Course Introduction
Market Analysis Test
Questions
Market Analysis explores the principles and techniques used to assess market opportunities, understand customer behavior, and evaluate competition within various industries. The course covers quantitative and qualitative approaches for gathering and interpreting data on market trends, segmentation, consumer demographics, and competitor strategies. Students will learn how to conduct demand forecasting, interpret market research findings, and make informed recommendations for strategic business decisions. Emphasis is placed on applying market analysis tools and frameworks to real-world scenarios to support effective marketing and business planning.
Recommended Textbook
Marketing Research 10th Edition by Carl McDaniel Jr
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Chapter 1: The Role of Marketing Research in Management
Decision Making
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Q1) Which of the following is true regarding using the Internet for marketing research versus more traditional techniques such as telephone?
A)the Internet tends to produce dramatically different results
B)most clients prefer traditional techniques
C)the Internet tends to yield similar research findings compared to traditional techniques
D)research on the Internet tends to be less valid
E)it is more difficult to obtain a large sample in an Internet study
Answer: C
Q2) The objective that the quality being delivered is the quality desired by the target market is most closely related to:
A)quality control
B)return on quality
C)customer satisfaction
D)quality assurance
E)none of these
Answer: B
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Chapter 2: The Marketing Research Industry and Research
Ethics
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Q1) The major ethical theories discussed in the chapter include all of the following except:
A)Existentialism
B)Utilitarianism
C)Deontology
D)Casuist
Answer: A
Q2) What type of manager is among the heaviest users of marketing research?
A)franchise manager
B)vendor
C)new product development manager
D)top management
E)distribution manager
Answer: C
Q3) An advocacy study is a good way to produce a non-biased research project.
A)True
B)False
Answer: False
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Chapter 3: Problem Definition and the Research Process
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Q1) Preparing proposal may be the most important function a research supplier performs inasmuch as proposals,and their acceptance or rejection,determine the revenue of the firm.
A)True
B)False
Answer: True
Q2) Which of the following is a determinant of whether management will use the research information provided to them?
A)conformity to prior expectations
B)clarity of presentation
C)research quality
D)political acceptability within the firm
E)all of these are determinants
Answer: E
Q3) Situational analysis is important in the problem definition process.
A)True
B)False
Answer: True
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Chapter 4: Secondary Data and Databases
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Q1) Which of the following is not a tool that is used in data mining?
A)probability sampling
B)qualitative analysis
C)multivariate statistics
D)descriptive statistics
Q2) There is sometimes a conflict between a company's database marketing practices and the consumer's privacy.
A)True
B)False
Q3) Most relationships explored in data mining are intuitively obvious.
A)True
B)False
Q4) Big data researchers have insights into all the individual,all the products,all the parts,all the events,and all the transactions.
A)True
B)False
Q5) Big data is more about "why" than "what."
A)True
B)False
Q6) Describe how social media has had an effect on behavioral targeting.
Page 6
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Chapter 5: Qualitative Research
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Q1) Generally,focus groups overshadow the use of other qualitative research tools.
A)True
B)False
Q2) When a focus group moderator debriefs the client after the final focus group,this is known as _______.
A)third person technique
B)brainstorming
C)instant analysis
D)groupthink
E)none of these
Q3) The most common type of qualitative marketing research is _______.
A)projective techniques
B)cartoon test
C)sentence completion
D)focus groups
E)none of these
Q4) You have just conducted a set of focus groups for a client,and the results are positive about launching a new product.What words of caution would you give the client before they make this multi-million dollar decision?
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Chapter 6: Traditional Survey Research
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Q1) Which of the following errors can be reduced only by increasing the sample size?
A)systematic error
B)random sampling error
C)frame error
D)response bias
E)selection error
Q2) A marketing researcher subcontracts the data collection process to a field services firm.After the data is collected,the researcher is editing the questionnaires,and finds a large number of mistakes.In many cases skip patterns were not followed,and difficult questions were often skipped.The researcher contacts several of the persons that did the interviewing and finds that they received little,and in some cases,no training or supervision.What kind of error is evident here?
A)processing error
B)interviewer error (bias)
C)surrogate information error
D)measurement instrument bias
E)sampling error
Q3) Door-to-door interviews were at one time thought to be the best survey method.
