Marketing Research
Exam Answer Key
Course Introduction
Marketing Research explores the fundamental principles and techniques used to systematically collect, analyze, and interpret data relevant to marketing decision-making. The course covers topics such as research design, sampling methods, data collection (both qualitative and quantitative), questionnaire development, and data analysis using statistical tools. Students will learn how to identify research problems, design effective research projects, and use research findings to formulate strategic marketing recommendations. Practical case studies and real-world projects enable students to develop hands-on skills in gathering actionable insights that drive successful marketing strategies.
Recommended Textbook
Essentials of Marketing Research 4th Canadian Edition by Joseph F Hair
Available Study Resources on Quizplus
13 Chapters
662 Verified Questions
662 Flashcards
Source URL: https://quizplus.com/study-set/3003
Page 2
Chapter 1: Marketing Research for Managerial Decision Making
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59691
Sample Questions
Q1) In the context of marketing research, which of the following highlights problems and opportunities for marketers that are based on consumers' actual behavior?
A) Deanonymizing data
B) Situation analysis
C) Curbstoning
D) Sugging
E) Ethnography
Answer: E
Q2) While cookies are usually designed to maintain consumer privacy with respect to identity at least, they still nevertheless collect and utilize consumer data.
A)True
B)False
Answer: True
Q3) Subject debriefing means claiming that a survey is for research purposes and then asking for a sale or donation.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Marketing Research Process and Proposais
Available Study Resources on Quizplus for this Chatper
56 Verified Questions
56 Flashcards
Source URL: https://quizplus.com/quiz/59690
Sample Questions
Q1) Procedures such as summary statistics and simple frequency distributions are used while designing and pretesting a questionnaire.
A)True
B)False
Answer: False
Q2) Causal research enables a decision maker to make "If-then" statements about the variables.
A)True
B)False
Answer: True
Q3) While designing a study, a researcher is wondering if she should ask the respondents their age and gender. She is not sure if she would need that information later in the research process. She is trying to _____.
A) determine the correct unit of analysis for her study
B) conduct a situation assessment for her study
C) determine the relevant variables for her study
D) identify the symptoms and underlying problems for her study
E) confirm the information value
Answer: C
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
Available Study Resources on Quizplus for this Chatper
56 Verified Questions
56 Flashcards
Source URL: https://quizplus.com/quiz/59689
Sample Questions
Q1) A(n) _____ hypothesis states that there is a relationship between two variables.
A) null
B) test
C) alternative
D) default
E) limited
Answer: C
Q2) A(n) _____ is an unobservable concept that is measured by a group of related variables.
A) quota
B) construct
C) alternative hypothesis
D) parameter
E) null hypothesis
Answer: B
Q3) Literature reviews can be helpful in identifying appropriate sampling approaches that have been successful in researching similar topics.
A)True
B)False
Answer: True
Page 5
To view all questions and flashcards with answers, click on the resource link above.
Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59688
Sample Questions
Q1) Due to advances in social media technology, social media analytics has fully replaced traditional marketing research methods.
A)True
B)False
Q2) Describe the process of selecting an observation method.
Q3) Unlike purposed communities, private communities are:
A) developed primarily for marketing.
B) developed primarily for research.
C) online social networks.
D) outsourced to a provider.
E) brand communities.
Q4) Quantitative research is most likely to be used when:
A) the objective is to identify new ideas and thoughts for a product.
B) the main goal is to uncover unanticipated findings and reactions.
C) the objective is to understand hidden underlying psychological processes.
D) the objective is to validate relationships and test hypotheses.
E) one has access to small samples.
Q5) What are the main goals of quantitative research?
Q7) Discuss the unique characteristics of observation methods. Page 6
Q6) Explain word association tests and sentence completion tests.
To view all questions and flashcards with answers, click on the resource link above.
Page 7
Chapter 5: Descriptive and Causal Research Designs
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59687
Sample Questions
Q1) Discuss the drawbacks of wireless phone surveys.
Q2) Compared to lab experiments, field experiments:
A) are less realistic.
B) are more controllable.
C) take lesser time to complete.
D) are more expensive to conduct.
E) are more effective in maintaining secrecy.
Q3) Wireless phone surveys are most suitable for research that involves long and/or complex questions and responses.
A)True
B)False
Q4) In the context of selecting the appropriate survey method, budget determinations are frequently much more arbitrary than researchers would prefer.
A)True
B)False
Q5) Wireless phone surveys are declining in use due to the low percentage of wireless phone usage.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 6: Sampling: Theory and Methods
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59686
Sample Questions
Q1) The term "sampling unit" refers to the:
A) target population elements available for selection during a sampling process.
B) identifiable group of elements of interest to a researcher and pertinent to the information problem.
C) complete set of elements identified for investigation.
D) list of all population elements from which a sample is drawn.
E) number of units accidentally left out of a sampling frame.
Q2) In the context of nonprobability sampling methods, judgment sampling is also known as purposive sampling.
A)True
B)False
Q3) If the estimated population standard deviation based on previous studies is 20 percent, the acceptable error is plus or minus 5 percent, and the z-value for a 95 percent level of confidence is 1.96, the needed sample size is approximately: A) 48.
B) 210.
C) 61.
