Quantitative Methods in Marketing Exam Review
Course Introduction
Quantitative Methods in Marketing introduces students to the analytical techniques used to solve marketing problems and support data-driven decision-making. The course covers foundational concepts such as market segmentation, targeting, positioning, forecasting, and pricing, utilizing statistical tools like regression analysis, conjoint analysis, and cluster analysis. Emphasis is placed on interpreting marketing data, designing experiments, and employing quantitative models to predict consumer behavior, optimize marketing strategies, and assess campaign effectiveness. Through real-world case studies and hands-on exercises, students learn how to translate complex data into actionable marketing insights that drive business value.
Recommended Textbook
Exploring Marketing Research 10th Edition by William G. Zikmund
Available Study Resources on Quizplus
25 Chapters
1913 Verified Questions
1913 Flashcards
Source URL: https://quizplus.com/study-set/2484
Page 2
Chapter 1: The Role of Marketing Research
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/49374
Sample Questions
Q1) The idea that continuous improvement of the organization's services to customers is the job of everyone who works in the organization is an important aspect of ____________________.
Answer: total quality management
Q2) According to the concept of cross-functional activities,which of the following can affect the organization's marketing efforts?
A)the research & development department
B)the accounting department
C)the production department
D)all of the above
Answer: D
Q3) Information describing the demographic profile of consumers in a particular geographic region is called ____________________.
Answer: geo-demographics
geo demographics
Q4) One of the goals of marketing is to establish a long-term relationship with customers so that they continue to purchase the organization's products in the future.This is known as ____________________.
Answer: relationship marketing
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Information Systems and Knowledge Management
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/49375
Sample Questions
Q1) Information that is accurate,valid,and reliable is said to be of high ____________________.
Answer: quality
Q2) A data warehouse is the multitiered computer storehouse of current and historical data.
A)True
B)False
Answer: True
Q3) Define predictive analytics and discuss a marketing researcher's job in predictive analytics.
Answer: Broadly speaking,predictive analytics refers to linking computerized data sources to statistical tools that can search for predictive relationships and trends which allow more accurate prediction of consumers' opinions and actions.Software companies like SPSS and SAS offer products that both look for data and then use statistical tools to reveal key predictive relationships.A marketing researcher's job in predictive analytics is twofold: (1)identify the key sources of information that may create predictive intelligence and (2)use analytic tools to build predictive models.
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: The Marketing Research Process
Available Study Resources on Quizplus for this Chatper
85 Verified Questions
85 Flashcards
Source URL: https://quizplus.com/quiz/49376
Sample Questions
Q1) Unobtrusive methods of data gathering are those in which the subjects do not have to be disturbed for data to be collected.
A)True
B)False
Answer: True
Q2) Absolute association means any covariation between a cause and an effect is true and not simply due to some other variable.
A)True
B)False
Answer: False
Q3) Managers at Procter & Gamble view marketing research at a strategic planning level.Therefore,the company conducts numerous related studies that come together to help in their product planning decisions.This is referred to as a:
A)research project
B)research program
C)research philosophy
D)research integration
Answer: B
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
Available Study Resources on Quizplus for this Chatper
74 Verified Questions
74 Flashcards
Source URL: https://quizplus.com/quiz/49377
Sample Questions
Q1) A syndicated service is a marketing research supplier that provides standardized information for many clients in return for a fee.
A)True
B)False
Q2) Often the term "doer" is used by the research department to refer to line management for whom services are being performed.
A)True
B)False
Q3) Caleb's job at a marketing research firm is to provide technical assistance with questionnaire design.Which of the following best describes Caleb's job title?
A)director of marketing research
B)research assistant
C)forecast analyst
D)research generalist
Q4) One advantage of conducting research in-house is cheaper costs.
A)True
B)False
Q5) Discuss the rights and obligations of the researcher.
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Problem Definition: Jump-Starting the Research Process
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49378
Sample Questions
Q1) The first step in the problem-definition process is to identify key problems(s)from symptoms.
A)True
B)False
Q2) Which of the following is a possible unit of analysis in a research study?
