Applied Marketing Research
Practice Questions
Course Introduction
Applied Marketing Research focuses on the practical application of research methodologies to solve real-world marketing problems. The course covers the entire marketing research process, including problem definition, research design, data collection methods, sampling techniques, data analysis, and the interpretation and presentation of findings. Students will gain hands-on experience conducting surveys, experiments, focus groups, and observational studies to gather actionable insights that inform marketing strategy and decision-making. Emphasis is placed on ethical considerations, the use of technology in research, and the translation of data-driven results into practical recommendations for business organizations.
Recommended Textbook
Marketing Research Essentials 9th Edition by Carl McDaniel
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Chapter 1: The Role of Marketing Research in Management
Decision
Making
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Q1) When Procter & Gamble attempts to predict the U.S.market share of a new type of toothpaste based on a test market study in St.Louis and Indianapolis,what function does this represent?
A)Descriptive
B)Pure
C)Basic
D)Predictive
E)Diagnostic
Answer: D
Q2) When a company attempts to offer a product to potential customers that will meet their needs better than the competition,we say that this company has a(n):
A)goal orientation.
B)systems orientation.
C)consumer orientation.
D)profit orientation.
E)programmatic orientation.
Answer: C
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Chapter 1: A: The Role of Marketing Research in Management Decision Making
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Q1) Marketing research should be undertaken only when its results will reduce uncertainty or confirm the wisdom of previous decisions.
A)True
B)False
Answer: True
Q2) Why would a bank not be interested in a study that would tell them which of their male customers have a poor self-concept and tend to be introverted?
A)resources for the study are lacking
B)the research results would not be useful
C)the managerial decision has already been made
D)decision-making information already exists
E)none of the above
Answer: B
Q3) What is the primary channel that will allow management to make timely decisions In the marketing process?
A)Financing decisions
B)Marketing research
C)Making business decisions based on feel and what looks good
D)None of the above
Answer: B
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Chapter 2: The Marketing Research Industry and Research
Ethics
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Q1) All consumers have the right to privacy.
A)True
B)False Answer: True
Q2) Buzz Metrics is an example of what type of marketing research organization?
A)Custom research
B)Media
C)Online tracking
D)Syndicated service
E)Field service
Answer: C
Q3) When two or more companies with unique resources are formed to offer a new service to potential customers to create mutual benefit for these companies,this arrangement is called a(n):
A)strategic partnership.
B)merger.
C)syndicated service.
D)field service.
E)professional association.
Answer: A
Page 5
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Chapter 2: A: The Marketing Research Industry and Research Ethics
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Q1) Field service firms are the ultimate users of the research data provided by their marketing research departments.
A)True
B)False
Q2) When a research study disguises brand names in order to avoid biasing the study,after the study,respondents should be _______.
A)probed
B)compensated extra
C)debriefed
D)randomized
Q3) A study by Boston Consulting Group found that,on average,20-35 percent of a company's market research budget is invested in strategic research studies.
A)True
B)False
Q4) Reaching a representative sample of respondents is not seen as particularly important by marketing research executives.
A)True
B)False
Page 6
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Chapter 3: Problem Definition,exploratory Research,and the Research Process
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Q1) The first step in the marketing research process is:
A)choosing the data analysis technique.
B)secondary data analysis.
C)designing a survey.
D)stating the objectives of the study.
E)defining the problem.
Q2) When BMW designs a research study to determine the age,gender,income,and education of buyers of its 3-sedan during the past year,this is a type of what type of research design?
A)Experience study
B)Descriptive study
C)Focus group
D)Secondary data analysis
E)Causal study
Q3) A management decision problem describes an action that needs to be taken.
A)True
B)False
Q4) Marketing researchers need to distinguish between symptoms and problems.
A)True
B)False
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Chapter 3: A: Problem Definition and the Research Process
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Q1) Descriptive research allows the researcher to determine if one variable causes another.
A)True
B)False
Q2) Because consumers' responses on surveys aren't always consistent with their actions,researchers sometimes turn to this type of research.
A)syndicated research
B)observation research
C)experimental research
D)cause and effect research
E)none of the above
Q3) The United Way agency in your town has contacted you because it has been experiencing declining donations.You tell the agency that your basic plan to determine why donations are declining will be exploratory,then descriptive.Explain what the research firm means.
