Entrepreneurial Marketing Research
Final Test Solutions
Course Introduction
Entrepreneurial Marketing Research explores the unique challenges and opportunities that entrepreneurs face in identifying, understanding, and serving their target markets. The course emphasizes practical research methods and tools tailored for startups and innovative ventures, including lean market validation, rapid prototyping, and customer discovery techniques. Students will learn how to gather and analyze primary and secondary data, assess market trends, evaluate consumer needs, and test new business concepts with limited resources. By integrating real-world case studies and hands-on projects, the course equips future entrepreneurs with critical skills to make informed marketing decisions and minimize business risk in dynamic environments.
Recommended Textbook
Essentials of Marketing Research 2nd Edition by Jr
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Chapter 1: Marketing Research for Managerial Decision Making
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Sample Questions
Q1) The process of identifying people or markets a company wants to serve is called positioning.
A)True
B)False
Answer: False
Q2) When Cheetos became the first major brand of snack foods to be made and marketed in China, product taste tests revealed that the traditional cheese-flavored corn puffs did not appeal to Chinese consumers. This is an example of:
A)pricing strategy research.
B)perceptual mapping research.
C)positioning research.
D)competition analysis.
E)new-product planning research.
Answer: E
Q3) Customer satisfaction research is designed to assess strength and weaknesses in a firm's marketing mix.
A)True
B)False
Answer: True
Page 3
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Chapter 2: The Marketing Research Process and Proposals
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Sample Questions
Q1) A scientific research procedure should include all the following characteristics except being:
A)logical.
B)subjective.
C)systematic.
D)reliable.
E)valid.
Answer: B
Q2) While the cost of doing marketing research can be estimated accurately, determining the true value of the expected information remains difficult.
A)True
B)False
Answer: True
Q3) The initial recognition of the existence of a problem or opportunity should be the primary responsibility of the researcher.
A)True
B)False
Answer: False
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Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
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Sample Questions
Q1) Alternative hypothesis:
A)is the value of a variable that is estimated from a sample.
B)is the true value of a variable.
C)states that there is a relationship between two variables.
D)is the actual value of a variable, which can only be known by collecting data from every member of the relevant population.
E)is notated as HS1U1B10S1U1B0.
Answer: C
Q2) Jane is interested in finding out information on product returns for her firm. Which of the following reports is most likely to contain this information?
A)Sales Invoice
B)Accounts Receivables Reports
C)Journal Voucher
D)Challan Report
E)Accounts Payable Reports
Answer: B
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Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Sample Questions
Q1) The nonparticipant observation method cannot be used to obtain information on attitudes, preferences, beliefs, emotions and similar information.
A)True
B)False
Q2) In which of the following scenarios would you most strongly recommend using quantitative research?
A)When the objective is to identify new ideas and thoughts for a product.
B)When you have very limited time to execute the study.
C)When the objective is to understand hidden underlying psychological processes.
D)When the objective is to validate and estimate strength of a relationship.
E)When you have access to small samples.
Q3) Use of more than 10 groups in a focus group study seldom uncovers new information on the same topic.
A)True
B)False
Q4) Groupthink is most likely when participants do not have a previously well-formed opinion on issues discussed in the group.
A)True
B)False
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Chapter 5: Descriptive and Causal Research Designs
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Sample Questions
Q1) Which of the following is NOT an advantage of Computer-Assisted Telephone Interviews (CATI)?
A)You can interview even those people who do not have access to a computer.
B)You can stop in the middle of an interview and complete it at a later time.
C)It eliminates the need of separate data entry tasks.
D)The program can automatically skip questions that are not relevant to a particular respondent.
E)The computer can allow the respondent to call back later to complete the interview.
Q2) Anne is trying to determine if she should use qualitative or quantitative research methods. Help her make that decision by telling her which of the following statements is NOT true about quantitative research designs.
A)Quantitative research designs can accommodate large sample sizes.
B)Concepts and relationships not directly measurable can be studied using quantitative designs.
C)It is easy to collect in-depth data using quantitative designs.
D)Quantitative designs facilitate advanced statistical analysis.
E)Quantitative designs can produce precise estimates.
Q3) Discuss some major advantages of online surveys.
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Chapter 6: Sampling: Theory and Methods
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Sample Questions
Q1) List the steps to be followed in developing a sampling plan.
Q2) A sample agenda is the blueprint to ensure the data collected are representative of the population.
A)True
B)False
Q3) An instructor teaching an introductory course in marketing has 300 students enrolled in her class. Some students in the class request the instructor to cancel her class on Wednesday before Thanksgiving. She agrees to do so if 70 percent of the students agreed with the proposal to cancel the class. Instead of asking every student to participate in the poll, she asks students to write their names on index cards and put them in a collection basket. She then asks a student to pull out 30 cards from the basket without looking at the basket or the cards. The instructor is practicing what kind of sampling technique?
A)Systematic random sample
B)Simple random sample
C)Stratified random sample
D)Convenience sample
E)Judgment sample
Q4) Discuss the advantages of snowball sampling.
Q5) Discuss the advantages of quota sampling.
