Quantitative Methods in Marketing Textbook Exam Questions
Course Introduction
Quantitative Methods in Marketing introduces students to the statistical and analytical techniques used to inform marketing decisions and strategies. The course covers essential topics such as data collection, hypothesis testing, regression analysis, experimental design, customer segmentation, and predictive modeling. Emphasis is placed on applying quantitative tools to real-world marketing problems, enabling students to analyze consumer behavior, assess market trends, and optimize marketing campaigns. Through hands-on projects, case studies, and the use of industry-standard software, students develop critical data-driven skills for effective decision-making in today's dynamic marketing environment.
Recommended Textbook
Basic Marketing Research 9th Edition by Tom J. Brown
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Chapter 1: The Role of Marketing Research
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Q1) A store manager for Kroger noticed that several of his regular customers have stopped coming to his store.He also noticed that most of these customers had started shopping at the Walmart Supercenter that had opened about a mile from Kroger a few months ago.The fundamental source of this marketing problem might best be described as
A)a planned change in the marketing environment.
B)serendipity.
C)an unplanned change in the marketing environment.
D)a planned change that occurred at the Kroger store.
E)None of these are correct.
Answer: C
Q2) One of the most important roles for the marketing function within any organization is
A)streamlining manufacturing efficiency.
B)developing new products.
C)recruiting new employees.
D)understanding customers and their needs.
E)managing customer satisfaction.
Answer: D
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Chapter 2: The Research Process and Ethical Concerns
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Q1) The use of existing (secondary)data or the gathering of new (primary)data characterizes which phase of the Marketing Research Process?
A)Data Capture
B)Research Configuration
C)Information Reporting
D)Problem Definition
E)Data Analysis
Answer: A
Q2) If relatively little is known about the phenomenon to be investigated,exploratory research is often used to clarify the issues.
A)True
B)False
Answer: True
Q3) A proposed research action that is ethical under one method of ethical reasoning is also ethical under the other methods of ethical reasoning.
A)True
B)False
Answer: False
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Chapter 3: Problem Formulation
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Q1) Many managers,particularly those who have been with a company for a long time,are afflicted with "____________",which can get in the way of understanding the true nature of a problem.
A)group think
B)paralysis of analysis
C)normal thinking
D)loyalty bias
E)creative thinking
Answer: C
Q2) Which of the following sections would NOT appear in a research proposal?
A)Purpose and limits of the project
B)Research results
C)Data sources and research methodology
D)Estimate of time and personnel requirements
E)All of these would be in a research proposal.
Answer: B
Q3) If possible,researchers should attempt to conduct strategy-oriented research.
A)True
B)False
Answer: True
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Chapter 4: Exploratory Research
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Q1) Like focus groups,nominal groups are a terrific technique for generating new ideas.
A)True
B)False
Q2) Exploratory studies are very inflexible with regard to methods.
A)True
B)False
Q3) The general purpose of exploratory research is to gain _________ so that problems and opportunities can be more clearly defined.
A)insights and ideas
B)facts and figures
C)buy-in and support
D)definitive data
E)tactical advantage
Q4) Exploratory studies typically
A)consume most of the research budget.
B)are large-scale and highly structured.
C)are small-scale and flexible.
D)All of these are correct.
E)None of these are correct.
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Chapter 5: Decision Support Systems: Introduction
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Q1) Effective MIS or DSS systems are often difficult to implement for which of the following reasons?
A)People tend to resist change.
B)Decision makers don't want to tell others what factors they use.
C)Decision makers don't want to share how they combine factors to make decisions.
D)All of these are correct.
E)None of these are correct.
Q2) A marketing _________ is one way of visually presenting relevant marketing information to a manager.
A)guide
B)book
C)control panel
D)dashboard
E)display
Q3) Which of the following is an example of secondary data?
A)An online survey to gather demographic information on product purchasers
B)Existing data compiled from product warranty registration cards
C)Neither of these are correct.
D)Both of these are correct.
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Chapter 6: Decision Support Systems: Working With Big Data
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Q1) The analysis technique that involves seeing how a dependent variable might change when one or more independent variables changes,such as to see if a customer can be cross-sold or up-sold at the point of purchase is known as A)purchase analysis.
B)regression analysis.
C)descriptive analysis.
D)time series analysis.
E)simulation analysis.
Q2) A key term in prescriptive analysis is A)randomization.
B)differentiation.
C)optimization.
D)experimentation.
E)amortization.
Q3) Barcode transaction data captured at a grocer's cash register is an example of unstructured data.
A)True B)False
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Chapter 7: Using External Secondary Data
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Q1) People meters attempt to measure not only the channel to which the set is tuned but also who in the household is watching.
A)True
B)False
Q2) Effective segmentation demands that firms group their customers into relatively heterogeneous groups.
