Applied Marketing Research
Question Bank
Course Introduction
Applied Marketing Research focuses on the systematic gathering, recording, and analysis of data relevant to marketing decisions. The course introduces students to both qualitative and quantitative research methods, emphasizing practical applications in areas such as consumer insights, product development, segmentation, and brand positioning. Students learn to design research projects, develop survey instruments, analyze data using statistical software, and interpret results to support evidence-based marketing strategies. Real-world case studies and hands-on projects prepare students to solve complex marketing problems through informed decision-making.
Recommended Textbook
Exploring Marketing Research 10th Edition by William G. Zikmund
Available Study Resources on Quizplus
25 Chapters
1913 Verified Questions
1913 Flashcards
Source URL: https://quizplus.com/study-set/2484
Page 2
Chapter 1: The Role of Marketing Research
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/49374
Sample Questions
Q1) A company that applies the marketing concept in its dealings with its customers is using a ____________________ orientation.
Answer: marketing
Q2) Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research?
A)distribution research
B)copytesting
C)promotion research
D)product testing
Answer: D
Q3) A marketing researcher needs to be objective in order to provide accurate information.
A)True
B)False
Answer: True
Q4) Developing and implementing a marketing strategy involves six stages.
A)True
B)False
Answer: False
Page 3
To view all questions and flashcards with answers, click on the resource link above.
Chapter 2: Information Systems and Knowledge Management
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/49375
Sample Questions
Q1) The goal of a CRM system is to describe customer relationships so that managers can access information themselves.
A)True
B)False
Answer: True
Q2) Modern technology provides new ways of tracking human behavior.
A)True
B)False
Answer: True
Q3) Parties that furnish information on the World Wide Web are called:
A)browsers
B)content providers
C)search engines
D)Intranets
Answer: B
Q4) Timeliness means that the data are not more than a few years old.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: The Marketing Research Process
Available Study Resources on Quizplus for this Chatper
85 Verified Questions
85 Flashcards
Source URL: https://quizplus.com/quiz/49376
Sample Questions
Q1) Data from the accounting department that have been collected previously for another purpose are an example of ____________________.
Answer: previous research
Q2) Concomitant variation is sufficient evidence to determine causality in experiments.
A)True
B)False
Answer: False
Q3) All of the following are types of marketing research EXCEPT:
A)exploratory
B)selective
C)descriptive
D)causal
Answer: B
Q4) The overall series of marketing research projects is called a ____________________.
Answer: research program
Q5) A formal statement explaining some outcome is called a ____________________.
Answer: hypothesis
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
Available Study Resources on Quizplus for this Chatper
74 Verified Questions
74 Flashcards
Source URL: https://quizplus.com/quiz/49377
Sample Questions
Q1) ____________________ is a term that reflects the degree to which one bases one's morality on moral standards.
Q2) A session in which research subjects are fully informed and provided a chance to ask any questions that they may have about an experiment is called a ____________________ session.
Q3) The purpose of a push poll is to push consumers into a pre-determined response.
A)True
B)False
Q4) Janice is participating in an experimental study of an herbal supplement that is supposed to give users more energy.Since starting the experiment,she has noticed that she has more energy,but in reality,she is just receiving a "blank" pill that does not contain the herbal supplement.What effect is Janice demonstrating?
A)false negative
B)type I error
C)type II error
D)placebo
Q5) The attempt to decide what is "right" and what is "wrong" in the conduct of marketing research studies is called ____________________.
Page 6
To view all questions and flashcards with answers, click on the resource link above.
Chapter 5: Problem Definition: Jump-Starting the Research
Process
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49378
Sample Questions
Q1) Tables in a research proposal which contain fictitious,but realistic,data of the likely outcome of the research study are referred to as ____________________ tables.
Q2) Discuss factors that make defining problems more difficult.
Q3) Which of the following is the most important question a researcher can ask when using a probing technique?
A)How does that make you feel?
B)Why do you think that is so?
C)What has changed?
D)What does _____ make you think of?
Q4) A written statement of the research design is called a:
A)research hypothesis
B)research proposal
C)research question
D)research summary
Q5) Research studying variables measured at more than one unit of analysis is called ____________________.
Q6) A ____________________ is a written expression of the key question(s)that a research user wishes to answer.
Page 7
Q7) Age is an example of a type of ____________________ variable.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 6: Qualitative Research Tools
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/49379
Sample Questions
Q1) A primary advantage of the case study is that an entire organization or entity can be investigated in depth.
A)True
B)False
Q2) A focus group session that is conducted over the Internet is called a(n)____________________ focus group session.
Q3) A focus group typically involves a rigid question-and-answer session among participants.
