Course Introduction
Marketing Analytics Exam Preparation Guide
Marketing Analytics explores the application of data analytics in making informed marketing decisions. This course equips students with the skills to collect, analyze, and interpret data related to consumer behavior, campaign performance, market trends, and customer segmentation. By integrating statistical techniques and software tools, students learn to design experiments, measure marketing effectiveness, and optimize marketing strategies. The curriculum emphasizes hands-on experience through case studies and real-world projects, preparing students to translate data into actionable business insights within the dynamic field of marketing.
Recommended Textbook
Marketing Research An Applied Orientation 6th Edition by Naresh K Malhotra
Available Study Resources on Quizplus
24 Chapters
2178 Verified Questions
2178 Flashcards
Source URL: https://quizplus.com/study-set/2471
Page 2
Chapter 1: Introduction to Marketing Research
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49049
Sample Questions
Q1) Marketing researchers are becoming more involved in decision making, whereas marketing managers are not becoming more involved with research.
A)True
B)False
Answer: False
Q2) Marketing research suppliers can be classified as internal or external.
A)True
B)False
Answer: True
Q3) Which of the tasks below might be conducted by the researcher during the "problem definition," the "development of an approach to the problem," or the "research design formulation" steps of the marketing research process?
A)analysis of secondary data
B)interviews with industry experts
C)qualitative research
D)all of the above
Answer: D
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Defining the Marketing Research Problem and Developing an Approach
Available Study Resources on Quizplus for this Chatper
74 Verified Questions
74 Flashcards
Source URL: https://quizplus.com/quiz/49050
Sample Questions
Q1) Based on Table 2.1 in the text, which statement is true about the management decision problem?
A)It asks what information is needed and how it should be obtained.
B)It is information oriented.
C)It asks what the decision maker needs to do.
D)It focuses on the underlying causes.
Answer: C
Q2) Problem definition is the most important step in the marketing research project. A)True
B)False
Answer: True
Q3) In instances where the resources are too limited to allow a high-quality project, the firm should be advised not to undertake formal marketing research.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Research Design
Available Study Resources on Quizplus for this Chatper
91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/49051
Sample Questions
Q1) Which of these statements is true about panels?
A)Relatively large amounts of data can be collected.
B)Panel data can be more accurate than cross-sectional data.
C)Panels may not be representative.
D)All of the above statements are correct.
Answer: D
Q2) What are the relative advantages and disadvantages of longitudinal versus cross-sectional designs?
Answer: The relative advantages and disadvantages of longitudinal and cross-sectional design are shown in Table 3.4 in the text. A major advantage of longitudinal design over cross-sectional design is the ability to detect change as a result of repeated measurement of the same variables on the same sample.
Q3) In formulating a research design, the researcher should attempt to minimize a particular source of error, not just the total error.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Exploratory Research Design: Secondary Data
Available Study Resources on Quizplus for this Chatper
86 Verified Questions
86 Flashcards
Source URL: https://quizplus.com/quiz/49052
Sample Questions
Q1) It is possible to locate information on a particular topic in several different publications by using ________.
A)directories
B)indexes
C)guides
D)statistical published data
Q2) List the issues to be considered when evaluating secondary data using the specification/methodology criteria (Table 4.2 in the text).
Q3) ________ databases provide information on individuals, organizations and services.
A)Special purpose
B)Bibliographic
C)Directory
D)Numeric
Q4) Syndicated services data are not collected for the purpose of marketing research problems specific to individual clients.
A)True
B)False
Q5) Discuss the disadvantages of different types of scanner data.
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Exploratory Research Design: Qualitative Research
Available Study Resources on Quizplus for this Chatper
103 Verified Questions
103 Flashcards
Source URL: https://quizplus.com/quiz/49053
Sample Questions
Q1) One advantage of focus groups is serendipity because ideas are more likely to arise out of the blue in a group than in an individual interview.
A)True
B)False
Q2) Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.
A)True
B)False
Q3) Which statement is not true about online focus groups?
A)The group interaction lasts for about an hour.
