Marketing Research
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Course Introduction
Marketing Research is a foundational course that explores the methodologies and techniques used to collect, analyze, and interpret data relevant to marketing decisions. Students will learn about research design, sampling methods, data collection instruments, and both qualitative and quantitative analysis. Emphasis is placed on the practical application of research to solve real-world marketing problems, from identifying consumer preferences to evaluating the effectiveness of marketing campaigns. The course also covers ethical considerations, report writing, and how to utilize research findings to inform strategy and drive business success.
Recommended Textbook
Essentials of Marketing Research 1st Edition by Naresh K. Malhotra
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13 Chapters
1331 Verified Questions
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Page 2
Chapter 1: Introduction to Marketing Research
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Sample Questions
Q1) Selecting an outside supplier is always done with a formal "request for proposal."
A)True
B)False
Answer: False
Q2) Which of the following is NOT a characteristic of a marketing information system?
A)structured problems
B)use of reports
C)information displaying restricted
D)can improve decision making by using "what-if" analysis
E)can improve decision making by clarifying new data
Answer: D
Q3) Which of the following statements is most FALSE about marketing research?
A)Marketing research follows a predictable path.
B)Marketing research is systematic.
C)Marketing research is planned.
D)Marketing research leads to automatic decisions.
E)All of the answer selections are FALSE.
Answer: D
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3
Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Sample Questions
Q1) Specification of information needed is one of the components of the approach to the problem.
A)True
B)False
Answer: True
Q2) An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n)________.
A)situation
B)incident
C)hypothesis
D)theory
E)research question
Answer: C
Q3) The marketing research problem asks the question, ________.
A)how can we increase market share
B)how can we increase sales and profits
C)what information is needed and how can it best be obtained
D)how can we save money
E)where do we go from here
Answer: C
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Chapter 3: Research Design, Secondary and Syndicated
Data
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Sample Questions
Q1) Which of the following is the best example in which to apply causal research?
A)the Andrew Jergens Company periodically conducting surveys to measure consumer's perceptions, attitudes and use of soap bars and related personal care products
B)to determine the relationship between sales promotion and advertising expenditures and sales of Mercedes
C)to gain insights on why Nokia is losing market share in Asia
D)to understand how consumers evaluate the Home Depot brand compared to competing brands
E)one-on-one depth interviews matching respondents and interviewers by gender
Answer: B
Q2) Comparisons between numerical data from different countries can be difficult because of all of the following EXCEPT ________.
A)units of measurement might differ
B)accuracy may vary across countries
C)frequency of census data collection can differ
D)differences in tax evasion rates affect reported business income
E)language differs across countries
Answer: E
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Chapter 4: Qualitative Research
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Sample Questions
Q1) A(n)________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.
A)experiment
B)focus group
C)quantitative survey
D)depth interview
E)moderator group
Q2) Which of the following statements is an advantage of online focus groups?
A)The researcher can reach segments that are usually hard to survey.
B)Researchers can re-contact group participants at a later date.
C)The cost of the online focus group is much more.
D)Only people that have and know how to use a computer can participate.
E)A and B
Q3) Completion techniques are a natural extension of association techniques, generating more detail about the individual's underlying feelings and beliefs.
A)True
B)False
Q4) In a short essay, discuss the differences between qualitative research and quantitative research.
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Chapter 5: Survey and Observation
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Sample Questions
Q1) Which of the following is NOT mentioned in the text as a method used to improve response rates?
A)prior notification
B)incentives
C)follow-up
D)personalization
E)All of these methods are used to improve response rates.
Q2) In a short essay, list and discuss the three primary methods researchers use in an attempt to improve response rates.
Q3) ________ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.
A)Response bias
B)Nonresponse bias
C)Social desirability
D)Interviewer bias
E)Facsimile bias
Q4) In a short essay, list and discuss at least three advantages and three disadvantages of using telephone interviewing to collect marketing research data.
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Chapter 6: Experimentation and Causal Research
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Sample Questions
Q1) The ________ is a preexperimental design in which a group of test units is measured before and after exposure to the treatment.
A)one-shot case study
B)one-group pretest-posttest design
C)random group
D)static group
E)before-and-after study
Q2) Dependent variables are variables that are manipulated by the researcher and whose effects are measured and compared.
A)True
B)False
Q3) Opinions, tastes, and preferences in virtual worlds are the same as in a real setting.
A)True
B)False
Q4) A laboratory environment involves measurement of behavior, attitudes, or perceptions in the environment in which they occur.
