MKTG 352 Final Exam- Gill Question
and answers correctly solved
2025/2026
Marketing Research - correct answer ✔systematic gathering, recording, an analysis of data about
problems relating to the marketing of goods and services
Mean - correct answer ✔affected by extreme values (outliers), most common measure of central
tendency
Median - correct answer ✔"middle" number, not affected by extreme values
Mode - correct answer ✔value that occurs most often, not affected by extreme values
Hypothesis - correct answer ✔empirically testable though yet unproven statement developed to
explain phenomena
Null hypothesis - correct answer ✔statement of status quo
Alternative hypothesis - correct answer ✔hypothesis contrary to the null hypothesis, it usually suggests
that two variables are related
Nominal Data - correct answer ✔labels, no arithmetic properties, mutually exclusive categories. Can
only calculate mode (Ex. Gender, Hair Color)
What type of data would be generated by "what brand of toothpaste are you using?" - correct answer
✔Nominal Data
, Ordinal Data - correct answer ✔express relative magnitude, rank-order, no numerical properties. Can
calculate mode or median (Likert scale, Semantic differential, Stapel)
What type of data would be generated by "Rank the following brands of toothpaste as to 1st choice, 2nd
choice, etc" - correct answer ✔Ordinal Data
Interval Data - correct answer ✔Starting point not fixed, cannot divide. Can calculate mean, median or
mode (Ex. IQ, SAT Scores, Temperature)
What type of data would be generated by "Rate each brand of toothpaste on a 1-7 scale" - correct
answer ✔Interval Data
Ratio Data - correct answer ✔Starting point fixed, can divide (Ex. Age, Weight, Height, Sales Figures,
Years of Education, # of children)
What type of data would be generated by "How many times per month do you use each brand of
toothpaste?" - correct answer ✔Ratio Data
Distributions of variables measured on nominal, ordinal and interval scales are always discrete - correct
answer ✔True
Distribution of a variable on ratio scale is always continuous - correct answer ✔True
Types of marketing research firms - correct answer ✔internal, external, customized, standardized
Marketing Research process - correct answer ✔Formulate problem --> Determine research design --
>Design data collection methods and forms -->Design sample and collect data --> Analyze and interpret
the data --> Prepare the research report
and answers correctly solved
2025/2026
Marketing Research - correct answer ✔systematic gathering, recording, an analysis of data about
problems relating to the marketing of goods and services
Mean - correct answer ✔affected by extreme values (outliers), most common measure of central
tendency
Median - correct answer ✔"middle" number, not affected by extreme values
Mode - correct answer ✔value that occurs most often, not affected by extreme values
Hypothesis - correct answer ✔empirically testable though yet unproven statement developed to
explain phenomena
Null hypothesis - correct answer ✔statement of status quo
Alternative hypothesis - correct answer ✔hypothesis contrary to the null hypothesis, it usually suggests
that two variables are related
Nominal Data - correct answer ✔labels, no arithmetic properties, mutually exclusive categories. Can
only calculate mode (Ex. Gender, Hair Color)
What type of data would be generated by "what brand of toothpaste are you using?" - correct answer
✔Nominal Data
, Ordinal Data - correct answer ✔express relative magnitude, rank-order, no numerical properties. Can
calculate mode or median (Likert scale, Semantic differential, Stapel)
What type of data would be generated by "Rank the following brands of toothpaste as to 1st choice, 2nd
choice, etc" - correct answer ✔Ordinal Data
Interval Data - correct answer ✔Starting point not fixed, cannot divide. Can calculate mean, median or
mode (Ex. IQ, SAT Scores, Temperature)
What type of data would be generated by "Rate each brand of toothpaste on a 1-7 scale" - correct
answer ✔Interval Data
Ratio Data - correct answer ✔Starting point fixed, can divide (Ex. Age, Weight, Height, Sales Figures,
Years of Education, # of children)
What type of data would be generated by "How many times per month do you use each brand of
toothpaste?" - correct answer ✔Ratio Data
Distributions of variables measured on nominal, ordinal and interval scales are always discrete - correct
answer ✔True
Distribution of a variable on ratio scale is always continuous - correct answer ✔True
Types of marketing research firms - correct answer ✔internal, external, customized, standardized
Marketing Research process - correct answer ✔Formulate problem --> Determine research design --
>Design data collection methods and forms -->Design sample and collect data --> Analyze and interpret
the data --> Prepare the research report
