Strategic Marketing Decisions
Exam Review
Course Introduction
Strategic Marketing Decisions focuses on the processes, frameworks, and analytical tools used by organizations to make informed marketing choices that drive competitive advantage and business growth. The course covers the formulation and implementation of marketing strategies, segmentation, targeting, positioning, and resource allocation decisions. Through case studies and real-world applications, students learn how to assess market opportunities, evaluate risks, manage product portfolios, and respond to dynamic market environments. Emphasis is placed on strategic thinking, decision-making under uncertainty, and the integration of marketing with other business functions for long-term value creation.
Recommended Textbook
Basic Marketing Research 9th Edition by Tom J. Brown
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Page 2
Chapter 1: The Role of Marketing Research
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Sample Questions
Q1) Marketing managers have an urgent need for information-the function traditionally responsible for providing it is
A)marketing communications.
B)accounting.
C)marketing research.
D)manufacturing and development.
E)the Federal Government.
Answer: C
Q2) A large marketing research firm has a focus on the energy industry.It collects information about the industry and publishes quarterly reports that are distributed to clients of the firm.It is said that this research firm is engaging in what kind of marketing research?
A)Specific
B)Syndicated
C)Commissioned
D)Focused
E)Private
Answer: B
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Chapter 2: The Research Process and Ethical Concerns
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Sample Questions
Q1) While a goal of the research process is to minimize total error,even the best projects contain error of one kind or another.Error can enter at ________ of the process.
A)the Problem Definition stage
B)the Data Capture stage
C)the Data Analysis stage
D)the Information Reporting stage
E)any stage
Answer: E
Q2) Much of the data that marketing managers need to make routine decisions may already exist inside a company's databases and is accessible through the company's A)corporate intranet.
B)decision support system.
C)social media networks.
D)legacy mainframe applications.
E)accounting spreadsheets.
Answer: B
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Chapter 3: Problem Formulation
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Sample Questions
Q1) The best way to avoid the trap of researching the wrong problem is to wait until the problem is properly defined.
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) Strategy-oriented decision problems are aimed squarely at A)large organizations.
B)tactical situations.
C)complex problems.
D)making decisions.
E)All of these are correct.
Answer: D
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Page 5
Chapter 4: Exploratory Research
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Sample Questions
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) A weakness of focus groups has to do with how the results are
A)interpreted.
B)gathered.
C)used.
D)All of these are correct.
E)None of these are correct.
Q3) One of the major difficulties experienced with projective methods arises
A)in the interpretation of the replies.
B)when trying to secure the respondent's cooperation.
C)in the lack of experience of the respondents with these techniques.
D)in the distorted frame of reference of the interviewers.
E)There are no problems with projective methods.
Q4) Compare and contrast focus and nominal groups
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Chapter 5: Decision Support Systems: Introduction
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Sample Questions
Q1) One of the most important uses of a Decision Support System in marketing is customer relationship management.
A)True
B)False
Q2) A key distinction of a Marketing Information System (MIS)is that
A)the information is accurate.
B)it can only be used by marketing managers.
C)information is collected on a regular basis.
D)it does not involve focused reports.
E)the information is used in making marketing decisions.
Q3) The most significant advantages of primary data is the time and money they can save.
A)True
B)False
Q4) One of the most important uses of a Decision Support System (DSS)in marketing is
A)Accounts Receivable Visualization.
B)Enterprise Resource Planning (ERP).
C)Revenue Automation.
D)Marketing Information Systems (MIS).
E)Customer Relationship Management (CRM).
Page 7
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Chapter 6: Decision Support Systems: Working With Big Data
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Sample Questions
Q1) The analysis that focuses on future-oriented,potential behaviors as opposed to classifying past behaviors is known as
A)future analysis.
B)predictive analysis.
C)descriptive analysis.
D)presumptive analysis.
E)speculative analysis.
Q2) A great source of "Voice of the Customer" (VOC)data is A)structured.
B)mobile.
C)omni-transactional.
D)unstructured.
E)social.
Q3) The volume dimension of Big Data refers to
A)the amount of data being collected.
B)the pace of data flow,both in and out of a firm.
C)the consistency of the data collection process.
D)the diversity of types or forms of data.
E)the capacity of the storage units on which data is stored.
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Chapter 7: Using External Secondary Data
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Sample Questions
Q1) Which of the following represents the greatest challenge when it comes to understanding consumers' online activities?
A)Determining the demographics of visitors to a website
B)Counting the number of times a website or banner had have been accessed
C)Counting the revenue from online transactions
D)All of these are equally challenging.
E)None of these are the greatest challenge.
Q2) No existing system captures all the data that marketers would like to tie to particular consumers or households.
