Digital Marketing Analysis
Textbook Exam Questions
Course Introduction
Digital Marketing Analysis explores the methods and tools used to evaluate digital marketing strategies and campaigns. The course covers key concepts such as web and social media analytics, search engine optimization (SEO), digital advertising metrics, and customer behavior analysis. Students learn how to collect, interpret, and leverage data from digital channels to inform marketing decisions and optimize performance. Emphasis is placed on using industry-standard analytics platforms, understanding key performance indicators (KPIs), and translating analytical insights into actionable marketing recommendations.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 1st Canadian Edition by Alvin
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14 Chapters
1317 Verified Questions
1317 Flashcards
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C. Burns
Chapter 1: Introducing Marketing Research
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84 Flashcards
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Sample Questions
Q1) Marketing research provides the necessary information to enable managers to properly market goods, and services but not ideas.
A)True
B)False
Answer: False
Q2) Internal suppliers of marketing research may elect several methods to provide the research function. Which of the following is NOT one of the methods described in the textbook?
A) Placing a single individual in charge.
B) Developing a department organized by marketing function.
C) Assigning no one in particular.
D) Assigning an outside firm.
E) Developing a department organized by research process.
Answer: D
Q3) The goal of most marketing research studies is to try to understand and predict consumer behaviour; a relatively simple task.
A)True
B)False
Answer: False
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Page 3
Chapter 3: Research Design
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) 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
Q2) What type of experimental validity is concerned with the extent that the relationship observed between the independent and dependent variable during the experiment is generalizable to the real world?
A) external validity
B) internal validity
C) extraneous validity
D) causal validity
E) real validity
Answer: A
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Page 5
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) Although useful information, geodemographic information is limited in that one must use only pre-defined geographical boundaries such as cities, provinces, or countries.
A)True
B)False
Q2) Which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand?
A) secondary data
B) basic data
C) primary data
D) complex data
E) online data
Q3) Syndicated data are data that are collected in a standard format and made available to all subscribers. Such data are stored in a common database and the same data are made available to subscribers for a fee.
A)True
B)False
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6
Chapter 5: Qualitative Research Methods
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Sample Questions
Q1) When the decision process is very short and recall may be faulty, protocol analysis may be useful to help slow the process down.
A)True
B)False
Q2) Which of the following was NOT mentioned in the textbook as a method focus group companies use to reduce "no shows"?
A) monetary incentives
B) free products or gift certificates
C) overrecruiting
D) making callbacks on the day preceding the focus group to remind the participant E) using direct mail lists
Q3) McDonald's conducts a study and finds that there is an increase in the number of consumers who value "healthy foods." These consumers link soy-based meat products with a healthy diet. McDonald's decides to reintroduce the McLean burger. This example illustrates the use of a qualitative research technique known as laddering.
A)True
B)False
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Page 7
Chapter 7: Survey Measurement Scales
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91 Flashcards
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Sample Questions
Q1) Which of the following formats provides response options to questions on the questionnaire?
A) response options format
B) categorical format
C) closed-ended format
D) metric format
E) optional format
Q2) What are the three basic question-response formats?
A) unprobed, probed, and neutral
B) open-ended, closed-ended, and scaled
C) open-ended, categorical, and scaled
D) closed-ended, open-ended, and continuous
E) open-ended, probed, general
Q3) Which of the following was NOT mentioned in the textbook with respect to the term "workhorse scales?"
A) they are synthetic metric scales
B) they do the bulk of the measurement work in marketing research
C) Likert is an example
D) categorical multiple-choice is an example
E) it is not good practice to invent a novel scale format over a workhorse scale
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Chapter 8: Questionnaire Design
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Sample Questions
Q1) Pretests should involve at least thirty respondents to be able to calculate inferential statistics.
A)True
B)False
Q2) Under conditions of anonymity, the researcher assures the respondent that his name will never be divulged to a third party.
A)True
B)False
Q3) Which of the following is NOT a leading question?
A) As a Cadillac owner, you are satisfied with your car, aren't you?
B) Have you heard about the satellite radio system everyone is talking about?
C) Do you see any problems with using your credit card for online purchases?
D) Wouldn't you like to purchase one of the new popular gaming systems?
E) Do you carry cash while on vacation?
Q4) There is nothing wrong with the following question: "Do you believe Nichols Seafood Restaurant has good prices and service?"
A)True
B)False
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