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Research Design

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Chapter 5

RESEARCH DESIGN

GENERAL CONCEPT MULTIPLE CHOICE QUESTIONS

1. General Mills conducted research on a "new, improved" version of their cereal, TRIX. Consumer taste tests showed the new version was preferred over the old TRIX, but the new version was a failure when it was introduced. It was noted that the research was flawed in that the new version of TRIX was compared with the old TRIX, a choice that consumers in the marketplace would not have. The correct research should have compared the new TRIX with competitor brands. This example was presented in your text to illustrate: a. poor budgeting for research b. how researchers in large firms are in "silos" and are not open to outside suggestions c. how former research studies often determine the design of present studies d. improper research design e. a case where exploratory research should have been undertaken after the causal research

Answer: (d) Difficulty: (Moderate) Page: 114

2. Which of the following is true about research design? a. Research design should be the first consideration in a research project. b. Research design decisions should be made after data analysis. c. Research design should be selected during the initial meeting with a client. d. Research design should be selected after thoroughly considering the problem and research objectives. e. Research designs should be made after data collection.

Answer: (d) Difficulty: (Moderate) Page: 116

3. Which of the following is the best description of research design? a. a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information b. a marketing term or concept involved in the marketing management problem that will be researched c. the specific pieces of

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