Principles of Marketing Exam Bank
Course Introduction
Principles of Marketing provides students with a comprehensive introduction to the core concepts, strategies, and practices involved in modern marketing. The course covers fundamental topics such as market research, consumer behavior, segmentation, targeting, positioning, the marketing mix (product, price, place, and promotion), and the role of digital technologies in marketing. Students will explore how organizations create value for customers and develop sustainable competitive advantages in dynamic environments. Real-world case studies, projects, and discussions are used to illustrate key principles and encourage critical thinking about marketing challenges and opportunities faced by businesses today.
Recommended Textbook
Basic Marketing Research 4th Edition by Naresh
K. Malhotra
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Chapter 1: Introduction to Marketing Research
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Q1) Research undertaken to help solve specific marketing problems is called ________.
A) problem-solving research
B) problem-manipulation research
C) problem-identification research
D) problem-correction research
E) problem exception
Answer: A
Q2) Research undertaken to help solve specific marketing problems is called problem-solving research.
A)True
B)False
Answer: True
Q3) Promotion is considered an uncontrollable environmental factor.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Sample Questions
Q1) An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a theory.
A)True
B)False
Answer: False
Q2) All of the following are characteristics of a marketing research problem EXCEPT:
A) asks what the decision maker needs to do.
B) asks what information is needed and how it should be obtained.
C) is information oriented.
D) focuses on the underlying causes.
E) A and D
Answer: A
Q3) According to the text,the ________ is information oriented.
A) marketing research problem
B) management decision problem
C) theoretical decision problem
D) hypothetical decision problem
E) research context problem
Answer: A
Page 4
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Chapter 3: Research Design
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Q1) A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called conclusive research.
A)True
B)False Answer: False
Q2) Errors that can be attributed to sources other than sampling are called nonsampling errors.
A)True
B)False Answer: True
Q3) Conclusive research is based on the assumption that the researcher has an accurate understanding of the problem at hand.
A)True
B)False Answer: True
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Chapter 4: Exploratory Research Design: Secondary Data
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Sample Questions
Q1) According to the text,________ is the largest source of secondary data in the United States.
A) Nielsen
B) Yahoo!
C) Arbitron
D) the U.S. government
E) Microsoft
Q2) ________ are general business sources of external secondary data that provide brief descriptions of companies,organizations,or individuals.
A) Guides
B) Indexes and bibliographies
C) Directories
D) Nongovernmental statistical data
E) Standard Industrial Classification (SIC) codes
Q3) According to the text,a basic rule of research is to examine secondary data first.
A)True
B)False
Q4) In a short essay,explain the appeal of census data to marketers.
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Chapter 5: Exploratory Research Design: Syndicated
Sources of Secondary Data
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Q1) According to the text,________ are used primarily because of their lower cost compared to random sampling.
A) periodic surveys
B) panel surveys
C) shared surveys
D) parallel surveys
E) regular surveys
Q2) Psychometrics refers to the psychological profiles of individuals and to psychologically-based measures of lifestyle,such as brand loyalty and risk taking.
A)True
B)False
Q3) Syndicated services or sources can be classified based on the unit of measurement.
A)True
B)False
Q4) In a short essay,describe an audit and list at least four uses of audit data.
Q5) Scanner panels with cable TV are used primarily for determining prices. A)True
B)False
7
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Chapter 6: Exploratory Research Design: Qualitative Research
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Q1) A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called sentence completion.
A)True
B)False
Q2) The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.
A) association technique
B) picture response technique
C) construction technique
D) expressive technique
E) evaluation technique
Q3) The main purpose of ________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.
A) a depth interview
B) a quantitative survey
C) an experiment
D) a moderator group
E) a focus group
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Chapter 7: Descriptive Research Design: Survey and Observation
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Q1) A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the survey method.
A)True
B)False
Q2) The recording of behavioral patterns of people,objects,and events in a systematic manner to obtain information about the phenomenon of interest is called ________.
A) projection
B) observation
C) description
D) exploration
E) micro-pattern research
Q3) A prepaid incentive is sent to only those respondents who complete the survey.
A)True
B)False
Q4) The ability to collect a large quantity of data is an advantage of using telephone interviewing to collect research data.
