Marketing Strategy
Test Questions
Course Introduction
Marketing Strategy explores the concepts, frameworks, and practices involved in formulating, implementing, and evaluating marketing plans that create sustainable competitive advantage. The course examines the strategic role of marketing within organizations, focusing on the analysis of market opportunities, segmentation, targeting, positioning, and the integration of marketing mix elements (product, price, place, promotion) to achieve business objectives. Students will learn how to assess market environments, anticipate competitive dynamics, and adapt strategies in response to changing consumer behavior and technological advancements, ultimately honing their ability to develop effective marketing strategies in diverse industrial and global contexts.
Recommended Textbook
Essentials of Marketing Research 1st Edition by William G. Zikmund
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Page 2
Chapter 1: The Role of Marketing Research
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Sample Questions
Q1) When the typical consumer in zip code 63119 is a senior citizen with several children over the age of 25,has a college degree,and is retired,this is an example of what type of information?
A) TQM
B) performance-monitoring
C) geo-demographic
D) the marketing concept
Answer: C
Q2) The procedures and techniques used by applied researchers and basic researchers differ substantially.
A)True
B)False
Answer: False
Q3) A stakeholder orientation recognizes that multiple parties are affected by firm decisions.
A)True
B)False
Answer: True
Q4) The term _____ is sometimes used to refer to a channel of distribution.
Answer: supply chain
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Chapter 2: Data Mining Procedures and Knowledge Systems
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Q1) Define predictive analytics and discuss a marketing researcher's job in predictive analytics.
Answer: Broadly speaking,predictive analytics refers to linking computerized data sources to statistical tools that can search for predictive relationships and trends which allow more accurate prediction of consumers' opinions and actions.Software companies like SPSS and SAS offer products that both look for data and then use statistical tools to reveal key predictive relationships.A marketing researcher's job in predictive analytics is twofold: (1)identify the key sources of information that may create predictive intelligence and (2)use analytic tools to build predictive models.
Q2) Facts or recorded measures of certain phenomena (things or events)are known as
A) data
B) information
C) market intelligence
D) knowledge
Answer: A
Q3) When a marketing manager has sufficient information to make a good decision,the information is said to be ______.
Answer: complete
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Chapter 3: The Marketing Research Process
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Q1) All of the following are examples of an observation study EXCEPT ____.
A) a mystery shopper pretending to be a customer in a McDonald's outlet
B) a cable laid across the street that records the number of cars that pass a certain intersection
C) scanning and recording bar codes of products purchased
D) a consumer responding to a questionnaire about advertising
Answer: D
Q2) Which of the following means that something has been examined against reality using data?
A) causality
B) manipulation
C) empirical testing
D) spurious association
Answer: C
Q3) A carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect is called a(n)_____.
Answer: experiment
Q4) _____ research aims to clarify ambiguous situations.
Answer: Exploratory
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Sample Questions
Q1) Before participating in a research study,John was provided with information regarding the purpose of the study and was asked to sign a form agreeing to participate in the study.John has given _____ to participate in the study.
A) implicit consent
B) informed consent
C) ideal consent
D) voluntary consent
Q2) Which of the following behaviors result in implicit consent in passive research?
A) a person taking a shower
B) a person shopping in a store
C) a person talking to her doctor
D) a person trying on clothes in a store dressing room
Q3) The placement of marketing research within a firm's organizational structure and the structure of the research department vary depending on the firm's degree of marketing orientation and research sophistication.
A)True
B)False
Q4) Research performed by employees of the company that will benefit from the research is called _____ research.
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Chapter 5: Qualitative Research
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Q1) When a respondent is asked to project her feelings onto a third party (e.g."your neighbor down the street"),this is called a(n)_____.
A) case study
B) experience survey
C) word association test
D) projective technique
Q2) The person who leads a focus group interview and ensures that everyone gets a chance to speak and facilitates discussion is called a(n)_____.
A) moderator
B) interviewer
C) facilitator
D) leader
Q3) _____ is a way of studying culture through methods that involve becoming highly active within that culture.
A) Grounded theory
B) Ethnography
C) Phenomenology
D) Case studies
Q4) Research that is intersubjectively certifiable means that it is _____.
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Chapter 6: Secondary Data Research in a Digital Age
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Q1) Asking a group of households to record their consumption of certain products over a two-year period is an example of _____.
A) model building
B) database marketing
C) data conversion
D) diary panel data
Q2) Facts observed,recorded,and stored by an entity outside of the researcher's organization are called _____.
A) proprietary data
B) external data
C) internal data
D) primary data
Q3) The simplest form of secondary-data research is _____.
A) fact-finding
B) model building
C) forecasting sales
D) database marketing
Q4) Predicting next month's dollar sales based on past sales for the previous twelve months is an example of a(n)______.
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Chapter 7: Survey Research
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Q1) People who are not contacted or who refuse to cooperate are called ______.
Q2) When the results of a sample deviate in a significant way from the true value of the population mean,we say that the study has _____ bias.
Q3) A callback procedure should be used for all of the following situations EXCEPT _____.
A) a busy signal
B) a respondent who does not answer the phone
C) a respondent who is not at home
D) a respondent who answers but refuses to participate
Q4) A self-administered questionnaire that is sent to potential respondents through a postal service is called a(n)______.
Q5) When an interviewer asks a respondent to clarify what he or she meant by a response,this is known as ______.
Q6) Explain how response rates are determined for surveys and discuss ways to increase response rates for mail surveys.
Q7) Discuss the advantages and disadvantages of conducting surveys using personal interviews.
Q8) Name and describe the types of response bias and give an example of each.
Page 9
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Chapter 8: Observation
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Q1) When the subject is unaware that he is being observed,this represents what type of observation?
