Marketing Analytics
Exam Answer Key
Course Introduction
Marketing Analytics is a course designed to equip students with the quantitative tools and analytical techniques necessary to interpret data and drive informed marketing decisions. The curriculum focuses on methods for collecting, analyzing, and utilizing data related to consumer behavior, campaign performance, market trends, and customer segmentation. By leveraging statistical modeling, data visualization, and predictive analytics, students learn to evaluate the effectiveness of marketing strategies and optimize outcomes using real-world case studies and industry-standard software. This course prepares students to transform complex marketing data into strategic insights, enabling organizations to gain a competitive edge in a data-driven marketplace.
Recommended Textbook
Exploring Marketing Research 11th Edition by Barry
J. Babin
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Chapter 1: The Role of Marketing Research
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Q1) A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a(n)____.
A)marketing channel
B)distribution network
C)supply channel
D)distribution linkage
Answer: A
Q2) Applied marketing research is conducted to address a specific marketing decision for a specific firm or organization.
A)True
B)False
Answer: True
Q3) The procedures and techniques used by applied researchers and basic researchers differ substantially.
A)True
B)False
Answer: False
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Chapter 2: Information Systems and Knowledge Management
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Q1) An example of behavioral tracking is ____.
A)product sales histories
B)test market results
C)supermarket scanner data
D)survey findings
Answer: C
Q2) One way to describe marketing research is to categorize it based on the four possible functions that it serves in business: foundational,testing,issues,and validation.
A)True
B)False
Answer: False
Q3) Who provides data access directly to the end consumer for a fee?
A)content providers
B)data wholesalers
C)search engine sites
D)data retailers
Answer: D
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Chapter 3: The Marketing Research Process
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Q1) One of the major advantages of observation studies is that they record actual behavior rather than relying on reports of behavior from respondents.
A)True
B)False
Answer: True
Q2) A plan that specifies the methods and procedures that will be used for collecting and analyzing data in a research study is called a ____________________.
Answer: research design
Q3) Exploratory research is typically conducted in the early stages of decision-making.
A)True
B)False
Answer: True
Q4) The purpose of exploratory research is to provide conclusive evidence for a particular marketing action.
A)True
B)False
Answer: False
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) Mark is conducting research studies for two national rental car companies.Mark's action represents a potential ____.
A)illegal situation
B)advocacy situation
C)push poll
D)conflict of interest
Q2) A researcher working for ____ would be considered a conflict of interest.
A)a for-profit firm
B)a non-profit firm and a for-profit firm
C)more than two firms
D)two competing firms
Q3) When J.D.Power and Associates sell the results of its research studies on new-car satisfaction to multiple automobile producers,J.D.Power is acting as a ____.
A)pseudo-research supplier
B)syndicated service
C)cross-functional team
D)custom research supplier
Q4) Explain when research should be conducted externally and when it should be done internally.
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Chapter 5: Qualitative Research Tools
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Q1) A focus group typically involves a rigid question-and-answer session among participants.
A)True
B)False
Q2) Which situation is LEAST conducive for qualitative research?
A)when developing difficult but actionable decision statements
B)when needing conclusive evidence to be drawn from data
C)when learning how consumers use a product in natural settings
D)when needing a fresh approach to studying some problem
Q3) Phenomenology refers to the documented history of a particular person,group,organization,or event.
A)True
B)False
Q4) In case studies,_____ are identified by the frequency with which the same term (or a synonym)arises in the narrative description.
A)themes
B)threats
C)links
D)ladders
Q5) The typical ethnographic approach involves the use of
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Chapter 6: Secondary Data Research in a Digital Age
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Q1) A researcher who is interested in new car sales discovers that the secondary data are in the form of statistics that include both car and light truck sales combined.What criterion have the data failed to meet?
A)The data should be in the correct unit of measurement.
B)The data should apply to the time period of interest.
C)The data should be supplied by a reputable source.
D)The data should show evidence of reliability and validity.
Q2) Techniques that use secondary data to select the best location for a retail or wholesale operation are called ____________________ techniques.
Q3) Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products.This activity is called data ____.
A)mining
B)snooping
C)surveying
D)discovery
Q4) Predicting next month's dollar sales based on past sales for the previous twelve months is an example of a(n)____________________.
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Chapter 7: Survey Research
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Q1) Surveys provide a quick,often inexpensive,efficient,and accurate means of assessing information about a population.
A)True
B)False
Q2) A person hangs up the phone when he is asked to answer a few questions about his television viewing habits because he is not interested in participating in the study.This behavior is called a(n)____________________.
Q3) Which survey research method is typically the most expensive?
A)door-to-door personal interview
B)mall intercept personal interview
C)telephone interview
D)mail survey
Q4) When an interviewer fails to write the respondent's answer to a question verbatim because the respondent talks faster than the interviewer can write,____ has occurred.
A)acquiescence error
B)interviewer error
C)auspices bias
D)interviewer cheating
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Chapter 8: Observation
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Q1) A relatively new physiological measurement technique that gauges emotional reactions as reflected in physiological changes in a person's voice is ____________________ analysis.
