Principles of Marketing Chapter Exam Questions
Course Introduction
Principles of Marketing introduces students to the foundational concepts and strategies that underlie the modern marketing process. The course explores key topics such as market research, consumer behavior, segmentation, targeting, positioning, product development, pricing, distribution, and promotion. Emphasis is placed on understanding how organizations create value for customers and develop strong customer relationships in a dynamic business environment. Through real-world case studies and practical applications, students will gain insight into the ethical and social responsibilities of marketers and how marketing decisions contribute to an organizations success.
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Basic Marketing Research Using Microsoft Excel Data Analysis 1st Canadian Edition by Alvin C. Burns
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Chapter 1: Introducing Marketing Research
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Q1) The purpose of marketing research is to link the consumer to the product by providing information that can be used in making marketing decisions.
A)True
B)False
Answer: False
Q2) Several product failures were presented in your textbook. The key reason given for the failure of cappuccino flavour Trident Sugarless Gum was:
A) most people said they want gum to help remove coffee breath.
B) the competition's flavour was better.
C) the product was over priced.
D) the packaging was inferior that the product.
E) the product ended up being too granular for consumer preferences.
Answer: A
Q3) The fact that a manager uses marketing research means that the decisions based on the research are error-proof.
A)True
B)False
Answer: False
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Chapter 2: The Marketing Research Process
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Q1) Secondary data should always be sought out first to assist managers in making a decision. What supports this statement?
A) The most popular method of collecting data around the world is "paper" (and pencil) surveys.
B) Secondary information is much cheaper and faster than performing primary research.
C) Primary information only offers qualitative data.
D) Secondary information is always more specific to the problem at hand.
E) Primary information is done through telephone surveys which, in general, people hate responding to.
Answer: B
Q2) A problem statement, the first step in a research proposal, typically identifies four factors. Which factor below is not one of the four?
A) The company, division, or principals involved
B) The symptoms
C) The probable causes of these symptoms
D) The anticipated uses of the research information provided
E) The cost of implementing the recommended solution
Answer: E
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Chapter 3: Research Design
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Q1) Of the following, which is a potential disadvantage of using a simulated test market?
A) It is limited to the types of marketing mixes that can be tested.
B) It is often very time consuming.
C) It is often too expensive.
D) It lacks confidentiality.
E) It is not as accurate as full-scale test markets.
Answer: E
Q2) A clothing manufacturer wants to find out which of their retailers is the most profitable. The best method to answer this question is to use a case analysis.
A)True
B)False
Answer: False
Q3) If a descriptive study's sample is representative, the findings may be used to preduct some variable of interest such as sales.
A)True
B)False
Answer: True
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Chapter 4: Using Secondary Data and Online Information
Databases
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Q1) One of the advantages of using secondary data is that it may enhance primary data.
A)True
B)False
Q2) Which of the following best represents the hierarchy that exists in the organization of information databases from the top level down?
A) databanks, databases, records, words, and fields
B) databases, databanks, records, fields, words, and numbers
C) records, databanks, databases, fields, and words or numbers
D) fields, words or numbers, records, and databanks or databases
E) databanks, databases, records, fields, and words or numbers
Q3) Proximity operators allow the searcher to indicate how close and in which order two or more words are to be positioned within a record.
A)True
B)False
Q4) Tracking studies gather data from retail stores by using either scanner data, diaries, or by conducting retail-store audits.
A)True
B)False
Page 6
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Chapter 5: Qualitative Research Methods
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Q1) Moderators of focus groups need not be hired until the focus groups are actually ready to begin.
A)True
B)False
Q2) D.E.C.I.D.E. Research conducted a study where participants to determine how consumers decide which restaurant to go to for dinner. Participants were then asked to verbalize everything they would consider in making the decision. Which qualitative technique was being used?
A) depth interview
B) protocol analysis
C) probing question survey
D) role-playing activity
E) ethnographic research
Q3) Which of the following is NOT an advantage of online focus groups over traditional focus groups?
A) no physical set up is necessary
B) participants from different geographic areas can participate
C) participants are comfortable in their homes or offices
D) private messages can exchanged between the moderator and participants
E) participants' "body language" may be observed
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Chapter 6: Quantitative Data Collection Methods
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Q1) Which of the following is NOT an advantage of the mail surveys?
A) non-response
B) cost
C) no need for interviewer training
D) available mailing lists
E) no need for interviewer compensation
Q2) Which of the following is NOT an advantage of self-administered surveys?
A) reduced cost
B) respondent control over the pace of the survey
C) lack of interviewer evaluation
D) interviewer-evaluation apprehension
E) elicits more insightful information than face-to-face
Q3) Which of the following is NOT an advantage of computer-administered surveys?
A) ability to develop rapport with the respondent
B) speed
C) error-free interviews
D) use of pictures, videos, and graphics
E) real-time capture of data
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8
Chapter 7: Survey Measurement Scales
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Sample Questions
Q1) The "halo effect" is best avoided by:
A) doing a couple of things wrong during the entire research project.
B) randomly flipping favourable and unfavourable "good" phrases on different scale items.
C) flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the "bad" scales.
D) using only percentage scales.
E) using only open-ended questions.
Q2) When the distances between scale descriptors are absolute and known, the scale is said to possess the characteristic of description.
A)True
B)False
Q3) Validity is best illustrated by which of the following statements?
A) accuracy or truthfulness of the measurement
B) the extent to which the reliability coefficient approaches
C) the ability to repeat measurements
D) tendency to respond in the same manner to different questions
E) tendency to respond in the same manner to the same questions
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Chapter 8: Questionnaire Design
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Q1) There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your child's eyes from the sun's ultraviolet rays which are known to cause permanent blindness?"
A)True
B)False
Q2) Precoding questions refers to:
A) placing numbers on the question responses to facilitate data entry after the survey has been conducted.
B) predetermining the responses; this makes report writing easier because the report may be started early.
C) precoding is no longer used; it has been replaced totally by automated, computerized interviewing software.
D) analysis methods for scaled-response questions only.
E) conducting a dry run of the survey to see which questions "work."
Q3) Precoding refers to placing numbers on the questionnaire to facilitate data entry after the survey is conducted.
A)True
B)False
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Chapter 9: Sampling
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Q1) In Canada a census is taken every five years of:
A) all households
B) 80% of the population
C) 1 in 5 households
D) 50% of the population
E) In Canada is a census is taken every 4 years.
Q2) Nonresponse refers to:
A) the number of questions that are not answered in a survey.
B) the failures by qualified respondents to take part in the survey.
C) the number of people in the population that were not asked to respond.
D) the phone numbers called during plus-one dialing that are not true phone numbers.
E) the percent of individuals in the sample who do not qualify to take the survey.
Q3) Although a judgment sample is highly subjective and therefore prone to much error, it is a quick, inexpensive, and acceptable technique.
A)True
B)False
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Chapter 10: Data Collection and Basic Descriptive Statistics
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Q1) The average provides more information than the mode because it takes every member of a set of numbers into account.
A)True
B)False
Q2) If we take the square root of, the summated squared differences between each observation and the mean divided by the number of observations less one, we have the standard deviation.
A)True
B)False
Q3) In the formula for calculating the standard deviation, the differences between each observation and the mean is squared. If we did not square these differences, the standard deviation would:
A) be too small to be of any usefulness
B) close to zero
C) not be normally distributed
D) not be interpreted by z values
E) statistically insignificant
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Chapter 11: Population Estimates and Hypothesis Testing
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Q1) A statement about the population parameter based on prior knowledge, assumptions, or intuition is called a(n):
A) hypothesis.
B) estimator.
C) alternative.
D) acceptor.
E) guess.
Q2) There are five steps involved in computing confidence intervals for a mean or a percentage. One of those steps is to determine the sample finding.
A)True
B)False
Q3) If we make a hypothesis and wish to be 95 percent confident in testing the hypothesis, a z score that supports the hypothesis will fall ________ of + 1.96: A) inside B) outside
C) near, but not inside D) near, but not alongside E) within some multiple
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Chapter 12: Testing of Differences
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Q1) XL Data Analyst uses a z test to test for differences between two variables within one group.
A)True B)False
Q2) When a computed z value (for a test for differences between two percentages), 4.21, is larger than the standard z value, 1.96, then this amounts to:
A) support for the null hypothesis; the two percentages are differen.t
B) no support for the null hypothesis; the two percentages are NOT different.
C) support for the null hypothesis; the two percentages are NOT different.
D) no support for the null hypothesis; the two percentages are different.
E) having to recalculate as the z value is not utilized for testing the differences between two percentages.
Q3) The procedure for testing the significance of the difference between two averages from two different groups (samples) is identical to the procedure used in testing two percentages.
A)True B)False
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Chapter 13: Relationships Between Variables
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Q1) In chi-square analysis, the greater the number of cells, the larger the degrees of freedom. The greater the number of cells, the more opportunity exists to calculate a large chi-square value. In other words, the chi-square value can be "inflated" not due to a real association but simply due to the fact that there are more cells in the analysis. This is why degrees of freedom are used to:
A) determine how many cells you should analyze.
B) determine whether or not the computed chi-square value should be used for a post hoc test.
C) determine whether or not the chi-square value has a probability high enough to support, or not support, the null hypothesis.
D) lower the chi-square value in terms of its level of importance.
E) calculate expected values.
Q2) A cross-tabulation table is sometimes referred to as a:
A) tabular table
B) display table
C) frequency table
D) cross-reference table
E) values table
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Chapter 14: Communicating the Research Results
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Q1) A research company is preparing a visual for a marketing research report for a current client that is looking at expanding their product line by means of acquiring another company. A visual has been constructed to show the steps that will be taken to accomplish the merger planned between two companies. Which of the following visuals would best show the different steps and how they are related?
A) pie chart
B) picture
C) histogram
D) flow diagram
E) table
Q2) Which of these items provides an overview, or "skeleton," of the research report including conclusions and recommendations?
A) table of contents
B) introduction
C) appendix
D) executive summary
E) synopsis
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