Market Analysis Exam Practice Tests
Course Introduction
Market Analysis focuses on the systematic evaluation of market dynamics to support strategic business decisions. The course covers essential concepts such as market segmentation, consumer behavior, industry trends, competitive landscape, and demand forecasting. Students learn to collect and analyze data using qualitative and quantitative research methods, interpret market signals, and assess the potential for new products or services. By applying analytical frameworks and real-world case studies, students gain practical skills in identifying opportunities, mitigating risks, and developing actionable insights to enhance organizational competitiveness in dynamic market environments.
Recommended Textbook
Essentials of Marketing Research 1st Edition by Naresh
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13 Chapters
1331 Verified Questions
1331 Flashcards
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Page 2
K. Malhotra
Chapter 1: Introduction to Marketing Research
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98 Verified Questions
98 Flashcards
Source URL: https://quizplus.com/quiz/28820
Sample Questions
Q1) Marketing research should be conducted whenever a decision has to be made.
A)True
B)False
Answer: False
Q2) Problem-identification research is typically used to address pricing issues.
A)True
B)False Answer: False
Q3) Which of the following is NOT considered an uncontrollable environmental factor?
A)competition
B)social and cultural factors
C)political factors
D)promotion
E)economy
Answer: D
Q4) The decision to conduct research is automatic.
A)True
B)False Answer: False
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Data originated by the researcher specifically to address the research problem are called ________.
A)primary data
B)secondary data
C)virtual data
D)census data
E)research data
Answer: A
Q2) With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on the research that has been ongoing and the actions that have been taken.
A)True
B)False
Answer: True
Q3) Graphical models are particularly helpful in conceptualizing an approach to the problem.
A)True
B)False
Answer: True
Page 4
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Chapter 3: Research Design, Secondary and Syndicated Data
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents is called ________.
A)single-source data
B)dual-source data
C)multiple-source data
D)qualitative data
E)cashier data
Answer: A
Q2) Data mining is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.
A)True
B)False
Answer: True
Q3) The objective of causal research is discovery of ideas and insights.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Qualitative Research
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96 Verified Questions
96 Flashcards
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Sample Questions
Q1) In cultural settings, such as the Far East where persons are hesitant to discuss their feelings in group situations, depth interviews should be used.
A)True
B)False
Q2) The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.
A)association technique
B)picture response technique
C)construction technique
D)expressive technique
E)evaluation technique
Q3) A projective technique in which respondents are presented with a list of words, one at a time, is called ________.
A)word association
B)sentence completion
C)story completion
D)role playing
E)piecewise thought-listing
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6
Chapter 5: Survey and Observation
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95 Verified Questions
95 Flashcards
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Sample Questions
Q1) Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.
A)True
B)False
Q2) In a short essay, list and discuss the three categories of personal interviewing methods.
Q3) Which of the following is NOT mentioned in the text as a method used to improve response rates?
A)prior notification
B)incentives
C)follow-up
D)personalization
E)All of these methods are used to improve response rates.
Q4) An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called mechanical observation.
A)True
B)False
Q5) Discuss the traditional mail interview method and the typical mail interview package.
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Chapter 6: Experimentation and Causal Research
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) ________ is an application of a controlled experiment done in limited, but carefully selected, test markets.
A)Random sampling
B)Parallel sampling
C)Experimentation
D)Selective control sampling
E)Test marketing
Q2) The ________ is a two-group experimental design in which one of the groups acts as a control group, the subjects are not assigned randomly, and measurements are made on both groups following the treatment.
A)one-shot case study
B)one-group pretest-posttest design
C)random group
D)partial experimental design
E)static group
Q3) Designs that do not control for extraneous factors by randomization are called true experimental design.
A)True
B)False
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Page 8
Chapter 7: Measurement and Scaling
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124 Verified Questions
124 Flashcards
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Sample Questions
Q1) According to the text, noncomparative scales are broadly classified as either continuous or itemized.
A)True
B)False
Q2) Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale values.
A)True B)False
Q3) Likert scale analysis is generally conducted by appropriately summing the item scores.
A)True
B)False
Q4) Which of the following types of error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made?
