Introduction to Marketing Exam Questions
Course Introduction
Introduction to Marketing provides students with a foundational understanding of the core principles, concepts, and strategies that drive effective marketing in todays dynamic business environment. The course explores topics such as market research, consumer behavior, segmentation, targeting, positioning, branding, and the marketing mix (product, price, place, and promotion). Through case studies, real-world examples, and hands-on projects, students learn how organizations create value for customers and develop competitive advantages. This course is designed for those new to the subject, aiming to build the knowledge and skills needed for further study or roles in marketing and related fields.
Recommended Textbook
Essentials of Marketing Research 1st Edition by Naresh K. Malhotra
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13 Chapters
1331 Verified Questions
1331 Flashcards
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Chapter 1: Introduction to Marketing Research
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing?
A)problem solving
B)problem manipulation
C)problem correction
D)problem identification
E)problem exception
Answer: D
Q2) ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola.The data are primarily collected through surveys, purchase and media panels, and scanners.What kind of service does ABC provide in the marketing research industry?
A)Internet service
B)data analysis service
C)limited-service suppliers
D)coding and data entry services
E)syndicated services
Answer: E
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Which of the following represents an example of a secondary data source?
A)the formula for Coca-Cola
B)population census data
C)the new models to be introduced by GM in the next three to five years
D)interviews
E)experiments
Answer: B
Q2) Hypotheses are statements about proposed relationships rather than merely questions to be answered.
A)True
B)False
Answer: True
Q3) According to the text, buyer behavior is a central component of the environmental context of the problem.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Research Design, Secondary and Syndicated Data
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) Conclusive research is based on the assumption that the researcher has an accurate understanding of the problem at hand.
A)True
B)False
Answer: True
Q2) An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents is called ________.
A)single-source data
B)dual-source data
C)multiple-source data
D)qualitative data
E)cashier data
Answer: A
Q3) Exploratory research is research conducted to gain ideas and insight into the problem confronting the management or the researcher.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Qualitative Research
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Sample Questions
Q1) Qualitative research procedures are classified as either direct or indirect.
A)True
B)False
Q2) Cartoon characters are shown in a specific situation related to the problem in the cartoon test projective technique.
A)True
B)False
Q3) A depth interview is conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.
A)True
B)False
Q4) The evaluation technique is a popular form of qualitative research.
A)True
B)False
Q5) A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called sentence completion.
A)True
B)False
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Chapter 5: Survey and Observation
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95 Flashcards
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Sample Questions
Q1) Observational interviews are recognized as a classification for the various methods of collecting survey data.
A)True
B)False
Q2) Which of the following disadvantages does NOT apply to using in-home interviewing to collect research data?
A)low control of field force
B)potential for interviewer bias
C)poor sample control
D)most expensive
E)may take long to collect the data
Q3) Advantages of using computer-assisted personal interviewing to collect research data include good response rates and low potential for interviewer bias.
A)True
B)False
Q4) In a short essay, list and discuss at least three advantages and three disadvantages of using telephone interviewing to collect marketing research data.
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Chapter 6: Experimentation and Causal Research
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Sample Questions
Q1) Validity takes place when the occurrence of X increases the probability of the occurrence of Y.
A)True
B)False
Q2) Limitations of experiments include which of the following?
A)time
B)cost
C)administration of an experiment
D)need for control
E)all of the above
Q3) All of the following are good examples of test units EXCEPT ________.
A)consumers
B)price levels
C)stores
D)geographic areas
E)households
Q4) A laboratory environment involves measurement of behavior, attitudes, or perceptions in the environment in which they occur.
A)True
B)False
Page 8
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Chapter 7: Measurement and Scaling
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Sample Questions
Q1) Which of the following types of error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made?
A)systematic error
B)forced error
C)coefficient error
D)random error
E)dispersion error
Q2) ________ affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.
A)Systematic error
B)Random error
C)Forced error
D)Coefficient error
E)Dispersion error
Q3) Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.