A)True
B)False
Page 9
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Chapter 8: Causal Research Design: Experimentation
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Sample Questions
Q1) An experiment was conducted to test the effects of coupon value on redemption.Personal interviews were conducted in New York with 280 shoppers who were entering a supermarket.These shoppers were given a coupon for one of four brands prior to entering the store.Two coupon values were used,one offering 15-cents off and the other 50-cents off.Shoppers were randomly assigned to these two coupon-value levels.Four brands-Tide detergent,Kellogg's corn flakes,Aim toothpaste,and Joy liquid dishwashing detergent were used.These same shoppers were re-interviewed upon leaving the store and asked to report on any coupons used in the store.What extraneous variable most likely will influence the results of this experiment?
A) maturation
B) mortality
C) statistical regression
D) history
E) testing effects
Q2) In a short essay discuss the different types of extraneous variables and their effects on experiments in marketing research.
Q3) Explain the concept of causality as defined in marketing research and distinguish between the ordinary meaning and the scientific meaning of causality.
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Chapter 9: Measurement and Scaling: Fundamentals and Comparative Scaling
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Q1) Common examples of ordinal scales include educational levels and social security numbers.
A)True
B)False
Q2) A scale that has distance also has order but the reverse is not true.
A)True
B)False
Q3) In a short essay,compare and contrast the categories of mutually exclusive and collectively exhaustive.
Q4) Which of the following primary scales of measurement is recognized as the most basic or limited?
A) ordinal scales
B) nominal scales
C) ratio scales
D) interval scales
E) random scale
Q5) The most popular comparative scaling technique is semantic differential scaling.
A)True
B)False
Q6) Discuss measurement and scaling.What are they and how are they related? Page 11
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Chapter 10: Measurement and Scaling: Noncomparative Scaling Techniques
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Q1) Explain how continuous rating scales can be easily implemented on the Internet.
Q2) In a short essay,discuss split-half reliability and discuss the use of a coefficient alpha.
Q3) The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called reliability.
A)True
B)False
Q4) ________ affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.
A) Systematic error
B) Random error
C) Forced error
D) Coefficient error
E) Dispersion error
Q5) A forced rating scale is a scale that requires the respondents to express an opinion since a "no opinion" option is not provided.
A)True
B)False
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Chapter 11: Questionnaire and Form Design
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Q1) Which of the following is the first step in the questionnaire design process?
A) specify the information needed
B) specify the type of interviewing method
C) determine the content of individual questions
D) decide on the question structure
E) segment the customer base
Q2) An open-ended question is a structured question with only two response alternatives,such as yes or no.
A)True
B)False
Q3) A strategy for ordering questions in a questionnaire in which the sequence starts with general questions,which are followed by progressively more specific questions,in order to prevent specific questions from biasing general questions,is called the ________.
A) unstructured approach
B) funnel approach
C) diagnostic approach
D) goal-oriented approach
E) inverted-funnel approach
Q4) In a short essay,list the ten steps to designing the ideal questionnaire.
Page 14
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Chapter 12: Sampling: Design and Procedures
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Sample Questions
Q1) A(n)________ involves a complete count of each element in a population.
A) census
B) sample
C) element
D) sampling unit
E) count
Q2) A nonprobability sampling technique in which an initial group of respondents is selected randomly and subsequent respondents are selected based on the referrals or information provided by the initial respondents is called snowball sampling.
A)True
B)False
Q3) In a short essay,discuss online intercept and online recruited sampling techniques.
Q4) Social media content available in the public domain is representative and appropriate for use in marketing research.
A)True
B)False
Q5) In a short essay,list and discuss the five steps in the sampling design process.
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Chapter 13: Sampling: Final and Initial Sample Size
Determination
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Q1) The statistical approaches to determining sample size are based on ________.
A) confidence intervals
B) random sample error
C) regression analysis
D) product characteristics
E) geometric principles
Q2) Generally,large samples are desirable in social media research.
A)True
B)False
Q3) Sample size is directly affected by the variability of the characteristic in the population.
A)True
B)False
Q4) When conducting marketing research in foreign countries,statistical estimation of sample size may be difficult since estimates of the population variance may be unavailable.
