Market Analysis Exam Review
Course Introduction
Market Analysis is a fundamental course that introduces students to the techniques and tools used to evaluate market trends, consumer behavior, and competitive dynamics across various industries. Through a combination of theoretical frameworks and practical applications, students learn how to gather, interpret, and utilize data to make informed business decisions. Topics covered include market segmentation, demand forecasting, competitive analysis, and the impact of macroeconomic factors on market conditions. By the end of the course, students will be equipped to conduct comprehensive market research and present actionable insights for strategic planning and organizational growth.
Recommended Textbook
Exploring Marketing Research 11th Edition by
Barry J. Babin
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) When empirical evidence from two different cultures suggests that people in one culture act in ways that are similar to people in a different culture,we say that this fact ____________________ the hypothesis that the two cultures are similar to one another.
Answer: cross-validates cross validates
Q2) The typical consumer in zip code 63119 is a senior citizen with several children over the age of 25,has a college degree,and is retired.What type of information has been provided in this example?
A)TQM
B)performance-monitoring
C)geo-demographic
D)the marketing concept
Answer: C
Q3) Information describing the demographic profile of consumers in a particular geographic region is known as ____________________.
Answer: geo-demographics
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Page 3
Chapter 2: Information Systems and Knowledge Management
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Q1) Compare and contrast pull technology and push technology.
Answer: Data and information can be delivered to consumers or other end users via either pull technology or push technology.Conventionally,pull technology refers to consumers requesting information from a Web page and the browser then determines a response.thus,the consumer is essentially asking for the data.In this case,it is said to be pulled through the channel.the opposite of pull is push.Push technology sends data to a user's computer without a request being made.In other words,software is used to guess what information might be interesting to consumers based on the patterns of previous responses.Push technology allows personalized information to be delivered to consumers without the need for them to even be physically at their Internet device.
Q2) Data and information can be delivered to consumers or other end users via either primary technology or secondary technology.
A)True
B)False
Answer: False
Q3) ____________________ technology refers to users requesting information from a Web page and the browser,and then determining a response.
Answer: Pull
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Chapter 3: The Marketing Research Process
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Q1) The application of computation,summarizing,and reasoning to understand the information gathered is research is called:
A)experimentation
B)coding
C)theorizing
D)analysis
Answer: D
Q2) Evan has completed the fieldwork of collecting data,and now he is checking the data collection forms for omissions,legibility,and consistency in classification.What is Evan doing?
A)analyzing the data
B)editing the data
C)coding the data
D)reporting the results
Answer: B
Q3) When considering a study,researchers should search for ____________________ reports within the company's archives.
Answer: previous research
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) The purpose of a push poll is to push consumers into a pre-determined response.
A)True
B)False
Q2) The session in which research subjects are fully informed of the research purposes and provided a chance to ask any question that they may have about the experiment is called a(n)____.
A)wrap-up session
B)post-hoc session
C)debriefing session
D)placebo session
Q3) To the extent that the owner of a device connected to the Internet is the user,true anonymity does not exist in the collection of this raw data.
A)True
B)False
Q4) A research project that is rushed ____.
A)is likely to provide a particularly concise summary
B)has the advantage of providing more up-to-date information
C)is typically the most cost-effective approach
D)almost certainly means cutting corners
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Chapter 5: Qualitative Research Tools
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Q1) Quantitative research is especially useful when it is difficult to develop specific and actionable decision statements or research objectives.
A)True
B)False
Q2) Focus groups are relatively fast and easy to execute.
A)True
B)False
Q3) Research that is conducted to clarify the nature of a research problem is called _____ research.
A)exploratory
B)judgmental
C)descriptive
D)convenience
Q4) Phenomenology refers to the documented history of a particular person,group,organization,or event.
A)True
B)False
Q5) The person who leads a focus group discussion is called a(n)____________________.
