Digital Marketing Research Practice
Questions
Course Introduction
Digital Marketing Research explores the methods and tools used to gather, analyze, and interpret data related to digital consumer behavior and market trends. The course covers key topics such as online survey design, social media analytics, web and mobile analytics, and the use of big data in digital environments. Students will learn how to utilize quantitative and qualitative research techniques to inform digital marketing strategy, evaluate the effectiveness of digital campaigns, and understand consumer engagement across digital platforms. Ethical considerations and the latest digital research technologies will also be discussed to prepare students for the evolving landscape of digital marketing.
Recommended Textbook
MR2 2nd Edition by Tom J. Brown
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14 Chapters
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Page 2
Chapter 1: Marketing Research: From Data to Information to Action
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Sample Questions
Q1) If an action undertaken during market research is legal, it is ethical.
A)True
B)False Answer: False
Q2) Which of the following is TRUE?
A) Marketing research companies only provide syndicated research.
B) Marketing research began to grow when firms could no longer sell all they could produce.
C) Marketing research for retail is tailored specifically for the company, and is therefore always conducted in-house.
D) Marketing research is dominated by international, especially European firms, and is has only a minor collection of firms in the United States.
E) All of the above are true.
Answer: B
Q3) Data collected specifically for a particular study is known as ____________________.
Answer: primary data
Q4) Descriptive and causal research are also known as ____________________.
Answer: quantative research
3
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Chapter 2: The Research Question: Formulation of the Problem
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Sample Questions
Q1) Serendipity, or chance ideas, as a source of marketing research problems, might arise from:
A) customer complaint letters.
B) salesperson's call reports.
C) comments in trade publications.
D) customer calls to assistance centers.
E) all of the above.
Answer: E
Q2) A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.
A)True
B)False
Answer: True
Q3) List all the points that should be included in a research request agreement.
Answer: The research request agreement summarizes the problem Formulation process and should include the Following items: background, decision problem, research problem, use of data, population and subgroups From which data will be drawn, and the logistics of the research process.
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Chapter 3: Exploratory, Descriptive, and Causal Research Designs
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Sample Questions
Q1) Benefits of focus groups include:
A) ideas that can drop "out of the blue."
B) snowballing of ideas.
C) more spontaneous responses than in one-on-one interviews.
D) easy interpretation of responses.
E) a, b, and c.
Answer: E
Q2) In general, the first step in conducting exploratory research should be:
A) assembling a focus group.
B) performing an experience survey.
C) conducting a literature search.
D) performing an analysis of selected cases.
E) narrowing a group of hypotheses to one specific hypothesis for investigation.
Answer: C
Q3) Compare and contrast descriptive and causal research designs.
Answer: A descriptive research design is a research design in which the major emphasis is on determining the frequency with which something occurs or the extent to which two variables covary. A causal research design can be used to determine cause-and-effect relationships.
Page 5
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Chapter 4: Collecting Secondary Data from Inside and
Outside the Organization
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Sample Questions
Q1) The CIO serves as the liaison between the firm's top management and its information systems department.
A)True
B)False
Q2) Secondary sources are not recommended for secondary data collection because:
A) it is difficult to determine the quality of the data.
B) primary sources are typically more accurate.
C) errors in transcription may have occurred.
D) secondary sources are often incomplete.
E) All of the above are correct.
Q3) A researcher is attempting to evaluate the market potential of a new product in a new area and has used the Statistical Abstract of the United States for some of the needed information. Which of the following has the researcher used?
A) A primary source of primary data.
B) A secondary source of primary data.
C) A primary source of secondary data.
D) A secondary source of secondary data.
E) None of the above.
Q4) Compare and contrast primary and secondary data.
Page 6
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Chapter 5: Collecting Primary Data by Observation
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Q1) From a marketer's perspective, when measuring the effectiveness of an advertisement, a person's awareness refers to:
A) to his knowledge of the program that preceded the ad.
B) how much a person knows about the advertisement.
C) the person's level of consciousness.
D) what the person knows about the company.
E) how many magazines the person reads.
Q2) Which of the following can be used to measure knowledge of an advertisement?
A) Unaided recall
B) Aided recall
C) Recognition
D) Only a and b
E) a, b, and c.
Q3) Disguised observation is a more accurate way of recording consumer behavior than undisguised observation.
A)True
B)False
Q4) A person's ____________________ refer to the individual's anticipated or planned future behavior.
Q5) Scanner data are probably the most common type of ____________________ data.
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Chapter 6: Collecting Primary Data by Communication
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Q1) Debriefing is the process of providing appropriate information to respondents during the data collection stage.
A)True
B)False
Q2) ____ is the process of providing appropriate information to respondents after data have been collected using disguise.
A) Debriefing
B) Administrative Control
C) Structure
D) Mall Intercepts
E) Sampling Control
Q3) Which of the following statements does NOT accurately describe the mail questionnaire?
A) It allows a wide sample to be used.
B) It allows a representative sample to be used.
C) It is a relatively inexpensive means of recruiting respondents.
D) It ensures that the correct person receives and completes the questionnaire.
E) It is more suitable for contacting busy executives than a telephone or personal interview.
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Page 8
Chapter 7: Asking Good Questions
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Sample Questions
Q1) Which of the following is FALSE?
A) If a measure is reliable, it is not heavily influenced by transitory factors that cause random errors.
B) If an item lacks correlation with other scale items measuring the same construct, there is evidence that the item does not belong and should be deleted.
C) Systematic error is due to temporary aspects of the person or measurement situation, which affects the measurement in irregular ways.
D) Reliability is necessary, but not sufficient, for establishing the validity of a measure.
E) If a set of items all measures the same construct, the responses to the items should be correlated.
Q2) Which of the following is(are) permissible measure(s) of central tendency with ordinal scales?
