Excel for Business and Marketing Exam Review
Course Introduction
This course covers the essential skills and tools in Microsoft Excel tailored specifically for business and marketing applications. Students will learn how to efficiently organize, analyze, and visualize data to support strategic decision-making, market analysis, and business operations. Topics include data management, creating dynamic reports, using formulas and functions relevant to marketing scenarios, and building dashboards to track key performance indicators. By the end of the course, students will be able to apply Excels advanced features, such as pivot tables, charts, and data validation, to solve real-world business and marketing problems.
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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2
C. Burns
Chapter 1: Introducing Marketing Research
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84 Verified Questions
84 Flashcards
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Sample Questions
Q1) Who is recognized today as the "Father of Marketing Research?"
A) A.C. Nielsen
B) Charles Coolidge Parlin
C) N.W. Ayers
D) Angus Reid
E) Jack Honomichl
Answer: B
Q2) One of the key issues facing the latest MRIA code centre is the rights of the respondent, especially with regard to privacy and interviewing children.
A)True
B)False
Answer: True
Q3) Market research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
A)True
B)False
Answer: False
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Page 3
Chapter 2: The Marketing Research Process
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85 Verified Questions
85 Flashcards
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Sample Questions
Q1) Which of the following is true regarding primary information?
A) Primary information is information gathered on school children in the primary grades, first through fifth.
B) Primary information refers to information that is collected in the early, or primary, stages of the marketing research process.
C) Primary information is information that has already been collected primarily for some other purpose.
D) Primary information is one of four different types of information sources.
E) Primary information is information collected specifically for the problem at hand.
Answer: E
Q2) Managers historically have been generalists; and researchers have been technical specialists. This difference aids the communication process.
A)True
B)False
Answer: False
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Chapter 3: Research Design
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) What type of experiment involves manipulating the independent variable and measuring the dependent variable in a natural setting?
A) extraneous experiment
B) field experiments
C) laboratory experiments
D) natural experiments
E) eco-experiment
Answer: B
Q2) A research company recently recommended to its client, a life insurance company, that they use focus groups to study their problem. Which of the following would the life insurance company then NOT want an answer to?
A) the current vocabulary used by Generation Y
B) baby boomers attitudes about leaving a legacy
C) Generation X's basic insurance needs
D) ideas on how to turn life insurance into a sought after product
E) the effects of text messaging on increasing sales
Answer: E
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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) Single-source data refers to the practice of buying all a firm's information from one, single syndicated data firm, thus allowing for a substantial quantity discount in most cases.
A)True B)False
Q3) Data mining is the name for the type of software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.
A)True B)False
Q4) Because firms subscribing to syndicated data share the costs of data collection and dissemination, the information comes to them at a lower cost than if they collected it themselves.
A)True B)False
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Chapter 5: Qualitative Research Methods
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Protocol analysis is NOT useful when the buying takes place over a long period of time, such as buying a house.
A)True
B)False
Q2) A researcher for Lipton tea is interested in learning how teenagers think of iced tea, and she gives a sample of teens the following incomplete sentence: "Teens who like to drink iced tea are ________." The teenagers were then asked to finish the sentence. This is an example of a(n):
A) in-depth interview
B) balloon test
C) word differences test
D) Sentence-completion test
E) "Sort Me Up"
Q3) Using a "secret shopper" to record and report how sales clerks assisted customers would be an example of disguised observation.
A)True
B)False
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Chapter 6: Quantitative Data Collection Methods
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89 Flashcards
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Sample Questions
Q1) Which data collection mode requires interviewers to "navigate around gatekeepers"?
A) gatekeeper interviews
B) in-office interviews
C) CATI and CAPI
D) CAPI and CATS
E) online surveys
Q2) Which of the following is NOT an advantage of self-administered surveys?
A) reduced cost
B) respondent control over the pace of the survey
C) lack of interviewer evaluation
D) interviewer-evaluation apprehension
E) elicits more insightful information than face-to-face
Q3) Which data collection mode is sometimes referred to as "hybrid" surveys?
A) mixed-mode surveys
B) joint-administered surveys
C) computer-assisted surveys.
D) drop-off surveys
E) mall-intercept surveys
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8
Chapter 7: Survey Measurement Scales
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) A scale that is simply "yes" or "no" is said to have origin.
A)True
B)False
Q2) If a researcher wanted the respondent to answer an open-ended question with no additional information, one would likely use a(n):
A) open-ended, unaided format
B) open-ended, aided format
C) closed-ended, unaided format
D) continuous response format
E) general format.
Q3) Categorical scales represent scales that are either nominal or ordinal.
A)True
B)False
Q4) The descriptors "less-than", "greater-than", and/or "equal to" are distinctions of:
A) description.
B) order.
