Applied Marketing Research Exam
Bank
Course Introduction
Applied Marketing Research equips students with practical skills and knowledge to design, conduct, analyze, and interpret marketing research projects that inform strategic business decisions. The course covers the entire research process, including problem definition, research design, data collection methods (such as surveys, interviews, and observation), sampling techniques, data analysis, and the effective presentation of findings. Emphasizing real-world application, students engage in hands-on projects and case studies, learning how to use statistical software and analytical tools to transform raw data into actionable marketing insights that drive organizational success.
Recommended Textbook
Basic Marketing Research Pearson New International Edition 4th Edition by Naresh K. Malhotra
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Chapter 1: Introduction to Marketing Research
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Q1) Formulating an analytical framework along with models, research questions, hypotheses, and the information needed are included in developing an approach to the problem.
A)True
B)False
Answer: True
Q2) Marketing research departments located within a firm are called ________.
A) internal suppliers
B) horizontal suppliers
C) virtual suppliers
D) external suppliers
E) smart zones
Answer: A
Q3) Outside marketing research companies hired to supply marketing research data are called external suppliers.
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) According to the text, ________ are an economical and quick source of background information.
A) primary data
B) virtual data
C) secondary data
D) observational data
E) A and B
Answer: C
Q2) A broad statement of the general problem and identification of the specific components of the marketing research problem is called ________.
A) problem correction
B) problem definition
C) hypotheses generation
D) problem audit
E) project conceptualization
Answer: B
Q3) General economic conditions are considered elements of the legal environment.
A)True
B)False
Answer: False
Page 4
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Chapter 3: Research Design
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Q1) ________ is the error due to the particular sample selected being an imperfect representation of the population of interest.
A) Nonsampling error
B) Random sampling error
C) Problem definition error
D) Hypothesis error
E) Precision error
Answer: B
Q2) When little is known about the problem situation, it is desirable to begin with descriptive research.
A)True
B)False
Answer: False
Q3) All of the following are elements that describe descriptive research EXCEPT:
A) it is based on data that is collected using small, nonrepresentative samples.
B) it is based on a clear statement of the problem.
C) it is based on specific hypotheses.
D) it is based on specification of the information needed.
E) data are collected in a structured fashion.
Answer: A
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Chapter 4: Exploratory Research Design: Secondary Data
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Sample Questions
Q1) ________ are general business sources of external secondary data that provide brief descriptions of companies, organizations, or individuals.
A) Guides
B) Indexes and bibliographies
C) Directories
D) Nongovernmental statistical data
E) Standard Industrial Classification (SIC) codes
Q2) ________ is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.
A) Data mining
B) Mass marketing
C) Parallel marketing
D) Traditional marketing
E) Competitive intelligence
Q3) Directory databases provide information on individuals, organizations, and services.
A)True
B)False
Q4) In a short essay, explain the appeal of census data to marketers.
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Chapter 5: Exploratory Research Design: Syndicated
Sources of Secondary Data
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Q1) ________ collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.
A) Periodic surveys
B) Panel surveys
C) Shared surveys
D) Parallel surveys
E) Regular surveys
Q2) 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 make up of the panel respondents.
Q3) Panel data's advantages over survey data include all of the following EXCEPT:
A) changes in brand loyalty can be measured.
B) more committed respondents give more accurate information.
C) recall errors are eliminated when panelists record information at the time of purchase.
D) human errors are eliminated if electronic devices are used.
E) minorities and low-education groups are most always represented in sufficient numbers among purchase panel respondents.
Q4) In a short essay, describe an audit and list at least four uses of audit data.
Page 7
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Chapter 6: Exploratory Research Design: Qualitative Research
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Q1) Quantitative research seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis.
A)True
B)False
Q2) In cultural settings, such as the Far East where persons are hesitant to discuss their feelings in group situations, depth interviews should be used.
A)True
B)False
Q3) Qualitative research is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.
A)True
B)False
Q4) Quantitative research is an unstructured, exploratory research methodology based on small samples, which provides insight and understanding of the problem setting.
A)True
B)False
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Chapter 7: Descriptive Research Design: Survey and Observation
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Q1) Which of the following is NOT mentioned as an advantage of social media for conducting surveys?
