Marketing Research Practice Questions
Course Introduction
Marketing Research is a comprehensive course that introduces students to the fundamental concepts, methods, and tools used to gather, analyze, and interpret data relevant to marketing decision-making. The course covers the entire research process, from defining the problem and developing research objectives to designing research methodologies, collecting both primary and secondary data, and applying statistical techniques for data analysis. Emphasis is placed on real-world applications, such as understanding consumers, testing new products, evaluating marketing strategies, and measuring market potential. Through case studies, projects, and practical exercises, students learn how to transform data into actionable insights that drive effective marketing strategies and contribute to business success.
Recommended Textbook
Marketing Research Using Microsoft Excel
Available Study Resources on Quizplus
15 Chapters
1220 Verified Questions
1220 Flashcards
Source URL: https://quizplus.com/study-set/1450
Page 2
Basic
Data Analysis 3rd Edition by Alvin C. Burns
Chapter 1: An Introduction to Marketing Research
Available Study Resources on Quizplus for this Chatper
54 Verified Questions
54 Flashcards
Source URL: https://quizplus.com/quiz/28778
Sample Questions
Q1) A marketing information system is a structure consisting of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.
A)True
B)False Answer: True
Q2) Applied research addresses specific problems,and this type of research represents the vast majority of marketing research studies.
A)True
B)False Answer: True
Q3) Because marketing research studies are continuous they cannot be referred to as "projects."
A)True
B)False Answer: False
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Marketing Research Industry
Available Study Resources on Quizplus for this Chatper
72 Verified Questions
72 Flashcards
Source URL: https://quizplus.com/quiz/28785
Sample Questions
Q1) Unwanted email is:
A)called UWM and was used by some online survey research companies a few years ago
B)called SPAM and was never used by online survey research companies because it is unethical
C)called SPAM and was used by some online survey research companies a few years ago
D)called UWM and was never used by online survey research companies because it is illegal
E)may now be avoided by the "Do Not Call" legislation
Answer: C
Q2) Sugging:
A)occurs when a "researcher" gains a respondent's cooperation to participate in a research study and then uses the opportunity to attempt to sell the respondent a good or service
B)refers to selling under the guide of a survey
C)is unethical, but not illegal
D)deals with fund raising while pretending to administer a survey
E)both A and B
Answer: E
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: The Marketing Research Process Including the
Problem and Research Objectives
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/28786
Sample Questions
Q1) Which of the following is true of marketing MANAGERS?
A)They are in staff positions.
B)They are trained in research techniques.
C)They are responsible for generating information.
D)They possess line positions.
E)none of the above
Answer: D
Q2) Sales calls below target are an example of a gap between what is supposed to happen and did happen.
A)True
B)False Answer: True
Q3) Causal research designs are called experiments.
A)True
B)False
Answer: True
Q4) Even if we know the consequence,we still need marketing research.
A)True
B)False Answer: False
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Research Design Alternatives and Qualitative Research
Available Study Resources on Quizplus for this Chatper
135 Verified Questions
135 Flashcards
Source URL: https://quizplus.com/quiz/28787
Sample Questions
Q1) Market-tracking studies track some variable of interest such as market share over time,and represent a use of cross-sectional studies.
A)True
B)False
Q2) The one-group,before-after design is a quasi-experimental design.
A)True
B)False
Q3) What type of experiment involves manipulating the independent variable and measuring the dependent variable in a natural setting?
A)extraneous experiment
B)laboratory experiment
C)causal experiment
D)longitudinal experiment
E)field experiment
Q4) Experiments can be classified as laboratory or field.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Information Types and Sources: Secondary Data
and Standardized Information
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/28788
Sample Questions
Q1) What year was the ACS first completed?
A)2003
B)2004
C)2005
D)2006
E)2008
Q2) ________ is (are)collected in a standard format and made available to all subscribers.
A)Basic data
B)Complex data
C)Written data
D)Standardized information
E)Syndicated data
Q3) Kotler and Keller's definition of database marketing deals with external databases.
