Marketing Analytics
Final Exam Questions
Course Introduction
Marketing Analytics explores the methods and tools used to collect, analyze, and interpret data for informed marketing decision-making. The course covers topics such as customer segmentation, predictive modeling, market basket analysis, and performance measurement of marketing campaigns. Students learn how to leverage data-driven insights to optimize marketing strategies, enhance customer experience, and improve ROI. Emphasis is placed on the practical application of statistical and analytical techniques using software tools, preparing students to translate complex data into actionable marketing recommendations.
Recommended Textbook
Basic Marketing Research 9th Edition by Tom J. Brown
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Page 2
Chapter 1: The Role of Marketing Research
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Sample Questions
Q1) Which of the following marketing decisions can be safely made without the benefit of marketing research?
A)Changing the price of a best-selling product
B)Entering a new market
C)Determining which features should be included in a new product
D)Determining how much product to manufacture based on forecasted demand
E)All of these decisions are ideally made with supporting market research.
Answer: E
Q2) ____________ marketing research helps management isolate trouble spots and keep abreast of current operations.
A)Planning
B)Decision-making
C)Problem-solving
D)Performance-monitoring
E)Control
Answer: E
Q3) The Federal Government is the largest producer of marketing facts.
A)True
B)False
Answer: True
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Chapter 2: The Research Process and Ethical Concerns
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Sample Questions
Q1) When a problem goes beyond the scope of regularly-collected internal data,potential sources of existing,external data include which of the following?
A)The government
B)Trade associations
C)Published sources
D)Commercial sources
E)All of these are correct.
Answer: E
Q2) No matter how well you've performed all the previous steps in the research,a project is often no more successful than the ___________.
A)Data Capture
B)Data Analysis
C)Problem Definition
D)survey administration
E)research report
Answer: E
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4
Chapter 3: Problem Formulation
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Sample Questions
Q1) Ideas about possible research problems can come from
A)the client during the process of clarifying the problem.
B)exploratory research.
C)the researcher's experience.
D)All of these are correct.
E)None of these are correct.
Answer: D
Q2) The research request agreement pays little attention to A)research methods.
B)population and subgroups.
C)the way each piece of information will be used.
D)estimates of time and money available to conduct the research.
E)the underlying question confronting the manager.
Answer: A
Q3) A research problem is a restatement of the decision problem in research terms from the researcher's perspective.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Exploratory Research
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Sample Questions
Q1) A projective technique involves the use of a vague hypothesis that an individual is asked to describe,expand upon,or build a structure around.
A)True
B)False
Q2) With any form of exploratory research,the usefulness of a technique for generating insights depends on the _____________ of the analysis.
A)depth and breadth
B)subjectivity and maturity
C)quality and objectivity
D)cost and duration
E)cause and effect
Q3) The time to stop having focus groups is when
A)the research budget has been exhausted.
B)they show diminishing returns.
C)you get definitive answers to your research problem.
D)you've completed five focus groups.
E)All of these are correct.
Q4) Compare and contrast focus and nominal groups
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Chapter 5: Decision Support Systems: Introduction
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Sample Questions
Q1) A marketing _________ is one way of visually presenting relevant marketing information to a manager.
A)guide
B)book
C)control panel
D)dashboard
E)display
Q2) The most significant advantages of primary data is the time and money they can save.
A)True
B)False
Q3) The set of procedures and methods for the regular planned collection,analysis,and presentation of information for use in making marketing decisions.This describes
A)Decision Support Systems
B)Marketing Information Systems
C)Research projects
D)Verbal presentations
E)Written presentations
Q4) Discuss at least four common reasons that have restricted the adoption of a MIS.
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Chapter 6: Decision Support Systems: Working With Big Data
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Q1) Data such as transactional data collected by banks,airlines,and retailers is known as _______ data.
A)structured
B)random
C)collected
D)unstructured
E)big
Q2) The analysis that Major League Baseball uses to create its schedule each year,to optimize stadium commitments,travel,hotel,sponsorships,and other factors is an example of
A)descriptive analysis.
B)prescriptive analysis.
C)chronological analysis.
D)predictive analysis.
E)spatial analysis.
Q3) One way of understanding structured data is as filling rows of data on a spreadsheet.
A)True
B)False
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Chapter 7: Using External Secondary Data
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Sample Questions
Q1) Although old-fashioned store audits are still used in some markets,the vast majority of consumer products in the United States are now tracked via
A)Geographic Information Systems.
B)online diary panels.
C)people meters.
D)scanners.
E)All of these are correct.
Q2) The main concern of the Starch Readership Service is to provide information on the demographic characteristics of a particular publications readership.
A)True
B)False
Q3) The availability of demographic,consumer-behavior,and lifestyle data by arbitrary geographic boundaries that are typically quite small is called geodemography.
