Practice Test Quiz Questions

Question 1

Which scale allows you to rank order items but not necessarily identify the interval between the rankings?

a) Ordinal
b) Ratio
c) Nominal
d) Numerical
e) Interval

Answer 1

a) Ordinal

Question 2

How would you determine whether to include a question in a questionnaire?

a) It depends on the length of the questionnaire.
b) It depends on the extent that the question relates to the research objectives.
c) It depends on whether it is a structured or unstructured question with the goal to limit the number of unstructured questions.
d) It depends on whether the question is sensitive, with the goal to limit the number of sensitive questions.
e) It depends on the type of question with the goal to vary the types of questions asked.

Answer 2

b) It depends on the extent that the question relates to the research objectives.

Question 3

All of the following statements are true regarding how type of data collection affects questionnaire design EXCEPT:

a) Personal interviews can be longer than interviews conducted by other methods.
b) Telephone interviews allow for better open-ended probing than any other methods.
c) Mail surveys require detailed instructions because they are self-administered.
d) Stimuli such as concept boards, card sorts and product prototypes can be used with personal interviews.
e) In computer assisted interviews, complex skip patterns and randomization of items can be easily accommodated.

Answer 3

b) Telephone interviews allow for better open-ended probing than any other methods.

Question 4

Interviewers need to be well trained for open-ended questions on interviewer administered questionnaires so that they:

a) probe to get the respondent to elaborate on their answer.
b) can debate the response with the participant.
c) know where to skip to in the survey based on the response.
d) can begin a discussion with the respondent about other topics that follow from the response.

Answer 4

d) can begin a discussion with the respondent about other topics that follow from the response.

Question 5

Closed-end questions are also known as unstructured questions.

a) True
b) False

Answer 5

b) False

Question 6

“What shampoo brands have you personally used in the last month?” is considered a better question than “What brands or shampoo do you use?” because it:

a) Is not a leading question
b) Avoids implicit alternatives
c) Avoids estimates
d) More clearly defines the question
e) Is not a dual statement

Answer 6

d) More clearly defines the question

Question 7

All of the following are ways to increase respondents’ willingness to answer questions about sensitive topics EXCEPT:

a) Include sensitive questions at the end of the questionnaire after respondent has become comfortable with the interview.
b) Include sensitive questions at the beginning of the questionnaire before respondents become bored with the interview.
c) Tell respondents the purpose that sensitive questions are asked so they know the questions serve a legitimate purpose.
d) Let respondents know that the behavior is common.

Answer 7

b) Include sensitive questions at the beginning of the questionnaire before respondents become bored with the interview.

Question 8

Which of the following is an example of a way to measure criterion validity?

a) Attitudes toward cereal brands are obtained from a panel at two different times and the results are compared.
b) A panel of experts reviews the attitude statements about cereal brands to check that all relevant items are included.
c) Attitudes toward cereal brands are obtained from a panel and then their future purchases of cereal are tracked and compared with their attitudes.
d) Attitudes toward cereal brands are obtained from a panel using two different forms of the scale and the results are compared.

Answer 8

c) Attitudes toward cereal brands are obtained from a panel and then their future purchases of cereal are tracked and compared with their attitudes.

Question 9

When using a discussion guide, moderators should:

a) always ask questions in the same order.
b) always ask questions exactly as they are written.
c) adapt questions to the context of the discussion.
d) allow the discussion to flow naturally even if it moves away from the research objectives.

Answer 9

c) adapt questions to the context of the discussion.

Question 10

An example of a structured question is:

a) open-end question.
b) aided recall.
c) unaided recall.
d) answers that interviewers record verbatim.