Q4) Marketing research problems are much broader in scope than management problems.
A)True
B)False
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Chapter 4: Secondary Data and Databases
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Q1) The issue of consumer privacy is an important aspect of behavioral targeting methods.
A)True
B)False
Q2) A computerized database that contains information about a company's current customers is called a(n):
A)DSS.
B)internal database.
C)GIS.
D)marketing research aggregator.
E)external database.
Q3) When a company uses the online search behavior of customers to develop online advertising aimed at specific customers based on their past online behavior,this is called:
A)a marketing research aggregator.
B)an experiment.
C)a focus group.
D)an external database.
E)behavioral targeting.
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Chapter 4: A: Secondary Data and Databases
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Q1) Secondary data can sometimes be used as a sample frame.
A)True
B)False
Q2) An entrepreneur is contemplating establishing a funeral home in a small town.This person believes the demand for funeral home services is greater than the services being provided.Initially,the entrepreneur contacts a consultant and tells the consultant he needs a community survey to determine the total demand for funeral home services in the small town and surrounding communities.If you were the consultant,how would you react to the entrepreneur's request for a survey? What kind of counter proposal would you make?
Q3) Marketing research aggregators repackage research that has already been conducted.
A)True
B)False
Q4) Secondary data is available for nearly every research question.
A)True
B)False
Q5) A company may already possess secondary information.
A)True
B)False
10
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Chapter 5: Qualitative Research
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Q1) Online focus group discussions are becoming more and more popular in marketing research studies.
A)True
B)False
Q2) When an interviewer asks a respondent to state the first word that comes to mind when the interviewer says a possible brand name for a new product,this represents what type of projective test?
A)Cartoon test
B)Third-person technique
C)Word association test
D)Sentence completion test
E)Storytelling
Q3) A typical focus group discussion lasts about 90 minutes.
A)True
B)False
Q4) The use of focus group discussions is decreasing noticeably in marketing research studies.
A)True
B)False
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Chapter 5: A: Qualitative Research
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Q1) As the first stage of a comprehensive physician-satisfaction study,a hospital wants a market researcher to interview about 20% of its 100 physicians.There is known to be quite a bit of animosity between primary care physicians and specialty physicians,as well as between physicians with less than five years of tenure with the hospital and those with five or more years of tenure.Recommend a qualitative analysis technique and give reasons for your selection.
Q2) Generally,focus groups overshadow the use of other qualitative research tools. A)True
B)False
Q3) Which of the following is not a client-focused skill needed by a focus group moderator?
A)Understand the client's business.
B)Be responsive and reliable.
C)Provide effective feedback to the client.
D)Have an appreciation for differences in people.
E)All of the above are necessary client-focused skills.
Q4) It is estimated that over 550,000 focus groups are conducted worldwide each year.
A)True
B)False
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Chapter 6: Traditional Survey Research
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Q1) Ad hoc mail surveys typically have a low rate of nonresponse.
A)True
B)False
Q2) A telephone survey is a good way to conduct an in-depth interview with a respondent.
A)True
B)False
Q3) Which of the following is the most common way to gather primary data in marketing research?
A)In-depth interviews
B)Observation studies
C)Surveys
D)Experiments
E)Mall intercept interviews
Q4) Another term for systematic error is:
A)nonsystematic error
B)selection error
C)interviewer error
D)population error
E)nonsampling error
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Chapter 6: A: Traditional Survey Research
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Q1) A researcher who wants to use probing should consider using which type of questionnaire?
A)mail
B)Internet
C)telephone
D)none of the above
Q2) Using a phone book as a sampling frame would not result in sampling frame error.
A)True
B)False
Q3) __________ is the industrial equivalent of door-to-door interviewing.
A)Mall-intercept interviewing
B)Telephone interviewing
C)Corporate interview
D)Executive interview
Q4) The quality of data is measured in terms of validity and reliability.
A)True
B)False
Q5) What are the major factors that determine the selection of a particular survey method?
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Chapter 7: Online Marketing Research
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Q1) A key factor in the increase of online panel research is the declining response rates of telephone interviews.
