Market Intelligence
Pre-Test Questions
Course Introduction
Market Intelligence explores the systematic process of collecting, analyzing, and interpreting data relevant to a company's market environment. This course equips students with the tools and techniques necessary to gather actionable insights about competitors, customer preferences, market trends, and emerging opportunities. Emphasizing both qualitative and quantitative research methods, the curriculum covers data gathering strategies, interpretation of market signals, and ethical considerations in intelligence work. By the end of the course, students will be able to inform strategic business decisions through evidence-based analysis, ultimately helping organizations maintain a competitive edge in dynamic markets.
Recommended Textbook
MR2 2nd Edition by Tom J. Brown
Available Study Resources on Quizplus
14 Chapters
810 Verified Questions
810 Flashcards
Source URL: https://quizplus.com/study-set/310 Page 2
Chapter 1: Marketing Research: From Data to Information to Action
Available Study Resources on Quizplus for this Chatper
29 Verified Questions
29 Flashcards
Source URL: https://quizplus.com/quiz/5113
Sample Questions
Q1) Which of the following types of marketing research is most likely to be unethical?
A) Causal research
B) Descriptive research
C) Clinical research
D) Quantitative research
E) Advocacy research
Answer: E
Q2) Which of the following is FALSE?
A) The federal government is the largest producer of marketing facts.
B) All businesses share a common problem of needing information.
C) The principal task of marketing research is to increase profit.
D) Marketing research is only one of the aspects of a marketing strategy.
E) Not all of the above are false.
Answer: C
Q3) Contacting people under the guise of marketing research when the real goal is to sell products or services is known as ____________________.
Answer: sugging
Q4) Descriptive and causal research are also known as ____________________.
Answer: quantative research
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Research Question: Formulation of the Problem
Available Study Resources on Quizplus for this Chatper
25 Verified Questions
25 Flashcards
Source URL: https://quizplus.com/quiz/5114
Sample Questions
Q1) A customer service representative for a large financial institution noticed that several of the bank's customers had recently closed accounts and paid off loans long before the loans were due. He also noticed that most of the customers had closed their accounts shortly after a competitor had opened a new branch nearby. The fundamental source of this marketing problem might best be described as:
A) a planned change in the marketing environment.
B) a discovery-oriented decision problem.
C) an unplanned change in the marketing environment.
D) all of the above.
E) none of the above.
Answer: C
Q2) Serendipity, or chance ideas, as a source of marketing research problems, might arise from:
A) customer complaint letters.
B) salesperson's call reports.
C) comments in trade publications.
D) customer calls to assistance centers.
E) all of the above.
Answer: E
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Exploratory, Descriptive, and Causal Research Designs
Available Study Resources on Quizplus for this Chatper
84 Verified Questions
84 Flashcards
Source URL: https://quizplus.com/quiz/5115
Sample Questions
Q1) A longitudinal study involves a panel, which is a fixed sample of elements.
A)True
B)False
Answer: True
Q2) An automobile dealer in Houston, after a very cold winter, found himself with a very large inventory. He experimented with offering a free trip to New York with every car sold. He recorded sales after the promotion. This is an example of:
A) exploratory research
B) causal research
C) descriptive research
D) continuous panel research
E) longitudinal research
Answer: B
Q3) The most important distinction between true panels and omnibus panels is:
A) the sample design is different.
B) different types of information are collected.
C) time series analysis can be used only on true panel data.
D) omnibus panels can be used only for "in-house" research.
E) time series analysis can be used only on omnibus panel data.
Answer: C
Page 5
To view all questions and flashcards with answers, click on the resource link above.
Chapter 4: Collecting Secondary Data from Inside and
Outside the Organization
Available Study Resources on Quizplus for this Chatper
43 Verified Questions
43 Flashcards
Source URL: https://quizplus.com/quiz/5116
Sample Questions
Q1) Which of the following is TRUE?
A) The first step in searching published sources of secondary data is to consult a reference librarian.
B) One key source of secondary information is the trade association, particularly since it is often able to obtain information from members that might not be available elsewhere.
C) The primary advantage of on-line database searching is access to information not available in any other format.
D) The main disadvantage of using standardized marketing information services over primary data is that the data is not as accurate.
E) They are all false.
Q2) ____________________ is a mapping software which combines various kinds of demographic data with geographic information on maps.
Q3) Compare and contrast primary and secondary data.
Q4) The use of analytic techniques to explore the data held within a dataset in order to isolate useful information is called ____________________.
To view all questions and flashcards with answers, click on the resource link above.
6
Chapter 8: Designing the Questionnaire
Available Study Resources on Quizplus for this Chatper
79 Verified Questions
79 Flashcards
Source URL: https://quizplus.com/quiz/5120
Sample Questions
Q1) The questionnaire pretest serves the same role in questionnaire design that test marketing serves in new product development.
A)True
B)False
Q2) When designing questionnaires, hypotheses can be used:
A) as a guide to determine what information will be sought.
B) to determine the type of question.
C) to determine the form of response.
D) Both a and b
E) a, b, and c.
Q3) Which of the following is FALSE?
A) One problem with all questionnaires is that a question and the way it is asked will affect the response.
