Marketing Analytics
Chapter Exam Questions
Course Introduction
Marketing Analytics explores the strategic application of data-driven techniques to inform marketing decisions and optimize business outcomes. Students learn how to collect, analyze, and interpret quantitative and qualitative marketing data using advanced analytical tools and software. Topics include customer segmentation, predictive modeling, digital analytics, marketing mix optimization, and measuring campaign effectiveness. Through case studies and hands-on projects, participants develop the skills necessary to transform marketing data into actionable insights that drive value, enhance customer relationships, and support evidence-based marketing strategies.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 1st Canadian Edition by Alvin
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C. Burns
Chapter 1: Introducing Marketing Research
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Q1) Which of the following is NOT one of the applications of marketing research discussed in the textbook?
A) Improve marketing as a process
B) Monitor marketing performance
C) Explain macroeconomic principles
D) Generate, refine, and evaluation potential marketing actions
E) Identify market opportunities and problems
Answer: C
Q2) Doss is vice president of marketing research for General Mills. The chefs at General Mills bring three new cookie recipes to Doss. Doss wants to know which of these three cookie recipes would be most preferred by consumers. Which component of General Mills' Marketing Information System (MIS) would Doss use in order to provide him with this information?
A) internal reports
B) marketing research
C) marketing intelligence
D) marketing decision support system
Answer: B
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Chapter 2: The Marketing Research Process
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Q1) Exploratory research is often used when a great deal of information is already known about the problem at hand.
A)True
B)False
Answer: False
Q2) The role a hypothesis plays in defining a problem is that it is a statement taken as the best estimate of the truth for the purposes of argument.
A)True
B)False
Answer: False
Q3) Managers should always consider the cost of research and the value they expect they receive from conducting the research.
A)True
B)False Answer: True
Q4) A research objection must be precise, detailed, clear, and operational.
A)True
B)False Answer: True
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Chapter 3: Research Design
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Sample Questions
Q1) Test markets do not yield infallible results. Sometimes test markets lead to the wrong decision.
A)True
B)False
Answer: True
Q2) Several online research firms such as CRC Research and ACNielsen use panels as a means of conducting research.
A)True
B)False
Answer: True
Q3) Research design is confined to predetermining how data are to be analyzed. It is primarily the responsibility of statisticians.
A)True
B)False
Answer: False
Q4) Simulated test markets are conducted on computers without any consumer input. A)True
B)False
Answer: False
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Chapter 4: Using Secondary Data and Online Information
Databases
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Sample Questions
Q1) If you wanted to locate periodicals on a subject you would find them in:
A) a browser
B) a library catalog
C) an index
D) an encyclopedia
E) a directory
Q2) Standardized services has many advantages and disadvantages. Which statement below best reflects one of these?
A) It offers a strategic information advantage.
B) One can take advantage of the experience of the research firm.
C) Information is customizable.
D) Data can be adapted to fit the intended situation.
E) It is slower than conducting the research on your own.
Q3) All of the following reflects Nielsen's Category Business Planner (CBP) except:
A) CBP allows a manufacturer to evaluate product performance.
B) CBP allows a manufacturer to view information retailer by retailer.
C) CBP diarizes TV viewing of business advertising.
D) CBP allows for better collaboration between manufacturers and retailers.
E) CBP does not exist.
Page 6
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Chapter 5: Qualitative Research Methods
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Sample Questions
Q1) Using structured observation techniques, the research ignores all behaviours that are not on the standardized observation form.
A)True
B)False
Q2) Depth interviews are especially useful when the researcher wants to understand decision making at the individual level and the respondent is not influenced by others, as they may be in a focus group.
A)True
B)False
Q3) Hull Research Associates is asked to help name a new product that is a new type of nonfat cheese. Several names are suggested: SkinnyCheese, CheeseSmart, DownLoCheez, and SansFat. What would be the most appropriate qualitative technique to determine the meanings of these names to customers?
A) picture this, picture that
B) protocol analysis
C) word-association test
D) balloon test
E) laddering test
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Chapter 6: Quantitative Data Collection Methods
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Q1) Tom Cardinal of New "U" Fitness is concerned about the costs of conducting some upcoming research. He understands that mail surveys have some of the lowest costs of all the data collection methods. He asks Michele Des Meurons, a marketing research consultant, what would happen if a mail survey were used. Michele explained that, compared to online or telephone surveys, a mail survey would take much longer, and the response rate would likely be:
A) under 20 percent
B) between 35 and 37 percent
C) above 60 percent
D) around 30 percent
E) about 55 percent
Q2) Central location telephone interviewing offers significantly fewer opportunities for interviewer cheating than traditional telephone interviewing.
A)True
B)False
Q3) Mail surveys suffer from low response rates.
A)True
B)False
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Chapter 7: Survey Measurement Scales
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Sample Questions
Q1) A scale that is simply "yes" or "no" is said to have origin.
A)True
B)False
Q2) Which of the following formats provides response options to questions on the questionnaire?
