Applied Marketing Research
Question Bank
Course Introduction
Applied Marketing Research focuses on the practical use of research methods and techniques to solve real-world marketing problems. Students will learn how to design research studies, collect and analyze data, and interpret findings to inform marketing decisions. The course covers topics such as questionnaire development, sampling procedures, qualitative and quantitative research methods, and the application of statistical tools. Using case studies and hands-on projects, students will gain experience in turning research insights into actionable marketing strategies, preparing them for effective decision-making in dynamic business environments.
Recommended Textbook MR2 2nd Edition by Tom J. Brown
Available Study Resources on Quizplus
14 Chapters
810 Verified Questions
810 Flashcards
Source URL: https://quizplus.com/study-set/310
Page 2
Chapter 1: Marketing Research: From Data to Information to Action
Available Study Resources on Quizplus for this Chatper
29 Verified Questions
29 Flashcards
Source URL: https://quizplus.com/quiz/5113
Sample Questions
Q1) Which of the following is FALSE?
A) A study to gauge the properties of a material for its suitability to manufacture a particular product is market research.
B) An attempt to determine the most efficient allocation of funding to various promotional activities is an example of marketing research.
C) A survey designed to identify the characteristics of light, average, and heavy users of detergent is an example of marketing research.
D) Videotaping computer users to understand the context of software use is an example of marketing research.
E) Visiting various restaurants and sampling different menu items in preparation for opening a new restaurant is an example of marketing research.
Answer: A
Q2) Descriptive and causal research are also known as ____________________.
Answer: quantative research
Q3) Data collected specifically for a particular study is known as ____________________.
Answer: primary data
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 2: The Research Question: Formulation of the Problem
Available Study Resources on Quizplus for this Chatper
25 Verified Questions
25 Flashcards
Source URL: https://quizplus.com/quiz/5114
Sample Questions
Q1) A customer service representative for a large financial institution noticed that several of the bank's customers had recently closed accounts and paid off loans long before the loans were due. He also noticed that most of the customers had closed their accounts shortly after a competitor had opened a new branch nearby. The fundamental source of this marketing problem might best be described as:
A) a planned change in the marketing environment.
B) a discovery-oriented decision problem.
C) an unplanned change in the marketing environment.
D) all of the above.
E) none of the above.
Answer: C
Q2) A research request agreement should only include the decision problem and the research problem.
A)True
B)False
Answer: False
Q3) ____________________ decision problems are common with unplanned changes in the marketing environment.
Answer: Discovery-oriented
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Exploratory, Descriptive, and Causal Research Designs
Available Study Resources on Quizplus for this Chatper
84 Verified Questions
84 Flashcards
Source URL: https://quizplus.com/quiz/5115
Sample Questions
Q1) Burger King recently experienced a decline in burger sales after E-coli bacteria were discovered in one of their restaurants. The marketing managers reviewed published information about a similar situation that had occurred at a Jack-in-the Box restaurant a few years ago. Which of the following type of exploratory research is this?
A) Primary data analysis
B) Depth interview
C) Case analysis
D) Projective techniques
E) None of the above exploratory research methods can be used.
Answer: C
Q2) Which of the following is FALSE?
A) One year is the recommended minimum amount of time to test market a product.
B) A controlled test market is also known as the forced-distribution test market.
C) Market testing involves the use of a controlled experiment.
D) Test marketing is limited to determining the sales potential of a new product.
E) None of these statements are false; they are all true.
Answer: D
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Collecting Secondary Data from Inside and
Outside the Organization
Available Study Resources on Quizplus for this Chatper
43 Verified Questions
43 Flashcards
Source URL: https://quizplus.com/quiz/5116
Sample Questions
Q1) Which of the following is NOT an example of primary data collection?
A) Telephone survey of manufacturers.
B) Computerized literature search of Google.com to learn about the U.S. trade deficit.
C) Asking restaurant patrons to complete a survey after their meal and dropping it in the suggestion box before exiting.
D) Observation of oil patches in driveways of homes to determine the socioeconomic status of the neighborhood.
E) An academic experiment using graduate students in a retailing course as subjects to determine how different retailers measure customer satisfaction.
Q2) Which of the following is a main reason for always using the primary source of secondary data?
A) The primary source typically describes the process of data collection and analysis, while secondary sources typically do not.
B) Secondary sources typically change units of measurement.
C) Primary sources are usually more accurate and complete.
D) Only a and b are correct.
E) Only a and c are correct.
To view all questions and flashcards with answers, click on the resource link above.