A)True
B)False
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Q5) In a short essay,discuss sampling issues facing researchers involved in international marketing research.
Chapter 14: Fieldwork: Data Collection
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Q1) An observer counting customers in a particular section of a store is an example of a field worker.
A)True
B)False
Q2) ________ involves tabulating the responses to important demographic characteristics and key questions.
A) Central office control
B) Sampling control
C) Control of cheating
D) Questionnaire pretesting
E) Cross-tabulation
Q3) Pride is an interviewer characteristic described as "is positive,quality conscious,and likes being recognized for a job well done."
A)True
B)False
Q4) In a short essay,discuss the fieldwork issues facing researchers conducting international marketing research.
Q5) In a short essay,discuss the process of selecting qualified field workers.
Q6) List and discuss the major areas of the fieldwork/data collection process.
Page 17
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Chapter 15: Data Preparation and Analysis Strategy
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Q1) A code in which the number of records for each respondent is the same and the same data appear in the same columns for all respondents is called a fixed field code.
A)True
B)False
Q2) ________ consists of screening questionnaires to identify illegible,incomplete,inconsistent,or ambiguous responses.
A) Coding
B) Editing
C) Validating
D) Pretesting
E) Transcribing
Q3) According to the text,category codes should be collectively exhaustive and mutually exclusive.
A)True
B)False
Q4) If possible,standard codes should be used for missing data.
A)True
B)False
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Chapter 16: Frequency Distribution,hypothesis Testing,and
Cross-Tabulation
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Q1) According to the text,the ________ is a statistic that describes a location within a data set.
A) measures of location
B) measures of variability
C) measures of association
D) measures of relativity
E) measures of position
Q2) The two-tailed test is more powerful than the one-tailed test.
A)True
B)False
Q3) When the frequency in any cell of a contingency table is low,it is ________.
A) time to stop the analysis
B) OK to ignore this and move on to finish the analysis
C) OK to proceed if the phi coefficient is used
D) time to increase the size of the table
E) time to reduce the size of the table by combining categories
Q4) If the distribution is asymmetric and the variable is measured on a nominal scale,the median should be used.
A)True
B)False
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Chapter 17: Hypothesis Testing Related to Differences
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Q1) The ________ is a statistic that assumes that the variable has a symmetric bell-shaped distribution and the mean is known,and the population variance is estimated from the sample.
A) a statistic
B) p statistic
C) t statistic
D) z statistic
E) bell statistic
Q2) The t statistic is calculated by assuming that all of the following exists EXCEPT:
A) the variable is normally distributed.
B) the mean is known.
C) the population variance is estimated from the sample.
D) the sample size is large.
E) C and D
Q3) The critical value of the F distribution depends upon two sets of degrees of freedom-those in the numerator and those in the denominator.
A)True
B)False
Q4) In a short essay,discuss t-test,the t statistic,and the t distribution.
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Chapter 18: Correlation and Regression
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Q1) The standardized regression coefficient is the slope obtained by the regression of y on x when the data are standardized.
A)True
B)False
Q2) Multiple regression is a statistical technique that simultaneously develops a mathematical relationship between two or more independent variables and an interval-scaled dependent variable.
A)True
B)False
Q3) A procedure for deriving a mathematical relationship,in the form of an equation,between a single metric dependent variable and a single metric independent variable is called ________.
A) univariate regression
B) bivariate regression
C) multivariate regression
D) parallel regression
E) pairwise regression
Q4) In a short essay,discuss the characteristics of bivariate regression.
Q5) In a short essay,discuss multiple regression and the multiple regression model.
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Chapter 19: Report Preparation and Presentation
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Q1) If a research report will be used across different countries and languages only one report should be prepared.
A)True
B)False
Q2) In a short essay,discuss the importance of the report and its presentation for a marketing research project.
Q3) When it is said that a report should be terse,it is meant that it should be as brief as possible but not at the expense of completeness.
A)True
B)False
Q4) A ________ is a chart that connects a series of data points using continuous lines.
A) pictograph
B) bar chart
C) line chart
D) histogram
E) streamline
Q5) In a short essay,discuss why initial research findings should be communicated to the client's key decision makers.
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