A) response options format
B) categorical format
C) closed-ended format
D) metric format
E) optional format
Q3) Ordinal scales indicate exact differences among objects.
A)True
B)False
Q4) What are the three basic question-response formats?
A) unprobed, probed, and neutral
B) open-ended, closed-ended, and scaled
C) open-ended, categorical, and scaled
D) closed-ended, open-ended, and continuous
E) open-ended, probed, general
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Chapter 8: Questionnaire Design
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Sample Questions
Q1) Which of the following statements is the most accurate in terms of the questionnaire development process?
A) There is no process; a questionnaire is simply prepared based upon the research objectives.
B) The process is undertaken by the researcher and the client does not view the questionnaire until after the collection of data to avoid biased questions.
C) Should a client sign the questionnaire authorizing formal approval, a pretest is no longer required.
D) Once the process begins, there is no stopping or repeating of steps.
E) Generally, the client will not be involved in the evaluation of the questionnaire until it has undergone numerous revisions.
Q2) The organization of a questionnaire can cause respondents to stop answering questions.
A)True
B)False
Q3) Even a single word can alter the responses to a question on a survey.
A)True
B)False
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Chapter 9: Sampling
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Sample Questions
Q1) An accounting of everyone in the population is known as:
A) a population
B) a sample
C) a sample unit
D) a census
E) comprehensive accounting
Q2) In practice, simple random sampling should be strongly considered:
A) if the population is small and can be numbered easily.
B) in telephone surveys where random digit dialing programs cannot be used to generate numbers.
C) when population units are stored in an electronic file allowing computer programs to run quota samples.
D) when a complex random sample proves too difficult for the researcher.
E) for underdeveloped countries only.
Q3) Random digit dialing is an example in which simple random sampling is employed quite successfully.
A)True
B)False
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Chapter 10: Data Collection and Basic Descriptive Statistics
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Q1) Regression analysis is the most complex and provides the greatest value to the client.
A)True
B)False
Q2) Descriptive analysis relies primarily on measures of central tendency and variability.
A)True
B)False
Q3) The complementary processes of data coding and data entry result in data analysis.
A)True
B)False
Q4) The range of 1.00 standard deviation above, and 1.00 standard deviation below the midpoint includes 99% of the total area underneath that curve.
A)True
B)False
Q5) False answers and nonresponse are two unintentional respondent errors.
A)True
B)False
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Chapter 11: Population Estimates and Hypothesis Testing
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Sample Questions
Q1) A 99 percent confidence interval allows us to say that if we took many, many samples from the population:
A) all of the samples would contain a range that included the population parameter.
B) 99 percent of the samples would contain a range that included the population parameter.
C) 99 percent of the samples would allow us to estimate the mean within + 1 percent.
D) 1 percent of the samples would contain a range that included the population parameter.
E) 1 percent of the samples would allow us to estimate the mean with + 1 percent.
Q2) Statisticians agree that when the sample is small, rather than the z value it is more proper to use the:
A) sample findings alone.
B) multiple samples together.
C) s value.
D) hypothesized z value.
E) t value.
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Chapter 12: Testing of Differences
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Sample Questions
Q1) If the null hypothesis is true, the distribution of difference with repeated samplings follows the normal curve, with an average equal to ____ and a standard error equal to
A) 1; 0
B) 1; 95%
C) 0; 95%
D) 0; 1
E) 0; 0.05
Q2) When testing for differences, a manager must first determine if the differences are meaningful and then act on the differences. Only then should he or she decide if the differences are significantly different.
A)True
B)False
Q3) When we test for the differences between two groups, the null hypothesis is that the difference in the two groups' population parameters is more than 30.
A)True
B)False
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Chapter 13: Relationships Between Variables
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Sample Questions
Q1) In the formula for a straight line, the intercept is known as:
A) the dependent variable.
B) the variable used to predict the dependent variable.
C) the change in y for any unit change in x.
D) the point where the line cuts the y axis when x = 0.
E) "b".
Q2) One of the assumptions of regression analysis is that the plots on the scatter diagram will be spread uniformly and in accordance with the normal curve assumptions over the regression line.
A)True
B)False
Q3) The Pearson Product Moment correlation measures the linear relationship between two metric-scaled variables.
A)True
B)False
Q4) The chi-square analysis would be appropriate to determine if there is an association between the number of dollars spent on books and the number of years of education.
A)True
B)False
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Chapter 14: Communicating the Research Results
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Q1) If appropriate, materials such as data collection forms or actual computer printouts should be included in the:
A) printout section.
B) table of computer printouts.
C) list of illustrations.
D) appendices.
E) list of forms.
Q2) Which of the following does NOT qualify as a figure?
A) graph
B) chart
C) map
D) picture
E) table
Q3) The following statements represent effective table guidelines EXCEPT:
A) limit the use of decimal places
B) place items the reader needs to compare in the same row
C) place items the reader needs to compare in the same column
D) if there are many rows, darken alternative entries
E) provide totals for columns and rows when relevant
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