36) Qualitative research may reveal the differences between the foreign and domestic markets. Answer: TRUE Diff: 2 Page Ref: 166 AACSB: Multicultural and Diversity LO: 6 5 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall37) To minimize negative effects that may arise from disguising the purpose of the qualitative research, the respondents should be informed up front that the truc purpose of the research is i the responses. Page Ref: 167-168 AACSB: Fihical Reasoning LO:7 38) Focus groups, depth interviews, and projective techniques can be implemented over the Internet. Answer: TRUE Diff: 2 Page Ref: 170 AACSB: Use of IT LO: 8 39) Baby boomers are a large consumer target for many products and "show and tell" focus groups are being used by consumer researchers. Which of the following statements is nat true about "show and tell" focus groups? A) Respondents’ attitudes are uncovered by analyzi deliberately unstructured, vague, and ambiguous, B) They provide the needed insight into the core values boomers hold close to their hearts. ) Participants bring in three or four items that represent their ideal environment D) Group discussion is centered on the items brought in for “show and tell." Answer: A their responses to scenarios that are 2 Page Ref: 137 AACSB: Reflective Thinking LO: 1 40) Whenever a new marketing research problem is being addressed research must be preceded by appropriate research. ‘A) qualitative; quantitative B) observational; experimental C) quantitative; qualitative D) experimental: observational Answer: C 2 Page Ref: 139 Lo: 1 41) According to Table 5.1 in the text, which of the following does not apply to qualitative research? A) a small number of nonrepresentative cases B) non-statistical data analysis C) unstructured form of data collection D) outcome is used to recommend a final course of action Answer: D. iff: 3 Page Ref: 139 AACSB: Reflective Thinking, LO: 1 6 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall| ake 2 Full BV | Cal BM | IMic ¢= | Cou & | IMic + | sso. + | IMic studocu.com/row/document/jamaai *Y + D9 € > O udecu Search for courses, books or documents Q Chap - for testing what you have studied in chapter § [ hy 95% (65) 16 96% (45) 42) There are several reasons to use qualitative research, Which ofthe following is mora reason to use qualitative research? A) Itis not always possible, or desirable, to usefully structure or formal methods to obtain information from respondents. 'B) People may'be unwilling or unable to answer certain questions. ©) People are unwilling to give truthful answers to questions that invade ther privacy, embarrass thom, or have a negative impact on their ego or stats. D) none of the above Answer: D Dif2 Page Ref: 140 AACSB: Reflective Thinking, Lo: 1 43) The i one type of qualitative research in which the purposes of the project are disclosed tothe respondeat or are obvious, given the nature of the interview. ‘A) indirect approael ) direct approach (©) focus group approach ) descriptive approach ‘Answer: B Dif 1 Page Ref: 140-141 Lo: 2 444) An interview conducted by a trained moderator among a small group of respondents in an ‘unstructured and natural manner is a(n) A) dept interview B) projective technique (©) association technique D) focus roup Answer: D Diff:2 Page Ref: 140-141 Lo:2 45) Foous groups areata) research procedure and projective techniques are a(n) research procedure. Ap experimental; direct B) indirect; direct ©) ditect; experimental ) direct indizeet Answer: D 7 CCopytipht © 2010 Pearson Education In. polishing ae Prentice al46) are the most important qualitative research procedure. A) Focus groups. B) Depth interviews C) Projective techniques D) Association techniques Answer: A Page Ref: 141 of the following is mos one of the key qualifications of focus group moderators? A) joviality B) kindness with firmness C) flexibility D) sensitivity Answer: A Diff: 2 Page Ref: 142-143 LO:3 48) The procedure for planning and conducting focus groups is described in Figure 5.3 in the text. Planning begins with . A) specifying the objectives of qualitative research B) writing a screening questionnaire C) developing a moderator's guide D) determining objectives of the marketing research project and defining the problem Answer: D Diff: 1 Page Ref: 143 AACSB: Analytic Skills LO: 3 49) Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the : and - A) researcher; moderator; and respondents. B) researcher; client; moderator. ) researcher; client; respondent. D) cliemt; respondent; moderator. Answer: