Digital Marketing Research
Review Questions
Course Introduction
Digital Marketing Research explores the methodologies, tools, and analytics used to gather and interpret data in the digital marketing landscape. Students will learn to design research projects, conduct online consumer and competitor analyses, and leverage web analytics, social listening, and survey techniques to uncover actionable insights. Emphasis is placed on translating complex data into strategic marketing decisions, evaluating the effectiveness of digital campaigns, and staying current with emerging technologies and ethical considerations in digital research. Through hands-on projects and case studies, students will develop the skills needed to inform, measure, and optimize digital marketing strategies in today's dynamic environment.
Recommended Textbook
Exploring Marketing Research 10th Edition by William G. Zikmund
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) Concept testing is a form of pricing research.
A)True
B)False
Answer: False
Q2) Marketing research can help prevent commercialization of products that are not consumer oriented.
A)True
B)False
Answer: True
Q3) Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases that good?
A)product
B)place
C)price
D)promotion
Answer: C
Q4) Quality improvement is every employee's job.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Information Systems and Knowledge Management
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Q1) Knowledge management is the process of creating an inclusive,comprehensive,easily accessible organizational memory,which can be called the organization's intellectual capital.
A)True
B)False
Answer: True
Q2) Which of the following is a subset of data and information that actually has some explanatory power enabling effective decisions to be made?
A)knowledge
B)intellectual capital
C)market intelligence
D)decision support system
Answer: C
Q3) Timeliness means that the data are not more than a few years old.
A)True
B)False
Answer: False
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Page 4
Chapter 3: The Marketing Research Process
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Q1) All of the following are types of marketing research EXCEPT:
A)exploratory
B)selective
C)descriptive
D)causal
Answer: B
Q2) Which of the following is a method of data collection that is used in surveys?
A)telephone
B)mail
C)the Internet
D)all of the above
Answer: D
Q3) The most common way to generate primary data in marketing research is by means of:
A)experimentation
B)surveys
C)observation
D)focus groups
Answer: B
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Page 5
Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) Teams that are composed of representatives of marketing research,new product development,production,and finance to study the feasibility of the national launch of a new product are knows as ____________________ teams.
Q2) Caleb's job at a marketing research firm is to provide technical assistance with questionnaire design.Which of the following best describes Caleb's job title?
A)director of marketing research
B)research assistant
C)forecast analyst
D)research generalist
Q3) Another term for the sponsoring client in research studies is the:
A)researcher
B)user
C)subject
D)respondent
Q4) The attempt to decide what is "right" and what is "wrong" in the conduct of marketing research studies is called ____________________.
Q5) When telemarketing is conducted under the "guise" of a research study,this is called
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Chapter 5: Problem Definition: Jump-Starting the Research Process
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Q1) When an interviewer asks: "Why do you feel that way?" during an in-depth interview,this is an example of a non-probing question.
A)True
B)False
Q2) ____________________ is an interview technique that tries to draw deeper and more elaborate explanations from a discussion with a decision maker.
Q3) In the statement: "Years of sales experience is an important predictor of dollar sales performance," what type of variable is "dollar sales performance"?
A)dependent variable
B)categorical variable
C)classificatory variable
D)independent variable
Q4) A written expression of the key question(s)that a researcher user wishes to answer is referred to as a:
A)problem definition
B)decision statement
C)research proposal
D)hypothesis
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Chapter 6: Qualitative Research Tools
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Q1) When a respondent is shown a new television commercial and is asked to write the answer to this stimulus: "The man in the commercial___," This is an example of a(n)____________________ technique.
Q2) Quantitative research measures and tests.
A)True
B)False
Q3) The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a:
A)discussion guide
B)TAT test
C)concept test
D)case study
Q4) The person who leads a focus group discussion is called a(n)____________________.
Q5) A 90-minute discussion between an interviewer and a consumer about why the consumer purchases the brand of toothpaste that the consumer uses is an example of a(n)____________________.
Q6) A focus group session that is conducted over the Internet is called a(n)____________________ focus group session.
Page 8
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Chapter 7: Secondary Data Research in a Digital Age
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Q1) The marketing research industry uses the term primary-source data for diverse types of data offered by a single company.
A)True
B)False
Q2) Data mining techniques can help to define the underlying meaning of data.
A)True
B)False
Q3) Predicting next month's dollar sales based on past sales for the previous twelve months is an example of a(n)____________________.
