Principles of Marketing Research Exam Review
Course Introduction
Principles of Marketing Research provides an in-depth introduction to the fundamental concepts and techniques used in marketing research. The course covers the entire research process, from defining research problems and developing research designs to data collection, analysis, and interpretation. Students learn about both qualitative and quantitative research methods, including surveys, focus groups, observation, and experimental approaches. Emphasis is placed on ethical considerations, sampling methods, questionnaire design, and the effective communication of research findings to support sound marketing decision-making. Through practical applications and case studies, students gain the skills necessary to design and evaluate marketing research projects in real-world business contexts.
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Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition by
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Alvin C. Burns
Chapter 1: An Introduction to Marketing Research
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Sample Questions
Q1) Sometimes marketing research studies lead to the wrong decisions.
A)True
B)False
Answer: True
Q2) The marketing research system gathers information for a specific situation facing the company,and it is unlikely that the other components of an MIS have the information needed for the specific situation.
A)True
B)False
Answer: False
Q3) The purpose of marketing research is to link the consumer to the marketer by providing information that can be used in making marketing decisions.
A)True
B)False Answer: True
Q4) Marketing research is synonymous with market research.
A)True
B)False Answer: False
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Chapter 2: The Marketing Research Industry
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Q1) Anonymity means that the researcher knows who the respondent is but does not identify the respondent with any information gathered from that respondent to a client.
A)True
B)False
Answer: False
Q2) Marketing research departments are usually organized according to only one of the following functions: area of application,marketing function,or the research process.
A)True
B)False
Answer: False
Q3) Since recruiting and maintaining a panel of willing respondents is expensive and time consuming,"panel equity," or the value represented by the panel will likely become more important in the future.
A)True
B)False
Answer: True
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Chapter 3: The Marketing Research Process Including the
Problem and Research Objectives
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Q1) Causal research designs are called experiments.
A)True
B)False
Answer: True
Q2) Though very important,properly defining the problem is not the most important step in the marketing research process.
A)True
B)False
Answer: False
Q3) Questionnaires are used for studies in which respondents are asked questions and when respondents are observed.
A)True
B)False
Answer: True
Q4) "Preparing Graphs and Bar Charts" is one of the twelve basic steps in the marketing research process.
A)True
B)False
Answer: False
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Chapter 4: Research Design Alternatives and Qualitative Research
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Sample Questions
Q1) Causal research is best utilized to define terms.
A)True
B)False
Q2) Which of the following is not true of secondary data,or information?
A)They have been collected for a purpose.
B)They are almost always a part of a marketing research project.
C)They are widespread and readily available.
D)They are difficult to find because you must first petition the researcher to get the data.
E)You can conduct a search for secondary information on virtually any topic quickly and efficiently.
Q3) Longitudinal studies are called such because they are long,very complex surveys taken at one point in time but taking several months to complete the data analysis.
A)True
B)False
Q4) Test markets do not yield infallible results.Sometimes test markets lead to the wrong decision.
A)True
B)False
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Chapter 5: Information Types and Sources: Secondary Data
and Standardized Information
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Q1) Each unit of information in a database is called a(n)________.
A)field
B)record
C)inventory
D)item
E)transaction
Q2) One of the advantages of using secondary data is that it may enhance primary data.
A)True
B)False
Q3) External secondary data include sales records,purchase requisitions,and invoices.
A)True
B)False
Q4) External secondary data was classified in your textbook into three sources: published,non-published,and video.
A)True
B)False
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Chapter 6: Data Collection Methods
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Q1) A computer-administered survey is one in which computer technology plays an essential role in the interview work,in all cases,completely eliminating the need for a personal interviewer.
A)True
B)False
Q2) The research industry's current standard telephone interview method is referred to as ________.
A)standard telephone interviewing
B)central location telephone interviewing
C)methodological interviewing
D)interview methodology
E)telephone interview method
Q3) Online surveys are making profound changes in the marketing research landscape. A)True
B)False
Q4) Self-selection bias is a factor to consider in mail surveys.
A)True
B)False
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Chapter 7: Measurement Scales
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Sample Questions
Q1) A scale's level of measurement may be:
A)open-ended, categorical, qualitative
B)whimsical, classical, scientific
C)open-ended, categorical, metric
D)metric, open-ended, scientific
E)element measurement
Q2) "How much do you weigh?" is an example of a synthetic metric format question.
A)True
B)False
Q3) The Halo Effect is best avoided by:
A)doing a couple of things wrong during the entire research project
B)mixing favorable and unfavorable endpoints on a scale
C)flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the bad questions
D)substituting "good" measurements to replace those thought to be faulty
E)none of the above; the Halo Effect cannot be avoided
Q4) "Anchored" means that the scale has a very high score on one end.
A)True
B)False
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Chapter 8: Designing Data Collection Forms
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Sample Questions
Q1) Which of the following does not identify the sponsor's name?
