Advanced Marketing Research
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Course Introduction
Advanced Marketing Research delves into sophisticated methods of gathering, analyzing, and interpreting data to inform marketing strategies and decisions. The course covers the design of complex research projects, advanced quantitative and qualitative data analysis techniques, and the application of multivariate statistics. Students develop expertise in tools such as conjoint analysis, factor analysis, cluster analysis, and experimental research design, as well as emerging topics like digital analytics and big data applications in marketing. Emphasis is placed on real-world problem-solving, critical evaluation of research methodologies, ethical considerations, and effectively communicating findings to stakeholders for strategic impact.
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Marketing Research An Applied Orientation 6th Edition by Naresh K Malhotra
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Chapter 1: Introduction to Marketing Research
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Q1) Marketing research is classified into two areas-problem identification and problem solving research.
A)True
B)False
Answer: True
Q2) Analytical services include designing and pretesting questionnaires, determining the best means of collecting data, designing sampling plans, and conducting statistical analysis of quantitative data.
A)True
B)False
Answer: False
Q3) When conducting international research, the environment prevailing in the countries, cultural units, or international markets that are being researched, influences the way the six steps of the marketing research process should be performed.
A)True
B)False
Answer: True
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Q1) Past information and forecasts of trends with respect to sales, market share, profitability, technology, population, demographics, and lifestyle can help the researcher understand the underlying marketing research problem.
A)True
B)False
Answer: True
Q2) ________ is a problem that entails determining what information is needed and how it can be obtained in the most feasible way.
A)The environmental context of the problem
B)The management decision problem
C)The marketing research problem
D)Problem definition
Answer: C
Q3) Verbal, graphical, and mathematical models depict the same phenomenon or theoretical framework in different ways.
A)True
B)False
Answer: True
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Chapter 3: Research Design
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Q1) ________ is the most used descriptive design in marketing research.
A)Longitudinal design
B)Exploratory design
C)Cross-sectional design
D)None of the above
Answer: C
Q2) The marketing research proposal does not include a reporting section because a separate final report of the research project findings is provided at the end of the project.
A)True
B)False
Answer: False
Q3) Typically, a ________ involves the tasks of designing the information needed, specifying the measurement and scaling procedures, and developing a plan of data analysis.
A)research classification
B)research design
C)design formulation
D)none of the above
Answer: B
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Chapter 4: Exploratory Research Design: Secondary Data
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Q1) Which of the following is a disadvantage of surveys (Table 4.3 in the text)?
A)interviewer errors; respondent errors
B)data is lacking in terms of content, quantity, and quality
C)data may not be representative; quality of data limited
D)coverage may be incomplete; matching of data on the competitive activity may be difficult
Q2) It is possible to locate information on a particular topic in several different publications by using ________.
A)directories
B)indexes
C)guides
D)statistical published data
Q3) What are purchase panels and media panels? Develop examples of marketing situations where you would use each. Be sure to explain the type of information you would collect and the makeup of the panel respondents.
Q4) One of the problems when evaluating secondary data is that the data may be updated too frequently for the purpose of the problem at hand.
A)True
B)False
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Chapter 5: Exploratory Research Design: Qualitative Research
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Q1) Qualitative research is an unstructured, exploratory research methodology based on small samples that provides insights and understanding of the problem setting.
A)True
B)False
Q2) The quality of focus group results depends heavily on the skills of the moderator.
A)True
B)False
Q3) A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.
A)True
B)False
Q4) One advantage of focus groups is synergism which results because the participants' feelings are similar to those of other group members; they feel comfortable and therefore willing to express their ideas and feelings.
A)True
B)False
Q5) Discuss the advantages of online focus groups.
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Q6) Discuss the disadvantages of online focus groups.
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Chapter 6: Descriptive Research Design: Survey and Observation
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Q1) Survey questionnaires may be administered in four major modes: (1)telephone interview, (2)personal interviews, (3)mall interviews, and (4)electronic interviews (Figure 6.1 in the text).
A)True
B)False
Q2) Which of the following statements about sample control is true?
A)Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete.
B)It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics.
C)It can be difficult to prevent respondents from completing an Internet survey multiple times.
D)All of the above statements are true.
Q3) An example of structured observation would be an auditor performing inventory analysis in a store.
