Market Analysis
Exam Materials
Course Introduction
Market Analysis is a comprehensive course designed to equip students with the fundamental tools and analytical techniques necessary to evaluate and interpret market trends, consumer behavior, and competitive landscapes. The course covers both qualitative and quantitative methods, teaching students how to collect, manage, and analyze market data for informed decision-making. Through case studies, practical assignments, and the use of industry-standard software, students learn to conduct segmentation, targeting, and positioning analysis, as well as to forecast market demand and assess the impact of external environmental factors. Upon completion, students will be able to provide data-driven recommendations that support strategic marketing and business decisions.
Recommended Textbook
Basic Marketing Research 9th Edition by Tom J. Brown
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Page 2
Chapter 1: The Role of Marketing Research
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Sample Questions
Q1) Which of the following marketing decisions can be safely made without the benefit of marketing research?
A)Changing the price of a best-selling product
B)Entering a new market
C)Determining which features should be included in a new product
D)Determining how much product to manufacture based on forecasted demand
E)All of these decisions are ideally made with supporting market research.
Answer: E
Q2) The primary reasons for studying marketing research include:
A)Some may pursue a career in marketing research.
B)Knowledge of the marketing research makes for a "smarter" consumer.
C)Managers should know the benefits and limitations of marketing research.
D)Managers should gain an appreciation for the marketing research process.
E)All of these are correct.
Answer: E
Q3) Marketing research became a significant business activity after consumers began to have more choices in the marketplace.
A)True
B)False
Answer: True
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Chapter 2: The Research Process and Ethical Concerns
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Sample Questions
Q1) The interpretation of data is part of which phase of the Marketing Research Process?
A)Data Capture
B)Research Configuration
C)Information Reporting
D)Problem Definition
E)Data Analysis
Answer: E
Q2) Attempting to sell products or services after telling respondents you are conducting marketing research is a practice known as
A)sugging.
B)probing.
C)funneling.
D)posing.
E)spoofing.
Answer: A
Q3) There can be differences between what is ethical and what is legal.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Problem Formulation
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Sample Questions
Q1) It is better to address one or two research problems fully than to try to tackle multiple issues and do a half-baked job on each.
A)True
B)False
Answer: True
Q2) A small fraction of marketing research is conducted to track changes in consumer preferences.
A)True
B)False
Answer: False
Q3) A company selling a food product had received a number of complaints about its packaging.After researching the complaints,the company switched packaging,and sales increased significantly.In marketing research terms,this type of change is best understood as
A)product change.
B)packaging change.
C)unplanned change.
D)planned change.
E)materials change.
Answer: C
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Chapter 4: Exploratory Research
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Sample Questions
Q1) _______ methods encourage respondents to reveal their own feelings,thoughts,and behaviors by shifting the focus away from the individual through the use of indirect tasks.
A)Proactive
B)Protective
C)Pronounced
D)Prolonged
E)Projective
Q2) In general,exploratory research is appropriate for any problem about which much is known.
A)True
B)False
Q3) Which of the following is one of the quickest and least costly ways to conduct exploratory research?
A)Focus group
B)Data mining
C)Benchmarking
D)Literature search
E)Case analysis
Q4) Compare and contrast focus and nominal groups
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Chapter 5: Decision Support Systems: Introduction
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Sample Questions
Q1) Many firms have the position of CIO on their organization charts.The primary role of the person filling this position is to
A)assist the Vice President of Marketing.
B)concentrate on the technical aspects of programming within the DSS.
C)gather relevant data for the DSS database.
D)serve as the liaison between the marketing department and other departments such as finance,production,and accounting.
E)run the company's information and computer systems like a business.
Q2) Discuss at least four common reasons that have restricted the adoption of a MIS.
Q3) A key distinction of a Marketing Information System (MIS)is that
A)the information is accurate.
B)it can only be used by marketing managers.
C)information is collected on a regular basis.
D)it does not involve focused reports.
E)the information is used in making marketing decisions.
Q4) One of the most important uses of a Decision Support System in marketing is customer relationship management.
A)True
B)False
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Chapter 6: Decision Support Systems: Working With Big Data
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Sample Questions
Q1) Analytical techniques,when applied to large sets of data,can
A)describe consumer behavior.
B)predict future consumption actions.
C)prescribe courses of action for a firm and its management.
D)All of these are correct.
E)None of these are correct.
Q2) The analysis technique that involves seeing how a dependent variable might change when one or more independent variables changes,such as to see if a customer can be cross-sold or up-sold at the point of purchase is known as A)purchase analysis.
B)regression analysis.
C)descriptive analysis.
D)time series analysis.
E)simulation analysis.
Q3) One of the key challenges of Big Data integration is the ability to merge unstructured and structured data.
A)True
B)False
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Chapter 7: Using External Secondary Data
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Sample Questions
Q1) The key feature of a diary panel is that a representative group of individuals or households keeps track of purchases or products consumed over a period of time.
