Applied Marketing Research
Exam Materials
Course Introduction
Applied Marketing Research explores the principles and techniques used to gather, analyze, and interpret data relevant to marketing decision-making. The course covers the entire research process, including problem definition, research design, sampling methods, data collection, and statistical analysis. Emphasis is placed on applying quantitative and qualitative research methods to real-world marketing problems such as consumer behavior, product development, branding, and market segmentation. Through case studies and practical projects, students develop the skills to critically assess research findings and provide actionable insights to support marketing strategy.
Recommended Textbook
Basic Marketing Research 4th Edition by Naresh
K. Malhotra
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19 Chapters
1722 Verified Questions
1722 Flashcards
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Page 2
Chapter 1: Introduction to Marketing Research
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84 Flashcards
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Sample Questions
Q1) If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed,which step would the agency conduct?
A) define the problem
B) develop an approach to the problem
C) formulate the research design
D) correct the problem
E) doing fieldwork or collecting data
Answer: E
Q2) According to the text,which of the following organizations was recognized as the largest global research firm based on global research revenues?
A) IMS Health Inc.
B) Arbitron Inc.
C) Nielsen
D) Synovate
E) GfK SE
Answer: C
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Page 3
Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Sample Questions
Q1) All of the following represent examples of sources of secondary data EXCEPT: A) trade organizations.
B) the Bureau of Census.
C) the Internet.
D) A and B
E) survey data.
Answer: E
Q2) In graphical models,the variables and their relationships are stated in prose form.
A)True
B)False
Answer: False
Q3) The problem confronting the decision maker is typically referred to as the marketing research problem.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Research Design
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Sample Questions
Q1) When repeating a project for a previous client,a research proposal is not necessary.
A)True
B)False
Answer: False
Q2) Conventional industry practice has the project paid in three parts due: 1)after the project is accepted,2)at the project mid-point,and 3)at the conclusion of the project.
A)True
B)False
Answer: True
Q3) According to the text,the objective of exploratory research is to test specific hypotheses and examine specific relationships.
A)True
B)False
Answer: False
Q4) Causal research is very versatile and can be used at any point in a study.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Exploratory Research Design: Secondary Data
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Sample Questions
Q1) Computer mapping is a product of Geographic Information Systems (GIS).
A)True
B)False
Q2) Compared to the collection cost of primary data,secondary data is more expensive.
A)True
B)False
Q3) Which of the following describes information services offered by marketing research organizations that provide information from a common database to firms that subscribe to the service?
A) syndicated services
B) primary services
C) secondary services
D) modular services
E) online services
Q4) In a short essay,list and discuss at least five specific criteria that are essential for evaluating secondary data.
Q5) According to the text,bibliographies are organized alphabetically by topic.
A)True
B)False
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Chapter 5: Exploratory Research Design: Syndicated
Sources of Secondary Data
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Sample Questions
Q1) Which of the following are the two types of general surveys?
A) periodic
B) panel
C) shared
D) A and B
E) B and C
Q2) Scanner data that provides information on purchases by brand,size,price,and flavor or formulation are called volume-tracking data.
A)True
B)False
Q3) An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents is called ________.
A) single-source data
B) dual-source data
C) multiple-source data
D) qualitative data
E) cashier data
Q4) In a short essay,list and discuss the three types of scanner data.
Q5) In a short essay,describe an audit and list at least four uses of audit data.
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Chapter 6: Exploratory Research Design: Qualitative Research
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Sample Questions
Q1) Qualitative research procedures are classified as either ________ or ________.
A) primary; secondary
B) direct; indirect
C) descriptive; exploratory
D) theoretical; non-theoretical
E) partial; total
Q2) The type of qualitative research in which the purposes of the project are disguised from the respondents is called an indirect approach.
A)True
B)False
Q3) According to the text,the typical focus group costs the client about $6,500.
A)True
B)False
Q4) In a short essay,list and discuss the four classifications of projective techniques used in marketing research.
Q5) In a short essay,discuss at least two applications of projective techniques and provide three basic guidelines that can enhance the usefulness of these techniques.
