Question 1

Fossil's marketing director is considering introducing a novel and highly functional wristwatch
for men and women priced at $99. To do this, it made the decision based on 30 telephone
interviews from its customer database, 50 valid responses from a survey of individuals whose
annual income is greater than $60,000, and 2 sample groups. To which steps of the market
research process do the actions carried out by Fossil's marketing director belong?

1 point

Inform

Design the data collection model

Design the sample and collect the data NO

Formulate the problem NO

Analyze and interpret data

2.
Question 2
Which of the following is the best example to which to apply causal study?

1 point

To determine the relationship between sales promotion and Mercedes' advertising and sales
expenses. YEAH

To know the reason why Nokia is losing market share in Asia.

The Andrew Jergens Company periodically conducts surveys to measure consumer

Understand how consumers evaluate the Home Depot brand compared to competing brands.
Individualized interviews where the gender of respondents and interviewers coincide.

3.
Question 3
An experiment was conducted to test the effects of cashback coupons. Face-to-face interviews
were conducted in New York with 280 people entering the supermarket to shop. These people
were given, before entering the store, a coupon for one of four brands. Two types of coupons
were used, one deducted 15 cents from the purchase and the other 50 cents. People were
randomly distributed these two types of coupons. Four brands were used: Tide detergent,
Kellogg's cereal, Aim toothpaste, and Joy dishwashing liquid. These same people were
interviewed again when leaving the supermarket and were asked if they had used any
coupons. Which external variable is most likely to influence the results of this experiment?

1 point

Experimental mortality

Ripening effect

SI test effect

story effect

Regression towards the mean

4.
Question 4
In a Pepsi project, the researcher is interested in examining the effect of humor and various
levels of brand information on advertising effectiveness. Three levels of humor will be
examined (no humor, some humor, and high humor). Likewise, information about the brand will
be manipulated at three levels (low, medium and high). The resulting table would be composed
of three rows (information levels) and three columns (mood levels), producing nine possible
combinations or cells. Respondents would be randomly assigned to one of the nine cells.
Respondents, in each cell, would receive a specific combination of treatments. After a
combination of treatments, measures of attitudes toward Pepsi advertising, the brand, and its
fame would be obtained from respondents' responses in each cell. What design category does
this experiment fall into?
1 point

NO Randomized Block Design

Case study of an attempt

Latin square design

SI factorial design

Static group layout

5.
Question 5
_________ are distinguished by the fact that the researcher can randomly assign test units to
experimental groups and also randomly assign treatments to experimental groups.

1 point

Designs between and within individuals NO

Pre-experimental designs

True experimental designs

Concurrent designs NO

Quasi-experimental designs

6.
Question 6
Designs between and within individuals:

1 point
SI regression analysis

Case study

Observational study

survey report

Regulatory analysis

7.
Question 7
When market researchers conduct exploratory studies, the purpose of the study will be all of
the following EXCEPT:

1 point

Generate hypotheses

Eliminate impractical ideas

Understand the causal relationship between a dependent variable and one or more
independent variables. YEAH

Refine a problem

Set priorities for future study

8.
Question 8
What type of test marketing involves outsourcing the field experiment to better predict the
effectiveness of one or more marketing actions?
1 point

Controlled test market YES

Virtual Test Market

Simulated test market

Electronic Test Market

Standard Test Market

9.
Question 9
_________ validity measures the degree to which a causal relationship found in a study can be
expected to be true across the entire population.

1 point

Internal NO

Dependent

External

Independent NO

to. of the construction

10.
Question 10
To find evidence of causality in the causal study, those doing the study make sure that there
are no common factors that cause both the dependent variable and the independent variables.
This is called __________.
1 point

Eliminate alternative causes

Extrapolation

Concomitant variation YES

Predictive validity

Temporal order of the incident (occurrence)

1.
Question 1
A measurement scale with five response categories, ranging from “strongly disagree” to
“strongly agree,” and requiring respondents to indicate their degree of agreement or
disagreement with each series of statements regarding the stimulus object, is called ________.

1 point
pentatonic scale

Stapel scale

Likert scale YES

Semantic differential

Opinion rating scale

2.
Question 2
________ is a representation of the elements of the target population, consisting of a list or set
of instructions that identifies the target population.

1 point

Hypothesis testing

YES Sampling Frame

census section

Sampling unit NO

Geodemographic template

3.
Question 3
A sampling procedure in which each element of the population has a fixed probabilistic chance
of being chosen for the sample is called __________.

1 point
Non-probability sampling

Probability sampling YES

Quota sampling

Snowball sampling

Window sampling

4.
Question 4
All of the following are common mistakes made by market researchers when determining the
wording of survey questionnaire questions EXCEPT:

1 point

Main questions

Double meaning questions NO

Complex words and questions YES

Clear instructions

Ambiguous words and questions

5.
Question 5
________ involves testing the significance of the full regression equation as well as certain
partial regression coefficients.

