Marketing Management
Final Exam Questions
Course Introduction
Marketing Management is a comprehensive course that explores the principles, strategies, and analytical tools essential for effective marketing decision-making in todays dynamic business environment. The course covers key topics such as market analysis, customer behavior, segmentation, targeting and positioning, product and brand management, pricing strategies, distribution channels, and integrated marketing communications. Through case studies, real-world examples, and practical exercises, students develop the skills necessary to formulate and implement successful marketing plans that create value for customers and drive business growth.
Recommended Textbook
Essentials of Marketing Research Global 1st Edition by Naresh K. Malhotra
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13 Chapters
1331 Verified Questions
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Page 2
Chapter 1: Introduction to Marketing Research
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Sample Questions
Q1) Marketing research departments located within a firm are called internal suppliers.
A)True
B)False
Answer: True
Q2) Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ________.
A)environmental services
B)customized services
C)syndicated services
D)Internet services
E)field services
Answer: C
Q3) Intel is mentioned as a marketing research firm specializing in social media research.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Sample Questions
Q1) In a short essay, discuss the differences between primary and secondary data. Include a specific example of each to support your answer.
Answer: Secondary data are data collected for some purpose other than the problem at hand, such as data available from trade organizations, the Bureau of Census, and the Internet. Primary data, on the other hand, are originated by the researcher for the specific problem under study, such as survey data. Secondary data include information made available by business and government sources, commercial marketing research firms, and computerized databases. Secondary data are an economical and quick source of background information.
Q2) Problem audit is a comprehensive examination of a marketing problem to understand its origin and nature.
A)True
B)False
Answer: True
Q3) Specification of information needed is one of the components of the approach to the problem.
A)True
B)False
Answer: True
4
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Chapter 3: Research Design, Secondary and Syndicated
Data
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Sample Questions
Q1) In a short essay, describe an audit and list at least four uses of audit data.
Answer: A physical <b>audit</b> is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory. These audits track inventory flow, current inventory levels, and the impact of both promotional and pricing programs on inventory levels. Standardized as well as customized reports are available to help subscribers manage their brands. These reports provide information that can be used to (1)determine market size and share for both categories and brands by type of outlet, region, or city; (2)assess competitive activity; (3)identify distribution problems including shelf space allocation and inventory issues; (4)develop sales potentials and forecasts; and (5)develop and monitor promotional allocations based on sales volume.
Q2) Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called syndicated services or syndicated sources.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Qualitative Research
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Sample Questions
Q1) Qualitative research procedures are classified as either direct or indirect.
A)True
B)False
Q2) The main purpose of a focus group is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.
A)True
B)False
Q3) In focus group reports, which of following is included?
A)frequencies and percentages of respondent views
B)all of the words spoken by the participants
C)"instant interpretation" done with managers immediately after the last focus group has finished for the night
D)analysis of facial expressions and body language
E)plans for survey research
Q4) Participant blogs are one way to conduct focus-group type research using social media.
A)True
B)False
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Chapter 5: Survey and Observation
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Sample Questions
Q1) A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the survey method.
A)True
B)False
Q2) Which of the following is NOT an advantage of using computer-assisted personal interviewing to collect research data?
A)good response rate
B)low cost
C)low potential for interviewer bias
D)good for physical stimuli
E)very good control of environment
Q3) A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys are called ________.
A)focus groups
B)electronic groups
C)exploratory groups
D)mail panels
E)household constituencies
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Page 7
Chapter 6: Experimentation and Causal Research
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Sample Questions
Q1) Validity takes place when the occurrence of X increases the probability of the occurrence of Y.
A)True
B)False
Q2) ________ allow for the statistical control and analysis of external variables.
A)Preexperimental designs
B)True experimental designs
C)Quasi-experimental designs
D)Statistical designs
E)External variable designs
Q3) Responses given because the respondents attempt to guess the purpose of the experiment and respond accordingly are called demand artifacts.
A)True
B)False
Q4) Which of the following is a way of controlling extraneous variables?
A)randomization
B)personalization
C)quality control
D)extraneous control
E)analysis
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Chapter 7: Measurement and Scaling
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Sample Questions
Q1) The most popular comparative scaling technique is semantic differential scaling.
