Retail Marketing Research Exam
Bank
Course Introduction
Retail Marketing Research explores the methods and techniques used to gather, analyze, and interpret data relevant to retail environments. The course covers topics such as consumer behavior in retail settings, market segmentation, store layout analysis, and assessment of promotional effectiveness. Students will learn both qualitative and quantitative research methodologies, including survey design, observational research, and data analytics, with an emphasis on applying insights to improve retail strategies. Real-world case studies and projects equip students with practical skills to make informed marketing decisions, predict trends, and enhance customer experiences in the dynamic retail sector.
Recommended Textbook
Essentials of Marketing Research 1st Edition by Naresh
K. Malhotra
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Chapter 1: Introduction to Marketing Research
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Sample Questions
Q1) Traditionally, marketing researchers were responsible for assessing information needs and providing the relevant information, whereas marketing decisions were made by the managers.Discuss why the roles of marketing managers and marketing researchers are changing.
Answer: These roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research.This trend can be attributed to better training of marketing managers, the Internet and other advances in technology, and a shift in the marketing research paradigm where more and more marketing research is being undertaken on an ongoing basis rather than in response to specific marketing problems or opportunities.
Q2) Unstructured problems and the use of models are characteristics that describe a decision support system.
A)True
B)False
Answer: True
Q3) Problem-identification research is typically used to address pricing issues.
A)True
B)False
Answer: False
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Sample Questions
Q1) Which of the following is a characteristic of a management decision problem? A)tends to focus on symptoms
B)asks what the decision maker would do without the need for information C)focuses on the underlying causes D)occurs late in the research process
E)all of the above
Answer: A
Q2) In a short essay, discuss the differences between primary and secondary data.Include a specific example of each to support your answer.
Answer: Secondary data are data collected for some purpose other than the problem at hand, such as data available from trade organizations, the Bureau of Census, and the Internet.Primary data, on the other hand, are originated by the researcher for the specific problem under study, such as survey data.Secondary data include information made available by business and government sources, commercial marketing research firms, and computerized databases.Secondary data are an economical and quick source of background information.
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Chapter 3: Research Design, Secondary and Syndicated Data
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Sample Questions
Q1) Which of the following is not a disadvantage of secondary data?
A)the objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation
B)may lack in accuracy
C)may be expensive and time consuming
D)may not be completely current
E)may lack relevance
Answer: C
Q2) Psychographics refers to ________.
A)qualitative inventories of business personalities
B)pictorial renderings of individuals' psychological traits
C)psychological assessments of consumers' behavior
D)graphic depictions of psychological testing results
E)quantified psychological profiles of individuals
Answer: E
Q3) Secondary data is data originated by the researcher for the specific purpose of addressing the research problem.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Qualitative Research
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Sample Questions
Q1) The word association technique requires the respondent to construct a response in the form of a story, dialogue, or description.
A)True
B)False
Q2) According to the text, the typical duration of a focus group is ________.
A)less than an hour
B)two to four hours
C)one to three hours
D)three to five hours
E)more than five hours
Q3) Which of the following is NOT a classification of the projective techniques used in marketing research?
A)word association
B)evaluation technique
C)sentence completion
D)picture response
E)third person technique
Q4) There are fewer people in an online group than in a face-to-face group.
A)True
B)False
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Chapter 5: Survey and Observation
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Sample Questions
Q1) Which of the following is NOT an advantage of using the survey method?
A)ease of use
B)reliability
C)cost
D)validity
E)All are advantages.
Q2) Telephone interviewing is not a popular mode of administering questionnaires in countries that ________.
A)have a low rate of households with telephones
B)have a high rate of households with telephones
C)use English as a national language
D)use Spanish as a national language
E)all of the above
Q3) Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.
A)True
B)False
Q4) In a short essay, discuss the characteristics of the survey method of obtaining information and list at least three advantages and three disadvantages of survey research.
Page 7
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Chapter 6: Experimentation and Causal Research
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Sample Questions
Q1) In a short essay, describe the broad categories of experimental designs and discuss the various applications of each design category.
Q2) A ________ involves measurement of behavior, attitudes, or perceptions in the environment in which they occur.
A)statistical environment
B)laboratory environment
C)field environment
D)virtual environment
E)perceptual environment
Q3) Statistical designs allow for the statistical control and analysis of external variables.
