Digital Marketing Analytics
Midterm Exam
Course Introduction
Digital Marketing Analytics explores the measurement, analysis, and optimization of digital marketing strategies using data-driven approaches. This course covers fundamental concepts such as website analytics, social media metrics, campaign performance tracking, and consumer behavior analysis. Students will gain hands-on experience with analytic tools and platforms, learn to interpret key performance indicators (KPIs), and develop actionable insights to drive marketing decisions. Emphasis is placed on integrating quantitative and qualitative data to assess digital marketing effectiveness and inform strategic improvements, preparing students to excel in the dynamic, data-centric field of digital marketing.
Recommended Textbook
Modern Marketing Research Concepts Methods and Cases 2nd Edition by Fred M. Feinberg
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12 Chapters
899 Verified Questions
899 Flashcards
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Chapter 1: The Purpose and Process of Marketing Research
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Sample Questions
Q1) The process of identifying problems and opportunities involves analyzing future situations that a firm will face; the past is a sunk cost because it can no longer be changed.
A)True
B)False
Answer: False
Q2) The process of marketing research involves five steps designed to aid managerial decision-making.After determining what information is needed,the next step would be to A) manage the data collection
B) design a method for collecting information
C) communicate the findings
D) analyze and interpret the results
Answer: B
Q3) One of the steps in the research process is to process and code data.Coding involves reviewing the data forms as to legibility,consistency,and completeness.
A)True
B)False
Answer: False
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3
Chapter 2: Research Design and Data Sources
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Q1) Beginning in 2005,the U.S.Census Bureau conducted the American Community Survey (ACS)to
A) collect data of community interest during decennial censuses
B) decrease non-response error to the census through Title 13 mandatory response to the survey
C) increase data collection to better facilitate segmentation of local housing and business data by community
D) replace the "long form" of the decennial census with annual collection of sample data
Answer: D
Q2) Although research designs are applicable to both domestic and international situations,there are differences in implementation of research designs caused by variations in available technology,research institutions,and culture across countries.
A)True
B)False
Answer: True
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4
Chapter 3: Measurement in Marketing Research
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Q1) If the measurement process involves high systematic error and low random error,the measurements are
A) valid but not reliable
B) valid and reliable
C) reliable but not valid
D) neither valid nor reliable
Answer: C
Q2) If respondents are asked to rank five different brands of cold medicine from best to worst,it would result in a(n)
A) nominal scale
B) ordinal scale
C) interval scale
D) ratio scale
Answer: B
Q3) An appropriate measure of central tendency for ordinal scales is the
A) arithmetic mean
B) mode
C) harmonic mean
D) standard deviation
Answer: B
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Chapter 4: Causal Designs and Marketing Experiments
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Sample Questions
Q1) The R in X-O-R syntax stands for "reference," which are the test units being observed.
A)True
B)False
Q2) The _______________ effect is concerned with the possible effects on the experiment of taking a measure on the dependent variable before presentation of the treatment.
A) history
B) maturation
C) testing
D) instrumentation
E) statistical regression
Q3) What elements are in an experimental design?
Q4) In experimental design syntax,_______________ represents the exposure of a test group to an experimental treatment.
A) E
B) O
C) R
D) X
E) the subscript of O
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Chapter 5: Data Collection: Exploratory and Conclusive Research
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Sample Questions
Q1) When considering the three traditional approaches of communication,when sensitive or embarrassing questions are involved,evidence indicates that _______________ will produce the highest quality data.
A) personal interviews
B) telephone interviews
C) mail interviews
D) all of the communication methods
Q2) In analyzing focus group sessions,the analyzer should develop categories for responses before any of the sessions are viewed.
A)True
B)False
Q3) All of the following are components of attitude <u>except</u>
A) cognitive
B) affective
C) behavioral
D) lifestyle
Q4) "Listening to the voice of the consumer" is a premise of what kind of research?
Q5) Which data collection method is disintermediated? What does this mean?
Q6) What skills should a moderator of a focus group possess?
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Chapter 6: Designing Surveys and Data Collection
Instruments
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Q1) All of the following are approaches that have been developed to mitigate bias resulting from respondents' unwillingness to respond to questions accurately <u>except</u>
A) labeled response categories
B) recognition questions
C) indirect statements
D) counterbiasing statements
Q2) In a telephone interview,if respondents tend to choose among answers they heard last from a list of alternative responses,then _______________ is present.
A) modal answer bias
B) recency bias
C) primacy bias
D) interviewer bias
Q3) A question should be phrased so as to permit the respondent to admit a lack of knowledge.
A)True
B)False
Q4) Discuss the advantages and disadvantages of open-ended questions.
Page 8
Q5) Discuss the advantages and disadvantages of using multiple-response questions.
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Chapter 7: Sampling
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Q1) Researching with a full census of the population is always more accurate than using only a sample of that population.
