Applied Marketing Research
Exam Materials
Course Introduction
Applied Marketing Research explores the processes and methodologies for collecting, analyzing, and interpreting data to support effective marketing decision-making. The course emphasizes real-world application of both qualitative and quantitative research techniques, including survey design, focus groups, experiments, observations, and data analytics. Students will learn how to define research problems, develop hypotheses, select appropriate research methods, and critically evaluate research findings. Through hands-on projects and case studies, the course enables students to apply marketing research tools to identify customer needs, test marketing strategies, and measure market performance, preparing them to make informed, evidence-based marketing decisions.
Recommended Textbook
Exploring Marketing Research 10th Edition by William G. Zikmund
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) Explain the differences among a product-oriented firm,a production-oriented firm,and a marketing-oriented firm and the role marketing research plays in each.
Answer: A product-oriented firm prioritizes decision making in a way that emphasizes technical superiority in the product.A production-oriented firm prioritizes efficiency and effectiveness of the production processes in making decisions.In both of these orientations,marketing research may take a backseat.In contrast,marketing research is a primary tool enabling implementation of a marketing orientation.A marketing-oriented firm must: (1)be customer-oriented, (2)emphasize long-run profitability rather then short-term profits or sales volume,and (3)adopt a cross-functional perspective.
Q2) The most common forms of performance-monitoring research are sales performance and profit analyses.
A)True
B)False
Answer: False
Q3) A company that applies the marketing concept in its dealings with its customers is using a ____________________ orientation.
Answer: marketing
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Page 3
Chapter 2: Information Systems and Knowledge Management
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Q1) Parties that furnish information on the World Wide Web are called:
A)browsers
B)content providers
C)search engines
D)Intranets
Answer: B
Q2) Melanie is using the Internet to gather information designed to detect changes in her company's external operating environment.What is Melanie performing?
A)environmental scanning
B)behavioral tracking
C)search engine marketing
D)electronic data interchange
Answer: A
Q3) Web tracking is illegal.
A)True
B)False
Answer: False
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Page 4
Chapter 3: The Marketing Research Process
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Q1) Which of the following means that the decision maker has all information needed to make an optimal decision?
A)certainty
B)ambiguity
C)concomitant variation
D)non-spurious association
Answer: A
Q2) The rules for interpreting,categorizing,recording,and transferring data to data storage media are called ____________________.
Answer: codes
Q3) Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products.The group was asked to discuss their experiences and were encouraged to feed on each other's comments.What is this type of study called?
A)multivariate research
B)literature review
C)pretest
D)focus group interview
Answer: D
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Page 5
Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) Which of the following is NOT a problem a marketing research director typically faces?
A)spends more time in meetings and managing than actually conducting research
B)research management role often is not formally recognized
C)often does not have the tools available to conduct the research properly
D)research is often seen as a hodgepodge of techniques available to answer individual,unrelated questions
Q2) The obligation on the part of the researcher to protect the identity of an individual research respondent is a matter of confidentiality.
A)True
B)False
Q3) Caleb's job at a marketing research firm is to provide technical assistance with questionnaire design.Which of the following best describes Caleb's job title?
A)director of marketing research
B)research assistant
C)forecast analyst
D)research generalist
Q4) Discuss the rights and obligations of the research participant.
Page 6
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Chapter 5: Problem Definition: Jump-Starting the Research
Process
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Q1) A written expression of the key question(s)that a researcher user wishes to answer is referred to as a:
A)problem definition
B)decision statement
C)research proposal
D)hypothesis
Q2) An independent variable is a variable that is predicted and/or explained by other variables.
A)True
B)False
Q3) Lance is studying consumers to determine how they decide to use credit in purchase situations.In this case,consumers are the ____________________.
Q4) When the definition of the problem is unclear,the first step is to perform a situation analysis in an attempt to clarify the problem.
A)True
B)False
Q5) Research studying variables measured at more than one unit of analysis is called
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Chapter 6: Qualitative Research Tools
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Q1) The ideal size of a focus group is 20 to 25 people.
A)True
B)False
Q2) In a focus group discussion,when the comments of one member triggers a stream of comments from the other participants,this is called:
A)serendipity
B)piggyback
C)structure
D)all of the above
Q3) Which of the following is a particular approach to probing that asks respondents to compare differences between brands at different levels?
A)interrogating
B)immersion
C)linking
D)laddering
Q4) In a focus group,when the comments of one member stimulate another member to say what she is thinking,this is called ____________________.
