Marketing Research
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Course Introduction
Marketing Research is a comprehensive course designed to equip students with the fundamental principles and practical techniques used to collect, analyze, and interpret data relevant to marketing decisions. The curriculum covers both qualitative and quantitative research methods, including survey design, sampling techniques, focus groups, and data analysis. Students learn how to identify marketing problems, design appropriate research strategies, gather and analyze consumer and market data, and effectively communicate findings to guide business strategy. Real-world case studies and hands-on projects provide opportunities to apply concepts, ensuring students gain the analytical skills necessary for evidence-based decision-making in diverse marketing environments.
Recommended Textbook
Basic Marketing Research 9th Edition by Tom J. Brown
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) Solid marketing research is becoming increasingly important as the world moves to a
A)single monetary system.
B)global economy.
C)free market system of trade.
D)more regulated business environment.
E)All of these are correct.
Answer: B
Q2) Acme Corporation has identified several new market opportunities but has limited funds to invest and therefore cannot pursue them all.Which function of market research will it conduct to identify the most promising opportunities?
A)Planning
B)Decision making
C)Problem solving
D)Performance monitoring
E)Control
Answer: A
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Chapter 2: The Research Process and Ethical Concerns
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Q1) There can be differences between what is ethical and what is legal.
A)True
B)False
Answer: True
Q2) Primary data should always be collected,even if the information can be obtained from the company's internal sources or from external sources.
A)True
B)False
Answer: False
Q3) Sugging is a blatantly unethical use of marketing research.
A)True
B)False
Answer: True
Q4) Death Wish" research can be characterized as
A)research using techniques that offer little in the way of value.
B)quick,low cost research that corroborates what the marketer already thought.
C)research that results in a decision to kill a product idea.
D)All of these are correct.
E)both research using techniques and quick low,cost research.
Answer: E
Page 4
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Chapter 3: Problem Formulation
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Sample Questions
Q1) A well-stated decision problem
A)takes the manager's perspective.
B)is as simple as possible.
C)takes the form of a question.
D)All of these are correct.
E)None of these are correct.
Answer: D
Q2) Serendipity,or chance ideas,as a source of marketing research problems,might arise from
A)customer complaint letters.
B)salesperson's call reports.
C)comments in trade publication.
D)customer calls to toll-free service assistance centers.
E)All of these are sources of chance ideas.
Answer: E
Q3) If possible,researchers should attempt to conduct strategy-oriented research.
A)True
B)False
Answer: True
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Chapter 4: Exploratory Research
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Sample Questions
Q1) Exploratory studies do not involve
A)the analysis of selected cases.
B)probability sampling plans.
C)experience surveys.
D)good luck.
E)a search of published statistics.
Q2) The time to stop having focus groups is when
A)the research budget has been exhausted.
B)they show diminishing returns.
C)you get definitive answers to your research problem.
D)you've completed five focus groups.
E)All of these are correct.
Q3) The study of selected examples of the phenomenon about which insights are needed is
A)benchmarking.
B)ethnography.
C)case analysis.
D)data mining.
E)depth interview.
Q4) Compare and contrast focus and nominal groups
Page 6
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Chapter 5: Decision Support Systems: Introduction
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Q1) What is the primary difference between a Marketing Information System (MIS)and a Decisions Support System (DSS)?
A)Ease of use
B)Cost of implementation
C)A DSS uses software that allows managers to more fully utilize available information to assist in making decisions.
D)The ability to produce standardized reports
E)Access to information in a corporate database
Q2) Which of the following is an example of secondary data?
A)An online survey to gather demographic information on product purchasers
B)Existing data compiled from product warranty registration cards
C)Neither of these are correct.
D)Both of these are correct.
Q3) All of the following terms are associated with the dialog system EXCEPT
A)the modeling system
B)data mining
C)parallel processing
D)the language system
E)All of these terms are associated with the dialog system.
Q4) Compare and contrast DSS and MIS.
