Principles of Marketing Test Preparation
Course Introduction
Principles of Marketing offers a comprehensive introduction to the fundamental concepts and strategies involved in marketing products and services. The course explores key topics such as market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, promotion).
Students learn how organizations identify customer needs, develop effective marketing plans, and build strong brands in a competitive environment. Through real-world case studies and practical applications, the course equips students with the tools to analyze market opportunities and make informed marketing decisions.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition by Alvin C. Burns
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15 Chapters
1220 Verified Questions
1220 Flashcards
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Page 2
Chapter 1: An Introduction to Marketing Research
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54 Verified Questions
54 Flashcards
Source URL: https://quizplus.com/quiz/28778
Sample Questions
Q1) Applied research addresses specific problems,and this type of research represents the vast majority of marketing research studies.
A)True
B)False
Answer: True
Q2) Ad hoc is a Latin word,meaning ________.
A)out of chaos
B)from one, many
C)by that very act
D)with respect to a specific purpose
E)and the rest
Answer: D
Q3) A DSS is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment.
A)True
B)False
Answer: False
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Page 3
Chapter 2: The Marketing Research Industry
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72 Verified Questions
72 Flashcards
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Sample Questions
Q1) From 2007 to 2008,when the recession began,only North America experienced a net decrease in spending for the Marketing Research industry.
A)True
B)False
Answer: True
Q2) Research suppliers may be thought of as consisting of two groups: internal suppliers and external suppliers.
A)True
B)False
Answer: True
Q3) Your book mentions the 2007 Confirmit industry survey of firms in several countries in the world.What did it report as the number-one mentioned "challenge" facing the marketing research industry?
A)falling response rates
B)costs of online surveys
C)certification of marketing researchers
D)a need for more skilled telemarketers
E)the lack of students entering Marketing Research programs
Answer: A
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Page 4
Chapter 3: The Marketing Research Process Including the
Problem and Research Objectives
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) ________ are important and deserve researcher attention because they are the glue that holds the decision process together.
A)Problem definition assertions
B)Assumptions
C)Possible cause assertions
D)Reasonable doubts/reasonable assurances
E)Hypotheses
Answer: B
Q2) When current information falls short of desired information there is an information gap.
A)True
B)False
Answer: True
Q3) Conducting marketing research periodically allows management a method of monitoring company performance in order to spot problems early.
A)True
B)False
Answer: True
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Chapter 4: Research Design Alternatives and Qualitative Research
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) Qualitative research involves collecting,analyzing,and interpreting data by observing what people do and say.
A)True
B)False
Q2) Non-traditional focus groups differ from traditional focus groups in that:
A)they are not restricted to 6 to 12 persons meeting in a dedicated room with one-way mirrors for client viewing
B)they are not certifiable by the Qualitative Research Consultants association
C)they are run by clients for clients
D)they are run only by qualified QRC's
E)they are not quantifiable
Q3) There are three broad classes of test marketing.
A)True
B)False
Q4) Exploratory research is often carried out at the outset of research projects.
A)True
B)False
Q5) Descriptive research is best utilized when little is known about the problem.
A)True
B)False
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Chapter 5: Information Types and Sources: Secondary Data and
Standardized Information
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) Data mining is the name for software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases.
A)True
B)False
Q2) Since its first completion,the American Community Survey has been offering ________ estimates for geographic areas with a population of 65,000 or more,while geographic areas with populations of 20,000 or more can access ________-year estimates,and areas with populations less than 20,000 can Access ________-year estimates beginning in 2010.
A)yearly; five; seven
B)bi-annual; three; four
C)bi-annual; two; three
D)yearly; three; five
E)yearly; two; three
Q3) In databases,fields are composed of records.
A)True
B)False
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Page 7
Chapter 6: Data Collection Methods
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95 Verified Questions
95 Flashcards
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Sample Questions
Q1) Which of the following involves interviews with a large number of respondents using a predesigned questionnaire?
A)observation
B)eye-movement
C)physiological measurement
D)survey
E)all of the above
Q2) Self-administered questionnaires have not been found to elicit more insightful information than face-to-face interviews because there is no interviewer to draw out the needed information.
A)True
B)False
Q3) If the respondent needs to watch a twenty-minute infomercial,which of the following data collection might be chosen?
A)person-administered methods and in-office interviewing
B)mail and telephone
C)mail, in-home and out-of-office interviewing
D)mall intercept
E)in-home, online or in-office interviewing
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Page 8
Chapter 7: Measurement Scales
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) ________ are the specific features or characteristics of an object that can be used to distinguish it from another object.
A)Properties
B)Objects and elements
C)Attributes or qualities
D)Quantities or qualities
E)Quartiles and qualities
Q2) When a researcher specifies the procedure to measure a property of an object,the procedure is referred to as a measurement level.
A)True
B)False
Q3) A synthetic scale without balanced ends means the scale has unequal amounts of positive and negative positions; it is called:
A)an unbalanced categorical scale
B)a balanced categorical scale
C)a nonsymmetrical synthetic scale
D)a symmetric synthetic scale
E)a halo effect scale
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9
Chapter 8: Designing Data Collection Forms
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70 Flashcards
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Sample Questions
Q1) Question bias amounts to scrutinizing the wording of a question to ensure that question bias is minimized and that the question is worded such that respondents understand it and can respond to it with relative ease.