A)True
B)False
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Chapter 7: Online Marketing Research-The Growth of
Mobile and Social Media Research
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Q1) Which of the following is not an advantage of mobile research?
A)Increased response rates
B)Increased convenience
C)Broader Reach
D)Richer content
E)Less quality in the content
Q2) Which of the following is an example of a survey design and web-hosting site?
A)Quanquest
B)Sawtooth CiW
C)SurveyMonkey
D)SurveyGold
Q3) A researcher who wanted to conduct focus groups with brain surgeons might be advised to use:
A)traditional focus groups.
B)online focus groups.
C)a mall intercept to recruit.
D)door to door interviews
Q4) Describe the advantages of a webcam focus group over its predecessor of the bulletin board online focus group.
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Chapter 8: Primary Data Collection: Observation
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Q1) Observing consumers' behavior through a one way mirror is a common type of
A)open observation
B)disguised observation
C)structured observation
D)unstructured observation
Q2) Tracking helps answer which of the following questions?
A)"where?"
B)"how much?"
C)"how often?"
D)all of these
E)none of these
Q3) Which of the following is the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli?
A)Neuromarketing
B)Consumer Neuroscience
C)Ethnography
D)Human observation
E)Nocturnal observation
Q4) Describe the mystery shopper and how they are used by marketing researchers.
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Q1) Studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner is which of the following?
A)Pre-experimental designs
B)True experimental design
C)Quasi-Experiments
D)Pre-existing Experiments
Q2) Test markets are which of the following type of experiment?
A)controlled experiment
B)exploratory experiment
C)field experiment
D)laboratory experiment
E)none of these
Q3) The results of a field experiment are often impacted by competitors' actions.
A)True
B)False
Q4) Full commercialization of a new product is generally less expensive than conducting a test market.
A)True B)False
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Chapter 10: The Concept of Measurement
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Q1) ____________________ are/can be a source of measurement differences that produces random or systematic error.
A)Characteristics of individual respondents
B)Short-term personal factors
C)Situational Factors
D)Sampling of items included in the questionnaire
E)All of these
Q2) A constitutive definition is similar to a dictionary definition.
A)True
B)False
Q3) The split-half technique is a method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results.
A)True
B)False
Q4) The Cronbach alpha technique gives researchers an idea of a scale's
A)validity
B)reliability
C)sensitivity
D)content
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) Through _____________________,respondents may be asked to explain their reasons for preferring one product or brand over another.
A)Direct questioning
B)Indirect questioning
C)Subsequent questioning
D)Repeated questioning
Q2) A basic check of the appropriateness of a scale is not confirming that it is drawn directly from the overall objective of the research study.
A)True
B)False
Q3) Marketing constructs cannot be measured using unidimensional scales.
A)True
B)False
Q4) Likert scales measure the likelihood of purchasing a product.
A)True
B)False
Q5) An auto dealer hires a marketing research firm to survey college students to gauge the demand for new car business from graduating students.Construct a scale to yield the desired forecast.
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Chapter 12: Questionnaire Design
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Q1) Which of the following is not specifically part of the questionnaire evaluation process?
A)evaluating questionnaire length
B)the necessity of each of the questions
C)getting approval from a client
D)whether questions are needed to accomplish research objectives
E)All are part of the questionnaire evaluation process.
Q2) Which of the following is not part of the criteria for a good questionnaire?
A)considers the respondent
B)considers the computer hardware tabulating the results
C)provides decision-making information
D)meets data-processing requirements
E)All are part of the criteria for a good questionnaire.
Q3) A questionnaire must translate survey objectives into specific questions to solicit the required information from respondents.
A)True
B)False
Q4) Survey objectives should utilize abbreviations and slang.
A)True
B)False
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Chapter 13: Basic Sampling Issues
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Q1) The first step in the development of a sampling plan is to:
A)determine sample size.
B)select a sampling method.
C)choose a data collection method.
D)define the population of interest.
E)decide which statistical techniques are appropriate.
Q2) Which of the following is an advantage to internet sampling?
A)respondents complete survey at their convenience
B)data collection is relatively inexpensive
C)the interview can be administered under software control
D)survey can be completed quickly
E)all of these
Q3) Interviewing costs are dramatically reduced under which of the following sample type?