A)True
B)False
Q2) A Web page can come from a source that is educational,nonprofit,commercial,government,and so forth,and this location is called a(n):
A)cookie.
B)blog.
C)community.
D)domain.
E)newsgroup.
Q3) When Marriott Hotels invites former guests to participate in an Internet panel of its customers,this is an example of:
A)open recruitment.
B)unrestricted recruitment.
C)closed online panel recruitment.
D)diagonal recruitment.
E)open online panel recruitment.
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Chapter 7: A: Online Marketing Research
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Q1) What is the first step in finding a particular newsgroup?
A)Select the newsgroup of interest
B)Begin scanning messages
C)Open your newsreader program
D)Connect to the Internet in your usual way.
Q2) Which of the following is a common complaint of online surveys?
A)time of deployment
B)lack of representative sample
C)high cost
D)none of the above
Q3) Online surveys are ideal for:
A)reaching a low incidence population.
B)reaching a high incidence population.
C)reaching senior citizens.
D)a survey that requires extensive probing.
Q4) The cooperation rate for online studies using lists is typically higher than that for online studies that use panels.
A)True
B)False
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Chapter 8: Primary Data Collection: Observation
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Q1) When a clerk of Bloomingdale's Department store in New York is told during a training session that she cannot receive the highest rating by someone who is hired to observe her behavior if she does not thank that shopper and say the name of the shopper (e.g."Thank you,Ms.Jones")when returning that shopper's credit card to her,this is an example of:
A)open observation.
B)a GSR study.
C)mystery shopping.
D)an EEG study.
E)a natural situation.
Q2) Internet tracking of surfing behavior is an example of observation research.
A)True
B)False
Q3) When a researcher looks at past recordings of behavior (e.g.library book checkout data)to record behavior of people,this is a type of observation research.
A)True
B)False
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Chapter 8: A: Primary Data Collection: Observation
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Q1) Consumers' physiological reactions to stimuli can be measured if the researcher has the proper equipment.
A)True
B)False
Q2) Which of the following is an example of machine observation?
A)mystery shoppers
B)one-way observation mirrors
C)people meters
D)none of the above
Q3) __________ are researchers who sort through people's garbage to analyze household consumption patterns.
A)Garbologists
B)Pirates
C)Hoarders
D)Consumption Analyst
Q4) Which type of research is most closely associated with human observation?
A)qualitative
B)quantitative
C)ethnographic
D)none of the above
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Q1) In an experiment,the variable that the researcher measures to determine the effect of the change in the independent variable can be any of the following EXCEPT the _________________ variable.
A)market share
B)profit
C)unit sales
D)price
E)brand loyalty
Q2) The extent to which test market results can be used to estimate market share in states other than the ones in which the test market took place is the fundamental question in external validity.
A)True
B)False
Q3) Laboratory experiments have greater problems estimating external validity than test market studies.
A)True
B)False
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Chapter 9: A: Primary Data Collection: Experimentation and Test Markets
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Q1) Because laboratory experiments can control extraneous effects,the researcher's ability to infer that the independent variable is causing change in the dependent variable is enhanced.
A)True
B)False
Q2) Concomitant variation occurs when 2 variables are _______.
A)causally related
B)experimentally related
C)correlated
D)none of the above
Q3) __________ refers to the intervention between the beginning and end of an experiment,involving outside variables or events that might change the dependent variable.
A)Maturation
B)History
C)Selection bias
D)Mortality
E)none of the above
Q4) Under what conditions can the results of a test market be used to forecast sales for a region?
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Chapter 10: The Concept of Measurement
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Q1) When Ford Motor Co.classifies its sales prospects for new cars into "likely buyer" or "likely non-buyer," what type of scale is Ford using?
A)Ratio
B)Interval
C)Rank-order
D)Ordinal
E)Nominal
Q2) An ordinal scale always assumes that the "distance" between the ranks is equal along the scale.
A)True
B)False
Q3) When a marketing researcher is asked to determine the relationship between the "number of yards gained" and the "number of games won" for professional football teams,this is a type of:
A)face validity.
B)test-retest validity.
C)content validity.
D)discriminant validity.
E)criterion-related validity.
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Chapter 10: A: The Concept of Measurement
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Q1) When a researcher describes how a construct will be measured,this is referred to as what type of definition?
