Principles of Marketing Exam Questions
Course Introduction
Principles of Marketing explores the fundamental concepts and strategies that drive the marketing process in today's dynamic business environment. This course examines key topics such as market research, consumer behavior, segmentation, targeting, positioning, and the development of effective marketing mixes (product, price, place, and promotion). Emphasis is placed on understanding how organizations create value for customers and build lasting relationships by meeting their needs effectively and ethically. Through case studies and practical applications, students gain critical insights into how marketing decisions impact organizational success in both domestic 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) Marketing research is restricted to the promotion aspect of the marketing mix.
A)True
B)False
Answer: False
Q2) Which type of research tries to verify a theory or to learn more about a marketing concept and is not intended to solve a particular marketing problem?
A) performance-monitoring research
B) basic research
C) total quality management
D) the scientific method
Answer: B
Q3) The application of the scientific method in searching for truth about marketing phenomena is known as ______.
Answer: marketing research
Q4) Communication technologies have impacted marketing research greatly.
A)True
B)False
Answer: True
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Chapter 2: Data Mining Procedures and Knowledge Systems
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Sample Questions
Q1) A(n)_____ searches through the Internet almost instantly looking for content containing specific words.
A) environmental scan
B) history sniff
C) web crawl
D) keyword search Answer: D
Q2) Input data can come from internal sources of the organization,but not from external sources.
A)True
B)False Answer: False
Q3) Types of databases include statistical databases,financial databases,and video databases.
A)True
B)False Answer: True
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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Sample Questions
Q1) A conclusion that when one thing happens,another specific thing will follow is known as a _____.
A) diagnostic analysis
B) manipulation
C) causal inference
D) deliverable
Answer: C
Q2) A plan that specifies the methods and procedures that will be used for collecting and analyzing data in a research study is called a(n)______.
Answer: research design
Q3) There is always one best research design for a marketing research study.
A)True
B)False
Answer: False
Q4) Which type of research allows decision makers to make causal inferences?
A) exploratory research
B) descriptive research
C) causal research
D) all of these choices
Answer: C
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Sample Questions
Q1) 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
Q2) Principles reflecting one's beliefs about what is ethical and unethical are called _____.
A) guiding principles
B) ethical imperatives
C) functional standards
D) moral standards
Q3) When AT&T hires a research agency to conduct research among business users regarding mobile technology needs,this is called _____.
A) custom research
B) syndicated research
C) limited research
D) commercial research
Q4) Define marketing ethics and explain how it applies to marketing research.
Page 6
Q5) Discuss the rights and obligations of the researcher.
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Chapter 5: Qualitative Research
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Sample Questions
Q1) A focus group typically involves a rigid question-and-answer session among participants.
A)True
B)False
Q2) A primary advantage of the case study is that an entire organization or entity can be investigated in depth.
A)True
B)False
Q3) Which type of data are not characterized by numbers and instead are textual,visual,or oral?
A) grounded data
B) quantitative data
C) subjective data
D) qualitative data
Q4) In online focus group sessions,the moderator's ability to probe is greater than it is in a face-to-face focus group session.
A)True
B)False
Q5) Develop a discussion guide for a focus group on football fan behavior.
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Chapter 6: Secondary Data Research in a Digital Age
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Q1) The simplest form of secondary-data research is _____.
A) fact-finding
B) model building
C) forecasting sales
D) database marketing
Q2) What is it called when a researcher compares secondary data from one source with data from another?
A) data conversion
B) cross-check
C) data mining
D) data enhancement
Q3) When an organization uses powerful computers to try to discover patterns of customer relationships for its products,this is known as ______.
Q4) It is safe to assume that secondary data from governments around the world are accurate.
A)True
B)False
Q5) When original data are changed to a different format in order to make them consistent with a research objective,this is known as data ______.
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Chapter 7: Survey Research
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Q1) When a respondent exaggerates his income and education in an interview in order to make a favorable impression on the interviewer,this is an example of auspices bias.
A)True
B)False
Q2) All of the following are advantages of personal interviews EXCEPT _____.
A) interviewer influence
B) opportunity for feedback
C) probing complex answers
D) high participation rate
Q3) A survey approach that does not facilitate two-way communication is called a(n)_____ survey approach.
Q4) A researcher who takes a questionnaire to a respondent's office or home and then comes back to pick it up is using the _____ method.
Q5) One study found that Asian respondents are more likely to respond more favorably than Western respondents and that they usually used the most positive responses available on a survey.This is an example of _____ bias.
Q6) When primary data are collected by asking respondents questions,these data are generated by a(n)______.
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Chapter 8: Observation
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Q1) _____ is the systematic process of recording actual behavioral patterns of people,objects,and events as they happen.
A) Observation
B) Descriptive research
C) Real-time research
D) Interaction
Q2) Explain why a researcher might want to use contrived observation instead of direct observation.
Q3) The most refined measure of Web site traffic is click-through rate (CTR).
A)True
B)False
Q4) One limitation of observation as a research method is that the observation period is generally short.
A)True
B)False
Q5) Since the observer does not interact with the subject in observation studies,observation is an error-free method of data collection.
A)True
B)False
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Chapter 9: Conducting Marketing Experiments
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Sample Questions
Q1) Competitors can sometimes benefit from another company's test market.
