Marketing Analytics Exam Bank
Course Introduction
Marketing Analytics explores the fundamental concepts and practical techniques used to analyze data for making informed marketing decisions. The course covers topics such as customer segmentation, predictive modeling, digital marketing metrics, pricing strategies, and campaign analysis. Students will learn how to gather, interpret, and apply data using statistical tools and analytical software to evaluate market trends and optimize marketing performance. Through case studies and hands-on projects, participants will develop the skills necessary to transform data into actionable insights, enabling organizations to improve targeting, measure ROI, and enhance overall marketing effectiveness.
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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Sample Questions
Q1) Standardized service firms collect information that is made available to multiple subscribers in a standardized form.
A)True
B)False
Answer: False
Q2) Internal suppliers of marketing research may elect several methods to provide the research function. Which of the following is NOT one of the methods described in the textbook?
A) Placing a single individual in charge.
B) Developing a department organized by marketing function.
C) Assigning no one in particular.
D) Assigning an outside firm.
E) Developing a department organized by research process.
Answer: D
Q3) The purpose of marketing research is to link the consumer to the product by providing information that can be used in making marketing decisions.
A)True
B)False
Answer: False
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Page 3
Chapter 2: The Marketing Research Process
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Sample Questions
Q1) A situation analysis:
A) is a form of preliminary research undertaken to gather background information and gather data pertinent to the problem area.
B) is a form of research conducted by managers looking for opportunities.
C) is a form of research conducted by managers to alert them on symptoms.
D) is conducted by a manager prior to involving a marketing researcher.
E) is a form of causal research.
Answer: A
Q2) Data analysis is a process by which the raw data are checked to verify if they have been correctly input from the data collection form to the computer software program.
A)True
B)False
Answer: False
Q3) Knowledge of the steps in the marketing research process serves marketing researchers by enabling them to design better research projects for their clients. A)True
B)False
Answer: True
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4
Chapter 3: Research Design
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Sample Questions
Q1) Of the following situations, which would be the most appropriate for using a discontinuous panel?
A) A company wanting to gain insights into changes in their consumers' purchases and attitudes.
B) A company wanting to determine if members of the panel switched brands from one time period to the next.
C) A company wanting to measure changes in market shares of brands.
D) A companying wanting to measure changes in their consumers' price sensitivity.
E) A company wanting to determine how consumers feel about two different product concepts by varying panel questions from one panel measurement to the next.
Answer: E
Q2) A panel of respondents is often used in which type of study?
A) longitudinal
B) cross-sectional
C) sample survey
D) case analysis
E) focus group
Answer: A
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Page 5
Chapter 4: Using Secondary Data and Online Information
Databases
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Sample Questions
Q1) A boat manufacturer wishes to use secondary data to locate cities that may offer good market potential for its yachts. It needs cities with average incomes exceeding $75,000. However, the secondary information source that was found had an income category of $50,000 and over. This represents:
A) differing class definitions.
B) a mismatch of the units of measurement.
C) outdated data.
D) data having high credibility.
E) incompatible reporting units.
Q2) Which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand?
A) secondary data
B) basic data
C) primary data
D) complex data
E) online data
Q3) Sometimes secondary data can be used to evaluate market performance.
A)True
B)False
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Chapter 5: Qualitative Research Methods
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Sample Questions
Q1) A trained researcher was sent on a Caribbean cruise to pose as a "hard-to-please" customer in order to evaluate the level of service offered by the crew. This example shows how:
A) all good observations should be disguised.
B) observation techniques may raise ethical questions.
C) physical traces provides tangible evidence.
D) structured observation is legal.
E) unstructured observation is legal.
Q2) Which of the statements below do NOT represent role-playing as presented in the textbook?
A) By reviewing participants' comments, latent reactions can be spotted
B) Participants' true feelings are revealed
C) Highly skilled professionals are needed to interpret the results
D) Participants are asked to pretend they are a "third person" in a scenario
E) Cost per respondent is low compared to other survey methods
Q3) Faulty recall occurs when actions or activities are so repetitive or automatic that the respondent cannot recall specifics about the behaviour under question. It is a reason for NOT using an observation technique.
A)True
B)False
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Chapter 6: Quantitative Data Collection Methods
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Sample Questions
Q1) Which of the following is NOT an advantage of self-administered surveys?
A) reduced cost
B) respondent control over the pace of the survey
C) lack of interviewer evaluation
D) interviewer-evaluation apprehension
E) elicits more insightful information than face-to-face
Q2) What is NOT a unique advantage to using person-administered surveys?
A) feedback
B) rapport
C) quality control
D) speed
E) adaptability
Q3) The CATI approach has many benefits, but it does not eliminate the need for editing completed questionnaires.
A)True
B)False
Q4) The structure of a group self-administered survey does not allow for interaction with the client or researcher.
A)True
B)False
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Chapter 7: Survey Measurement Scales
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Sample Questions
Q1) Reader's Digest conducts an annual survey across 18 different European countries and asks respondents to rate brands across 30 product categories. The questions ask the consumers to rate the brands from 1 to 5 on each of the following: quality, value, strong image, and understanding consumer needs. This is an example of a(n):
A) anchored scale.
B) unanchored scale.
C) summated scale.
D) stapel scale.
E) graphic intensity scale.
Q2) An open-ended question presents no response options to the respondent.
