Marketing Management Exam Bank
Course Introduction
Marketing Management explores the core principles, strategies, and practices essential for effective marketing in todays dynamic business environment. The course covers topics such as market analysis, segmentation, targeting, positioning, product development, pricing strategies, distribution channels, and promotional tactics. Emphasis is placed on understanding consumer behavior, developing marketing plans, and utilizing digital tools to create value for both customers and organizations. Through case studies, real-world examples, and interactive projects, students gain practical skills to design, implement, and evaluate marketing strategies that drive organizational success.
Recommended Textbook
Basic Marketing Research 9th Edition by Tom
J. Brown
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Page 2
Chapter 1: The Role of Marketing Research
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Sample Questions
Q1) Control-oriented marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix.
A)True
B)False
Answer: False
Q2) Which of the following contributed most to the growth of marketing research?
A)Firms were producing too many unpopular products that no one wanted to buy.
B)Firms were experiencing stiff competition from foreign manufacturers.
C)Firms had to gauge market needs because they could no longer sell all they could produce.
D)Advertising agencies learned they could earn more client fees by doing marketing research.
E)Increased government regulation made marketing research a necessity. Answer: C
Q3) Successful marketing researchers tend to be proactive rather than reactive. A)True
B)False
Answer: True
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3
Chapter 2: The Research Process and Ethical Concerns
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Sample Questions
Q1) During data analysis,the process of scanning Data Capture forms to ensure they are complete and consistent and that the instructions were followed is called A)analyzing.
B)coding.
C)checking.
D)verifying.
E)editing.
Answer: E
Q2) Death Wish" research can be characterized as A)research using techniques that offer little in the way of value. B)quick,low cost research that corroborates what the marketer already thought. C)research that results in a decision to kill a product idea.
D)All of these are correct.
E)both research using techniques and quick low,cost research.
Answer: E
Q3) Sugging is a blatantly unethical use of marketing research. A)True
B)False
Answer: True
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Page 4
Chapter 3: Problem Formulation
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Sample Questions
Q1) Step five of the problem definition process is to select research problem(s)to be addressed.Which of the following statements about this step is TRUE?
A)Marketing researchers should allow managers to vote on which research problems to address.
B)Marketing researchers should address every research problem that has been identified.
C)Marketing researchers should address the research problems for which they are reasonably sure they can get favorable results.
D)Researchers should attempt to address the identified research problems regardless of the cost of obtaining information.
E)Researchers must carefully review each identified research problem in terms of trade-off between the information to be obtained versus the costs of obtaining that information.
Answer: E
Q2) If possible,researchers should attempt to conduct strategy-oriented research.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Exploratory Research
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Sample Questions
Q1) In general,exploratory research is appropriate for any problem about which much is known.
A)True
B)False
Q2) Exploratory research for Capitol Brewing seems to indicate that sales for dark lager are down for all breweries.This is an example of which kind of problem?
A)A firm problem
B)A consumer problem
C)A perception problem
D)An industry problem
E)An ethical problem
Q3) The goal of exploratory research is to discover facts and figures.
A)True
B)False
Q4) Researchers can't afford to devote the bulk of the research budget to exploratory research.
A)True
B)False
Q5) Compare and contrast focus and nominal groups
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Chapter 5: Decision Support Systems: Introduction
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Q1) The data system for a Decisions Support System (DSS)would hold data from
A)a standard source in a standard form.
B)a standard source in a variety of forms.
C)a variety of sources in a standard form.
D)a variety of sources in a variety of forms.
E)None of these are correct.
Q2) Looking for evidence that the research was done properly is a way to gauge the accuracy of secondary data.
A)True
B)False
Q3) One of the easiest tasks when designing and implementing a Marketing Information System (MIS)is to identify in advance the data that managers will need so you can get it into the system.
A)True
B)False
Q4) One of the most important uses of a Decision Support System in marketing is customer relationship management.
A)True
B)False
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Chapter 6: Decision Support Systems: Working With Big Data
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Q1) One of the key challenges of Big Data integration is the ability to merge unstructured and structured data.
A)True
B)False
Q2) The most challenging of the four dimensions of Big Data is considered to be
A)volume
B)veracity
C)velocity
D)variety
E)All dimensions are equally challenging.
Q3) The velocity dimension of Big Data refers to
A)the amount of data being collected.
B)the pace of data flow,both in and out of a firm.
C)the consistency of the data collection process.
D)the diversity of types or forms of data.
E)the speed at which data is transmitted through the company network.
Q4) It is generally accepted that Big Data is four-dimensional.
A)True
B)False
8
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Chapter 7: Using External Secondary Data
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Q1) The main disadvantage of data furnished by standardized marketing information services over user-collected primary data is standardized data
A)may not always fit the specific needs of the user.
B)is generally more costly than primary data.
C)is generally less accurate than primary data.
D)is hard to locate.
E)is only available in "hard copy" formats.
Q2) Comsopolitans","Boomtown Singles",and "Shotguns and Pickups" are examples of the 66 segments used in which of the following systems?
