Marketing Research
Exam Answer Key
Course Introduction
Marketing Research is an essential course that introduces students to the systematic process of identifying, collecting, analyzing, and interpreting information to aid marketing decision-making. Through topics such as research design, data collection methods, sampling, survey development, and data analysis, students gain hands-on experience in gathering both qualitative and quantitative data relevant to real-world marketing problems. The course emphasizes the practical application of statistical and analytical tools, ethical considerations in research, and effective communication of research findings to stakeholders, preparing students to make informed marketing strategies based on empirical evidence.
Recommended Textbook
Modern Marketing Research Concepts Methods and Cases 2nd Edition by Fred
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Page 2
M. Feinberg
Chapter 1: The Purpose and Process of Marketing Research
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Sample Questions
Q1) If syndicated research companies collect data through large-scale consumer panels and track what its participants do,buy,and think,then marketing research is playing a role in
A) marketing
B) the firm
C) the marketing research industry
D) in society
Answer: C
Q2) One of the steps in the research process is to process and code data.Coding involves reviewing the data forms as to legibility,consistency,and completeness.
A)True
B)False
Answer: False
Q3) Situations where performance can be improved by a change in activities are A) symptoms
B) performance measures
C) opportunities
D) information needs
Answer: C
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Page 3
Chapter 2: Research Design and Data Sources
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Q1) Exploratory research presupposes that a sound causal model of the marketing system exists in the mind of the decision maker.
A)True
B)False
Answer: False
Q2) Product usage studies describe the proportion of total sales received by both a company and its competitors,in terms of units,volume,and total dollar sales.
A)True
B)False
Answer: False
Q3) Performance monitoring research may involve a special (ad hoc)study or a continuous research program.
A)True
B)False
Answer: True
Q4) The advantage of primary data over secondary data is savings in cost and time.
A)True
B)False
Answer: False
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Chapter 3: Measurement in Marketing Research
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Sample Questions
Q1) Marketing phenomena such as sales,market share,costs,ages,and number of customers possess the properties of a(n)
A) nominal scale
B) ordinal scale
C) interval scale
D) ratio scale
Answer: D
Q2) The primary limitation of the semantic differential scale is the difficulty in composing two adjectives or phrases to anchor the scale that are truly synonyms.
A)True
B)False
Answer: False
Q3) One component of total measurement error is random error,which
A) causes a constant bias in the measurements
B) involves a consistent error in the measuring instrument
C) involves a bias caused by the way sample is selected
D) involves influences that bias measurements, but not in a systematic way
Answer: D
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5
Chapter 4: Causal Designs and Marketing Experiments
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Sample Questions
Q1) In a randomized block design,the dependent variable must be of at least ordinal scale.
A)True
B)False
Q2) Only _______________ can identify causal relationships.
A) descriptive studies
B) field experiments
C) laboratory experiments
D) experimental and quasi-experimental designs
Q3) When researchers wish to control for the effects of two extraneous variables,a _______________ may be used.
A) completely randomized design
B) randomized block design
C) Latin square design
D) either b or c
Q4) In the Latin square (LS)design,each row and column category defines a block situation,which means that each treatment must appear once in each row and once in each column.
A)True
B)False
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Chapter 5: Data Collection: Exploratory and Conclusive Research
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Sample Questions
Q1) When choosing a moderator for a focus group,all of the following key skills should be explicitly checked for <u>except</u>
A) a combination of empathy and firmness
B) permissiveness
C) ability to engage one-on-one with participants
D) creativity
Q2) The advantages of the communication method,as compared to the observation method,are all of the following <u>except</u>
A) respondents willingness to participate
B) higher versatility
C) faster data collection
D) lower cost
Q3) Discuss the group design issues to consider when designing an effective focus group and give typical guidelines where possible.
Q4) Conclusive research involves a systematic and objective process through which a target market is sampled and responses are measured using a structured data collection technique.
A)True
B)False
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Chapter 6: Designing Surveys and Data Collection
Instruments
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Sample Questions
Q1) Several studies suggest that questions that rely on unaided recall can
A) overestimate the actual occurrence of the event
B) underestimate the actual occurrence of the event
C) cause misremembering, i.e. remembering the wrong information
D) be effective if pre-tested with recognition tests
Q2) Which of the following are not among the guidelines for determining question sequence?
A) Arrange questions in logical order.
B) Ask general questions last.
C) Place uninteresting and difficult questions early in sequence to make the rest of the questionnaire seem easier.
D) Use a simple and interesting opening question.
E) both b and c
Q3) From a detailed listing of _______________,the researcher can begin to design the questionnaire
A) the population and respondent group
B) measurement scales and communication media
C) information needs and a clear definition of the respondent group
D) research objectives and sampling plan
Q4) What are the steps for coding of responses to open-ended questions?
