Market Analysis
Final Exam Questions
Course Introduction
Market Analysis provides students with a comprehensive understanding of the techniques and tools used to evaluate market opportunities, assess consumer demand, and analyze competitive landscapes. The course covers essential topics such as market segmentation, forecasting, industry and competitor analysis, and the use of quantitative and qualitative research methods. Through case studies, real-world data, and hands-on projects, students learn how to gather and interpret market information to make informed business decisions and develop effective marketing strategies in a dynamic global environment.
Recommended Textbook
Marketing Research Essentials 8th Edition by Carl McDaniel Jr
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Page 2
Chapter 2: Problem Definition and the Research Process
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Sample Questions
Q1) The two criterions that must be met for causality are temporal sequence and concomitant variation.
A)True
B)False
Answer: True
Q2) "We believe that raising the price of membership of our country club will make it more desirable, and will increase our membership base" is an example of a(n) _______.
A) objective
B) management problem
C) hypothesis
D) marketing research problem
E) none of the above
Answer: C
Q3) Casual studies answer who, what, when, where, and how.
A)True
B)False
Answer: False
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3
Chapter 3: Secondary Data and Databases
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Sample Questions
Q1) A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced. She would likely have a hard time finding secondary data to address this due to __________.
A) lack of availability
B) lack of relevance
C) inaccuracy
D) insufficiency
E) none of the above
Answer: A
Q2) What type of company could most easily compile a large internal database?
A) CPG, such as Kellogg's
B) service, such as Delta Airlines
C) Online, such as Yahoo
D) entertainment, such as Universal
Answer: C
Q3) Most consumers will never give up personal information to marketers.
A)True
B)False
Answer: False
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Page 4
Chapter 4: Qualitative Research
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Sample Questions
Q1) A computer developer conducts a focus group with three different college campuses about how students and professors make use of their tablet. They decide to explore how much consumers would pay for upgrades or a new tablet to meet their needs. What kind of study would they need to do
A) quantitative research
B) qualitative research
C) process analysis
D) formal analysis
E) none of the above
Answer: A
Q2) Describe why a cosmetic company would use a word association test to choose their next brand name.
Answer: Word association tests are among the most practical and projective tools for marketing researchers. The researcher reads a word and the respondent replies with the first word that comes to mind. The quick succession of reading allows the researcher to see the words most closely associated. A cosmetic manufacturer wants product and brand names that come quickly to mind and evoke provocative images. Word association can help them find this.
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5
Chapter 5: Traditional Survey Research
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Sample Questions
Q1) Using a phone book as a sampling frame would not result in sampling frame error.
A)True
B)False
Q2) Measurement error is often a more serious threat to survey accuracy than is random error.
A)True
B)False
Q3) If the client needs to have survey results quickly, the Internet is not the best choice.
A)True
B)False
Q4) A ________________ has the advantage that a supervisor can monitor the process and excellent samples are obtained. The interviewer will also be able to explain and probe.
A) Mall-intercept interview
B) Call center telephone interview
C) Self administered questionnaire
D) Mail survey
Q5) What are the major factors that determine the selection of a particular survey method?
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Chapter 6: Online Marketing Research
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Sample Questions
Q1) When beginning your research, why should you be wary of using a person's personal page as a reference point?
A) Personal pages have no publisher or domain owner vouching for their validity
B) You must research the person whose page it is to validate their credentials
C) You don't know if the information is factual or opinion
D) All of the above are why a personal page is not a good reference point
Q2) Online focus groups have an advantage over traditional focus groups in that they reduce:
A) objectivity
B) participation rates
C) travel costs
D) group dynamics
E) none of the above
Q3) The cooperation rate for online studies using lists is typically higher than that for online studies that use panels.
A)True
B)False
Q4) List and describe at least 5 advantages of online surveys over traditional surveys.
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Chapter 7: Primary Data Collection: Observation
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Sample Questions
Q1) Which of the following is not a condition conducive to observation?
A) The behavior of interest lasts over a long period of time.
B) The behavior must not be repetitive.
C) The behavior needs to be observable or inferable.
D) (a) and (b)
E) all of the above
Q2) Counting how many people use the drive-in window at a bank during certain hours is a good example of what type of observational research?
A) contrived
B) natural
C) disguised
D) none of the above
Q3) ______________ is a device that measures a person's alertness level, especially with regard to reactions to advertisements.
A) RAMS
B) Peoplemeters
C) Electroencephalograph (EEG)
D) People Reader
E) none of the above
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Chapter 8: Primary Data Collection: Experimentation and Test Markets
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Sample Questions
Q1) To demonstrate causation, one must be able to show________________.
A) Concomitant variation
B) Appropriate time order of occurrence
C) Elimination of other possible causal factors
D) All of the above
E) None of the above
Q2) Laboratory experiments tend to produce higher internal validity than field experiments.
