Marketing Research Practice Exam
Course Introduction
Marketing Research is a comprehensive course that introduces students to the systematic process of collecting, analyzing, and interpreting data relevant to marketing decision-making. The course covers key research methods, including qualitative and quantitative approaches, survey design, sampling techniques, and data analysis tools. Students will learn how to identify marketing problems, design effective research projects, interpret findings, and apply insights to real-world marketing challenges. Emphasis is placed on ethical considerations, effective communication of research results, and the integration of research into the strategic planning process, preparing students to critically evaluate and conduct marketing research in a dynamic business environment.
Recommended Textbook
Essentials of Marketing Research 2nd Edition by Jr
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Page 2
Chapter 1: Marketing Research for Managerial Decision Making
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Q1) Tazoo Inc. is known for its trendy and fashionable clothing accessories. In order to keep track of emerging trends and changing consumer preferences, Tazoo's marketing team, consisting of Anna, Bill, Cathy, Denver, and Eric, undertook marketing research surveys. Which of these is NOT part of the marketing research process?
A)Cathy and Anna collected data from households with two or more kids in their locality.
B)Bill designed a new method for data collection.
C)Denver, the expert in statistical tools analyzed the data collected by Cathy and Anna.
D)Eric, the team leader, implemented the actions based on the findings.
E)Eric submitted the findings of the survey in the form of a written report to the management.
Answer: D
Q2) Frugging leads to consumers turning down legitimate research inquiries because they do not want to be solicited.
A)True
B)False
Answer: True
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Chapter 2: The Marketing Research Process and Proposals
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Q1) Discuss when descriptive research designs and causal research designs are most appropriate.
Answer: Descriptive research designs are most appropriate when collecting quantitative data to determine the answers to "how", "who", "what", "when", and "where" types of information. They may provide information about competitors, target markets, and environmental factors. Causal research designs are most appropriate when the research objectives include the need to understand which variables cause a dependent variable to move. They provide an opportunity to assess and explain causality among market factors.
Q2) The initial recognition of the existence of a problem or opportunity should be the primary responsibility of the researcher.
A)True
B)False
Answer: False
Q3) Causal research designs can be complex, expensive, and time-consuming.
A)True
B)False
Answer: True
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4
Chapter 3: Secondary Data, Literature Reviews, and Hypotheses
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Q1) To more effectively communicate relationships and variables:
A)researchers must follow conceptualization.
B)researchers must follow constructs and relationships.
C)researchers must use the North American Industry Classification System (NAICS).
D)researchers must use the Editors and Publishers Market Guide.
E)researchers must use the Community Source Book of Zip Code Demographics.
Answer: A
Q2) 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.
Q3) Sample statistics are estimates of population parameters.
A)True
B)False
Answer: True
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Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Q1) Marsha is getting ready to screen participants for her focus group study. Which of the following criteria is she most likely to ignore while selecting and recruiting participants?
A)Ask questions to identify candidates who might present a biased response.
B)Ask questions to identify candidates if they will be available to participate in other focus groups conducted by her firm from time to time.
C)Ask questions to make sure that the candidates met the demographic requirements.
D)Ask questions to identify if the candidates are willing to discuss the issue at hand openly.
E)Ask questions to check candidates' availability to meet at the scheduled time.
Q2) What are some of the advantages of conducting online (instead of in-person, face-to-face) focus groups?
Q3) Quantitative methods are statistically projectable to the target population and relatively more reliable since every question is asked of all respondents in precisely the same way.
A)True
B)False
Q4) Discuss the unique characteristics of observation methods.
Page 6
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Chapter 5: Descriptive and Causal Research Designs
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Q1) Define independent variables, dependent variables, control variables and extraneous variables.
Q2) In person-administered surveys, the possibility of the interviewer recording incorrect responses is very low.
A)True
B)False
Q3) Direct mail surveys make it easy to handle problems of vagueness in question / answer setups.
A)True
B)False
Q4) A disadvantage of the random digit dialing is that it cannot be used to select a random sample (as many people have unlisted numbers).
A)True
B)False
Q5) Questions examining causal relationships between variables are framed with the focus being on the specific impact one variable causes on another variable.
A)True
B)False
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Page 7
Chapter 6: Sampling: Theory and Methods
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Q1) In order to determine the proportion of people who favor imposing sales tax for all Internet purchases, the minimum sample size needed for a precision level of 5 percent and a confidence level of 95 percent, is:
A)666.
B)272.
C)384.
D)196.
E)100.
Q2) The skip interval in systematic random sampling is computed by dividing the number of potential sampling units on the list by the desired sample size.
A)True
B)False
Q3) Precision is the degree to which sample research results accurately reflect the actual population.
A)True
B)False
Q4) Sample sizes can be based on rules of thumb.
A)True
B)False
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Chapter 7: Measurement and Scaling
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Q1) Monica Trevor changes the end-points of a scale from "Expert / Not and expert" to "Expert / Novice." She did this to:
A)make the scale balanced.
