Quantitative Methods in Marketing Final Exam
Course Introduction
Quantitative Methods in Marketing introduces students to the statistical and analytical techniques essential for data-driven decision-making in marketing. This course covers fundamental concepts such as market segmentation, demand forecasting, customer lifetime value, regression analysis, factor analysis, and cluster analysis. Students learn to apply these tools to real-world marketing problems using case studies and software tools, gaining a solid understanding of how to interpret data, design experiments, and evaluate marketing strategies. Emphasis is placed on translating quantitative insights into actionable marketing decisions, preparing students to excel in a rapidly evolving, metrics-focused business environment.
Recommended Textbook
Exploring Marketing Research 11th Edition by Barry
J. Babin
Available Study Resources on Quizplus
22 Chapters
1650 Verified Questions
1650 Flashcards
Source URL: https://quizplus.com/study-set/1377 Page 2
Chapter 1: The Role of Marketing Research
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27443
Sample Questions
Q1) Which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product?
A)product research
B)distribution research
C)promotion research
D)pricing research
Answer: D
Q2) The determination of the need for marketing research centers on time constraints,the availability of data,the nature of the decision to be made,and the value of the research information in relation to costs.
A)True
B)False
Answer: True
Q3) A company that applies the marketing concept in its dealings with its customers is using a(n)____________________ orientation.
Answer: marketing
Q4) The term ____________________ is sometimes used to refer to a channel of distribution.
Answer: supply chain
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
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27444
Sample Questions
Q1) A small microchip used to communicate with data systems is called a(n)____.
A)RFID
B)URL
C)NFC
D)HIPAA
Answer: A
Q2) Data collected in an open data partnership is ____.
A)available only to the researchers gathering the information
B)available to the consumers from whom researchers gather the information
C)made publicly available on the Internet
D)sold to the consumers from whom researchers gather the information
Answer: B
Q3) Environmental scanning entails all information gathering designed to detect changes in the external operating environment of the firm.
A)True
B)False
Answer: True
Q4) Information that is accurate,valid,and reliable is said to be of high
Answer: quality
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
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27445
Sample Questions
Q1) When considering a study,researchers should search for ____________________ reports within the company's archives.
Answer: previous research
Q2) When the researcher has only one or a small number of research objectives that can be addressed in a single study,that study is referred to as a:
A)research project
B)research program
C)research assessment
D)research snapshot
Answer: A
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
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27446
Sample Questions
Q1) Janice is participating in an experimental study of an herbal supplement that supposedly gives users more energy.Since starting the experiment,she has noticed that she has more energy,but in reality,she is just receiving a "blank" pill that does not contain the herbal supplement.What effect is Janice demonstrating?
A)false negative
B)type I error
C)type II error
D)placebo
Q2) When an organization's marketing research department refers to the managers for whom it is performing research services,it is common to refer to the manager as the department's ____________________.
Q3) Which agency offers syndicated research services?
A)J.D.Power and Associates
B)Burke
C)Millward Brown
D)Nielson Holdings
Q4) A commercial marketing research company that conducts research for clients is known as a(n)____________________.
Q5) Define marketing ethics and explain how it applies to marketing research.
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Qualitative Research Tools
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27447
Sample Questions
Q1) Concept testing is a type of exploratory research.
A)True
B)False
Q2) Which qualitative research orientation originated in philosophy and psychology?
A)phenomenology
B)grounded theory
C)ethnography
D)anthropology
Q3) The manual that outlines the topics to be discussed in a focus group session is called a(n)____________________.
Q4) Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live.He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment,objects,people,and situation.Which qualitative research orientation is Owen using?
A)grounded theory
B)phenomenology
C)ethnography
D)case study
Q5) The typical ethnographic approach involves the use of
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: 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/27448
Sample Questions
Q1) Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not.His use of secondary data to help specify this relationship is an example of ____.
A)data transformation
B)validation
C)reliability
D)model building
Q2) Schematic networks are a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information.
A)True
B)False
Q3) When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior,the manager is best described as engaging in ____.
