Applied Marketing Research
Final Exam
Course Introduction
Applied Marketing Research explores the systematic process of gathering, analyzing, and interpreting data relevant to marketing decision-making. The course emphasizes practical applications of research methods, including designing research studies, developing questionnaires, sampling, collecting data, and using statistical tools for analysis. Students learn to address real-world marketing problems by generating actionable insights, synthesizing findings, and making evidence-based recommendations. Through hands-on projects and case studies, participants gain experience in utilizing both qualitative and quantitative research techniques to inform product development, branding, customer satisfaction, and other marketing strategies.
Recommended Textbook
Marketing Research 10th Edition by
Carl McDaniel Jr
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Page 2
Chapter 1: The Role of Marketing Research in Management
Decision Making
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Q1) Discuss at least 3 reasons with ethical implications when it is best not to conduct marketing research.
Answer: Probably the best 3 reasons which could be discussed in the context of how a marketing researcher or client could be unethical are a)resources are lacking (researcher quotes a price based on resources available,which may or may not achieve the research objectives); b)decision has already been made (this is a supplier ethical problem,as the client wants some numbers to support a pre-research decision); and c)decision making information already exists (researcher knows information is already available via secondary sources,but contracts for a primary research project to earn more money).
Q2) In which condition would you be least likely to perform marketing research?
A)small profit margin
B)large profit margin
C)large market size
D)small market size
E)large growing market
Answer: A
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3
Chapter 2: The Marketing Research Industry and Research
Ethics
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Q1) Anyone willing to pay the price can buy the data syndicated service firms collect,package,and sell.
A)True
B)False
Answer: True
Q2) Lengthy interviews are an example of respondent abuse.
A)True
B)False
Answer: True
Q3) Which of the following would be considered a custom research firm?
A)Burke, Inc.
B)the marketing department for Dell computers
C)a statistical software company
D)AC Nielsen
Answer: A
Q4) Subjectivity should be discouraged in marketing research.
A)True
B)False
Answer: True
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Chapter 3: Problem Definition and the Research Process
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Q1) When research managers communicate ineffectively,generate quality data,control costs,and deliver information on untimely,they increase the probability that decision makers will use the research information they provide.
A)True
B)False Answer: False
Q2) Probability samples allow marketing researchers to project their sample results to the population they are studying.
A)True
B)False Answer: True
Q3) Two variables must be correlated in order to be causally related.
A)True
B)False Answer: True
Q4) Causality is relatively easy to prove in most marketing research studies.
A)True
B)False Answer: False
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Chapter 4: Secondary Data and Databases
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Q1) Which of the following would be the least reliable source of secondary data? Data compiled by_______.
A)the Federal Government
B)a University Bureau of Business & Economic Research
C)a major trade association
D)city's Chamber of Commerce
E)All of these are equally reliable.
Q2) Secondary data is more current than primary data.
A)True
B)False
Q3) Big data offers a firm which of the following:
A)broader insights
B)deeper insights
C)inactive insights
D)Both broader and deeper insights
E)None of these
Q4) What are some of the advantages of secondary data? More specifically,what are the advantages of secondary data over primary data?
Q5) Explain the paradigm shift in research as a result of big data analytics.
Q6) Describe how social media has had an effect on behavioral targeting.
Page 6
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Chapter 5: Qualitative Research
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Q1) Quantitative studies allow for more probing than qualitative studies.
A)True
B)False
Q2) A group of citizens thinks Drysville,Arkansas,is achieving its potential as a city,because it is "dry." Drysville is a very religious and conservative community that has experienced some growth as a "bedroom" community to Sin City.Hence,the population has grown to the extent that the group favoring a "wet" city thinks it may now have the votes.However,before embarking on an expensive petition-signing campaign,the group favoring "wet" wants a market researcher to give them more insights via a qualitative research effort.The issue is very sensitive,and the "wet" group thinks that many of its supporters may not come forward due to possible peer pressure.What method or methods of qualitative research would you recommend?
Q3) It is estimated that over 650,000 focus groups are conducted worldwide each year.
A)True
B)False
Q4) What is the purpose of a projective test? What major factors should be considered in using a projective technique?
Q5) Describe the four (4)steps in conducting a focus group.
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Chapter 6: Traditional Survey Research
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Q1) A marketing researcher subcontracts the data collection process to a field services firm.After the data is collected,the researcher is editing the questionnaires,and finds a large number of mistakes.In many cases skip patterns were not followed,and difficult questions were often skipped.The researcher contacts several of the persons that did the interviewing and finds that they received little,and in some cases,no training or supervision.What kind of error is evident here?
A)processing error
B)interviewer error (bias)
C)surrogate information error
D)measurement instrument bias
E)sampling error
Q2) What are the major factors that determine the selection of a particular survey method?
Q3) Mall-intercept interviews are no longer a common method for conducting personal interviews.
A)True
B)False
Q4) Why is it important to consider measurement error in survey research?
