Principles of Marketing Practice Exam
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies essential to the marketing process in modern organizations. The course covers topics such as market research, consumer behavior, segmentation, targeting, positioning, product development, pricing strategies, promotion, and distribution channels. Through case studies and real-world examples, students gain an understanding of how marketers create value for customers, compete in dynamic environments, and adapt to technological and social changes. By the end of the course, students will be equipped with practical tools to analyze markets and develop effective marketing plans.
Recommended Textbook
Marketing Research Essentials 9th Edition by
Carl McDaniel
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Page 2
Chapter 1: The Role of Marketing Research in Management
Decision
Making
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Q1) When a customer gives a credit card to a retailer to purchase an item,and then takes the item out of the store,we say that a(n)__________ has occurred.
A)profit
B)exchange
C)evaluative research
D)selective research
E)applied research
Answer: B
Q2) A social media site such as Twitter or Facebook uses: A)BEP.
B)CTM.
C)PERT.
D)MBO.
E)UGC. Answer: E
Q3) Linked-In is an example of a social media site that uses user-generated content (UGC).
A)True
B)False
Answer: True
Page 3
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Chapter 1: A: The Role of Marketing Research in Management Decision Making
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Q1) Relate how a systems orientation will facilitate the firm's efforts to monitor its external environment.
Answer: Get students to relate how a systems orientation,by definition,is necessary in order for the firm to be able to effectively monitor its external environment.
Q2) Discuss at least 3 reasons with ethical implications when it is best not to conduct marketing research.
Answer: Probably the best 3 reasons which could be discussed in the context of how a marketing researcher or client could be unethical are a)resources are lacking (researcher quotes a price based on resources available,which may or may not achieve the research objectives);b)decision has already been made (this is a supplier ethical problem,as the client wants some numbers to support a pre-research decision);and c)decision making information already exists (researcher knows information is already available via secondary sources,but contracts for a primary research project to earn more money).
Q3) Marketing research moved out of its embryonic stage in about 1970.
A)True
B)False
Answer: False
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Chapter 2: The Marketing Research Industry and Research
Ethics
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Q1) When a shopper at a shopping mall is asked if she is willing to participate in a marketing research project,this is an example of which of a potential respondent's ethical rights?
A)Right to privacy
B)Right to safety
C)Right to be informed
D)Right to choose
E)Right to terminate the interview
Answer: D
Q2) Moral principles or values that help people decide how to act are the province of:
A)professionalism.
B)strategic partnership.
C)ethics.
D)a profession.
E)field services.
Answer: C
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Chapter 2: A: The Marketing Research Industry and Research Ethics
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Q1) Radio station KOOL is in a large metropolitan area,and is having trouble selling advertising space to advertisers.The advertisers contend that they don't know how much coverage they are getting by advertising on KOOL.What kind of data collection strategy should KOOL undertake?
Q2) Professional respondents are generally viewed in a positive light by marketing researchers.
A)True
B)False
Q3) A true field service firm:
A)is involved in all the steps of marketing research.
B)is only involved in data collection on a contract basis.
C)places a great deal of emphasis on research design and data analysis.
D)uses data collected for internal purposes.
E)none of the above
Q4) Where are the majority of the large global marketing research firms based?
A)Japan
B)United Kingdom
C)France
D)Germany
E)United States
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Chapter 3: Problem Definition,exploratory Research,and the Research Process
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Q1) When Southwest Airlines sends a five-item questionnaire over the Internet to its frequent fliers from St.Louis to Newark the day after the flight to determine their degree of customer satisfaction with the airline,this is an example of what type of research design?
A)Experience survey
B)Experiment
C)Observation
D)Secondary data analysis
E)Survey research
Q2) The first step in problem definition is:
A)determining why the information is needed.
B)using symptoms to help clarify the problem.
C)recognizing a problem or opportunity.
D)determining whether or not the information already exists.
E)stating the research objectives.
Q3) An intranet provides easy access to external data.
A)True
B)False
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Chapter 3: A: Problem Definition and the Research Process
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Q1) ____________ is preliminary research conducted to increase the understanding of a concept,to clarify the exact nature of the problem to be solved,or to identify important variables to be studied.
