Market Analysis Methods
Test Bank
Course Introduction
Market Analysis Methods explores the foundational and advanced techniques used to evaluate markets, industries, and consumer behavior. The course covers both qualitative and quantitative approaches to market research, including data collection, statistical analysis, segmentation, forecasting, and competitive analysis. Students learn how to apply tools such as SWOT, PESTEL, and Porters Five Forces to real-world scenarios, interpret market trends, and make data-driven strategic decisions. Emphasis is placed on using market analysis to identify opportunities, reduce risks, and support effective business planning in diverse sectors.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 1st Canadian Edition by Alvin C. Burns
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14 Chapters
1317 Verified Questions
1317 Flashcards
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Chapter 1: Introducing Marketing Research
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84 Verified Questions
84 Flashcards
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Sample Questions
Q1) One of the key issues facing the latest MRIA code centre is the rights of the respondent, especially with regard to privacy and interviewing children.
A)True
B)False
Answer: True
Q2) The information system that gathers information generated by an organization's reports such as orders, billing, receivables, inventory levels, is called the:
A) consumer information support system
B) marketing research system
C) marketing decision support system
D) internal reports system
E) marketing intelligence system.
Answer: D
Q3) Market research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
A)True
B)False
Answer: False
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Chapter 2: The Marketing Research Process
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85 Flashcards
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Sample Questions
Q1) Which of the following determines how representative a sample is of a population?
A) the sample plan
B) the size of the sample
C) the sampling company from which the sample is acquired
D) the size of the sample relative to the size of the population
E) how varied the population is
Answer: A
Q2) Golf Digest decides they wish to survey a representative number from a list of all the golfers who have purchased $100 or more in golf equipment through retail golf shops in the last year. They obtain a list of these golfers. This list is called the:
A) population.
B) sample plan.
C) sample.
D) sample frame.
E) data.
Answer: D
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Chapter 3: Research Design
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) Dirt Devil conducted a one-time survey of consumers and asked them about their attitudes, preferences, and intentions regarding buying vacuum cleaners. This is an example of a cross-sectional study.
A)True
B)False
Answer: True
Q2) Which of the following is a type of exploratory research that refers to a review of available information about a former situation(s) that has some similarities to the present research problem?
A) secondary data analysis
B) experience surveys
C) projective techniques
D) case analysis
E) focus groups
Answer: D
Q3) A city that is geographically isolated may be considered a good test market city.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Using Secondary Data and Online Information
Databases
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) Although the use of diaries in market tracking is decreasing, they can still be used to aid in estimating important factors except for:
A) market share.
B) brand switching.
C) brand loyalty.
D) demographic profiles.
E) UPC variances.
Q2) The first step in locating secondary data sources is to:
A) identify what you wish to know and what you already know about your topic.
B) develop a list of key terms and names.
C) begin with going through ProQuest.
D) call the trade association that best represents your area of research.
E) call key leaders in the industry that would most closely represent your subject.
Q3) NAICS is not really a source of information in and of itself; rather, it is a coding system that may be used to access information.
A)True
B)False
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Page 6
Chapter 5: Qualitative Research Methods
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) A trained researcher was sent on a Caribbean cruise to pose as a "hard-to-please" customer in order to evaluate the level of service offered by the crew. This example shows how:
A) all good observations should be disguised.
B) observation techniques may raise ethical questions.
C) physical traces provides tangible evidence.
D) structured observation is legal.
E) unstructured observation is legal.
Q2) McDonald's conducts a study and finds that there is an increase in the number of consumers who value "healthy foods." These consumers link soy-based meat products with a healthy diet. McDonald's decides to reintroduce the McLean burger. This example illustrates the use of a qualitative research technique known as laddering.
A)True
B)False
Q3) Laddering is a technique used with in-depth interviews which attempts to determine which product attributes are linked to values held by consumers.
A)True
B)False
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Chapter 6: Quantitative Data Collection Methods
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89 Flashcards
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Sample Questions
Q1) The primary disadvantage of computer-administered surveys is that:
A) real-time data capture provides error-prone data.
B) because the data is entered directly into the computer, interview evaluation time is limited.
C) costs of design, programming, debugging, and set up are high.
D) a limited number of people have access to computers.
E) of respondent technology anxiety.
Q2) Which of the following is a disadvantage of self-administered surveys?
A) Lack of interview-evalution
B) Lack of monitoring.
C) Respondent relaxed state over pacing.
D) Cost of computer set-up.
E) Inability to ask sensitive questions.
Q3) Two variations of computer-administered telephone interview systems are (1) using a human interviewer and (2) using a computer, sometimes with a synthesized or recorded voice.
A)True
B)False
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Chapter 7: Survey Measurement Scales
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Sample Questions
Q1) Subjective properties are observable and tangible.
A)True
B)False
Q2) There are four characteristics of scales: description, order, opinion, and origin.
A)True
B)False
Q3) An open-ended question presents no response options to the respondent.
