Quantitative Methods in Marketing Practice Exam
Course Introduction
Quantitative Methods in Marketing introduces students to the data-driven tools and analytical techniques used to understand and solve marketing problems. The course covers statistical concepts, experimental design, and quantitative modeling with a focus on applications such as market segmentation, demand forecasting, pricing strategies, and customer analytics. Students will learn to use software for data analysis and gain hands-on experience interpreting results to support marketing decision-making and strategy development. The course emphasizes critical thinking, translating quantitative findings into actionable insights, and the effective communication of data-driven recommendations in a marketing context.
Recommended Textbook
Modern Marketing Research Concepts Methods and Cases 2nd Edition by Fred M. Feinberg
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12 Chapters
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Chapter 1: The Purpose and Process of Marketing Research
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Sample Questions
Q1) Problems are performance measures,metrics,and diagnostics that signal the presence of an opportunity.
A)True
B)False
Answer: False
Q2) The main criteria for marketing research includes all of the following <u>except</u>
A) systematic
B) objective
C) related to the 4 P's
D) targeted for decision-making
Answer: C
Q3) The process of identifying problems and opportunities involves analyzing future situations that a firm will face; the past is a sunk cost because it can no longer be changed.
A)True
B)False
Answer: False
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Chapter 2: Research Design and Data Sources
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Sample Questions
Q1) The research design is the framework that specifies all of the following <u>except</u>
A) the type of information to be collected
B) possible data sources
C) the collection procedure
D) the systematic and random error
Answer: D
Q2) Describe some purposes for which exploratory research is used.
Answer: Exploratory research is used to facilitate problem recognition and definition,formulate hypotheses,and narrow possibilities.It is appropriate when the research objectives include identifying or more precisely formulating problems or opportunities,gaining perspective on the breadth of variables operating in a situation,establishing priorities regarding the potential significance of various problems or opportunities,gaining management and researcher perspective concerning the character of the problem,formulating possible courses of action,and gathering information on the possible pitfalls associated with doing conclusive research.Students should include at least a few of these possible uses.
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Chapter 3: Measurement in Marketing Research
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Sample Questions
Q1) The simplest self-reporting scale is a(n)_______________,where the respondent's beliefs are classified in two or more categories.
A) nominal scale
B) ordinal scale
C) verbal rating scale
D) unidimensional measure
Answer: A
Q2) Discuss the intrinsic issues related to the construction of useful,appropriate verbal rating scales.
Answer: The issues are:
1.the overall number of categories
2.an odd or even number of categories
3.a balanced versus an unbalanced scale
4.the extent of verbal description
5.category numbering
6.a forced versus a nonforced scale
7.a comparative versus a noncomparative scale
8.a symmetric versus an asymmetric scale
9.scale direction
10.choice of endpoints
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Page 5
Chapter 4: Causal Designs and Marketing Experiments
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Sample Questions
Q1) In addition to causation,the other types of relationships possible among correlated variables include all of the following <u>except</u>
A) reverse causation
B) omitted variables
C) sequential effect
D) insufficient variation
Q2) In controlling internal sources of invalidity,true experimental designs control for
A) all of the sources of internal invalidity
B) all of the sources of internal invalidity <u>except</u> selection bias and test unit mortality
C) selection bias, instrumentation, and interactive testing effects only
D) selection bias and test unit mortality only
Q3) There is one line of defense against a confounding variable; its effects on the dependent variable may be statistically controlled through a technique called A) analysis of variance
B) analysis of covariance
C) regression analysis
D) static-group comparison design
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6
Chapter 5: Data Collection: Exploratory and Conclusive Research
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Sample Questions
Q1) The most expensive approach per completed interview of the four communication methods is generally
A) personal interviews
B) telephone interviews
C) mail interviews
D) Internet-based methods
Q2) A variation on the standard focus group is the _______________,which is a group that consists of a moderator and 4 to 5 participants.
A) mini-group
B) two-way focus group
C) dual-moderator group
D) client-participant group
Q3) Of the four communication methods,_______________ is by far the fastest way to obtain large quantities of data.
A) personal interviews
B) telephone interviews
C) mail interviews
D) Internet-based methods
Q4) What skills should a moderator of a focus group possess?
Page 7
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Chapter 6: Designing Surveys and Data Collection
Instruments
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Q1) The _______________ section of the questionnaire asks for such information as the respondent's name,address,and phone number.
A) identification data
B) request for cooperation
C) instructions
D) classification data
E) information sought
Q2) The classification data section of the questionnaire contains the characteristics of the respondent,which is primarily
A) geodemographic data
B) personal historical data
C) psychographic data
D) behavioral data
Q3) The questionnaire should be comprehensible to that segment of the population with the least vocabulary skills.
