Business Data Analysis
Exam Bank
Course Introduction
Business Data Analysis equips students with essential skills to collect, process, and interpret data to inform business decisions. The course covers fundamental concepts of descriptive and inferential statistics, data visualization, and data-driven decision making. Students learn to apply statistical techniques using software tools to analyze real-world business problems, draw conclusions from datasets, and effectively communicate their findings. Emphasis is placed on translating quantitative insights into actionable strategies, preparing students for data-centric roles in modern organizations.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 1st Canadian Edition by Alvin C. Burns
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14 Chapters
1317 Verified Questions
1317 Flashcards
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Page 2
Chapter 1: Introducing Marketing Research
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84 Flashcards
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Sample Questions
Q1) Market research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
A)True
B)False
Answer: False
Q2) A packaged goods company focused on "tweens" wants to determine the effectiveness of their new print advertising campaign using eye movement research. What type of limited-service supplier firm should they hire?
A) A field service firm
B) A specialized research technique firm
C) A market segment specialist
D) A sample design and distribution firm
Answer: B
Q3) The need for marketing research emerged when the Industrial Revolution led to manufacturers producing goods for distant markets.
A)True
B)False
Answer: True
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Chapter 2: The Marketing Research Process
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85 Flashcards
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Sample Questions
Q1) Errors in collecting data may be attributed to:
A) field workers but not respondents.
B) respondents but not field workers.
C) field workers and respondents.
D) neither field workers or respondents.
E) Ultimately it is the manager's responsibility for any errors that occur.
Answer: C
Q2) Which of the following is true regarding primary information?
A) Primary information is information gathered on school children in the primary grades, first through fifth.
B) Primary information refers to information that is collected in the early, or primary, stages of the marketing research process.
C) Primary information is information that has already been collected primarily for some other purpose.
D) Primary information is one of four different types of information sources.
E) Primary information is information collected specifically for the problem at hand. Answer: E
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Chapter 3: Research Design
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135 Flashcards
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Sample Questions
Q1) Exploratory research is useful in clarifying hypotheses.
A)True
B)False
Answer: True
Q2) The four research designs are exploratory, descriptive, causal, and panel.
A)True
B)False
Answer: False
Q3) What type of research design should a researcher use if he or she wishes to determine the effect of a change in price on the sales of a particular brand?
A) causal
B) descriptive
C) longitudinal
D) exploratory
E) discontinuous
Answer: A
Q4) The One-Group, Before-After design is a quasi-experimental design.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Using Secondary Data and Online Information
Databases
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) Firms subscribing to syndicated data have substantial control over what information is collected and in what format the information comes.
A)True
B)False
Q2) Nielsen Scantrack Services is an example of market tracking data collected at the retail level that allows brand managers to monitor sales and market share and to evaluate marketing strategies.
A)True
B)False
Q3) Which of the following best illustrates the concept of "limiting" in searching databases for secondary information?
A) asking for Gates NOT Bill
B) asking for all cases where PRIME is adjacent to MINISTER
C) asking for all records that have dates from 2005 to the present
D) asking for all cases that have any ending to the root word STOCK
E) asking for a search in the "author" field
Q4) Most databanks use the same search features.
A)True
B)False
6
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Chapter 5: Qualitative Research Methods
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Sample Questions
Q1) The sentence-completion test is one in which respondents are given incomplete sentences and then asked to complete them in their own words.
A)True
B)False
Q2) When a "secret shopper" is used to report a salesperson's level of customer assistance and courtesy, which type of observation is being used?
A) undisguised
B) disguised
C) physical traces
D) human
E) mystery surrogate
Q3) Mystery shopping is a popular observation technique in the Canadian retail sector.
A)True
B)False
Q4) Focus groups should be used when companies need to know "how to listen" to their markets.
A)True
B)False
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Chapter 6: Quantitative Data Collection Methods
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89 Flashcards
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Sample Questions
Q1) Which of the following is a disadvantage of self-administered surveys?
A) Lack of interview-evalution
B) Lack of monitoring.
C) Respondent relaxed state over pacing.
D) Cost of computer set-up.
E) Inability to ask sensitive questions.
Q2) Alberville Research specializes in conducting completely automated telephone surveys (CATS). As such, which of the following would NOT be done at Alberville Research?
A) customer satisfaction studies
B) service quality monitoring
C) election day polls
D) warranty registration
E) website evaluations
Q3) When is sample representativeness most troublesome?
A) when using mixed-mode surveys
B) when global market research is involved online
C) when budgets are unlimited
D) with traditional data collection methods
E) when using panels
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Chapter 7: Survey Measurement Scales
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Sample Questions
Q1) One of the appealing aspects of the semantic differential scale is that the researcher may compute averages and plot them on the scale. This creates a "profile" of the object being measured.
A)True
B)False
Q2) Validity is best illustrated by which of the following statements?
