Market Analysis
Test Questions
Course Introduction
Market Analysis is a course designed to equip students with the essential tools and methodologies needed to assess and interpret market dynamics. The curriculum covers both qualitative and quantitative techniques for analyzing consumer behavior, competitive landscapes, industry trends, and potential market opportunities. Students will learn how to collect and evaluate data, conduct market segmentation, identify target markets, and assess risks and opportunities. Through case studies and practical projects, the course emphasizes the application of analytical frameworks to real-world business scenarios, preparing students to make data-driven decisions and develop effective marketing strategies.
Recommended Textbook
Marketing Research Essentials 8th Edition by
Carl McDaniel Jr
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14 Chapters
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Page 2
Chapter 2: Problem Definition and the Research Process
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76 Flashcards
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Sample Questions
Q1) _______________ is a discussion with knowledgeable individuals, both inside and outside the organization, who may provide insights into a problem.
A) Pilot study
B) Experience survey a
C) Case analysis b
D) Situation analysis
E) none of the above
Answer: B
Q2) Preparing proposal may be the most important function a research supplier performs inasmuch as proposals, and their acceptance or rejection, determine the revenue of the firm.
A)True
B)False
Answer: True
Q3) Recommendations are included in the typical research proposal.
A)True
B)False
Answer: False
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3
Chapter 3: Secondary Data and Databases
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Sample Questions
Q1) Secondary data can identify potential problems.
A)True
B)False
Answer: True
Q2) All of the following are advantages of secondary data except:
A) It can help clarify or redefine the problem during the exploratory research process.
B) It may provide a solution to the problem.
C) It may provide primary data research method alternatives.
D) It may provide the necessary background information and build credibility for the research report.
E) All of the above.
Answer: E
Q3) Which of the following is a characteristic of a decision support system (DSS)?
A) Interactive
B) Flexible
C) Discovery-oriented
D) Easy to learn and use
E) All of the above are characteristics
Answer: E
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Page 4
Chapter 4: Qualitative Research
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Sample Questions
Q1) As the first stage of a comprehensive physician-satisfaction study, a hospital wants a market researcher to interview about 20% of its 100 physicians. There is known to be quite a bit of animosity between primary care physicians and specialty physicians, as well as between physicians with less than five years of tenure with the hospital and those with five or more years of tenure. Recommend a qualitative analysis technique and give reasons for your selection.
Answer: Focus groups offer the advantage of group dynamics, which might be a big disadvantage if the wrong combination of physicians end up in the same focus group. In addition, physicians may be hesitant to criticize a hospital in which they have privileges, for fear of reprisal. Hence, even though it will take longer to complete, depth interviews would be the preferable mode of research.
Q2) Professional respondents are actively recruited as focus group participants.
A)True
B)False
Answer: False
Q3) Culture always impacts focus groups.
A)True
B)False
Answer: True
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Page 5
Chapter 5: Traditional Survey Research
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Sample Questions
Q1) Most of the refusals to participate in a survey occur after the introduction is read.
A)True
B)False
Q2) Mail surveys and self-administered questionnaires have the same strengths and weaknesses.
A)True
B)False
Q3) Surveys have a low rate of usage in marketing research compared to other means of data collection.
A)True
B)False
Q4) Measurement error is often a more serious threat to survey accuracy than is random error.
A)True
B)False
Q5) The ideal survey length is 2 to 5 minutes.
A)True B)False
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Chapter 6: Online Marketing Research
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Sample Questions
Q1) A client is considering new approaches to marketing for their children's vitamins. They ask you to perform demographic searches in their key markets in one state contrasting areas of high sales versus areas where sales remain sluggish. Describe at least three websites you might use to begin your research.
Q2) Greenfield Online and Harris Interactive are examples of _______.
A) recruited panels
B) opt-in list rentals
C) opt-in panels
D) mail panels
E) data capture of visitors
Q3) Online surveys are ideal for:
A) reaching a low incidence population.
B) reaching a high incidence population.
C) reaching senior citizens.
D) a survey that requires extensive probing.
Q4) List and describe at least 5 advantages of online surveys over traditional surveys.
Q5) Commercial panel companies charge organizations for access to their panelists.
A)True
B)False
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Chapter 7: Primary Data Collection: Observation
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Sample Questions
Q1) A People Reader measures eye reactions and responses to reading material.
A)True
B)False
Q2) What is Ethnographic research and list at least 5 advantages of it in marketing research?
Q3) Which of the following is not a "natural" situation for observation?
A) getting people to participate in a simulated store situation so that their behavior can be observed
B) when the observed has no knowledge that they are being observed
C) observer plays no part in the behavior of interest
D) (a) and (c)
E) all of the above
Q4) Which of the following is not a physiological measurement device for observational research?
A) pupilometer
B) EEG
C) voice pitch analysis
D) GSR
E) people meter
Q5) Describe the mystery shopper and how they are used by marketing researchers.
Page 8
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Chapter 8: Primary Data Collection: Experimentation and Test Markets
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Sample Questions
Q1) The extent to which a new product takes away from the innovative company's present business is referred to as cannibalization.
A)True
B)False
Q2) Experimental research is often referred to as causal research.