B Diff: 2 Page Ref: 144 AACSB: Analytic Skills LO:3 8 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall| IMic #2 | ate © > Full B | Cale BS IMic = | Cou 2 | IMic 3 studocu.com/row/document/jamaasi vy & OD € > O udocu Search for courses, books or documents a Chapo8 - for testing what you have studied in chapter 5 I ‘Copyrignto 2010 reson eaucanor. ine, puts a EME 50) The Real Research Mall of Atlanta focus eroup e A) information on the mall visit experience B) information on mall brand identity versus other malls ) information on the brand value ofthe mall D)all ofthe above Answer: D DIM? Page Ref: 146-147 AACSB: Analyte Skills 10:3 the (ext used focus groups to 51) Itis recommended that atleast focus groups be conducted A)two B) three ©) four Dy five Answer, A, Page Ref: 153 52) A focus group interview conducted by two moderators where one moslrator is responsible forthe smooth flow of the session, nd the other ensures that specifi issues are discussed is called a A) two-way Tous group B) dueling-moderator group ©) dual-moderator group D)respondent-moderator group “Answer: C Diffi3/ Page Ref: 148-149 Lo: 3 '53) Focus groups can use several variations ofthe standard procedure, Which of the following is not one of the variations mentioned in your text? A) respondeat-moderator group 8) elion-parteipant group ) tag-toam moderator group D) miniegroup Answer: C Diff;3 Page Ref 148-149 ‘AACSB: Analytic Skills Lo:3 Copyright© 2010 Fearon Esato, lc. publishing ws Prete Mallre where the moderators deliberately ed a w conducted by 8° moderato discussed 15 cal . 1s group inte ake opposite positions Of th weydueling-moderater eo? By wvo-sway focus erouP €)dual-moderator B°0UP 1p) respondent-modernor ‘group ‘Answer: A Page Ref: 148-149 54) A foot! he issues 10 Diff: 3 RacsB: Analytic Skills Lo: 3 55) One of the findings oF the Mall of Atlanta focus 2r0uh research mentioned in the text was se geepondents who go 10 Ne all for entertainment tT 10 hhatd costs to wnder $30, except for Upgcin|oveasions, The cen aed this information and ieeided to design a mall experience package that would £08 ‘$39.95 The client has fallen viet! fo which disadvantage of focus groups? A) misuse B) misrepresentation cy messy Dy Both A and Bare correct: Answer: D 3 Page Ref: 146-147 AACSB: Analytic Skills Lo:3 he following is a methodological application of focus groups? ns of new product concepts courses of action 56) Which of tl ‘A) obtaining impressio B) generating alternative ) Both B and Dare correct. ) generating hypotheses that ean be tested quantitatively Answer: C Diff: 3 Page Refi 150 ‘AACSB: Analytic Skills LO: 3 57) Focus groups can be use ive is B) generating, new ideas about older products toa problem ) developing an approae! D) interpreting previously obtained quantitative results Answer: B ee 3 Page Refi 150 ACSB: Reflective Thinkit Lo: 3 inking Copyright © 2 io pytight © 2010 Pearson Education, Inc. publishing as Prentice Hall> Full | Cal: | IMic | Mic | IMic Cou | sso ®w¥ £+o¢ec > 0 studocu.com/row/document/jamaa‘ UdOGU Search for courses, books or documents Q Chap05 - for testing what you have studied in chapter 5 { 58) Which statement is or true about online focus groups? ‘A) The group interaction lass for about an hour. 1B) The general practice is for moderators to pose their questions in all respondents to espond using upper and lawer case (©) The whole process is much faster than the traditional method. ) To enter the online focus group, participants must supply the toon password tothe moderator via emil fal letters and the we, user name, and Answer: D Dif? Page Ref; 150-152 AACSB: Reflective Thinking Lo: 3 59) Whieh of the following statements is nar an advantage of online focus groups? ‘A) The researcher ean reach segments that are usually hard to survey. 'B) Researchers ean e-contact group participants aa later date. {€) The cost ofthe online Focus group is much less 1D) Only people that have and know haw to use a computer ean participate. “Answer: D itr Page Ref: 150-152 AACSB: Reflective Thinking Lo: 3 £60) Which ofthe following statements is mot a disadvantage of online focus groupe? A) Moderators may also be able to carry on side conversations with individual respondents, probing deeper into interesting areas. 1B) It con be difficult to verify tha a respondent is a member of «target group, (©) Only audio and visual stimuli canbe tested. 