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Marketing Research Final Exam

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

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    ZAINEB BAIG Marketing Research Winter 2015 Final Exam All papers are due by 11:59 p.m. on Friday , January 16 , 2015. They should be submitted electronically throug h the system in the Blackboard. There are 11 questions on this test. You should finish the test independently. You can use your book, course slides, or any online resources, but please do not just copy and paste them . Paraphrase those sentences carefully and give a citation . If you have any questions about the test, you should consult with the instructor (at school between 1 and 3 pm (today) or via email ) . Any student who collaborates with others (evidenced by identical answers, for example) will automatically fail the test. Please be careful and do not forget to save your answer sheet when you close the W ord file. To indicate your answers in multiple choice questions , please highlight your choice as shown in the examples below. Example: All of the following are considered to be controllable marketing variables EXCEPT ________. A) competition B) pricing C) promotion D) distribution E) product

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    Questions 1 - (2 points) Which of the following is NOT an example of a descriptive research goal? A) to develop a profile of a target market B) to determine the cause of a sales decrease C) to estimate the frequency of product use as a basis for sales forecasts D) to determine the degree to which marketing variables are associated E) to determine the relationship between product use and perception of product characteristics 2 - (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 be symbolized as: EG: R X O1 CG: R O2 Where, X = the exposure of a group to an independent variable, treatment, event, the effects of which are to be determined O = the process of observation or measurement of the dependent variable on the test units or group of units R = the random assignment of test units or groups to separate treatments CG = control group EG = experimental group A) one - shot case study B) one - group pretest - posttest design C) posttest - only control group design D) static group design E) Pretest - posttest control group design 4 - (2 points) In a problem solving research (e.g. pricing), what is the minimum size of sample? A) 12 B) 100

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