Principles of Marketing Exam
Answer Key
Course Introduction
Principles of Marketing provides an overview of fundamental marketing concepts, frameworks, and strategies used by organizations to create, communicate, deliver, and exchange value with customers. The course covers topics such as market research, consumer behavior, segmentation, targeting and positioning, product development, pricing strategies, promotion, and distribution channels. Emphasis is placed on analyzing the marketing environment, understanding the needs and preferences of customers, and applying the marketing mix (product, price, place, promotion) to real-world scenarios. Students will develop analytical, decision-making, and communication skills essential for success in todays dynamic marketing landscape.
Recommended Textbook
Basic Marketing Research 9th Edition by Tom J. Brown
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Chapter 1: The Role of Marketing Research
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Q1) Which of the following is NOT a common activity of a marketing research department?
A)Measuring market potential
B)Location analysis
C)Creating new advertising
D)Sales analyses
E)Studying the competition's advertising
Answer: C
Q2) Which of the following types of organizations do NOT conduct marketing research?
A)Producers of products and services
B)Non-profit organizations
C)Advertising agencies
D)Marketing research companies
E)All of these are correct.
Answer: E
Q3) The basic purpose of marketing research is to assist marketing managers in making more informed decisions.
A)True
B)False
Answer: True
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Chapter 2: The Research Process and Ethical Concerns
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Q1) If relatively little is known about the phenomenon to be investigated,exploratory research is often used to clarify the issues.
A)True
B)False
Answer: True
Q2) A proposed research action that is ethical under one method of ethical reasoning is also ethical under the other methods of ethical reasoning.
A)True
B)False
Answer: False
Q3) There can be differences between what is ethical and what is legal.
A)True
B)False
Answer: True
Q4) Research should be avoided when resources such as time and budget are lacking to do the research properly.
A)True
B)False
Answer: True
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Chapter 3: Problem Formulation
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Sample Questions
Q1) A ________ is simply a document that describes,a specifically as possible,the nature of the problem for which research is sought and that asks providers to offer proposals.
A)research requisition
B)scope of work
C)request for proposal
D)research contract
E)bid for services
Answer: C
Q2) An explanation of the data sources and research methodology to be used in the research project should be included in the A)research outline.
B)research request.
C)cost/benefit analysis of the project.
D)research proposal.
E)initial research prospectus.
Answer: D
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Page 5
Chapter 4: Exploratory Research
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Sample Questions
Q1) The market research team at Initech was asked to discover how to address deficiencies in the TPS reporting process.The team is studying the processes used by Globex,which has a world-class TPS reporting process.The research technique being used in this case is
A)benchmarking.
B)ethnography.
C)ethnography
D)data mining.
E)depth interview.
Q2) The success of the case analysis approach depends upon the researcher's ability to interpret the diverse mass of information that is collected across cases.
A)True
B)False
Q3) A weakness of focus groups has to do with how the results are A)interpreted.
B)gathered.
C)used.
D)All of these are correct.
E)None of these are correct.
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Page 6
Chapter 5: Decision Support Systems: Introduction
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Sample Questions
Q1) Marketing Information Systems (MIS)produce ___________ reports based on data held in an organization's database(s).
A)regular,customized B)regular,standardized C)random,customized D)random,standardized E)None of these are correct.
Q2) Research that has been collected in such a way that the results will support a particular position is often referred to as ______ research.
A)sponsored B)biased C)advocacy
D)persuasive
E)supporting
Q3) Looking for evidence that the research was done properly is a way to gauge the accuracy of secondary data.
A)True
B)False
Q4) Discuss at least four common reasons that have restricted the adoption of a MIS.
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Chapter 6: Decision Support Systems: Working With Big Data
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Q1) Which of the following best describes what prescriptive analysis is?
A)To recommend the best course of action among the firm's various options.
B)To predict a future outcome with some degree of confidence.
C)To understand the current context.
D)None of these are correct.
E)All of these are correct descriptions of descriptive analysis.
Q2) The value of linking data from several contexts (e.g.,omni-channel transactional data)is that it can provide
A)big data sets for analysis.
B)a complete view of in-store purchasing behavior.
C)a complete view of online purchasing behavior.
D)location mapping data.
E)a 360-degree view of purchasing patterns.
Q3) It is generally accepted that Big Data is four-dimensional.
A)True
B)False
Q4) One way of understanding structured data is as filling rows of data on a spreadsheet.
A)True
B)False
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Chapter 7: Using External Secondary Data
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Sample Questions
Q1) The "National Panel Diary" (NPD Group)is
A)concerned with size and nature of the television commercial audience.
B)an advertisement readership service.
C)a well-known diary panel concerned with the consumption of various goods and services.
D)an annual service provided to consumers reporting on the average family's consumption behavior.
E)a group that primarily tracks food-related trends in the U.S.
Q2) "Starch Readership Service"
A)is concerned with industrial buying and selling.
B)is used to produce market profiles.
C)is used to develop brand loyalty profiles.
D)represents developments in mathematical modeling.
