Marketing Research Test Preparation
Course Introduction
Marketing Research provides students with a comprehensive understanding of the methods and techniques used to gather, analyze, and interpret data related to marketing challenges and consumer behavior. The course covers topics such as research design, sampling, data collection techniques (qualitative and quantitative), data analysis, and the effective communication of research findings. Through practical projects and case studies, students learn how to identify marketing problems, develop research objectives, design surveys and experiments, analyze data using statistical tools, and present actionable insights to support strategic marketing decisions.
Recommended Textbook
Essentials of Marketing Research Global 1st Edition by Naresh K. Malhotra
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13 Chapters
1331 Verified Questions
1331 Flashcards
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Page 2
Chapter 1: Introduction to Marketing Research
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98 Verified Questions
98 Flashcards
Source URL: https://quizplus.com/quiz/34450
Sample Questions
Q1) Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.
A)True
B)False
Answer: True
Q2) Problem-identification research is the more common of the forms of research and is undertaken by virtually all marketing firms.
A)True
B)False
Answer: True
Q3) All of the following represent main methods used by syndicated services to collected data EXCEPT ________.
A)focus groups
B)surveys
C)panels
D)scanners
E)audits
Answer: A
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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103 Verified Questions
103 Flashcards
Source URL: https://quizplus.com/quiz/34451
Sample Questions
Q1) A limitation of social media in understanding consumer behavior is that we cannot determine how consumers interact with each other over time.
A)True
B)False
Answer: False
Q2) All of the following represent factors that comprise the environmental context of the problem EXCEPT ________.
A)resources of the firm
B)objectives of the decision maker
C)accounting practices used by the firm twenty years ago
D)economic environment
E)constraints of the firm
Answer: C
Q3) In graphical models, the variables and their relationships are stated in prose form.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Research Design, Secondary and Syndicated Data
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141 Verified Questions
141 Flashcards
Source URL: https://quizplus.com/quiz/34452
Sample Questions
Q1) ________ is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.
A)Data mining
B)Mass marketing
C)Parallel marketing
D)Traditional marketing
E)Competitive intelligence
Answer: A
Q2) If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands, the most effective way to obtain this information is via ________.
A)scanner data
B)in-store intercepts where consumers were observed purchasing a product in a particular category
C)telephone interviews with individuals who made a recent purchase in a particular category
D)an audit
E)panel data from individuals in the interested category
Answer: D
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Chapter 4: Qualitative Research
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96 Verified Questions
96 Flashcards
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Sample Questions
Q1) According to the text, the typical duration of a focus group is ________.
A)less than an hour
B)two to four hours
C)one to three hours
D)three to five hours
E)more than five hours
Q2) A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.
A)True
B)False
Q3) ________ are the most important qualitative research procedure.
A)Focus groups
B)Depth interviews
C)Projective techniques
D)Association techniques
Q4) In cultural settings, such as the Far East where persons are hesitant to discuss their feelings in group situations, depth interviews should be used.
A)True
B)False
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Chapter 5: Survey and Observation
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95 Verified Questions
95 Flashcards
Source URL: https://quizplus.com/quiz/34454
Sample Questions
Q1) Participant blogs and online research communities may be considered to be examples of e-ethnography or netnography.
A)True
B)False
Q2) Promised incentives are incentives that are included with the survey or questionnaire.
A)True
B)False
Q3) Which of the following is NOT an advantage of using the survey method?
A)ease of use
B)reliability
C)cost
D)validity
E)All are advantages.
Q4) Observational interviews are recognized as a classification for the various methods of collecting survey data.
A)True
B)False
Q5) Discuss the traditional mail interview method and the typical mail interview package.
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Chapter 6: Experimentation and Causal Research
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Experimental design is the set of experimental procedures specifying the test units and sampling procedures and all of the following EXCEPT specifying ________.
A)independent variables
B)dependent variables
C)plan for data analysis
D)how to control the extraneous variables
E)test stimuli
Q2) ________ variables are variables that are manipulated by the researcher and whose effects are measured and compared.
A)Dependent
B)Interdependent
C)Extraneous
D)Independent
E)Test unit
Q3) Concomitant variation occurs when the presumed cause and presumed effect are both present and both vary in a manner predicted by the researcher's hypothesis.
A)True
B)False
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8
Chapter 7: Measurement and Scaling
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124 Verified Questions
124 Flashcards
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Sample Questions
Q1) According to the text, comparative scaling is sometimes referred to as ________.
