Market Analysis
Test Bank
Course Introduction
Market Analysis is a comprehensive course that equips students with the fundamental tools and techniques necessary to evaluate market environments, understand consumer behavior, and assess competitive landscapes. The course covers both qualitative and quantitative methods for gathering and interpreting market data, including SWOT analysis, market segmentation, forecasting, and trend analysis. Through practical case studies and data-driven projects, students learn how to synthesize research findings into actionable business insights, supporting strategic decision-making and effective marketing planning in dynamic industries.
Recommended Textbook
Marketing Research Essentials 8th Edition by Carl
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McDaniel Jr
Page 2
Chapter 2: Problem Definition and the Research Process
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76 Verified Questions
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Sample Questions
Q1) It is often quite easy to hold all factors constant in a field experiment.
A)True
B)False
Answer: False
Q2) Nonprobability samples include every element in the population.
A)True
B)False Answer: False
Q3) Probability samples allow marketing researchers to project their sample results to the population they are studying.
A)True
B)False
Answer: True
Q4) Defining the solution is the critical first step in the "marketing research process."
A)True
B)False
Answer: False
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3
Chapter 3: Secondary Data and Databases
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Sample Questions
Q1) Charming Charlie's, a lady's accessory store, wants to increase brand awareness of the latest season's colors. Their goal calls for increasing click through rate with their online advertising. The researcher needs to use________________ to achieve the company's goals.
A) behavioral targeting
B) data mining
C) database marketing
D) none of the above
Answer: A
Q2) A neural network is a computer program that mimics the processes of the human brain.
A)True
B)False
Answer: True
Q3) Social media offers researchers more information than ever before for data mining.
A)True
B)False
Answer: True
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Chapter 4: Qualitative Research
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Sample Questions
Q1) Which of the following is not an example of a projective test?
A) word association
B) sentence completion
C) cartoon test
D) photo sorts
E) All of the above are examples of projective tests.
Answer: E
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.
Q3) Focus groups are usually no longer than 45 minutes.
A)True
B)False
Answer: False
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Page 5
Chapter 5: Traditional Survey Research
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Sample Questions
Q1) __________ is the industrial equivalent of door-to-door interviewing.
A) Mall-intercept interviewing
B) Telephone interviewing
C) Corporate interview
D) Executive interview
Q2) Most of the refusals to participate in a survey occur after the introduction is read.
A)True
B)False
Q3) A ________________ has the advantage that an interviewer can show, explain, and probe for further answers in a public venue.
A) Mall-intercept interview
B) Call center telephone interview
C) Self administered questionnaire
D) Mail survey
Q4) Taste tests are more likely to be conducted in controlled environments.
A)True
B)False
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) A client needs a survey done quickly, and is on a limited budget. The client's target market consists of persons from 25-to-54 years old. You suggest an email questionnaire survey. Your colleague argues that Internet samples never produce representative samples, because so many households are not online. How would you respond to your colleague, and why would an email survey produce the data needed, given your time and budgetary constraints?
Q2) When evaluating a webpage which of the following domains would automatically seems a qualified resource for secondary research?
A) .edu
B) .mil
C) .gov
D) .us
E) all of the above
Q3) In a recent study, which incentive method was most effective at raising response rates for online surveys?
A) entering into a sweepstakes
B) free membership in a research panel
C) small cash payment for each respondent
D) none of the above
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Page 7
Chapter 7: Primary Data Collection: Observation
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Sample Questions
Q1) A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?
A) pupilometer
B) EEG
C) Voice-pitch analysis
D) GSR
E) none of the above
Q2) What is Ethnographic research and list at least 5 advantages of it in marketing research?
Q3) Which of the following is an example of machine observation?
A) mystery shoppers
B) one-way observation mirrors
C) people meters
D) none of the above
Q4) __________________ is/are used to measure magazine or newspaper reading habits.
A) RAMS
B) Peoplemeters
C) MOBILTRAK
D) People Reader
E) none of the above
8
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Chapter 8: Primary Data Collection: Experimentation and Test Markets
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Sample Questions
Q1) Which of the following has the highest degree of external validity?
A) field experiment
B) laboratory experiment
C) concomitant experiment
D) none of the above
Q2) Marketing Research firms often have exclusive rights to doing interviews in shopping malls they have contracts with. They also often maintain facilities within the mall. Such firms might set up an artificial store within the mall to test advertising or sales promotion associated with such a store. Discuss the type of experiment being conducted if the marketing research firm offers an incentive to persons in the mall, such as those participating in mall intercept interviews, who would be observed as they interact with the promotional materials in artificial store.
Q3) Selection bias generally is minimized by randomization of subjects to test groups.
A)True
B)False
Q4) Both surveys and experiments can show causation between two variables.
A)True
B)False
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Chapter 9: The Concept of Measurement and Attitude
Scales
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Sample Questions
Q1) Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.