A)True
B)False
Q3) An experiment is designed to test how consumers go about choosing life insurance policies. If this experiment uses a sample of college students, it would likely not have _______.
A) internal validity
B) extraneous validity
C) external validity
D) laboratory validity
Q4) Test marketing is a common form of experimentation used by marketing researchers.
A)True
B)False
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Q5) Under what conditions can the results of a test market be used to forecast sales for a region?
Chapter 9: The Concept of Measurement and Attitude
Scales
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Sample Questions
Q1) An auto dealer hires a marketing research firm to survey college students to gauge the demand for new car business from graduating students. Construct a scale to yield the desired forecast.
Q2) A "don't know" option can be an easy out for a lazy respondent.
A)True
B)False
Q3) A constitutive definition is similar to a dictionary definition. A)True B)False
Q4) What level of measurement would the following question produce? Please indicate the environmental surroundings in which you live using the following choices: (1) urban (2) rural (3) suburban
A) nominal B) ratio
C) interval
D) reliable E) ordinal
Q5) Do you think that a researcher should worry about construct equivalence between the United States and Canada?
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Chapter 10: Questionnaire Design
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Sample Questions
Q1) An interview is not a type of questionnaire.
A)True
B)False
Q2) Which of the following is a reason for increased costs of survey research?
A) premature termination of the interview
B) adding a security screener
C) trying to reach a qualified respondent
D) None of the above are reasons for increased costs of survey research.
E) All of the above are reasons for increased costs of survey research.
Q3) Open-ended questions, by their nature, do not need to be coded for data analysis.
A)True
B)False
Q4) In the marketing research process, the questionnaire precedes survey objectives and comes after data analysis.
A)True
B)False
Q5) Asking for agree or disagree responses uses closed-ended questions.
A)True
B)False
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Chapter 11: Basic Sampling Issues
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Sample Questions
Q1) Simple random sampling is often used as a substitute for systematic sampling.
A)True
B)False
Q2) Of the following, which is the most important consideration when choosing a sample?
A) size of the sample
B) size of the population
C) how well the sample represents the population
D) how well the population represents the sample
Q3) The prevalence of unlisted numbers in the metropolitan areas of the western United States can lead researchers to use_________________ to make sure the company has a representative sample.
A) a sampling frame
B) probability samples
C) random-digit dialing
D) non of the above
Q4) A judgment sample enables the researcher to make statistical inferences about population values.
A)True
B)False
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Chapter 12: Sample Size Determination
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Sample Questions
Q1) A researcher wants to know the average number of times per month respondents eat at fast food restaurants. The statistic that s/he is most interested in would be the_________.
A) variance
B) mean
C) standard deviation
D) proportion
Q2) The total area under a normal curve is not equal to one, meaning all observations.
A)True
B)False
Q3) The greater the number of subgroups to be analyzed, the smaller the necessary sample size.
A)True
B)False
Q4) Population size is the most important determinant of effective sample size.
A)True
B)False
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13
Chapter 13: Data Processing, Data Analysis, and Statistical Testing
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Sample Questions
Q1) This type of chart is the simplest form of chart and is useful for presenting a measurement taken at several points over time.
A) line chart
B) bar chart
C) pie chart
D) (b) and (c) are equally useful
E) All are equally useful.
Q2) Error checking routines and marginal reports are two ways of machine cleaning the data.
A)True
B)False
Q3) Means are not included in a cross tabulation.
A)True
B)False
Q4) With one-way frequency tables, the base size for a question would not take into consideration:
A) total respondents.
B) the number of people asked a particular question.
C) the number of people who answered the question.
D) population size.
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Chapter 14: More Powerful Statistical Methods
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Sample Questions
Q1) CVS conducted ongoing research to measure vehicular traffic past a dozen of their store locations in similar areas. To control all factors, they chose stores with virtually identical in parking, demographics, drive thru opportunities and local population. They wanted to develop a model for screening future locations as ideal sites for a new CVS. Based on this information, what two factors would they show in a correlational analysis for their research?
Q2) ___________ are statistical methods of analyzing the relationship between two variables.
A) Bivariate techniques
B) Univariate techniques
C) Multivariate techniques
D) None of the above
Q3) In correlation analysis, the closer the value of R is to -1 or +1, the stronger the correlation between the two variables in question.
A)True
B)False
Q4) The purpose of factor analysis is data simplification.
A)True
B)False
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Chapter 15: Communicating Results and Managing Marketing Research
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Sample Questions
Q1) Ways of retaining skills staff include:
A) conducting regular performance reviews
B) giving pay raises in spite of below average performance
C) giving staff a variety of work tasks
D) A and B only
E) A and C only
Q2) Which of the following was perceived as the most important interpersonal factor between marketing research suppliers and users?
A) perceived integrity of the researcher
B) perceived ability of the researcher
C) amount of client interaction
D) ability of the researcher to interpret the data in a user-friendly manner
E) All of the above are equally important.
Q3) When selecting the right marketing research supplier you need to ask
A) How long has the vendor even in business?
B) What companies has the vendor worked for in the past?
C) Have you checked the references?
D) What is the background and experience of the researchers on the project?
E) All of the above
Page 16
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