Chapter 4 - Research Design

Question 1

What are the 3 types of research design?

Answer 1

Exploratory
Descriptive
Causal

Question 2

What is the purpose of exploratory research?

Answer 2

To gain background information to diagnose a situation, screen alternatives, and discover new ideas

Question 3

What is the difference between qualitative and quantitative research?

Answer 3

• Qualitative research provides a greater understanding of a concept
• Quantitative research provides precise measurement

Question 4

What are examples of exploratory research?

Answer 4

Experience surveys, secondary data analysis, case studies, and pilot studies

Question 5

What is descriptive research and when is it used?

Answer 5

• Is undertaken to describe answers to questions of who, what, where, when, and how
• Used when wanting to project a study’s findings to a larger population

Question 6

What are examples of descriptive research?

Answer 6

Cross-sectional studies, longitudinal studies, and marketing research panels

Question 7

How is causal research conducted?

Answer 7

Through the use of experiments

Question 8

What is experimental design?

Answer 8

A procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable

Question 9

What is an experiment?

Answer 9

Manipulating an independent variable to see how it affects a dependent variable, while also controlling the effects of additional extraneous variables

Question 10

When is an experiment valid?

Answer 10

If it has internal and external validity

Question 11

What is the difference between an independent and dependent variable?

Answer 11

-Independent variables are
variables that the researcher has control over and wants to manipulate

-Dependent variables are
variables that the researcher has little or no direct control over, yet they have a strong interest in it

Question 12

What are extraneous variables?

Answer 12

Variables that may have some effect on a dependent variable yet are not independent variables

Question 13

What is the difference between a control group and an experimental group?

Answer 13

-A control group is a
group whose subjects have not been exposed to a change in the experimental variable

-An experimental group is a group that has been exposed to a change in the experimental variable

Question 14

When is test marketing used?

Answer 14

To indicate an experiment, study, or test that is conducted in a field setting