Quantitative Methods in Marketing Practice Exam
Course Introduction
Quantitative Methods in Marketing introduces students to the analytical tools and statistical techniques used to inform marketing decisions. The course covers data collection and analysis, survey design, experimental methods, regression analysis, and customer segmentation, with a focus on applying quantitative approaches to real-world marketing problems such as pricing, promotion, product design, and consumer behavior. Through hands-on exercises and case studies, students learn how to interpret data, build predictive models, and make evidence-based marketing recommendations to drive strategic business outcomes.
Recommended Textbook
Basic Marketing Research 4th Edition by Naresh K. Malhotra
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Chapter 1: Introduction to Marketing Research
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Q1) According to the text,most of the research suppliers are ________.
A) multinational operations
B) Fortune 500 operations
C) foreign operations
D) small operations
E) 501(c)(3) organizations
Answer: D
Q2) Researchers enter the realm of the decision maker when they ________.
A) make an appointment no less than 2 weeks in advance
B) state the facts
C) send an invoice for professional services they have redeemed
D) explain the research design
E) give justification for a recommended course of action over others
Answer: E
Q3) The book advocates the use of social media to replace the traditional ways in which research is conducted.
A)True
B)False
Answer: False
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Q1) According to the text,graphical models are logical,preliminary steps to developing mathematical models.
A)True
B)False
Answer: True
Q2) ________ are data collected for some purpose other than the problem at hand.
A) Primary data
B) Secondary data
C) Virtual data
D) Observational data
E) Research data
Answer: B
Q3) An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a hypothesis.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Research Design
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Q1) Causal research is very versatile and can be used at any point in a study.
A)True
B)False
Answer: False
Q2) Which statement is not true about research design?
A) Research design is a framework for conducting the marketing research project.
B) Research design specifies the measurement and scaling procedures.
C) Research design is undertaken before developing the approach to the problem.
D) Research design is undertaken after the marketing research problem is defined.
Answer: C
Q3) ________ research is typically more formal and structured than ________ research.
A) Exploratory; conclusive
B) Conclusive; exploratory
C) Exploratory; descriptive
D) Subjective; observational
E) Lead; supporting
Answer: B
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5
Chapter 4: Exploratory Research Design: Secondary Data
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Sample Questions
Q1) An overall indication of the dependability of the data may be obtained by examining all of the following EXCEPT:
A) the expertise of the source.
B) the reputation of the source.
C) the trustworthiness of the source.
D) the cost of the source.
E) the source being the original source rather than an acquired source.
Q2) In a short essay,explain the appeal of census data to marketers.
Q3) Social media sites may be popular with businesses but are not being used by nonprofit and government organizations.
A)True
B)False
Q4) According to the text,the largest database of companies in the United States is contained in the national Electronic Yellow Pages.
A)True
B)False
Q5) In a short essay,list and discuss at least five specific criteria that are essential for evaluating secondary data.
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Chapter 5: Exploratory Research Design: Syndicated
Sources of Secondary Data
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Q1) A major strength of scanner data is its representativeness gained by including all retail categories,such as food warehouses and mass merchandisers.
A)True
B)False
Q2) A physical audit is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.
A)True
B)False
Q3) Information gathered from social media is used to ________.
A) understand the market
B) answer clients' concerns
C) connect to consumers and potential participants
D) conduct online research
E) all of the above
Q4) Interviews with a large number of respondents using a predesigned questionnaire are called observations.
A)True
B)False
Q5) In a short essay,describe an audit and list at least four uses of audit data.
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Chapter 6: Exploratory Research Design: Qualitative Research
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Q1) A depth interview is recognized as the most important qualitative research procedure.
A)True
B)False
Q2) An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations,beliefs,attitudes,or feelings regarding the issues of concern is called the ________.
A) projective technique
B) quantitative technique
C) survey technique
D) evaluation technique
E) motivation elicitation
Q3) According to the text,the typical duration of a focus group is ________.
A) less than an hour
B) two to four hours
C) one to three hours
D) three to five hours
E) more than five hours
Q4) In a short essay,list and discuss the four classifications of projective techniques used in marketing research.
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Chapter 7: Descriptive Research Design: Survey and Observation
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Q1) Which of the following elements is NOT included in an Internet survey system?