1 point
SI significance test

NO factor analysis

Residual analysis

6.
Question 6
Which of the following is the first step in hypothesis testing based on the t statistic?

1 point

Take one or two samples and calculate the average NO

Formulate the null hypothesis (H0) and the alternative hypothesis (H1)

Select the appropriate formula for the t statistic NO

Consult the statistical tables

Select a significance level α for the test

7.
Question 7
________ occurs when the sample results lead to the non-rejection of a null hypothesis that is,
in fact, false.

1 point

The power of a test

Type IV error
Type III error

Type II error YES

Type I error NO

8.
Question 8
______________ are statistical techniques appropriate for analyzing data when there are two
or more measurements of each element and the variables are analyzed simultaneously.

1 point

Parallel techniques

Random techniques

SI multivariate techniques

Single variant techniques

Uniform techniques

9.
Question 9
When performing linear regression analysis, the problem of multicollinearity appears when:

1 point

The dependent and independent variables are correlated. NO

Intercept errors and residual errors are correlated

The independent variables are correlated.

Independent variables and residual errors are correlated

10.
Question 10
The difference between the observed value of Y and the value predicted by the regression
equation is called __________.

1 point

Correlation coefficient

Standard error

Total error

Random error

Residual error YES

.
Question 1
Which of the following sentences is false?

1 point

The Marketing process should always begin with market analysis

Positioning is the core of the Marketing process to the extent that it defines the “what” (the
value proposition) and the “to whom” (the target segment) and from this a marketing plan is
developed.
The marketing process changes for B2B (business to business) and B2C (business to
consumers) markets YES

If you do not have a clear positioning, it is very likely that the Marketing plan will fail.

2.
Question 2
Which of the following statements are true?

1 point

The market analysis should cover what is happening in the category in most countries

Market analysis can be based on historical data even if it does not reflect the current moment

The market analysis should be based on elements of the context that are relevant to the
market we are considering YES

The market analysis must understand the customers, the competition, the company, the
collaborators and the YES context

3.
Question 3
Which of the following sentence(s) is/are true?

1 point

Positioning should always and only begin with differentiation

Positioning should always and only begin with a clear target audience

Positioning can begin both from a specific segment and from a product or service that offers
superior value YES
It is not necessary to determine the positioning if we have a differential marketing plan

4.
Question 4
4. Why is positioning essential to define the marketing strategy? Please choose the correct
one(s).

1 point

Because it is defined by the marketing mix

Because the marketing mix is established once the positioning has been defined to ensure that
it is consistent with it.

Because it defines the target audience (who) and the value proposition (what) that will be the
basis of the MarketingSI strategy and plan.

Because it is connected to the company's mission

5.
Question 5
Select the correct answer. The 5 C's refer to:

1 point

Company, buyers, channels, communication and consumers NO

Context, Clients, collaborators, competitors and company

Competitiveness, Growth, Creation, Company and Customers NO

6.
Question 6
Select the correct answer. Marketing has evolved a lot…

1 point

Therefore, the key is to follow market trends.

Therefore, the key is to incorporate the latest technology and develop innovative products

However, the marketing process remains the same. What changes are the tools but the basic
concepts, such as positioning, are still applicable YES

However, some elements of the process have changed, such as the positioning

7.
Question 7
Please choose the real ones. When we have clearly defined the positioning…

1 point

The marketing is done and the sales department will determine the execution

We're not done. The next step is to define a coherent marketing plan and propose its
implementation.

We're not done. We have to find a competitive advantage and execute it

We have to continue with the definition and implementation of the marketing mix to try to get
customers and make them loyal to our products and brands NO
2222222222222222222222222222222

Please select the correct answer. The mass market…

1 point

These are many people with the same characteristics and behaviors.

Only applies in luxury markets

It is when we address a market in a general way, without introducing any type of segmentation
.
It is about personalizing the product or service for each member of the market.

2.
Question 2
Please select the correct answer. A niche market…

1 point

It is when you target a small market segment YES

It is when you address a single client

It is the opposite of a segment

It is when you target a segment with a high-priced product.

3.
Question 3
Which of the following sentences is/are false?

1 point

Demographic segmentation is based on gender, habitat type and values

Segmentation by behavior allows us to know how customers behave and how they react to
different stimuli

Psychographic segmentation is based on values, attitudes, personality, aspirations, etc.

Geographic segmentation divides the market based on education level and locationNO

4.
Question 4
What segmentation criterion(s) is/are being applied in this case? Juan is a 29-year-old
architect…
1 point

Geographical

Psychographic

Demographic YES

Behavioral

5.
Question 5
What segmentation criteria are being applied in this case? Marta lives in Madrid, she is
extroverted and vegan

1 point

Behavioral and demographic NO

Geographic and psychographic YES

Demographic

Geographical

6.
Question 6
Complete the following sentence: The best way to segment a market of end customers is…

1 point

Geographic and demographic segmentation

Psychographic segmentation
Behavioral segmentation

A combination of the above based on the type of product/service and marketing objectives
YES

7.
Question 7
Complete the following sentence with the best answer: Targeting is…

1 point

Select the target audience that the sales force says NO

Select the segmentation criteria you are going to use NO

Select the segment(s) you are going to target YES

Use a single targeting criterion