Marketing Research Exam Solutions
Course Introduction
Marketing Research introduces students to the fundamental principles and techniques used to gather, analyze, and interpret data relevant to marketing decision-making. The course covers the entire marketing research process, including problem definition, research design, data collection methods (qualitative and quantitative), sampling, data analysis, and reporting of findings. By engaging in practical projects and case studies, students develop skills in questionnaire design, use of research tools, and interpretation of market data to support strategic business decisions. This course prepares students to critically assess research studies and effectively translate research insights into actionable marketing strategies.
Recommended Textbook
MR2 2nd Edition by Tom J. Brown
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14 Chapters
810 Verified Questions
810 Flashcards
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Page 2
Chapter 1: Marketing Research: From Data to Information to Action
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29 Verified Questions
29 Flashcards
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Sample Questions
Q1) ____________________ research is not custom designed for a particular client, but is designed and collected by the research company and sold to multiple clients.
Answer: Syndicated
Q2) Discuss the four main stages in the market research process.
Answer: The main stages in the marketing research process are (1) Falseormulating the research problem
(2) determining the research design
(3) analyzing and interpreting data (4) preparing the research report.
Q3) Which of the following phases of the information-management process is NOT part of the marketing research process?
A) The specification of what information is needed.
B) The collection of the information.
C) The analysis of the information.
D) The use of the analyzed information.
E) The interpretation of the information.
Answer: D
Q4) Descriptive and causal research are also known as ____________________.
Answer: quantative research
3
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Chapter 2: The Research Question: Formulation of the Problem
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Sample Questions
Q1) Research problems might arise from:
A) unanticipated change in the marketing environment.
B) a firm's planned change of a marketing variable.
C) customer complaint letters and salepeople's reports.
D) both a and
E) a, b and c.
Answer: E
Q2) A document that describes, as specifically as possible, the nature of the problem for which research is sought and that asks providers to offer proposals, including cost estimates, about how they would perform a job is called a(n)
Answer: request Falseor proposal
Q3) A store manager seeking to discover why store revenues have fallen in the past two months is faced with:
A) a discovery-oriented decision problem
B) normal thinking
C) a strategy-oriented decision problem
D) serendipity
E) none of the above.
Answer: A
Page 4
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Chapter 3: Exploratory, Descriptive, and Causal Research Designs
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Sample Questions
Q1) S.C. Johnson has developed, "Pledge wipes", an ingenious twist on their widely available wood cleaner Pledge. The marketing manager wishes to test market the new product, but he is hesitant to do so because other manufacturers of home cleaning products could easily duplicate S.C. Johnson's modification. He opts for test marketing by showing some consumers the new wipes and asking them to rate the product's features. This is a(n):
A) controlled test market.
B) standard test market.
C) simulated test market.
D) electronic test market.
E) None of the above.
Answer: C
Q2) A difficulty inherent in the focus group research technique is:
A) results are often hard to interpret.
B) discussions tend to exhibit the "snowball effect."
C) ideas often appear "out of the blue."
D) participants can become so involved that they expose their personal feelings. E) responses are often less conventional than in more structured settings.
Answer: A
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Chapter 4: Collecting Secondary Data from Inside and
Outside the Organization
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Sample Questions
Q1) A mink coat retailer wishes to locate in cities that may offer good market potential for their coats. They need cities with average incomes exceeding $85,000. However, the secondary information source they find has an income category of $70,000 to $100,000. This represents a major disadvantage of secondary data, which is:
A) different units of measurement.
B) different class definition.
C) out of date data.
D) data having high credibility.
E) Both a and b.
Q2) Which of the following is FALSE?
A) One useful source of internal secondary data is prior marketing research studies on related topics.
B) Most marketing research studies should begin with internal secondary data.
C) There exists some relevant external secondary data on virtually any problem a marketer might confront.
D) In general, the single most productive source document of external secondary data is the sales invoice.
E) The amount of secondary data available is increasing.
Q3) Compare and contrast primary and secondary data.
Page 6
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Chapter 5: Collecting Primary Data by Observation
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62 Verified Questions
62 Flashcards
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Sample Questions
Q1) A(n) ____________________ is a device that is used by researchers to study a subject's eye movements while he is reading a copy of an advertisement.
Q2) Which of the following is a lifestyle characteristic?
A) Social class
B) Interests
C) Attitudes
D) Home ownership
E) Age
Q3) Which of the following is an advantage of the observational method over the communication method of gathering primary data?
A) Versatility
B) Speed
C) Cost savings
D) Objectivity
E) None of the above
Q4) Observational research is often considered the best method of generating valid data as this method is completely error free.
A)True
B)False
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Chapter 6: Collecting Primary Data by Communication
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Sample Questions
Q1) Which of the following affords the researcher the most sample control with respect to getting cooperation from the respondent?
A) Phone interviews
B) Personal interviews
C) Mail questionnaires
D) Questionnaires published in newspapers
E) Warranty information cards
Q2) Which of the following statements are NOT true of mall intercepts?
A) Due to the biased nature of the sampling frame, mall intercepts have become less popular with marketers in recent years.
B) One problem with a mall intercept approach is that not everyone shops at malls.
C) One problem with a mall intercept approach is that the frequency with which a person shops at a mall affects his or her likelihood of being asked to participate in the study.
D) Both a and c
E) All of the above are true of mall intercepts.
Q3) ____________________ interviews imply a direct face-to-face conversation between the interviewer and the respondent.
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Chapter 7: Asking Good Questions
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Sample Questions
Q1) Which type of scale assumes an arbitrary zero point?
A) Ratio
B) Median
C) Interval
D) Nominal
E) Ordinal
Q2) Which of the following is an example of an interval scale?