Answer 10

b) aided recall

Question 11

“What are two things you like about this product?” is an example of a(n) _____________ question.

a) open-ended
b) double-barreled
c) balanced
d) dichotomous
e) non-forced

Answer 11

a) open-ended

Question 12

Why would a company wish to publish marketing research reports online?

a) Dissemination of the information is practically immediate.
b) The information may be accessed world-wide by authorized persons.
c) Reports can be electronically searched to identify those studies potentially helpful to other departments.
d) The company wishes to more easily integrate this information into its decision support systems.
e) All of the above

Answer 12

e) All of the above

Question 13

Effective oral presentation techniques include all of the following EXCEPT:

a) Use of visual aids displayed with a variety of media
b) Ending the presentation with a strong closing
c) Limiting eye contact and interaction with the audience
d) The speaker varying volume, pitch, voice quality and rate while speaking
e) Allowing sufficient time for questions

Answer 13

c) Limiting eye contact and interaction with the audience

Question 14

When considering the reader(s) of marketing research reports, your Malhotra text suggests that readers would rather live with a problem they cannot solve than accept a marketing research solution they cannot understand.

a) True
b) False

Answer 14

a) True

Question 15

What is the step in the data analysis process that leads directly to recommendations?

a) Findings
b) Information
c) Conclusions
d) Data analysis
e) Statistical testing

Answer 15

c) Conclusions

Question 16

What is typically the best section to include technical descriptions in a report, particularly if these descriptions include technical terms that non-researchers would not be familiar with?

a) Appendix
b) Executive summary
c) Research design
d) Data analysis
e) Results

Answer 16

a) Appendix

Question 17

The value of a marketing research project is judged most by:

a) Whether the research design involves advanced analytical techniques
b) How well the research upholds quality and ethical standards
c) How well the research helps the organization accomplish smarter business decision making
d) Whether the report provides very detailed findings
e) Whether all subgroups are analyzed in the report

Answer 17

c) How well the research helps the organization accomplish smarter business decision making

Question 18

Which of the following is the MOST actionable recommendation?

a) The ad that stresses product convenience is preferred more than the ad that stresses product value.
b) Purchase interest for Product X is higher for women with children than for women without children.
c) Steps should be taken to make the website easier to use.
d) Target the new car model to first time car buyers.
e) Improve the taste of soda flavor A.

Answer 18

d) Target the new car model to first time car buyers.

Question 19

What is the benefit of using the “Tell ‘em principle” in research presentations?

a) Tells the audience the agenda and helps them anticipate the flow of the presentation
b) Gives the audience all the details about every finding
c) Lets the audience know that they should hold off questions until the end of the presentation
d) Makes the presentation shorter

Answer 19

a) Tells the audience the agenda and helps them anticipate the flow of the presentation

Question 20

All of the following are ways researchers can communicate the value of the project in their report or presentation to management EXCEPT:

a) Show how the research results address the business issues that brought about the request for research
b) Provide actionable recommendations
c) Convey results in a way that is relevant to those who will be using the research
d) Describe how difficult the project was to execute

Answer 20

d) Describe how difficult the project was to execute

Question 21

Which of the following is NOT a rule of thumb in creating report graphs and tables?

a) Create titles that describe what is being presented without being too wordy.
b) Make the graphs or tables easy to understand.
c) Show similar types of data using as many different types of formats as possible to keep the reader engaged.
d) Emphasize the most important aspects of the data in a table or graph

Answer 21

c) Show similar types of data using as many different types of formats as possible to keep the reader engaged.

Question 22

Which of the following is TRUE with regard to the handling of facts versus opinions in research presentations?

a) Only facts should be stated in a research presentation.
b) Only opinions should be stated in a research presentation.
c) Facts should be stated before opinions in a research presentation.
d) Opinions should be stated before facts in a research presentation.
e) Facts should form the basis for opinions in a research presentation.

Answer 22

e) Facts should form the basis for opinions in a research presentation.

