Marketing Research Exam Preparation Guide
Course Introduction
Marketing Research is a comprehensive course designed to introduce students to the fundamental principles and methods used to collect, analyze, and interpret data relevant to marketing decisions. The course covers the research process from problem definition and research design to sampling techniques, data collection methods, and analytical tools. Students will learn how to develop research proposals, design effective surveys, conduct focus groups, and interpret statistical findings to guide strategic marketing actions. Case studies and hands-on projects enable students to apply theoretical concepts to real-world business challenges, preparing them for roles that demand evidence-based decision-making in contemporary marketing environments.
Recommended Textbook Essentials of Marketing Research 2nd Edition by Jr
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Chapter 1: Marketing Research for Managerial Decision Making
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Sample Questions
Q1) A market researcher is conducting a product portfolio analysis. This process would help the marketing manager do all of the following, EXCEPT:
A)changing or deleting product lines.
B)determining retail channels for the company's product portfolio.
C)examining if customers are satisfied with the company's offerings.
D)brand repositioning and new product introductions.
E)determining service quality.
Answer: B
Q2) When Cheetos became the first major brand of snack foods to be made and marketed in China, product taste tests revealed that the traditional cheese-flavored corn puffs did not appeal to Chinese consumers. This is an example of:
A)pricing strategy research.
B)perceptual mapping research.
C)positioning research.
D)competition analysis.
E)new-product planning research.
Answer: E
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3
Chapter 2: The Marketing Research Process and Proposals
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Q1) Symphony, a market research firm has formed a team to study a problem. In order to familiarize with the overall complexity of the problem, the market research team decides to gather and synthesize background information including events and factors that led to the current problem. This research team is engaged in doing a(n):
A)situation analysis.
B)symptomatic analysis.
C)unit of analysis.
D)pre-screening analysis.
E)screen-test analysis.
Answer: A
Q2) The research report must be written in a technical, research-oriented fashion, so that the statistical sophistication of the analysis can be highlighted.
A)True
B)False
Answer: False
Q3) Secondary data is also called "off-the-shelf" research studies.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Secondary Data, Literature Reviews, and Hypotheses
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Q1) One can use literature review to identify appropriate sampling approaches that have been successful in studying similar topics.
A)True
B)False
Answer: True
Q2) The end result of conceptualization is a visual display of hypothesized relationships. A)True
B)False
Answer: True
Q3) What are the objectives of doing a literature review?
Answer: A literature review is a comprehensive examination of available secondary information related to your research topic. It provides background information for the current study; clarifies thinking about the research problem and questions; reveals if information already exists to answer the research questions; defines important constructs of interest to the study; and identifies appropriate statistical and methodological approaches.
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Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Q1) Quantitative research methods are characterized by:
A)small samples.
B)unstructured questions.
C)subjective analyses.
D)preliminary insights.
E)descriptive and casual designs.
Q2) The nonparticipant observation method cannot be used to obtain information on attitudes, preferences, beliefs, emotions and similar information.
A)True
B)False
Q3) Observations conducted for a formal research study can either be structured or unstructured.
A)True
B)False
Q4) Use of more than 10 groups in a focus group study seldom uncovers new information on the same topic.
A)True
B)False
Page 6
Q5) Discuss the major benefits and limitations of observation data.
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Chapter 5: Descriptive and Causal Research Designs
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Q1) Why is it uncommon for marketing researchers to call people on their cell phones?
Q2) A retailer is interested in studying the effect of in-store promotions on the amount of money people spend during a store visit. Which of the following will NOT be considered an extraneous variable for this study?
A)The mood of the shoppers as they enter the store.
B)The average amount of money spent by shoppers in the store.
C)The number of kids under the age of two that accompany an adult shopper.
D)The day of the week / month when the study is conducted.
E)The air temperature outside the store.
Q3) Which of the following is NOT an advantage of Computer-Assisted Telephone Interviews (CATI)?
A)You can interview even those people who do not have access to a computer.
B)You can stop in the middle of an interview and complete it at a later time.
C)It eliminates the need of separate data entry tasks.
D)The program can automatically skip questions that are not relevant to a particular respondent.
E)The computer can allow the respondent to call back later to complete the interview.
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Chapter 6: Sampling: Theory and Methods
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Q1) Toyota Corporation is interested in determining the satisfaction of Lexus users. Instead of sampling the entire population of car owners, Toyota samples those who owned a Lexus. Toyota is drawing its sample from a:
A)sampling unit.
B)defined target population.
C)designated sampling population.
D)subset relevant population.
E)full-set relevant population.
Q2) When a market researcher asks if a project will be international, national, or regional in nature, the researcher is trying to determine:
A)time frame requirements.
B)degree of accuracy.
C)scope of the research.
D)availability of resources.
E)research objectives.
Q3) Cluster sampling is an example of a nonprobability sampling method.
A)True
B)False
Q4) List the steps to be followed in developing a sampling plan.