Q5) The typical ethnographic approach requires the use of
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Chapter 7: Secondary Data Research in a Digital Age
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Q1) Kyle is conducting a sales forecast by adding up his company's sales over the past five years and then dividing that by five (the number of years).The forecasting technique he is using is called:
A)moving average forecasting
B)dynamic forecasting
C)static forecasting
D)indexing
Q2) A moving average sales forecast works best in a dynamic competitive environment.
A)True
B)False
Q3) Diverse types of data offered by a single company are known as ____________________ data.
Q4) Secondary data are always data that are external to the organization.
A)True
B)False
Q5) Secondary data can be bought and sold like other products.
A)True
B)False
Q6) Discuss the advantages and disadvantages of secondary data.
Q7) Identify various internal and proprietary sources of secondary data.
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Chapter 8: Survey Research: an Overview
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Q1) When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer,this is an example of:
A)interviewer bias
B)auspices bias
C)administrative bias
D)acquiescence bias
Q2) Name and describe the types of response bias.
Q3) When a research study is not conducted according to the plan in the proposal for the research study,what kind of error has occurred?
A)random sampling error
B)systematic error
C)respondent error
D)implementation error
Q4) People who are not contacted or who refuse to cooperate are called:
A)random errors
B)biased respondents
C)sample selection errors
D)nonrespondents
Q5) Explain the advantages and disadvantages of surveys.
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Chapter 9: Survey Research: Basic Methods of Communication With
Respondents
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Q1) Mail surveys allow respondents to check facts that they may be unable to recall.
A)True
B)False
Q2) Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?
A)an enclosed ball-point pen
B)a monetary incentive
C)an appeal for help
D)a donation to a charity
Q3) For mail surveys,the ______ attempts made to try to obtain a returned survey from a potential respondent,the ______ their chance of their responding to the survey.
A)more;less
B)fewer;greater
C)more;greater
D)none of the above
Q4) Discuss the advantages and disadvantages of conducting surveys using personal interviews.
Q5) Discuss the advantages and disadvantages of mail surveys.
Page 11
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Chapter 10: Observation
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Q1) When an observer observes a subject in a natural setting,this is an example of ____________________ observation.
Q2) Scanner data can observe supermarket sales in response to a local newspaper ad promotion.
A)True
B)False
Q3) When the investigator intervenes to create an artificial environment to test a hypothesis,this approach is called artificial observation.
A)True
B)False
Q4) Which of the following measures physiological reactions?
A)pupilometer
B)at-home scanning systems
C)click-through counter
D)all of the above
Q5) The systematic process of recording the behaviors of people as they occur is called ____________________.
Q6) When the presence of an observer is known to the subject,this is called ____________________ observation.
Page 12
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Chapter 11: Experimental Research: An Overview
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Q1) Often,the term linkage is used to refer to a treatment combination within an experiment.
A)True
B)False
Q2) The experimental difference in means between the different levels of any single experimental variable is referred to as a(n):
A)interaction effect
B)primary effect
C)main effect
D)confound
Q3) Discuss what is meant by demand characteristics and why they are a concern for researchers.Discuss four ways of reducing demand characteristics.
Q4) Experiments in which an individual subject is exposed to more than one level of an experimental treatment are referred to as repeated measures designs.
A)True
B)False
Q5) In an experiment,the change in the ____________________ variable is presumed to be the cause of the results.
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Chapter 12: Test Markets and Experimental Design
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Q1) When a computer screen is used to simulate a retail store with images that allow a subject to "move" through different departments of the store and "purchase" products electronically is called a ____________________ simulated test-market.
Q2) The average test-market requires about twenty-four months.
A)True
B)False
Q3) Factorial designs allow researchers to measure interaction effects.
A)True
B)False
Q4) Which of the following rarely occurs in the control method of test-marketing?
A)desirable shelf location
B)out-of-stock conditions
C)interaction effects
D)sell-ins
Q5) The most complex method of projecting test market results to national results is with a straight line trend projection.
A)True
B)False
Q6) List the advantages and disadvantages of test-marketing.
Page 14
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Chapter 13: Measurement
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Q1) A ____________________ scale has an absolute zero point.
Q2) The ability of a measuring instrument to measure what it is supposed to measure is the basic purpose of ____.
A)reliability
B)validity
C)sensitivity
D)indexing
Q3) "Money" is an example of a ratio scale.
A)True
B)False
Q4) An ordinal scale is the simplest type of measurement scale.
A)True
B)False
Q5) Interval scales represent the absolute meaning of the numbers on the scale.
A)True
B)False
Q6) A measurement scale in which respondents are asked to rank items based on their preferences is called a nominal scale.