A)metric scaling
B)random scaling
C)monadic scaling
D)nonmetric scaling
E)none of the above
Q2) A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a ________.
A)Likert scale
B)semantic differential
C)Stapel scale
D)balanced rating scale
E)mid-range scale
Q3) All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.
A)True
B)False
Q4) Discuss measurement and scaling. What are they and how are they related?
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Chapter 8: Questionnaire and Form Design
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87 Verified Questions
87 Flashcards
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Sample Questions
Q1) Open-ended is a popular form of structured question.
A)True
B)False
Q2) A questionnaire is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers.
A)True
B)False
Q3) Pretesting is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems before using it in the actual survey.
A)True
B)False
Q4) In a short essay, list the ten steps to designing the ideal questionnaire.
Q5) A single question that attempts to cover two issues is called a double-barreled question.
A)True
B)False
Q6) In a short essay, describe a questionnaire and discuss the three specific objectives of a questionnaire.
Page 10
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Chapter 9: Sampling: Design and Procedures
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86 Verified Questions
86 Flashcards
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Sample Questions
Q1) The number of units to be included in a study is called the ________.
A)census
B)sampling frame
C)sample size
D)incident
E)company roster
Q2) According to the text, which of the following is the first step in the sampling design process?
A)define the population
B)determine the sampling frame
C)select sampling technique(s)
D)determine the sample size
E)count your resources available
Q3) Convenience samples are appropriate to use with exploratory research.
A)True
B)False
Q4) Judgmental sampling is a probability sampling technique in which each element in the population has a known and equal probability of selection.
A)True
B)False
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Chapter 10: Data Collection and Preparation
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138 Verified Questions
138 Flashcards
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Sample Questions
Q1) A method for handling missing responses in which respondents with any missing responses are discarded from the analysis is called pairwise deletion.
A)True
B)False
Q2) According to the text, the typical interviewer is a ________, with an above-average education and an above-average household income.
A)single woman aged 18 to 34
B)single woman aged 35 to 54
C)married woman aged 18 to 34
D)married woman aged 35 to 54
E)senior woman aged 55 to 65
Q3) In a short essay, discuss the ethical issues related to data preparation and analysis.
Q4) According to the text, the typical interviewer is a single woman aged 18 to 34, with an above-average education and an above-average household income.
A)True
B)False
Q5) In a short essay, discuss the process of validating fieldwork.
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Chapter 11: Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross-Tabulation
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88 Verified Questions
88 Flashcards
Source URL: https://quizplus.com/quiz/34460
Sample Questions
Q1) If the distribution is asymmetric and the variable is measured on a nominal scale, the ________ should be used as a measure of location.
A)mean
B)mode
C)median
D)maxima
E)trend
Q2) The mean squared deviation of all the values from the mean is called the variance. A)True
B)False
Q3) The chi-square statistic can be estimated on counts of data or on percentages. A)True
B)False
Q4) According to the text, the mode represents the highest peak of the distribution. A)True
B)False
Q5) In a short essay, discuss measures of variability as they are associated with frequencies. Include a discussion of range, variance, and standard deviation.
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Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, Correlation, and Regression
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94 Verified Questions
94 Flashcards
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Sample Questions
Q1) The F statistic is computed as the ratio of two sample means.
A)True
B)False
Q2) According to the text, samples drawn randomly from different populations are termed ________.
A)dependent samples
B)parallel samples
C)exclusive samples
D)independent samples
E)divergent samples
Q3) The value of the F distribution depends only upon the degrees of freedom in the numerator.
A)True
B)False
Q4) A two-tailed test is more conservative than the corresponding one-tailed test.
A)True
B)False
Q5) In a short essay, discuss multiple regression and the multiple regression model.
Q6) In a short essay, discuss paired samples and list at least three examples of hypotheses that are related to paired samples. Page 14
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Page 15
Chapter 13: Report Preparation and Presentation
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) According to the text, a ________ is not useful for displaying relationships over time or relationships among several variables.
A)line chart
B)pie chart
C)bar chart
D)histogram
E)streamline
Q2) ________ is the last step in the marketing research project.
A)Data collection
B)Questionnaire coding
C)Data analysis
D)Research design
E)Report preparation and presentation
Q3) A ________ is a chart that connects a series of data points using continuous lines.
A)pictograph
B)bar chart
C)line chart
D)histogram
E)streamline
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Page 16