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Sample Test
Chapter 3 — Exploratory, Descriptive, and Causal Research
Designs
MULTIPLE CHOICE
1. The
descriptive study:
|
a. |
usually takes the form of
an experiment. |
|
b. |
has its major emphasis on
the discovery of insights and ideas. |
|
c. |
is concerned with
determining the frequency with which something occurs. |
|
d. |
is concerned with the
determination of a cause-and-effect relationship. |
|
e. |
has as its main objective
the establishment of priorities for future research. |
ANS:
C
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
2. Which
of the following is FALSE?
|
a. |
In exploratory research,
the major concern is with the discovery of ideas and insights. |
|
b. |
Exploratory research is
often used to clarify concepts and to establish priorities for further
research. |
|
c. |
Exploratory research
investigates hypotheses. |
|
d. |
Exploratory research is
used to develop hypotheses. |
|
e. |
Exploratory studies do not
lend themselves very well to the use of structured questionnaires. |
ANS:
C
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
3. A
causal research design is typically concerned with:
|
a. |
the frequency with which
something occurs. |
|
b. |
the discovery of ideas and
insights. |
|
c. |
how two variables vary
together. |
|
d. |
the determination of
cause-and-effect relationships. |
|
e. |
establishing priorities
when studying competing explanations of phenomenon. |
ANS:
D
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
4. The
major emphasis in exploratory research is on:
|
a. |
determining the frequency
with which something occurs. |
|
b. |
the discovery of ideas and
insights. |
|
c. |
the relationship between
two variables. |
|
d. |
determining
cause-and-effect relationships. |
|
e. |
providing definitive
answers. |
ANS:
B
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
5. A
hypothesis:
|
a. |
is a conjectural statement
about the relationship between two variables that are measurable or
potentially measurable. |
|
b. |
is a broad, vague problem
statement. |
|
c. |
cannot be discovered during
research. |
|
d. |
does not have clear
implications for testing the relationship between variables. |
|
e. |
is only found in the causal
type of research. |
ANS:
A
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
6. The
manager of Capitol Brewing Inc. states that he is very concerned with the continuing
decline in sales of the company’s major product, a dark lager. The manager has
asked for your assistance in finding the reasons for the sales decline. The
most appropriate way to begin would be with:
|
a. |
exploratory research. |
|
b. |
descriptive research. |
|
c. |
causal research. |
|
d. |
an experiment. |
|
e. |
a consumer study. |
ANS:
A
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Application
7. Which
research design(s) is (are) typically guided by an initial hypothesis?
|
a. |
Causal |
|
b. |
Descriptive |
|
c. |
Exploratory |
|
d. |
Exploratory and causal |
|
e. |
Descriptive and causal |
ANS:
E
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
8. The
descriptive study:
|
a. |
usually takes the form of
an experiment. |
|
b. |
has its major emphasis on
the discovery of insights and ideas. |
|
c. |
is concerned with
determining the frequency with which something occurs. |
|
d. |
is concerned with the
determination of a cause-and-effect relationship. |
|
e. |
has as its main objective
the establishment of priorities for future research. |
ANS:
C
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Comprehension
9. Using
different ads in different geographic areas and investigating which ad
generated the highest sales is an example of _____ research design.
|
a. |
causal |
|
b. |
exploratory |
|
c. |
longitudinal |
|
d. |
descriptive |
|
e. |
panel |
ANS:
A
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Comprehension
10. A
literature search is a type of _____.
