Applied Marketing Research
Exam Questions
Course Introduction
Applied Marketing Research focuses on the practical application of research methods to solve real-world marketing problems. This course covers the design, implementation, and analysis of both qualitative and quantitative marketing research projects, including techniques such as surveys, focus groups, observational studies, and experiments. Students learn to formulate research questions, collect and interpret data, and translate findings into actionable business insights. Emphasis is placed on using research to inform decisions related to product development, pricing, promotion, and distribution, as well as ethical considerations in gathering and analyzing market data.
Recommended Textbook
Exploring Marketing Research 11th Edition by
Barry J. Babin
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) A hair salon company is attempting to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes based on unit sales performance.Which type of research is being used?
A)product research
B)distribution research
C)promotion research
D)pricing research
Answer: C
Q2) Which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product?
A)product research
B)distribution research
C)promotion research
D)pricing research
Answer: D
Q3) When a company focuses all of its efforts aimed at consumers based on its technical superiority in product design and features,this company is said to be ____________________-oriented.
Answer: product
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Chapter 2: Information Systems and Knowledge Management
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Q1) When you visit Web sites,most likely,a small computer file that records your Web usage history is created.This small computer file is called a(n)____.
A)electronic data exchange
B)cookie
C)URL
D)intranet
Answer: B
Q2) Global information systems allow management to track the whereabouts of delivery personnel.
A)True
B)False
Answer: False
Q3) A computer-based system that helps marketing managers to solve problems through interaction with databases is known as a(n)____________________.
Answer: decision support system
DSS
Q4) Information that is accurate,valid,and reliable is said to be of high
Answer: quality
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Chapter 3: The Marketing Research Process
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Q1) When the data from an empirical study are consistent with a hypothesis,we say that the hypothesis is:
A)Rejected
B)Conclusive
C)Supported
D)True
Answer: C
Q2) Which type of marketing research address who,what,when,where,why,and how questions?
A)causal research
B)exploratory research
C)descriptive research
D)proscriptive research
Answer: C
Q3) What is the first stage of the marketing research process?
A)planning a research design
B)defining the research objectives
C)analyzing the data
D)planning a sample
Answer: B
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) A commercial marketing research company that conducts research for clients is known as a(n)____________________.
Q2) Define marketing ethics and explain how it applies to marketing research.
Q3) A syndicated service is a marketing research supplier that provides standardized information for many clients in return for a fee.
A)True
B)False
Q4) The session in which research subjects are fully informed of the research purposes and provided a chance to ask any question that they may have about the experiment is called a(n)____.
A)wrap-up session
B)post-hoc session
C)debriefing session
D)placebo session
Q5) Do-not-call legislation does NOT restrict ____.
A)telemarketing calls to consumers with unlisted numbers
B)telemarketing calls to consumers who register with a no-call list
C)business calls to new customers
D)survey calls from non-profit organizations
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Chapter 5: Qualitative Research Tools
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Q1) When the researcher must extract meaning from open-ended responses,the results are:
A)subjective
B)objective
C)primary
D)secondary
Q2) Kodetra is interpreting consumers' blog postings on the Internet.Which term best describes the type of research that Kodetra is conducting?
A)independent marketing research
B)dependent marketing research
C)quantitative marketing research
D)qualitative marketing research
Q3) A type of formal "continuous" group established as an online forum for the purpose of collecting qualitative data from participant comments is called a(n)____.
A)thematic exploration
B)laddering site
C)focus blog
D)real-time survey
Q4) List the elements of a focus group discussion guide.
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Chapter 6: Secondary Data Research in a Digital Age
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Q1) All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT ____.
A)outdated information
B)too expensive
C)variation in definition of terms
D)different units of measurement
Q2) Market tracking is the observation and analysis of trends in industry volume and brand share over time.
A)True
B)False
Q3) By definition,secondary data are always data that are external to the organization.
A)True
B)False
Q4) The index of retail saturation is the ratio of moving average projection to local market potential (demand).
A)True
B)False
Q5) Discuss the advantages and disadvantages of secondary data.
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Chapter 7: Survey Research
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Q1) The personal interview is especially useful for obtaining unstructured information.
A)True
B)False
Q2) Total survey error contains two major sources: sampling error and systematic error.
A)True
B)False
Q3) The number of "no contacts" in survey research has been decreasing because of the increased use of telephone answering machines by consumers.
A)True
B)False
Q4) When someone is unwilling to participate in the research and tells the interviewer not to call them again,a "no contact" has occurred.
A)True
B)False
Q5) The five categories of response bias are mutually exclusive from one another. A)True
B)False
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Chapter 8: Observation
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Q1) The time it takes a subject to make a choice between the appeal of two advertisements is a type of ____________________.
Q2) Hidden,unobtrusive observation maximizes respondent error.
A)True
B)False
Q3) In observation research,a distortion of measurement resulting from the cognitive behavior or actions of the witnessing observer is called selectivity bias.
A)True
B)False
Q4) Since the observer does not interact with the subject in observation studies,observation is an error-free method of data collection.