A)True
B)False
Q4) The majority of retail sales information is based on store audits.
A)True
B)False
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Chapter 8: Conducting Causal Research
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Sample Questions
Q1) Causal research designs use ____ to establish possible causal relationships.
A)focus groups
B)interviews
C)experiments
D)surveys
E)simulations
Q2) Test marketing is not restricted to testing sales potential of new products or communication efforts;it has been used to examine the effectiveness of almost every element of the marketing mix.
A)True
B)False
Q3) When it comes to establishing causality,a consistent pattern of variation or relationship between two variables is enough to conclude that one caused the other.
A)True
B)False
Q4) A test market in which the company sells the product through normal distribution channels is called a standard test market.
A)True
B)False
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Chapter 9: Collecting Descriptive Primary Data
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Sample Questions
Q1) Which of the following statements about descriptive research is NOT true?
A)Descriptive research can be used to accomplish a wide variety of research objectives.
B)Descriptive data become more useful for solving problems only when the process is guided by one or more specific research problems.
C)Descriptive studies can be considered flexible.
D)A descriptive study design is very different from an exploratory study design.
E)Descriptive studies require a clear specification of the who,what,where,why,and how of the research.
Q2) The main advantage of panels is that they are representative and/or random.
A)True
B)False
Q3) Which of the following can be used to measure knowledge of an advertisement?
A)Unaided recall
B)Aided recall
C)Recognition
D)None of these are correct.
E)All of these are correct.
Q4) Discuss the two basic means of obtaining primary data.
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Chapter 10: Collecting Data by Observation
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Q1) Researchers invite a group of homemakers to a specially designed model home where they are observed by other researchers posing as homemakers who record their conversations with concealed tape recorders.This observation would be characterized as
A)highly structured,contrived setting.
B)unstructured,contrived setting.
C)unstructured,uncontrived setting.
D)structured,uncontrived setting.
E)unstructured,undisguised setting.
Q2) Observational data have the advantage over communication data in which of the following categories?
A)Objectivity,cost,and speed
B)Objectivity and accuracy
C)Objectivity and speed
D)Speed and versatility
E)Cost and versatility
Q3) Structured observation is used for studies in which flexibility is allowed in terms of what is noted and recorded.
A)True
B)False
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Chapter 11: Collecting Data by Communication
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Sample Questions
Q1) With online surveys,the response rate is a good indicator of the quality of the research effort.
A)True
B)False
Q2) Which of the following statements does NOT accurately describe the mail questionnaire?
A)It allows a wide sample to be used.
B)It allows a representative sample to be used.
C)It is a relatively inexpensive means of recruiting respondents.
D)It ensures that the correct person receives and completes the questionnaire.
E)It is more suitable for contacting busy executives than a telephone or personal interview.
Q3) Which of the following are advantages of highly structured questionnaires?
A)They are simple to administer.
B)They are relatively straight forward.
C)There is no need for extensive interviewer training.
D)a,b,and c are correct.
E)None of these are advantages of highly structured questionnaires.
Q4) Compare and contrast the main methods of administering questionnaires.
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Chapter 12: Asking Good Questions
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Sample Questions
Q1) The most common approach to measuring attitudes is to obtain self-reports from respondents.
A)True
B)False
Q2) The notion that equal differences among scores represent equal differences in the amount of the at-tribute possessed by the object applies to ____ scales.
A)nominal
B)ordinal
C)interval
D)ratio
E)interval and ratio
Q3) Which of the following is the most complete description of permissible measures of central tendency for an interval scale?
A)Arithmetic mean,median,mode
B)Geometric mean,mode,median
C)Median,mode
D)Arithmetic mean,geometric mean
E)Mode,arithmetic mean
Q4) Discuss,in detail,the two types of error that may affect measurement scores.
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Chapter 13: Designing the Data Collection Form for Communication Data
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Sample Questions
Q1) Which of the following is FALSE?
A)Multiple-choice questions tend to bias results by the order in which the response alternatives are given.
B)An important advantage of open-ended questions is that respondents may answer them in their own words and are not limited to a set of alternative answers.
C)Because respondents are able to better clarify their answers with open-ended questions than with other types of questions,the results can be more easily coded by the researcher.
D)All of these are false.
E)None of these are false.
Q2) Item nonresponse refers to
A)deception on the part of a respondent.
B)the respondent refusing to answer a question.
C)the respondent incorrectly answering a question.
D)deception on the part of the researcher.
E)poor phrasing of a question.
Q3) Sensitive questions should always be put first in a questionnaire.
A)True
B)False
Page 15
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Chapter 14: Developing the Sampling Plan
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Q1) Jane Doe wants to administer a short survey on "student driving habits" to a representative sample of students at the local university.She secured a list of students from the student directory.She as-signed each student a unique number and then used a random number table to select her sample.Jane Doe is most likely using a
A)quota sample technique.
