Applied Marketing Research
Test Questions
Course Introduction
Applied Marketing Research explores the fundamental concepts and practical methods used to collect, analyze, and interpret data for informed marketing decision-making. This course covers the entire research process, including problem identification, research design, data collection techniques (such as surveys, interviews, and observations), and data analysis using statistical tools. Students will learn how to apply both qualitative and quantitative research methods to real-world marketing problems, develop actionable insights, and effectively communicate research findings to stakeholders. Emphasizing hands-on projects and case studies, the course prepares students to address complex marketing challenges through evidence-based solutions.
Recommended Textbook
Modern Marketing Research Concepts Methods and Cases 2nd Edition by Fred M. Feinberg
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Chapter 1: The Purpose and Process of Marketing Research
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Sample Questions
Q1) All of the following are types of non-sampling errors <u>except</u>
A) faulty problem definition
B) incorrect population definition
C) sampling frame is not representative of the population
D) small sample size
Answer: D
Q2) Obstacles (or barriers)to the effective use of marketing research by management include all of the following <u>except</u>
A) viewing research as a threat to their personal status as decision makers
B) inability to work with researchers or use their knowledge and skills
C) insistence on considering experience and personal judgment in decision process
D) differences in emphasis and temperament
Answer: C
Q3) Exploratory research can be helpful in identifying innovative courses of action.
A)True
B)False
Answer: True
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Chapter 2: Research Design and Data Sources
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Sample Questions
Q1) Discuss when descriptive research is appropriate.
Answer: Descriptive research is appropriate when the research objectives include portraying the characteristics of marketing phenomena and determining the frequency of occurrence,determining the degree to which marketing variables are associated,or making predictions regarding the occurrence of marketing phenomena.
Q2) Descriptive research can be sub-classified into conclusive research and causal research.
A)True
B)False
Answer: False
Q3) In terms of research,"accuracy" refers to a design that minimizes systematic error and also minimizes the reliability of collected evidence.
A)True
B)False
Answer: False
Q4) A tract is the smallest area for which census data are available.
A)True
B)False
Answer: False
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Chapter 3: Measurement in Marketing Research
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Sample Questions
Q1) _______________ involves the ability to use a measured marketing phenomenon at one point in time to predict another marketing phenomenon at a future point.
A) Test-retest validity
B) Split half reliability
C) Predictive validity
D) Concurrent validity
Answer: C
Q2) An operational definition defines a construct with other constructs.
A)True
B)False
Answer: False
Q3) A dummy variable is an ordinally scaled variable on that is coded "0" or "1."
A)True
B)False
Answer: False
Q4) A nominal scale defines the ordered relationship among objects or events.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Causal Designs and Marketing Experiments
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Sample Questions
Q1) The extent to which a cause,X,and an effect,Y,occur together or vary together in the way predicted by a hypothesis under consideration is
A) concomitant variation
B) convergent variation
C) deterministic causation
D) interaction effect
E) time occurrence of variables
Q2) The measures taken on the test units are the independent variables in an experiment.
A)True
B)False
Q3) The _______________ design controls for all extraneous variable effects on internal validity,plus the interactive testing effect.
A) Solomon four-group
B) one-group pre-test-post-test
C) Latin square
D) pre-test-post-test control group
Q4) Explain what is meant by the term "experiment."
Q5) What elements are in an experimental design?
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Chapter 5: Data Collection: Exploratory and Conclusive Research
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Q1) _______________ involves creating an artificial environment and observing the behavior patterns exhibited by people put in this environment.
A) Contrived observation
B) Disguised observation
C) Undisguised observation
D) Indirect observation
Q2) A major disadvantage of the focus group interview is that
A) the decision maker cannot use the evidence as part of conclusive research
B) participants feel uncomfortable in groups and are therefore less willing to express their views
C) data is not provided for analysis
D) scientific scrutiny is not possible
Q3) "Listening to the voice of the consumer" is a premise of what kind of research?
Q4) The psychogalvanometer can be used to measure reactions to stimuli presented,as indicated by changes in the diameter of the pupil of the eye.
A)True
B)False
Q5) Discuss the characteristics of qualitative research.
Q6) What skills should a moderator of a focus group possess?
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Chapter 6: Designing Surveys and Data Collection
Instruments
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Sample Questions
Q1) The question "What is your evaluation of the restaurant's appearance and service?" violates which of the following guidelines for question wording?
A) avoid leading questions
B) avoid implicit assumptions
C) avoid estimates
D) avoid biasing questions
E) avoid double-barreled questions
Q2) The questionnaire should be comprehensible to that segment of the population with the least vocabulary skills.
A)True
B)False
Q3) Discuss the advantages and disadvantages of using multiple-response questions.
Q4) A(n)_______________ question is one that gives the respondent a cue as to what the answer should be.