A)True
B)False
Q4) Discuss the traditional mail interview method and the typical mail interview package.
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Chapter 7: Causal Research Design: Experimentation
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Q1) The everyday meaning of causality is more appropriate to marketing research than is the scientific meaning.
A)True
B)False
Q2) All of the types of experimental designs mentioned in the chapter on Causal Research Design (Latin Square, factorial, true experimental, and preexperimental designs for example)can be implemented on the Internet.
A)True
B)False
Q3) Full experimental control is available in quasi-experimental designs; therefore, the researcher does not need to take into account the specific variables that are not controlled.
A)True B)False
Q4) Unlike the randomized block design and the Latin square, factorial designs allow for interactions between variables.
A)True
B)False
Q5) Briefly define internal and external validity.
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Chapter 8: Measurement and Scaling: Fundamentals and Comparative Scaling
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Q1) Which of the following is not one of the suggested modifications of the paired comparison technique?
A)inclusion of a neutral/no difference opinion response
B)graded paired comparisons
C)obtaining similarity judgments in multidimensional scaling
D)ranked paired comparisons
Q2) The origin is the highest level characteristic, i.e., a scale that has origin also possesses all the other basic characteristics.
A)True
B)False
Q3) A nominal scale can only involve the assignment of numbers; alphabets or symbols cannot be assigned.
A)True
B)False
Q4) From the viewpoint of the respondents, ratio scales are the simplest to use, whereas the nominal scales are the most complex.
A)True
B)False
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Q5) Why is there confusion over whether constant sum data are ordinal or metric?
Chapter 9: Measurement and Scaling: Noncomparative Scaling Techniques
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Q1) A measure is perfectly reliable if ________.
A)X<sub>O</sub> = 0
B)X<sub>T</sub> = 0
C)X<sub>S</sub> = 0
D)X<sub>R</sub> = 0
Q2) The ________ is known for its versatility and is very popular with marketing researchers.
A)continuous rating scale
B)Stapel scale
C)semantic differential scale
D)Likert scale
Q3) The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are commonly used when studying the ________ construct (Table 9.3 in the text).
A)attitude
B)satisfaction
C)purchase frequency
D)purchase intent
Q4) Discuss coefficient alpha and how its value might be inflated.
Q5) What are the advantages and disadvantages of the Likert scale?
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Chapter 10: Questionnaire and Form Design
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Q1) Qualifying questions should not serve as opening questions.
A)True
B)False
Q2) Which of the following statements is not a disadvantage of structured questions?
A)Coding and processing of data are much less costly and time consuming.
B)Considerable effort is required to design effective multiple choice questions.
C)Showing respondents the list of possible answers produces biased responses.
D)It is difficult to obtain information on alternatives not listed.
Q3) A "don't know" option does not appear to reduce uninformed responses without reducing the overall response rate or the response rate for questions about which the respondents have information.
A)True
B)False
Q4) Sensitive topics should be placed at the beginning of the questionnaire to get the difficult questions over with.
A)True
B)False
Q5) Respondents do not answer questions on which they are not informed.
A)True
B)False
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Chapter 11: Sampling: Design and Procedures
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Q1) ________ is a sampling technique in which an element cannot be included in the sample more than once.
A)Bayesian approach
B)Sampling with replacement
C)Sampling without replacement
D)Simple random sampling
Q2) Examples of a sampling frame include the telephone book, an association directory, a city directory, or a map.
A)True
B)False
Q3) The sample size decision should be guided by certain qualitative considerations. Which of the following is not one of those considerations?
A)the resource constraints
B)the average size of samples in similar studies
C)the sampling technique to be used
D)the nature of the results
Q4) A census can greatly decrease nonsampling error.
A)True
B)False
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Chapter 12: Sampling: Final and Initial Sample Size
Determination
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Q1) Assuming no measurement error, the reliability of an estimate of a population parameter can be assessed in terms of its standard error.
A)True
B)False
Q2) Which survey method has the highest refusal rate?
A)telephone
B)mall intercept
C)mail surveys
D)Internet
Q3) Trend analysis is an attempt to discern a trend between early and late respondents.
A)True
B)False
Q4) Specify the level of confidence is the first step in the confidence interval approach to determining sample size.
A)True
B)False
Q5) Discuss four of the methods of reducing refusals to participate in a survey.