A) contrived
B) indirect
C) content analysis
D) unobtrusive
Q2) Explain why a researcher might want to use contrived observation instead of direct observation.
Q3) When a researcher creates an artificial situation in order to observe the reactions of a subject in that type of situation,this is an example of ______ observation.
Q4) Angie is participating in a research study in which she has electrodes connected to her head while she is reading a magazine.Researchers are examining her brain wave activity as she encounters advertisements in the magazine.What type of phenomenon is being observed with this physiological device?
A) verbal behavior
B) temporal patterns
C) spatial tensions
D) neurological activities
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Chapter 9: Conducting Marketing Experiments
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Sample Questions
Q1) One disadvantage of test-marketing is that the results are usually difficult to communicate to management.
A)True
B)False
Q2) A researcher is examining the impact of pictures in advertisements and whether including instructions to imagine impact subjects' mental imagery.She manipulated three treatment levels of pictures: concrete picture,abstract picture,or no picture.Instructions to imagine were either present or not present.How many cells are there in this experiment?
A) 2
B) 3
C) 5
D) 6
Q3) The people administering an experiment must be aware of the experimental hypotheses.
A)True
B)False
Q4) A salesperson who buys up a competitor's product to disrupt the results of a test market is committing an act called test-market _____.
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Chapter 10: Measurement and Attitude Scaling
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Q1) All of the following are basic aspects of validity EXCEPT _____.
A) primary validity
B) face validity
C) construct validity
D) criterion validity
Q2) The Fahrenheit temperature scale is best described as an example of a(n)______ scale because it doesn't have an absolute zero point.
A) ratio
B) nominal
C) interval
D) ordinal
Q3) When a group of experts agrees that a measuring instrument measures what it is intended to measure,we say that the instrument has ______ validity.
A) face
B) criterion
C) test-retest
D) equivalent-forms
Q4) Explain how indexes or composite measures are formed.
Q5) A _____ scale has an absolute zero point.
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Chapter 11: Questionnaire Design
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Sample Questions
Q1) Survey technology can force respondents to answer questions by not allowing them to continue through the survey until they provide an answer.
A)True
B)False
Q2) Surveys used in telephone interviews should be written in a conversational style.
A)True
B)False
Q3) When "Out of sight,out of mind" was translated into a foreign language,and then was translated back into English by a language expert in that language to become: "Invisible things are insane," this was an example of _____.
A) the linguistic effect
B) a loaded question
C) back translation
D) a counterbiasing statement
Q4) A loaded question is one that is very long and taxing on respondents.
A)True
B)False
Q5) Questions that suggest or imply a certain answer are called ______ questions.
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) A sampling procedure ensuring that each element in the population will have an equal chance of being included in the sample is called simple random sampling.
A)True
B)False
Q2) A(n)_____ consists of a list of e-mail addresses of individuals who have agreed to participate in research surveys.
Q3) Systematic errors are due to chance fluctuations. A)True
B)False
Q4) Multistage area sampling is a cluster sampling approach involving multiple steps. A)True
B)False
Q5) An error that occurs when certain sample elements are not listed or are not accurately represented in a sampling frame is called _____ error.
Q6) A primary sampling unit (PSU)is a unit selected in the first stage of sampling. A)True
B)False
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Chapter 13: Reviewing Statistical Theory and Determining
Sample Size
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Q1) The standardized normal distribution is a purely theoretical probability distribution and is of little use in inferential statistics.
A)True
B)False
Q2) If the population mean is assumed to be 20 and the sample standard deviation is 5,a score of 15 would have a Z-value of _____.
A) +1.00
B) -7.00
C) -1.00
D) +5.00
Q3) A researcher must calculate the population mean to calculate the confidence intervals.
A)True
B)False
Q4) Population parameters are measured characteristics of a specific population.
A)True
B)False
Q5) The standard deviation of the sampling distribution is called the ______ of the mean.
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Chapter 14: Basic Data Analysis
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Q1) The row and column totals in a contingency table are called subtotals because they are less than the total.
A)True
B)False
Q2) The arrangement of data into a row-and-column format that gives the number of responses for each category of the variable is known as a(n)______ table.
Q3) A common form of elaboration analysis is to do cross-tabulation of data within subgroups of the sample under study.
A)True
B)False
Q4) Which test is appropriate for testing hypotheses involving an observed mean against a specified value?
A) F-ratio
B) µ-test
C) t-test
D) -test
Q5) _____ analysis is the elementary transformation of data in a way that describes the basic characteristics such as central tendency,distribution,and variability.
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Chapter 15: Testing for Differences Between Groups and for Relationships Among
Variables
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Q1) The t-test assumes that the two population means are equal.
A)True
B)False
Q2) In a brand awareness study,if 25 of a group of 35 males identify the brand correctly and 15 of a group of 35 females identify this brand correctly,the chi-square value for this study is approximately _____.
A) 3.26
B) 4.15
C) 5.84
D) 2.92
Q3) One way to test the significance of contingency tables is by means of the t-test.
A)True
B)False
Q4) The formula for the chi-square test uses _____.
A) observed and expected frequencies
B) observed and expected percentages
C) the two sample means
D) the two sample standard deviations
Q5) List the practical steps for interpreting t-test results.
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Chapter 16: Communicating Research Results
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Q1) The executive summary of the research report should be written before the report itself is written.
A)True
B)False
Q2) Formal reports often include a(n)_____,which lists only the name of the report.
A) title fly page
B) executive summary
C) transmittal agreement
D) blind title page
Q3) Discuss what is included in the body of a research report.
Q4) 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
Q5) A bar chart that shows how multiple variables are related to the primary variable is called a(n)_____.
Q6) The typical maximum of slices in a pie chart is _____ slices.
Page 18
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