A)True
B)False
Q3) The key feature of a diary panel is that a representative group of individuals or households keeps track of purchases made or products consumed over a given period of time.
A)True
B)False
Q4) The majority of retail sales information is based on store audits.
A)True
B)False
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Chapter 8: Conducting Causal Research
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Sample Questions
Q1) Apex Manufacturing has developed an ingenious "twist" on a widely available home cleaning product.Management wishes to test market the new product,but they are hesitant to do so because other manufacturers of home cleaning products could easily duplicate Apex's modification.Which type of test marketing would you recommend to Apex?
A)Controlled test marketing
B)Standard test marketing
C)Forced-distribution test marketing
D)Simulated test marketing
E)Electronic test marketing
Q2) The condition for establishing causality that is the most difficult to meet is the elimination of other explanations.
A)True
B)False
Q3) Compare and contrast descriptive and causal research designs.
Q4) The time required for an adequate market test is often minimal.
A)True
B)False
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Page 10
Chapter 9: Collecting Descriptive Primary Data
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Sample Questions
Q1) Discuss the two basic means of obtaining primary data.
Q2) Which of the following statements about measuring intentions is NOT true?
A)Consumers usually aren't very accurate about what they'll do in the future.
B)The problem is getting answers that have meaning in them.
C)It is more difficult to measure purchase intentions for new-to-the-world products.
D)The problem is getting people to answer questions about their intentions.
E)There is often a big difference between what people say they are going to do and what they actually do.
Q3) Which of the following can be used to measure knowledge of an advertisement?
A)Unaided recall
B)Aided recall
C)Recognition
D)None of these are correct.
E)All of these are correct.
Q4) One of the common indices used to measure the short-term success and impact of an ad is "day after recall".
A)True
B)False
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Chapter 10: Collecting Data by Observation
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Sample Questions
Q1) Jack-in-the-Box uses the length of the grass in the front yard of homes as a means of estimating the socioeconomic characteristics of prospective sites.This is an example of
A)direct observation.
B)archives.
C)indirect observation.
D)experiment.
E)None of these are correct.
Q2) In indirect observation,the researcher is observing attitudes.
A)True
B)False
Q3) Which of the following is an advantage of the observational method over the communication method of gathering primary data?
A)Versatility
B)Speed
C)Cost savings
D)Objectivity
E)None of these are correct.
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Chapter 11: Collecting Data by Communication
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Sample Questions
Q1) Personal interviews offer less sample control than other approaches.
A)True
B)False
Q2) Telephone interviews imply a direct face-to-face conversation between the interviewer and the respondent.
A)True
B)False
Q3) When considering methods for collecting communications data,the research problem itself will often suggest one approach over the others.
A)True
B)False
Q4) The main advantage of the use of structured-disguised questionnaires in marketing research is
A)measures of knowledge always reflect attitudes.
B)ease of administration.
C)they are easy to construct relative to structured-undisguised questionnaires.
D)they are highly reliable.
E)the data obtained is easy to analyze.
Q5) Compare and contrast the main methods of administering questionnaires.
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Chapter 12: Asking Good Questions
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Sample Questions
Q1) Which type of scale assumes an arbitrary zero point?
A)Ratio
B)Median
C)Interval
D)Nominal
E)Ordinal
Q2) In a recent survey,those who brushed their teeth often under-reported the activity,while those who brushed their teeth less frequently over-reported their dental hygiene behavior.The possible cause for differences in scores could best be attributed to
A)a true difference in the characteristic being measured.
B)differences due to situational factors.
C)differences due to temporary personal factors.
D)true differences in other relatively stable characteristics of the individuals.
E)differences due to variations in administration.
Q3) The most common approach to measuring attitudes is to obtain self-reports from respondents.
A)True
B)False
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Chapter 13: Designing the Data Collection Form for Communication Data
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Sample Questions
Q1) Some of the problems with using close-ended questions include which of the following?
A)None of the possible response alternatives may capture the respondent's true beliefs.
B)Response categories must be truly exhaustive.
C)Response categories must be mutually exclusive.
D)Some respondents may not have an opinion.
E)All of these are correct.
Q2) Suppose that you need to learn how often per week Netflix customers watch movies online.Which of the following sets of response wording is the best way to capture this data?
A)Response options that include "never,rarely,sometimes,often,frequently,and always"
B)Response options that include "none,once a week,twice a week,three times weekly,and more than three times weekly"
C)A response option that asks the respondent to fill in the blank with the number
D)All of these are correct.
E)None of these are correct.
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Chapter 14: Developing the Sampling Plan
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Sample Questions
Q1) In simple random sampling,every population unit has an equal chance of being chosen.
A)True
B)False
Q2) To determine the necessary sample size,you need to know how
A)homogeneous or similar the population is on the characteristic to be estimated.
