Applied Marketing Research
Final Test Solutions
Course Introduction
Applied Marketing Research explores the practical applications of research methods in solving real-world marketing problems. The course covers the design, implementation, and analysis of marketing research projects, emphasizing both qualitative and quantitative techniques. Students learn how to define research objectives, select appropriate methodologies, conduct surveys and focus groups, analyze data, and communicate findings effectively. By engaging in hands-on projects and case studies, students develop skills necessary to interpret market trends, understand consumer behavior, and provide actionable insights for strategic decision-making in a competitive marketplace.
Recommended Textbook
Exploring Marketing Research 11th Edition by
Barry J. Babin
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) Which type of research attempts to verify a theory or to learn more about a marketing concept,but is not intended to solve a particular marketing problem?
A)performance-monitoring research
B)basic research
C)total quality management
D)scientific method
Answer: B
Q2) The typical consumer in zip code 63119 is a senior citizen with several children over the age of 25,has a college degree,and is retired.What type of information has been provided in this example?
A)TQM
B)performance-monitoring
C)geo-demographic
D)the marketing concept
Answer: C
Q3) Systematic research usually takes very little time to complete.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Information Systems and Knowledge Management
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Q1) Environmental scanning entails all information gathering designed to detect changes in the external operating environment of the firm.
A)True
B)False
Answer: True
Q2) Explain what a decision support system (DSS)is and how it helps marketing managers.
Answer: A marketing decision support system (DSS)is a system that helps decision makers confront problems through direct interaction with computerized databases and analytical software programs.the purpose of a DSS is to store data and transform them into organized information that is easily accessible to marketing managers.Doing so saves mangers time so that decisions that might take days or even weeks otherwise can be made in minutes using a DSS.A DSS requires both databases and software.Modern decision support systems greatly facilitate customer relationship management (CRM),which is a system that is part of the DSS that address exchanges between the firm and its customers.
Q3) When a marketing manager has sufficient information to make a good decision,the information is said to be ____________________.
Answer: complete
Page 4
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Chapter 3: The Marketing Research Process
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Q1) A formal statement explaining some outcome is called a(n)____________________.
Answer: hypothesis
Q2) In its simplest form,a research hypothesis is a "guess" about the outcome of a research study.
A)True
B)False
Answer: True
Q3) One of the major advantages of observation studies is that they record actual behavior rather than relying on reports of behavior from respondents.
A)True
B)False
Answer: True
Q4) Which term means that something has been examined against reality using data?
A)causality
B)manipulation
C)empirical testing
D)spurious association
Answer: C
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) A session in which research subjects are fully informed and provided with a chance to ask any questions that they may have about an experiment is called a(n)____________________ session.
Q2) Marketing research directors typically ____.
A)spend more time in meetings and managing than actually conducting research
B)find that companies place great importance on marketing research
C)have extensive opportunities to engage in research themselves
D)can expect average salaries of over $250,000 a year
Q3) Researchers have an obligation to respect the participant's right to ____.
A)honest reporting
B)responsible participation
C)open discussion
D)privacy
Q4) In a truly market-oriented organization,all employees are involved in the intelligence-gathering and dissemination process.
A)True
B)False
Q5) When secrecy is a major concern,it is best to use an outside research agency.
A)True
B)False
Page 6
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Chapter 5: Qualitative Research Tools
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Q1) Observation plays a key role in ethnography.
A)True
B)False
Q2) The focus of qualitative research is on producing "numbers" that can be used in statistical tests.
A)True
B)False
Q3) Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores.As such,the company is engaging in
A)an experiment
B)a test market
C)a case study
D)causal research
Q4) Hermeneutics is an approach to understanding phenomenology that relies on analysis of texts in which a person tells a story about him- or herself.
A)True
B)False
Q5) List the elements of a focus group discussion guide.
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Chapter 6: Secondary Data Research in a Digital Age
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Q1) Which type of data cannot be purchased (legally and ethically)from commercial sources?
A)demographic and census updates
B)market-share data
C)consumer attitudes and public opinions
D)proprietary research and development data
Q2) Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information.This type of analysis is referred to as ____.
A)neural networking
B)scandowns
C)database marketing
D)market-basket analysis
Q3) Techniques that use secondary data to select the best location for a retail or wholesale operation are called ____________________ techniques.
Q4) Tracking industry unit sales over the past twelve months is a form of ____________________ tracking.
Q5) Discuss the advantages and disadvantages of secondary data.
Q6) Identify various internal and proprietary sources of secondary data.
8
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Chapter 7: Survey Research
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Q1) When the people who answer a mail survey are different in important ways (e.g.,income level)from the people who did not answer the survey,the survey is said to have ____________________ error.
Q2) Which type of bias is occurring when a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer?
A)interviewer bias
B)auspices bias
C)administrative bias
D)acquiescence bias
Q3) Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?