A)Pilot study
B)Experience survey
C)Case analysis
D)Exploratory research
E)Situation analysis
Q2) The two criterions that must be met for causality are temporal sequence and concomitant variation.
A)True
B)False
Q3) Causality is relatively easy to prove in most marketing research studies.
A)True
B)False
Q4) Probability samples allow marketing researchers to project their sample results to the population they are studying.
A)True
B)False
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Chapter 4: Secondary Data and Databases
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Q1) What type of computerized system within a company allows the manager of a department to see aggregated customer figures while a worker within that department can use this same system to design reports of interest to that worker?
A)Marketing research aggregator
B)MBO
C)DSS
D)PERT
E)External database
Q2) A personalized computer information system that is designed and managed by a marketing manager using the company's databases is called a(n):
A)MBO system.
B)DSS.
C)PERT system.
D)GIS.
E)marketing research aggregator.
Q3) The use of social networking data has improved the effectiveness of behavioral targeting.
A)True
B)False
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Chapter 4: A: Secondary Data and Databases
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Q1) A marketing database would be easiest to set up for which type of business?
A)traditional retailer
B)international retailer
C)online retailer
D)specialty retailer
Q2) Database marketing is sometimes referred to as ____________.
A)macromarketing
B)niche marketing
C)micromarketing
D)none of the above
Q3) Data mining facilitates customer acquisition by discovering purchasing patterns such that customized offerings can be made to prospects.
A)True
B)False
Q4) Most consumers will never give up personal information to marketers.
A)True
B)False
Q5) Describe a situation in which a geographic information could be used along with secondary data.
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Chapter 5: Qualitative Research
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Q1) A one-on-one interview between an interviewer and an interviewee in which the interviewer probes comments from the interviewee in order to find out the hidden motives of the interviewee behind the interviewee's comments,this is called an storytelling test.
A)True
B)False
Q2) The leader of a focus group discussion is called a(n):
A)discussion guide.
B)projective leader.
C)moderator.
D)research statistician.
E)project manager.
Q3) Thematic Apperception Tests (TAT)have been very popular and very helpful in marketing research studies.
A)True
B)False
Q4) The use of focus group discussions is decreasing noticeably in marketing research studies.
A)True
B)False
Page 11
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Chapter 5: A: Qualitative Research
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Q1) Which of the following is not a characteristic of qualitative research?
A)hardware consists of computers,questionnaires and printouts
B)is exploratory in nature
C)questions are probing
D)amount of information per respondent is substantial
E)All of the above are characteristics of qualitative research.
Q2) If the goal of the research was to provide a demographic and lifestyle profile of a heavy user of a product,then the preferred type of research would be _______.
A)quantitative research
B)qualitative research
C)process analysis
D)formal analysis
E)none of the above
Q3) Focus groups are often followed up with ___________.
A)quantitative research
B)qualitative research
C)mall intercepts
D)in-depth interviews
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Chapter 6: Traditional Survey Research
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Q1) If AT&T conducts an interview with business executives in their offices to determine which features of their company's long-distance service are most important to them,this is an example of a(n):
A)CAI interview.
B)executive interview study.
C)mall intercept study.
D)participant observer study.
E)response bias.
Q2) Another term for systematic error is:
A)nonsystematic error
B)selection error
C)interviewer error
D)population error
E)nonsampling error
Q3) A telephone survey is a good way to conduct an in-depth interview with a respondent.
A)True
B)False
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Chapter 6: A: Traditional Survey Research
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Q1) When interviewers falsify data,the type of error introduced is interviewer error.
A)True
B)False
Q2) _____________ results from mistakes or problems in the research design.
A)Systematic error
B)Processing error
C)Interviewer error
D)Random error
E)None of the above
Q3) Which of the following is not a reason surveys have a high rate of usage in marketing research?
A)the need to know why certain things are done or not done
B)the need to know who does certain things
C)the need to explain cause and effect relationships
D)the need to know how consumers make decisions
E)All are reasons for the high rate of usage of surveys in marketing research.
Q4) What are the major factors that determine the selection of a particular survey method?
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Chapter 7: Online Marketing Research
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Q1) When Marriott Hotels invites former guests to participate in an Internet panel of its customers,this is an example of:
A)open recruitment.