A)True
B)False
Q3) One of the oldest services for measuring exposure to,and readership of,print media is
A)Nielsen's Digital Voice.
B)Arbitron.
C)comScore's Mobile Metrix.
D)Webtrends.
E)GfK Group's Starch Ad Readership Program.
Q4) Discuss three common uses of the information supplied by standardized marketing information services.
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Chapter 8: Conducting Causal Research
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Q1) Which of the following is TRUE?
A)A study lacking external validity may nevertheless have high internal validity.
B)Internal validity is a matter of degree,whereas external validity either exists or doesn't exist.
C)In most experiments we can obtain proof that the observed response is due to our experimental manipulations.
D)All of these are true.
E)None of these are true.
Q2) Which of the following is capable of providing more convincing evidence of causal relationships?
A)An exploratory design
B)An experiment
C)Turnover analysis
D)Cross-sectional analysis
E)A descriptive design
Q3) A test market study is a form of causal research.
A)True
B)False
Q4) Compare and contrast descriptive and causal research designs.
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Chapter 9: Collecting Descriptive Primary Data
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Q1) Which of the following statements about cross-sectional analysis is FALSE?
A)Cross-sectional designs are the best-known descriptive designs.
B)A quota sample can be used with a cross-sectional design.
C)Cross-sectional studies provide a snapshot of the variables of interest at a single point in time.
D)The sample of elements is typically selected to be representative of some known population.
E)All these statements about cross-sectional analysis are true.
Q2) While exploratory studies are rigid in nature,descriptive studies can be considered flexible.
A)True
B)False
Q3) Which of the following is NOT a key dimension of behavior that should be measured by the researcher?
A)How much?
B)Where?
C)In what situation?
D)Who?
E)Why?
Q4) Discuss the two basic means of obtaining primary data.
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Chapter 10: Collecting Data by Observation
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Q1) The communications approach to gathering primary data can be used for collecting information about all seven categories of primary data from individuals.
A)True
B)False
Q2) The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a galvanometer.
A)True
B)False
Q3) In indirect observation,the researcher is observing attitudes.
A)True
B)False
Q4) The time that elapses between asking a question and receiving the answer is called A)response latency.
B)base time.
C)lag time.
D)tachistostic.
E)awareness response.
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Chapter 11: Collecting Data by Communication
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Q1) Which of the following is FALSE?
A)Mailing lists to serve as the sampling frame for a mail survey may be generated internally by the firm or purchased externally.
B)In recent years,one of the keys to using a mail questionnaire is the ability to direct the questionnaire to a specific individual,not just a position (e.g.,Vice President of Marketing).
C)The quality of the mailing list determines the sampling control in a mail study.
D)Mail questionnaires typically provide more sample control than telephone or personal interviews.
E)All of these are correct.
Q2) Telephone interviews imply a direct face-to-face conversation between the interviewer and the respondent.
A)True
B)False
Q3) One of the biggest advantages of mail questionnaires is the anonymity offered to the respondent.
A)True
B)False
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Chapter 12: Asking Good Questions
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Q1) The zero-scale value found when measuring marketing variables typically represents
A)the ordinal nature of the variable.
B)an absolute lack of an attribute.
C)the logical existence of a natural zero point.
D)a point of absolute zero magnitude.
E)a point of indifference to which the value zero is arbitrarily attached.
Q2) Of the many sources of differences of scores,the researcher is especially interested in isolating the differences due to A)situational factors.
B)variations in administration.
C)mechanical factors.
D)true differences in the characteristic.
E)the sampling of items.
Q3) Regarding measurement basics,it is possible to measure A)objects.
B)quantities of objects.
C)quantities of attributes of objects.
D)variance among objects.
E)variance among attributes.
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Chapter 13: Designing the Data Collection Form for Communication Data
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Q1) John thought his exam was last week when it was actually three weeks ago.This is an example of
A)implicit alternatives.
B)funnel error.
C)response latency.
D)telescoping error.
E)recall loss.
Q2) Discuss at least five (5)rules researchers should keep in mind in trying to develop bias-free questions.
Q3) "Please indicate your opinion on congressional spending and tax reform." This question
A)would be a good opening question for a survey.
B)uses the funnel approach.
C)contains an implicit assumption.
D)is double-barrelled.
E)is dichotomous.
Q4) The most versatile type of question format used by researchers is the open-ended question.
A)True
B)False
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Chapter 14: Developing the Sampling Plan
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Q1) If you enter a shopping mall and notice a researcher handing out surveys to everyone asking their opinion about a possible increase in state sales tax rates,what type of sampling procedure is being used?
A)Convenience sample
B)Implied sample
C)Simple random sample
D)Systematic sample
E)Quota sample
Q2) The distinguishing feature of probability samples is that
A)they involve personal judgment somewhere in the selection of sample elements.
