Marketing Strategy
Pre-Test Questions
Course Introduction
Marketing Strategy is a comprehensive course that explores the frameworks, tools, and analytical approaches used to develop, implement, and evaluate effective marketing plans. Emphasizing both theoretical foundations and real-world application, the course covers topics such as market segmentation, targeting, positioning, competitive analysis, value proposition development, and resource allocation. Students will learn to align marketing objectives with overall business goals, assess market opportunities, and craft strategies that respond to dynamic environments. Case studies and simulations provide hands-on experience, enabling learners to address the challenges of contemporary marketing and make data-driven decisions to achieve sustainable competitive advantage.
Recommended Textbook
MR2 2nd Edition by Tom J. Brown
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Page 2
Chapter 1: Marketing Research: From Data to Information to Action
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Sample Questions
Q1) The particular subset of the population for whom data are available is known as a sample.
A)True
B)False
Answer: True
Q2) Which of the following is an example of sugging?
A) A firm manipulates research questions to portray a favorable impression of its products.
B) A website employs people to click on its ads in order to generate increased revenue.
C) A firm surveys its existing customers in order to find those who might be interested in a new product.
D) An airline offers reduced fares to frequent fliers, but does not advertise these on its website.
E) A marketer contacts people for a survey, but is actually trying to sell a product. Answer: E
Q3) Descriptive and causal research are also known as ____________________. Answer: quantative research
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Page 3
Chapter 2: The Research Question: Formulation of the Problem
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Sample Questions
Q1) Normal thinking is not always the best way to understand the true nature of a problem.
A)True
B)False
Answer: True
Q2) A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.
A)True
B)False
Answer: True
Q3) ____________________ decision problems are common with unplanned changes in the marketing environment.
Answer: Discovery-oriented
Q4) A research request agreement includes all of the following items, EXCEPT:
A) an analysis of the results of the research process.
B) the decision problem confronting the manager.
C) the target population from which a sample will be drawn.
D) an approximation of the time and expense of the research report.
E) the way each piece of information will be used.
Answer: A
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Chapter 3: Exploratory, Descriptive, and Causal Research Designs
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Sample Questions
Q1) Which of the following is most likely to provide convincing evidence of causal relationships?
A) An exploratory design
B) An experiment
C) Turnover analysis
D) Cross-sectional analysis
E) A descriptive design
Answer: B
Q2) The two types of experiments that can be distinguished are:
A) laboratory and survey.
B) laboratory and field.
C) field and survey.
D) scientific and field.
E) cross-sectional and panel.
Answer: B
Q3) The general objective in causal research is to gain insights and ideas.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Collecting Secondary Data from Inside and
Outside the Organization
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Sample Questions
Q1) The distinction between primary and secondary data is defined by the:
A) method of collection.
B) purpose of the investigation.
C) form used for collection.
D) group sponsoring the collection.
E) type of data collected.
Q2) Secondary data rarely fit perfectly the researcher's particular problem. The most important reason for the lack of fit is(are):
A) out-of-date statistics, differences in units of measurement, differences in class boundaries.
B) differences in units of measurement, theories of measurement, and class boundaries.
C) differences in evaluations of what is important.
D) the volume of data provided is too large.
E) differences in collection method and research design.
Q3) Name at least one of the three criteria researchers should use in judging the accuracy of secondary data: ____________________.
Q4) How do organisations assess exposure to and effectiveness of advertising in the mass media?
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Chapter 5: Collecting Primary Data by Observation
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Sample Questions
Q1) A(n) ____________________ is a device that is used by researchers to study a subject's eye movements while he is reading a copy of an advertisement.
Q2) One advantage of the contrived setting over the natural setting is that:
A) conclusions can be drawn without the actual recording of data.
B) there is no pressure on the customer to behave "correctly."
C) the information from the observations is much more generalizable.
D) it is reflective of customer behavior in actual shop settings.
E) one does not have to wait for the event to occur.
Q3) A method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded is called ____________________.
Q4) The amount of time the respondent deliberates before answering a question is called ____________________.
Q5) In assessing awareness, a marketer might be interested in knowledge of:
A) the product itself.
B) where the product is available.
C) what the product is used for.
D) the price of the product.
E) all of the above.
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Chapter 6: Collecting Primary Data by Communication
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Sample Questions
Q1) The fixed-alternative question is most useful when possible replies are well known, limited in number and clear cut.
A)True
B)False
Q2) One of the biggest advantages of mail questionnaires is the anonymity offered to the respondent.
A)True
B)False
Q3) The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives:
A) open-ended questions.
B) closed-ended questions.
C) scaled-response questions.
D) ad reaction measurement.
E) None of the above.
Q4) The amount of knowledge about the purpose of a study communicated to the respondent is called ____________________.
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Chapter 7: Asking Good Questions
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Sample Questions
Q1) Any scale or other measurement instrument that actually measures what it was intended to measure is said to have ____________________.
Q2) What characteristic must a scale possess in order for researcher to compute the ratio of the magnitude of the numbers?
A) It must have an arbitrary zero point.
B) The range of the absolute scale intervals must be divisible by two.
C) It must use only integers.
D) It must have an absolute zero point.
E) The modal ratio must be greater than two.
