Market Analysis
Exam Practice Tests
Course Introduction
Market Analysis provides students with a comprehensive understanding of the tools and techniques used to evaluate and interpret market dynamics. The course covers methods for gathering and analyzing data on consumer behavior, competitive landscapes, and industry trends to support sound business decision-making. Emphasis is placed on both qualitative and quantitative approaches, including market segmentation, forecasting, and the assessment of market opportunities and threats. Through case studies and practical exercises, students develop the skills to conduct thorough market analyses and present actionable insights to guide marketing strategies and organizational growth.
Recommended Textbook
Exploring Marketing Research 10th Edition by William G. Zikmund
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) Research that attempts to verify a theory but which is not intended to solve any specific business problem is known as ____________________ research.
Answer: basic
Q2) Keeping customers is less important that getting customers.
A)True
B)False
Answer: False
Q3) Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?
A)qualitative method
B)quantitative method
C)scientific method
D)primary method
Answer: C
Q4) The application of the scientific method in searching for truth about marketing phenomena is known as ____________________.
Answer: marketing research
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Chapter 2: Information Systems and Knowledge Management
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Q1) A data warehouse is the multitiered computer storehouse of current and historical data.
A)True
B)False
Answer: True
Q2) Talbot's,a women's clothing retailer,sent Laurie an email notifying her of one the sweaters they are offering this year in a style and color she had searched for on its Web site during last season's clearance sale but was unable to purchase in her size.Talbot's was linking computerized data sources to statistical tools to search for predictive relationships to enable more effective marketing communications,which is an example of:
A)electronic data interchange
B)Web tracking
C)pull technology
D)predictive analytics
Answer: D
Q3) Modern technology provides new ways of tracking human behavior.
A)True
B)False
Answer: True
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Chapter 3: The Marketing Research Process
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Q1) All of the following are types of marketing research EXCEPT:
A)exploratory
B)selective
C)descriptive
D)causal
Answer: B
Q2) Explain how a researcher makes causal inferences.
Answer: A causal inference can only be supported when very specific causal evidence exists.Three critical pieces of causal evidence are:
(1)Temporal sequence - deals with the time order of events.The cause must occur before the effect.
(2)Concomitant variation - occurs when two events "covary," meaning they vary systematically.This means that when a change in the cause occurs,a change in the outcome also is observed.
(3)Nonspurious association - means that any covariation between a cause and an effect is true and not simply due to some other variable.
Q3) The last stage of the marketing research process is ____________________.
Answer: formulating the conclusions and preparing the report
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) The use of spyware violates the right to privacy and confidentiality of Internet users.
A)True
B)False
Q2) Absolutism is a term that reflects the degree to which one rejects moral standards in favor of the acceptability of some action.
A)True
B)False
Q3) The manager of decision support systems supervises the collection and analysis of sales,inventory,and other periodic customer relationship management (CRM)data.
A)True
B)False
Q4) _____ is the application of morals to business behavior related to the exchange environment.
A)Moral relativism
B)Moral idealism
C)Marketing idealism
D)Marketing ethics
Q5) Define marketing ethics and explain how it applies to marketing research.
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Chapter 5: Problem Definition: Jump-Starting the Research
Process
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Q1) Anything that changes in value from one instance to another in a research study is called a(n)____________________.
Q2) A written statement of the research design for a study is called the ____________________.
Q3) A ____________________ is a written expression of the key question(s)that a research user wishes to answer.
Q4) In research,anything that varies or changes from one instance to another is called a: A)variable
B)constant
C)category
D)classification
Q5) A preliminary study of background information that led up to the current situation is called a ____________________.
Q6) "What is to be measured in this research study?" is a fundamental question to ask at the ____________________ stage of a research design.
Q7) Explain the difference between research questions and hypotheses.
Q8) Age is an example of a type of ____________________ variable.
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Chapter 6: Qualitative Research Tools
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Q1) When consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product,this is an example of which of the following?
A)causal research study
B)descriptive research study
C)concept test
D)case study
Q2) When an interviewer reads a list of words and asks the respondent to "say the first thing that comes to mind after I say each word," this is an example of a(n)____________________ technique.
Q3) Focus groups are relatively fast and easy to execute.
A)True
B)False
Q4) Researcher-dependent results are:
A)subjective
B)objective
C)primary
D)secondary
Q5) Name and briefly describe the four qualitative research orientations.