A)True
B)False
Q2) Which term describes the service used by researchers in an attempt to provide an overall assessment of the effectiveness of a marketing campaign across multiple media platforms?
A)Multi-media diaries
B)Cross platform services
C)Media-sponsored readership studies
D)Portable people meters
E)Google analytics
Q3) Effective segmentation demands that firms group their customers into relatively heterogeneous groups.
A)True
B)False
Q4) The majority of retail sales information is based on store audits.
A)True
B)False
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Chapter 8: Conducting Causal Research
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Sample Questions
Q1) In a controlled test market all of the following are true,EXCEPT the A)product is distributed through normal distribution channels.
B)test is conducted by a service agency external to the firm.
C)test market service pays retailers for shelf space.
D)test market service coordinates the trade promotion program.
E)product is guaranteed distribution.
Q2) Some companies and researchers use exploratory techniques almost exclusively in gathering primary data.
A)True
B)False
Q3) Compare and contrast descriptive and causal research designs.
Q4) Typically,____ experiments have greater internal validity,and ____ experiments have greater external validity.
A)lab;field
B)field;lab
C)field;field
D)lab;lab
E)The internal and external validities are usually the same for both types of experiments.
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Chapter 9: Collecting Descriptive Primary Data
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Sample Questions
Q1) Which type of primary data is concerned with anticipated or planned future behavior?
A)Personality/Lifestyle
B)Awareness/Knowledge
C)Demographic/Socioeconomic
D)Intentions.
E)Behavior
Q2) Proctor & Gamble,the makers of Oil of Olay skin lotion,have traditionally targeted women over 30 years of age.This is an example of
A)demographic segmentation.
B)benefit segmentation.
C)psychographic segmentation.
D)usage rate segmentation.
E)geodemographic segmentation.
Q3) The main disadvantage of panels is that they
A)are potentially nonrepresentative.
B)cannot be maintained for more than 12 months due to federal regulations.
C)allow only simple analysis of the data.
D)suffer more from interview bias than any other data collection method.
E)force researchers to use complex time series analysis.
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Chapter 10: Collecting Data by Observation
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Sample Questions
Q1) A researcher wants to determine which part of a particular magazine ad is noticed first by the viewer.Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?
A)Eye camera
B)Optical scanner
C)Galvanometer
D)People meter
E)Visual analyzer
Q2) The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n)
A)a galvanometer.
B)an eye camera.
C)an opthalomograph.
D)an audiometer.
E)None of these are correct.
Q3) The galvanometer is used to study eye movements while a respondent reads advertising copy.
A)True
B)False
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Page 12
Chapter 11: Collecting Data by Communication
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Sample Questions
Q1) Which of the following data collection methods is most versatile?
A)Personal interviews
B)E-mail surveys
C)Fax surveys
D)Mail surveys
E)Phone interviews
Q2) With online surveys,the response rate is a good indicator of the quality of the research effort.
A)True
B)False
Q3) It is necessary to disguise a survey when knowledge of the sponsor or topic is likely to cause respondents to change their answers.
A)True
B)False
Q4) An open-ended question allows respondents to freely reply using their own words without limitations to a fixed set of possible answers.
A)True
B)False
Q5) Compare and contrast the main methods of administering questionnaires.
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Chapter 12: Asking Good Questions
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Sample Questions
Q1) The first step in developing a measure of marketing constructs is to A)generate sample items.
B)purify the measure.
C)assess validity.
D)specify the domain of the construct.
E)collect data.
Q2) An attitude rating scale that uses a set of faces,varying systematically in terms of whether they are frowning or smiling,to capture a person's satisfaction or preference is an example of which of the following?
A)Itemized-ratings scale
B)Semantic-differential scale
C)Graphic-ratings scale
D)Summated-ratings (Likert)scale
E)Comparative-ratings scale
Q3) The highest level of measurement from those in the following list is A)ratio.
B)ordinal.
C)interval.
D)nominal.
E)conscious.
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Chapter 13: Designing the Data Collection Form for Communication Data
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Sample Questions
Q1) Which of the following is TRUE?
A)A "filter" question can be used to determine if a questionnaire respondent is familiar with a certain topic.
B)Any questionnaire response is a good response.
C)Telescoping error refers to the fact that people tend to remember only events that have occurred rather recently.
D)An optimal reference period used for framing questions is about one year.
E)All of these are false.
Q2) Filter questions are regularly used at the start of interviews or questionnaires to determine whether the respondent is actually a member of the population being studied.
A)True
B)False
Q3) 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.
Page 15
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Chapter 14: Developing the Sampling Plan
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Sample Questions
Q1) Convenience samples are appropriate for use in which type of research?
A)Descriptive
B)Causal
C)Exploratory
D)All of these are correct.
E)Convenience samples are not appropriate for any type of research.
Q2) Which of the following statements is TRUE?