'D) Only people that have and know how to use a computer ean participate. Answer: A Di. 2 Page Ref: 150-152 ‘AACSB: Reflective Thinking Lo: 3 61) Which of the situations mentioned below is not suitable for online focus groups? A) highly emotional issues B) companies that use the Internet tose products or services and want to ei share or gather intelligence (C) corporations that want to gather feedback on workplace issues like dowasizing, job changes, wer gain market and diversity Dy none of the above ‘Answer: A, Diff:2 Page Ref 150-152 AACSB: Reflective Thinking LO: 3 Copyright © 2010 Peanen Eduction Ine. pblihing a Pretce Hal™ -” > Full BI | Cake BI IMic #* | Cou 2 | IMic = ate @ wy to0¢ 9 0 sso studocu.com/row/document/jamaaé: Adocu Search for courses, books or documents Q at ChapoS - for testing what you have studied in chapter 5 (Copyright © 2010 Pesron Education, Ine, publishing as Premtioe Hall aya is an unstructured, direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on topic. AA) focus group B) qualitative imerview ©) projective interview D) depth interview Answer! D) pitt: 2 Page Ref: 153-154 Lo:4 (63) Depth interviews are like focus group in all ofthe following ways exept AA) both are unstructured interviews. B) both are direct ways of obtaining information (©) both are qualitative research methods 1D) both are one-on-one interviews. Answer: D) Diff: Page Ref: 153-154 AACSB: Analytic Skills Lo:4 64) "Why do you say that”, "That's interesting, can you tell me more" or, “Would you like to add anything else?” are examples of, A) fecusing. B) projecting. ©) prob D) none ofthe above Answer: C Diff. Page Ref: 153-154 ‘AACSB: Reflective Thinking Lo: 4 65) is a technique for conducting depth interviews in whieh a Hine of questioning, proceeds from product characteristics to user characteristics. A) Hidden issue questioning BB) Symbolic analysis ©) Laddering 1D) None of the above Answer: C Diff:2 Page Ref: 154-155 ‘AACSB: Analytic Skills Lo:4 2 Copyright © 2010 Pearson Réucaion, Ine publshing as Pretce Hall+ XC BH Full BY) Cale | IMic *+ | Cou £ | IMic | IMic | ave @ studocu.com/row/document/jamaa’i wy & DO ¢ > O GQstudocu search for courses, books or documents Q ChapO5 - for testing what you have studied in chapter 5 [ (Copyright 2010 Yeas Luan, ae. publisng a8 Pence Hal (66) Ina staty the researcher was investigating atiudes toward ailines among male middle f nianagers. Each aii atibute, such s wide-body aicrafs, was probed (why do you Tike 0 teael in wide-body sirerals?) to detemnine why’ ito important (Lean get more work dot) and then hat reason was probed (I accomplish more), and 9 on (esl good about mvs). The depth interview teeniqucs used in the study is eae D) none of the above arson C Dim rage Ret assess AACSB: Analytic Skills . ton 67) wastaly the ng ae nile a managers Questions asked ince, "Wat would tke yeu cold no longer ise Sian” Response i, "Withet plans, woul ave tory on eal eter od icephone call were ected. This suggest tht what fines sl othe manages ace Ibcccommarcaon, ‘The depth inci echaiques weit say ncled o ‘iden fue question Dy symbian Ojiaderns © D)none ofthe above eswer 8 Dif pageRet.1stass “AACSB: Analytic Skills, toot 65)____tsa ype ot depth interview ht tempo locate personal sore ps led to deeply fll personal concerns. 'A) Hidden iesve questioning By Symbolic analysis ©) Laddering ) None of the above Answer: A. Diff:2 Page Ref: 154-155 ‘AACSB: Analytic Skills Lo: b Copyright © 2010 Pearson Education, Ine. publshing se Prentice al> Full Bo Cal | IMic Cou 2 | IMic studocu.com/row/document/jamaa’ vy Adocu Search for courses, books or documents ChapO5 - for testing what you have studied in chapter 5 @ Download isa technique for conducting depth is analyzed by c D) None of the above Answer: B. Diff: Page Ref: 154-155 ‘AACSB: Analytic Skills Lo:4 70) Ina depth interview, the interviewer should . A) avoid appearing superior and put the respondent at ease 'B) be detached and objective, yet personable ©) probe the respondent D)all ofthe above Answer: D Dit Page Ref: 183-156 AACSB: Reflective Thinking Lo:4 71) In a depth interview, the interviewer should ‘A) not accept brief "yes" or “no” answers B) not probe the respondent (©) ask questions in an informative manner D) A and Care both eorreet Answer: B Diff: 1 Page Ref: 153-156 AACSB: Reflective Thinking Lord 72) Depth interviews suffer from many of the disadvantages of focus groups and often to a ereater extent. Which ofthe following disadvantages is not shared with focus groups? A) Skilled interviewers capable of conducting depth