Question 23

Which of the following are corporate researchers LEAST likely to be involved with as part of global research projects?

a) Identifying or translating the business problem into a research objective
b) Putting the results into a corporate framework so they are understood and used by decision-makers
c) Developing the Request for Proposal (RFP)
d) Coordinating the field work activities in different countries
e) Communicating with key stakeholders within the company

Answer 23

d) Coordinating the field work activities in different countries

Question 24

Before defining the marketing research problem, the researcher must examine the impact of the self-reference criterion (SRC) which _____________.

a) is the tendency to view issues through our own cultural perspective
b) is a common type of question used in mail and scanner panel research
c) describes laws from the country of origin that apply when conducting business in other countries
d) is another term for functional equivalence
e) helps translators with direct translation

Answer 24

a) is the tendency to view issues through our own cultural perspective

Question 25

Including different types of activities when measuring leisure activities in different countries is an example of _____________.

a) linguistic equivalence
b) operational equivalence
c) construct equivalence
d) scalar equivalence
e) category equivalence

Answer 25

b) operational equivalence

P. 764 Malhotra

Question 26

Each of the following makes it less practical to use mail surveys for data collection EXCEPT:

a) Low literacy rates
b) Expense
c) Excessive time for mail to reach its destination
d) Cultural norms where people do not feel comfortable writing replies to strangers

Answer 26

b) Expense

P. 762 Malhotra

Question 27

Many international research studies focus on major emerging markets, particularly four countries referred to as “BRIC” countries. Which is the correct list of “BRIC” countries?

a) Bulgaria, Romania, Italy, Czech Republic
b) Brazil, Russia, India, China
c) Brazil, Romania, Indonesia, China
d) Bangladesh, Russia, India, Chile’
e) Belgium, Russia, Italy, Czech Republic

Answer 27

b) Brazil, Russia, India, China

Question 28

In a multi-national qualitative project _____________.

a) it is best to keep the size of the groups about the same across countries
b) the group composition should be kept identical in all countries
c) it may be best to conduct focus groups in some countries and one-on-one in-depth interviews in other countries
d) it is best to use projective techniques rather than direct questioning
e) moderators should be familiar with the language, but do not need to be trained in focus group methodology

Answer 28

c) it may be best to conduct focus groups in some countries and one-on-one in-depth interviews in other countries

Question 29

The role of marketing varies across countries. In developing countries where demand exceeds supply:

a) There tends to be greater competition between brands
b) There is typically less concern with customer satisfaction
c) There tends to be more advertising
d) The role of marketing assumes greater importance
e) All of the above

Answer 29

b) There is typically less concern with customer satisfaction

Question 30

Which of the following is NOT a special concern for international research during report preparation and presentation?

a) Preparing multiple reports for each country, which may need to be in different languages
b) Needing to be sensitive to cultural norms when giving presentations
c) Tailoring recommendations for implementing the research findings for each country
d) Drawing conclusions for each country using precisely the same analyses

Answer 30

d) Drawing conclusions for each country using precisely the same analyses

Question 31

A researcher conducts research in 5 countries to examine internet usage among teenagers ages 13 to 15 versus those 16-18. The researcher combines results for 13 to 15 year olds across all 5 countries and compares it to 16-18 year olds combined across the 5 countries. What is this type of analysis known as?

a) Intracultural analysis
b) Pancultural analysis
c) Cross-cultural analysis
d) Multi-cultural analysis
e) Comparative analysis

Answer 31

b) Pancultural analysis

p. 436 Malhotra

Question 32

Which countries tend to have the strictest data protection laws?

a) Latin American countries
b) Asian countries
c) United States
d) European Union
e) No major differences exist between countries

Answer 32

d) European Union

Question 33

What is the most common interviewing method for global qualitative research?

a) Telephone
b) Online
c) Face-to-face
d) Blogs

Answer 33

c) Face-to-face

Question 34

In which scale or scales are the intervals between numbers equal?

a) Interval and ratio
b) Ratio only
c) Ordinal, interval, and ratio
d) Interval only
e) Ordinal and interval

Answer 34

a) Interval and ratio

Question 35

It is important to remember that prior questions will influence responses to later questions.

a) True
b) False

Answer 35

a) True

Question 36

Which statement is TRUE regarding pretesting questionnaires?

a) A minimum of 100 interviews is usually needed for a pretest.
b) All pretest interviews should be conducted by the same individual.
c) Pretest respondents should have the same characteristics as respondents for the actual survey.
d) Pretesting provides a good opportunity to train less experienced interviewers since their performance rarely impacts questionnaire design.
e) It is best to choose respondents who are knowledgeable about the topic for pretests.