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Chapter 6: Decision Support Systems: Working With Big Data
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Q1) Apple uses data in one context that is linked to data in another context,and another and another,to get a 360-degree view of customer purchasing.This is an example of omni-transactional data.
A)True
B)False
Q2) The volume dimension of Big Data refers to
A)the amount of data being collected.
B)the pace of data flow,both in and out of a firm.
C)the consistency of the data collection process.
D)the diversity of types or forms of data.
E)the capacity of the storage units on which data is stored.
Q3) Analytical techniques,when applied to large sets of data,can
A)describe consumer behavior.
B)predict future consumption actions.
C)prescribe courses of action for a firm and its management.
D)All of these are correct.
E)None of these are correct.
Q4) Voice of the Customer (VOC)data are largely structured social media posts.
A)True B)False
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Chapter 7: Using External Secondary Data
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Q1) A specialist that is trained to know the contents of many of the key information sources in a library and on the Web as well as how to search those sources most effectively is known as a
A)search librarian.
B)research librarian.
C)reference librarian.
D)resource librarian.
E)consulting librarian.
Q2) The key feature of a diary panel is that a representative group of individuals or households keeps track of purchases made or products consumed over a given period of time.
A)True
B)False
Q3) People meters attempt to measure not only the channel to which the set is tuned but also who in the household is watching.
A)True
B)False
Q4) Discuss three common uses of the information supplied by standardized marketing information services.
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Chapter 8: Conducting Causal Research
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Sample Questions
Q1) The three basic types of research are
A)experimental,descriptive,and causal.
B)exploratory,demonstrative,and causal.
C)exploratory,descriptive,and experimental.
D)exploratory,descriptive,and causal.
E)experimental,demonstrative,and cause-and-effect.
Q2) The Houston Astros want to determine whether varying the level of advertising on local TV stations and newspapers has any effect on attendance.Which of the following is the dependent variable?
A)Attendance
B)Level of TV advertising
C)The number of channels on which ads are run
D)The number of repeat customers
E)Number of newspaper advertisements
Q3) The time required for an adequate market test is often minimal.
A)True
B)False
Q4) A test market study is a form of causal research.
A)True
B)False
10
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Chapter 9: Collecting Descriptive Primary Data
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Q1) Discuss the two basic means of obtaining primary data.
Q2) Which of the following statements about cross-sectional analysis is FALSE?
A)Cross-sectional designs are the best-known descriptive designs.
B)A quota sample can be used with a cross-sectional design.
C)Cross-sectional studies provide a snapshot of the variables of interest at a single point in time.
D)The sample of elements is typically selected to be representative of some known population.
E)All these statements about cross-sectional analysis are true.
Q3) Motivation refers to an individual's overall evaluation of something.
A)True
B)False
Q4) Callaway Golf Company conducted a one-time survey of golfers and asked them about their attitudes,preferences,and intentions regarding buying custom clubs.This is an example of a(n)
A)cross-sectional study.
B)exploratory research.
C)causal research.
D)field experiment.
E)laboratory experiment.
Page 11
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Chapter 10: Collecting Data by Observation
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Q1) Which of the following are limitations of the observation method of collecting data?
A)The willingness of a respondent to provide data
B)The memory of a respondent to accurately report data
C)The honesty of a respondent when providing data
D)All of these are limitations of the observation method of collecting data.
E)None of these are limitations of the observation method of collecting data.
Q2) Levis Strauss sent one of its employees',who is fluent in Japanese,to stay at the home of a traditional Japanese family with teenage daughters.The employee disguised himself as an exchange student but was actually in Japan spying on the family and their friends to better understand how Levi jeans are used and worn by teenagers in Japan.This illustrates that
A)all good observations should be disguised.
B)observation raises ethical questions.
C)observation is not a good research technique.
D)structured observation is legal.
E)None of these are correct.
Q3) Observation research doesn't have to be sophisticated to be effective.