A)an individual consumer
B)a sales region
C)a zip code area
D)all of the above
Q3) Which of the following is the LAST step of the problem definition process?
A)state the hypotheses and the research questions
B)determine the relevant variables
C)determine the unit of analysis
D)understand the background of the problem
Q4) What type of variable is "gender"?
A)continuous variable
B)primary variable
C)dependent variable
D)categorical variable
Q5) Explain the difference between research questions and hypotheses.
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Qualitative Research Tools
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/49379
Sample Questions
Q1) A 90-minute discussion between an interviewer and a consumer about why the consumer purchases the brand of toothpaste that the consumer uses is an example of a(n)____________________.
Q2) An in-depth study of a major competitor in order to determine how to improve your organization's product line offerings is an example of a(n)____________________.
Q3) When a respondent is shown a new television commercial and is asked to write the answer to this stimulus: "The man in the commercial___," This is an example of a(n)____________________ technique.
Q4) Which qualitative research orientation originated in sociology?
A)phenomenology
B)grounded theory
C)ethnography
D)case studies
Q5) A focus group session that is conducted over the Internet is called a(n)____________________ focus group session.
Q6) An indirect method of questioning that allows a respondent to project his feelings onto a third-party is an example of a(n)____________________ technique.
To view all questions and flashcards with answers, click on the resource link above.
Page 8
Chapter 7: Secondary Data Research in a Digital Age
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49380
Sample Questions
Q1) Marketing researchers frequently use internal accounting data to generate sales forecasts.
A)True
B)False
Q2) Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products.This activity is called:
A)data mining
B)data digging
C)sugging
D)neural networking
Q3) Reliability compares data from one source with data from another source.
A)True
B)False
Q4) One disadvantage of secondary data is that it cannot be converted to conform to a researcher's needs.
A)True
B)False
Q5) Discuss the additional challenges researchers face when using secondary data compiled outside the United States.
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Survey Research: an Overview
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/49381
Sample Questions
Q1) When the people who answer a mail survey are different in important ways (e.g.income level)from the people who did not answer the survey,the survey is said to have ____________________ error.
Q2) Unless sample size is increased,random sampling errors are unavoidable in survey research.
A)True
B)False
Q3) Most survey research is descriptive research.
A)True
B)False
Q4) Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?
A)curb-stoning
B)auspices bias
C)sugging
D)mere-measurement effect
Q5) The five categories of response bias are mutually exclusive from one another. A)True
B)False
Q6) Explain the advantages and disadvantages of surveys.
Page 10
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: Survey Research: Basic Methods of Communication With Respondents
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49382
Sample Questions
Q1) The interaction between an interviewer and a respondent decreases the chances that the respondent will answer all of the survey questions over what would be likely to occur in a mail survey.
A)True
B)False
Q2) Scanning involves a trial run with a group of colleagues or actual respondents to iron out fundamental problems in the instructions or design of a questionnaire.
A)True
B)False
Q3) Door-to-door interviews are still used heavily by marketing researchers.
A)True
B)False
Q4) Which of the following has been considered the mainstay of commercial survey research for years?
A)mall-intercept interviews
B)Internet surveys
C)telephone interviews
D)e-mail surveys
Page 11
Q5) Explain how technology has enhanced telephone interviewing.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 10: Observation
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/49383
Sample Questions
Q1) Clara is a market researcher who records shoppers' movement through a grocery store.What method of research is Clara using?
A)survey
B)assessment
C)immersion
D)observation
Q2) All of the following are observable phenomena EXCEPT:
A)attitudes
B)verbal behavior
C)spatial relations and locations
D)neurological activity
Q3) Observing the movement of a shopper in a supermarket is an example of what type of observation?
A)mall interception
B)verbal behavior
C)physical actions
D)expressive behavior
Q4) When a researcher creates an artificial situation in order to observe the reactions of a subject in that type of situation,this is an example of ____________________ observation.