Q4) Marketing researchers frequently use internal accounting data to generate sales forecasts.
A)True
B)False
Q5) What is it called when a researcher compares secondary data from one source with data from another?
A)data conversion
B)cross-check
C)data mining
D)data enhancement
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Chapter 8: Survey Research: an Overview
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Q1) Systematic error is divided into which two general categories?
A)respondent error and administrative error
B)random sampling error and administrative error
C)response bias and interview error
D)primary error and secondary error
Q2) People who are not contacted or who refuse to cooperate are called:
A)random errors
B)biased respondents
C)sample selection errors
D)nonrespondents
Q3) When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer,this is an example of:
A)interviewer bias
B)auspices bias
C)administrative bias
D)acquiescence bias
Q4) When a respondent is asked to check his or her gender as Male or Female,this is an example of a(n)____________________ question.
Q5) Name and describe the types of response bias.
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Chapter 9: Survey Research: Basic Methods of Communication With
Respondents
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Q1) When a respondent fails to answer a survey question in a personal interview,this is called an item ____________________.
Q2) Internet surveys have real-time data capture,which allows for real-time data analysis.
A)True
B)False
Q3) Which of the following methods offers the lowest degree of geographic flexibility?
A)telephone interview
B)door-to-door personal interview
C)Internet survey
D)mail survey
Q4) Respondents are typically less willing to answer potentially embarrassing questions in a phone interview than in a face-to-face interview.
A)True
B)False
Q5) An Internet survey is the same thing as an e-mail survey.
A)True
B)False
11
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Chapter 10: Observation
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Q1) A Web site designer is interested in how people look at a Web site.He wants to know where they look first when a page comes up.Which mechanical device would be appropriate for finding this out?
A)pupilometer
B)eye scanner
C)eye-tracking monitor
D)psychogalvanometer
Q2) Pupilometers measure unconscious eye movement and are useful for determining which component of an ad (or other stimuli)were seen and which were overlooked.
A)True
B)False
Q3) Discuss the role of observation as a marketing research method and list the types of observable phenomena,giving an example of each.
Q4) A panel of consumers using a special ID card whenever they purchase items from their local supermarket so that purchase behavior is matched with the demographic dimensions of each household is participating in a(n)____________________ panel.
Q5) Explain the observation of physical objects and message content.
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Chapter 11: Experimental Research: An Overview
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Q1) A maturation effect in an experiment is a function of time and the naturally occurring events that coincide with growth and experience.
A)True
B)False
Q2) People are the most common test units in most marketing experiments.
A)True
B)False
Q3) In an experiment,effects are the characteristics of experiments that allow hypotheses to be tested.
A)True
B)False
Q4) Experimental research attempts to find causal relationships among variables.
A)True
B)False
Q5) In an experiment,the treatment is administered to the ____________________ group.
Q6) A continuous variable that is expected to show a statistical relationship with the dependent variables is known as a(n)____________________.
Q7) List the four important elements in experimental design.
Page 13
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Chapter 12: Test Markets and Experimental Design
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Q1) Which of the following is an advantage of the control method of test-marketing?
A)increased secrecy from competitors
B)no distraction of company salespeople from regular product lines
C)reduced costs
D)all of the above
Q2) Obtaining distribution for a new product in a test-market is known as a(n):
A)market penetration
B)interaction effect
C)repeat-purchase rate
D)sell-in
Q3) Test marketing allows an organization to conduct a "trial run" of the product in the marketplace.
A)True
B)False
Q4) The most complex method of projecting test market results to national results is with a straight line trend projection.
A)True
B)False
Q5) Discuss four methods of projecting test-market results.
Q6) Discuss the problems of estimating national sales volume from test-markets.
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Chapter 13: Measurement
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Q1) The degree of agreement among judges that a scale measures what it is intended to measure is called the ____________________ validity of the scale.
Q2) Compare and contrast the four different levels of scale measurement.
Q3) When a two-point scale (e.g.agree/disagree)is expanded to include five categories (e.g.strongly disagree,disagree,undecided,agree,strongly agree),we say that the ____ of the scale has been increased.
A)sensitivity
B)reliability
C)predictive validity
D)criterion validity
Q4) Measures that take on only one of a finite number of values are called ____________________ measures.
Q5) A scale can be thought of as a generalized idea that represents something of meaning.
