Quantitative Methods for Marketing Practice Questions
Course Introduction
Quantitative Methods for Marketing provides students with the analytical tools and statistical techniques necessary to make informed marketing decisions. The course covers data collection, sampling, and the design of experiments, as well as the application of regression analysis, cluster analysis, and factor analysis to market research. Emphasis is placed on interpreting quantitative data, using software for analysis, and applying insights to real-world marketing problems such as segmentation, targeting, pricing, forecasting, and measuring marketing effectiveness. By the end of the course, students will be able to critically evaluate data-driven marketing strategies and leverage quantitative methods to optimize marketing outcomes.
Recommended Textbook Essentials of Marketing Research 4th
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Chapter 1: Marketing Research for Managerial Decision Making
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Q1) In the field of marketing research, analytics exclusively uses qualitative techniques to determine performance efficiency.
A)True
B)False
Answer: False
Q2) While cookies are usually designed to maintain consumer privacy with respect to identity at least, they still nevertheless collect and utilize consumer data.
A)True
B)False
Answer: True
Q3) If a client is unable to get sufficient insight into a testing method's strengths and weaknesses prior to purchase from a marketing research supplier, the client can choose another supplier.
A)True
B)False
Answer: True
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Chapter 2: The Marketing Research Process and Proposals
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Q1) Image assessment surveys are an example of causal research designs.
A)True
B)False
Answer: False
Q2) Procedures such as summary statistics and simple frequency distributions are used while designing and pretesting a questionnaire.
A)True
B)False
Answer: False
Q3) Observational research can collect information about attitudes, intentions, motivations, and past behavior, which are usually invisible in the questioning approach.
A)True
B)False Answer: False
Q4) A research proposal includes a brief profile of the researchers and their qualifications.
A)True
B)False Answer: True
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Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
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Sample Questions
Q1) Literature reviews can be helpful in identifying appropriate sampling approaches that have been successful in researching similar topics.
A)True
B)False
Answer: True
Q2) A _____ is an observable item that is used as a measure on a questionnaire.
A) variable
B) construct
C) quota
D) hypothesis
E) parameter
Answer: A
Q3) _____ is the value of a variable that is estimated from a sample.
A) Sample statistic
B) Parameter statistic
C) Alternative statistic
D) Sample parameter
E) Alternative parameter
Answer: A
Page 5
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Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Q1) Which of the following statements is True of qualitative research methods?
A) Most practitioners regard qualitative research as being more reliable than quantitative research.
B) Qualitative data collection occurs over long time periods.
C) Qualitative researchers emphasize their samples are made up of representative rather than relevant consumers.
D) Qualitative researchers usually collect detailed data from relatively small samples by asking questions.
E) Qualitative research methods allow researchers to generalize findings to a larger population unlike quantitative research methods.
Q2) In the context of data collection methods, which of the following statements is True of projective techniques?
A) They are used to monitor and analyze social media sources to provide research insights.
B) They involve recording human behavior in natural settings.
C) They rule out subjectivity.
D) They use indirect questioning methods.
E) They are primarily used in quantitative research.
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Chapter 5: Descriptive and Causal Research Designs
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Q1) In-home interviewing may be completed through door-to-door canvassing of geographic areas.
A)True
B)False
Q2) Long time frames give researchers the luxury of selecting the method that will produce the highest quality data.
A)True
B)False
Q3) Which of the following is True about nonsampling errors?
A) They are not controllable.
B) They can be directly measured.
C) They can be minimized by increasing the sample size.
D) They occur as a result of the difference between the findings based on the sample and the True values for a population.
E) They cannot be statistically measured.
Q4) Online surveys can eliminate the effects of question order on responses because of their ability to randomize the order of questions within a group.
A)True
B)False
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Chapter 6: Sampling: Theory and Methods
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Q1) In which stage of the sampling plan will random-digit dialing probably be considered?
A) Selecting the data collection method
B) Defining the target population
C) Selecting the appropriate sampling method
D) Creating an operating plan for selecting sampling units
E) Identifying the sampling frame
Q2) In a systematic sampling study, if the sampling frame has 2,000 names and the desired sample size is 50, the skip interval should be:
A) 25.
B) 0.03.
C) 50.
D) 40.
E) 15.
Q3) The primary difficulty encountered with stratified sampling is determining the basis for stratifying.
A)True
B)False
Q4) List the steps to be followed in developing a sampling plan.
Q5) List the advantages and disadvantages of simple random sampling.
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Chapter 7: Measurement and Scaling
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Sample Questions
Q1) A comparative rating scale is used when the objective is to have a respondent express his or her attitudes, behavior, or intentions about a specific object.
A)True
B)False
Q2) Likert scales cannot measure attitudes and behavior.
A)True
B)False
Q3) Which of the following types of scales typically requires the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones?
A) Nominal scales
B) Rank-order scales
C) Constant-sum scales
D) Graphic rating scales
E) Behavioral intention scales
Q4) What are the requirements of designing measurement scales?
