Advanced Marketing Research
Final Test Solutions
Course Introduction
Advanced Marketing Research delves into sophisticated methodologies and analytical tools essential for designing, implementing, and interpreting marketing research projects. The course covers advanced topics such as multivariate analysis, experimental design, data mining, and the integration of qualitative and quantitative research techniques. Emphasizing practical applications, students will learn how to address complex marketing problems, utilize statistical software, and translate research findings into actionable decisions. By working on real-world case studies and projects, students develop the skills necessary to guide strategic marketing decisions in a data-driven business environment.
Recommended Textbook
Essentials of Marketing Research 4th Canadian Edition by Joseph F Hair
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13 Chapters
662 Verified Questions
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Page 2
Chapter 1: Marketing Research for Managerial Decision Making
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Sample Questions
Q1) Which of the following illustrates an unethical activity of research users?
A) Decision makers requesting detailed research proposals from research providers
B) Not using the designated sample of respondents but rather anyone who is conveniently available to complete a survey
C) Obtaining first drafts of questionnaires and using the information to perform the research project themselves
D) Prohibiting market researchers from deanonymizing data
E) Not following up on the established callback procedures indicated in the research procedure
Answer: C
Q2) What are the key skills that recruiters look for in a candidate when they are hiring for marketing researcher positions?
Answer: The top five skills executives hope to find in candidates for marketing research positions are (1) the ability to understand and interpret secondary data, (2) presentation skills, (3) foreign-language competency, (4) negotiation skills, and (5) information technology proficiency.
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3
Chapter 2: The Marketing Research Process and Proposais
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Sample Questions
Q1) Causal research is most useful in _____.
A) generating insights that help in defining a problem situation
B) understanding consumer motivations and behavior that are not easy to access using other research methods
C) understanding which variables result in the movement of a dependent variable
D) analyzing historical data that has been previously collected for some research situation other than the current situation
E) collecting quantitative data to answer research questions such as who, what, when, where, and how
Answer: C
Q2) Marketing research plays a critical role in developing competitive intelligence. A)True
B)False
Answer: True
Q3) In the research process, knowledge is created through engaged and careful interpretation of results.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
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Sample Questions
Q1) Consumer panels, store audits, and optical-scanner technology are methods to collect syndicated data.
A)True
B)False
Answer: True
Q2) _____ is collected by outside organizations such as federal and state governments, trade associations, nonprofit organizations, marketing research services, or academic researchers.
A) Internal primary data
B) Internal secondary data
C) External secondary data
D) External primary data
E) Internal tertiary data
Answer: C
Q3) There are two types of panel-based data sources: those reflecting actual purchases of products and services and those reflecting media habits.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Sample Questions
Q1) The difference between social media monitoring and private communities is that in social media research _____.
A) the sample of people interacting about a product is a self-selected sample that is representative of consumer reactions in a target market
B) the data already exists and is not created by interaction with researchers
C) the primary purpose is research
D) most companies outsource community development to a provider because of the start-up costs involved
E) researchers cannot observe people interacting with each other unprompted by the potential bias of interviewers and questions
Q2) A moderator's guide should include follow-up questions to help the moderator elicit more information.
A)True
B)False
Q3) Groupthink is most likely to occur when participants do not have a previously well-formed opinion on issues discussed in a group.
A)True
B)False
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Chapter 5: Descriptive and Causal Research Designs
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Sample Questions
Q1) Online surveys can eliminate the effects of question order on responses because of their ability to randomize the order of questions within a group.
A)True
B)False
Q2) Questions examining causal relationships between variables are framed with the focus being on the specific impact one variable causes on another variable.
A)True
B)False
Q3) Person-administered surveys are less expensive than telephone-administered surveys.
A)True
B)False
Q4) When respondents provide wrong answers due to impaired memory, then it leads to a nonresponse error.
A)True
B)False
Q5) Discuss the types of errors in surveys.
Q6) Discuss the drawbacks of wireless phone surveys.
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Chapter 6: Sampling: Theory and Methods
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Sample Questions
Q1) If the estimated population proportion is 30 percent based on previous studies, the acceptable error is plus or minus 5 percent, and the z-value for a 95 percent level of confidence is 1.96, the needed sample size is approximately:
A) 323.
B) 187.
C) 36.
D) 212.
E) 554.
Q2) In which stage of the sampling plan will random-digit dialing probably be considered?
A) Selecting the data collection method
B) Defining the target population
C) Selecting the appropriate sampling method
D) Creating an operating plan for selecting sampling units
E) Identifying the sampling frame
Q3) Sampling errors are related to the accuracy of data, whereas nonsampling errors relate to the representativeness of a sample to a defined target population.
A)True
B)False
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Chapter 7: Measurement and Scaling
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Sample Questions
Q1) If there is significant variation among subjects regarding their attitudes toward a given brand, this variance will be reflected most clearly in which of the following measures?