A) accuracy or truthfulness of the measurement
B) the extent to which the reliability coefficient approaches
C) the ability to repeat measurements
D) tendency to respond in the same manner to different questions
E) tendency to respond in the same manner to the same questions
Q3) Which of the following was NOT mentioned in the textbook as a consideration in choosing a question-response format?
A) nature of the property being measured
B) previous research studies
C) ability of the researcher
D) ability of the respondent
E) scale level desired
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9
Chapter 8: Questionnaire Design
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Sample Questions
Q1) Which of the following does NOT relate to warm-up questions?
A) follow screening questions in a questionnaire
B) are simple, easy-to-answer questions that spark respondents interest
C) serve to demonstrate how easy the survey will be to complete
D) relate to the research objectives
E) are used to determine which question will be answered next
Q2) Regarding client approval of a questionnaire:
A) it serves to let the client understand the technical aspects of the research
B) it serves as a check that the researcher is still in tune with the survey's objectives
C) when signed by the client, it means that the questionnaire should not be changed for any reason, even if it performs poorly in the pretest
D) client approval of the questionnaire is carried out at the original signing of the agreement to conduct research
E) client approval is merely a legal requirement and researchers do not encourage client feedback but merely acknowledgement that the questionnaire was developed
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Chapter 9: Sampling
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Sample Questions
Q1) Instead of determining representativeness, the size of the sample affects the sample accuracy of the results.
A)True
B)False
Q2) It is a researcher's responsibility to seek out a sample frame with the least amount of error at a reasonable cost.
A)True
B)False
Q3) A master list of all the members of the population is known as the:
A) sample list
B) population master list
C) master frame
D) sample frame
E) population frame.
Q4) Marketing researchers make use of samples because obtaining information from every single person in a market is impractical.
A)True
B)False
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Chapter 10: Data Collection and Basic Descriptive Statistics
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Sample Questions
Q1) It is best to use the same code for missing data on completed questionnaires.
A)True
B)False
Q2) Data entry requires the researcher to first undertake an operation called data coding.
A)True
B)False
Q3) Descriptive analysis relies primarily on measures of central tendency and variability.
A)True
B)False
Q4) A research study determined that a company's expenditure in training was related to sales force performance. This is an example of relationship analysis.
A)True
B)False
Q5) Assuring anonymity is one way to minimize intentional respondent error on surveys. A)True
B)False
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Page 12
Chapter 11: Population Estimates and Hypothesis Testing
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Sample Questions
Q1) Directional hypotheses contain statements of "greater than" or "less than."
A)True
B)False
Q2) A practical use of confidence intervals is that they may be used to forecast best, pessimistic, and optimistic market-potential estimates..
A)True
B)False
Q3) Intuitive testing is another name for hypothesis testing.
A)True
B)False
Q4) The null hypothesis refers to doing just about anything to make a decision other than hypothesis testing.
A)True
B)False
Q5) Generalization procedures are direct linkages between probability sample design and data analysis.
A)True
B)False
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Chapter 12: Testing of Differences
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Sample Questions
Q1) In XL Data Analyst, the target variable is the variable on which the groups will be compared.
A)True
B)False
Q2) Which of the following commands would be used to test for the significant differences between two percentages using XL Data Analyst?
A) "Summarize," "2 Group Percents," select two target variables, then select one grouping variable, and "OK"
B) "Compare," "2 Group Percents," select two grouping variables, and "OK"
C) "Compare," "2 Group Percents," select two target variables, and "OK"
D) "Summarize," "2 Group Percents," select two grouping variables, then select one target variable, and "OK"
E) "Compare," "2 Group Percents," select two grouping variables, then select one target variable, and "OK"
Q3) There are different statistical tests for testing for differences between means, and, differences between percentages.
A)True
B)False
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Chapter 13: Relationships Between Variables
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Sample Questions
Q1) Generally speaking, the chi-square value is calculated by dividing the sum of the squared differences between observed and expected frequencies by the expected frequencies.
A)True
B)False
Q2) Which type of relationship is described by the formula: y = a + bx?
A) causal relationship
B) linear relationship
C) Boolean relationship
D) algebraic relationship
E) curvilinear relationship
Q3) In regression the variable being predicted, y, is known as the dependent variable.
A)True
B)False
Q4) The Pearson Product Moment correlation measures the linear relationship between two metric-scaled variables.
A)True
B)False
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Page 15
Chapter 14: Communicating the Research Results
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Sample Questions
Q1) Visuals that translate numbers into displays so that relationships and trends become more obvious are referred to as:
A) figures.
B) charts.
C) pictures.
D) tables.
E) diagrams.
Q2) Tables and/or figures should be noted in the "list of tables and figures."
A)True
B)False
Q3) Compiling a market research report is a challenging task that plays a significant role in:
A) determining the bill to the client.
B) promoting the marketing research company.
C) determining how the research results are implemented.
D) formulating the research objectives.
E) fulfilling the contract with the client.
Q4) Form and format concerns include headings, subheadings, and visuals.
A)True
B)False
Page 16
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