Marketing Management Exam Questions
Course Introduction
Marketing Management explores the fundamental principles and strategies of marketing in todays dynamic business environment. The course examines key concepts such as market research, consumer behavior, segmentation, targeting, positioning, branding, and the marketing mix (product, price, place, and promotion). Students will learn how to develop, implement, and evaluate effective marketing plans that align with organizational objectives and respond to market opportunities and challenges. Through case studies, real-world examples, and practical assignments, participants gain insights into ethical and sustainable marketing practices and the impact of digital technologies on marketing decision-making.
Recommended Textbook
Exploring Marketing Research 10th Edition by
William G. Zikmund
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) The marketing concept and the ideas in total quality management are unrelated to one another.
A)True
B)False
Answer: False
Q2) One of the goals of marketing is to establish a long-term relationship with customers so that they continue to purchase the organization's products in the future.This is known as ____________________.
Answer: relationship marketing
Q3) The procedures and techniques used by applied researchers and basic researchers differ substantially.
A)True
B)False
Answer: False
Q4) Information describing the demographic profile of consumers in a particular geographic region is called ____________________.
Answer: geo-demographics
geo demographics
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Chapter 2: Information Systems and Knowledge Management
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Q1) A data warehouse is the multitiered computer storehouse of current and historical data.
A)True
B)False
Answer: True
Q2) Which of the following is a collaborative effort involving just over 200 universities,government entities,and sixty corporations?
A)Intranet
B)Internet2
C)Web2.0
D)smart agent network
Answer: B
Q3) An organization's mailing list of current customers is an example of:
A)a cookie
B)software
C)a database
D)a hyperlink
Answer: C
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Chapter 3: The Marketing Research Process
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Q1) Descriptive research often helps describe market segments.
A)True
B)False Answer: True
Q2) Statistics can be used to prove that a research hypothesis is true.
A)True
B)False Answer: False
Q3) In which situation do symptoms exist,but are subtle and few,making problem identification difficult?
A)problem-focused decision making and conditions of high ambiguity
B)problem-focused decision making and conditions of low ambiguity
C)opportunity-oriented research and conditions of high ambiguity
D)opportunity-oriented research and conditions of low ambiguity
Answer: A
Q4) Test marketing studies are a form of experimental research. A)True
B)False Answer: True
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) Which term reflects the degree to which one bases one's morality on moral standards?
A)relativism
B)idealism
C)absolutism
D)conformism
Q2) _____ is the application of morals to business behavior related to the exchange environment.
A)Moral relativism
B)Moral idealism
C)Marketing idealism
D)Marketing ethics
Q3) Define marketing ethics and explain how it applies to marketing research.
Q4) A research organization that specializes in studies about advertising effectiveness is an example of a(n):
A)cross-functional team
B)standardized research service
C)research generalist
D)advocacy research organization
Q5) Discuss the rights and obligations of the research participant.
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Chapter 5: Problem Definition: Jump-Starting the Research Process
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Q1) All of the following are helpful hints that can be useful in the interview process when attempting to understand the situation EXCEPT:
A)develop hypotheses before conducting interviews
B)develop many alternative decisions and problems
C)think about possible solutions to the problem
D)be open-minded
Q2) Income is an example of a variable.
A)True
B)False
Q3) The term problem definition refers to the process of defining and developing a decision statement and the steps involved in translating it into more precise research terminology,including a set of research objectives.
A)True
B)False
Q4) Something that does not change from one instance to another is called a:
A)hypothesis
B)constant
C)variable
D)category
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Chapter 6: Qualitative Research Tools
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Q1) Concept testing is a type of exploratory research.
A)True
B)False
Q2) Research that is conducted to clarify the nature of a research problem is called _____ research.
A)exploratory
B)judgmental
C)descriptive
D)convenience
Q3) Do exploratory research approaches using qualitative research tools have a role in scientific inquiry? Explain why a decision may be based solely on these results.
Q4) An unstructured,free-flowing discussion with a small group of consumers in a session that is conducted by a moderator is called a(n)____________________.
Q5) When research is conducted to clarify the nature of a problem,it is called ____________________ research.
Q6) Research that is intersubjectively certifiable means that it is ____________________.
Q7) The typical ethnographic approach requires the use of
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Chapter 7: Secondary Data Research in a Digital Age
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Q1) Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not.His use of secondary data to help specify this relationship is an example of:
A)data conversion
B)validation
C)reliability
D)model building
Q2) The index of retail saturation is the ratio of local market retailing space to local market potential (demand).