A)environmental scanning
B)model building
C)database marketing
D)data mining
Q4) Identify various internal and proprietary sources of secondary data.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Survey Research
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27449
Sample Questions
Q1) When the results of a sample deviate in a significant way from the true value of the population mean,we say that the study has ____________________ bias.
Q2) Systematic errors are also called ____.
A)random sampling error
B)interviewer error
C)nonresponse error
D)nonsampling errors
Q3) The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called ____.
A)churn
B)return ratio
C)response rate
D)success rate
Q4) The five categories of response bias are mutually exclusive from one another.
A)True
B)False
Q5) The person who answers questions in a mail survey is called a(n)____________________.
Q6) Name and describe the types of response bias.
Page 9
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Observation
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27450
Sample Questions
Q1) When a researcher analyzes commercials appearing during Saturday morning cartoons,the researcher is engaging in ____.
A)contrived analysis
B)content analysis
C)indirect analysis
D)entrapment
Q2) The results of observational studies can provide complementary evidence,along with other measures,for a respondent's "true" feelings.
A)True
B)False
Q3) In a phenomenological approach,the researcher does not interact with those he or she is observing.
A)True
B)False
Q4) Attitudes cannot be directly observed but can be inferred from other measures.
A)True
B)False
Q5) A mechanical device can identify where a subject looks during television commercials is called a(n)____________________ monitor.
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Conducting Marketing Experiments
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27451
Sample Questions
Q1) The group receiving the treatment being studied is called the ____.
A)primary group
B)experimental group
C)control group
D)unit of analysis
Q2) In an experiment,the ____________________ group does not receive the experimental treatment.
Q3) The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in ____.
A)a repeated measures study
B)internal validity
C)a matching study
D)external validity
Q4) Compare and contrast internal validity and external validity and discuss which one is most important in experimental research.
Q5) An experiment can have only one independent variable.
A)True
B)False
Q6) List the four important elements in experimental design.
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Measurement and Attitude Scaling
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27452
Sample Questions
Q1) An enduring disposition to respond consistently to an aspect of the world is called a(n)____________________.
Q2) Measures that assign values anywhere along some scale range in a place that corresponds to the intensity of some concept are called ____________________ measures.
Q3) The ability of a scale to measure the variability of a concept is called ____________________.
Q4) A generalized idea that represents something of meaning is called a(n)____________________.
Q5) A balanced rating scale has a neutral point,or point of indifference,at the center of the scale.
A)True
B)False
Q6) Explain how indexes or composite measures are formed.
Q7) All of the following can be measured using ratio scales EXCEPT ____.
A)gender
B)income
C)temperature
D)weight
Q8) What is reliability and how is it assessed?
12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 11: Questionnaire Design
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27453
Sample Questions
Q1) A single question that really asks two questions at the same time is called a(n)____________________ question.
Q2) When respondents think that recent events took place longer ago than they really did,what type of error is occurring?
A)telescoping
B)squishing
C)faltering
D)misredemption
Q3) A respondent in a personal interview is asked questions about shopping at a specific department store in the shopping mall,and then is asked general questions about shopping at that mall.What type of mistake in design has been made?
A)filter effect
B)order bias
C)double-barreled effect
D)loaded effect
Q4) Open-ended response questions are valuable at the beginning of personal interview sessions.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Sampling Designs and Sampling Procedures
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27454
Sample Questions
Q1) When a local television station sends a crew to interview joggers in the city park on a beautiful spring day,what type of sample is being used?
A)cluster sample
B)multistage area sample
C)systematic sample
D)convenience sample
Q2) Which statement comparing quota sampling with probability sampling is true?
A)Quota sampling typically costs less than probability sampling.
B)Quota sampling is typically less convenient for researchers than is probability sampling.
C)A study using quota sampling will typically take substantially more time to complete.
D)Quota sampling generally provides a more random sample than probability sampling.
Q3) A(n)____________________ is a subset of some larger population that is measured or observed in some way to infer what the entire population is like.
Q4) When a sample is drawn using combination of two or more probability sampling techniques,a(n)____________________ sample is being drawn.
