Question 1

The main sources of data for causal research are 1)questioning respondents through surveys,and 2)conducting experiments.

Accepted Answer

Although surveys can be used for causal research,experiments can provide stronger support for a causal relationship.

Question 2

Secondary data are collected specifically for purposes of the research needs at hand.

Accepted Answer

Primary data are collected specifically for the research needs at hand.Secondary data are already collected and often published,typically for some other purpose.

Question 3

Exploratory research presupposes that a sound causal model of the marketing system exists in the mind of the decision maker.

Accepted Answer

Exploratory research is used for a variety of purposes in clarifying the nature of the situation,decision,and alternatives.Causal models generally require experimentation.

Question 4

The primary reason experiments are preferred in causal research over surveys of respondents is that,in experiments,key variables can be measured,whereas in survey research the key variables are manipulated.

Accepted Answer

An experimental design is preferred because the variables can be manipulated and not just measured as with survey research.

Question 5

A traditional panel is a fixed sample of respondents measured over time,although the variables measured are different each time; whereas an omnibus panel is a fixed sample in which the same variables are measured over time.

Accepted Answer

It is the reverse.Both types of panel involve a fixed sample of respondents,but with a traditional panel,the same variables are repeatedly measured over time,whereas with an omnibus panel,different variables are measured over time.

Question 6

The research design is the basic plan that guides the data collection and analysis phase of the research project.

Accepted Answer

The research design is the framework that guides the type of information to be collected,possible data sources,and the collection procedure.

Question 7

Descriptive studies are often used to determine buyer perceptions of product characteristics and audience profiles for media,such as television and magazines.

Accepted Answer

From descriptive studies,marketers can learn the characteristics of buyers,their perceptions of product attributes,and their audience profile.

Question 8

Continuous performance monitoring requires a cross-sectional research design.

Accepted Answer

Cross-sectional designs are done ad hoc at a single specific time,whereas longitudinal designs are done over time.By definition,then,continuous performance monitoring requires a longitudinal design.

Question 9

Performance monitoring research may involve a special (ad hoc)study or a continuous research program.

Accepted Answer

The purpose of performance-monitoring research is to track and report relevant changes along marketing-related dimensions.Data is gathered by special (ad hoc)studies or a continuous research program.

Question 10

Descriptive research can be sub-classified into conclusive research and causal research.

Accepted Answer

Descriptive research and causal research are subsets of conclusive research.

Question 11

An advantage of observation methods in collect data is that it allows for the recording of behavior when it occurs and eliminates errors associated with respondents' recall of behavior.

Accepted Answer

Typically,observing the behavior of respondents is less costly and more accurate than memory recall.

Question 12

One of the problems that occurs with longitudinal panels is that of unrepresentative sampling,which occurs when the panel does not represent the target population.

Accepted Answer

Because panel members serve long term it is difficult to get individuals to participate,especially in higher income professions.Therefore,it is difficult for the panel to remain representative.

Question 13

In terms of research,"accuracy" refers to a design that minimizes systematic error and also minimizes the reliability of collected evidence.

Accepted Answer

In designing marketing research,the goal is to minimize systematic error and maximize reliability.

Question 14

Although data regarding a possible association among variables can be used for predictive purposes,these data are not adequate to establish a causal relationship.

Accepted Answer

Just because two variables display an association does not mean that one causes the other.

Question 15

One of the "last frontiers" of scanner-based research is to assess the effects of pricing on purchase behavior.

Accepted Answer

One of the last frontiers is advertising,because its impact is much more difficult to quantify.Pricing research using scanner data is relatively easy since the price of a product can be modified on a store-by-store basis or even over time.

Question 16

The distinguishing features of a cross-sectional design are that it is intended to be done just once and participants cannot typically be matched to specific responses or participants in another study.

Accepted Answer

Cross-sectional designs are the most popular and familiar type of research design and involve taking a sample of a population at one point in time.

Question 17

Longitudinal data can be misleading because surveys at two points in time,conducted with different respondents in the sample,can mask even dramatic changes taking place in the population or indicate great changes when none are taking place.

Accepted Answer

It is cross-sectional studies that can be misleading in this way.Because longitudinal data utilizes the same respondents,it is a truer measure of change taking place in the population than multiple cross-sectional studies that use different respondents.

Question 18

Services that evaluate television commercials use two basic approaches-the recruited audience method and the normal viewing environment method.With the recruited audience method,respondents are recruited and asked to evaluate television ads in their home.

Accepted Answer

With the recruited method,respondents are recruited and brought to a viewing center.

Question 19

Product usage studies describe the proportion of total sales received by both a company and its competitors,in terms of units,volume,and total dollar sales.

Accepted Answer

It is market-share studies that provide such information.Product usage studies describe consumption patterns.

Question 20

A valid simulation means that the model's behavior corresponds to the system it is designed to represent.

Accepted Answer

The overriding objective of a simulation is to observe how the simulation units imitate the behavior of the marketing system units that they represent.

Quiz 2: Research Design and Data Sources