Introduction to Marketing Research Exam Preparation Guide
Course Introduction
Introduction to Marketing Research provides students with a comprehensive overview of the fundamental principles and practices involved in gathering, analyzing, and interpreting data to support marketing decision-making. The course covers both qualitative and quantitative research methods, including survey design, sampling techniques, focus groups, and observational research. Students will learn how to define research problems, design research studies, collect and analyze data, and present findings effectively. Emphasis is placed on ethical considerations, practical applications, and the role of marketing research in understanding consumer behavior and improving marketing strategies.
Recommended Textbook
Marketing Research Essentials 8th Edition by
Carl McDaniel Jr
Available Study Resources on Quizplus
14 Chapters
1012 Verified Questions
1012 Flashcards
Source URL: https://quizplus.com/study-set/3641
Page 2
Chapter 2: Problem Definition and the Research Process
Available Study Resources on Quizplus for this Chatper
76 Verified Questions
76 Flashcards
Source URL: https://quizplus.com/quiz/72374
Sample Questions
Q1) A/An _______________ is a survey using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large quantitative studies.
A) pilot study
B) experience survey
C) case analysis
D) situation analysis
E) none of the above
Answer: A
Q2) If a network executive wondered if an audience would tune into a young adult series, what type of exploratory research would you recommend to help him answer the question?
A) situation analysis
B) case analysis
C) focus groups
D) none of the above
Answer: B
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 3: Secondary Data and Databases
Available Study Resources on Quizplus for this Chatper
71 Verified Questions
71 Flashcards
Source URL: https://quizplus.com/quiz/72375
Sample Questions
Q1) Secondary data is more current than primary data.
A)True
B)False
Answer: False
Q2) Which of the following would not be a source of internally generated secondary data?
A) reports to stockholders
B) government documents
C) product testing results
D) annual reports
E) all of the above are internally generated data
Answer: B
Q3) Secondary data can sometimes solve a marketing problem.
A)True
B)False
Answer: True
Q4) Secondary data is available for nearly every research question.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 4: Qualitative Research
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/72376
Sample Questions
Q1) A final report of a set of focus groups typically consists of what?
A) a PowerPoint presentation
B) data tables
C) lengthy written report
D) discussion guide
E) none of the above
Answer: A
Q2) The most common type of qualitative marketing research is _______.
A) projective techniques
B) in-depth interviews
C) sentence completion
D) focus groups
E) none of the above
Answer: D
Q3) How long should an ideal focus group be?
A) 30 minutes
B) one hour
C) 90 minutes
D) two hours
Answer: B
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 5: Traditional Survey Research
Available Study Resources on Quizplus for this Chatper
63 Verified Questions
63 Flashcards
Source URL: https://quizplus.com/quiz/72377
Sample Questions
Q1) Which of the following data collection techniques can produce excellent sample quality?
A) mail surveys
B) mall intercept
C) central location telephone
D) self-administered interviews
E) executive interviews
Q2) A manufacturer of desserts tested a new five-minute dessert on working females. A marketing research firm was employed to measure consumer response to the dessert. The results of the survey were dismal. The manufacturer was sure the new quickie dessert would be appealing to working females. A follow-up focus group revealed that working females without children were not interested in the new idea, but working females with children were. What kind of error was evident in the initial survey?
A) sample frame error
B) random error
C) population specification error
D) surrogate information error
E) none of the above
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 6: Online Marketing Research
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/72378
Sample Questions
Q1) Describe at least three advantages Internet interviewing would have over "snail-mail" interviewing.
Q2) ____________________invites only prevalidated individuals or those with shared known characteristics to enroll in a research panel.
A) open online panel
B) closed online panel
C) commercial online panel
D) end consumer online panel
Q3) Respondent participation is critical to the success of the research process in order to minimize nonresponse bias.
A)True
B)False
Q4) Which of the following is not characteristic of Internet email surveys?
