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Exam 3: Research Design

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Question 21

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is the most used descriptive design in marketing research.

A) Cross- sectional design
B) Exploratory design
C) Longitudinal design
D) None of the above

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Question 22

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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 analysis
B) fieldwork/data collection; reporting
C) fieldwork/data collection; data analysis
D) research design; data analysis

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Question 23

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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.

The marketing research proposal does not include a reporting section because a separate final report of the research project findings is provided at the end of the project.

is research designed to assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation.

Which of the objectives below would best represent conclusive research?

Define cross- sectional design and longitudinal design. Develop an example of each using the same basic situation.

Research designs may be broadly classified as or (Figure 3.1 in the text) .

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).

The marketing research proposal consists of many sections. The section is normally a statement of the problem, including the specific components.

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 Waterpik?

Descriptive research, in contrast to exploratory research, is marked by all of the following except .

The error that arises from the respondent's unwillingness to provide accurate information is . Respondents may intentionally misreport their answers because of a desire to provide socially acceptable answers, avoid embarrassment, or please the interviewer.

is a type of conclusive research that has as its major objective the description of something -usually market characteristics or functions.

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.

The variation between the population defined by the researcher and the population as implied by the sampling frame (list) used is .

are errors that can be attributed to sources other than sampling, and they can be random or nonrandom.

Exploratory research is used in cases when you must define the problem more precisely, identify relevant courses of action, or gain additional insights before an approach can be developed.

All of the following are advantages of longitudinal designs over cross- sectional designs (Table 3.4 in the text) except .

A major advantage of longitudinal design 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.