B)each population element has an equal chance of being included in the sample.
C)each population element has an equal chance of being included in the sample,and every combination of n population elements is a sample possibility.
D)each population element has a known chance of being included in the sample.
E)they will always be more representative of the population than nonprobability samples.
Q3) Compare and contrast probability and nonprobability sampling.
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Chapter 15: Data Collection: Types of Error and Response
Rate Calculation
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Q1) The potential problem in any project for which data is not collected from ALL respondents selected for the sample is
A)nonresponse error.
B)overcoverage error.
C)response error.
D)sampling error.
E)office error.
Q2) The results of a study based on a sample are a combination of A)truth and office error.
B)sampling error and noncoverage error.
C)response and nonresponse error.
D)All of these are correct.
E)None of these are correct.
Q3) Which of the following are office errors?
A)Not-at-homes
B)Refusals
C)Interviewer cheating
D)Coding
E)Response errors
Q4) Discuss at least five (5)ways in which response rates might be improved.
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Chapter 16: Data Preparation for Analysis
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Q1) During the editing process,the analyst must
A)ensure units used for open-ended question are consistent.
B)decide how to deal with cases that have incomplete answers.
C)determine what to do about cases with obviously wrong answers.
D)All of these are correct.
E)None of these are correct.
Q2) In descriptive research,most of the items included in a questionnaire are likely to be open-ended.
A)True
B)False
Q3) Coding is the process of transforming raw data into symbols.
A)True
B)False
Q4) The coding process involves considerable effort on the part of the coder when the question type is closed-ended.
A)True
B)False
Q5) Compare and contrast the various methods or options for dealing with missing data in analyses.
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Chapter 17: Analysis and Interpretation: Individual Variables
Independently
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Q1) Discuss the most commonly used descriptive statistics.
Q2) Histograms are used to
A)investigate the relation between two variables.
B)construct cumulative distribution functions.
C)construct cross tabulation tables.
D)determine the distribution of nonresponse errors.
E)determine the empirical distribution of a variable.
Q3) When performing frequency analysis
A)you'll almost always want to include percentages along with the raw count.
B)including percentages will help readers interpret results.
C)the number of missing cases should be indicated.
D)All of these are correct.
E)None of these are correct.
Q4) An outlier is an observation so different from the rest of the observations that the analyst chooses to treat it as a special case.
A)True
B)False
Q5) A histogram is a bar chart that is based on information from a frequency count.
A)True
B)False
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Chapter 18: Analysis and Interpretation: Multiple Variables
Simultaneously
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Q1) Which of the assumptions listed below are necessary in order for the coefficients in a partial regression equation to be interpreted as the average change in the criterion variable associated with a unit change in the appropriate predictor variable holding other predictor variables constant?
A)The predictor variables must be correlated.
B)The variance among predictor variables must be equal.
C)The criterion variable must be normally distributed.
D)The predictor variables must be uncorrelated.
E)None of these are necessary assumptions.
Q2) The error term in the regression model represents all factors that determine the criterion variables that are not part of the model.
A)True
B)False
Q3) A statistic used to measure the strength of relationship between categorical variables is called a Cramer's V.
A)True
B)False
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Chapter 19: The Oral Research Presentation
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Q1) Which of the following statements is FALSE about the use of charts in a research presentation?
A)Bar charts can only be single scale charts.
B)Pie charts and one-scale bar charts are used for similar purposes.
C)When the relationship being captured is the change in a variable through time,the vertical form of the bar chart is preferred with the x-axis as the time axis.
D)A pictogram is essentially a bar chart.
E)A stratum chart is equivalent to a divided bar chart.
Q2) Which of the following is NOT one of the rules for delivering a good oral presentation?
A)Know your stuff.
B)Honor the time limit set for the meeting.
C)Know your audience.
D)Wear formal business attire.
E)Scout the presentation room in advance and test the presentation software and systems.
Q3) There is no risk of being led to the wrong conclusion when reading pictograms.
A)True
B)False
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Chapter 20: The Written Research Report
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Q1) Which of the following statements is FALSE about research reports?
A)They must be tailor-made for their readers.
B)They must pay attention to the audience's technical sophistication.
C)They must be written at an 8th grade reading level or below.
D)They must pay attention to the audience's interest in the subject.
E)They must be written with understanding of the circumstances under which the audience will read and use the report.
Q2) Which of the following should NOT be placed in the appendix of the written research report?
A)A copy of the data collection form
B)Detailed calculations of test statistics
C)Detailed calculations used to determine sample size
D)Source tables for summary tables found in the body of the report
E)The formal statements of the research hypotheses
Q3) Using a good outline can help you achieve clarity,accuracy,and completeness in your report.
A)True
B)False
Q4) Distinguish between a conclusion and a recommendation.
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