100%(2)2 out of 2 people found this document helpful
This preview shows page 1 - 5 out of 37 pages.
ExamName___________________________________TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false. 1) A research design is a framework or blueprint for conducting the marketing research project. 1) _______ Answer True False 2) Specifying the measurement and scaling procedures is one of the components involved in research design. 2) _______ 3) Specifying the format of the marketing research proposal is one of the components involved in research design. 3) _______ 4) There are three main types of research designs employed in marketing research exploratory, descriptive, and conclusive. 4) _______ Answer
5) Exploratory research is used in cases when you must define the problem more precisely, identify relevant courses of action, or gain additional insights before an approach can be developed. 5) _______ Answer True False 6) The insights gained from exploratory research might be verified or quantified by conclusive research. 6) _______ Answer 7) The objective of conclusive research is to test specific results and examine specific relationships. 7) _______ 8) Conclusive research is typically more formal and structured than exploratory research. 8) _______ Answer
9) The objective of exploratory research is to explore or search through a problem or situation to provide insights and understanding (Table 3.2 in the text). 9) _______ Answer True False 10) Identifying alternative courses of action and establishing priorities for further research are purposes for which exploratory research is used. 10) ______ Answer 11) When conducting exploratory research, the focus of the investigation may shift constantly as new insightsare discovered. 11) ______ Answer 12) Shorter Labs is conducting experiments to see if shoppers will buy unknown products if they are sent coupons. Shorter Labs is conducting causal research. 12)
______ Answer 13) One reason to conduct causal research is to determine the degree to which marketing variables are associated. For example, to what extent is shopping at department stores related to eating out? 13) ______ Answer True False 14) A major difference between exploratory and descriptive research is that exploratory research is characterized by the prior formulation of specific hypotheses. 14) ______ Answer 15) A descriptive design requires a clear specification of the who, what, when, where, why, and way (the six Ws) of the research. 15) ______ Answer