30 Questions
What is the main purpose of exploratory research?
To gain background information and develop hypotheses
Which of the following best describes a construct?
An abstract idea or concept composed of a set of attitudes or behaviors
What are hypotheses used for in research design?
To specify relationships between variables
What is a caution related to research design discussed in the text?
Conducting one research project may reveal the need for additional research
What is the unit of measurement in research according to the text?
Variable
What are hypotheses considered to be for the purposes of argument or investigation?
Statements taken as true
Which type of research design involves testing hypotheses that specify relationships between variables?
Causal
What is the advantage of discontinuous (omnibus) panels?
They represent a group of persons available for research
In causal research, what are causal relationships often determined by?
Conditional statements like 'If x, then y'
What is an independent variable in an experiment?
A variable that is controlled and manipulated by the researcher
What type of study involves manipulating independent variables to see their effect on dependent variables?
Causal research
Which research method involves understanding a phenomenon in terms of conditional statements like 'If x, then y'?
Causal research
What are discontinuous panels suitable for?
Representing existing samples of consumers
In an experiment, what are independent variables manipulated to see their effect on?
Dependent variables
What is the purpose of focus groups in exploratory research?
To gain information relevant to the research problem through unstructured, spontaneous discussion
When is descriptive research undertaken?
To describe answers to questions of who, what, where, when, and how
What is the primary characteristic of cross-sectional studies?
They measure units from a sample of the population at only one point in time
Why are sample surveys considered cross-sectional studies?
Because they measure units from a sample of the population at only one point in time
In what way are longitudinal studies different from cross-sectional studies?
Cross-sectional studies repeatedly measure the same sample units over time
Why is it desirable to conduct descriptive research when projecting study findings to a larger population?
Because the study's sample is representative
What characterizes focus groups in exploratory research?
Undertaking unstructured, spontaneous discussions guided by a moderator
What type of experimental design is before-after testing?
Experimental design
What is pretest in the context of before-after testing?
Measurement of the independent variable before it's changed
What does A/B testing involve?
Testing two alternatives simultaneously to see which is better
What is internal validity concerned with in an experiment?
The observed change in the dependent variable due to the independent variable
What needs to be true for an experiment to be considered valid?
The results must apply to the “real world” outside the experimental setting
What is posttest in the context of before-after testing?
A measurement taken after the changes have been made to the independent variable
In A/B testing, what are organizations trying to determine?
Which of two or more alternatives involved in marketing a product is better
What does external validity assess in an experiment?
The generalizability of the results outside the experimental setting
What distinguishes A/B testing from other types of experiments?
It tests alternatives simultaneously to see which is better
Study Notes
Research Design and Methods
- The main purpose of exploratory research is to explore and gain insights into a topic or issue.
Constructs and Hypotheses
- A construct is an abstract concept or idea that is used to understand a phenomenon or behavior.
- Hypotheses are educated guesses or predictions that are tested in research to support or reject a theory.
- Hypotheses are used to guide the research design and provide a framework for analysis.
- Hypotheses are considered tentative explanations or predictions that are tested in an investigation or argument.
Research Design
- Experiments involve manipulating independent variables to see their effect on dependent variables.
- Causal research involves determining causal relationships between variables.
- In an experiment, independent variables are manipulated to see their effect on dependent variables.
- Longitudinal studies differ from cross-sectional studies in that they involve observing participants over a longer period of time.
- Cross-sectional studies involve observing participants at a single point in time.
- Sample surveys are considered cross-sectional studies because they involve collecting data from a sample of participants at a single point in time.
- Descriptive research is undertaken to describe the characteristics of a population or phenomenon.
- The primary characteristic of cross-sectional studies is that they provide a snapshot of the population at a single point in time.
Experimental Design
- Before-after testing is a type of experimental design that involves testing hypotheses that specify relationships between variables.
- Pretest refers to the measurement of a variable before the intervention or treatment in an experiment.
- Posttest refers to the measurement of a variable after the intervention or treatment in an experiment.
- A/B testing involves comparing two versions of a product or service to determine which one performs better.
- Internal validity is concerned with whether the experiment is measuring what it claims to measure.
- External validity assesses whether the results of an experiment can be generalized to other populations or contexts.
- For an experiment to be considered valid, the researcher must be able to draw causal inferences about the relationship between the independent and dependent variables.
Focus Groups and Panels
- Focus groups are used in exploratory research to gain insights and understanding of a phenomenon.
- Discontinuous panels involve collecting data from the same participants at multiple points in time.
- The advantage of discontinuous panels is that they allow researchers to observe changes over time.
- Discontinuous panels are suitable for studying phenomena that change over time.
Units of Measurement and Causality
- The unit of measurement in research is the individual or case being studied.
- In causal research, causal relationships are often determined by manipulating independent variables and observing their effect on dependent variables.
Learn about the advantages of discontinuous panels in market research and the concept of causal research in understanding conditional relationships. This quiz covers the representation of consumer samples and the significance of causality in research.
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