Advanced Marketing Research Practice Questions
Course Introduction
Advanced Marketing Research delves into sophisticated methodologies and analytical techniques used to gather, analyze, and interpret data for informed marketing decision-making. The course emphasizes the practical application of both qualitative and quantitative research methods, including experimental design, multivariate analysis, and advanced survey techniques. Students explore emerging digital tools, big data analytics, and ethical considerations in research. Case studies and real-world projects provide opportunities to design and execute complex research projects, translating findings into actionable marketing insights for strategic advantage.
Recommended Textbook
Essentials of Marketing Research 4th Canadian Edition by Joseph F Hair
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Page 2
Chapter 1: Marketing Research for Managerial Decision Making
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Sample Questions
Q1) Research depicts the typical Saturn dirt bike shopper as a middle-aged person with an income of $75,000 per annum. This is an example of:
A) positioning research.
B) retailing research.
C) focus group research.
D) market segmentation research.
E) pricing strategy research.
Answer: D
Q2) As marketing research firms expand their geographic scope, many fundamental skill requirements will change and negotiation skills will be replaced by statistical skills.
A)True
B)False
Answer: False
Q3) One of the recent trends in the marketing research industry is a movement toward data analysis.
A)True
B)False
Answer: False
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Chapter 2: The Marketing Research Process and Proposais
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Sample Questions
Q1) While designing a study, a researcher is wondering if she should ask the respondents their age and gender. She is not sure if she would need that information later in the research process. She is trying to _____.
A) determine the correct unit of analysis for her study
B) conduct a situation assessment for her study
C) determine the relevant variables for her study
D) identify the symptoms and underlying problems for her study
E) confirm the information value
Answer: C
Q2) In the research process, knowledge is created through engaged and careful interpretation of results.
A)True
B)False
Answer: True
Q3) A research proposal includes a brief profile of the researchers and their qualifications.
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) Explain the differences between a null hypothesis and an alternative hypothesis. Answer: In hypothesis development, a null hypothesis states that there is no relationship between the variables. The null hypothesis is the one that is always tested by statisticians and market researchers. Another hypothesis, called an alternative hypothesis, states that there is a relationship between two variables. If the null hypothesis is accepted, one can conclude that the variables are not related. If the null hypothesis is rejected, one finds support for the alternative hypothesis, that the two variables are related.
Q2) _____ is a comprehensive examination of available information that is related to a research topic.
A) A literature review
B) A conjoint analysis
C) A situation analysis
D) Concept testing
E) Cluster sampling
Answer: A
Q3) Scholarly sources are used to obtain external secondary data.
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 objective of descriptive research is to:
A) test cause-and-effect relationships between specifically defined marketing variables.
B) explicitly define the research question and variables.
C) collect information that provides answers to research questions.
D) choose the type of individuals who will best represent the target population of interest.
E) ascertain how much detail of a behavior needs to be recorded.
Q2) An advantage of social media monitoring is individuals who may not fill out surveys or agree to focus groups might nevertheless share their experiences with online social networks.
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
Q4) Describe the process of selecting an observation method.
Q5) What are the main goals of quantitative research?
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Chapter 5: Descriptive and Causal Research Designs
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Sample Questions
Q1) Data that are generalizable cannot be accurately projected to a target population.
A)True
B)False
Q2) Field experiments are less expensive to conduct than laboratory experiments.
A)True
B)False
Q3) 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
Q4) In-home interviewing may be completed through door-to-door canvassing of geographic areas.
A)True
B)False
Q5) In the context of selecting the appropriate survey method, budget determinations are frequently much more arbitrary than researchers would prefer.
A)True
B)False
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Chapter 6: Sampling: Theory and Methods
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Sample Questions
Q1) _____ sampling is a probability sampling procedure in which every sampling unit has a known and equal chance of being selected.
A) Judgment
B) Quota
C) Cluster
D) Simple random
E) Convenience
Q2) The central limit theorem (CLT) describes the theoretical characteristics of a sample population.
A)True
B)False
Q3) List the advantages and disadvantages of simple random sampling.
Q4) Compared to sampling, it is less time-consuming and less expensive to conduct a census.
A)True B)False
Q5) Customer lists from credit card companies are a common source of sampling frames.
A)True B)False
Page 8
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Chapter 7: Measurement and Scaling
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Sample Questions
Q1) Ordinal scales can be used to determine the absolute difference between rankings.
A)True
B)False
Q2) A feature is an abstract construct if it can be directly measured using physical characteristics.
A)True
B)False
Q3) What are the requirements of designing measurement scales?
Q4) Which of the following statements about graphic rating scales is true?