A)True
B)False
Q4) According to the textbook, understanding the measurement level of a scale is important for all the following reasons EXCEPT:
A) it dictates what type of statistical analyses may or may not be done
B) tells us whether an object has only qualitative or quantitative properties
C) it determines what information is collected
D) it determines what can be said about the object
E) it determines what cannot be said about the object
Q5) A scale that is simply "yes" or "no" is said to have origin.
A)True
B)False
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Chapter 8: Questionnaire Design
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Sample Questions
Q1) An overstated question is one that:
A) asks the same thing over and over.
B) is two different questions posed as one.
C) places undue emphasis on some aspect of the topic.
D) cues the respondent how to answer.
E) uses words that most respondents would not understand.
Q2) There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your child's eyes from the sun's ultraviolet rays which are known to cause permanent blindness?"
A)True
B)False
Q3) Terms like "price point" or "brand equity" are acceptable when the respondents are marketing managers.
A)True
B)False
Q4) Transition questions include "skip" questions that determine which question, or set of questions, will be asked next.
A)True
B)False
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Chapter 9: Sampling
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Sample Questions
Q1) Instead of determining representativeness, the size of the sample affects the sample accuracy of the results.
A)True
B)False
Q2) A subset of the population that should represent the entire group, is known as a:
A) population
B) sample unit
C) census
D) sample
E) population set
Q3) Sampling a population in a geographical area using area sampling is a form of:
A) systematic, geographic sampling.
B) simple random sampling.
C) nonprobability sampling.
D) cluster sampling.
E) geo-group sampling.
Q4) A convenience sample may also be called a "quota sample."
A)True
B)False
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Chapter 10: Data Collection and Basic Descriptive Statistics
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Sample Questions
Q1) Which of the following data collection errors is not unique to online surveys?
A) multiple submission
B) nonresponse
C) bogus respondent
D) bogus response
E) misrepresentation of the population
Q2) We can predetermine the level of sampling error, and we can predetermine the amount of nonsampling error we will have.
A)True
B)False
Q3) Descriptive analysis relies primarily on measures of central tendency and variability.
A)True
B)False
Q4) A research study determined that a company's expenditure in training was related to sales force performance. This is an example of relationship analysis.
A)True
B)False
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Chapter 11: Population Estimates and Hypothesis Testing
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80 Flashcards
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Sample Questions
Q1) The most commonly used level of confidence in marketing research is the 95% level, corresponding to 1.96 standard errors.
A)True
B)False
Q2) When computing standard error, if the variability increases, then the standard error: A) decreases.
B) increases.
C) remains the same.
D) becomes null.
E) is not affected because variability has nothing to do with standard error.
Q3) The act of estimating a population fact from a sample finding is called:
A) generalization.
B) statistical analysis.
C) probability estimation.
D) confidence interval calculation.
E) parameter analysis.
Q4) Two types of statistical inference are parameter estimates and hypothesis tests.
A)True B)False
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Chapter 12: Testing of Differences
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Sample Questions
Q1) Which of the following commands would be used to test for the significant differences between two percentages using XL Data Analyst?
A) "Summarize," "2 Group Percents," select two target variables, then select one grouping variable, and "OK"
B) "Compare," "2 Group Percents," select two grouping variables, and "OK"
C) "Compare," "2 Group Percents," select two target variables, and "OK"
D) "Summarize," "2 Group Percents," select two grouping variables, then select one target variable, and "OK"
E) "Compare," "2 Group Percents," select two grouping variables, then select one target variable, and "OK"
Q2) In the test to determine significance difference between two means generated by independent samples, there is no provision for testing a directional hypothesis such as "males drink more soft drinks per week than females."
A)True
B)False
Q3) ANOVA uses a t test statistic.
A)True
B)False
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Chapter 13: Relationships Between Variables
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Sample Questions
Q1) If we were to graph two variables, let's say, height (in centimetres) and GPA, and the graph showed points scattered about in a formless shape, we could say there is:
A) likely no significant relationship between height and GPA.
B) likely a positive relationship between height and GPA.
C) likely a negative relationship between height and GPA.
D) a need to re-graph the data.
E) likely a curvilinear relationship between height and GPA.
Q2) Let's assume we find in a study that the correlation coefficient between number of years of education and cigarette smoking is -0.89. This means that as education level increases:
A) smoking tends to increase.
B) smoking tends to decrease.
C) smoking changes 89 percent.
D) smoking is nonexistent.
E) only 89 out of every 100 people in the study would not smoke.
Q3) To use a correlation, you must first establish that it is statistically significant from one.
A)True
B)False
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Chapter 14: Communicating the Research Results
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Sample Questions
Q1) Taking the smallest or the least important segments of a pie chart and making a larger segment labeled "other" is a form of an unethical visual.
A)True
B)False
Q2) A letter of transmittal is used to release or deliver the document to an organization for which you are NOT a regular employee.
A)True
B)False
Q3) Which of the following was NOT advice given in the textbook about how to organize visuals within a report?
A) Visuals should only be placed in an appendix.
B) Key points of the visual should be explained in the text.
C) Refer to visuals within the body.
D) Each visual should be titled and numbered.
E) Place the visual immediately below the paragraph in which its first reference appears.
Q4) Familiarity with a client can change the researcher's recommendations.
A)True
B)False
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Page 16