A) online self-administered interview
B) significant interviewer bias
C) medium to high risk concerning representativeness
D) bulk email contact
E) purchased list of non-profiled respondents
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 7: Primary Data Collection: Observation
Available Study Resources on Quizplus for this Chatper
61 Verified Questions
61 Flashcards
Source URL: https://quizplus.com/quiz/72379
Sample Questions
Q1) If a lot is already known about the behavior of interest, a structured observation approach will work best.
A)True
B)False
Q2) Starbuck's offers customers a gold charge card that tracks their purchases, the types of drinks purchased, and the time of day when purchased. They use the sales history to provide coupons and promotional opportunities. What type of observational situation is this?
A) people watching people
B) people watching phenomena
C) machines watching people
D) machines watching phenomena
Q3) Which of the following types of research would be least likely to use physiological measurement devices?
A) response to advertising
B) attitude toward products
C) opinion of specific celebrity endorsers
D) customer satisfaction research
Q4) Describe the mystery shopper and how they are used by marketing researchers.
Q5) Describe how ethnography works online.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 8: Primary Data Collection: Experimentation and Test Markets
Available Study Resources on Quizplus for this Chatper
71 Verified Questions
71 Flashcards
Source URL: https://quizplus.com/quiz/72380
Sample Questions
Q1) Sales are a common dependent variable in marketing experiments.
A)True
B)False
Q2) Marketing Research firms often have exclusive rights to doing interviews in shopping malls they have contracts with. They also often maintain facilities within the mall. Such firms might set up an artificial store within the mall to test advertising or sales promotion associated with such a store. Discuss the type of experiment being conducted if the marketing research firm offers an incentive to persons in the mall, such as those participating in mall intercept interviews, who would be observed as they interact with the promotional materials in artificial store.
Q3) Quasi-experiments are studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner.
A)True
B)False
Q4) How would you respond to the following statement: "Advertising and sales are almost perfectly correlated, as when more is spent on advertising, sales go up, and vice-versa. Surely our advertising expenditures are 'causing' sales to rise."
Page 9
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: The Concept of Measurement and Attitude
Scales
Available Study Resources on Quizplus for this Chatper
106 Verified Questions
106 Flashcards
Source URL: https://quizplus.com/quiz/72381
Sample Questions
Q1) This level of measurement would have the fewest possibilities regarding the types of statistical techniques that can be applied to its data.
A) nominal
B) ratio
C) interval
D) reliable
E) ordinal
Q2) Role ambiguity is the amount of uncertainty ranging from very certain to very uncertain on a 5-point scale.
A)True
B)False
Q3) Do you think that a researcher should worry about construct equivalence between the United States and Canada?
Q4) Construct equivalence deals with how people see, understand, and develop measurements of a particular phenomenon.
A)True
B)False
Q5) List and briefly describe the measurement process.
Q6) List and briefly describe considerations in selecting a scale.
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 10: Questionnaire Design
Available Study Resources on Quizplus for this Chatper
64 Verified Questions
64 Flashcards
Source URL: https://quizplus.com/quiz/72382
Sample Questions
Q1) Which of the following is not characteristic of the questionnaire?
A) formalized schedule for collecting data
B) a unique control device in the data collection process
C) survey instrument
D) set of questions designed to generate data for specific objectives
E) All are characteristic of the questionnaire.
Q2) Suppose the major attributes for iPad-type devices are as follows: 1) ability to download books; 2) ability to connect to the Internet; 3) backlit non-glare screens that you can read outside on a sunny day; 4) priced under $250; and 5) ability to dock with a jump drive. Management wants to know which attributes are considered most important by potential consumers. Construct a question to meet such an objective.
Q3) Assume that you are developing a questionnaire about an entrée at Taco Bell. Use this situation to outline the procedure for designing a questionnaire.
Q4) When writing a questionnaire, it is often effective to use industry jargon.
A)True
B)False
Q5) Why do open-ended questions require more time (and money) to evaluate than closed-ended questions?