A)True
B)False
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Chapter 11: Collecting Data by Communication
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Q1) Sampling control concerns the ability to identify,reach,and receive answers from population members.
A)True
B)False
Q2) Which of the following statements are NOT true of mall intercepts?
A)Due to the biased nature of the sampling frame,mall intercepts have become less popular with marketers in recent years.
B)One problem with a mall intercept approach is that not everyone shops at malls.
C)One problem with a mall intercept approach is that the frequency with which a person shops at a mall affects his or her likelihood of being asked to participate in the study.
D)None of these are true of mall intercepts.
E)All of these are true of mall intercepts.
Q3) Studies that rely on phone books
A)underrepresent households that move from one geographic area to another.
B)often end up with an inadequate sampling frame.
C)might encounter a non-coverage area.
D)do not include wireless numbers.
E)All of these are correct.
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Chapter 12: Asking Good Questions
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Sample Questions
Q1) Which of the following statements concerning measurement is FALSE?
A)Properties of the attributes must first be determined before measurement begins.
B)Numbers are assigned to accurately reflect properties of an attribute.
C)Typically,researchers recognize five "levels" of measurement.
D)None of these are correct.
E)All of these are correct.
Q2) A study was done on the campus of a major state institution to measure attitudes of students to-wards the recent fee increase.One question asks respondents to rank the five fees they are willing to pay from 1=most willing to 5=least willing.This is scaled as a(n)
A)nominal scale.
B)ordinal scale.
C)interval scale.
D)ratio scale.
E)None of these are correct.
Q3) You should use the lowest level of measurement possible when developing a measure for some attribute.
A)True
B)False
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Chapter 13: Designing the Data Collection Form for Communication Data
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Q1) Filter questions are regularly used at the start of interviews or questionnaires to determine whether the respondent is actually a member of the population being studied.
A)True
B)False
Q2) Which of the following is NOT true about question sequencing?
A)The first few questions should be simple and interesting to respondents.
B)Narrow questions should be asked first and the questions should get progressively broader.
C)Classification information should be asked last.
D)Target information,which deal with the topic of the study,should be asked first.
E)Questions on sensitive issues should be asked later.
Q3) The best way to ensure that the response categories offered in a fixed-alternative question are exhaustive is to
A)provide an "other" category.
B)provide a space for respondents to write in their answer,such as "e.____."
C)use at least ten categories.
D)use at least fifteen categories.
E)do extensive prior research before formulating the response categories.
Page 15
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Chapter 14: Developing the Sampling Plan
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Q1) A quota sample is a nonprobability sample chosen so that the proportion of sample elements with certain characteristics is about the same as the proportion of the elements with the characteristics of the target population.
A)True
B)False
Q2) One of the major problems with mail surveys is nonresponse bias.In an effort to minimize this,a researcher decides to limit the sample to his personal friends from whom he is sure to get replies.This is an example of a
A)probability sample.
B)nonprobability sample.
C)random sample.
D)sequential sample.
E)quota sample.
Q3) Which of the following are advantages of stratified over simple random sampling?
A)Ensures adequate representation from each stratum of interest
B)Can produce more precise sample statistics
C)Allows for the comparison of variables between strata
D)Takes advantage of homogeneity within groups
E)All of these are correct.
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Chapter 15: Data Collection: Types of Error and Response
Rate Calculation
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Q1) Nonsampling error occurs when an individual provides a response to an item,but the response is inaccurate for some reason.
A)True
B)False
Q2) Refusals are a more important source of nonresponse bias than the not-at-home problem in
A)personal interviews.
B)mail surveys.
C)telephone surveys.
D)None of these are correct.
E)Not-at-homes are always a more important source of error than refusals.
Q3) The refusal problem is the main source of nonresponse bias for a(n) A)interview.
B)completely randomized experimental design.
C)mail survey.
D)field study.
E)panel.
Q4) Sampling errors are the least manageable of all types of errors.