A)systematic error
B)forced error
C)coefficient error
D)random error
E)dispersion error
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Chapter 8: Questionnaire and Form Design
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87 Verified Questions
87 Flashcards
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Sample Questions
Q1) Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________.
A)determining the order of scales
B)choosing question wording
C)choosing question structure
D)individual question content
E)minimizing item nonresponse
Q2) An analysis of social media content can aid in determining the content, structure, and wording of individual questions.
A)True
B)False
Q3) According to the text, branching questions direct respondents to different places in the questionnaire based on their response to the question at hand.
A)True
B)False
Q4) In a short essay, describe a questionnaire and discuss the three specific objectives of a questionnaire.
Q5) In a short essay, list the ten steps to designing the ideal questionnaire.
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Chapter 9: Sampling: Design and Procedures
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86 Verified Questions
86 Flashcards
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Sample Questions
Q1) In a short essay, discuss the considerations that should be made when choosing between nonprobability sampling versus probability sampling for a market research study.
Q2) Probability sampling relies on the personal judgment of the researcher, rather than chance, in selecting sampling elements.
A)True
B)False
Q3) A form of convenience sampling in which the population elements are selected based on the researcher's discretion is called ________.
A)quota sampling
B)snowball sampling
C)judgmental sampling
D)sampling
E)simple random sampling
Q4) A form of convenience sampling in which the population elements are selected based on the researcher's discretion is called judgmental sampling.
A)True
B)False
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11
Chapter 10: Data Collection and Preparation
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138 Verified Questions
138 Flashcards
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Sample Questions
Q1) Which of the following individuals is NOT recognized as a field worker?
A)an interviewer intercepting shoppers in a mall
B)a project director conducting a check on the data analysis
C)a telephone interviewer calling from a central location
D)an observer counting customers in a particular section of a store
E)a worker mailing questionnaires from an office
Q2) Coding ________ questions is relatively simple since the response options are predetermined.
A)unstructured
B)open-ended
C)structured
D)free-flowing
E)uniform
Q3) In a short essay, describe the process of properly training field workers.Next, list and discuss the five phases of the interviewing process.
Q4) Coding consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.
A)True
B)False
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Chapter 11: Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross-Tabulation
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) The median should be used if the distribution is asymmetric and the variable is measured on an ordinal scale.
A)True
B)False
Q2) Type II error occurs when the sample results lead to nonrejection of a null hypothesis that is in fact false.
A)True
B)False
Q3) Which of the following is used to estimate the average when the data have been collected using an interval or ratio scale?
A)mode
B)median
C)mean
D)maxima
E)trend
Q4) Discuss the relationship between cross-tabulation and frequency distribution.
Q5) Cross-tabulation with two variables is known as twice-tabulation.
A)True
B)False
Page 13
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Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, Correlation, and Regression
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94 Verified Questions
94 Flashcards
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Sample Questions
Q1) In multiple regression, the strength of association is measured by the square of the multiple correlation coefficient, which is called the ________.
A)coefficient of multiple determination
B)variance
C)standard error of the mean
D)standard deviation
E)squared deviation
Q2) The two sets of degrees of freedom in which the F distribution depends on are the degrees of freedom in the ________ and the degrees of freedom in the ________.
A)sample; questionnaire
B)numerator; denominator
C)variance; standard deviation
D)t-test; F-test
E)matrix; contingency table
Q3) According to the text, hypotheses related to differences in the population means can be tested using the t distribution.
A)True
B)False
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Chapter 13: Report Preparation and Presentation
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) As a general rule, graphic aids should be used whenever practical.
A)True
B)False
Q2) A letter that delivers the report to the client and summarizes the researcher's overall experience with the project without mentioning the findings is called the ________.
A)letter of acceptance
B)letter of authorization
C)letter of transmittal
D)letter of recommendation
E)letter of invoice
Q3) Social media can play a crucial role in disseminating the results and the report of a marketing research project but not the decisions made by the company based on the findings.
A)True
B)False
Q4) In a short essay, discuss why it is important to evaluate a marketing research project.Include a listing of at least five specific questions that should be asked when evaluating the marketing research project.
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