Product and Brand Management Practice Exam
Course Introduction
Product and Brand Management delves into the strategic processes involved in developing, managing, and positioning products and brands in competitive markets. The course examines the entire product lifecycle, from ideation and innovation to market introduction and eventual decline, with a focus on maximizing value through effective branding, packaging, and communication strategies. Students explore techniques for building strong brand equity, assessing brand performance, and navigating challenges in brand extension and repositioning. Real-world cases and hands-on projects provide practical insights into launching new products, revitalizing existing brands, and creating sustainable competitive advantage in dynamic marketplaces.
Recommended Textbook
Basic Marketing Research 9th Edition by Tom J. Brown
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Chapter 1: The Role of Marketing Research
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Q1) Control-oriented marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix.
A)True
B)False
Answer: False
Q2) Which of the following is NOT a common marketing research job title?
A)Interviewer
B)Senior Analyst
C)Market Research Director
D)Clerical Supervisor
E)Computer Operator
Answer: E
Q3) Marketing research is the process of gathering and interpreting data for use in A)increasing sales volumes.
B)improving corporate profitability.
C)decreasing manufacturing defects.
D)developing more competitive products and services.
E)developing,implementing,and monitoring the firm's marketing plans.
Answer: E
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Chapter 2: The Research Process and Ethical Concerns
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Q1) No matter how well you've performed all the previous steps in the research,a project is often no more successful than the ___________.
A)Data Capture
B)Data Analysis
C)Problem Definition
D)survey administration
E)research report
Answer: E
Q2) Globex Corporation has been receiving an unusually high number of negative customer comments on its Facebook page.From this,management realizes some sort of customer satisfaction problem exists but otherwise knows little about the dissatisfaction problem.What kind of research should Globex initially conduct in an effort to address the problem?
A)Secondary research
B)Exploratory research
C)Primary research
D)Product research
E)Customer research
Answer: B
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Chapter 3: Problem Formulation
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Q1) An important advantage of using an outside research firm is the degree of objectivity it brings to a project.
A)True
B)False
Answer: True
Q2) Discovery-oriented research rarely solves a problem in the sense of providing
A)quantitative data.
B)actionable results.
C)cause and effect.
D)qualitative data.
E)noticeable improvement.
Answer: B
Q3) Problem formulation involves more science than art and must be approached with great care.
A)True
B)False
Answer: False
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Chapter 4: Exploratory Research
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Q1) A small group of people brought together to discuss a topic of interest to researchers is known as a(n)
A)task force.
B)guidance committee.
C)experience group.
D)focus group.
E)development group.
Q2) In general,exploratory research is appropriate for any problem about which much is known.
A)True
B)False
Q3) The goal of exploratory research is to discover facts and figures.
A)True
B)False
Q4) The success of the case analysis approach depends upon the researcher's ability to interpret the diverse mass of information that is collected across cases.
A)True
B)False
Q5) Compare and contrast focus and nominal groups
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Chapter 5: Decision Support Systems: Introduction
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Q1) Which of the following statements are TRUE about the problems that commonly arise with secondary data?
A)They are never available when you need it.
B)They do not completely fit the problem.
C)They are too expensive to collect and they are never available when you need it.
D)They are not totally accurate.
E)They do not completely fit the problem and they are not totally accurate.
Q2) Primary data make up most of the data included in the systems approach to marketing research.
A)True
B)False
Q3) The primary purpose of dialog systems is to allow the marketing manager to
A)write programs to control the flow of information between various modules in the DSS. B)communicate via electronic mail with her sales team.
C)interact with the DSS to target and manipulate relevant information contained in the DSS database.
D)collect data from primary sources and add it to the database.
E)collect data from secondary sources and add it to the database.
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Chapter 6: Decision Support Systems: Working With Big Data
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Q1) Creating charts,graphs,images,diagrams.and even word clouds that allow for better communication of data is an example of
A)data fusion.
B)visualization.
C)neural networks.
D)harmonization
E)data mining.
Q2) Discovering data-based trends by analyzing sequences of data over successive times to not only recognize the data pattern but forecast how the data will extend into the future is the goal of
A)regression analysis.
B)trend analysis.
C)time series analysis.
D)simulation analysis.
E)spectral analysis.
Q3) Voice of the Customer (VOC)data are largely structured social media posts.
A)True
B)False
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Chapter 7: Using External Secondary Data
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Q1) No existing system captures all the data that marketers would like to tie to particular consumers or households.
A)True
B)False
Q2) Which of the following is FALSE?
A)Effective segmentation demands that firms group their customers into relatively homogenous groups.
B)A common segmentation base for firms takes into account the industry designation(s)of its customers.