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Experimental Research: An Overview
Available Study Resources on Quizplus for this Chatper
85 Verified Questions
85 Flashcards
Source URL: https://quizplus.com/quiz/49384
Sample Questions
Q1) In an experiment,effects are the characteristics of experiments that allow hypotheses to be tested.
A)True
B)False
Q2) Explain how systematic or nonsampling error occurs in experiments and discuss ways to minimize it.
Q3) A ____________________ effect is a nuisance effect occurring when the initial measurement or test alerts or primes subjects in a way that affects their response to the experimental treatments.
Q4) When Procter & Gamble conducts a test market for a new shampoo in Kansas City and St.Louis,this is an example of a(n)____________________ experiment.
Q5) The random assignment of subject and treatments to groups is called ____________________.
Q6) An experimental construct refers to one of the possible levels of an experimental variable manipulation.
A)True
B)False
Q7) List the four important elements in experimental design.
Page 13
To view all questions and flashcards with answers, click on the resource link above.
Chapter 12: Test Markets and Experimental Design
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49385
Sample Questions
Q1) When a new product fails in a test market,this means that the test market for this product was a failure.
A)True
B)False
Q2) Cannibalized sales occur when consumers choose a new offering as a replacement for another product offered by the same company.
A)True
B)False
Q3) Latin square designs assume that interaction effects are significant.
A)True
B)False
Q4) A 3 x 2 experimental design requires ____ combinations of subgroup cells.
A)six
B)two
C)five
D)nine
Q5) A scientific testing procedure that provides an opportunity to measure sales for a new product under realistic market conditions is called a ____________________.
Q6) Discuss four methods of projecting test-market results.
Page 14
To view all questions and flashcards with answers, click on the resource link above.
Chapter 13: Measurement
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/49386
Sample Questions
Q1) A ____________________ scale has an absolute zero point.
Q2) Which of the following refers to concepts measured with multiple variables?
A)operation
B)construct
C)concept
D)scale
Q3) Which type of scale is,at the most,a ranking scale?
A)ratio
B)interval
C)nominal
D)ordinal
Q4) Age,gender,brand loyalty,and corporate culture are all examples of:
A)concepts
B)scales
C)ratios
D)codes
Q5) The degree of agreement among judges that a scale measures what it is intended to measure is called the ____________________ validity of the scale.
Q6) A generalized idea that represents something of meaning is called a(n)____________________.
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Attitude Measurement
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49387
Sample Questions
Q1) When respondents are asked to rank order brands of cosmetics in terms of their prices (from high to low),this is an example of a(n)____________________ task.
Q2) Researchers face a wide variety of choices in measuring attitudinal concepts.
A)True
B)False
Q3) When respondents are asked to divide up a sum (e.g.50 points)to indicate the relative importance of features on a new car,this is an example of a(n)____________________ scale.
Q4) An advantage of the Likert-type summated rating method is that it is easy to know what a single summated score means.
A)True
B)False
Q5) Ranking measurements of attitudes provide interval data.
A)True
B)False
Q6) When respondents are asked whether they strongly agree,agree,are neutral,disagree,or strongly disagree to a series of attitude items,this is an example of a(n)____________________ scale.
Q7) A variation of the graphic rating scale is the ____________________ scale.
Page 16
To view all questions and flashcards with answers, click on the resource link above.
Chapter 15: Questionnaire Design
Available Study Resources on Quizplus for this Chatper
85 Verified Questions
85 Flashcards
Source URL: https://quizplus.com/quiz/49388
Sample Questions
Q1) Which of the following scales is a type of fixed-alternative question?
A)Likert scale
B)Stapel scale
C)semantic differential scale
D)all of the above
Q2) "Can you name five brands of tires?" is an example of what type of question?
A)fixed-alternative
B)pivot
C)open-ended response
D)filter
Q3) When a respondent is attempting to subscribe to Southwest Airlines e-mail of flight sales and is presented with a box that says: "You must provide your zip code in order to complete your registration," this is an example of:
A)a double-barreled response
B)error trapping
C)a radio button
D)zoning
Q4) List the key decisions in questionnaire design.
Q5) Questions that suggest or imply a certain answer are called ____________________ questions.
