Question 1

The types of consumer panels in a longitudinal study are:
A) Continuous panels
B) True panels
C) Discontinuous panels
D) Omnibus panels
E) All of the above correctly refer to a type of consumer panel in longitudinal study.

Accepted Answer

All of the choices correctly refer to a type of consumer panel in longitudinal study.

Question 2

Demographic and socioeconomic characteristics
A) are easily gathered by researchers.
B) represent attributes of people.
C) are all easily verifiable.
D) define consumer personality types.
E) correlate highly with purchase intentions for specific brands.

Accepted Answer

Demographic and socioeconomic characteristics refer to attributes of people, such as age, gender, income, education, and occupation.

Question 3

Callaway Golf Company conducted a one-time survey of golfers and asked them about their attitudes, preferences and intentions regarding buying custom clubs. This is an example of a(n)
A) cross-sectional study.
B) exploratory research.
C) causal research.
D) field experiment.
E) laboratory experiment.

Accepted Answer

A cross-sectional study is a type of observational research that analyzes data from a population, or a representative subset, at a specific point in time. The survey conducted by Callaway Golf Company is a one-time study capturing the attitudes and preferences of golfers at that particular moment, fitting the definition of a cross-sectional study.

Question 4

Respondent error can occur when a subject is asked to remember and report past behaviors. Which of the following helps eliminate this type of error?
A) Descriptive data
B) Causal data
C) Cross-sectional data
D) Panel data
E) Experimental data

Accepted Answer

Panel data helps eliminate respondent error by collecting data from the same subjects repeatedly over time, reducing reliance on memory recall.

Question 5

The main disadvantage of panels is that they
A) are potentially non-representative.
B) cannot be maintained for more than 12 months due to federal regulations.
C) allow only simple analysis of the data.
D) suffer more from interview bias than any other data collection method.
E) force researchers to use complex time series analysis.

Accepted Answer

Panels can be non-representative because they consist of a fixed group of respondents, which may not accurately reflect the broader population over time.

Question 6

Which type of primary data is represented by characteristics such as age, education, occupation, marital status or gender?
A) Personality/Lifestyle
B) Awareness/Knowledge
C) Demographic/Socioeconomic
D) Attitudes
E) Behavior

Accepted Answer

Demographic/Socioeconomic data includes characteristics like age, education, occupation, marital status, and gender.

Question 7

Which is probably the best format for collecting detailed demographic information?
A) Panels
B) Cross-section surveys
C) Time series analysis
D) Exploratory studies
E) None of the above

Accepted Answer

Panels are a type of longitudinal study that collects data from the same group of people over time. This allows researchers to track changes in demographic information over time, which can be very useful for understanding the impact of different factors on demographic trends.

Question 8

The following statement best describes the sample used in which type of descriptive design? "We will use a carefully selected sample, selection being based on household size, income level, and television viewing patterns. We must also______________be concerned with the stability of the sample elements, in order to ensure repeated availability for measurement."
A) Advertising evaluation design
B) Longitudinal design
C) Viewership pattern design
D) Latitudinal design
E) Cross-sectional design

Accepted Answer

The statement describes a longitudinal design, which involves repeated observations of the same variables over a period of time to assess changes and stability.

Question 9

A common use of demographic and socioeconomic data in marketing is
A) delineating market segments.
B) investigating intentions to purchase.
C) relating attitudes to opinions.
D) discovering motivations.
E) determining brand awareness.

Accepted Answer

Demographic and socioeconomic data are often used to delineate market segments by identifying and categorizing consumers based on characteristics such as age, income, education, and occupation.

Question 10

Of the following situations, which would be the most appropriate for using a discontinuous/omnibus panel?
A) To gain insights into changes in consumers' purchases and attitudes
B) To determine if members of the panel switched brands from one time period to the next
C) To determine how consumers feel about two different product packages by varying panel questions from one panel measurement to the next
D) To have a focus group moderator ask participants about their views on a new advertisement.
E) All of the above.

Accepted Answer

A discontinuous/omnibus panel is used to gather varied information by changing the questions asked to the panel members over time, making it suitable for assessing different aspects like consumer feelings about product packages.

Question 11

Which of the following statements about panels is FALSE?
A) Panels typically allow the collection of more classification information than cross-sectional studies.
B) Panel data is more accurate than cross-sectional data because panel data tend to be free from errors associated with reporting past behavior.
C) Panels reduce interviewer-respondent bias because of a trust built up through repeated contacts between the two individuals.
D) Non-representativeness of panel members may be a major weakness of longitudinal designs.
E) All of the above statements about panels are true; none of the above are false.

Accepted Answer

All the statements provided about panels are true, and none of them are false.

Question 12

A longitudinal study is characterized by each of the following statements EXCEPT:
A) It involves a panel, which is a fixed sample of elements.
B) Elements may be stores, individuals or other entities.
C) The panel remains relatively constant through time.
D) Characteristics of the elements, or sample members, are measured only once.
E) Members may be added to replace dropouts or to keep the panel representative.

