Advanced Marketing Research
Pre-Test Questions
Course Introduction
Advanced Marketing Research delves into sophisticated methodologies and analytical techniques essential for investigating complex marketing problems. The course emphasizes both qualitative and quantitative research designs, data collection methods, and advanced statistical tools used in contemporary marketing research. Topics include experimental design, multivariate analysis, structural equation modeling, and big data analytics, with an emphasis on interpreting results to inform strategic marketing decisions. Students will gain hands-on experience through case studies, real-world data analysis, and the development of comprehensive research projects, preparing them to translate insights into actionable business strategies.
Recommended Textbook
Marketing Research 10th Edition by
Carl McDaniel Jr
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Page 2
Chapter 1: The Role of Marketing Research in Management
Decision Making
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Sample Questions
Q1) A marketing firm bids on a project for a bank study.In the study,a minimum of $20,000 is budgeted for data collection and focus groups after the survey.The bank responds by saying that it can only allocate $10,000 for data collection alone.What should the marketing research firm do?
A)scale back the project sample size
B)delete the focus group research
C)decline the project
D)Scale back the project sample size and delete the focus group
E)none of these
Answer: C
Q2) Which of the following is not a benefit of the Internet for marketing research?
A)more rapid access to business intelligence
B)facilitates follow-up studies
C)slashes many cost-related activities in the research process
D)improves response rates over mail surveys
E)All are benefits of the Internet.
Answer: E
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3
Chapter 2: The Marketing Research Industry and Research
Ethics
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Sample Questions
Q1) In terms of revenues,the largest marketing research firms tend to be syndicated research suppliers.
A)True
B)False
Answer: True
Q2) The Nielsen ratings,compiled by AC Nielsen Media Research,are an example of which type of research?
A)custom
B)ad hoc
C)qualitative
D)syndicated Answer: D
Q3) Professionalism is an organization whose membership is determined by objective standards,such as an examination.
A)True
B)False Answer: False
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Page 4
Chapter 3: Problem Definition and the Research Process
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Q1) Who puts together a request for proposal (RFP)?
A)custom research suppliers
B)syndicated data suppliers
C)companies that want to hire a research supplier
D)respondents
E)none of these
Answer: C
Q2) Recommendations are included in the typical research proposal.
A)True
B)False
Answer: False
Q3) What is a plan for addressing the research objectives or hypotheses? In essence,the researcher develops a structure or framework to answer a specific research problem/opportunity.
A)Research Design
B)Design Strategy
C)Research Opportunity
D)Strategic Design
Answer: A
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Page 5
Chapter 4: Secondary Data and Databases
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Sample Questions
Q1) Describe how social media has had an effect on behavioral targeting.
Q2) Big data analytics takes into account all the data,structured and unstructured,to understand the complex,evolving,and interrelated conditions to produce more accurate insights.
A)True
B)False
Q3) Which of the following questions can help improve with checking the accuracy of secondary data?
A)Who gathered the data?
B)What was the purpose of the study?
C)What information was collected?
D)When was the information collected?
E)All of these would help
Q4) A company may already possess secondary information.
A)True
B)False
Q5) Most consumers will never give up personal information to marketers.
A)True
B)False
Q6) Explain the paradigm shift in research as a result of big data analytics.
Page 6
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Chapter 5: Qualitative Research
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Sample Questions
Q1) Qualitative research is most closely related to causal research.
A)True
B)False
Q2) Generally,focus groups overshadow the use of other qualitative research tools.
A)True
B)False
Q3) The most common type of qualitative marketing research is _______.
A)projective techniques
B)cartoon test
C)sentence completion
D)focus groups
E)none of these
Q4) Which of the following academic backgrounds would a qualitative researcher most likely have?
A)Math
B)Natural sciences
C)Psychology
D)Computer sciences
E)None of these backgrounds are qualified for qualitative research.
Q5) Describe the four (4)steps in conducting a focus group.
Page 7
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Chapter 6: Traditional Survey Research
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Q1) Which of the following data collection techniques can produce excellent sample quality?
A)mail surveys
B)mall intercept
C)central location telephone
D)self-administered interviews
E)executive interviews
Q2) Collecting information such as consumer demographics and lifestyle characteristics would be illustrative of which reason for the high usage of surveys in marketing research?
A)the need to know why certain things are done or not done
B)the need to know who does certain things
C)the need to explain cause and effect relationships
D)the need to know how consumers make decisions
E)All are reasons for the high rate of usage of surveys in marketing research
Q3) Using a phone book as a sampling frame would not result in sampling frame error.
A)True
B)False
Q4) Why is it important to consider measurement error in survey research?