A)True
B)False
Q2) Given space limitations, it is not feasible to employ more than one scaling method to measure a given construct in social media.
A)True
B)False
Q3) The numbers assigned in a(n)________ do not reflect relative amounts of the characteristic being measured.
A)nominal scale
B)ordinal scale
C)interval scale
D)ratio scale
E)random scale
Q4) Discuss measurement and scaling. What are they and how are they related?
Q5) Nominal scales are used for classification and identification purposes only.
A)True
B)False
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Chapter 8: Questionnaire and Form Design
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Sample Questions
Q1) According to the text, identification information is usually positioned in which place in the questionnaire?
A)at the beginning
B)right after the screening questions
C)in the middle
D)before the lifestyle questions
E)at the end
Q2) A ________ is a question used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given.
A)branching question
B)leading question
C)double-barreled question
D)filter question
E)break-out questions
Q3) In a short essay, discuss ethical issues of questionnaire design related to a)the researcher/respondent relationship, and b)the researcher/client relationship.
Q4) 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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Sample Questions
Q1) Sampling techniques that do not use chance selection procedures and rely on the personal judgment of the researcher are called ________.
A)probability sampling techniques
B)nonprobability sampling techniques
C)stratified sampling
D)cluster sampling
E)semantic differential sampling
Q2) A(n)________ involves a complete count of each element in a population.
A)census
B)sample
C)element
D)sampling unit
E)count
Q3) According to the text, which of the following is the first step in the sampling design process?
A)define the population
B)determine the sampling frame
C)select sampling technique(s)
D)determine the sample size
E)count your resources available
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Chapter 10: Data Collection and Preparation
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Sample Questions
Q1) The supervisor should ask a complex and sensitive survey question when validating an interview with a respondent.
A)True
B)False
Q2) To evaluate interviewers on the quality of interviewing, the supervisor ________.
A)should ask other interviewers about the interviewer in question
B)must directly observe the interviewing process
C)should ask the respondent about the qualities of the interviewer in question
D)should use a pretested questionnaire to evaluate the interviewer
E)should ask permission of the interviewer
Q3) Pairwise deletion may be appropriate when the sample size is large.
A)True
B)False
Q4) Interviewers should record responses after the interview.
A)True
B)False
Q5) In a short essay, define data cleaning and discuss how consistency checks and treatment of missing responses relate to the data cleaning process.
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Chapter 11: Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross-Tabulation
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Sample Questions
Q1) The power of a test is the probability of accepting the null hypothesis when it is in fact true and should be accepted.
A)True
B)False
Q2) If the distribution is asymmetric, which measure of location is most appropriate if the data is in a nominal scale? If it is in an ordinal scale? If it is in an interval or ratio scale?
A)mode, mode, median
B)median, median, median
C)median, mean, mode
D)mean, mode, median
E)mode, median, mean
Q3) Many marketing research projects do not go beyond basic data analysis.
A)True
B)False
Q4) If the distribution is asymmetric and the variable is measured on a nominal scale, the median should be used.
A)True
B)False
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Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, Correlation, and Regression
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Sample Questions
Q1) The most popular parametric test is the t-test conducted for examining hypotheses about means.
A)True
B)False
Q2) ________ derives a mathematical equation in the form of a straight line between a single metric criterion variable and a single metric predictor variable.
A)Bivariate regression
B)Standard deviation
C)Standard error of the mean
D)Analysis of variance
E)Functional linear analysis
Q3) A statistic summarizing the strength of association between two metric variables is called the ________.
A)product moment correlation
B)covariance correlation
C)inverse correlation
D)bivariate correlation
E)F-statistic
Q4) In a short essay, discuss multiple regression and the multiple regression model.
14
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Chapter 13: Report Preparation and Presentation
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Sample Questions
Q1) Report preparation and presentation is the last step in the marketing research project.
A)True
B)False
Q2) A ________ is a chart that displays data in bars positioned horizontally or vertically.
A)line chart
B)pictograph
C)bar chart
D)pie chart
E)grid
Q3) A graphical depiction that makes use of small pictures or symbols to display the data is called a pictograph.
A)True
B)False
Q4) The first step in the report preparation and presentation process is problem definition.
A)True
B)False
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