A) questionnaire design
B) web server
C) database
D) data delivery program
E) pre-programmed incentives
Q2) A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires,product tests,and telephone surveys are called mail panels.
A)True
B)False
Q3) The most common primary data-collection method is the structured direct survey.
A)True
B)False
Q4) The advantages of using electronic interviewing to collect research data include high speed and low cost.
A)True
B)False
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Q5) Discuss the traditional mail interview method and the typical mail interview package.
Chapter 8: Causal Research Design: Experimentation
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Q1) Which of the following can be symbolized as: EG: R X O1
CG: R O2
Where,
X = the exposure of a group to an independent variable,treatment,event,the effects of which are to be determined
O = the process of observation or measurement of the dependent variable on the test units or group of units
R = the random assignment of test units or groups to separate treatments
CG = control group EG = experimental group
A) one-shot case study
B) one-group pretest-posttest design
C) posttest-only control group design
D) static group design
E) pretest-posttest control group design
Q2) In a short essay,list and discuss the three specific preexperimental designs.
Q3) Responses given because the respondents attempt to guess the purpose of the experiment and respond accordingly are called demand artifacts.
A)True
B)False
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Chapter 9: Measurement and Scaling: Fundamentals and Comparative Scaling
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Q1) A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called paired comparison scaling.
A)True
B)False
Q2) In developing countries,which of the following scales would be best for measuring consumer preferences?
A) ordinal scales
B) ratio scales
C) interval scales
D) substantive scales
E) dichotomous scales
Q3) In ________,respondents allocate a constant sum of units,such as points,dollars,or chips,among a set of alternatives according to some specified criterion.
A) rank order scaling
B) paired comparison scaling
C) constant sum scaling
D) semantic differential scaling
E) semantic meaning scaling
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Chapter 10: Measurement and Scaling: Noncomparative Scaling Techniques
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Q1) According to the text,which of the following formulas determines total measurement error?
A) systematic error - random error
B) systematic error + random error
C) systematic error x random error
D) systematic error/random error
E) square root of (systematic error/random error )
Q2) When using a semantic differential,the respondent is typically asked to rate a brand,store,or some other object in terms of bipolar adjectives,such as cold and warm.
A)True
B)False
Q3) An approach for assessing reliability,which requires two equivalent forms of the scale to be constructed,and then measures the same respondents at two different times using the alternate forms is called ________.
A) test-retest reliability
B) alternative-form reliability
C) internal consistency reliability
D) random reliability
E) binary reliability
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Chapter 11: Questionnaire and Form Design
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Q1) Identification information is a type of information obtained in a questionnaire that includes name,address,and phone number.
A)True
B)False
Q2) In a short essay,discuss ethical issues of questionnaire design related to a)the researcher/respondent relationship,and b)the researcher/client relationship.
Q3) In multiple-choice questions,the researcher provides a choice of answers,and respondents are asked to select one or more of the alternatives given.
A)True
B)False
Q4) A respondent's tendency to choose an alternative merely because it occupies a certain position on the page or in a list is called order bias.
A)True
B)False
Q5) Basic information is the most important aspect of a marketing research study.
A)True
B)False
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Chapter 12: Sampling: Design and Procedures
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Q1) Sampling techniques that do not use chance selection procedures and rely on the personal judgment of the researcher are called ________.
A) probability sampling techniques
B) nonprobability sampling techniques
C) stratified sampling
D) cluster sampling
E) semantic differential sampling
Q2) Cluster sampling is a commonly used nonprobability sampling technique.
A)True
B)False
Q3) A nonprobability sampling technique in which an initial group of respondents is selected randomly and subsequent respondents are selected based on the referrals or information provided by the initial respondents is called snowball sampling.
A)True
B)False
Q4) In a short essay,list and discuss the four probability sampling techniques used in marketing research.
Q5) In a short essay,list and discuss the five steps in the sampling design process.
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Chapter 13: Sampling: Final and Initial Sample Size
Determination
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Q1) The number of standard errors that a point is away from the mean is called the z value.
A)True
B)False
Q2) In a short essay,define incidence rate and completion rate.Next,discuss the use of incidence and completion rates in determining sample size.
Q3) Which of the following measures of central tendency for a normal distribution is not identical?