C)Firms selling consumer goods normally target individual customers.
D)The main disadvantage of secondary data over primary data is that the data may not always ideally fit the needs of the user.
E)Secondary data are typically much less expensive than primary data.
Q3) The key feature of a diary panel is that a representative group of individuals or households keeps track of purchases or products consumed over a period of time.
A)True
B)False
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Chapter 8: Conducting Causal Research
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Q1) Which of the following statements about the concept of causality is TRUE?
A)Scientific methods allow researchers to prove that one thing causes another.
B)The general notion of causality embraces the idea that one thing leads to the occurrence of another.
C)A researcher can determine that all the other possible causes of an effect have been eliminated.
D)All of these are true.
E)None of these are true.
Q2) In a descriptive study,the researcher should delay data collection until
A)he has made clear judgments with respect to the questions of who,what,when,where,why,and how of descriptive research.
B)he has made a clear determination of how the data items are to be analyzed.
C)he has specified the statistical tabulations and significance tests that will be used to uncover the relationships which exist among the variables.
D)items a through c should all be determined before data collection begins.
E)data collection should not be delayed but should begin as soon as the hypothesis is stated so as to expedite the research.
Q3) Compare and contrast descriptive and causal research designs.
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Chapter 9: Collecting Descriptive Primary Data
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Q1) Which type of primary data is represented by characteristics such as age,education,occupation,marital status,or gender?
A)Personality/Lifestyle
B)Awareness/Knowledge
C)Demographic/Socioeconomic
D)Attitudes
E)Behavior
Q2) Which of the following is NOT one of the basic types of descriptive studies?
A)Time series and longitudinal design
B)Longitudinal design
C)Time series design
D)Latitudinal design
E)Time series and latitudinal design
Q3) Which of the following is a lifestyle characteristic?
A)Social class
B)Interests
C)Attitudes
D)Home ownership
E)Age
Q4) Discuss the two basic means of obtaining primary data.
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Chapter 10: Collecting Data by Observation
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Q1) The galvanometer is used to study eye movements while a respondent reads advertising copy.
A)True
B)False
Q2) Sometimes disguised observation is accomplished by having observers become part of the shopping scene.
A)True
B)False
Q3) Response latency is related to
A)the use of eye cameras.
B)uncertainty.
C)the degree of structure in the observational method.
D)the amount of information stored in memory.
E)the degree of disguise in the observational method.
Q4) A requirement for the use of structured reporting in observational studies is
A)specific hypotheses about the behaviors to be observed.
B)a laboratory setting for the research project.
C)a disguised observation method.
D)a natural setting for the research project.
E)an undisguised observation method.
Page 12
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Chapter 11: Collecting Data by Communication
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Q1) The responses,as well as the questions,are standardized in a(n)
A)unstructured-disguised questionnaire.
B)unstructured-undisguised questionnaire.
C)structured-undisguised questionnaire.
D)depth interview.
E)focus group.
Q2) The three key decisions to make when collecting data by communication include which of the following?
A)The degree of structure to use
B)Whether to disguise the questionnaire
C)Which method of questionnaire administration to use
D)All of these are correct.
E)None of these are correct.
Q3) With online surveys,the response rate is a good indicator of the quality of the research effort.
A)True
B)False
Q4) Personal interviews offer less sample control than other approaches.
A)True
B)False
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Chapter 12: Asking Good Questions
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Q1) What type of scale is the following? "Indicate your opinion about services Delta Airlines provides,by placing an "X" at the appropriate position on the lines to the right of the services below.Services-Very Bad/Very Good: Frequent flyer program/Continental magazine/On flight food service"
A)Stapel scale
B)Likert scale
C)Temperature scale
D)Graphic-rating scale
E)Itemized rating scale
Q2) When using the ordinal scale,the chosen number scale reflects the relative standing of the different options for that particular individual.
A)True
B)False
Q3) In general,when using itemized-rating scales,using five to nine categories works best.
A)True
B)False
Q4) Discuss,in detail,the two types of error that may affect measurement scores.
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Chapter 13: Designing the Data Collection Form for Communication Data
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Q1) What type of question is the following: "Do you feel that the quality of electronics manufactured in America are as good as those manufactured in Japan?"
A)Double-barreled question
B)Leading question
C)Ambiguous question
D)Sensitive question
E)All of these are correct.
Q2) An open-ended question can be used to
A)seek factual information from a respondent.
B)allow respondents to reply in their own words.
C)uncover motivations and rich descriptions of feelings and attitudes.
D)All of these are correct.
E)a and c are correct.
Q3) For long reference periods,which of the following is FALSE?
A)Telescoping error is relatively small.
B)Recall loss is relatively large.
