Brand Management
Exam Questions
Course Introduction
Brand Management explores the strategies and techniques used to build, manage, and sustain strong brands in competitive markets. The course covers key concepts such as brand equity, brand positioning, brand identity, and brand architecture, emphasizing the importance of consistency and differentiation in branding efforts. Students will analyze case studies of successful and struggling brands, develop skills in creating compelling brand stories, and learn to evaluate the impact of branding decisions on consumer perception and business performance. Practical assignments and discussions prepare students to effectively manage brands in diverse industries and adapt to rapidly evolving market trends.
Recommended Textbook
Essentials of Marketing Research 4th Canadian Edition by Joseph F Hair
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Page 2
Chapter 1: Marketing Research for Managerial Decision Making
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Sample Questions
Q1) The Code of Ethics for the American Marketing Association applies to all marketing functions, including research.
A)True
B)False
Answer: True
Q2) The Marketing Research Association (MRA) guidelines prohibit clickstream tracking.
A)True
B)False
Answer: False
Q3) Many companies use internal research suppliers because the suppliers can be more objective and less subject to company politics and regulations than external suppliers.
A)True
B)False Answer: False
Q4) Research firms are required to maintain client confidentiality.
A)True
B)False
Answer: True
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Chapter 2: The Marketing Research Process and Proposais
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Q1) _____ obtains information from people representative of those who will be questioned in an actual survey.
A) Random-digit dialing
B) Jamming
C) Positioning
D) Scaling
E) Pretesting
Answer: E
Q2) Causal research is most useful in _____.
A) generating insights that help in defining a problem situation
B) understanding consumer motivations and behavior that are not easy to access using other research methods
C) understanding which variables result in the movement of a dependent variable
D) analyzing historical data that has been previously collected for some research situation other than the current situation
E) collecting quantitative data to answer research questions such as who, what, when, where, and how
Answer: C
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Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
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Sample Questions
Q1) _____ are sources of internal secondary data.
A) U.S. government documents
B) Articles on Lexus/Nexus
C) Marketing blogs
D) Sales invoices
E) Newspaper websites
Answer: D
Q2) A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true.
A) marginal
B) test
C) null
D) theoretical
E) alternative
Answer: C
Q3) Unlike popular sources of secondary data, scholarly sources can be tracked using web-based bookmarking.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Sample Questions
Q1) The richness of qualitative data can often supplement the facts gathered through other primary data collection techniques.
A)True
B)False
Q2) In the planning phase of a focus group interview, _____.
A) appropriate participants are selected and recruited
B) a moderator's guide is prepared to ensure that the actual focus group session is productive
C) a researcher debriefs all the key players involved to compare notes
D) the first topic area is introduced to the participants using a moderator's guide
E) moderators give participants exercises to help stimulate conversation
Q3) A moderator's guide should include follow-up questions to help the moderator elicit more information.
A)True
B)False
Q4) Quantitative analysis techniques may be applied to qualitative data.
A)True
B)False
Page 6
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Chapter 5: Descriptive and Causal Research Designs
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Sample Questions
Q1) What are the main objectives of test marketing?
Q2) Which of the following is true about quantitative survey research designs?
A) They have high response rates.
B) Concepts and relationships that are not directly measurable cannot be studied using quantitative research designs.
C) It is easy to collect in-depth data using quantitative research designs.
D) They facilitate advanced statistical analysis.
E) They cannot produce precise estimates to identify small differences.
Q3) Incidence rate is the:
A) degree to which a specific question or an investigated issue leads a respondent to give a socially expected response.
B) level of preparation required to create an appropriate environment for a respondent.
C) degree to which respondents share certain similarities.
D) percentage of the general population that is the subject of a market research study.
E) degree of accuracy of a response in relation to some other possible answer.
Q4) Define independent variables, dependent variables, control variables, and extraneous variables.
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Chapter 6: Sampling: Theory and Methods
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Q1) Compared to sampling, it is less time-consuming and less expensive to conduct a census.
A)True
B)False
Q2) A college professor wants to know if the university students in the Unites States will find the new textbook that he has authored to be interesting and useful. He chooses all marketing majors at the school he teaches as his sample. He believes that this group of students will be representative of the university student population in the United States. In this scenario, the professor is most likely using:
A) census sampling.
B) area sampling.
C) judgment sampling.
D) quota sampling.
E) cluster sampling.
Q3) Area sampling is an example of a nonprobability sampling method.
A)True
B)False
Q4) Distinguish between sampling error and nonsampling error.
Q5) Briefly discuss optimal allocation sampling and multisource sampling.
