University Research Study: A regional state university is experiencing declining enrollments.
The administration is concerned with this situation and has asked a marketing research class to conduct a research study and make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university.
Refer to University Research Study. Which role of marketing research is represented if the student researchers address "what if" questions, such as examining the outcomes if all the degree programs were available online?
a. Predictive
b. Proscriptive
c. Descriptive
d. Diagnostic
e. Normativet
ANSWER: a
- Refer to University Research Study. If the students analyze census data to determine demographic trends in the primary market area for the university, they are using ___ data.
a. primary
b. secondary
c. proprietary
d. single-source
e. representational
ANSWER: b
- Refer to University Research Study. In addition to understanding potential students' attitudes and intentions regarding online degree programs, the administration has also asked the students to gather data on another project regarding the public's attitude toward the university. Gathering data on two different projects using one questionnaire is called a(n) study.
a. piggyback
b. dichotomous
c. dual-purpose
d. compound
e. synergistic
ANSWER: a
- Refer to University Research Study. When the students presented the results of their study to the university administration, they discussed the differences in responses between male and female respondents. Which data analysis technique allowed them to get these results?
a. One-way frequency counts
b. Frame analysis
c. Cross-tabulation
d. Probability analysis
e. Correlation analysis
ANSWER: c
- Refer to University Research Study. Because the students must finish the research project within a semester and do not have much money to conduct the research, which of the following would be the best quickest and least expensive method of collecting survey data?
a. In-home personal interviews
b. Mail surveys
c. Internet surveys
d. Conducting an experiment
e. Mall intercept interviews
ANSWER: c