A)Dun & Bradstreet global commercial database
B)Standard Industrial Classification system
C)Nielsen's PRIZM system
D)NAICS
E)Arbiton rating system
Q3) The main concern of the Starch Readership Service is to provide information on the demographic characteristics of a particular publications readership.
A)True
B)False
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9
Chapter 8: Conducting Causal Research
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Sample Questions
Q1) Which of the following is NOT one of the conditions that must be met to establish causality?
A)There must be consistent variation between the cause and the effect.
B)The time order of the cause and the effect must be correct.
C)There must be multiple causes for each effect.
D)Other explanations must be eliminated.
E)All of these are correct.
Q2) Typically,____ experiments have greater internal validity,and ____ experiments have greater external validity.
A)lab;field
B)field;lab
C)field;field
D)lab;lab
E)The internal and external validities are usually the same for both types of experiments.
Q3) External validity refers to our ability to attribute the effect that was observed to the experimental variable and not to the other factors.
A)True
B)False
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10
Chapter 9: Collecting Descriptive Primary Data
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Sample Questions
Q1) Attitudes and opinions are best determined by observation.
A)True
B)False
Q2) Which of the following statements about descriptive research is NOT true?
A)Descriptive research can be used to accomplish a wide variety of research objectives.
B)Descriptive data become more useful for solving problems only when the process is guided by one or more specific research problems.
C)Descriptive studies can be considered flexible.
D)A descriptive study design is very different from an exploratory study design.
E)Descriptive studies require a clear specification of the who,what,where,why,and how of the research.
Q3) Which of the following is NOT a demographic or socioeconomic characteristic?
A)A feeling towards a brand
B)Marital status
C)Social class
D)Gender
E)Income
Q4) Discuss the two basic means of obtaining primary data.
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Chapter 10: Collecting Data by Observation
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Q1) The decision to use observation methods of data collection requires that the researcher specify
A)who is to be observed.
B)what aspects of the behavior should be reported.
C)when the observation is to be made.
D)where the observation is to be made.
E)All of these are correct.
Q2) Primary data can be collected in several ways.Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded?
A)Focus groups
B)Surveys
C)Disguised observation and surveys
D)Natural setting
E)Disguised observation and natural setting
Q3) Direct observation studies the outcome of the behavior observed rather than the behavior itself.
A)True
B)False
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Page 12
Chapter 11: Collecting Data by Communication
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Q1) Which of the following is an accurate statement with regard to personal interviews?
A)In general they tend to be the least expensive per completed contact.
B)As the number of interviewers increases,so do problems of interviewer-related variations in responses.
C)It takes as long to get replies from a small sample as from a large sample.
D)Interviewer-induced bias is minimal.
E)They are less costly than telephone interviews.
Q2) The responses,as well as the questions,are standardized in a(n)
A)unstructured-disguised questionnaire.
B)unstructured-undisguised questionnaire.
C)structured-undisguised questionnaire.
D)depth interview.
E)focus group.
Q3) Which of the following data collection methods is most versatile?
A)Personal interviews
B)E-mail surveys
C)Fax surveys
D)Mail surveys
E)Phone interviews
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Page 13
Chapter 12: Asking Good Questions
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Q1) What type of scale is the following? "Cars manufactured by South Korean companies are of (place on "X" on the point of this spectrum that represents your view)Poor Quality/High Quality"
A)Stapel scale
B)Likert scale
C)Temperature scale
D)Graphic-rating scale
E)Itemized rating scale
Q2) Ratio scales can be used to do everything that interval,ordinal,and nominal scales can do.
A)True
B)False
Q3) A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.
A)True
B)False
Q4) The most common approach to measuring attitudes is to obtain self-reports from respondents.
A)True
B)False
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Chapter 13: Designing the Data Collection Form for Communication Data
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Q1) The question,"Are you in favor of the free-choice policy for determining which school your child attends?" is an example of a(n)
A)explicit alternative.
B)double-barreled question.
C)implicit assumption.
D)leading question.
E)classification question.
Q2) "Order bias" refers to the
A)potential for responses to be affected by the sequence in which the response alternatives are presented.
B)tendency of individuals to order their thoughts in a chronological manner.
C)desire of individuals to live in an "ordered world".
D)tendency of respondents to follow literally the instructions given by an interviewer.
E)tendency of respondents to complete questions in the order they are presented by an interviewer.
Q3) Discuss at least five (5)rules researchers should keep in mind in trying to develop bias-free questions.
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Page 15
Chapter 14: Developing the Sampling Plan
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Q1) The distinguishing features of a simple random sample are that
A)each population element has a known chance of being selected.
B)each population element has an equal chance of being selected.
C)every combination of n population elements is a sample possibility.
D)None of these are correct.
E)All of these are correct.
Q2) Area sampling is a form of
A)cluster sampling.
B)stratified sampling.
C)quota sampling.
D)convenience sampling.
E)simple random sampling.
Q3) A sampling frame
A)is a list of population elements from which the sample will be drawn.
B)is the list of population elements actually included in the sample.
C)usually provides biased statistics.
