Data Analysis for Marketing Exam Review
Course Introduction
Data Analysis for Marketing explores the methods and tools used to collect, interpret, and utilize data for making informed marketing decisions. This course covers fundamental concepts of data-driven marketing, including data collection techniques, customer segmentation, and market trend analysis. Students will learn to apply statistical models and analytical software to interpret consumer behavior, measure campaign effectiveness, and optimize marketing strategies. Emphasis is placed on real-world case studies and hands-on experience with data visualization, predictive analytics, and reporting to support strategic marketing planning and execution.
Recommended Textbook Essentials of Marketing Research 4th
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Page 2
Chapter 1: Marketing Research for Managerial Decision Making
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Sample Questions
Q1) How does marketing research impact pricing decisions?
Answer: Pricing decisions involve pricing new products, establishing price levels in test marketing, and modifying prices for existing products. Marketing research provides answers to questions such as the following:
1. How large is the demand potential within the target market at various price levels?
2. What are the sales forecasts at various price levels?
3. How sensitive is demand to changes in price levels?
4. Are there identifiable segments that have different price sensitivities?
5. Are there opportunities to offer different price lines for different target markets?
Q2) Given the nonlinear nature of marketing research, it is not a very systematic process.
A)True
B)False
Answer: False
Q3) Research firms are required to maintain client confidentiality.
A)True
B)False
Answer: True
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Page 3
Chapter 2: The Marketing Research Process and Proposals
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Q1) Liam, a market researcher, is preparing a research proposal. He wants to mention that he will use exploratory techniques and collect primary data for the study. In the context of the sections in a research proposal, Liam is most likely to include this information under _____.
A) definition of the target population
B) specific research instruments
C) purpose of the study
D) type of study
E) profile of the company capabilities
Answer: D
Q2) _____ obtains information from people representative of those who will be questioned in an actual survey.
A) Random-digit dialing
B) Jamming
C) Positioning
D) Scaling
E) Pretesting
Answer: E
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Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
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Q1) _____ is collected by outside organizations such as federal and state governments, trade associations, nonprofit organizations, marketing research services, or academic researchers.
A) Internal primary data
B) Internal secondary data
C) External secondary data
D) External primary data
E) Internal tertiary data
Answer: C
Q2) The logical starting point in searching for secondary data is to look for data in government documents and websites.
A)True
B)False
Answer: False
Q3) Scholarly sources are used to obtain external secondary data.
A)True
B)False
Answer: True
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Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Q1) The objective of descriptive research is to:
A) test cause-and-effect relationships between specifically defined marketing variables.
B) explicitly define the research question and variables.
C) collect information that provides answers to research questions.
D) choose the type of individuals who will best represent the target population of interest.
E) ascertain how much detail of a behavior needs to be recorded.
Q2) Describe the process of selecting an observation method.
Q3) The application of technological tools to identify, extract, and quantify subject information in textual data is called:
A) sentiment analysis.
B) scanner-based research system.
C) listening post.
D) netnography.
E) content analysis.
Q4) What are some of the advantages of conducting online (instead of in-person, face-to-face) focus groups?
Q5) What are the main goals of quantitative research?
Page 6
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Chapter 5: Descriptive and Causal Research Designs
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Q1) Which of the following is True of independent variables?
A) Their values are directly manipulated by a researcher.
B) Their values remain constant throughout an experiment.
C) They are also called criterion variables.
D) Their values change only with changes in the values of dependent variables.
E) They do not affect the outcome of an experiment.
Q2) Field experiments are less expensive to conduct than laboratory experiments.
A)True
B)False
Q3) Which of the following is a disadvantage of online surveys?
A) They result in high nonresponse bias.
B) They result in high cost per completed interview.
C) They involve slow data acquisition.
D) They prevent the use of visual stimuli.
E) They require coding.
Q4) If the research objective is to determine whether differences exist between groups, it is advisable to use descriptive research designs.
A)True
B)False
Q5) Discuss the drawbacks of wireless phone surveys.
Page 7
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Chapter 6: Sampling: Theory and Methods
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Q1) In which stage of the sampling plan will random-digit dialing probably be considered?
A) Selecting the data collection method
B) Defining the target population
C) Selecting the appropriate sampling method
D) Creating an operating plan for selecting sampling units
E) Identifying the sampling frame
Q2) Area sampling is an example of a nonprobability sampling method.
A)True
B)False
Q3) In a systematic sampling study, if the sampling frame has 2,000 names and the desired sample size is 50, the skip interval should be:
A) 25.
B) 0.03.
C) 50.
D) 40.
E) 15.
Q4) Snowball sampling prohibits the introduction of bias in a study.
A)True
B)False
Page 8
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Chapter 7: Measurement and Scaling
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Q1) The more scale points, the lesser the discriminatory power of a scale.
