Marketing Research Methods
Question Bank
Course Introduction
Marketing Research Methods explores the fundamental principles and techniques used to gather, analyze, and interpret data relevant to marketing decisions. This course covers the research process from problem formulation, research design, and data collection methods including surveys, interviews, focus groups, and observation to data analysis and reporting. Students will learn how to design effective research projects, select appropriate methodologies, and apply statistical tools to extract actionable insights. Emphasis is placed on both quantitative and qualitative approaches, ethical considerations, and real-world applications, equipping students with the skills needed to make informed marketing decisions and drive business strategy.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 1st Canadian Edition by Alvin
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1317 Verified Questions
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C. Burns
Chapter 1: Introducing Marketing Research
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84 Verified Questions
84 Flashcards
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Sample Questions
Q1) The Marketing Research and Intelligence Association (MRIA) recognizes that respect and cooperation of Canadians as potential research subjects form the core of the marketing research industry.
A)True
B)False
Answer: True
Q2) ___________________ allow firms with strong expertise in one area to form partnerships with firms offering expertise in another area.
A) Syndicated services
B) Data analysis
C) Strategic alliances
D) Competitive intelligence
E) Market research
Answer: C
Q3) Eye Tracking, Inc., is a specialized research technique firm. These firms are much more widely used in the United States than in Canada.
A)True
B)False
Answer: True
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Page 3
Chapter 2: The Marketing Research Process
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Sample Questions
Q1) Which of the following is true regarding the size of the sample?
A) You should strive to have a sample that is at least 50 percent of the size of the population.
B) There is no such thing as having a sample that is too large.
C) Sample size is more important than the sample plan.
D) Only samples with large sample sizes may be considered representative samples.
E) The size of the sample determines how accurately the sample results reflect values in the population.
Answer: E
Q2) The role a hypothesis plays in defining a problem is that it is a statement taken as the best estimate of the truth for the purposes of argument.
A)True
B)False
Answer: False
Q3) Most research projects do not follow an orderly step-by-step process.
A)True
B)False
Answer: True
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4
Chapter 3: Research Design
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Sample Questions
Q1) The primary advantage of laboratory experiments is that they allow the researcher to control the effects of extraneous variables.
A)True
B)False
Answer: True
Q2) The purpose of a market-tracking study is:
A) to determine if consumers switched brands from one time period to the next.
B) to measure some variable of interest, such as market share or unit sales over time.
C) to determine the relationship between several variables.
D) to search for and interpret existing information relevant to the research problem.
E) to keep up with changes competitors are making in their marketing mixes.
Answer: B
Q3) Discontinuous panels can be used in order to show how panel members switched brands from one time period to another.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Using Secondary Data and Online Information
Databases
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) Online information about the Canadian Census may be found at:
A) any Government of Canada location.
B) www.census.gov
C) www.statscan.gc.ca
D) www.canadacensus.ca
E) www.census.govpubs.ca
Q2) Which of the following best describes CRM?
A) Certificate of Record Management; awarded by the MRIA after passing certain record-keeping requirements.
B) Customer Relationship Management; the use of internal databases to strengthen customer relationships.
C) Certified Record Manager; awarded by the MRIA for successfully passing a series of courses related to database management.
D) Customer Requirement Mandate; referring to customer requests that must be honored at all costs.
E) Competitive Records Management; the use of external databases to understand competitors.
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6
Chapter 5: Qualitative Research Methods
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Sample Questions
Q1) Using a device attached to a family's TV in order to monitor TV viewing behaviour is an example of undisguised observation techniques.
A)True
B)False
Q2) Which type of research would be most appropriate if the managers of the Tide brand at Procter & Gamble wanted some ideas as to different ways Tide could be improved?
A) quantitative research
B) qualitative research
C) pluralistic research
D) survey research
E) idea-generation research
Q3) Which of the following qualitative techniques involves determines the amount of attention or interest a participant has by measuring the dilation of the pupil in the eye?
A) pupil dilation test
B) eye-o-gram
C) retinalmeter
D) pupilometer
E) galvanometer
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Page 7
Chapter 6: Quantitative Data Collection Methods
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Sample Questions
Q1) Karl Pittman had commissioned a research project from the research firm of ADVICE, INC. Karl found out that the results of the project will need to be presented in a court case and he wonders if the opposing lawyers in the trial will question whether or not the telephone calls, used to collect the data, were actually made. Alice Neuman, the project director at ADVICE, INC., reassured Mr. Pittman that she used a standard industry method used in the industry for verification. Which of the following did she use?
A) use an interviewer only one time
B) call back a sample of the interviewer's respondents to verify that they were interviewed
C) have all interviewers take polygraph tests on a regular basis
D) pay interviewers to watch their peers
E) put video cameras in all work stations
Q2) Fully computerized interviews (not online) offer all the advantages of computer-driven interviewing and results can still be tabulated ongoing with daily downloads.
A)True
B)False
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Page 8
Chapter 7: Survey Measurement Scales
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Sample Questions
Q1) A 5-point scale that is "anchored" means that each scale point is given a verbal description.