A)True
B)False
Q4) Secondary data is readily available for very few applications.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Data Collection Methods
Available Study Resources on Quizplus for this Chatper
95 Verified Questions
95 Flashcards
Source URL: https://quizplus.com/quiz/28789
Sample Questions
Q1) The essential objective of the drop-off survey is:
A)low cost because there is no mail-out expense
B)to gain a prospective respondent's cooperation
C)to minimize item omission bias
D)to combine computerization with telephone surveying
E)all of the above
Q2) What is a technique that is NOT a variation of person-administered survey?
A)in-home interview
B)mall intercept interview
C)drop-off survey
D)telephone interview
E)in-office interview
Q3) Which is true regarding a disadvantage of self-administered surveys?
A)since interviewers are not present, evaluation of the interview is impossible
B)the primary burden of respondent understanding is placed upon the questionnaire
C)the primary burden of respondent understanding is placed upon the field editor
D)reduced cost
E)none of the above
To view all questions and flashcards with answers, click on the resource link above.
Chapter 7: Measurement Scales
Available Study Resources on Quizplus for this Chatper
88 Verified Questions
88 Flashcards
Source URL: https://quizplus.com/quiz/28790
Sample Questions
Q1) Which of the following scaled-response formats is good for measuring store,company or brand images?
A)constant sum scale
B)life-style inventory
C)semantic differential scale
D)image analysis scales
E)store analysis
Q2) Which of the following should a researcher do to summarize findings for categorical measures?
A)not try to summarize findings for categorical measures; it is inappropriate
B)use a percentage distribution (sometimes called a frequency distribution)
C)compute an average such as a mean
D)compute a standard deviation
E)compute a range
Q3) What are the two goals of scale development?
A)effectiveness and efficiency
B)effectiveness and validity
C)validity and efficiency
D)validity and reliability
E)validity and value
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Designing Data Collection Forms
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/28791
Sample Questions
Q1) Developing a question's precise wording is not easy.A single word can make a difference in how study participants respond to a question.
A)True
B)False
Q2) Questionnaire organization is important because the questionnaire's appearance and the ease with which respondents complete the questions have the potential to affect the quality of the data collected.
A)True
B)False
Q3) In coding a questionnaire,a "check all that apply" question is simply a special case of a "yes" or "no" question,so use a "1" (="yes")and "0" (="no")coding system.You will want to consider each concept being tested as a separate question.
A)True
B)False
Q4) Many of the software programs for questionnaire design have provisions for data analysis,graphic presentation,and report formats of results.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
10
Chapter 9: Determining Sample Size and the Sample Plan
Available Study Resources on Quizplus for this Chatper
88 Verified Questions
88 Flashcards
Source URL: https://quizplus.com/quiz/28792
Sample Questions
Q1) The "law of large sample size" refers to:
A)confusing the size of the sample with the representativeness of the sample
B)the industry standard referring to the need for a sample size of 500 respondents
C)the industry standard that the accuracy benefits of excessively large samples are typically greatly justified by their increased costs
D)calculating the restrictive power of the sample to 95% or more
E)all of the above
Q2) The use of p=50%,q=50% is a research industry standard at least in part because:
A)it is the most conservative p-q combination
B)it generates the largest sample size
C)it is preferred to guessing about variability
D)there may be little prior knowledge about the population to be studied
E)all of the above are true
Q3) Which of the following causes sampling error?
A)the method of sample selection
B)the size of the sample
C)the method of the sample selection and the size of the sample
D)miscounting and other clerical errors
E)the size of the sample and clerical errors
To view all questions and flashcards with answers, click on the resource link above.
Page 11
Chapter 10: Data Issues and Inputting Data Into Xl Data
Analyst
Available Study Resources on Quizplus for this Chatper
56 Verified Questions
56 Flashcards
Source URL: https://quizplus.com/quiz/28779
Sample Questions
Q1) There are three types of nonresponse: refusals,break-offs,and item omission.
A)True
B)False
Q2) Adding a variable in the middle of a data set means that a new column will be created in the Data worksheet,and the Data-Define Variable link will become misaligned.
A)True
B)False
Q3) A(n)________ is a break-off where the respondent stops answering in the middle of the questionnaire.
A)incomplete response
B)item omission
C)nay-saying pattern
D)cut-off
E)partial response
Q4) Normally,the first row of a data matrix is where the researcher locates a label of some sort that identifies the question or question part associated with each column in the data matrix.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Summarizing Your Data
Available Study Resources on Quizplus for this Chatper
54 Verified Questions
54 Flashcards
Source URL: https://quizplus.com/quiz/28780
Sample Questions
Q1) Which of the following is/are functions of data analysis?