A)Systematic
B)Simple random
C)Stratified
D)Cluster
E)None of these
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Chapter 14: Sample Size Determination
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Q1) A researcher wants to estimate the percentage of all adults that have used the Internet to seek pre-purchase information in the past 30 days,with a tolerable sampling error (E)of 0.03 and a confidence level of 97.5%.If secondary data indicated that 25% of all adults had used the Internet for such a purpose,what is the sample size?
Q2) As the level of tolerable error increases in the sample means formula,the sample size required to represent a particular population is:
A)smaller
B)larger
C)about the same
D)none of these
Q3) If we were making inferences from a single sample,we would expect that there would be a ____ percent probability that the sample mean or proportion generated from our sample results would be within two standard errors of the true population mean.
A)68.26%
B)99.74%
C)97.5%
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Chapter 15: Data Processing and Fundamental Data Analysis
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Q1) This measure of central tendency can be computed only from interval or ratio data.
A)mode
B)median
C)mean
D)All of these must be computed from interval or ratio data.
E)None of these can be computed from interval or ratio data.
Q2) The first step in the data analysis process is coding.
A)True
B)False
Q3) Logical or machine cleaning of data is done with the assistance of computer programs.
A)True
B)False
Q4) Pie charts are useful for depicting changes over time.
A)True
B)False
Q5) Means are not included in a cross tabulation.
A)True
B)False
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Chapter 16: Statistical Testing of Differences and Relationships
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Q1) For comparing means,most statistical software packages use which test?
A)chi-square
B)anova
C)t-test
D)beta
Q2) Placing total reliance on significance testing is a good idea.
A)True
B)False
Q3) A(n)________________ is a standard used to determine whether to reject or fail to reject the null hypothesis.
A)Decision rule
B)Common rule
C)Determined rule
D)Assessment rule
Q4) Suppose a client wants to evaluate average weekly miles jogging by males and females.Initially,the consultant thinks a t-test would be the preferred method of analysis.However,the client wants to know where the differences exist among short,medium and long mileage joggers.What will the consultant have to do to satisfy his/her client? To
Chapter 17: Bivariate Correlation and Regression
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Q1) A scatter plot compares actual data to a predicted relationship between 2 variables.
A)True
B)False
Q2) A R = -.95 is always weaker than +.95,because positive relationships are more significant than negative relationships.
A)True
B)False
Q3) Which of the relationships in the matrix is the strongest?
Q4) Explain the meaning of the coefficient of determination.What does this coefficient tell the researcher about the nature of the relationship between the dependent and independent variables?
Q5) When two variables are not correlated at all,the correlation coefficient would be _______.
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Chapter 18: Multivariate Data Analysis
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Q1) Which of the following is not a step in conjoint analysis?
A)collecting trade-off data
B)estimating factor loadings
C)estimating preference structures
D)predicting consumers' choice
Q2) Predictive analytics do not apply to big data.
A)True
B)False
Q3) The independent variables in multiple regression should not be correlated with each other.
A)True
B)False
Q4) The goal of factor analysis is to identify as many factors as possible.
A)True
B)False
Q5) Multiple regression enables the researcher to show that two variables are causally related.
A)True
B)False
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Chapter 19: Communicating the Research Results
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Q1) Persuasion does not imply stretching or bending the truth,but rather using research findings to reinforce conclusions and recommendations.
A)True
B)False
Q2) Which part of the research report is a quick reference for finding specific information in the report?
A)Table of Contents
B)Title Page
C)Executive Summary
D)Appendices
Q3) The intial report is the culmination of the research effort.
A)True
B)False
Q4) Which of the following is typically the longest section of the report?
A)Executive Summary
B)Background
C)Methodology
D)Findings
E)None of these
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Chapter 20: Managing Marketing Research
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Q1) Ways of retaining skills staff include:
A)conducting regular performance reviews
B)giving pay raises in spite of below average performance
C)giving staff a variety of work tasks
D)conduction regular performance reviews and giving pay raises in spite of
Below average performances only
E)conducting regular performance reviews and giving staff a variety of work tasks only
Q2) Asking a client for their budget on a project helps the research firm to learn what the client has in mind.
A)True
B)False
Q3) Time management is important in marketing research because clients often have a specified time schedule that they must meet.
A)True
B)False
Q4) What steps and actions should a research supplier take to try to become a strategic partner with a research client?
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