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Chapter 7: Descriptive Research Design: Survey and Observation
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Sample Questions
Q1) CAPI interviewing is inappropriate for conducting B2B research at trade shows or conventions.
A)True
B)False
Q2) Disadvantages of using telephone interviewing to collect research data include no use of physical stimuli and poor response rates.
A)True
B)False
Q3) Which of the following is NOT recognized as an advantage of using mail interviews to collect research data?
A) no interviewer bias
B) good control of environment
C) low social desirability
D) low/moderate cost
E) no field force problems
Q4) Personal observation is an observational research strategy in which human observers record the phenomenon being observed as it occurs.
A)True
B)False
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Chapter 8: Causal Research Design: Experimentation
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Sample Questions
Q1) Designs that apply part of the procedures of true experimentation,while lacking full experimental control are called quasi-experimental designs.
A)True
B)False
Q2) ________ is an application of a controlled experiment done in limited,but carefully selected,test markets.
A) Random sampling
B) Parallel sampling
C) Experimentation
D) Selective control sampling
E) Test marketing
Q3) Consumers are good examples of dependent variables.
A)True
B)False
Q4) An effect in which a prior measurement affects the test unit's response to the independent variable is called nonresponse bias.
A)True
B)False
Q5) 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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Sample Questions
Q1) In a short essay,discuss the difference between comparative and noncomparative scales.Include an example of each scaling technique to support your answer.
Q2) The origin characteristic means that a scale has an arbitrary zero point.
A)True
B)False
Q3) In developing countries,which of the following scales would be best for measuring consumer preferences?
A) ordinal scales
B) ratio scales
C) interval scales
D) substantive scales
E) dichotomous scales
Q4) The major benefit of comparative scaling is that it is the most widely used scaling technique.
A)True
B)False
Q5) In a short essay,discuss the relationship of measurement and scaling to the marketing research process.
Q6) 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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Sample Questions
Q1) Which non-comparative scale is analyzed using profile analysis?
A) Likert scale
B) semantic differential scale
C) Stapel scale
D) all of the above
Q2) A scale consisting of multiple items,in which an item is a single question or statement to be evaluated is called a multi-item scale.
A)True
B)False
Q3) Internal consistency reliability is used to assess the reliability of a summated scale and refers to the consistency with which each item represents the construct of interest.
A)True
B)False
Q4) An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.
A)True
B)False
Q5) Explain how continuous rating scales can be easily implemented on the Internet.
Page 12
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Chapter 11: Questionnaire and Form Design
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Sample Questions
Q1) Questions that prespecify the set of response alternatives and the response format are called structured questions.
A)True
B)False
Q2) "Usually," "normally," and "frequently" are examples of words that are oftentimes considered confusing to respondents.
A)True
B)False
Q3) 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
Q4) The last step in the questionnaire design process is to reproduce the questionnaire.
A)True
B)False
Q5) In a short essay,list the ten steps to designing the ideal questionnaire.
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Chapter 12: Sampling: Design and Procedures
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Sample Questions
Q1) The number of units to be included in a study is called the sample size.
A)True
B)False
Q2) In ________,sampling elements are selected by chance,that is,randomly.
A) nonprobability sampling
B) convenience sampling
C) judgmental sampling
D) probability sampling
E) lotto sampling
Q3) The collection of elements or objects that possess the information the researcher seeks and about which the researcher will make inferences is called the target population.
A)True
B)False
Q4) The major advantage of snowball sampling is that it substantially increases the likelihood of locating respondents in the population with the desired characteristic(s).
A)True
B)False
Q5) In a short essay,list and discuss the five steps in the sampling design process.
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Chapter 13: Sampling: Final and Initial Sample Size
Determination
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Sample Questions
Q1) The process of generalizing the sample results to the population results is called statistical inference.
A)True
B)False
Q2) Which of the following is the maximum permissible difference between the sample statistic and the population parameter?
A) confidence interval
B) random sampling error
C) precision level
D) standard deviation
E) range
Q3) It is not feasible to have large sample sizes when conducting marketing research in social media.
