Marketing Research Mid-term Practice Questions

If the management decision problem is: "Should we change the content of the advertising?" what is the most appropriate marketing research problem?

• Determine the price elasticity of demand and the impact on sales and profits of various levels of price changes

• Determine consumer preferences and purchase intentions for the proposed new product

• Determine the effectiveness of the current advertising campaign

• Determine the impact of new distribution outlets

Answer explanation

This is about Promotion (advertising)

If the management decision problem is: "Should we change the distribution channels?" what is the most appropriate marketing research problem?

• Determine the price elasticity of demand and the impact on sales and profits of various levels of price changes

• Determine consumer preferences and purchase intentions for the proposed new product

• Determine the effectiveness of the current advertising campaign

• Determine the impact of new distribution outlets

Answer explanation

This is about Place

The question, "Do you exercise often? seldom? sometimes?" is

• leading.

• concrete.

• ambiguous.

• contains an implied alternative.

Answer explanation

These frequency words may have different meanings to different individuals.

John thought his exam was last week when it was actually three weeks ago. This is an example of

• A. implicit alternatives.

• B. response latency.

• C. telescoping error.

• D. recall loss.

Answer explanation

recall loss happens when respondent completely forgets the event

Jerry and the team working on the Roger Tire Company marketing research project are developing ways to test their hypothesis that drivers of larger trucks prefer dual belted radial tires. What type of research are they conducting?

• casual research

• exploratory research

• descriptive research

• causal research

Answer explanation

Three methods are: exploratory, descriptive, causal. Casual is not correct!

Exploratory is not correct because here they are testing a hypothesis. Exploratory is non-conclusive. Here descriptive is best because the data is easily accessible by a survey asking people's behavior and preference. There is no manipulation of variables involved, which is essential for experimental/causal research.

Cross-sectional and longitudinal designs are types of ________.

• causal research

• exploratory research

• descriptive research

• none of the above

Which type of research is concerned with determining cause-and-effect relationships?

• Descriptive

• Casual

• Exploratory

• None of the above

Answer explanation

Pay attention to details. CAUSAL is not equal to casual.

___________ are the most costly form of data collection.

• Telephone interviews

• Mail surveys

• Personal interviews

• E-mail surveys

Regarding to sampling, which statement is true?

• In nonprobability sampling, inferences can be made about the population.

• In probability sampling, results are generalizable from the sample to the population.

• Probability sampling relies on personal judgment in the element selection process

• In nonprobability sampling, one can statistically assess level of sampling error. 

Which type of primary data is represented by characteristics such as age, education, occupation, marital status or gender?

• Personality/Lifestyle

• Awareness/Knowledge

• Demographic/Socioeconomic

• Attitudes