A) Female/male
B) Attitude toward an advertisement
C) Social class
D) Income
E) Number of purchasers
Q3) When we repeat a measurement on an individual or group of individuals and do not get the same score as the first time we did the measurement (assuming the characteristic being measured has not changed), a _____ error is present.
A) systematic
B) researcher
C) random
D) scaling
E) marginal
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Chapter 8: Designing the Questionnaire
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Sample Questions
Q1) The most versatile type of question format used by researchers is the:
A) fixed-alternative question.
B) multiple-choice question.
C) open-ended question.
D) true-false question.
E) branching question.
Q2) The question "How much was the price per gallon of gasoline when you last purchased it at a full-service service station?" should be avoided because it:
A) is beyond the respondent's ability or experience.
B) uses a specific example to represent a general case.
C) asks respondents for specifics when only generalities are likely to be remembered.
D) is a double barreled question.
E) There is nothing wrong with the question.
Q3) A(n) ____________________ question is framed so as to give the respondent a clue as to how he or she should answer.
Q4) A question that calls for two responses and creates confusion for the respondent is called a(n) ____________________ question.
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Chapter 9: Developing the Sampling Plan
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Sample Questions
Q1) If we were to ask college students "To what extent do they value a college degree?" which type of sample plan would be most appropriate?
A) Any probability sampling plan would be useful.
B) A stratified sample because we would expect the answers to vary by strata: freshmen, sophomore, junior, and senior.
C) A cluster sample because we would expect the answers to vary by cluster: freshmen, sophomore, junior, and senior.
D) An area sample because we would expect the answers to vary by area: freshmen, sophomore, junior, and senior.
E) None of the above would be appropriate. In fact, it would be best to use a nonprobability sampling technique.
Q2) Sample size (n) is related to the degree of the confidence (1-alpha) in that the:
A) larger the degree of confidence, the larger the sample size.
B) smaller the degree of confidence, he larger the sample size.
C) sample size would be the same irrespective of the degree of confidence.
D) sample size formula is related to z and not to the degree f confidence.
E) None of the above.
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Page 11
Chapter 10: Data Collection: Enhancing Response Rates
while Limiting Errors
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Sample Questions
Q1) Blame for response errors is usually assigned to:
A) the researcher.
B) the respondent.
C) Both a and b
D) nobody since it is no one's fault.
E) nobody since response errors do not cause significant problems.
Q2) Errors introduced into the study during data processing are:
A) Type I errors.
B) nonobservation errors.
C) sampling errors.
D) total errors.
E) office errors.
Q3) 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.
Q4) Discuss at least five (5) ways in which response rates might be improved.
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Chapter 11: Data Preparation for Analysis
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Sample Questions
Q1) Compare and contrast the various methods or options for dealing with missing data in analyses.
Q2) The main aim of editing is to:
A) ensure that the analysis is valid.
B) impose maximum quality standards on the raw data.
C) establish a balance between costs and accuracy.
D) establish codes for the raw data.
E) establish minimum quality standards for the raw data.
Q3) When entering codes from data collection forms into a computer data file, which of the following programs could be used?
A) Text data files in word processing
B) Spreadsheet software
C) Statistical software packages such as SPSS
D) Optical scanner
E) All of the above could be used.
Q4) Double entry of data, requires that the data be entered twice in the same data file to prevent discrepancies.
A)True
B)False
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Chapter 12: Analysis & Interpretation: Individual Variables
Independently
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Sample Questions
Q1) The arithmetic mean value across all responses for a variable is called the ____________________ mean.
Q2) Kit Kat candy bar executives make the following statement: "Our most likely estimate of Kit Kat's ad recall rate is 65%. In addition, we are 95% confident that Kit Kat's ad recall rate in the population falls between 62% and 68%." This illustrates an example of:
A) basic descriptive statistics.
B) using statistical inference to estimate a population parameter based upon sample statistics.
C) using statistical inference to estimate a statistic based upon a population parameter.
D) hypothesis testing.
E) Both a and b
Q3) Discuss the most commonly used descriptive statistics.
Q4) The more confidence we want to have in the interval estimate, the larger the sample size should be.
A)True
B)False
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Chapter 13: Analysis & Interpretation: Multiple Variables
Simultaneously
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Sample Questions
Q1) Let's assume we find in a study that the Pearson's correlation coefficient between number of years of education and cigarette smoking is -0.73. This means that as education level increases:
A) smoking tends to increase.
B) smoking tends to decrease.
C) smoking changes 73%.
D) education and smoking are unrelated.
E) an educated person smokes 73 cigarettes a day.
Q2) Which of the following statements about regression/correlation analysis is FALSE?
A) Correlation analysis involves the measurement of the closeness of the relationship between two or more variables.
B) Regression analysis involves the derivation of an equation that relates the criterion variable to one or more predictor variables.
C) Regression analysis can establish the causal relationship between two or more variables.
D) The regression line minimizes the sum of the squared deviations about the line.
E) It is much more common to conduct regression analyses using a computer.
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Page 15
Chapter 14: The Research Report
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Sample Questions
Q1) Which of the following is NOT typically part of a good report summary?
A) Introductory information providing background for the research
B) Important results
C) Conclusions
D) Headings and subheadings
E) All the above are part of the good summary.
Q2) Which of the following is NOT an aid in the crafting of a research report that meets the writing criterion of clarity?
A) Using short sentences.
B) Using a logically ordered outline.
C) Rewriting the first draft.
D) Re-stating an important point in different words.
E) Using short paragraphs.
Q3) Complicated technical details and charts are usually placed in the:
A) body.
B) introduction.
C) summary.
D) appendix.
E) bibliography.
Q4) Distinguish between a conclusion and a recommendation for a research report.
Page 16
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