Data Analysis for Marketing Decisions
Exam Solutions
Course Introduction
Data Analysis for Marketing Decisions explores the application of quantitative and qualitative data analysis techniques to inform marketing strategy and decision-making. Students learn how to collect, organize, and interpret data from various sources, including market research, customer analytics, and digital metrics. The course emphasizes the use of statistical tools, spreadsheet modeling, and visualization software to extract actionable insights, segment markets, predict consumer behavior, and assess the effectiveness of marketing campaigns. Through real-world case studies and hands-on projects, students develop critical skills to drive evidence-based marketing decisions in contemporary organizations.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition by Alvin C. Burns
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Chapter 1: An Introduction to Marketing Research
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Sample Questions
Q1) When a product fails,you can tell marketing research was not conducted.
A)True
B)False
Answer: False
Q2) A DSS is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment.
A)True
B)False
Answer: False
Q3) Which of the following is the best statement reflecting the purpose of marketing research?
A)to provide information that improves profitability
B)to link the environments to the firm
C)to link the consumer to the marketer by providing information that can be used in making marketing decisions
D)to link target markets to specific decision makers at all levels within firms
E)to be perceived as providing value to higher level executives within the firm
Answer: A
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3
Chapter 2: The Marketing Research Industry
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Sample Questions
Q1) From 2007 to 2008,when the recession began,only North America experienced a net decrease in spending for the Marketing Research industry.
A)True
B)False
Answer: True
Q2) According to the definition given in your textbook,which of the following does NOT represent a loss of research integrity?
A)withholding information
B)falsifying data
C)altering research results
D)thinking strategically
E)misinterpreting the data to make them consistent with predetermined points of view
Answer: D
Q3) Deontologists analyze a given behavior in terms of its benefits and costs to society.
A)True
B)False
Answer: False
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Chapter 3: The Marketing Research Process Including the
Problem and Research Objectives
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Sample Questions
Q1) Which of the following best represents what your author's have to say about the marketing research process?
A)It is a "lock-step" process; each and every step must be followed, in order, if there is to be valid and objective research.
B)Since every research project is different, there aren't enough commonalities among them to lend credibility to such a list of steps known as the research process.
C)While such a list is helpful, few research projects follow the steps in the list in exact order and some research projects may even skip some of the steps.
D)There should be 15 steps in the list known as the marketing research process.
E)The list in your textbook is the approved list used by the MCA.
Answer: C
Q2) A research objective should specify from whom information is to be gathered.
A)True
B)False
Answer: True
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Chapter 4: Research Design Alternatives and Qualitative Research
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Sample Questions
Q1) A(n)________ is a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information.
A)research design
B)exploratory study
C)research plan
D)sample description
E)research action plan
Q2) Test marketing is the phrase commonly used to indicate an experiment,study or test that is conducted in a field setting.
A)True
B)False
Q3) Research design should be considered solely a step-by-step process.
A)True
B)False
Q4) In experimental design nomenclature,an E represents the experimental effect: that is,the change in the dependent variable due to a change in the independent variable.
A)True
B)False
Page 6
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Chapter 5: Information Types and Sources: Secondary Data and
Standardized Information
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Sample Questions
Q1) ESRI's Tapestry Segmentation divides U.S.residential neighborhoods into sixty-five distinctive segments based upon selected demographic and socioeconomic characteristics.
A)True
B)False
Q2) If two secondary sources of information report different information for what appears to be the same entity,a researcher should avoid using either information source at all costs.
A)True
B)False
Q3) External secondary data include sales records,purchase requisitions,and invoices. A)True
B)False
Q4) The ability to customize some projects is lost when using a standardized service. A)True
B)False
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Chapter 6: Data Collection Methods
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Sample Questions
Q1) Which of the following is NOT an advantage of CATS?
A)All of the advantages of computer-driven interviewing are found in this approach.
B)The interviewer expense or extra cost of human voice communication capability for the computer is eliminated.
C)Because respondents' answers are saved in a file during the interview itself, tabulation can take place on a daily basis.
D)Even if the interviews are conducted in remote locations across the United States, it is a simple matter to download the files to the central facility for daily tabulations.
E)Researchers can take the advantages of different modes to achieve their data collection goals.
Q2) If the respondent needs to watch a twenty-minute infomercial,which of the following data collection might be chosen?
A)person-administered methods and in-office interviewing
B)mail and telephone
C)mail, in-home and out-of-office interviewing
D)mall intercept
E)in-home, online or in-office interviewing
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Chapter 7: Measurement Scales
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Sample Questions
Q1) A synthetic scale without balanced ends means the scale has unequal amounts of positive and negative positions; it is called:
A)an unbalanced categorical scale
B)a balanced categorical scale
C)a nonsymmetrical synthetic scale
D)a symmetric synthetic scale
E)a halo effect scale
Q2) When you want to measure frequency of use,which of the following scales is recommended?
A)One-way labeled
B)Semantic differential
C)Stapel
D)Symmetric labeled
E)Likert
Q3) "Rate your satisfaction level on a scale from 1 to 10" is an example of:
A)a natural but non-metric response format
B)a natural metric response format
C)a natural synthetic response format
D)a synthetic metric format
E)a synthetic satisfaction format
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Chapter 8: Designing Data Collection Forms
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Sample Questions
Q1) Before administering the final survey questionnaire to the sample,researchers should pretest the survey to reveal any errors in the questionnaire.