A)True
B)False
Q3) Fact-finding is the most complicated form of secondary data analysis.
A)True
B)False
Q4) What is it called when a researcher compares secondary data from one source with data from another?
A)data conversion
B)cross-check
C)data mining
D)data enhancement
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Chapter 8: Survey Research: an Overview
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Q1) Total quality management is a business strategy that emphasizes market-driven quality as a top priority.
A)True
B)False
Q2) Nonresponse is a type of respondent error.
A)True
B)False
Q3) The number of "no contacts" in survey research has been decreasing because of the increased use of telephone answering machines by consumers.
A)True
B)False
Q4) Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?
A)random sampling bias
B)social desirability bias
C)administrative bias
D)interviewer cheating
Q5) Name and describe the types of response bias.
Q6) Explain the advantages and disadvantages of surveys.
10
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Chapter 9: Survey Research: Basic Methods of Communication With Respondents
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Q1) Speed of data collection is one of the advantages of phone interviews. A)True
B)False
Q2) In a mall-interview,the interviewer is trying to assemble a representative sample of the total population of people in the city.
A)True
B)False
Q3) Self-selection is a problem when a computer with a touch screen is used at a kiosk at a trade show to collect survey information.
A)True
B)False
Q4) A study that employs any combination of survey methods is called a(n)____________________.
Q5) The basic calculation for obtaining a response rate is to count the number of eligible people who were asked to participate in the survey,then divide that by the number of questionnaires returned or completed.
A)True
B)False
Q6) Discuss the advantages and disadvantages of mail surveys.
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Chapter 10: Observation
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Q1) Mechanical observation best suits a situation or behavior that is not easily predictable in advance of the research.
A)True
B)False
Q2) In a phenomenological approach,the researcher does not interact with those he or she is observing.
A)True
B)False
Q3) Which of the following measures involuntary changes in the electrical resistance of the skin?
A)eye-tracking monitor
B)psychogalvanometer
C)pupilometer
D)voice-pitch analysis
Q4) The results of observation studies can provide complementary evidence,along with other measures,for a respondent's "true" feelings.
A)True
B)False
Q5) Explain the observation of physical objects and message content.
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Chapter 11: Experimental Research: An Overview
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Q1) Explain how systematic or nonsampling error occurs in experiments and discuss ways to minimize it.
Q2) When subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments,we say that ____________________ has occurred.
Q3) A confound in an experiment means that there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variable.
A)True
B)False
Q4) The question as to whether the experimental treatment was the "sole cause" of the changes in the dependent variable is the basic issue in external validity.
A)True
B)False
Q5) The people administering an experiment must be aware of the experimental hypotheses.
A)True
B)False
Q6) List the four important elements in experimental design.
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Chapter 12: Test Markets and Experimental Design
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Q1) If a product is tried by 20 percent of the target market during test marketing,and the repeat purchase rate in this test market is 20 percent,the estimated market share for this product would be approximately:
A)0.4 percent
B)4 percent
C)40 percent
D)400 percent
Q2) The most complex method of projecting test market results to national results is with a straight line trend projection.
A)True
B)False
Q3) Which of the following is an experimental design that attempts to control or block out the effect of two or more confounding extraneous factors?
A)Latin square design
B)Solomon design
C)factorial design
D)blocking design
Q4) Discuss four methods of projecting test-market results.
Q5) List the seven factors to consider in test-market selection.
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Chapter 13: Measurement
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Q1) The degree of agreement among judges that a scale measures what it is intended to measure is called the ____________________ validity of the scale.
Q2) Researchers measure concepts through a process known as:
A)summation
B)operationalization
C)assessment
D)matching
Q3) ____________________ validity represents the uniqueness or distinctiveness of a measure.
Q4) The ability of a scale to measure the variability of a concept is called that scale's ____________________.
Q5) Name and describe the components of construct validity.
Q6) Which of the following refers to concepts measured with multiple variables?
A)operation
B)construct
C)concept
D)scale
Q7) Scales provide ____________________ rules that indicate that a certain value on a scale corresponds to some true value of a concept.