A)True
B)False
Q2) An important,but secondary,objective of coding is to represent each possible response with a unique number because numbers are easier and faster to use in computer tabulation programs.
A)True
B)False
Q3) Which of the following occurs when the respondent is assured that neither the respondent's name nor any identifying designation will be associated with his or her responses?
A)Confidentiality
B)Exclusivity
C)Anonymity
D)Secrecy
E)A promise
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10
Chapter 9: Determining Sample Size and the Sample Plan
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) ________ is some list of all the members of the population.
A)Sample estimate
B)Sample directory
C)Sample frame
D)Population directory
E)all of the above
Q2) In the confidence interval formula for sample size,if p=90,then q=90.
A)True
B)False
Q3) There are two major types of sample plans: ________ and ________.
A)small, large
B)incidence, completion
C)accurate, faulty
D)probability, nonprobability
E)congruent, incongruent
Q4) In the confidence interval formula for sample size,s stands for sample size.
A)True
B)False
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11
Chapter 10: Data Issues and Inputting Data Into Xl Data
Analyst
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56 Verified Questions
56 Flashcards
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Sample Questions
Q1) Detecting errors,such as a respondent ignoring an agree-disagree scale and simply writing in personal comments,requires physically examining the questionnaires.
A)True
B)False
Q2) A(n)________ is a break-off where the respondent stops answering in the middle of the questionnaire.
A)incomplete response
B)item omission
C)nay-saying pattern
D)cut-off
E)partial response
Q3) Normally,the first row of a data matrix is where the researcher locates a label of some sort that identifies the question or question part associated with each column in the data matrix.
A)True
B)False
Q4) There are three types of nonresponse: refusals,break-offs,and item omission.
A)True
B)False
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Chapter 11: Summarizing Your Data
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Sample Questions
Q1) If our research objective is to determine relationships,we should use the relationship type of data analysis.
A)True
B)False
Q2) Ethical research companies take precautions,such as preparing handbooks and glossaries,to ensure their clients understand analysis terminology.
A)True
B)False
Q3) When you summarize a metric variable using XL Data Analyst,your output gives you:
A)mode, median, and mean
B)average, standard deviation
C)average, standard deviation, minimum-maximum
D)average, standard deviation, minimum-maximum, and a bar chart
E)mode, frequency distribution, and standard error of the metric
Q4) Summarization,generalizing,comparing and relating are the four functions of data analysis.
A)True
B)False
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Chapter 12: Generalizing Your Findings
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Sample Questions
Q1) Generalization is "stronger" when we use larger samples.
A)True
B)False
Q2) A ________ is a prediction about the population value based on prior knowledge,assumptions,or intuition.
A)theory
B)test
C)specification
D)marketing guess
E)hypothesis
Q3) The way to interpret a confidence interval is as follows: If you repeated your survey multiple times (literally,thousands of times),and plotted your p,or percentage,found for each on a frequency distribution,it would look like a bell-shaped curve,and 95% of your percentages would fall in the confidence interval defined by the population percentage ±1.96 times the standard error of the percentage.
A)True
B)False
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Chapter 14: Determining Relationships
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107 Flashcards
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Sample Questions
Q1) In a linear relationship formula,the slope = b.
A)True
B)False
Q2) Correlation coefficients that fall between -1.00 and -.81 or between -1.00 and -.81 are generally considered to be:
A)weak
B)moderate
C)strong
D)nonexistent
E)very weak
Q3) In regression,the line that runs through the points on a scatter diagram is positioned to minimize the vertical distances away from the line of the various points because of the "least squares criterion."
A)True
B)False
Q4) You may perform regression analysis,using your XL Data Analyst by the command: Relate-Regression.
A)True
B)False
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Chapter 13: Finding Differences
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64 Verified Questions
64 Flashcards
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Sample Questions
Q1) When testing for the differences between two percentages,the formula subtracts the differences between the two percentages and divides this difference by the standard error of the difference between two:
A)groups
B)averages
C)differences
D)percentages
E)people
Q2) There is an appropriate test to compare two averages when there are no groups such as male v.female.The test calculates differences between the averages of two different variables.
A)True
B)False
Q3) Because we have two samples when testing the significance of the difference between two percentages instead of the one that we worked with for a hypothesis test,the standard error term is calculated differently,called the standard error of the difference between two percentages.
A)True
B)False
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Page 16
Chapter 15: Preparing and Presenting Your Research Report
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) Some key suggestions on writing style include: begin paragraphs with topic sentences that state the main idea,use strong verbs,use active voice,and avoid unnecessary changes in tense.
A)True
B)False
Q2) A memo of transmittal is used to release or deliver the document to an organization for which you are a regular employee.
A)True
B)False
Q3) Which one of the following is not on the title page?
A)the title
B)the organization/person(s)for whom the report has been prepared
C)the organization/person(s)who prepared the report
D)the date
E)none of the above; they are all included on the title page
Q4) The listing of specific research objectives often serves as a good framework for organizing the results section of the report.
A)True
B)False
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