A)curb-stoning
B)auspices bias
C)self-selection
D)mere-measurement effect
Q4) A person hangs up the phone when he is asked to answer a few questions about his television viewing habits because he is not interested in participating in the study.This behavior is called a(n)____________________.
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Page 9
Chapter 8: Observation
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Q1) Observing a person's television viewing habits is an example of which type of observation?
A)verbal records
B)expressive behavior
C)physical actions
D)physical objects
Q2) 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
Q3) A relatively new physiological measurement technique that gauges emotional reactions as reflected in physiological changes in a person's voice is ____________________ analysis.
Q4) A consumer uses a special ID card whenever he purchases items from the supermarket,allowing purchase behavior to be linked to household demographics.The consumer is participating in a(n)____________________ panel.
Q5) Compare and contrast direct observation and contrived observation.
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Chapter 9: Conducting Marketing Experiments
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Q1) Demand characteristics can be reduced in a number of ways.Which strategy below is NOT one of these?
A)Use an experimental disguise,
B)Administer multiple experimental treatment levels to each subject.
C)Use a "blind" experimental administrator.
D)Isolate experimental subjects.
Q2) Which term means that subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments?
A)the Hawthorne effect
B)confounding
C)constancy of conditions
D)compounding
Q3) In experimental research,categorical variables like a subject's gender or ethnicity are known as ____.
A)blocking variables
B)covariates
C)main variables
D)confounds
Q4) List the four important elements in experimental design.
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Chapter 10: Measurement and Attitude Scaling
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Q1) Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures?
A)conglomerate measure
B)derivative measure
C)summated measure
D)composite measure
Q2) ____ definitions translate conceptual definitions into measurement scales.
A)Summation
B)Operational
C)Assessment
D)Matching
Q3) "I hate asparagus" is an example of which component of an attitude toward asparagus?
A)affective
B)behavioral
C)cognitive
D)perceptive
Q4) The ability of a scale to measure the variability of a concept is called
Q5) Compare and contrast the four different levels of scale measurement.
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Chapter 11: Questionnaire Design
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Q1) A frequency-determination question allows the respondent to provide multiple answers to a single question.
A)True
B)False
Q2) "What is your gender? ____ M ____ F" is an example of a(n)____ question.
A)loaded
B)leading
C)fixed-alternative
D)filter
Q3) 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
Q4) For a questionnaire to fulfill a researcher's purposes,the questions must meet the basic criteria of relevance and accuracy.
A)True
B)False
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) As sample size ____,random sampling error ____.
A)increases;increases
B)decreases;decreases
C)increases;decreases
D)increase;remains unchanged
Q2) A reverse telephone directory provides the same information contained in a telephone directory,but in a different format.
A)True
B)False
Q3) Writing the names of the students in a class on separate sheets of paper,shuffling the papers thoroughly,and then drawing five names "out of a hat," is a type of ____________________ sample.
Q4) 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
Q5) Name and describe the types of nonprobability sampling.
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Chapter 13: Big Data Basics: Describing Samples and Populations
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Q1) The central limit theorem states that,as sample size increases,the distribution of sample means of samples of size n (when randomly selected)approaches a normal distribution.
A)True
B)False
Q2) The middle score in a set of rank ordered scores is called the ____________________ score.
Q3) Name and describe the measures of central tendency.
Q4) The measure of central tendency that identifies the value that occurs most often is called the ____.
A)mean
B)median
C)mode
D)range
Q5) A confidence interval estimate is a specified range of numbers within which a population mean is expected to lie.
A)True
B)False
15
Q6) Measured characteristics of a specific population are called
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Page 16
Chapter 14: Basic Data Analysis
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Q1) Data with a(n)____ distribution are appropriate for division based on the median split.
A)normal
B)unimodal
C)bimodal
D)uniform
Q2) Tabulation refers to the orderly arrangement of data in a summary format.
A)True
B)False
Q3) The type of measurement scale used in the research study determines the possible statistical tests that can be used appropriately with the resulting data.
A)True
B)False
Q4) A two-way contingency table in which each variable has two possible levels is a(n)____________________ table.
Q5) A 3 x 4 table represents a contingency table with twelve variables. A)True B)False
Q6) What are descriptive statistics and why are they used in marketing research?
Page 17
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Chapter 15: Testing for Differences Between Groups and for
Predictive Relationships
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Q1) Jamal is analyzing data and his current focus centers on how strongly interrelated the independent variables in his model are.Jamal is concerned about ____.
A)multicollinearity
B)MANOVA
C)degrees of freedom
D)convergence
Q2) ____________________ in regression analysis refers to how strongly interrelated the independent variables in a model are.
Q3) The test for the statistical significance of the regression model is the ____________________ test.
Q4) An appropriate test for comparing the scores of two interval variables drawn from related populations is the ____________________.
