38 Questions
What is the advantage of discontinuous (omnibus) panels?
They represent existing samples of consumers for research purposes
How are causal relationships often determined?
By conducting experiments
What do marketing managers try to determine through experiments?
What will cause changes in consumer satisfaction or market share
What are independent variables in an experiment?
Variables that the researcher has control over and wishes to manipulate
Why are experiments used in studying causal relationships?
To see how independent variables affect dependent variables while controlling for extraneous variables
What is the purpose of conducting a pretest in an experimental design?
To measure the dependent variable before changing the independent variable
In A/B testing, what is the main objective of testing two alternatives simultaneously?
To determine which of the alternatives is better for marketing a product
What is the primary requirement for an experiment to be considered valid?
The observed change in the dependent variable is due to the independent variable
Which form of validity assesses the extent to which the change in the dependent variable is actually due to the change in the independent variable?
Internal validity
What does a posttest in an experimental design aim to measure?
The dependent variable after changing the independent variable
What does external validity refer to in an experiment?
The generalizability of the relationship between independent and dependent variables to the real world
What is a disadvantage of lab experiments compared to field experiments?
They lack a natural setting for conducting the study
What is the advantage of conducting field experiments?
Conducting the study in a naturalistic setting, increasing real-world applicability
What is the primary purpose of laboratory experiments?
To manipulate independent variables and control extraneous variables
Why are field experiments considered more likely to yield findings applicable to the real world?
They are conducted in a naturalistic setting, increasing real-world applicability
What are dependent variables?
Variables that are measured in response to changes in independent variables
Which of the following is NOT an example of a dependent variable?
Number of employees in an organization
What is the purpose of experimental design control group?
To control extraneous variables by using a group of subjects not exposed to the change in the independent variable
How can managers change dependent variables?
By manipulating independent variables
Which type of variables may have some effect on a dependent variable other than the independent variables?
Extraneous variables
What is the purpose of using continuous panels in research studies?
To track changes in consumers' attitudes and behaviors over time
What is the main characteristic of panels in a longitudinal study?
They involve multiple measurements over time
What do discontinuous panels do in research studies?
Vary questions from one panel measurement to the next
What type of information do firms gain insights into by using data from continuous panels?
Changes in consumers' attitudes and behaviors
In a longitudinal study, what is the purpose of having access to the same members of a sample at regular intervals?
To take repeated measurements over time
What is the purpose of measuring the state of a variable of interest, such as the level of brand loyalty?
To gain background information and develop hypotheses
What is a construct in research design?
An abstract idea or concept composed of a set of attitudes or behaviors
What are elements of constructs that can be measured or quantified in research?
Variables
Which type of research design is usually conducted at the outset of research projects and is unstructured and informal?
Exploratory research
What is the primary caution related to conducting research, as mentioned in the text?
The iterative nature requiring multiple research designs
In exploratory research methods, what is the purpose of small groups guided by a moderator?
To gather information relevant to the research problem
What type of research is undertaken to collect data on characteristics of consumers and/or markets?
Descriptive research
Which type of study measures units from a sample of the population at only one point in time?
Cross-sectional studies
What is the purpose of longitudinal studies in descriptive research?
To repeatedly measure the same sample units of a population over time
What is the primary focus of focus groups in exploratory research methods?
Guided unstructured discussions
What do cross-sectional studies measure?
Units from a sample of the population at only one point in time
What type of research examines characteristics of consumer and/or markets?
Descriptive research
What is the primary goal of longitudinal studies in descriptive research?
Repeatedly measure the same sample units of a population over time
Test your knowledge of research design objectives, hypotheses, and constructs with this quiz. Explore the goals of research design, measurement of variables, and testing of relationships between variables.
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