Multiple Choice

1. According to the text, which of the following is not one of the three major types of research designs?

A) Exploratory

B) Descriptive

C) Causal

D) Predictive

2. The goal of exploratory research includes helping researchers understand:

A) the situation and the problem being faced

B) some possible solutions

C) Both of the above

D) None of the above

3. An exploratory study might seek to:

A) define the marketing research problem

B) identify parameters or variables to be studied further

C) generate potential research hypotheses for testing

D) all of the above

4. _______ research is often used in the first stage of a more comprehensive research study.

A) Exploratory

B) Descriptive

C) Causal

D) Predictive

5. A research ______ states an expected research outcome relevant to one or more variables that seems reasonable in light of existing information.

A) hypothesis

B) construct

C) theory

D) parameter

6. Methods of descriptive research include:

A) case studies

B) focus groups,

C) Both of the above

D) none of the above

7. Methods of exploratory research include:

A) pilot studies

B) surveys

C) Both of the above

D) none of the above

8. With the _________, researchers talk with a small group of individuals about a specific topic, exploring their thoughts and ideas in detail.

A) case studies

B) focus groups

C) depth interview

D) pilot study

9. In a pilot study…

A) there is a limited number of respondents

B) a researcher may not know exactly what questions to ask

C) both of the above

D) none of the above

10. In contrast to ________research, marketers who use ___________ research already have a good understanding of the marketing problem or situation.

A) exploratory, depth interview

B) depth interview, exploratory

C) descriptive, exploratory

D) exploratory, descriptive