A)True
B)False
Q3) To demonstrate that an increase in advertising causes a sales increase, one must be able to show that the increase in advertising occurred before the increase in sales. Which of the preconditions for causation is being illustrated?
A) correlation
B) appropriate time order of occurrence
C) elimination of all possible causal factors
D) elimination the effects of the independent variable
E) none of the above
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Chapter 9: The Concept of Measurement and Attitude
Scales
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Sample Questions
Q1) A semantic differential allows the researcher to measure several dimensions of a construct in a single questionnaire.
A)True
B)False
Q2) Cronbach's alpha is a statistical technique for measuring _______.
A) face validity
B) sensitivity
C) reliability
D) content validity
Q3) List and briefly describe the measurement process.
Q4) The main advantage of rank order scales is that they are noncomparative rating scales producing interval scale data.
A)True
B)False
Q5) Marketers sometimes measure constructs that do not have a true zero point.
A)True
B)False
Q6) A construct should be measured before it is defined. A)True B)False Page 10
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Chapter 10: Questionnaire Design
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Sample Questions
Q1) Why do open-ended questions require more time (and money) to evaluate than closed-ended questions?
Q2) Probing is especially important when using:
A) dichotomous questions.
B) open-ended questions.
C) closed ended questions.
D) multiple choice questions.
E) none of the above
Q3) Questions that are sensitive and may embarrass the respondent should be positioned at the ___________ of the survey.
A) beginning
B) middle
C) end
D) Such questions should not be asked at all.
E) None of the above are correct.
Q4) Demographic questions should be included in the ____________ of a questionnaire.
A) first third
B) second third
C) last third
D) qualifying questions
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Chapter 11: Basic Sampling Issues
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Sample Questions
Q1) In marketing research, it is always preferable to take a census rather than a sample of the population under study.
A)True
B)False
Q2) The prevalence of unlisted numbers in the metropolitan areas of the western United States can lead researchers to use_________________ to make sure the company has a representative sample.
A) a sampling frame
B) probability samples
C) random-digit dialing
D) non of the above
Q3) The first step in developing a sampling plan is ______________.
a. Identify a sampling frame
b. Select a sampling method
c. Determine a sample size
d. Define the population of interest
Q4) The final step in the sampling process is execution of the operational sampling plan.
A)True
B)False
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Chapter 12: Sample Size Determination
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Sample Questions
Q1) How can a researcher estimate the population standard deviation before selecting the sample?
A) use results from a prior survey
B) conduct a pilot survey
C) use secondary data
D) use judgment
E) all are ways to estimate standard deviation
Q2) A researcher wants to know the average number of times per month respondents eat at fast food restaurants. The statistic that s/he is most interested in would be the_________.
A) variance
B) mean
C) standard deviation
D) proportion
Q3) Statistical power is the probability of making a type II error.
A)True
B)False
Q4) A confidence interval always includes the true population value.
A)True
B)False
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Chapter 13: Data Processing, Data Analysis, and Statistical Testing
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Sample Questions
Q1) The mode is always equal to the mean.
A)True
B)False
Q2) If an interviewer did not properly follow skip patterns specified in a questionnaire, the ______________ step in data analysis would reveal the problem.
A) validation
B) editing
C) coding
D) analyzing
E) data cleaning
Q3) Stacked bar charts are not helpful in graphically representing cross-tabulation results.
A)True
B)False
Q4) Checking to ensure that skip patterns were followed occurs during the data editing stage.
A)True
B)False
Q5) Illustrate a condition in which a "SKIP PATTERN" is needed.
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Chapter 14: More Powerful Statistical Methods
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Sample Questions
Q1) The independent variables in multiple regression should not be correlated with each other.
A)True
B)False
Q2) Regression analysis can prove causation.
A)True
B)False
Q3) In factor analysis, the correlation between factor scores and the original variables is known as the factor ________,
A) loading
B) mapping
C) attribute rating
D) conjoint
Q4) This procedure is useful for analyzing the relationship among two or more predictor/independent variables and one criterion/dependent variable.
A) multiple discriminant analysis
B) multiple regression analysis
C) conjoint analysis
D) cluster analysis
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Chapter 15: Communicating Results and Managing Marketing Research
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Sample Questions
Q1) Incidence rate problems increase the amount of time required to complete the sample of a project, but can also lower the cost of data-collection.
A)True
B)False
Q2) The report methodology section serves as the primary guide for interpreting findings and drawing conclusions.
A)True
B)False
Q3) Discuss three outsourcing issues and the management strategies to meet them.
Q4) ____________ are conclusions applied to marketing strategies or tactics that focus on a client's achievement of differential advantage.
A) References
B) Endorsements
C) Approvals
D) Recommendations
Q5) The two most important things a client wants in a vendor are confidentiality and honesty.
A)True
B)False
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