A)constitutive
B)theoretical
C)conceptual
D)operational
Q2) Define Validity.Then provide an example of Face Validity and an example of a question that has a Face Validity problem.Then illustrate a portion of a questionnaire with a Content Validity problem.
Q3) If a questionnaire contains questions which were poorly worded,then the questionnaire could have a serious "reliability" problem.
A)True
B)False
Q4) Revise the following questions so as to achieve interval scale data. (1)How satisfied are you with your present car?
1=very satisfied 2=somewhat satisfied 3=not satisfied
Q5) A problem often encountered with rules is a lack of clarity or specificity.
A)True
B)False
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) What type of scale is the following?
Divide 50 points among the following characteristics in terms of their importance to you in your decision to purchase of a laptop computer.
_______ Price
_______ Memory
_______ Size of the monitor
_______ Brand name
_______ Keyboard
A)Forced choice scale
B)Itemized rating scale
C)Constant sum scale
D)Rank-order scale
E)Nonbalanced scale
Q2) In studying a purchase decision,the most obvious way to discover the attitudes of the buyer is to ask the buyer what factors they considered important in their purchase decision.
A)True
B)False
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Chapter 11: A: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) Indicate your level of agreement with the following statement: The President is doing a very good job.
Strongly Strongly
Agree Agree Indifferent Disagree Disagree
This scale illustrates which technique?
A)Likert
B)purchase intent
C)constant sum
D)paired comparison
E)none of the above
Q2) Itemized and graphic scales are considered to be noncomparative scales.
A)True
B)False
Q3) Semantic differential scales can be developed rather quickly,compared to rank order scales.
A)True
B)False
Q4) Graphic rating scales are quicker to administer than other scale types. A)True B)False
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Chapter 12: Questionnaire Design
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Q1) In a personal interview situation,when an interviewer asks the interviewee: "How did the pizza you ate yesterday taste?",and the respondent says: "It tasted pretty good," and then the interviewer asks: "What do you mean by 'pretty good'"? What type of question does the latter question represent?
A)Closed-ended
B)Probe
C)Multiple-choice
D)Open-ended
E)Dichotomous
Q2) Most mall intercept studies are conducted by field service companies.
A)True
B)False
Q3) A survey question to which the respondent replies using her own words is what type of question?
A)Probe
B)Dichotomous
C)Closed-ended
D)Open-ended
E)Multiple-choice
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Chapter 12: A: Questionnaire Design
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Q1) 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 lower class store like Wal-Mart?"
C)"How satisfied are you with McDonald's food quality and location?"
D)(a)and (b)
E)all of the above
Q2) In questionnaire design,what is a "skip pattern?" Provide an example to illustrate your answer.
Q3) Going through each question to ensure that skip patterns are followed and that required questions are answered is _______.
A)coding
B)scaling
C)editing
D)closing
E)none of the above
Q4) When writing a questionnaire,it is often effective to use industry jargon.
A)True
B)False
Q5) What are Field Management Companies and when are they cost effective?
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Chapter 13: Basic Sampling Issues
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Q1) When a marketing researcher who is performing an exploratory research study has Researchers ask people in a shopping mall which brand of television they own and why they purchased that brand,and asks the researchers to survey 10 shoppers who own the RCA brand,15 shoppers who own the Toshiba brand,and 12 shoppers who own the Panasonic brand,what type of sampling procedure is being used?
A)Simple random sample
B)Area sample
C)Systematic sample
D)Quota sample
E)Multi-stage area sample
Q2) The main advantage of snowball sampling is to reduce the search costs for selecting the sample or potential respondents.
A)True
B)False
Q3) In Internet sampling,the interviewing of respondents is essentially volume-insensitive.
A)True
B)False
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Chapter 13: A: Basic Sampling Issues
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Q1) All other things equal,larger samples will have less ___________ than smaller samples.
A)measurement error
B)sampling error
C)time and cost
D)nonsampling error
E)interviewer error
Q2) 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.
Q3) The size of the population is needed in order to compute a skip interval.
A)True
B)False
Q4) Ideal census conditions are seldom available,even when the population is very small.
