Marketing Data Analysis with Excel Test Preparation
Course Introduction
This course explores the application of Excel in analyzing and interpreting marketing data to support strategic decision-making. Students will learn essential Excel functions, formulas, and data visualization techniques tailored for marketing scenarios, including customer analysis, sales forecasting, market segmentation, and campaign performance evaluation. Through hands-on exercises and case studies, participants will develop practical skills in organizing large datasets, performing trend analysis, creating dashboards, and generating actionable insights to optimize marketing initiatives. This course is suitable for marketing students and professionals seeking to enhance their data-driven decision-making abilities using Excel.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 1st Canadian Edition by Alvin
Available Study Resources on Quizplus
14 Chapters
1317 Verified Questions
1317 Flashcards
Source URL: https://quizplus.com/study-set/1074 Page 2
C. Burns
Chapter 1: Introducing Marketing Research
Available Study Resources on Quizplus for this Chatper
84 Verified Questions
84 Flashcards
Source URL: https://quizplus.com/quiz/21234
Sample Questions
Q1) The key reason that the marketing concept has been recognized as the "right philosophy" is that it:
A) is well established in the marketing literature.
B) has been recommended by successful marketing executives.
C) puts the consumer first.
D) does not rely on high-pressure selling.
E) recognizes that profits are a result of sales volume.
Answer: C
Q2) The fact that a manager uses marketing research means that the decisions based on the research are error-proof.
A)True
B)False
Answer: False
Q3) Who is recognized today as the "Father of Marketing Research?"
A) A.C. Nielsen
B) Charles Coolidge Parlin
C) N.W. Ayers
D) Angus Reid
E) Jack Honomichl
Answer: B
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Marketing Research Process
Available Study Resources on Quizplus for this Chatper
85 Verified Questions
85 Flashcards
Source URL: https://quizplus.com/quiz/21235
Sample Questions
Q1) The purpose of an action standard is to:
A) define what action will be taken by the researcher to address the problem statement.
B) provide focus for the client it deciding whether or not to conduct marketing research.
C) operationalize a construct.
D) define what action will be taken given the results of the research findings.
E) measure the progress through a marketing research study.
Answer: D
Q2) The primary advantage of conducting online research is cost.
A)True
B)False
Answer: False
Q3) Symptoms are changes in the level of some key monitor that measures the achievement of an objective.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Research Design
Available Study Resources on Quizplus for this Chatper
135 Verified Questions
135 Flashcards
Source URL: https://quizplus.com/quiz/21236
Sample Questions
Q1) Which of the following is not a disadvantage of conducting test marketing?
A) Sabotage caused by competitors
B) Cost
C) Provision of information prior to going full-scale
D) Results leading to incorrect decisions
E) Exposure of potential plans to competitors
Answer: C
Q2) Research designs should always be carried out, one after another, in the following order: exploratory, causal, and descriptive.
A)True
B)False
Answer: False
Q3) Consumers are bombarded on a daily basis and sometimes even hourly basis by a vast multitude of factors, all of which could cause them to act in one way or another. Thus, understanding what causes consumers to behave as they do is very straightforward.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above.
Page 5
Chapter 4: Using Secondary Data and Online Information
Databases
Available Study Resources on Quizplus for this Chatper
102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/21237
Sample Questions
Q1) The Census of Canada is considered the "granddaddy" of all market information. A)True
B)False
Q2) Which of the following best illustrates the concept of "limiting" in searching databases for secondary information?
A) asking for Gates NOT Bill
B) asking for all cases where PRIME is adjacent to MINISTER
C) asking for all records that have dates from 2005 to the present
D) asking for all cases that have any ending to the root word STOCK
E) asking for a search in the "author" field
Q3) Which of the following was NOT discussed as a method of evaluating secondary data?
A) What was the purpose of the study?
B) How available is the information to the public?
C) Who collected the information?
D) How consistent is the information with other information?
