Marketing Research
Final Exam
Course Introduction
Marketing Research is an essential course that introduces students to the systematic process of collecting, analyzing, and interpreting data relevant to marketing decision-making. Covering both qualitative and quantitative research methods, the course delves into identifying research problems, designing research projects, developing questionnaires, sampling techniques, and using statistical tools to analyze data. Students will learn how to translate research findings into actionable marketing insights, evaluate the effectiveness of marketing strategies, and make evidence-based decisions to solve real-world business problems. Practical case studies and projects provide hands-on experience in applying research concepts within a dynamic marketplace.
Recommended Textbook
Modern Marketing Research Concepts Methods and Cases 2nd Edition by Fred
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M. Feinberg
Chapter 1: The Purpose and Process of Marketing Research
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Q1) Discuss the concepts of symptoms,problems,and opportunities.Give an example of each.
Answer: Symptoms are performance measures,metrics,and diagnostics that signal the presence of a problem or opportunity.In marketing research,the word "problem" refers to those variables-particularly variables under direct managerial control-that lead the organization's performance measures to fall short of objectives.An opportunity refers to a situation where performance can be improved by a change in activities. Student examples will vary greatly.Examples of symptoms should refer to a metric (such as declining sales)divorced from its underlying cause.Examples of problems should refer to something that leads to an underperformance (such as an ineffective advertising strategy).Examples of opportunities should refer to an instance where a change in a condition opens a new possibility for improved performance (such as adding a new line of product when consumer tastes shift).
Q2) During the 1930s,sampling became a serious methodological issue in marketing research.
A)True
B)False
Answer: True
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Chapter 2: Research Design and Data Sources
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Q1) In longitudinal research panels,new members tend to increase or over-report the behavior being measured,such as watching television or food purchasing.This is called
A) unrepresentative sampling
B) response bias
C) endogeneity
D) observation error
Answer: B
Q2) An advantage of observation methods in collect data is that it allows for the recording of behavior when it occurs and eliminates errors associated with respondents' recall of behavior.
A)True
B)False
Answer: True
Q3) Continuous performance monitoring requires a cross-sectional research design.
A)True
B)False
Answer: False
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Chapter 3: Measurement in Marketing Research
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Q1) The cognitive component of attitude concerns a person's feelings about the object or event.
A)True
B)False
Answer: False
Q2) The methods used to measure validity involve determining the extent of agreement between attempts to measure the same characteristic through maximally similar methods.
A)True
B)False
Answer: False
Q3) Which method of validity or reliability estimation involves dividing a multi-item measurement device into equivalent groups and correlating the item responses?
Answer: Split-half reliability.
Q4) The set of marketing phenomena under study is called the abstract system.
A)True
B)False
Answer: False
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Chapter 4: Causal Designs and Marketing Experiments
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Q1) If physical control,randomization,and design features do not eliminate the differential effects of extraneous variables among treatment groups,the experiment
A) has been confounded, but causal statements are still possible B) has been confounded, and no causal statements are possible C) must be repeated without the presence of extraneous variables
D) loses external validity, but can still salvage internal validity
Q2) In addition to causation,the other types of relationships possible among correlated variables include all of the following <u>except</u>
A) reverse causation
B) omitted variables
C) sequential effect
D) insufficient variation
Q3) Extraneous variables need to be controlled to ensure that the experiment is externally valid.
A)True
B)False
Q4) Discuss the courses of action a researcher can follow to control extraneous variables and the statistical recourse that may be available if these fail to prevent a confound.
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Chapter 5: Data Collection: Exploratory and Conclusive Research
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Q1) Basic limitations of the telephone interview include all of the following <u>except</u>
A) limited amount of data that can be obtained
B) lack of scalability
C) cannot record nonverbal information
D) potential bias that can result from an incomplete listing of the target population
Q2) _______________ involves creating an artificial environment and observing the behavior patterns exhibited by people put in this environment.
A) Contrived observation
B) Disguised observation
C) Undisguised observation
D) Indirect observation
Q3) What does versatility mean in regard to communication methods with respondents.
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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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) In a telephone interview,if respondents tend to choose among answers they heard last from a list of alternative responses,then _______________ is present.
A) modal answer bias
B) recency bias
C) primacy bias
D) interviewer bias
Q3) Due to substantial extra expenses when doing international marketing research,questionnaires that are determined to be accurately translated from one language to another generally do not need to be pre-tested as well.
A)True
B)False
Q4) What are four methods for mitigating bias from respondents being unwilling to answer sensitive questions?
Page 8
Q5) Give an example of a double-barreled questions.
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Chapter 7: Sampling
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Q1) In practice,the purpose of a sample parameter is to estimate a population statistic.