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Chapter 14: Attitude Measurement
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Q1) Semantic differential scales can be scored by: -3,-2,-1,0,+1,+2,+3
A)True
B)False
Q2) A fixed-alternative rating scale that has an unequal number of positive and negative categories so that the categories are "piled up" at one end of the scale is called a(n)____________________ scale.
Q3) Ranking measurements of attitudes provide interval data.
A)True
B)False
Q4) Compare and contrast a Likert scale with a semantic differential scale.
Q5) Marketing researchers generally assume that the semantic differential provides interval data.
A)True
B)False
Q6) Explain how a researcher uses the paired comparison method and determine the number of paired comparisons necessary to compare four brands.
Q7) When respondents are asked to divide up a sum (e.g.50 points)to indicate the relative importance of features on a new car,this is an example of a(n)____________________ scale.
Page 16
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Chapter 15: Questionnaire Design
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Q1) A bar at the top of the page in an Internet survey that indicates how much of the survey still needs to be completed is known as what type of bar?
A)drop-down
B)radio
C)push
D)status
Q2) Two consequences of respondents' forgetting the exact details of their behavior are called telescoping and squishing.
A)True
B)False
Q3) Which Internet questionnaire layout presents the entire questionnaire on one page?
A)paging layout
B)scrolling layout
C)continuous layout
D)perpetual layout
Q4) A type of fixed-alternative question in which a respondent is asked to select the category that best represents his gross income for the previous year is an example of a(n)____________________ question.
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Chapter 16: Sampling Designs and Sampling Procedures
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Q1) When a telephone book database is re-arranged so that it is organized by phone number,instead of by last name,this type of database is a type of ____________________ directory.
Q2) When the head of the marketing research department instructs field interviewers to interview owners of DVD players in a shopping mall such that they each interview 10 Sony owners,8 Panasonic owners,6 Toshiba owners,and 4 owners of other brands,this represents what type of sampling procedure?
A)systematic sample
B)quota sample
C)area sample
D)multistage sample
Q3) Which type of error occurs when certain sample elements are excluded or when the entire population is not accurately represented in the sampling frame?
A)Type I error
B)sampling frame error
C)statistical error
D)list error
Q4) Compare and contrast random sampling and systematic (nonsampling)errors.
Q5) Name and describe the types of probability sampling.
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Chapter 17: Determination of Sample Size: A Review of Statistical Theory
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Q1) Nicole has developed a set of data organized by summarizing the number of times a particular value of a variable occurs.This is an example of a:
A)population parameter
B)mean
C)frequency distribution
D)median
Q2) Explain the central-limit theorem and discuss why it is useful to marketing researchers.
Q3) The average deviation score is frequently used in marketing research studies.
A)True
B)False
Q4) The standard deviation of the sampling distribution is called the ____________________ of the mean.
Q5) "As sample size increases,the distribution of sample means of samples of size n (when randomly selected)approaches a normal distribution" is a fundamental assumption of the central-limit theorem.
A)True
B)False
Q6) Name and describe the measures of central tendency.
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Chapter 18: Fieldwork
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Q1) When a phone interviewer asks a respondent if they would be willing to fill out a tenpage survey that would be mailed to them the following week,and when receiving a negative response to that request,asks the respondent if she would answer three short questions over the phone at the present time,this is an example of:
A)the foot-in-the-door technique
B)probing
C)the door-in-the-face technique
D)verification
Q2) Which of the following is an important guideline for field interviewers?
A)ask the questions in the exact sequence given on the interview questionnaire
B)ask every question on the interview questionnaire
C)ask all questions exactly as they are worded on the interview questionnaire
D)all of the above
Q3) When an interviewer is trained to record the respondent's answers to open-ended questions by using the exact words used by the respondent,this is another way of saying: "Record the respondent's answers ____________________."
Q4) One probing tactic is to repeat the question for a respondent.
A)True
B)False
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Chapter 19: Editing and Coding: Transforming Raw Data
Into Information
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Q1) Assigning males the value of zero and females the value of one in a database to record the gender of the respondents is an example of:
A)coding
B)test tabulation
C)editing
D)verification
Q2) Which of the following is an alternative to dummy coding using the values of -1 and +1 to represent two categories of responses?
A)reverse coding
B)inverse coding
C)effects coding
D)verified coding
Q3) One way to deal with missing values is to randomly select an answer.
A)True
B)False
Q4) Technology has reduced errors by checking for inconsistencies automatically.
A)True
B)False
Page 21
Q5) Assigning numbers to edited data is known as ____________________.
