Advanced Marketing Strategy
Question Bank
Course Introduction
Advanced Marketing Strategy delves into the complex processes behind making high-level marketing decisions in dynamic and competitive environments. The course explores critical topics such as market segmentation, positioning, competitive analysis, value proposition design, and the integration of digital technologies into traditional marketing frameworks. Students will engage with real-world case studies, strategic models, and data-driven decision-making tools to develop and evaluate effective marketing strategies. Emphasizing both theory and practical application, this course prepares students to address contemporary challenges, allocate resources efficiently across marketing initiatives, and drive sustainable growth for organizations in an ever-evolving marketplace.
Recommended Textbook
Modern Marketing Research Concepts Methods and Cases 2nd Edition by Fred
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Page 2
M. Feinberg
Chapter 1: The Purpose and Process of Marketing Research
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Sample Questions
Q1) Typical motives for "pseudo-research" include all of the following <u>except</u>
A) using marketing research as a way to gain visibility and power in the organization
B) informing a decision among several possible courses of action
C) establishing a scapegoat for marketing decisions that do not accomplish objectives
D) promoting service organizations such as advertising agencies and media to attract new business and impress current clients
Answer: B
Q2) Variables directly under the control of management that lead the organization's performance to fall short of objectives are
A) symptoms
B) problems
C) opportunities
D) information needs
Answer: B
Q3) Explain the difference between independent and dependent variables.
Answer: Dependent variables are phenomena a researcher seeks to explain,whereas independent variables are used to explain them.
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Chapter 2: Research Design and Data Sources
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Q1) The main sources of data for causal research are 1)questioning respondents through surveys,and 2)conducting experiments.
A)True
B)False
Answer: True
Q2) One of the "last frontiers" of scanner-based research is to assess the effects of pricing on purchase behavior.
A)True
B)False
Answer: False
Q3) Survey research should be used only if the data cannot be collected via more efficient secondary data sources.
A)True
B)False
Answer: True
Q4) What are the advantages of using internal secondary data?
Answer: Three advantages of internal secondary data are their low cost,their accuracy,and their easy availability.
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Chapter 3: Measurement in Marketing Research
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Q1) When using the test-retest method for measuring reliability,the greater the discrepancy in scores,the greater the systematic error present in the measurement process.
A)True
B)False
Answer: False
Q2) Identify and briefly describe the three components of attitude.
Answer: The three components are cognitive,affective,and behavioral.The cognitive consists of knowledge and beliefs,affective of feelings and preferences,and behavioral of readiness to act.
Q3) The set of marketing phenomena under study is called the abstract system.
A)True
B)False
Answer: False
Q4) The most common statistical test used for nominally scaled variables is
A) regression analysis
B) ordinal regression
C) chi-square
D) coefficient of variation
Answer: C
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Chapter 4: Causal Designs and Marketing Experiments
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Q1) In the _______________ quasi-experimental design,both the experimental group and the control group are given pre-test and post-test measurement,but the two groups do not have pre-experimental test unit selection equivalence,i.e.the control group cannot be considered equivalent to the test group.
A) time-series
B) multiple time-series
C) nonequivalent control group
D) equivalent time-sample
Q2) The one-group pre-test-post-test design is represented symbolically by "O<sub>1</sub> X O<sub>2</sub>."
A)True
B)False
Q3) The interactive testing effect cannot occur with the post-test-only control group experimental design,because
A) both the control and treatment group are measured after the treatment
B) there is no pre-test in the design
C) the testing units are randomly assigned to the treatment groups
D) the control group and treatment group do not interact
Q4) Define the reactive testing effect.
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Chapter 5: Data Collection: Exploratory and Conclusive Research
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Q1) When one person tries to dominate the discussion in a focus group,the moderator can
A) demonstrate permissiveness by allowing the group to self-correct.
B) remind the dominant person of the guidelines in the moderator's guide and gently ask for greater restraint.
C) repeat the dominant person's sentences in a mocking tone until the behavior is altered.
D) stop the proceedings and poll each participant regarding the issue at hand.
Q2) Which data collection method is disintermediated? What does this mean?
Q3) _______________ is a quantitative research procedure that attempts to explain why people behave as they do and why they hold their current attitudes.
A) Psychographics
B) Lifestyles
C) AIO
D) Depth interviews
Q4) Personal interviews are used extensively in international research.
A)True
B)False
Q5) What skills should a moderator of a focus group possess?
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Chapter 6: Designing Surveys and Data Collection
Instruments
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Q1) To reduce measurement error from respondents misremembering,researchers can use all of the following methods <u>except</u>
A) use recognition tests
B) use scales that provide appropriate time referents
C) ask the questions in multiple ways to different respondents
D) rely more on aided recall
Q2) Questionnaire design has become a fairly exact science that can be mastered by strictly following the set of rules for their creation.