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Chapter 7: Measurement and Scaling
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Q1) Which one of the following statements about constructs is false?
A)Constructs are not directly observable.
B)Measurement of constructs is direct in nature.
C)Customer satisfaction is an example of a construct.
D)Constructs are made up of a combination of several related indicator variables.
E)Construct development begins with an accurate definition of the purpose of the study and the research problem.
Q2) What are the two factors that drive the use of multi-item scales in research?
Q3) What type of a scale asks the respondent to state his / her agreement or disagreement with a series of statements about a specific brand in terms of a five-point scale ranging from strongly agree to strongly disagree?
A)Likert scale
B)Semantic differential scale
C)Paired-comparison scale
D)Constant sum scale
E)Numerical scale
Q4) Consumer decisions often involve comparisons or trade-offs. What kinds of scales capture these traits most effectively?
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Chapter 8: Designing the Questionnaire
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Q1) Asking questions in the general-to-specific order reduces the potential for sequence bias.
A)True
B)False
Q2) "Do you live in a rented apartment? If not, please ignore question 10 and proceed."
This is an example of a:
A)instructive question.
B)directive question.
C)loaded question.
D)leading question.
E)skip question.
Q3) A researcher is in the process of putting together a blueprint for training people to complete the interviewing process in a consistent fashion. The researcher is most likely developing a:
A)supervisor instruction form.
B)respondent instruction form.
C)interviewer instructions.
D)screening form.
E)quota sheet.
Q4) In what ways can a researcher frame "bad questions?"
Page 10
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Chapter 9: Qualitative Data Analysis
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Q1) While preparing a data display for a qualitative study, a researcher displays consumers' taxonomies of products. This display can be most effectively shown with the help of a:
A)causal diagram.
B)tree display.
C)consensus map.
D)checklist.
E)recursive diagram.
Q2) Instead of outlining a hypothesis, a researcher decides to look at the data and then come up with a hypothesized relationship. This process of deducing themes and patterns as one goes through the data is indicative of a(n):
A)predictive analysis.
B)deductive analysis.
C)inductive analysis.
D)selective analysis.
E)reductive analysis.
Q3) What is inductive analysis? Is qualitative analysis completely inductive? Explain.
Q4) How is reliability and validity viewed in the context of qualitative research?
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Chapter 10: Preparing Data for Quantitative Analysis
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Q1) If a researcher makes a subjective judgment about classifying a response into a predefined category, the researcher is working on which aspect of the data editing process?
A)Courtesy and respect
B)Accurate recording of answer
C)Correct screening questions
D)Reponses to open-ended items
E)Probing for a deeper response
Q2) Which of the following measures is an indicator of how similar or dissimilar the numbers are in the set of responses?
A)Cross-tabulations
B)Mean
C)Median
D)Mode
E)Standard deviation
Q3) In assigning numerical values to questionnaires, normally a four-digit code is used if there are fewer than 1000 questionnaires.
A)True
B)False
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Chapter 11: Basic Data Analysis for Quantitative Research
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Q1) When one independent variable is studied across three or more groups, this is known as a one-way ANOVA.
A)True
B)False
Q2) Discuss how standard deviation is a more comprehensive measure of dispersion than range.
Q3) The purpose of inferential statistics is to make a determination about a population on the basis of a sample from that population.
A)True
B)False
Q4) Univariate statistics uses only one variable at a time to generalize about a population from a sample.
A)True
B)False
Q5) If the means of two groups are same, then the underlying distributions of the two groups must also be the same.
A)True
B)False
Q6) When would you use ANOVA instead of a chi-square test?
Page 13
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Chapter 12: Examining Relationships in Quantitative Research
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Q1) Discuss the problem of multicollinearity encountered in multiple regression analysis.
Q2) In multiple regression, the value of beta coefficient can never be greater than 1.
A)True
B)False
Q3) Given the more complex nature of curvilinear relationships, marketers prefer working with curvilinear rather than linear relationships.
A)True
B)False
Q4) Discuss the relationship between the Pearson correlation coefficient and the coefficient of determination.
Q5) r S1U1P12S1S1P0 describes the amount of variation in the dependent variable that is associated with the variation in the independent variable.
A)True B)False
Q6) Covariation refers to the direction of the relationship between two variables. A)True
B)False
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Chapter 13: Communicating Marketing Research Findings
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Q1) Researchers should avoid using statistical methods unless they are essential to derive meaning from the data.
A)True
B)False
Q2) All of the following statements about inclusion of all digits past the decimal point in reporting results are true, EXCEPT:
A)digits past the decimal point add to the precision of the findings and should be included.
B)digits past the decimal point are generally removed from marketing research reports.
C)extra digits create clutter.
D)given sampling errors, carrying percentages out past decimal point is misleading.
E)researcher cannot estimate the results with the degree of precision the extra decimal points imply.
Q3) Recommendations are generated by critical thinking.
A)True
B)False
Q4) Discuss the role of the Introduction section in a written research report.
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