Marketing Research Practice Questions
Course Introduction
Marketing Research introduces students to the systematic process of collecting, analyzing, and interpreting data relevant to marketing decision-making. The course covers key concepts such as research design, data collection methods (including surveys, interviews, and observation), sampling techniques, and basic statistical analysis. Students will learn how to define marketing problems, develop research objectives, and present actionable insights to inform product development, promotional strategies, and market segmentation. Emphasis is placed on ethical considerations and the practical use of marketing research tools to address real-world business challenges.
Recommended Textbook
Essentials of Marketing Research 4th Canadian Edition by Joseph F Hair
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662 Verified Questions
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Page 2
Chapter 1: Marketing Research for Managerial Decision Making
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Sample Questions
Q1) Research firms are required to maintain client confidentiality.
A)True
B)False
Answer: True
Q2) The benefits of internal marketing research providers include research method consistency, shared information across the company, lower research costs, and ability to produce actionable research results.
A)True
B)False
Answer: True
Q3) Frugging means:
A) claiming that a survey is for research purposes and then asking for a sale or donation.
B) fully explaining to respondents any deception that was used during research.
C) using data collection personnel to fill out surveys for fake respondents.
D) combining different publicly available information on the Internet to determine consumers' identities.
E) conducting research below professional standards.
Answer: A
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Chapter 2: The Marketing Research Process and Proposais
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Sample Questions
Q1) Image assessment surveys are an example of causal research designs.
A)True
B)False
Answer: False
Q2) Marilynn Castillo is a marketing manager at Gordon Corp. She debates whether or not to conduct a marketing research study before commercializing a product. After a brief analysis, she realizes that conducting the study will cost approximately $100,000. If she launches the product without conducting the study and the product fails, her firm could suffer a loss of $2 million. In this scenario, Marilynn conducts a(n) _____.
A) assessment on time availability
B) cost-benefit assessment
C) assessment on research designs
D) assessment on information availability
E) market-sensitivity assessment
Answer: B
Q3) Marketing research plays a critical role in developing competitive intelligence. A)True
B)False
Answer: True
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Page 4
Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
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Sample Questions
Q1) A _____ is an empirically testable though yet unproven statement developed in order to explain phenomena.
A) construct
B) law
C) sample statistic
D) fact
E) hypothesis
Answer: E
Q2) Internal secondary data is collected by organizations other than the company itself.
A)True
B)False
Answer: False
Q3) Bundlr is an example of gatekeeper technology.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Sample Questions
Q1) What are the main goals of quantitative research?
Q2) The objective of descriptive research is to:
A) test cause-and-effect relationships between specifically defined marketing variables.
B) explicitly define the research question and variables.
C) collect information that provides answers to research questions.
D) choose the type of individuals who will best represent the target population of interest.
E) ascertain how much detail of a behavior needs to be recorded.
Q3) A major disadvantage of observation methods is that data collection takes more time and is more expensive than through other types of procedures.
A)True
B)False
Q4) Quantitative research is most likely to be used when:
A) the objective is to identify new ideas and thoughts for a product.
B) the main goal is to uncover unanticipated findings and reactions.
C) the objective is to understand hidden underlying psychological processes.
D) the objective is to validate relationships and test hypotheses.
E) one has access to small samples.
Page 6
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Chapter 5: Descriptive and Causal Research Designs
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Sample Questions
Q1) _____ is the degree to which a specific survey question leads a respondent to give a socially acceptable response.
A) Incidence rate
B) Response rate
C) Data generalizability
D) Data precision
E) Topic sensitivity
Q2) Which of the following is an advantage of conducting a wireless phone survey?
A) It allows researchers to use the autodialing feature.
B) It ensures that there is no time delay between questions and receipt of responses.
C) It provides relatively large sample sizes.
D) It is most suitable for research involving long and complex questions.
E) It allows researchers to obtain representative samples.
Q3) 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
Q4) Discuss the types of errors in surveys.
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Chapter 6: Sampling: Theory and Methods
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Sample Questions
Q1) Compared to sampling, it is less time-consuming and less expensive to conduct a census.
A)True
B)False
Q2) The difference between stratified random sampling and cluster sampling is that in cluster sampling:
A) a researcher must be able to secure a complete listing of the potential sampling units that make up a defined target population.
B) a large number of respondents are interviewed in a relatively short time.
C) the representativeness of a sample cannot be measured because sampling error estimates cannot be calculated.
D) the sampling units are divided into mutually exclusive and collectively exhaustive subpopulations.
E) a target population is separated into different groups.
Q3) Referral sampling involves identifying a set of respondents who can help a researcher identify additional people to include in a study.
A)True
B)False
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8
Chapter 7: Measurement and Scaling
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Sample Questions
Q1) Which of the following statements is true regarding the various scale measurement issues?
A) The researcher should avoid using specific terms and instead use general, broad words.