interviews sre expensive and difficult to find. 8) The lack of structure makes the results susceptible tothe interviewers influence ©) The data obtained are difficult to analyze and interpret, D) All ofthe above are shared with foeus groups. “Answer: D. Diff: 3 Page Ref: 156 AACSB: Reflective Thinking Lo: 4 ry Copyright © 2010 Pearson Education, In. publishing as Prentice Hallal 7” > Full BH) Cale | IMic | IMic | IMic | Cou sso 23 studocu.com/row/document/jamaasi %&¥ + DO ¢ > O Adocu Search for courses, books or documents . =& ChapO5 - for testing what you have studied in chapter 5 \ 73) A(@) isan unstructured, indirect form of questioning that eneourages respondents to project their underlying motivations, beliefs attitudes, or feelings regarding the issues of A) projective technique B) focus group ) association technique 1) depth interview Answer: A, Diff: 1 Page Ref: 158 Lo: 5 74) In. _ an individual is presented with a stimulus and asked to respond! with the first thing that comes to mind. ‘A) completion techniques B) focus groups (©) association techniques 1D) depth interviews Answer: C DIM 2 Page Ref: 158 75) Word association is the best known of the techniques. A) expressive B) association ©) completion ) construction Answer: B Diff: 1 Page Ref: 158 Lo: 5 76) With respondent word, they are asked to gi A) word association B) sentence completion ©) siory completion presented with alist of words, one ata time. After each First word thal comes to mind. D) none ofthe above Answer: A, Diff? Page Ref: 158 Lo: s 5 CCopyight © 2010 Pearson Eduction ne. publishing s Pree Hall> Full | 4 | IMic #2 | 2% & wii DC > 1 % studc-..-. potters udocu — Search for courses, books or documents Q. ChapO5 - for testing what you have studied in chapter 5 is Copyright ©2010 Pots Edacation Ie, publishing as Preace Hall 77) tn word association, responses are analyzed by calculating A) the froquency with whieh any’ word is given asa response BB) the amouot oftime that elapses before a response is given the numberof respondents who do not respond at all to atest word within a reasonable period of ime Dyallofthe above Answer: D Difk2 Page Ref 158 ‘AACSB: Analytic Skills Lo: 78) is a projective technique that roqutes the respondent to complete an incomplete stirs station, ‘A) Association technique 1B) Expressive technique €) Construction technique 1D) Completion technique Answer: Dy Diff 1 Paye Ref: 159 Lo:s 79) 1 projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them. ‘A) Word association BB) Sentence completion ©) Story completion D) Expression completion Answer: B Diff: 1 Page Ref: 159 Lo: s 80) 2 projective technique in which the respondents are provided with part of a story wn words and required to give the conclusion in thei A) Word association 'B) Sentence completion ) Story completion D) Expression completion Answer: C Diff 1 Page Ref: 159 Lo: s 6 CCoryiaht © 2010 Feason Edseaton, Ine, publishing ss Prentice Hall,8) require the respondent fo construct a response in the form of a story, dialogue, or description A) Association techniques B) Expressive techniques C) Construction techniques ssion techniques 82) In cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another character. A) picture response techniques B) cartoon tests C) third-person techniques D) role playing Page Ref: 161 83) The two main expressive techniques are and . A) role playing; word association B) role playing: third-person technique C) word! association; sentence completion D) third-person technique: word association Page Ref: 161 84) is a projective technique in which the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation A) Role playing B) Sentence completion C) Cartoon test D) Third-person technique Answer: D Diff: Page Ref: 162 LO: 5 85) In . respondents are asked to play the role or assume the behavior of someone else. A) role playing B) sentence completion C) cartoon test D) third-party technique Answer: A Diff: 1 Page Ref: 161 L 5 7 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall86) Projective techniques are used less frequently than unstructured direct methods (focus groups and depth interviews). A possible exception may be = Which is used commonly to test brand names and occasionally to measure attitudes about particular products, brands, packages, cor advertisements. A) story completion B) word association ) sentence completion D) cartoon tests Answer: B Diff: 3 Page Ref: 163 Lo: 5 87) Which of the following guidelines does not enhance the usefulness