Advertising and Promotion
Textbook Exam Questions
Course Introduction
This course provides an in-depth exploration of the principles and practices of advertising and promotion within the modern marketing landscape. Students will examine the strategic roles of advertising, sales promotion, public relations, and digital media in building brand awareness and driving consumer engagement. Through analysis of real-world case studies and the development of integrated promotional campaigns, participants will learn how to craft persuasive messages, select appropriate media channels, and measure campaign effectiveness. Emphasis is placed on understanding target audiences, ethical considerations, and the impact of emerging technologies on promotional strategies.
Recommended Textbook Essentials of Marketing Research 4th Canadian Edition by Joseph F Hair
Available Study Resources on Quizplus
13 Chapters
662 Verified Questions
662 Flashcards
Source URL: https://quizplus.com/study-set/3003
Page 2
Chapter 1: Marketing Research for Managerial Decision Making
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59691
Sample Questions
Q1) The three most common research tasks in integrated marketing communications are advertising effectiveness studies, sales tracking, and:
A) in-store traffic patterns.
B) attitudinal research.
C) location analysis.
D) trade area analysis.
E) store image studies.
Answer: B
Q2) Research investigations that focus on topics such as trade area analysis, store image/perception, in-store traffic patterns, and location analysis are collectively called:
A) perceptual mapping.
B) positioning research.
C) retailing research.
D) test marketing.
E) focus group research.
Answer: C
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Marketing Research Process and Proposais
Available Study Resources on Quizplus for this Chatper
56 Verified Questions
56 Flashcards
Source URL: https://quizplus.com/quiz/59690
Sample Questions
Q1) In a census, a researcher attempts to _____.
A) use the probability sampling technique
B) define the known chance of selecting a subject
C) use a small representative sample to generalize about a target population
D) collect data from a small set of people from a target population
E) question or observe all the members of a defined target population
Answer: E
Q2) The initial recognition of the existence of a problem or opportunity should be the primary responsibility of a researcher.
A)True
B)False
Answer: False
Q3) The research proposal is also called the final research report.
A)True
B)False
Answer: False
Q4) Image assessment surveys are an example of causal research designs.
A)True
B)False
Answer: False
Page 4
To view all questions and flashcards with answers, click on the resource link above.
Chapter 3: Secondary Data, Literature Reviews, and Hypotheses
Available Study Resources on Quizplus for this Chatper
56 Verified Questions
56 Flashcards
Source URL: https://quizplus.com/quiz/59689
Sample Questions
Q1) Explain the differences between a null hypothesis and an alternative hypothesis. Answer: In hypothesis development, a null hypothesis states that there is no relationship between the variables. The null hypothesis is the one that is always tested by statisticians and market researchers. Another hypothesis, called an alternative hypothesis, states that there is a relationship between two variables. If the null hypothesis is accepted, one can conclude that the variables are not related. If the null hypothesis is rejected, one finds support for the alternative hypothesis, that the two variables are related.
Q2) The ideas expressed in popular sources often involve secondhand reporting of information.
A)True
B)False
Answer: True
Q3) The logical starting point in searching for secondary data is to look for data in government documents and websites.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59688
Sample Questions
Q1) Identify the first phase in the process of developing a focus group interview.
A) Conducting content analysis
B) Conducting the focus group discussions
C) Analyzing and reporting the results
D) Asking questions including follow-up probing
E) Planning the focus group study
Q2) People participating in scanner-based panels have to present a unique bar-coded card at the checkout register.
A)True
B)False
Q3) Which of the following is an advantage of qualitative research?
A) It allows researchers to make accurate predictions about relationships between market factors and behaviors.
B) It is considered more reliable than quantitative research.
C) It provides preliminary insights useful in developing ideas about how variables are related.
D) It eliminates the need for well-trained investigators and interviewers.
E) It allows for generalizability of research findings unlike quantitative research.
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Descriptive and Causal Research Designs
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59687
Sample Questions
Q1) Which of the following is a disadvantage associated with quantitative survey research designs?
A) Concepts and relationships that are not directly measurable cannot be studied using quantitative survey designs.
B) It is difficult to attain in-depth data with quantitative survey designs.
C) They cannot identify small differences.
D) Producing precise estimates can be a problem.
E) They do not facilitate advanced statistical analysis.
Q2) Data that are generalizable cannot be accurately projected to a target population.
A)True
B)False
Q3) In the context of selecting the appropriate survey method, budget determinations are frequently much more arbitrary than researchers would prefer.
A)True
B)False
Q4) What are the main objectives of test marketing?
Q5) Define independent variables, dependent variables, control variables, and extraneous variables.
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Sampling: Theory and Methods
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59686
Sample Questions
Q1) Multisource sampling is used when a single source generates a large or low incidence sample.
A)True
B)False
Q2) Customer lists from credit card companies are a common source of sampling frames.
A)True B)False
Q3) In optimal allocation sampling, the necessary sample size of each stratum is determined based:
A) on the relative size of the stratum as well as the variability within the stratum.
B) solely on the stratum's size relative to a defined target population.
C) solely on the stratum's relative importance to a study.
D) on the number of homogenous strata identified in a defined target population.
E) on the number of heterogeneous strata identified in a defined target population.
Q4) List the advantages and disadvantages of simple random sampling.
Q5) Briefly discuss optimal allocation sampling and multisource sampling.
Q6) Distinguish between sampling error and nonsampling error.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Measurement and Scaling
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59685
Sample Questions
Q1) The goal of the construct development process is to precisely identify and define what is to be measured.