B)probability sampling technique.
C)cluster sample technique.
D)statistical inference.
E)judgment sampling technique.
Q2) Which of the following types of probability samples does not require a complete list of population elements by name in order to draw the sample?
A)Stratified sample
B)Systematic sample
C)Simple random sample
D)Cluster sample
E)Quota sample
Q3) Many online panels in use today are essentially large quota samples.
A)True
B)False
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Page 16
Chapter 15: Data Collection: Types of Error and Response
Rate Calculation
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Sample Questions
Q1) Which of the following is TRUE?
A)Short surveys are more likely to be completed than are long surveys.
B)Hand-addressed envelopes may increase response rates.
C)Respondents are more likely to open an envelope that has been stamped rather than one that has been sent through a postage meter.
D)None of these are true.
E)All of these are true.
Q2) Noncoverage error arises because of a failure to include some part of the defined population in the sampling frame.
A)True
B)False
Q3) Effective strategy(ies)to increase initial response rates is (are)
A)asking respondents to complete a simple task at the beginning.
B)offering respondents money for cooperation.
C)using a good quota sampling plan.
D)asking respondents to complete a simple task at the beginning and offering money for cooperation.
E)All of these are correct.
Q4) Discuss at least five (5)ways in which response rates might be improved.
Page 17
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Chapter 16: Data Preparation for Analysis
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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) The main aim of editing is to
A)ensure that the analysis is valid.
B)establish minimum quality standards for the raw data.
C)establish a balance between costs and accuracy.
D)establish codes for the raw data.
E)impose maximum quality standards on the raw data.
Q3) Which of the following are valid software applications an analyst might use to build the data file?
A)Word processing software
B)Database software
C)Spreadsheet software
D)Statistical packages such as SPSS
E)All of these are correct.
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Chapter 17: Analysis and Interpretation: Individual Variables
Independently
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Sample Questions
Q1) Which of the following statements concerning confidence intervals is FALSE?
A)A confidence interval can be inferred when a probabilistic sample is drawn.
B)A confidence interval is produced by calculating the degree of nonsampling error for the particular statistic.
C)Precision can be increased by increasing sample size or decreasing the confidence level.
D)A narrower confidence interval can be obtained by increasing the sample size.
E)A narrower confidence interval can be obtained by decreasing the degree of confidence desired.
Q2) The median is the most commonly calculated statistic for both interval- and ratio-level measures.
A)True
B)False
Q3) A histogram is a form of bar chart that is based on information from a frequency count.
A)True
B)False
Q4) Discuss the most commonly used descriptive statistics.
Page 19
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Chapter 18: Analysis and Interpretation: Multiple Variables
Simultaneously
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Q1) Suppose you were given an example of running a chi-square test using SPSS.The output shows a "Pearson Chi-Square" value of 82.123,df = 3 and the Asymp.Sig.= 0.000.This means
A)there is a significant association.
B)there is no significant association.
C)the difference is associative.
D)the means are not equal.
E)the variances are equal.
Q2) Which of the following statements about regression/correlation analysis is FALSE?
A)Correlation analysis involves the measurement of the closeness of the relationship between two or more variables.
B)Regression analysis involves the derivation of an equation that relates the criterion variable to one or more predictor variables.
C)Regression analysis can establish the causal relationship between two or more variables.
D)The regression line minimizes the sum of the squared deviations about the line.
E)It is much more common to conduct regression analyses using a computer.
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Chapter 19: The Oral Research Presentation
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Sample Questions
Q1) The best way to display a trend in a research presentation is through the use of a A)pie chart.
B)line chart.
C)pictograph.
D)bar chart.
E)histogram.
Q2) Pie charts are useful for
A)illustrating time-series data.
B)emphasizing dynamic relationships between two or more variables.
C)depicting relative size.
D)illustrating trend relationships.
E)depicting the relative growth in magnitude of a variable over time.
Q3) The main difference between the two popular forms of organizing an oral report are where the conclusions are introduced.
A)True
B)False
Q4) The bar chart serves in some ways as a dynamic pie chart.
A)True
B)False
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Chapter 20: The Written Research Report
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Sample Questions
Q1) Which of the following should NOT be placed in the appendix of the written research report?
A)A copy of the data collection form
B)Detailed calculations of test statistics
C)Detailed calculations used to determine sample size
D)Source tables for summary tables found in the body of the report
E)The formal statements of the research hypotheses
Q2) Tables,charts,and exhibits of other kinds can't replace text completely.
A)True
B)False
Q3) The appendix usually contains the most technically oriented material in the report. A)True
B)False
Q4) An incomplete report probably means that you'll have to write supplementary reports.
A)True
B)False
Q5) Distinguish between a conclusion and a recommendation.
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