B)make the descriptors truly bipolar.
C)make the scale unbalanced.
D)make the scale Likert-type.
E)make the descriptors free-choice.
Q2) It is possible to create two totally equivalent scales.
A)True
B)False
Q3) What type of scale structure is being used in a question that asks the respondent to check either: Male or Female?
A)Ordinal
B)Nominal
C)Ratio
D)Interval
E)Likert
Q4) Age is an example of a single item scale.
A)True
B)False
Page 9
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Chapter 8: Designing the Questionnaire
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Q1) A supervisor instruction form serves as a blueprint for training people to complete the interviewing process in a consistent fashion.
A)True
B)False
Q2) Before beginning the process of designing a questionnaire, the researcher must obtain initial client approval.
A)True
B)False
Q3) All of the following statements about survey designs are true, EXCEPT:
A)most surveys are designed to be descriptive or predictive.
B)descriptive surveys can be used to test hypotheses.
C)descriptive surveys can be used to collect attributes and behavioral data.
D)data collected using descriptive surveys can be turned into knowledge about people, objects or issues.
E)US census Bureau generally uses descriptive surveys to collect information on population.
Q4) Complex formats or designs can ensure reliable and valid results.
A)True B)False
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Chapter 9: Qualitative Data Analysis
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Q1) How is reliability and validity viewed in the context of qualitative research?
Q2) Which of the following are indicators of reliability?
A)The findings are stable, repeatable, and generalizable.
B)The findings are repeatable, dynamic, and directive.
C)The findings are universal, measurable, and representative.
D)The findings are representative, linear, and dynamic.
E)The findings are measurable, stable, and directive.
Q3) In an early stage of developing grounded theory, a researcher develops a theory that is largely incorrect. Which of the following processes is intended to protect researchers from falling victims to early biases and preexisting prejudices?
A)Negative case analysis
B)Memoing
C)Thick description
D)Selective coding
E)Comparison
Q4) Qualitative researchers often report percentages.
A)True
B)False
Q5) What are the different ways to do triangulation?
Q6) Discuss how the process of tabulation might keep researchers honest.
Page 11
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Chapter 10: Preparing Data for Quantitative Analysis
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Q1) Because of the possibility of curbstoning, data validation becomes a necessary step in the data acquisition process.
A)True
B)False
Q2) Assume that for a data field, only the codes 1 or 2 should appear. If a researcher mistakenly inputs any other number (say, 3), an error message is immediately displayed on the screen. This indicates that the software being used for data entry probably has a(n):
A)data input detection system.
B)input error capture mechanism.
C)error edit routine.
D)catch-error template.
E)outlier detection routine.
Q3) Error detection cannot be done by reviewing a printed representation of the entered data.
A)True B)False
Q4) Developing consolidated categories is a subjective decision.
A)True B)False
Page 12
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Chapter 11: Basic Data Analysis for Quantitative Research
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Q1) Which of the following tests is designed to examine multiple independent variables at the same time?
A)t-test
B)z-test
C)ANOVA
D)F-test
E)n-way ANOVA
Q2) Univariate statistics uses only one variable at a time to generalize about a population from a sample.
A)True
B)False
Q3) Which of the following statements is false regarding hypotheses?
A)Hypotheses may be derived from previous research, theory, or the current business situation.
B)A hypothesis is an unproven supposition.
C)Hypotheses are developed prior to data collection.
D)The alternative hypothesis states that there is a difference between group means.
E)The null hypothesis is typically not tested.
Q4) When would you use ANOVA instead of a chi-square test?
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Chapter 12: Examining Relationships in Quantitative Research
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Q1) In the formula Y = a + bX + eS1U1B1iS1U1B0, Y is the dependent variable.
A)True
B)False
Q2) Independent variables are also called predictor variables.
A)True
B)False
Q3) The null hypothesis for Pearson's correlation coefficient states there is an association between the two variables in the population and that the correlation coefficient is one.
A)True
B)False
Q4) The strength of association is determined by the size of the correlation coefficient. A)True
B)False
Q5) Covariation refers to the direction of the relationship between two variables. A)True
B)False
Q6) Outline the procedure that should be followed in evaluating the results of a regression analysis.
Page 14
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Chapter 13: Communicating Marketing Research Findings
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Q1) All research has limitations.
A)True
B)False
Q2) Discuss the importance of making presentations that are well-organized, professionally developed, and effectively delivered.
Q3) All of the following are primary objectives that must be achieved by the professional marketing research report, EXCEPT:
A)to effectively communicate the findings of the marketing research project.
B)to provide interpretations of those findings in the form of sound and logical recommendations.
C)to provide access to raw data to solve research problem.
D)to illustrate the credibility of the research project.
E)to serve as a future reference document for strategic or tactical decisions.
Q4) Researchers should strive to communicate findings and key points using graphics and should avoid providing text in their reports.
A)True
B)False
Q5) Discuss the role of the Introduction section in a written research report.
Q6) Discuss the organization format common to all marketing research reports.
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