Q5) In the regression equation,Y = a + YX,a is the symbol for the ____.
A)slope of the regression line
B)y-intercept of the regression line
C)dependent variable
D)independent variable
Q6) Discuss the steps in interpreting a multiple regression output.
Page 18
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Chapter 16: Communicating Research Results
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Q1) Graphics used in a research report do not need to be interpreted for the reader in the text of the report.
A)True
B)False
Q2) Discuss what is included in the body of a research report.
Q3) The arrangement of the parts of a research report is known as the ____.
A)results
B)format
C)introduction
D)summary
Q4) 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
Q5) Tables are most useful for presenting ____ information.
A)symbolic
B)verbal
C)pictorial
D)numerical
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Chapter 17: Beyond the Basics in Basic Data Analysis
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Q1) A randomized block design is a variation of GLM ANOVA.
A)True
B)False
Q2) In a two-factor experimental design model,Y k = µ + + + I + ,what does µ represent?
A)individual observation on the dependent variable
B)grand mean
C)interaction effect of factors A and B
D)jth effect of factor A - column treatment
Q3) Which comparison tests differences between specific cells in an experimental design that is based on some specific hypothesized condition corresponding to that contrast?
A)internal comparison
B)non-experimental comparison
C)planned comparison
D)post-hoc comparison
Q4) The total sum of squares minus the within-group sum of squares is equal to the between-group sum of squares.
A)True
B)False
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Chapter 18: Advanced Topics in Linear Analytics
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Q1) A correlation coefficient indicates both the ____________________ of the relationship between two variables by its absolute value and the ____________________ of this relationship by its sign.
Q2) A correlation coefficient equal to +1.0 indicates a perfect positive relationship.
A)True
B)False
Q3) A correlation matrix is a standardized covariance matrix.
A)True
B)False
Q4) If the regression equation is: Y = -4.2 + 3.6X,then the expected score for Y when X is 4 would be ____.
A)-18.6
B)-10.2
C)+10.2
D)+18.6
Q5) Discuss the common procedures for testing association for data that are ordinal and that are interval/ratio.
Q6) Compare and contrast correlation,covariance,and causation.
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Chapter 19: Testing Hypotheses With Glm Procedures
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Q1) The condition created when the direct relationship between X and Y remains significant but is reduced in the presence of a mediator is ____________________ mediation.
Q2) In hierarchical regression,the second model typically adds direct effects.
A)True
B)False
Q3) 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
Q4) In hierarchical regression,the base model typically includes only direct effects.
A)True
B)False
Q5) All of the following are common context variables EXCEPT ____.
A)time pressure
B)space
C)conditions
D)sample size
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Chapter 20: Introducing Multivariate Data Analysis
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Q1) A variable that is coded as either zero or one and that has two distinct levels is called a(n)____.
A)regression variable
B)dummy variable
C)MANOVA variable
D)ANOVA variable
Q2) Which characteristic can be used to represent a set of variables with one mathematical equation?
A)structuralism
B)variate
C)ANOVA
D)exponentiation
Q3) Which formula is the correct formula for a logit?
A)Logiti = ln(probability of success/probability of failure)
B)Logiti = ln(probability of success*probability of failure)
C)Logiti = ln(probability of success/probability of failure)2
D)Logiti = ln(1/probability of failure)2
Q4) Discuss dependence methods.List the statistical techniques that can be used for this method.
Q5) Explain how MANOVA models are similar to and differ from ANOVA models.
Page 23
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Chapter 21: Multivariate Data Analysis: Analytics With
Interdependence Techniques
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Q1) Latent constructs can be observed directly.
A)True
B)False
Q2) Varimax is the least common type of factor rotation.
A)True
B)False
Q3) Parsimony means the researcher seeks a simple solution that still maintains sufficient meaning to represent reality.
A)True
B)False
Q4) In cluster analysis,____________________ is among the most widely used tools for assigning observations to groups.
Q5) The mathematical way of further simplifying factor results that involves new reference axes for a set of variables is called ____.
A)factor loading
B)factor reduction
C)factor rotation
D)factor analysis
Page 24
Q6) A(n)____________________ graphs eigenvalues against the number of factors.
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Chapter 22: Primer on Structural Equations Modeling
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Q1) Partial least squares (PLS)is only able to provide reliable results when there is large amounts of data.
A)True
B)False
Q2) LISREL is the first widely adopted specialized software program for conducting structural equations modeling.
A)True
B)False
Q3) The SEM software that allows users to use a graphical interface is called
Q4) Which coefficient functions similarly to a regression coefficient in multiple regression?
A)confirmatory coefficient
B)PLS coefficient
C)moment coefficient
D)structural coefficient
Q5) Structural equations modeling was first introduced in the 1970s.
A)True
B)False
Q6) Discuss the difference between exogenous constructs and endogenous constructs.
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