Marketing Research Exam Preparation Guide
Course Introduction
Marketing Research is a comprehensive course that introduces students to the fundamental principles and practices involved in gathering, analyzing, and interpreting data relevant to marketing decision-making. The course covers the research process from problem formulation and research design to data collection, statistical analysis, and presentation of findings. Students learn how to apply both qualitative and quantitative methods, including surveys, focus groups, observations, and experimental techniques, to understand consumer behavior, evaluate market opportunities, and assess the effectiveness of marketing strategies. Emphasis is placed on translating research insights into actionable marketing decisions while considering ethical issues and the challenges of conducting research in a dynamic business environment.
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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Q1) Acme Corporation has identified several new market opportunities but has limited funds to invest and therefore cannot pursue them all.Which function of market research will it conduct to identify the most promising opportunities?
A)Planning
B)Decision making
C)Problem solving
D)Performance monitoring
E)Control Answer: A
Q2) About $35.00 is spent on research each year for every American man,woman,and child.
A)True
B)False Answer: True
Q3) The basic purpose of marketing research is to help develop new products.
A)True
B)False
Answer: False
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Chapter 2: The Research Process and Ethical Concerns
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Q1) The Taco Hacienda chain of fast food restaurants has clearly defined the decision problem it will address in a marketing research project.As it prepares for the Data Capture phase of the project,a good first place to look for data might be
A)from a primary Data Capture initiative,such as a customer survey.
B)from an external source,such as the Fast Food Franchise Association.
C)from the corporate Decision Support System.
D)All of these are appropriate places to begin the Data Capture effort.
E)None of these are appropriate places to begin the Data Capture effort.
Answer: C
Q2) What type of data was collected for another purpose but can be used to address a current problem?
A)Primary data
B)Tangential data
C)Secondary data
D)Auxiliary data
E)Random data
Answer: C
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4
Chapter 3: Problem Formulation
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Q1) Problem formulation involves more science than art and must be approached with great care.
A)True
B)False
Answer: False
Q2) It is better to address one or two research problems fully than to try to tackle multiple issues and do a half-baked job on each.
A)True
B)False
Answer: True
Q3) If possible,researchers should attempt to conduct strategy-oriented research.
A)True
B)False
Answer: True
Q4) The best way to avoid the trap of researching the wrong problem is to wait until the problem is properly defined.
A)True
B)False
Answer: True
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Chapter 4: Exploratory Research
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Q1) In case analysis,cases that reflect extremes of behavior are bad candidates for study.
A)True
B)False
Q2) Which of the following best represents the objective of the moderator in conducting a focus group?
A)Strictly following the moderator's guidebook
B)Allowing for a free-flow of ideas that are unrestricted and therefore more conducive to creativity
C)Striking a balance between stimulating natural discussions while ensuring the group does not wander too far from the topic
D)To include as many people as possible in a particular group;this enables the results to be more representative
E)The moderator must be completely unfamiliar with the purpose of the research.
Q3) 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
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6
Chapter 5: Decision Support Systems: Introduction
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Q1) Data systems most commonly hold information relating to
A)existing customers.
B)prospective customers.
C)competitors.
D)suppliers.
E)All of these may be held in a data system.
Q2) The data system for a Decisions Support System (DSS)would hold data from
A)a standard source in a standard form.
B)a standard source in a variety of forms.
C)a variety of sources in a standard form.
D)a variety of sources in a variety of forms.
E)None of these are correct.
Q3) Which of the following is a general rule of marketing research data sources?
A)Secondary data should only be used when it is impossible to collect primary data.
B)Primary data should always be collected.
C)Look for secondary prior to collecting primary data.
D)Primary AND secondary data should always be used.
E)None of these statements are true.
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) Omni-channel retailing recognizes that sources of transaction data that provide purchase insights are available from
A)brick-and-mortar.
B)e-commerce.
C)mobile.
D)in-store pickup.
E)Omni-channel retailing could include transaction data from all of the above.
Q2) Taking multiple,random samples from an existing data set and running thousands of "what if" analyses,each with different assumptions about market conditions and other marketplace dynamics,is an example of which of the following?
A)Regression analysis
B)Trend analysis
C)Time series analysis
D)Simulation analysis
E)Spectral analysis
Q3) One of the key challenges of Big Data integration is the ability to merge unstructured and structured data.
A)True
B)False
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Chapter 7: Using External Secondary Data
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Sample Questions
Q1) Suppliers of industrial goods advertise most heavily in A)catalogs.
B)trade publications.
C)academic journals.
D)newspapers.
E)industrial magazines.
Q2) As it stands today,achieving a complete,single-source data system would
A)require augmenting secondary data on things like media exposure and purchase behavior.