A)True
B)False
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Page 9
Chapter 8: Questionnaire and Form Design
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Sample
Questions
Q1) According to the text, ________ direct respondents to different places in the questionnaire based on their response to the question at hand.
A)branching questions
B)leading questions
C)double-barreled questions
D)filter questions
E)break-out questions
Q2) A single question that attempts to cover two issues is called a double-barreled question.
A)True
B)False
Q3) According to the text, identification information is usually positioned in which place in the questionnaire?
A)at the beginning
B)right after the screening questions
C)in the middle
D)before the lifestyle questions
E)at the end
Q4) In a short essay, list the ten steps to designing the ideal questionnaire.
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Chapter 9: Sampling: Design and Procedures
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Sample Questions
Q1) A census can greatly decrease nonsampling error.
A)True
B)False
Q2) Area sampling relies on clustering based on geographic areas such as counties, housing tracts, or blocks.
A)True
B)False
Q3) Social media content available in the public domain is representative and appropriate for use in marketing research.
A)True
B)False
Q4) Quota sampling is a nonprobability sampling technique that is a two-stage restricted judgmental sampling.The first stage consists of developing control categories of population elements.In the second stage, sample elements are selected based on convenience or judgment.
A)True
B)False
Q5) In a short essay, list and discuss the five steps in the sampling design process.
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Chapter 10: Data Collection and Preparation
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Sample
Questions
Q1) Unsatisfactory responses from collected data may be discarded when the proportion of unsatisfactory respondents is 20 percent to 30 percent.
A)True
B)False
Q2) Which of the following is NOT an alternative for the treatment of unsatisfactory responses?
A)return the questionnaire to the field to get better data
B)assign missing values
C)discard unsatisfactory respondents
D)delete the question from the survey
E)All of the above are alternatives.
Q3) ________ involves direct machine reading of the codes and simultaneous transcription.
A)Optical scanning
B)Key punching
C)Validating
D)Data cleaning
E)Predictive dialing
Q4) List and discuss the major areas of the fieldwork/data collection process
Q5) In a short essay, discuss the process of validating fieldwork.
Page 12
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Chapter 11: Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross-Tabulation
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Sample Questions
Q1) According to the text, accepting the alternative hypothesis will lead to changes in opinions or actions.
A)True
B)False
Q2) Standard deviation is the square root of the variance and is expressed in the same units as the data.
A)True
B)False
Q3) According to the text, the range measures the spread of the data.
A)True
B)False
Q4) The ________ is a good measure of location when the variable is inherently categorical or has otherwise been grouped into categories.
A)mean
B)median
C)maxima
D)mode
E)categorical listing
Page 13
Q5) Discuss the relationship between cross-tabulation and frequency distribution.
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Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, Correlation, and Regression
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Sample Questions
Q1) According to the text, hypotheses related to differences in population means if the population variance is unknown can be tested using the ________.
A)F distribution
B)p distribution
C)t distribution
D)z distribution
E)chi-square distribution
Q2) ________ tests provide inferences for making statements about the means of parent populations.
A)Non-parametric tests
B)Parametric tests
C)Parallel tests
D)Regression tests
E)Parent population tests
Q3) According to the text, samples drawn randomly from different populations are termed independent samples.
A)True
B)False
Q4) In a short essay, discuss multiple regression and the multiple regression model.
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Chapter 13: Report Preparation and Presentation
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Sample Questions
Q1) Instead of ruling the table horizontally or vertically, it is suggested that leaders be used to set off data items.
A)True
B)False
Q2) The use of social media community members' stories as illustrations of statistical findings in reports or executive presentations can be misleading and should not be undertaken.
A)True
B)False
Q3) According to the text, a ________ is not useful for displaying relationships over time or relationships among several variables.
A)line chart
B)pie chart
C)bar chart
D)histogram
E)streamline
Q4) In a short essay, discuss the advantages to publishing marketing research reports on the Web.Give an example of how one company has benefited from such use of new media.
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