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 11: Basic Sampling Issues
Available Study Resources on Quizplus for this Chatper
67 Verified Questions
67 Flashcards
Source URL: https://quizplus.com/quiz/72383
Sample Questions
Q1) The difference between the sample result and population value is known as
A) level of confidence
B) nonsampling error
C) acceptable error
D) none of the above
Q2) One of the advantages of Internet surveys is that target respondents can complete the survey at their convenience.
A)True
B)False
Q3) Which of the following types of samples enables the researcher to compute sampling error?
A) nonprobability
B) convenience
C) probability
D) all of the above
Q4) Measurement error includes all factors other than sampling error that may cause inaccuracy and bias.
A)True
B)False
Page 12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 12: Sample Size Determination
Available Study Resources on Quizplus for this Chatper
63 Verified Questions
63 Flashcards
Source URL: https://quizplus.com/quiz/72384
Sample Questions
Q1) Researchers can determine via statistical techniques sample size. However, these techniques can only be applied to which of the following types of sample?
A) cluster
B) simple random
C) nonprobability
D) stratified
E) none of the above
Q2) A researcher is conferring with a client to do a telephone interview for a particular topic, which the researcher will subcontract to a field services firm for $10 per usable response. The researcher's client wants to be 95.44% confident of the results. Assume the sample proportions formula is appropriate, and that the level of tolerable sample error is 4%. The budget for data collection only offered by the client can be up to but not over $10,000. How many usable responses are needed for the given level of confidence and much will the subcontractor charge the market researcher for sampling? Is the budget for data collection large enough?
Q3) The true population can only be found in the estimate range of values.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
13
Chapter 13: Data Processing, Data Analysis, and Statistical Testing
Available Study Resources on Quizplus for this Chatper
74 Verified Questions
74 Flashcards
Source URL: https://quizplus.com/quiz/72385
Sample Questions
Q1) Line charts are particularly useful for presenting a measurement over several points in time.
A)True
B)False
Q2) _____________ is a form of data entry in which responses on questionnaires are read in automatically by the data entry device.
A) Automatic Entry
B) Automatic Delivery
C) Scanning Technology
D) None of the above
Q3) Which of the following is not a measure of dispersion?
A) standard deviation
B) median
C) variance
D) all of the above
E) none of the above
Q4) The median can be computed for all types of data except nominal data.
A)True
B)False
Q5) Illustrate a condition in which a "SKIP PATTERN" is needed.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 14: More Powerful Statistical Methods
Available Study Resources on Quizplus for this Chatper
85 Verified Questions
85 Flashcards
Source URL: https://quizplus.com/quiz/72386
Sample Questions
Q1) Inference that Coca Cola sales declined when the formula changed is an example of:
A) scaling of coefficients
B) collinearity
C) causation
D) analysis
Q2) A R = -.95 is always weaker than +.95, because positive relationships are more significant than negative relationships.
A)True
B)False
Q3) Data mining remains an ethically neutral issue.
A)True
B)False
Q4) In order to make valid comparisons of regression coefficients, the coefficients must be scaled in the same units, or be standardized.
A)True
B)False
Q5) How would you interpret the relationship between Education and Age?
Q6) How many pairs of responses were in this correlation analysis? ________
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 15: Communicating Results and Managing Marketing Research
Available Study Resources on Quizplus for this Chatper
86 Verified Questions
86 Flashcards
Source URL: https://quizplus.com/quiz/72387
Sample Questions
Q1) The two most important things a client wants in a vendor are confidentiality and honesty.
A)True
B)False
Q2) The researcher's challenge is how to package all of the information into a coherent report.
A)True
B)False
Q3) When selecting the right marketing research supplier you need to ask _______________.
A) How long has the vendor even in business?
B) What companies has the vendor worked for in the past?
C) Have you checked the references?
D) What is the background and experience of the researchers on the project?
E) All of the above
Q4) The most difficult task for a student marketing research team is interpreting project findings to arrive at conclusions, and then using the conclusions to formulate recommendations.
A)True B)False
To view all questions and flashcards with answers, click on the resource link above. Page 16