B)combine the above with primary data on consumer knowledge,attitudes,motivations,information search,post-purchase reaction,etc.
C)be cost prohibitive to collect,even if relevant data could be identified.
D)All of these are correct.
E)None of theseare correct.
Q3) No existing system captures all the data that marketers would like to tie to particular consumers or households.
A)True
B)False
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9
Chapter 8: Conducting Causal Research
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Q1) Compare and contrast descriptive and causal research designs.
Q2) The three major considerations in test marketing are cost,time,and control.
A)True
B)False
Q3) A college conducts a study to provide them with information such as which states/countries their students are from,what their students' major career interests are,the average number of hours worked by their students,what new campus activities the students would most prefer,and so on.What type of research design would the college be using?
A)Exploratory
B)Basic
C)Descriptive
D)Causal
E)Laboratory experiment
Q4) Typical examples of control problems associated with test marketing are
A)the lack of cooperation of retailers.
B)over-attention to in-store conditions,such as always-stocked shelves.
C)attempts by competitors to sabotage test market results.
D)None of these are correct.
E)All of these are correct.
Page 10
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Chapter 9: Collecting Descriptive Primary Data
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Q1) If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product,the researcher should focus on measuring
A)motivation.
B)intention.
C)behavioral goals.
D)attitude.
E)personality.
Q2) One of the common indices used to measure the short-term success and impact of an ad is "day after recall".
A)True
B)False
Q3) Researchers typically use descriptive research for which of the following purposes?
A)To describe the characteristics of certain group
B)To determine the proportion of people who behave in a certain way
C)To make specific predictions
D)All of these are correct.
E)None 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) The observation method of data collection has the general advantages of versatility,speed,and cost.
A)True
B)False
Q2) Which of the following is NOT an advantage of voice-pitch analysis over other physiological reaction measurement techniques?
A)Measures the direction of the subject's feeling
B)Relatively less time consuming to use
C)Requires sophisticated computer equipment
D)Relatively less expensive to use
E)Does not require physical connection to the subject
Q3) When disguise has involved an active deception of consumers,it is necessary to
A)tell them that they have been misled.
B)explain why the deception was necessary.
C)provide a general overview of the purpose of the project.
D)All of these are correct.
E)None of these are correct.
Q4) Discuss the primary advantage of collecting data via observation as compared to collecting data via communication.
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Chapter 11: Collecting Data by Communication
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Q1) The use of disguised communication to gather primary research data can
A)involve active deception.
B)help eliminate response bias.
C)hide the purpose or sponsor of the study.
D)create a more natural environment in which to collect data from individuals.
E)All of these are correct.
Q2) Which of the following is FALSE?
A)Sampling control concerns the researcher's ability to direct the inquiry to a designated respondent and to get the desired cooperation from that respondent.
B)Random digit dialing and "Plus-One" sampling are both attempts at overcoming the sampling bias of unlisted numbers.
C)The heads of households with unlisted telephone numbers are less likely to be employed in an unskilled or semi-skilled job than heads of households with listed telephone numbers.
D)All of these are false.
E)None of these are false.
Q3) Compare and contrast the main methods of administering questionnaires.
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Chapter 12: Asking Good Questions
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Q1) The first step in developing a measure of marketing constructs is to A)generate sample items.
B)purify the measure.
C)assess validity.
D)specify the domain of the construct.
E)collect data.
Q2) If a respondent says his income is "Over $100,000 per annum" when,in fact,it is "$50,000 per annum",the difference between the true and actual measurement of income in this case could be said to be LACK of A)reliability.
B)validity.
C)All of these are correct.
D)None of these are correct.
E)nominal scaling.
Q3) Any scale or other measurement instrument that actually measures what it was intended to measure is said to have reliability.
A)True
B)False
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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Q1) Which of the following is TRUE?
A)In forming a question for a questionnaire,a question should be worded so as to secure an answer with only the required detail,not so as to generate additional information.
B)It is wise to break one question into two when different frames of reference could be used by the respondent.
C)The open-ended question is often employed as the beginning question in that it can provide insight into the respondent's frame of reference.
D)When determining if the individual has the necessary information,the researcher should take into account how important the event was likely to be to the individual and how long ago it took place.
E)All of these are correct.
Q2) A question that cues the respondent to the desired answer is A)leading.
B)double-barrelled.
C)multichotomous.
D)dichotomous.
E)open-ended.
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Chapter 14: Developing the Sampling Plan
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Q1) Quota samples are typically selected so that the distribution of a characteristic in the sample matches the distribution of that same characteristic in the population.With respect to the representativeness of quota samples,it can thus be said that
A)a quota sample may be very far off the mark with respect to other important characteristics likely to influence the result but which were not used as controls when selecting the sample.