B)unrestricted recruitment.
C)closed online panel recruitment.
D)diagonal recruitment.
E)open online panel recruitment.
Q2) About what percentage of U.S.mobile Internet users access the Internet from their mobile phones daily?
A)10 percent
B)20 percent
C)30 percent
D)40 percent
E)50 percent
Q3) The Internet is proving to be a very effective tool to recruit focus group participants with defined demographic and behavioral composition.
A)True
B)False
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Chapter 7: A: Online Marketing Research
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Q1) What type of data do newsgroups produce?
A)primary
B)secondary
C)quantitative
D)none of the above
Q2) In a recent study,which incentive method was most effective at raising response rates for online surveys?
A)entering into a sweepstakes
B)free membership in a research panel
C)small cash payment for each respondent
D)none of the above
Q3) Which of the following is a weakness of online surveying?
A)hard to reach low incidence populations
B)more data processing required than traditional surveys
C)some respondents may be over surveyed
D)not able to gather open-ended responses
Q4) Describe at least three advantages Internet interviewing would have over "snail-mail" interviewing.
Q5) List and describe at least 5 advantages of online surveys over traditional surveys.
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Chapter 8: Primary Data Collection: Observation
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Q1) When a clerk of Bloomingdale's Department store in New York is told during a training session that she cannot receive the highest rating by someone who is hired to observe her behavior if she does not thank that shopper and say the name of the shopper (e.g."Thank you,Ms.Jones")when returning that shopper's credit card to her,this is an example of:
A)open observation.
B)a GSR study.
C)mystery shopping.
D)an EEG study.
E)a natural situation.
Q2) When a laboratory experiment is set up so that respondents can view an interactive computer program of the layout of the inside of a department store to track their eye-contact and "shopping behavior" as they "walk" through this virtual store,this is an example of a(n):
A)contrived situation.
B)descriptive study.
C)natural situation.
D)exploratory research situation.
E)mystery shopping study.
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Chapter 8: A: Primary Data Collection: Observation
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Q1) In Scraping,the researchers selects the terms,much like a search engine,and then the tool crawls in the Web in search of UGC (user-generated content)relating to these search terms.
A)True
B)False
Q2) __________________ is/are used to measure magazine or newspaper reading habits.
A)RAMS
B)Peoplemeters
C)MOBILTRAK
D)People Reader
E)none of the above
Q3) Ethnographic research is derived from which field?
A)mathematics
B)anthropology
C)sociology
D)garbology
E)none of the above
Q4) Laser scanners can produce instantaneous information on sales.
A)True
B)False
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Q1) Companies frequently attempt to measure the national market share of a new product based on its market share results in a test market study.
A)True
B)False
Q2) Laboratory experiments have greater problems estimating external validity than test market studies.
A)True
B)False
Q3) What type of experimental design occurs when the approval ratings of the President of the United States are tracked weekly for several weeks both before and after a major speech by the President on national television?
A)Pretest-Posttest experimental design
B)After-only with control group design
C)Time-series
D)Solomon 4 design
E)One-shot case study
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Chapter 9: A: Primary Data Collection: Experimentation and Test Markets
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Q1) Suppose a manufacturer wants to determine whether or not changing the packaging of his/her major product will bring about a change in sales.Which type of research will be most appropriate?
A)causal research
B)exploratory research
C)descriptive research
D)qualitative research
E)none of the above
Q2) A _____________ is a by-product of the research process itself.
A)Testing Effect
B)Research Effect
C)Result
D)Decision
Q3) The first step in a test market study is to select a basic approach.
A)True
B)False
Q4) Laboratory experiments tend to produce higher internal validity than field experiments.
A)True
B)False
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Chapter 10: The Concept of Measurement
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Q1) When a high school counselor is asked to determine the ability of the SAT-verbal test to estimate freshman grade-point average at various liberal arts colleges,this is an example of:
A)face validity.
B)predictive validity.
C)construct validity.
D)discriminant validity.
E)test-retest validity.
Q2) Measurement is the process of assigning numbers to indicate the amount of an attribute possessed by a person,object,or event.
A)True
B)False
Q3) When test experts are asked to decide whether or not the test items on a test "cover" the topics the test is supposed to measure,this is a type of:
A)test-retest reliability.
