Market Analysis and Planning
Exam Materials
Course Introduction
Market Analysis and Planning is a comprehensive course designed to equip students with the essential skills to evaluate market environments and devise effective marketing strategies. Through a blend of theoretical concepts and practical applications, students learn how to assess consumer behavior, analyze industry trends, segment markets, and evaluate competitor strategies. The course emphasizes data-driven decision-making, covering both qualitative and quantitative research techniques. By the end of the course, students will be able to develop actionable marketing plans that align with organizational goals, adapt to changing market dynamics, and create sustainable competitive advantages.
Recommended Textbook Essentials of Marketing Research 4th
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Chapter 1: Marketing Research for Managerial Decision Making
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Q1) One of the recent trends in the marketing research industry is a movement toward data analysis.
A)True
B)False
Answer: False
Q2) Which of the following is True of frugging?
A) It occurs when research firms do not fully disclose how the methodology works.
B) It creates a negative impact on the entire industry.
C) It must be conducted at the end of any study involving deception.
D) It occurs when anyone who is conveniently available completes a survey.
E) It occurs when different publicly available information are combined to determine consumers' identities.
Answer: B
Q3) If a respondent does not want a researcher to find out the truth, it is ethical for the respondent to lie on a survey.
A)True
B)False
Answer: False
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Chapter 2: The Marketing Research Process and Proposals
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Q1) In the context of marketing research, the iceberg principle states that:
A) a researcher must determine the types of data that will best answer each research question before redefining a problem into research questions.
B) data becomes knowledge when someone, either a researcher or a decision maker, interprets the data and attaches meaning.
C) managers are aware of just a small portion of the True problem, and this small portion is generally the visible symptom of a bigger underlying problem.
D) 80 percent of the marketing research budget of a company is typically spent on solving 20 percent of the problems facing the company.
E) the importance of marketing research is often underestimated in organizations, and what people see is only a small part of a much bigger support system.
Answer: C
Q2) Secondary data is information collected for a current research problem or opportunity.
A)True
B)False
Answer: False
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Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
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Q1) _____ are sources of external secondary data.
A) Customer letters
B) U.S. census reports
C) Accounts receivable reports
D) Warranty cards
E) Sales invoices
Answer: B
Q2) A construct is an unobservable and abstract concept.
A)True
B)False
Answer: True
Q3) Media panels and consumer panels are similar in procedure, composition, and design.
A)True
B)False
Answer: True
Q4) Bundlr is an example of gatekeeper technology.
A)True
B)False
Answer: False
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Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Q1) Identify the first phase in the process of developing a focus group interview.
A) Conducting content analysis
B) Conducting the focus group discussions
C) Analyzing and reporting the results
D) Asking questions including follow-up probing
E) Planning the focus group study
Q2) The application of technological tools to identify, extract, and quantify subject information in textual data is called:
A) sentiment analysis.
B) scanner-based research system.
C) listening post.
D) netnography.
E) content analysis.
Q3) What are some of the advantages of conducting online (instead of in-person, face-to-face) focus groups?
Q4) Content analysis is used by quantitative researchers to create meaningful findings from focus group discussions.
A)True
B)False
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Chapter 5: Descriptive and Causal Research Designs
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Q1) In the context of selecting the appropriate survey method, the less detailed the information needed, the higher respondents' knowledge level must be to get them to participate in a survey.
A)True
B)False
Q2) Telephone surveys are not limited by national borders.
A)True
B)False
Q3) Incidence rate is the:
A) degree to which a specific question or an investigated issue leads a respondent to give a socially expected response.
B) level of preparation required to create an appropriate environment for a respondent.
C) degree to which respondents share certain similarities.
D) percentage of the general population that is the subject of a market research study.
E) degree of accuracy of a response in relation to some other possible answer.
Q4) What are the main objectives of test marketing?
Q5) Discuss the drawbacks of wireless phone surveys.
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Chapter 6: Sampling: Theory and Methods
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Q1) A college professor wants to know if the university students in the Unites States will find the new textbook that he has authored to be interesting and useful. He chooses all marketing majors at the school he teaches as his sample. He believes that this group of students will be representative of the university student population in the United States. In this scenario, the professor is most likely using:
A) census sampling.
B) area sampling.
C) judgment sampling.
D) quota sampling.
E) cluster sampling.
Q2) In the context of nonprobability sampling methods, judgment sampling is also known as purposive sampling.
A)True
B)False
Q3) A benefit associated with detecting sampling error is that it can be determined before a sample is drawn and data collection is completed.
A)True
B)False
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Chapter 7: Measurement and Scaling
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Q1) A researcher wants to measure the temperature (in degree Fahrenheit) inside a grocery store at which the customers feel most comfortable. Suggest a scale that the researcher can use. Why is it not possible to use the ratio scale in this case?
Q2) Which of the following is True of measurement?
A) As part of the measurement process, researchers assign labels to phenomena they measure but do not assign numbers to them.
