Marketing Research
Exam Materials
Course Introduction
Marketing Research is an essential course that equips students with the foundational concepts and practical skills needed to design, conduct, and interpret marketing research. The course covers the entire research process, including defining research problems, developing research plans, employing qualitative and quantitative data collection methods, utilizing statistical analysis, and interpreting results to inform marketing decisions. Students will also explore the ethical issues in research and learn how to present findings effectively to guide brand strategy, product development, and promotional activities. Through case studies and hands-on projects, learners gain valuable experience in applying research techniques to real-world marketing challenges.
Recommended Textbook
Basic Marketing Research 7th Edition by Gilbert A. Churchill
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) The owner of Camille's Calendar Company,upon realizing that the main distributors of the calendars produced by the company were limited to small gift shops,posed the following question: Are there promising markets that we have not yet reached? Such a question focuses on which aspect of marketing research?
A)Planning
B)Problem-solving
C)Control
D)Product placement
E)Distributorship selection
Answer: A
Q2) Marketing managers generally focus their efforts on the elements of the marketing mix,which include all of the following EXCEPT:
A)Production
B)Price
C)Promotion
D)Pedestrians
E)Both a and d
Answer: E
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Chapter 2: Gathering Marketing Intelligence: The Systems Approach
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Q1) The thing that most clearly differentiates DSS from MIS is A)data systems.
B)model systems.
C)dialog systems.
D)type of hardware used.
E)cost of installation.
Answer: C
Q2) All of the following are true of the CIO EXCEPT:
A)He or she serves as the liaison between the firm's top management and its information systems department.
B)He or she is much more concerned with the firm's outlook than with daily activities of a department.
C)He or she typically knows more about the business in general than the managers of the information systems department.
D)All of the above statements are true regarding the CIO.
E)All of the above statements are false regarding the CIO.
Answer: D
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Chapter 3: Gathering Marketing Intelligence: The Project Approach
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Q1) Which approach(es)to ethical reasoning focus on the consequences of behavior?
A)The rights approach only
B)Both the rights approach and the utility approach
C)Both the utility approach and the justice approach
D)The utility approach only
E)The justice approach only
Answer: C
Q2) The Transportation Department at University of Houston wishes to determine what type of campus transportation system is preferred by UH's 30,000 undergraduate students.Data is collected from 400 undergraduate students enrolled in one section of Freshman English Literature.What type of sample is being utilized in this project?
A)Stratified sample
B)Nonprobability sample
C)Objective sample
D)Probability sample
E)User sample
Answer: B
Q3) A(n)____________________ is a subset of the population.
Answer: sample
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Chapter 4: Problem Formulation
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Q1) Which of the following statements is FALSE?
A)Under normal circumstances,poor problem formulation can be rescued by more sophisticated statistical analyses.
B)Misdefining the problem / opportunity can produce disastrous results for companies.
C)The best way to avoid researching the wrong problem is to delay the research until the problem is properly defined.
D)A "problem" confronting a company might also be viewed as an opportunity,and vice versa.
E)None of these statements are false;they are all true.
Q2) Which of the following statements about the manager's decision problem is FALSE?
A)The decision problem is the problem/opportunity facing the manager for which marketing research is intended to provide answers.
B)The decision problem takes the manager's perspective.
C)The decision problem should be in the form of a question.
D)Discovery-oriented decision problems typically lead directly to managerial actions.
E)None of these statements are false;they are all true.
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Chapter 5: Types of Research Design and Exploratory Research
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Q1) Benefits of focus groups include
A)ideas that can drop "out of the blue."
B)snowballing of ideas.
C)more spontaneous responses than in one-on-one interviews.
D)easy interpretation of responses.
E)a,b,and c.
Q2) ____________________ methods encourage respondents to reveal their own feelings,thoughts,and behaviors by shifting the focus away from the individual through the use of indirect tasks.
Q3) A literature search most closely resembles which type of research?