A)True
B)False
Q3) The aided recall approach,as the name implies,is intended to overcome respondents' unwillingness to respond to particular questions.
A)True
B)False
Q4) Describe the randomized response technique-why it is used,how it is applied,and an example of its use.
Q5) Outline the broad interrelated guidelines in constructing a questionnaire.
Page 8
Q6) What are the steps for coding of responses to open-ended questions?
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Chapter 7: Sampling
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Q1) In probability sampling,the chance that a population element will be included in a sample is equal to that of all other elements.
A)True
B)False
Q2) If a quota sample matches the population along known characteristics,then it has been demonstrated to be a valid sample.
A)True
B)False
Q3) All of the following methods of sampling require a complete and accurate list of the elements of the population <u>except</u>
A) simple random sampling
B) stratified sampling
C) systematic sampling
D) area sampling
Q4) In single-stage sampling
A) different levels of sampling are utilized
B) only one characteristic of the sample is measured
C) the sampling units and elements are the same
D) the sample is larger than the population
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Chapter 8: Data Analysis and Statistical Methods:
Univariate and Bivariate Analyses
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Q1) The median is not applicable for
A) nominal variables
B) ordinal variables
C) interval variables
D) a and c
Q2) The _______________ is an appropriate measure of central tendency for interval data and is by far the most widely used measure in all of statistics.
A) mean
B) standard deviation
C) mode
D) median
Q3) The median is robust,but the mean is not.
A)True
B)False
Q4) Because hypotheses are always tested with data from a sample,there will always be some sampling error.
A)True
B)False
Page 10
Q5) What are a z-test and a t-test,and when should each be used?
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Chapter 9: Multiple Regression: Modeling Multivariate
Relationships
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Q1) Of the two main methods underlying nearly all of mathematical reasoning,statistics (particularly regression)is used when dealing with quantities that are certain.
A)True
B)False
Q2) Which statistics should one look at to determine which of the independent variables are most significant in the regression?
A) r<sup>2</sup> and adj r<sup>2</sup>
B) sum of squares and F-test
C) F-test and p
D) t-test and p
Q3) All regression models,including simple linear,binary,ordinal,multinomial logit,rank-ordered,and count,can be viewed as special cases of the general formulation called the General Linear Model.
A)True
B)False
Q4) \(Y = a e ^ { b X }\) is the form of a geometric relationship.
A)True
B)False
Q5) Describe what regression is and what it is used for.
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Chapter 10: Multivariate Methods of Marketing Research I:
Factor, cluster, and Discriminant Analyses
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Q1) The principal .reason for rotating a factor analysis solution is to increase the amount of "explained" variance in the variables.
A)True
B)False
Q2) Variables that have drastically different ranges can be standardized for cluster analysis through use of a z-transform,which gives all of the variables equal ranges.
A)True
B)False
Q3) Factor analysis can help determine coefficients in multiple regression,because A) principle components make useful variables
B) factor loadings make useful coefficients
C) coefficients measure the effect of unit changes in a variable assuming all other variables remain constant
D) all of the above
Q4) Cluster analysis clarifies the underlying structure of multivariate data in a way that makes it the best complement to regression analysis.
A)True
B)False
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Chapter 11: Multivariate Methods of Marketing Reseach Ii:
Conjoint Analysis and Multidimensional Scaling
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Q1) Conjoint helps predict all of the following <u>except</u>
A) consumer preference
B) optimal product attributes
C) market share
D) optimal price
Q2) The following set of part worths reproduces the rankings of Buyer A above:
100 watts: 100
75 watts: 60
60 watts: 50
2500 hours: 50
2000 hours: 25
15 hours: 0
A)True
B)False
Q3) What method should be used to generate a rank order of each object along each dimension,given rank-ordered input measures.
Q4) Discuss the uses of multidimensional scaling.
Q5) Given the part worths above,what is the utility for a 75-watt bulb that burns for 1500 hours and costs $2.50?
Page 13
Q6) What does an adaptive conjoint program do?
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Chapter 12: Advanced Topics, research Frontiers, and Preparing
the Final Report
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Q1) Performing multiple,related studies and reporting only those that support the favored hypotheses is called
A) drop-out bias
B) self-selection
C) unequal selection criteria
D) file drawer effect
Q2) Explain the general procedure of how the Markov chain Monte Carlo works.
Q3) With end-point selection bias,data collection begins as soon as data fall above or below an acceptable threshold.
A)True
B)False
Q4) In the equation \[Y _ { i } = \alpha _ { j } + \beta _ { j } X _ { j } + \varepsilon _ { j }\] ,how do the various variables and coefficients relate to heterogeneity?
Q5) When writing a research report,it is important to remember that the report is designed to provide information to decision makers,not to showcase intriguing findings of the research.
A)True
B)False
Page 15
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