A) mean
B) median
C) mode
D) All are identical for a normal distribution.
E) none are identical
Q4) Confidence intervals around sample means or proportions are estimated using the variance formula.
A)True B)False
Q5) In a short essay,discuss the concept of the sampling distribution.
Q6) In a short essay,discuss the concept of statistical inference.
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Chapter 14: Fieldwork: Data Collection
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Q1) Pride is the interviewer characteristic described as "empathizes with a respondent and tailors the presentation accordingly."
A)True B)False
Q2) Aptitude is the interviewer characteristic described as "is honest and behaves ethically at all times."
A)True B)False
Q3) For structured questions,frequent occurrence of nonresponse items is an indicator that should be used to evaluate an interviewer on the quality of interviewing.
A)True
B)False
Q4) The general rule for recording answers to unstructured questions is to record the responses verbatim.
A)True B)False
Q5) In a short essay,describe the process of properly training field workers.Next,list and discuss the five phases of the interviewing process.
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Chapter 15: Data Preparation and Analysis Strategy
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Q1) Unsatisfactory responses from collected data may be discarded when the proportion of unsatisfactory respondents is 20 percent to 30 percent.
A)True
B)False
Q2) Considering the known characteristics of the data is a stage in selecting a data analysis strategy.
A)True
B)False
Q3) The data preparation process begins after the fieldwork is done.
A)True
B)False
Q4) A code in which the number of records for each respondent is the same and the same data appear in the same columns for all respondents is called a fixed field code.
A)True
B)False
Q5) In a short essay,discuss the seven steps in the data preparation process.When should the data preparation process begin? Why is it important to begin the data preparation process at this step?
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Chapter 16: Frequency Distribution,hypothesis Testing,and
Cross-Tabulation
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Q1) A measure of central tendency given as the value that occurs the most in a sample distribution is called the ________.
A) mean
B) median
C) mode
D) maxima
E) trend
Q2) The ________ is always the hypothesis that is tested,but can never be accepted based on a single test.
A) alternative hypothesis
B) random hypothesis
C) null hypothesis
D) standardized hypothesis
E) incidence of difference
Q3) The mean squared deviation of all the values from the mean is called the variance.
A)True
B)False
Q4) In a short essay,list and discuss at least three statistics associated with cross-tabulation.
Page 18
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Chapter 17: Hypothesis Testing Related to Differences
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Q1) A univariate hypothesis test using the t distribution,which is used when the standard deviation is unknown and the sample size is small,is called the ________.
A) t-test
B) F-test
C) p-test
D) z-test
E) k-means test
Q2) According to the text,hypotheses related to differences in the population means and proportions can be tested using the t distribution.
A)True
B)False
Q3) According to the text,the t distribution is similar to the normal distribution in appearance.
A)True
B)False
Q4) Eta² varies between -1 and 1.
A)True
B)False
Q5) In a short essay,discuss t-test,the t statistic,and the t distribution.
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Chapter 18: Correlation and Regression
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Q1) Which of the following is NOT a step involved in conducting bivariate regression analysis?
A) estimation of parameters
B) questionnaire development
C) significance testing
D) prediction accuracy
E) examination of residuals
Q2) All of the following are true EXCEPT:
A) The product moment correlation is denoted by .
B) The coefficient r is an estimator of .
C) The calculation of r assumes X and Y are metric.
D) Data that use rating scales with a small number of categories will tend to under estimate .
E) Data that use rating scales with a small number of categories will tend to over estimate .
Q3) Questionnaire development is a step involved in conducting bivariate regression analysis.
A)True
B)False
Q4) In a short essay,discuss multiple regression and the multiple regression model.
Page 20
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Chapter 19: Report Preparation and Presentation
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Q1) According to the text,every table should have a number and a title.
A)True
B)False
Q2) Which of the following are advantages to publishing marketing research reports on the Web?
A) These reports can include all kinds of multimedia presentations.
B) The dissemination is immediate.
C) Reports can be searched electronically to identify materials of interest.
D) A and C only
E) A, B, and C
Q3) A vertical bar chart in which the height of the bars represents the relative or cumulative frequency of occurrence is called a histogram.
A)True
B)False
Q4) When it is said that a report should be terse,it is meant that it should be as brief as possible but not at the expense of completeness.
A)True
B)False
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