Retail Marketing Review Questions
Course Introduction
Retail Marketing explores the strategies and principles involved in promoting and selling products or services directly to consumers through retail channels. The course covers key concepts such as consumer behavior, store layout and design, product assortment, pricing strategies, and the role of digital technology in retail. Students will analyze the impact of branding, merchandising, customer service, and omni-channel marketing on retail success. Through case studies and practical projects, learners will develop skills to create effective retail marketing plans that adapt to changing consumer trends and competitive landscapes.
Recommended Textbook
Essentials of Marketing Research 1st Edition by Naresh K. Malhotra
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13 Chapters
1331 Verified Questions
1331 Flashcards
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Page 2
Chapter 1: Introduction to Marketing Research
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98 Verified Questions
98 Flashcards
Source URL: https://quizplus.com/quiz/28820
Sample Questions
Q1) Marketing research is not concerned with factors that are not under the control of the marketing manager.
A)True
B)False
Answer: False
Q2) Distribution research is an example of a topic typically addressed by problem-identification research.
A)True
B)False
Answer: False
Q3) All of the following are considered to be controllable marketing variables EXCEPT ________.
A)competition
B)pricing
C)promotion
D)distribution
E)product
Answer: A
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Page 3
Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) In a short essay, list and discuss at least three important issues that are discussed with decision makers when a problem audit is conducted.
Answer: a.The history of the problem - this is a discussion of the events that led to the decision to act.
b.The alternate courses of action available to the decision maker - the set of alternatives may be incomplete at this stage, and qualitative research may be needed to identify the more innovative courses of action.
c.The information that is needed to answer the decision maker's questions - the information needed includes a comparison of all elements of the marketing mix in order to determine relative strengths and weaknesses.
Q2) The management decision problem asks what information is needed and how it can best be obtained.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Research Design, Secondary and Syndicated Data
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) ________ provide secondary data derived from industrial and organizational sources that are intended for industrial or institutional use.
A)Industrial Firms/Organizations
B)Single-source services
C)Customized services
D)Retail services
E)Movement services
Answer: A
Q2) According to the text, a basic rule of research is to examine secondary data first.
A)True
B)False Answer: True
Q3) Conclusive research is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research.
A)True
B)False Answer: False
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Chapter 4: Qualitative Research
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96 Verified Questions
96 Flashcards
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Sample Questions
Q1) Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers.
A)True
B)False
Q2) In a short essay, discuss the differences between qualitative research and quantitative research.
Q3) Traditional focus groups are much less expensive to conduct than online focus groups.
A)True
B)False
Q4) An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called the ________.
A)projective technique
B)quantitative technique
C)survey technique
D)evaluation technique
E)motivation elicitation
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Page 6
Chapter 5: Survey and Observation
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95 Flashcards
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Sample Questions
Q1) Which of the following is NOT an advantage of using the survey method?
A)ease of use
B)reliability
C)cost
D)validity
E)All are advantages.
Q2) A prepaid incentive is sent to only those respondents who complete the survey.
A)True
B)False
Q3) Which of the survey methods listed below is preferable when using physical stimuli?
A)in-home
B)mall intercept
C)CAPI
D)A and C only
E)A, B and C
Q4) The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called social desirability.
A)True
B)False
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Chapter 6: Experimentation and Causal Research
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Internal validity refers to whether the cause-and-effect relationships found in the experiment remain the same when replicated in a larger population.
A)True
B)False
Q2) Experimental design is the set of experimental procedures specifying the test units and sampling procedures and all of the following EXCEPT specifying ________.
A)independent variables
B)dependent variables
C)plan for data analysis
D)how to control the extraneous variables
E)test stimuli
Q3) The relevant cause/effect relationship is identified when both time order and concurrent variation conditions are satisfied.
A)True
B)False
Q4) Randomization is the preferred method for controlling extraneous variables.
A)True
B)False
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Chapter 7: Measurement and Scaling
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124 Verified Questions
124 Flashcards
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Sample Questions
Q1) Interval scales are widely used in marketing research.
A)True
B)False
Q2) Which of the following is NOT a classification of itemized rating scales?
A)Likert scales
B)semantic differential scales
C)Stapel scales
D)perceptual scales
E)All of the above are classifications of itemized rating scales.
Q3) An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with the categories and the categories are ordered in terms of scale position.