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Chapter 7: Measurement and Scaling
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Q1) A researcher wants to measure the temperature (in degree Fahrenheit) inside a grocery store at which the customers feel most comfortable. Suggest a scale that the researcher can use. Why is it not possible to use the ratio scale in this case?
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) Which of the following statements is true about ratio scales?
A) They cannot measure quantitative data.
B) They cannot be used to determine the absolute difference between rankings.
C) They are the most basic and least powerful scale design.
D) They are less powerful than nominal scales.
E) They enable researchers to make absolute comparisons between responses.
Q4) What are the requirements of designing measurement scales?
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Chapter 8: Designing the Questionnaire
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Q1) What is the purpose of pretesting a survey?
Q2) A supervisor instruction form serves as a blueprint for training people to complete the interviewing process in a consistent fashion.
A)True
B)False
Q3) Questions related to income are considered sensitive in nature.
A)True
B)False
Q4) Which of the following is true of a pretest?
A) The pretest form serves as a blueprint for training people on how to execute the interviewing process in a standardized fashion.
B) The final version of a questionnaire is evaluated using a pretest.
C) The number of respondents for a pretest is most often between 500 and 700 individuals.
D) A pretest is prepared when the order of the questions, or of the closed-end responses to a particular question, influences the answer given.
E) For pretests, the survey questionnaire is given to a large group of respondents.
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Chapter 9: Qualitative Data Analysis
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Sample Questions
Q1) Credibility is best defined as the:
A) degree to which a specific investigated issue leads the respondent to give a socially expected response.
B) level of preparation required to create an appropriate environment for the respondents participating in a research.
C) degree of rigor, believability, and trustworthiness established by qualitative research.
D) degree to which research data is qualitative or quantitative in nature.
E) degree to which the results of a research are socially acceptable.
Q2) Triangulation requires that research inquiry be addressed from multiple perspectives.
A)True
B)False
Q3) Member checking best establishes cross-researcher reliability. A)True
B)False
Q4) The first step in data reduction is comparison.
A)True
B)False
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Chapter 10: Preparing Data for Quantitative Analysis
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Q1) When a questionnaire involves a structured open-ended question as part of a survey, the:
A) coding task for multiple responses becomes more time consuming.
B) answers must be coded into broad categories.
C) data validation step must be skipped.
D) respondents take lesser time to complete the survey.
E) coding process needs to be prepared before data collection.
Q2) Which of the following measures requires that the responses be first arranged in a hierarchical pattern?
A) Average
B) Mean
C) Median
D) Mode
E) Standard deviation
Q3) The two types of measures often used to describe data are quantitative and qualitative measures.
A)True
B)False
Q4) Describe the process of data validation.
Q5) What is the difference between a one-way tabulation and a cross-tabulation?
Page 12
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Chapter 11: Basic Data Analysis for Quantitative Research
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Q1) A researcher is told that the average age of respondents in a survey is 49 years. She is interested in finding out if most respondents are close to 49 years old. The measure that would most accurately answer this question is:
A) mean.
B) median.
C) mode.
D) range.
E) standard deviation.
Q2) Univariate statistical tests are most appropriate to test hypotheses that compare the characteristics of two groups.
A)True
B)False
Q3) The Scheffé follow-up test identifies differences between all pairs of means at high and low confidence interval ranges.
A)True
B)False
Q4) When would you use ANOVA instead of a chi-square test?
Q5) How are sample statistics different from population parameters?
Q6) What is perceptual mapping?
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Chapter 12: Examining Relationships in Quantitative Research
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Q1) The least squares procedure determines the best-fitting line by maximizing the vertical distances of all the data points from the line.
A)True
B)False
Q2) Which of the following is an advantage of the partial least squares method of structural equation modeling?
A) Solutions are possible with the simplest models, which are based on a few questions.
B) The method is parametric, so it can be applied to data that is not normally distributed.
C) The measurement requirements are very rigid and are designed to work exclusively with nominal data.
D) Only one type of analysis is possible.
E) Solutions can be obtained with both small and large samples.
Q3) A scatter plot wherein the dots form an ellipse indicates a positive relationship between variables.
A)True
B)False
Q4) Discuss multiple regression analysis.
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Chapter 13: Communicating Marketing Research Findings
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Q1) Discuss the organization format common to all marketing research reports.
Q2) When reporting results, writers should state that the results are obvious or self-evident.
A)True
B)False
Q3) What are the objectives of a professional marketing research report?
Q4) Mention five problem areas that may arise when writing a marketing research report.
Q5) Reports can be used for comparison purposes.
A)True
B)False
Q6) When reporting percentages in marketing research, it is common practice to show only one digit past the decimal.
A)True
B)False
Q7) In a research report, a hypothesis is usually stated formally in the introduction section.
A)True
B)False
Page 15
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