A)True
B)False
Page 15
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Chapter 14: Attitude Measurement
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Q1) What type of scale is the following?
Contemporary : : : : : : Traditional
A)Likert
B)graphic rating
C)Thurstone
D)semantic differential
Q2) A fixed-alternative rating scale that has an unequal number of positive and negative categories so that the categories are "piled up" at one end of the scale is called a(n)____________________ scale.
Q3) Define attitude and describe the three components that comprise it.
Q4) A model that constructs an attitude score based on the multiplicative sum of beliefs about an option times the evaluation of those belief characteristics is called a(n)____________________ model.
Q5) "I hate asparagus" is an example of which component of an attitude toward asparagus?
A)affective
B)behavioral
C)cognitive
D)perceptive
Q6) A variation of the graphic rating scale is the ____________________ scale.
Page 16
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Chapter 15: Questionnaire Design
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Q1) A loaded question suggests a socially desirable answer or is emotionally charged.
A)True
B)False
Q2) A live,real-time support feature that solves problems or answers questions respondents may encounter in completing the questionnaire is called a(n):
A)search engine
B)interactive help desk
C)interactive tabulation
D)intervention
Q3) Open-ended response questions are valuable at the beginning of personal interview sessions.
A)True
B)False
Q4) Which type of question conserves space on a questionnaire?
A)pivot question
B)funnel question
C)multi-faceted question
D)multiple-grid question
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Page 17
Chapter 16: Sampling Designs and Sampling Procedures
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Q1) The availability of sampling frames is fairly consistent around the world.
A)True
B)False
Q2) Judgment sampling is a nonprobability sampling technique in which an experienced individual selects the sample based on his or her judgment about some appropriate characteristics required of the sample member.
A)True
B)False
Q3) Sampling involves using a small number of people in the target market to make conclusions about the entire target market population.
A)True
B)False
Q4) In which type of sampling is a subsample drawn using simple random sampling within each stratum?
A)cluster sampling
B)stratified sampling
C)systematic sampling
D)convenience sampling
Q5) List the stages in the selection of a sample.
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Chapter 17: Determination of Sample Size: A Review of Statistical Theory
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Q1) Increases in sample size reduce sampling error at a decreasing rate.
A)True
B)False
Q2) ____ is the long-run relative frequency with which an event will occur.
A)Probability
B)Central tendency
C)Estimation
D)Deviation
Q3) A confidence interval estimate is a specified range of numbers within which a population mean is expected to lie.
A)True
B)False
Q4) Percentage frequency is the long-run relative frequency with which an event will occur.
A)True
B)False
Q5) A frequency distribution of a sample is called a sample distribution.
A)True
B)False
Q6) Discuss the three factors required to specify sample size. Page 19
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Chapter 18: Fieldwork
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Q1) When a field interviewer asks a respondent to elaborate on a brief response in order to understand better what the respondent really meant,this is called a(n)____________________ technique.
Q2) Interviewer cheating in which he or she falsifies interviews,merely filling in fake answers rather than contacting respondents is sometimes referred to as ____________________.
Q3) A research supplier that specializes in data collection is called a(n)____________________.
Q4) An interview can involve ethnography or phenomenology. A)True B)False
Q5) Discuss the activities involved in the management of fieldworkers.
Q6) Fieldworkers should not be aware of supervisory verification practices. A)True B)False
Q7) When potential respondents are asked to agree to a large request (e.g.a 2-hour depth interview),and when they refuse,are asked if they would agree to a short 15-minute interview,this is an example of the ____________________ technique.
Q8) List the skills to cover when training inexperienced interviewers.
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Chapter 19: Editing and Coding: Transforming Raw Data
Into Information
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Q1) Discuss the two basic rules for code construction.
Q2) In-house editing rigorously investigates the results of data collection. A)True B)False
Q3) Mistakes that are made by the respondent in a phone survey are called nonrespondent errors.
A)True
B)False
Q4) Coding is the process of assigning a numerical score or other character symbol to previously edited data.
A)True
B)False
Q5) Coding requires transferring the meaning of written responses to numbers. A)True
B)False
Q6) A data editor may have to reconstruct data. A)True B)False
Page 22
Q7) Discuss the elements of data files,such as field,string characters,record,data file,and value label.
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Page 23
Chapter 20: Basic Data Analysis: Descriptive Statistics
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Q1) Scores or observations recalibrated to indicate how they relate to a base number are called ____________________ numbers.
Q2) When tabulation is done by hand to create a frequency table,this is called ____________________ the data.
