Principles of Marketing Research Solved Exam
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Course Introduction
Principles of Marketing Research introduces students to the foundational concepts, methods, and tools used in gathering, analyzing, and interpreting data relevant to marketing decision-making. The course covers the research process from defining marketing problems and objectives, through designing research methodologies, selecting appropriate data collection techniques, and analyzing quantitative and qualitative data. Emphasis is placed on ethical considerations, questionnaire design, sampling methods, and the use of statistical software in interpreting marketing data. By the end of the course, students will be equipped to conduct effective marketing research projects and use insights to inform strategy in real-world business contexts.
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Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition by Alvin C. Burns
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Chapter 1: An Introduction to Marketing Research
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Q1) Which of the following is NOT one of the subsystems of the marketing information system?
A)internal reports
B)marketing intelligence
C)marketing decision support
D)marketing research
E)consumer information support system
Answer: E
Q2) When everyone saw the music industry facing a terrible decline due to pirating of songs on the Internet,Apple saw an opportunity for iTunes.This example illustrates which use of marketing research?
A)identify market opportunities and problems
B)generate, refine, and evaluate potential marketing actions
C)monitor marketing performance
D)improve marketing as a process
E)improve marketing research as a process
Answer: A
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Chapter 2: The Marketing Research Industry
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Q1) The "Father of Marketing Research" is Charles Coolidge Parlin who did continuous,organized research for the Curtis Publishing Company.
A)True
B)False
Answer: True
Q2) In teleology,if there are individual costs but group benefits,then there are net gains,and the behavior is judged to be ethical.
A)True
B)False
Answer: True
Q3) The Industrial Revolution marked the beginning of the growth of marketing research. A)True
B)False
Answer: True
Q4) The FTC's "do not call" registry has not been successful at all. A)True
B)False
Answer: False
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Chapter 3: The Marketing Research Process Including the
Problem and Research Objectives
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Q1) Researchers may gain additional information necessary to define the problem properly by conducting a situation analysis.
A)True
B)False
Answer: True
Q2) Causal research designs are called experiments.
A)True
B)False Answer: True
Q3) If the problem were defined as determining the level of customer satisfaction,a ________ could be to survey 400 users of product X and measure their level of satisfaction on six different attributes as well as measuring their likelihood of purchasing the product again.
A)research problem
B)counterbalancing problem
C)research description
D)research objective
E)starting point
Answer: D
Page 5
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Chapter 4: Research Design Alternatives and Qualitative Research
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Q1) Which of the following is a potential use of test marketing?
A)to test the sales potential for a new product
B)to test variations in the marketing mix for a product
C)to test the sales potential for a new service
D)all of the above
E)none of the above
Q2) When a variable exerts influence on the dependent variable and is not an independent variable we refer to it as a(an):
A)influencing variable
B)unwanted variable
C)complex variable
D)extraneous variable
E)reliable variable
Q3) Test markets do not yield infallible results.Sometimes test markets lead to the wrong decision.
A)True
B)False
Q4) Continuous panels are sometimes called omnibus panels.
A)True
B)False
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Chapter 5: Information Types and Sources: Secondary Data and
Standardized Information
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Q1) In your text your authors discuss how research was conducted by the disposable diaper industry that demonstrated that disposable diapers were no more harmful on the environment than cloth diapers.The cloth diaper industry found just the opposite.The point of this example is:
A)research studies are always objective and are conducted to provide the truth
B)when evaluating research studies you should understand that some studies are conducted with a clear purpose in mind to "prove" some position or advance some special interest
C)chambers of commerce have always been able to clear up discrepancies between research studies
D)if you are really concerned about the environment, don't wear any type of diaper
E)secondary data be discarded because those collecting it always have a hidden agenda
Q2) Secondary data is readily available for very few applications.
A)True
B)False
Q3) In databases,fields are composed of records.
A)True
B)False
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Chapter 6: Data Collection Methods
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Q1) Which of the following is a data collection mode in which an interviewer reads questions,either face-to-face or over the telephone,to the respondent and records the answers?
A)person-administered survey
B)computer-administered survey
C)self-administered survey
D)hybrid survey
E)mixed-media survey
Q2) Which is a self-administered survey?
A)group self-administered survey
B)in home surveys
C)telephone surveys
D)CATI surveys
E)dual data collection
Q3) Telephone surveys have the potential to provide a high-quality sample.
A)True
B)False
Q4) An advantage of in-office interviews is that they have low costs.
A)True
B)False
Page 8
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Chapter 7: Measurement Scales
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Q1) If a researcher wanted the respondent to simply answer a question with no additional information,he or she would likely use a(an):
A)unaided open-ended format
B)aided open-ended format
C)response probed format
D)continuous response format
E)categorical, close-ended format
Q2) Dual-choice and multiple-choice questions are both options of the metric response format.
A)True
B)False
Q3) Which of the following scaled-response formats is good for measuring store,company or brand images?
A)constant sum scale
B)life-style inventory
C)semantic differential scale
D)image analysis scales
E)store analysis
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Chapter 8: Designing Data Collection Forms
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Q1) In the question,"What was the most important factor that convinced you it was time to make this purchase?" which word is one of the "words to avoid in question development"?
