Market Analysis Techniques
Textbook Exam Questions
Course Introduction
This course provides an in-depth exploration of the quantitative and qualitative techniques used in market analysis. Students will learn how to collect, interpret, and analyze data to evaluate market trends, consumer behavior, and competitive landscapes. Key topics include segmentation, targeting, positioning, demand forecasting, and the use of statistical tools in market research. Through case studies and practical exercises, students will develop the skills to apply these techniques to real-world business challenges and make data-driven marketing decisions.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition by Alvin C. Burns
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Page 2
Chapter 1: An Introduction to Marketing Research
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Sample Questions
Q1) The AMA's definition of marketing research is longer than your authors' because it elaborates on the function as well as the uses of marketing research.
A)True
B)False
Answer: True
Q2) Marketing research is a part of marketing.
A)True
B)False
Answer: True
Q3) When a product fails,you can tell marketing research was not conducted.
A)True
B)False
Answer: False
Q4) Another use of marketing research is to monitor marketing performance,which takes place prior to implementing marketing strategies.
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) Deontologists analyze a given behavior in terms of its benefits and costs to society.
A)True
B)False
Answer: False
Q2) The Marketing Research Association is an organization that ________.
A)supports the interests and development of customers needing research
B)oversees the Professional Researcher Certification
C)monitors the Internet for organizations that spam
D)audits research firms for the purpose of improving data collection procedures
E)is a lobbying organization representing multinational firms
Answer: B
Q3) The Industrial Revolution marked the beginning of the growth of marketing research.
A)True
B)False
Answer: True
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Chapter 3: The Marketing Research Process Including the
Problem and Research Objectives
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Sample Questions
Q1) An operational definition is necessary for a construct to be measured empirically. A)True
B)False Answer: True
Q2) Hypotheses are used to generate theory and laws and they have no place in problem definition.
A)True
B)False Answer: False
Q3) Each and every step (in the ten step research process)should be followed in a step-by-step fashion in order to ensure a quality research project.
A)True
B)False Answer: False
Q4) An "ITB" in research is an "invitation to buy."
A)True
B)False
Answer: False
Page 5
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Chapter 4: Research Design Alternatives and Qualitative Research
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Sample Questions
Q1) What type of panel should be used in brand-switching studies?
A)repeatability panel
B)inquisitional panel
C)discontinuous panel
D)population panel
E)continuous panel
Q2) Ethnographic research is a term borrowed from psychiatry.
A)True
B)False
Q3) Dependent variables are those over which the experimenter has some control; in other words,dependent variables depend on the experimenter to manipulate them.
A)True
B)False
Q4) A pretest refers to measuring the dependent variable prior to changing the independent variable.
A)True
B)False
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Chapter 5: Information Types and Sources: Secondary Data and
Standardized Information
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Sample Questions
Q1) With respect to standardized information,CGM stands for:
A)consumer-granted marketing
B)consumer-generated media
C)customer-given media
D)customers' generic marketing
E)connector-generated marketing
Q2) Syndicated sources of secondary data cover a variety of general topics of interest to the public and are widely available in libraries.
A)True
B)False
Q3) The primary advantage is that the ACS will provide data every two years instead of once every ten years.
A)True
B)False
Q4) One key advantage of syndicated data is shared costs.
A)True
B)False
Q5) Standardized services are marketing a process.
A)True
B)False
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Chapter 6: Data Collection Methods
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Sample Questions
Q1) A data collection method that can easily and inexpensively screen respondents is desirable with a low incidence rate situation because a great many potential respondents must be contacted,but a large percentage of these would not qualify to take the survey.
A)True
B)False
Q2) Which of the following is NOT an advantage of self-administered surveys?
A)reduced cost
B)respondent can control the pace of the survey
C)there is no interviewer apprehension
D)there is considerable interviewer-evaluation apprehension
E)none of the above
Q3) Telephone surveys,while yielding high-quality samples,do not have fast turnaround times.This is why they are rarely used for political polling.
A)True
B)False
Q4) Mail surveys suffer from low response rates.
A)True
B)False
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Chapter 7: Measurement Scales
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Sample Questions
Q1) Scales having 5 points,7 points,or 10 points are known as n-point scales.
A)True
B)False
Q2) If you use a categorical measure,you can calculate an average.
A)True
B)False
Q3) Levels of measurement of a scale are: open-ended,categorical,and metric.
A)True
B)False
Q4) "Rate your satisfaction level on a scale from 1 to 10" is an example of:
A)a natural but non-metric response format
B)a natural metric response format
C)a natural synthetic response format
D)a synthetic metric format
E)a synthetic satisfaction format
Q5) Categorical measures are the most difficult level of measurement to analyze.
A)True
B)False
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Chapter 8: Designing Data Collection Forms
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Sample Questions
Q1) A skip question is one that is skipped by most respondents due to its difficulty.
A)True
B)False
Q2) Questionnaire organization refers to:
A)the order of words within a question
B)the order in which a firm conducts questionnaires
C)the ability of a researcher to produce an organized questionnaire
D)a professional group of experts whose specialty is designing questionnaires
E)none of the above
Q3) The introduction is very important in questionnaire design.
