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Marketing Research Final Exam

Final exam covering market analysis, consumer behavior, and research methodologies.

Benjamin Fisher
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ZAINEB BAIGMarketing ResearchWinter 2015FinalExamAll papers are due by 11:59 p.m. onFriday, January16, 2015.They should be submittedelectronically through the system in the Blackboard.There are11questions on this test. Youshouldfinish the test independently.You can use your book, course slides, or any onlineresources, butplease do not just copy and paste them.Paraphrasethose sentences carefullyand give acitation.If you have any questions about the test, you should consult with theinstructor(at school between 1 and 3 pm(today)or via email). Any student who collaborateswith others (evidenced by identical answers, for example) will automatically failthe test.Please be careful and do not forget to save your answer sheet when youclose the Word file.To indicate your answersinmultiple choice questions, please highlight your choice asshown in the examples below.Example:All of the following are considered to be controllable marketing variablesEXCEPT________.A) competitionB) pricingC) promotionD) distributionE) product

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Questions1-(2 points)Which of the following is NOT an example of a descriptive research goal?A) to develop a profile of a target marketB) todetermine the cause of a sales decreaseC) to estimate the frequency of product use as a basis for sales forecastsD) to determine the degree to which marketing variables are associatedE) to determine the relationship between product use and perception of productcharacteristics2-(2 points)Which statement is NOT true about research design?A) Research design is a framework for conducting the marketing research project.B) Research design specifies the measurement and scaling procedures.C) Research design is undertaken before developing the approach to the problem.D) Research design is undertaken after the marketing research problem is defined.E) Research design specifies the sampling process and sample size.3-(2 points)Which of the following can besymbolized as:EG:RXO1CG:RO2Where,X = the exposure of a group to an independent variable, treatment, event, the effects ofwhich are to be determinedO = the process of observation or measurement of the dependent variable on the test unitsorgroup of unitsR = the random assignment of test units or groups to separate treatmentsCG = control group EG = experimental groupA) one-shot case studyB) one-group pretest-posttest designC) posttest-only control group designD) static group designE) Pretest-posttest control group design4-(2 points) In a problem solving research (e.g. pricing), what is the minimum size ofsample?A)12B) 100
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