A)In cluster sampling,the parent population is broken into mutually exclusive and exhaustive sub-groups and a simple random sample is selected from each subgroup.
B)Cluster samples are most statistically efficient when the clusters are internally homogeneous.
C)In order to yield high statistical efficiency,each cluster in a cluster sample should include as many diverse universe values as possible.
D)One of the main advantages of cluster sampling over simple random sampling is its greater statistical efficiency for the same size sample.
E)All of these statements are false.
Q3) Compare and contrast probability and nonprobability sampling.
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16
Chapter 15: Data Collection: Types of Error and Response
Rate Calculation
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Sample Questions
Q1) In a mail survey,500 questionnaires were sent out but only 200 were returned.
A)This survey has random sampling error.
B)This survey has a response bias.
C)This survey has nonresponse error.
D)This survey suffers from deliberate falsification.
E)None of these are correct.
Q2) A researcher wishes to have an indicator of the overall quality of a data collection effort.Which indicator should the researcher review?
A)Response rate
B)Contact rate
C)Eligibility percentage
D)Confidence interval
E)Sample size
Q3) The error a researcher should work most to minimize is
A)response error.
B)total error.
C)sample error.
D)nonresponse error.
E)office error.
Q4) Discuss at least five (5)ways in which response rates might be improved.
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Chapter 16: Data Preparation for Analysis
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Sample Questions
Q1) Optical scanning uses scanner technology to "read" responses on paper surveys and then stores these responses in a data file.
A)True
B)False
Q2) When coding data for computer analysis,which of the following is NOT recommended?
A)Use only one symbol per column in the computer record
B)Use alphabetic characters
C)Assign as many columns to a variable as is necessary to capture the variable, e.g., two columns would need to be assigned to a question with 20 possible answers
D)Use standard codes like "8" for all "No answers" and "9" for all "Don't know" throughout the study
E)Leave data ungrouped
Q3) The most difficult type of responses to code are
A)close-ended,multiple response (e.g.,"Check all that apply")questions.
B)open-ended,exploratory questions.
C)close-ended,single response questions.
D)open-ended,factual questions.
E)None of these are correct.
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Chapter 17: Analysis and Interpretation: Individual Variables
Independently
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Sample Questions
Q1) The arithmetic mean value across all responses for a variable is called the standard mean.
A)True
B)False
Q2) When a sample mean is compared against a standard for a large sample,which statistic is calculated?
A)t
B)p
C)|2
D)s
E)z
Q3) The median is the most commonly calculated statistic for both interval- and ratio-level measures.
A)True
B)False
Q4) An observation so different in magnitude from the rest of the observations that the analyst chooses to treat it as a special case is called an outlier.
A)True
B)False
Page 19
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Chapter 18: Analysis and Interpretation: Multiple Variables
Simultaneously
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Q1) Which of the following emphasizes the division of the sample into subgroups so as to learn how the dependent variable varies from subgroup to subgroup?
A)Longitudinal analysis
B)Coding
C)Cross-sectional analysis
D)Cross tabulation
E)One-way tabulation
Q2) Suppose that the relationship between sales (Y,in $000)and number of salespeople (X)is represented by the following regression equation: Y = 105.2 + 35.8X.What will be the average contribution to sales of one additional salesperson?
A)$35.80
B)$141,000
C)$35,800
D)$141.00
E)More information is needed to answer this question.
Q3) Percentages are always calculated in the direction of the causal variable.
A)True
B)False
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Chapter 19: The Oral Research Presentation
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Sample Questions
Q1) Which of the following pairs of charts are used for similar purposes?
A)Pie chart and one-scale bar chart
B)Line chart and two-scale bar chart
C)Stratum chart and divided bar chart
D)None of these are correct.
E)All of these are correct.
Q2) When preparing an oral/verbal presentation,the first task of the presenter should be to
A)determine who will be in the audience.
B)develop graphical presentation aids.
C)decide on the organization of the presentation.
D)test the sound system where the presentation will take place.
E)write the verbal portion of the presentation.
Q3) The best way to display a trend in a research presentation is through the use of a A)pie chart.
B)line chart.
C)pictograph.
D)bar chart.
E)histogram.
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Chapter 20: The Written Research Report
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Q1) The most important part of a written research report is the appendix.
A)True
B)False
Q2) Which of the following statements is FALSE about research reports?
A)They must be tailor-made for their readers.
B)They must pay attention to the audience's technical sophistication.
C)They must be written at an 8th grade reading level or below.
D)They must pay attention to the audience's interest in the subject.
E)They must be written with understanding of the circumstances under which the audience will read and use the report.
Q3) The following items should be included in the sampling section of the body of the report EXCEPT
A)the definition of the population.
B)what was done.
C)how the sample was chosen.
D)why the procedure chosen was used.
E)All of these should be included in the sampling section.
Q4) Tables,charts,and exhibits of other kinds can't replace text completely.
A)True
B)False
Page 22
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