Brand Management Research
Exam Questions
Course Introduction
Brand Management Research explores the theories, methodologies, and analytical tools used to evaluate and enhance brand equity in dynamic markets. This course guides students through the processes of conducting primary and secondary research to understand consumer perceptions, brand positioning, and market trends. Topics include brand equity measurement, the impact of digital and social media, competitive brand analysis, and the application of data-driven insights for strategic brand decision-making. By integrating case studies and research projects, students gain practical skills in designing and executing brand research to inform effective management decisions and foster long-term brand success.
Recommended Textbook
Modern Marketing Research Concepts Methods and Cases 2nd Edition by Fred M. Feinberg
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Chapter 1: The Purpose and Process of Marketing Research
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Q1) The process of marketing research involves five steps designed to aid managerial decision-making.After determining what information is needed,the next step would be to
A) manage the data collection
B) design a method for collecting information
C) communicate the findings
D) analyze and interpret the results
Answer: B
Q2) Because of their role in collecting,analyzing,and reporting data,marketing researchers are often asked to make managerial decisions.
A)True
B)False
Answer: False
Q3) Research suppliers can be used to conduct components of a research study,but they are never given total responsibility for a research study in its entirety.
A)True
B)False
Answer: False
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Chapter 2: Research Design and Data Sources
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Q1) Services that evaluate television commercials use two basic approaches-the recruited audience method and the normal viewing environment method.With the recruited audience method,respondents are recruited and asked to evaluate television ads in their home.
A)True
B)False
Answer: False
Q2) The vast majority of research studies involve the type of conclusive research called A) exploratory research
B) descriptive research
C) causal research
D) experimental research
Answer: B
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
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Chapter 3: Measurement in Marketing Research
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Q1) Marketing phenomena such as sales,market share,costs,ages,and number of customers possess the properties of a(n)
A) nominal scale
B) ordinal scale
C) interval scale
D) ratio scale
Answer: D
Q2) _______________ involves the ability to use a measured marketing phenomenon at one point in time to predict another marketing phenomenon at a future point.
A) Test-retest validity
B) Split half reliability
C) Predictive validity
D) Concurrent validity
Answer: C
Q3) In marketing,it is common for attitudinal,opinion,and predisposition judgments to be treated as interval data.
A)True
B)False
Answer: True
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Chapter 4: Causal Designs and Marketing Experiments
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Q1) One of the most common and pernicious erroneous assumptions about causation in marketing research is
A) not considering reverse causation
B) not eliminating other variables as the cause
C) not establishing sufficient variation
D) not ruling out the sequential effect
Q2) The R in X-O-R syntax stands for "reference," which are the test units being observed.
A)True
B)False
Q3) Under which conditions can researchers claim a causal inference?
A) concomitant variation
B) high level of correlation between variables
C) time order of occurrence of variables
D) elimination of other possible causal factors
E) a, b, and c only
F) a, c, and d only
Q4) Compare and contrast laboratory experiments and field experiments in terms of validity,costs,and time.
Q5) What elements are in an experimental design?
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Chapter 5: Data Collection: Exploratory and Conclusive Research
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Q1) All of the following are purposes for focus groups <u>except</u>
A) to help generate hypotheses that can be further tested quantitatively
B) to generate information helpful in structuring consumer questionnaires
C) to provide overall background information on a product category
D) to conclusively identify causes of specific marketing problems
Q2) Focus group interviews are often used for conclusive research purposes.
A)True
B)False
Q3) Personal interviews are used extensively in international research.
A)True
B)False
Q4) A popular way of describing a respondent is in terms of lifestyle,which is defined as a distinctive mode of living of a society or a segment of society.
A)True
B)False
Q5) What are the advantages and disadvantages of using the communication method to collect data.
Page 7
Q6) "Listening to the voice of the consumer" is a premise of what kind of research?
Q7) Outline the steps in analyzing focus group sessions.
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Chapter 6: Designing Surveys and Data Collection
Instruments
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Q1) The question "How many cans of soft drinks do you purchase in a year?" violates which of the following guidelines for question wording?
A) avoid implicit alternatives
B) avoid implicit assumptions
C) avoid estimates
D) avoid biasing questions
E) avoid double-barreled questions
Q2) The more homogeneous the respondent group,the more difficult it is to design a single questionnaire that is universally appropriate.
A)True
B)False
Q3) In mitigating bias resulting from respondents' unwillingness to respond to questions accurately,the labeled response categories approach phrases the sensitive question so that it refers to "other people," "people you know," or even "people like you."
A)True
B)False
Q4) Give an example of a double-barreled questions.
Q5) Discuss the advantages and disadvantages of open-ended questions.