|
a. |
causal research |
|
b. |
exploratory research |
|
c. |
experimental research |
|
d. |
descriptive research |
|
e. |
Both b and c. |
ANS:
B
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
11. One
of the quickest and most economical ways to discover hypotheses is through:
|
a. |
a sample survey. |
|
b. |
the use of a panel. |
|
c. |
the analysis of selected
cases. |
|
d. |
an experience survey. |
|
e. |
a literature search. |
ANS:
E
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
12. Exploratory
studies:
|
a. |
usually involve probability
sampling plans. |
|
b. |
usually use structured
questionnaires. |
|
c. |
use a formal design. |
|
d. |
are characterized by
flexibility. |
|
e. |
require a clear, precise
statement of the research problem. |
ANS:
D
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
13. The
manager of the Golden Orange Drink Company states that he is very concerned
with the continuing decline in sales of the company’s major product, a
concentrated orange drink. The manager has asked for your assistance in
identifying the reasons for the sales decline. The most appropriate way to
begin would be with:
|
a. |
a case analysis. |
|
b. |
an experiment in which
price is systematically varied. |
|
c. |
descriptive research. |
|
d. |
a controlled market test. |
|
e. |
exploratory research. |
ANS:
E
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Application
14. The
primary purpose of a literature search is to:
|
a. |
discover the cause of a
marketing problem. |
|
b. |
derive hypotheses. |
|
c. |
discover internal problems. |
|
d. |
identify the appropriate
sample size. |
|
e. |
discover the explanation
for a marketing problem. |
ANS:
B
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
15. In
general, the first step in conducting exploratory research should be:
|
a. |
assembling a focus group. |
|
b. |
performing an experience
survey. |
|
c. |
conducting a literature
search. |
|
d. |
performing an analysis of
selected cases. |
|
e. |
narrowing a group of
hypotheses to one specific hypothesis for investigation. |
ANS:
C
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
16. A
small group of people brought together to discuss a topic of interest to
researchers is known as a(n):
|
a. |
task force. |
|
b. |
guidance committee. |
|
c. |
experience group. |
|
d. |
focus group. |
|
e. |
development group. |
ANS:
D
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
17. A
focus group:
|
a. |
consists of an interviewer
and a subject discussing a single topic of interest. |
|
b. |
is not useful for testing
hypotheses. |
|
c. |
typically consists of four
to six members. |
|
d. |
requires selecting members
with different socioeconomic backgrounds. |
|
e. |
involves having subjects
fill out a survey on one topic. |
ANS:
B
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
18. The
key to an effective focus group is:
|
a. |
members experienced in
focus group participation. |
|
b. |
the skills of the
moderator. |
|
c. |
participants’ prior
familiarity with each other. |
|
d. |
an appropriate location. |
|
e. |
None of the above. |
ANS:
B
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Comprehension
19. Which
of the following best represents the objective of the moderator in conducting a
focus group?
|
a. |
Staying very focused on the
subject at hand. |
|
b. |
Allowing for a free-flow of
ideas that are unrestricted and therefore more conducive to creativity. |
|
c. |
Striking a balance between
stimulating, natural discussions while ensuring the group does not wander too
far from the topic. |
|
d. |
To conduct as many persons
through the group as possible during the time allowed; this enables the
results to be more representative. |
|
e. |
The moderator must be
completely unfamiliar with the purpose of the research. |
ANS:
C
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
20. Focus
groups have proven productive for all of the following, EXCEPT:
|
a. |
determining the feelings of
the general population. |
|
b. |
generating hypotheses to be
tested further. |
|
c. |
stimulating ideas for new
products. |
|
d. |
interpreting previously
obtained results. |
|
e. |
developing lists of
characteristics on which consumers evaluate products. |
ANS:
A
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
21. Which
of the following statements about focus groups is FALSE?
|
a. |
Most focus groups consist
of 8 to 12 members. |
|
b. |
Respondents for groups are
generally selected so that they are relatively homogeneous. |
|
c. |
Firms like to recruit
people who have not participated in a focus group previously. |
|
d. |
Firms like to have groups
in which some of the participants are friends. |
|
e. |
Professional moderators
tend to produce better discussion than those more intimately involved in the
research. |
ANS:
D
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
22. A
claimed advantage of the focus group interview is an interaction effect where a
comment by one individual often triggers a chain of responses from the other
participants. This is known as
|
a. |
synergism. |
|
b. |
serendipity. |
|
c. |
stimulation. |
|
d. |
snowballing. |
|
e. |
None of the above. |
ANS:
D
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
23. Benefits
of focus groups include:
|
a. |
ideas that can drop “out of
the blue.” |
|
b. |
snowballing of ideas. |
|
c. |
more spontaneous responses
than in one-on-one interviews. |
|
d. |
easy interpretation of
responses. |
|
e. |
a, b, and c. |
ANS:
E
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
24. A
difficulty inherent in the focus group research technique is:
|
a. |
results are often hard to
interpret. |
|
b. |
discussions tend to exhibit
the “snowball effect.” |
|
c. |
ideas often appear “out of
the blue.” |
|
d. |
participants can become so
involved that they expose their personal feelings. |
|
e. |
responses are often less
conventional than in more structured settings. |
ANS: A
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
25. Which
of the following is a limitation of individual depth interviews?
