Applied Marketing Research
Question Bank
Course Introduction
Applied Marketing Research focuses on the practical application of research methods in addressing real-world marketing problems. Students learn to design, conduct, and analyze both qualitative and quantitative research, including surveys, focus groups, and observational studies. Emphasis is placed on translating research findings into actionable marketing strategies, interpreting consumer behavior, segmenting markets, evaluating customer satisfaction, and supporting decision-making processes within organizations. The course guides students through every stage of the research process, from defining research objectives to presenting data-driven recommendations, using current tools and technology relevant to todays marketing environment.
Recommended Textbook
Essentials of Marketing Research 1st Edition by Naresh K. Malhotra
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13 Chapters
1331 Verified Questions
1331 Flashcards
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Chapter 1: Introduction to Marketing Research
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98 Flashcards
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Sample Questions
Q1) Promotion is considered an uncontrollable environmental factor.
A)True
B)False Answer: False
Q2) Fieldwork or data collection is the fourth step of the marketing research process.
A)True
B)False Answer: True
Q3) Market potential is an example of a topic typically addressed by problem-identification research.
A)True
B)False Answer: True
Q4) Distribution research is an example of a topic typically addressed by problem-identification research.
A)True
B)False Answer: False
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Page 3
Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Graphical models are particularly helpful in conceptualizing an approach to the problem.
A)True
B)False
Answer: True
Q2) Analysis of blogs and Facebook postings revealed to Dell that many customers who purchased its computers were having issues with service support.
A)True
B)False
Answer: True
Q3) While every step in a marketing research project is important,________ is the most important step.
A) problem definition
B) problem correction
C) research design formulation
D) report generation and presentation
E) project completion
Answer: A
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Chapter 3: Research Design, secondary and Syndicated
Data
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) ________ refer to the psychological profiles of individuals and to psychologically based measures of lifestyle,such as brand loyalty and risk taking.
A) Psychometrics
B) Psychographics
C) Demographics
D) Geodemographics
E) Ego-profiling
Answer: B
Q2) Which of the following are the two types of general surveys?
A) periodic and panel
B) panel and shared
C) shared and periodic
D) cross-sectional and shared
E) quasi and true
Answer: A
Q3) According to the text,a basic rule of research is to examine secondary data first.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Qualitative Research
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96 Flashcards
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Sample Questions
Q1) Private online communities can play the role of extended focus groups.
A)True
B)False
Q2) Quantitative research seeks conclusive evidence,which is based on large,representative samples and typically applies some form of statistical analysis.
A)True
B)False
Q3) Which of the following types of research explores a problem with few preconceived notions about the outcome of that exploration?
A) quantitative research
B) experimental research
C) qualitative research
D) hypothetical research
E) lead research
Q4) Whenever a new marketing research problem is addressed,qualitative research must be preceded by appropriate quantitative research.
A)True
B)False
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Page 6
Chapter 5: Survey and Observation
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95 Flashcards
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Sample Questions
Q1) CAPI interviewing is inappropriate for conducting B2B research at trade shows or conventions.
A)True
B)False
Q2) A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires,product tests,and telephone surveys are called ________.
A) focus groups
B) electronic groups
C) exploratory groups
D) mail panels
E) household constituencies
Q3) Which of the following is NOT an advantage of using the survey method?
A) ease of use
B) reliability
C) cost
D) validity
E) All are advantages.
Q4) In a short essay,list and discuss the three categories of personal interviewing methods.
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Chapter 6: Experimentation and Causal Research
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91 Flashcards
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Sample Questions
Q1) An experimental design in which the test units are assigned randomly and the experimental group is exposed to the treatment but the control group is not,and no pretest measure is taken is called the ________.
A) one-shot case study
B) random group
C) static group
D) manipulated treatment study
E) posttest-only control group design
Q2) A ________ is an artificial setting for experimentation in which the researcher constructs the desired conditions.
A) statistical environment
B) laboratory environment
C) field environment
D) virtual environment
E) construct condition design
Q3) Consumers are good examples of dependent variables.
A)True
B)False
Q4) In a short essay,list and discuss the three specific preexperimental designs.
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Chapter 7: Measurement and Scaling
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Sample Questions
Q1) According to the text,the constant sum should be considered an ordinal scale.
A)True
B)False
Q2) A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects,rank order the objects,and compare intervals or differences.
A)True
B)False
Q3) A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a Stapel scale.
A)True
B)False
Q4) A scale consisting of multiple items,in which an item is a single question or statement to be evaluated,is called a ________.