B)The general practice is for moderators to pose their questions in all capital letters and the respondents to respond using upper and lower case.
C)The whole process is much faster than the traditional method.
D)To enter the online focus group, participants must supply the room name, user name, and password to the moderator via email.
Q4) List at least five (5)applications of depth interviews. Give a specific example of each.
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Descriptive Research Design: Survey and Observation
Available Study Resources on Quizplus for this Chatper
82 Verified Questions
82 Flashcards
Source URL: https://quizplus.com/quiz/49054
Sample Questions
Q1) Questions that require respondents to choose from a set of predetermined answers are ________ questions.
A)dual response
B)fixed alternative
C)open-ended
D)none of the above
Q2) Content analysis could be profitably employed in the analysis of structured questions.
A)True
B)False
Q3) Which of the following statements about sample control is true?
A)Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete.
B)It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics.
C)It can be difficult to prevent respondents from completing an Internet survey multiple times.
D)All of the above statements are true.
Q4) Discuss the personal interviewing methods.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Causal Research Design: Experimentation
Available Study Resources on Quizplus for this Chatper
114 Verified Questions
114 Flashcards
Source URL: https://quizplus.com/quiz/49055
Sample Questions
Q1) Unlike the randomized block design and the Latin square, factorial designs allow for interactions between variables.
A)True
B)False
Q2) An experiment is formed when the researcher manipulates one or more dependent variables and measures their effect on one or more independent variables, while controlling for the effect of extraneous variables.
A)True
B)False
Q3) What is the main disadvantage of factorial designs?
A)They require an equal number of rows, columns, and treatment levels, which is sometimes problematic.
B)They do not allow the researcher to examine interactions of the external variables with each other or with the independent variable.
C)The researcher can control for only one external variable.
D)The number of treatment combinations increases multiplicatively with an increase in the number of variables or levels.
Q4) Briefly define internal and external validity.
To view all questions and flashcards with answers, click on the resource link above.
9
Chapter 8: Measurement and Scaling: Fundamentals and Comparative Scaling
Available Study Resources on Quizplus for this Chatper
84 Verified Questions
84 Flashcards
Source URL: https://quizplus.com/quiz/49056
Sample Questions
Q1) ________ is a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion.
A)Q-sort scaling
B)Magnitude estimation
C)Guttman scaling
D)Constant sum scaling
Q2) Which of the following statements is not true about the comparative scales technique?
A)An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale.
B)Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties.
C)Comparative scaling is also referred to as non-metric scaling.
D)Comparative scales include paired comparisons, rank order, and constant sum scales.
Q3) Comparative scales involve the direct comparison of stimulus objects.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 10
Q4) Why is there confusion over whether constant sum data are ordinal or metric?
Chapter 9: Measurement and Scaling: Noncomparative Scaling Techniques
Available Study Resources on Quizplus for this Chatper
115 Verified Questions
115 Flashcards
Source URL: https://quizplus.com/quiz/49057
Sample Questions
Q1) Respondents using a non-comparative scale employ whatever rating standard seems appropriate to them.
A)True
B)False
Q2) ________ is a type of validity, sometimes called face validity, that consists of a subjective but systematic evaluation of the representativeness of the content of a scale for the measuring task at hand.
A)Construct validity
B)Content validity
C)Criterion validity
D)Internal consistency validity
Q3) In an itemized rating scale, the respondents are provided with a scale that has a number or brief description associated with each category.
A)True
B)False
Q4) What differentiates mathematically derived scales from the other non-comparative scaling techniques?
Q5) Explain how continuous rating scales can be easily implemented on the Internet.
Q6) What are the advantages and disadvantages of the Likert scale?
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Questionnaire and Form Design
Available Study Resources on Quizplus for this Chatper
117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/49058
Sample Questions
Q1) When developing a questionnaire, if the researcher is asking him/herself if the word means what he/she intended; if it has any other meanings; if the word has more than one pronunciation; or if a simpler phrase is suggested, then he/she is probably concerned with ________.