A)True
B)False
Q2) The situation where a researcher directly selects groups and then uses all of the elements in the groups is called
A) one-stage cluster sampling
B) two-stage area sampling
C) two-strata stratified sampling
D) one-stage systematic sampling
Q3) Suppose a researcher is conducting a bivariate analysis with 5 categories for each variable in the cross-tabulation.Using the practical rule of thumb,what is the recommended minimum total sample size?
A) 30
B) 125
C) 150
D) 500
Q4) For the following values,calculate the mean,variance,and standard deviation.
Data: 6,8,9,12,15
Q5) Discuss the constraints that affect sample size decisions.
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Chapter 8: Data Analysis and Statistical Methods:
Univariate and Bivariate Analyses
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Q1) Based on the following array of data,calculate the mean,median,mode,and the absolute frequency of the value "10."
Data: 14,23,10,12,11,5,7,16,10
Q2) The measures of central tendency include all of the following <u>except</u>
A) mean
B) standard deviation
C) mode
D) median
Q3) When the sample size is small (< 25),the t and z distributions are very close to one another.
A)True
B)False
Q4) In general,the degrees of freedom (df )is the size of the sample (n)
A) plus the number of parameters estimated in the sample
B) minus the number of parameters estimated in the sample
C) minus (x - X<sub>i </sub>)<sup>2</sup>
D) divided by the number of parameters estimated in the sample
Q5) Identify and describe the types of error,their associated terminology and symbology,and how they are generally encountered in hypothesis testing.
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Chapter 9: Multiple Regression: Modeling Multivariate
Relationships
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Q1) The regression output above indicates that an additional year in age increases the chance a respondent is male by
A) 11 percent
B) 17.1 percent
C) 0.61 percent
D) 15.8 percent
Q2) Of the two main methods underlying nearly all of mathematical reasoning,statistics (particularly regression)is used when dealing with quantities that are certain.
A)True
B)False
Q3) Identifying nonlinear relationships between variables is accomplished by transforming one or more variables and then estimating the fit with A) linear regression
B) curvilinear regression
C) multicollinearity analysis
D) a close examination of the residuals plot
Q4) Describe what regression is and what it is used for.
Q5) Write the regression equation for the regression output above.
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Chapter 10: Multivariate Methods of Marketing Research I:
Factor, cluster, and Discriminant Analyses
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Q1) Varimax rotation involves an oblique rotation of the factors.
A)True
B)False
Q2) In the factor analysis output,the proportion refers to
A) the total sum-of-squares error in the factor
B) the portion of the error that remains unexplained by that factor
C) how much incremental variance is accounted for by each successive factor
D) how much of the total variance is explained by all of the factors taken together up to that factor
Q3) A _______________ matrix categorizes correct and incorrect predictions.
A) distance
B) correlation
C) confusion
D) dissimilarity
Q4) A scree plot gives a simple,but fairly crude,visual representation of A) how quickly the quality of the factors degrade in terms of incremental variance
B) the hierarchy of the clustering solution
C) which segments correspond to which clusters
D) the factor loadings for each of the factors
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Chapter 11: Multivariate Methods of Marketing Reseach Ii:
Conjoint Analysis and Multidimensional Scaling
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Q1) Conjoint analysis can be used to answer all of the following questions<u> except</u>:
A) How much are specific attributes of a product or service valued?
B) What levels of each attribute should the product or service have?
C) How should a product or service be priced?
D) What brands do consumers tend to view as being similar?
Q2) For k attributes,k-1 trade-off matrices are produce in what type of conjoint study?
A) k-means conjoint
B) adaptive conjoint
C) ranking data
D) choice-based conjunct
Q3) The output above includes the relative importances of the attributes of brightness and bulb life and the relative importances of the various levels of these attributes.
A)True
B)False
Q4) Discuss some of the managerial questions where conjoint analysis is applied in marketing research.
Q5) Discuss the basic steps in a conjoint analysis.
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Chapter 12: Advanced Topics, research Frontiers, and Preparing
the Final Report
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Q1) The fact that different people respond differently to the same sale,advertisement or other marketing variables is
A) Bayes model of reaction
B) heterogeneity
C) homogeneity
D) a results of selection bias
Q2) In terms of ratings,which movies have the highest heterogeneity?
A) Action and Animation
B) Animation and Art
C) Family and Classic
D) Art and Horror
Q3) All of the following are participant-based selection biases<u> except</u>
A) unequal selection criteria
B) premature termination
C) drop-out bias
D) self-selection
Q4) The concept of heterogeneity is very important to marketing because people respond differently to the same marketing variable.
A)True
B)False
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