A)True
B)False
Q4) What are the steps for coding of responses to open-ended questions?
Page 8
Q5) Outline the broad interrelated guidelines in constructing a questionnaire.
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Chapter 7: Sampling
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Q1) In single-stage sampling
A) different levels of sampling are utilized
B) only one characteristic of the sample is measured
C) the sampling units and elements are the same
D) the sample is larger than the population
Q2) Discuss the constraints that affect sample size decisions.
Q3) Degrees of freedom is the
A) sample size - 1
B) sample size - number of statistics calculated from the same data
C) sample size - number of control characteristics used for the same data
D) sample size - number of variables within the same data
Q4) If a researcher takes a census of a population,then the finite population correction factor would be equal to 1,because the sample would include all of the population.
A)True
B)False
Q5) The size of a sample does not necessarily indicate a better study and more accurate results.
A)True
B)False
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Chapter 8: Data Analysis and Statistical Methods:
Univariate and Bivariate Analyses
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Sample Questions
Q1) If the relationship between two variables has a linear correlation coefficient (r)= 0.30,what is the coefficient of determination?
Q2) In hypothesis testing,researchers never "accept" a null hypothesis,merely "fail to reject."
A)True
B)False
Q3) Identify the three types of measures of central tendency.Discuss when each is appropriate to use.
Q4) In examining the relationship between two variables,if r = -1,then the relationship is A) a perfect positive correlation
B) a perfect negative correlation
C) not a relationship at all
D) sorely in need of counseling
Q5) The smaller a researcher sets the significance level,the
A) larger the probability of Type I error
B) larger the probability of Type II error
C) smaller the probability of Type II error
D) smaller the confidence level
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Chapter 9: Multiple Regression: Modeling Multivariate
Relationships
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Q1) Of the two main methods underlying nearly all of mathematical reasoning,statistics (particularly regression)is used when dealing with quantities that are certain.
A)True
B)False
Q2) Based on the regression printout,what would be the predicted (mean)weight of a female,20 years old,68 inches tall,without an MBA,and in Year 1.
Q3) All of the following are limitations of regression <u>except</u>
A) regression assumptions are usually violated
B) almost nothing is really linear
C) latent variables may be present
D) insufficient predictor variables
Q4) The value of r<sup>2 </sup>will always increase when adding additional variables to a multiple linear regression equation.
A)True
B)False
Q5) For each additional inch of Height,how much additional Weight would be added?
Q6) Write the regression equation for the regression output above.
Q7) Describe what regression is and what it is used for.
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Chapter 10: Multivariate Methods of Marketing Research I:
Factor, cluster, and Discriminant Analyses
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Q1) After making a decision on how many factors to use in a factor analysis,a varimax rotation is used because it will reorient the original factors so their loadings are near
A) 1
B) -1
C) 1 or -1
D) 1, 0, or -1
Q2) The very purpose of _______________ is to gauge just how much redundancy there is in a set of variables and to assess which questions or variables best align with others and then to group them together.
A) factor analysis
B) cluster analysis
C) multiple regression
D) discriminant analysis
Q3) In examining factor loadings in a factor analysis,a high loading would have a score
A) above 0
B) above 3
C) close to either -1 or 1
D) with an absolute value approaching 5
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Chapter 11: Multivariate Methods of Marketing Reseach Ii:
Conjoint Analysis and Multidimensional Scaling
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Q1) A stress level of over 0.2 may indicate that a higher-dimensional solution may be called for.
A)True
B)False
Q2) One technique that can be used with an ordinal level dependent variable and nominally-scaled independent variables is conjoint measurement.
A)True
B)False
Q3) _______________ summarizes data about associations between a fixed set of objects to reveal relationships between them,such as brands in a particular class.
A) Multidimensional scaling
B) Discriminant analysis
C) Cluster analysis
D) Segmentation analysis
Q4) In a nonadaptive conjoint program,even when all the data are collected,
A) researchers don't know if it will match the information needs of the project
B) researchers don't know if these respondents are the best respondents to query
C) researchers have no guarantee of sufficiently accurate results
D) all of the above
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Chapter 12: Advanced Topics, research Frontiers, and
Preparing the Final Report
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Sample Questions
Q1) To illustrate multiple comparisons and complex relationships,the best illustrative aid to use is
A) pie charts
B) histograms
C) bar charts
D) tables
Q2) Name the two main types of heterogeneity models.
Q3) It is important to remember that a sample that is collected non-randomly will always have a bias.
A)True
B)False
Q4) It is rare that an overt selection bias will
A) have an effect on the outcome of a study
B) have no effect on the outcome of a study
C) have a significant impact on a study
D) will influence a management decision advised by a study
Q5) If a sample is collected through a non-random means,it is likely to have a selection bias.
A)True
B)False
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