To view all questions and flashcards with answers, click on the resource link above. Page 17
Chapter 16: Sampling Designs and Sampling Procedures
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49389
Sample Questions
Q1) A sampling procedure that assures each element in the population of an equal chance of being included in the sample is called:
A)simple random sampling
B)primary random sampling
C)primary sampling
D)stratified sampling
Q2) Name and describe the types of probability sampling.
Q3) If a national political pollster selects ten states randomly,then randomly selects five counties within each state,then randomly selects five voting precincts within these counties,then randomly selects five blocks within these precincts,then randomly selects five households for door-to-door interviews about their voting intentions in the next Presidential election,this is an example of what type of sampling procedure?
A)simple random sample
B)multistage area sample
C)systematic sample
D)nonprobability sample
Q4) List the stages in the selection of a sample.
Q5) Explain reasons for taking a sample rather than a complete census.
Q6) Compare and contrast random sampling and systematic (nonsampling)errors.
Page 18
To view all questions and flashcards with answers, click on the resource link above.
Chapter 17: Determination of Sample Size: A Review of Statistical Theory
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/49390
Sample Questions
Q1) The normal distribution is represented by the normal curve. A)True
B)False
Q2) If the population mean is assumed to be 20 and the sample standard deviation is 5,a score of 15 would have a Z-value of approximately:
A)+1.00
B)-7.00
C)-1.00
D)+5.00
Q3) Which of the following is the symbol for the sample standard deviation?
Q4) The standard deviation of the sampling distribution is called the ____________________ of the mean.
Q5) Name and describe the measures of central tendency.
To view all questions and flashcards with answers, click on the resource link above. Page 19
Q6) In computing a 95 percent confidence interval about a proportion for a sample size of 40,the appropriate Z-value to be used is ____________________.
Chapter 18: Fieldwork
Available Study Resources on Quizplus for this Chatper
69 Verified Questions
69 Flashcards
Source URL: https://quizplus.com/quiz/49391
Sample Questions
Q1) List the eight practical rules of marketing research inquiry that should be followed and used without exception.
Q2) All of the following are possible probing tactics EXCEPT:
A)repeating the question
B)asking a neutral question
C)ignoring the respondent's reply
D)triangulation
Q3) When an interviewer asks the respondent a question and then waits patiently and expectantly for the respondent to answer it,this is known as a neutral probe.
A)True
B)False
Q4) Which probing technique is effective in seeking clarification or elaboration?
A)repeat the respondent's answer
B)silence
C)repeat the question word for word
D)ask the respondent to read the question themselves
Q5) Normally,interviewers should be healthy,outgoing,and well groomed and tailored. A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 20
Chapter 19: Editing and Coding: Transforming Raw Data
Into Information
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49392
Sample Questions
Q1) When a survey is highly unstructured,it is possible to precode the response categories before the data are collected.
A)True
B)False
Q2) Dummy coding can be used for dichotomous responses like "yes "or "no."
A)True
B)False
Q3) The idea that the coding categories used should allow for all possible responses to the question is another way of saying that the data should be mutually exclusive.
A)True
B)False
Q4) The process of checking and adjusting data for omissions,legibility,and consistency is known as ____________________.
Q5) A coding scheme that has a code for all possible responses is said to be ____________________.
Q6) Assigning numbers to edited data is known as ____________________.
Q7) A question on a survey that has not been answered by the respondent is called a(n)____________________.
To view all questions and flashcards with answers, click on the resource link above. Page 21
Chapter 20: Basic Data Analysis: Descriptive Statistics
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49393
Sample Questions
Q1) In cross-tabulation of data,the basic rule is to compute the percentages in the direction of the dependent variable.
A)True
B)False
Q2) Scores or observations recalibrated to indicate how they relate to a base number are referred to as:
A)index numbers
B)rank orders
C)elaborated numbers
D)real numbers
Q3) When a third variable changes in important ways the relationship between an independent variable and a dependent variable,this third variable is called a(n)____________________ variable.
Q4) Even with toady's advances in technology,computing power is still a barrier to completing a research project.