B) Initial pretests are best done by personal interview even if the survey is to be handled by mail or telephone.
C) Initial pretests are best done by personal interview unless the survey is to be handled by mail.
D) Both a and b
E) Both a and c.
To view all questions and flashcards with answers, click on the resource link above.
Page 10
Chapter 10: Data Collection: Enhancing Response Rates
while Limiting Errors
Available Study Resources on Quizplus for this Chatper
76 Verified Questions
76 Flashcards
Source URL: https://quizplus.com/quiz/5122
Sample Questions
Q1) ____________________ - this type of error occurs when an individual provides a response to an item, but the response is inaccurate for some reason.
Q2) The response rate functions to:
A) assess the likely influence of nonresponse error on the study's results.
B) serve as an indicator of the overall quality of a data collection effort.
C) assess the degree of response error.
D) Both a and b
E) a, b, and c.
Q3) Student researchers collected data on name awareness of a local store. The researchers found that three-fourths of the people who refused to respond were members of the Greek system. If the Greek students who refused to participate in the survey were truly different on some key dimension from those who actually responded to the survey, ____ error could bias the research results.
A) observation
B) sampling
C) response
D) nonresponse
E) noncoverage
Q4) Discuss at least five (5) ways in which response rates might be improved.
Page 12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 11: Data Preparation for Analysis
Available Study Resources on Quizplus for this Chatper
35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/5123
Sample Questions
Q1) Which of the following questions do you think would be the easiest to code?
A) What are the three characteristics that you find most pleasing when using product X?
B) Have you ever used product X? _____ Yes _____ No
C) What religious denomination do you consider yourself?
D) Please specify the type of television set in your home?
E) How do you feel about commercials on children's TV shows?
Q2) When entering codes from data collection forms into a computer data file, which of the following programs could be used?
A) Text data files in word processing
B) Spreadsheet software
C) Statistical software packages such as SPSS
D) Optical scanner
E) All of the above could be used.
Q3) The main aim of editing is to:
A) ensure that the analysis is valid.
B) impose maximum quality standards on the raw data.
C) establish a balance between costs and accuracy.
D) establish codes for the raw data.
E) establish minimum quality standards for the raw data.
To view all questions and flashcards with answers, click on the resource link above.
Page 13
Chapter 12: Analysis & Interpretation: Individual Variables
Independently
Available Study Resources on Quizplus for this Chatper
61 Verified Questions
61 Flashcards
Source URL: https://quizplus.com/quiz/5124
Sample Questions
Q1) An outlier is an observation so different from the rest of the observations that the analyst chooses to treat it as a special case.
A)True
B)False
Q2) Which type of statistical analysis would we use to determine if female college graduates' starting salary was different from their male counterpart (assuming data is collected using the following question on the survey "What is your starting salary?"
A) Test of two means.
B) Test for a single mean.
C) Test for a single proportion.
D) Test of two proportions.
E) Test of a single variance
Q3) Refer to Exhibit 12.6. What is the estimated standard error of the mean?
A)0.173 grams
B)1.15 grams
C)1.38 grams
D)15.8 grams
E)17.3 grams
Q4) Discuss the most commonly used descriptive statistics.
14
To view all questions and flashcards with answers, click on the resource link above.
Chapter 13: Analysis & Interpretation: Multiple Variables
Simultaneously
Available Study Resources on Quizplus for this Chatper
64 Verified Questions
64 Flashcards
Source URL: https://quizplus.com/quiz/5125
Sample Questions
Q1) An analyst has a set of normally distributed intervally scaled data resulting from two observations on the same sample of subjects, and he wishes to investigate if there is any difference in these two means. The appropriate statistical procedure is:
A) z-test for difference in two means.
B) analysis of variance.
C) paired samples t-test.
D) chi-square goodness-of-fit test.
E) regression analysis.
Q2) The manager of New England Patriots conducted a large survey. He wanted to know if there was an association between fans being "season ticket holders" vs. "non-season ticket holders" and whether they "bought" vs. "didn't buy" team merchandise at the game. Since his survey included these measurements, he used SPSS to run a Pearson correlation coefficient that turned out to be 0.88 with a Sig. value of .001. This meant there is a significant relationship.
A)True
B)False
Q3) A statistic used to measure the strength of relationship between categorical variables is called a(n) ____________________.
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: The Research Report
Available Study Resources on Quizplus for this Chatper
52 Verified Questions
52 Flashcards
Source URL: https://quizplus.com/quiz/5126
Sample Questions
Q1) Bar charts can be converted into pictograms.
A)True
B)False
Q2) Which of the following best describes the essential goal of a complete research report?
A) Presentation of the technical aspects of all data analyses performed in the project.
B) Presentation of all information needed by the reader in easily understandable language.
C) Presentation of all data collected in easily understandable language.
D) Adherence to the outline of the report.
E) Presentation of the researcher's recommendations and conclusions.
Q3) An analyst wishing to communicate the results of a study investigating the estimated total consumption of a product by different social classes should probably use a:
A) pie chart.
B) line chart.
C) stratum chart.
D) bar chart.
E) divided bar chart.
To view all questions and flashcards with answers, click on the resource link above.
Page 16