Research Methods and Designs Quiz

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Questions and Answers

Which of these research methods fall under Exploratory Research?

Secondary Data Analysis (correct)

Case Analysis (correct)

Longitudinal Studies

Cross-sectional Studies

What is the primary goal of Descriptive Research?

To gather data to describe the characteristics of a population. (correct)

To determine the cause and effect relationship between variables.

To gain a general understanding of a problem or topic.

To generate new ideas and insights.

Which research design is best suited for gaining background information on a new product idea?

Causal Research

Exploratory Research (correct)

Cross-sectional Research

Longitudinal Research

What is a key-informant technique used for?

Gathering information from experts knowledgeable about the research topic. Signup and view all the answers

In what situation would a researcher choose to use a lead-user survey?

To understand consumer preferences for a new technology product. Signup and view all the answers

Which of the following best describes the purpose of a focus group?

To explore a topic through open-ended discussions with a small group. Signup and view all the answers

What is the main difference between cross-sectional and longitudinal studies?

Cross-sectional studies measure data at a single point in time, while longitudinal studies track data changes over time. Signup and view all the answers

Which type of research design is most suitable for studying the long-term effectiveness of a new drug treatment?

Longitudinal Research Signup and view all the answers

Which of these is NOT a symbol used in experimental design?

Y Signup and view all the answers

What is the primary purpose of a control group in an experiment?

To minimize the impact of extraneous variables. Signup and view all the answers

What is the formula for calculating the experimental effect in the Before-After with Control Group design?

E = (O2 - O1) - (O4 - O3) Signup and view all the answers

What is the purpose of a pretest in experimental design?

To measure the dependent variable before any changes are made. Signup and view all the answers

Which of the following is a key characteristic of A/B testing?

Testing two different versions of a product or service simultaneously. Signup and view all the answers

What is the term used to describe variables other than the independent variable that could impact the dependent variable?

Extraneous variables Signup and view all the answers

What is the purpose of experimental design?

To establish cause-and-effect relationships between the independent and dependent variables. Signup and view all the answers

What is the main difference between a pretest and a posttest?

A pretest is conducted before the independent variable is changed, while a posttest is conducted after the change. Signup and view all the answers

What type of study is characterized by measuring the same sample units over time?

Longitudinal study Signup and view all the answers

Which panels ask the same questions across multiple measurements?

Continuous panels Signup and view all the answers

What do brand-switching studies specifically examine?

The number of consumers switching brands Signup and view all the answers

How are discontinuous panels defined in relation to their questions?

They vary questions from measurement to measurement. Signup and view all the answers

What is the primary purpose of market-tracking studies?

To measure market share or unit sales over time Signup and view all the answers

What is the key factor determining the internal validity of an experiment?

The control over extraneous variables that could influence the dependent variable. Signup and view all the answers

Which type of experiment aims to maximize control over extraneous variables?

Laboratory experiment Signup and view all the answers

A company is launching a new product and wants to assess its potential sales success in a real-world setting. Which test market approach would best suit their needs?

Standard test market Signup and view all the answers

What is the main goal of external validity in an experiment?

To determine if the experimental findings can be generalized to other settings and populations. Signup and view all the answers

Which of the following is NOT a factor that could compromise external validity?

Selecting a sample that is representative of the target population. Signup and view all the answers

Which test market method provides the most controlled environment?

Controlled test market Signup and view all the answers

What is a key advantage of using a simulated test market (STM) compared to other test market approaches?

STM is the most cost-effective method. Signup and view all the answers

Which of the following statements BEST describes the relationship between internal and external validity?

There is an inherent trade-off between internal and external validity. Signup and view all the answers

Which brand of peanut butter was the most popular in both cross-sectional surveys?

Jif Signup and view all the answers

In the longitudinal study's Wave 1, how many families purchased Jif?

300 Signup and view all the answers

What does an independent variable represent in an experiment?

Variable that researchers control and manipulate Signup and view all the answers

What type of variable is measured in response to changes in independent variables?

Dependent variable Signup and view all the answers

What is a common characteristic of causal relationships?

They require understanding the effects of manipulation. Signup and view all the answers

In Wave 2 of the longitudinal study, how many families reported purchasing Peter Pan?

100 Signup and view all the answers

Which brand had the least purchase recorded in Survey 1?

Skippy Signup and view all the answers

Which statement best describes cross-sectional studies?

They provide a snapshot of data at one point in time. Signup and view all the answers

What is the primary purpose of a good research design?

To collect and analyze the needed information in a planned and structured manner. Signup and view all the answers

Which of the following is NOT a direct objective of a research design?

Determining the optimal marketing budget for a product. Signup and view all the answers

Why is research design often referred to as an iterative process?

Because the initial research findings might lead to the need for further investigation. Signup and view all the answers

How does preplanning contribute to the effectiveness of research design?

By reducing the overall time and cost of the research project. Signup and view all the answers

Which of the following best describes the relationship between research design and a successful research project?

A well-structured research design is the foundation for a successful research project. Signup and view all the answers

What is the main purpose of conducting exploratory research?

To obtain a general understanding of a problem or issue and generate hypotheses. Signup and view all the answers

Which of the following is NOT an example of a descriptive research objective?

Exploring consumer attitudes towards a new product concept. Signup and view all the answers

What is the defining characteristic of causal research?