Answer 36

c) Pretest respondents should have the same characteristics as respondents for the actual survey.

Question 37

Maximum Differential scaling questions:

a) ask respondents to explain why they don’t prefer an item.
b) ask respondents to keep a diary.
c) ask respondents to select their most and least preferred items in a set.
d) ask respondents to select one item for purchase.

Answer 37

c) ask respondents to select their most and least preferred items in a set.

Question 38

In some developing countries, preferences can be best measured by using ordinal scales, especially binary scales.

a) True
b) False

Answer 38

a) True

p. 262 Malhotra

Question 39

Purchase intent for two car models asked on a 1 to 5 scale with 1 being “definitely would not purchase” and 5 being “definitely would purchase” is an example of what type of scale?

a) Dichotomous
b) Non-comparative
c) Multiple choice
d) Comparative
e) Continuous rating

Answer 39

b) Non-comparative

Question 40

Even though quantitative research mostly uses closed-ended questions, some open-ended questions can be included.

a) True
b) False

Answer 40

a) True

Question 41

All of the following statements are true regarding non-comparative scales EXCEPT:

a) Respondents use whatever rating standard seems appropriate to them when using a non-comparative scale.
b) Each stimulus object is rated independently of the other objects in the stimulus set.
c) Non-comparative scales are preferred for detecting very small differences between stimulus objects.
d) Non-comparative scales are generally assumed to be interval or ratio scaled.
e) Semantic differential scales are examples of non-comparative scales.

Answer 41

c) Non-comparative scales are preferred for detecting very small differences between stimulus objects.

P. 257 Malhotra - Detecting small differences is a major benefit of COMPARATIVE scales.

Question 42

When are a small number of scale categories advisable?

a) When respondents are not very knowledgeable or involved with the topic
b) For phone surveys
c) When the researcher is making broad group comparisons
d) When the objects being rated don’t lend themselves to fine discrimination
e) All of the above

Answer 42

e) All of the above

Question 43

Which of the following practices violates ethical guidelines?

a) Providing incentives to respondents to participate in research
b) Piggybacking questions from several clients without their knowledge
c) Including only unstructured questions in the questionnaire
d) Explaining the reason for asking a question in order to increase willingness to answer the question
e) All of the above

Answer 43

b) Piggybacking questions from several clients without their knowledge

Question 44

Which of the following describes test-retest reliability?

a) Respondents answer one set of scale items, but the items are divided into two halves and the scores of the two halves are correlated.
b) Respondents’ answers are the same for identical sets of scale items at two different times under as nearly equivalent conditions as possible.
c) Respondents answer two equivalent but different forms of the scale items at two different times under as nearly equivalent conditions as possible.
d) Respondents answer two sets of scale items to see which one best predicts the criterion variable.
e) Respondents answer two sets of scale items to see which one best measures the construct being studied.

Answer 44

b) Respondents’ answers are the same for identical sets of scale items at two different times under as nearly equivalent conditions as possible.

Question 45

Which of the following is NOT a special concern for report preparation and presentation of international research?

a) The need to prepare reports in different languages
b) Sensitivity to cultural norms when presenting results
c) Tailoring recommendations based on the cultural context in each country
d) The need to do different statistical analyses in different countries
e) Reporting results based on different modes of data collection in different countries

Answer 45

d) The need to do different statistical analyses in different countries

Question 46

Researchers include a limitations and caveats section in reports to:

a) Make sure management does not overly rely on research results or use them for unintended purposes such as applying them to unintended populations
b) Describe the techniques used for analysis
c) Suggest that more research should be undertaken because of the current project’s limitations
d) Offer suggestions for better ways the research might have been conducted

Answer 46

a) Make sure management does not overly rely on research results or use them for unintended purposes such as applying them to unintended populations

Question 47

Effective presentations and reports do NOT:

a) Provide documentation of all important aspects of the research project
b) Eliminate the need for a Marketing Department by positioning Marketing Research as a direct resource for senior management
c) Review research results, provide conclusions, and offer recommendations
d) Provide a forum for discussions about the research results and its implications