A)True
B)False
Q6) Measures that assign values anywhere along some scale range in a place that corresponds to the intensity of some concept are called ____________________ measures.
Page 15
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Chapter 14: Attitude Measurement
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Q1) All of the following are practical decisions regarding the selection of a measurement scale EXCEPT:
A)Is a ranking,sorting,rating or choice technique best?
B)Should a single measure of an index measure be used?
C)How large should the sample size be?
D)How many scale categories or response positions are needed to accurately measure an attitude?
Q2) Which type of scale asks respondents to indicate their attitudes by checking how strongly they agree or disagree with carefully constructed statements?
A)constant-sum
B)Likert
C)Stapel
D)graphic rating
Q3) A perceptual map can be developed based on semantic differential data.
A)True
B)False
Q4) A fixed-alternative rating scale that has an unequal number of positive and negative categories so that the categories are "piled up" at one end of the scale is called a(n)____________________ scale.
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Chapter 15: Questionnaire Design
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Q1) Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?
A)skip logic technique
B)telescoping
C)squishing
D)funnel technique
Q2) When respondents think that recent events took place longer ago than they really did,this is called:
A)telescoping
B)squishing
C)faltering
D)misredemption
Q3) A fixed-alternative question may tempt respondents to check an answer that is more prestigious or socially acceptable than the true answer.
A)True
B)False
Q4) Name and define the primary types of fixed-alternative questions.
Q5) List the key decisions in questionnaire design.
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Chapter 16: Sampling Designs and Sampling Procedures
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Q1) An area sample is the most popular type of cluster sample.
A)True
B)False
Q2) A sampling procedure that assures each element in the population of an equal chance of being included in the sample is called:
A)simple random sampling
B)primary random sampling
C)primary sampling
D)stratified sampling
Q3) When a marketing vice-president tells the marketing department to schedule a test market in Dallas because he feels that this city is "typical" of the composition of the target market for a new product nationally,this is an example of what type of sample?
A)judgment sample
B)area sample
C)cluster sample
D)convenience sample
Q4) The difference between the results of a sample and the results of a census that is conducted with identical procedures is called ____________________ error.
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Chapter 17: Determination of Sample Size: A Review of Statistical Theory
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Q1) In computing a 95 percent confidence interval about a proportion for a sample size of 40,the appropriate Z-value to be used is ____________________.
Q2) The range of numbers within which the population mean is expected to lie 95 percent of the time is known as the ____________________ estimate.
Q3) Which of the following is the symbol for the population standard deviation?
A)S
B)
C)
D)S²
Q4) Which of the following is a measure of the central tendency of a set of scores?
A)mode
B)median
C)mean
D)all of the above
Q5) The primary purpose of inferential statistics is to make a judgment about a population.
A)True
B)False
Q6) Discuss the three factors required to specify sample size.
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Chapter 18: Fieldwork
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Q1) In field research studies,the people who collect the data are typically better-educated than the people who design the research studies.
A)True
B)False
Q2) When an interviewer conducts a taste test for a new soft drink and asks the respondent how the product tastes,and the respondent replies: "Pretty good," and then the interviewer asks: "Why do you feel that way?",this is an example of:
A)a neutral question
B)an expectant pause
C)a silent probe
D)repeating the question
Q3) A probing technique in which a respondent is asked to compare and contrast a response with alternatives is called ____________________.
Q4) Which of the following is a basic principle for good interviewing techniques?
A)have patience and tack
B)pay attention to accuracy and detail
C)keep the respondent's answers confidential
D)all of the above
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Chapter 19: Editing and Coding: Transforming Raw Data
Into Information
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Q1) Compare and contrast list-wise deletion and pair-wise deletion methods for handling missing data and discuss which one is used most today.
Q2) Technology has reduced errors by checking for inconsistencies automatically.
A)True
B)False
Q3) The idea that the coding categories applied to a given question should allow all possible answers to the question to receive a code is another way of saying that the coding categories should be:
A)mutually exclusive
B)precoded
C)exhaustive
D)all of the above
Q4) A researcher has decided to insert a response for items not answered by respondents.This answer the editor inserts is referred to as a(n):
A)proxy value
B)simulated value
C)imputation
D)plug value
Q5) Assigning numbers to edited data is known as ____________________.
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Chapter 20: Basic Data Analysis: Descriptive Statistics
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Q1) A 3 x 4 table represents a contingency table with twelve variables.