E) How was the information obtained?
Q4) A catalogue consists of a library's holdings of periodicals.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Qualitative Research Methods
Available Study Resources on Quizplus for this Chatper
90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/21238
Sample Questions
Q1) A preferred seating arrangement in a focus group should allow each participant to see the leader of the focus group but not one another.
A)True
B)False
Q2) Observing the trashcans of consumers to find out the extent of recycling would be an example of using an archive source of information.
A)True
B)False
Q3) When a "secret shopper" is used to report a salesperson's level of customer assistance and courtesy, which type of observation is being used?
A) undisguised
B) disguised
C) physical traces
D) human
E) mystery surrogate
Q4) Focus group moderators are sometimes called Qualitative Research Consultants. A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Page 7
Chapter 6: Quantitative Data Collection Methods
Available Study Resources on Quizplus for this Chatper
89 Verified Questions
89 Flashcards
Source URL: https://quizplus.com/quiz/21239
Sample Questions
Q1) Which of the following is NOT an advantage of the mail surveys?
A) non-response
B) cost
C) no need for interviewer training
D) available mailing lists
E) no need for interviewer compensation
Q2) One disadvantage of mall-intercept interviewing is:
A) they require the cooperation of all stores in a mall
B) high turnover rates of interviewers
C) mall shoppers may not be representative of the target market population
D) interviewers are often distracted by mall activities
E) high assault rates of interviewers
Q3) The essential objective of the drop-off survey is:
A) low cost because there is no mail-out expense
B) to gain a prospective respondent's cooperation
C) to minimize item omission bias
D) to not have paid interviewers
E) to increase the speed of response
To view all questions and flashcards with answers, click on the resource link above.
8
Chapter 7: Survey Measurement Scales
Available Study Resources on Quizplus for this Chatper
91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/21240
Sample Questions
Q1) The "halo effect" is best avoided by:
A) doing a couple of things wrong during the entire research project.
B) randomly flipping favourable and unfavourable "good" phrases on different scale items.
C) flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the "bad" scales.
D) using only percentage scales.
E) using only open-ended questions.
Q2) A study was conducted with teens and young adults to try and determine a digital entertainment construct. They were asked a series of dual-choice questions on whether or not they owned a particular device, like a Wii or iPod. The respondents were to "check all that apply." All the positive responses were added to stand as the metric measure for the construct. The researcher was using a(n):
A) summated scale
B) lifestyle inventory
C) 2-point Likert scale
D) staple scale
E) anchored scale
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Questionnaire Design
Available Study Resources on Quizplus for this Chatper
95 Verified Questions
95 Flashcards
Source URL: https://quizplus.com/quiz/21241
Sample Questions
Q1) Precoding questions refers to:
A) placing numbers on the question responses to facilitate data entry after the survey has been conducted.
B) predetermining the responses; this makes report writing easier because the report may be started early.
C) precoding is no longer used; it has been replaced totally by automated, computerized interviewing software.
D) analysis methods for scaled-response questions only.
E) conducting a dry run of the survey to see which questions "work."
Q2) When developing a questionnaire in a foreign language, the questionnaire should be created first in the foreign language rather than in the researcher's native language.
A)True
B)False
Q3) Warm-up questions are simple and easy-to-answer questions that may or may not pertain to the research objectives.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Sampling
Available Study Resources on Quizplus for this Chatper
95 Verified Questions
95 Flashcards
Source URL: https://quizplus.com/quiz/21242
Sample Questions
Q1) Random online intercept sampling uses some form of random selection in order to ask visitors at websites to participate in surveys.
A)True
B)False
Q2) The statement "You can take any finding in the survey, replicate the survey with the same probability sample size, and you will be very likely to find the same finding within the + percent range of the original finding." is based on the idea of the confidence interval.
A)True
B)False
Q3) With simple random sampling, the probability of being selected into the sample is found by dividing the population size by the sample size.
