Applied Marketing Research
Practice Exam
Course Introduction
Applied Marketing Research focuses on the practical application of research methods to solve real-world marketing problems. The course covers the entire research process, from problem definition and research design to data collection, analysis, and interpretation. Students learn how to design surveys, conduct focus groups, and use statistical tools to analyze consumer behavior and market trends. The course emphasizes the use of marketing research as a strategic tool for decision-making, enabling students to make informed recommendations for product development, branding, pricing, and promotional strategies based on data-driven insights.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition by
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Page 2
Alvin C. Burns
Chapter 1: An Introduction to Marketing Research
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Q1) Which of the following is the best definition of marketing research? Marketing research is:
A)the activity of analyzing secondary information and providing executives with timely reports
B)the process of designing experiments that provide decision makers with causal information
C)the linking of consumers with information managers
D)the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
E)the process of designing, gathering, analyzing, and reporting information that may be used to solve general marketing problems
Answer: D
Q2) Marketing research is the process of designing,gathering,analyzing,and reporting information that may be used to solve a specific marketing problem.
A)True
B)False
Answer: True
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Chapter 2: The Marketing Research Industry
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Q1) In evaluations conducted on the performance of the marketing research industry,the conclusions have been consistent in saying that the industry is plagued with so many problems that it has not been able to operate at any level other than "unsatisfactorily."
A)True
B)False
Answer: False
Q2) Researchers,hidden from view,recording the behavior of unsuspecting shoppers as they walk through the supermarket would be a form of research considered unethical by a:
A)deontologist
B)sociologist
C)teleologist
D)criminologist
E)deaconologist
Answer: A
Q3) "Sugging" is considered unethical and illegal.
A)True
B)False
Answer: True
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Chapter 3: The Marketing Research Process Including the
Problem and Research Objectives
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Q1) Research objectives are totally dependent on the problem.
A)True
B)False Answer: True
Q2) Which of the following is true regarding good managers and the need to recognize problem sources?
A)They will be aware of problems, or they will soon cease to hold management positions.
B)They will be setting objectives and have a control system in place to monitor performance.
C)They will have a control system in place that will alert them to situations where performance is not achieving desired objectives.
D)all of the above
E)none of the above: this was not discussed in the book
Answer: A
Q3) A research objective should specify from whom information is to be gathered. A)True
B)False Answer: True
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Chapter 4: Research Design Alternatives and Qualitative Research
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Q1) Which of the following is true of longitudinal studies?
A)They measure units from a sample of the population at only one point in time.
B)They are often described as "snapshots" of the population.
C)They include "sample surveys."
D)They are prevalent in marketing research, outnumbering cross-sectional and causal studies.
E)They repeatedly measure the same sample units of a population over a period of time.
Q2) Usually,there are few research situations that have some similarities to past situations.
A)True
B)False
Q3) The primary advantage of laboratory experiments is that they allow the researcher to control the effects of extraneous variables.
A)True
B)False
Q4) Exploratory research is often carried out at the outset of research projects.
A)True
B)False
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Chapter 5: Information Types and Sources: Secondary Data
and Standardized Information
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Q1) What year was the ACS first completed?
A)2003
B)2004
C)2005
D)2006
E)2008
Q2) With respect to standardized information,CGM stands for:
A)consumer-granted marketing
B)consumer-generated media
C)customer-given media
D)customers' generic marketing
E)connector-generated marketing
Q3) ________ is (are)collected in a standard format and made available to all subscribers.
A)Basic data
B)Complex data
C)Written data
D)Standardized information
E)Syndicated data
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Chapter 6: Data Collection Methods
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Q1) Surveys conducted without the presence of an agent--human or computer--are referred to as self-administered surveys.
A)True
B)False
Q2) One of the disadvantages of computer-administered surveys is that they cannot depict pictures,video or other graphics to the respondent.
A)True
B)False
Q3) Adaptability refers to the ability to respond to respondent differences.Which method is best suited for adaptability?
A)computer-administered surveys
B)self-administered surveys
C)drop-off surveys
D)person-administered surveys
E)internet "drop-off" surveys
Q4) Because they are more popular than some other methods,person-administered surveys are often used.
A)True
B)False
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Chapter 7: Measurement Scales
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Q1) Which of the following scales might have an example that ranges from "Not Important" to "Extremely Important"?
A)Likert scale
B)one-way labeled scale
C)importance scale
D)unimportance scale
E)semantic differential scale
Q2) We are really measuring properties-sometimes called attributes or qualities-of objects.
A)True
B)False
Q3) A synthetic scale without balanced ends means the scale has unequal amounts of positive and negative positions; it is called:
A)an unbalanced categorical scale
B)a balanced categorical scale
C)a nonsymmetrical synthetic scale
D)a symmetric synthetic scale
E)a halo effect scale
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Chapter 8: Designing Data Collection Forms
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Q1) In the question,"Do you always buy electronic products from Dell?" which word is one of the "words to avoid in question development"?
A)always
B)buy
C)you
D)from
E)Dell
Q2) A questionnaire is the vehicle to pose questions that a researcher wants respondents to answer.