To view all questions and flashcards with answers, click on the resource link above.
Page 14
Chapter 13: Big Data Basics: Describing Samples and Populations
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27455
Sample Questions
Q1) The range of numbers within which the population mean is expected to lie 95 percent of the time referred to as a(n)____________________ estimate.
Q2) An estimate of the population mean in the form of a single value,usually the sample mean,is called a ____.
A)confidence interval estimate
B)standard deviation
C)point estimate
D)variant
Q3) Three factors are required to specify sample size: (1)the variance of the population;(2)the population mean;and (3)the confidence level.
A)True
B)False
Q4) The value below which half the values in a distribution fall is the ____.
A)mean
B)median
C)mode
D)range
Q5) A frequency distribution of a sample is called a(n)____________________.
Q6) The ____________________ distribution is bell shaped.
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Basic Data Analysis
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27456
Sample Questions
Q1) An arrangement of data that shows the number of times each category occurs is called a(n)____ table.
A)cross-tabulation
B)frequency
C)percentage
D)pre-coding
Q2) The orderly arrangement of data in a summary format showing the number of responses to each response category is called ____.
A)tabulation
B)frequency
C)analysis
D)interpretation
Q3) A value that lies far beyond the range of the rest of the data set is called a(n)____________________.
Q4) When tabulation is done by hand to create a frequency table,the data are said to be ____________________.
Q5) Explain the appropriate statistical analysis for the following hypothesis: H : The average household income in zip code 71227 is greater than $50,000.
Q6) What are descriptive statistics and why are they used in marketing research?
Page 16
To view all questions and flashcards with answers, click on the resource link above.
Chapter 15: Testing for Differences Between Groups and for
Predictive Relationships
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27457
Sample Questions
Q1) In regression analysis,the symbol X is commonly used for the ____ variable,and the symbol Y is commonly used for the ____ variable. A)dependent;moderating B)independent;dependent C)dependent;independent D)independent;moderating
Q2) Describe a Z-test for comparing two proportions along with its appropriate null hypothesis.
Q3) In regression analysis,the equation of a straight line is Y = a + X.
A)True
B)False
Q4) In a regression equation,the slope of the line, ,is the change in X that is due to a corresponding change of one unit of Y.
A)True
B)False
Q5) The F-test partitions total variance into ____________________ variance and ____________________ variance.
To view all questions and flashcards with answers, click on the resource link above. Page 17
Q6) The test for the statistical significance of the regression model is the ____________________ test.
Chapter 16: Communicating Research Results
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27458
Sample Questions
Q1) Discuss what is included in the body of a research report.
Q2) The ____________________ provides a name for the report,tells for whom the report was prepared,tells who performed the research and wrote the report,and gives the date of release or presentation.
Q3) One way to communicate a research report to the managers of an organization is through the organization's Intranet.
A)True
B)False
Q4) The findings of the study should be presented in the ____ section.
A)introduction
B)recommendations
C)appendix
D)results
Q5) Relatively formal and very formal research reports include a letter of transition,which has the purpose of releasing or delivering the report to the recipient.
A)True
B)False
Q6) In a table,the titles of the rows of the table are known as
18
To view all questions and flashcards with answers, click on the resource link above.
Chapter 17: Beyond the Basics in Basic Data Analysis
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27459
Sample Questions
Q1) In a two-factor experimental design model,Y k = µ + + + I + ,Y k represents individual observation on the dependent variable.
A)True
B)False
Q2) Which of the following is the most commonly applied post-hoc comparison technique?
A)Tukey Honestly Significant Difference
B)Pearson r
C)Wilks lambda
D)Cronbach's alpha
Q3) Within-subjects designs involve repeated measures because with each treatment,a different subject is measured.
A)True
B)False
Q4) SSB represents variance around the ____________________ means.
Q5) A(n)____________________ occurs when the observed effects are due to awareness of the treatments rather an a genuine response to the treatments.
Q6) Explain the total sum of squares and its components.
Q7) Explain how a factorial design is different from a one-way ANOVA.
