Principles of Marketing Practice Exam
Course Introduction
Principles of Marketing introduces students to the foundational concepts and strategies involved in the marketing process. This course explores the role of marketing in organizations and society, emphasizing market research, consumer behavior, segmentation, targeting, positioning, and the development of effective marketing mixes. Covering essential topics such as product development, pricing strategies, distribution channels, and promotion, students learn how organizations create value for customers and build lasting relationships. By examining real-world case studies and engaging in practical exercises, students gain a comprehensive understanding of how to formulate and implement successful marketing plans in a dynamic and competitive environment.
Recommended Textbook
Essentials of Marketing Research 2nd Edition by Jr
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Page 2
Chapter 1: Marketing Research for Managerial Decision Making
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Sample Questions
Q1) If a respondent does not want the researcher to find out the truth, it is ethical for the respondent to lie on a survey.
A)True
B)False
Answer: False
Q2) A typical executive dashboard displays several KPIs. KPI stands for Key Parameters of Interest.
A)True
B)False
Answer: False
Q3) Customer satisfaction research is designed to assess strength and weaknesses in a firm's marketing mix.
A)True
B)False
Answer: True
Q4) Black-box methodologies are proprietary.
A)True
B)False
Answer: True
Page 3
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Chapter 2: The Marketing Research Process and Proposals
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Q1) Which of the following section in a research proposal discusses the method used to collect the needed data, including the various types of scales?
A)Definition of the target population
B)Sample design
C)Data collection method
D)Specific research instruments
E)Definition of the sample size
Answer: D
Q2) A researcher collected data by conducting surveys in two cities - Los Angeles and New York. After the primary data had been collected, and before moving to the next step of data analysis, the researcher must perform all of the following activities, EXCEPT:
A)interpret data to create knowledge.
B)assign numerical descriptors to all response categories.
C)enter data from the Los Angeles survey into the database.
D)enter data from the New York survey into the database.
E)examine data for coding and data-entry error.
Answer: A
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4
Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
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Sample Questions
Q1) Consumer panels, as a commercial data collection method:
A)use a rigorous data collection approach.
B)cost higher than primary data collection methods.
C)primarily measure media consumption habits as opposed to product or brand consumption.
D)measure product and brand movement directly at the point of sale.
E)generate information on effectiveness of shelf space and POP displays.
Answer: A
Q2) A parameter is:
A)the true value of the null hypothesis.
B)the true value of a variable.
C)an estimate of a variable, as determined through a sample.
D)is an estimate of the population parameter.
E)the measure of statistical accuracy as assessed by the level of significance under normal distribution.
Answer: B
Q3) An alternative hypothesis is typically represented by HS1U1B1aS1U1B0.
A)True
B)False
Answer: False
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Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Sample Questions
Q1) A researcher decides to use in-depth interviews over focus groups for her research study. All of the following could have motivated this decision, EXCEPT:
A)she wanted to cover richer details from each participant in the study.
B)she wanted to lower the likelihood of getting socially desirable responses from participants.
C)she wanted to create a situation where participants didn't feel like they had to impress others by their responses.
D)she wanted to hear from respondents who may feel inhibited in the presence of others.
E)she wanted the participants to build upon each others' responses.
Q2) Which of the following characteristics of observation describes the degree to which the researcher or trained observer actually observes the behavior or event as it occurs?
A)Awareness
B)Structure
C)Directness
D)Observing mechanism
E)Reference
Q3) Discuss the major benefits and limitations of observation data.
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Chapter 5: Descriptive and Causal Research Designs
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Q1) The budget is usually the sole determinant of the survey method.
A)True
B)False
Q2) Compared to person-administered surveys, self-administered surveys have all of the following advantages, EXCEPT:
A)low cost per survey.
B)respondent control.
C)no interviewer-respondent bias.
D)higher response rates.
E)anonymity in responses.
Q3) A retailer is interested in studying the effect of in-store promotions on the amount of money people spend during a store visit. Which of the following will NOT be considered an extraneous variable for this study?
A)The mood of the shoppers as they enter the store.
B)The average amount of money spent by shoppers in the store.
C)The number of kids under the age of two that accompany an adult shopper.
D)The day of the week / month when the study is conducted.
E)The air temperature outside the store.
Q4) Discuss some major advantages of online surveys.
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Chapter 6: Sampling: Theory and Methods
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Q1) Both stratified random sampling and cluster sampling involve dividing the target population into groups. Under what conditions would you prefer using one over the other?
Q2) When a market researcher asks if a project will be international, national, or regional in nature, the researcher is trying to determine:
A)time frame requirements.
B)degree of accuracy.
C)scope of the research.
D)availability of resources.
E)research objectives.
Q3) Simple random sampling usually produces biased estimates of a population's characteristics.
A)True
B)False
Q4) A voters list is an example of a sampling frame.
A)True
B)False
Q5) Another term for judgment sampling is purposive sampling.
A)True
B)False
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Chapter 7: Measurement and Scaling
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Q1) As part of the measurement process, researchers can assign either numbers or labels to phenomena they measure.