A)a disguised survey
B)a confidential survey
C)an anonymous survey
D)an "undercover" survey
E)none of the above; sponsors must always be identified to comply with FTC rules
Q2) Which of the following is NOT mentioned by your textbook as a distinct advantage of computer-assisted questionnaire design software packages?
A)They are easier.
B)They are faster.
C)They are friendlier.
D)They provide significant functionality beyond that available with a traditional word processor.
E)They are cheaper.
Q3) A good question should be focused on a single topic or issue.
A)True
B)False
Q4) In a disguised survey,the respondent is not identified.
A)True
B)False
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Chapter 9: Determining Sample Size and the Sample Plan
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Q1) Which sampling method is not based on fairness,equity or equal chance?
A)non-equity sampling
B)disproportionate sampling
C)unfair sampling
D)non-probability sampling
E)simple samples
Q2) Sample methods that embody random sampling are often termed ________.
A)probability sampling methods
B)nonprobability sampling methods
C)congruent sampling methods
D)incongruent sampling methods
E)randomized sampling methods
Q3) For a 95% confidence level,z=
A)2)58
B)2)38
C)1)99
D)1)96
E)1)00
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Chapter 10: Data Issues and Inputting Data Into Xl Data
Analyst
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Q1) There are two named worksheets in an XL Data Analyst that are critical: the Data worksheet and the Define Variables worksheet.
A)True
B)False
Q2) Using XL Data Analyst,selecting subsets of the data for analysis requires which of the following operations?
A)Utilities-Filter Data
B)Utilities-Unfilter Data
C)Selection-Filter Data
D)Selection-Subset-Analysis
E)Selection-Data-Subset
Q3) A variable description is limited to one word.
A)True
B)False
Q4) The use of value codes and value labels depends on the nature of the variable. A)True B)False
Q5) Practically all statistical analysis programs treat a "blank" as "missing data." A)True
B)False
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Chapter 11: Summarizing Your Data
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Sample Questions
Q1) The typical response is referred to as the central tendency.
A)True
B)False
Q2) Percentage distributions quickly communicate variability when they are converted to bar charts.
A)True
B)False
Q3) Which of the following is the best description of data analysis?
A)the process of describing data in statistical terms, such as p values and degrees of freedom
B)the process of describing data by computing a small number of measures that characterize the data set in ways that are meaningful to the client
C)the process of describing data so that they communicate the answer to the client and also allow the client to exercise his or her statistical skills
D)orthogonal manipulation of data
E)honorthological manipulation of data
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Chapter 12: Generalizing Your Findings
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Sample Questions
Q1) When variability is decreased and sample size increases,the sampling distribution becomes more compressed (smaller).
A)True
B)False
Q2) Typically,population parameters are designated by lowercase Roman letters.
A)True
B)False
Q3) To calculate a confidence interval for an average using your XL Data Analyst,you should use:
Generalize-Confidence Interval-Average.
A)True
B)False
Q4) If you have five friends who tell you they all have had great experience with their purchase of a Chevrolet,and you used this evidence to decide to buy a Chevrolet,you would be using:
A)consumer self-report and evaluation
B)deductive statistics
C)generalization
D)independent judgment
E)statistical logic
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Chapter 14: Determining Relationships
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Sample Questions
Q1) If we determine a precise linear relationship between two variables,then by knowing the value of one variable,we should be able to predict the other variable.
A)True
B)False
Q2) Which of the following is NOT one of the items to report when regression is used as a screening device or for understanding?
A)dependent variable
B)statistically significant independent variables
C)signs of beta coefficients
D)standardized beta coefficients for the significant variables
E)dummy coded variable
Q3) In a linear relationship formula,the slope = b.
A)True
B)False
Q4) Expected frequencies in chi-square analysis are found in the sample; observed frequencies are computed.
A)True
B)False
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Chapter 13: Finding Differences
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Sample Questions
Q1) A researcher may want to compare:
A)two percentages
B)two averages
C)one percentage with one average
D)either a or b
E)none of the above; researchers cannot make comparisons
Q2) ________ significance depends on whether or not there is a managerial application that uses the difference.
A)Practical
B)Statistical
C)Modest
D)Critical
E)Day-to-day
Q3) In reporting group differences to clients,marketing researchers often construct a group comparison table that summarizes the significant differences in an efficient manner.
A)True
B)False
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Chapter 15: Preparing and Presenting Your Research Report
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Sample Questions
Q1) iReport Writer Assistant is the name of the online reporting tool that Burke Inc.provides to its clients.
A)True
B)False
Q2) Recommendations in a marketing research report amount to:
A)suggestions on how to proceed, based upon the conclusions
B)guidelines on how to proceed, based upon the conclusions
C)suggestions on how to proceed, based upon the limitations
D)guidelines on how to proceed, based upon the limitations
E)viewing the future and should always be avoided
Q3) Which of the following was NOT discussed by your authors as stylistic devices or "tips" to consider when writing the research report?
A)prepare the appendix in a smaller font than that used for the report
B)begin paragraphs with topic sentences which state the main idea of the paragraph
C)use jargon sparingly
D)proofread aloud
E)use strong verbs
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