Q5) In most cases, semantic differential scales use either 5 or 7 scale points. A)True
B)False
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Chapter 8: Designing the Questionnaire
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Sample Questions
Q1) In online surveys, calculating response rates can be a problem due to the:
A) close interaction of researchers with data collection vendors to identify and target participation from specific groups.
B) inadequate number of individuals in organized panels of respondents.
C) possibility of recruitment of participants outside the official online data collection vendor.
D) ban on use of radio buttons, pull-down menus for responses, and the use of visuals.
E) application of graphics and animation.
Q2) A cover letter is typically used with self-administered questionnaires only.
A)True
B)False
Q3) The number of interviewers required in a study is typically mentioned in the cover letter.
A)True
B)False
Q4) What are the two functions performed by a transition phrase in a survey?
Q5) Discuss the advantages and disadvantages of unstructured questions as compared to structured questions.
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Chapter 9: Qualitative Data Analysis
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Q1) Triangulation requires that research inquiry be addressed from multiple perspectives.
A)True
B)False
Q2) Credibility is increased when key informants and other practicing qualitative researchers are asked to review the analyses.
A)True
B)False
Q3) Which of the following is True about negative case analysis?
A) It helps to establish boundaries and conditions for the theories developed by qualitative researchers.
B) It mainly involves the determination of mean in numerical data.
C) Negative case analysis is restricted to the data reduction stage of qualitative analyses.
D) It primarily calculates the range of a given quantitative data.
E) Negative case analysis is restricted to the memoing stage of qualitative analyses.
Q4) Discuss the process of triangulation.
Q5) How are reliability and validity viewed in the context of qualitative research?
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Chapter 10: Preparing Data for Quantitative Analysis
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Sample Questions
Q1) If a researcher asks if a tone of negativity was injected into the interviewing process, the researcher is dealing with a question of:
A) fraud.
B) screening.
C) procedure.
D) completeness.
E) courtesy.
Q2) The first step in developing codes for the anticipated responses to open-ended questions is:
A) consolidating the responses.
B) generating a list of potential responses.
C) assigning a numerical value as a code.
D) assigning a value to each response.
E) assigning coded values to missing data.
Q3) Under which of the following conditions are respondents typically recontacted?
Q4) Some data colÂlection methods require activities in all stages, while other methods involve only limited data preparation.
A)True
B)False
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Chapter 11: Basic Data Analysis for Quantitative Research
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Q1) Which of the following is True of the mode?
A) It is especially useful as a measure for data that have been somehow grouped into categories.
B) It is the distance between the smallest and largest values in a set of responses.
C) It is the arithmetic average of a sample.
D) It is the middle value of a rank-ordered distribution.
E) It is unaffected by data values being added or deleted.
Q2) Which of the following statements about the Chi-square test is True?
A) Chi-square analysis compares the observed frequencies of responses with the expected frequencies.
B) When the differences between observed and expected frequencies are large, one must accept the null hypothesis.
C) The larger the Chi-square, the less likely it is that the two variables that are measured are related.
D) The expected frequencies in Chi-square cannot be calculated theoretically.
E) Categorical data from questions about sex, education, or other nominal variables cannot be tested with this statistic.
Q3) How are sample statistics different from population parameters?
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Chapter 12: Examining Relationships in Quantitative Research
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Q1) Which of the following statements is True of the correlation analysis?
A) The null hypothesis for the Pearson correlation coefficient states that there is always a strong association between two variables.
B) The Pearson correlation coefficient measures the degree of linear association that ranges from 1.0 to 10.0.
C) The larger the correlation coefficient, the weaker the association between two variables.
D) The null hypothesis for the Pearson correlation coefficient states that the correlation coefficient is zero.
E) The Pearson correlation coefficient measures the degree of linear association between three variables.
Q2) When the correlations between independent variables in regression are high enough to cause problems, one approach is to create summated scales consisting of the independent variables that are highly correlated.
A)True
B)False
Q3) Discuss the concept of multicollinearity.
Q4) Discuss multiple regression analysis.
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Chapter 13: Communicating Marketing Research Findings
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Sample Questions
Q1) While preparing a research report, a researcher should:
A) avoid providing interpretations of the statistical data and results.
B) avoid unnecessary use of multivariate techniques.
C) ignore quality and instead focus on the packaging of the report.
D) try making the report bigger and more comprehensive by adding information that does not pertain directly to the research objectives.
E) base all conclusions or recommendations on one or a few statistically significant questions or results.
Q2) Which of the following is included in the title page of a report?
A) Questionnaire
B) Total estimated budget of the report
C) Statistical calculations
D) Detailed sampling map
E) Date of the report submission
Q3) Discuss the organization format common to all marketing research reports.
Q4) Information in an appendix is cited in the research report to guide a reader to further technical or statistical detail.
A)True
B)False
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