Marketing Research Test Preparation
Course Introduction
Marketing Research is a comprehensive course that explores the systematic process of gathering, analyzing, and interpreting data relevant to marketing decision-making. Students will learn about the various types of research methods used to identify consumer needs, preferences, and behaviors, as well as techniques for designing research projects, developing questionnaires, sampling, and data analysis. The course emphasizes the application of research findings to real-world marketing problems, such as new product development, branding strategies, and market segmentation. By the end of the course, students will be equipped with practical skills to conduct effective marketing research and critically evaluate research reports to inform strategic business decisions.
Recommended Textbook
MR2 2nd Edition by Tom J. Brown
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Chapter 1: Marketing Research: From Data to Information to Action
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Sample Questions
Q1) Which of the following is an example of advocacy research?
A) A firm manipulates research questions to portray a favorable impression of its products.
B) A website employs people to click on its ads in order to generate increased revenue.
C) A firm surveys its existing customers in order to find those who might be interested in a new product.
D) An airline offers reduced fares to frequent fliers, but does not advertise these on its website.
E) A marketer contacts people for a survey, but is actually trying to sell a product.
Answer: A
Q2) If an action undertaken during market research is legal, it is ethical.
A)True
B)False
Answer: False
Q3) Descriptive and causal research are also known as ____________________.
Answer: quantative research
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Chapter 2: The Research Question: Formulation of the Problem
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Q1) A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.
A)True
B)False
Answer: True
Q2) A store manager attempting to discover methods by which store revenue can be raised is faced with:
A) a discovery-oriented decision problem.
B) a promise problem.
C) a conjugacy problem.
D) a strategy-oriented decision problem.
E) all of the above.
Answer: D
Q3) ____________________ decision problems are common with unplanned changes in the marketing environment.
Answer: Discovery-oriented
Q4) A(n) ____________________ is a restatement of the decision problem in research terms, from the researcher's perspective.
Answer: research problem
Page 4
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Chapter 3: Exploratory, Descriptive, and Causal Research Designs
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Q1) The management of Green Thumb Lawn Care Service is concerned about their choice of advertising media in the Houston area. They aren't sure if advertising placed in the Houston Chronicle is reaching their target market. A research project is launched with the objective of determining the relationship between newspaper readership and use of Green Thumb's services. What type of research design is most appropriate for this project?
A) Descriptive research
B) Exploratory research
C) Relational research
D) Causal research
E) Laboratory experiment
Answer: A
Q2) Which research design(s) is (are) typically guided by an initial hypothesis?
A) Causal
B) Descriptive
C) Exploratory
D) Exploratory and causal
E) Descriptive and causal
Answer: E
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Chapter 4: Collecting Secondary Data from Inside and
Outside the Organization
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Q1) One key to effectively using prior marketing research projects as secondary data sources is:
A) selecting only those projects that addressed the current problem.
B) using only project results that were generated by laboratory experiments.
C) always using project results in isolation, in other words, not confusing the issue by combining results from various projects.
D) combining key learnings on related topics in order to arrive at synergistic learnings.
E) using only the learnings from projects conducted by commercial research companies, in order to avoid internal bias.
Q2) The process of collating demographic, consumer-behavior, and lifestyle data by arbitrary geographic boundaries that are typically quite small is called
Q3) A computer-based, artificial intelligence system that attempts to model how specialists in the area process information to solve the problem at hand is called the
Q4) How do organisations assess exposure to and effectiveness of advertising in the mass media?
Q5) Compare and contrast primary and secondary data.
Page 6
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Chapter 5: Collecting Primary Data by Observation
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Sample Questions
Q1) An opinion is an individual's overall evaluation of something.
A)True
B)False
Q2) Which of the following is a lifestyle characteristic?
A) Social class
B) Interests
C) Attitudes
D) Home ownership
E) Age
Q3) Discuss the two basic means of obtaining primary data.
Q4) Which of the following is an advantage of the observational method over the communication method of gathering primary data?
A) Versatility
B) Speed
C) Cost savings
D) Objectivity
E) None of the above
Q5) Scanner data are probably the most common type of ____________________ data.
Q6) A person's ____________________ refer to the individual's anticipated or planned future behavior.
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Chapter 6: Collecting Primary Data by Communication
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Sample Questions
Q1) Which of the following is NOT an advantage of structured questions?
A) Questions are standardized
B) Simple to administer
C) Responses difficult to interpret
D) Saves time and money
E) Easy to analyze
Q2) The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives:
A) open-ended questions.
B) closed-ended questions.
C) scaled-response questions.
D) ad reaction measurement.
E) None of the above.
Q3) A disguised questionnaire makes the purpose of the research obvious.
A)True
B)False
Q4) The amount of knowledge about the purpose of a study communicated to the respondent is called ____________________.
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Chapter 7: Asking Good Questions
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Q1) Which of the following statements is INCORRECT with respect to ordinally scaled variables?
A) The difference between the first- and second-ranked people is the same as the difference between the second- and third-ranked people.
B) Both the median and mode are permissible measures of average.
C) We can transform an ordinal scale in any way we wish as long as we maintain the basic ordering of the objects.
D) The ordinal scale implies identity.
E) The ordinal scale implies relative standing on the measured attributes.
Q2) Which of the following is(are) permissible measure(s) of central tendency with ratio scales?
A) Arithmetic mean, median, and the mode
B) Geometric mean
C) Median and mode
D) Both a and b
E) a, b, and c
Q3) Random error affects the measurement in a constant way.