A)avoiding leading questions
B)avoiding ambiguous words
C)using defining the issue
D)using ordinary words
Q2) Mentioning the sponsor of a project in the question might bias the respondent towards the sponsor.
A)True
B)False
Q3) A questionnaire is a major source of response error.
A)True
B)False
Q4) "Are you in favor of a balanced budget?" is an example of a(n)________.
A)implicit assumption
B)implicit alternative
C)generalization
D)All of the above are correct.
Page 12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 11: Sampling: Design and Procedures
Available Study Resources on Quizplus for this Chatper
96 Verified Questions
96 Flashcards
Source URL: https://quizplus.com/quiz/49059
Sample Questions
Q1) When conducting stratified sampling only simple random sampling should be employed in selecting the elements from each stratum.
A)True
B)False
Q2) In ________, the target population is first divided into mutually exclusive and collectively exhaustive subpopulations, or clusters.
A)stratified sampling
B)simple random sampling
C)systematic sampling
D)cluster sampling
Q3) The object that possesses the information sought by the researcher and about which inferences are to be made is a ________.
A)population
B)target population
C)element
D)census
Q4) Discuss some of the problems in implementing the sampling design process when conducting international marketing research.
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Sampling: Final and Initial Sample Size
Determination
Available Study Resources on Quizplus for this Chatper
71 Verified Questions
71 Flashcards
Source URL: https://quizplus.com/quiz/49060
Sample Questions
Q1) The statistical approach to determining sample size is based on the construction of confidence intervals around sample means or proportions.
A)True
B)False
Q2) Specify the level of confidence is the first step in the confidence interval approach to determining sample size.
A)True
B)False
Q3) ________ is a statistical procedure that attempts to account for nonresponse by assigning differential weights to the data depending on the response rates.
A)Weighting
B)Trend analysis
C)Subjective estimates
D)Imputation
Q4) The process of generalizing the sample results to the population results is called statistical inference.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Fieldwork
Available Study Resources on Quizplus for this Chatper
55 Verified Questions
55 Flashcards
Source URL: https://quizplus.com/quiz/49061
Sample Questions
Q1) Respecting the respondent's privacy, feelings, and dignity and ensuring the integrity of the data collection process are aspects of ________.
A)ethics in marketing research
B)evaluation of field workers
C)training of field workers
D)supervision of field workers
Q2) The general rule for recording answers to unstructured questions is to check the box that reflects the respondent's answer.
A)True
B)False
Q3) If you are receiving field worker training and you are being told to "Ask questions in the order in which they appear in the questionnaire;" and to "Repeat questions that are not understood," then you are learning about which aspect of field worker training?
A)probing
B)making initial contact
C)asking questions
D)recording the answer
Q4) List and discuss the major areas of the fieldwork/data collection process.
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Data Preparation
Available Study Resources on Quizplus for this Chatper
126 Verified Questions
126 Flashcards
Source URL: https://quizplus.com/quiz/49062
Sample Questions
Q1) Square root and log transformations are seldom used in the respecification of variables.
A)True
B)False
Q2) Which treatment of unsatisfactory responses is particularly attractive for business and industrial marketing surveys where the sample sizes are small and the respondents are easily identifiable?
A)returning to the field to get better data
B)recoding unsatisfactory responses
C)discarding unsatisfactory responses
D)assigning missing values
Q3) A code in which the number of records for each respondent are the same, and the same data appear in the same columns for all respondents, is a ________.
A)respondent code
B)fixed-field code
C)category code
D)record code
Q4) Discuss the procedures for coding unstructured or open-ended questions.
Q5) Explain the difference between univariate and multivariate techniques.
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
Available Study Resources on Quizplus for this Chatper
154 Verified Questions
154 Flashcards
Source URL: https://quizplus.com/quiz/49063
Sample Questions
Q1) When the difference in the location of two populations is to be compared based on observations from two independent samples, and the variable is measured on an ordinal scale, the ________ can be used.