It focuses on identifying the causes and effects of events or phenomena. Signup and view all the answers

Study Notes

Marketing Research: Chapter 4 - Research Design

Research design is a comprehensive plan outlining methods for gathering and analyzing data. It's crucial for efficient and cost-effective research.
Good research design is essential in proper research. Advance planning results in quicker completion and lowered costs, due to pre-planning efficiencies.
Research design objectives include:
- Gathering background information and generating hypotheses.
- Measuring variables of interest.
- Testing relationships between variables.
Research design is often an iterative process. Initial research can reveal the need for further study and additional designs.

Types of Research Designs

Exploratory Research:
- Unstructured, informal research often conducted initially to gain a better understanding of a problem.
- Conducted when the researcher isn't fully aware of the intricacies of the problem.
Uses of Exploratory Research:
- Gaining background information.
- Defining terms and clarifying hypotheses.
- Establishing research priorities.
Exploratory Research Methods (1 of 2):
- Secondary data analysis: Analyzing available information relevant to the research topic.
- Experience surveys: Gathering insights from individuals knowledgeable on the issue(s).
  - Key-informant technique: Gathering information from knowledgeable individuals.
  - Lead-user survey: Gathering information from lead users of new technologies.
Exploratory Research Methods (2 of 2):
- Case analysis: Reviewing related past situations.
- Focus groups: Bringing together small groups for unstructured discussions led by a moderator to gain insights.
Descriptive Research:
- Designed to describe characteristics of consumer and market behaviors.
- Used to answer questions of who, what, when, where, and how.
- Useful when projecting study findings to a larger population if the sample is representative.
Descriptive Research Classifications:
- Cross-sectional studies: Measure a sample at one point in time.
- Longitudinal studies: Repeatedly measure the same sample over an extended period.
Descriptive Research Studies (1 of 3):
- Cross-sectional studies: Measure a sample at one time. Survey samples are representative of the population and often include margins of error.
Descriptive Research Studies (2 of 3):
- Longitudinal studies: Repeatedly measure the same group over time. Often depicted as motion pictures of a population.
Descriptive Research Studies (3 of 3):
- Continuous panels: Collect data using the same questions for each data point.
- Discontinuous panels: Vary questions for each data point, sometimes called 'omnibus panels'.
Discontinuous Panels:
- Demographically matched to represent an overall population.
- Offer quick access to information for different research purposes.
Continuous Panels:
- Brand switching studies: Track changes in brand loyalty.
- Market-tracking studies: Measure variables like market share and sales over time.
Causal Research: Seeks to uncover cause-and-effect relationships.
- Often involves experiments.
Experiments:
- Used to determine cause-effect relationships. Manipulate independent variables.
- Control extraneous variables.
Independent Variables: Variables under the researcher's control to determine effect. (Example: ad expenditure).
Dependent Variables: Variables measured in response to changes in independent variables.
Extraneous Variables: Other variables that potentially impact the outcome.
Experimental Design (1 of 4): A procedure to set an environment for changes in a dependent variable to be solely attributed to the independent variable.
Symbols of Experimental Design:
- O: Observation
- X: Manipulation
- R: Random Assignment
- E: Experimental Effect
Pretest/Posttest:
- Pretest: Measuring the dependent variable before manipulating the independent variable.
- Posttest: Measuring the dependent variable again after manipulating the independent variable.
Experimental Design (2 of 4): Contains a control group (used as a comparison) and an experimental group (exposed to the manipulation).
Experimental Design (3 of 4): Before-after testing (measuring the dependent variable before and after the manipulation.)
Experimental Design (4 of 4): Before-after with control group. Randomly dividing participants into a control group and an experimental group. A comparison is made between the two groups.
A/B Testing: Tests two options (A and B) simultaneously to compare effectiveness. Commonly used in website development and online marketing.
Validity of Experiments:
- Internal validity: The extent to which changes in the dependent variable are caused by changes in the independent variable.
- External validity: The extent to which the results of the experimental setting can be generalized to the real world.
Types of Experiments:
- Laboratory experiments: Conducted in controlled settings allowing for maximum control over extraneous variables.
- Field experiments: Conducted in natural settings. Less control over extraneous variables, but potentially more generalizable results to real-world situations.

Test Marketing

Test Marketing: An experiment to evaluate a product or marketing mix in a market setting.
Test Market Uses:
- Assessing sales potential of a new product or service.
- Evaluating variations of the marketing mix for an existing product or service.
Types of Test Markets:
- Standard test market: Testing a new product or marketing mix in regular distribution channels.
- Controlled test market: An outside firm that guarantees distribution to a target number and type of retailers.
- Simulated test market (STM): Collecting data on consumer response to a new product or service by using models to project sales.
Selecting Test-Market Cities:
- Considerations include representativeness, isolation (limiting exposure to competitors), and control over distribution and promotional efforts.
Pros of Test Marketing: Accurate forecasts. Opportunity to test marketing mixes.
Cons of Test Marketing: Risk of competitor actions. Exposure risk to competition. Ethical considerations.

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Description

Test your knowledge on various research methods and designs, including exploratory and descriptive research. This quiz examines key concepts such as focus groups, control groups, and A/B testing. Perfect for students or professionals looking to enhance their understanding of research methodology.