E)directly involves the consumer and his or her behavior.
Q3) The "National Panel Diary" (NPD)is an advertisement readership service.
A)True
B)False
Q4) Discuss three common uses of the information supplied by standardized marketing information services.
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Chapter 8: Conducting Causal Research
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Sample Questions
Q1) 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.
Q2) Which of the following is FALSE regarding popular standard test market cities?
A)They are demographically representative of the larger market in which the product will be ultimately sold.
B)They should be geographically isolated from other cities.
C)They should be located centrally within the U.S.
D)They should be large enough that they have multiple media outlets of their own.
E)They should possess a sufficient number of the right kind of retail outlets.
Q3) A causal research design is typically concerned with
A)the frequency with which something occurs.
B)the discovery of ideas and insights.
C)how two variables vary together.
D)the determination of cause-and-effect relationships.
E)establishing priorities when studying competing explanations of phenomenon.
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Page 10
Chapter 9: Collecting Descriptive Primary Data
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Sample Questions
Q1) Which of the following statements about measuring intentions is NOT true?
A)Consumers usually aren't very accurate about what they'll do in the future.
B)The problem is getting answers that have meaning in them.
C)It is more difficult to measure purchase intentions for new-to-the-world products.
D)The problem is getting people to answer questions about their intentions.
E)There is often a big difference between what people say they are going to do and what they actually do.
Q2) A common use of demographic and socioeconomic data in marketing is
A)delineating market segments.
B)investigating intentions to purchase.
C)relating attitudes to opinions.
D)discovering motivations.
E)determining brand awareness.
Q3) Which of the following is NOT one of the basic types of descriptive studies?
A)Time series and longitudinal design
B)Longitudinal design
C)Time series design
D)Latitudinal design
E)Time series and latitudinal design
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Page 11
Chapter 10: Collecting Data by Observation
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Sample Questions
Q1) When disguise has involved an active deception of consumers,it is necessary to
A)tell them that they have been misled.
B)explain why the deception was necessary.
C)provide a general overview of the purpose of the project.
D)All of these are correct.
E)None of these are correct.
Q2) Which of the following is used to assess the emotional intensity in a subject's responses by measuring relative vibration frequency of the subject's oral response?
A)Galvanometer
B)People meter
C)Voice-pitch analysis
D)Response latency
E)Eye camera
Q3) In a contrived setting,subjects are observed in an environment that has been specifically designed for recording their behavior.
A)True
B)False
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Chapter 11: Collecting Data by Communication
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Sample Questions
Q1) The problem of nonresponse due to refusals to participate is usually
A)lower with personal interviews than with either telephone interviews or mail-administered questionnaires.
B)lower with mail questionnaires than with telephone or personal interviews.
C)lower with telephone interviews than with mail questionnaires or personal interviews.
D)the same no matter what communication method is used.
E)None of these are correct.
Q2) A(n)_____ might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.
A)personal interview
B)telephone interview
C)mail questionnaire
D)mall-intercept interview
E)None of these are correct.
Q3) Mall intercepts are popular for conducting personal interviews among consumers in retail shopping centers.
A)True
B)False
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Chapter 12: Asking Good Questions
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Sample Questions
Q1) While completing a survey on attitudes toward house ownership,John was hit by an attack of indigestion.Which of the following best accounts for the difference between John's and another respondent's scores?
A)A true difference in attitudes
B)A true difference in personality between John and Bob
C)A difference due to temporary personal factors
D)A difference due to situational factors
E)A difference due to variations in administration.
Q2) With nominal scales,the numbers used by a researcher don't mean anything other than simple individual or category identification.
A)True
B)False
Q3) Which attitude rating scale uses pairs of bipolar words or phrases and is particularly useful in corporate,brand,and product-images studies?
A)Itemized-ratings scale
B)Semantic-differential scale
C)Graphic-ratings scale
D)Summated-ratings (Likert)scale
E)Comparative-ratings scale
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Chapter 13: Designing the Data Collection Form for Communication Data
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Sample Questions
Q1) The "funnel approach" refers to
A)asking simple questions first.
B)a method of data analysis.
C)successively narrowing the focus of related questions.
D)using a funnel as a visual aid when asking sensitive questions in a personal interview.
E)successively broadening the scope of related questions.
Q2) When utilizing observational methods of data collection,which of the following should be specified by the researcher?
A)Who should be observed?
B)What aspects of the purchase should be reported?
C)When should the observations be made?
D)Where should the observations be made?
E)All of these are correct.
Q3) An open-ended question can be used to
A)seek factual information from a respondent.
B)allow respondents to reply in their own words.
C)uncover motivations and rich descriptions of feelings and attitudes.
D)All of these are correct.
E)a and c are correct.
Page 15
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Chapter 14: Developing the Sampling Plan
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Sample Questions
Q1) Area sampling is a form of A)cluster sampling.
B)stratified sampling.
C)quota sampling.
D)convenience sampling.
E)simple random sampling.
Q2) In probability samples,the probabilities of each element being included must be A)known.
B)nonzero.
C)equal.
