Introduction to Marketing Textbook
Exam Questions
Course Introduction
Introduction to Marketing provides a comprehensive overview of the fundamental principles and practices of modern marketing. Covering core concepts such as market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, and promotion), this course equips students with the knowledge and tools necessary to understand how organizations create value for customers and build lasting relationships. Through case studies, real-world examples, and interactive assignments, students learn how to develop effective marketing strategies and apply critical thinking to solve marketing challenges in todays dynamic business environment.
Recommended Textbook
Essentials of Marketing Research 1st Edition by
Naresh K. Malhotra
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Chapter 1: Introduction to Marketing Research
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Q1) Segmentation is an example of a topic typically addressed by problem-solving research.
A)True
B)False
Answer: True
Q2) Researchers enter the realm of the decision maker when they ________.
A)make an appointment no less than 2 weeks in advance
B)state the facts
C)send an invoice for professional services they have rendered
D)explain the research design
E)give justification for a recommended course of action over others
Answer: E
Q3) Which of the following is NOT considered an uncontrollable environmental factor?
A)competition
B)social and cultural factors
C)political factors
D)promotion
E)economy
Answer: D
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Q1) ________ is a body of knowledge that tries to understand and predict consumers' reactions based on an individual's specific characteristics.
A)Economic behavior
B)Organizational behavior
C)Buyer behavior
D)Ethical behavior
E)Census data
Answer: C
Q2) Which of the following is NOT an issue that would be addressed in a management decision problem?
A)Should the advertising campaign be changed?
B)Should the price of the product be changed?
C)Determine the impact on sales and profits of various levels of price changes.
D)What can a company do to expand its share of its product category?
E)B and C
Answer: C
Q3) Secondary data are data of secondary importance.
A)True
B)False
Answer: False
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Chapter 3: Research Design, Secondary and Syndicated
Data
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Sample Questions
Q1) Compare and contrast the exploratory, descriptive, and causal research designs.
Answer: The objective of exploratory design is to discover ideas and insights; of descriptive design is to describe market characteristics; of causal design to determine cause and effect of functions.
The characteristics of exploratory design include flexibility, versatility, and that it is often used as the front end of total research design.The characteristics of descriptive design include its preplanned and structured design and that it is marked by the prior formulation of specific hypotheses.The characteristics of causal design include the fact that mediating variables must be controlled for and that one or more independent variables are manipulated.
Methods using exploratory design include expert surveys, pilot surveys, secondary data (which is analyzed qualitatively), and qualitative research.Methods using descriptive design include secondary data (which is analyzed quantitatively), surveys, panels, and observational and other data.Methods using causal design include experiments.
Q2) A cause-and-effect study is a major type of descriptive study.
A)True
B)False
Answer: False
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Chapter 4: Qualitative Research
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Q1) Whenever a new marketing research problem is addressed, ________ research must be preceded by appropriate ________ research.
A)qualitative; quantitative
B)quantitative; qualitative
C)observational; qualitative
D)descriptive; observational
E)total; partial
Q2) There are fewer people in an online group than in a face-to-face group.
A)True
B)False
Q3) Whenever a new marketing research problem is addressed, qualitative research must be preceded by appropriate quantitative research.
A)True
B)False
Q4) In cultural settings, such as the Far East where persons are hesitant to discuss their feelings in group situations, depth interviews should be used.
A)True
B)False
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Chapter 5: Survey and Observation
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Q1) Which of the following is NOT recognized as an advantage of using mail interviews to collect research data?
A)no interviewer bias
B)good control of environment
C)low social desirability
D)low/moderate cost
E)no field force problems
Q2) Which of the following is NOT a relative disadvantage of using personal observation methods?
A)high observation bias
B)high analysis bias
C)unsuitable in natural settings
D)All of the selections are relative disadvantages of using personal observation methods.
E)A and B only
Q3) In a short essay, list and discuss the three categories of personal interviewing methods.
Q4) In a short essay, list and discuss the three primary methods researchers use in an attempt to improve response rates.
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Chapter 6: Experimentation and Causal Research
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Q1) The control group is not exposed to the independent variable manipulation, but provides a point of comparison when examining the effects of these manipulations on the dependent variable.
A)True
B)False
Q2) Randomization is the preferred method for controlling extraneous variables.
A)True
B)False
Q3) A ________ involves measurement of behavior, attitudes, or perceptions in the environment in which they occur.
