Marketing Research
Chapter Exam Questions
Course Introduction
Marketing Research is a comprehensive course designed to equip students with the fundamental principles and techniques used in gathering, analyzing, and interpreting information relevant to marketing decisions. The course covers research design, data collection methods, sampling procedures, questionnaire development, and data analysis, utilizing both qualitative and quantitative approaches. Students will learn how to critically evaluate marketing research data, apply statistical tools to interpret findings, and make informed recommendations for real-world marketing challenges. Emphasis is placed on ethical considerations, the integration of technology in data gathering, and the effective presentation of research findings to guide strategic business decisions.
Recommended Textbook
Marketing 4th Canadian Edition by Dhruv Grewal
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Chapter 1: Overview of Marketing
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Q1) Alex has set up a company to provide "air duct cleaning" service to residential and commercial buildings in Mississauga.He has decided a "sales orientation" would best suit his new company.What are important considerations for this business? What are potential problem of this orientation?
Answer: Companies that adopt a sales orientation view marketing as a selling function.Therefore, the focus is to sell as much as possible rather than focus on offering services consumers really want.The main consideration for Alex, if he goes with sales orientation, is to use aggressive sales techniques such as hiring salespeople, intensive door to door sales, and making cold calls to sell the service.Such company tends to focus on making a sale or on each transaction rather than building long-term customer relationships.
Potential problem: by focusing on sales rather than consumers need, the company may miss opportunities.Furthermore, the company needs to find new customers all the time as profits come from sales volume rather than from repeat business from satisfied customers.
Q2) Some companies engage in both B2B and B2C marketing at the same time.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) In the context of marketing mix, which of the following aspects of customer value is closely associated with products?
A)Value creation
B)Value delivery
C)Value for money
D)Value communication
E)Value exchange
Answer: A
Q2) Which of the following is NOT correct about segmentation:
A)A market can consists of several segments.
B)There are more than one way of segmenting a market
C)Market segment is a group of consumers who respond the same to a firm's marketing efforts
D)A company should understand and satisfy the needs of all the segments in the market.
E)Segmentation is a process of dividing the market into distinct groups of customers.
Answer: D
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Chapter 3: Analyzing the Marketing Environment
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Sample Questions
Q1) Describe the traits that baby boomers share.
Answer: Baby boomers are the largest cohort of Canadians, representing 30 percent of the population.Although the baby boomer generation spans 18 years, experts agree that its members share several traits that set them apart from those born before World War II.First, they are individualistic.Second, leisure time represents a high priority for them.Third, they believe that they will always be able to take care of themselves, which is partly driven by their feeling of economic security, even though they are a little careless about the way they spend their money.Fourth, they have an obsession with maintaining their youth.Fifth and finally, they will always love rock 'n' roll.
Q2) Which of the following refers to a group of people of the same generation who typically have similar purchase behaviours because they have shared experiences and are in the same stage of life?
A)Generational cohort
B)Country culture
C)Competitive intelligence
D)Greener consumers
E)Ethnicity
Answer: A
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Chapter 4: Consumer Behaviour
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Sample Questions
Q1) A change in a person's thought process or behaviour that arises from experience and takes place throughout the consumer decision process is called:
A)perception.
B)involvement.
C)learning.
D)motive.
E)attitude.
Q2) Which of the following statements is NOT true of the different types of needs as categorized by Abraham Maslow?
A)Safety needs usually relate to the satisfaction of the inner desires of the people.
B)Esteem needs allow people to satisfy their inner desires.
C)Self-actualization occurs when one feels completely satisfied with his/her life.
D)Physiological needs are generally met for most people in developed countries.
E)Physiological needs are the basic biological necessities of life.
Q3) Explain Maslow's hierarchy of needs.
Q4) Explain the concept of consumer decision rules.
Q5) Explain three examples of decision heuristics.
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Chapter 5: Business-To-Business Marketing
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Sample Questions
Q1) In business-to-business markets, buyers are heavily influenced by price, personal tastes, brand reputation, or personal recommendations of friends and family.
A)True B)False
Q2) In a consensus buying centre, one person makes the decision, but he or she solicits input from others before doing so.
A)True B)False
Q3) The goal of white papers used by marketers in a business-to-business (B2B)marketplace is to:
A)promote a product or solution from a specific company in the market.
B)help companies manage their followers, track analytics, and update their posts.
C)encourage companies to set up goals and put up their own money to increase their accountability.
D)provide valuable information that will help the company address its problems with new solutions.
E)control information or access to decision makers and influencers.
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Chapter 6: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) In a certain Canadian province, an area is populated by young Haitians who are mainly blue-collared workers as they are unskilled manual labourers.They are not highly educated and live in rented apartments.However, some Haitians who are college graduates also inhabit this low-income area.They are white-collar workers as they have desk jobs.Even though there is a difference in income, both the blue-collared workers and white-collared workers share the same lifestyle.A company that develops products to serve both groups of people is using:
A)differentiated segmentation.
