Principles of Marketing Solved Exam Questions
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies utilized in the field of marketing. The course explores the core elements of marketing including market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, and promotion). Students learn how organizations create and deliver value to customers in competitive environments, analyze market opportunities, and develop effective marketing plans. Emphasis is placed on ethical marketing practices, the impact of digital technology, and the global nature of contemporary marketing. This course provides a solid foundation for further study and practical application in marketing and related business disciplines.
Recommended Textbook
Marketing Research Essentials 8th Edition by Carl
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McDaniel Jr
Chapter 2: Problem Definition and the Research Process
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Sample Questions
Q1) Who would researchers for Royal Caribbean cruise lines speak to about their ideas for an interior redesign the interior on future cruise ships? Be sure to identify the type of research.
Answer: Experience surveys involve interviewing knowledgeable individuals regarding the problem researched. If Royal Caribbean is seeking knowledgeable feedback about plans for a redesign they would want to talk to designers, frequent cruisers, cruise staff and crew. These are the people who use the facilities regularly and can offer direct feedback on what they like, don't like, and what might be more practical based on their experience.
Q2) Descriptive research allows the researcher to determine if one variable causes another.
A)True
B)False
Answer: False
Q3) Probability samples allow marketing researchers to project their sample results to the population they are studying.
A)True
B)False
Answer: True
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3
Chapter 3: Secondary Data and Databases
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Sample Questions
Q1) Secondary data can sometimes be used as a sample frame.
A)True
B)False
Answer: True
Q2) Which of the following websites would include the most credible data?
A) U.S. Census Bureau
B) local newspaper's website
C) chamber of commerce website
D) an individual's homepage
Answer: A
Q3) Which of the following would not be a source of internally generated secondary data?
A) reports to stockholders
B) government documents
C) product testing results
D) annual reports
E) all of the above are internally generated data
Answer: B
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4
Chapter 4: Qualitative Research
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Sample Questions
Q1) Training in psychology is useful for qualitative researchers.
A)True
B)False
Answer: True
Q2) Which of the following is the primary reason or underlying rationale for conducting focus groups?
A) allow for individualized analysis
B) able to provide more precision than quantitative studies
C) interaction among group members
D) ambiance of the focus group promotes direct questioning
E) none of the above
Answer: C
Q3) The most common type of qualitative marketing research is _______.
A) projective techniques
B) in-depth interviews
C) sentence completion
D) focus groups
E) none of the above
Answer: D
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Page 5
Chapter 5: Traditional Survey Research
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Sample Questions
Q1) Which of the following is an example of a self-administered questionnaire?
A) telephone survey
B) door-to-door survey
C) mail survey
D) mall intercept
E) none of the above
Q2) Which of the following data collection techniques can produce excellent sample quality?
A) mail surveys
B) mall intercept
C) central location telephone
D) self-administered interviews
E) executive interviews
Q3) The quality of data is measured in terms of validity and reliability.
A)True
B)False
Q4) What are the major factors that determine the selection of a particular survey method?
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Chapter 6: Online Marketing Research
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Sample Questions
Q1) When a researcher "googles" a topic in order to try to frame a research problem, he/she is seeking what type of data?
A) primary
B) secondary
C) quantitative
D) none of the above
Q2) A researcher interested in reaching a low incidence population should consider what type of online sample?
A) open online panel
B) closed online panel
C) end consumer panel
D) none of the above
Q3) 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
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Chapter 7: Primary Data Collection: Observation
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Q1) A consumer's level of arousal while watching an ad can be measured with observational research.
A)True
B)False
Q2) A contrived observational environment would not:
A) allow the researcher to collect data faster.
B) allow for more control over things that might distort the behavior being studied.
C) result in lower project costs.
D) provide a more realistic environment in which to observe the behavior in question.
E) none of the above
Q3) Counting how many people use the drive-in window at a bank during certain hours is a good example of what type of observational research?
A) contrived
B) natural
C) disguised
D) none of the above
Q4) Describe how ethnography works online.
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8
Chapter 8: Primary Data Collection: Experimentation and Test Markets
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Sample Questions
Q1) Test marketing sounds like a natural step in the progression of a product through the product development process. However, there are some risks associated with conducting test markets. Hence, what are the 4 factors that should be taken into account in determining whether or not to conduct a test market?
Q2) A test market generally occurs after a national rollout of a new product.
A)True
B)False
Q3) The costs of producing a product for a test market are comparable to the cost associated with a national launch of the new product.
A)True
B)False
Q4) When measures of recall and brand attitudes are only taken after an advertising campaign is implemented, this is an example of a:
A) one-shot case study design.
B) one group pretest and posttest design.
C) static group comparison design.