D)known and equal.
E)known and nonzero.
Q3) The distinguishing feature of probability samples is that
A)they involve personal judgment somewhere in the selection of sample elements.
B)each population element has an equal chance of being included in the sample.
C)each population element has an equal chance of being included in the sample,and every combination of n population elements is a sample possibility.
D)each population element has a known chance of being included in the sample.
E)they will always be more representative of the population than nonprobability samples.
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Chapter 15: Data Collection: Types of Error and Response
Rate Calculation
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Sample Questions
Q1) Sampling errors can be decreased by
A)decreasing the number of observations.
B)increasing the sample size.
C)providing better training for interviewers.
D)improving the data collection method.
E)using a quota sample.
Q2) In a mail survey,500 questionnaires were sent out but only 200 were returned.
A)This survey has random sampling error.
B)This survey has a response bias.
C)This survey has nonresponse error.
D)This survey suffers from deliberate falsification.
E)None of these are correct.
Q3) Nonresponse error represents
A)a measure of the difference between the size of the population and the size of the sample.
B)the number of sampling units not contacted on the first attempt.
C)a random distribution of unanswered questions.
D)a failure to obtain information from sampling units.
E)a uniform distribution of uncontacted respondents.
Q4) Discuss at least five (5)ways in which response rates might be improved.
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Chapter 16: Data Preparation for Analysis
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Q1) On most projects,frequencies should initially be run on all variables to help identify blunders.
A)True
B)False
Q2) What is the best way to code data from a survey that contains many open-ended,exploratory questions in order to reduce bias?
A)Use the most experienced researcher to do the coding
B)Use two researchers to do the coding and have them compare their results
C)Use any researcher but have him or her double-check the coding
D)Use computer software to do the coding
E)Use an outside researcher who is unfamiliar with the project to do the coding
Q3) Optical scanning uses scanner technology to "read" responses on paper surveys and then stores these responses in a data file.
A)True
B)False
Q4) An error that arises during editing,coding,or data entry is called a blunder.
A)True
B)False
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Chapter 17: Analysis and Interpretation: Individual Variables
Independently
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Q1) The confidence interval only takes sampling error into account.
A)True
B)False
Q2) When it comes to standard deviations,if everyone were basically the same on some characteristic or felt the same way about some topic or object,the standard deviation would be
A)very small.
B)difficult,if not impossible,to calculate.
C)very large.
D)None of these are correct.
E)very small and difficult to calculate.
Q3) Data analysis hinges on which of the following considerations about the variable(s)to be analyzed?
A)Will the variable be analyzed in isolation or in relationship to one or more other variables?
B)What type of analysis is required by the project sponsor?
C)What level of measurement was used to measure the variable(s)?.
D)What level of measurement was used to measure the variable(s)?
E)All of these are considerations about the variable(s)to be analyzed.
Q4) Discuss the most commonly used descriptive statistics.
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Chapter 18: Analysis and Interpretation: Multiple Variables
Simultaneously
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Q1) A toy storeowner hypothesizes,at the 95% level of confidence,that parents spend less than $100 on toys per visit to her store.A sample is taken,and the hypothesis test shows a z value of 1.65.We accept the hypothesis.
A)True
B)False
Q2) If you have a significant and very strong (e.g.,> 0.90)correlation coefficient,you may assume there is a causal relationship between the two variables.
A)True
B)False
Q3) If the null hypothesis of no differences across groups is true,
A)total variation should be equal to between-group variation.
B)between-group variation should be equal to within-group variation.
C)within-group variation should be equal to total variation.
D)None of these are correct.
E)All of these are correct.
Q4) A factorial design is an ANOVA analysis that includes two or more dependent variables.
A)True
B)False
Page 20
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Chapter 19: The Oral Research Presentation
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Q1) In general,it is better to have too little technical detail than too much in an oral report.
A)True
B)False
Q2) Graphics should be used only to illustrate key findings and when they allow insights into data that might not be seen otherwise.
A)True
B)False
Q3) Which of the following pairs of charts are used for similar purposes?
A)Pie chart and one-scale bar chart
B)Line chart and two-scale bar chart
C)Stratum chart and divided bar chart
D)None of these are correct.
E)All of these are correct.
Q4) Pie charts are useful for illustrating trend relationships.
A)True
B)False
Q5) A stratum chart is equivalent to a line chart.
A)True
B)False
21
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Chapter 20: The Written Research Report
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Sample Questions
Q1) An incomplete report probably means that you'll have to write supplementary reports.
A)True
B)False
Q2) The researcher told his client that the data indicated a relationship between the weight of dogs and consumption of low calorie dog biscuits.The researcher's remarks were a
A)recommendation.
B)conclusion.
C)hypothesis.
D)research proposal.
E)None of these are correct.
Q3) The researcher's recommendations
A)should follow the conclusions in the report.
B)are straightforward for strategy-oriented research.
C)are less straightforward for discovery-oriented research.
D)All of these are correct.
E)None of these are correct.
Q4) Distinguish between a conclusion and a recommendation.
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