A)True
B)False
Q4) When a respondent is asked to project her feelings onto a third party (e.g."your neighbor down the street"),this is called a(n):
A)case study
B)experience survey
C)word association test
D)projective technique
Q5) A written set of guidelines prepared by a moderator that outlines the topics to be discussed in a focus group session is called a(n)____________________.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Secondary Data Research in a Digital Age
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49380
Sample Questions
Q1) Secondary data that originates within the organization are called ____________________ and ____________________ data.
Q2) One disadvantage of secondary data is that it cannot be converted to conform to a researcher's needs.
A)True
B)False
Q3) Discuss the advantages and disadvantages of secondary data.
Q4) Techniques that use secondary data to select the best location for a retail or wholesale operation are called ____________________ techniques.
Q5) Reliability compares data from one source with data from another source.
A)True
B)False
Q6) When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets,this is an example of:
A)site analysis
B)model building
C)database marketing
D)market tracking
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Survey Research: an Overview
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/49381
Sample Questions
Q1) When an interviewer asks the respondent to state which of six salary categories represents his gross income the previous year,this is an example of a(n):
A)unstructured question
B)social desirability question
C)structured question
D)disguised question
Q2) Which of the following is a type of longitudinal study that gathers data from the same sample of individuals or households that record their purchases over time?
A)cross-sectional
B)cohort
C)consumer panel
D)tracking study
Q3) Systematic error is divided into which two general categories?
A)respondent error and administrative error
B)random sampling error and administrative error
C)response bias and interview error
D)primary error and secondary error
Q4) Compare and contrast cross-sectional studies and longitudinal studies.
Q5) Explain the advantages and disadvantages of surveys.
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Survey Research: Basic Methods of Communication With
Respondents
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49382
Sample Questions
Q1) The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called:
A)churn
B)return ratio
C)response rate
D)success rate
Q2) Discuss the different ways researchers implement surveys.Which one is the best? Explain.
Q3) One major advantage of Internet surveys is the computer's ability to sequence questions based on previous responses.
A)True
B)False
Q4) Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed to the wrong address.If completed surveys are received from 60 people,the response rate for this study was:
A)27.3 percent
B)30 percent
C)40 percent
D)55.6 percent
11
To view all questions and flashcards with answers, click on the resource link above.
Chapter 10: Observation
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/49383
Sample Questions
Q1) When an observer's presence causes the subject to act differently,we say that the situation has ____________________ bias.
Q2) Scanner data can observe supermarket sales in response to a local newspaper ad promotion.
A)True
B)False
Q3) Researchers can observe people or events with human observers or with machines.
A)True
B)False
Q4) Observing the movement of a shopper in a supermarket is an example of what type of observation?
A)mall interception
B)verbal behavior
C)physical actions
D)expressive behavior
Q5) 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
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Experimental Research: An Overview
Available Study Resources on Quizplus for this Chatper
85 Verified Questions
85 Flashcards
Source URL: https://quizplus.com/quiz/49384
Sample Questions
Q1) A ____________________ effect is a nuisance effect occurring when the initial measurement or test alerts or primes subjects in a way that affects their response to the experimental treatments.
Q2) When different interviewers are used in a pretest from those used in the posttest and this produces different results in the study,this is an example of a(n):
A)history effect
B)mortality effect
C)instrumentation effect
D)cohort effect
Q3) An experimental deception that involves a false treatment is called a(n)____________________.
Q4) Research projects involving experimental manipulations that are implemented in a natural environment are called:
A)laboratory experiments
B)field experiments
C)primary experiments
D)secondary experiments
Q5) List the four important elements in experimental design.
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Test Markets and Experimental Design
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49385
Sample Questions
Q1) Sandy participated in a market research study that took place on a computer and she "shopped" by moving through the store using a computer mouse.She was even able to turn packages around to read the nutritional information on the back.This type of test-market is referred to as a(n):
A)electronic test-market
B)controlled test-market
C)real-time test-market
D)virtual-reality simulated test-market
Q2) All of the following are ways of projecting test-market results EXCEPT:
A)ratio of test product sales plus overall company sales to industry sales
B)straight trend projections
C)marketing penetration x repeat-purchase rate
D)consumer surveys
Q3) A test market study involves the use of a controlled field experiment.
A)True
B)False
Q4) The average test-market requires about twenty-four months.
A)True
B)False
Q5) Discuss four methods of projecting test-market results.
Page 14
To view all questions and flashcards with answers, click on the resource link above.
Chapter 13: Measurement
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/49386
Sample Questions
Q1) Measures that take on only one of a finite number of values are called ____________________ measures.
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) The ability of a scale to measure the variability of a concept is called that scale's ____________________.