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Chapter 20: Basic Data Analysis: Descriptive Statistics
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Q1) The transformation of raw data into a form that makes the data easier to understand and to interpret is called:
A)descriptive analysis
B)outlier analysis
C)computer mapping
D)creating a box and whisker plot
Q2) Explain what an index number is and how it is computed.What level of measurement is required to compute index numbers?
Q3) The purpose of a table in a research report is to summarize and communicate the meaning of the data to the reader.
A)True
B)False
Q4) In marketing research,the process of interpretation should explain the meaning of the data in the research study to the reader of the research report.
A)True
B)False
Q5) Scores or observations recalibrated to indicate how they relate to a base number are called ____________________ numbers.
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Chapter 21: Univariate Statistical Analysis
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Q1) Failing to identify a hypothesized difference using a sample result when one really does exist in the population is which type of error?
A)primary
B)secondary
C)Type I
D)Type II
Q2) The two major groupings of statistical procedures are parametric statistics and nonparametric statistics.
A)True
B)False
Q3) In hypothesis testing,the number of observations minus the number of constraints needed to calculate a statistical term is called the ____________________
Q4) Nonparametric statistical tests are frequently referred to as "distribution free."
A)True
B)False
Q5) Monovariate statistical analysis tests hypotheses involving only one variable.
A)True
B)False
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Chapter 22: Bivariate Statistical Analysis: Differences
Between Two Variables
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Q1) The first basic step in interpreting t-test results is to find the p-value associated with a particular t and the corresponding degrees of freedom.
A)True
B)False
Q2) In practice,t-test results are commonly calculated by hand because they are so simple.
A)True
B)False
Q3) In an ANOVA test of the differences between the means of three groups,the null hypothesis is:
A) \( \mu_{1}=\mu_{2}=\mu_{3} \)
B) \( \mu_{1} \neq \mu_{2} \neq \mu_{3} \)
C) \( \mu_{1}-\mu_{2}-\mu_{3}=0 \)
D) \( \mu_{1}+\mu_{2}+\mu_{3}=1 \)
Q4) The formula for determining the degrees of freedom for a chi-square test is
Q5) Discuss when a paired-samples t-test is appropriate and give an example of when it should be used.
Q6) List the practical steps for interpreting t-test results.
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Chapter 23: Bivariate Statistical Analysis: Measures of Association
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Q1) The statistical significance of a correlation can be tested using the t-test.
A)True
B)False
Q2) In a correlation matrix,the main diagonal contains correlations of zero.
A)True
B)False
Q3) In regression analysis,the equation of a straight line is Y = a + b X.
A)True
B)False
Q4) In regression analysis,the dependent variable is also called the ____ variable.
A)predictor
B)exogenous
C)criterion
D)internal
Q5) The Pearson product-moment correlation requires at least ____________________ data.
Q6) The statistical measure of the association between two variables is known as the ____________________ coefficient.
25
Q7) Compare and contrast correlation,covariance,and causation.
Q8) The square of the correlation coefficient is called the ____________________.
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Chapter 24: Introducing Multivariate Statistical Analysis
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Q1) In factor analysis,"communality" is a measure of the percentage of a variable's variation that can be explained by the factors.
A)True
B)False
Q2) The most common rule for extracting factors in factor analysis is to base the number of factors on the number of eigenvalues greater than 5.0
A)True
B)False
Q3) Which of the following suggests problems with multicollinearity?
A)VIF > 5.0
B) < 3.0
C)Power > 0.8
D) > 0.8
Q4) A value of R² = 0.40 means that ____ percent of the variance in the dependent variable is explained by the independent variables.
A)80
B)64
C)40 D)16
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Chapter 25: Communicating Research Results: Research
Report, oral Presentation, and Research Follow-Up
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Q1) In the typical bar chart,the ______ variable is plotted on the vertical y-axis while the ______ variable is plotted on the horizontal x-axis.
A)independent;dependent
B)nominal;interval
C)dependent;independent
D)ratio;ordinal
Q2) In the communication process,the medium is the receiver or destination of the message.
A)True
B)False
Q3) The bulk of a research report should be contained in the "results" section of the report.
A)True
B)False
Q4) A good rule-of-thumb for an oral presentation of a research report is to not be redundant.
A)True
B)False
Page 28
Q5) The typical maximum of slices in a pie chart is ____________________ slices.
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