B)criterion-related validity.
C)predictive validity.
D)content validity.
E)discriminant validity.
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Chapter 10: A: The Concept of Measurement
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Q1) ____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.
A)Abstract Concepts
B)Constructs
C)Intuitive Constructs
D)None of the above.
Q2) Equivalent form reliability is the ability of two very different forms of an instrument to produce closely correlated results.
A)True
B)False
Q3) You are creating a survey that is interested in ranking customers' preferences for various brands of cola.You would definitely need to use which type of scale?
A)nominal
B)ordinal
C)ratio
D)interval
E)none of the above
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) What type of scale is the following?
Divide 50 points among the following characteristics in terms of their importance to you in your decision to purchase of a laptop computer.
_______ Price
_______ Memory
_______ Size of the monitor
_______ Brand name
_______ Keyboard
A)Forced choice scale
B)Itemized rating scale
C)Constant sum scale
D)Rank-order scale
E)Nonbalanced scale
Q2) In studying a purchase decision,the most obvious way to discover the attitudes of the buyer is to ask the buyer what factors they considered important in their purchase decision.
A)True
B)False
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Chapter 11: A: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) Unidimensional scales are used when the concept being studied possesses several attributes,all of which need to be measured.
A)True
B)False
Q2) This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products,while being easy to construct.
A)purchase intent
B)semantic differential
C)paired comparison
D)rank order
E)none of the above
Q3) If consumers are willing and able to answer questions,the best approach to utilize is______ questioning.
A)direct
B)indirect
C)balanced
D)unbalanced
E)none of the above
Q4) List and briefly describe considerations in selecting a scale.
24
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Chapter 12: Questionnaire Design
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Q1) In a personal interview situation,when the interviewer is not sure what the interviewee meant when answering a question and then says to the interviewee: "Tell me more about what you mean by that." What type of question is the latter question?
A)Multiple-choice
B)Closed-ended
C)Open-ended
D)Dichotomous
E)Probe
Q2) Most mall intercept studies are conducted by field service companies.
A)True
B)False
Q3) What type of question is the following: "Why did you decide to attend Webster University?"
A)Probe
B)Dichotomous
C)Closed-ended
D)Open-ended
E)Multiple-choice
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Chapter 12: A: Questionnaire Design
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Q1) Which of the following is not characteristic of the questionnaire?
A)formalized schedule for collecting data
B)a unique control device in the data collection process
C)survey instrument
D)set of questions designed to generate data for specific objectives
E)All are characteristic of the questionnaire.
Q2) Probing is especially important when using:
A)dichotomous questions.
B)open-ended questions.
C)closed ended questions.
D)multiple choice questions.
E)none of the above
Q3) A proper layout for a questionnaire is needed to:
A)make it attractive to the respondent.
B)elicit answers that are more carefully thought out and detailed.
C)impose standardization on the questionnaire.
D)compensate for poorly worded questions.
E)all of the above
Q4) In questionnaire design,what is a "skip pattern?" Provide an example to illustrate your answer.
26
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Chapter 13: Basic Sampling Issues
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Q1) In Internet sampling,the interviewing of respondents is essentially volume-insensitive.
A)True
B)False
Q2) If the population has 3,000 people in it and the desired sample size if 600 people,the Probability of a sample element being selected is about:
A)0.20.
B)0.30.
C)0.40.
D)0.50.
E)0.60.
Q3) A sample includes every member of the population of interest to the researcher.
A)True
B)False
Q4) The purpose of sampling is to use the results of the sample to estimate some characteristic of the population from which the sample was drawn.
A)True
B)False
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Chapter 13: A: Basic Sampling Issues
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Q1) Ideal census conditions are seldom available,even when the population is very small.
A)True
B)False
Q2) Nonprobability samples cost less than probability samples.
A)True
B)False
Q3) In marketing research,it is always preferable to take a census rather than a sample of the population under study.
A)True
B)False
Q4) Which of the following sampling techniques would give the researcher the most confidence in projecting the findings to the overall population?
A)quota
B)projectable judgment
C)simple random
D)snowball
E)stratified snowball
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Chapter 14: Sample Size Determination
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Q1) In probability samples,the cost of increasing sample size rises on a linear basis.