Answer 47

b) Eliminate the need for a Marketing Department by positioning Marketing Research as a direct resource for senior management

Question 48

Which of the following is NOT necessary to obtain actionable research results?

a) A clear understanding of the business purpose of the research
b) Selection of the most experienced research company to implement the study
c) A research design appropriate to answering the business issues
d) Clear and effective communication of research results and implications

Answer 48

b) Selection of the most experienced research company to implement the study

Question 49

Experimental (causal) research to test the impact of marketing variables is difficult to conduct on an international basis because:

a) Governments may own TV stations and place restrictions on TV advertising making it difficult to test the impact of varying levels of TV advertising.
b) Some countries do not have major supermarkets, making it difficult to test the effect of in-store promotions.
c) In some countries, much of the population lives in rural villages and it is difficult to achieve product distribution because of lack of basic infrastructure such as roads and warehouses.
d) The researcher tends to have less control of extraneous variables in the environment when conducting research in other countries.
e) All of the above

Answer 49

e) All of the above

Question 50

The demonstration that two individuals from different countries with the same value on a variable will score at the same level is called _____________.

a) linguistic equivalence
b) operational equivalence
c) construct equivalence
d) scalar equivalence
e) category equivalence

Answer 50

d) scalar equivalence

Question 51

A global research team would like to conduct research in 30 countries. However, when reviewing the budget, the team realizes that it does not have sufficient funds to field the research in all countries. Which of the following solutions would be MOST appropriate for the researcher to recommend?

a) Field the research in a subset of countries, choosing the countries with a random selection procedure
b) Field the research in a subset of countries, choosing countries based on market size and geographical spread
c) Field the research in a subset of countries, choosing only one region of the world
d) Wait to do the research until management can allocate the full budget needed

Answer 51

b) Field the research in a subset of countries, choosing countries based on market size and geographical spread

Question 52

What is a problem associated with back translation?

a) Translation of certain words and phrases may be erroneous if the translator is not fluent in both languages and familiar with both cultures.
b) The process of repeat translations may be cumbersome and time consuming.
c) It is difficult to get a committee of translators to reach consensus.
d) All of the above
e) None of the above

Answer 52

b) The process of repeat translations may be cumbersome and time consuming.

Question 53

Why is secondary data not necessarily comparable between countries?

a) Data may not include all major purchase channels for each country such as grocery stores and drug stores
b) Measurement units may not be equivalent across countries
c) Frequency of data collection may vary between countries
d) Data collected in some countries may be less accurate than for other countries
e) All of the above

Answer 53

e) All of the above

Question 54

Probability sampling techniques are less common in international research because of:

a) Lack of suitable sampling frames
b) Inaccessibility of some respondents such as women in some cultures
c) Use of personal interviewing as the main data collection method in some countries
d) All of the above
e) None of the above

Answer 54

d) All of the above

Question 55

All of the following are advantages for clients observing the first few interviews of an international project EXCEPT:

a) Help with decisions if fieldwork materials need to be revised
b) Help with internal buy-in to the research
c) Conclusions can be drawn during the first few interviews
d) Clients can provide clarifications if unanticipated questions arise

Answer 55

c) Conclusions can be drawn during the first few interviews

Question 56

How do researchers frequently adjust for the fact that respondents in different cultures use rating scales differently?

a) Toss out outliers in each country
b) Adjust for cultural differences by normalizing data so that the mean is 0 and the standard deviation 1 across countries
c) Assume that if Country X gives more favorable ratings than Country Y to a concept this means the concept will do better in the marketplace in Country X than Country Y
d) Ignore cultural differences when analyzing and reporting data

Answer 56

b) Adjust for cultural differences by normalizing data so that the mean is 0 and the standard deviation 1 across countries

Question 57

With what population would an online qualitative data collection method work best in an international research project?

a) Consumers with relatively lower education levels
b) Business decision makers in large corporations
c) Older people
d) All of the above

Answer 57

b) Business decision makers in large corporations