A)statistical environment
B)laboratory environment
C)field environment
D)virtual environment
E)perceptual environment
Q4) Variables, other than the independent variables, that influence the response of the test units are called extraneous variables.
A)True
B)False
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Chapter 7: Measurement and Scaling
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Q1) A noncomparative scale is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another.
A)True
B)False
Q2) Which of the following is NOT a classification of itemized rating scales?
A)Likert scales
B)semantic differential scales
C)Stapel scales
D)perceptual scales
E)All of the above are classifications of itemized rating scales.
Q3) Which of the following primary scales of measurement is recognized as the most basic or limited?
A)ordinal scales
B)nominal scales
C)ratio scales
D)interval scales
E)random scale
Q4) In a short essay, discuss the difference between comparative and noncomparative scales.Include an example of each scaling technique to support your answer.
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Chapter 8: Questionnaire and Form Design
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Sample Questions
Q1) Which of the words below, when used in a question, tend to be confusing to respondents?
A)usually
B)normally
C)frequently
D)sometimes
E)All may be confusing to respondents.
Q2) In a short essay, discuss ethical issues of questionnaire design related to a)the researcher/respondent relationship, and b)the researcher/client relationship.
Q3) Open-ended questions that respondents answer in their own words are called
A)structured questions
B)unstructured questions
C)double-barreled questions
D)filtered questions
E)own-voice questions
Q4) In a short essay, list and discuss the three types of information that are obtained from a questionnaire.
Q5) 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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Q1) According to the text, all of the following are challenges faced in implementing a sampling design in international research EXCEPT ________.
A)individuals responsible for making or influencing decision may vary
B)in developing an appropriate sampling frame one cannot rely on high-quality secondary data as one can in developed countries
C)equivalence of samples can elude the researcher
D)probability sampling techniques are uncommon overseas
E)non-governmental organizations are needed for implementing the sampling design in some countries of the world
Q2) In a short essay, discuss the considerations that should be made when choosing between nonprobability sampling versus probability sampling for a market research study.
Q3) In a short essay, list and discuss the five steps in the sampling design process.
Q4) Cluster sampling is a commonly used nonprobability sampling technique.
A)True
B)False
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Chapter 10: Data Collection and Preparation
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Q1) Optical scanning involves direct machine reading of the codes and simultaneous transcription.
A)True
B)False
Q2) A limited number of operational staff or field workers, as few as two or three, may be assigned to a social media project.
A)True
B)False
Q3) A researcher should decide what characteristics the field workers should have when selecting field workers.
A)True
B)False
Q4) According to the text, category codes should be ________ and ________.
A)dependent; collectively exhaustive
B)collectively exhaustive; mutually exclusive
C)mutually inclusive; dependent
D)dependent; mutually exclusive
E)precoded; post-coded
Q5) List and discuss the major areas of the fieldwork/data collection process
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Chapter 11: Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross-Tabulation
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Q1) The ________ is always the hypothesis that is tested, but can never be accepted based on a single test.
A)alternative hypothesis
B)random hypothesis
C)null hypothesis
D)standardized hypothesis
E)incidence of difference
Q2) A(n)________ is a statement of the status quo, one of no difference or no effect.
A)null hypothesis
B)alternative hypothesis
C)random hypothesis
D)standardized hypothesis
E)starting hypothesis
Q3) According to the text, the ________ measures the spread of the data.
A)mode
B)median
C)mean
D)range
E)body
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Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, Correlation, and Regression
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Q1) The most popular parametric test is the ________ conducted for examining hypotheses about means.
A)F-test
B)p-test
C)t-test
D)z-test
E)parametric test
Q2) A test for differences in the means of paired samples is called the paired samples t-test.
A)True
B)False
Q3) All of the following are types of tests of differences EXCEPT ________.
A)one sample
B)two independent samples
C)paired samples
D)unitary samples
E)All are types of tests of differences.
Q4) The product moment correlation is also referred to as regression correlation.
A)True
B)False
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Chapter 13: Report Preparation and Presentation
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Q1) According to the text, a pie chart is not useful for displaying relationships over time or relationships among several variables.
A)True
B)False
Q2) According to the text, every table should have a ________ and a ________. A)footnote; title
B)summary; footnote C)title; summary D)number; title E)header; footer
Q3) A report prepared for top management should emphasize the operating details. A)True
B)False
Q4) Bar charts can be used to display the steps or components of a process.
A)True B)False
Q5) According to the text, the last step in the report preparation and presentation process is recommendations. A)True
B)False
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