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 18: Advanced Topics in Linear Analytics
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27460
Sample Questions
Q1) In a correlation matrix,the values in the main diagonal equal
Q2) A scatter plot is a simple plot graphically depicting the corresponding values of variables onto one another in a Cartesian plane.
A)True
B)False
Q3) Covariation in which one variable increases while the other decreases indicates a(n)____________________ relationship.
Q4) A covariance matrix contains the covariance for every pair of variables among a set of metric variables.
A)True
B)False
Q5) If the coefficient of determination is approximately +0.38,the correlation coefficient might be ____.
A)-0.62
B)-0.38
C)+0.23
D)+ 0.38
Q6) Explain what an acceptable R² value is.
To view all questions and flashcards with answers, click on the resource link above. Page 20
Chapter 19: Testing Hypotheses With Glm Procedures
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27461
Sample Questions
Q1) What are several questions the analyst faces when considering how to deal with the potential bias in regression analysis?
Q2) Which process examines the change in a models' predictive power at each step?
A)moderation
B)bootstrapping
C)hierarchical regression
D)slopes testing
Q3) When a hierarchical regression analysis suggests moderation,the best way to interpret the result is using R².
A)True
B)False
Q4) A direct effect assesses the relationship between an independent variable and a dependent variable where the hypothesis suggests that the relationship depends on some other variable.
A)True
B)False
Q5) An indirect effect is a relationship consisting of ____________________ parts.
Q6) ____________________ involves taking the available data and using sampling with replacement to generate many samples.
To view all questions and flashcards with answers, click on the resource link above. Page 21
Chapter 20: Introducing Multivariate Data Analysis
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27462
Sample Questions
Q1) When an analysis studies the effect of several independent variables on a single dependent variable that is interval-scaled,the analysis is called ____________________ analysis.
Q2) Explain the steps in interpreting MANOVA.
Q3) Multivariate dependence techniques are variants of the ____________________.
Q4) Which entropy R² value implies no predictive power?
A)0
B)-1.0
C)+0.5
D)+1.0
Q5) Which activity is the first step in interpreting MANOVA or MANCOVA results?
A)Examine the multivariate F.
B)Examine the individual Univariate Model F tests.
C)Examine the individual F tests.
D)Interpret the effect by examining differences in the means.
Q6) Multivariate dependence techniques are variants of the general linear model (GLM). A)True
B)False
Q7) Describe discriminant analysis and its uses.
To view all questions and flashcards with answers, click on the resource link above. Page 22
Chapter 21: Multivariate Data Analysis: Analytics With
Interdependence Techniques
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27463
Sample Questions
Q1) A factor loading indicates how strongly a measured variable is correlated with a factor.
A)True
B)False
Q2) The purpose of factor analysis is to summarize the information contained in a large number of variables into as large a number of factors as possible.
A)True
B)False
Q3) Underlying meanings that help provide structure to common observations are called ____.
A)factor loadings
B)dimensions
C)segments
D)factors
Q4) The specific variance is the source of variance that is common to all variables.
A)True
B)False
Q5) Underlying meanings that help provide structure to common observations are referred to as ____________________.
To view all questions and flashcards with answers, click on the resource link above. Page 23
Chapter 22: Primer on Structural Equations Modeling
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/27464
Sample Questions
Q1) The first widely adopted specialized software program for conducting structural equations modeling was ____________________.
Q2) Explain the root mean square error of approximation (RMSEA)and how it is used to determine fit.
Q3) A multivariate technique that combines a PCA-based factor analytical approach with a least squares based regression approach is ____________________.
Q4) The SEM software that allows users to use a graphical interface is called ____________________.
Q5) A(n)____________________ is a unique piece of information that serves as input to a SEM model.
Q6) List the steps to follow to interpret structural model results.
Q7) Which method is an example of an interdependence analysis?
A)multidimensional scaling
B)multiple regression analysis
C)conjoint analysis
D)cluster analysis
Q8) ____________________ allows a researcher to build and test a theory represented by a series of regression equations that are solved simultaneously.
To view all questions and flashcards with answers, click on the resource link above. Page 24