Marketing Research
Test Questions
Course Introduction
Marketing Research is an essential course that introduces students to the techniques and methodologies used to gather, analyze, and interpret data relevant to marketing decision-making. The course covers the entire research process, including problem definition, research design, data collection (both qualitative and quantitative), data analysis, and the presentation of research findings. Students will learn how to apply statistical tools, survey techniques, and interview methods to real-world marketing problems, enabling them to derive actionable insights and support strategic business decisions. Through case studies and practical projects, the course emphasizes the importance of ethical considerations in research and the critical role of marketing research in understanding consumer behavior, market trends, and competitive dynamics.
Recommended Textbook
Marketing Research 8th Edition by Alvin C. Burns
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Chapter 1: Introduction to Marketing Research
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Sample Questions
Q1) Because of new methods of market research,modern marketing thought holds that firms should not collaborate and learn from consumers.
A)True
B)False
Answer: False
Q2) Improving our understanding of ________ entails conducting research to expand our knowledge of marketing.
A)the marketing concept
B)the marketing planning process
C)the market mix process
D)the marketing process
Answer: D
Q3) The marketing concept is an important philosophy for marketing managers because:
A)It sets the amount of quarterly profits a firm will earn.
B)It dictates the market share a firm will earn.
C)It guides day-to-day decisions managers will make.
D)It sets an adequate rate of internal ROI.
Answer: C
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Page 3
Chapter 2: The Marketing Research Industry
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Sample Questions
Q1) For the marketing research industry to evolve,there exists a need for researchers to:
A)Understand the broader implications of new research technologies.
B)Dig deeper into data and deliver strategic insights with their results.
C)Dig deeper into data and deliver tactical insights with their results.
D)Understand the broader implications of social media data.
Answer: B
Q2) Certification programs assure that certified individuals have passed some standard(s)of performance.
A)True
B)False
Answer: True
Q3) The Transparency Initiative is a program by the ________ to encourage the routine disclosure of methods used in research that is released to the public.
A)AAPOR(American Association for Public Opinion Research)
B)MRA(Marketing Research Association)
C)AMA(American Marketing Association)
D)CASRO(Council of American Survey Research Organizations)
Answer: A
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4
Chapter 3: The Marketing Research Process & Defining the
Problem and Research Objectives
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Sample Questions
Q1) A strategic analysis is a form of exploratory research undertaken to gather background information and data pertinent to the problem area that may be helpful in properly defining the problem decision.
A)True
B)False
Answer: False
Q2) A research objective should specify:
A)The research design used in the research study.
B)The sample size used in the research study.
C)The sampling procedure used in the research study.
D)From whom information is to be gathered.
Answer: D
Q3) Marketing research can produce interesting results and information.However,if the interesting information gives managers no guidance,it may indicate the absence of action standards.
A)True
B)False
Answer: True
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Chapter 4: Research Design
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Sample Questions
Q1) Which of the following is NOT a use for exploratory research?
A)To confirm hypotheses
B)To gain background information
C)To define terms,to clarify problems,and hypotheses
D)To establish research priorities
Q2) An outside research firm guarantees distribution of a product that pre-specified types and numbers of distributors.This is an example of what type of test market?
A)Electronic test markets
B)Controlled test markets
C)Simulated test markets
D)Standard test markets
Q3) Research designs are classified into three traditional categories: exploratory,descriptive,and causal.
A)True
B)False
Q4) Discuss at least three of the six primary areas of potential ethical issues that may arise in the potential for researchers to take advantage of clients in the research design process.
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Chapter 5: Secondary Data & Packaged Information
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Sample Questions
Q1) Social media platforms provide one of the best means to trace trends and track big themes including fears and aspirations that influence consumers.
A)True
B)False
Q2) ________ are sources of information that are prepared for public distribution and are normally found in libraries and online.
A)Data aggregators
B)Official statistics
C)Published sources
D)Custom sources
Q3) If two or more independent organizations report the same data,researchers should have less confidence in the validity and reliability of the data and should double-check the source.
A)True
B)False
Q4) Explain the advantages and disadvantages of secondary data.