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Chapter 7: Sampling
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Sample Questions
Q1) How many sampling cells would be required for a quota sampling based on the following control characteristics?
Age: 18-25,26-40,41-60,and 61+
Income: Less than $20,000,$20,000-$39,999,and $40,000-$59,999.
Education: Less than high school,High School,2-year degree,and 4-year degree
Q2) In _______________ sampling,the researcher selects every kth element in the frame,after a random start somewhere within the first k elements.
A) random
B) systematic
C) area
D) stratified
Q3) All of the following statements are true of the required sample size,<u>except</u> that
A) it varies inversely with the precision desired
B) it varies directly with the estimate of the population standard deviation
C) if varies inversely with the size of the population
D) it varies directly with the desired confidence level
Q4) A properly defined population must be defined in what four terms? Give an example.
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Page 9
Chapter 8: Data Analysis and Statistical Methods:
Univariate and Bivariate Analyses
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Sample Questions
Q1) Outline the steps involved in hypothesis testing.
Q2) The _______________ is an especially important and useful measure when data contain outliers.
A) mean
B) standard deviation
C) mode
D) median
Q3) Given the null hypothesis H<sub>0</sub> : \(\mu\) = 10,what alternative hypothesis would require a two-tailed test?
Q4) To use the chi-square test with the cross-tabulation of nominal data,expected cell sizes should be _______________ or greater.
A) 5
B) 10
C) 18
D) 30
Q5) What is the power of the test and how does it relate to error?
Q6) Describe the difference between descriptive and inferential statistics.
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Q7) Identify and describe the types of error,their associated terminology and symbology,and how they are generally encountered in hypothesis testing.
Chapter 9: Multiple Regression: Modeling Multivariate
Relationships
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Q1) To determine if the fit of a regression equation is larger than the error,the _______________ is used.
A) F-test
B) t-test
C) chi-square
D) significance level
Q2) Describe how transformations can be used to apply linear regression to nonlinear relationships.
Q3) In multiple regression,the intercept is the value of Y when
A) all of the independent variables are 0
B) the dependent variables is 0
C) all of the significant independent variables are set to 1
D) all of the coefficients are set to 1
Q4) One of the limitations of regression is that it can be used only for linear relationships.
A)True
B)False
Q5) The Breusch-Pagan test detects whether data is normally distributed.
A)True
B)False
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Chapter 10: Multivariate Methods of Marketing Research I:
Factor, cluster, and Discriminant Analyses
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Q1) A confusion matrix crosstabulates the distances between discriminant functions to facilitate graphical analysis.
A)True
B)False
Q2) What is a discriminant function,and how does it relate to cluster analysis and segmentation?
Q3) The first thing the clustering routine does is
A) rotate the data orthogonally
B) calculate the communalities
C) calculate the cluster loadings
D) standardize the raw data
Q4) Varimax rotation in factor analysis will tell researchers the optimal number of factors they should have in a data reduction situation.
A)True
B)False
Q5) When is discriminant analysis appropriate?
Q6) When Budweiser Light joins with a cluster,identify all of the other brands already in the cluster it joins.
12
Q7) Discuss the similarities and differences between factor and cluster analyses.
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Chapter 11: Multivariate Methods of Marketing Reseach Ii:
Conjoint Analysis and Multidimensional Scaling
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Sample Questions
Q1) All of the following are among the most frequent applications of MDS<u> except</u>
A) identifying products that are viewed as substitutes for one another
B) identifying the underlying structure of variables
C) identifying salient product attributes perceived by buyers in a market
D) exposing the gaps in a market that can support a new product venture
Q2) It is important to use a "none" or "no choice" option in all choice-based conjoint analysis.
A)True
B)False
Q3) Given the part worths above,should the company produce the long life bulb,the super bright bulb (both of which are described in question #5),or both of the bulbs?
A) the long life bulb
B) the super bright bulb
C) both of the bulbs
D) The answer cannot be determined from this information.
Q4) What method should be used to generate a rank order of each object along each dimension,given rank-ordered input measures.
Q5) What does an adaptive conjoint program do?
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Chapter 12: Advanced Topics, research Frontiers, and Preparing
the Final Report
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Q1) With the Markov chain Monte Carlo method of estimating parameters,the process finds the best fit for each parameter before it moves on to the next parameter.
A)True
B)False
Q2) What is the Heckman model,how does it work,and what is it used for?
Q3) Heterogeneity models go by all of the following names <u>except</u>
A) discrete heterogeneity
B) continuous heterogeneity
C) latent class model
D) Bayesian estimation model
Q4) In terms of selection,which two movies have the highest heterogeneity?
A) Action and Animation
B) Animation and Art
C) Family and Classic
D) Art and Horror
Q5) Which kind of movies are selected the least often?
A) Drama and Comedy
B) Family and Thriller.
C) Family and Thriller
D) Classic and Thriller
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