Quantitative Methods in Marketing Final Exam
Course Introduction
Quantitative Methods in Marketing introduces students to the application of statistical and mathematical techniques in solving marketing problems and making data-driven decisions. The course covers topics such as market segmentation, demand forecasting, sales analysis, pricing strategies, and customer lifetime value assessment, emphasizing the use of quantitative tools such as regression analysis, conjoint analysis, and cluster analysis. Through case studies and hands-on projects, students learn how to interpret data, design marketing experiments, and translate analytical insights into actionable marketing strategies, preparing them to navigate complex marketing environments with confidence and rigor.
Recommended Textbook
Exploring Marketing Research 10th Edition by William G. Zikmund
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Chapter 1: The Role of Marketing Research
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Q1) When a company focuses all of its efforts aimed at consumers based on its technical superiority in product design and features,this company is said to be ____________________- oriented.
Answer: product
Q2) A company that applies the marketing concept in its dealings with its customers is using a ____________________ orientation.
Answer: marketing
Q3) When ideas can be stated in researchable terms,we reach the analysis stage of the scientific method.
A)True
B)False
Answer: False
Q4) The term "research" means "to search again."
A)True
B)False
Answer: True
Q5) According to the marketing concept,the ____________________ is the central focus of the activities of the organization.
Answer: customer
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Chapter 2: Information Systems and Knowledge Management
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Q1) When you visit Web sites,most likely a small computer file that records your Web usage history is created.This small computer file is called a(n):
A)electronic data exchange
B)cookie
C)URL
D)Intranet
Answer: B
Q2) Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers?
A)internal records
B)proprietary marketing research
C)salesperson input
D)behavioral tracking
Answer: B
Q3) Data,information,and intelligence all have the potential to create value to the firm through better decision making.
A)True
B)False
Answer: True
Page 4
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Chapter 3: The Marketing Research Process
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Q1) The most common way to generate primary data in marketing research is by means of:
A)experimentation
B)surveys
C)observation
D)focus groups
Answer: B
Q2) 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
Q3) A sample of respondents is a subset of the population of interest to the researcher. A)True
B)False
Answer: True
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) A research firm has been hired by an attorney to undertake research that will support his client's defense in a legal dispute.What type of research is the firm being asked to conduct?
A)push poll
B)advocacy research
C)confidentiality research
D)deceptive research
Q2) One advantage of conducting research in-house is cheaper costs.
A)True
B)False
Q3) Which of the following is a type of software that is placed on users' computers without consent or knowledge while using the Internet?
A)pop-ups
B)spyware
C)stealth file
D)COPPA
Q4) A commercial marketing research company that conducts research for clients is known as a ____________________.
Q5) Discuss the rights and obligations of the researcher.
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Chapter 5: Problem Definition: Jump-Starting the Research Process
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Q1) A statement such as: "If we increase price five percent,sales will likely drop eight percent or more," is an example of a:
A)hypothesis
B)dependent variable
C)problem definition
D)research objective
Q2) A variable that can take on a range of values that correspond to some quantitative amount is called a:
A)categorical variable
B)continuous variable
C)classificatory variable
D)independent variable
Q3) When an interviewer asks: "Why do you feel that way?" during an in-depth interview,this is an example of a non-probing question.
A)True
B)False
Q4) A written statement of the research design for a study is called the
Q5) List the steps in the problem-definition process.
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Chapter 6: Qualitative Research Tools
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Q1) Studying cultures using methods that involve becoming highly active within that culture is called ethnography.
A)True
B)False
Q2) In online focus group sessions,the moderator's ability to probe is greater than it is in a face-to-face focus group session.
A)True
B)False
Q3) Qualitative research is subjective in the sense that the results are researcher-dependent.
A)True
B)False
Q4) _____ are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted.
A)Hermeneutics
B)Field notes
C)Discussion guides
D)Verbatims
Q5) Name and briefly describe the four qualitative research orientations.
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Chapter 7: Secondary Data Research in a Digital Age
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Q1) Discuss the additional challenges researchers face when using secondary data compiled outside the United States.
Q2) Market tracking is the observation and analysis of trends in industry volume and brand share over time.
A)True
B)False
Q3) It is always possible to gather the primary data needed for a research project.
A)True
B)False
Q4) Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis?