B) As part of the measurement process, researchers assign numbers to phenomena they measure but do not label them.
C) The goal of the construct development process is to precisely measure each construct.
D) It is the process of developing methods to systematically characterize or quantify information about persons, events, ideas, or objects of interest.
E) The process of measurement begins with scale measurement followed by construct development.
Q3) A graphic rating scale is a type of comparative rating scale.
A)True
B)False
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Chapter 8: Designing the Questionnaire
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Q1) A supervisor instruction form serves as a blueprint for training people to complete the interviewing process in a consistent fashion.
A)True
B)False
Q2) Which of the following statements is True of unstructured questions?
A) They are ambiguous questions that contain at least two negatives.
B) They are often skipped by the respondents unless the questions are interesting.
C) They are loaded questions that suggest a socially desirable answer or involve an emotionally charged issue.
D) They are questions with a predetermined list of responses available to aid or limit the respondent's answers.
E) They include two or more different attributes or issues but allow the respondents to comment on only a single issue.
Q3) It is difficult to use screening questions in computer-assisted surveys.
A)True
B)False
Q4) What is the purpose of pretesting a survey?
Q5) Describe the response order bias and the common methods variance.
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Chapter 9: Qualitative Data Analysis
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Q1) When the objective of a study is to quantify the magnitude of variables and relationships, one should prefer qualitative over quantitative research.
A)True
B)False
Q2) In qualitative data analysis, visual displays are commonly used to summarize data.
A)True
B)False
Q3) When writing a research report, which of the following sections typically includes the literature review?
A) Introduction
B) Analysis of the data/findings
C) Conclusions and recommendations
D) Description of research methods
E) Research objectives
Q4) Member checking and peer review are reported in the methodological section of research reports.
A)True
B)False
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Chapter 10: Preparing Data for Quantitative Analysis
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Q1) The two types of measures often used to describe data are quantitative and qualitative measures.
A)True
B)False
Q2) Which of the following is True of skip questions?
A) In order to speed through the data collection process, an interviewer may ask the respondent a few skip questions.
B) If an interviewer (or respondent on a self-administered survey) fails to follow instructions for skip questions, he or she cannot recontact respondents and verify their responses to skip questions.
C) If an interviewer (or respondent on a self-administered survey) fails to follow instructions for skip questions, the respondent can skip those questions.
D) If a respondent on a survey fails to follow instructions for skip questions, the interviewer may inject a tone of negativity into the interviewing process.
E) Skip questions are not a problem with online surveys since the computer controls the sequence of answering questions.
Q3) Describe the process of data validation.
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Chapter 11: Basic Data Analysis for Quantitative Research
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Q1) Perceptual mapping is a process that is used to:
A) create a three-dimensional representation of the responses of the participants in a study.
B) create a three-dimensional representation of the perceptions of researchers.
C) create a one-dimensional representation of the responses of the participants in a study.
D) develop maps that show the perceptions of respondents in a study.
E) develop maps that show the null hypothesis related to a study.
Q2) Assume that the mean of a distribution is 10 and the standard deviation is 2. If we subtract each value in the distribution from the mean and add them up, the result would be close to:
A) 100.
B) 2.
C) 50.
D) 0.
E) 200.
Q3) When would you use ANOVA instead of a chi-square test?
Q4) How are sample statistics different from population parameters?
Q5) What is perceptual mapping?
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Chapter 12: Examining Relationships in Quantitative Research
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Q1) Multicollinearity is a(n):
A) statistical procedure that estimates regression equation coefficients which produce the lowest sum of squared differences between the actual and predicted values of the dependent variable.
B) statistical technique which analyzes the linear relationship between a dependent variable and multiple independent variables by estimating coefficients for the equation for a straight line.
C) estimated regression coefficient that has been recalculated to have a mean of zero and a standard deviation of 1.
D) statistic that compares the amount of variation in the dependent measure "explained" or associated with the independent variables to the "unexplained" or error variance.
E) situation in which several independent variables are highly correlated with each other.
Q2) What are the advantages of using the partial least squares method of structural equation modeling?
Q3) Discuss the concept of multicollinearity.
Q4) Discuss multiple regression analysis.
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Chapter 13: Communicating Marketing Research Findings
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Q1) In a research report, an appendix lists all the topics of the report in sequential fashion.
A)True
B)False
Q2) What are the issues addressed in the methods-and-procedures section of a marketing research report?
Q3) Kylie, a market researcher, has failed to provide an interpretation of the data in the results tables in her research report. Which of the following problems in preparing the marketing research report is exemplified in this scenario?
A) Lack of data interpretation
B) Unnecessary use of multivariate statistics
C) Lack of relevance
D) Too much emphasis on too few statistics
E) Lack of generalizability
Q4) Discuss the organization format common to all marketing research reports.
Q5) Both t-tests and ANOVAs can be displayed on bar charts created in SPSS.
A)True
B)False
Q6) What are the objectives of a professional marketing research report?
Page 15
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