Q5) Explain the major disadvantage with self-administrated questionnaires.
8
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Chapter 7: Online Marketing Research-The Growth of
Mobile and Social Media Research
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Q1) Traditional online focus groups are less effective at probing than offline focus groups.
A)True
B)False
Q2) Greenfield Online and Harris Interactive are examples of _______.
A)recruited panels
B)opt-in list rentals
C)opt-in panels
D)mail panels
E)data capture of visitors
Q3) What type of research has basically replaced computer-assisted telephone interviewing?
A)Online survey research
B)Productive Research
C)Telephone Research
D)Random Research
Q4) Explain the relationship between blogs,MROC's and marketing research.
Q5) Internet surveys have a higher cost per survey than telephone surveys.
A)True
B)False
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Chapter 8: Primary Data Collection: Observation
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Q1) Internet tracking is fundamentally another form of observation research.
A)True
B)False
Q2) Triangulation,the process of checking findings against what other people say and against similar research already conducted,is a way to verify the accuracy of collected data.
A)True
B)False
Q3) A consumer's level of arousal while watching an ad can be measured with observational research.
A)True
B)False
Q4) When users frequently switch between a desktop and mobile device,they are referred to as digitally agnostic.
A)True
B)False
Q5) In-store security cameras are now being used to track shopper behavior.
A)True
B)False
Q6) Explain how the virtual shopping experience has enhanced observation research.
Page 10
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Sample Questions
Q1) The three types of control discussed when dealing with extraneous variables are:
A)Physical, Mental, Statistical
B)Physical, Design, Statistical
C)Design, Mental, Statistical
D)Physical, Emotional, Design
Q2) __________ refers to the intervention between the beginning and end of an experiment,involving outside variables or events that might change the dependent variable.
A)Maturation
B)History
C)Selection bias
D)Mortality
E)none of these
Q3) The extent to which a new product takes away from the innovative company's present business is referred to as cannibalization.
A)True
B)False
Q4) Under what conditions can the results of a test market be used to forecast sales for a region?
Q5) List and describe (3)three limitations of experimental research?
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Chapter 10: The Concept of Measurement
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Q1) Equivalent form reliability is the ability of two very different forms of an instrument to produce closely correlated results.
A)True
B)False
Q2) A nominal scale partitions data into categories that are mutually exclusive and collectively exhaustive.
A)True
B)False
Q3) Which of the following does not apply to an operational definition?
A)There can be many different potential operational definitions for a single concept.
B)It defines which observable characteristics will be measured.
C)It defines a concept and establishes boundaries for the concept.
D)Instruments are developed on the basis of it.
E)All of these pertain to an operational definition.
Q4) An ordinal scale can be used when the researcher is interested in knowing which brand a consumer prefers in a product category.
A)True
B)False
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) An auto dealership is attempting to determine the preferences of its customers.The dealership has employed your marketing research firm to determine the specific features of automobiles most desired by prospective customers.Construct a scale to achieve that objective.
Q2) An interval scale measuring the extent of agreement to one or a series of statements is known as a semantic differential scale.
A)True
B)False
Q3) Which of the following types of scales is least likely to produce interval or ratio scale data?
A)paired comparison
B)itemized rating
C)graphic rating
D)constant sum
E)All produce interval or ratio scale data.
Q4) The main advantage of rank order scales is that they are noncomparative rating scales producing interval scale data.
A)True
B)False
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Chapter 12: Questionnaire Design
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Sample
Questions
Q1) Which of the following is an incorrect statement concerning questionnaire layout?
A)Position threatening or sensitive questions last.
B)Allow plenty of space for open-ended questions.
C)Always place demographics questions at the beginning.
D)Position questions that require the most effort in the middle.
E)None of these is an incorrect statement.
Q2) Preparing the final questionnaire copy is the last step in the questionnaire design process.
A)True
B)False
Q3) Why do open-ended questions require more time (and money)to evaluate than closed-ended questions?
Q4) It is important for surveys to include supervisor's instructions in order to assist the _______.
A)client
B)field services firm
C)respondent
D)none of these
Q5) What are Field Management Companies and when are they cost effective?
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Chapter 13: Basic Sampling Issues
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Q1) The _____________ is a list of the members or elements from which units to be sampled are selected.
A)population
B)sample frame
C)sample source
D)sample picture
E)universe
Q2) What is the most important reason for the growing popularity of nonprobability samples?
A)sampling error can be computed
B)representative of population
C)lower cost than probability samples
D)less nonresponse bias than other types of sampling
Q3) In marketing research,it is always preferable to take a census rather than a sample of the population under study.
A)True
B)False
Q4) Simple random sampling is often used as a substitute for systematic sampling.