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Chapter 7: Sampling
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Q1) If a quota sample has 3 control characteristics,each of which has 2 categories,the total number of sampling cells required would be
A) 3
B) 5
C) 6
D) 8
Q2) With non-probability sampling,each element of the population
A) has a known chance of being selected that is not necessarily equal
B) has an equal chance of being selected that is not necessarily known
C) has a known and equal chance of being selected
D) has an unknown chance of being selected
Q3) Discuss the constraints that affect sample size decisions.
Q4) A three-stage sampling process would require
A) one sampling frame
B) three sampling frames
C) six sampling frames
D) one sampling frame and a tertiary randomizing device
Q5) For the following values,calculate the mean,variance,and standard deviation.
Data: 6,8,9,12,15
Q6) What are absolute and relative precision?
Page 9
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Chapter 8: Data Analysis and Statistical Methods:
Univariate and Bivariate Analyses
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Q1) For interval data,the chi-square test is the most appropriate inferential statistical test.
A)True
B)False
Q2) Given the problem,hypothesis,and test procedure stated in questions #20 through 23,a calculated test value of 1.78 is obtained.What conclusion is possible,assuming a 95 percent confidence level?
A) H<sub>0</sub> is not rejected.
B)H<sub>0</sub> is rejected.
C)\(\pi\) in reality equals neither 0.25 nor 0.38.
D) No statement is possible; more information required.
Q3) Relative and absolute frequencies are appropriate measures of dispersion for nominal data.
A)True
B)False
Q4) Sometimes variables may be bimodal,which means that two categories have similar,and relatively high,frequencies.
A)True
B)False
Page 10
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Chapter 9: Multiple Regression: Modeling Multivariate
Relationships
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Q1) Which list of common variables below would be examples of ordinal data?
A) price, time, volume, length, sales
B) gender, coupon used, college degree, promotion (yes/no)
C) education level, age group, survey scale response (e.g., 1 to 7)
D) ethnic group, product category, SKU, payment method
Q2) If the error for one data point can help predict the value of the error in nearby data points,then the problem is
A) non-normality
B) heteroscedasticity
C) autocorrelation
D) multicollinearity
Q3) Due to assumptions in linear regression about the distribution and mean of the error,the only population parameter that will need to be estimated to understand the extent of error is the
A) autocorrelation of the error
B) standard deviation of the error
C) coefficient of determination
D) coefficient of variation
Q4) For each additional inch of Height,how much additional Weight would be added?
Q5) Discuss its limitations of regression.
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Chapter 10: Multivariate Methods of Marketing Research I:
Factor, cluster, and Discriminant Analyses
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Q1) Identify the three steps in a factor analysis solution.
Q2) A discriminant function
A) is a linear combination of independent variables
B) can be written as \(D F = v _ { 1 } X _ { 1 } + \mathcal { V } _ { 2 } X _ { 2 } + \ldots + \mathcal { V } _ { m } X _ { m }\)
C) minimizes \(F = \frac { S S _ { \text {between } } } { S S _ { \text {within } } }\) .
D) all of the above
E) both a and b
Q3) When analyzing a nominal dependent variable in terms of several interval independent variables,researchers use
A) discriminant analysis
B) the principle components method
C) factor analysis
D) cluster analysis
Q4) When Budweiser Light joins with a cluster,identify all of the other brands already in the cluster it joins.
Q5) When Heineken joins with a cluster,identify all of the other brands already in the cluster it joins.
Page 12
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Chapter 11: Multivariate Methods of Marketing Reseach Ii:
Conjoint Analysis and Multidimensional Scaling
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Q1) Conjoint analysis is a set of methods designed to understand and quantify trade-offs.
A)True
B)False
Q2) In adaptive conjoint,the research objectives are adapted on the fly to market changes.
A)True
B)False
Q3) For k attributes,k-1 trade-off matrices are produce in what type of conjoint study?
A) k-means conjoint
B) adaptive conjoint
C) ranking data
D) choice-based conjunct
Q4) When depicting a higher-dimensional object in lower-dimensional space, A) this is immediately apparent when one looks at the resultant map
B) severe distortion is possible
C) external information cannot be overlain on the resultant map
D) a perfectly accurate rendering results
Q5) Discuss the uses of multidimensional scaling.
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Chapter 12: Advanced Topics, research Frontiers, and
Preparing the Final Report
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Q1) For most reports,what is the typical format (of 7 sections)?
Q2) Which gender is less likely to select a movie?
A) males
B) females
C) men and women are equally likely to select a movie
D) it cannot be determined from the given data
Q3) Identify and describe the 8 types of selection bias.
Q4) Which type of movie is rated the highest?
A) Action
B) Animation
C) Romance
D) Drama
Q5) In preparing a written report,a simple graph can convey far more than a table with the same information.
A)True
B)False
Q6) What increasingly common web feature uses a Heckman model to correct of massive amounts of missing data,parameter heterogeneity,and Bayesian estimation methods?
Q7) Name the two main types of heterogeneity models. Page 14
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