A)True
B)False
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Chapter 14: Sample Size Determination
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Q1) If the mean of a set of scores equals 4,what is the z-score for a score of 2 if the standard
Deviation of the scores equals 0.5?
A) 1.5
B)+ 1.5
C) 4.0
D)+ 2.5
E)+ 4.0
Q2) The standard error of the mean equals the:
A)standard deviation divided by the square root of the sample size.
B)mean times the square root of the sample size.
C)standard deviation times the square root of the sample size.
D)standard deviation minus the sample size.
E)mean divided by the square root of the sample size.
Q3) The probability of not making a Type II error is called statistical power.
A)True B)False
Q4) The normal distribution is symmetric about the mean.
A)True
B)False
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Chapter 14: A: Sample Size Determination
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Q1) A ____________ normal distribution is a normal distribution with a mean of zero And a standard deviation of one.
A)Balanced
B)Standard
C)Stock
D)Ordinary
Q2) As the level of tolerable error increases in the sample means formula,the sample size required to represent a particular population is:
A)smaller.
B)larger.
C)about the same.
D)none of the above
Q3) Theoretically,the sampling distribution of the mean is always normally distributed. A)True
B)False
Q4) The total area under a normal curve is not equal to one,meaning all observations. A)True
B)False
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Chapter 15: Data Processing and Fundamental Data Analysis
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Q1) Descriptive statistics are the most efficient way to summarize large data sets.
A)True
B)False
Q2) Which of the following graphs would be the simplest way to report the net income of Wal-Mart over the 10-year period?
A)Bar charts
B)Line charts
C)Pie charts
D)Stacked-bar charts
E)3-D Pie charts
Q3) If 200 people were asked a question during an in-depth interview,and 25 of them Answered: "Don't Know," how many people should be analyzed as answering the question?
A)225
B)200
C)150
D)175
E)190
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Chapter 15: A: Data Processing and Fundamental Data Analysis
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Q1) The most complex tabulation is the one-way frequency table.
A)True
B)False
Q2) ____________ is the process of grouping and assigning numeric codes to the various responses to a question.
A)Alignment
B)Coding
C)Decoding
D)Arrangement
Q3) Anything that can be shown in a line graph or pie chart also can be shown in a bar chart.
A)True
B)False
Q4) Which of the following is not a measure of dispersion?
A)standard deviation
B)median
C)variance
D)all of the above
E)none of the above
Q5) Illustrate a condition in which a "SKIP PATTERN" is needed.
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Chapter 16: Statistical Testing of Differences and Relationships
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Q1) The null hypothesis is assumed to be true until there is sufficient evidence that it is likely to be false.
A)True
B)False
Q2) In statistical testing,if a difference between two groups is large enough to be unlikely Because of chance,we say that this difference is:
A)statistically insignificant.
B)a chance occurrence.
C)statistically significant.
D)due to sampling error.
E)a spurious occurrence.
Q3) A statistical difference is important from a manager's viewpoint only if the difference is "sufficiently different."
A)True B)False
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Chapter 16: A: Statistical Testing of Differences and Relationships
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Q1) What is the purpose of hypothesis testing?
A)to draw conclusive decisions about sample estimates
B)to determine whether there is support to draw conclusions about some characteristics of the population given the evidence provided by the sample results
C)to summarize and describe the sample data
D)to test whether the sample is scientifically drawn from a target population
E)to conduct statistical tests on census data
Q2) A p value of .285 would be acceptable for a research analyst to reject the null hypothesis.
A)True
B)False
Q3) The smaller the p value,the smaller is the probability that the observed result occurred by chance.
A)True
B)False
Q4) The z-test would be appropriate for testing three or more proportions when the sample size is less than 30.
A)True
B)False
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Chapter 17: Bivariate Correlation and Regression
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Q1) In regression,the statistic that measures the percentage of total variation in Y that is "explained" buy the variation in X is known as the:
A)correlation coefficient.
B)slope of the line.
C)the value for t.
D)coefficient of determination.
E)y-intercept.
Q2) If the relationship between a predictor variable and a criterion variable is strong,the predictor variable can be used to estimate the criterion variable using regression analysis.
A)True
B)False
Q3) The correlation coefficient can range from ________ to ________ .