Q4) The most commonly applied estimate of a composite scale's reliability is:
A)coefficient alpha
B)coefficient beta
C)criterion coefficient
D)an index coefficient
Q5) In marketing research,it is often true that there are several ways in which a concept can be measured.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Attitude Measurement
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49387
Sample Questions
Q1) If researcher wish to compare six brands of HDTVs on the basis of quality,how many paired comparisons will be necessary?
A)3
B)6
C)15
D)30
Q2) A(n)____________________ scale measures attitudes by using 7-point rating scales that are anchored at either end by polar opposite adjectives.
Q3) When respondents are asked whether they strongly agree,agree,are neutral,disagree,or strongly disagree to a series of attitude items,this is an example of a(n)____________________ scale.
Q4) An enduring disposition to respond consistently to an aspect of the world is called a(n)____________________.
Q5) Ranking measurements of attitudes provide interval data. A)True B)False
Q6) Marketing researchers commonly use rating scales to measure attitudes. A)True B)False
Page 16
To view all questions and flashcards with answers, click on the resource link above.
Chapter 15: Questionnaire Design
Available Study Resources on Quizplus for this Chatper
85 Verified Questions
85 Flashcards
Source URL: https://quizplus.com/quiz/49388
Sample
Questions
Q1) Dichotomous or multiple-choice alternatives in fixed-alternative questions should not have overlap among categories,which means the categories should be:
A)exhaustive
B)mutually exclusive
C)positively worded
D)balanced
Q2) The idea that the first concept measured on a questionnaire frequently becomes a comparison point from which subsequent questions are evaluated by the respondents,is known as a(n):
A)loaded effect
B)filter effect
C)pretest effect
D)anchoring effect
Q3) A filter question used to determine which version of a second question that will be asked is called a(n):
A)anchoring question
B)pivot question
C)funneling question
D)piping question
To view all questions and flashcards with answers, click on the resource link above.
Page 17
Chapter 16: Sampling Designs and Sampling Procedures
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49389
Sample Questions
Q1) A unit that is selected in the first of several stages of sampling is called the
Q2) When initial subjects are selected randomly and additional subjects are obtained from recommendations of names from the initial subjects,this is a(n)____________________ sampling technique.
Q3) Which type of error occurs when certain sample elements are excluded or when the entire population is not accurately represented in the sampling frame?
A)Type I error
B)sampling frame error
C)statistical error
D)list error
Q4) A combination of two or more probability sampling techniques is called a(n)____________________ sample.
Q5) The difference between the results of a sample and the results of a census that is conducted with identical procedures is called ____________________ error.
Q6) When a researcher conducts personal interviews with 100 percent of the salespeople within his organization,this type of study is a type of ____________________ study.
To view all questions and flashcards with answers, click on the resource link above.
Page 18
Chapter 17: Determination of Sample Size: A Review of Statistical Theory
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/49390
Sample Questions
Q1) The mean is simply the arithmetic average.
A)True
B)False
Q2) If between 125 and 150 units of a product have been produced each day during the past month,the range of this production is 25 units.
A)True
B)False
Q3) The standardized value of Z is computed by the formula: Z = (X - m)/s.
A)True
B)False
Q4) The measure of central tendency that identifies the value that occurs most often is called the:
A)mean
B)median
C)mode
D)range
Q5) A frequency distribution organized into a table or graph that summarizes percentage values associated with particular values of a variable is called a(n)____________________.
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 18: Fieldwork
Available Study Resources on Quizplus for this Chatper
69 Verified Questions
69 Flashcards
Source URL: https://quizplus.com/quiz/49391
Sample Questions
Q1) In field research studies,the people who collect the data are typically better-educated than the people who design the research studies.
A)True
B)False
Q2) All of the following should be included in an interviewer training session EXCEPT:
A)sampling techniques to be used in the study
B)callback procedures
C)how to ask questions
D)compensation system for interviewers
Q3) All of the following are possible probing tactics EXCEPT:
A)repeating the question
B)asking a neutral question
C)ignoring the respondent's reply
D)triangulation
Q4) An important aspect of the field supervisor's job is to ensure that the study's sampling plan is being conducted according to the research design.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 20
Chapter 19: Editing and Coding: Transforming Raw Data
Into Information
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49392
Sample Questions
Q1) A(n)____________________ documents the location of each variable in a data matrix.
Q2) Missing value is the technical term for items left blank.
A)True
B)False
Q3) Precoding is the tallying of a small sample of the total number of replies to a particular question,
A)True
B)False
Q4) The assignment of numbers to edited data is known as:
A)editing
B)adjusting with a plug value
C)coding
D)all of the above
Q5) Coding is the process of assigning a numerical score or other character symbol to previously edited data.
