Marketing Strategy
Exam Review
Course Introduction
Marketing Strategy explores the frameworks, tools, and processes necessary for developing effective marketing plans in competitive business environments. The course examines market analysis, segmentation, targeting, and positioning, alongside the strategic management of product, pricing, distribution, and promotional decisions. Students learn how to analyze customer behavior, assess competitors, and leverage digital technologies to create value and achieve sustainable growth. Through case studies and practical projects, the course emphasizes the integration of marketing strategy with overall business objectives, fostering skills in critical thinking and strategic decision-making.
Recommended Textbook
Marketing Research 6th Edition by Alvin C. Burns
Available Study Resources on Quizplus
20 Chapters
1702 Verified Questions
1702 Flashcards
Source URL: https://quizplus.com/study-set/912
Page 2
Chapter 1: Introduction to Marketing Research
Available Study Resources on Quizplus for this Chatper
63 Verified Questions
63 Flashcards
Source URL: https://quizplus.com/quiz/17945
Sample Questions
Q1) The marketing concept is an important philosophy for marketing managers because it dictates:
A) the amount of quarterly profits firms will earn
B) the market share a firm will earn
C) day-to-day decisions that managers will make
D) whether or not the firm will reach its sales quota
E) the adequ8 of internal ROI
Answer: C
Q2) The marketing research system gathers information for a specific situation facing the company, and it is unlikely that the other components of an MIS have the information needed for the specific situation.
A)True
B)False
Answer: True
Q3) The Service-Dominant Logic for Marketing means marketing decision makers will need less information in the future.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 2: The Marketing Research Process
Available Study Resources on Quizplus for this Chatper
65 Verified Questions
65 Flashcards
Source URL: https://quizplus.com/quiz/17946
Sample Questions
Q1) Which of the following is true regarding research objectives?
A) Research objectives, when achieved, will provide sufficient earnings to obtain a reasonable return on investment.
B) Research objectives, when obtained, will ensure the viability of the marketing research department.
C) Research objectives, when achieved, provide the information necessary to solve the problem.
D) Research objectives are seldom achieved but should be stated as goals to be sought.
E) Research objectives should never be put in writing until the fourth step of the marketing research process.
Answer: C
Q2) The authors conceptualize the marketing research process as 11 steps.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: The Marketing Research Industry
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/17947
Sample Questions
Q1) Certification of marketing researchers means:
A) marketing researchers who earn the PRC would be the "best" marketing researchers
B) PRC certification would mean those having the PRC would be able to charge higher fees for their services
C) PRC certification would mean that those holding the PRC would have achieved some MINIMAL standard of performance
D) PRC certification would mean that those holding the PRC would have achieved some MAXIMUM standard of performance
E) those desiring the PRC will have better report writing skills
Answer: C
Q2) Ethics may be defined as a field of inquiry into determining what behaviors are deemed appropriate under certain circumstances as prescribed by codes of behavior that are set by the government.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above.
5
Chapter 4: Defining the Problem and Determining Research Objectives
Available Study Resources on Quizplus for this Chatper
79 Verified Questions
79 Flashcards
Source URL: https://quizplus.com/quiz/17948
Sample Questions
Q1) Researchers must resist the temptation to "go along" with the first problem definition suggested.
A)True
B)False
Q2) It is important, in the problem definition process, to determine ________ causes for the change identified by the symptom.
A) the most consistent
B) all possible
C) the important
D) the most egregious
E) the latest
Q3) It is not good enough to specify a decision. Rather, ________ must be specified.
A) the data needed
B) alternatives
C) situation analysis
D) RFP's
E) ITB's
Q4) There is always some cause(s)for a change that brings about a symptom.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Research Design
Available Study Resources on Quizplus for this Chatper
116 Verified Questions
116 Flashcards
Source URL: https://quizplus.com/quiz/17949
Sample Questions
Q1) Electronic test markets require consumers, who are members of a panel, to carry identification cards.
A)True
B)False
Q2) What type of experiment involves manipulating the independent variable and measuring the dependent variable in a natural setting?