A)Causal
B)Exploratory
C)Experimental
D)Descriptive
E)Both b and c.
Q4) Ethnographic methods would be the most appropriate research methodology if the managers of Arm & Hammer Baking Soda wanted some ideas as to different ways customers use Arm & Hammer Baking Soda in their homes?
A)True
B)False
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Chapter 6: Descriptive and Causal Research Designs
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Q1) True longitudinal analysis
A)is concerned with the determination of cause-and-effect relationships.
B)can be performed on any panel.
C)involves a one-time cross-sectional sample of elements from the population of interest.
D)is simply a fact-gathering study.
E)can only be performed using panels that rely on repeated measurements of the same variables.
Q2) Typically,____ experiments have greater internal validity,and ____ experiments have greater external validity.
A)laboratory;field
B)field;laboratory
C)longitudinal;cross-sectional
D)The internal and external validities are usually the same for both types of experiments.
E)Neither internal or external validity is critical for experiments.
Q3) A fixed sample of respondents who are measured repeatedly over time with respect to the same variables is called a(n)____________________ panel.
Q4) Compare and contrast descriptive and causal research designs.
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Chapter 7: Secondary Data
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Q1) Secondary data will NOT
A)provide comparative data for primary data.
B)suggest further data to be collected.
C)be the first data the researcher should examine.
D)help the investigator to better state the problem.
E)always substitute for primary data when only demographic information is needed.
Q2) A source of secondary data that presents data,often in abstracted form,secured from the originator of the data is known as a(n)
A)mediated source.
B)secondary source.
C)third-party source.
D)primary source.
E)abstractive source.
Q3) Which of the following is NOT a potential source of internal secondary data?
A)Cash register receipts
B)Trade magazines
C)Warranty cards
D)Financial records
E)All of the above are potential sources.
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Chapter 8: Standardized Marketing Information Services
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Q1) People meters attempt to measure not only the channel to which the set is tuned,but also who in the household is watching.
A)True
B)False
Q2) The key feature of a diary panel is that a representative group of individuals or households keeps track of purchases or products consumed over a period of time.
A)True B)False
Q3) The majority of retail sales information is based on store audits.
A)True
B)False
Q4) Nielsen's SCANTRACK service DOES NOT allow clients to evaluate the effectiveness of A)short-term promotions.
B)pricing changes.
C)new product introductions.
D)radio advertising.
E)in-store displays.
Q5) The first electronic census took place in ____________________.
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Chapter 9: Collecting Primary Data
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Q1) In the context of marketing research,a consumer's anticipated or planned future behavior is referred to as
A)intention.
B)motivation.
C)goal orientation.
D)need satisfaction.
E)lifestyle.
Q2) Discuss the two basic means of obtaining primary data.
Q3) Which of the following is NOT an example of data collected by communication?
A)Supermarket scanner data
B)Telephone interview data
C)Confidential survey questionnaire data
D)National Purchase Diary data
E)Omnibus panel data
Q4) Which of the following types of primary data can be measured by observation?
A)Attitudes and opinions
B)Motivations and present behavior
C)Gender and present behavior
D)Social class and gender
E)Motivations and intentions
Page 11
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Chapter 10: Collecting Information by Communication
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Questions
Q1) Which of the following is NOT true of depth interviews as opposed to fixed-alternative questions?
A)Take longer to complete.
B)Will require more interviewers.
C)Will allow more respondents to be interviewed.
D)Both b and c.
E)a,b,and c.
Q2) You must conduct research to find out a great deal of information about potential customers.You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research,so you will use
A)in-office personal interviews.
B)in-home personal interviews.
C)focus group interviews.
D)mail questionnaire.
E)observation research.
Q3) Plus-one sampling is a technique employed when gathering research through telephone interviews.
A)True
B)False
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Chapter 11: Collecting Information by Observation
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Q1) Having the employee watch the salad bar usage is actually a(n)____ research design.