A)model building
B)fact-finding
C)database marketing
D)environmental scanning
Q5) Tracking industry unit sales over the past twelve months is a form of ____________________ tracking.
Q6) Give examples of various external sources of secondary data and discuss how information,as a product,is distributed.
Page 9
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Chapter 8: Survey Research: an Overview
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Q1) Which dimension of quality is being studied for a Honda lawnmower when customers are asked to rate its ability to start on the first or second try?
A)aesthetic design
B)reliability
C)serviceability
D)competence
Q2) Name and describe the types of response bias.
Q3) People who are not contacted or who refuse to cooperate are called:
A)random errors
B)biased respondents
C)sample selection errors
D)nonrespondents
Q4) When an interviewer fails to write the respondent's answer to a question verbatim because the respondent talks faster than the interviewer can write,this is an example of:
A)acquiescence error
B)interviewer error
C)auspices bias
D)interviewer cheating
Q5) Explain the advantages and disadvantages of surveys.
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Chapter 9: Survey Research: Basic Methods of Communication With Respondents
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Q1) Self-selection is a problem when a computer with a touch screen is used at a kiosk at a trade show to collect survey information.
A)True
B)False
Q2) The Internet is an excellent medium for the presentation of visual materials in surveys.
A)True
B)False
Q3) When a researcher uses a "trial run" with a group of people to try to discover any problems with a survey before it is mailed to the sample of potential respondents,this is called a(n)____________________ of the survey.
Q4) When a respondent fails to answer a survey question in a personal interview,this is called an item ____________________.
Q5) 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
Q6) Explain how technology has enhanced telephone interviewing.
Page 11
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Chapter 10: Observation
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Q1) Having observers record the brand names of items found in a kitchen pantry of a consumer panel is an example of what type of observation?
A)physical actions
B)verbal behavior
C)physical objects
D)pictorial records
Q2) All of the following are improvements of scanner data over standard mail diary panel data EXCEPT:
A)scanner data measure observed (actual)purchase behavior rather than reported behavior
B)scanner measures are obtrusive
C)more extensive purchase data can be collected with scanner data
D)scanner data are collected mechanically,resulting in improved accuracy over mail diary panel data
Q3) When the presence of an observer is known to the subject,this is called ____________________ observation.
Q4) When a subject is unaware that he is being observed,this is called ____________________ observation.
Q5) Explain the observation of physical objects and message content.
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Chapter 11: Experimental Research: An Overview
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Q1) In an experiment,the treatment is administered to the ____________________ group.
Q2) Explain the advantages of a between-subjects experimental design over a within-subjects design.
Q3) Monica is conducting an experiment where all subjects see all of the ads she is testing.This type of experiment in which an individual subject is exposed to more than one level of an experimental treatment is called:
A)between-subjects
B)repeated measures
C)redundant manipulation
D)randomization
Q4) Which of the following is critical when conducting experimental research because it allows researchers to return subjects to normal?
A)manipulation check
B)cohort analysis
C)debriefing
D)deception
Q5) List the four important elements in experimental design.
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Chapter 12: Test Markets and Experimental Design
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Q1) A test market study involves the use of a controlled field experiment.
A)True
B)False
Q2) Obtaining distribution for a new product in a test-market is known as a(n):
A)market penetration
B)interaction effect
C)repeat-purchase rate
D)sell-in
Q3) Sandy participated in a market research study that took place on a computer and she "shopped" by moving through the store using a computer mouse.She was even able to turn packages around to read the nutritional information on the back.This type of test-market is referred to as a(n):
A)electronic test-market
B)controlled test-market
C)real-time test-market
D)virtual-reality simulated test-market
Q4) When a computer screen is used to simulate a retail store with images that allow a subject to "move" through different departments of the store and "purchase" products electronically is called a ____________________ simulated test-market.
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Chapter 13: Measurement
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Q1) Explain how indexes or composite measures are formed.
Q2) Which type of scale is,at the most,a ranking scale?
A)ratio
B)interval
C)nominal
D)ordinal
Q3) When a group of experts agrees that a measuring instrument measures what it is intended to measure,we say that the instrument has ____ validity.
A)face
B)criterion
C)test-retest
D)equivalent-forms
Q4) In ratio scales,the location of the zero point is arbitrary.
A)True
B)False
Q5) The ability of a measuring instrument to measure what it is supposed to measure is called its ____________________.
Q6) A generalized idea that represents something of meaning is called a(n)____________________.