A)True
B)False
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Chapter 16: Data Preparation for Analysis
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Q1) Multiple coders are recommended for all of the following reasons EXCEPT:
A)The use of multiple coders can shorten the amount of time it takes to code.
B)Multiple coders can help reduce bias in the interpretation of different responses.
C)Results can easily be compared to ensure agreement among coders.
D)The use of multiple coders makes the coding process less expensive.
E)All of these are legitimate reasons for using multiple coders.
Q2) If a respondent indicates that he drives a foreign car,then later,in the same questionnaire,identifies it as a Ford,the editor should
A)change the "Ford" identification to "unknown foreign".
B)change the "foreign" identification to "domestic".
C)throw out both responses.
D)determine which of the responses is correct.
E)Any of these may be correct.
Q3) The BEST way to handle missing items when analyzing the data is to
A)leave the item blank and report the number blank as a separate category.
B)eliminate the case with the missing item in analyses using the variable.
C)substitute values for the missing item.
D)eliminate the case from all further analyses.
E)There is no single best way for handling missing items.
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Chapter 17: Analysis and Interpretation: Individual Variables
Independently
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Q1) A frequency analysis is NOT used to A)locate blunders.
B)locate outliers.
C)determine the empirical distribution of the variable.
D)communicate the results of the study.
E)determine the relationship between two variables.
Q2) The median is the most commonly calculated statistic for both interval- and ratio-level measures.
A)True
B)False
Q3) A frequency analysis is useful for A)locating blunders.
B)determining the empirical distribution of the variable in question.
C)determining the relationship between two variables.
D)locating blunders and determining the empirical distribution of the variable in question.
E)All ofthese are correct.
Q4) The confidence interval only takes sampling error into account.
A)True B)False
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Chapter 18: Analysis and Interpretation: Multiple Variables
Simultaneously
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Q1) When a computed z-value (for a test for differences between two percentages),say 4.51,is larger than the standard z-value,say 1.96,then this amounts to A)support for the null hypothesis;the two percentages are different.
B)no support for the null hypothesis;the two percentages are not different.
C)support for the null hypothesis;the two percentages is not different.
D)no support for the null hypothesis;the two percentages are different.
E)None of these are correct.
Q2) Which of the assumptions listed below are necessary in order for the coefficients in a partial regression equation to be interpreted as the average change in the criterion variable associated with a unit change in the appropriate predictor variable holding other predictor variables constant?
A)The predictor variables must be correlated.
B)The variance among predictor variables must be equal.
C)The criterion variable must be normally distributed.
D)The predictor variables must be uncorrelated.
E)None of these are necessary assumptions.
Q3) Compare and contrast the use of analysis of variance (ANOVA)versus conducting a series of t-tests to examine differences across groups.
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Chapter 19: The Oral Research Presentation
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Q1) A stratum chart is equivalent to a A)pictogram.
B)divided bar chart.
C)pie chart.
D)line chart.
E)bar chart.
Q2) An analyst wishing to present the monthly fluctuations in coffee consumption over the past two years should probably use a _____ chart.
A)grouped bar
B)pie
C)line
D)stratum
E)divided bar
Q3) A chart that uses symbols instead of a bar to indicate length is a variation of a bar chart called a
A)hi-lo chart.
B)line chart.
C)stratum chart.
D)pie chart.
E)pictogram.
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Chapter 20: The Written Research Report
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Q1) Which of the following is FALSE?
A)The research report is the end product of the research process.
B)The fundamental criterion by which research reports are evaluated is communication with the reader.
C)The report reader is the only reason to prepare a research report.
D)The intended use of the research report does not affect the content of the report.
E)The research report criteria of completeness,accuracy,clarity,and conciseness are related.
Q2) The most important part of a written research report is the A)summary. B)body.
C)appendix.
D)conclusion.
E)introduction.
Q3) Completeness of the research report should be evaluated from the perspective of the reader.
A)True
B)False
Q4) Distinguish between a conclusion and a recommendation.
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