Market Analysis Exam Review
Course Introduction
Market Analysis provides students with the foundational concepts and analytical tools necessary to assess and interpret market conditions, trends, and opportunities. The course covers methods for gathering and analyzing data related to market size, segmentation, customer behavior, competition, and economic indicators. Students learn to apply qualitative and quantitative techniques to identify market potential, evaluate competitive landscapes, and forecast future developments. Emphasis is placed on bridging theoretical knowledge with practical application, using real-world case studies and contemporary market analysis software to develop actionable business insights and strategic recommendations.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition by Alvin
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Page 2
C. Burns
Chapter 1: An Introduction to Marketing Research
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54 Verified Questions
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Sample Questions
Q1) The marketing research system gathers information for a specific situation facing the company,and it is unlikely that the other components of an MIS have the information needed for the specific situation.
A)True
B)False
Answer: False
Q2) Which of the following is an example of a study whose goal is to find opportunities or to identify problems with an existing strategy?
A)pricing test
B)image analysis
C)web site evaluation
D)environmental analysis studies
E)tracking studies
Answer: D
Q3) Everyday information about pertinent developments in the environment to an organization is gathered through the internal report system.
A)True
B)False
Answer: False
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Page 3
Chapter 2: The Marketing Research Industry
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Sample Questions
Q1) From 2007 to 2008,when the recession began,only North America experienced a net decrease in spending for the Marketing Research industry.
A)True
B)False
Answer: True
Q2) One of the criticisms of marketing research is that there is a lack of creativity.
A)True
B)False
Answer: True
Q3) Very few of the largest firms have their own marketing research departments but they usually have at least one person responsible for conducting marketing research.
A)True
B)False
Answer: False
Q4) "Sugging" is considered unethical and illegal.
A)True
B)False
Answer: True
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Page 4
Chapter 3: The Marketing Research Process Including the
Problem and Research Objectives
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Sample Questions
Q1) Which of the following best represents what your author's have to say about the marketing research process?
A)It is a "lock-step" process; each and every step must be followed, in order, if there is to be valid and objective research.
B)Since every research project is different, there aren't enough commonalities among them to lend credibility to such a list of steps known as the research process.
C)While such a list is helpful, few research projects follow the steps in the list in exact order and some research projects may even skip some of the steps.
D)There should be 15 steps in the list known as the marketing research process.
E)The list in your textbook is the approved list used by the MCA.
Answer: C
Q2) The last step in the marketing research process is to:
A)prepare and present the final research report
B)be sure you have an adequate sample size
C)get approval to fund the research
D)define the problem
E)seek approval from the CIO
Answer: A
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Chapter 4: Research Design Alternatives and Qualitative Research
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Sample Questions
Q1) Projective techniques involve placing a person in a decision-making situation and asking him or her to verbalize everything he or she considers when making a decision.
A)True
B)False
Q2) Projective techniques are so called because they ask participants to project themselves into some situation and to then respond to specific questions about that situation.
A)True
B)False
Q3) Which of the following is not true of secondary data,or information?
A)They have been collected for a purpose.
B)They are almost always a part of a marketing research project.
C)They are widespread and readily available.
D)They are difficult to find because you must first petition the researcher to get the data.
E)You can conduct a search for secondary information on virtually any topic quickly and efficiently.
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6
Chapter 5: Information Types and Sources: Secondary Data and
Standardized Information
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Sample Questions
Q1) Which of the following should you look for in evaluating a study that is secondary data?
A)What was the sample?
B)How large was the sample?
C)What was the response rate?
D)Was the information validated?
E)all of the above
Q2) Which of the following would NOT be considered an application of secondary data?
A)predicting very broad changes in a culture's "way of life"
B)selecting a street address for a new car wash
C)determining the likelihood of customers purchasing a brand new product
D)determining population growth rates in different geographical areas
E)examining information about competitors
Q3) When consumers fill out warranty cards or register their boats,automobiles,or software programs,this information is stored in the form of secondary data.
A)True
B)False
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Page 7
Chapter 6: Data Collection Methods
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Sample Questions
Q1) It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.
A)True
B)False
Q2) Which of the following is listed in your textbook as an advantage of person-administered surveys?
A)speed
B)error-free interviews
C)use of pictures, videos, and graphics
D)real-time capture of data
E)rapport
Q3) Which of the following is the survey method that now surpasses all other survey modes?
A)Person-administered surveys
B)Computer-administered surveys
C)Hybrid surveys
D)Self-administered surveys
E)Mixed-media surveys
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8
Chapter 7: Measurement Scales
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Sample Questions
Q1) A synthetic metric format uses:
A)no numbers to measure the property
B)numbers to measure the property
C)real properties to measure numbers
D)artificial numbers to measure properties
E)properties to measure synthetic numbers
Q2) "Check all that apply" questions are really dual-choice categorical response questions.
A)True
B)False
Q3) ________ are physically verifiable characteristics such as age,gender,number of bottles purchased,etc.
A)Objective metric open-ended features
B)Subjective metric open-ended features
C)Objective properties
D)Subjective properties
E)Elemental properties
Q4) The life-style inventory is a special application of the Likert scale.
A)True
B)False
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Chapter 8: Designing Data Collection Forms
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Sample Questions
Q1) The introduction to the questionnaire has only one function and that is to introduce the potential respondent to the research project.