A)True
B)False
Q2) Which of the following is NOT an example of measurement?
A)A researcher measuring the amount of beverage people consume with their meals.
B)A researcher classifying people who enter a store based on their gender (male or female).
C)A researcher collecting demographic information of online shoppers visiting a particular web site.
D)A researcher collecting qualitative information about shoppers visiting a retail store.
E)A researcher observing a focus group discussion from behind a one-way mirror.
Q3) Using an ordinal scale, a researcher can draw the following conclusion: 20 percent of respondents prefer Coke over Pepsi.
A)True
B)False
Q4) Discuss the difference between a concrete variable and an abstract construct.
Q5) What are the two factors that drive the use of multi-item scales in research?
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Chapter 8: Designing the Questionnaire
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Sample Questions
Q1) A researcher is in the process of putting together a blueprint for training people to complete the interviewing process in a consistent fashion. The researcher is most likely developing a:
A)supervisor instruction form.
B)respondent instruction form.
C)interviewer instructions.
D)screening form.
E)quota sheet.
Q2) Despite advances in communication systems, the Internet, and software, the principles behind designing questionnaires remain essentially unchanged.
A)True
B)False
Q3) If pretesting reveals that respondents have skipped a lot of questions or are circling the same answer for all questions within a group, it is a sign of possible boredom or tiring on the part of the respondent.
A)True
B)False
Q4) What are the two functions performed by a transition phrase in a survey?
Q5) In what ways can a researcher frame "bad questions?"
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Chapter 9: Qualitative Data Analysis
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Q1) Why is it important to include a discussion on research objectives in a written research report?
Q2) In peer review, one seeks input from:
A)people from whom the data is collected.
B)methodology and topic area (external) reviewers.
C)policy makers who will use the study's findings to make decisions.
D)managers who commission the study.
E)the control group.
Q3) Which of the following statements about verbatims is incorrect?
A)One can use video verbatims in live presentations.
B)Researchers should select verbatims that are more memorable.
C)Verbatims should be used judiciously in a report.
D)Verbatims can be used to underscore important points.
E)Researchers should select verbatims that reveal patterns in data.
Q4) Comparisons can be used to differentiate between not only two constructs but also between two or more kinds of respondents.
A)True
B)False
Q5) What are the different ways to do triangulation?
Q6) How is reliability and validity viewed in the context of qualitative research?
Page 11
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Chapter 10: Preparing Data for Quantitative Analysis
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Sample Questions
Q1) A researcher contacts a respondent who meets all the requirements for inclusion in the sample. The researcher starts the interview process and after completing the first five questions, skips directly to the second last question. He later on makes up the answers to the questions that he had never asked of the respondent. This inappropriate behavior falls under which of the following data validation areas?
A)Fraud
B)Mid-survey validation
C)Skip question validation
D)Completeness
E)Screening
Q2) Scanning technology cannot be used to enter data.
A)True
B)False
Q3) In order to determine the mode, one has to find the number with the lowest frequency.
A)True
B)False
Q4) When does it make the most sense to use mode over median or mean?
Q5) Respondents are typically recontacted under what conditions?
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Chapter 11: Basic Data Analysis for Quantitative Research
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Q1) If a marketing manager wants to be 95 percent certain of a result in a statistical test, the significance level should be set at:
A)0.95
B)0.02
C)0.03
D)0.04
E)0.05
Q2) The t-test is used with interval and nominal data.
A)True
B)False
Q3) How are sample statistics different from population parameters?
Q4) In order to use the formula to calculate standard deviation, one must first calculate the mean of the distribution.
A)True
B)False
Q5) The null hypothesis asserts the status quo.
A)True
B)False
Q6) Distinguish between independent samples and paired samples?
Page 13
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Chapter 12: Examining Relationships in Quantitative Research
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Sample Questions
Q1) In a regression analysis, the strength of the relationship between the independent and dependent variables is indicated by:
A)the regression coefficient.
B)the rS1U1P12S1S1P0.
C)the significance level.
D)the t statistic.
E)the beta coefficient.
Q2) Discuss the problem of multicollinearity encountered in multiple regression analysis.
Q3) A researcher plots a scatter diagram of two variables. The dots on the plot are scattered roughly as a circle. This indicates that the relationship (covariation) between the two variables is:
A)linear, positive.
B)linear, negative.
C)circular, positive.
D)circular, negative.
E)very close to zero.
Q4) Covariation refers to the direction of the relationship between two variables.
A)True
B)False
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Chapter 13: Communicating Marketing Research Findings
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Q1) Reports can be used for comparison purposes.
A)True
B)False
Q2) Given that the executive summary appears near the front of the report, it should be written first (before writing the rest of the report).
A)True
B)False
Q3) Generally speaking, percentages should have one digit past the decimal point, while means should generally display no decimals past the decimal point.
A)True
B)False
Q4) Discuss the organization format common to all marketing research reports.
Q5) The report or presentation is often the only part of the marketing research project that will be seen by those commissioning the report.
A)True
B)False
Q6) Discuss five problem areas that may arise when writing a marketing research report.
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