Sales and Marketing Analytics
Question Bank
Course Introduction
Sales and Marketing Analytics explores the use of data-driven techniques to inform and optimize sales and marketing strategies. The course covers key concepts such as customer segmentation, market basket analysis, predictive modeling, and campaign performance measurement. Students learn to apply statistical tools and analytical frameworks to extract actionable insights from customer and market data, evaluate the effectiveness of marketing initiatives, and support decision-making. Through real-world case studies, hands-on exercises, and data analysis projects, participants gain practical skills in leveraging analytics to drive business growth and improve the return on investment for sales and marketing activities.
Recommended Textbook Essentials of Marketing Research 1st Edition by Naresh K. Malhotra
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1331 Verified Questions
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Chapter 1: Introduction to Marketing Research
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98 Flashcards
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Sample Questions
Q1) An information system that enables decision makers to interact directly with both databases and analysis models is called a decision support system.
A)True
B)False
Answer: True
Q2) Fieldwork or data collection is the fourth step of the marketing research process.
A)True
B)False
Answer: True
Q3) All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________.
A) segmentation
B) product
C) market potential
D) market share
E) C and D
Answer: E
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Sample Questions
Q1) A theory is a conceptual scheme based on foundational statements,which are assumed to be true.
A)True
B)False
Answer: True
Q2) Michael Dell of Dell Computers wants his company to take market share from Hewlett-Packard and Apple in the category of printers.As his marketing research director,which of the following would NOT be part of the tasks involved in formulating the marketing research problem to support Dell's strategic initiative in selling printers?
A) qualitative research
B) interviews with experts
C) secondary data analysis
D) discussions with Michael Dell
E) composing the research design
Answer: E
Q3) General economic conditions are considered elements of the legal environment.
A)True
B)False
Answer: False
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Chapter 3: Research Design, secondary and Syndicated Data
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) According to the text,the main method of causal research is a(n)________.
A) panel
B) focus group
C) survey
D) experiment
E) client project
Answer: D
Q2) In a short essay,describe an audit and list at least four uses of audit data. Answer: A physical <b>audit</b> is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.These audits track inventory flow,current inventory levels,and the impact of both promotional and pricing programs on inventory levels.Standardized as well as customized reports are available to help subscribers manage their brands.These reports provide information that can be used to (1)determine market size and share for both categories and brands by type of outlet,region,or city; (2)assess competitive activity; (3)identify distribution problems including shelf space allocation and inventory issues; (4)develop sales potentials and forecasts; and (5)develop and monitor promotional allocations based on sales volume.
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Page 5
Chapter 4: Qualitative Research
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Sample Questions
Q1) Which of the following is NOT one of the key qualifications of focus group moderators?
A) joviality
B) skill
C) experience
D) knowledge of the discussion topic
E) knowledge of the marketing research project
Q2) A focus group typically consists of eight to twelve participants.
A)True
B)False
Q3) In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation?
A) association technique
B) completion technique
C) construction technique
D) evaluation technique
E) third person technique
Q4) In a short essay,discuss the differences between qualitative research and quantitative research.
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Chapter 5: Survey and Observation
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Sample Questions
Q1) Which of the following is NOT a disadvantage of electronic methods of data collection?
A) no control of the environment
B) low sample control
C) low response rate
D) only moderate quantities of data can be obtained
E) low social desirability
Q2) Which of the following disadvantages does NOT apply to using telephone interviewing to collect research data?
A) no use of physical stimuli
B) limited to simple questions
C) low quantity of data
D) poor response rate
E) labor costs
Q3) Survey questionnaires may be administered in four major modes: (1)telephone interview,(2)personal interviews,(3)mall interviews,and (4)electronic interviews (Figure 5.4 in text).
A)True
B)False
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Page 7
Chapter 6: Experimentation and Causal Research
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Sample Questions
Q1) All of the following are good examples of test units EXCEPT ________.
A) consumers
B) price levels
C) stores
D) geographic areas
E) households
Q2) Opinions,tastes,and preferences in virtual worlds are the same as in a real setting.
A)True
B)False
Q3) Which of the following is a way of controlling extraneous variables?
A) randomization
B) personalization
C) quality control
D) extraneous control
E) analysis
Q4) Individuals,organizations,or other entities whose response to independent variables or treatments is being studied are called test units.