A)True
B)False
Q4) Nonprobability samples are those for which members of the population do not have a known chance of completing and turning in a survey.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Data Collection and Basic Descriptive Statistics
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/21243
Sample Questions
Q1) What are the types of nonresponse errors?
A) refusal, break-off, and hang-up
B) hang-up, refusal, and item omission
C) refusal, break-off, and item omission
D) hang-up, attention loss, and call back
E) hang-ups, attention loss, and misunderstanding
Q2) A completed interview is always defined as an interview in which 100 percent of the questions have been answered.
A)True
B)False
Q3) What are the forms of data analyses that may be used if the research objective were relationships?
A) correlation, confidence intervals, and regression
B) cross-tabulation, correlation, and regression
C) hypothesis tests and confidence intervals
D) confidence intervals, cross-tabulation, and correlation
E) cross-tabulation, correlation, and recession
Q4) The level of measurement dictates the proper data analysis.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Population Estimates and Hypothesis Testing
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/21244
Sample Questions
Q1) The null hypothesis refers to doing just about anything to make a decision other than hypothesis testing.
A)True
B)False
Q2) You test a directional hypothesis that consumers spend less than $12 a person to go to the movies. Your z value turns out to be -1.75 at a 95% confidence interval. Your data supports your hypothesis.
A)True
B)False
Q3) Inference is a form of logic in which you make a generalization about a small set of members of a group based upon complete knowledge about that entire group.
A)True
B)False
Q4) The z value associated with a 95 percent confidence interval is either a + 1.96. A)True B)False
Q5) Directional hypotheses contain statements of "greater than" or "less than."
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Testing of Differences
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/21245
Sample Questions
Q1) In the test to determine significance difference between two means generated by independent samples, there is no provision for testing a directional hypothesis such as "males drink more soft drinks per week than females."
A)True
B)False
Q2) What are the steps used in XL Data Analyst to determine the significance of the difference among more than two group averages?
A) "Compare," select a metric grouping variable, select a metric target variable, and "OK."
B) "Compare," select a categorical grouping variable, select a metric target variable, and "OK."
C) "ANOVA," select a categorical grouping variable, select a metric target variable, and "OK."
D) "ANOVA," select a metric grouping variable, select a metric target variable, and "OK."
E) "Compare," select a metric grouping variable, select a categorical target variable, and "OK."
To view all questions and flashcards with answers, click on the resource link above.
14
Chapter 13: Relationships Between Variables
Available Study Resources on Quizplus for this Chatper
102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/21246
Sample Questions
Q1) In the formula for bivariate regression analysis, the change in y for each one-unit change in x is known as the slope.
A)True
B)False
Q2) Tests for significance of the computed intercept and computed slope are required in order to be able to predict the value of the dependent variable based on some value of the independent variable. The test used for this is the:
A) Chi-square.
B) Analysis of residuals.
C) t test.
D) f test.
E) z test.
Q3) Which of the following is NOT a number that can be found in each cross-classification table cell?
A) frequency
B) raw percentage
C) column percentage
D) overall percentage
E) row percentage
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Communicating the Research Results
Available Study Resources on Quizplus for this Chatper
90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/21247
Sample Questions
Q1) Titles should be very brief because the main purpose of titles is to identify one report from another.
A)True
B)False
Q2) An aid to the reader in finding specific information that serves to graphically portray what is being said is referred to as a:
A) list of appendices.
B) list of illustrations.
C) table of contents.
D) list of tables.
E) list of figures.
Q3) Which of the following was NOT advice given in the textbook about how to organize visuals within a report?
A) Visuals should only be placed in an appendix.
B) Key points of the visual should be explained in the text.
C) Refer to visuals within the body.
D) Each visual should be titled and numbered.
E) Place the visual immediately below the paragraph in which its first reference appears.
To view all questions and flashcards with answers, click on the resource link above.
16