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Chapter 7: Secondary Data Research in a Digital Age
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Q1) Which of the following is a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information?
A)brain scan
B)neural network
C)schematic network
D)intelligent network
Q2) The primary advantage of secondary data is their validity.
A)True
B)False
Q3) When original data are changed to a different format in order to make them consistent with a research objective,this is known as ____________________.
Q4) Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products.This activity is called:
A)data mining
B)data digging
C)sugging
D)neural networking
Q5) Identify various internal and proprietary sources of secondary data.
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Chapter 8: Survey Research: an Overview
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Q1) Nonresponse is a type of respondent error.
A)True
B)False
Q2) Unless sample size is increased,random sampling errors are unavoidable in survey research.
A)True
B)False
Q3) Name and describe the types of response bias.
Q4) Lori is participating in a research study in which she completes a questionnaire every year.She has been doing this for the past five years,and the purpose of the research is to study how consumers' attitudes and preferences toward various food products change as they age.This type of study in which respondents are questioned at multiple points in time is called a:
A)cross-sectional study
B)longitudinal study
C)permanent study
D)structured study
Q5) Discuss the stages in the total quality management process and the importance of survey research at each stage.
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Chapter 9: Survey Research: Basic Methods of Communication With Respondents
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Q1) Survey approaches that allow spontaneous two-way interaction between the interviewer and the respondent are referred to as:
A)two-way survey approaches
B)complex survey approaches
C)mixed mode survey approaches
D)interactive survey approaches
Q2) When answers to a phone survey can be entered directly into a computer to speed up the time needed for data processing,this is called ____________________.
Q3) Mail surveys allow respondents to check facts that they may be unable to recall.
A)True
B)False
Q4) The cover letter for a mail survey should include:
A)a description of the incentive for participating in the study
B)a comment on the postage-paid reply envelope to use to return the survey
C)a description of how the person was selected for the study
D)all of the above
Q5) Discuss the advantages and disadvantages of mail surveys.
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Q6) A study that employs any combination of survey methods is called a(n)____________________.
Chapter 10: Observation
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Q1) A panel of consumers using a special ID card whenever they purchase items from their local supermarket so that purchase behavior is matched with the demographic dimensions of each household is participating in a(n)____________________ panel.
Q2) When the manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from,this is an example of:
A)direct observation
B)indirect observation
C)contrived observation
D)response latency
Q3) Name and define the techniques for measuring physiological reactions.
Q4) A mechanical device that measures voice frequency as a measure of emotional reactions is called a(n)____________________ analysis.
Q5) Since the observer does not interact with the subject in observation studies,observation is an error-free method of data collection.
A)True
B)False
Q6) Compare and contrast direct observation and contrived observation.
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Chapter 11: Experimental Research: An Overview
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Q1) A researcher is interested in the level of consumers' understanding of product nutrition labels.He is interested in how the amount of time spent looking at the label influences understanding,so he's using a device that controls the amount of time a subject is exposed to the label.This device is called a:
A)pupilometer
B)psychgalvanometer
C)tachistoscope
D)rotoscope
Q2) An experiment can have only one experimental variable.
A)True
B)False
Q3) Factorial experimental designs are the least sophisticated type of experimental design.
A)True
B)False
Q4) Between-subjects designs involve repeated measures because with each treatment the same subject is measured.
A)True
B)False
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Chapter 12: Test Markets and Experimental Design
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Q1) Factorial designs allow researchers to measure interaction effects.
A)True
B)False
Q2) Test-marketing is very expensive.
A)True
B)False
Q3) Which type of test-market is a research laboratory in which the traditional shopping process is compressed into a short timespan?
A)controlled test-market
B)electronic test-market
C)simulated test-market
D)condensed test-market
Q4) When salespeople in a test-market city spend much more time arranging the display of the product on supermarket shelves than they would normally once the product is introduced nationally is another way of saying that the product has received ____________________ during test-marketing.
Q5) A(n)____________________ experimental design allows for testing of the effects of two or more treatments at various levels.
Q6) List the seven factors to consider in test-market selection.
14
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Chapter 13: Measurement
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Q1) When respondents are asked to place local shopping malls so that their first choice is 1,their second choice is 2,and so forth,this is best-described as an example of a(n)____ scale.
A)ordinal
B)ratio
C)interval
D)nominal
Q2) In ratio scales,the location of the zero point is arbitrary.
A)True
B)False
Q3) The problem with measurement is that researchers cannot account for errors statistically.
