Marketing Management Exam Bank
Course Introduction
Marketing Management explores the principles, strategies, and practices involved in the dynamic field of marketing within organizations. This course covers key topics such as market analysis, consumer behavior, segmentation, targeting, positioning, and the development of effective marketing mixes (product, price, place, and promotion). Students will examine both traditional and digital marketing channels, analyze case studies, and learn how to make data-driven decisions to address real-world marketing challenges. By the end of the course, students will have developed the skills to design and implement comprehensive marketing strategies that align with organizational objectives and respond to evolving market needs.
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) An advantage that marketing researchers who work for producers possess after working so closely with marketing intelligence is they often know more about ___________ than anyone else in the company.
A)customers
B)the industry
C)competitors
D)All of these are correct.
E)None of these are correct.
Answer: D
Q2) Marketing managers have an urgent need for information-the function traditionally responsible for providing it is
A)marketing communications.
B)accounting.
C)marketing research.
D)manufacturing and development.
E)the Federal Government.
Answer: C
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Page 3
Chapter 2: The Research Process and Ethical Concerns
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Sample Questions
Q1) Which of the following statements about the Problem Definition phase of the Marketing Research Process is TRUE?
A)It results in specifying the Decision Problem.
B)It results in specifying one or more Research Problems.
C)No further steps should be taken until a and b are stated explicitly.
D)The Research Requests Agreement states the problem the research will address.
E)All of these are correct.
Answer: E
Q2) The only type of research that should be avoided is unethical research.
A)True
B)False
Answer: False
Q3) Ethics are the moral principles and values that govern the way an individual or a group conducts its activities.
A)True
B)False
Answer: True
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Chapter 3: Problem Formulation
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Sample Questions
Q1) Step two of the process of defining the problem is to clarify the problem/opportunity,which involves helping
A)managers get precisely to the heart of the problem.
B)managers perform their own diagnosis of the problem.
C)managers prescribe a treatment to the problem.
D)All of these are correct.
E)None of these are correct.
Answer: A
Q2) One of the most important things a researcher can do for a manager is to provide the same perspective of the problem/opportunity.
A)True
B)False
Answer: False
Q3) The main purpose of discovery-oriented marketing research is to
A)decide what to do about a planned change.
B)find out what is happening and why.
C)describe changes in the internal environment.
D)describe changes in the external environment.
E)capture and evaluate the new idea.
Answer: B
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Chapter 4: Exploratory Research
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Sample Questions
Q1) Almost all marketing research projects should start with a literature search.
A)True
B)False
Q2) A small group of people brought together to discuss a topic of interest to researchers is known as a(n)
A)task force.
B)guidance committee.
C)experience group.
D)focus group.
E)development group.
Q3) Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of ________ research design.
A)causal
B)exploratory
C)longitudinal
D)descriptive
E)panel
Q4) Compare and contrast focus and nominal groups
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Page 6
Chapter 5: Decision Support Systems: Introduction
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Sample Questions
Q1) There are two basic ways marketing research can gather marketing intelligence.
A)True
B)False
Q2) The most significant advantages of primary data is the time and money they can save.
A)True
B)False
Q3) A marketing _________ is one way of visually presenting relevant marketing information to a manager.
A)guide
B)book
C)control panel
D)dashboard
E)display
Q4) Which of the following are ways to judge the accuracy of secondary data?
A)Consider the source of the data
B)Look at the sponsor of the research that yielded the secondary data
C)Look for evidence that the research was done properly
D)All of these are correct.
E)None of these are correct.
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Chapter 6: Decision Support Systems: Working With Big Data
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Q1) Taking multiple,random samples from an existing data set and running thousands of "what if" analyses,each with different assumptions about market conditions and other marketplace dynamics,is an example of which of the following?
A)Regression analysis
B)Trend analysis
C)Time series analysis
D)Simulation analysis
E)Spectral analysis
Q2) 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.
Q3) A great source of "Voice of the Customer" (VOC)data is
A)structured.
B)mobile.
C)omni-transactional.
D)unstructured.
E)social.
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Chapter 7: Using External Secondary Data
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Q1) The main concern of the Starch Readership Service is to
A)provide information on the demographic characteristics of a particular publication's readership.
B)provide advertisers with insights concerning the effectiveness of their ads.
C)determine which magazines carry the most advertising.
D)evaluate the fit between a magazine's geographic distribution patterns and the type of advertising it carries.
E)link magazine readership with certain lifestyle characteristics.
Q2) When using external secondary data from published sources,the fundamental problem is identifying and accessing what is there.The first step in this process should be
A)compiling the literature you have found.