A)True
B)False
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Chapter 7: Measurement and Scaling
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Sample Questions
Q1) The most popular comparative scaling technique is semantic differential scaling. A)True
B)False
Q2) With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.
A)True
B)False
Q3) Temperature scales such as Celsius and Fahrenheit are examples of interval scales. A)True
B)False
Q4) All the noncomparative scales that we have discussed in this chapter can be easily implemented in social media except the Stapel scale that has to be presented vertically. A)True
B)False
Q5) In a short essay, compare and contrast the categories of mutually exclusive and collectively exhaustive.
Q6) Discuss measurement and scaling.What are they and how are they related?
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Chapter 8: Questionnaire and Form Design
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Sample Questions
Q1) Which of the following of the 6 W's is NOT particularly well-suited for serving as a guideline for defining the issue in a question?
A)Who
B)What
C)When
D)Where
E)Why
Q2) A single question that attempts to cover two issues is called a double-barreled question.
A)True
B)False
Q3) Socioeconomic and demographic characteristics used to categorize respondents are referred to as basic information.
A)True
B)False
Q4) An analysis of social media content can aid in determining the content, structure, and wording of individual questions.
A)True
B)False
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Chapter 9: Sampling: Design and Procedures
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Sample Questions
Q1) In a short essay, discuss the considerations that should be made when choosing between nonprobability sampling versus probability sampling for a market research study.
Q2) Cluster sampling is a commonly used nonprobability sampling technique.
A)True
B)False
Q3) A(n)________ is a representation of the elements of the target population, which consists of a list or set of directions for identifying the target population.
A)sampling frame
B)census tract
C)sampling unit
D)hypothesis
E)geodemographic template
Q4) A nonprobability sampling technique in which an initial group of respondents is selected randomly and subsequent respondents are selected based on the referrals or information provided by the initial respondents is called snowball sampling.
A)True
B)False
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Chapter 10: Data Collection and Preparation
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Sample Questions
Q1) Central office control involves tabulating the responses to important demographic characteristics and key questions.
A)True
B)False
Q2) Which of the following individuals is NOT recognized as a field worker?
A)an interviewer intercepting shoppers in a mall
B)a project director conducting a check on the data analysis
C)a telephone interviewer calling from a central location
D)an observer counting customers in a particular section of a store
E)a worker mailing questionnaires from an office
Q3) According to the text, interviewer cheating can be minimized through pretesting of the questionnaires.
A)True
B)False
Q4) If possible, standard codes should be used for missing data.
A)True
B)False
Q5) In a short essay, discuss the importance of properly evaluating field workers and discuss five elements that are important when conducting these evaluations.
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Chapter 11: Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross-Tabulation
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Sample Questions
Q1) A frequency distribution for a variable produces ________.
A)a table of frequency counts
B)percentages
C)cumulative percentages
D)all of the above
E)none of the above
Q2) A mathematical distribution whose objective is to obtain a count of the number of responses associated with different values of one variable as to express these counts in percentage terms is called frequency distribution.
A)True
B)False
Q3) A test of the null hypothesis where the alternative hypothesis is not expressed directionally is called a one-tailed test.
A)True
B)False
Q4) According to the text, the mode represents the highest peak of the distribution.
A)True
B)False
Page 13
Q5) Discuss the relationship between cross-tabulation and frequency distribution.
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Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, Correlation, and Regression
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Sample Questions
Q1) The product moment correlation is also referred to as regression correlation.
A)True
B)False
Q2) The two sets of degrees of freedom in which the F distribution depends on are the degrees of freedom in the ________ and the degrees of freedom in the ________.
A)sample; questionnaire
B)numerator; denominator
C)variance; standard deviation
D)t-test; F-test
E)matrix; contingency table
Q3) A(n)________ is commonly used for the purpose of providing inferences for making statements about the means of parent populations.
A)F-test
B)p-test
C)t-test
D)z-test
E)chi-square test
Q4) In a short essay, define regression analysis and discuss ways in which regression analysis can be used.
Page 14
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Chapter 13: Report Preparation and Presentation
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Sample Questions
Q1) The first step in the report preparation and presentation process is ________.
A)data analysis
B)problem definition
C)recommendations
D)research follow-up
E)interpretations, conclusions, and recommendations
Q2) According to the text, every table should have a ________ and a ________.
A)footnote; title
B)summary; footnote
C)title; summary
D)number; title
E)header; footer
Q3) A graphical depiction that makes use of small pictures or symbols to display the data is called a pictograph.
A)True
B)False
Q4) Leaders are designations placed in the left-hand column of a table.
A)True
B)False
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