Chapter 3

Question 1

Exploratory Research

Answer 1

Research design in which the major emphasis is on gaining ideas and insights

Question 2

Descriptive Research

Answer 2

Research design in which the major emphasis is on determining the frequency with which something occurs or to the extent to which two variables covary

Question 3

Casual Research

Answer 3

Research design in which the major emphasis is on determining cause-and-effect relationships

Question 4

Hypothesis

Answer 4

A statement that describes how two or more variables are related

Question 5

Literature Search

Answer 5

A search of popular press, trade literature, academic literature, or published statistics from research firms or governmental agencies for data or insight into the problem at hand

Question 6

Depth Interview

Answer 6

Interviews with people knowledgeable about the general subject being investigated

Question 7

Focus Group

Answer 7

An interview conducted among a small number of individuals simultaneously; the interview relies more on group discussion than on directed questions to generate date

Question 8

Moderator

Answer 8

The individual who meets with focus group participants and guides the session

Question 9

Moderator’s Guidebook

Answer 9

An ordered list of the general issues to be addressed during a focus group; the issue normally should move from general to specific

Question 10

Case Analysis

Answer 10

Intensive study of selected examples of the phenomenon of interest

Question 11

Benchmarking

Answer 11

Using organizations that excel at some functions as sources of ideas for improvement

Question 12

Ethnography

Answer 12

The detailed observation of consumers during their ordinarily daily lives using direct observations, interviews, and video & audio recordings

Question 13

Dummy Table

Answer 13

A table with no entries used to show how the results of the analysis will be presented

Question 14

Sample Survey

Answer 14

Cross-sectional study in which the sample is selected to be representative of the target population and in which the emphasis is on the generation of summary statistics such as averages and percentages

Question 15

Longitudinal Study

Answer 15

Investigation involving a fixed sample of elements that is measured repeatedly through time

Question 16

Continuous Panel

Answer 16

A fixed sample of respondents who are measured repeatedly over time with respect to the same variables

Question 17

Discontinuous Panel

Answer 17

A fixed sample of respondents who are measured repeatedly over time but on variables that change from measurement to measurement

Question 18

Experiment

Answer 18

Investigation in which an investigator manipulates and controls one or more independent variables and observers the degree to which the dependent variables change

Question 19

Laboratory Experiment

Answer 19

Investigators create a situation with exact conditions in order to control some variables and manipulated others

Question 20

Field Experiment

Answer 20

Research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit

Question 21

Market testing

Answer 21

A controlled experiment done in a limited but carefully selected sector of the marketplace

Question 22

Standard Test Market

Answer 22

A test market in which the company sells the product through its normal distribution channels

Question 23

Controlled Test Market

Answer 23

An entire test program conducted by an outside services in a market in which it can guarantee distribution

Question 24

Simulated Test Market

Answer 24

A study in which consumer ratings and other information are fed into a computer model that then makes projections about the likely level of sales for the product in the market