Advanced Marketing Research Practice Exam
Course Introduction
Advanced Marketing Research offers an in-depth exploration of research methodologies and analytical techniques essential for strategic marketing decision-making. The course covers the design and execution of complex qualitative and quantitative studies, emphasizing data collection, survey construction, experimental design, and advanced statistical analysis using modern software tools. Students will critically evaluate case studies, learn to interpret large datasets, and apply findings to real-world marketing problems, preparing them to produce actionable insights for businesses and organizations in diverse industries.
Recommended Textbook
Modern Marketing Research Concepts Methods and Cases 2nd Edition by Fred
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Page 2
M. Feinberg
Chapter 1: The Purpose and Process of Marketing Research
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Sample Questions
Q1) Because of their role in collecting,analyzing,and reporting data,marketing researchers are often asked to make managerial decisions.
A)True
B)False
Answer: False
Q2) Exploratory research can be used as an aid in defining the decision a manager must make and developing hypotheses.
A)True
B)False
Answer: True
Q3) It is rather easy to calculate the benefits of a research project,but calculating costs is much more difficult.
A)True
B)False
Answer: False
Q4) Research objectives answer the question,"Why is the project being conducted?"
A)True
B)False
Answer: True
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Chapter 2: Research Design and Data Sources
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Q1) In conducting marketing research,the first step in determining data needs should be to
A) collect primary data
B) search for internal secondary data
C) search for external secondary data
D) purchase syndicated data
Answer: B
Q2) Continuous performance monitoring requires a cross-sectional research design.
A)True
B)False
Answer: False
Q3) The research design is the basic plan that guides the data collection and analysis phase of the research project.
A)True
B)False
Answer: True
Q4) The advantage of primary data over secondary data is savings in cost and time.
A)True
B)False
Answer: False
Page 4
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Chapter 3: Measurement in Marketing Research
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Q1) _______________ involves the ability to use a measured marketing phenomenon at one point in time to predict another marketing phenomenon at a future point.
A) Test-retest validity
B) Split half reliability
C) Predictive validity
D) Concurrent validity
Answer: C
Q2) Identify and briefly describe the three components of attitude.
Answer: The three components are cognitive,affective,and behavioral.The cognitive consists of knowledge and beliefs,affective of feelings and preferences,and behavioral of readiness to act.
Q3) For many research projects,measurement error can be substantially greater than sampling error,particularly when measurement involves subjective consumer information such as attitudes,preferences,and intentions.
A)True
B)False
Answer: True
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Chapter 4: Causal Designs and Marketing Experiments
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Q1) Laboratory settings generally offer lower control over confounding variables than other studies,but the results are more able to be generalized.
A)True
B)False
Q2) _______________ refers to the assigning of test units to treatment groups in such as way that the groups differ on the dependent variable before the presentation of the treatments.
A) The main testing effect
B) Test unit mortality
C) Selection bias
D) The instrumentation effect
Q3) There is one line of defense against a confounding variable; its effects on the dependent variable may be statistically controlled through a technique called
A) analysis of variance
B) analysis of covariance
C) regression analysis
D) static-group comparison design
Q4) Explain what is meant by the term "experiment."
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6
Chapter 5: Data Collection: Exploratory and Conclusive Research
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Q1) Of the four communication methods,mail surveys typically have the greatest elapsed time from the beginning of the research project to completion of the study.
A)True
B)False
Q2) Focus group participants who have already done a session make good candidates for another session due to their expertise in the process.
A)True
B)False
Q3) Managers often believe they can use quantitative research as a substitute for qualitative research on the premise that "listening to the voice of the customer" is always superior to numerical results,no matter how rigorous.
A)True
B)False
Q4) For consumer goods research,the focus group should be
A) 4 or 5 individuals
B) 6 or 7 individuals
C) between 8 and 12 individuals
D) between 13 and 15 individuals
Page 7
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Chapter 6: Designing Surveys and Data Collection
Instruments
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Q1) To reduce measurement error from respondents misremembering,researchers can use all of the following methods <u>except</u>
A) use recognition tests
B) use scales that provide appropriate time referents
C) ask the questions in multiple ways to different respondents
D) rely more on aided recall
Q2) When designing multiple-response questions,response alternatives should be _______________,which means the respondent should be able to identify exactly one alternative that clearly represents their response.
A) collectively exhaustive
B) mutually exclusive
C) position unbiased
D) label inclusive
Q3) When deciding question wording,words like "usually," "regularly," "kind," "normally," and "frequently" are considered ambiguous and should be avoided.
A)True
B)False
Q4) Outline the broad interrelated guidelines in constructing a questionnaire.