A)True
B)False
Q4) A scale consisting of multiple items, in which an item is a single question or statement to be evaluated is called a multi-item scale.
A)True
B)False
Q5) Discuss measurement and scaling.What are they and how are they related?
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Chapter 8: Questionnaire and Form Design
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87 Verified Questions
87 Flashcards
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Sample Questions
Q1) According to the text, ________ should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms.
A)open-ended questions
B)multiple-choice questions
C)dichotomous questions
D)random questions
E)yay-nay answers
Q2) In a short essay, list and discuss the three types of information that are obtained from a questionnaire.
Q3) Socioeconomic and demographic characteristics used to categorize respondents are referred to as ________.
A)basic information
B)classification information
C)problem-solving information
D)identification information
E)quantification information
Q4) Open-ended is a popular form of structured question.
A)True
B)False
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Chapter 9: Sampling: Design and Procedures
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86 Flashcards
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Sample Questions
Q1) If a great deal of the company's product would need to be consumed as part of the study, then a census would be appropriate.
A)True
B)False
Q2) The target population should be defined in terms of elements, sample units, extent, and time frame.
A)True B)False
Q3) Sampling techniques that do not use chance selection procedures and rely on the personal judgment of the researcher are called nonprobability sampling techniques.
A)True
B)False
Q4) Which of the following is NOT a weakness of stratified sampling?
A)difficult to select relevant stratification variables
B)not feasible to stratify on many variables
C)expensive
D)All are weaknesses of stratified sampling.
E)None are weaknesses of stratified sampling.
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Chapter 10: Data Collection and Preparation
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138 Verified Questions
138 Flashcards
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Sample Questions
Q1) According to the text, the typical interviewer is a ________, with an above-average education and an above-average household income.
A)single woman aged 18 to 34
B)single woman aged 35 to 54
C)married woman aged 18 to 34
D)married woman aged 35 to 54
E)senior woman aged 55 to 65
Q2) The first step in the fieldwork process is the ________.
A)selection of field workers
B)training of field workers
C)supervision of field workers
D)evaluation of field workers
E)validation of fieldwork
Q3) Which of the following is NOT recognized as a phase of the interviewing process?
A)validating the interview
B)making the initial contact
C)asking the questions
D)recording the answers
E)probing
Q4) In a short essay, discuss the process of validating fieldwork.
Page 12
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Chapter 11: Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross-Tabulation
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) When using the chi-square statistic in cross-tabulation, the null hypothesis (H0)will be rejected only when the probability of obtaining a more extreme value is less than 0.05.
A)True
B)False
Q2) If the distribution is asymmetric and the variable is measured on a nominal scale, the median should be used.
A)True
B)False
Q3) If the distribution is asymmetric and the variable is measured on a nominal scale, the ________ should be used as a measure of location.
A)mean
B)mode
C)median
D)maxima
E)trend
Q4) Frequency data may be used to construct a histogram, or a vertical bar chart.
A)True
B)False
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Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, Correlation, and Regression
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94 Verified Questions
94 Flashcards
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Sample Questions
Q1) ________ involves testing the significance of the overall regression equation as well as specific partial regression coefficients.
A)Correlation analysis
B)Significance testing
C)Regression analysis
D)Factor analysis
E)Residual analysis
Q2) The term used to denote the standardized regression coefficient is called the ________.
A)alpha coefficient
B)beta coefficient
C)gamma coefficient
D)theta coefficient
E)pi coefficient
Q3) A frequency distribution that depends on two sets of degrees of freedom is called an F distribution.
A)True
B)False
Q4) In a short essay, discuss multiple regression and the multiple regression model.
Q5) In a short essay, discuss t-test, the t statistic, and the t distribution.
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Chapter 13: Report Preparation and Presentation
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) The client writes a ________ to the researcher before work on the project begins.
A)letter of estimation
B)letter of authorization
C)letter of transmittal
D)letter of recommendation
E)letter of invoice
Q2) Data should be arranged in a table to emphasize the most ________.
A)expensive aspect of the data
B)current aspect of the data
C)significant aspect of the data
D)reliable aspect of the data
E)expensive part of the project
Q3) Leaders are designations placed in the left-hand column of a table.
A)True
B)False
Q4) Instead of ruling the table horizontally or vertically, it is suggested that leaders be used to set off data items.
A)True
B)False
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