B) The researcher should use "leading" phrases.
C) The researcher should give clear and simple instructions.
D) The researcher should ensure that scale descriptors have minimal discriminatory power.
E) The researcher should use double-barreled items.
Q2) A feature is an abstract construct if it can be directly measured using physical characteristics.
A)True
B)False
Q3) The number of dimensions of a construct influences the decision to use a single-item versus a multiple-item scale.
A)True
B)False
Q4) What are the two factors that drive the use of multiple-item scales in research?
Q5) What are the requirements of designing measurement scales?
Q6) Discuss the difference between a concrete variable and an abstract construct.
Page 9
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Chapter 8: Designing the Questionnaire
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Sample Questions
Q1) Despite advances in communication systems, the Internet, and software, the principles behind designing questionnaires remain essentially unchanged.
A)True
B)False
Q2) A _____ is a descriptive research activity representing a small-scale investigation of 5 to 30 subjects that are representative of the main study's defined target population but focus on a specific subcomponent of the main study.
A) median
B) pilot study
C) mode
D) pilot test
E) pretest
Q3) Discuss the advantages and disadvantages of unstructured questions as compared to structured questions.
Q4) Describe the response order bias and the common methods variance.
Q5) Self-administered surveys have very high response rates.
A)True
B)False
Q6) What is the purpose of pretesting a survey?
Page 10
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Chapter 9: Qualitative Data Analysis
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Sample Questions
Q1) When writing a research report, one should start out with specifics and then proceed to the more general topics.
A)True
B)False
Q2) Discuss how the process of tabulation might keep researchers honest.
Q3) Grace, an ethnographer, observes the traditional way of serving dinner in a Chinese household and makes a note of it in her journal. She then asks the head of the family to read her description to verify that it is accurate. In doing this, Grace is involved in:
A) member checking.
B) test marketing.
C) data categorization.
D) memo check back.
E) integration.
Q4) Is qualitative analysis inductive? Explain.
Q5) In qualitative research, cross-researcher validity means that the analysis presented in the report resonates with people inside the studied culture.
A)True
B)False
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Chapter 10: Preparing Data for Quantitative Analysis
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Sample Questions
Q1) Under which of the following conditions are respondents typically recontacted?
Q2) In order to establish valid percentages, missing responses must be removed from the calculation.
A)True
B)False
Q3) Percentage distribution can be calculated by converting a frequency distribution into percentages.
A)True
B)False
Q4) In marketing research, interviewers submitting false data for surveys are said to be
A) coding
B) curbstoning
C) nominalizing
D) screening
E) memoing
Q5) A coded value can be rejected if it is too large or too small for a particular scaled item on a questionnaire.
A)True
B)False
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Chapter 11: Basic Data Analysis for Quantitative Research
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Sample Questions
Q1) Discuss how standard deviation is a more comprehensive measure of dispersion than range.
Q2) The _____ is the middle value of a distribution when the distribution is ordered in either an ascending or a descending sequence.
A) mean
B) median C) mode
D) average
E) variance
Q3) Cross-tabulation is one of the most complex methods for describing sets of relationships.
A)True
B)False
Q4) In the context of the F-test, the smaller the difference in the variance between groups, the larger the F ratio.
A)True
B)False
Q5) How are sample statistics different from population parameters?
Q6) What is perceptual mapping?
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Chapter 12: Examining Relationships in Quantitative Research
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Sample Questions
Q1) What are the advantages of using the partial least squares method of structural equation modeling?
Q2) A problem area for marketing researchers in multiple regression is when the independent variables are highly correlated among themselves.
A)True
B)False
Q3) The use of a simple regression model assumes that the error terms associated with making predictions are dependently distributed.
A)True
B)False
Q4) In calculating the Pearson correlation coefficient, we assume that:
A) when the correlation coefficient is weak, there is a consistent, systematic relationship between the two variables.
B) the relationship we are trying to measure is curvilinear.
C) the variables we want to analyze have a binomially distributed population.
D) the variables have been measured using interval- or ratio-scaled measures.
E) when the correlation coefficient is strong and significant, the two variables are associated in a curvilinear fashion.
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Chapter 13: Communicating Marketing Research Findings
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Sample Questions
Q1) The visual presentation is a separate but equally important component of a marketing research report.
A)True
B)False
Q2) Which of the following is true of the executive summary in a research report?
A) It contains complex, detailed, or technical information not necessary for the formal report.
B) It presents the major points of the report and should actually be written last.
C) It contains background information necessary for a complete understanding of the report.
D) It includes the questionnaire or data collection instrument used for the research project, interviewer forms, and detailed sampling maps.
E) It must contain the name, position, employing organization, address, and telephone number of the person submitting the report.
Q3) Reports can be used for comparison purposes.
A)True
B)False
Q4) Discuss the organization format common to all marketing research reports.
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