Chapter 4 Research Design

Question 1

A _________ is a master plan that specifies the methods that will be used to collect and analyze the information needed for a research project.

Answer 1

research design

Question 2

_________ is unstructured, informal research that is undertaken to gain background information about the general nature of the research problem.

Answer 2

Exploratory research

Question 3

_________ is used to gain background information, to define terms, to clarify problems and hypotheses, and to establish research priorities.

Answer 3

Exploratory research

Question 4

_________ refer to gathering information from those thought to be knowledgeable on the issues relevant to the research problem.

Answer 4

Experience surveys

Question 5

________ may also be called key-informant or lead-user surveys.

Answer 5

Experience surveys

Question 6

A _________ is a review of available information about one or more former situations to gain understanding of a current research problem with similar characteristics.

Answer 6

case analysis

Question 7

_________ is undertaken to collect data to examine the characteristics of consumers and/or markets.

Answer 7

Descriptive research

Question 8

________ measure units from a sample of the population at one point in time.

Answer 8

Cross-sectional studies

Question 9

________ are cross-sectional studies whose samples are designed in such a way as to be representative of a specific population at a pre-determined margin of error.

Answer 9

Sample surveys

Question 10

________ are samples of respondents who have agreed to provide information or answer questions at regular intervals.

Answer 10

Panels

Question 11

__________ repeatedly measure the same sample units of a population over a period of time.

Answer 11

Longitudinal studies

Question 12

_________ vary questions from one panel measurement to the next.

Answer 12

Discontinuous panels

Question 13

_________ are samples of respondents who agree to answer the same questions at periodic intervals.

Answer 13

Continuous panels

Question 14

________ or omnibus panels, are samples of respondents who answer different questions on a regular basis over a period of time.

Answer 14

Discontinuous panels,

Question 15

_________ are studies that examine the extent that consumers are loyal to one brand.

Answer 15

Brand-switching studies

Question 16

_________ are studies that monitor the same variables of interest over time.

Answer 16

Market-tracking studies

Question 17

_______ is used to measure causality in relationships, such as “if x, then y.”

Answer 17

Causal research

Question 18

_______ is a relationship in which one or more variables affect one or more other variables.

Answer 18

Causality

Question 19

________ is a field of study which integrates psychology with economics and other disciplines to understand decision making.

Answer 19

Behavioral economics

Question 20

An _______ is a type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected, while also controlling the effects of additional extraneous variables.

Answer 20

experiment

Question 21

________ are variables that the researcher has control over and wishes to manipulate to measure the effect on the dependent variable.

Answer 21

Independent variables

Question 22

_________ are variables that are measured in response to changes in independent variables.

Answer 22

Dependent variables

Question 23

________ are all of the variables other than the independent variables that may have an effect on the dependent variable.

Answer 23

Extraneous variables

Question 24

An __________ is a procedure for devising an experimental setting so that a change in a dependent variable may be attributed solely to the change in an independent variable.

Answer 24

experimental design

Question 25

________ is an experimental design in which a dependent variable is measured before and after an independent variable is changed.

Answer 25

Before-after testing

Question 26

A ________ is a group whose subjects have not been exposed to the change in the independent variable.

Answer 26

control group

Question 27

An _________ is a group that has been exposed to a change in the independent variable.

Answer 27

experimental group

Question 28

A _______ is a measurement of the dependent variable that is taken prior to changing the independent variable.

Answer 28

pretest

Question 29

A ________ is a measurement of the dependent variable that is taken after changing the independent variable.

Answer 29

posttest

Question 30

________ is testing two alternatives (A and B) simultaneously to see which one performs better.

Answer 30

A/B testing

Question 31

_______ in an experimental study is the extent to which the researcher is certain that a change in a dependent variable is actually due to the independent variable.

Answer 31

Internal validity

Question 32

________ refers to the extent to which a researcher can be certain that a relationship observed between independent and dependent variables during an experiment would occur under real-world conditions.

Answer 32

External validity

Question 33

_________ are those in which one or more independent variables are manipulated, and measures of the dependent variable are taken in an artificial setting for the purpose of controlling all extraneous variables that may affect the dependent variable.

Answer 33

Laboratory experiments

Question 34

___________ are those in which the independent variables are manipulated, and the measurements of the dependent variable are taken in their natural setting.

Answer 34

Field experiments

Question 35

________ is conducting an experiment or study in a field setting to evaluate a new product or service or other elements of the marketing mix.

Answer 35

Test marketing

Question 36

Test markets are classified into three types:

Answer 36

• standard
• controlled
• simulated

Question 37

A _________ is one in which the firm tests the product or marketing-mix variables through the company’s normal distribution channels.

Answer 37

standard test market

Question 38

A ________ is one that is conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors.

Answer 38

controlled test market

Question 39

A __________ is one in which companies test new products in a staged environment that mimics natural conditions.

Answer 39

simulated test market (STM)

Question 40

Three criteria useful for selecting test-market regions are:

Answer 40

• representativeness
• degree of isolation
• ability to control distribution and promotion