Digital Marketing Research Exam Practice Tests
Course Introduction
Digital Marketing Research explores the methods and tools used to collect, analyze, and interpret data related to online consumer behavior, digital marketing campaigns, and emerging market trends. This course covers techniques such as online surveys, web analytics, social media monitoring, and A/B testing, emphasizing how marketers use data-driven insights to inform strategic decisions. Students will learn to design digital research projects, evaluate digital marketing performance, and apply research findings to optimize campaign effectiveness and achieve business objectives in a rapidly evolving digital landscape.
Recommended Textbook
Exploring Marketing Research 11th Edition by Barry
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Page 2
J. Babin
Chapter 1: The Role of Marketing Research
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Q1) Marketing research involves more than conducting surveys.
A)True
B)False
Answer: True
Q2) Marketing research has become increasingly global as more firms take advantage of markets that have few geographic boundaries.
A)True
B)False
Answer: True
Q3) A marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted.Which question should this manager ask himself or herself?
A)Is the proposed research expenditure minimal?
B)Will the information gained by marketing research be interesting?
C)Will the payoff from the research be worth the dollar expenditures for research?
D)Is the information useful to customers?
Answer: C
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Chapter 2: Information Systems and Knowledge Management
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Q1) Google is a popular search engine.
A)True
B)False
Answer: True
Q2) An organization's inventory figures are a good example of ____.
A)cookies
B)internal records
C)external records
D)CRM
Answer: B
Q3) Web tracking is illegal.
A)True
B)False
Answer: False
Q4) Yahoo! and Google are examples of ____.
A)home pages
B)search engines
C)ISPs
D)CRMs
Answer: B
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Chapter 3: The Marketing Research Process
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Q1) Concomitant variation is sufficient evidence to determine causality in experiments.
A)True
B)False
Answer: False
Q2) A sample of respondents is a subset of the population of interest to the researcher.
A)True
B)False Answer: True
Q3) Pilot studies are a formal research method that produce precise results.
A)True
B)False Answer: False
Q4) The purpose of exploratory research is to refine and narrow the scope of the research topic.
A)True
B)False Answer: True
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) The manager of decision support systems supervises the collection and analysis of sales,inventory,and other periodic customer relationship management (CRM)data.
A)True
B)False
Q2) The placement of marketing research within a firm's organizational structure and the structure of the research department vary depending on the firm's degree of marketing orientation and research sophistication.
A)True
B)False
Q3) When AT&T hires a research agency to conduct research tailored to its unique needs,AT&T is being provided with ____.
A)custom research
B)syndicated research
C)limited research
D)commercial research
Q4) Explain when research should be conducted externally and when it should be done internally.
Q5) Discuss the rights and obligations of the research participant.
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Chapter 5: Qualitative Research Tools
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Q1) Depth interviews are less expensive than focus group interviews,especially if several depth interviews are conducted.
A)True
B)False
Q2) Qualitative research is subjective in the sense that the researcher must extract meaning from open-ended responses.
A)True
B)False
Q3) Describe a focus group interview and discuss the advantages and disadvantages of this technique.
Q4) A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called ____.
A)picture completion
B)picture frustration
C)scenario test
D)projective picture
Q5) Observation plays a key role in ethnography.
A)True
B)False
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Chapter 6: Secondary Data Research in a Digital Age
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Q1) It is always possible to gather the primary data needed for a research project.
A)True
B)False
Q2) Using CRM systems to create one-to-one relationships with customers for specific promotions is an example of ____________________ marketing.
Q3) Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not.His use of secondary data to help specify this relationship is an example of ____.
A)data transformation
B)validation
C)reliability
D)model building
Q4) The population of a city is 230,000 and its annual per person expenditure on athletic shoes is $45.If there are 64,688 square feet of retail space used to sell athletic shoes in this city,its index of retail saturation is ____.
A)12.65
B)79.01
C)159.99
D)1437.51
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Chapter 7: Survey Research
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Q1) Some aspects of surveys may be qualitative.
A)True
B)False
Q2) Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?
A)curb-stoning
B)auspices bias
C)self-selection
D)mere-measurement effect
Q3) When a research study is not conducted according to the plan in the proposal for the research study,what kind of error has occurred?
A)random sampling error
B)systematic error
C)respondent error
D)implementation error
Q4) Survey results are better than the quality of the sample and answers obtained.
A)True
B)False
Q5) Discuss the advantages and disadvantages of mail surveys.
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Chapter 8: Observation
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Q1) All of the following are errors associated with direct observation EXCEPT ____.
A)subjectivity
B)entrapment
C)accuracy
D)interpretation
Q2) Mechanical observation best suits a situation or behavior that is not easily predictable in advance of the research.
A)True
B)False
Q3) Attitudes cannot be directly observed but can be inferred from other measures.
A)True
B)False
Q4) Which type of analysis obtains data by observing and analyzing what is written and shown in advertisements,newspaper articles,blogs,and the like?