6
Chapter 5: Collecting Primary Data by Observation
Available Study Resources on Quizplus for this Chatper
62 Verified Questions
62 Flashcards
Source URL: https://quizplus.com/quiz/5117
Sample Questions
Q1) Surveying viewers or even having them keep detailed diaries is far more reliable at measuring viewing behavior compared with people meters.
A)True
B)False
Q2) According to marketing researchers, motives:
A) are different from drives.
B) involve the determination of how people behave.
C) refer to external states that direct behavior toward goals.
D) involve the determination of 'why' in human behavior.
E) are inner states that may energize but do not direct or move behavior toward a goal.
Q3) The ability of a data collection technique to provide many types of primary data is known as:
A) breadth of scope.
B) cost efficiency.
C) communicability.
D) versatility.
E) objectivity.
Q4) Discuss the two basic means of obtaining primary data.
Q5) Scanner data are probably the most common type of ____________________ data.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 6: Collecting Primary Data by Communication
Available Study Resources on Quizplus for this Chatper
40 Verified Questions
40 Flashcards
Source URL: https://quizplus.com/quiz/5118
Sample Questions
Q1) The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives:
A) open-ended questions.
B) closed-ended questions.
C) scaled-response questions.
D) ad reaction measurement.
E) None of the above.
Q2) Jane Doe wants to administer a short survey on "student driving habits" to a representative sample of students at the local university. She secures a list of students from the student directory. She assigns each student a unique number and then uses a random number table to select her sample. The student directory from which Jane selects her sample of students to contact is referred to as:
A) sampling frame.
B) sampling control.
C) sampling error.
D) sampling directory.
E) None of the above.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Asking Good Questions
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/5119
Sample Questions
Q1) Random error affects the measurement in a constant way.
A)True
B)False
Q2) Which of the following is FALSE?
A) With a ratio scale, it is possible to have zero amount of some attribute.
B) There are few psychological constructs that can reasonably be assumed to have a natural or absolute zero.
C) When using a ratio scale, it is inappropriate to calculate a mean score.
D) Both a and b
E) a, b, and c.
Q3) Which of the following statements about nominal scales is TRUE?
A) The numbers identify the objects.
B) The numbers order the objects.
C) The median can be used as the measure of average.
D) The mean can be used as the measure of average.
E) Both a and c.
Q4) Any scale or other measurement instrument that actually measures what it was intended to measure is said to have ____________________.
Q5) Discuss in detail the two types of errors that may affect measurement scores.
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Designing the Questionnaire
Available Study Resources on Quizplus for this Chatper
79 Verified Questions
79 Flashcards
Source URL: https://quizplus.com/quiz/5120
Sample Questions
Q1) Which of the following is FALSE?
A) Multiple-choice questions tend to bias results by the order in which the alternatives are given.
B) An important advantage of open-ended questions is that respondents may answer them in their own words and are not limited to a set of alternative answers.
C) Because respondents are able to better clarify their answers with open-ended questions than with other types of questions, the results can be more easily coded by the researcher.
D) Both b and c
E) a, b, and c.
Q2) The question, "Do you feel the government should be forced to stop picking our pockets with excessive taxes and return a portion of the taxes collected to taxpayers?"
A) Is leading.
B) Contains an implicit alternative.
C) Is double-barreled.
D) Both a and c
E) None of the above.
To view all questions and flashcards with answers, click on the resource link above.
10
Chapter 9: Developing the Sampling Plan
Available Study Resources on Quizplus for this Chatper
85 Verified Questions
85 Flashcards
Source URL: https://quizplus.com/quiz/5121
Sample Questions
Q1) Convenience samples are best used for:
A) causal research.
B) exploratory research.
C) hypothesis testing.
D) descriptive research.
E) experimental designs.
Q2) In simple random sampling, every population unit has an equal chance of being chosen.
A)True
B)False
Q3) A market researcher divides the Dallas metropolitan area into blocks having roughly equal populations. He then selects a random sample of blocks and sends interviewers to each block. The interviewers are instructed to interview every eighth dwelling unit. This is ____ sampling.
A) one-stage area
B) two-stage area
C) quota
D) two-stage systematic
E) stratified
Q4) Compare and contrast probability and nonprobability sampling.
Page 11
To view all questions and flashcards with answers, click on the resource link above.
Chapter 10: Data Collection: Enhancing Response Rates
while Limiting Errors
Available Study Resources on Quizplus for this Chatper
76 Verified Questions
76 Flashcards
Source URL: https://quizplus.com/quiz/5122
Sample Questions
Q1) Errors introduced into the study during data processing are:
A) Type I errors.