Page 14
Q6) Discuss what can be done to reduce not-at-homes.
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Chapter 13: Fieldwork
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Q1) Supervisors should keep daily records of the number of calls made, number of not-at-homes, number of refusals, number of completed interviews for each interviewer, and the total for all interviewers under their control. These daily records are a part of
A)quality control and editing
B)control of cheating
C)central office control
D)sampling control
Q2) Field workers should be evaluated on which of the following?
A)time spent interviewing
B)time spent on administration activities
C)time spent traveling
D)all of the above
Q3) A slight change in the wording, sequence, or manner in which a question is asked does not distort its meaning or bias the response.
A)True
B)False
Q4) Interviewers should record responses after the interview.
A)True
B)False
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Chapter 14: Data Preparation
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Q1) Square root and log transformations are seldom used in the respecification of variables.
A)True
B)False
Q2) ________ are statistical techniques that attempt to group data based on underlying similarity, and thus allow for interpretation of the data structures. No distinction is made as to which variables are dependent and which are independent.
A)Interdependence techniques
B)Dependence techniques
C)Multivariate techniques
D)Univariate techniques
Q3) Univariate techniques can be classified based on ________.
A)whether the data are metric or nonmetric
B)whether one, two, or more than two samples are involved
C)whether interdependence techniques or dependence techniques are to be used
D)A and B are correct
Q4) Write an example question and its associated coding for (1)a structured question that allows only a single response with less than nine possible choices and (2)a structured question that permits multiple responses.
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Chapter 15: Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
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Q1) In commercial marketing research, the one-tailed test is used more often than a two-tailed test.
A)True
B)False
Q2) The measures of location are also known as measures of central tendency because they tend to describe the center of the distribution.
A)True
B)False
Q3) A statistic that describes a location within a data set is a ________.
A)measure of variability
B)measure of shapes
C)measure of occasion
D)measure of location
Q4) Nonparametric tests are not available in ________.
A)SAS
B)Excel
C)SPSS
D)MINITAB
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Q5) Discuss the relationship between Type I error and Type II error and the power of a test.
Chapter 16: Analysis of Variance and Covariance
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Q1) Interactions occur when the effects of one factor on the dependent variable depend on the level (category)of the other factors.
A)True
B)False
Q2) A test of the significance of the main effect for each individual factor is a test of the
A)significance of the overall effect
B)significance of the main effect
C)multiple <sup>2 </sup>
D)significance of the interaction effect
Q3) In one-way analysis of variance, under the null hypothesis, SS<sub>x </sub>and SS<sub>error </sub>come from different sources of variation.
A)True
B)False
Q4) The estimated value of <sup>2 </sup>can be negative, in which case the estimated value of <sup>2 </sup>is set equal to one.
A)True
B)False
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Chapter 17: Correlation and Regression
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Q1) Briefly explain how a scatter diagram benefits the researcher?
Q2) Which statement is true about cross-validation.
A)It can be used for evaluating the model for chance variations in the data and other problems associated with regression.
B)It examines whether the regression model continues to hold on comparable data not used in the estimation.
C)A special form of validation is called double cross-validation where the sample is split into halves.
D)All of the above statements are true.
Q3) The standard deviation of b, or the standard error, is denoted as ________.
A)SE<sub>b </sub>
B)SD<sub>b </sub>
C)SSY<sub>b </sub>
D)none of the above
Q4) The statistical significance of the linear relationship between X and Y may be tested by examining the hypotheses: H<sub>0</sub>: <sub>1</sub> <sub> </sub>0; H<sub>1</sub>: <sub>1</sub><sub> </sub>=<sub> </sub>0.
A)True
B)False
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Chapter 18: Discriminant and Logit Analysis
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Q1) If you are using the direct method or stepwise discriminant analysis, you are at the ________ step of conducting discriminant analysis.
A)formulate the problem
B)estimate the discriminant function coefficients
C)assess the validity of the discriminant analysis
D)determine the size of the discriminant function
Q2) The binary logit model commonly deals with the issue of how likely an observation is to belong to each group. It estimates the probability of an observation belonging to a particular group
A)True
B)False
Q3) Also referred to as discriminant loadings, the structure correlations represent the simple correlations between the predictors and the discriminant function in discriminant analysis.
