Principles of Marketing Exam Preparation Guide
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies used by organizations to create value for customers and build strong customer relationships. The course covers essential topics such as market segmentation, targeting, positioning, product development, pricing strategies, distribution channels, and integrated marketing communications. Students will learn how to analyze market environments, understand consumer behavior, and develop marketing plans that align with organizational goals. Emphasis is placed on both traditional and digital marketing techniques, ethical considerations, and the impact of global markets, preparing students to think critically and strategically in real-world marketing scenarios.
Recommended Textbook
Exploring Marketing Research 11th Edition by
Barry J. Babin
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Chapter 1: The Role of Marketing Research
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Q1) A company that employs a total quality strategy must evaluate itself through the eyes of the ____________________.
Answer: customer
Q2) Marketing research has become increasingly global as more firms take advantage of markets that have few geographic boundaries.
A)True
B)False
Answer: True
Q3) Marketing research should not be used by non-profit organizations.
A)True
B)False
Answer: False
Q4) Marketing research involves more than conducting surveys.
A)True
B)False
Answer: True
Q5) The application of the scientific method in searching for truth about marketing phenomena is known as ____________________.
Answer: marketing research
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Chapter 2: Information Systems and Knowledge Management
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Q1) Melanie is using the Internet to gather information designed to detect changes in her company's external operating environment.What is Melanie performing?
A)environmental scanning
B)behavioral tracking
C)search engine marketing
D)electronic data interchange
Answer: A
Q2) Numerical,text,voice,and image data that enter a decision support system are known as ____________________.
Answer: input
Q3) An organization's inventory figures are a good example of ____.
A)cookies
B)internal records
C)external records
D)CRM
Answer: B
Q4) ____________________ data refers to the accumulated records resulting from point of sale data recordings.
Answer: Scanner
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Chapter 3: The Marketing Research Process
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Q1) Explain the difference between a research project and a research program.
Answer: When the researcher has only one or a small number of research objectives that can be addressed in a single study,this study is referred to as a research project.When numerous related studies come together to address issues about a single company,it is referred to as a research program.the program strategy refers to a firm's overall plan to use marketing research.It is a planning activity that places a series of marketing research projects in the context of the company's marketing plan.
Q2) Coding is the application of reasoning to understand the data that have been gathered.
A)True
B)False
Answer: False
Q3) Which type of marketing research address who,what,when,where,why,and how questions?
A)causal research
B)exploratory research
C)descriptive research
D)proscriptive research
Answer: C
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) Teams that are composed of representatives of marketing research,new product development,production,and finance to study the feasibility of the national launch of a new product are knows as ____________________ teams.
Q2) Confidentiality means that researchers will not share any individual's information with others.
A)True
B)False
Q3) One reason for an organization to hire an outside research supplier is to acquire access to that organization's experience in critical situations.
A)True
B)False
Q4) Commercial providers of marketing research services are called ____.
A)research suppliers
B)research generalists
C)research analysts
D)research syndicators
Q5) Discuss possible sources of conflict between marketing management and marketing research.
Q6) Define marketing ethics and explain how it applies to marketing research.
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Chapter 5: Qualitative Research Tools
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Q1) Which qualitative research orientation originated in philosophy and psychology?
A)phenomenology
B)grounded theory
C)ethnography
D)anthropology
Q2) What role do exploratory research approaches using qualitative research tools have in scientific inquiry? Explain why a decision may be based solely on these results.
Q3) The manual that outlines the topics to be discussed in a focus group session is called a(n)____________________.
Q4) When the researcher must extract meaning from open-ended responses,the results are:
A)subjective
B)objective
C)primary
D)secondary
Q5) The person who leads a focus group discussion is called a(n)____________________.
Q6) 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) Every year,Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company's previous years' sales and market sales along with economic trends and predictions by experts.This process of predicting sales totals over a specific time period is called ____.
A)model building
B)trend analysis
C)sales forecasting
D)market potential estimation
Q2) Predicting next month's dollar sales based on past sales for the previous twelve months is an example of a(n)____________________.
Q3) Schematic networks are a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information.
A)True
B)False
Q4) Cross-checking data can help determine the similarity of independent projects. A)True
B)False
Q5) Identify various internal and proprietary sources of secondary data.
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Chapter 7: Survey Research
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Q1) Which survey research method is typically the most expensive?
A)door-to-door personal interview
B)mall intercept personal interview
C)telephone interview
D)mail survey
Q2) Some aspects of surveys may be qualitative.
A)True
B)False
Q3) An attempt to re-contact a potential respondent in a phone survey when no one answered the phone on a previous attempt is called a(n)____________________.
Q4) Chance variations in sampling due to the elements included in the sample are called ____________________ error.
Q5) Survey results are better than the quality of the sample and answers obtained.
A)True B)False
Q6) All marketing-related survey research is conducted with the ultimate consumer in mind.
A)True
B)False
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Chapter 8: Observation
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Q1) Researchers can observe people or events with human observers or with machines.