A)True
B)False
Q2) In an experiment,collinearity is the characteristic of experiments that allow hypotheses to be tested.
A)True
B)False
Q3) Brad is a brand manager of a line of laundry detergent products in his company.His company's sales representative in Dayton,OH informed him that a competitor was conducting a test-market of a new line of strongly-scented laundry products.Brad knew from consumer research that consumers do not like overly strong scents,so he directed this sales representative to purchase all of the competitor's product in the stores in an attempt to make the product appear to sell well in the test-market so that the company will falsely believe that the product was successful.Brad's actions are called _____.
A) cannibalization
B) guerilla marketing
C) test-market sabotage
D) subversion
Q4) Blocking variables are _____ variables like a subject's gender or ethnicity.
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Chapter 10: Measurement and Attitude Scaling
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Q1) A balanced rating scale has a neutral point,or point of indifference,at the center of the scale.
A)True
B)False
Q2) The degree of agreement among judges that a scale measures what it is intended to measure is called the ______ validity of the scale.
Q3) Which of the following is a discrete measure?
A) nominal scale
B) sensitive scale
C) ratio scale
D) all of these choices
Q4) 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
Q5) The process involving identifying scales that correspond to properties of a concept is called _____.
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Chapter 11: Questionnaire Design
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Sample Questions
Q1) Preliminary tabulations from pretests can provide meaningful information to researchers.
A)True
B)False
Q2) "Name five brands of toothpaste" is an example of what type of question?
A) fixed-alternative
B) pivot
C) open-ended response
D) filter
Q3) If a researcher is interested in which parts of an advertisement catches respondents' attention the most,which of the following would be useful?
A) branching question
B) filtering question
C) status bar
D) heat map question
Q4) In a personal interview,asking general questions before asking specific questions in order to create less bias in the responses is known as the ______ technique.
Q5) Discuss the features of self-administered Internet surveys.
Q6) Name and define the primary types of fixed-alternative questions.
Page 13
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) Which sampling technique is an economically efficient sampling technique in which the primary sampling unit is not the individual element in the population but a large cluster of elements?
A) cluster sampling
B) stratified sampling
C) grouped sampling
D) homogeneous sampling
Q2) A unit that is selected in the first of several stages of sampling is called the ______.
Q3) Which type of sampling procedure selects initial respondents using probability methods and selects subsequent respondents from information provided by those initial respondents?
A) snowball sample
B) stepwise sample
C) judgment sample
D) secondary sampling
Q4) An error that occurs when certain sample elements are not listed or are not accurately represented in a sampling frame is called _____ error.
Q5) Name and describe the types of probability sampling.
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Chapter 13: Reviewing Statistical Theory and Determining
Sample Size
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Q1) A common practice in marketing research is to use the 75 percent confidence interval about the mean in research studies.
A)True
B)False
Q2) A confidence range is a specified range of numbers within which a population mean is expected to lie.
A)True
B)False
Q3) The variance,or heterogeneity,of the population refers to the standard deviation of the population.
A)True
B)False
Q4) The measure of central tendency that identifies the value that occurs most often is called the _____.
A) mean
B) median
C) mode
D) range
Q5) The _____ distribution is bell shaped.
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Chapter 14: Basic Data Analysis
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Q1) Researchers usually are most interested in the marginals in a contingency table.
A)True
B)False
Q2) Which type of error occurs when the researcher concludes a relationship exists when in fact one does not exist?
A) Type I
B) Type II
C) Type A
D) Type B
Q3) A contingency table is a data matrix that displays the frequency of some combination of possible responses to multiple variables.
A)True
B)False
Q4) A statistical test's significance level or p-value becomes a key indicator of whether or not a hypothesis can be supported.
A)True
B)False
Q5) What is descriptive analysis and how is it used in marketing research?
Q6) Explain what coding is and describe why and how dummy coding is done.
Page 16
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Chapter 15: Testing for Differences Between Groups and for Relationships
Among Variables
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Q1) List at least three software programs discussed in the chapter that can be used to conduct statistical analyses.
Q2) The formula for determining the degrees of freedom for a chi-square test is ______.
Q3) The key statistical test for an ANOVA model is the _____.
A) x² test
B) t-test
C) F-test
D) Z-test
Q4) The independent samples t-test tests the differences between means taken from two independent samples or groups.
A)True
B)False
Q5) In regression analysis,the symbol X is commonly used for the ______ variable,and the symbol Y is commonly used for the ______ variable.
A) dependent; moderating
B) independent; dependent
C) dependent; independent
D) independent; moderating
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Chapter 16: Communicating Research Results
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Q1) The findings of the study should be presented in the ________ section.
A) results
B) recommendations
C) appendix
D) research methodology
Q2) A written statement of a research study and its results is known as a _____.
A) communicator
B) medium
C) field of experience
D) research report
Q3) The pictures and diagrams included in the research report that are used to clarify complex points are known as ______.
Q4) Which element of a research report should state the title of the report,for whom the report is prepared,by whom it was prepared,and the date of releases or presentation?
A) preamble
B) appendix
C) letter of transmittal
D) title page
Q5) In a table,the titles of the rows of the table are known as ______.
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