A)True
B)False
Q3) Which of the following was NOT mentioned in the textbook with respect to the term "workhorse scales?"
A) they are synthetic metric scales
B) they do the bulk of the measurement work in marketing research
C) Likert is an example
D) categorical multiple-choice is an example
E) it is not good practice to invent a novel scale format over a workhorse scale
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Page 9
Chapter 8: Questionnaire Design
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Sample Questions
Q1) Screening questions are used to:
A) increase reliability by screening out respondents with inconsistent answers.
B) shield the true purpose of a question from a respondent.
C) eliminate people who do not meet qualifications necessary to take part in the research study.
D) tell the respondent that changes in question topic or format are forthcoming.
E) ensure that certain results will be achieved by choosing the right respondents.
Q2) To maintain objectivity, clients should not be involved in the questionnaire design process. Once the research objectives are defined, the client will not be involved until after the questionnaire has undergone considerable development and evaluation.
A)True
B)False
Q3) "All that apply" questions are questions that:
A) ask respondents to pick more than one item from a list of possible responses.
B) allow respondents to respond in any way they wish.
C) ask respondents to apply ideas.
D) encourage respondents to find connections between concepts.
E) ask respondents to pick one item from a list of possible responses.
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Chapter 9: Sampling
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Sample Questions
Q1) Nonresponse refers to:
A) the number of questions that are not answered in a survey.
B) the failures by qualified respondents to take part in the survey.
C) the number of people in the population that were not asked to respond.
D) the phone numbers called during plus-one dialing that are not true phone numbers.
E) the percent of individuals in the sample who do not qualify to take the survey.
Q2) Which of the following is NOT a practical constraint that may force sample size adjustments?
A) time pressure
B) study objective
C) cost constraint
D) data analysis procedures
E) skills of the researcher
Q3) In stratified sampling, the population is separated into different subgroups, and then samples are taken from all of the subgroups.
A)True
B)False
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11
Chapter 10: Data Collection and Basic Descriptive Statistics
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Sample Questions
Q1) Hiring a reputable data collection company that has excellent training, good supervision, and built-in validation techniques is a good way to reduce what type of error?
A) respondent
B) fieldworker
C) bogus responses
D) misrepresentation
E) nonresponse
Q2) Which of the following has been labelled the marketing research industry's biggest problem?
A) sampling error
B) respondent error
C) nonresponse error
D) item omissions
E) population misrepresentation
Q3) Respondents can misunderstand, guess, lose attention, suffer distractions, and suffer respondent fatigue. These are all examples of unintentional respondent error and they all contribute to nonsampling error.
A)True
B)False
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Chapter 11: Population Estimates and Hypothesis Testing
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Sample Questions
Q1) The crux of hypothesis testing is the:
A) Central Limit Theorem.
B) sampling-distribution concept.
C) acceptance region.
D) rejection regions.
E) z value.
Q2) In ____________ hypothesis testing, someone uses something observed to see if it agrees with or goes against the belief about that topic.
A) observation
B) descriptive
C) visual
D) subjective
E) intuitive
Q3) The standard error will increase if the variation is increased.
A)True
B)False
Q4) The z value associated with a 99 percent confidence interval is either a + 2.58.
A)True
B)False
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Chapter 12: Testing of Differences
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Sample Questions
Q1) When comparing the average of one variable to the average of another variable it is important to ensure the variables:
A) have the same number of responses.
B) come from different groups.
C) are measured on the same scale.
D) come from different studies.
E) come from the same group but at different points in time; time series data.
Q2) Assume you have two questions of the same format, a 5-point scale measuring importance level. One question measures the importance of prices in the selection of a restaurant and the other measures the importance of food quality. If you want to know if the two mean scores of each question are significantly different, you would use:
A) a z test of the differences between two percentages.
B) the procedure for testing the significance of the difference between two means from two different groups.
C) an independent samples t test.
D) a two mean comparison z test.
E) a two question, mean comparison test.
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Chapter 13: Relationships Between Variables
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Sample Questions
Q1) A stacked bar chart provides a way of visualizing Boolean relationships and should be used only if:
A) the relationship is practically significant.
B) if the regression analysis proves statistical significance exists.
C) the relationship is statistically significant.
D) there are more than two categorical variables.
E) when the pie chart option is too cumbersome.
Q2) If the tests of the significance of the slope and the intercept are significant, this means that the straight-line relationship depicted by the slope and the intercept actually exists in the population and, therefore, the regression equation may be used as a prediction device.
A)True
B)False
Q3) When regression is used as a screening device, the items to report are (1) dependent variable, (2) statistically significant independent variables, (3) signs of beta coefficients, and (4) standardized beta coefficients for the significant variables.
A)True
B)False
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Chapter 14: Communicating the Research Results
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Sample Questions
Q1) Which of the following was NOT discussed by the authors as stylistic devices or "tips" to consider when writing the research report?
A) avoid unnecessary changes in tense
B) begin paragraphs with topic sentences
C) use jargon sparingly
D) proofread, alone and not aloud
E) vary the length and structure of sentences and paragraphs
Q2) The marketing research report may be the only part of the project that a client will see.
A)True
B)False
Q3) A factual message that transmits research results, vital recommendations, conclusions, and other information to the client, who in turn uses the information as a basis for decision making, is known as a(n):
A) article summary.
B) marketing research report.
C) body report.
D) advancement report.
E) title page.
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Page 16