A)True
B)False
Q2) A nominal scale enables respondents to express relative magnitude between the answers to a question and responses can be rank-ordered in a hierarchical pattern.
A)True
B)False
Q3) Discuss the difference between a concrete variable and an abstract construct.
Q4) Internal consistency is the degree to which the individual questions of a construct are correlated.
A)True
B)False
Q5) Which of the following statements about graphic rating scales is True?
A) They are a type of comparative rating scales.
B) They are recommended for use with adults only.
C) They cannot be used to collect emotional data.
D) They do not contain narrative descriptors.
E) They use a scaling descriptor format.
Q6) What are the requirements of designing measurement scales?
Page 9
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Chapter 8: Designing the Questionnaire
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Sample Questions
Q1) Complex formats or designs can ensure reliable and valid results.
A)True
B)False
Q2) Which of the following statements is True of the role of quotas in surveys?
A) They are used to evaluate the efficiency of interviewers.
B) They are used to increase the response rates for self-administered questionnaires.
C) They are used as blueprints for training people to complete the interviewing process in a consistent fashion.
D) They are used to ensure that data is collected from the correct respondents.
E) They are primarily used to train interviewers to correctly select a prospective respondent for inclusion in a study.
Q3) _____ is present in survey responses when the answers given by respondents to the independent and dependent variable questions are Falsely correlated.
A) Response order bias
B) Random error variance
C) Research question section
D) Comparative rating scale
E) Common methods variance
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Chapter 9: Qualitative Data Analysis
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Q1) Triangulation requires that research inquiry be addressed from multiple perspectives.
A)True
B)False
Q2) The last part of a written report is a section on conclusions and recommendations.
A)True
B)False
Q3) In the context of qualitative data analysis, a document that lists the different themes or categories for a particular study is called a:
A) vision statement.
B) multiple-item sheet.
C) code sheet.
D) debriefing sheet.
E) memo.
Q4) The categorization and coding of data is part of the theory development process in qualitative data analysis.
A)True
B)False
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Chapter 10: Preparing Data for Quantitative Analysis
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Q1) Scanning technology cannot be used to enter data.
A)True
B)False
Q2) With traditional data collection methods, the data preparation process starts before the interviews, questionnaires, or observation forms have been completed and returned to the field supervisor or researcher.
A)True
B)False
Q3) Which of the following is the first step in the data preparation process?
A) Data validation
B) Data coding
C) Data editing
D) Data entry
E) Data tabulation
Q4) Some data colÂlection methods require activities in all stages, while other methods involve only limited data preparation.
A)True
B)False
Q5) Describe the process of data validation.
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Chapter 11: Basic Data Analysis for Quantitative Research
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Q1) Which of the following is True of the mean?
A) It is a qualitative measure.
B) It is greatly affected by the addition and deletion of data.
C) It is the distance between the smallest and largest values in a set of responses.
D) It can be distorted if extreme values are included in a distribution.
E) It is the value that appears in a distribution most often.
Q2) Cross-tabulation is one of the most complex methods for describing sets of relationships.
A)True
B)False
Q3) What is perceptual mapping?
Q4) Researchers must use parametric statistics when:
A) a normal distribution can be assumed.
B) data are measured using an ordinal scale.
C) data are measured using a nominal scale.
D) qualitative analysis needs to be conducted.
E) manual data entry is not possible.
Q5) How are sample statistics different from population parameters?
Q6) When would you use ANOVA instead of a chi-square test?
Page 13
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Chapter 12: Examining Relationships in Quantitative Research
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Q1) In a certain town, when the number of automobiles owned went up, the number of service stations for automobiles also went up. This illustrates the concept of _____.
A) coalescence
B) cogitation
C) covariation
D) coexistence
E) convergence
Q2) If a researcher is interested in measuring the effect of two independent variables on a dependent variable, he/she should use:
A) the Pearson correlation coefficient.
B) the Spearman correlation coefficient.
C) bivariate regression analysis.
D) multiple regression analysis.
E) simple regression.
Q3) Scatter diagrams are a visual way to describe the relationship between two variables and the covariation they share.
A)True
B)False
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Chapter 13: Communicating Marketing Research Findings
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Q1) When reporting percentages in marketing research, it is common practice to show only one digit past the decimal.
A)True
B)False
Q2) What are the objectives of a professional marketing research report?
Q3) The objective of the methods-and-procedures section in a research report is to:
A) give background information for a complete understanding of the report.
B) list specific research objectives and questions the study was designed to answer.
C) convey why the research was undertaken and to summarize the key findings.
D) communicate how the research was conducted.
E) give a brief statement of conclusions and recommendations.
Q4) Researchers should avoid using statistical methods unless they are essential to derive meaning from the data collected.
A)True
B)False
Q5) Every research study has limitations.
A)True
B)False
Q6) Discuss the organization format common to all marketing research reports.
Page 15
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