Q3) What type of scale would be one way to collect marketing research data in African countries that have a high illiteracy problem and where people cannot converse in English?
A) Semantic-differential scale
B) Stapel scale
C) Faces scale
D) Likert scale
E) Graphic-ratings scale
Q4) Discuss in detail the two types of errors that may affect measurement scores.
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9
Chapter 8: Designing the Questionnaire
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Sample Questions
Q1) In determining the type of questionnaire and the method of administration the researcher need not specify:
A) precisely what primary data are needed.
B) how these data might be collected.
C) what degree of structure will be used.
D) what degree of disguise is warranted.
E) the method of statistical analysis to be used.
Q2) Sensitive questions should always be put first in a questionnaire.
A)True
B)False
Q3) What type of question is the following: "Do you feel that the quality of electronics manufactured in America are as good as those manufactured in Japan?"
A) Double-barreled question
B) Leading question
C) Ambiguous question
D) Sensitive question
E) All of the above
Q4) ____________________ refers to the potential for responses to be affected by the sequence in which alternatives are presented.
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Chapter 9: Developing the Sampling Plan
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Sample Questions
Q1) A sample in which each target population element has a known, nonzero chance of being included in the sample is called a(n) ____________________ sample.
Q2) Sample size depends upon the:
A) type of sample.
B) statistic in question.
C) homogeneity of the population.
D) Both a and c
E) a, b, and c.
Q3) In proportionate stratified sampling, after the total sample is allocated, a simple random sample is chosen from each subpopulation to create the total sample.
A)True
B)False
Q4) All of the following are probability sampling plans EXCEPT: A) quota.
B) area.
C) cluster.
D) disproportionate stratified.
E) systematic.
Q5) Compare and contrast probability and nonprobability sampling.
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Chapter 10: Data Collection: Enhancing Response Rates
while Limiting Errors
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Sample Questions
Q1) In terms of error in research investigations, the key is:
A) total error.
B) sampling error.
C) nonresponse error.
D) systematic error.
E) observation error.
Q2) Research evidence supports the contention that:
A) the gender of respondents and interviewers does NOT influence the answers in a survey.
B) black interviewers are likely to obtain more information on consumption expenditures in a predominantly white neighborhood.
C) it is better to have an old interviewer interview a young respondent and vice versa so as to keep the interview from wandering off the intended topic into areas of mutual interest.
D) the further the social distance between the interviewer and the respondent the greater the bias.
E) background factors of interviewer and interviewee do NOT generally influence the information obtained.
Q3) Discuss at least five (5) ways in which response rates might be improved.
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Chapter 11: Data Preparation for Analysis
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Sample Questions
Q1) When coding data for computer analysis, which of the following is NOT recommended?
A) Use only one symbol per column in the computer record.
B) Use alphabetic characters and special characters.
C) Assign as many columns to a variable as is necessary to capture the variable,e.g., two columns would need to be assigned to a question with 20 possible answers.
D) Use standard codes like "8" for all "No answers" and "9" for all "Don't know" throughout the study.
E) Leave data ungrouped.
Q2) Double entry of data, requires that the data be entered twice in the same data file to prevent discrepancies.
A)True
B)False
Q3) ____________________ is a source of nonsampling error that arises when a respondent agrees to an interview but refuses, or is unable, to answer specific questions.
Q4) Blunders are errors that occur during editing, coding or especially data entry.
A)True
B)False
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Page 13
Chapter 12: Analysis & Interpretation: Individual Variables
Independently
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Sample Questions
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) Refer to Exhibit 12.6. What is the 95% confidence interval for the average weight of a field mouse? (z = 1.96)
A) 222 to 228 grams
B) 217 to 223 grams
C) 221 to 229 grams
D) 240 to 245 grams
E) None of the above are correct.
Q3) The use of the t-statistic in a hypothesis test with two means requires the assumption that it involves two independent samples.
A)True
B)False
Q4) Discuss the most commonly used descriptive statistics.
Page 14
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Chapter 13: Analysis & Interpretation: Multiple Variables
Simultaneously
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Sample Questions
Q1) Refer to Exhibit 13.2. Given that the critical value that the test statistic is to be compared with is equal to 1.645 at a 90% significance level, which of the following statements are true?
A) The researcher should reject the null hypothesis at the 90% significance level.
B) The researcher might be able to reject the null hypothesis at the 95% level of significance.
C) The researcher cannot reject the null hypothesis at this significance level.
D) The researcher has provided evidence that people in urban areas use bank debit cards more than people in rural areas.
E) More information is needed before a decision about the null hypothesis can be made.
Q2) The coefficient of determination represents the relative proportion of the total variation in the outcome variable that can be accounted for by the predictor variable in the regression.
A)True
B)False
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Chapter 14: The Research Report
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Sample Questions
Q1) When preparing an oral/verbal presentation, the first task of the presenter should be to:
A) determine who will be in the audience.
B) develop graphical presentation aids.
C) decide on the organization of the presentation.
D) test the sound system where the presentation will take place.
E) write the verbal portion of the presentation.
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 easily understandable language.
D) Adherence to the outline of the report.
E) Presentation of the researcher's recommendations and conclusions.
Q3) The most important part of a written research report is the introduction.
A)True
B)False
Q4) Distinguish between a conclusion and a recommendation for a research report.
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