D) 153.
E) 196.
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 7: Measurement and Scaling
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59685
Sample Questions
Q1) What are the requirements of designing measurement scales?
Q2) Constant-sum scales should preferably use more than seven attributes. A)True
B)False
Q3) Which of the following statements is true of leading questions?
A) They introduce bias and often influence the way a respondent answers a question.
B) They include two or more different attributes or issues in the same question, but responses allow respondents to comment on only a single issue.
C) They involve situations where the question contains two negative thoughts in the same question.
D) They involve situations in which the question is worded in a way the respondent is not sure how they are supposed to respond.
E) They involve a situation in which possible responses can be interpreted in a number of ways.
Q4) Discuss the measurement problems associated with the semantic differential scale pole descriptors.
Q5) What are the two factors that drive the use of multiple-item scales in research?
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 8: Designing the Questionnaire
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59684
Sample Questions
Q1) In what ways can a researcher frame "bad questions"?
Q2) Questionnaires should be designed to eliminate or at least minimize response order bias.
A)True
B)False
Q3) Which of the following is true of structured questions?
A) They are very difficult to code.
B) They are used less often in quantitative surveys in comparison to unstructured questions.
C) They are easier for respondents to answer than are unstructured questions.
D) They are often skipped by respondents.
E) They are open-ended questions that enable respondents to reply in their own words.
Q4) The process of implementing a survey is standard whether the survey is self-administered or interviewer-completed.
A)True
B)False
Q5) Questions related to income are considered sensitive in nature.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 9: Qualitative Data Analysis
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59683
Sample Questions
Q1) Researchers need to take care that they select, analyze, and present verbatims that are memorable rather than revealing of patterns in their data.
A)True
B)False
Q2) In the context of qualitative data analysis, a document that lists the different themes or categories for a particular study is called a:
A) vision statement.
B) multiple-item sheet.
C) code sheet.
D) debriefing sheet.
E) memo.
Q3) Member checking and peer review are reported in the methodological section of research reports.
A)True
B)False
Q4) Discuss how the process of tabulation might keep researchers honest.
Q5) Is qualitative analysis inductive? Explain.
Q6) How are reliability and validity viewed in the context of qualitative research?
Q7) Discuss the process of triangulation.
Page 12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 10: Preparing Data for Quantitative Analysis
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59682
Sample Questions
Q1) The first step in error detection is to:
A) reject an error value when it is very large or very small for a particular scaled item on the questionnaire.
B) determine whether the software used for data entry performs "error edit routines" that identify the wrong type of data.
C) categorize the number of errors in two or more questions, thus showing the relationship between those two variables.
D) determine the amount of nonresponse to individual questions.
E) identify the number of respondents who did not answer various questions on the questionnaire.
Q2) Describe the process of data validation.
Q3) In the process of editing responses to open-ended questions, researchers typically fill out the incomplete answers based on their best judgment.
A)True
B)False
Q4) What is the difference between a one-way tabulation and a cross-tabulation?
Q5) Under which of the following conditions are respondents typically recontacted?
Q6) What are the several ways of dealing with missing data?
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 11: Basic Data Analysis for Quantitative Research
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59681
Sample Questions
Q1) In the context of the chi-square test, one solution to small counts in individual cells is to collapse them into fewer cells to get larger counts.
A)True
B)False
Q2) Researchers use analysis of variance to determine the:
A) average distance of distribution values from the mean.
B) distance between the smallest and largest values in a set of responses.
C) statistical difference between three or more means.
D) average value within a distribution.
E) value that appears in a distribution most often.
Q3) When one independent variable is studied across three or more groups, it is referred to as a one-way ANOVA.
A)True
B)False
Q4) If the number of data observations is odd, the median is generally considered to be the average of the first and last values.
A)True
B)False
Q5) What is perceptual mapping?
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 12: Examining Relationships in Quantitative Research
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59680
Sample Questions
Q1) The pattern of covariation around the regression line which is not constant around the regression line and varies in some way when the values change from small to medium and large is known as _____.
A) multiple regression
B) homoskedasticity
C) heteroskedasticity
D) normal distribution
E) constant association
Q2) The smaller the size of the coefficient of determination, the stronger the linear relationship between the two variables being examined.
A)True
B)False
Q3) If a consistent and systematic relationship is not present between two variables, then:
A) a strong association is evident.
B) there is a moderate relationship.
C) an invisible relationship exists.
D) there is no relationship.
E) there is a weak association.
Page 15
To view all questions and flashcards with answers, click on the resource link above.
Chapter 13: Communicating Marketing Research Findings
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59679
Sample Questions
Q1) Reports can be used for comparison purposes.
A)True
B)False
Q2) Which of the following is true of the introduction in a report?
A) It lists specific research objectives and questions the study was designed to answer.
B) It focuses on specific marketing tactics or strategies a client can use to gain a competitive advantage.
C) It summarizes the findings of a research.
D) It indicates the subject of the report and the name of the recipient, along with his or her position and organization.
E) It lists the topics of the report in sequential order.
Q3) In a research report, an appendix lists all the topics of the report in sequential fashion.
A)True
B)False
Q4) Both t-tests and ANOVAs can be displayed on bar charts created in SPSS.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 16