Introduction to Marketing Test Bank
Course Introduction
Introduction to Marketing provides students with a comprehensive overview of the fundamental concepts, principles, and strategies integral to the marketing discipline. The course explores topics such as consumer behavior, market segmentation, targeting and positioning, product development, pricing strategies, promotional tactics, and distribution channels. Through real-world examples and case studies, students learn how organizations identify and meet customer needs, create value, and build strong customer relationships in a dynamic, competitive environment. This foundational course equips students with the essential knowledge required to analyze markets, develop effective marketing plans, and understand the role of marketing within both domestic and global contexts.
Recommended Textbook
Marketing Research 6th Edition by Alvin C. Burns
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Page 2
Chapter 1: Introduction to Marketing Research
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Sample Questions
Q1) Which of the following is NOT one of the subsystems of the marketing information system?
A) internal reports
B) marketing intelligence
C) marketing decision support
D) consumer information support system
E) marketing research system
Answer: D
Q2) The marketing intelligence system gathers information generated by internal reports, which includes order billing, receivables, inventory levels, stockouts, and so on.
A)True
B)False
Answer: False
Q3) The definition of marketing research provided by the American Marketing Association stresses the 11-step process of marketing research.
A)True
B)False
Answer: False
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Chapter 2: The Marketing Research Process
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Sample Questions
Q1) The statistical analysis software you are using in this course is called:
A) XL Data Analyst
B) SPSS
C) STATS
D) MICROSTIX
E) There is no statistical software associated with marketing research.
Answer: B
Q2) Company policy dictates whether or not marketing research will be used, as well as the types and frequencies of studies, if used.
A)True
B)False
Answer: True
Q3) Which of the following is true regarding causal research?
A) Causal research is the questions of who, what, where, when, and how.
B) Causal research isolates causes and effects.
C) Causal research is informal and unstructured.
D) Causal research describes marketing phenomena.
E) Causal research is the seventh step in the marketing research process.
Answer: B
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Page 4
Chapter 3: The Marketing Research Industry
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Sample Questions
Q1) Some firms specialize in telephone surveying and have large numbers of telephone interviewers working in central locations. These firms are classified as limited-service field services firms that are sometimes referred to as "phone banks."
A)True
B)False
Answer: True
Q2) Today, if you were to ask a group of marketing researchers what their biggest concern is, they would say:
A) lack of government regulation of the finance industry
B) industry standards being too high to achieve
C) lack of control of interest rates
D) globalization
E) the economy
Answer: E
Q3) PRC certification awards certification at two levels: expert & practitioner.
A)True
B)False
Answer: True
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Chapter 4: Defining the Problem and Determining Research Objectives
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Sample Questions
Q1) In your text, McDonald's was used as an example of a company that improperly defined the research problem when the problem was defined as:
A) how to provide a better tasting burger for the present market
B) how to provide a better tasking burger for noncustomers
C) how to improve data collection methods for research
D) how to improve the taste of food products while also being sensitive to environmental issues such as Styrofoam wastes
E) how to beat Burger King's Deluxe burger
Q2) What are the three functions served by the marketing research proposal?
A) defines the problem, specifies the role of the manager, and asks for budget
B) specifies the problem, the method used to solve the problem, and provides the limitations of the proposed method
C) defines the problem, specifies research objectives, and details the method proposed to accomplish the research objectives
D) defines the research objectives, the budget, and the required personnel
E) defines the hypotheses, advance decisions, and the action standards
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6
Chapter 5: Research Design
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Sample Questions
Q1) In experimental designs an R stands for:
A) restricted use of complex variables
B) random assignment of research subjects (e.g., stores) to groups (experimental and control)
C) random assignment of treatments to either the independent or the dependent variables
D) realism; which is appropriate only for studies with external validity
E) There is no R in experimental design terminology.
Q2) What type of panel asks the panel members the same questions on each panel measurement?
A) inquisitional panel
B) discontinuous panel
C) repeatability panel
D) continuous panel
E) exploratory panel
Q3) Discontinuous panels provide data that may be used for brand-switching studies.
A)True
B)False
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7
Chapter 6: Using Secondary Data and Online Information
Databases
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Sample Questions
Q1) An example of a disadvantage of secondary data not being reported in measurement units that match the researchers needs would be: income being reported before tax, household income instead of per capita, and after-tax income.
A)True
B)False
Q2) Which of the following best illustrates the concept of "limiting" in searching databases for secondary information?
A) asking for a standard subject heading
B) asking for all cases where U.S. is adjacent to PRESIDENT
C) asking for all records that have dates from 2005 to the present
D) asking for all cases that have any ending to the root word STOCK
E) asking for a search in the author field
Q3) Which of the following was given in your text as an example of "published source of secondary information"?