A)Kolmogorov-Smirnov one-sample test
B)runs test
C)binomial test
D)Mann-Whitney U test
Q2) If the entire sample is changed by adding a fixed constant to each observation, then the mean, variance, and median change by the same fixed amount.
A)True
B)False
Q3) Which of the research questions/hypotheses below is best answered using cross-tabulations?
A)Is familiarity with a new product related to age and education levels?
B)The department store is being patronized by more than 10 percent of households.
C)One hotel has a more upscale image than its close competitor.
D)Both B and C are correct.
Q4) Give three reasons why cross-tabulation is widely used in marketing research.
Page 17
To view all questions and flashcards with answers, click on the resource link above.
Chapter 16: Analysis of Variance and Covariance
Available Study Resources on Quizplus for this Chatper
83 Verified Questions
83 Flashcards
Source URL: https://quizplus.com/quiz/49064
Sample Questions
Q1) When using n-way ANOVA the significance of the overall effect may be tested by a t test.
A)True
B)False
Q2) The Kruskal-Wallis one-way analysis of variance also examines the difference in medians.
A)True
B)False
Q3) A statistical technique for examining the differences among means for two or more populations is called ________.
A)chi-square
B)analysis of variance (ANOVA)
C)cross-tabulation
D)independent samples t test
Q4) The effects of X on Y is measured by ________.
A)SS<sub>error</sub>
B)SS<sub>x </sub>
C)SS<sub>y </sub>
D)SS<sub>within </sub>
Q5) What are the general steps involved in performing an ANCOVA?
Page 18
To view all questions and flashcards with answers, click on the resource link above.
Chapter 17: Correlation and Regression
Available Study Resources on Quizplus for this Chatper
92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/49065
Sample Questions
Q1) The standard deviation of b, or the standard error, is denoted as ________.
A)SE<sub>b </sub>
B)SD<sub>b </sub>
C)SSY<sub>b </sub>
D)none of the above
Q2) Which statement is not true about partial regression coefficients?
A)The combined effects of X<sub>1</sub> and X<sub>2</sub> on Y are additive. In other words, if X<sub>1</sub> and X<sub>2</sub> are each changed by one unit, the expected change in Y would be (b<sub>1</sub> + b<sub>2</sub>).
B)The beta coefficients are the partial regression coefficients obtained when all the variables (Y, X<sub>1, </sub>X<sub>2...</sub>X<sub>k)</sub> have been standardized to a mean of 0 and a variance of 1 before estimating the regression equation.
C)Partial regression coefficients have an order associated with them.
D)Both A and B are not true.
Q3) Both r and r<sup>2</sup> are symmetric measures of association.In other words, the correlation of X and Y is the same as the correlation of Y and X.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 18: Discriminant and Logit Analysis
Available Study Resources on Quizplus for this Chatper
59 Verified Questions
59 Flashcards
Source URL: https://quizplus.com/quiz/49066
Sample Questions
Q1) The last step in conducting discriminant analysis is to interpret the results (Figure 18.2 in the text).
A)True
B)False
Q2) The hit ratio is the number of variables found to be significant by the discriminant analysis.
A)True
B)False
Q3) When the criterion variable has two categories, the technique is referred to as multiple discriminant analysis.
A)True
B)False
Q4) If you are using the leave-out option of SPSS, you are at the ________ step of discriminant analysis.
A)estimate the discriminant coefficients
B)determine the significance of the discriminant function
C)interpret the results
D)assess validity of discriminant analysis
To view all questions and flashcards with answers, click on the resource link above. Page 20
Chapter 19: Factor Analysis
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/49067
Sample Questions
Q1) The first step in conducting factor analysis is ________.
A)construct the correlation matrix
B)determine the method of factor analysis
C)formulate the problem
D)determine the number of factors
Q2) The amount of variance a variable shares with all other variables included in the factor analysis is referred to as ________.
A)communality
B)total variance
C)shared variance
D)percentage of variance
Q3) It is recommended that the factors extracted should account for at least ________ of the variance.