A)contrived analysis
B)content analysis
C)indirect analysis
D)response latency analysis
Q5) Explain the observation of physical objects and message content.
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Chapter 9: Conducting Marketing Experiments
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Q1) Explain the advantages of a between-subjects experimental design over a within-subjects design.
Q2) Experiments in which an individual subject is exposed to more than one level of an experimental treatment are referred to as repeated measures designs.
A)True
B)False
Q3) One way to reduce demand characteristics is to tell subjects the true purpose of the experiment so that they will be more willing to participate honestly.
A)True
B)False
Q4) Participants in experimental research are typically referred to as respondents.
A)True
B)False
Q5) In an experiment,effects are the characteristics of experiments that allow hypotheses to be tested.
A)True
B)False
Q6) List the four important elements in experimental design.
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Chapter 10: Measurement and Attitude Scaling
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Q1) A(n)____________________ scale measures attitudes by using seven-point rating scales that are anchored at either end by polar opposite adjectives.
Q2) All of the following can be measured using ratio scales EXCEPT ____.
A)gender
B)income
C)temperature
D)weight
Q3) Attitudes are thought to have three components: affective,cognitive,and behavioral. A)True
B)False
Q4) Explain how a researcher uses the paired comparison method and determine the number of paired comparisons necessary to compare four brands.
Q5) The component of attitude that represents the action associated with a certain type of attitude is the ____________________ component.
Q6) "Money" provides a ratio scale. A)True
B)False
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Chapter 11: Questionnaire Design
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Q1) "Should Dillard's keep its excellent department store credit card program? ____ Yes ____ No" is an example of ____.
A)using a branching question
B)making an assumption
C)a double-barreled question
D)using a checklist
Q2) Fixed-alternative questions give respondents specific limited-alternative responses and ask them to choose the one closest to their own viewpoints.
A)True
B)False
Q3) Piping software allows answers from previous questions to be inserted into unfolding questions in an Internet survey.
A)True
B)False
Q4) When the respondent's answers to previous questions in a questionnaire create a bias in his or her answers to later questions,this is known as ____________________ bias.
Q5) Discuss factors to consider when determining the order of questions on a questionnaire.
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) When a researcher has made the decision to conduct a survey using a sample of the population,the FIRST step in the selection of the sample is to ____.
A)define the target population
B)determine the sample size
C)select the actual sampling units
D)select a sampling frame
Q2) Janet has agreed to participate in surveys online.Every few weeks,she is sent an email asking her to participate in an online survey.What did Janet most likely do to become involved in these research studies?
A)opted out
B)opted in
C)randomized herself
D)met a quota
Q3) A unit that is selected in the first stage of a multi-stage sampling procedure is called the ____________________.
Q4) When a research study has been poorly designed,it is likely to be affected by ____________________ error.
Q5) Name and describe the types of nonprobability sampling.
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Chapter 13: Big Data Basics: Describing Samples and Populations
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Q1) Which of the following refers to the proportion of respondents who choose the most positive choice in a multiple choice question?
A)heteroskedasticity
B)mode
C)median
D)top-box score
Q2) Auxiliary variables are those that the researcher should build into a survey that allow a comparison between sample units that do respond and those that do not respond.
A)True
B)False
Q3) Find the mean score of the following set of scores: 2,5,7,4,8.
A)4.8
B)5.2
C)7.0
D)26.0
Q4) A frequency distribution of a sample is called a sample distribution.
A)True
B)False
Q5) Name and describe the measures of central tendency.
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Chapter 14: Basic Data Analysis
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Q1) Which type of statistical analysis tests hypotheses involving only one variable?
A)primary statistical analysis
B)bivariate statistical analysis
C)univariate statistical analysis
D)monovariate statistical analysis
Q2) A researcher is reviewing average household income data and sees that one household reported an annual income of over $1 million.This value lies outside the normal range of the data and is called a(n)____.
A)abnormality
B)marginality
C)outlier
D)quartile
Q3) A Type II error occurs when the researcher rejects the null hypothesis when,in fact,it is true.
A)True
B)False
Q4) Another name for an observed or computed significance level is the
Q5) What are descriptive statistics and why are they used in marketing research?
Page 16
Q6) What is a contingency table and how is it useful in marketing research?
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Chapter 15: Testing for Differences Between Groups and for
Predictive Relationships
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Q1) The statistical significance of a regression model is determined using the ____.
A)t-test
B) ²
C)F-test
D)Z-test
Q2) The formula for the chi-square test uses ____.
A)observed and expected frequencies
B)observed and expected percentages
C)the two sample means
D)the two sample standard deviations
Q3) A pooled estimate of the standard error is a poorer estimate of the standard error than one based on the variance from either sample.
A)True
B)False
Q4) In regression,the standardized Y-intercept term is always 1.
A)True
B)False
Q5) The ____________________ is the mean of a variable over all observations.
Page 17
Q6) Multivariate dependence techniques are variants of the
Q7) Discuss the steps in interpreting a multiple regression output.