Accepted Answer

A longitudinal study involves repeated observations of the same variables over a period of time, meaning characteristics of the elements are measured more than once.

Question 13

Which of the following is NOT one of the basic types of descriptive studies?
A) Cross-sectional design
B) Longitudinal design
C) Time series design
D) Latitudinal design
E) Both C and D

Accepted Answer

The answer of Which of the following is NOT one...

Question 14

Which of the following statements is NOT valid?
A) Panel data is less vulnerable to the recall errors associated with reporting past behavior than cross-sectional data.
B) Panel data can be gathered via longer and more arduous interviews than cross-sectional data.
C) Panel data can provide more accurate and detailed classification information on sample members than other common means of data collection.
D) Panel data are particularly useful in the study of dual-career couples.
E) Panel data can be used to reveal changes in members' behavior.

Accepted Answer

Panel data is not specifically more useful for studying dual-career couples than other types of data; it is generally useful for studying changes over time in various contexts.

Question 15

Which of the following is NOT a demographic or socioeconomic characteristic?
A) A feeling towards a brand
B) Marital status
C) Social class
D) Gender
E) Income

Accepted Answer

A feeling towards a brand is not a demographic or socioeconomic characteristic. Demographic and socioeconomic characteristics are objective, measurable characteristics of a population, such as age, gender, income, and education. A feeling towards a brand is a subjective, psychological characteristic that is not easily measured or quantified.

Question 16

True longitudinal analysis
A) is concerned with the determination of cause-and-effect relationships.
B) can be performed on any panel.
C) involves a one-time cross-sectional sample of elements from the population of interest.
D) is simply a fact-gathering study.
E) can only be performed using panels that rely on repeated measurements of the same variables.

Accepted Answer

True longitudinal analysis requires repeated measurements of the same variables over time to observe changes and trends, which is typically done using panels designed for this purpose.

Question 17

Which of the following statements about descriptive research is NOT true?
A) Descriptive research can be used to accomplish a wide variety of research objectives.
B) Descriptive data become more useful for solving problems only when the process is guided by one or more specific research problems.
C) Descriptive studies can be considered flexible.
D) A descriptive study design is very different from an exploratory study design
E) Descriptive studies require a clear specification of the who, what, where, why and how of the research.

Accepted Answer

Descriptive studies are generally not considered flexible as they are structured to collect specific information and are guided by predetermined research questions.

Question 18

Researchers typically use descriptive research for which of the following purposes?
A) To describe the characteristics of certain group
B) To determine the proportion of people who behave in a certain way
C) To make specific predictions
D) All of the above
E) Both A and B

Accepted Answer

The answer of Researchers typically use descriptive research for which...

Question 19

The most important distinction between true panels and omnibus panels is
A) the sample design is different.
B) different types of information are collected.
C) time series analysis can be used only on true panel data.
D) omnibus panels can be used only for "in-house" research.
E) time series analysis can be used only on omnibus panel data.

Accepted Answer

The answer of The most important distinction between true panels...

Question 20

Which of the following statements about cross-sectional analysis is FALSE?
A) Cross-sectional designs are the best-known descriptive designs.
B) A quota sample can be used with a cross-sectional design.
C) Cross-sectional studies provide a snapshot of the variables of interest at a single point in time.
D) The sample of elements is typically selected to be representative of some known population.
E) All of the above statements about cross-sectional analysis are true.

Accepted Answer

All the statements provided about cross-sectional analysis are true, making option E the correct choice.

Quiz 9: Collecting Descriptive Primary Data

The types of consumer panels in a longitudinal study are:

Demographic and socioeconomic characteristics

Callaway Golf Company conducted a one-time survey of golfers and asked them about their attitudes, preferences and intentions regarding buying custom clubs. This is an example of a(n)

Respondent error can occur when a subject is asked to remember and report past behaviors. Which of the following helps eliminate this type of error?

The main disadvantage of panels is that they

Which type of primary data is represented by characteristics such as age, education, occupation, marital status or gender?

Which is probably the best format for collecting detailed demographic information?

A common use of demographic and socioeconomic data in marketing is

Of the following situations, which would be the most appropriate for using a discontinuous/omnibus panel?

Which of the following statements about panels is FALSE?

A longitudinal study is characterized by each of the following statements EXCEPT:

Which of the following is NOT one of the basic types of descriptive studies?

Which of the following statements is NOT valid?

Which of the following is NOT a demographic or socioeconomic characteristic?

True longitudinal analysis

Which of the following statements about descriptive research is NOT true?

Researchers typically use descriptive research for which of the following purposes?

The most important distinction between true panels and omnibus panels is

Which of the following statements about cross-sectional analysis is FALSE?