A) They are a type of comparative rating scales.
B) They are recommended for use with adults only.
C) They cannot be used to collect emotional data.
D) They do not contain narrative descriptors.
E) They use a scaling descriptor format.
Q5) Likert scales cannot measure attitudes and behavior.
A)True
B)False
Q6) Discuss the measurement problems associated with the semantic differential scale pole descriptors.
Page 9
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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) Which of the following statements is true of questionnaires?
A) Questions are asked in a natural specific-to-general order to reduce the potential for sequence bias.
B) Any sensitive questions are placed later in the questionnaire before the respondent becomes engaged in the process of answering questions.
C) A well-prepared questionnaire consists of leading and double-barreled questions.
D) The value of a well-constructed questionnaire is difficult to estimate.
E) In good questionnaire design, questions flow from demographic data to more general information.
Q3) What is the purpose of pretesting a survey?
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Chapter 9: Qualitative Data Analysis
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Sample Questions
Q1) In data reduction, the iterative process may uncover issues that the already collected data do not address.
A)True
B)False
Q2) 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.
Q3) _____ is the process through which researchers build theory that is grounded, or based on the data collected.
A) Member checking
B) Peer reviewing
C) Verification
D) Triangulation
E) Integration
Q4) Is qualitative analysis inductive? Explain.
Q5) Discuss the process of triangulation.
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Chapter 10: Preparing Data for Quantitative Analysis
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Sample Questions
Q1) Codes must be assigned to facilitate quantitative data analysis only after responses are reviewed and themes and common words and patterns are identified.
A)True
B)False
Q2) A coded value can be rejected if it is too large or too small for a particular scaled item on a questionnaire.
A)True B)False
Q3) Discuss the advantages of one-way tabulations.
Q4) When information is obtained from internal data warehouses, it must be checked for availability, consistency, correct format, and so on.
A)True B)False
Q5) Cross-tabulation is most often used with nominal or ordinal scaled data.
A)True B)False
Q6) Describe the process of data validation.
Q7) What are the several ways of dealing with missing data?
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Chapter 11: Basic Data Analysis for Quantitative Research
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Sample Questions
Q1) Which of the following is true about the n-way analysis of variance (ANOVA)?
A) The use of multiple independent factors in n-way ANOVA reduces the possibility of an interaction effect.
B) It cannot analyze more than one independent variable at a particular time.
C) It is mathematically less complex than one-way ANOVA.
D) The bigger the F ratio, the lesser the difference among the means of the various groups assessed by n-way ANOVA.
E) It is a type of ANOVA that can analyze several independent variables at the same time.
Q2) Which of the following is true of the mean?
A) It is a qualitative measure.
B) It is greatly affected by the addition and deletion of data.
C) It is the distance between the smallest and largest values in a set of responses.
D) It can be distorted if extreme values are included in a distribution.
E) It is the value that appears in a distribution most often.
Q3) Discuss how standard deviation is a more comprehensive measure of dispersion than range.
Q4) When would you use ANOVA instead of a chi-square test?
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Page 13
Chapter 12: Examining Relationships in Quantitative Research
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Sample Questions
Q1) In bivariate regression analysis, the procedure used to determine the best-fitting line is called the:
A) least squares procedure.
B) squared error procedure.
C) sum of errors procedure.
D) least error procedure.
E) minimum error procedure.
Q2) The strength of association between two variables is determined by the size of the correlation coefficient.
A)True
B)False
Q3) Discuss the concept of multicollinearity.
Q4) Scatter diagrams are a visual way to describe the relationship between two variables and the covariation they share.
A)True
B)False
Q5) Multiple regression analysis is an extension of bivariate regression.
A)True
B)False
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Chapter 13: Communicating Marketing Research Findings
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Sample Questions
Q1) How are conclusions different from recommendations in a research report?
A) Conclusions are derived from secondary research, whereas recommendations are derived from primary research.
B) Conclusions list the topics of the report in sequential order, while recommendations highlight each topical area, subdivisions within each area, and corresponding page numbers.
C) Recommendations are broad, whereas conclusions are very narrow.
D) Conclusions concisely explain research findings and the meaning that can be attached to the findings, whereas recommendations are for appropriate future actions.
E) Recommendations are internally generated, while conclusions are externally generated.
Q2) The objective of the methods-and-procedures section in a research report is to:
A) give background information for a complete understanding of the report.
B) list specific research objectives and questions the study was designed to answer.
C) convey why the research was undertaken and to summarize the key findings.
D) communicate how the research was conducted.
E) give a brief statement of conclusions and recommendations.
Q3) Discuss the organization format common to all marketing research reports.
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