B)behavioural segmentation.
C)geodemographic segmentation.
D)undifferentiated segmentation.
E)concentrated segmentation.
Q2) A chainsaw company markets its products only in areas with forests.In this case, the segmentation approach used by the company is:
A)geographic segmentation.
B)benefit segmentation.
C)demographic segmentation.
D)behavioural segmentation.
E)psychographic segmentation.
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Page 8
Chapter 7: Marketing Research
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Q1) The focus group is an exploratory research technique in which:
A)closed-ended questions for which a discrete set of response alternatives, or specific answers, is provided for respondents to evaluate.
B)the research systematically manipulates one or more variables to determine which variable(s)have a causal effect on another variable.
C)the researcher studies people in their daily lives and activities in their homes, work, and communities.
D)a small group comes together for an in-depth discussion about a particular topic, with the conversation guided by a trained moderator.
E)a set of questions is designed to gather information from respondents and thereby accomplish the researchers' objectives.
Q2) In-depth interviews are particularly useful in providing historical context for a phenomenon when they include industry experts or experienced consumers.
A)True
B)False
Q3) Explain the final step in the market research process.
Q4) What are the advantages of primary research?
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Chapter 8: Developing New Products
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Q1) TransInfo Inc., an information technology firm, is trying to develop new software that will facilitate the transfer of documents in a secure and fast manner.The team of engineers at TransInfo has a detailed discussion and come up with several ideas, out of which they accept only the best possible option.This type of idea generation is called:
A)licensing
B)customer research
C)brainstorming
D)market research
E)internal research
Q2) Which of the following is NOT true about new products?
A)Companies can successfully offer a new product that customers never knew they needed.
B)Without new products, value of a company will decline.
C)Companies should always avoid saturated markets for their new products.
D)Loyal customers do appreciate and expect changes in a product.
E)The longer a product exists in the marketplace, the more likely it is that the market will become saturated.
Q3) What is a product?
Q4) Explain how the use of the adoption cycle benefit firms? Provide one example.
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Chapter 9: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) Which of the following holds true for the term "perceived value"?
A)It refers to the mental links that consumers make between a brand and its key product attributes.
B)It refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers.
C)It refers to the relationship between a product or service's benefits and its cost.
D)It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category.
E)It refers to the measurement of the number of customers in a market who are familiar with a brand and what it stands for.
Q2) Many of the elements on a product label are required by laws and regulations; subsequently, the other elements of the label also remain outside the control of a manufacturer.
A)True
B)False
Q3) Explain how brand-loyal customers are an important source of value for firms.
Q4) Explain the concept of generic brands.
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Page 11
Chapter 10: Services: The Intangible Product
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Sample Questions
Q1) Why is it important for service provider to give a chance to customers to complaint?
Q2) In a service failure situation, some customers just needs to be heard.
A)True
B)False
Q3) In the context of service quality, the dimension of reliability refers to the:
A)willingness of service providers to help customers and provide prompt service.
B)knowledge of and courtesy by employees and their ability to convey trust and confidence.
C)ability to perform a service dependably and accurately.
D)caring, individualized attention provided to customers.
E)appearance of physical facilities, personnel, and communication materials of service.
Q4) Explain the four characteristics of services that differentiate them from products.How do marketers deal with the challenges resulting from these characteristics? Provide one example for each characteristics.
Q5) Universities and colleges are offering service to students.Explain the four characteristics of services for your university/college.
Q6) Write a brief note describing the Gaps model.
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Chapter 11: Pricing Concepts and Strategies: Establishing Value
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Sample Questions
Q1) Ochre Inc.had marked its refrigerators at $729.94 as the original price.This was close to the standard price for refrigerators of the same quality in the market.Later, the price is brought down to $650.99.A customer compares Ochre's marked-down price with the original price and perceives an increased value.This is an example of:
A)everyday low pricing.
B)external reference price.
C)high/low pricing.
D)market penetration pricing.
E)price skimming.
Q2) Explain the difference between predatory pricing and price discrimination.Provide one example for each.
Q3) Consumers' ability to replace the focal brand with other products is called:
A)the substitution effect.
B)the markdown effect.
C)the experience curve effect.
D)the competitive parity effect.
E)the income effect.
Q4) Explain what motivates firms to enter price wars.
Q5) Explain the drawbacks associated with the market penetration strategy.
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Chapter 12: Distribution Channels
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Sample Questions
Q1) Fredox stresses sales promotions and frequently gives volume discounts to retailers.Which strategy is the company using?
A)Personal selling
B)Push distribution
C)Direct marketing
D)Pull distribution
E)Demand generation
Q2) Distribution channels add value for customers because they:
A)are the most important component of product promotions
B)conduct multiple quality reviews for a product
C)do not include external entities or vendors
D)get products to buyers quickly and at low cost
E)are crucial only for technical offerings of products
Q3) With a push strategy, a manufacturer focuses its promotional efforts on:
A)channel members to convince them to carry its product.