A)answers the question asked
B)summarizes, generalizes, and computes variances
C)summarizes, generalizes, compares differences, and relates underlying patterns
D)summarizes, harmonizes, and strategizes data in a way that solves problems
E)computes, transforms, resolves
Q2) When constructing a table with metric variables,you should absolutely include the average(s).
A)True
B)False
Q3) In a bar chart depicting a percentage distribution,"high variability" is noted when:
A)the bars are roughly equal
B)one bar is much larger than all the other bars
C)two or more bars are much larger than all the other bars
D)the bars are divided into sub-bars
E)none of the above; a bar chart cannot show variability
Q4) With a normal curve,the midpoint is also the average.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Generalizing Your Findings
Available Study Resources on Quizplus for this Chatper
88 Verified Questions
88 Flashcards
Source URL: https://quizplus.com/quiz/28781
Sample Questions
Q1) Summarizing is the act of estimating a population fact from a sample finding.
A)True
B)False
Q2) To estimate a parameter,you need to know the sample statistic,which is either a mean or percentage derived from sample data.
A)True
B)False
Q3) Intuitive hypothesis testing is the same as statistical hypothesis testing.
A)True
B)False
Q4) When you use your XL Data Analyst to test a hypothesis about a percentage you must do which of the following?
A)GENERALIZE-HYPOTHESIS TEST-PERCENTAGE
B)RELATE-HYPOTEST-PROPORTIONS
C)SUMMARIZE-HYPOTHESIS TEST-PERCENTAGE
D)GENERALIZE-HYPOTHESIS TEST-DESCRIBE
E)none of the above; you cannot test a hypothesis about a percentage using XL Data Analyst
To view all questions and flashcards with answers, click on the resource link above.
14
Chapter 14: Determining Relationships
Available Study Resources on Quizplus for this Chatper
107 Verified Questions
107 Flashcards
Source URL: https://quizplus.com/quiz/28783
Sample Questions
Q1) In regression the statistical significance for the intercept and the slope are tested using an F test.
A)True
B)False
Q2) What are the intercept and the slope computed on the basis of in regression analysis?
A)parsimony
B)the least squares' criterion
C)the most squares' criterion
D)the size of the coefficients
E)none of the above; the intercept and slope are not computed in regression analysis
Q3) In regression,the variable being predicted,x,is known as the dependant variable.
A)True
B)False
Q4) In multiple regression,the multiple R is like a lead indicator.Researchers often convert it into a percent to indicate what percent of the dependent variable is explained by the multiple regression.
A)True B)False
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 13: Finding Differences
Available Study Resources on Quizplus for this Chatper
64 Verified Questions
64 Flashcards
Source URL: https://quizplus.com/quiz/28782
Sample Questions
Q1) In testing for significant differences between the averages of two variables,two variables should be measured on the same metric scale.
A)True
B)False
Q2) If a pharmaceuticals company was seeking to improve its cold remedy medication,a survey could be used to determine,"How important is it that your cold remedy relieves your ________?" using a 10-point scale of 1=not important to 10=very important for each of several cold symptoms such as "congestion," "cough," or "runny nose." The researcher would then want to look for significant differences between the averages of two ________.
A)groups
B)z tests
C)variables
D)group differences
E)hypothetical t values
Q3) The apex of the sampling distribution of the difference between two percents is zero to represent the null hypothesis.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Page 16
Chapter 15: Preparing and Presenting Your Research Report
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/28784
Sample Questions
Q1) Research is conducted to determine which type of car is most preferred.The sports car has the highest preference ratings among the five cars that were test-driven.The report states that more sports cars should be manufactured than any other type of car.This last sentence is:
A)a recommendation
B)a conclusion
C)information that should be included in the front matter
D)a fact that should only be included in an oral report
E)a fact that must be substantiated in an oral report
Q2) The title should be very brief; it does not need to communicate what the report is about; the reader will have the full report to accomplish this goal.Rather,titles serve to identify one report from another.
A)True
B)False
Q3) A memo of transmittal is used to release or deliver the document to an organization for which you are a regular employee.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
17