A)True
B)False
Q5) A study of the recording of a Monday Night Football Game in the National Football League in which the observer counts the number of shots of cheerleaders on the sidelines is an example of camera surveillance.
A)True
B)False
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Chapter 9: Conducting Marketing Experiments
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Q1) A researcher can equally distribute the effects of extraneous variables to all conditions in an experiment by using ____.
A)confounding
B)split sampling
C)repeated measures
D)randomization
Q2) The group receiving the treatment being studied is called the ____.
A)primary group
B)experimental group
C)control group
D)unit of analysis
Q3) When Procter & Gamble test markets a new shampoo to consumers in Kansas City and St.Louis,the consumers are participating in a(n)____________________ experiment.
Q4) Explain the advantages of a between-subjects experimental design over a within-subjects design.
Q5) Experimental research attempts to find causal relationships among variables.
A)True
B)False
Q6) List the four important elements in experimental design.
Page 11
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Chapter 10: Measurement and Attitude Scaling
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Q1) Which type of validity is another way of expressing internal consistency?
A)content validity
B)convergent validity
C)criterion validity
D)discriminant validity
Q2) An enduring disposition to respond consistently to an aspect of the world is called a(n)____________________.
Q3) A(n)____________________ scale measures attitudes by using seven-point rating scales that are anchored at either end by polar opposite adjectives.
Q4) "I plan to buy a new DVD player sometime in the next three months" is an aspect of which component of an attitude?
A)cognitive
B)affective
C)behavioral
D)personal
Q5) In ratio scales,the location of the zero point is arbitrary.
A)True
B)False
Q6) Explain how indexes or composite measures are formed.
Page 12
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Chapter 11: Questionnaire Design
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Q1) What is another term for a fixed-alternative question?
A)open-ended response
B)closed
C)branching
D)concise
Q2) The ordering of questions through a survey is referred to as ____________________.
Q3) A filter question that used to determine what part of the questionnaire respondents are directed to is called a(n)____.
A)anchoring question
B)branching question
C)funneling question
D)piping question
Q4) Compared to open-ended response questions,fixed-alternative questions:
A)require less interviewer skill
B)take more time
C)are more difficult for the respondent to answer
D)take the same amount of time
Q5) List the key decisions that researchers must make in their questionnaire design.
Page 13
Q6) Name and define the primary types of fixed-alternative questions.
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) Writing the names of the students in a class on separate sheets of paper,shuffling the papers thoroughly,and then drawing five names "out of a hat," is a type of ____________________ sample.
Q2) The difference between the results of a sample and the results of a census that is conducted with identical procedures is called ____________________ error.
Q3) Judgment sampling is a type of ____________________ sampling.
Q4) A list of all of the members of the Atlanta chapter of the American Psychological Association is an example of a sampling frame.
A)True
B)False
Q5) Which type of nonprobability sampling technique is used in the Consumer Price Index?
A)convenience
B)judgment
C)cluster
D)stratified
Q6) When some elements of the target population are omitted from the list of elements,____________________ error may occur.
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Chapter 13: Big Data Basics: Describing Samples and Populations
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Q1) An estimate of the population mean in the form of a single value is called a(n)____________________ estimate.
Q2) A top box score generally refers to the frequency count of respondents who choose the most favorable response toward a company.
A)True
B)False
Q3) The percentage of elements that meet some criterion is referred to as the ____________________.
Q4) A researcher must calculate the sample mean to calculate the confidence intervals. A)True B)False
Q5) The normal distribution is a symmetrical,bell-shaped distribution that describes the expected probability distribution of many chance occurrences. A)True B)False
Q6) In computing a 95 percent confidence interval about a proportion for a sample size of 40,the appropriate Z-value to be used is ____________________.
Page 15
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Chapter 14: Basic Data Analysis
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Q1) Explain what an index number is and how it is computed.What level of measurement is required to compute index numbers?
Q2) When a third variable changes the relationship between the independent variable and a dependent variable in important ways,the third variable is called a(n)____________________ variable.
Q3) The orderly arrangement of data into a summary form is known as ____________________.
Q4) The distribution of the dependent variable determines which marginal total will serve as a base for computing percentages.
A)True
B)False
Q5) The transformation of raw data into a form that makes the data easier to understand and to interpret is called ____.
A)descriptive analysis
B)outlier analysis
C)computer mapping
D)box and whisker plotting
Q6) Explain the appropriate statistical analysis for the following hypothesis: H : The average household income in zip code 71227 is greater than $50,000.
Page 16
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Chapter 15: Testing for Differences Between Groups and for
Predictive Relationships
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Q1) Consider this regression equation: Y = 24.35 - 14.2 X.Here,24.35 is the ____,and -14.2 is the ____.
A)slope;y-intercept
B)independent variable;slope
C)dependent variable;y-intercept
D)y-intercept;slope
Q2) When a researcher is attempting to predict sales volume by using building permits,amount of advertising,and the income levels of residents,the researcher is most likely using ____.
A)univariate analysis
B)a chi-square analysis
C)multiple regression analysis
D)factor analysis
Q3) In multiple regression,the dependent variable must be continuous and interval-scaled.