A) wider coverage
B) survey administration is easy to control
C) simplicity in implementing surveys
D) ability to field more complex questions
E) responses are more candid
Q2) High interviewer bias is a primary disadvantage of using mail interviews to collect research data.
A)True
B)False
Q3) All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT:
A) high interviewer bias.
B) limited to simple questions.
C) low sample control.
D) low response rate.
E) moderate quantity of data.
Q4) Discuss the traditional mail interview method and the typical mail interview package.
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Chapter 8: Causal Research Design: Experimentation
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Q1) A factorial design is a statistical experimental design used to measure the effects of two or more independent variables at various levels and to allow for interactions between variables.
A)True
B)False
Q2) A ________ is an artificial setting for experimentation in which the researcher constructs the desired conditions.
A) statistical environment
B) laboratory environment
C) field environment
D) virtual environment
E) construct condition design
Q3) Field experiments feature which of the following?
A) Realistic environment
B) Low control
C) High external validity
D) A and C
E) A, B, and C
Q4) In a short essay, list and discuss the three specific preexperimental designs.
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Chapter 9: Measurement and Scaling: Fundamentals and Comparative Scaling
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Q1) A(n) ________ is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.
A) ratio scale
B) nominal scale
C) ordinal scale
D) interval scale
E) random scale
Q2) Which of the following primary scales of measurement is recognized as the most basic or limited?
A) ordinal scales
B) nominal scales
C) ratio scales
D) interval scales
E) random scale
Q3) According to the text, semantic differential scaling is a comparative scaling technique.
A)True
B)False
Q4) Discuss measurement and scaling. What are they and how are they related?
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Chapter 10: Measurement and Scaling: Noncomparative Scaling Techniques
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Q1) Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.
A)True
B)False
Q2) In a short essay, discuss the proper steps in choosing a scaling technique for a particular marketing research problem.
Q3) Validity is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors.
A)True
B)False
Q4) Random reliability is a popular approach for assessing reliability.
A)True B)False
Q5) An itemized rating scale describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.
A)True B)False
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Chapter 11: Questionnaire and Form Design
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Q1) Socioeconomic and demographic characteristics used to categorize respondents are referred to as basic information.
A)True
B)False
Q2) Which of the following is the last step in the questionnaire design process?
A) arrange the questions in proper order
B) eliminate bugs by pretesting
C) identify the form and layout
D) reproduce the questionnaire
E) present the results to the client
Q3) Initial questions in questionnaires that screen potential respondents to ensure they meet the requirements of the sample are called ________.
A) double-barreled questions
B) filter questions
C) random questions
D) coefficient questions
E) requirement questions
Q4) In a short essay, list and discuss the three types of information that are obtained from a questionnaire.
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Chapter 12: Sampling: Design and Procedures
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Q1) Sampling techniques that do not use chance selection procedures and rely on the personal judgment of the researcher are called nonprobability sampling techniques.
A)True
B)False
Q2) Objects that possess the information the researcher seeks and about which the researcher will make inferences is called a(n) ________.
A) incident
B) element
C) hypothesis
D) census
E) inference unit
Q3) Sampling techniques that do not use chance selection procedures and rely on the personal judgment of the researcher are called ________.
A) probability sampling techniques
B) nonprobability sampling techniques
C) stratified sampling
D) cluster sampling
E) semantic differential sampling
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Chapter 13: Sampling: Final and Initial Sample Size
Determination
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Q1) Proportions are estimated when the choice is dichotomous.
A)True
B)False
Q2) Which of the following measures of central tendency for a normal distribution is not identical?
A) mean
B) median
C) mode
D) All are identical for a normal distribution.
E) none are identical
Q3) The rate of occurrence of persons eligible to participate in the study expressed as a percentage is called the ________.
A) standard rate
B) random rate
C) completion rate
D) incidence rate
E) diversity rate
Q4) Discuss why there may be ethical concerns when using the standard deviation of a variable in determining sample size.
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Chapter 14: Fieldwork: Data Collection
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Q1) According to the text, interviewer cheating can be minimized through pretesting of the questionnaires.