Page 8
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Chapter 7: Sampling
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Q1) Judgment sampling is superior to convenience sampling because the sampling error of the former can be ascertained.
A)True
B)False
Q2) If a quota sample has 3 control characteristics,each of which has 2 categories,the total number of sampling cells required would be
A) 3
B) 5
C) 6
D) 8
Q3) With simple random sampling,each element of the population
A) has a known chance of being selected that is not necessarily equal B) has an equal chance of being selected that is not necessarily known C) has a known and equal chance of being selected
D) has an unknown chance of being selected because the sample is designed through quotas
Q4) Discuss the constraints that affect sample size decisions.
Q5) Discuss the various implications of the central limit theorem to the practice of sampling.
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Chapter 8: Data Analysis and Statistical Methods:
Univariate and Bivariate Analyses
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Q1) Inferential statistics use probability theory to A) make statements about the population
B) make statements about a sample
C) describe a sample
D) describe the overall distribution of samples
Q2) Three measures of dispersion are often used in marketing research: the mean,the median,and the mode.
A)True
B)False
Q3) Descriptive statistics are used to make inferences about a population.
A)True
B)False
Q4) In hypothesis testing,researchers never "accept" a null hypothesis,merely "fail to reject."
A)True
B)False
Q5) A "two-tailed test" is used to test the alternative hypothesis that a sample statistic is less than a particular value.
A)True
B)False
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Chapter 9: Multiple Regression: Modeling Multivariate
Relationships
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Q1) Substantial autocorrelation within data can be corrected for with myriad techniques,such as transformations and dummy variables.It should therefore not call into question the regression model itself.
A)True
B)False
Q2) If the dependent variable is count data,the regression model that will be used is the
A) multinomial logit regression model
B) discrete choice model
C) exploded logit regression model
D) Poisson regression model
Q3) In using Poisson regression,the researcher also must know
A) both the observed count and the number of opportunities
B) the relative percentages of each outcome
C) the distribution of the population
D) both the variance and the population mean
Q4) Regression is the dominant method of data analysis throughout the natural and social sciences.
A)True
B)False
11
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Chapter 10: Multivariate Methods of Marketing Research I:
Factor, cluster, and Discriminant Analyses
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Q1) The v's of a DF are estimated so that \(F = \frac { S S _ { \text {between } } } { S S _ { \text {within } } }\) is minimized.
A)True
B)False
Q2) In factor analysis,the _______________ represents how much variance a factor explains relative to how much it would be expected to explain by chance alone,that is,on the average.
A) principal component
B) factor loading
C) eigenvalue
D) correlation matrix
Q3) Factor analysis uses three steps in arriving at a solution.The first step is to A) develop a set of correlations between all combinations of variables
B) sort the data by cases from lowest to highest
C) determine the optimum number of factors to explain the variables
D) rotate the factors
Q4) Identify the three steps in a factor analysis solution.
Q6) Discuss the possible applications in marketing research for factor analysis. Page 12
Q5) Discuss the similarities and differences between factor and cluster analyses.
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Chapter 11: Multivariate Methods of Marketing Reseach Ii:
Conjoint Analysis and Multidimensional Scaling
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Q1) When using _______________,a respondent's prior choices or responses are used to determine future comparisons.
A) choice-based profiles
B) rankings
C) adaptive conjoint
D) the k-means method
Q2) In an MDS routine,for n objects,_______________ possible pair-wise comparisons are used to estimate 2n coordinates in two-dimensional space.
A) n(n-1)/2
B) n<sup>2</sup>-1
C) n!
D) cannot be determined
Q3) In conjoint analysis,_______________ allows researchers to offer a subset rather than all of the possible combinations when looking a trade-offs on a number of product attributes.
A) the k-means method
B) orthogonal designs
C) adaptive conjoint
D) choice-based conjoint
14
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Chapter 12: Advanced Topics, research Frontiers, and Preparing
the Final Report
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Q1) The result of the estimation process through rigorous guessing procedures is
A) the best beta value for each parameter
B) the best guess value for each parameter
C) a distribution of the various values of each parameter
D) an estimation of the distance between each data point and the normalized centroid
Q2) In Bayesian analysis,guesses follow a rigorous process called
A) latent Monte Carlo
B) Markov chain Monte Carlo
C) Heckman chain Monte Carlo
D) hierarchical Markov estimation
Q3) The hierarchical model allows for all of the following <u>except</u>
A) it allows for different slopes for different respondents
B) it includes individual regressions for each respondent
C) it allows for an explanation as to where the heterogeneity comes from
D) it allows for borrowing missing information from other respondents
Q4) With end-point selection bias,data collection begins as soon as data fall above or below an acceptable threshold.
A)True
B)False
Page 15
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