A) the pioneer experiments
B) Quirk's Marketing Research Review
C) Nielsen's Secondary Panel Pamphlets
D) Primary and Secondary Sources Review
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Chapter 7: Standardized Information Sources
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Sample Questions
Q1) One of the problems with today's complex information technology is ________. Marketing research firms are attempting to deal with this problem by offering products and services labeled "decision support systems," "data mining systems," or "expert systems" like IRI's Builder Suite services or Nielsen's Category Business Planner.
A) data costs more than the value they bring to the decision maker
B) information "decay"; the data have lost their value by the time they are processed
C) information overload
D) "garbage-in; garbage-out"
E) the "needle in the haystack" problem; the answer is there but almost never found
Q2) Which of the following services provides measuring the extent to which magazine ads are seen and read?
A) MAGAD Readership Service
B) Arbitron Magazine Readership Service
C) Curtis Publishing Ratings Index
D) MAGSRUS.com
E) MRI's Starch Readership Service
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Chapter 8: Observation, Focus Groups, and Other
Qualitative
Methods
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Sample Questions
Q1) Which situations are particularly relevant for the use of protocol analysis?
A) purchases involving a long time frame and several decision factors
B) purchases involving a short time frame and only one or two decision factors
C) purchases involving a long time frame and only one or two decision factors
D) purchases involving a short time frame and several decision factors
E) routine purchases, such as purchasing chewing gum
Q2) Pluralistic research is losing favor in the marketplace of marketing research because of its extensive and exclusive use of "soft" research methods.
A)True
B)False
Q3) Which of the following qualitative techniques is characterized as a set of probing questions posed one-on-one to a subject by an interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves in a certain way?
A) probing question survey
B) protocol analysis
C) role-playing activity
D) depth interview
E) school teacher-probing
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Chapter 9: Survey Data-Collection Methods
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Sample Questions
Q1) Adaptability refers to the ability to respond to respondent differences. Which method is best suited for adaptability?
A) computer-administered surveys
B) self-administered surveys
C) drop-off surveys
D) person-administered surveys
E) CATI
Q2) Which of the following is NOT part of the definition of surveys?
A) interviews
B) large number
C) predesigned questionnaires
D) respondents
E) telephone
Q3) Telephone surveys have the potential to provide a high-quality sample.
A)True
B)False
Q4) Self-administered surveys eliminate interviewer-evaluation apprehension.
A)True
B)False
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Chapter 10: Measurement in Marketing Research
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Sample Questions
Q1) Which single characteristic is unique to nominal level of measurement?
A) description
B) order
C) distance
D) origin
E) numbers
Q2) Categorical scales represent scales that are either nominal or ordinal.
A)True
B)False
Q3) The terms greater than or less than refer to the scale characteristic known as order.
A)True
B)False
Q4) Which characteristic is associated only with ratio scales?
A) description
B) order
C) distance
D) origin
E) ratiocination
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Page 12
Chapter 11: Designing the Questionnaire
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Sample Questions
Q1) The only time coding is not fairly straightforward is when:
A) there are many questions on the questionnaire
B) any time scaled-response questions are used
C) there are questions for which there may be multiple responses
D) closed-ended questions are used
E) both open-ended and closed-ended questions are used
Q2) Complicated and difficult- to-answer questions should be asked at the very beginning of the questionnaire before the respondent becomes fatigued.
A)True
B)False
Q3) Screening questions are used to screen out questions that are deemed to be too difficult or ambiguous for respondents.
A)True
B)False
Q4) One leading question can get the same information as a series of organized, interlocking, nonleading questions.
A)True
B)False
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Chapter 12: Determining How to Select the Sample
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Sample Questions
Q1) A sample frame is a master list of all the sample units in the population.
A)True
B)False
Q2) Sampling error is caused by two factors; one of them is:
A) the size of the population
B) the method of the sample unit definition
C) the method of sample selection
D) the method of population selection
E) the education of the researcher
Q3) When Web site visitors are selected at random and asked to participate in a survey, this is an example of:
A) random online intercept sampling using simple random sampling
B) nonrandom intercept sampling
C) online panel sampling
D) random online intercept sampling using systematic sampling
E) simple random sample
Q4) One of the greatest pluses of online panels is high response rate.
A)True
B)False
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Chapter 13: Determining the Size of a Sample
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Sample Questions
Q1) If you were to graph sample accuracy and sample size, which of the following generalizations would be most accurate?
A) Accuracy is very low, even with small sample sizes of 50 or below.
B) Accuracy constantly increases as sample size increases; a sample of 2,000 is four times more accurate than a sample of 500.
C) With increases in sample size, sample accuracy decreases.
D) We cannot graph sample size and accuracy because we must also include the level of confidence and the variability within the sample data.
E) Accuracy increases rapidly when sample size increases up to about 500 and then levels off.
Q2) Which of the following is true regarding probability samples?