D)is a form of probability sampling.
E)is a form of nonprobability sampling.
Q4) Compare and contrast probability and nonprobability sampling.
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Chapter 15: Data Collection: Types of Error and Response
Rate Calculation
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Q1) Which of the following statement is TRUE about nonsampling errors?
A)They are as identifiable as sampling errors.
B)They decrease with sample size.
C)They may increase with sample size.
D)They are easy to estimate.
E)They have minimal impact on overall survey error.
Q2) Research evidence supports the contention that
A)the gender of respondents and interviewers does NOT influence the answers in a survey.
B)black interviewers are likely to obtain more information on consumption expenditures in a pre-dominantly white neighborhood.
C)it is better to have an old interviewer interview a young respondent and vice versa so as to keep the interview from wandering off the intended topic into areas of mutual interest.
D)the further the social distance between the interviewer and the respondent the greater the bias.
E)the background factors of the interviewer and interviewee do NOT generally influence the information obtained.
Q3) Discuss at least five (5)ways in which response rates might be improved.
Page 17
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Chapter 16: Data Preparation for Analysis
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Q1) Which of the following statements about the editing process are TRUE?
A)When it's obvious a respondent hasn't taken the study seriously,his or her answers should be dropped.
B)All completed questionnaires should be kept.
C)All incomplete questionnaires should be dropped.
D)You can't change incorrect answers because you have no way of knowing the respondent's original intent.
E)All partially complete questionnaires should be kept.
Q2) The BEST way to handle missing items when analyzing the data is to
A)leave the item blank and report the number blank as a separate category.
B)eliminate the case with the missing item in analyses using the variable.
C)substitute values for the missing item.
D)eliminate the case from all further analyses.
E)There is no single best way for handling missing items.
Q3) While not a formal rule,if half or more of the responses are missing on a survey,it is recommended to drop that case entirely.
A)True
B)False
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18
Chapter 17: Analysis and Interpretation: Individual Variables
Independently
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Q1) Univariate analysis refers to analyzing
A)the relationship between variables.
B)a variable in isolation.
C)the unit variation for a variable.
D)All of these are correct.
E)None of these are correct.
Q2) Which of the following would be an appropriate interpretation of a p-value?
A)A p-value of p < 0.0001 is 'highly significant' and therefore much more valid than a p value of 0.05.
B)When a null hypothesis is rejected at some predetermined p level,sampling error is an unlikely explanation of the results,given that the null hypothesis is true.
C)When a p-value shows significance,managerial and practical significance can be assumed.
D)The probability that the research hypothesis is true is equal to 1 minus the p-value.
E)A p-value represents the probability that the results occurred because of sampling error.
Q3) Discuss the most commonly used descriptive statistics.
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Page 19
Chapter 18: Analysis and Interpretation: Multiple Variables
Simultaneously
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Q1) Regression is a robust analytical tool that can also be used when one or more dependent variables are categorical as opposed to continuous variables.
A)True
B)False
Q2) The manager of the New England Patriots conducted a large survey.He wanted to know if there was an association between fans being "season ticket holders" vs."non-season ticket holders" and whether they "bought" vs."didn't buy" team merchandise at the game.Because his survey included these measurements,he used SPSS to run a Pearson correlation coefficient that turned out to be 0.88 with a Sig.value of .001.This meant there is a significant relationship.
A)True
B)False
Q3) A popular approach to measuring the strength of the relationship between two categorical variables is
A)cross tabulation.
B)Pearson chi-square test of independence.
C)Cramer's V.
D)regression analysis.
E)Kendall's coefficient of concordance.
Page 20
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Chapter 19: The Oral Research Presentation
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Q1) An analyst wishes to emphasize the magnitude (in dollars)of sales generated by each of three brands for the year ending December 31,2012 as well as the relative sales of each brand.Which of the following is the most appropriate chart for this purpose?
A)Stacked line chart
B)Aggregate pie chart
C)Histogram
D)One-scale bar chart
E)Line chart
Q2) Which of the following statements is FALSE about the use of charts in a research presentation?
A)Bar charts can only be single scale charts.
B)Pie charts and one-scale bar charts are used for similar purposes.
C)When the relationship being captured is the change in a variable through time,the vertical form of the bar chart is preferred with the x-axis as the time axis.
D)A pictogram is essentially a bar chart.
E)A stratum chart is equivalent to a divided bar chart.
Q3) Discuss the major considerations for preparing a successful oral report.
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Chapter 20: The Written Research Report
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Q1) The fundamental criterion by which research reports are evaluated is communication with the reader.
A)True
B)False
Q2) The appendix usually contains the most technically oriented material in the report.
A)True
B)False
Q3) Which of the following is NOT an aid in the crafting of a research report that meets the writing criterion of clarity?
A)Using short sentences
B)Using a logically ordered outline
C)Rewriting the first draft
D)Re-stating an important point in different words
E)Using short paragraphs
Q4) The most important part of a written research report is the appendix.
A)True
B)False
Q5) Distinguish between a conclusion and a recommendation.
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