Page 8
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Chapter 7: Measurement and Scaling
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Sample Questions
Q1) Consumer decisions often involve comparisons or trade-offs. What kinds of scales capture these traits most effectively?
Q2) Constant sum scales should preferably use more than 7 attributes.
A)True
B)False
Q3) In sample 1, the age of respondents varies from 29 to 50 years. In sample 2, the age of respondents varies from 15 to 61. This implies that sample 2 must have a higher _____ than that of sample 1.
A)mean
B)standard deviation
C)range
D)median
E)frequency distribution
Q4) For interval scales, it is not possible to calculate mean and standard deviation.
A)True
B)False
Q5) Discuss the measurement problems with the semantic differential scale pole descriptors.
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Chapter 8: Designing the Questionnaire
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Sample Questions
Q1) Researchers should ask difficult questions early in the survey while the respondent is still "fresh." Easier questions should be asked later in the survey.
A)True
B)False
Q2) Call records are also referred to as:
A)tracking approaches.
B)screening sheets.
C)rating card sheets.
D)survey sheets.
E)contact letters.
Q3) The number of interviewers required is typically mentioned in the Interviewer Instructions.
A)True B)False
Q4) A typical pretest is done with a sample size of 100 to 200.
A)True B)False
Q5) Discuss the advantages and disadvantages of unstructured questions as compared to structured questions.
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Chapter 9: Qualitative Data Analysis
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Sample Questions
Q1) The methodology section of a research report usually includes all of the following, EXCEPT:
A)number of researchers involved in the study and their level of involvement.
B)procedures for choosing informants.
C)procedures on negative case analyses and how the interpretation was modified.
D)procedures used for member checking, peer reviews, etc.
E)interpretation and summary of findings.
Q2) Which of the following are indicators of reliability?
A)The findings are stable, repeatable, and generalizable.
B)The findings are repeatable, dynamic, and directive.
C)The findings are universal, measurable, and representative.
D)The findings are representative, linear, and dynamic.
E)The findings are measurable, stable, and directive.
Q3) In qualitative data analysis, it is common to use visual displays to summarize data.
A)True
B)False
Q4) Qualitative researchers often report percentages.
A)True
B)False
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Chapter 10: Preparing Data for Quantitative Analysis
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Q1) Assume that for a data field, only the codes 1 or 2 should appear. If a researcher mistakenly inputs any other number (say, 3), an error message is immediately displayed on the screen. This indicates that the software being used for data entry probably has a(n):
A)data input detection system.
B)input error capture mechanism.
C)error edit routine.
D)catch-error template.
E)outlier detection routine.
Q2) An example of fraud in the data validation process is when:
A)the interviewer contacts the respondent simply to get a name and address and then proceeds to falsify the interview.
B)the interviewer, unconsciously or not, injects a tone of negativity.
C)the interviewer misrepresents himself / herself to the respondent.
D)the interviewer does not submit all the data collected during the collection process.
E)the interviewer distributes the data collected to various organizations thereby violating confidentiality agreements.
Q3) What are the benefits of using numerical codes?
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Chapter 11: Basic Data Analysis for Quantitative Research
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Sample Questions
Q1) Distinguish between independent samples and paired samples?
Q2) The t-test is used with interval and nominal data.
A)True
B)False
Q3) Which of the following tests is designed to examine multiple independent variables at the same time?
A)t-test
B)z-test
C)ANOVA
D)F-test
E)n-way ANOVA
Q4) Which of the following measures is especially useful when dealing with ordinal data and data that is skewed to either the right or left?
A)Mean
B)Median
C)Mode
D)Standard deviation
E)Variance
Q5) How are sample statistics different from population parameters?
Q6) When would you use ANOVA instead of a chi-square test?
Page 13
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Chapter 12: Examining Relationships in Quantitative Research
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Sample Questions
Q1) If a researcher is interested in measuring the effect of two independent variables on a dependent variable, he / she should use:
A)pearson correlation coefficient.
B)spearman correlation coefficient.
C)bivariate regression analysis.
D)multiple regression analysis.
E)simple regression.
Q2) Covariation refers to the direction of the relationship between two variables.
A)True
B)False
Q3) A researcher plots a scatter diagram of two variables. The dots on the plot are scattered roughly as a circle. This indicates that the relationship (covariation) between the two variables is:
A)linear, positive.
B)linear, negative.
C)circular, positive.
D)circular, negative.
E)very close to zero.
Q4) Explain the concept of covariation.
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Chapter 13: Communicating Marketing Research Findings
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Sample Questions
Q1) A researcher prepares a report that has several grammatical errors and a couple of calculation errors. This will most directly affect the report's:
A)credibility.
B)believability.
C)reference use.
D)objectivity.
E)user-friendliness.
Q2) Discuss the role of the Introduction section in a written research report.
Q3) Researchers should strive to communicate findings and key points using graphics and should avoid providing text in their reports.
A)True
B)False
Q4) The body of a research report consists of study's findings.
A)True
B)False
Q5) Discuss the importance of making presentations that are well-organized, professionally developed, and effectively delivered.
Q6) Discuss the organization format common to all marketing research reports.
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