B) nonobservation errors.
C) sampling errors.
D) total errors.
E) office errors.
Q2) Which of the following statements concerning response errors is FALSE?
A) Respondents who understand a question may not always provide a truthful answer to the question.
B) It is possible that a respondent may understand a question correctly but not actually know the answer to the question.
C) Providing a "don't know" response category will often create difficulties in data analysis.
D) Pre-testing the questionnaire with members of the relevant population is generally not effective at eliminating problems due to respondents misunderstanding questionnaire items.
E) All of the above statements are true.
Q3) ____________________ error arises because of a failure to include some part of the defined population in the sampling frame.
Page 12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 11: Data Preparation for Analysis
Available Study Resources on Quizplus for this Chatper
35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/5123
Sample Questions
Q1) Which of the following questions do you think would be the easiest to code?
A) What are the three characteristics that you find most pleasing when using product X?
B) Have you ever used product X? _____ Yes _____ No
C) What religious denomination do you consider yourself?
D) Please specify the type of television set in your home?
E) How do you feel about commercials on children's TV shows?
Q2) Compare and contrast the various methods or options for dealing with missing data in analyses.
Q3) The process of editing involves:
A) categorizing the data.
B) counting the number of cases that fall into the various categories.
C) inspecting and correcting each questionnaire or observation form.
D) developing dummy tables that suggest how each item of information will be used before data is collected.
E) transforming the raw data into symbols.
Q4) Blunders are errors that occur during editing, coding or especially data entry.
A)True
B)False
Q5) ____________________ is the process of transforming raw data into symbols.
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Analysis & Interpretation: Individual Variables
Independently
Available Study Resources on Quizplus for this Chatper
61 Verified Questions
61 Flashcards
Source URL: https://quizplus.com/quiz/5124
Sample Questions
Q1) Which of the following is TRUE about hypothesis testing?
A) The typical goal is to reject the alternative hypothesis in favor of the null hypothesis.
B) A hypothesis may be rejected but can never be accepted completely.
C) Marketing research studies attempt to prove results.
D) The null hypothesis is assumed to be false for the purpose of the test.
E) All of the above are true about hypothesis testing.
Q2) The ____________________ is a statistical test to determine whether some observed pattern of frequencies corresponds to and expected pattern.
Q3) An observation that is very different in magnitude from the rest of the observations for a particular variable is a(n):
A) error.
B) blunder.
C) histogram.
D) outlier.
E) deviant.
Q4) An observation so different in magnitude from the rest of the observations that the analyst chooses to treat it as a special case is called a(n) ____________________.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Analysis & Interpretation: Multiple Variables
Simultaneously
Available Study Resources on Quizplus for this Chatper
64 Verified Questions
64 Flashcards
Source URL: https://quizplus.com/quiz/5125
Sample Questions
Q1) In which of the following situations would it be useful to test for differences between two groups?
A) A retailer wishes to know if customer satisfaction is different between in-store vs. online shoppers.
B) A beverage company wants to know if a new beverage concept differs between users vs. nonusers of the current brand.
C) A department store wishes to know the differences between online catalogs vs. mail order catalog shoppers.
D) A state university ants to know is there is a significant difference in GPA between undergraduate and graduate students.
E) All of the above situations would benefit from tests for differences between two groups.
Q2) A statistical technique used with a continuous dependent variable and one or more categorical independent variables is called a(n) ____________________.
Q3) Percentages are always calculated in the direction of the causal variable.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Page 15
Chapter 14: The Research Report
Available Study Resources on Quizplus for this Chatper
52 Verified Questions
52 Flashcards
Source URL: https://quizplus.com/quiz/5126
Sample Questions
Q1) Which of the following characteristics should NOT affect the content of the research report?
A) The reader's technical sophistication.
B) The reader's interest.
C) The circumstances surrounding the research.
D) The intended use of the report.
E) The researcher's technical sophistication.
Q2) When it comes to discussing the limitations of a study, the writer should:
A) emphasize what could have been accomplished given a larger research budget.
B) acknowledge that all studies contain error and this one is no different.
C) not mention them, let the data speak for itself.
D) provide a balanced account of the specific problems.
E) tell an amusing anecdote relating to statistical fallibility.
Q3) Which of the following is NOT an aid in the crafting of a research report that meets the writing criterion of clarity?
A) Using short sentences.
B) Using a logically ordered outline.
C) Rewriting the first draft.
D) Re-stating an important point in different words.
E) Using short paragraphs.
To view all questions and flashcards with answers, click on the resource link above. Page 16