Consumer Insights Exam
Bank
Course Introduction
Consumer Insights explores the psychological, social, and cultural factors that influence consumer behavior and purchasing decisions. This course introduces students to qualitative and quantitative research methods used to gather and analyze data about consumer needs, preferences, attitudes, and motivations. Students will learn to interpret consumer data, identify market trends, and apply insights to develop effective marketing strategies and improve customer experiences. By the end of the course, students will be able to translate complex consumer information into actionable recommendations for businesses and organizations.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 1st Canadian Edition by Alvin
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Page 2
C. Burns
Chapter 1: Introducing Marketing Research
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Sample Questions
Q1) Standardized service firms collect information that is made available to multiple subscribers in a standardized form.
A)True
B)False
Answer: False
Q2) Marketing research is infallible.
A)True
B)False
Answer: False
Q3) Competitive analysis is an example of monitoring marketing performance.
A)True
B)False
Answer: False
Q4) The establishment of a research committee within an organization ensures that all units of the firm have input and can benefit from any research activity undertaken.
A)True
B)False
Answer: True
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Chapter 2: The Marketing Research Process
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Sample Questions
Q1) Under which of the following conditions will marketing research likely have greater value to management?
A) when the research helps clarify problems or opportunities
B) when the research identifies changes that are occurring in the marketplace among consumers and/or competitors
C) when the research clearly identifies the best alternatives to pursue
D) when the research helps a company's brand establish a competitive advantage
E) all of the above
Answer: E
Q2) The 11 steps in the marketing research process presented in the textbook assumes: A) a three step process is too short.
B) that the research process examines secondary data and continues on to collect primary data.
C) each step must be taken in succession.
D) that regardless of the project's complexity or simplicity, researchers must follow the steps in the step-by-step process.
E) that one does not revisit any steps.
Answer: B
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4
Chapter 3: Research Design
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Sample Questions
Q1) If an experiment did not have a representative sample, this would be considered a threat to the experiment's external validity.
A)True
B)False
Answer: True
Q2) In which of the following situations should exploratory research be used?
A) to measure the relationships among variables
B) when experimentation is needed
C) to define terms
D) in situations in which all of the concepts are clearly defined and measured
E) to determine how variable x causes variable y
Answer: C
Q3) In experimental design, the symbol "E" represents the experimental effect; that is, the change in the dependent variable occurs due to a change in the independent variable.
A)True
B)False
Answer: True
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Chapter 4: Using Secondary Data and Online Information
Databases
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Sample Questions
Q1) Although the use of diaries in market tracking is decreasing, they can still be used to aid in estimating important factors except for:
A) market share.
B) brand switching.
C) brand loyalty.
D) demographic profiles.
E) UPC variances.
Q2) Which of the following best represents the hierarchy that exists in the organization of information databases from the top level down?
A) databanks, databases, records, words, and fields
B) databases, databanks, records, fields, words, and numbers
C) records, databanks, databases, fields, and words or numbers
D) fields, words or numbers, records, and databanks or databases
E) databanks, databases, records, fields, and words or numbers
Q3) Most databanks use the same search features.
A)True
B)False
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Chapter 5: Qualitative Research Methods
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Q1) Which of the following was NOT mentioned in the textbook as an advantage of observational data?
A) Subjects react in a natural manner.
B) It is the only way to gather certain information.
C) Recall error is maximized.
D) May be obtained at less cost.
E) May be more accurate.
Q2) Focus group reports must translate the qualitative statements of participants into categories, and then report the degree of consensus apparent in the focus groups.
A)True
B)False
Q3) Depth interviews are especially useful when the researcher wants to understand decision making at the individual level and the respondent is not influenced by others, as they may be in a focus group.
A)True
B)False
Q4) Quantitative techniques deal with the "soft side" of marketing research.
A)True
B)False
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Chapter 6: Quantitative Data Collection Methods
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Q1) Incidence rate is the percentage of the population that possesses some characteristic necessary to be included in the survey.
A)True
B)False
Q2) Karl Pittman had commissioned a research project from the research firm of ADVICE, INC. Karl found out that the results of the project will need to be presented in a court case and he wonders if the opposing lawyers in the trial will question whether or not the telephone calls, used to collect the data, were actually made. Alice Neuman, the project director at ADVICE, INC., reassured Mr. Pittman that she used a standard industry method used in the industry for verification. Which of the following did she use?
A) use an interviewer only one time
B) call back a sample of the interviewer's respondents to verify that they were interviewed
C) have all interviewers take polygraph tests on a regular basis
D) pay interviewers to watch their peers
E) put video cameras in all work stations
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Chapter 7: Survey Measurement Scales
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Sample Questions
Q1) Which type of scaled-response format measures activities, interests, and opinions towards work, leisure time, and purchases?