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Chapter 6: Secondary Data Research in a Digital Age
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Q1) Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products.This activity is called data ____.
A)mining
B)snooping
C)surveying
D)discovery
Q2) Cross-checking data can help determine the similarity of independent projects. A)True
B)False
Q3) Discuss the advantages and disadvantages of secondary data.
Q4) Explain the three broad objectives that can be achieved using secondary data and give an example of each.
Q5) One disadvantage of secondary data is that ____.
A)the user has no control over their reliability and validity
B)the data cannot be converted
C)it typically requires additional access to research respondents
D)it takes more time to collect than primary data
Q6) Secondary data owned and controlled by a specific organization are called ____________________ data.
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Chapter 7: Survey Research
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Q1) A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a ____.
A)callback
B)pretest
C)drop-off method
D)dry run
Q2) Survey results are better than the quality of the sample and answers obtained. A)True B)False
Q3) The personal interview is especially useful for obtaining unstructured information. A)True B)False
Q4) When a table of random numbers is used to generate phone numbers that will be called to contact potential respondents in a phone survey,____________________ is being used.
Q5) Chance variations in sampling due to the elements included in the sample are called ____________________ error.
Q6) Discuss the advantages and disadvantages of mail surveys.
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Chapter 8: Observation
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Q1) Observing the movement of a shopper in a supermarket is an example of what type of observation?
A)mall interception
B)verbal behavior
C)physical actions
D)expressive behavior
Q2) Which type of analysis obtains data by observing and analyzing what is written and shown in advertisements,newspaper articles,blogs,and the like?
A)contrived analysis
B)content analysis
C)indirect analysis
D)response latency analysis
Q3) Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St.Louis Art Museum is an example of what type of observation?
A)verbal behavior
B)temporal patterns
C)expressive behavior
D)spatial relations
Q4) Compare and contrast direct observation and contrived observation.
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Chapter 9: Conducting Marketing Experiments
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Q1) When a change in the wording of questions,a change in interviewers,or a change in other procedures causes a change in the dependent variable,a(n)____ effect has occurred.
A)instrumentation
B)redundancy
C)cohort
D)attrition
Q2) Random assignment of subjects to treatment and control groups helps ensure that experimental and control groups do not differ from each other in important ways at the beginning of a research study.
A)True
B)False
Q3) Experimental research attempts to find causal relationships among variables. A)True
B)False
Q4) A research organization conducts a taste test in its offices located in a shopping mall.These taste tests are best termed a(n)____________________ experiment.
Q5) ____________________ is intended to equally distribute the effects of extraneous variables to all conditions.
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Chapter 10: Measurement and Attitude Scaling
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Q1) A measuring instrument is valid when the results can be repeated at subsequent measurements of the concept.
A)True
B)False
Q2) "I hate asparagus" is an example of which component of an attitude toward asparagus?
A)affective
B)behavioral
C)cognitive
D)perceptive
Q3) Interval scales are able to represent absolute quantities including a meaningful absolute zero.
A)True
B)False
Q4) In a graphic rating scale,a respondent's score is the length in millimeters from one end of the scale to the point marked on the scale by the respondent.
A)True
B)False
Q5) A(n)____________________ scale has an absolute zero point.
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Chapter 11: Questionnaire Design
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Q1) A filter question that is used to determine what question will be asked next is called a(n)____________________ question.
Q2) "Can you name five brands of tires?" is a(n)____ question.
A)fixed-alternative
B)branching
C)open-ended response
D)filter
Q3) An introductory statement or preamble to a potentially embarrassing question that reduces a respondent's reluctance to answer by suggesting that certain behavior is not unusual is called a ____ statement.
A)filter
B)lead-in
C)reassurance
D)counterbiasing
Q4) A fixed-alternative question in which the respondent is asked to check either "_____ Yes or _____ No" is a(n)____________________ question.
Q5) A single question that really asks two questions at the same time is called a(n)____________________ question.