A)True
B)False
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Chapter 8: Designing the Questionnaire
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Sample Questions
Q1) A(n) ____________________ question is framed so as to give the respondent a clue as to how he or she should answer.
Q2) In any study there should be two pretests, the first should be conducted by ____ and the second by ____.
A) personal interview, mail
B) the planned method of administration, mail
C) personal interview, the planned method of administration
D) the planned method of administration, the planned method of administration
E) There is no one best way to conduct the pretests.
Q3) If you were told that a young monk was rebuffed by his superior when he asked if he could "smoke while he prayed." A friend advised the monk to ask the question a different way: "May I pray while I smoke?" This illustrates that:
A) questions may be worded to always get a positive response.
B) questions may be worded so that the response is biased by the question itself.
C) questions should be worded to support the interests of the research sponsor.
D) monks shouldn't smoke.
E) a, b, and c.
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Chapter 9: Developing the Sampling Plan
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Q1) When stratifying the population, the characteristics should be as:
A) close in value as possible within each strata.
B) far apart in value as possible between any two strata.
C) far apart in value as possible within each strata.
D) Both b and c
E) Both a and b.
Q2) A researcher wants to interview members of the junior class in a local high school that are interested in attending the local university in order to investigate their attitudes concerning the university's admissions policy. Although the researcher suspects that many of the juniors are interested in attending, the researcher cannot get a list of juniors but only has the names of the three students that have expressed their interest by writing to the admissions office. What sampling procedure should the researcher use to assemble a sample of adequate size?
A) Simple random sampling
B) Referred sampling
C) Snowball sampling
D) Convenience sampling
E) Quota sampling
Q3) Compare and contrast probability and nonprobability sampling.
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Page 11
Chapter 10: Data Collection: Enhancing Response Rates
while Limiting Errors
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Q1) Which of the following is FALSE?
A) New sources of nonsampling error are being discovered all the time.
B) A large sample is much more likely to produce a "valid" result than a small sample is.
C) Total error, rather than any single type of error, is the key in a research investigation.
D) Sampling error can be estimated.
E) Nonsampling error is usually more troublesome than sampling error.
Q2) Student researchers collected data on name awareness of a local store. The researchers found that three-fourths of the people who refused to respond were members of the Greek system. If the Greek students who refused to participate in the survey were truly different on some key dimension from those who actually responded to the survey, ____ error could bias the research results.
A) observation
B) sampling
C) response
D) nonresponse
E) noncoverage
Q3) Discuss at least five (5) ways in which response rates might be improved.
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Page 12
Chapter 11: Data Preparation for Analysis
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Sample Questions
Q1) A data-entry operator was having a bad day while inputting data from your research project. He occasionally entered "9" when meaning to enter "3". This is an example of a(n)
A) gaffe
B) blunder
C) codebook error
D) outlier
E) nonresponse error
Q2) Which of the following statements about open-ended questions is FALSE?
A) Precoding is not necessary.
B) Response categories are provided for responses.
C) There are multiple legitimate responses.
D) When categorizing open-ended responses, it is often necessary to include an "other" category.
E) All of the above statements about open-ended questions are true.
Q3) An error that arises during editing, coding, or data entry is called a(n)
Q4) ____________________ is a source of nonsampling error that arises when a respondent agrees to an interview but refuses, or is unable, to answer specific questions.
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Chapter 12: Analysis & Interpretation: Individual Variables
Independently
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Q1) Refer to Exhibit 12.2. What is the sample standard deviation?
A)0.4318
B)0.3246
C)0.6571
D)1.0239
E) Can't be determined from the table.
Q2) You can "prove" that the alternative hypothesis is true if the null hypothesis is rejected.
A)True
B)False
Q3) The logic of hypothesis testing is that if we assume that the hypothesized value is the population parameter, then, at the 95% level of confidence, if we took 100 separate samples, the z-value for 95 of those samples would fall between + or - 1.96.
A)True
B)False
Q4) The hypothesis that a proposed result is not true for the population is called the ____________________ hypothesis.
Q5) The arithmetic mean value across all responses for a variable is called the ____________________ mean.
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Chapter 13: Analysis & Interpretation: Multiple Variables
Simultaneously
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Sample Questions
Q1) If an organization selects two towns for a market study (one for the test and the other as a control) and measures the amount of trash in pounds per household, it must first determine the equality of the two towns using a:
A) test of a single proportion.
B) test of a single mean.
C) test of two means.
D) test of two proportions.
E) None of the above.
Q2) Refer to Exhibit 13.3. What will average sales be equal to when 10 salespeople are used?
A) $358,000
B) $463.20
C) $358.00
D) $463,200
E) More information is needed to answer this question.
Q3) The simple regression technique in SPSS, not the researcher, specifies which variable should be the independent variable and which one should be the dependent variable.
A)True
B)False
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Chapter 14: The Research Report
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Q1) Which of the following is NOT an aid in the crafting of a research report that meets the writing criterion of clarity?
A) Using short sentences.
B) Using a logically ordered outline.
C) Rewriting the first draft.
D) Re-stating an important point in different words.
E) Using short paragraphs.
Q2) Definitions of unfamiliar terms should be included in the introduction.
A)True
B)False
Q3) Accuracy in a report refers to:
A) mathematical accuracy.
B) grammatical accuracy.
C) correct terminology.
D) Both a and b
E) a, b and c.
Q4) A stratum chart is also called a stacked line chart.
A)True
B)False
Q5) Distinguish between a conclusion and a recommendation for a research report.
Page 16
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