A)True
B)False
Q4) In a short essay, discuss the difference between laboratory and field experimentation.
Q5) According to the text, an experimental group is the group exposed to the manipulated independent variable.
A)True
B)False
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Chapter 7: Measurement and Scaling
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Sample Questions
Q1) Scales are only presented horizontally.
A)True
B)False
Q2) Which scale is NOT an itemized rating scale?
A)Likert scale
B)semantic differential scale
C)continuous rating scale
D)Stapel scale
E)semantic differential
Q3) Temperature scales such as Celsius and Fahrenheit are examples of interval scales.
A)True
B)False
Q4) A major disadvantage of comparative scales would be which of the following?
A)Halo or carryover effects are reduced.
B)Respondents bring the same point of reference to a task.
C)The resulting data measures relative differences.
D)Only big differences between objects can be detected.
E)A researcher cannot generalize beyond the objects under study.
Q5) 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 words below, when used in a question, tend to be confusing to respondents?
A)usually
B)normally
C)frequently
D)sometimes
E)All may be confusing to respondents.
Q2) Open-ended questions that respondents answer in their own words are called unstructured questions.
A)True
B)False
Q3) According to the text, a single question that attempts to cover two issues is called a
A)filtered question
B)double-barreled question
C)random question
D)coefficient question
E)two-issue query
Q4) In a short essay, list and discuss the three types of information that are obtained from a questionnaire.
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Chapter 9: Sampling: Design and Procedures
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Q1) Which of the following is NOT a weakness of stratified sampling?
A)difficult to select relevant stratification variables
B)not feasible to stratify on many variables
C)expensive
D)All are weaknesses of stratified sampling.
E)None are weaknesses of stratified sampling.
Q2) Objects that possess the information the researcher seeks and about which the researcher will make inferences is called a(n)________.
A)incident
B)element
C)hypothesis
D)census
E)inference unit
Q3) A(n)________ is the basic unit containing the elements of the population to be sampled.
A)hypothesis
B)theory
C)sampling unit
D)coefficient alpha
E)household
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Chapter 10: Data Collection and Preparation
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Sample Questions
Q1) A researcher should implement all of the following steps when selecting field workers EXCEPT ________.
A)develop job specification for the project
B)decide what characteristics the field workers should have
C)recruit appropriate individuals
D)All of the mentioned steps should be followed when selecting field workers.
E)None of these are steps to follow when selecting field workers.
Q2) Researchers and field workers can make respondents feel comfortable by
A)entertaining them
B)hiding the purpose of the project
C)addressing questions of respondents
D)revealing what other respondents said
E)all of the above
Q3) When supervising field workers, supervisors should be concerned with all of the following EXCEPT ________.
A)quality control
B)pay levels
C)sampling control
D)control of cheating
E)central office control
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Chapter 11: Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross-Tabulation
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Sample Questions
Q1) The test of the null hypothesis is a two-tailed test if the alternative hypothesis is expressed directionally.
A)True
B)False
Q2) A hypothesis test using the standard normal distribution is called the F-test.
A)True
B)False
Q3) A statement that some difference or effect is expected is called a(n)________.
A)null hypothesis
B)alternative hypothesis
C)random hypothesis
D)standardized hypothesis
E)incidence of difference
Q4) 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
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Q5) Discuss the relationship between cross-tabulation and frequency distribution.
Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, Correlation, and Regression
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Q1) A t-test of sample variance may be performed if it is not known whether the two populations have equal variance.
A)True
B)False
Q2) A(n)________ is a hypothesis test using the standard normal distribution.
A)F-test
B)p-test
C)t-test
D)z-test
E)chi-square test
Q3) A(n)________ of sample variance may be performed if it is not known whether the two populations have equal variance.
A)p-test
B)F-test
C)t-test
D)z-test
E)chi-square test
Q4) In a short essay, describe an independent sample and list at least three hypotheses in marketing that relate to parameters from two different populations. To view
Chapter 13: Report Preparation and Presentation
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Sample Questions
Q1) 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
Q2) Report preparation and presentation is the last step in the marketing research project.
A)True
B)False
Q3) In a short essay, discuss the importance of the report and its presentation for a marketing research project.
Q4) A principle that is effective for structuring a presentation is to just ________.
A)"go for it"
B)"slide and glide"
C)"fourth and goal"
D)"preach it"
E)"tell 'em"
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