B)the fact that the distribution of the characteristic in the sample parallels the distribution in the population does not guarantee that the sample is representative.
C)Neither of these are correct.
D)Both of these are correct.
Q2) A researcher divides the population of the purchasers of Brand X into heavy and light users.He then chooses a random sample independently from each group.This is an example of ____ sampling.
A)nonprobability
B)random
C)judgmental
D)stratified
E)quota
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Chapter 15: Data Collection: Types of Error and Response
Rate Calculation
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Q1) Which of the following does NOT lead to response bias?
A)Errors in asking questions
B)Errors in recording answers
C)Errors in probing when additional information is required
D)Errors due to cheating
E)A poorly specified sampling frame
Q2) Which of the following are office errors?
A)Not-at-homes
B)Refusals
C)Interviewer cheating
D)Coding
E)Response errors
Q3) Which of the following is FALSE?
A)The main sources of nonresponse bias are not-at-homes and refusals.
B)The type of incentive used to reduce nonresponse may create another potential bias.
C)Technological advancements have helped researchers overcome the not-at-home problem.
D)Using incentives to reduce the nonresponse rate may inflate response errors.
E)Not-at-homes and refusals are both sources of error in telephone surveys.
Page 17
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Chapter 16: Data Preparation for Analysis
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Q1) 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.
Q2) Optical scanning uses scanner technology to "read" responses on paper surveys and then stores these responses in a data file.
A)True
B)False
Q3) Multiple coders are recommended for all of the following reasons EXCEPT:
A)The use of multiple coders can shorten the amount of time it takes to code.
B)Multiple coders can help reduce bias in the interpretation of different responses.
C)Results can easily be compared to ensure agreement among coders.
D)The use of multiple coders makes the coding process less expensive.
E)All of these are legitimate reasons for using multiple coders.
Q4) The most difficult questions to code are questions using the Likert scales.
A)True
B)False
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Chapter 17: Analysis and Interpretation: Individual Variables
Independently
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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)|2
D)s
E)z
Q2) The median is the most commonly calculated statistic for both interval- and ratio-level measures.
A)True
B)False
Q3) The more confidence we want to have in the interval estimate,the larger the sample size should be.
A)True
B)False
Q4) An outlier is an observation so different from the rest of the observations that the analyst chooses to treat it as a special case.
A)True
B)False
Page 19
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Chapter 18: Analysis and Interpretation: Multiple Variables
Simultaneously
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Q1) When comparing the independent samples t-test for means and the paired sample t-test for means,one is for A)univariate analysis while the other is for multivariate analysis. B)small sample sizes while the other is for large sample sizes. C)continuous variables while the other is for categorical variables. D)measures from separate groups while the other is for measures from the same group.
E)All of these are correct.
Q2) Correlation analysis,along with other mathematical procedures,can be used to establish causality.
A)True
B)False
Q3) If the F-value in ANOVA produces a significantly high p-value (a.k.a."Sig." in SPSS)of 0.11 or more,then it is appropriate to proceed with a post-hoc test (e.g.,Duncan).
A)True
B)False
Q4) Compare and contrast the use of analysis of variance (ANOVA)versus conducting a series of t-tests to examine differences across groups.
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Chapter 19: The Oral Research Presentation
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Q1) An analyst wishes to emphasize the magnitude (in dollars)of sales generated by each of three brands for the year ending December 31,2012 as well as the relative sales of each brand.Which of the following is the most appropriate chart for this purpose?
A)Stacked line chart
B)Aggregate pie chart
C)Histogram
D)One-scale bar chart
E)Line chart
Q2) An analyst wishes to combine the information illustrated by six annual pie charts of market share for four categories of automobile manufacturers.Which of the following is the most appropriate chart for this purpose?
A)Stacked line chart
B)One-scale bar chart
C)Histogram
D)Aggregate pie chart
E)Line chart
Q3) Pie charts are useful for illustrating trend relationships.
A)True
B)False
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Chapter 20: The Written Research Report
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Q1) Tables,charts,and exhibits of other kinds can't replace text completely.
A)True
B)False
Q2) Which of the following is TRUE?
A)In general,the amount of detail contained in the research report should be inversely proportional to the amount of direct control the user can exercise over the areas under discussion.
B)A good rule of thumb in report writing is to include all those findings that might be of interest to the reader.
C)One particularly helpful technique for securing conciseness in a research report is to read the draft aloud.
D)The true summary is an abstract of the whole report in which everything is restated in condensed form.
E)The writer must make a trade-off between completeness and conciseness.
Q3) Results that are interesting but irrelevant in terms of specific research problems should be omitted.
A)True
B)False
Q4) Distinguish between a conclusion and a recommendation.
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