Introduction to Marketing Test Bank
Course Introduction
Introduction to Marketing offers students a comprehensive overview of the fundamental principles and practices that drive the world of marketing today. The course explores key concepts such as the marketing mix (product, price, place, promotion), consumer behavior, market segmentation, and the impact of digital technology on marketing strategies. Through case studies, real-world examples, and interactive assignments, students will learn how to identify target markets, create value propositions, and develop effective marketing plans. Emphasis is placed on both traditional and contemporary approaches, preparing students to understand the role of marketing in business success and decision-making in a dynamic global marketplace.
Recommended Textbook
Modern Marketing Research Concepts Methods and Cases 2nd Edition by Fred M. Feinberg
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12 Chapters
899 Verified Questions
899 Flashcards
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Chapter 1: The Purpose and Process of Marketing Research
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Sample Questions
Q1) The value or benefit of formal marketing research is typically commensurate with A) the cost of conducting the research
B) the amount of time it takes
C) the clarity of the decision to be made
D) the ability of the research to reduce uncertainty in the decision-making process
Answer: D
Q2) An example of a problem would be
A) market share has declined by 3 percent since last year
B) brand awareness has declined by 5 percent
C) the advertising campaigns used over the last year have been less effective
D) all of the above
Answer: C
Q3) What is meant by the term "market"?
Answer: Generically,the market is everyone who could possibly participate in buying,leasing,subscribing,or trading for a specific product or service and everything that could plausibly be involved in these activities.
Another distinct meaning of "market" is more akin to "marketplace," an arena in which similar products or firms that compete with one another.
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3
Chapter 2: Research Design and Data Sources
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Sample Questions
Q1) Technology has changed the way marketing research is now conducted.Discuss specifically the changes spurred by the proliferation of scanner data.
Answer: Changes induced by the proliferation of scanner data include:
1.better data in volume/share tracking,promotion tracking,and consumer purchases
2.proliferation of high-quality,user-friendly analysis packages
3.shortening of reaction time by advertisers since data can be gathered on an on-going basis
4.availability of timely data
5.ability to determine short-term effects of pricing,trade deals,and certain promotions
6.greater emphasis by marketers on consumer attitudes and awareness tracking
7.accurate and effortless tracking of consumer panel members' data
8.shortage of trained professionals who can analyze and interpret scanner data
Q2) Descriptive studies are often used to determine buyer perceptions of product characteristics and audience profiles for media,such as television and magazines.
A)True
B)False
Answer: True
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Chapter 3: Measurement in Marketing Research
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Sample Questions
Q1) One component of total measurement error is random error,which A) causes a constant bias in the measurements
B) involves a consistent error in the measuring instrument C) involves a bias caused by the way sample is selected D) involves influences that bias measurements, but not in a systematic way
Answer: D
Q2) An ordinal scale measures whether an object or event has more or less of a characteristic than some other object or event,but does not measure how much more or less.
A)True
B)False
Answer: True
Q3) The affective component of the hierarchy-of-effects model can be described by which of the following terms?
A) feelings
B) beliefs
C) preference
D) a and b only
E) a and c only
Answer: D
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Chapter 4: Causal Designs and Marketing Experiments
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Sample Questions
Q1) A single group of test units is first exposed to a treatment,and then a measurement is taken on the dependent variables.Which experimental design is this?
A) one-shot case study design
B) one-group pre-test-post-test design
C) static-group comparison design
D) pre-test-post-test control group design
Q2) 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
Q3) All of the following are limitations of experimentation<u> except</u>
A) it is not always possible to control the effects of extraneous variables
B) experiments cannot control for all sources of internal invalidity
C) care must be taken that the experimenter does not say and do anything that might bias responses
D) in field experiments, lack of cooperation can limit experimental activity
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Chapter 5: Data Collection: Exploratory and Conclusive Research
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Sample Questions
Q1) The purpose of a moderator's guide is to
A) provide the participants an outline to follow along with
B) serve as memory aid for the moderator
C) serve as a key component in the analysis of the focus group session
D) all of the above
E) a and b only
Q2) The potential for bias as a result of the interviewing process is reduced if communication techniques are used.
A)True
B)False
Q3) Discuss the advantages of focus group interviews compared to other data collection techniques.
Q4) The sampling frame is the
A) group of respondents used for the research project
B) list of population units from which the sample will be drawn
C) target population represented by the sample
D) framework of consumer segments targeted by the sample
Q5) What does versatility mean in regard to communication methods with respondents.
Q7) Outline the steps in analyzing focus group sessions. Page 7
Q6) What is an experience survey,and when would it be used?
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Chapter 6: Designing Surveys and Data Collection
Instruments
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Sample Questions
Q1) In a telephone survey,recency bias occurs if respondents tend to ignore alternative responses heard after the first few are given.
