112 câu trắc nghiệm Kinh tế lượng – Phần 1

2. Exploratory research design

KTL_003_C2_1: Which of these count as data?
○ The number of males and females in a group
○ The number of employees in an organization
○ A tape recorded interview
○ A poster for a brand of coffee
● All of these

KTL_003_C2_2: When the research objective of a study is to gain background information and to clarify the research problems to create hypotheses, it is generally referred to as:
● Exploratory research design
○ Descriptive research design
○ Causal research design
○ Experimental research design
○ All of the above

KTL_003_C2_3: Which of the following is TRUE?
○ Secondary data are more accurate than primary data.
● The researcher should attempt to gather secondary data before initiating a search for primary data.
○ Primary data are gathered by the researcher and secondary data by other researchers.
○ If a researcher obtains secondary data from the party who collected them, he or she is using a secondary source of secondary data.
○ They are all false.

KTL_003_C2_4: A quantitative research study aims to achieve all of the following, EXCEPT:
○ test various types of hypotheses
○ make accurate predictions about relationships between market factors and behaviour
● generate sustainable competitive advantages for an organization
○ gain meaningful insights into the relationships between variables
○ validate the existing relationships between variables

KTL_003_C2_5: Qualitative research techniques perform better for which of the following issue in comparison to quantitative research techniques?
○ Developing generalizable findings
● Gathering rich data
○ Distinguishing small differences
○ High reliability
○ High validity

KTL_003_C2_6: The optimal number of participants for a focus group is:
○ 1-2 members
○ 3-7 members
● 8-12 members
○ 12-20 members
○ 20-50 members

KTL_003_C2_7: For which of the following projects would secondary data collection likely be sufficient in arriving at a conclusion?
○ A bank wants to determine how the bank’s customers feel about the new service they have introduced.
● A fast-food franchisee wants to determine the market potential for a new type of specialty food in a certain area.
○ A department store chain wants to know whether consumers will spend more money if a coffee shop was introduced.
○ A pet food manufacturer wants to determine whether dogs will prefer a new type of dog food.
○ None of the above.

KTL_003_C2_8: The basic rule for data collection process is:
○ Always start by consulting the governmental statistics website
○ Begin with primary data, then supplement if needed with secondary data.
● Begin with secondary data, then proceed if necessary to collect primary data.
○ Always investigate external sources of secondary data first.
○ Design a field experiment to collect primary data.

KTL_003_C2_9: Which of the following are advantages of individual depth interviews?
○ They allow deeper and candid discussion.
○ They eliminate the negatives that group influences have in a focus group.
○ None of the above
● Both of the above (a and b)

KTL_003_C2_10: Which of the following is not a project technique:
● In-depth interview
○ Pictorial construction
○ Word association tests
○ Sentence completion tests
○ Role plays

KTL_003_C2_11: Compare and contrast the exploratory, descriptive, and causal research designs.

The objective of exploratory design is to discover ideas and insights; of descriptive design is to describe market characteristics; of causal design to determine cause and effect or functions.

The characteristics of exploratory design include flexibility, versatility, and that it is often used as the front end of total research design. The characteristics of descriptive design include its preplanned and structured design and that it is marked by the prior formulation of specific hypotheses. The characteristics of causal design include the fact that mediating variables must be controlled for and that one or more independent variables are manipulated.

Methods using exploratory design include expert surveys, pilot surveys, secondary data (which is analyzed qualitatively), and qualitative research. Methods using descriptive design include secondary data (which is analyzed quantitatively), surveys, panels, and observational and other data. Methods using causal design include experiments.

KTL_003_C2_12: What is the major difference between qualitative and quantitative research techniques? Why is qualitative research techniques termed as exploratory research by many?

One of the major aims of qualitative research is to gain preliminary insights into decision problems and opportunities. This technique of data collection focuses on collection of data from a relatively small number of respondents by asking questions and observing behaviour. In qualitative research most questions are open-ended in nature. Advantages of qualitative methods include: economic and timely data collection; rich data; accuracy of recording market behaviour; and preliminary insights. On the other hand, disadvantages of qualitative methods include: lack of generalizability, reliability and validity.

Quantitative research methods, seek to quantify the data and typically apply some statistical analysis. They put heavy emphasize on using formalised standard questions and predetermined response options in questionnaires or surveys administered to large number of respondents. Today, quantitative research is commonly associated with surveys and experiments and is still considered the mainstay of the research industry for collecting marketing data.

In recent years, qualitative research has come to refer to selected research methods used in exploratory research designs. Quantitative research techniques on the other hand are more directly related to descriptive and causal designs than the exploratory design. Therefore, many people use the term qualitative and exploratory interchangeably however a researcher should avoid doing the same.

KTL_003_C2_13: Describe the various types of exploratory research designs.

Exploratory research design involves many qualitative data collection techniques such as in-depth interviews, focus groups and projective techniques. In-depth interviews are one-to-one interviews with respondents while focus group involves a group of 6 – 12 respondents in a congenial setting. Focus groups is one of the most popular qualitative research techniques. Projective techniques involve various psychological testing such as pictorial construction, word association tests, sentence completion tests and role plays. They are used in understanding the hidden associations in a consumer’s mind. The qualitative data collection techniques provide a lot of rich information but at the same time is hard to interpret and involves limitation with regard to generalizability, reliability and validity.

KTL_003_C2_14: What are the advantages of using projective techniques in comparison to focus groups and in-depth interviews?

Projective techniques have a major advantage over focus groups and depth interviews that they may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study. At times, in direct questioning, the respondent may intentionally or unintentionally misunderstand, misinterpret, or mislead the researcher. In these cases, projective techniques can increase the validity of responses by disguising the purpose. This is particularly true when the issues to be addressed are personal, sensitive, or subject to strong social norms.