A)True
B)False
Q2) Which of the following is an example of a leading question?
A) Is there a possibility that you would create something every week for the next couple of years?
B) Are you more or less likely to not forget to undo the damages caused by your inactions?
C) Are you happy with your life?
D) Do you think that plants are affected by solar flares?
E) Do you agree with nutritionists when they say that breakfast is the most important meal of the day?
Q3) A feature is an abstract construct if it can be directly measured using physical characteristics.
A)True
B)False
Q4) What are the two factors that drive the use of multiple-item scales in research?
Q5) What are the requirements of designing measurement scales?
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Designing the Questionnaire
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59684
Sample Questions
Q1) The first step in the process of designing a questionnaire is to select the appropriate data collection method.
A)True
B)False
Q2) A firm is examining its data requirements to achieve the objectives of its research study. The management team determines that in order to get the needed data, it cannot use an observation method. Instead, it will have to do a mail survey. The team is most likely in which step of the questionnaire design process?
A) Confirming research objectives
B) Developing questions and data scaling
C) Determining layout and evaluate questionnaire
D) Pretesting, revising, and finalizing questionnaire
E) Selecting appropriate data collection method
Q3) In what ways can a researcher frame "bad questions"?
Q4) A cover letter is typically used with self-administered questionnaires only.
A)True
B)False
Q5) What are the two functions performed by a transition phrase in a survey?
Q6) Describe the response order bias and the common methods variance.
Page 10
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: Qualitative Data Analysis
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59683
Sample Questions
Q1) _____ are quotes from research participants that are used in research reports.
A) Verbatims
B) Codes
C) Memos
D) Iterations
E) Triangulations
Q2) Selective coding is best defined as the process of:
A) moving the focus from the development of theory to identification of themes and categories.
B) converting open-ended questions into closed-ended questions.
C) converting textual data into numerical data.
D) building a storyline around one core category or theme.
E) writing down the observations made by a researcher after each interview or site visit.
Q3) The categorization and coding of data is part of the theory development process in qualitative data analysis.
A)True
B)False
Q4) Discuss how the process of tabulation might keep researchers honest.
Q5) Discuss the process of triangulation.
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Preparing Data for Quantitative Analysis
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59682
Sample Questions
Q1) In order to determine the mode of a set of responses, one has to find the number with the lowest frequency.
A)True
B)False
Q2) Which of the following is permissible in the process of validation?
A) An interviewer may inject a tone of negativity into the interviewing process.
B) A researcher may contact the respondents to reaffirm the negativity of the interviewer.
C) To determine the correctness of the interview, a researcher can recontact a sample of respondents and ask about questions from different parts of the questionnaire.
D) In order to speed through the interview, an interviewer may choose to not follow the specific procedure for collecting data from respondents.
E) If an interviewer fails to follow instructions for skip questions, the respondent can skip those questions.
Q3) In order to establish valid percentages, missing responses must be removed from the calculation.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Chapter 11: Basic Data Analysis for Quantitative Research
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59681
Sample Questions
Q1) In the context of ANOVA, which of the following conditions implies that the chances of the differences being statistically significant are greater?
A) When the variance within groups is zero
B) When the variance across groups is very low, while the variance within groups is very high
C) When the variance across groups is the same as that within groups
D) When the variance across groups is significantly higher compared to that within groups
E) When the variance across groups is a negative integer and the variance within groups is a positive integer
Q2) Univariate statistics use several variables at a time to generalize about a population from a sample.
A)True
B)False
Q3) How are sample statistics different from population parameters?
Q4) What is perceptual mapping?
Q5) Discuss how standard deviation is a more comprehensive measure of dispersion than range.
Q6) When would you use ANOVA instead of a chi-square test?
Page 13
To view all questions and flashcards with answers, click on the resource link above.
Chapter 12: Examining Relationships in Quantitative Research
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59680
Sample Questions
Q1) The calculation of a solution using the partial least squares method of structural equation modeling is similar to ordinary least squares regression, but is extended to obtain a solution for path models with more than two stages and variables measured with more than a single question.
A)True
B)False
Q2) While studying the relationship between advertising and sales growth, a researcher determines that the relationship is sometimes weak and at other times moderate. This variation from one situation to another is the variation in the _____ of the relationship between advertising and sales growth.
A) strength of association
B) presence
C) type
D) direction
E) dispersion
Q3) Discuss the relationship between the Pearson correlation coefficient and the coefficient of determination.
Q4) What are the several assumptions made while calculating the Pearson correlation coefficient?
Chapter 13: Communicating Marketing Research Findings
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59679
Sample Questions
Q1) Identify the correct statement regarding the process of reporting a study's findings.
A) Researchers can accomplish reporting the means of several thematically related variables in the same chart or table with a pie chart.
B) The bar chart function in SPSS can be used to display Crosstabs.
C) While preparing a table, percentages should generally display one digit past the decimal point.
D) In tables, means should have no decimals past the decimal point.
E) When a researcher reports means of thematically related variables, the items in the table are ordered from the lowest to the highest average.
Q2) One of the simplest ways to present regression findings in a research report is to create a diagram in Word or in PowerPoint that pictures the predictor and the outcome variables with arrows showing the relationships between the variables.
A)True
B)False
Q3) Discuss the importance of making presentations that are well organized, professionally developed, and effectively delivered.
To view all questions and flashcards with answers, click on the resource link above. Page 15