A) extraneous experiments
B) field experiments
C) laboratory experiments
D) naturalistic experiments
E) eco-experiments
Q3) Small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem can be categorized under which type of research design?
A) exploratory research
B) causal research
C) deductive research
D) exploitive research
E) exhaustive research
To view all questions and flashcards with answers, click on the resource link above.
Page 7
Chapter 6: Using Secondary Data and Online Information
Databases
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/17950
Sample Questions
Q1) Which of the following secondary data sources represents an ethical issue in terms of customer privacy issues?
A) published sources
B) fields
C) records
D) internal databases
E) external databases
Q2) A study is released that shows that a majority of Americans want to keep the penny in circulation. It is learned that the study was conducted by the zinc industry (most pennies are made with zinc). This illustrates:
A) there are ethical issues in secondary data; some secondary data are not objective
B) it is difficult to conduct accurate research when you are dealing with emotional issues such as keeping the penny in circulation
C) even though the study was sponsored by the zinc industry, the research company conducting the research would not be unethical in reporting the data
D) research results may be used to determine national policy
E) the FTC protects the public from manipulations of fact
To view all questions and flashcards with answers, click on the resource link above.
8
Chapter 7: Standardized Information Sources
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/17951
Sample Questions
Q1) Standardized services differ from syndicated data services. In the former, each client is provided with:
A) data shared from a common database
B) no data is used
C) intermittent service
D) data collected in a standard format
E) the same service as a result of a common process
Q2) Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.
A)True
B)False
Q3) The Nielsen Television Index collects data on TV viewership using diaries or:
A) Nielsen researchers
B) people meters
C) Information Resources researchers
D) television cameras
E) cell phone monitoring systems
To view all questions and flashcards with answers, click on the resource link above.
9
Chapter 8: Observation, Focus Groups, and Other
Qualitative Methods
Available Study Resources on Quizplus for this Chatper
90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/17952
Sample Questions
Q1) A device that determines the level of excitement by measuring the electrical activity in the respondent's skin is known as:
A) an exits-o-meter
B) a galvanometer
C) a stimuli gauge
D) an electrodermometer
E) None of the above; there is no such measurement.
Q2) Focus groups consist of dividing large groups, classes of college students, church groups, and so on into several smaller groups. This allows each subgroup to focus on a separate issue such as price of the product, packaging of the product, usefulness of the product, and so on. Combining all the subgroup reports together affords clients greater "focus" on their products and services.
A)True
B)False
Q3) When the decision process is very short and recall may be faulty, protocol analysis may be useful to slow down the process.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Survey Data-Collection Methods
Available Study Resources on Quizplus for this Chatper
82 Verified Questions
82 Flashcards
Source URL: https://quizplus.com/quiz/17953
Sample Questions
Q1) One disadvantage of mall-intercept interviewing is:
A) mall-intercepts, because they require the cooperation of all stores in a mall, are difficult to implement
B) have high turnover rates
C) mall shoppers may not be representative of the target market population
D) interviewers in mall-intercept studies are often distracted by mall activities
E) high assault rates of interviewers
Q2) One of the advantages of surveys is that they can tap the "unseen": motives, interests, attitudes, and intentions.
A)True
B)False
Q3) Surveys allow for large samples, which are suitable for tabulation and statistical analysis.
A)True
B)False
Q4) Self-selection bias is very strong in in-home interviewing.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Chapter 10: Measurement in Marketing Research
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/17954
Sample Questions
Q1) Because the highest level ratio scale possesses all of the scale characteristics, we should use ratio scales for only research purposes.
A)True
B)False
Q2) Which of the following is a synthetic scaled-response form in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree--disagree scale for each of a series of statements?
A) semantic differential scale
B) extremism scale
C) Likert scale
D) bipolar scale
E) lifestyle inventory
Q3) Using a line or pictures to indicate the intensity of response would be used in which type of scaled-response question formats?
A) graphic rating scale
B) line/pictorial scale
C) staple scale
D) itemized rating scale
E) intensity scale
To view all questions and flashcards with answers, click on the resource link above.