A)True
B)False
Q4) Measurement is the process of describing some property of a phenomenon,usually by assigning numbers,in a reliable and valid way.
A)True
B)False
Q5) A ____________________ scale has an absolute zero point.
Q6) Name and describe the components of construct validity.
Page 15
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Chapter 14: Attitude Measurement
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Q1) When a respondent is asked either to agree or to disagree with the statement: "The Mayor is doing a good job of managing the affairs of the city," this type of question produces ____ data.
A)ordinal
B)nominal
C)ratio
D)interval
Q2) A(n)____________________ scale measures attitudes by using 7-point rating scales that are anchored at either end by polar opposite adjectives.
Q3) Define forced-choice rating scale and non-forced-choice scale and explain the advantage of using a non-forced-choice scale.
Q4) An enduring disposition to respond consistently to an aspect of the world is called a(n)____________________.
Q5) Marketing researchers commonly use rating scales to measure attitudes. A)True B)False
Q6) A scale that presents respondents with a graphic continuum is called a(n)____________________ rating scale.
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Chapter 15: Questionnaire Design
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Q1) When a respondent is attempting to subscribe to Southwest Airlines e-mail of flight sales and is presented with a box that says: "You must provide your zip code in order to complete your registration," this is an example of:
A)a double-barreled response
B)error trapping
C)a radio button
D)zoning
Q2) Two consequences of respondents' forgetting the exact details of their behavior are called telescoping and squishing.
A)True
B)False
Q3) Order bias in questionnaire design frequently occurs when broader questions are asked before specific issues are explored.
A)True
B)False
Q4) A radio button is a message box that can be used to provide highlighted information.
A)True
B)False
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Chapter 16: Sampling Designs and Sampling Procedures
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Q1) When a telephone book database is re-arranged so that it is organized by phone number,instead of by last name,this type of database is a type of ____________________ directory.
Q2) When a researcher uses students to participate in a study because he has easy access to them,what type of sampling procedure does this represent?
A)judgment sample
B)systematic sample
C)snowball sample
D)convenience sample
Q3) A small number of people who are a subset of the population of interest are known as a(n)____________________ of the population.
Q4) When an Internet user gives permission to Southwest Airlines to e-mail him special price promotions as they are announced,the user has decided to ____________________ for this type of database communication.
Q5) The individual element in the population (e.g.stores)in a cluster sample is the primary sampling unit (PSU).
A)True
B)False
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Chapter 17: Determination of Sample Size: A Review of Statistical Theory
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Q1) When a data set is summarized by counting the number of times each value for a variable occurs in the sample,this is known as a ____________________.
Q2) In computing a 95 percent confidence interval about a proportion for a sample size of 40,the appropriate Z-value to be used is ____________________.
Q3) A top box score generally refers to the portion of respondents who choose the most favorable response toward a company.
A)True
B)False
Q4) If between 125 and 150 units of a product have been produced each day during the past month,the range of this production is 25 units.
A)True
B)False
Q5) The mean is simply the arithmetic average.
A)True
B)False
Q6) List the characteristics of the standardized normal distribution and explain why it is a useful distribution in inferential statistics.
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Chapter 18: Fieldwork
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Q1) The goal of field interviewer training sessions is to ensure that each respondent is provided with common information.
A)True
B)False
Q2) When an interviewer conducts a taste test for a new soft drink and asks the respondent how the product tastes,and the respondent replies: "Pretty good," and then the interviewer asks: "Why do you feel that way?",this is an example of:
A)a neutral question
B)an expectant pause
C)a silent probe
D)repeating the question
Q3) Discuss probing tactics interviewers can use when respondents give no answer,incomplete answers,or provide an answer that needs clarification.
Q4) All of the following are possible probing tactics EXCEPT:
A)repeating the question
B)asking a neutral question
C)ignoring the respondent's reply
D)triangulation
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Chapter 19: Editing and Coding: Transforming Raw Data
Into Information
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Q1) Which of the following need to be corrected as part of the editing process?
A)omissions
B)legibility
C)consistency
D)all of the above
Q2) When Arbitron has its own staff verify the accuracy of radio-station call letters (e.g.KMOX)to ensure that they are possible radio call letters in the geographical area of the respondent,this is an example of:
A)external editing
B)in-house editing
C)in-house coding
D)external coding
Q3) Valarie's job at a research firm is to transfer data from survey questionnaires to a computer file.Her job is:
A)data entry
B)data coding
C)data editing
D)data scanning
Q4) Discuss the two basic rules for code construction.
