BM380 Lesson 2 Exam SCORE 95 PERCENT

Question 1

Question 1

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

Question options:

a) 

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

b) 

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

c) 

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

d) 

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

Question 2

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

Question options:

a) 

Recommending a more costly design than is needed

b) 

Designing a study in which data are collected for multiple clients

c) 

Misrepresenting sampling methods

d) 

Wrongfully gaining respondent cooperation to reduce costs

Question 3

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

Question options:

a) 

Causal research

b) 

Exploratory research

c) 

Explicit research

d) 

Exhaustive research

Question 4

The various types of research design include:

Question options:

a) 

exploratory, exploitive, and competitive.

b) 

deductive, descriptive, and exploitive.

c) 

exploratory, causal, and competitive.

d) 

exploratory, descriptive, and causal.

Question 5

External secondary data may be grouped into which three sources?

Question options:

a) 

Published, syndicated services data, and databases

b) 

Published, unpublished data, and other electronic sources

c) 

Syndicated services data, external data, and complex data

d) 

Fields, records, databases

Question 6

How can it be determined if an experiment is valid?

Question options:

a) 

The observed change in the dependent variable is in fact due to the independent variable.

b) 

The results of the experiment apply to the real world outside the experimental setting.

c) 

The results do not account for the effects of extraneous variables.

d) 

Both a and b

Question 7

Which of the following is an objective of research?

Question options:

a) 

To gain background information and to develop hypotheses

b) 

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

c) 

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

d) 

All of the above

Question 8

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

Question options:

a) 

Causal

b) 

Exploitive

c) 

Longitudinal

d) 

Exploratory

Question 9

Longitudinal studies can be described as techniques that:

Question options:

a) 

measure the population at only one point in time.

b) 

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

c) 

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

d) 

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

Question 10

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

Question options:

a) 

Exploratory research

b) 

Descriptive research

c) 

Causal research

d) 

Explicit research

Question 11

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

Question options:

a) 

observational deduction.

b) 

exploratory research.

c) 

explanatory research.

d) 

causal research.

Question 12

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

Question options:

a) 

recommending a more costly design than is needed.

b) 

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

c) 

misrepresenting sampling methods.

d) 

basing the research design on the results of secondary data.

Question 13

Which of the following represents an application of secondary data?

Question options:

a) 

Predicting broad changes in culture

b) 

Selecting a street location for a new car wash

c) 

Economic-trends forecasting

d) 

All of the above are applications of secondary data.

Question 14

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

Question options:

a) 

May be obtained quickly

b) 

May be obtained in any form desired by the researcher

c) 

Is relatively inexpensive

d) 

Is usually available

Question 15

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

Question options:

a) 

To test the sales potential for a new product

b) 

To test variations in the marketing mix for a product

c) 

To test the sales potential for a new service

d) 

All of the above

Question 16

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

Question options:

a) 

Internal database

b) 

Online information database

c) 

Demographic data within a company's target market

d) 

Any government data

Question 17

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

Question options:

a) 

Controlled test markets

b) 

Electronic test markets

c) 

Simulated test markets

d) 

Standard test markets

Question 18

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

Question options:

a) 

Representativeness, isolation, and control of distribution and promotion

b) 

Representativeness, isolation, and cost

c) 

Representativeness, existing company presence, and control of promotion

d) 

Representativeness, cost, and control of competitor's intelligence

Question 19

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

Question options:

a) 

data shared from a common database.

b) 

no data.

c) 

intermittent service.

d) 

the same service as a result of a common process.

Question 20

Appropriate methods for conducting exploratory research would include:

Question options:

a) 

secondary data analysis.

b) 

experiments.

c) 

sample surveys.


d) 

longitudinal research.



  

 

 

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