A)True
B)False
Q3) Researchers agree that screening questions should appear early,at least in the top third of question sequencing,so as not to waste anyone's time.
A)True
B)False
Q4) It is customary to have between 300 to 500 participants in a pretest.
A)True
B)False
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Chapter 9: Determining Sample Size and the Sample Plan
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Q1) A sample is a subset of a group that should:
A)include everyone in the population
B)represent the entire group (population)
C)represent a group within the population
D)be as inexpensive as possible
E)none of the above
Q2) Which of the following relies on a random selection of website visitors?
A)random online intercept sampling
B)invitation online sampling
C)online panel sampling
D)systematic online sampling
E)none of the above
Q3) The accuracy of a sample is often expressed as:
A)the number of centimeters it is from the true population frame
B)the cost of making an inaccurate estimate
C)the number of respondents needed to make the sample 100% accurate
D)a plus-or-minus percentage, such as + or - 5%
E)a mistake
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Chapter 10: Data Issues and Inputting Data Into Xl Data
Analyst
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Q1) A preponderance of "no opinion" responses would tend to indicate a:
A)yea-saying pattern
B)nay-saying pattern
C)middle-of-the-road pattern
D)riding the fence pattern
E)non-existent pattern
Q2) The Define Variables Worksheet is:
A)independent of the Data Worksheet
B)linked to the Data Worksheet
C)unavailable in XL Data Analyst
D)to be used only to do linear programming
E)available through a third party data collection firm
Q3) Although it is preferred,there does not have to be a variable label,or a unique,short,single-word description for that variable placed in the first row on the Data worksheet.
A)True
B)False
Q4) There are three types of nonresponse: refusals,break-offs,and item omission.
A)True
B)False
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Chapter 11: Summarizing Your Data
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Q1) Which of the following is appropriate when the research objective is description?
A)averages
B)confidence intervals
C)cross-tabulation
D)correlation
E)ANOVA
Q2) With differences analysis,the researcher identifies a categorical variable (such as gender)and compares the groups represented by that variable (males versus females)by analyzing their differences on a second variable.
A)True
B)False
Q3) The procedure for summarizing metric variables in XL Data Analyst is identical to the one for summarizing categorical variables,except you will select "Averages."
A)True
B)False
Q4) Data analysis has four functions.
A)True
B)False
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Chapter 12: Generalizing Your Findings
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Q1) Directional hypotheses contain statements of "more than" or "less than."
A)True
B)False
Q2) Which is not true of the z ,formula for a population percentage estimation?
A)The z stands for the z value for the level of confidence.
B)The z value will typically be for a 95% or 99% level of confidence.
C)The a equals the sample percentage.
D)The a will typically be for a 95% or 99% level of confidence.
E)The z value will normally correspond to ±1.96 or ±2.58 standard errors.
Q3) Where do you enter the "hypothesized value" in XL Data Analyst to test a hypothesis about an average?
A)Hypothesized Value box
B)Hypo Val box
C)Hypothesized Average box
D)Hypothesized Data box
E)None of the above; XL Data Analyst does not test hypotheses for percentages.
Q4) Hypothesis testing is a statistical procedure used to accept or reject the hypothesis based on sample information.
A)True
B)False
Page 14
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Chapter 14: Determining Relationships
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Q1) The Pearson product moment correlation has a range between -1.00 and +1.00.
A)True
B)False
Q2) In a linear relationship formula,the slope = b.
A)True
B)False
Q3) ________ is the examination of frequencies for two categorical variables in a cross-tabulation table to determine whether the variables have a significant relationship.
A)Chi-square analysis
B)Correlation
C)ANOVA
D)Regression
E)MANOVA
Q4) The Pearson product moment correlation measures the linear relationship between two categorical-scaled variables.
A)True
B)False
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Chapter 13: Finding Differences
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Q1) Which of the following is true of the word "variance" in analysis of variance?
A)It refers to differences between standard deviations.
B)It is misleading.
C)It is used to determine significance.
D)It refers only to within variance.
E)It is used because the test is designed to determine the differences between more than 4 variances.
Q2) When we test for the differences between percentages for two groups the null hypothesis is that the difference in the two group's population parameters is over 30.
A)True
B)False
Q3) The proper command sequence to run ANOVA using your XL Data Analyst software is: COMPARE-3+ GROUP AVERAGES.
A)True
B)False
Q4) A marketing researcher is always hoping for the null hypothesis to not be supported. A)True
B)False
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Chapter 15: Preparing and Presenting Your Research Report
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Q1) Which of the following is included in the introduction?
A)title
B)executive summary
C)general purpose as well as the specific objectives
D)memo of certification
E)all of the above are included in the introduction
Q2) Which of the following is acceptable in a marketing research report's table of contents?
A)letter of authorization numbered with Arabic numerals
B)introduction pages are not numbered
C)executive summary listed with Arabic numerals
D)title page not listed
E)subheadings are not indented
Q3) The title should be very brief; it does not need to communicate what the report is about; the reader will have the full report to accomplish this goal.Rather,titles serve to identify one report from another.
A)True
B)False
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