A) They are as perfect as a census and contain no errors caused by competitors.
B) They will always contain some inaccuracy (sample error).
C) They contain serious mistakes, but can be adjusted by statistical weighting procedures.
D) They are particularly susceptible to nonsampling errors.
E) When they approach large values, say 1,000, they are equivalent to a census.
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Chapter 14: Data Collection in the Field, Nonresponse Error, and Questionnaire Screening
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Sample Questions
Q1) Nonsampling error is defined as all errors in a survey except those attributable to the sample plan and the sample size.
A)True
B)False
Q2) "Prompters" may be used to:
A) interviewer error
B) facilitate proper training
C) control for attention loss or fatigue
D) direct interviewers where to find respondents
E) eliminate misunderstandings
Q3) Which of the following is NOT an unintentional respondent error?
A) misunderstanding
B) guess
C) attention loss
D) nonresponse
E) distractions
Q4) Response rate is calculated as the number of units in the sample divided by the number of completed interviews.
A)True
B)False
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Chapter 15: Basic Data Analysis: Descriptive Statistics
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Sample Questions
Q1) Measures of variability are concerned with depicting the "typical" difference between values in a set.
A)True
B)False
Q2) Plus or minus 1 standard deviation accounts for 68 percent of the area under the normal curve.
A)True
B)False
Q3) Which of the following is the term statisticians use to describe the degree to which data vary?
A) variance
B) variations
C) differentiation
D) data changes
E) delta
Q4) If we take the square root of the summated, squared differences between each observation and the mean divided by the number of observations less one, we have a frequency distribution.
A)True
B)False
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Chapter 16: Generalizing a Sample's Findings to its
Population and Testing Hypotheses About Percents and Means
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Sample Questions
Q1) Parameter estimation is used to compare the sample statistic with what is believed to be the population value prior to undertaking the study.
A)True
B)False
Q2) The standard error will increase if the variation (standard deviation)is increased.
A)True
B)False
Q3) Which of the following refers to a set of procedures in which the sample size and sample statistics are used to make estimates of population parameters?
A) sample logic
B) inference
C) statistical inference
D) estimate inferences
E) population logic
Q4) SPSS will not calculate the confidence interval for a percentage.
A)True
B)False
Page 18
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Chapter 17: Testing for Differences Between Two Groups or
Among More Than
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Sample Questions
Q1) Iams marketing over 20 different types of dog food, Toyota marketing over 20 different types of cars, and Boeing having five different types of commercial jets and a separate business jets division are all examples of:
A) differing markets strategy
B) marketing variation
C) market segmentation
D) market separation
E) contrasting markets
Q2) In your text, you learn to test for significant differences between:
A) two percentages or two means
B) two percentages or three percentages
C) two means or three percentages
D) three or more percentages
E) differences between a percentage and a mean
Q3) Although there are separate differences tests for means versus percentages, all these test for differences between two or more values. As long as you have at least two percentages or two means, any one test will be appropriate.
A)True
B)False
19
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Chapter 18: Determining and Interpreting Associations
Among Variables
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Sample Questions
Q1) Regardless of the size of the correlation value, if it is not significant, it is meaningless.
A)True
B)False
Q2) A cross-tabulation table is sometimes referred to as a:
A) tabular table
B) nonmonotonic display table
C) r x c table
D) t x n table
E) c x x table
Q3) When the descriptors on a scale measure levels or amounts, that is, the level of sales dollars, the scale is categorical (nominal or ordinal).
A)True
B)False
Q4) If you have a significant and very strong correlation, greater than .90, you may assume there is a causal relationship between the two variables.
A)True
B)False
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Chapter 19: Regression Analysis in Marketing Research
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Q1) In the following straight line formula, y = a + bx, the variable being predicted is the beta weight, b.
A)True
B)False
Q2) What criterion is used to establish the best "fit" of a straight line through the points on a scatter diagram?
A) the plum line criterion
B) the least squares criterion
C) the bearing line criterion
D) the b slope criterion
E) the right angle criterion
Q3) What are two ways of making a prediction?
A) guessing and using statistics
B) extrapolation and guessing
C) building a predictive model and guessing
D) extrapolation and building a predictive model
E) guessing and hypothesizing
Q4) The "goodness" of a prediction means its reliability. A)True
B)False
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Chapter 20: The Marketing Research Report: Preparation and
Presentation
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Sample Questions
Q1) Which of the following is NOT a figure?
A) graph
B) chart
C) map
D) picture
E) table
Q2) Because visuals are produced from computer programs, there is no likelihood that they may be used in an unethical fashion.
A)True
B)False
Q3) Appendixes are necessary and would normally be placed in the front matter of the report.
A)True
B)False
Q4) In a table it would be wise to report survey data as accurately as possible; using three to four decimal places is desirable.
A)True
B)False
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