A)True
B)False
Q2) All of the following are mentioned in the text as elements related to the fieldwork process EXCEPT:
A) the selection of field workers.
B) the validation of fieldwork.
C) the evaluation of field workers.
D) the training and supervision of field workers.
E) All of the mentioned elements are related to the fieldwork process.
Q3) Which of the following types of questions should the supervisor NOT ask when validating an interview with a respondent?
A) length of the interview
B) a complex and sensitive survey question
C) reaction to the interviewer
D) basic demographic data
E) quality of the interview
Q4) List and discuss the major areas of the fieldwork/data collection process.
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Chapter 15: Data Preparation and Analysis Strategy
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Q1) A code in which the number of records for each respondent is the same, and the same data appear in the same columns for all respondents is called a ________.
A) variable field code
B) fixed field code
C) random code
D) virtual code
E) uniform code
Q2) Coding ________ questions is relatively simple since the response options are predetermined.
A) unstructured
B) open-ended
C) structured
D) free-flowing
E) uniform
Q3) Data should be coded in a lean way in order to avoid retaining much detail.
A)True
B)False
Q4) In a short essay, list and discuss the three options available to the researcher for the treatment of missing responses on a questionnaire.
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Chapter 16: Frequency Distribution, Hypothesis Testing, and
Cross-Tabulation
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Q1) The value of the test statistic that divides the rejection and nonrejection regions is called the critical value.
A)True
B)False
Q2) The mean is a good measure of location when the variable is inherently categorical or has otherwise been grouped into categories.
A)True
B)False
Q3) If the distribution is asymmetric, which measure of location is most appropriate if the data is in a nominal scale? If it is in an ordinal scale? If it is in an interval or ratio scale?
A) mode, mode, median
B) median, median, median
C) median, mean, mode
D) mean, mode, median
E) mode, median, mean
Q4) In a short essay, discuss measures of location as they are associated with frequencies. Include a discussion of mean, mode, and median to support your answer.
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Chapter 17: Hypothesis Testing Related to Differences
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Q1) An ANOVA technique in which there is only one factor is called ________.
A) one-way analysis of variance
B) two-way analysis of variance
C) parallel analysis of variance
D) concurrent analysis of variance
E) unitary analysis of variance
Q2) The most popular parametric test is the t-test conducted for examining hypotheses about means.
A)True
B)False
Q3) Significance of the overall effect indicates that some differences exist between some of the treatment groups.
A)True
B)False
Q4) The t statistic is calculated by assuming that the sample size is large.
A)True
B)False
Q5) In a short essay, describe an independent sample and list at least three hypotheses in marketing that relate to parameters from two different populations.
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Chapter 18: Correlation and Regression
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Q1) All of the following about multiple regression are true EXCEPT:
A) R² cannot be less than the highest bivariate r² between an independent variable and the dependent variable.
B) R² will be larger when the correlations between independent variables are low.
C) If the independent variables are uncorrelated, then R² will be the sum of the bivariate r² of each independent variable with the dependent variable.
D) Adjusted R² adjusts for the number of independent variables and sample size.
E) R² can decrease as more independent variables are added to the regression equation.
Q2) ________ involves testing the significance of the overall regression equation as well as specific partial regression coefficients.
A) Correlation analysis
B) Significance testing
C) Regression analysis
D) Factor analysis
E) Residual analysis
Q3) In a short essay, discuss the characteristics of bivariate regression.
Q4) In a short essay, discuss multiple regression and the multiple regression model.
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Chapter 19: Report Preparation and Presentation
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Q1) When it is said that a report should be terse, it is meant that it should be as brief as possible but not at the expense of completeness.
A)True
B)False
Q2) The first step in the report preparation and presentation process is ________.
A) data analysis
B) problem definition
C) recommendations
D) research follow-up
E) interpretations, conclusions, and recommendations
Q3) An excellent check on the clarity of the report is ________.
A) limit the report to no more than 100 pages
B) limiting the report to 50 pages
C) having 2 people write the report
D) putting it on the web for unsolicited comments
E) having 2 or 3 people who are unfamiliar with the report read the report and give comments
Q4) In a short essay, discuss the advantages to publishing marketing research reports on the Web. Give an example of how one company has benefited from such use of new media.
Page 21
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