A)observation
B)survey
C)experiment
D)causal study
E)None of the above.
Q2) The galvanometer is used to study eye movements while a respondent reads advertising copy.
A)True
B)False
Q3) In indirect observation,the researcher is observing
A)behavior.
B)intentions.
C)results of behavior.
D)consumers,without their knowing it.
E)attitudes.
Q4) Discuss the primary advantage of collecting data via observation as compared to collecting data via communication.
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Chapter 12: Asking Good Questions: Measurement Basics
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Q1) Reliability is necessary,but not sufficient for establishing the validity of a measure.
A)True
B)False
Q2) Theory and hypothetical constructs are not of much practical use unless
A)a diagram can be used to illustrate linkages among the constructs.
B)it has been proven that the concepts really exist.
C)a relationship has been imprecisely stated.
D)they have been tested using empirical research.
E)All of the above.
Q3) Due to a misunderstanding of his instructions,a research assistant consistently entered the upper value of an attitude scale as a "6" instead of a "7" when keypunching data for his boss.This is an example of
A)systematic error.
B)researcher error.
C)random error.
D)scaling error.
E)marginal error.
Q4) The most common instrument used to collect primary data is the
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Chapter 13: Measuring Attitudes and Other Variables
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Q1) The Stapel scale is
A)a modification of the semantic differential that uses bipolar pairs,has numbered points on the scale,and uses 8 scale positions.
B)a modification of the semantic differential that frees the researcher from the need for item analysis.
C)a modification of the semantic differential that is unipolar,has 7 scale positions,and points on the scale are numbered.
D)an eight-point rating scale.
E)unipolar,has 10 scale positions,and points on the scale are numbered.
Q2) Which of the following has NOT been used to measure attitude?
A)Observation of behavior
B)Indirect techniques
C)Physiological reaction
D)Performance of "objective" tasks
E)All of the above have been used to measure attitude.
Q3) Reverse scaling should only be used sparingly.
A)True
B)False
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Chapter 14: Designing the Questionnaire or Observation
Form
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Q1) Which of the following is FALSE?
A)One problem with all questionnaires is that a question and the way it is asked will affect the response.
B)Initial pretests are best done by personal interview even if the survey is to be handled by mail or telephone.
C)Initial pretests are best done by personal interview unless the survey is to be handled by mail.
D)Both a and b.
E)Both a and c.
Q2) The most versatile type of question format used by researchers is the
A)dichotomous question.
B)multiple-choice question.
C)open-ended question.
D)true-false question.
E)multichotomous question.
Q3) There is nothing wrong with the following question: "When your child misbehaves at Toys R Us,do you discipline him/her?"
A)True
B)False
16
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Chapter 15: Developing the Sampling Plan
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Q1) A sample where the respondent provides the names of other potential respondents is called a(n)
A)judgment sample.
B)snowball sample.
C)quota sample.
D)accidental sample.
E)probability sample.
Q2) The interesting thing about confidence intervals established employing stratified sampling is that
A)The within-strata variability does not enter into the calculation of the standard error of estimate.
B)The between-strata variability does not enter into the calculation of the standard error of estimate.
C)Neither the within-strata variability nor the between-strata variability enters into the calculation of the standard error of estimate.
D)The confidence interval is wider than that established employing simple random sampling.
E)The sample mean provides a biased estimate of the population mean.
Q3) Compare and contrast probability and nonprobability sampling.
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Chapter 16: Determining Sample Size
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Q1) Which of the following is(are)a valid reason(s)why a researcher might not want to increase the precision of the estimate?
A)It would increase the standard error.
B)It would increase the required sample size.
C)It could produce a reduction in confidence with respect to accuracy of the estimate.
D)Both b and c.
E)A researcher should always use the most precise estimate.
Q2) The size of the sample required to estimate a population mean is ____ proportional to the ____ of the characteristic in the population.