A)True
B)False
Q2) If z = 1.96,the standard deviation is 3.5,and the error is plus or minus $0.25,what is the Approximate sample size needed for this study?
A)54
B)215
C)384
D)753
E)96
Q3) If z = 1.96,the standard deviation is 2.5,and the error is plus or minus $0.50,what is the Approximate sample size needed for this study?
A)96
B)25
C)19
D)48
E)49
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Chapter 14: A: Sample Size Determination
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Q1) If a researcher takes enough samples,the data will begin to approach a normal distribution.
A)True
B)False
Q2) A researcher wants to estimate a population mean.The level of tolerable sampling error is 0.2 of a purchase occasion,with a confidence level of 95.44%.If the estimated population variance is 5 for the most important question in the study,what is the desired sample size?
Q3) A ____________ normal distribution is a normal distribution with a mean of zero And a standard deviation of one.
A)Balanced
B)Standard
C)Stock
D)Ordinary
Q4) The finite population correction factor (FPC)is an adjustment to the required sample size that is made in cases where the sample is expected to be equal to 5 percent or more of the total population.
A)True
B)False
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Chapter 15: Data Processing and Fundamental Data Analysis
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Q1) When information is checked for violation of skip patterns during data entry,this process
Is called:
A)intelligent data entry.
B)coding.
C)validation.
D)scanning.
E)editing.
Q2) During a taste test for a new type of chili,if the respondent,when asked how they liked
The taste,replied: "It was pretty good." If the interviewer then asks: "What do you mean by 'pretty good'"?,what type of technique is the interviewer using?
A)Simulation
B)Coding
C)Scanning
D)Probing
E)Cross tabulating
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Chapter 15: A: Data Processing and Fundamental Data Analysis
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Q1) A variable with a large standard deviation would have a large variance as well.
A)True
B)False
Q2) This type of chart is the simplest form of chart and is useful for presenting a measurement taken at several points over time.
A)line chart
B)bar chart
C)pie chart
D)(b)and (c)are equally useful
E)All are equally useful.
Q3) Cross tabulations look at differences in mean values.
A)True
B)False
Q4) Anything that can be shown in a line graph or pie chart also can be shown in a bar chart.
A)True
B)False
Q5) The first step in the data analysis process is coding.
A)True
B)False
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Chapter 16: Statistical Testing of Differences and Relationships
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Q1) If a researcher wanted to determine if three different prices in three different test market
Cities produced a significant difference in the number of units of a new shampoo that were sold during the test market study,what type of statistical test should this researcher use?
A)Chi-square
B)One-group t-test
C)Multiple regression
D)ANOVA
E)Two-group t-test
Q2) The Z-test is typically used for large samples that have greater than 30 respondents,while the t-test is typically used for small samples that have less than 30 respondents.
A)True
B)False
Q3) In statistical testing,Type I errors and Type II errors are complementary. A)True
B)False
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Chapter 16: A: Statistical Testing of Differences and Relationships
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Q1) A(n)________________ is a standard used to determine whether to reject or fail To reject the null hypothesis.
A)Decision rule
B)Common rule
C)Determined rule
D)Assessment rule
Q2) Researchers cannot perform statistical testing on nominal data.
A)True
B)False
Q3) What type of data would be necessary to have when testing for differences in means?
A)nominal
B)ordinal
C)metric
D)none of the above
Q4) Mathematical differences are the same as statistically significant differences.
A)True
B)False
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Chapter 17: Bivariate Correlation and Regression
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Q1) In the regression equation: Y = a + b X,a is the ________ ,while b is the ________ .
A)y-intercept;slope
B)predictor;criterion
C)criterion;predictor
D)slope;y-intercept
E)independent variable;dependent variable
Q2) In regression analysis,the unexplained variation is a measure of the scatter around the regression line.
A)True
B)False
Q3) The correlation coefficient can range from ________ to ________ .
A)zero;plus two
B)minus one;plus one
C)minus two;plus two
D)minus one;zero
E)zero;plus one
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Chapter 17: A: Bivariate Correlation and Regression
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Q1) The least squares estimation procedure often results in a perfectly straight line.
A)True
B)False
Q2) Which of the following is not included in the equation for the coefficient of determination?