A)True
B)False
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Chapter 14: Sample Size Determination
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Q1) Which of the following is not a piece of required information in order to determine sample size?
A)estimated population standard deviation
B)estimated population median
C)acceptable level of sampling error
D)All are necessary to determine sample size.
E)desired level of confidence
Q2) A normal distribution has a total of 6 standard deviations.
A)True
B)False
Q3) Subgroups are often chosen based on demographics of the sample,such as gender,income,etc.
A)True
B)False
Q4) Which of the following would increase the necessary sample size in a study?
A)smaller mean of the variables in question
B)less need for precision
C)need to divide sample into sub-groups
D)larger population
E)smaller population
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Chapter 15: Data Processing and Fundamental Data Analysis
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Q1) ____________ is the process of grouping and assigning numeric codes to the various responses to a question.
A)Alignment
B)Coding
C)Decoding
D)Arrangement
Q2) What is the difference between measurement validity and interview validation?
Q3) Pie charts are useful for depicting changes over time.
A)True
B)False
Q4) Describe the five steps in the analysis process.
Q5) The purpose of the first edit,or field edit,is to identify problems when there is still time to recontact the respondent and determine the appropriate answer to questions that were not asked.
A)True
B)False
Q6) Means can be calculated using nominal,ordinal,or interval data.
A)True
B)False
Q7) Illustrate a condition in which a "SKIP PATTERN" is needed. Page 17
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Page 18
Chapter 16: Statistical Testing of Differences and Relationships
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Q1) A researcher is attempting to determine which ethnic group is more likely to go to the movies at a movie theatre.The dependent variable is metric.Which of the following tests is most appropriate?
A)analysis of variance
B)t-test
C)z-test
D)chi-square test
E)none of these
Q2) What kind of error is being made if the researcher fails to reject the null hypothesis when it is,in fact,false?
A)chi-square
B)type I
C)type II
D)type III
E)none of these
Q3) The smaller the p value,the smaller is the probability that the observed result occurred by chance.
A)True
B)False
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Chapter 17: Bivariate Correlation and Regression
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Q1) In regression,the unexplained variation is referred to as error sum of squares (SSE).
A)True
B)False
Q2) The coefficient of determination is used in correlation analysis.
A)True
B)False
Q3) Which of the following is the appropriate technique for correlation analysis,which involves metric (interval or ratio)data?
A)Spearman's rank-order correlation
B)Jensen's analysis of covariance
C)Kendall's coefficient of concordance
D)Pearson's product-moment correlation
E)Edward's metric analysis
Q4) What is the variation not explained by the regression?
A)Sum of squares due to regression
B)Error sum of squares
C)Neither sum of squares due to regression or Error sum of squares
D)Both Sum of squares due to regression and Error sum of squares
Q5) How would you interpret the relationship between Education and Age?
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Chapter 18: Multivariate Data Analysis
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Q1) The independent variables in multiple regression should not be correlated with each other.
A)True
B)False
Q2) One of the most common approaches to conducting conjoint analysis is the use of a discrete choice.
A)True
B)False
Q3) An analyst is trying to group together persons who attend theatre performances and who prefer a dinner to accompany the theatre performance.Hence,the two pieces of information are 1)frequency of attending theatre performances and 2)preference for a dinner-theatre format.What type of analysis should be undertaken to determine if those persons preferring the dinner-theatre format are those who attend theatre performances more frequently?
Q4) A client has a data set that would be appropriate for a linear model.He wants the resulting model to predict whether or not a person would buy a particular product.The client has been advised that a multiple regression analysis would be the best approach.What would you suggest?
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Chapter 19: Communicating the Research Results
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Q1) Persuasion should never be used in the personal presentation of a marketing research report.
A)True
B)False
Q2) Conclusions in a report are derived from the process of ___________.
A)deduction
B)reduction
C)induction
D)construction
E)instruction
Q3) List and briefly describe the six major parts of the marketing research report.
Q4) Clients always expect a presentation of the research results.
A)True
B)False
Q5) Which of the following parts of the marketing research report goes at the end?
A)appendices
B)executive summary
C)findings
D)methodology
E)none of these
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Chapter 20: Managing Marketing Research
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Q1) Which of the following takes into account the value,increased confidence,and the cost of research?
A)ROI
B)ROI Lite
C)ROI Complete
D)None of these
Q2) Marketing research suppliers must take client profitability into account.
A)True
B)False
Q3) Top management's support and approval of marketing research has little to do with how effectively the results of the report are utilized by middle marketing managers.
A)True
B)False
Q4) A major problem with the effective use of marketing research information is that different marketing managers use and value research information differently.
A)True
B)False
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Page 23