A)True
B)False
Q2) A _______________ is,loosely speaking,what researchers wish to make inferences about but for which researchers lack the resources (time,funds,energy)to conduct a full census.
A) sampling units
B) study population
C) sampling frame
D) sample element
Q3) All of the following statements are true of the required sample size,<u>except</u> that
A) it varies inversely with the precision desired
B) it varies directly with the estimate of the population standard deviation
C) if varies inversely with the size of the population
D) it varies directly with the desired confidence level
Q4) A properly defined population must be defined in what four terms? Give an example.
Q5) Discuss the constraints that affect sample size decisions.
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Chapter 8: Data Analysis and Statistical Methods:
Univariate and Bivariate Analyses
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Q1) A researcher will set the maximum tolerable degree of Type I error,which is referred to as the
A) confidence level of the test
B) significance level
C) power of the test
D) standard deviation
Q2) Given the problem,hypothesis,and test procedure stated in questions #20 through 23,a calculated test value of 1.78 is obtained.What conclusion is possible,assuming a 95 percent confidence level?
A) H<sub>0</sub> is not rejected.
B)H<sub>0</sub> is rejected.
C)\(\pi\) in reality equals neither 0.25 nor 0.38.
D) No statement is possible; more information required.
Q3) In a regression equation,the slope indicates the
A) increase in the dependent variable if the independent variable changes by one unit
B) increase in the independent variable if the dependent variable changes by one unit
C) point the regression line crosses the Y-axis
D) point the regression line crosses the X-axis
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Chapter 9: Multiple Regression: Modeling Multivariate
Relationships
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Q1) Which list of common variables below would be examples of continuous data?
A) price, time, volume, length, sales
B) gender, coupon used, college degree, promotion (yes/no)
C) education level, age group, survey scale response (e.g., 1 to 7)
D) ethnic group, product category, SKU, payment method
Q2) Given that Gender was coded female=0 and male=1,on the average,how much more do males weight than females,"correcting for" (i.e.,including the effects of)all the other variables in the regression?
Q3) Standardized residuals are useful in seeing whether there are any strong outliers.
A)True
B)False
Q4) If the dependent variable is count data,the regression model that will be used is the
A) multinomial logit regression model
B) discrete choice model
C) exploded logit regression model
D) Poisson regression model
Q5) Describe how transformations can be used to apply linear regression to nonlinear relationships.
11
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Chapter 10: Multivariate Methods of Marketing Research I:
Factor, cluster, and Discriminant Analyses
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Q1) In hierarchical cluster analysis,once a group of objects is clustered together,they are together for life,i.e.the program never separates them during the analysis.
A)True
B)False
Q2) Varimax rotation in factor analysis will tell researchers the optimal number of factors they should have in a data reduction situation.
A)True
B)False
Q3) In the factor analysis output,the proportion refers to
A) the total sum-of-squares error in the factor
B) the portion of the error that remains unexplained by that factor
C) how much incremental variance is accounted for by each successive factor
D) how much of the total variance is explained by all of the factors taken together up to that factor
Q4) Statisticians often call the clusters obtained through cluster analysis "latent" because they need to be discerned via analysis and are not directly observable.
A)True
B)False
Page 12
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Chapter 11: Multivariate Methods of Marketing Reseach Ii:
Conjoint Analysis and Multidimensional Scaling
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Q1) When depicting a higher-dimensional object in lower-dimensional space, A) this is immediately apparent when one looks at the resultant map
B) severe distortion is possible
C) external information cannot be overlain on the resultant map
D) a perfectly accurate rendering results
Q2) The output above shows that Buyer A generally values brightness more than bulb life,whereas Buyer B generally has the opposite preference.
A)True
B)False
Q3) Which research method is considered excellent as a premarket testing methodology?
A) discriminant analysis
B) cluster analysis
C) conjoint analysis
D) multidimensional scaling
Q4) What does an adaptive conjoint program do?
Q5) To best emulate the way people evaluate product options in the actual market,what method should be used to estimate the part worths of those options?
Q6) Discuss the basic steps in a conjoint analysis.
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Chapter 12: Advanced Topics, research Frontiers, and
Preparing the Final Report
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Q1) The concept of heterogeneity is very important to marketing because people respond differently to the same marketing variable.
A)True
B)False
Q2) Identify the 4 items that should be summarized in the executive summary section of a written research report.
Q3) Discuss 5 general guidelines for a written marketing research report.
Q4) In the Heckman model,if the selection model and the prediction model are estimated separately,the two errors remain uncorrelated,and selection bias is automatically controlled for.
A)True
B)False
Q5) Explain the general procedure of how the Markov chain Monte Carlo works.
Q6) In the Heckman model,the more correlated are the errors between the selection model and the prediction model,the greater the evidence of a selection bias.
A)True
B)False
Q7) Identify the 4 components of the "body" of the written report.
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