Statistical Methods for Marketing Pre-Test Questions
Course Introduction
Statistical Methods for Marketing introduces students to the essential statistical techniques used in analyzing and interpreting marketing data. The course covers fundamental concepts such as descriptive statistics, probability distributions, hypothesis testing, correlation, regression analysis, and experimental design, all within the context of marketing scenarios. Students learn how to collect and organize data, apply appropriate statistical tools, and draw actionable insights about consumer behavior, market segmentation, product evaluation, and campaign effectiveness. By combining theoretical principles with real-world applications, this course equips students with the analytical skills needed to make data-driven marketing decisions and to communicate findings effectively to stakeholders.
Recommended Textbook
Modern Marketing Research Concepts Methods and Cases 2nd Edition by Fred M. Feinberg
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Chapter 1: The Purpose and Process of Marketing Research
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Q1) The sum of all errors that may occur in the research process over and above the sampling error is called
A) measurement error
B) population error
C) non-sampling error
D) systematic bias
Answer: C
Q2) Compare and contrast consumer versus industrial marketing research.
Answer: Consumer marketing research involves a large population,respondent accessibility is fairly easy,respondent cooperation has become increasingly more difficult to obtain,sample size can usually be drawn as large as is needed,respondent definitions are usually fairly simple,interviewers can be readily trained,and the key dictators of study costs are sample size and incidence.In comparison,industrial marketing research involves a small population,respondent accessibility is difficult,respondent cooperation is a major concern,sample size is usually much smaller than for a consumer sample,respondent definitions are more difficult,interviewers are more difficult to train,and study costs per interview are usually considerably higher than for consumer research.
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Chapter 2: Research Design and Data Sources
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Q1) A marketing manager has found secondary data on the spending habits of teenagers broken down by gender and also by race,independently,but needs it broken down by both (e.g.,African American females versus European American males).This is an example of the secondary data problem of
A) level of aggregation
B) difference in units
C) unrepresentative sampling
D) systematic bias
Answer: A
Q2) The primary reason experiments are preferred in causal research over surveys of respondents is that,in experiments,key variables can be measured,whereas in survey research the key variables are manipulated.
A)True
B)False
Answer: False
Q3) A tract is the smallest area for which census data are available.
A)True
B)False
Answer: False
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Chapter 3: Measurement in Marketing Research
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Q1) One component of total measurement error is random error,which A) causes a constant bias in the measurements
B) involves a consistent error in the measuring instrument C) involves a bias caused by the way sample is selected D) involves influences that bias measurements, but not in a systematic way
Answer: D
Q2) One of the most common methods of assessing opinions and attitudes involves an "agree-disagree" scale,with 5 to 7 points,to statements such as "This appliance would make an attractive addition my kitchen." This method of assessing a person's opinion results in a(n)_______________ variable.
A) nominally scaled
B) ordinally scaled
C) interval scaled
D) ratio scaled
Answer: B
Q3) An operational definition defines a construct with other constructs.
A)True
B)False
Answer: False
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Chapter 4: Causal Designs and Marketing Experiments
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Q1) Causation is not the only reason variables can be correlated.Discuss the other possible explanations and give an example of a causal statement along with examples of the other possible explanations.
Q2) The _______________ is built on the principle of combining test units into blocks based on an external criteria variable that might impact the results of the study.
A) completely randomized design
B) randomized block design
C) Latin square design
D) factorial design
Q3) Test unit mortality refers to instances where researchers exceed the treatment and observation deadlines specified in the experimental design.
A)True
B)False
Q4) In true and quasi-experiments,treatments need to form
A) a ratio scale
B) at least an interval scale
C) at least an ordinal scale
D) any of the four types of scales
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Chapter 5: Data Collection: Exploratory and Conclusive Research
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Q1) Focus group participants who have already done a session make good candidates for another session due to their expertise in the process.
A)True
B)False
Q2) When the subject matter is not emotional and the questionnaire is properly designed and administered,personal interviews are generally preferred because they offer higher quality data.
A)True
B)False
Q3) A variation on the standard focus group is the _______________,which is a group that consists of a moderator and 4 to 5 participants.
A) mini-group
B) two-way focus group
C) dual-moderator group
D) client-participant group
Q4) Personal interviews are used extensively in international research.
A)True
B)False
Q5) "Listening to the voice of the consumer" is a premise of what kind of research?
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Chapter 6: Designing Surveys and Data Collection
Instruments
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Q1) In a telephone interview,if respondents tend to choose among answers they heard last from a list of alternative responses,then _______________ is present.
A) modal answer bias
B) recency bias
C) primacy bias
D) interviewer bias
Q2) The recognition method
A) is a form of unaided recall
B) may create suggestion bias
C) involves presenting to the respondent the actual event
D) all of the above
E) both b and c
Q3) A(n)_______________ question is one that gives the respondent a cue as to what the answer should be.
A) ambiguous
B) biasing
C) counter-biasing
D) leading
E) double-barreled
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Chapter 7: Sampling
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Q1) If done correctly,stratified sampling can actually decrease the standard error of the estimator by
A) making sure the strata are more homogeneous on the variables for which statistics will be calculated
B) making sure each strata forms a representative sample of the population
C) decreasing the number of categories within each of the variables for which statistics will be calculated
D) making sure the sample is sufficiently large to ensure a lower sampling error
Q2) Researching with a full census of the population is always more accurate than using only a sample of that population.