C)Telescoping error may outweigh recall loss.
D)The two effects-recall loss and telescoping error-counterbalance each other.
E)Recall loss may outweigh telescoping error.
Page 15
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Chapter 14: Developing the Sampling Plan
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Q1) A complete canvass of a population is called a A)sample.
B)census.
C)sampling frame.
D)population.
E)directory.
Q2) Judgment samples are distinguished by the fact that
A)those entering the sample happen to be where the study is being done when it is being done.
B)the proportion of those possessing a given characteristic is balanced against the proportion of the population possessing the characteristic.
C)each field worker is allowed to judge whether any given respondent would be a good representative of the population.
D)the sample elements are hand-picked by the investigator because it is expected they can offer the contributions sought.
E)they are superior to other forms of sampling for descriptive studies.
Q3) Compare and contrast probability and nonprobability sampling.
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Chapter 15: Data Collection: Types of Error and Response
Rate Calculation
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Q1) Nonsampling error occurs when an individual provides a response to an item,but the response is inaccurate for some reason.
A)True
B)False
Q2) Nonresponse error represents a failure to obtain information from some elements of the population that were selected and designated for the sample.
A)True
B)False
Q3) Which of these contributes to the nonresponse bias in a telephone survey? Let 1 = no answer;2 = not at home when contacted;3 = disconnected;4 = refused to participate in the study
A)1,2
B)1,2,3
C)3,4
D)2,4
E)1,2,3,4
Q4) Noncoverage error is essentially a sampling frame problem.
A)True
B)False
17
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Chapter 16: Data Preparation for Analysis
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Q1) While not a formal rule,if half or more of the responses are missing on a survey,it is recommended to drop that case entirely.
A)True
B)False
Q2) Which of the following is FALSE with respect to the coding of open-ended questions?
A)The use of several coders can lead to inconsistent treatment of answers.
B)Open-ended questions are generally more difficult to code than closed-ended questions.
C)The coder must determine categories on the basis of answers that are not always anticipated.
D)Coding open-ended questions is typically less expensive than coding closed-ended questions.
E)When the task requires multiple coders,each coder should be assigned parts of the questionnaire for all questionnaires rather than a subset of the questionnaires.
Q3) Compare and contrast the various methods or options for dealing with missing data in analyses.
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Chapter 17: Analysis and Interpretation: Individual Variables
Independently
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Q1) An observation that is very different in magnitude from the rest of the observations for a particular variable is a(n)
A)error.
B)blunder.
C)histogram.
D)outlier.
E)deviant.
Q2) A frequency analysis reveals that the percentage of men owning Dalmatians is 9.93472.Which of the following is the best way to display this finding?
A)9.93472%
B)9.93%
C)10%
D)9%
E)9.9%
Q3) A statistical test to determine whether some observed pattern of frequencies corresponds to an expected pattern is called a chi-square goodness-of-fit test.
A)True
B)False
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Chapter 18: Analysis and Interpretation: Multiple Variables
Simultaneously
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Q1) Percentages are always calculated in the direction of the causal variable.
A)True
B)False
Q2) Correlation analysis,along with other mathematical procedures,can be used to establish causality.
A)True
B)False
Q3) A brand product manager needs to know if men and women hold different attitudes about her product.What test should the brand product manager use?
A)Cross-tabulation
B)Independent samples t-test for means
C)Pearson chi-square test of independence
D)Paired sample t-test for means
E)Regression analysis
Q4) In a regression analysis,determining the statistical significance of the slope involves the use of the t-statistic.
A)True
B)False
Page 20
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Chapter 19: The Oral Research Presentation
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Q1) An analyst wishing to compare the monthly consumption of ABC ice cream against the four other leading brands during the last three years should probably use a A)line chart.
B)pie chart.
C)bar chart.
D)pictogram.
E)stratum chart.
Q2) The best way to display a trend in a research presentation is through the use of a A)pie chart.
B)line chart.
C)pictograph.
D)bar chart.
E)histogram.
Q3) Pie charts are effective for depicting relative size.
A)True
B)False
Q4) Discuss the major considerations for preparing a successful oral report.
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Chapter 20: The Written Research Report
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Q1) Results that are interesting but irrelevant in terms of specific research problems should be omitted.
A)True
B)False
Q2) Which section of the report is considered one of the most difficult to write?
A)Executive Summary
B)Conclusions and Recommendations
C)Methods
D)Results
E)Introduction
Q3) The basics of the sampling plan used in the research project are typically presented in the ____ of the written report.
A)summary
B)conclusions and recommendations
C)method
D)introduction
E)appendix
Q4) Definitions of unfamiliar terms should be included in the introduction.
A)True
B)False
Page 22
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