A) Mean
B) Median
C) Mode
D) Standard deviation
E) Frequency distribution
Q2) _____ involve a situation in which possible responses can be interpreted a number of different ways.
A) Ambiguous questions
B) Loaded questions
C) Complex questions
D) Double negative questions
E) Double-barreled questions
Q3) At the heart of construct development is the need to determine exactly what is to be measured.
A)True
B)False
Q4) What are the requirements of designing measurement scales?
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Chapter 8: Designing the Questionnaire
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Sample Questions
Q1) Which of the following is true of structured questions?
A) They are very difficult to code.
B) They are used less often in quantitative surveys in comparison to unstructured questions.
C) They are easier for respondents to answer than are unstructured questions.
D) They are often skipped by respondents.
E) They are open-ended questions that enable respondents to reply in their own words.
Q2) _____ are open-ended questions that enable respondents to reply in their own words.
A) Double negative questions
B) Loaded questions
C) Double-barreled questions
D) Unstructured questions
E) Leading questions
Q3) It is difficult to use screening questions in computer-assisted surveys.
A)True
B)False
Q4) What is the purpose of pretesting a survey?
Q5) What are the two functions performed by a transition phrase in a survey?
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Chapter 9: Qualitative Data Analysis
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Sample Questions
Q1) Quantitative analysis is different from qualitative analysis in that quantitative analysis:
A) is largely inductive.
B) mainly deals with textual data.
C) is guided entirely by the researchers.
D) employs member checking.
E) tends to be ongoing and iterative.
Q2) The difference between quantitative and qualitative analyses is that:
A) the data used in qualitative analyses is numerical in nature.
B) qualitative data quantifies the magnitude of variables.
C) quantitative analysis tends to be ongoing and iterative.
D) quantitative analysis employs member checking.
E) qualitative data analysis is largely inductive.
Q3) Is qualitative analysis inductive? Explain.
Q4) When the objective of a study is to quantify the magnitude of variables and relationships, one should prefer qualitative over quantitative research.
A)True
B)False
Q5) How are reliability and validity viewed in the context of qualitative research?
Page 11
Q6) Discuss how the process of tabulation might keep researchers honest.
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Chapter 10: Preparing Data for Quantitative Analysis
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Sample Questions
Q1) In marketing research, interviewers submitting false data for surveys are said to be
A) coding
B) curbstoning
C) nominalizing
D) screening
E) memoing
Q2) The two types of measures often used to describe data are quantitative and qualitative measures.
A)True
B)False
Q3) Which of the following is the last step in the data preparation process?
A) Data validation
B) Data editing
C) Data coding
D) Data entry
E) Data tabulation
Q4) Under which of the following conditions are respondents typically recontacted?
Q5) What is the difference between a one-way tabulation and a cross-tabulation?
Page 12
Q6) Discuss the advantages of one-way tabulations.
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Chapter 11: Basic Data Analysis for Quantitative Research
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Sample Questions
Q1) The bivariate t-test does not require interval or ratio data like the univariate t-test.
A)True
B)False
Q2) When one independent variable is studied across three or more groups, it is referred to as a one-way ANOVA.
A)True
B)False
Q3) For interval or ratio data, the mean is appropriate, except when there are extreme values within the interval or ratio data, which are referred to as outliers.
A)True
B)False
Q4) In independent samples, the questions are independent but the respondents are the same.
A)True
B)False
Q5) Measures of central tendency locate the center of a distribution.
A)True
B)False
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Chapter 12: Examining Relationships in Quantitative Research
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Sample Questions
Q1) To measure whether a relationship between two variables exists, we rely on the concept of statistical significance.
A)True
B)False
Q2) The strength of association between two variables is determined by the size of the correlation coefficient.
A)True
B)False
Q3) When the correlations between independent variables in regression are high enough to cause problems, one approach is to create summated scales consisting of the independent variables that are highly correlated.
A)True
B)False
Q4) Regression analysis assumes there is a straight line relationship between the independent and dependent variables.
A)True
B)False
Q5) Discuss the concept of multicollinearity.
Q6) Discuss multiple regression analysis.
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Chapter 13: Communicating Marketing Research Findings
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Sample Questions
Q1) Kylie, a market researcher, has failed to provide an interpretation of the data in the results tables in her research report. Which of the following problems in preparing the marketing research report is exemplified in this scenario?
A) Lack of data interpretation
B) Unnecessary use of multivariate statistics
C) Lack of relevance
D) Too much emphasis on too few statistics
E) Lack of generalizability
Q2) A report or presentation of marketing research is often the only part of a marketing research project that will be seen by those commissioning the report.
A)True
B)False
Q3) Reports can be used for comparison purposes.
A)True
B)False
Q4) Mention five problem areas that may arise when writing a marketing research report.
Q5) Discuss the organization format common to all marketing research reports.
Q6) What are the objectives of a professional marketing research report?
Page 15
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