|
a. |
They are typically much
more expensive than groups. |
|
b. |
They generally do not get the
same degree of client involvement as focus groups. |
|
c. |
They are physically
exhausting for the moderator, so it is difficult to cover as much ground in
one day as it is with groups. |
|
d. |
Only a and b |
|
e. |
a, b, and c. |
ANS:
E
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Comprehension
26. The
“analysis of selected cases” technique is an example of which type of research
design?
|
a. |
Exploratory |
|
b. |
Experience |
|
c. |
Causal |
|
d. |
Case study |
|
e. |
Descriptive |
ANS: A
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
27. Analysis
of selected cases refers to:
|
a. |
intensive study of selected
examples of the phenomenon of interest. |
|
b. |
descriptive designs. |
|
c. |
a market test in a standard
test market. |
|
d. |
the sampling frame. |
|
e. |
the analysis of the data
gathered from a controlled market. |
ANS:
A
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
28. Which
of the following is FALSE?
|
a. |
Benchmarking involves
identifying one or more organizations that excel at carrying out some
function and using their practices as a source of ideas for improvement. |
|
b. |
Organizations can carry out
benchmarking by reading about other organizations or by visiting or calling
them. |
|
c. |
Benchmarking is more useful
for learning about new products than existing products. |
|
d. |
The process of benchmarking
varies according to the information needs of the organization and the
resources available. |
|
e. |
Benchmarking is an example
of the use of selected cases to develop insights into a phenomenon. |
ANS:
C
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
29. A
Mexican Restaurant owner often visits competitor’s restaurants in order to
gather visual information about menu selections, prices, ambiance, and service
quality to benchmark against. What type of research is the owner performing?
|
a. |
Exploratory |
|
b. |
Basic |
|
c. |
Descriptive |
|
d. |
Causal |
|
e. |
Field |
ANS: A
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Application
30. A
marketing professor uses his students as subjects in a blind taste test in
order to test the hypotheses that there is a significant difference between
three brands of gourmet coffee. He is trying to enhance and extend an existing
academic model of consumer choice that is widely used in consumer behavior.
This is an example of _____ research.
|
a. |
exploratory |
|
b. |
basic |
|
c. |
descriptive |
|
d. |
causal |
|
e. |
Both b and c |
ANS:
D
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Application
31. Small
groups of individuals brought together simultaneously and guided by a moderator
through an unstructured, spontaneous discussion format for the purpose of
gaining information through group discussion can be categorized under which
type of research design?
|
a. |
Causal |
|
b. |
Exploratory |
|
c. |
Descriptive |
|
d. |
Field |
|
e. |
Basic |
ANS:
B
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
32. Burger
King recently experienced a decline in burger sales after E-coli bacteria were
discovered in one of their restaurants. The marketing managers reviewed
published information about a similar situation that had occurred at a
Jack-in-the Box restaurant a few years ago. Which of the following type of
exploratory research is this?
|
a. |
Primary data analysis |
|
b. |
Depth interview |
|
c. |
Case analysis |
|
d. |
Projective techniques |
|
e. |
None of the above exploratory
research methods can be used. |
ANS:
C
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Application
33. Prior
to beginning a formal research project, Jane Doe is interviewing a few
knowledgeable people to gain a better understanding of the nature of the
problem her team faces and the characteristics of the environment in which it
exists. Jane is conducting a(n):
|
a. |
depth interview. |
|
b. |
causal analysis. |
|
c. |
descriptive research. |
|
d. |
exploratory research. |
|
e. |
Both a and d. |
ANS:
E
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Application
34. Which
of the following is most likely to provide convincing evidence of causal
relationships?
