Marketing Analytics Exam Questions
Course Introduction
Marketing Analytics focuses on the application of analytical tools and techniques to address key marketing decisions and challenges. Students will learn how to collect, analyze, and interpret data to measure marketing performance, understand consumer behavior, segment markets, develop targeting strategies, and optimize marketing campaigns. The course covers topics such as marketing metrics, customer lifetime value, digital analytics, predictive modeling, and A/B testing, equipping students with practical skills to leverage data-driven insights and improve marketing effectiveness in a rapidly evolving business environment.
Recommended Textbook
Essentials of Marketing Research 1st Edition by Naresh K. Malhotra
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13 Chapters
1331 Verified Questions
1331 Flashcards
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Chapter 1: Introduction to Marketing Research
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) Which of the following is NOT a characteristic of a marketing information system?
A) structured problems
B) use of reports
C) information displaying restricted
D) can improve decision making by using "what-if" analysis
E) can improve decision making by clarifying new data
Answer: D
Q2) Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms?
A) problem-solving research
B) problem-identification research
C) problem-manipulation research
D) problem-correction research
E) problem exception
Answer: B
Q3) According to the text,most of the research suppliers are Fortune 500 operations.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) An unproved statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n)________.
A) theory
B) hypothesis
C) model
D) experiment
E) relationship
Answer: B
Q2) Problem audit is a comprehensive examination of a marketing problem to understand its origin and nature.
A)True
B)False
Answer: True
Q3) Unbiased evidence that is supported by empirical findings is called ________.
A) objective evidence
B) sound evidence
C) legal evidence
D) subjective evidence
E) research data
Answer: A
Page 4
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Chapter 3: Research Design, secondary and Syndicated Data
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands,the most effective way to obtain this information is via
A) scanner data
B) in-store intercepts where consumers were observed purchasing a product in a particular category
C) telephone interviews with individuals who made a recent purchase in a particular category
D) an audit
E) panel data from individuals in the interested category
Answer: D
Q2) According to the text,the main method of causal research is a(n)________.
A) panel
B) focus group
C) survey
D) experiment
E) client project
Answer: D
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Chapter 4: Qualitative Research
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96 Flashcards
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Sample Questions
Q1) A(n)________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.
A) experiment
B) focus group
C) quantitative survey
D) depth interview
E) moderator group
Q2) The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.
A) association technique
B) picture response technique
C) construction technique
D) expressive technique
E) evaluation technique
Q3) A projective technique,in which respondents are presented with a list of words,one at a time,is called word association.
A)True
B)False
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Chapter 5: Survey and Observation
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Sample Questions
Q1) High social desirability and high cost are disadvantages of using computer-assisted personal interviewing to collect research data.
A)True
B)False
Q2) All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT that ________.
A) it enables the interviewer to provide clarifications to the respondent, allowing for complex questions
B) it permits the use of physical stimuli and allows the interviewer to display or demonstrate the product
C) it provides very good sample control since homes can be selected without generating a list of all the homes in a given area
D) it allows for longer interviews
E) it permits easy interviewer supervision and control as the interviewers are traveling door-to-door
Q3) In a short essay,list and discuss the three categories of personal interviewing methods.
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Chapter 6: Experimentation and Causal Research
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Sample Questions
Q1) ________ is an application of a controlled experiment done in limited,but carefully selected,test markets.
A) Random sampling
B) Parallel sampling
C) Experimentation
D) Selective control sampling
E) Test marketing
Q2) The process of manipulating one or more independent variables and measuring their effect on one or more dependent variables while controlling for the extraneous variables is called an experiment.
A)True
B)False
Q3) A ________ involves measurement of behavior,attitudes,or perceptions in the environment in which they occur.
A) statistical environment
B) laboratory environment
C) field environment
D) virtual environment
E) perceptual environment
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Page 8
Chapter 7: Measurement and Scaling
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124 Verified Questions
124 Flashcards
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Sample Questions
Q1) Interval scales are widely used in marketing research.
A)True
B)False
Q2) According to the text,semantic differential scaling is a comparative scaling technique.
A)True
B)False
Q3) The generation of a continuum upon which measured objects are located is called sampling.
A)True
B)False
Q4) In a short essay,discuss the difference between comparative and noncomparative scales.Include an example of each scaling technique to support your answer.