D) Solomon four-group design.
E) none of the above
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Chapter 9: The Concept of Measurement and Attitude
Scales
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Sample Questions
Q1) At the end of a trip aboard their cruise ships, Disney leaves questionnaires in the staterooms of passengers asking them to rate the cleanliness, service, and meal quality among other various attributes. The questionnaire uses a numerical rating system from very satisfied to very dissatisfied. What type of scale are they using?
A) graphic rating scale
B) itemized rating scale
C) rank-order scale
D) comparative scale
Q2) Marketers sometimes measure constructs that do not have a true zero point.
A)True
B)False
Q3) ____________________ examines the strengths and weaknesses of a concept by having the respondent rank it between dichotomous pairs of words.
A) Semantic differential scale
B) Rank order scales
C) Graphic rating scale
D) Paired comparison scale
Q4) List and briefly describe considerations in selecting a scale.
Q5) List and briefly describe the measurement process.
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Chapter 10: Questionnaire Design
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Sample Questions
Q1) Which type of question does not allow the researcher to perform statistical analysis?
A) closed ended
B) multiple choice
C) open-ended
D) dichotomous
Q2) Probes fall into three distinct categories. What are the categories?
A) Proactive, reactive, inactive
B) Proactive, reactive, spontaneous
C) Reactive, active, spontaneous
D) Proactive, spontaneous, inactive
Q3) Which of the following is an incorrect statement concerning questionnaire layout?
A) Position threatening or sensitive questions last.
B) Allow plenty of space for open-ended questions.
C) Always place demographics questions at the beginning.
D) Position questions that require the most effort in the middle.
E) None of the above is an incorrect statement.
Q4) Why do open-ended questions require more time (and money) to evaluate than closed-ended questions?
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Chapter 11: Basic Sampling Issues
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Sample Questions
Q1) How is the Internet population different from the general population?
A) richer
B) more likely to be white
C) more likely to be male
D) more tech-savvy
E) all of the above
Q2) Which of the following is an advantage to Internet sampling?
A) respondents complete survey at their convenience
B) data collection is relatively inexpensive
C) the interview can be administered under software control
D) survey can be completed quickly
E) all of the above
Q3) If trying to determine how an area or region will vote in an upcoming election, gender would be an appropriate basis for ___________________.
A) stratification
B) convenience
C) probability
D) all of the above
Q4) Discuss why an online research program would draw from multiple respondent pools.
Page 12
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Chapter 12: Sample Size Determination
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Sample Questions
Q1) Which of the following basic rules can help you calculate how many phone numbers are needed for a project?
A) the number of completed interviews needed
B) the working phone rate
C) the incidence rate
D) the contact and completion rate
E) all of the above
Q2) Which of the following is not a method for estimating the population standard deviation?
A) prior study results
B) conduct a pilot study
C) use secondary data
D) using population size
Q3) The _____________ includes all the possible individuals or objects from whom or about which information is needed to meet the objectives of the research.
A) Group
B) Selection
C) Population
D) Range
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Page 13
Chapter 13: Data Processing, Data Analysis, and Statistical Testing
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Sample Questions
Q1) Checking to determine whether the proper screener questions were invoked would be part of which step in the data analysis procedure?
A) validation
B) coding
C) machine cleaning
D) data entry
E) none of the above
Q2) The idea behind this type of statistical analysis is to look at the responses to one question in relation to the responses to one or more other questions.
A) one-way frequencies
B) cross tabulations
C) analysis using measures of central tendency
D) analysis using measures of dispersion
E) analysis using line and/or bar charts
Q3) Assigning numeric codes to various responses is called tabulating.
A)True
B)False
Q4) Illustrate a condition in which a "SKIP PATTERN" is needed.
Q5) Give the five steps in the analysis process.
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Chapter 14: More Powerful Statistical Methods
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Q1) ______________ is a measure of the percentage of the variation in the dependent variable that is explained by the variation in the independent variables.
A) Discriminant weights
B) Factor loadings
C) Coefficient of determination
D) Coefficient of correlation
Q2) Multiple regression enables the researcher to show that two variables are causally related.
A)True
B)False
Q3) 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
Q4) The coefficient of determination is used in correlation analysis.
A)True
B)False
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Chapter 15: Communicating Results and Managing Marketing Research
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Sample Questions
Q1) Asking a client for their budget on a project helps the research firm to learn what the client has in mind.
A)True
B)False
Q2) Which of the following parts of the marketing research report goes at the end?
A) appendices
B) executive summary
C) findings
D) methodology
E) none of the above
Q3) Clients always expect a presentation of the research results.
A)True
B)False
Q4) 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.
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Q5) Discuss three outsourcing issues and the management strategies to meet them.