A)True
B)False
Q2) A study was conducted with teens and young adults to try and determine a digital entertainment construct. They were asked a series of dual-choice questions on whether or not they owned a particular device, like a Wii or iPod. The respondents were to "check all that apply." All the positive responses were added to stand as the metric measure for the construct. The researcher was using a(n):
A) summated scale
B) lifestyle inventory
C) 2-point Likert scale
D) staple scale
E) anchored scale
Q3) Sometimes the nature of the property being measured determines the question response format, for example, for marital status is a multiple-choice categorical response format is appropriate.
A)True
B)False
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Page 9
Chapter 8: Questionnaire Design
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Sample Questions
Q1) There is nothing wrong with the following question: "Do you believe Nichols Seafood Restaurant has good prices and service?"
A)True
B)False
Q2) Ambiguous words should be avoided, whereas words like "frequently" and "often" are crystal clear.
A)True
B)False
Q3) You should always use the word "always" in designing questions so that you place a specific time parameter around an event.
A)True
B)False
Q4) Question development refers to the practice of selecting appropriate response formats and wording questions that are understandable, unambiguous, and unbiased.
A)True
B)False
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Chapter 9: Sampling
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Sample Questions
Q1) Snowball sampling is another name for:
A) referral sampling.
B) quota sampling.
C) convenience sampling.
D) rolling sampling.
E) simple random sample.
Q2) Which of the following is the best definition of variability?
A) it is the amount of dispersion in a data set containing interval or nominal data
B) the difference between scores in the present sample and scores in a previous sample
C) the amount of dissimilarity in ordinal data
D) amount of dissimilarity (or similarity) in respondents' answers to a particular question
E) the amount of responses in one respondent's answers to a particular survey question
Q3) Probability samples are those for which members of the population have a known chance of completing and actually turning in a survey.
A)True
B)False
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11
Chapter 10: Data Collection and Basic Descriptive Statistics
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Sample Questions
Q1) False answers and nonresponse are two unintentional respondent errors.
A)True
B)False
Q2) Plus or minus 2.58 standard deviations accounts for 99 percent of the area under the normal curve.
A)True
B)False
Q3) Which term refers to any statistical measure used that somehow reflects a typical or frequent response?
A) averages and trends
B) frequency distribution
C) central variation
D) central tendency
E) typical matrix
Q4) Frequency distributions, standard deviation, and the range are all measures of variability.
A)True
B)False
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Chapter 11: Population Estimates and Hypothesis Testing
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Sample Questions
Q1) If we make a hypothesis and wish to be 95 percent confident in testing the hypothesis, a z score that supports the hypothesis will fall ________ of + 1.96: A) inside B) outside C) near, but not inside D) near, but not alongside E) within some multiple
Q2) When a statement about the population parameter is made based on prior knowledge, assumptions, or intuition, this is a hypothesis.
A)True
B)False
Q3) The proper command sequence in XL Data Analyst to generate a confidence interval for a mean is:
A) "Confidence Interval", "Average", select a variable, "OK"
B) "Generalize", "Mean", select a variable, "OK"
C) "Inference", "Confidence Interval", "Average", select a variable, "OK"
D) "Inference", "Mean", select a variable, "OK"
E) "Generalize", "Confidence Interval", "Average", select a variable, "OK"
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13
Chapter 12: Testing of Differences
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Sample Questions
Q1) Assume you have two questions of the same format, a 5-point scale measuring importance level. One question measures the importance of prices in the selection of a restaurant and the other measures the importance of food quality. If you want to know if the two mean scores of each question are significantly different, you would use:
A) a z test of the differences between two percentages.
B) the procedure for testing the significance of the difference between two means from two different groups.
C) an independent samples t test.
D) a two mean comparison z test.
E) a two question, mean comparison test.
Q2) When testing the differences between two percentages a metric variable is used. A)True
B)False
Q3) XL Data Analyst will report analysis of percentage differences tests in terms of t tests. A)True
B)False
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14
Chapter 13: Relationships Between Variables
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Sample Questions
Q1) The statistical procedures that determine whether stable patterns exist between two or more variables is termed:
A) relationship analysis
B) predictive analysis
C) pattern analysis
D) analysis of variance
E) stabilization analysis
Q2) What contains the raw counts and totals pertaining to all of the relevant Boolean relationships for the two categorical variables being analyzed?
A) raw data table
B) stacked-bar table
C) cross-tabulation table
D) expected frequencies table
E) distribution table
Q3) In regression the variable being predicted, y, is known as the dependent variable.
A)True
B)False
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Page 15
Chapter 14: Communicating the Research Results
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Sample Questions
Q1) Tables and/or figures should be noted in the "list of tables and figures."
A)True
B)False
Q2) If you were asked to orally present the conclusions of a research project, you would do the following EXCEPT:
A) practice your presentation
B) identify and analyze your audience
C) determine the key points
D) check out the room and media
E) present "off the cuff"
Q3) Specific keystroke instructions are available to make bar and column charts using XL Data Analyst but not pie charts.
A)True
B)False
Q4) Since different people within the client's organization will read only fragments of the entire marketing research report, formal reports are repetitious to ensure key elements have the opportunity to be read.
A)True
B)False
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