A)True
B)False
Q2) Itemized and graphic scales are considered to be noncomparative scales.
A)True
B)False
Q3) Which step(s) in the measurement process must be completed before evaluating the reliability and validity of the scale?
A) Identify the concept of interest.
B) Develop a construct.
C) Develop an operational definition.
D) Create a measurement scale.
E) all of the above
Q4) Role ambiguity is the amount of uncertainty ranging from very certain to very uncertain on a 5-point scale.
A)True
B)False
Q5) List and briefly describe considerations in selecting a scale.
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Chapter 10: Questionnaire Design
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Sample Questions
Q1) Open-ended questions provide more detailed information than scaled questions.
A)True
B)False
Q2) . In the questionnaire design process, what is the first step?
A) Determine the data-collection method
B) Determine the question response format
C) Decide on question wording
D) Determine the survey objectives, resources, and constraints
Q3) An interview is not a type of questionnaire.
A)True
B)False
Q4) What element of probing is found when the researcher asks, "How many cups of coffee did you drink yesterday?"
A) Comprehension or Interpretation
B) Paraphrasing
C) Confidence or judgment
D) recall
Q5) A yes-no question is an example of a dichotomous question.
A)True
B)False
11
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Chapter 11: Basic Sampling Issues
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Sample Questions
Q1) How is the Internet population different from the general population?
A) richer
B) more likely to be white
C) more likely to be male
D) more tech-savvy
E) all of the above
Q2) The process for obtaining information from a group is __________________.
A) a questionnaire
B) a survey
C) a measure
D) a sampling
Q3) Developing an appropriate sampling frame is often one of the easiest things that a researcher faces.
A)True
B)False
Q4) The key to making accurate predictions about the characteristics or behavior of a large population on the basis of a relatively small sample lies in the way in which individuals are selected for the sample.
A)True
B)False
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Chapter 12: Sample Size Determination
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Sample Questions
Q1) Which of the following are not required to determine sample size using the sample means formula?
A) the standard error of the mean
B) desired level of confidence
C) estimate of population standard deviation
D) level of tolerable error
E) All of the above are required.
Q2) A researcher wants to estimate a population mean. The level of tolerable sampling error is 0.2 of a purchase occasion, with a confidence level of 95.44%. If the estimated population variance is 5 for the most important question in the study, what is the desired sample size?
Q3) The greater the number of subgroups to be analyzed, the smaller the necessary sample size.
A)True
B)False
Q4) Assuming the research objectives of the study can be accomplished, researchers would much prefer to estimate the required sample size using the sample proportion formula rather than the sample means formula. Why?
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Page 13
Chapter 13: Data Processing, Data Analysis, and Statistical Testing
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Sample Questions
Q1) The process of converting information into a form that can be read by a computer is known as _______.
A) scanning
B) coding
C) machine cleaning
D) data entry
E) none of the above
Q2) Charting the answers to open-ended questions is standard.
A)True
B)False
Q3) The person doing the editing must accept all responses to open-ended questions.
A)True
B)False
Q4) Means can be calculated using nominal, ordinal, or interval data.
A)True
B)False
Q5) Assigning numeric codes to various responses is called tabulating.
A)True
B)False
Q6) Illustrate a condition in which a "SKIP PATTERN" is needed. Page 14
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Page 15
Chapter 14: More Powerful Statistical Methods
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Sample Questions
Q1) CVS conducted ongoing research to measure vehicular traffic past a dozen of their store locations in similar areas. To control all factors, they chose stores with virtually identical in parking, demographics, drive thru opportunities and local population. They wanted to develop a model for screening future locations as ideal sites for a new CVS. Based on this information, what two factors would they show in a correlational analysis for their research?
Q2) Summarizing a number of survey questions into a single concept could be achieved with which type of analysis?
A) factor analysis
B) multiple discriminant analysis
C) multiple regression analysis
D) cluster analysis
Q3) In bivariate regression, both the independent and dependent variables are measured in the form of nominal and/or ordinal data.
A)True
B)False
Q4) An R<sup>2 </sup>of 0 indicates no relationship between variables.
A)True
B)False
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Chapter 15: Communicating Results and Managing Marketing Research
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Sample Questions
Q1) To get the attention of senior management, researchers must move beyond crunching numbers to analyzing the information and providing results.
A)True
B)False
Q2) The executive summary:
A) should be a maximum of four pages
B) is often the most difficult part of the report to write
C) is where the researcher lists key findings
D) all of the above
E) none of the above
Q3) The best project manager does all of the following except:
A) Lets the client define all the research objectives and design on his/her own
B) Executes the project flawlessly
C) Monitors the project closely
D) Delivers beyond expectations
E) Provides insights about the findings
Q4) Providing regular updates can increase client confidence in the research process.
A)True
B)False
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