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Chapter 16: Communicating Research Results
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Q1) The general rule is to include all the parts of a formal research report in the reports for all projects and leave it up to the client to decide which information is useful.
A)True
B)False
Q2) The ____ should help the reader interpret the chart without having to read the detailed report.
A)footnotes
B)title
C)stubheads
D)explanatory legend
Q3) The part of the body of the research report that discusses the specific objectives of the research project is known as the ____________________ section of the report.
Q4) The findings of the study should be presented in the ____ section.
A)introduction
B)recommendations
C)appendix
D)results
Q5) The typical maximum of slices in a pie chart is ____________________ slices.
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Chapter 17: Beyond the Basics in Basic Data Analysis
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Q1) The SST is equal to the total sum of the observed values' deviations from the overall or grand mean.
A)True
B)False
Q2) Which tool involves an automatic interaction routine combining cross-classification and regression analysis?
A)RBD
B)CHAID
C)CART
D)HSD
Q3) In a two-factor experimental design model,Y k = µ + + + I + ,what does Y k represent?
A)individual observation on the dependent variable
B)grand mean
C)interaction effect of factors A and B
D)jth effect of factor A - column treatment
Q4) The F-test partitions total variation into ____________________ sum of squares and ____________________ sum of squares.
Q5) Explain how planned comparisons are different from post-hoc comparisons.
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Chapter 18: Advanced Topics in Linear Analytics
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Q1) Which correlation coefficient indicates a moderate positive relationship?
A)-1.0
B)-0.5
C)+0.5
D)+1.0
Q2) An overall estimate of variance overlap among independent variables is the ____________________.
Q3) As multicollinearity increases,the adjusted R² becomes ____________________ than the unadjusted R².
Q4) The ordinary least-squares method of regression analysis is based on the logic of how much better a regression line can predict values of Y compared to simply using the mean as a prediction.
A)True
B)False
Q5) The statistical measure of the association between two variables that is a standardized representation of covariance is known as the ____________________ coefficient.
Q6) Discuss the steps in regression analysis when a researcher's goal is to explain.
Q7) Underspecification leads to a pattern in ____________________.
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Q8) The square of the correlation coefficient is called the ____________________.
Chapter 19: Testing Hypotheses With Glm Procedures
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Q1) The process by which some third variable affects the relationship between an independent and dependent variable is called ____________________.
Q2) All of the following are common context variables EXCEPT ____.
A)time pressure
B)space
C)conditions
D)sample size
Q3) Which technique might a researcher employ when using continuous variable interactions?
A)logistic regression
B)bootstrapping
C)hierarchical regression
D)slopes testing
Q4) When a hierarchical regression analysis suggests moderation,the best way to interpret the result is using R².
A)True
B)False
Q5) List the steps in the hierarchical regression process.
Q6) Explain when partial mediation versus complete mediation occurs.
22
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Chapter 20: Introducing Multivariate Data Analysis
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Q1) The probability of success divided by the probability of failure is the ____.
A)logit
B)odds of success
C)Wald statistic
D)-2LL
Q2) Which type of analysis attempts to predict a categorical dependent variable?
A)factor analysis
B)discriminant analysis
C)regression analysis
D)linear analysis
Q3) Explain how MANOVA models are similar to and differ from ANOVA models.
Q4) The entropy statistic allows interpretation of the statistical significance of the relationship between each independent variable and the logit values representing the dependent variable.
A)True
B)False
Q5) ____________________ regression is a multivariate technique involving prediction of a categorical,dichotomous dependent variable.
Q6) Explain the steps in interpreting MANOVA.
Q7) Describe discriminant analysis and its uses.
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Chapter 21: Multivariate Data Analysis: Analytics With
Interdependence Techniques
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Q1) In cluster analysis,the researcher wants clusters to have high ____ within-clusters and high between-cluster ____.
A)independence;dependence
B)significance;insignificance
C)heterogeneity;homogeneity
D)homogeneity;heterogeneity
Q2) Which term is used when a variable has relatively high correlations with more than one factor?
A)cluster
B)scree plot
C)simple structure
D)cross-loading
Q3) The specific variance is the source of variance that is common to all variables.
A)True
B)False
Q4) The common variance is the source of variance that is common to all variables.
A)True
B)False
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Q5) Cluster analysis seeks to put observations with low distance scores into the ____________________ group.
Chapter 22: Primer on Structural Equations Modeling
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Q1) Which technique provides a means for measuring objects in a multidimensional space based on respondents' judgments of how similar different objects are?
A)partial least squares (PLS)
B)multidimensional scaling
C)partial correlations
D)discriminant analysis
Q2) Structural equation modeling (SEM)is unique in that it is purely an interdependence technique.
A)True
B)False
Q3) The ____ is a unique piece of information that serves as input to a SEM model.
A)LISREL
B)AMOS
C)moment
D)fit
Q4) List the steps to follow to interpret structural model results.
Q5) The ____________________ is a statistic providing an indication of the average squared residual resulting from fitting an SEM model.
Q6) Fit assesses how well a theory meshes with ____________________.
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