A)True
B)False
Q4) Discuss the similarities and differences among ANOVA, regression, and discriminant analysis (Table 18.1 in the text).
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Chapter 19: Factor Analysis
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Q1) List at least four of the procedures used for determining the number of factors.
Q2) The various methods of factor analysis are differentiated by the approach used to derive the weights or factor score coefficients.
A)True
B)False
Q3) Which of the following statements is not true about factor rotation?
A)Through rotation, the factor matrix is transformed into a simpler one that is easier to interpret.
B)Rotation affects the communalities and the percentage of total variance explained.
C)Preferably, each factor should have a nonzero, or significant, loadings or coefficients for only some of the variables.
D)Different methods of rotation may result in the identification of different factors.
Q4) Generally, the number of factors determined by a scree plot will be one or a few less than that determined by the eigenvalue criterion.
A)True
B)False
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Chapter 20: Cluster Analysis
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Q1) The primary objective of cluster analysis is to classify objects into relatively homogeneous groups.
A)True
B)False
Q2) The ________ are the initial starting points in nonhierarchical clustering.
A)factor scores
B)cluster centers
C)cluster centroids
D)factor loadings
Q3) The most commonly used measure of similarity is the ________ or its square.
A)euclidean distance
B)city-block distance
C)Chebychev's distance
D)Manhattan distance
Q4) In the TwoStep procedure, the euclidean measure can be used only when all of the variables are ordinal.
A)True
B)False
Q5) What suggested guidelines researchers can use when deciding on the number of clusters?
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Chapter 21: Multidimensional Scaling and Conjoint Analysis
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Q1) ________ is a method of configuring a spatial map, such that the ideal points or vectors based on preference data are fitted in a spatial map derived from perception data.
A)Metric analysis of preferences
B)Correspondence analysis
C)Internal analysis of preferences
D)External analysis of preferences
Q2) In conjoint analysis, ________ are utility functions that describe the utility consumers attach to the levels of each attribute.
A)relative importance weights
B)orthogonal arrays
C)part-worth functions
D)attribute levels
Q3) Internal analysis of preferences allows both brands and respondents to be represented in the same spatial map.
A)True
B)False
Q4) What are the steps involved in conducting multidimensional scaling?
Q5) Define and describe hybrid conjoint analysis.
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Chapter 22: Structural Equation Modeling and Path Analysis
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Q1) A proposed structural model involves four constructs, two of which are exogenous. X1 and X2 together cause Y1, which in turn causes Y2. This model is recursive.
A)True
B)False
Q2) It is recommended that each construct be measured by using at least three observed variables.
A)True
B)False
Q3) Constructs are the actual items that are measured using a survey questionnaire.
A)True
B)False
Q4) SEM can be thought of as a combination of Discriminant analysis and cluster analysis.
A)True
B)False
Q5) CFI is an absolute fit index.
A)True
B)False
Q6) Describe the process of conducting SEM and explain the various steps involved.
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Chapter 23: Report Preparation and Presentation
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Q1) The letter of transmittal does all of the following except ________.
A)summarizes the researcher's overall experiences with the project
B)discusses the major results
C)identifies the need for further action on the part of the client
D)all of the above
Q2) ________ are used to set off data items in the written report.
A)Leaders
B)White spaces
C)Dots
D)Hyphens
Q3) The ________ authorizes the researcher to proceed with the project and specifies the scope and the terms of the contract.
A)title page
B)letter of transmittal
C)letter of authorization
D)executive summary
Q4) Discuss the results section of the marketing research report.
Q5) A letter of transmittal authorizes the researcher to proceed with the project.
A)True
B)False
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Chapter 24: International Marketing Research
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Q1) Home-country laws relate to national security, antitrust, worker benefits, and ethical considerations.
A)True
B)False
Q2) If, for example, in many countries, the number of brands available in a given product category is limited and, in other countries the dominant brands have become generic labels symbolizing the entire product category, the researcher might have a problem with ________.
A)construct equivalence
B)scalar equivalence
C)operational equivalence
D)linguistic equivalence
Q3) The role of marketing in economic development is the same in all countries.
A)True
B)False
Q4) Economic development and advances in technology promote the homogenization of consumers' work, leisure, and lifestyles.
A)True
B)False
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