Q2) Using click-through rate as a measure of the amount of interest or attention a Web site is receiving can have disadvantages.Which of the following is NOT a flaw of this method?
A)It measures clicks rather than unique visitors
B)It likely makes some hits by mistake.
C)It does not always convey the meaning behind the number of clicks.
D)It does not adequately measure the number of times an ad is clicked on.
Q3) Attitudes cannot be directly observed but can be inferred from other measures. A)True
B)False
Q4) The systematic study of the words used in a magazine ad is an example of ____________________.
Q5) Response latency is the amount of time it takes to make a choice between two alternatives.
A)True
B)False
Q6) Explain the observation of physical objects and message content.
Page 10
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Chapter 9: Conducting Marketing Experiments
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Q1) ____________________ is intended to equally distribute the effects of extraneous variables to all conditions.
Q2) Compare and contrast internal validity and external validity and discuss which one is most important in experimental research.
Q3) When a researcher claims that the results of a test market in Indianapolis,Indiana will hold in a national rollout of the new product,this researcher is claiming ____.
A)internal validity
B)the repeated measures effect
C)constant error
D)external validity
Q4) When subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments,we say that ____________________ has been achieved.
Q5) A confound in an experiment means that there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variable.
A)True
B)False
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Chapter 10: Measurement and Attitude Scaling
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Q1) Which type of validity addresses the question,"Does my measure correlate with measures of similar concepts or known quantities?"
A)face validity
B)reliability validity
C)criterion validity
D)discriminant validity
Q2) The process involving identifying scales that correspond to properties of a concept is called ____________________.
Q3) In ratio scales,the location of the zero point is arbitrary.
A)True
B)False
Q4) What is reliability and how is it assessed?
Q5) A construct is a latent concept that is measured with a single variable.
A)True
B)False
Q6) A fixed-alternative rating scale with an equal number of both positive and negative categories and a neutral point in the middle of the scale is called a(n)____________________ scale.
Q7) Compare and contrast the four different levels of scale measurement.
Page 12
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Chapter 11: Questionnaire Design
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Q1) The anchoring technique involves asking general questions before specific questions.
A)True
B)False
Q2) Which type of question is most likely to conserve space in a questionnaire?
A)branching question
B)funnel question
C)multi-faceted question
D)multiple-grid question
Q3) A bar at the top of the page in an Internet survey that indicates how much of the survey still needs to be completed is called a(n)____ bar.
A)drop-down
B)radio
C)push
D)status
Q4) When the respondent's answers to previous questions in a questionnaire create a bias in his or her answers to later questions,this is known as ____________________ bias.
Q5) The ordering of questions through a survey is referred to as
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) A census is any complete group whose members share some common set of characteristics.
A)True
B)False
Q2) The most popular type of cluster sample is the area sample.
A)True
B)False
Q3) As sample size ____,random sampling error ____.
A)increases;increases
B)decreases;decreases
C)increases;decreases
D)increase;remains unchanged
Q4) The sampling procedure involving the use of those people or units that are most readily available is called ____________________ sampling.
Q5) ____________________ sampling is a nonprobability sampling procedure that ensures that various subgroups of a population will be represented to the extent that the investigator desires.
Q6) When a research study has been poorly designed,it is likely to be affected by ____________________ error.
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Chapter 13: Big Data Basics: Describing Samples and Populations
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Q1) In most cases,the size of the population does not have a major effect on the sample size.
A)True
B)False
Q2) Auxiliary variables are those that the researcher should build into a survey that allow a comparison between sample units that do respond and those that do not respond.
A)True
B)False
Q3) Traditionally,market researchers have used the ____________________ percent confidence level in research studies.
Q4) Which of the following refers to the proportion of respondents who choose the most positive choice in a multiple choice question?
A)heteroskedasticity
B)mode
C)median
D)top-box score
Q5) The middle score in a set of rank ordered scores is called the ____________________ score.
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Chapter 14: Basic Data Analysis
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Q1) Which type of statistical analysis tests hypotheses involving only one variable?
A)primary statistical analysis
B)bivariate statistical analysis
C)univariate statistical analysis
D)monovariate statistical analysis
Q2) A two-way contingency table in which each variable has two possible levels is a(n)____________________ table.
Q3) The row and column totals in a contingency table are called subtotals because they are less than the total.
A)True
B)False
Q4) The appropriate test to use for hypotheses involving an observed mean compared to specified value is the univariate ____________________.
Q5) Counting the number of responses to questions in a survey by hand is called ____.
A)indexing
B)tallying
C)collating
D)moderating
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Chapter 15: Testing for Differences Between Groups and for
Predictive Relationships
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Q1) Multivariate dependence techniques are variants of the ____,which is a way of modeling some process based on how different variables cause fluctuations from the average dependent variable.
A)ordinary linear model (OLM)
B)weighted average model (WAM)
C)general linear model (GLM)
D)metric scaling model (MSM)
Q2) Jamal is analyzing data and his current focus centers on how strongly interrelated the independent variables in his model are.Jamal is concerned about ____.
A)multicollinearity
B)MANOVA
C)degrees of freedom
D)convergence
Q3) In using the t-test to compare the difference between the means of two groups,the formula for determining the degrees of freedom is ____________________.