B)begin the search process.
C)develop a list of key terms and authors.
D)identify what you want to know and what you already know about your topic.
E)enlist the assistance of a reference librarian.
Q3) The "National Panel Diary" (NPD)is an advertisement readership service.
A)True
B)False
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9
Chapter 8: Conducting Causal Research
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Q1) You have been called in as a consultant for the purpose of advising what sales volume quotas for Brand A mouthwash should be established for each of ten sales districts that collectively cover the continental United States.The quotas are to be set for the next calendar year.This is PRIMARILY a(n)
A)exploratory study.
B)descriptive study.
C)lab experiment.
D)field experiment.
E)turnover analysis.
Q2) Which of the following is TRUE of test markets?
A)Simulated test markets are not useful for eliminating weak products before they go to a standard test market.
B)Electronic test markets,popular in the 1970s,are now a declining segment of the test market industry.
C)A prime advantage of simulated test markets is the protection from competitors that they provide.
D)In a standardized test market the entire test program is conducted by an outside service.
E)None of these statements are true;they are all false.
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Page 10
Chapter 9: Collecting Descriptive Primary Data
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Q1) Respondent error can occur when a subject is asked to remember and report past behaviors.Which of the following helps eliminate this type of error?
A)Descriptive data
B)Causal data
C)Cross-sectional data
D)Panel data
E)Experimental data
Q2) A motive is any inner state that directs or channels behavior toward goals.
A)True
B)False
Q3) One of the common indices used to measure the short-term success and impact of an ad is "day after recall".
A)True
B)False
Q4) Estimating demand for products and services is very difficult.
A)True
B)False
Q5) Discuss the two basic means of obtaining primary data.
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Chapter 10: Collecting Data by Observation
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Q1) A researcher wants to determine which part of a particular magazine ad is noticed first by the viewer.Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?
A)Eye camera
B)Optical scanner
C)Galvanometer
D)People meter
E)Visual analyzer
Q2) Electronic devices,which when attached to a participant's television set indicate not only when the set is turned on and to which channel but also who in the household is watching,are called
A)audiometers.
B)people meters.
C)optical scanners.
D)eye cameras
E)galvanometers.
Q3) The major problem of human behavior observation is the observer.
A)True
B)False
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Page 12
Chapter 11: Collecting Data by Communication
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Sample Questions
Q1) The use of disguised communication to gather primary research data can
A)involve active deception.
B)help eliminate response bias.
C)hide the purpose or sponsor of the study.
D)create a more natural environment in which to collect data from individuals.
E)All of these are correct.
Q2) Which of the following items is associated with administrative control?
A)Cost
B)Speed
C)Directing the inquiry to the designated respondent
D)Interviewer bias and cost
E)Cost and speed
Q3) The location of personal interviews depends on the needs of the research and the convenience of the respondents.
A)True
B)False
Q4) Mall intercepts are popular for conducting personal interviews among consumers in retail shopping centers.
A)True
B)False
Page 13
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Chapter 12: Asking Good Questions
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Q1) The four types of scales used to measure an attribute are nominal,ordinal,interval,and ratio.
A)True
B)False
Q2) Ratio scales can be used to do everything that interval,ordinal,and nominal scales can do.
A)True
B)False
Q3) The most common approach to measuring attitudes is to obtain self-reports from respondents.
A)True
B)False
Q4) Which attitude rating scale is good for eliminating the halo effect that is common in scaling?
A)Itemized-ratings scale
B)Semantic-differential scale
C)Graphic-ratings scale
D)Summated-ratings (Likert)scale
E)Comparative-ratings scale
Q5) Discuss,in detail,the two types of error that may affect measurement scores.
Page 14
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Chapter 13: Designing the Data Collection Form for Communication Data
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Q1) The questionnaire pretest serves the same role in a questionnaire design that test marketing serves in new product development.
A)True
B)False
Q2) Information that the respondent has forgotten creates a type of error called telescoping error.
A)True
B)False
Q3) Which of the following is FALSE?
A)Multiple-choice questions tend to bias results by the order in which the response alternatives are given.
B)An important advantage of open-ended questions is that respondents may answer them in their own words and are not limited to a set of alternative answers.
C)Because respondents are able to better clarify their answers with open-ended questions than with other types of questions,the results can be more easily coded by the researcher.
D)All of these are false.
E)None of these are false.
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Chapter 14: Developing the Sampling Plan
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Q1) Which of the following is NOT a probability sample?