C) distance.
D) origin.
E) scale.
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Chapter 8: Questionnaire Design
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95 Verified Questions
95 Flashcards
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Sample Questions
Q1) Warm-up questions are simple and easy-to-answer questions that may or may not pertain to the research objectives.
A)True
B)False
Q2) Terms like "price point" or "brand equity" are acceptable when the respondents are marketing managers.
A)True
B)False
Q3) The use of screening questions help fulfill one of the five functions of a questionnaire introduction.
A)True
B)False
Q4) A loaded question is a question that:
A) asks the same thing over and over.
B) places undue emphasis on some aspect of the topic.
C) is two different questions posed as one.
D) has buried in the wording subtle references to universal beliefs or rules of behaviour.
E) uses words that most respondents would not understand.
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Page 10
Chapter 9: Sampling
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Sample Questions
Q1) Random online intercept sampling uses some form of random selection in order to ask visitors at websites to participate in surveys.
A)True
B)False
Q2) A sampling method that separates the population into subgroups where each subgroup represents the entire population is called:
A) cluster sampling.
B) subgroup sampling.
C) stratified sampling.
D) systematic sampling.
E) sub-sampling.
Q3) In stratified sampling, the population is separated into different subgroups, and then samples are taken from all of the subgroups.
A)True
B)False
Q4) Stratified samples are most appropriate when the population is known to be "skewed."
A)True
B)False
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Chapter 10: Data Collection and Basic Descriptive Statistics
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) If a categorical question was being summarized, which analyses would be appropriate?
A) mode and mean
B) mode and range
C) mean and frequency distribution
D) mean and standard deviation
E) mode and frequency or percentage distribution
Q2) In the following data set, what is the mode? ( 12, 0, 0, 1, 1, 1, 6, 10, 11 )
A) 4.66
B) 1
C) 42
D) 6
E) 1 and 0
Q3) If we take the square root of, the summated squared differences between each observation and the mean divided by the number of observations less one, we have the standard deviation.
A)True
B)False
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12
Chapter 11: Population Estimates and Hypothesis Testing
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) Forming a directional hypothesis means that we are still seeking a direction for the hypothesis.
A)True
B)False
Q2) Which of the following is an example of a directional hypothesis?
A) The population percentage is equal to 60%.
B) The population percentage is not equal to 60%.
C) The population mean is equal to $50.
D) The population percentage is less than 70%.
E) The population mean is equal to 100.
Q3) When computing standard error, if the sample size increases, then the standard error:
A) decreases.
B) increases.
C) remains the same.
D) becomes null.
E) is not affected because sample size has nothing to do with standard error.
Q4) Directional hypotheses contain statements of "greater than" or "less than."
A)True
B)False
Page 13
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Chapter 12: Testing of Differences
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) When testing for differences between two groups, if the computed z value at 99% confidence is 1.98 we can conclude that:
A) we can reject the null hypothesis that there is no difference between the groups.
B) we can accept the null hypothesis that there is no difference between the groups.
C) there is a statistically significant difference between the two groups.
D) that there is a difference, but not a statistically significant one, between the two groups.
E) we need to run more tests because 1.98 is too close to the 1.96 z-value for 99% level of confidence.
Q2) Determining if there is a difference between two groups on a categorical variable involves a z test if done manually and a t test if run with XL Data Analyst.
A)True
B)False
Q3) ANOVA uses a t test statistic.
A)True
B)False
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14
Chapter 13: Relationships Between Variables
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102 Flashcards
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Sample Questions
Q1) When we present findings on cross-tabulations with chi-square analysis, graphical presentations such as bar or stacked bar charts are often useful.
A)True
B)False
Q2) In bivariate regression, we can calculate an upper and lower range within which we could expect the values of the independent values to fall if they were calculated.
A)True
B)False
Q3) In the following straight line formula, y = a + bx, the variable being predicted is "b".
A)True
B)False
Q4) To run chi-square analysis in XL Data Analyst, you should go to the "Relate," then "Crosstabs," select the column variable and the categorical variable(s), then "OK."
A)True
B)False
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Chapter 14: Communicating the Research Results
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) A factual message that transmits research results, vital recommendations, conclusions, and other information to the client, who in turn uses the information as a basis for decision making, is known as a(n):
A) article summary.
B) marketing research report.
C) body report.
D) advancement report.
E) title page.
Q2) A letter of transmittal is used to release or deliver the document to an organization for which you are NOT a regular employee.
A)True
B)False
Q3) Limitations:
A) should be acknowledged but in the appendix.
B) should be acknowledged, and a statement should be made as to how they impact the results.
C) should not be acknowledged as they take credibility away from the findings.
D) should not exist in a thorough report.
E) should be included in the conclusion section of the report, if at all.
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