Page 15
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Chapter 14: Attitude Measurement
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Q1) Which type of scale asks respondents to indicate their attitudes by checking how strongly they agree or disagree with carefully constructed statements?
A)constant-sum
B)Likert
C)Stapel
D)graphic rating
Q2) A model that constructs an attitude score based on the multiplicative sum of beliefs about an option times the evaluation of those belief characteristics is called a(n)____________________ model.
Q3) When a respondent is required to choose one of the fixed alternatives,what type of scale is being used?
A)semantic differential
B)forced-choice
C)non-forced-choice
D)symmetric
Q4) The component of attitude that represents the action that corresponds to a certain type of attitude is a(n)____________________ component.
Q5) Define attitude and describe the three components that comprise it.
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Chapter 15: Questionnaire Design
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Q1) Order bias in questionnaire design frequently occurs when broader questions are asked before specific issues are explored.
A)True
B)False
Q2) When a customer is selecting a flight at Southwest Airlines Web site by clicking on a circular icon next to the flight of her choice,this is called a(n)____________________.
Q3) "Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S.banks are responsible for the high foreclosures on home mortgages" is an example of what type of question?
A)counterbiasing
B)open-ended response
C)counterbalancing
D)double-barreled
Q4) A question covering several issues at once is referred to as a leading question.
A)True
B)False
Q5) A question that is written in such a way that it arouses strong emotion in the respondent is called a(n)____________________ question.
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Chapter 16: Sampling Designs and Sampling Procedures
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Q1) In which type of sampling does every element in the population have a known,nonzero probability of selection?
A)absolute sampling
B)relative sampling
C)nonprobability sampling
D)probability sampling
Q2) ____________________ sampling is a nonprobability sampling procedure that ensures that various subgroups of a population will be represented on pertinent characteristics to the exact extent that the investigator desires.
Q3) The first stage in the selection of a sample is to determine the sampling frame.
A)True
B)False
Q4) A census is any complete group whose members share some common set of characteristics.
A)True
B)False
Q5) Explain reasons for taking a sample rather than a complete census.
Q6) A small number of people who are a subset of the population of interest are known as a(n)____________________ of the population.
Page 18
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Chapter 17: Determination of Sample Size: A Review of Statistical Theory
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Q1) All of the following are characteristics of the standardized normal distribution EXCEPT: A)symmetrical about its mean
B)has an infinite number of cases
C)mean identifies the normal curve's highest point (the mode)
D)has a mean of 1 and a standard deviation of 0
Q2) When a data set is summarized by counting the number of times each value for a variable occurs in the sample,this is known as a ____________________.
Q3) "As sample size increases,the distribution of sample means of samples of size n (when randomly selected)approaches a normal distribution" is a fundamental assumption of the central-limit theorem. A)True B)False
Q4) Increases in sample size reduce sampling error at a decreasing rate. A)True B)False
Q5) The average deviation score is frequently used in marketing research studies. A)True B)False
19
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Chapter 18: Fieldwork
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Q1) An important aspect of the field supervisor's job is to ensure that the study's sampling plan is being conducted according to the research design.
A)True
B)False
Q2) When a company that is conducting the research has one of its own staff work as a data collection specialist in the field,this staff member is called a(n)____________________.
Q3) When an interviewer decides not to ask respondents their annual salary because she does not want to embarrass them,and,instead,makes "her best guess" about the respondent's salary,this is an example of:
A)verification
B)interviewer cheating
C)a verbatim response
Q4) An interview can involve ethnography or phenomenology.
A)True
B)False
Q5) Interviewer cheating in which he or she falsifies interviews,merely filling in fake answers rather than contacting respondents is sometimes referred to as
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Chapter 19: Editing and Coding: Transforming Raw Data
Into Information
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Q1) The process of data analysis begins before the data have been collected.
A)True
B)False
Q2) A method of handling missing data in which only the actual variables for a respondent that do not contain information are eliminated from use in statistical analyses is called ____________________.
Q3) When a research organization does the editing of its data using its own staff,this is known as ____________________ editing.
Q4) Which of the following can be used if the researcher knows what answer categories exist before data collection occurs?
A)test tabulation
B)sheet coding
C)precoding
D)field editing
Q5) A field supervisor checks for technical omissions such as blank pages on an interviewer form.