A)Simple random sample
B)Stratified sample
C)Cluster sample
D)Judgment sample
E)All of these are probability samples.
Q2) One indication of homogeneity within strata is the
A)size of the stratum's sample mean.
B)size of the overall sample mean.
C)number of elements within each stratum.
D)weights used to calculate the overall variance of estimate.
E)size of the standard error of estimate by stratum.
Q3) A researcher cannot pinpoint the actual average family income in a city unless he conducts a census study.
A)True
B)False
Q4) Cluster sampling is limited to situations in which a sampling frame of population units is not readily available.
A)True
B)False
Page 16
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Chapter 15: Data Collection: Types of Error and Response
Rate Calculation
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Q1) Refusals are a more important source of nonresponse bias than the not-at-home problem in
A)personal interviews.
B)mail surveys.
C)telephone surveys.
D)None of these are correct.
E)Not-at-homes are always a more important source of error than refusals.
Q2) Which of the following is FALSE?
A)New sources of nonsampling error are being discovered all the time.
B)A large sample is much more likely to produce a "valid" result than a small sample is.
C)Total error,rather than any single type of error,is the key in a research investigation.
D)Sampling error can be estimated.
E)Nonsampling error is usually more troublesome than sampling error.
Q3) The type of nonsampling error that occurs due to data editing,coding,or analysis errors is office error.
A)True
B)False
Q4) 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) In a job satisfaction survey,respondents were asked to indicate how many years they had worked for the company.One respondent wrote "ten months" in response to the item.A conversion of the answer to the correct unit of time (years)would be most likely to take place during the
A)building of the data file.
B)editing process.
C)coding process.
D)data analysis.
E)collection phase.
Q2) In a multiple-column record of a data file,____ represent different variables and ____ represent different respondents.
A)codes,numbers
B)numbers,codes
C)rows,columns
D)columns,rows
E)codes,symbols
Q3) An error that arises during editing,coding,or data entry is called a blunder.
A)True
B)False
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Chapter 17: Analysis and Interpretation: Individual Variables
Independently
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Q1) An observation that is very different in magnitude from the rest of the observations for a particular variable is a(n)
A)error.
B)blunder.
C)histogram.
D)outlier.
E)deviant.
Q2) A frequency analysis is NOT used to
A)locate blunders.
B)locate outliers.
C)determine the empirical distribution of the variable.
D)communicate the results of the study.
E)determine the relationship between two variables.
Q3) The median is the most commonly calculated statistic for both interval- and ratio-level measures.
A)True
B)False
Q4) A histogram is a bar chart that is based on information from a frequency count.
A)True
B)False
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Chapter 18: Analysis and Interpretation: Multiple Variables
Simultaneously
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Q1) An analyst has a set of normally distributed internally scaled data resulting from two observations on the same sample of subjects,and he wishes to investigate if there is any difference in these two means.The appropriate statistical procedure is
A)a z-test for difference in two means.
B)analysis of variance (ANOVA).
C)a paired samples t-test.
D)a chi-square goodness-of-fit test.
E)regression analysis.
Q2) If a = 0.152 and b = 1.32,the simple regression equation is
A)Yi = 1.32 0.152 Xi
B)Yi = 0.152 + 1.32 Xi
C)Yi = 0.152 1.32 Xi
D)Yi = 0.152/1.32 + Xi
E)None of these are correct.
Q3) If you have a significant and very strong (e.g.,> 0.90)correlation coefficient,you may assume there is a causal relationship between the two variables.
A)True
B)False
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Chapter 19: The Oral Research Presentation
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Q1) 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.
Q2) A stratum chart is equivalent to a line chart.
A)True
B)False
Q3) One advantage of the one-scale bar chart over the pie chart is
A)there is no advantage;both present the same information.
B)it is easier to understand.
C)it can be used to indicate magnitude of the variable categories.
D)it illustrates change over time.
E)it indicates relative percentages of the variable categories.
Q4) Discuss the major considerations for preparing a successful oral report.
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Page 21
Chapter 20: The Written Research Report
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Q1) Completeness of the research report should be evaluated from the perspective of the
A)researcher.
B)data collected.
C)reader.
D)data analyst.
E)report writer.
Q2) Which of the following best describes the essential goal of a complete research report?
A)Presentation of the technical aspects of all data analyses performed in the project
B)Presentation of all information needed by the reader in easily understandable language
C)Presentation of all data collected in the research project in easily understandable language
D)Adherence to the outline of the report
E)Accurate presentation of information
Q3) The most important part of a written research report is the appendix.
A)True
B)False
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Page 22