B)customers to create more demand for specific brands.
C)reducing the number of its intermediaries.
D)creating demand for the company's products as a whole.
E)selling products by using new channels such as the Internet.
Q4) Explain a distribution channel.
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Chapter 13: Retailing and Omni-Channel Marketing
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Sample Questions
Q1) Firms involved in buying, often storing, and physically handling goods in large quantities and then reselling goods to business users are called:
A)manufacturers.
B)producers.
C)institutions.
D)retailers.
E)wholesalers.
Q2) The key factor that distinguishes retailers from other members of the supply chain is that it sells products to:
A)wholesalers.
B)manufacturers.
C)businesses.
D)consumers.
E)resellers.
Q3) Off-price retailers provide an extensive assortment of merchandise in a particular category.
A)True
B)False
Q4) What is a specialty store? Give an example.
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Chapter 14: Integrated Marketing Communications
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Sample Questions
Q1) Media buy is generally the largest expense in the advertising budget.
A)True
B)False
Q2) YuM Pizza, in a one-of-its kind initiative, introduces a new range of pizzas made of whole-grain dough with exotic herbal spice toppings.This is an example of:
A)deceptive advertising.
B)cause-related marketing.
C)unique selling proposition.
D)personal selling.
E)impressions.
Q3) Mass media channels offer advertisers the opportunity to change and even personalize their messages.
A)True
B)False
Q4) A firm's objectives or goals serve as a yardstick against which success or failure is measured.
A)True
B)False
Q5) Explain the benefits that direct marketing offers to sellers.
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Chapter 15: Advertising, Sales Promotions, and Personal Selling
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Sample Questions
Q1) Rhomus Inc.is a Canadian entertainment company that produces and markets television programs.To generate customer interest for a new program that it is planning to launch, Rhomus invites entries from its target customers through mass media to send in creative names for the TV program.The firm announces that it will provide a monetary reward for the name that gets selected.This is an example of a:
A)sampling program.
B)sweepstake.
C)deal.
D)contest.
E)loyalty program.
Q2) The famous Tim Hortons "roll up the rim" event is an example of:
A)A loyalty program
B)A deal
C)A premium
D)A contest
E)A sweepstake
Q3) Coupons carried in newspapers/magazine and online have a low redemption rate.
A)True
B)False
Q4) What is meant by relationship selling?
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Chapter 16: Social and Mobile Marketing
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Sample Questions
Q1) Thought-sharing sites, like blogs, are not effective in providing customer education.
A)True
B)False
Q2) Which of the following metrics or measures is used to determine what people do when they visit a site, and what engages and excites them?
A)Hits
B)Bounce rate
C)Sentiment analysis
D)Page views
E)Keyword analysis
Q3) Mobile analytics are most likely to be useful in:
A)understanding what's popular and what's not on a firm's website.
B)tracking which ads direct people to a firm's app.
C)tracking effectiveness of social media programs.
D)tracking the effectiveness of social, mobile, search and display ads.
E)measuring sales, downloads, or other actions important to a firm.
Q4) What are the job opportunities in social media that a marketing graduate can look forward to in today's context?
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Chapter 17: Global Marketing
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Sample Questions
Q1) The theory that states that if the exchange rates of two countries are in equilibrium, a product purchased in one will cost the same in the other, expressed in the same currency is referred to as:
A)gross domestic product.
B)human development index.
C)purchasing power parity.
D)gross national product.
E)potential output.
Q2) Pizza Hut, Starbucks, and Domino's Pizza are examples of which of the following entry strategies?
A)Quota
B)Strategic alliance
C)Franchising
D)Direct investment
E)Dumping
Q3) The policies aimed at encouraging global trade and marketing are referred to as protectionist policies.
A)True
B)False
Q4) What is glocalization? Explain your answer with one example.
Page 19
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Chapter 18: Ethics and Socially Responsible Marketing
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Q1) Jennifer, who was recently appointed as her firm's chief ethics officer, wants to make sure her company is making ethical decisions.What are the activities Jennifer is likely to engage in?
Q2) Which of the following parts of the company's mission statement ties closely with its decision to use recycled pages to manufacture its writing books?
A)"We make our products skilfully."
B)"We are environmentally conscious."
C)"Please use our products thoughtfully."
D)"We are dedicated to employee growth."
E)"We follow ethical sales practices."
Q3) Acting in a socially desirable manner by taking actions that benefit society provides a company with only intangible benefits.
A)True
B)False
Q4) How might a firm's choice of target market for its products lead to charges of unethical behaviour?
Q5) Describe corporate social responsibility.Describe a company who practice CSR.
Q6) How can a company improve its reputation for corporate social responsibility?
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