A) ambiguous
B) biasing
C) counter-biasing
D) leading
E) double-barreled
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Chapter 7: Sampling
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Sample Questions
Q1) Judgment sampling is superior to convenience sampling because the sampling error of the former can be ascertained.
A)True
B)False
Q2) How many sampling cells would be required for a quota sampling based on the following control characteristics?
Age: 18-25,26-40,41-60,and 61+
Income: Less than $20,000,$20,000-$39,999,and $40,000-$59,999.
Education: Less than high school,High School,2-year degree,and 4-year degree
Q3) All of the following statements about convenience samples are true <u>except</u>
A) Sampling error cannot be calculated.
B) The sampling unit or element is self-selected.
C) It is not appropriate for exploratory research.
D) Conclusive statements about the results from a convenience sample cannot be made.
Q4) The measure of dispersion of the data around a sample mean is called
A) variance
B) the coefficient of dispersion
C) its degrees of freedom
D) the t statistic
Page 9
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Chapter 8: Data Analysis and Statistical Methods:
Univariate and Bivariate Analyses
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Q1) The _______________ is an especially important and useful measure when data contain outliers.
A) mean
B) standard deviation
C) mode
D) median
Q2) The z-test is an appropriate inferential statistical method for ordinal data if the sample size is large and the population standard deviation is not known.
A)True
B)False
Q3) A "two-tailed test" is used to test the alternative hypothesis that a sample statistic is less than a particular value.
A)True
B)False
Q4) Inferential statistics use probability theory to
A) make statements about the population
B) make statements about a sample
C) describe a sample
D) describe the overall distribution of samples
10
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Chapter 9: Multiple Regression: Modeling Multivariate
Relationships
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Sample Questions
Q1) To determine if the fit of a regression equation is larger than the error,the _______________ is used.
A) F-test
B) t-test
C) chi-square
D) significance level
Q2) Violating the underlying assumptions of regression can lead to all of the following problems<u> except</u>
A) non-normality
B) standardized residuals
C) heteroscedasticity
D) autocorrelation
Q3) All of the following are limitations of regression <u>except</u>
A) regression assumptions are usually violated
B) almost nothing is really linear
C) latent variables may be present
D) insufficient predictor variables
Q4) \(Y = a e ^ { b X }\) is the form of a geometric relationship.
A)True
B)False
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Chapter 10: Multivariate Methods of Marketing Research I:
Factor, cluster, and Discriminant Analyses
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Q1) Factor analysis can be used for data transformations by identifying covariates that are exactly uncorrelated and make good inputs for dependence methods.
A)True
B)False
Q2) In factor analysis,the object of the initial extraction is to
A) develop weights for each variable
B) find a set of factors that are linear combinations of the variables in the correlation matrix
C) rotate the factors so that they will be uncorrelated with one another
D) rotate the factors so they can become correlated with one another
Q3) If the researcher were to stop after the centroid distance of 0.683,how many clusters would be left with a single brand in it?
A) one
B) two
C) three
D) four
Q4) Discriminant analysis can only be used for a binary nominal dependent variable.
A)True
B)False
12
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Chapter 11: Multivariate Methods of Marketing Reseach Ii:
Conjoint Analysis and Multidimensional Scaling
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Q1) What _______________ is designed to do is estimate what drives purchases by calibrating the sources and strengths of consumers' preferences.
A) multidimensional scaling
B) conjoint analysis
C) discriminant analysis
D) factor analysis
Q2) Advantages of adaptive conjoint include all of the following<u> except</u>
A) it allows one to quickly zero in on accurate utility measurements for a particular respondent
B) the researcher can specify exactly how much accuracy is required
C) it is especially suitable if there are many attribute levels
D) adaptive conjoint routines are included in most general statistics programs
Q3) Nonmetric multidimensional scaling takes rank-ordered input measures and generates a set of relationships among the objects which is ordinally-scaled.
A)True
B)False
Q4) Discuss the uses of multidimensional scaling.
Q5) What does an adaptive conjoint program do?
Q6) Discuss the basic steps in a conjoint analysis.
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Chapter 12: Advanced Topics, research Frontiers, and Preparing
the Final Report
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Q1) For most reports,what is the typical format (of 7 sections)?
Q2) With the Markov chain Monte Carlo method of estimating parameters,the process finds the best fit for each parameter before it moves on to the next parameter.
A)True
B)False
Q3) Explain the general procedure of how the Markov chain Monte Carlo works.
Q4) What is the Heckman model,how does it work,and what is it used for?
Q5) In terms of ratings,which movies have the highest heterogeneity?
A) Action and Animation
B) Animation and Art
C) Family and Classic
D) Art and Horror
Q6) Performing multiple,related studies and reporting only those that support the favored hypotheses is called
A) drop-out bias
B) self-selection
C) unequal selection criteria
D) file drawer effect
Q7) Identify the 4 components of the "body" of the written report.
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