A)True
B)False
Q4) An overstated question is one that places undue emphasizes on some aspect of the topic.
A)True
B)False
Q5) A good question should be focused on a single topic or issue.
A)True
B)False
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Chapter 9: Determining Sample Size and the Sample Plan
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Sample Questions
Q1) A census is defined as an accounting of everyone in the sample.
A)True
B)False
Q2) Non-probability sampling methods take shortcuts that:
A)save time, effort, and money
B)obliterate the equal-chance guarantee of any probability sampling method
C)evidence a lazy researcher
D)lead to accurate, representative results at reduced costs
E)both A and B
Q3) The four nonprobability sampling methods are simple random sampling,systematic sampling,cluster sampling,and stratified sampling.
A)True
B)False
Q4) The ________ represents how many people will actually complete the interview.
A)qualification rate
B)completion rate
C)incidence rate
D)response rate
E)incidental level
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Chapter 10: Data Issues and Inputting Data Into Xl Data
Analyst
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Sample Questions
Q1) Nonresponse,while an issue in the research industry,is certainly not one of the major problems confronting the industry.
A)True
B)False
Q2) With the Define Variables worksheet,depending on the nature of the variable,there can be ________ that are numerical values and ________,which are responses that correspond to each data code number for that particular variable.
A)value labels; value codes
B)value codes; value labels
C)value codes; value descriptions
D)data values; data labels
E)data labels; data descriptions
Q3) Using XL Data Analyst,any variables that you want to add should be done
A)anywhere in the data set
B)at the end of the data set
C)at the beginning of the data set
D)in the direct center of the data set
E)none of the above; variables cannot be added to the data set
Page 12
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Chapter 11: Summarizing Your Data
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Q1) Marketing researchers always rely on the normal curve interpretation of the standard deviation,they often encounter the standard deviation on computer printouts,and they usually report it in their tables.
A)True
B)False
Q2) Description,division,deviance,and derivation are the four functions of data analysis.
A)True
B)False
Q3) Although a table is the most common vehicle for presenting summarizations of data,a well-designed graph can dramatically illustrate findings as well.
A)True
B)False
Q4) With differences analysis,the researcher identifies a categorical variable (such as gender)and compares the groups represented by that variable (males versus females)by analyzing their differences on a second variable.
A)True
B)False
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Chapter 12: Generalizing Your Findings
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Sample Questions
Q1) Directional hypotheses contain statements of "more than" or "less than."
A)True
B)False
Q2) In hypothesis testing about a percentage,the sample percent is noted by the letter µ?
A)True
B)False
Q3) The way to interpret a confidence interval is as follows: If you repeated your survey multiple times (literally,thousands of times),and plotted your p,or percentage,found for each on a frequency distribution,it would look like a bell-shaped curve,and 95% of your percentages would fall in the confidence interval defined by the population percentage ±1.96 times the standard error of the percentage.
A)True
B)False
Q4) When the standard deviation increases and the sample size decreases,the standard error of the average increases.
A)True
B)False
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Chapter 14: Determining Relationships
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Sample Questions
Q1) When a scale has "levels" as opposed to "labels" we can normally assume the level of measurement is:
A)metric
B)in small increments
C)categorical
D)to scale
E)average
Q2) The null hypothesis for a correlation states that:
A)the population correlation coefficient is equal to zero.
B)the population correlation coefficient is +1.
C)the population correlation coefficient is -1
D)the population correlation coefficient is ±1.
E)the population correlation coefficient is positive.
Q3) Raw counts appearing in a frequency table are used by chi-square analysis as "expected frequencies."
A)True
B)False
Q4) A scatter diagram that resembles a ball represents a correlation of zero.
A)True
B)False
Page 15
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Chapter 13: Finding Differences
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Sample Questions
Q1) When a marketing researcher compares two groups of respondents to determine whether or not there are statistically significant differences between them,the researcher is considering them to be two independent ________.
A)samples
B)segments
C)channels
D)clusters
E)populations
Q2) There is an appropriate test to compare two averages when there are no groups such as male v.female.The test calculates differences between the averages of two different variables.
A)True
B)False
Q3) A researcher may want to compare:
A)two percentages
B)two averages
C)one percentage with one average
D)either a or b
E)none of the above; researchers cannot make comparisons
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Page 16
Chapter 15: Preparing and Presenting Your Research Report
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Sample Questions
Q1) Which of the following helps the reader locate information in the research report?
A)letter of transmittal
B)executive summary
C)table of contents
D)introduction
E)auto search function tab
Q2) The ________ section is an honest accounting of major aspects of the research that constrain or temper the findings and conclusions.
A)method
B)limitations
C)conclusions
D)findings
E)recommendations
Q3) Because it establishes the contractual relationship between the user and supplier firm,the letter of authorization should always be included in the report,immediately following the table of contents.It is NOT optional.
A)True
B)False
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