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) If Northwest Airlines selects randomly a set of 40 flights on a given day,and then selects randomly a group of ten passengers on each of these flights to participate in an in-flight survey,the passengers are best referred to as a ____.
A)PSU
B)census
C)systematic sample
D)secondary sampling unit
Q2) When initial subjects are selected randomly and additional subjects are obtained from recommendations of names from the initial subjects,the ____________________ sampling technique is being used.
Q3) The first stage in the selection of a sample is to determine the sampling frame.
A)True
B)False
Q4) All of the following are stages in the selection of a sample EXCEPT to ____.
A)analyze data
B)select a sampling frame
C)determine sample size
D)conduct fieldwork
Q5) Name and describe the types of probability sampling.
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Chapter 13: Big Data Basics: Describing Samples and Populations
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Q1) Three factors are required to specify sample size: (1)the variance of the population;(2)the population mean;and (3)the confidence level.
A)True
B)False
Q2) A cross reference is an estimate of the population mean in the form of a single value.
A)True
B)False
Q3) If the sample standard deviation is 10.5 and the sample mean is 48 based on a study with a sample size of 120,the 95 percent confidence interval about the mean is between approximately ____.
A)44.37 and 51.63
B)46.12 and 49.88
C)47.88 and 48.12
D)40.0 and 50.0
Q4) The primary purpose of inferential statistics is to make a judgment about a population.
A)True
B)False
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Chapter 14: Basic Data Analysis
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Q1) A value that lies far beyond the range of the rest of the data set is called a(n)____________________.
Q2) Which graphical application shows a frequency distribution in which the height of a bar corresponds to the frequency of a category?
A)perceptual map
B)histogram
C)contingency table
D)frequency chart
Q3) Which type of error occurs when the researcher concludes a relationship exists,when in fact one does not exist?
A)Type I
B)Type II
C)Type A
D)Type B
Q4) The purpose of a table in a research report is to summarize and communicate the meaning of the data to the reader.
A)True
B)False
Q5) What are descriptive statistics and why are they used in marketing research?
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Chapter 15: Testing for Differences Between Groups and for
Predictive Relationships
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Q1) When a researcher is attempting to predict sales volume by using building permits,amount of advertising,and the income levels of residents,the researcher is most likely using ____.
A)univariate analysis
B)a chi-square analysis
C)multiple regression analysis
D)factor analysis
Q2) The independent samples t-test tests the differences between means from no more than four independent samples or groups.
A)True
B)False
Q3) Cross-tabulation tables typically provide an easy,intuitive way of understanding data.
A)True
B)False
Q4) In using the t-test to compare the difference between the means of two groups,the formula for determining the degrees of freedom is ____________________.
Q5) Discuss the steps in interpreting a multiple regression output.
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Q6) ____________________ may be used to assess problems with multicollinearity.
Chapter 16: Communicating Research Results
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Q1) The ____________________briefly explains why the research project was conducted,what aspects of the problem were considered,what the outcome was,and what should be done.
Q2) The conclusions and recommendations section presents the findings of the project and should include tables and charts of the research results.
A)True
B)False
Q3) The purpose of an oral presentation of a research report is to present all of the details of the research.
A)True
B)False
Q4) All of the following are elements of a chart EXCEPT for the ____.
A)footnotes
B)title
C)stubheads
D)explanatory legend
Q5) The most common independent variable for line charts is time.
A)True
B)False
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Chapter 17: Beyond the Basics in Basic Data Analysis
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Q1) Which design is an experimental design fully implemented with two or more experimental variables?
A)randomized block design
B)factorial design
C)within-subjects experimental design
D)demand artifact
Q2) The mean square between groups is equal to ____.
A)SSB/c-1
B)SSE/cn-c
C)MSB/MSE
D)c-1/cn-c
Q3) In a two-factor experimental design model,Y k = µ + + + I + ,I represents interaction effect of factors A and B.