A)True
B)False
Q2) Explain the observation of physical objects and message content.
Q3) Using a stopwatch to determine how long customers wait at a drive-through location at McDonald's is an example of what type of observation?
A)verbal behavior
B)temporal pattern
C)physical action
D)physical objects
Q4) Using click-through rate as a measure of the amount of interest or attention a Web site is receiving can have disadvantages.Which of the following is NOT a flaw of this method?
A)It measures clicks rather than unique visitors
B)It likely makes some hits by mistake.
C)It does not always convey the meaning behind the number of clicks.
D)It does not adequately measure the number of times an ad is clicked on.
Q5) Hidden,unobtrusive observation maximizes respondent error.
A)True
B)False
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Chapter 9: Conducting Marketing Experiments
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Q1) In experimental research,the independent variable is manipulated rather than simply measured.
A)True
B)False
Q2) A(n)____________________ is an experimental deception that involves a false treatment.
Q3) An experimental design element of procedure that unintentionally provides subjects with hints about the research hypothesis a called a(n)____________________.
Q4) When subjects guess the purpose of an experiment,this creates a confound known as a bias effect.
A)True
B)False
Q5) A confound in an experiment means that there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variable.
A)True
B)False
Q6) Explain the advantages of a between-subjects experimental design over a within-subjects design.
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Chapter 10: Measurement and Attitude Scaling
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Q1) Continuous measures are those assigning values anywhere along some scale range in a place that corresponds to the intensity of some concept.
A)True
B)False
Q2) A researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions.What type of reliability is being assessed?
A)test-retest
B)split-half
C)equivalent-forms
D)criterion
Q3) In ratio scales,the location of the zero point is arbitrary.
A)True
B)False
Q4) A measurement scale in which respondents are asked to rank items based on their preferences is called a nominal scale.
A)True
B)False
Q5) Define attitude and describe the three components that comprise it.
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Chapter 11: Questionnaire Design
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Q1) A question that poses some problem or topic and asks respondents to answer in their own words is called a(n)____.
A)sentence completion question
B)unbalanced question
C)fixed-alternative question
D)open-ended question
Q2) Fixed-alternative questions give respondents specific limited-alternative responses and ask them to choose the one closest to their own viewpoints.
A)True
B)False
Q3) Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?
A)skip logic technique
B)telescoping
C)squishing
D)funnel technique
Q4) When the respondent's answers to previous questions in a questionnaire create a bias in his or her answers to later questions,this is known as ____________________ bias.
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) Which probability sampling technique is economically efficient and uses a group of elements as the primary sampling unit?
A)simple random
B)snowball
C)cluster
D)quota
Q2) A researcher wants to study the members of the American Marketing Association and selects a sample from its membership list.The membership list is an example of a ____.
A)reverse directory
B)sampling frame
C)systematic sampling list
D)census
Q3) In which type of sampling is a subsample drawn using simple random sampling within each stratum?
A)cluster sampling
B)stratified sampling
C)systematic sampling
D)convenience sampling
Q4) Judgment sampling is a type of ____________________ sampling.
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Chapter 13: Big Data Basics: Describing Samples and Populations
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Q1) Find the approximate standard deviation of the following set of scores: 3,6,2,7,8.
A)2.24
B)2.59
C)3.32
D)6.70
Q2) A cross reference is an estimate of the population mean in the form of a single value.
A)True
B)False
Q3) When you add up a set of scores and divide the result by the number of scores,you have determined the ____________________ of the distribution.
Q4) List the characteristics of the standardized normal distribution and explain why it is a useful distribution in inferential statistics.
Q5) The arithmetic average of a set of numbers is referred to as the _____.
A)proportion
B)mode
C)mean
D)median
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Chapter 14: Basic Data Analysis
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Q1) When a third variable is included in an analysis and that third variable changes the relationship between the independent variable and the dependent variable in an important way,the third variable is called a(n)____.
A)spurious variable
B)moderator variable
C)contingency variable
D)outlier variable
Q2) Counting the number of responses to questions in a survey by hand is called ____.
A)indexing
B)tallying
C)collating
D)moderating
Q3) The researcher examining descriptive statistics for any particular variable is using which type of statistics?
A)multivariate
B)interval
C)nominal
D)univariate
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Chapter 15: Testing for Differences Between Groups and for
Predictive Relationships
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Q1) When the difference between two groups is measured,bivariate statistics are used.
A)True
B)False
Q2) Describe a Z-test for comparing two proportions along with its appropriate null hypothesis.
Q3) Consider this regression equation: Y = 24.35 - 14.2 X.Here,24.35 is the ____,and -14.2 is the ____.
A)slope;y-intercept
B)independent variable;slope
C)dependent variable;y-intercept
D)y-intercept;slope
Q4) Which type of analysis involves three or more variables?
A)univariate statistical analysis
B)bivariate statistical analysis
C)multivariate statistical analysis
D)polyvariate statistical analysis
Q5) The statistical test used to determine whether there is more variability in the scores of one sample than in the scores of another sample is the ____________________.