of projective techniques? A) Projective techniques should be used because the required information cannot be accurately obtained by direct methods. B) Projective techniques should be used for exploratory research to gain initial insights and understanding. C) Given their complexity, projective techniques should not be used naively. D) none of the above Answer: D. Di Page Ref: 163 AACSB: Reflective Thinking Lo: 5 88) is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher chooses which aspects of the data are emphasized, minimized, or set aside for the project at hand. A) Data display B) Data reduction ‘C) Data determination D) Conclusion drawing and verification Answer: B Diff: Page Ref: 164 AACSB: Analytic Skills Lo: 89) is one of the three general steps that should be followed when analyzing ‘qualitative data. In this step, the researcher develops a visual interpretation of the data with the use of such tools as a diagram, chart or matrix. A) Data display B) Data reduetion ©) Data determination D) Conchision drawing and verification Answer: A. Page Ref: 164 : Analytic Skills 18 Copyright © 2010 Pearson Edueation, Inc. publishing as Prentice Hall90) one of the three general steps that should be followed when analyzing qualitative data, In this step, the researcher considers the meaning of analyzed data and assesses tions for the research question at hand. B) Data reduction CC) Data determination D) Conclusion drawing and verification Answer: D Diff 2 Page Ref 164 AACSB: Analytic Skills LO: 1 91) When conducting international marketing research, focus group moderators should not only be trained in focus group methodology but should also be familiar with the of the country. A) language B) culture C) patterns of social interaction D)all of the above Answer: D Diff: 3 Page Ref: 166 AACSB: Multicultural and Diversity LO: 6 92) Which of the following is of an ethical issue of concern to the researcher? A) disguising the purpose of the research and the use of deceptive procedures B) videotaping and recording the proceedings C) comfort level of the respondents D) none of the above Answer: D Diff:2 Page Ref: 167 AACSB: Ethical Reasoning 10:7 93) The 2000, 2004 and 2008 presidential elections were cited in your text for negative attacks by both the Republican and Democratic parties. The negative attacks were based on qualitative ng research used to help design the messages. Which ethical concern is this use of arch related to? A) disguising the purpose of the research and the use of deceptive procedures B) using qualitative research for questionable purposes C) comfort level of the respondents, D) none of the above Answer: B Diff: 2 Page Ref: 167-168 AACSB: Ethical Reasoning Lo: 7 9 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Halltive research has uncovered about baby boomers. Why is this ‘94 Discuss the five themes a ‘ype of research important? ual life is a major concern. saat family life is a major cones ; te Quetng in touch with rend i 29 wh atolement ofthe boomer TESTE, arianst 3. Takin re ne to get away from the hs reer everyday life inthe form oF teway vaca 2 a family and friends helps t© msinta les of gerstanding of what is important I fife an a full, well-balanced life. recharge dying batteries. -ortant in eaing eersptual and physical fitness are import) leadin: No such thing asa mid-life, Life is 100 short to dwvell on succes ssses or failures le in designing advertisin fal campaigns. It peating to those values that are most important to the ate their buying behavior. rch is invaluable g and promotion: foundation For apr ues that are most likely to stimul ‘This type of es provides the necessary ‘boomer and to those val Diff: 3 Page Ref: 137 ‘AACSB: Reflective Thinking Lo:1 ce research (Table 5.1 in the text) re summarized in Table 5.1 in the text 495) Compare and contrast qualitative and quantitat Avewer! The differences in the two methodol “The objective of qualitaive research isto gain qual ative understanding of the underlying eae ihe objective of quantitative research i (0 quantify the ‘data and Je to the population of interest, reasons and motiv' generalize the results from the sampl alitative research consist of small and nonrepresentative cases while those large and representative cases. Je quantitative research is Samples used in qu: used in quantitative research consist of “The date collection for qualitative research is unstructured whi structured. Qualitative research utilizes nonstatstical data analysis and