A)important
B)convinced
C)you
D)most
E)factor
Q2) The question: "Since our country's Founding Fathers gave us the right to bear arms,aren't you against gun control legislation?" is an example of a loaded question.
A)True
B)False
Q3) "Now,I would like to ask you a few questions about your family's television viewing habits" is an example of a ________ statement.
A)screening
B)warm-up
C)complicated
D)transition
E)ferreting
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Chapter 9: Determining Sample Size and the Sample Plan
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Q1) The interpretation of sample accuracy uses the following logic: If you use a sample size with an accuracy level of ±5%,when you analyze your survey's findings,________.
A)they will be about +5% of what you would find if you performed a census
B)they will be about -5% of what you would find if you performed a census
C)they will be about +95% of what you would find if you performed a census
D)they will be about -95% of what you would find if you performed a census
E)they will be the same as what you would find if you performed a census
Q2) ________ refers to consumer or other respondent panels that are set up by marketing research companies for the explicit purpose of conducting online surveys with representative samples.
A)Random online intercept sampling
B)Invitation online sampling
C)Online panel sampling
D)Systematic online sampling
E)Snowball sampling
Q3) Your XL Data Analyst software can generate random numbers for you.
A)True
B)False
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Chapter 10: Data Issues and Inputting Data Into Xl Data
Analyst
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Q1) When a researcher sets up the data set for the first time in XL Data Analyst,each variable can be defined in three ways.They are:
A)create a variable label, variable description, and value codes and labels
B)create a variable label and a variable definition file and import from www.xldatanalyst.com
C)create a variable definition file, enter data in row 1, column 1 and the variable will automatically appear D)symbols, codes, rows
E)none of the above; XL Data Analyst does not require you to define variables
Q2) The book that contains a list of all the variable names and the code numbers associated with each possible response to each question is called the "data matrix register."
A)True
B)False
Q3) Creating a computer file that holds the raw data from all the completed surveys is called data entry.
A)True
B)False
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Chapter 11: Summarizing Your Data
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Q1) When constructing a table with metric variables,you should absolutely include the average(s).
A)True
B)False
Q2) If our research objective is to determine relationships,we should use the relationship type of data analysis.
A)True
B)False
Q3) Your question is "where do you live?" The answers are "on campus" or "off campus." If your research objective is description,you should use which command in XL Data Analyst?
A)percents
B)averages
C)variances
D)minimum-maximum
E)description
Q4) Data analysis has four functions.
A)True
B)False
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Chapter 12: Generalizing Your Findings
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Q1) A ________ is a range (lower and upper boundary)into which the researcher believes the population parameter falls with an associated degree of confidence (typically 95% or 99%).
A)boundary estimation
B)hypothesis testing
C)parameter boundary determination analysis
D)confidence interval
E)range estimate
Q2) ________ is the act of estimating a population fact from a sample finding.
A)Summarization
B)Generalization
C)Comparison
D)Relating
E)Sample/population estimation
Q3) When variability is decreased and sample size increases,the sampling distribution becomes more compressed (smaller).
A)True
B)False
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Chapter 14: Determining Relationships
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Q1) Frequencies' tables,part of cross-tabulation,contain raw data.
A)True
B)False
Q2) When a scale has "labels" as opposed to "levels" we can normally assume the level of measurement is:
A)metric
B)in small increments
C)categorical
D)to scale
E)average
Q3) A correlation coefficient,an index number constrained to fall between the range of -1.0 and +1.0,communicates both the strength and the direction of association between three or more categorical variables.
A)True
B)False
Q4) In a linear relationship formula,the slope = b.
A)True
B)False
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Chapter 13: Finding Differences
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Q1) ANOVA is not an analysis of the standard deviations of the groups.
A)True
B)False
Q2) Directional hypotheses are NOT feasible in the case of tests of statistically significant differences.
A)True
B)False
Q3) When you are comparing the averages on two variables for significant differences,which of the following sequences of commands should you use in XL Data Analyst?
A)COMPARE-2+ GROUP-AVERAGES
B)SUMMARIZE-2+ GROUP-PERCENTAGES
C)GENERALIZE-2 VARIABLE AVERAGES
D)COMPARE-2 VARIABLE AVERAGES
E)COMPARE-DIFFERENCES-2 VARIABLES
Q4) A marketing researcher is always hoping for the null hypothesis to not be supported.
A)True
B)False
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Chapter 15: Preparing and Presenting Your Research Report
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Q1) Pie charts,which are circles divided into sections,are useful for illustrating relative size or static comparisons.
A)True
B)False
Q2) iReport Writer Assistant is the name of the online reporting tool that Burke Inc.provides to its clients.
A)True
B)False
Q3) The ________ section is an honest accounting of major aspects of the research that constrain or temper the findings and conclusions.
A)method
B)limitations
C)conclusions
D)findings
E)recommendations
Q4) The sentence "The marketing research was conducted by Judith" uses active voice. A)True
B)False
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