A)50 %
B)60%
C)65%
D)70%
Q4) Factor analysis does not classify variables as dependent or independent.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 21
Chapter 20: Cluster Analysis
Available Study Resources on Quizplus for this Chatper
73 Verified Questions
73 Flashcards
Source URL: https://quizplus.com/quiz/49068
Sample Questions
Q1) If cluster analysis is used as a general data reduction tool, subsequent multivariate analysis can be conducted on the clusters rather than on the individual observations.
A)True
B)False
Q2) ________ is a clustering procedure where all objects start out in one giant cluster. Clusters are formed by dividing this cluster into smaller and smaller clusters.
A)Non-hierarchical clustering
B)Hierarchical clustering
C)Divisive clustering
D)Agglomerative clustering
Q3) Most ________ methods are heuristics based on algorithms.
A)factor analysis
B)discriminant analysis
C)clustering
D)analysis of variance
Q4) What suggested guidelines researchers can use when deciding on the number of clusters?
Q5) Why should the clustering of variables be used?
To view all questions and flashcards with answers, click on the resource link above. Page 22
Chapter 21: Multidimensional Scaling and Conjoint Analysis
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/49069
Sample Questions
Q1) In conjoint analysis, the attribute's importance is normalized to ascertain its importance relative to other attributes, W<sub>i</sub>.
A)True
B)False
Q2) In conjoint analysis, ________ are a special class of fractional designs that enable the efficient estimation of all main effects.
A)relative importance weights
B)orthogonal arrays
C)part-worth functions
D)attribute levels
Q3) Perception data may be direct or derived.
A)True
B)False
Q4) The metric MDS procedures assume that input data are metric and the output is also metric.
A)True
B)False
Q5) Contrast conjoint analysis with MDS.
Q6) How does hybrid conjoint analysis simplify the data collection task?
Page 23
To view all questions and flashcards with answers, click on the resource link above.
Chapter 22: Structural Equation Modeling and Path Analysis
Available Study Resources on Quizplus for this Chatper
92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/49070
Sample Questions
Q1) SEM can be thought of as a combination of MANOVA and Exploratory factor analysis.
A)True
B)False
Q2) In SEM, the posited relationships between constructs are tested similarly to the way they are tested using:
A)Multiple regression.
B)Analysis of Covariance.
C)Discriminant analysis.
D)Cluster analysis.
E)MDS.
Q3) An exogenous construct is represented in an structural path model as a an oval with no
one-headed arrows going into it.
A)True
B)False
Q4) <sup>2</sup> statistic is most useful for comparing nested models.
A)True
B)False
Q5) Describe the specification of a structural model.
To view all questions and flashcards with answers, click on the resource link above. Page 24
Chapter 23: Report Preparation and Presentation
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49071
Sample Questions
Q1) A logical organization leads to a coherent marketing research report.
A)True
B)False
Q2) How can the marketing researcher make the report appropriate for audiences with different levels of technical sophistication and interest in the project?
Q3) In the United Airlines example given in your text, it was stated that all departments of the company used the results of its in-flight customer satisfaction survey. Which department used the customer satisfaction report to evaluate the performance of United, both internally in achieving its goals, and externally compared to the competition?
A)the marketing department
B)the airport department
C)the executive management
D)the finance department
Q4) After the presentation, key executives in the client firm should be given time to read the report in detail.
A)True
B)False
Q5) What are the advantages to publishing marketing research reports on the Web?
To view all questions and flashcards with answers, click on the resource link above. Page 25
Chapter 24: International Marketing Research
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/49072
Sample Questions
Q1) The marketing research process should be modified so that it does not conflict with the cultural values of a foreign society.
A)True
B)False
Q2) Which is not another term for international marketing research?
A)cultural research
B)cross-cultural research
C)foreign research
D)multinational research
Q3) Ethical responsibilities for marketing research conducted abroad are very different to that conducted domestically.
A)True
B)False
Q4) Bates Asia claims that ________ of the combined population of all countries surveyed can be assigned to ________ segments.
A)95%; 7
B)90%; 6
C)95%; 5
D)90%; 4
To view all questions and flashcards with answers, click on the resource link above. Page 26