A)True
B)False
Q5) When tabulation is done by hand to create a frequency table,this is called ____________________ the data.
To view all questions and flashcards with answers, click on the resource link above. Page 22
Chapter 21: Univariate Statistical Analysis
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49394
Sample Questions
Q1) Which of the following represents how well some computed table or matrix of values matches some population or predetermined table or matrix of the same size?
A)statistical power
B)Z-value
C)t-value
D)goodness-of-fit (GOF)
Q2) Explain the appropriate statistical analysis for the following hypothesis: H : The average household income in zip code 71227 is greater than $50,000.
Q3) The values that lie exactly on the boundary of the region of rejection for hypothesis-testing are called the:
A)degrees of freedom
B)critical values
C)significance level
D)confidence interval
Q4) When the data are interval or ratio scaled and the sample size is large,____________________ statistical procedures are appropriate.
Q5) The error caused by failing to reject the null hypothesis when,in fact,the alternative hypothesis is true is called a(n)____________________ error.
To view all questions and flashcards with answers, click on the resource link above. Page 23
Chapter 22: Bivariate Statistical Analysis: Differences
Between Two Variables
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49395
Sample Questions
Q1) If a researcher is interested in whether adult males purchase a product more frequently than adult females,this is an example of univariate statistics.
A)True
B)False
Q2) The statistical test that is used to compare the sample variance with another sample variance is the ____________________.
A)True
B)False
Q3) Another name for a cross-tabulation is:
A)ANOVA
B)Z-test
C)contingency table
D)between-group variance
Q4) In using the t-test to compare the difference between the means of two groups,the null hypothesis is normally stated as ____________________.
Q5) Discuss when a paired-samples t-test is appropriate and give an example of when it should be used.
Page 24
Q6) The ____________________ is the mean of a variable over all observations.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 23: Bivariate Statistical Analysis: Measures of Association
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/49396
Sample Questions
Q1) Compare and contrast correlation,covariance,and causation.
Q2) The correlation coefficient,r,indicates the magnitude of the linear relationships but not the direction of that relationship.
A)True
B)False
Q3) When the correlation between two variables is +.92,this means that as one variable ____,the other variable ____.
A)decreases;increases B)increases;decreases C)increases;increases D)decreases;stays the same
Q4) The first step in interpreting simple regression output is to interpret the overall significance of the model.
A)True
B)False
Q5) In testing for the significance of a correlation,the null hypothesis is that the correlation is equal to ____________________.
25
Q6) The square of the correlation coefficient is called the ____________________.
Q7) Discuss the steps in interpreting a simple regression output.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 24: Introducing Multivariate Statistical Analysis
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/49397
Sample Questions
Q1) In multiple regression,the dependent variable must be continuous and interval-scaled.
A)True
B)False
Q2) If the researcher wants to classify objects into two mutually exclusive categories,the researcher should use ____________________ analysis.
Q3) The type of measurement scales used will determine which multivariate statistical techniques are appropriate for the data.
A)True
B)False
Q4) When a multivariate statistical technique is used to predict a dependent variable from several independent variables,the researcher is studying:
A)dependence
B)independence
C)interdependence
D)segments
Q5) The purpose of ____________________ analysis is to summarize information in a large number of variables into a smaller number of factors.
To view all questions and flashcards with answers, click on the resource link above. Page 26
Chapter 25: Communicating Research Results: Research
Report, oral Presentation, and Research Follow-Up
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/49398
Sample Questions
Q1) In the communication process,the medium is the receiver or destination of the message.
A)True
B)False
Q2) The diagrams included in the research report that are used to clarify complex points are known as ____________________.
Q3) The most common independent variable for line charts is time.
A)True
B)False
Q4) When a researcher contacts a decision-maker after the decision-maker has had a chance to read the research report to ask if any part of the report needs further clarification,this is known as a research follow-up.
A)True
B)False
Q5) Which of the following is an element of a research report?
A)title page
B)executive summary
C)body
D)all of the above
To view all questions and flashcards with answers, click on the resource link above. Page 27