A)True
B)False
21
Q6) The activity of transferring data from a research project to computers is called
To view all questions and flashcards with answers, click on the resource link above.
Page 22
Chapter 20: Basic Data Analysis: Descriptive Statistics
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49393
Sample Questions
Q1) Cross-tabulation allows the inspection and comparison of differences among groups based on nominal or ordinal categories.
A)True
B)False
Q2) Counting the number of responses to questions in a survey by hand is called:
A)index analysis
B)tallying
C)elaboration analysis
D)moderator analysis
Q3) Even with toady's advances in technology,computing power is still a barrier to completing a research project.
A)True
B)False
Q4) All statistics that are appropriate to use for higher-order scales (ratio scales are the highest)are also appropriate to use with lower-order scales (nominal scales are the lowest).
A)True
B)False
Q5) The orderly arrangement of data into a table is known as ____________________.
23
To view all questions and flashcards with answers, click on the resource link above.
Chapter 21: Univariate Statistical Analysis
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49394
Sample Questions
Q1) Compare and contrast parametric statistics and nonparametric statistics.
Q2) In practical terms,researchers state only the substantive (i.e. ,alternative)hypothesis implying what is expected to be observed in the sample.
A)True
B)False
Q3) Failing to identify a hypothesized difference using a sample result when one really does exist in the population is which type of error?
A)primary
B)secondary
C)Type I
D)Type II
Q4) The exact point where the hypothesis changes from not being support to being supported depends on how much risk the researcher is willing to accept and on the variability of the measure.
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.
To view all questions and flashcards with answers, click on the resource link above. Page 24
Chapter 22: Bivariate Statistical Analysis: Differences
Between Two Variables
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49395
Sample Questions
Q1) In practice,what is the first step in interpreting the t-test when comparing two means?
A)compute the t-test value
B)find the p-value associated with the t and the corresponding degrees of freedom
C)examine the difference in means to find the "direction" of any difference
D)examine if there is a difference at the 50 percent confidence interval before examining the 95 percent confidence interval
Q2) The t-test assumes that the two population variances are equal.
A)True
B)False
Q3) If 25 of the 35 females in a research study agree with a statement,and 15 of the 35 males agree with this statement,the expected value for males-agree is:
A)15
B)20
C)25
D)35
Q4) Discuss when a paired-samples t-test is appropriate and give an example of when it should be used.
To view all questions and flashcards with answers, click on the resource link above. Page 25
Chapter 23: Bivariate Statistical Analysis: Measures of Association
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49396
Sample Questions
Q1) 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.
Q2) Price is frequently used as an independent variable in marketing research.
A)True
B)False
Q3) In a regression equation,the slope of the line,b,is the change in X that is due to a corresponding change of one unit of Y.
A)True
B)False
Q4) The test for the statistical significance of the regression model is the ____________________ test.
Q5) The extent to which a change in one variable corresponds systematically to a change in another is referred to as ____________________.
Q6) Discuss the pros and cons of raw regression estimates and standardized regression estimates and discuss when each is appropriate.
Q7) The Pearson product-moment correlation requires at least ____________________ data.
To view all questions and flashcards with answers, click on the resource link above. Page 26
Chapter 24: Introducing Multivariate Statistical Analysis
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/49397
Sample Questions
Q1) Multicollinearity in regression analysis refers to how strongly interrelated the independent variables in a model are.
A)True
B)False
Q2) The purpose of factor analysis is to summarize the information contained in a large number of variables into as large a number of factors as possible.
A)True
B)False
Q3) Which technique allows a researcher to build and test a theory represented by a series of regression equations,each involving multiple item measures,that are solved simultaneously?
A)structural equations modeling (SEM)
B)synergistic regression
C)sequential regression modeling
D)sequential estimation modeling (SEM)
Q4) The variate is a mathematical way in which a set of variables can be represented with one equation.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 27
Chapter 25: Communicating Research Results: Research
Report, oral Presentation, and Research Follow-Up
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/49398
Sample Questions
Q1) In writing a research report,the idea that "all parts needed for effective communication should be included,and no more than this" deals with which aspect of the report?
A)distortion
B)format
C)formality
D)synergy
Q2) The last thing that should be written in a research report is the:
A)summary
B)body
C)introduction
D)appendix
Q3) The part of the body of the research report that discusses the specific objectives of the research project is known as the ____________________ section of the report.
Q4) In the communication process,the medium is the receiver or destination of the message.
A)True
B)False
Page 28
Q5) Discuss what is included in the body of a research report.
To view all questions and flashcards with answers, click on the resource link above.