A)True
B)False
Q2) Which of the following means that the respondent's name is known by the researcher,but not divulged to a third party?
A)Anonymity
B)Confidentiality
C)Exclusivity
D)Secrecy
E)Secret identity
Q3) The researcher strives to minimize question bias,defined as the ability of a question's wording or format to influence respondents' answers.
A)True
B)False
Q4) Computer-assisted questionnaire design is easy,fast,friendly,and flexible.
A)True
B)False
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Chapter 9: Determining Sample Size and the Sample Plan
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Sample Questions
Q1) In the confidence interval formula for sample size,the symbol e represents:
A)efficiency of the sample (desired accuracy given the cost)
B)sample frame error
C)acceptable error (desired accuracy level)
D)elasticity
E)none of the above; the formula has no e
Q2) A mall survey is an example of convenience sampling.
A)True
B)False
Q3) Probability samples cannot also be random samples.
A)True
B)False
Q4) Which of the following is true regarding the XL Data Analyst Excel macro software that came with your book?
A)XL Data Analyst only runs statistical tests.
B)XL Data Analyst allows you to access Excel but provides no additional analysis.
C)XL Data Analyst allows you to calculate the sample size.
D)XL Data Analyst calculates both n and r for you.
E)all of the above are true
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Chapter 10: Data Issues and Inputting Data Into Xl Data
Analyst
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Sample Questions
Q1) The use of value codes and value labels depends on the nature of the variable. A)True
B)False
Q2) Errors that pertain to anything in the research process except sample size are known as:
A)summarization errors
B)non-sampling errors
C)field errors
D)generalization errors
E)none of the above; all errors are derived from sample size
Q3) The refusal rate for telephone survey is estimated to be as high as:
A)30%
B)40%
C)50%
D)60%
E)75%
Q4) The Data worksheet is linked to the Data Variables worksheet by: Copy-Paste Special-Paste Link.
A)True B)False
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Chapter 11: Summarizing Your Data
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Sample Questions
Q1) The range identifies the maximum and the minimum,and you can do a quick mental calculation to see how many units are in between.
A)True
B)False
Q2) American Express executives hypothesize that 40% of college students own an American Express credit card.Testing this hypothesis is an example of: A)summarizing B)generalizing C)comparing D)relating E)type I error
Q3) ±2.58 standard deviations describes the range in which 95% of the area underneath the curve is found.
A)True B)False
Q4) Description,division,deviance,and derivation are the four functions of data analysis. A)True B)False
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Chapter 12: Generalizing Your Findings
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Sample Questions
Q1) When calculating the confidence interval for an average,the standard deviation is used:
A)because it indicates lack of variability
B)because it is the appropriate measure of variability for a metric variable
C)because it is the appropriate measure of variability for a categorical variable
D)because it is smaller and less expensive to calculate
E)none of the above; standard deviation is not used to calculate confidence for an average
Q2) If you have five friends who tell you they all have had great experience with their purchase of a Chevrolet,and you used this evidence to decide to buy a Chevrolet,you would be using:
A)consumer self-report and evaluation
B)deductive statistics
C)generalization
D)independent judgment
E)statistical logic
Q3) The proper name for a population fact is the parameter.
A)True
B)False
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Chapter 14: Determining Relationships
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Sample Questions
Q1) A frequencies table contains the raw counts for the cells based on the complete data set.
A)True
B)False
Q2) A correlation coefficient is an index number constrained to fall between the range of:
A)0 to 1.00
B)0 to 100
C)-1.00 to +1.00
D).05 to .95
E)none of the above; it is not constrained
Q3) Perhaps the most intuitive relationship between two metric variables is a linear relationship,sometimes called a straight-line relationship.
A)True
B)False
Q4) The term labels implies that the scale is metric,whereas the term levels implies that the scale is categorical.
A)True
B)False
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Chapter 13: Finding Differences
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Sample Questions
Q1) When using XL Data Analyst to compare two mutually exclusive groups as to their respective percentage on a category of some variable,the approach sequence of commands is:
A)COMPARE-GROUPS PERCENTAGES-EXCLUSIVE
B)COMPARE-GROUP-PERCENTAGE
C)SUMMARIZE-2 GROUP PERCENTS
D)COMPARE-2 GROUP PERCENTS
E)COMPARE-MUTUALLY-EXCLUSIVE-GROUPS
Q2) When testing for the differences between two percentages,the formula subtracts the differences between the two percentages and divides this difference by the standard error of the difference between two:
A)groups
B)averages
C)differences
D)percentages
E)people
Q3) Directional hypotheses are NOT feasible in the case of tests of statistically significant differences.
A)True
B)False
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Chapter 15: Preparing and Presenting Your Research Report
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Sample Questions
Q1) The ________ section is an honest accounting of major aspects of the research that constrain or temper the findings and conclusions.
A)method
B)limitations
C)conclusions
D)findings
E)recommendations
Q2) A memo of transmittal is used to release or deliver the document to an organization for which you are a regular employee.
A)True
B)False
Q3) Three-dimensional figures may distort the data by multiplying the value by the width and the height.
A)True
B)False
Q4) Misrepresenting information using visuals is always intentional.
A)True
B)False
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