Page 12
Chapter 11: Designing the Questionnaire
Available Study Resources on Quizplus for this Chatper
90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/17955
Sample Questions
Q1) The research design includes randomly surveying consumers who are likely to take the medication (those older than 65 who have arthritis pains). Patrick views the questionnaire proposed by the research firm. Two of the questions are:
1. Are you older than 65?
If "yes," continue to Question 2.
2. Do you experience pain from arthritis?
If "yes," continue to Question 3.
Questions 1 and 2 are considered to be:
A) disguised questions
B) skip questions
C) screening questions
D) undisguised questions
E) classification questions
Q2) A loaded question is a question that:
A) asks the same thing over and over
B) places undue emphasis on some aspect of the topic
C) is two different questions posed as one
D) has buried word elements that make references to universal beliefs
E) uses words that most respondents would not understand
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Determining How to Select the Sample
Available Study Resources on Quizplus for this Chatper
97 Verified Questions
97 Flashcards
Source URL: https://quizplus.com/quiz/17956
Sample Questions
Q1) Snowball sampling is another name for:
A) referral sampling
B) quota sampling
C) convenience sampling
D) purposive sampling
E) simple random sample
Q2) A sample frame is a master list of all the sample units in the population.
A)True
B)False
Q3) The data taken from a sample reveals that 45 percent are males and 55 percent are females, and 10 percent of the sample members earn over $50,000 per year. Comparing these figures with known data, such as census data for the geographical area defined by the population, would be a way of validating the sample.
A)True
B)False
Q4) A census is defined as a subset of the population that somehow represents that entire group.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Determining the Size of a Sample
Available Study Resources on Quizplus for this Chatper
91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/17957
Sample Questions
Q1) National opinion polls tend to use sample sizes ranging from ________ to ________.
A) 10; 100
B) 1,000; 1,200
C) 50,000; 100,000
D) 1 million; 5 million
E) 10 million; 15 million
Q2) If we are using the sample size formula to be used when estimating a mean and we are trying to determine e, we are trying to indicate:
A) the allowable error
B) the proportion of s to S in the sample
C) the range of possible z scores in the population
D) the percentage of the respondents who will answer p
E) the percentage of the respondents who will answer q
Q3) In determining the level of confidence, any level of confidence is possible, but marketing researchers typically use between 60 percent and 100 percent , depending on the importance of the issue and how much the client has to spend on the research.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Page 15
Chapter 14: Data Collection in the Field, Nonresponse Error, and Questionnaire Screening
Available Study Resources on Quizplus for this Chatper
87 Verified Questions
87 Flashcards
Source URL: https://quizplus.com/quiz/17958
Sample Questions
Q1) After the surveys have been completed:
A) data entry follows
B) there should be a preliminary screening of the questionnaires
C) they should be sent to the tabulation room
D) they should be shown to the client to verify that they were completed
E) all respondents should be recalled by a supervisor to ensure that they were actually interviewed
Q2) Validation is used to reduce the intentional respondent error of:
A) misunderstandings
B) distractions
C) falsehoods
D) guessing
E) third-person techniques
Q3) An unintentional respondent error occurs when a respondent's interest in the survey wanes, and this is known as:
A) ADD
B) attention loss
C) attention sampling error
D) misunderstanding
E) leading behavior
Page 16
To view all questions and flashcards with answers, click on the resource link above.
Chapter 15: Basic Data Analysis: Descriptive Statistics
Available Study Resources on Quizplus for this Chatper
90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/17959
Sample Questions
Q1) Data entry refers to the creation of a computer file that holds the raw data taken from all the questionnaires deemed suitable for analysis.
A)True
B)False
Q2) You can download the Advanced Automobile Concepts data file from the Internet.
A)True
B)False
Q3) Variable names and response codes must be kept in a separate file when using SPSS. SPSS has no way of inputting or presenting for view, the variable names, and response codes.
A)True
B)False
Q4) For a variable coded "0" or "1," there are 102 "0s" and 101 "1s." What is the central tendency?