A)explained variation
B)total variation
C)estimated variation
D)unexplained variation
Q3) _______________ refers to analysis is one of strength of the linear relationship between two variables when one is considered the independent variable and the other the dependent variable
A)Multivariate regression
B)Univariate regression
C)Bivariate regression
D)None of the above
Q4) Ordinal data cannot be analyzed using regression analysis.
A)True
B)False
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Chapter 18: Multivariate Data Analysis
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Q1) In factor analysis,a linear combination of variables that are correlated with one another is Called a(n):
A)discriminant factor.
B)underlying factor.
C)factor.
D)overlying factor.
E)dummy factor.
Q2) Cluster analysis is used to identify people who are similar to one another in regard to specific variables.
A)True
B)False
Q3) Multivariate statistical analysis procedures are a logical extension of both univariate and bivariate statistical procedures.
A)True
B)False
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Chapter 18: A: Multivariate Data Analysis
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Q1) The goal of factor analysis is to identify as many factors as possible.
A)True
B)False
Q2) The coefficient of determination is normally associated with which of the following multivariate procedures?
A)multiple regression analysis
B)factor analysis
C)conjoint analysis
D)cluster analysis
Q3) The independent variables in multiple regression should not be correlated with each other.
A)True
B)False
Q4) Collinearity is a situation in which independent variables are heavily correlated with each other.
A)True
B)False
Q5) There is no dependent variable in a factor analysis.
A)True
B)False
Page 38
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Chapter 19: Communicating the Research Results
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Q1) For a researcher writing her first research report,typically the most difficult section to Write is:
A)the background.
B)the interpretation of the findings to obtain conclusions and recommendations.
C)the Appendices.
D)the executive summary.
E)the methodology.
Q2) In a research report,the generalizations that answer the questions raised by the research
Objectives are called the ________________ . A)preface.
B)appendix.
C)conclusions.
D)background.
E)findings.
Q3) In a research report,the recommendations are derived by the process of induction. A)True
B)False
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Chapter 19: A: Communicating the Research Results
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Q1) Which of the following is not consistent with contemporary marketing research reports?
A)detailed paragraphs explaining results
B)liberal use of graphs
C)lots of bulleted information
D)"minibites"
E)All of the above are consistent with contemporary marketing research reports.
Q2) Persuasion does not imply stretching or bending the truth,but rather using research findings to reinforce conclusions and recommendations.
A)True
B)False
Q3) Which of the following is not part of the marketing research report appendices?
A)a detailed list of research objectives
B)cross tabulations for every question
C)technical discussion of research procedures
D)clean copy of the questionnaire(s)
E)All of the above are part of the marketing research report appendices.
Q4) List and briefly describe the six major parts of the marketing research report.
Q5) Compare and contrast the conclusions and recommendations portions of the research report.
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Chapter 20: Managing Marketing Research
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Q1) Which of the following is a reason marketing research information may not be used effectively?
A)Managers in the same business for a long time think they know customers' markets in depth.
B)Some managers are skeptical of new information and see it as a threat to their authority.
C)Some managers have a pro-innovation bias and are likely to try anything new.
D)all of the above
E)none of the above
Q2) What is the general rule for selecting a marketing research supplier?
A)Choose the least expensive supplier and,if the project's needs exceed their abilities,move to the next supplier.
B)Choose the smallest firm consistent with the scope of the project,as long as the project is not more than 30% of the supplier's annual revenues.
C)Choose the vendor that has the best reputation.
D)Choose the smallest firm consistent with the scope of the project,as long as the project is not more than 15% of the supplier's annual revenues.
E)There is no general rule.
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Chapter 20: A: Managing Marketing Research
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Q1) ROI is theoretically flawed because it divides profit return by the expenditure instead of subtracting it.
A)True
B)False
Q2) Hiring a company in another country to perform some of the marketing research project
Steps is known as:
A)the incidence rate.
B)innovation.
C)outsourcing.
D)creativity.
E)insourcing.
Q3) "ROI Lite" is found by taking the dollar value times increased confidence,and then:
A)adding the cost of research.
B)multiplying the cost of research.
C)subtracting the cost of research.
D)dividing by the cost of research.
E)squaring and then adding the cost of research.
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