Q5) Explain the major disadvantage with self-administrated questionnaires.
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Chapter 7: Online Marketing Research-The Growth of
Mobile and Social Media Research
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Q1) A problem with online surveys is that the sample frame needed may not be available on the Internet.
A)True B)False
Q2) Describe the advantages of a webcam focus group over its predecessor of the bulletin board online focus group.
Q3) A primary means of communicating with other professionals and special-interest groups on the Internet is through newsgroups.
A)True
B)False
Q4) Which of the following is an advantage of video-based online focus groups?
A)Moderators can see and hear participants
B)Probing is not compromised.
C)Participants can log in from any part of the country
D)Built-in collaboration tools enable the moderator to show multiple forms of stimuli
E)All of these are advantages
Q5) List and describe at least four (4)advantages of mobile research.
Q6) Explain the relationship between blogs,MROC's and marketing research.
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Chapter 8: Primary Data Collection: Observation
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Q1) Which of the following is not a condition conducive to observation?
A)The behavior of interest lasts over a long period of time.
B)The behavior must not be repetitive.
C)The behavior needs to be observable or inferable.
D)The behavior lasts over a long period of time and must not be repetitive
E)all of these
Q2) What is Ethnographic research and list at least 5 advantages of it in marketing research?
Q3) A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?
A)pupilometer
B)EEG
C)Voice-pitch analysis
D)GSR
Q4) How is online tracking a type of observation research? How can it be of value to the marketing researcher?
Q5) Ethnographic research cannot reveal unexpressed needs and wants.
A)True
B)False
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Q1) Marketing Research firms often have exclusive rights to doing interviews in shopping malls they have contracts with.They also often maintain facilities within the mall.Such firms might set up an artificial store within the mall to test advertising or sales promotion associated with such a store.Discuss the type of experiment being conducted if the marketing research firm offers an incentive to persons in the mall,such as those participating in mall intercept interviews,who would be observed as they interact with the promotional materials in artificial store.
Q2) Quasi-experiments are studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner.
A)True
B)False
Q3) The first step in a test market study is to select a basic approach.
A)True
B)False
Q4) The One-Shot Case Study Design is the design employed most frequently for testing changes in established products or marketing strategies.
A)True
B)False
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Chapter 10: The Concept of Measurement
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Q1) ______________ is a guide,a method,or a command that tells a research what to do.
A)Construct
B)Rule
C)Operational definition
D)Valid concept
E)Reliable concept
Q2) Before a measurement scale can be shown to be valid,it must be _______.
A)stable
B)reliable
C)consistent
D)convergent
Q3) Marketers are typically interested in measuring observable constructs.
A)True
B)False
Q4) Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.
A)True
B)False
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) Researchers have found that by offering a "neutral" response on a scale,respondents who lack knowledge about a question will indicate a neutral response along with the respondents who are indeed neutral.To resolve this issue,researchers :
A)suggest respondents skip the question.
B)use "somewhat" categories.
C)use comparative rating scales.
D)offer a "don't know" response.
E)change the question to a "yes-no" format.
Q2) In an itemized rating scale,respondents select from a limited number of ordered categories.
A)True
B)False
Q3) A semantic differential allows the researcher to measure several dimensions of a construct in a single questionnaire.
A)True
B)False
Q4) An auto dealer hires a marketing research firm to survey college students to gauge the demand for new car business from graduating students.Construct a scale to yield the desired forecast.
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Chapter 12: Questionnaire Design
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Q1) In a survey,there should never be a model introduction/opening and closing.
A)True
B)False
Q2) Which of the following is not characteristic of the questionnaire?
A)formalized schedule for collecting data
B)a unique control device in the data collection process
C)survey instrument
D)set of questions designed to generate data for specific objectives
E)All are characteristic of the questionnaire.
Q3) Once a questionnaire has been developed,what other factors need to be considered before putting the questionnaire into the hands of interviewers?
Q4) What are Field Management Companies and when are they cost effective?
Q5) Which of the following questions potentially biases the respondents?
A)"We are conducting a study concerning the high quality of First National Bank services"
B)"Do you shop at a store like Wal-Mart?"
C)"How satisfied are you with McDonald's food quality and location?"
D)all of these
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Chapter 13: Basic Sampling Issues
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Q1) Which of the following types of samples enables the researcher to compute sampling error?
A)nonprobability
B)convenience
C)probability
D)all of these
Q2) Researchers prefer simple random samples to stratified samples because of their potential for greater statistical efficiency.
A)True
B)False
Q3) A researcher is developing a body of knowledge for the development of a formal questionnaire.Part of the process involves conducting four focus groups.Outline an appropriate sampling strategy for generating the focus-group respondents.
Q4) What do convenience,judgment,quota,and snowball samples have in common?
A)They can all be classified as nonprobability samples.
B)They can all be classified as probability samples.
C)They all use random number tables to generate samples.
D)If properly invoked, they all provide projectable results.