|
a. |
An exploratory design |
|
b. |
An experiment |
|
c. |
Turnover analysis |
|
d. |
Cross-sectional analysis |
|
e. |
A descriptive design |
ANS:
B
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
35. Which
statement best describes the potential uses of descriptive research?
|
a. |
Descriptive research can be
used to estimate proportions, describe characteristics, and make specific
predictions. |
|
b. |
Descriptive research can be
used to estimate proportions, generate beginning hypotheses, and ascribe
causes. |
|
c. |
Descriptive research can be
used to establish cause and effect, make specific predictions, and describe
characteristics. |
|
d. |
Descriptive research can be
used to describe characteristics, estimate proportions, and manipulate
independent variables. |
|
e. |
Descriptive research can be
used to generate beginning hypotheses, manipulate independent variables, and
make specific predictions. |
ANS:
A
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
36. A
causal research design is typically concerned with:
|
a. |
the frequency with which
something occurs. |
|
b. |
the discovery of ideas and
insights. |
|
c. |
how two variables vary
together. |
|
d. |
the determination of cause-and-effect
relationships. |
|
e. |
establishing priorities
when studying competing explanations of phenomenon. |
ANS:
D
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
37. You
would like to determine the demographic characteristics of owners of
recreational vehicles. The appropriate research strategy would be:
|
a. |
a case study. |
|
b. |
exploratory research. |
|
c. |
descriptive research. |
|
d. |
a field experiment. |
|
e. |
laboratory research. |
ANS: C
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Application
38. You
have been called in as a consultant for the purpose of advising what sales
volume quotas for Brand A mouthwash should be established for each of ten sales
districts that collectively cover the continental United States. The quotas are
to be set for the next calendar year. This is primarily a(n):
|
a. |
exploratory study. |
|
b. |
descriptive study. |
|
c. |
lab experiment. |
|
d. |
field experiment. |
|
e. |
turnover analysis. |
ANS:
B
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Application
39. You
are a senior analyst in the marketing research department of a major steel
producer. You have been requested to make a forecast of domestic automobile
production for the forthcoming calendar year and, for this forecast, to make a
forecast of the total tonnage of steel that will be used by the automobile
manufacturers. This is primarily a(n):
|
a. |
exploratory study. |
|
b. |
descriptive study. |
|
c. |
field experiment. |
|
d. |
simulation. |
|
e. |
laboratory experiment. |
ANS:
B
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Application
40. A
dummy table is used to:
|
a. |
determine brand loyalty. |
|
b. |
catalog the data to be
collected. |
|
c. |
select a sample population. |
|
d. |
measure panel mortality
rates. |
|
e. |
determine brand-switching
behavior. |
ANS:
B
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
41. Dummy
tables:
|
a. |
are a statement of how the
analysis will be structured. |
|
b. |
provide guidance on which
questions to ask. |
|
c. |
are complete tables except
for filling in the actual numbers. |
|
d. |
should be developed after
the data are collected. |
|
e. |
a, b, and c describe dummy
tables. |
ANS:
E
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
42. Which
of the following statements about dummy tables is FALSE?
|
a. |
A researcher should specify
variables and categories in a dummy table after the data have been collected. |
|
b. |
Dummy tables provide
guidance on how to phrase questions as well as the number of questions
necessary for a research project. |
|
c. |
A dummy table is used to
catalog collected data. |
|
d. |
A dummy table is complete
in all aspects save for filling in the actual numbers. |
|
e. |
A dummy table states how
the analysis will be structured and conducted. |
ANS:
A
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
43. The
panel in a longitudinal study:
|
a. |
is a fixed sample of
elements. |
|
b. |
has periodic additions to
replace drop-outs. |
|
c. |
has members that are
measured repeatedly. |
|
d. |
has periodic additions to
maintain representativeness. |
|
e. |
All of the above are true
of the panel in a longitudinal study. |
ANS:
E
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
44. 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. |
ANS:
C
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Comprehension
45. 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. |
ANS:
E
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Comprehension
46. Which
of the following statements about cross-sectional analysis is FALSE?