A)True
B)False
Q2) Open-ended questions are most appropriate for exploratory research purposes.
A)True
B)False
Q3) All of the following are approaches that have been developed to mitigate bias resulting from respondents' unwillingness to respond to questions accurately <u>except</u>
A) labeled response categories
B) recognition questions
C) indirect statements
D) counterbiasing statements
Q4) Discuss the advantages and disadvantages of using multiple-response questions.
Q5) The overriding concern when deciding the sequence of questions is that it retain respondent interest and attention without introducing bias.
A)True
B)False
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Chapter 7: Sampling
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Q1) To check if the central limit theorem holds for a sample proportion (and therefore can be used for calculating confidence intervals),the value calculated from np(1-p)should be
A) less than 1
B) greater than 5
C) less than 25
D) greater than 30
Q2) In _______________ sampling,the researcher selects every kth element in the frame,after a random start somewhere within the first k elements.
A) random
B) systematic
C) area
D) stratified
Q3) All of the following statements are true of the required sample size,<u>except</u> that
A) it varies inversely with the precision desired
B) it varies directly with the estimate of the population standard deviation
C) if varies inversely with the size of the population
D) it varies directly with the desired confidence level
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Chapter 8: Data Analysis and Statistical Methods:
Univariate and Bivariate Analyses
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Sample Questions
Q1) Because hypotheses are always tested with data from a sample,there will always be some sampling error.
A)True
B)False
Q2) Outline the steps involved in hypothesis testing.
Q3) The measures of central tendency include all of the following <u>except</u>
A) mean
B) standard deviation
C) mode
D) median
Q4) The exact percentage of variation shared by two variables is calculated by squaring r,which is called the
A) scale-independent relationship
B) linear correlation coefficient
C) coefficient of determination
D) least sum of squares
Q5) If the relationship between two variables has a linear correlation coefficient (r)= 0.30,what is the coefficient of determination?
Q6) What are a z-test and a t-test,and when should each be used?
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Chapter 9: Multiple Regression: Modeling Multivariate
Relationships
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Q1) _______________ occurs when the error is not normally distributed.
A) Non-normality
B) Heteroscedasticity
C) Autocorrelation
D) Multicollinearity
Q2) Write the regression equation for the regression output above.
Q3) What does the Constant signify in this regression?
A) the probability of Gender=1 when no other variables are changed
B) the average age of males in the sample
C) the average age of females in the sample
D) It does not signify anything useful here.
Q4) Regression,as a general method,is so versatile,through transformations and special cases,that it can never be overused.
A)True
B)False
Q5) Which independent variable is,taken by itself,the best predictor of Gender?
A) Age
B) Height
C) Weight
D) cannot be determined
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Chapter 10: Multivariate Methods of Marketing Research I:
Factor, cluster, and Discriminant Analyses
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Q1) Discriminant analysis and factor analysis are examples of interdependence methods.
A)True
B)False
Q2) When interpreting a factor analysis,factors with eigenvalues slightly greater than 1
A) should be discarded
B) are suspect
C) should be assigned higher loadings
D) should be rotated again
Q3) Cluster analysis clarifies the underlying structure of multivariate data in a way that makes it the best complement to regression analysis.
A)True
B)False
Q4) If the eigenvalue of the first factor on a factor analysis is 5.3,this could be interpreted that this first factor is doing the work of about 5.3 of the original variables.
A)True
B)False
Q5) Discuss the similarities and differences between factor and cluster analyses.
Page 13
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Chapter 11: Multivariate Methods of Marketing Reseach Ii:
Conjoint Analysis and Multidimensional Scaling
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Q1) To best emulate the way people evaluate product options in the actual market,what method should be used to estimate the part worths of those options?
Q2) 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
Q3) MDS starts being more reliable,in terms of unambiguous interpretation of the resulting spatial dimensions,for large numbers of object comparisons.
A)True
B)False
Q4) Until _______________ models were developed,no statistical methods rigorously measured part worths based on choice data.This made choice-based conjunct possible.
A) McFadden
B) discrete choice
C) Heckman
D) continuous choice
Q5) Discuss the basic steps in a conjoint analysis.
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Chapter 12: Advanced Topics, research Frontiers, and
Preparing the Final Report
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Q1) Which kind of movies are selected the least often?
A) Drama and Comedy
B) Family and Thriller.
C) Family and Thriller
D) Classic and Thriller
Q2) From the following list of movies,which one is rated the lowest?
A) Classic
B) Family
C) Horror
D) Thriller
Q3) 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
Q4) The concept of heterogeneity is very important to marketing because people respond differently to the same marketing variable.
A)True
B)False
Q5) For most reports,what is the typical format (of 7 sections)?
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