A)True
B)False
Q2) Which of the following occurs when the respondent is assured that neither the respondent's name nor any identifying designation will be associated with his or her responses?
A)Confidentiality
B)Exclusivity
C)Anonymity
D)Secrecy
E)A promise
Q3) The question "Don't you see problems with using your credit card for an online purchase?" is an example of a loaded question.
A)True
B)False
Q4) The warm-up questions immediately follow screening questions.
A)True
B)False
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Chapter 9: Determining Sample Size and the Sample Plan
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Sample Questions
Q1) Which of the following is true in terms of the relationship between sample size and sample accuracy?
A)There is a linear relationship; the larger the sample, the greater the accuracy.
B)There is no relationship; sample size does not affect sample accuracy.
C)Accuracy is set by the researcher and is not affected by the sample size.
D)After a sample size of about 500, large gains in sample accuracy are not realized--even with large increases in sample size.
E)After a sample size of about 1,500, large gains in sample accuracy are not realized--even with large increases in sample size.
Q2) A list of the members of the population and a skip interval are used in which of the following sampling methods?
A)simple random
B)systematic
C)cluster
D)stratified
E)convenient skip
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Chapter 10: Data Issues and Inputting Data Into Xl Data
Analyst
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Sample Questions
Q1) A preponderance of "no opinion" responses would tend to indicate a:
A)yea-saying pattern
B)nay-saying pattern
C)middle-of-the-road pattern
D)riding the fence pattern
E)non-existent pattern
Q2) A variable description is a phrase or sentence that identifies the variable in more detail and refers to the question on the questionnaire.
A)True
B)False
Q3) The Define Variables Worksheet is:
A)independent of the Data Worksheet
B)linked to the Data Worksheet
C)unavailable in XL Data Analyst
D)to be used only to do linear programming
E)available through a third party data collection firm
Q4) A variable description is limited to one word. A)True
B)False
12
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Chapter 11: Summarizing Your Data
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Sample Questions
Q1) American Express executives hypothesize that 40% of college students own an American Express credit card.Testing this hypothesis is an example of:
A)summarizing
B)generalizing
C)comparing
D)relating
E)type I error
Q2) Description,division,deviance,and derivation are the four functions of data analysis.
A)True
B)False
Q3) Which of the following was NOT one of the four types of analysis objectives mentioned in your textbook?
A)Description
B)Generalization
C)Differences
D)Relationships
E)Type II
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Chapter 12: Generalizing Your Findings
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Sample Questions
Q1) There are two options for confidence intervals: (1)the general case,and (2)findings-specific confidence intervals.
A)True
B)False
Q2) You can obtain a 95% confidence interval using XL Data Analyst.
A)True
B)False
Q3) The first step in estimating a population value for a percentage is to ________.
A)determine the sample percent
B)determine q
C)solve for the standard error of the percentage
D)multiply the standard error value by the z value
E)subtract the limit from p to obtain the lower boundary, then add the limit to p to obtain the upper boundary
Q4) To calculate a confidence interval for an average using your XL Data Analyst,you should use:
Generalize-Confidence Interval-Average.
A)True
B)False
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Chapter 14: Determining Relationships
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Sample Questions
Q1) Bivariate regression analysis is defined as a predictive analysis technique in which:
A)a pattern in one variable is identified over time and projected into the future
B)a relationship between three variables that exists across time is observed to make a prediction
C)one variable is used to predict the level of another variable
D)two variables are used to predict two others by the use of a scatter diagram
E)three or more variables variances are analyzed
Q2) What is the command sequence for the XL Data Analyst to perform cross-tabulation analysis and generate row and column percentage tables?
A)Go-Boolean
B)Summarize-Boolean-Cross
C)Relate-Crosstabs
D)Relate-2 Variables
E)Relate-Boolean-Stacked Bar
Q3) In a linear relationship formula,the variable being predicted is x.
A)True
B)False
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15
Chapter 13: Finding Differences
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Sample Questions
Q1) ________ holds that within a product market,there are different types of consumers who have dissimilar requirements,and these differences can be the bases of marketing strategies.
A)Marketing
B)Promotion mix
C)Market segmentation
D)Product differentiation
E)Channel of distribution strategy
Q2) 65% of males bought a snack when they rented a DVD and 40% of females bought a snack when they rented a DVD.This is an example where a researcher would:
A)determine if there is a difference between the average of two populations
B)determine if there is a difference between the percentages of two populations
C)determine if there is a significant association between the two populations
D)determine if there is a difference between males and females in terms of the types of snacks purchased
E)determine if there is a difference between DVD renters and non-renters in terms of snacks
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16
Chapter 15: Preparing and Presenting Your Research Report
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Sample Questions
Q1) A graph is considered one of which of the following?
A)illustrations
B)figures
C)tables
D)pictures
E)content
Q2) If appropriate,materials,such as data collection forms or actual computer printouts,should be included in the:
A)printout section of the report
B)Table of Computer Printouts
C)Appendix
D)fore matter section of the report
E)none of the above; computer printouts should never be included in the report given to a client
Q3) All information under a heading should relate to the heading,but:
A)if the report is written in first person, this is not necessarily so
B)fewer than 10 headings is preferred in marketing research studies
C)subheadings may divide information into segments
D)new headings should not be created just because there is a new topic
E)none of the above are true
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