E)They utilize every nth element in the sample frame.
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Chapter 14: Sample Size Determination
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Q1) Assuming the research objectives of the study can be accomplished,researchers would much prefer to estimate the required sample size using the sample proportion formula rather than the sample means formula.Why?
Q2) Population size is the most important determinant of effective sample size.
A)True
B)False
Q3) A researcher wants to estimate a population mean.The level of tolerable sampling error is 0.2 of a purchase occasion,with a confidence level of 95.44%.If the estimated population variance is 5 for the most important question in the study,what is the desired sample size?
Q4) The _____________ includes all the possible individuals or objects from whom or about which information is needed to meet the objectives of the research.
A)Group
B)Selection
C)Population
D)Range
E)Variance
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Chapter 15: Data Processing and Fundamental Data Analysis
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Q1) The idea behind this type of statistical analysis is to look at the responses to one question in relation to the responses to one or more other questions.
A)one-way frequencies
B)cross tabulations
C)analysis using measures of central tendency
D)analysis using measures of dispersion
E)analysis using line and/or bar charts
Q2) Data entry must always be done manually.
A)True
B)False
Q3) Checking to determine whether the proper screener questions were invoked would be part of which step in the data analysis procedure?
A)validation
B)coding
C)machine cleaning
D)data entry
E)checks and balances
Q4) Illustrate a condition in which a "SKIP PATTERN" is needed.
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Q5) What is the difference between measurement validity and interview validation?
Chapter 16: Statistical Testing of Differences and Relationships
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Q1) When testing hypotheses about frequency distributions,nominal variables are acceptable.
A)True
B)False
Q2) This particular test involves evaluating the differences in observed and expected frequencies in a crosstab matrix.
A)hypothesis test of proportions
B)t-test
C)z-test
D)chi-square test
E)none of these
Q3) In most statistical software packages,the t-test is often substituted for which test statistic?
A)chi-square test
B)f-test
C)z-test
D)one-way ANOVA
E)cross-tabulation
Q4) Distinguish between a Type I error and Type II error.What is the relationship between the two?
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Chapter 17: Bivariate Correlation and Regression
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Q1) Which of the relationships in the matrix is the strongest?
Q2) A R = -.95 is always weaker than +.95,because positive relationships are more significant than negative relationships.
A)True
B)False
Q3) In a regression output in SPSS,R² represents:
A)the independent variable.
B)the dependent variable.
C)the estimated slope of the regression line.
D)the coefficient of determination.
Q4) In correlation analysis,the closer the value of R is to -1 or +1,the stronger the correlation between the two variables in question.
A)True
B)False
Q5) A perfect correlation indicates that two variables are causally related.
A)True
B)False
Q6) How many pairs of responses were in this correlation analysis? ________
Q7) How would you interpret the relationship between Education and Age?
Page 19
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Chapter 18: Multivariate Data Analysis
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Q1) If a company was interested in the impact that advertising and sales price had on sales,cluster analysis would be an appropriate tool to use.
A)True
B)False
Q2) Independent variables are important components in multiple regression analysis and ________________.
A)multiple discriminant analysis
B)factor analysis
C)conjoint analysis
D)cluster analysis
Q3) Which of the following techniques might be most useful in helping a restaurant determine how to position itself in the marketplace?
A)factor analysis
B)multiple regression analysis
C)conjoint analysis
D)perceptual mapping
Q4) Multiple discriminant analysis is useful when the dependent variable is metric.
A)True
B)False
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Chapter 19: Communicating the Research Results
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Q1) Persuasion does not imply stretching or bending the truth,but rather using research findings to reinforce conclusions and recommendations.
A)True
B)False
Q2) Comment on the following statement: Marketing research reports must be written as eloquently as possible,and include the detail and technical information in the text of the report.
Q3) How would you respond to the following statement: "The Methodology should explain in detail how the research was done and why it was done."
Q4) Persuasion should never be used in the personal presentation of a marketing research report.
A)True
B)False
Q5) In some cases,a market researcher may not be able to make specific recommendations and can only make more general ones.
A)True
B)False
Q6) Describe the characteristics of a good presentation.
Q7) List and briefly describe the six major parts of the marketing research report.
Page 21
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Chapter 20: Managing Marketing Research
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Q1) Which of the following was perceived as the most important interpersonal factor between marketing research suppliers and users?
A)perceived integrity of the researcher
B)perceived ability of the researcher
C)amount of client interaction
D)ability of the researcher to interpret the data in a user-friendly manner
Q2) Marketing research suppliers must take client profitability into account.
A)True
B)False
Q3) What is a recent trend with regard to outsourcing versus insourcing marketing research services?
Q4) To increase a client's ROI,a marketing research firm can:
A)invest more in research
B)invest less in research
C)reduce the anticipated dollar value of the decision based on the research
D)invest more in advertising
E)enter a riskier new market
Q5) Describe CRI's Client Profitability Analysis and how it is used in their business.
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