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Chapter 16: Communicating Research Results
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Q1) Tables are most useful for presenting ____ information.
A)symbolic
B)verbal
C)pictorial
D)numerical
Q2) Which element can influence interpretation of a chart by making differences appear larger than they are?
A)footnotes
B)title
C)explanatory legend
D)axes values
Q3) The body of a research report begins with an introduction section.
A)True
B)False
Q4) The diagrams included in the research report that are used to clarify complex points are known as ____________________.
Q5) The part of the body of the research report that discusses the specific objectives of the research project is known as the ____________________ section of the report.
Q6) The typical maximum of slices in a pie chart is ____________________ slices.
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Chapter 17: Beyond the Basics in Basic Data Analysis
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Q1) Explain the total sum of squares and its components.
Q2) Which comparison tests differences between specific cells in an experimental design that is based on some specific hypothesized condition corresponding to that contrast?
A)internal comparison
B)non-experimental comparison
C)planned comparison
D)post-hoc comparison
Q3) How are sequential chi-square analyses useful when analyzing big data?
Q4) An unbalanced experimental design presents equal cell sizes.
A)True
B)False
Q5) An RBD allows the analyst to control statistically for the impact of a blocking variable.
A)True
B)False
Q6) Within-subjects designs involve repeated measures because with each treatment,a different subject is measured.
A)True
B)False
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Chapter 18: Advanced Topics in Linear Analytics
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Q1) If the regression equation is: Y = -4.2 + 3.6X,then the expected score for Y when X is 4 would be ____.
A)-18.6
B)-10.2
C)+10.2
D)+18.6
Q2) Which effect occurs if multiple predictor variables are strongly correlated with each other?
A)multicollinearity
B)heteroskedasticity
C)enodgeneity
D)dependency
Q3) Which correlation coefficient indicates a moderate negative relationship?
A)-1.0
B)-0.5
C)+0.5
D)+1.0
Q4) The square of the correlation coefficient is called the ____________________.
Q5) Discuss the common procedures for testing association for data that are ordinal and that are interval/ratio.
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Chapter 19: Testing Hypotheses With Glm Procedures
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Q1) In an experiment,both the independent variable and the moderator variable often are categorical (nominal or ordinal).
A)True
B)False
Q2) A negative relationship indicates that as X goes up,Y goes
Q3) Which technique might a researcher employ when using continuous variable interactions?
A)logistic regression
B)bootstrapping
C)hierarchical regression
D)slopes testing
Q4) Another term for a circular explanation is a(n)____.
A)tautology
B)direct effect
C)indirect effect
D)partial mediation
Q5) A(n)____________________ effect assesses the relationship between an independent variable and a dependent variable where the hypothesis suggests a relationship that depends on no other variable.
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Q6) An argument using circular reasoning is known as a(n)____________________.
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Chapter 20: Introducing Multivariate Data Analysis
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Q1) The limiting score serves as a benchmark in discriminant analysis.
A)True
B)False
Q2) MANCOVA is a variation of MANOVA that can include interval or ratio covariates.
A)True
B)False
Q3) Which of the following entropy R² values implies the highest predictive power?
A)-1.0
B)0.0
C)+0.5
D)+0.8
Q4) Which entropy R² value implies no predictive power?
A)0
B)-1.0
C)+0.5
D)+1.0
Q5) Logit is the inverse log of the odds of some occurrence.
A)True
B)False
Q6) Describe discriminant analysis and its uses.
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Chapter 21: Multivariate Data Analysis: Analytics With
Interdependence Techniques
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Q1) In cluster analysis,the researcher wants clusters to have high ____ within-clusters and high between-cluster ____.
A)independence;dependence
B)significance;insignificance
C)heterogeneity;homogeneity
D)homogeneity;heterogeneity
Q2) Which type of variance is unique to each individual variable?
A)common variance
B)specific variance
C)error variance
D)systematic variance
Q3) A number of observations sharing characteristics associated with some outcome of interest is referred to as a(n)____________________.
Q4) A factor loading indicates how strongly a measured variable is correlated with a factor.
A)True
B)False
Q5) Cluster analysis,discriminant analysis,and logistic regression all represent ____________________ techniques.
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Chapter 22: Primer on Structural Equations Modeling
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Q1) AMOS is logistic regression software.
A)True
B)False
Q2) Structural equations modeling was first introduced in the 1970s.
A)True
B)False
Q3) Explain the comparative fit index (CFI)and how it is used to determine fit.
Q4) Which technique combines a PCA-based factor analytic approach with a least squares based regression approach?
A)partial least squares (PLS)
B)multidimensional scaling
C)partial correlations
D)discriminant analysis
Q5) A type of factor analysis in which the researcher specifies the measured variables that indicate specific constructs based on theory is called ____.
A)confirmatory factor analysis
B)root mean square estimation
C)comparative fit
D)multidimensional scaling
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