|
a. |
A cross-sectional study
involves drawing a sample of elements from the population of interest. |
|
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. |
ANS:
E
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
47. Which
of the following is FALSE?
|
a. |
Experiments provide strong
evidence of causal relationships because of the control they give
investigators. |
|
b. |
The variables being
manipulated by a researcher in an experiment are referred to as independent
variables. |
|
c. |
A field experiment takes place
when an investigator creates a situation with the desired conditions and then
manipulates some variables while controlling others. |
|
d. |
Both b and c are true. |
|
e. |
a, b, and c are true. |
ANS:
C
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
48. Causal
research designs usually use _____ to establish possible causal relationships
because they are best suited to determine cause and effect.
|
a. |
focus groups |
|
b. |
interviews |
|
c. |
experiments |
|
d. |
surveys |
|
e. |
simulations |
ANS:
C
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
49. The
outcome variable that is influenced by the manipulation of another variable(s)
is called the _____ variable.
|
a. |
causal |
|
b. |
independent |
|
c. |
descriptive |
|
d. |
dependent |
|
e. |
simulated |
ANS:
D
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
50. An
experimental design is:
|
a. |
one in which the
investigator has direct control over at least one independent variable. |
|
b. |
less capable of providing
evidence of causal relationships than is an exploratory design. |
|
c. |
less internally valid than
a descriptive study. |
|
d. |
used only in realistic
situations. |
|
e. |
best suited for longitudinal
analysis. |
ANS:
A
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
51. The
two types of experiments that can be distinguished are:
|
a. |
laboratory and survey. |
|
b. |
laboratory and field. |
|
c. |
field and survey. |
|
d. |
scientific and field. |
|
e. |
cross-sectional and panel. |
ANS:
B
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Knowledge
52. Bob’s
Cookie Company has decided to test market their new sugarless chocolate chip
cookie. A major question the company hopes to answer with the test market
project concerns distributor acceptance of this product. Which method of test
marketing would be most appropriate in this situation?
|
a. |
Controlled test marketing |
|
b. |
Standard test marketing |
|
c. |
Forced-distribution test
marketing |
|
d. |
Simulated test marketing |
|
e. |
Electronic test marketing |
ANS:
B
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Application
53. Which
of the following is FALSE?
|
a. |
One year is the recommended
minimum amount of time to test market a product. |
|
b. |
A controlled test market is
also known as the forced-distribution test market. |
|
c. |
Market testing involves the
use of a controlled experiment. |
|
d. |
Test marketing is limited
to determining the sales potential of a new product. |
|
e. |
None of these statements
are false; they are all true. |
ANS:
D
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge
54. In a
controlled test market all of the following are true, EXCEPT:
|
a. |
the product is distributed
through normal distribution channels. |
|
b. |
the test is conducted by a
service agency external to the firm. |
|
c. |
the test market service
pays retailers for shelf space. |
|
d. |
the test market service
coordinates the trade promotion program. |
|
e. |
the product is guaranteed
distribution. |
ANS:
A
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Comprehension
55. Simulated
test markets:
|
a. |
provide protection from
competitors. |
|
b. |
are good for assessing
trial and repeat purchase behavior. |
|
c. |
are slower than full-scale
tests. |
|
d. |
are good for spotting weak
products. |
|
e. |
a, b and d. |
ANS: E
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Comprehension
56. The
standard test market plays a vital role when
|
a. |
a firm wishes to test its
ability to actually sell to the trade and get distribution for the product. |
|
b. |
the capital investment is
large. |
|
c. |
the firm is entering a new
territory. |
|
d. |
Both a and b. |
|
e. |
a, b, and c. |
ANS:
E
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Comprehension
57. In
which of the following situations would a discontinuous/omnibus panel be the
most appropriate?
|
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 package 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. |
ANS:
C
PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom’s:
Comprehension
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