A)True
B)False
Q6) Assigning numbers to edited data is known as ____________________.
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Chapter 20: Basic Data Analysis: Descriptive Statistics
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Q1) When ranking data are transformed,the frequency of the ranking score should be divided by the score.
A)True
B)False
Q2) A graphic representation of the range,central tendency,percentiles,and variabilities of a variable is called a(n)____________________ plot.
Q3) In marketing research,the process of interpretation should explain the meaning of the data in the research study to the reader of the research report.
A)True
B)False
Q4) Arranging data into a table is called:
A)tabulation
B)frequency
C)analysis
D)interpretation
Q5) When the responses to two survey questions are presented as a cross-tabulation of the two variables studied in these two questions,the result is called a(n)____________________ table.
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Chapter 21: Univariate Statistical Analysis
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Q1) Suppose that past research studies have found that 70 percent of a particular target market segment were aware of the Nike "swoosh" brand mark.If 65 percent of this target market in a sample of 60 people are aware of this brand mark,and if the standard error of the proportion is 0.06,the observed Z-test value is approximately:
A)-13.19
B)-0.83
C)0.83
D)13.19
Q2) A Type II error occurs when you reject the null hypothesis when,in fact,it is true.
A)True
B)False
Q3) Degrees of freedom are determined by the number of distinct calculations that are possible given a set of information.
A)True
B)False
Q4) The error caused by failing to reject the null hypothesis when,in fact,the alternative hypothesis is true is called a(n)____________________ error.
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Chapter 22: Bivariate Statistical Analysis: Differences
Between Two Variables
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Q1) When a researcher needs to compare means for a variable grouped into two categories based on some less-than interval variable,a(n)____________________ test is appropriate.
A)True
B)False
Q2) The F-distribution is a function of:
A)SSB - SSE
B)SSE - SSB
C)SSB/SSE
D)SSE/SSB
Q3) One way to interpret the meaning of the results of the t-test is to focus on the ____________________ and the group means.
Q4) In practice,t-test results are commonly calculated by hand because they are so simple.
A)True
B)False
Q5) A test of a hypothesis to determine if two groups differ with respect to the scores on one variable is called a(n)____________________.
Page 24
Q6) Explain what an independent samples t-test is and the null hypothesis examined.
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Chapter 23: Bivariate Statistical Analysis: Measures of Association
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Q1) Discuss the steps in interpreting a simple regression output.
Q2) If the correlation between two variables is - 0.75,this means that:
A)there is a weak positive relationship between the variables
B)there is a strong inverse relationship between the variables
C)there is a weak negative relationship between the variables
D)there is a strong positive relationship between the variables
Q3) The coefficient of determination reflects the proportion of variance that can be explained by the regression line.
A)True
B)False
Q4) Which of the following represents the proportion of the total variance of a variable accounted for by another value of another variable?
A)product-moment correlation
B)correlation coefficient
C)F-test
D)coefficient of determination
Q5) The explanatory power of regression lies in hypothesis testing.
A)True
B)False
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Chapter 24: Introducing Multivariate Statistical Analysis
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Q1) Which type of analysis attempts to predict a categorical dependent variable?
A)factor analysis
B)discriminant analysis
C)regression analysis
D)linear analysis
Q2) To determine whether the discriminant analysis can be used as a good predictor,information provided in the "confusion matrix" is used.
A)True
B)False
Q3) Multivariate statistical analysis permit the researcher to consider the effects of three or more variables at the same time.
A)True
B)False
Q4) Structural equations modeling (SEM)allows a researcher to build and test a theory represented by a series of regression equations,each involving single item measures,that are solved simultaneously.
A)True
B)False
Q5) A mathematical way of simplifying factor results is ____________________.
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Chapter 25: Communicating Research Results: Research
Report, oral Presentation, and Research Follow-Up
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Q1) Just to be safe,the general rule is to include all the parts of a formal research report for all projects and leave it up to the client to decide which information is useful.
A)True
B)False
Q2) Research reports are a form of technical writing.
A)True
B)False
Q3) The last step in the writing of the research report is to write the
Q4) The letter of authorization is a letter to the researcher that approves the project,details who has responsibility for it,and describes the resources available to support it.
A)True B)False
Q5) Highly technical sections of the research report should be presented in the appendix of the report.
A)True B)False
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Q6) The typical maximum of slices in a pie chart is ____________________ slices.