A)True
B)False
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Chapter 7: Measurement and Scaling
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Sample Questions
Q1) The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called ________.
A) reliability
B) validity
C) accuracy
D) efficiency
E) substantiality
Q2) Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.
A)True
B)False
Q3) 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 ________.
A) rank order scaling
B) paired comparison scaling
C) constant sum scaling
D) semantic differential scaling
E) semantic meaning scaling
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Page 9
Chapter 8: Questionnaire and Form Design
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Sample Questions
Q1) Open-ended questions that respondents answer in their own words are called
A) structured questions
B) unstructured questions
C) double-barreled questions
D) filtered questions
E) own-voice questions
Q2) According to the text,a single question that attempts to cover two issues is called a ________.
A) filtered question
B) double-barreled question
C) random question
D) coefficient question
E) two-issue query
Q3) Open-ended questions are most useful in conclusive research and as opening questions.
A)True
B)False
Q4) In a short essay,list and discuss at least four guidelines that should be followed in order to avoid problems in question wording.
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Chapter 9: Sampling: Design and Procedures
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Sample Questions
Q1) All of the following are examples of convenience sampling EXCEPT ________.
A) expert witnesses used in court
B) use of students, church groups, and members of social organizations
C) department stores using charge account lists
D) tear-out questionnaires included in a magazine
E) mall intercept interviews conducted without qualifying respondents
Q2) The social media sampling frame is unbiased and appropriate for use in marketing research.
A)True
B)False
Q3) Probability sampling relies on the personal judgment of the researcher,rather than chance,in selecting sampling elements.
A)True
B)False
Q4) A probability sampling technique in which the sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame is called systematic sampling.
A)True
B)False
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Chapter 10: Data Collection and Preparation
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Sample Questions
Q1) ________ involves tabulating the responses to important demographic characteristics and key questions.
A) Central office control
B) Sampling control
C) Control of cheating
D) Questionnaire pretesting
E) Cross-tabulation
Q2) The thorough and extensive check for consistency and treatment of missing responses is called ________.
A) validating
B) transcribing
C) data cleaning
D) key punching
E) editing
Q3) Casewise deletion is a method of handling missing values in which for each calculation or analysis,only the respondents with complete responses are considered.
A)True
B)False
Q4) In a short essay,discuss the process of selecting qualified field workers.
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Chapter 11: Data Analysis: Frequency Distribution,
hypothesis Testing, and Cross-Tabulation
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Sample Questions
Q1) In commercial marketing research,the ________ is used more often than a(n)________.
A) one-tailed test; two-tailed test
B) two-tailed test; one-tailed test
C) exhaustive test; inexhaustive test
D) inexhaustive test; exhaustive test
E) f-test; g-test
Q2) The median should be used if the distribution is asymmetric and the variable is measured on an ordinal scale.
A)True
B)False
Q3) A test of the null hypothesis where the alternative hypothesis is not expressed directionally is called a one-tailed test.
A)True
B)False
Q4) A statement that some difference or effect is expected is called a null hypothesis.
A)True
B)False
Page 13
Q5) Discuss the relationship between cross-tabulation and frequency distribution.
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Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, correlation, and Regression
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Sample Questions
Q1) In a short essay,define regression analysis and discuss ways in which regression analysis can be used.
Q2) The product moment correlation is also referred to as all of the following EXCEPT
A) simple correlation
B) bivariate correlation
C) correlation coefficient
D) Pearson correlation
E) F-statistic
Q3) The ________ is computed as the ratio of two sample variances.
A) F statistic
B) p statistic
C) t statistic
D) z statistic
E) chi-square statistic
Q4) The most popular parametric test is the t-test conducted for examining hypotheses about means.
A)True
B)False
Q5) In a short essay,discuss t-test,the t statistic,and the t distribution.
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Chapter 13: Report Preparation and Presentation
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Sample Questions
Q1) In a short essay,discuss the advantages to publishing marketing research reports on the Web.Give an example of how one company has benefited from such use of new media.
Q2) According to the text,the key to an effective presentation is preparation.
A)True
B)False
Q3) The client writes a letter of estimation to the researcher before work on the project begins.
A)True
B)False
Q4) A round chart divided into sections is called a ________.
A) pie chart
B) line chart
C) pictograph
D) histogram
E) round graph
Q5) A report should be as brief as possible but not at the expense of completeness.
A)True
B)False
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