A)zero;plus two
B)minus one;plus one
C)minus two;plus two
D)minus one;zero
E)zero;plus one
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Chapter 17: A: Bivariate Correlation and Regression
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Q1) In a regression equation,sales would typically be the ______________ variable.
A)independent
B)coefficient
C)dependent
D)none of the above
Q2) Which test statistic is used to test the significance of the results of a regression analysis?
A)F
B)t
C)Z
D)chi-square
E)none of the above
Q3) A R = -.95 is always weaker than +.95,because positive relationships are more significant than negative relationships.
A)True
B)False
Q4) A scatter plot compares actual data to a predicted relationship between 2 variables.
A)True
B)False
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Chapter 18: Multivariate Data Analysis
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Q1) Cluster analysis is used to identify people who are similar to one another in regard to specific variables.
A)True
B)False
Q2) Which type of multivariate analysis should be used when a researcher wants predict Group membership on the basis of two or more independent variables?
A)Conjoint analysis
B)Cluster analysis
C)Multiple regression analysis
D)Factor analysis
E)Multiple discriminant analysis
Q3) The goal of discriminant analysis is to predict a categorical variable.
A)True
B)False
Q4) In factor analysis,there is no dependent variable.
A)True
B)False
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Chapter 18: A: Multivariate Data Analysis
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Q1) 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
Q2) Suppose an analyst wanted to determine whether or not dollars spent on advertising,number of sales people,number of new products introduced,and dollars spent on research and development were contributing to the growth in company market share.Which of the following procedures would be most appropriate?
A)conjoint analysis
B)cluster analysis
C)multiple regression analysis
D)perceptual mapping
Q3) In order to make valid comparisons of regression coefficients,the coefficients must be scaled in the same units,or be standardized.
A)True
B)False
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Chapter 19: Communicating the Research Results
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Q1) The Executive summary of a research report should contain all of the following EXCEPT:
A)what the research found.
B)what the data mean.
C)detailed statistical procedures.
D)what action should be taken.
E)key findings.
Q2) Typically,which of the components of the research report is the most difficult to write?
A)Background
B)Table of contents
C)Appendix
D)Executive summary
E)Title page
Q3) The design and execution of a research project should be based on the objectives for the study.
A)True
B)False
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Chapter 19: A: Communicating the Research Results
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Q1) The most difficult task for a student marketing research team is interpreting project findings to arrive at conclusions,and then using the conclusions to formulate recommendations.
A)True
B)False
Q2) Presenting with more confidence may not be enhanced by which of the following?
A)visualizing success
B)practicing
C)meeting the audience before you present
D)realizing that you are the expert
E)none of the above
Q3) How would you respond to the following statement: "The Executive Summary might be the most important part of the research report."
Q4) Clients always expect a presentation of the research results.
A)True
B)False
Q5) Compare and contrast the conclusions and recommendations portions of the research report.
Q6) List and briefly describe the six major parts of the marketing research report.
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Chapter 20: Managing Marketing Research
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Q1) Asking a vendor for the academic background and experience of the persons slated to work on the project is considered unprofessional.
A)True
B)False
Q2) Asking a client for their budget on a project helps the research firm to learn what the client has in mind.
A)True
B)False
Q3) By reducing the organizational distance between the client and staff members,it is easier for them to appreciate the client's situation and focus on serving his or her needs.
A)True
B)False
Q4) The least important objective of research management is to ensure the quality or integrity of the data produced by the research process.
A)True
B)False
Q5) Describe CRI's Client Profitability Analysis and how it is used in their business.
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Chapter 20: A: Managing Marketing Research
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Q1) A key argument against the traditional accounting way of determining return on Investment is that it:
A)adds profit return to expenditure instead of multiplying it.
B)divides profit return by expenditure instead of subtracting it.
C)divides profit return by expenditure instead of adding it.
D)multiplies profit return by expenditure instead of adding it.
E)subtracts profit return by expenditure instead of multiplying it.
Q2) In a research study,all of the following are tactical issues,instead of strategic issues, EXCEPT:
A)setting prices.
B)advertising.
C)distributing products.
D)developing new products.
E)adding new features to an existing product.
Q3) Estimating the financial return from a research project provides a quantitative way to identify good research projects.
A)True
B)False
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Page 42