A) Arithmetic mean, median, and the mode
B) Geometric and harmonic means
C) Median and mode
D) Arithmetic mean and median
E) Arithmetic mean
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Chapter 8: Designing the Questionnaire
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Sample Questions
Q1) The first step in designing a questionnaire is to:
A) determine the type of questionnaire and method of administration.
B) specify what information will be sought.
C) determine the content of individual questions.
D) determine the form of response to each question.
E) determine the wording of each question.
Q2) Data collection should never begin until you have pretested the questionnaire. A)True B)False
Q3) Open ended questions are generally used only at the end of the questionnaire. A)True B)False
Q4) ____________________ refers to the potential for responses to be affected by the sequence in which alternatives are presented.
Q5) Sensitive questions should always be put first in a questionnaire. A)True B)False
Q6) A(n) ____________________ question is framed so as to give the respondent a clue as to how he or she should answer.
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Chapter 9: Developing the Sampling Plan
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Sample Questions
Q1) When stratifying the population, the characteristics should be as:
A) close in value as possible within each strata.
B) far apart in value as possible between any two strata.
C) far apart in value as possible within each strata.
D) Both b and c
E) Both a and b.
Q2) A market researcher divides the Dallas metropolitan area into blocks having roughly equal populations. He then selects a random sample of blocks and sends interviewers to each block. The interviewers are instructed to interview every eighth dwelling unit. This is ____ sampling.
A) one-stage area
B) two-stage area
C) quota
D) two-stage systematic
E) stratified
Q3) A(n) ____________________ is a subset of elements from a larger group of objects.
Q4) A sample in which each target population element has a known, nonzero chance of being included in the sample is called a(n) ____________________ sample.
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Chapter 10: Data Collection: Enhancing Response Rates
while Limiting Errors
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Sample Questions
Q1) An accounting firm decided to conduct a survey among its past clients. A sample of 500 clients was randomly selected to receive a mail survey. A total of 175 clients responded to the survey; 30 of the mailing addresses were not valid. The response rate on the project would be correctly calculated as:
A) 85%.
B) 65%.
C) 37%.
D) 35%.
E) 17%.
Q2) Much nonsampling error occurs during "data collection" process in the field. These "data collection" errors may be divided into
A) Data error in; data error out.
B) Noncoverage error and nonrespondent error.
C) Intentional error and office error.
D) Response error and office error.
E) None of the above.
Q3) Blame for response errors can lay with the researcher, respondent or both.
A)True
B)False
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Chapter 11: Data Preparation for Analysis
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Q1) Which of the following statements about open-ended questions is FALSE?
A) Precoding is not necessary.
B) Response categories are provided for responses.
C) There are multiple legitimate responses.
D) When categorizing open-ended responses, it is often necessary to include an "other" category.
E) All of the above statements about open-ended questions are true.
Q2) Which of the following is FALSE with respect to the coding of open-ended questions?
A) The use of several coders can lead to inconsistent treatment of answers.
B) Open-ended questions are generally more difficult to code than closed-ended questions.
C) The coder must determine categories on the basis of answers that are not always anticipated.
D) Coding open-ended questions is typically less expensive than coding closed-ended questions.
E) When the task requires multiple coders, each coder should be assigned parts of the questionnaire for all questionnaires rather than a subset of the questionnaires.
Q3) ____________________ is the process of transforming raw data into symbols.
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Chapter 12: Analysis & Interpretation: Individual Variables
Independently
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Q1) Refer to Exhibit 12.2. What is the sample standard deviation?
A)0.4318
B)0.3246
C)0.6571
D)1.0239
E) Can't be determined from the table.
Q2) Which of the following statements concerning the sample standard deviation is FALSE?
A) Sample standard deviation is a measure of the variation in responses.
B) Analysts reporting descriptive statistics for continuous measures should always report standard deviations along with mean values.
C) Standard deviation is meaningful and appropriate only for interval- and nominal-level measures.
D) An analyst must be aware of the concerns of spurious precision when reporting standard deviations.
E) Outliers can have a marked effect on the calculation of a standard deviation.
Q3) The hypothesis that a proposed result is not true for the population is called the ____________________ hypothesis.
Q4) Discuss the most commonly used descriptive statistics.
Page 14
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Chapter 13: Analysis & Interpretation: Multiple Variables
Simultaneously
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Sample Questions
Q1) If an organization selects two towns for a market study (one for the test and the other as a control) and measures the amount of trash in pounds per household, it must first determine the equality of the two towns using a:
A) test of a single proportion.
B) test of a single mean.
C) test of two means.
D) test of two proportions.
E) None of the above.
Q2) Refer to Exhibit 13.1. The most appropriate way to calculate percentages in the above table to reflect cause and effect is by dividing
A) each of the entries by 100.
B) 45 and 55 by 100.
C) 42 and 58 by 100.
D) entries in the first row by 45 and those in the second row by 55.
E) entries in the first column by 42 and those in the second column by 58.
Q3) A statistic used to measure the strength of relationship between categorical variables is called a(n) ____________________.
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Page 15
Chapter 14: The Research Report
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Sample Questions
Q1) Which of the following is typically NOT included in the body of a research report?
A) Whether the results are based on primary or secondary data
B) Description of the sampling plan
C) Discussion of the method of analysis
D) Conclusions and recommendations
E) Statement of the limitations of the study
Q2) The basics of the sampling plan used in the research project are typically presented in the _____ of the written report.
A) summary
B) conclusion
C) body
D) introduction
E) appendix
Q3) A written report may be considered incomplete because :
A) it is too brief.
B) it includes interesting but not vital information.
C) it is too long.
D) it includes statistical calculations unfamiliar to the reader.
E) All of the above are sources of report incompleteness.
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Page 16