A)True
B)False
Q2) When a third variable changes in important ways the relationship between an independent variable and a dependent variable,this third variable is called a(n)____________________ variable.
Q3) Data are sometimes merely reported and not interpreted.
A)True
B)False
Q4) What are descriptive statistics and why are they used in marketing research?
Q5) Making inferences about the data and drawing conclusions about the implications suggested by a research study is called ____________________.
Q6) Arranging data so that the number of times each category occurs is called a(n)____ table.
A)cross-tabulation
B)frequency
C)percentage
D)pre-coding
Q7) The orderly arrangement of data into a table is known as
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Chapter 21: Univariate Statistical Analysis
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Q1) A rule of thumb is that statistical power should be 0.95.
A)True
B)False
Q2) The exact point where the hypothesis changes from not being support to being supported depends on how much risk the researcher is willing to accept and on the variability of the measure.
A)True
B)False
Q3) A hypothesis test of a proportion is conceptually similar to hypothesis testing when the mean is the characteristic of interest.
A)True
B)False
Q4) A univariate p-test is appropriate for testing hypotheses involving some observed mean against some specified value.
A)True
B)False
Q5) The error caused by rejecting the null hypothesis when,in fact,it is true is called a(n)____________________ error.
Q6) Compare and contrast parametric statistics and nonparametric statistics.
Page 23
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Chapter 22: Bivariate Statistical Analysis: Differences
Between Two Variables
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Q1) The alternative hypothesis when using the Z-test for the difference between the proportions for two groups is:
A) \( \pi_{1}=\pi_{2} \)
B) \( \pi_{1} \neq \pi_{2} \)
C) \( \pi_{1} \times \pi_{2}=2 \)
D) \( \pi_{1} / \pi_{2}=2 \)
Q2) The formula for determining the degrees of freedom for a chi-square test is ____________________.
Q3) To use the chi-square test,both variables in a 2 x 2 contingency table must be measured on a ratio scale.
A)True
B)False
Q4) When no direction of a relationship is stated in the hypothesis,a one-tailed test is appropriate.
A)True
B)False
Q5) An appropriate test for comparing the scores of two interval variables drawn from related populations is the ____________________.
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Q6) The ____________________ is the mean of a variable over all observations.
Chapter 23: Bivariate Statistical Analysis: Measures of Association
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Q1) The regression parameter that represents the height of the regression line relative to horizontal is ____________________.
Q2) In regression analysis,the equation of a straight line is Y = a + b X.
A)True
B)False
Q3) If the correlation between two variables is -.55,the coefficient of determination is approximately ____________________.
Q4) Which of the following provides a common metric allowing regression results to be compared to one another no matter what the original scale range may have been?
A)standardized regression coefficient (b)
B) ²
C)coefficient of determination (R²)
D)raw parameter estimates
Q5) If r = -.88,this indicates a weak relationship between the two variables under study.
A)True
B)False
Q6) Compare and contrast correlation,covariance,and causation.
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Chapter 24: Introducing Multivariate Statistical Analysis
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Q1) General Mills would like to "see" a picture of how its brands are perceived by consumers compared to competitive brands.Which statistical technique can measure brands in multidimensional space on the basis of respondents' judgements of the similarity of the brands?
A)structural equations modeling
B)factor analysis
C)multidimensional scaling
D)partial positioning
Q2) Mulitvariate dependence techniques are variants of the general linear model (GLM).
A)True
B)False
Q3) A variable that is coded as either zero or one and that has two distinct levels is called a(n):
A)regression variable
B)dummy variable
C)MANOVA variable
D)ANOVA variable
Q4) Multivariate techniques that try to group things together are known as ____________________ methods.
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Chapter 25: Communicating Research Results: Research
Report, oral Presentation, and Research Follow-Up
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Q1) When a researcher uses pictures,tables,or charts to clarify complex points or emphasize a message in a research report,he or she is using:
A)verbal elements
B)medium elements
C)graphic aids
D)formalizers
Q2) The outline for a basic research report is the same as that for an applied research report.
A)True
B)False
Q3) In the typical bar chart,the ______ variable is plotted on the vertical y-axis while the ______ variable is plotted on the horizontal x-axis.
A)independent;dependent
B)nominal;interval
C)dependent;independent
D)ratio;ordinal
Q4) In the communication process,the ____________________ is the writer of the research report.
Q5) Discuss what is included in the body of a research report.
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