A)True
B)False
Q4) The area under the sampling distribution curve between any two points can be calculated in terms of r values.
A)True
B)False
Page 15
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Chapter 14: Fieldwork: Data Collection
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Sample Questions
Q1) Field workers who collect data typically have research backgrounds and extensive training.
A)True
B)False
Q2) To the extent possible,interviewers should be selected to emphasize a higher income class than respondents,since this increases the probability of a successful interview.
A)True
B)False
Q3) Researchers generally agree that the more characteristics the interviewer and the respondent have in common,the smaller the probability of a successful interview.
A)True
B)False
Q4) Command is an interviewer characteristic described as "takes charge and can turn refusals around by conveying the purpose of the survey and its importance."
A)True
B)False
Q5) In a short essay,discuss the process of selecting qualified field workers.
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Page 16
Chapter 15: Data Preparation and Analysis Strategy
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Sample Questions
Q1) ________ is a method of handling missing values in which for each calculation or analysis,only the respondents with complete responses are considered.
A) Casewise deletion
B) Pairwise deletion
C) Alternate deletion
D) Concurrent deletion
E) B and D
Q2) The data preparation process begins after the fieldwork is done.
A)True
B)False
Q3) If there are too few respondents in the lowest income category,this category may be combined or merged with the next lowest category.This is known as ________.
A) recombining
B) replication
C) returning
D) resetting
E) recoding
Q4) In a short essay,discuss the ethical issues related to data preparation and analysis.
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Chapter 16: Frequency Distribution,hypothesis Testing,and
Cross-Tabulation
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Sample Questions
Q1) In a short essay,discuss measures of variability as they are associated with frequencies.Include a discussion of range,variance,and standard deviation.
Q2) Frequency data may be used to construct a histogram,or a vertical bar chart.
A)True
B)False
Q3) The value of the test statistic that divides the rejection and nonrejection regions is called the critical value.
A)True
B)False
Q4) In commercial marketing research,the ________ test is used more often than a ________ test.
A) one-tailed; two-tailed
B) two-tailed; one-tailed
C) exhaustive; inexhaustive
D) inexhaustive; exhaustive
E) B and C
Q5) The most common measures of variability are the range and variance.
A)True
B)False
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Chapter 17: Hypothesis Testing Related to Differences
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Sample Questions
Q1) Parametric tests provide inferences for making statements about the means of parent populations.
A)True
B)False
Q2) Non-parametric tests are hypothesis testing procedures that assume the variables of interest are measured on at least an interval scale.
A)True
B)False
Q3) A t-test of sample variance may be performed if it is not known whether the two populations have equal variance.
A)True
B)False
Q4) The ________ is a symmetric bell-shaped distribution that is useful for small sample testing.
A) F distribution
B) p distribution
C) t distribution
D) z distribution
E) chi-square distribution
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Chapter 18: Correlation and Regression
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Sample Questions
Q1) Both r and r² are symmetric measures of association.In other words,the correlation of X and Y is the same as the correlation of Y and X.
A)True
B)False
Q2) The product moment correlation is also referred to as regression correlation. A)True
B)False
Q3) The strength of association is measured by the coefficient of determination.
A)True
B)False
Q4) All of the following are terms used in regression analysis that arise from the mathematical relationship between the variables EXCEPT:
A) dependent variables.
B) criterion variable.
C) predictor variables.
D) standard variables.
E) independent variables.
Q5) In a short essay,discuss multiple regression and the multiple regression model.
Q6) In a short essay,discuss the characteristics of bivariate regression.
Page 20
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Chapter 19: Report Preparation and Presentation
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Q1) Which of the following is NOT a step in the report preparation and presentation process?
A) questionnaire design
B) data analysis
C) oral presentation
D) research follow-up
E) interpretations, conclusions, and recommendations
Q2) According to the text,a ________ is not useful for displaying relationships over time or relationships among several variables.
A) line chart
B) pie chart
C) bar chart
D) histogram
E) streamline
Q3) The first step in the report preparation and presentation process is problem definition.
A)True
B)False
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