A)True
B)False
Q3) All statistical tests,such as calculation of the mean and standard error of the sampling distribution can be calculated and are valid under the following condition(s):
A) the population is normal and the sample is any size
B) the population has an unknown distribution and the sample size is at least 30
C) both a and b
D) either a or b
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Chapter 8: Data Analysis and Statistical Methods:
Univariate and Bivariate Analyses
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Q1) What is the proper hypothesis specification,given the situation outlined above?
A) H<sub>0</sub>: \(\pi\) = 0.38; H<sub>1</sub>: \(\pi\)\(\neq\)00.38
B) H<sub>0</sub>: \(\pi\) \(\geq\)0.38; H<sub>1</sub>: \(\pi\)\(\lt\)0.38
C) H<sub>0</sub>: \(\pi\)\(\le\)0.25; H<sub>1</sub>: \(\pi\)\(\gt\)100.25
D) H<sub>0</sub>: \(\pi\)=0.25; H<sub>1</sub>: \(\pi\)\(\neq\)0.25
E) More information is needed to determine the hypotheses.
Q2) A Type II error has occurred if the null hypothesis is true and it is rejected.
A)True
B)False
Q3) In examining the relationship between two variables,if r = -1,then the relationship is A) a perfect positive correlation
B) a perfect negative correlation
C) not a relationship at all
D) sorely in need of counseling
Q4) What is the power of the test and how does it relate to error?
Q5) If the coefficient of determination (r<sup>2</sup>)for a multiple regression is large,then the regression is highly significant.
A)True
B)False
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Chapter 9: Multiple Regression: Modeling Multivariate
Relationships
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Q1) \(Y = a e ^ { b X }\) is the form of a geometric relationship.
A)True
B)False
Q2) The error term in a binary regression using a logit model is assumed to be a
A) normal distribution
B) Gumbel distribution
C) bivariate distribution
D) Poisson distribution
Q3) _______________ takes both binary and interval data and produces probabilities of an outcome,such as purchase probabilities and market share projections,as functions of the marketing mix.
A) The weighted least squares model
B) Logistic regression
C) The Breusch-Pagan model
D) The discrete choice model
Q4) All of the following are limitations of regression <u>except</u>
A) regression assumptions are usually violated
B) almost nothing is really linear
C) latent variables may be present
D) insufficient predictor variables
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Chapter 10: Multivariate Methods of Marketing Research I:
Factor, cluster, and Discriminant Analyses
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Q1) A scree plot gives a simple,but fairly crude,visual representation of A) how quickly the quality of the factors degrade in terms of incremental variance B) the hierarchy of the clustering solution C) which segments correspond to which clusters D) the factor loadings for each of the factors
Q2) A discriminant function is a linear combination of the independent variables that makes the predicted mean for each category as different as possible.This function is of the form
\[D F = v _ { 1 } X _ { 1 } + \mathcal { V } _ { 2 } X _ { 2 } + \ldots + \mathcal { V } _ { m } X _ { m }\]
A)True
B)False
Q3) If the eigenvalue of the first factor on a factor analysis is 5.3,this could be interpreted that this first factor is doing the work of about 5.3 of the original variables.
A)True
B)False
Q4) Discuss the similarities and differences between factor and cluster analyses.
Q5) What is a latent class,and how does it apply to segmentation analysis?
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Chapter 11: Multivariate Methods of Marketing Reseach Ii:
Conjoint Analysis and Multidimensional Scaling
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Q1) In a nonadaptive conjoint program,even when all the data are collected,
A) researchers don't know if it will match the information needs of the project
B) researchers don't know if these respondents are the best respondents to query
C) researchers have no guarantee of sufficiently accurate results
D) all of the above
Q2) When using _______________,a respondent's prior choices or responses are used to determine future comparisons.
A) choice-based profiles
B) rankings
C) adaptive conjoint
D) the k-means method
Q3) The set of utility values for Buyer A given in question #10 is the unique solution to the rankings given.
A)True
B)False
Q4) When depicting a higher-dimensional object in lower-dimensional space,
A) this is immediately apparent when one looks at the resultant map
B) severe distortion is possible
C) external information cannot be overlain on the resultant map
D) a perfectly accurate rendering results
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Chapter 12: Advanced Topics, research Frontiers, and
Preparing the Final Report
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Q1) Having used a Bayesian estimation process,to determine the best value for a parameter,researchers look
A) at the standard errors plot
B) at the highest point of the posterior distribution
C) for the highest factor loading
D) for the highest beta value
Q2) Correcting for selection bias relies on the _______________ for selection
A) binary probit model
B) binary logit model
C) ordered probit model
D) ordered logit model
Q3) Although hierarchical models are excellent for allowing for individual differences among respondents and measuring that difference in a meaningful way,they cannot provide information about where it comes from.
A)True
B)False
Q4) For most reports,what is the typical format (of 7 sections)?
Q5) What increasingly common web feature uses a Heckman model to correct of massive amounts of missing data,parameter heterogeneity,and Bayesian estimation methods?
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