A) itemized rating scale
B) lifestyle inventory
C) semantic differential scale
D) stapel scale
E) graphic rating scale
Q2) Market researchers use "constructs," or standard marketing concepts. They typically have a mental vision of how each construct will be measured. This mental vision is called a(n):
A) construct scale format.
B) halo effect.
C) stapel.
D) operational definition.
E) aided definition.
Q3) A respondent has an income of less than $10,000 but states he earns more than $100,000 during an interview. This is an example of low-reliability.
A)True
B)False
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Chapter 8: Questionnaire Design
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Q1) Open-ended questions are never used in a questionnaire because they are more time consumer to quantify and analyze than closed-ended questions.
A)True
B)False
Q2) There is nothing wrong with the following question: "Do you believe Nichols Seafood Restaurant has good prices and service?"
A)True
B)False
Q3) Transition questions include "skip" questions that determine which question, or set of questions, will be asked next.
A)True
B)False
Q4) When developing a questionnaire in a foreign language, the questionnaire should be created first in the foreign language rather than in the researcher's native language.
A)True
B)False
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Chapter 9: Sampling
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Q1) Researchers should follow to the sample size formula closely when calculating sample size. Any other consideration will only bias the calculation and invalidate the results.
A)True
B)False
Q2) If a random start is used in terms of visitors to a website, and then a skip interval is used to skip to the next visitor to ask to participate in a survey, this is an example of:
A) random online intercept sampling using simple random sampling.
B) online panel sampling.
C) statistical efficiency in online sampling.
D) random online intercept sampling using systematic sampling.
E) skip online sampling.
Q3) With simple random sampling, the probability of being selected into the sample is found by dividing the population size by the sample size.
A)True
B)False
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Chapter 10: Data Collection and Basic Descriptive Statistics
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Q1) When respondents log into an online questionnaire and pretend to be someone else responding as this fictitious respondent would; this is called:
A) bogus respondents
B) multiple submissions
C) fieldworkers become fatigued
D) intentional fieldworker error
E) misrepresentation
Q2) False answers and nonresponse are two unintentional respondent errors.
A)True
B)False
Q3) Measures of variability are concerned with:
A) central tendency.
B) the degree to which respondents are "typical."
C) depicting "typical" frequencies among the values in a set.
D) depicting the similarities between one data set and another.
E) the degree to which respondents are "atypical."
Q4) It is best to use the same code for missing data on completed questionnaires.
A)True
B)False
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Chapter 11: Population Estimates and Hypothesis Testing
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Q1) The z value is agreed by statisticians to be more proper than the t value when the sample is large.
A)True
B)False
Q2) In order to estimate a population percentage, all that is needed is the:
A) standard error and level of confidence.
B) sample percentage and sample size.
C) sample percentage and level of confidence.
D) sample mean and same size.
E) same mean and level of confidence.
Q3) XL Data Analyst will calculate the confidence interval for a percentage with a 99% confidence level.
A)True
B)False
Q4) Market potential can be determined by multiplying the population base by the percent willing to buy by the amount they are winning to spend.
A)True
B)False
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Chapter 12: Testing of Differences
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Q1) When a computed z value (for a test for differences between two percentages), 4.21, is larger than the standard z value, 1.96, then this amounts to:
A) support for the null hypothesis; the two percentages are differen.t
B) no support for the null hypothesis; the two percentages are NOT different.
C) support for the null hypothesis; the two percentages are NOT different.
D) no support for the null hypothesis; the two percentages are different.
E) having to recalculate as the z value is not utilized for testing the differences between two percentages.
Q2) ANOVA uses the F test statistic, and the significance value that appears is the degree of support for the alternative hypothesis.
A)True
B)False
Q3) When we test for the differences between two groups, the null hypothesis is that the difference in the two groups' population parameters is more than 30.
A)True
B)False
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Chapter 13: Relationships Between Variables
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Sample Questions
Q1) The Pearson Product Moment correlation measures the linear relationship between two:
A) categoric variables.
B) a categoric variable and a metric variable.
C) metric-scaled variables.
D) or more metric-scaled variables.
E) categoric or metric variables.
Q2) The Pearson Product Moment correlation measures the linear relationship between two categorical variables.
A)True
B)False
Q3) If we determine a precise linear relationship between two variables, then by knowing the value of one variable we should be able to predict the other variable.
A)True
B)False
Q4) In regression the variable being predicted, y, is known as the dependent variable. A)True
B)False
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Chapter 14: Communicating the Research Results
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Q1) The marketing research report is the product that represents the efforts of the marketing research team.
A)True
B)False
Q2) If you were asked to orally present the conclusions of a research project, you would do the following EXCEPT:
A) practice your presentation
B) identify and analyze your audience
C) determine the key points
D) check out the room and media
E) present "off the cuff"
Q3) Each appendix should be labeled with a number and a title.
A)True
B)False
Q4) In order to have credibility and be useful to the client, the report must communicate effectively.
A)True
B)False
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