A) 101.5
B) 102
C) 0
D) 1
E) none of the above
To view all questions and flashcards with answers, click on the resource link above. Page 17
Chapter 16: Generalizing a Sample's Findings to its
Population and Testing Hypotheses About Percents and Means
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/17960
Sample Questions
Q1) If the SPSS output for the test of the hypothesis about a mean shows a significance of 0.000, this means:
A) SPSS failed to run the test
B) the significance level shows very little support for the hypothesis
C) the significance level shows much support for the hypothesis
D) more data is needed
E) the wrong test statistic was chosen.
Q2) If we make a greater than directional hypothesis and wish to be 95 percent confident in testing the hypothesis, a z score that supports the hypothesis will be a value ________ +1.64:
A) inside
B) outside C) greater than D) less than
E) of 5 percent less than
Q3) Statistical inference is a set of procedures in which the population size and sample statistics are used to make estimates of population parameters.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 18
Chapter 17: Testing for Differences Between Two Groups or
Among More Than
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/17961
Sample Questions
Q1) If the F value in ANOVA produces a significantly high p value (aka "Sig." in SPSS)of 10 or more, then it is appropriate to proceed with an ad hoc test.
A)True
B)False
Q2) Which of the following states that the difference between the population parameters between two groups is zero?
A) null parameter
B) null hypothesis
C) alternative hypothesis
D) null alternative hypothesis
E) zero hypothesis
Q3) Which of the following commands would be used to test for the significant differences between two percentages?
A) ANALYZE; COMPARE PERCENTAGES; DIFFERENCES
B) ANALYZE; COMPARE PERCENTAGES; DIFFERENCES; TWO
C) ANALYZE; COMPARE PERCENTAGES; PAIRED SAMPLES t TEST
D) DIFFERENCES; TWO SAMPLE; PERCENTAGES
E) None of the above; SPSS does not test for differences between two percentages.
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 18: Determining and Interpreting Associations
Among Variables
Available Study Resources on Quizplus for this Chatper
94 Verified Questions
94 Flashcards
Source URL: https://quizplus.com/quiz/17962
Sample Questions
Q1) Which type of relationship is a "straight-line" relationship between two variables and for which allows us to know the knowledge of one variable if we have knowledge of the other?
A) causal relationship
B) linear relationship
C) monotonic relationship
D) nonmonotonic relationship
E) curvilinear relationship
Q2) Which type of relationship would you have when you have a general direction assigned to the relationship; that is, as one variable increases, the other variable may increase (or decrease)?
A) causal relationship
B) duotonic relationship
C) monotonic relationship
D) nonmonotonic relationship
E) curvilinear relationship
Q3) The fact that most tourists at sunny beach resorts use sun block is a curvilinear relationship.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 20
Chapter 19: Regression Analysis in Marketing Research
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/17963
Sample Questions
Q1) The "goodness" of predictions refers to:
A) accuracy
B) reliability
C) the way the prediction is written
D) identification
E) consistency
Q2) Which of the following SPSS commands allows you to run bivariate regression?
A) ANALYZE; BIVARIATE; REGRESSION
B) ANALYZE; REGRESSION; BIVARIATE
C) REGRESSION; BIVARIATE
D) ANALYZE; REGRESSION; LINEAR
E) REGRESSION; BIVARIATE; LINEAR
Q3) In multiple regression, you must test for the significance of the betas for each of the independent variables. You would do this by looking for:
A) a significant t test for each independent variable
B) a significant ANOVA for each independent variable
C) a significant alpha level for each independent variable
D) a significant non-linear beta weight for each independent variable
E) a significant R for each independent variable
To view all questions and flashcards with answers, click on the resource link above.
Page 21
Chapter 20: The Marketing Research Report: Preparation and
Presentation
Available Study Resources on Quizplus for this Chatper
78 Verified Questions
78 Flashcards
Source URL: https://quizplus.com/quiz/17964
Sample Questions
Q1) If appropriate, materials such as data collection forms or actual computer printouts should be included in the:
A) printout section of the report
B) table of computer printouts
C) list of illustrations
D) appendix
E) list of forms
Q2) Which section of the marketing research report contains the major portion of the report and presents the findings of the research?
A) method
B) body
C) results
D) conclusions
E) introduction
Q3) The abstract or executive summary can serve as a preview or a summary depending on the reader.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 22