A) forced rating scale
B) systematic scale
C) multiple measurement scale
D) multi-item scale
E) single question scale
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Chapter 8: Questionnaire and Form Design
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87 Verified Questions
87 Flashcards
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Sample Questions
Q1) Socioeconomic and demographic characteristics used to categorize respondents are referred to as ________.
A) basic information
B) classification information
C) problem-solving information
D) identification information
E) quantification information
Q2) Pretesting refers to the testing of the questionnaire on a small sample of respondents to identify and eliminate potential problems.Discuss what the researcher expects to gain from pretesting the questionnaire.
Q3) Socioeconomic and demographic characteristics used to categorize respondents are referred to as basic information.
A)True
B)False
Q4) If a researcher were trying to overcome the unwillingness of respondents to answer by considering the effort required of the respondents,what might he/she do to make the respondent more willing to respond? Develop an example question (showing the incorrect and correct way to best overcome the respondents unwillingness to answer)to clarify your response.
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Chapter 9: Sampling: Design and Procedures
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Sample Questions
Q1) A probability sampling technique in which the sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame is called systematic sampling.
A)True
B)False
Q2) Convenience sampling is a nonprobability sampling technique that attempts to obtain a sample of convenient elements and leaves the selection of sampling units primarily to the interviewer.
A)True
B)False
Q3) Cluster sampling is a commonly used nonprobability sampling technique.
A)True
B)False
Q4) A census involves a complete count of each element in a population.
A)True
B)False
Q5) Convenience samples are appropriate to use with exploratory research.
A)True
B)False
Q6) In a short essay,list and discuss the five steps in the sampling design process.
Page 11
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Chapter 10: Data Collection and Preparation
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138 Flashcards
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Sample Questions
Q1) To evaluate interviewers on the quality of interviewing,the supervisor must directly observe the interviewing process.
A)True
B)False
Q2) According to the text,categories are mutually exclusive if every response fits into one and only one of the assigned category codes.
A)True
B)False
Q3) Unlike traditional data collection,in social media respondents do not merely respond to questions or stimuli.Rather,they generate the data and edit it by their communal participation.
A)True
B)False
Q4) In a short essay,discuss the importance of properly supervising field workers and list and discuss the four elements of field worker supervision.
Q5) In a short essay,describe the process of properly training field workers.Next,list and discuss the five phases of the interviewing process.
Q6) In a short essay,discuss the process of validating fieldwork.
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Chapter 11: Data Analysis: Frequency Distribution,
hypothesis Testing, and Cross-Tabulation
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) If the distribution is asymmetric and the variable is measured on a nominal scale,the median should be used.
A)True
B)False
Q2) The ________ is always the hypothesis that is tested,but can never be accepted based on a single test.
A) alternative hypothesis
B) random hypothesis
C) null hypothesis
D) standardized hypothesis
E) incidence of difference
Q3) A mathematical distribution whose objective is to obtain a count of the number of responses associated with different values of one variable as to express these counts in percentage terms is called frequency distribution.
A)True
B)False
Q4) Discuss the relationship between cross-tabulation and frequency distribution.
Q5) In a short essay,discuss which measure of location should be used if the distribution is asymmetric.
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Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, correlation, and Regression
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Sample Questions
Q1) Standardization may be desirable because it is easier to compare the beta coefficients than it is to compare the raw coefficients.
A)True
B)False
Q2) In multiple regression,if the overall null hypothesis is rejected,we know which specific coefficients ( s)are nonzero.
A)True
B)False
Q3) Which statement is NOT true concerning the t distribution?
A) Compared to the normal distribution, the t distribution has more area in the tails and less in the center.
B) As the number of degrees of freedom increases, the t distribution approaches the normal distribution.
C) The t distributions are skewed to the left.
D) The population variance is unknown and is estimated by the sample variance s².
E) All are true.
Q4) In a short essay,discuss t-test,the t statistic,and the t distribution.
Q5) In a short essay,discuss multiple regression and the multiple regression model.
Page 14
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Chapter 13: Report Preparation and Presentation
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90 Flashcards
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Sample Questions
Q1) The researcher must make sure that management does not overly rely on the research results or use them for unintended purposes,such as projecting them to unintended populations.
A)True
B)False
Q2) An excellent check on the clarity of the report is ________.
A) limiting the report to no more than 100 pages
B) limiting the report to 50 pages
C) having 2 people write the report
D) putting it on the web for unsolicited comments
E) having 2 or 3 people who are unfamiliar with the report read the report and give comments
Q3) The ________ should identify the need for further action on the part of the client,such as implementation of the findings or further research that should be undertaken.
A) letter of transmittal
B) letter of estimation
C) letter of authorization
D) letter of recommendation
E) letter of invoice
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