A)directly,variability
B)inversely,variability
C)inversely,size
D)directly,size
E)uniformly,size
Q3) These three factors are needed to calculate sample size:
Q4) Discuss three factors researchers must take into consideration when determining sample size.
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Chapter 17: Collecting the Data: Nonsampling Errors and
Response Rate Calculation
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Q1) Refusals are a more important source of nonresponse bias than the not-at-home problem in
A)personal interviews.
B)mail surveys.
C)telephone surveys.
D)Both a and b.
E)Not-at-homes are always a more important source of error than refusals.
Q2) Much nonsampling error occurs during "data collection" process in the field.These "data collection" errors may be divided into
A)Data error in;data error out.
B)Noncoverage error and nonrespondent error.
C)Intentional error and office error.
D)Response error and office error.
E)None of the above.
Q3) Nonsampling errors are
A)random.
B)non-random.
C)tend to bias sample statistics.
D)Both b and c.
E)a,b,and c.
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Chapter 18: Data Analysis: Preliminary Steps
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Q1) Coding transforms raw data into ____ that may be ____.
A)secondary data,tabulated
B)symbols,manipulated
C)accessible form,automatically retrieved
D)tables,easily perceived
E)tables,analyzed for relationships between variables
Q2) 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?
Q3) Which of the following is NOT a step in coding open-ended responses?
A)Identify separate responses given by each individual.
B)Specify categories into which the responses can be placed.
C)Place each response into as many categories as possible.
D)Assess the degree of agreement between multiple coders.
E)All of the above are steps in the process of coding open-ended responses.
Q4) ____________________ is the process of transforming raw data into symbols.
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Chapter 19: Data Analysis: Analyzing Individual Variables
and Basics of Hypothesis Testing
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Q1) When a sample mean is compared against a standard for a large sample,which statistic is calculated?
A)t
B)p
C)c<sup>2</sup>
D)s
E)z
Q2) One method of visualizing the estimated distribution of the characteristic in question is to construct a
A)frequency polygon.
B)pie chart.
C)histogram.
D)Both a and c.
E)None of the above.
Q3) A sampling procedure is statistically more efficient than another procedure if,for a given sample size,it results in a larger sampling error.
A)True
B)False
Q4) Discuss the most commonly used descriptive statistics.
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Chapter 20: Data Analysis: Analyzing Multiple Variables
Simultaneously
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Q1) In which of the following situations would it be useful to test for differences between two groups?
A)A retailer wishes to know if customer satisfaction is different between in-store v.online shoppers.
B)A beverage company wants to know if a new beverage concept differs between users v.nonusers of the current brand.
C)A department store wishes to know the differences between online catalogs vs.mail order catalog shoppers.
D)A state university ants to know is there is a significant difference in GPA between undergraduate and graduate students.
E)All of the above situations would benefit from tests for differences between two groups.
Q2) A(n)____________________ is used to derive an equation that relates a single continuous dependent variable to two or more independent variables.
Q3) A statistical technique used with a continuous dependent variable and one or more categorical independent variables is called a(n)____________________.
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Chapter 21: The Research Report
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Q1) The most important part of a written research report is the introduction.
A)True
B)False
Q2) Which of the following is FALSE about charts in the research report?
A)The pie chart is particularly effective in depicting relative size or emphasis in dynamic comparisons.
B)The line chart is a two-dimensional chart that is particularly useful in depicting dynamic relationships such as time-series fluctuations of one or more series.
C)The stratum chart is in some ways a dynamic pie chart in that it can be used to show relative emphasis by sector and how the relative emphasis is changing with time.
D)The stratum chart is essentially a set of line charts whose quantities are aggregated or a total that is disaggregated.
E)A pictogram is a variation of a bar chart.
Q3) A stratum chart is equivalent to a line chart.
A)True
B)False
Q4) Distinguish between a conclusion and a recommendation.
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