quantitative research utilizes ssl dt aa The outcome for qualitative research is to develop an initial eMlortanding, The outcome for quantitative research is to recommend a fs : search a final course Diff: 3 Page Ref: 139 ours of action ‘AACSB: Analytic Skills Lo: 1 96) Yousre deciding which proach would be best to use to determine what milk drinkers consider the food to accomy gl ol litati 5 conser the best company a glass of milk. Which qualitative technique would you Answer: student st st i me ‘i Bslaioes me houtd choose a direct approach such as focus groups or depth lerviews. Thre sno eed a is the pposs ofthe projet. There is also no reason that most people would ting or anal respo ‘questions on what they eat with milk. AACSB: Analytic Skills LO: 2 py 20 Copyright © 2010 Pearson Education. Inc. publishing as Prentice Hall‘Marketing Research: An Applied Orientation, 6e (Malhotra) Chapter 6 Descriptive Research Design: Survey and Observation 1) With the survey method of obtaining information respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteris Answer: TRUE Diff: 2 Page Ref: 179 Lo: 2) In structured data collection, a formal questionnaire is prepared and the questions are asked in 4 prearranged order; thus the process is also direct. Direct means that the purpose of the project is mat disclosed to the respondents. Answer: FALSE Page Ref: 179 3) The most popular data-collection method is the structured direct survey. Answer: TRUE Dit Page Ref: 179 Lo: 4) Survey questionnaires may be administered in four major modes: (1) telephone interview, (2) personal interviews, (3) mall interviews, and (4) electronic interviews (Figure 6.1 in the text). Answer: FALSE Difi: 2 Page Ref: 180 Lo: 1 5) With computer automated telephone surveying, human intervention is needed to record the questions to be asked during the phone survey. Answer: TRUE Di Page Ref: 181 LO: 1 6) In the traditional mail interview, questionnaires are mailed to random potential respondents. Answer: FALSE Diff: 3 Page Ref: 185 Lo: 1 7) A mail panel consists of a large, nationally representative sample of businesses that have agreed to participate in periodic mail questionnaires and product tests. Answer: FALSE Page Ref: 1 Copyright © 2010 Pearson Education, In. publ ing as Prentice Hall8) Because of the mail panel members’ commitment, the resPonse rates can approach 80 percent. Answer: TRUE Diff: 3 Page Ref: 186 Lo: 1 6) Mail panels can be used to obtain information from the same respondents repeatedly. Answer: TRUE Diff: 2 Page Ref: 186 LO: 1 10) Flectronic surveys ean be conducted by e-mail or administered on the Internet or the Web Answer; TRUE Diff: 1 Page Ref: 186 Lo: 11) To conduct an e-mail survey, the survey is written within the body of the e-mail message. Answer; TRUE Diff: 1 Page Ref: 186-187 Lo:1 12) Not all survey methods are appropriate in a given situation. Answer; TRUE Diff: 1 Page Ref: 189 AACSB: Reflective Thinking, Lo: 2 13) Ifthe use of physical stimuli is necessary, such as the product, a product prototype, commercials, or promotional displays during the interview, in-home interviews are preferable to personal interviews conducted at central locations (mall intercept and CAPI). Answer: FALSE Ditt: 2 Page Ref: 189-191 AACSB: Reflective Thinking Lo: 2 14) Telephones offer access to geographically dispersed respondents and hard to reach areas. Answer: TRUE Diff: 1 Page Ref: 191 Lo: 2 15) A sampling frame is a representation of the clements of the target population, It consists of a list or set of directions for identifying the target population. Answer: TRUE Diff. 2 Page Ref: 191 LO: 2 2 Copyright © 2010 Pearson Education, Ine. publishing as Prentice Hall16) The random digit dialing (rdd) technique is used to overcome the bias of business and recent numb Answer: FALSE Diff: 2 Page Ref: 191 Lo 17) Personal interviews conducted at central locations (mall intercept and CAPI) offer the least degree of environmental control. wer: FALSE Diff: 2 Page Ref: 194 18) Mail surveys, mail panels, e-mail, and Inteet surveys require a large field force. Answer: FALSE, Diff: 1 Page Ref: 194 AACSB: Reflective Thinking Lo: 2 19) Less effort is required of the respondent in a personal interview than in a telephone or mail interview. Answer: TRUE Diff 3 Page Ref: 195-196 AACSB: Reflective Thinl LO: 2 20) The potential for non-response bias Answer: TRUE Diff: 2 Page Ref: 193 Lo: 2 increases as the response rate decreases. 