Q5) Certain projects may be based exclusively on secondary data.
A)True
B)False
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Chapter 6: Utilizing Exploratory and Qualitative Research Techniques
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Sample Questions
Q1) Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is:
A)Quantitative research.
B)Primary research.
C)Qualitative research.
D)Secondary research.
Q2) One of the main advantages of online communities is that they are ________,allowing a wide variety of data to be collected,including posts,photos,and videos.
A)inexpensive and flexible
B)easy to recruit and flexible
C)flexible and diverse
D)expensive but flexible
Q3) How are focus groups analyzed and what should be included in a report that conveys the findings of research using this technique?
Q4) The disadvantages of marketing research online communities are that they are relatively expensive and cannot be assembled quickly.
A)True
B)False
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Chapter 7: Evaluating Survey Data Collection Methods
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Sample Questions
Q1) Historically,survey data collection has been largely driven by technology.The earliest technology was the telephone survey.
A)True
B)False
Q2) There are four common variations of person-administered/computer-assisted interviews: the in-home interview,the mall-intercept interview,the in-office interview,and the telephone interview.
A)True
B)False
Q3) Which survey technique is generally believed to obtain response quality equal to telephone surveys?
A)Mail surveys
B)Online surveys
C)Mall-intercept surveys
D)In-office surveys
Q4) Compare the advantages and disadvantages of person-administered and computer-assisted interviews.Explain the added advantages of computer-assisted interviews.
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Chapter 8: Understanding Measurement, Developing
Questions, and Designing the Questionnaire
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Sample Questions
Q1) The submit signal within a computer-assisted questionnaire software program prompts the program to write the respondent's answers into a data file.However,the data file may not grow in direct proportion to and at the same rate as respondents submit surveys.
A)True
B)False
Q2) The ratio characteristic allows us to construct ratios when calculating results of the measurement.
A)True
B)False
Q3) It is not good practice to invent a novel scale format with every questionnaire.
A)True
B)False
Q4) It is unwise to take a questionnaire designed for online administration and simply let the questionnaire design system present it in mobile device format.
A)True
B)False
Q5) What are the benefits to using computer-assisted questionnaire design?
Q6) Define reliability and validity.How can something be reliable yet not be valid?
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Chapter 9: Selecting the Sample
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Q1) When researcher uses his or her judgment or that of some other knowledgeable person to identify who will be in the sample,he or she is using what type of nonprobability sampling method?
A)Convenience sampling
B)Purposive sampling
C)Chain referral sampling
D)Quota sampling
Q2) The greatest danger in cluster sampling is cluster specification error that occurs when the clusters are:
A)Not homogeneous.
B)Heterogeneous.
C)Too homogeneous.
D)Too heterogeneous.
Q3) Whenever a sample is taken,the survey will reflect sampling error.
A)True
B)False
Q4) A sample unit is a subset of the population that suitably represents that entire group.
A)True
B)False
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Chapter 10: Determining the Size of a Sample
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Q1) Appropriate use of the finite multiplier formula will ________ when performing research on small populations.
A)increase the calculated sample size and save money
B)reduce the sample but increase the cost
C)reduce the overall cost of the research
D)reduce a calculated sample size and save money
Q2) A confidence interval is based on the normal,or bell-shaped,curve commonly found in statistics.
A)True
B)False
Q3) By estimating p to be other than 50%,the researcher can:
A)Reduce the sample size and save money.
B)Reduce the sample size and time to completion.
C)Increase efficiencies and lower costs.
D)Increase accuracy and time to completion.
Q4) With small populations,the ________ should be used to determine sample size.
A)finite multiplier
B)infinite multiplier
C)standard adjustment factor
D)standard correction factor
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Chapter 11: Dealing with Fieldwork and Data Quality
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Q1) It is important for researchers to know both the sources of nonsampling errors as well as ways to minimize its effect.Describe intentional and unintentional errors as well as the causes.
Q2) Sometimes the opportunity arises to use the third-person technique,in which the interviewer directly and indirectly quizzes the respondent about a subject that might be embarrassing.
A)True
B)False
Q3) When a fieldworker believes he or she knows how to administer a survey but instead does it incorrectly,it is known as:
A)Instinctive interviewer error.