Q5) Explain how researchers handle missing data.
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Chapter 20: Basic Data Analysis: Descriptive Statistics
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Q1) The conventional rule for computing percentages in a contingency table is to compute the percentages in the direction of the:
A)independent variable
B)marginal totals
C)dependent variable
D)column mean
Q2) When a respondent's answers to ten Likert-scale items are added up to form a total subtest score for these questions,this is an example of:
A)data indexing
B)data transformation
C)contingency analysis
Q3) The researcher examining descriptive statistics for any particular variable is using univariate statistics.
A)True
B)False
Q4) When tabulation is done by hand to create a frequency table,this is called ____________________ the data.
Q5) What are descriptive statistics and why are they used in marketing research?
Q6) A two-way contingency table is referred to as a(n)____________________ table.
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Chapter 21: Univariate Statistical Analysis
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Q1) The error caused by failing to reject the null hypothesis when,in fact,the alternative hypothesis is true is called a(n)____________________ error.
Q2) A univariate p-test is appropriate for testing hypotheses involving some observed mean against some specified value.
A)True
B)False
Q3) A Type II error occurs when you reject the null hypothesis when,in fact,it is true.
A)True
B)False
Q4) A larger sample reduces the chance of a Type II error and increases statistical power.
A)True
B)False
Q5) The scale of measurement used by the researcher determines the allowable statistical techniques in the research study.
A)True
B)False
Q6) Compare and contrast parametric statistics and nonparametric statistics.
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Chapter 22: Bivariate Statistical Analysis: Differences
Between Two Variables
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Q1) The chi-square test requires that the expected frequency in each cell of the contingency table be at least 30.
A)True
B)False
Q2) In using the t-test to compare the means of two groups,the degrees of freedom are:
A)n - n - 2
B)n + n - 2
C)n x n -2
D)n / n - 2
Q3) The degrees of freedom are calculated asd.f.= n - 1 when using the t-test for comparing two means.
A)True
B)False
Q4) The F-test partitions the total variance into within-group variance and between-group variance.
A)True
B)False
Q5) The ____________________ test studies the significance of a joint frequency distribution.
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Chapter 23: Bivariate Statistical Analysis: Measures of Association
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Q1) The coefficient of determination reflects the proportion of variance that can be explained by the regression line.
A)True
B)False
Q2) Compare and contrast correlation,covariance,and causation.
Q3) If the t-test is used to test the significance of a correlation coefficient,the null hypothesis is:
A)r = +1.00
B)r = 0
C)r = -1.00
D)r = 100
Q4) A Spearman correlation is more appropriate for interval and ratio data than is the Pearson product-moment correlation.
A)True
B)False
Q5) The least-squares regression line minimizes the sum of the squared deviations of the actual values from the predicted values in the regression line.
A)True
B)False
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Chapter 24: Introducing Multivariate Statistical Analysis
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Q1) The correlation between two variables after taking into account the fact that they are correlated with other variables too is called:
A)partial correlation
B)standardized correlation
C)raw correlation
D)variant correlation
Q2) ____________________ predicts several dependent variables by using several independent variables.
Q3) Mulitvariate dependence techniques are variants of the general linear model (GLM).
A)True
B)False
Q4) Which type of analysis involves three or more variables?
A)univariate statistical analysis
B)bivariate statistical analysis
C)multivariate statistical analysis
D)all of the above
Q5) List the steps in interpreting a multiple regression model.
Q6) Explain how MANOVA models differ from ANOVA models.
Q7) A mathematical way of simplifying factor results is ____________________.
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Chapter 25: Communicating Research Results: Research
Report, oral Presentation, and Research Follow-Up
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Q1) The part of the body of the research report that discusses the specific objectives of the research project is known as the ____________________ section of the report.
Q2) An effective oral presentation of a research report should include adapting the report to fit the needs of the audience.
A)True
B)False
Q3) Just to be safe,the general rule is to include all the parts of a formal research report for all projects and leave it up to the client to decide which information is useful.
A)True
B)False
Q4) The arrangement of the parts of a research report is known as the:
A)results
B)report format
C)introduction
D)summary
Q5) The last step in the writing of the research report is to write the
Page 27
Q6) The typical maximum of slices in a pie chart is ____________________ slices.
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