A)True
B)False
Q4) Statistical methods that permit the study of three or more variables at the same time are called ____________________ statistical analysis.
17
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Chapter 16: Communicating Research Results
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Q1) Graphics used in a research report do not need to be interpreted for the reader in the text of the report.
A)True
B)False
Q2) All of the following are elements of a chart EXCEPT for the ____.
A)footnotes
B)title
C)stubheads
D)explanatory legend
Q3) Detailed and comprehensive tables should be presented in an appendix to the research report.
A)True
B)False
Q4) Discuss what is included in the body of a research report.
Q5) A good rule-of-thumb for an oral presentation of a research report is avoid repeating yourself.
A)True
B)False
Q6) List the seven major elements of a formal research report.
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Q7) The typical maximum of slices in a pie chart is ____________________ slices.
Chapter 17: Beyond the Basics in Basic Data Analysis
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Q1) Which tool graphically depicts what-if analyses illustrating the chances of some event occurring?
A)decision-tree
B)probability matrix
C)functional analysis
D)comparison branching
Q2) Explain how a factorial design is different from a one-way ANOVA.
Q3) Which design is an experimental design fully implemented with two or more experimental variables?
A)randomized block design
B)factorial design
C)within-subjects experimental design
D)demand artifact
Q4) Even an incomplete experimental design requires that observations be made on all combinations of treatments.
A)True
B)False
Q5) A factorial design involves interpretation of main effects and ____________________.
Q6) Explain the total sum of squares and its components.
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Chapter 18: Advanced Topics in Linear Analytics
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Q1) Standardized variables are generated by subtracting the mean of a variable from each observation and multiplying the result by the standard deviation of that variable.
A)True
B)False
Q2) Which regression estimation technique is based on the logic of how much better a regression line can predict values of Y compared to simply using the mean as a prediction for all observations,no matter what the value of X may be?
A)visual estimation
B)maximum likelihood
C)coefficient of determination
D)ordinary least squares (OLS)
Q3) The standard format for reporting the correlations between pairs of several variables is called the ____________________.
Q4) Which correlation coefficient indicates a perfect negative relationship?
A)-1.0
B)-0.5 C)+0.5 D)+1.0
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Chapter 19: Testing Hypotheses With Glm Procedures
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Q1) Time pressure,time of day,region,and demographic variables provide common context variables.
A)True
B)False
Q2) All of the following are common context variables EXCEPT ____.
A)time pressure
B)sample attrition rate
C)conditions
D)person traits
Q3) A tautology results from linear reasoning.
A)True
B)False
Q4) In hierarchical regression analysis,any independent variables involved in forming an interaction should be ____.
A)standardized
B)irrelevant
C)context variables
D)dichotomous
Q5) Time pressure,time of day,and region provide common ____________________ variables.
21
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Chapter 20: Introducing Multivariate Data Analysis
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Q1) A discriminant score above the cutting score places observations in one group,while a discriminant score below the cutting score places them in another.
A)True
B)False
Q2) Multivariate statistical analysis permits the researcher to consider the effects of three or more variables at the same time.
A)True
B)False
Q3) Multivariate dependence techniques are variants of the ____,which is a way of modeling some process based on how different variables cause fluctuations from the average dependent variable.
A)ordinary linear model (OLM)
B)weighted average model (WAM)
C)general linear model (GLM)
D)metric scaling model (MSM)
Q4) Statistical methods that permit the study of three or more variables at the same time are called ____________________ statistical analysis.
Q5) Describe discriminant analysis and its uses.
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Chapter 21: Multivariate Data Analysis: Analytics With
Interdependence Techniques
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Q1) Promax is a rotation technique that produces factors that represent the degree of correlation among factors.
A)True
B)False
Q2) What are the two important pieces of information that exploratory factor analysis provides?
Q3) Parsimony means the researcher seeks a simple solution that still maintains sufficient meaning to represent reality.
A)True
B)False
Q4) Factor rotation is a mathematical way of simplifying factor results.
A)True
B)False
Q5) An indication of how strongly a measured variable is correlated with a factor is given by the ____________________.
Q6) In factor analysis,the most common decision is to retain the number of factors that display an eigenvalue of at least ____________________.
Q7) In a big data environment,data ____________________ is a key goal.
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Chapter 22: Primer on Structural Equations Modeling
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Q1) Fit compares the theoretical covariance matrix with the observed covariance matrix.
A)True
B)False
Q2) General Mills would like to "see" a picture of how its brands are perceived by consumers compared to competitive brands.Which statistical technique can measure brands in multidimensional space on the basis of respondents' judgments of the similarity of the brands?
A)structural equations modeling
B)factor analysis
C)multidimensional scaling
D)partial positioning
Q3) The first widely adopted specialized software program for conducting structural equations modeling was ____.
A)LISREL
B)AMOS
C)moment
D)fit
Q4) Explain the comparative fit index (CFI)and how it is used to determine fit.
Q5) Discuss the difference between exogenous constructs and endogenous constructs.
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