B)Intentional respondent error.
C)Interviewer misunderstanding.
D)Unintentional respondent error.
Q4) With a code book that describes the data file,any analyst can work on the dataset,regardless of whether that analyst was involved in the research project during its earlier stages or not.
A)True B)False
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Chapter 12: Using Basic Descriptive Analysis Performing
Population Estimates and Testing Hypotheses
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Sample Questions
Q1) Nominal data are summarized with the following descriptive measures EXCEPT: A)Percents.
B)Frequencies.
C)Variables.
D)Frequency distribution.
Q2) When ________ are encountered by marketing researchers,the marketing researcher performs the appropriate hypothesis test and interprets the findings.
A)implicit hypotheses
B)explicit hypotheses
C)concurrent hypotheses
D)exclusive hypotheses
Q3) The basic data analysis goal involved in all measures of central tendency is to report a single piece of information that describes the most typical response to a question.
A)True
B)False
Q4) In parameter estimation,the sample statistic is usually a mean or a percentage. A)True
B)False
Page 14
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Chapter 12: Using Basic Descriptive Analysis, Performing
Population Estimates, and Testing Hypotheses
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Q1) ANOVA is used when comparing the means of three or more groups.
A)True
B)False
Q2) Depending on the objectives of the research,it is not recommended to combine percentage differences and mean differences in the same table when reporting the results of differences tests.
A)True
B)False
Q3) When a researcher wants to determine if two means of two different questions using the same scale format and answered by the same respondents in the sample are significantly different,they would use what type of test?
A)Paired samples test for the difference between respondents
B)Paired samples test for the difference between two means
C)Paired samples test for the difference between two medians
D)Non-paired samples test for the difference between two means
Q4) The computation of the z value makes the assumption that the raw data for most statistics under scrutiny have normal or bell-shaped distributions.
A)True
B)False
Page 15
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Chapter 14: Making Use of Associations Tests
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Q1) A monotonic relationship means the researcher knows the general direction(increasing or decreasing)of the relationship between two variables.
A)True
B)False
Q2) Within the guidelines on the reporting of correlation findings,marketing researchers usually have a"target"or a"focal"variable in mind,and they look at correlations of other variables of interest with this target variable.
A)True
B)False
Q3) If you found a significant correlation of .83 between years of education and hours spent attending San Francisco Giants' baseball games,it would mean that:
A)People with more education spend more time attending Giants' baseball games.
B)People with less education spend more time attending Giants' baseball games.
C)People with more education spend less time attending Giants' baseball games.
D)People with less education spend less time attending Giants' baseball games.
Q4) With respect to Chi-square analysis describe observed and expected frequencies.What is the relationship between observed/expected frequencies and the Chi-square statistic?
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Chapter 15: Understanding Regression Analysis Basics
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Q1) ________ is a very powerful tool because it tells us what factors are related to the dependent variable,how each factor influences the dependent variable(the sign),and how much each factor influences it(the size of bi).
A)Chi-square analysis
B)Analysis of variables
C)Correlation analysis
D)Multiple regression
Q2) There is a direct cause-and-effect relationship or true dependence between the dependent and independent variables in regression analysis.
A)True
B)False
Q3) A ________ model identifies independent and dependent variables and shows their expected basic relationships to one another.
A)specific statistical
B)general statistical
C)specific conceptual
D)general conceptual
Q4) What is regression analysis? How do market researchers use regression analysis?
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Chapter 16: Writing the Research Report
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Sample Questions
Q1) Video footage that is gathered through ________ can be used to illustrate key takeaways from research studies.
A)socio-cultural methods
B)proprietary film databases
C)observation or ethnographic methods
D)live news broadcasts
Q2) The abstract or executive summary should be very carefully written,conveying the information that is suitable for review only by top-level management.
A)True
B)False
Q3) Positioning the report for the audience is critical.Describe the basic guidelines that researchers need to keep in mind as he or she writes a report that is properly positioned for the audience.
Q4) The abstract/executive summary provides an overview of the most useful information,including the conclusions and recommendations.
A)True
B)False
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