21) Computer assisted personal interviews tend to be the most expensive mode of data collection per completed response. Answer: FALSE Diff 2 Page Ref. 195 LO: 2 22) The various data-collection modes are mutually exclusive. : FALSE Page Ref: 197 23) Unstructured observation is most appropriate for conclusive research. Answer: FALSE Diff: 3 Page Ref: 198 LO: 3 3 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall24) In unstructured observation, potential for observer bias is high. For this reason, the observation findings should be treated as hypotheses to be tested rather than as conclusive findings. Answer: TRUE Diff: 3 Page Ref: 198 AACSB: Reflective Thinking Lo:3 25) An example of structured observation would be an auditor performing inventory analysis in a store, Answer: TRUE Diff: 2 Page Ref: 198 Lo: 3 26) Observing children playing with now toys is an example of unstructured observation. Answer: TRUE Diff: 2 Page Ref: 198 LO: 3 27) A primary method of observation using the Internet is to count the number of times a Web page is visited. Answer: TRUE Diff: 1 Page Ref: 199-201 LO: 3 28) Voice pitch analysis measures emotional reactions through changes in the respondent's voice and isa type of mechanical observation. Answer: TRUE Diff: 2 Page Ref: 199-201 Lo: 3 29) Response latency is used as a measure of the relative preference for various alternatives. Answer: TRUE Diff: 3 Page Ref: 199-201 LO:3 30) Generally, the pantry audit is conducted in conjunction v 2 TRUE Page Ref: 201 one of the survey methods. 31) The pantry audit is a type of audit where the researcher inventories the brands, quantities, and package sizes of products in a consumer's home. Answer: TRUE Page Ref: 201 LO:3 4 Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallFull Bl | Cal: | IMic studocu.com/row/document/jamaaé- Search for courses, books or documents Q ChapO6 - for testing what you have studi. #AlQuz 4 CCopyiht © 2010 PesreonEévention Ine. publishing as rece Hall 32) Content analysis could be profitably employed in the analysis of structured questions, ‘Answer: FALSE Dim 2 Page Ref: 201-21 Lo:3 3) nis best to view observation asa complement to survey methods, rather than as being in ‘competition with them. ‘Answer, TRUE Page Ref: 208. ‘AACSB: Reflective Thinking Lo:3 34) Questions that require respondents to choose from a set of predetermined answers are questions. ‘A) dual response B) fixed alternative ©) open-ended D) none of the above Answer. B Dim? Page Ref 179 Lo:t 35) Which ofthe following isa disadvantage oft ‘AY The questionnaire is simple to administer. BB) The data obtained are reliable because the responses are limited to the allernatves stated. (©) Wording questions propery isnot easy. 1D) Coding, analysis, and inleqretation of data are relatively simple, “Answer! C Diff: 1 Page Ref: 179 Lot survey method of data collection? 36) Telephone interviews may be further classified as traditional telephone interviews or jure 6.1 in the text) Dinhone BB) computer-assisted telephone interviews (CATI) C) both A and B are correct D) none of the above “Answer! B DIM:2 Page Ref: 180 Lo: 1 5 Copyright © 2010 Pearson Eduction, foe. publishing as Pretice Hall37) Which telephone interview method involves phoning a sample of respondents and asking them a series of questions with the interviewer using a paper questi responses with a pen A) traditional telephone B) in-home C) computer-assisted telephone interviewing (CATI) D) Internet Answer: A Diff: Lo: 1 Page Ref: 180 38) interviewing uses a computerized questionnaire administered to respondents over the telephone. A) Traditional telephone B) In-home C) Computer-assisted telephone interviews (CATI) D) Internet Answer: C Diff: 1 Page Ref: 180 LO: 1 39) Which of the following statements is not correct about computer-assisted telephone terviewing (CATI)? A) The computer checks the responses for appropriateness and consistency. B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data- collection process, coding questionnaires and entering the data into the computer, are eliminated. C) Multiple questions appear on the screen at one time. D) Interim and update reports on data collection or results can be provided almost instantaneously. Answer: C Diff: 2 Page Ref: 180-181 AACSB: Reflective Thinking LO: 1 40) Which of the following is nor a personal interview method? A) in-home. B) mall intercept C) computer-assisted personal interview (CAPI) D) e-mail Answer: D Diff: Page Ref. 182 6 Copyright © 2010 Pearson Education, Ine. publishing as Prentice Hall* = B Full B | Cal