B)much precision is needed in the estimate.
C)confident you need to be that the true value falls within the precision range you've established.
D)All of these are correct.
E)None of these are correct.
Q3) With a probability sampling plan
A)every population element has some chance of being included in the sample.
B)there is a random component in how population elements are selected for the sample.
C)we can make inferences to the larger population based on the results from the sample.
D)we can estimate the likely amount of sampling error.
E)All of these are correct.
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Chapter 15: Data Collection: Types of Error and Response
Rate Calculation
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Sample Questions
Q1) While collecting data by conducting personal interviews in homes,Jake interviews the most accessible individual within the household,rather than using random selection.This increases the potential of A)sampling error.
B)response bias.
C)nonresponse error.
D)office error and response bias.
E)sampling error and response bias.
Q2) The probability of finding someone home is greater for A)high-income families.
B)low-income families.
C)low-income and urban families.
D)urban families.
E)low-income and rural families.
Q3) The refusal problem is the main source of nonresponse bias for a(n) A)interview.
B)completely randomized experimental design.
C)mail survey.
D)field study.
E)panel.
Page 17
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Chapter 16: Data Preparation for Analysis
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Sample Questions
Q1) You have just completed data collection for a research project.Which of the following is the first thing you should do with the data?
A)Build a data file
B)Determine the categories or classes you'll use to code open-ended questions
C)Examine the data to detect and resolve incorrect,missing,or incomplete responses
D)Run frequencies on the data to check for blunders
E)Develop your codebook to document how raw data is coded in the data file
Q2) The coding process involves considerable effort on the part of the coder when the question type is closed-ended.
A)True
B)False
Q3) Blunders are errors that occur during editing,coding,and especially data entry.
A)True
B)False
Q4) An error that arises during editing,coding,or data entry is called a blunder.
A)True
B)False
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Chapter 17: Analysis and Interpretation: Individual Variables
Independently
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Sample Questions
Q1) The median is the most commonly calculated statistic for both interval- and ratio-level measures.
A)True
B)False
Q2) The chi-square test is an approximate test.The approximation is relatively good if the
A)expected number of cases in each category is 10 or more.
B)expected number of cases in each category is 5 or more.
C)expected number of cases in each category is 3 or more.
D)actual number of cases in each category is 10 or more.
E)actual number of cases in each category is 5 or more.
Q3) The chi-square goodness-of-fit test is a statistical test to determine whether some observed pattern of frequencies corresponds to an expected pattern.
A)True B)False
Q4) The more confidence we want to have in the interval estimate,the larger the sample size should be.
A)True
B)False
19
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Chapter 18: Analysis and Interpretation: Multiple Variables
Simultaneously
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Sample Questions
Q1) To determine the degree to which the variables in a cross-tabulation analysis are independent of one another,a researcher should use
A)a cross tabulation variable independence test.
B)the Pearson chi-square test of independence.
C)regression analysis.
D)Cramer's V.
E)Kendall's coefficient of concordance.
Q2) If the null hypothesis of no differences across groups is true,
A)total variation should be equal to between-group variation.
B)between-group variation should be equal to within-group variation.
C)within-group variation should be equal to total variation.
D)None of these are correct.
E)All of these are correct.
Q3) The independent samples t-test for means always compares mean scores for the same variable measured in two groups.
A)True
B)False
Q4) Compare and contrast the use of analysis of variance (ANOVA)versus conducting a series of t-tests to examine differences across groups.
Page 20
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Chapter 19: The Oral Research Presentation
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Sample Questions
Q1) Using too many charts will dilute the value of the really important ones.
A)True
B)False
Q2) The illustration of market share for the top brand in a product category for the previous twelve quarters could best be accomplished by use of a _____ chart.
A)divided-bar
B)stacked-line
C)two-scale vertical bar
D)pie
E)line
Q3) The difference in the two most common forms of oral/verbal reports is the order in which the ____ are presented.
A)purpose of the study and the conclusions
B)specific objectives and the purpose of the study
C)conclusions and the supporting evidence
D)supporting evidence and the specific objectives
E)purpose of the study and the specific objectives
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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Sample Questions
Q1) Which of the following is NOT typically part of the good summary?
A)Introductory information providing background for the research
B)Important results
C)Conclusions
D)Cost of the project
E)All these are part of the good summary.
Q2) Results that are interesting but irrelevant in terms of specific research problems should be omitted.
A)True
B)False
Q3) When it comes to the actual writing of the report,you should use short paragraphs and long sentences.
A)True
B)False
Q4) The fundamental criterion by which research reports are evaluated is communication with the reader.
A)True
B)False
Q5) Distinguish between a conclusion and a recommendation.
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