Q3) Breaking down the answer to the question: "Have you ever purchased a ticket online for an American Airlines flight?" into subgroups based on gender and zip code is an example of:
A)a box and whisker plot analysis
B)an index number
C)elaboration analysis
D)interquartile analysis
Q4) Arranging data into a table is called:
A)tabulation
B)frequency
C)analysis
D)interpretation
Q5) Explain what an index number is and how it is computed.What level of measurement is required to compute index numbers?
Q6) What are descriptive statistics and why are they used in marketing research?
24
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Chapter 21: Univariate Statistical Analysis
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Q1) Explain the appropriate statistical analysis for the following hypothesis: H : The average household income in zip code 71227 is greater than $50,000.
Q2) When the researcher does not know how the data are distributed,the researcher should use ____________________ methods of statistics in analyzing the data.
Q3) Degrees of freedom are determined by the number of distinct calculations that are possible given a set of information.
A)True
B)False
Q4) A larger sample reduces the chance of a Type II error and increases statistical power.
A)True
B)False
Q5) The error caused by failing to reject the null hypothesis when,in fact,the alternative hypothesis is true is called a(n)____________________ error.
Q6) In hypothesis testing,the values of t that lie on the boundary of the region of rejection are called the critical values.
A)True
B)False
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Chapter 22: Bivariate Statistical Analysis: Differences
Between Two Variables
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Q1) In using the t-test to compare the means of two groups,the alternative hypothesis is typically stated as:
A) \( \mu_{1 \neq \mu_{2}} \)
B) \( \mu_{1}=\mu_{2} \)
C) \( \mu_{1}-\mu_{2}=2 \)
D) \( \mu_{1}+\mu_{2}=1 \)
Q2) In comparing the difference of the means between two groups,the null hypothesis can also be stated as:
A) \( \mu_{1}-\mu_{2}=0 \)
B) \( \mu_{1}+\mu_{2}=0 \)
C) \( \mu_{1} \mathrm{x} \mu_{2}=0 \)
D) \( \mu_{1} / \mu_{2}=0 \)
Q3) The mean of a variable over all observations is called the:
A)master mean
B)average mean
C)grand mean
D)ANOVA mean
Q4) In using the t-test to compare the difference between the means of two groups,the formula for determining the degrees of freedom is ____________________.
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Chapter 23: Bivariate Statistical Analysis: Measures of Association
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Q1) The coefficient of determination reflects the proportion of variance that can be explained by the regression line.
A)True B)False
Q2) In the regression equation,Y = a + b X,Y is the:
A)dependent variable B)slope
C)independent variable
D)y-intercept
Q3) The statistical significance of a regression model is determined by a c² test.
A)True
B)False
Q4) If the number of coupons given out at shopping malls is used to predict the number of tickets that will be sold to a country and western band's performance at a local club,the number of coupons is the ____________________ variable.
Q5) In a correlation matrix,the main diagonal contains correlations of zero. A)True B)False
Q6) Compare and contrast correlation,covariance,and causation.
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Chapter 24: Introducing Multivariate Statistical Analysis
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Q1) A mathematical way of simplifying factor analysis results is:
A)factor loading
B)factor reduction
C)factor rotation
D)factor analysis
Q2) To determine whether the discriminant analysis can be used as a good predictor,information provided in the "confusion matrix" is used.
A)True
B)False
Q3) Which type of analysis involves three or more variables?
A)univariate statistical analysis
B)bivariate statistical analysis
C)multivariate statistical analysis
D)all of the above
Q4) MANOVA predicts multiple continuous dependent variables with multiple continuous independent variables.
A)True
B)False
Q5) Explain how MANOVA models differ from ANOVA models.
Q6) Explain why and how a marketing researcher uses factor analysis.
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Chapter 25: Communicating Research Results: Research
Report, oral Presentation, and Research Follow-Up
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Q1) Discuss the various types of graphic aids marketing researchers can include in a research report.
Q2) The last step in the writing of the research report is to write the ____________________.
Q3) An oral or written statement of the results of the research study,its strategic recommendations,and its other conclusions presented to a specific audience is known as the ____________________.
Q4) The document to the researcher that approves the project,details who has responsibility for it,an describes the resources available to support it is called the:
A)letter of authorization
B)letter of transmittal
C)introductory letter
D)formality letter
Q5) The findings of the study should be presented in the ____ section.
A)introduction
B)recommendations
C)appendix
D)research methodology
Page 29
Q6) The typical maximum of slices in a pie chart is ____________________ slices.
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