B | IMic +s | Cou 2 | IMic #2 | sso IMic #2 | te © studocu.com/row/document/jamaasi vy * DO ¢ > O idocu Search for courses, books or documents Q ChapO6 - for testing what you have studi... Cs Drie +, Al Quiz [ = 1 95% (65) Wh 96% (45) 41) Which personal interviewing method utilizes help sereens and courteous error messages? Ajin-home 5B) mall intercept ©) computer-assisted personal interviow (CAPD) D) e-mail Answer: © Dift:2 Page Ref: 184 Lo: 1 42) Decisions related to the portion ofthe muil interview package involve sponsorship. personalization, and type of appeal (Table 6.1 in the tex) ©) questionnaire D) incentive Answer: B. Diff: 2 Lo: 1 43) Decisions related to “monetary versus non-monetary” and "prepaid versus promised amount" relate to which portion af the mail interview package? ‘A) outgoing envelope B) cover letter ©) questionnaire D) incentive Answer: D. Page Ref! 185 444) Limitations of e-mail surveys include all ofthe following exeepe ‘Ay Questionnaires eannot utilize programmed skip patteras, logie checks, oF randomization structions (e22,°ll the answer to question Sis yes, go to question 9°) must appear explicitly just as on paper ) There is inherent self-seletion bins 'D) Some e-mail safiware preduets limit the length of the bod fy of an e-mail message Answer: C Diff: 3 Page Refi 186-187 AACSB: Reflective Thinking Lo: 1 1 Copyright © 2010 Parson Education, Ine, publishing as Prentice Hall45) Advantages of Web surveys over e-mail surveys include which of the following? A) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey. B) It is possible to validate responses as they are entered. C) Skip patterns can be programmed and performed automatically. D) All of the above are correct. Answer: D Diff: 2 Page Ref: 187 AACSB: Reflective Thinking LO:1 46) The extent to which the respondent can interact with the interviewer and survey questionnaire refers to the A) flexibility of data colle B) sample control C) response rate D) contro! of data collection environment Answer: A Dift: 2 Page Ref: 189 47) The degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions, refers to the : A) respondent control B) sample control C) diversity of questions that can be asked in a survey D) contro! of data collection environment Answer: C Diff: LO: 2 Page Ref: 194 48) Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods were shown as high on the flexibility of data collection criteria? ‘A) in-home interviews; computer assisted telephone interviews (CAT) B) in-home interviews: mall intercept interviews €) Intemet; mall intercept interviews D) computer assisted telephone interviews (CATI); mall intercept interviews Answer: B : Page Ref: 190 AACSB: Reflective Thinkin 8 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall,| sso. +s | IMic 2 Full | Cale 9 | IMic #8 | Cou 2 | IMic wy toe 9 0 23 studocu.com/row/document/jamaai AdOCU search for courses, books or documents Q Chap06 - for testing what you have studi... +, Al Quiz 449) Table 6.2 inthe text provides a comparative evaluation of survey methods. Mall intercept ‘surveys allow for diversity of questions. Which two additional methods arc also showa as high con the diversity of question criteria? ‘A) in-home interviews; computer assisted personal interviews (CAPI) B) in-home interviews: computer assisted telephone interviews (CATI) CC) Intemet; computer assisted telephone interviews (CAT) D) computer assisted telephone interviews (CATI); mall-intercept interviews ‘Answer: A. Dif;3 Page Ref: 190 AACSB: Reflective Thinking Lo:2 50) The use of physical stimuli is mot lirwted in ‘A) traditional telephone interviews B)CATI C) ems surveys 1) mal-intercep interviews Answer: D Diff Paye Ref: 190 Lo: 2 51) The ability of the survey mode to reach the units specified in the sample effectively and cffiiently refers tothe A) flexibility of data collection B) sample control ©) diversity of que s that can be asked in a survey ) control of data collection environment Answer: B Dit Page Ref: 191 Lo:2 52) Which ofthe following statements about sample control is tre? ‘A) Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplcte B) is possible to identify specific user groups within « mail panel and to direct the survey to households with specifie characteristics. ©) tea be dtu prevent sponds os completing an Intmet survey mip inc. D) All of the above statements are true, " Answer: D Dift.3 Page Ref: 191 ‘AACSB: Reflective Thinking Lo:2 9 Copyright © 2010 Pearson Eduestin, Ine. publishing as Prentice Hall