Q4) A(n)____________________ variable has two distinct levels that are coded as 0 and 1.
Q5) Discuss the steps in interpreting a multiple regression output.
Page 17
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Chapter 16: Communicating Research Results
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Q1) The most common independent variable for line charts is time.
A)True
B)False
Q2) The ____________________briefly explains why the research project was conducted,what aspects of the problem were considered,what the outcome was,and what should be done.
Q3) The findings of the study should be presented in the ____ section.
A)introduction
B)recommendations
C)appendix
D)results
Q4) An effective oral presentation of a research report should include adapting the report to fit the needs of the audience.
A)True
B)False
Q5) The limitations of the research study should not be discussed in the research report.
A)True
B)False
Q6) List the seven major elements of a formal research report.
Page 18
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Chapter 17: Beyond the Basics in Basic Data Analysis
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Q1) Which design results in some empty cells?
A)balanced experimental design
B)unbalanced experimental design
C)incomplete experimental design
D)pseudo-experimental design
Q2) Within-subjects designs involve repeated measures because with each treatment,a different subject is measured.
A)True
B)False
Q3) A balanced experimental design is one in which random numbers of subjects are exposed to each combination of treatment levels.
A)True
B)False
Q4) Which design requires repeated measures because the same subject is measured with each treatment?
A)randomized block design
B)factorial design
C)within-subjects experimental design
D)between-subjects experimental design
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Chapter 18: Advanced Topics in Linear Analytics
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Q1) Discuss the pros and cons of raw regression estimates and standardized regression estimates and explain when each is appropriate.
Q2) One way to determine the relationship between X and Y is to simply visually draw the best-fit straight line through the points in the figure.
A)True B)False
Q3) A correlation coefficient equal to +1.0 indicates a perfect positive relationship. A)True B)False
Q4) The Pearson product-moment correlation requires at least ____________________-level data.
Q5) Correlation coefficients are sufficient to establish that a causal relationship exists between the two variables under study. A)True B)False
Q6) A major assumption of any GLM is that the residual terms are
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Chapter 19: Testing Hypotheses With Glm Procedures
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Q1) A negative relationship indicates that as X goes up,Y goes ____________________.
Q2) The condition created when the direct relationship between X and Y remains significant but is reduced in the presence of a mediator is ____________________ mediation.
Q3) A well-stated hypothesis is NOT ____.
A)succinct
B)general
C)meaningful
D)questionable
Q4) In survey research,both the independent variable and the moderator variable are generally ____.
A)at least interval
B)nominal
C)ordinal
D)irrelevant
Q5) A hypothesis should be stated in as few words as possible.
A)True
B)False
Q6) Explain when a researcher might want to use a slopes test and depict an interaction graphically.
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Chapter 20: Introducing Multivariate Data Analysis
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Q1) Explain how MANOVA models are similar to and differ from ANOVA models.
Q2) The variate is a mathematical way in which a set of variables can be represented with one equation.
A)True
B)False
Q3) Which activity is the final step in interpreting MANOVA or MANCOVA results?
A)Examine the multivariate F.
B)Examine the individual Univariate Model F tests.
C)Examine the individual F tests.
D)Interpret the effect by examining differences in the means.
Q4) When a multivariate statistical technique is used to predict a dependent variable from several independent variables,the researcher is studying ____.
A)dependence
B)independence
C)interdependence
D)segmental
Q5) An assessment of logistic regression predictive power that functions like R² in multiple regression is the ____________________ R².
Q6) Multivariate dependence techniques are variants of the
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Chapter 21: Multivariate Data Analysis: Analytics With
Interdependence
Techniques
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Q1) Multivariate statistics that make no distinction between independent and dependent variables and seek to identify the underlying structure of a set of data are known as ____________________ techniques.
Q2) Which type of variance is characterized by communality?
A)common variance
B)specific variance
C)error variance
D)systematic variance
Q3) A mathematical way of simplifying factor results that involves a new reference axes for the data that produces more obvious patterns of loadings is ____________________.
Q4) Promax is a rotation technique that produces factors that represent the degree of correlation among factors.
A)True
B)False
Q5) Cluster analysis seeks to put observations with low distance scores into the ____________________ group.
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Q6) Discuss the purpose of interdependence techniques.List the statistical techniques that can be used for this method.
Chapter 22: Primer on Structural Equations Modeling
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Q1) A type of factor analysis in which the researcher specifies the measured variables that indicate specific constructs based on theory is called ____.
A)confirmatory factor analysis
B)root mean square estimation
C)comparative fit
D)multidimensional scaling
Q2) As the sample size increases in a ² test,the likelihood of finding a significant result becomes greater.
A)True
B)False
Q3) In a covariance matrix,the diagonal ____.
A)always contains values of 1.0
B)portrays the relationship between each pair of variables
C)is treated as a fixed variable and input into the model
D)represents the variance in each individual variable
Q4) Endogenous constructs are the latent variable equivalent of dummy variables.
A)True
B)False
Q5) Discuss the difference between exogenous constructs and endogenous constructs.
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