A)True
B)False
Q4) A post-hoc comparison tests the statistical significance of all possible group differences between means provided that a hypothesis about such differences exists.
A)True
B)False
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Chapter 18: Advanced Topics in Linear Analytics
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Q1) Which regression estimation technique is based on the logic of how much better a regression line can predict values of Y compared to simply using the mean as a prediction for all observations,no matter what the value of X may be?
A)visual estimation
B)maximum likelihood
C)coefficient of determination
D)ordinary least squares (OLS)
Q2) A correlation coefficient indicates both the ____________________ of the relationship between two variables by its absolute value and the ____________________ of this relationship by its sign.
Q3) A scatter plot is a simple plot graphically depicting the corresponding values of variables onto one another in a Cartesian plane.
A)True
B)False
Q4) If the correlation between two variables is -.55,the coefficient of determination is approximately ____________________.
Q5) The square of the correlation coefficient is called the ____________________.
Q6) Discuss the steps in regression analysis when a researcher's goal is to explain.
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Chapter 19: Testing Hypotheses With Glm Procedures
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Q1) Bootstrapping involves taking the available data and using sampling with replacement,generating a few samples and estimating the parameters in each of those samples.
A)True
B)False
Q2) Complete mediation is a condition created when the direct relationship between X and Y is undefined without the presence of a mediator.
A)True
B)False
Q3) A well-stated hypothesis is NOT ____.
A)succinct
B)general
C)meaningful
D)questionable
Q4) List the steps in the hierarchical regression process.
Q5) Explain when partial mediation versus complete mediation occurs.
Q6) ____________________ involves taking the available data and using sampling with replacement to generate many samples.
Q7) An indirect effect is a relationship consisting of ____________________ parts.
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Chapter 20: Introducing Multivariate Data Analysis
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Q1) Which characteristic can be used to represent a set of variables with one mathematical equation?
A)structuralism
B)variate
C)ANOVA
D)exponentiation
Q2) Which activity is the final step in interpreting MANOVA or MANCOVA results?
A)Examine the multivariate F.
B)Examine the individual Univariate Model F tests.
C)Examine the individual F tests.
D)Interpret the effect by examining differences in the means.
Q3) If a bank wants to identify successful and unsuccessful credit risks for home mortgage loans,it should use ____.
A)factor analysis
B)multidimensional scaling
C)MANOVA
D)discriminant analysis
Q4) Logit is the inverse log of the odds of some occurrence.
A)True
B)False
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Chapter 21: Multivariate Data Analysis: Analytics With
Interdependence Techniques
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Q1) Which measure indicates how strongly a measured variable is correlated with a factor?
A)factor
B)discriminator
C)factor link
D)factor loading
Q2) In factor analysis,the most common decision is to retain the number of factors that display an eigenvalue of at least ____________________.
Q3) Factor rotation produces more obvious patterns of loadings.
A)True
B)False
Q4) Multivariate techniques that try to group things together are known as ____________________ methods.
Q5) A scree plot graphs eigenvalues against the number of factors.
A)True
B)False
Q6) A(n)____________________ graphs eigenvalues against the number of factors.
Q7) Discuss the three purposes for factor analysis and the corresponding analytical approach for each. Page 23
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Chapter 22: Primer on Structural Equations Modeling
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Q1) AMOS is logistic regression software.
A)True
B)False
Q2) Which RMSEA value indicates a model is a relatively good fit?
A)0.01
B)0.5
C)0.7
D)0.98
Q3) Explain the comparative fit index (CFI)and how it is used to determine fit.
Q4) SEM provides a statistical assessment of fit with ____,which is a function of the residual obtained from taking from S
A) 2
B)MANOVA
C)CFI
D)RMSEA
Q5) Discuss partial least squares estimation and explain when it is particularly useful.
Q6) A free parameter is estimated by the SEM program.
A)True
B)False
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