Q5) Validity is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured,rather than systematic or random errors.
A)True
B)False
Q6) Discuss measurement and scaling.What are they and how are they related?
Page 9
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Chapter 8: Questionnaire and Form Design
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Sample Questions
Q1) Pretesting refers to the testing of the questionnaire on a small sample of respondents to identify and eliminate potential problems.Discuss what the researcher expects to gain from pretesting the questionnaire.
Q2) Questions that prespecify the set of response alternatives and the response format are called structured questions.
A)True
B)False
Q3) According to the text,pretests are best done by telephone interviews.
A)True
B)False
Q4) A(n)________ is a structured technique for data collection that consists of a series of questions,written or verbal,which a respondent answers.
A) questionnaire
B) observation
C) focus group
D) test market
E) set of time-series questions
Q5) In a short essay,list the ten steps to designing the ideal questionnaire.
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Chapter 9: Sampling: Design and Procedures
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Sample Questions
Q1) A census can greatly decrease nonsampling error.
A)True
B)False
Q2) Quota sampling is an example of a commonly used probability sampling technique.
A)True
B)False
Q3) A population is the total of all the elements that share some common set of characteristics.
A)True
B)False
Q4) Which of the following is NOT an example of a commonly used probability sampling technique?
A) quota sampling
B) systematic sampling
C) stratified sampling
D) cluster sampling
E) simple random sampling
Q5) Sampling efficiency refers to the trade-off between sampling cost and precision.
A)True
B)False
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Chapter 10: Data Collection and Preparation
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Sample Questions
Q1) Supervision of field workers involves coding of questionnaires.
A)True
B)False
Q2) The assignment of a symbol to represent a specific response to a specific question,along with the data record and column position that symbol will occupy,is called ________.
A) editing
B) coding
C) sampling
D) pretesting
E) selecting
Q3) The final data analysis plan should never differ from the preliminary plan for data analysis.
A)True
B)False
Q4) Validating the interview is recognized as a phase of the interviewing process.
A)True
B)False
Q5) In a short essay,discuss the process of selecting qualified field workers.
Q6) List and discuss the major areas of the fieldwork/data collection process
Page 12
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Chapter 11: Data Analysis: Frequency Distribution,
hypothesis Testing, and Cross-Tabulation
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Sample Questions
Q1) A test of the null hypothesis where the alternative hypothesis is not expressed directionally is called a one-tailed test.
A)True
B)False
Q2) According to the text,the ________ measures the spread of the data.
A) mode
B) median
C) mean
D) range
E) body
Q3) The ________ is the probability of rejecting the null hypothesis when it is false and should be rejected.
A) level of significance
B) z-test
C) test statistic
D) power of a test
E) incidence of difference
Q4) The most common measures of variability are the range and variance.
A)True
B)False
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Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, correlation, and Regression
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Sample Questions
Q1) In a short essay,discuss t-test,the t statistic,and the t distribution.
Q2) For a large sample size,the t distribution approaches the normal distribution.Thus,the t-test and the z-test are equivalent.
A)True
B)False
Q3) In the case of conducting the t-test on the means of two samples of observations,the samples can be ________ or ________.
A) independent; random
B) random; exclusive
C) exclusive; dependent
D) independent; paired
E) set-up; breakdown
Q4) In a short essay,define regression analysis and discuss ways in which regression analysis can be used.
Q5) The t distribution is a symmetric bell-shaped distribution that is useful for small sample testing.
A)True
B)False
Page 14
Q6) In a short essay,discuss multiple regression and the multiple regression model.
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Chapter 13: Report Preparation and Presentation
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Sample Questions
Q1) When writing the final report,the researcher should draw conclusions but should not make recommendations.
A)True
B)False
Q2) Social media can play a crucial role in disseminating the results and the report of a marketing research project but not the decisions made by the company based on the findings.
A)True
B)False
Q3) An excellent check on the clarity of the report is ________.
A) limiting the report to no more than 100 pages
B) limiting the report to 50 pages
C) having 2 people write the report
D) putting it on the web for unsolicited comments
E) having 2 or 3 people who are unfamiliar with the report read the report and give comments
Q4) The client writes a letter of estimation to the researcher before work on the project begins.
A)True
B)False
Page 15
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