Strategic Marketing Decisions
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Course Introduction
Strategic Marketing Decisions explores the frameworks, tools, and analytical approaches that organizations use to make informed marketing choices in dynamic and competitive environments. The course emphasizes the integration of market research, consumer behavior, segmentation, targeting, and positioning strategies to develop effective marketing plans. Students will analyze real-world cases to understand the impact of digital transformation, global trends, and innovation on strategy formulation, and practice making data-driven decisions relating to pricing, distribution, product development, and promotional tactics. Through simulations and group projects, learners will develop skills necessary to align marketing strategies with organizational goals and achieve sustainable competitive advantage.
Recommended Textbook
Exploring Marketing Research 11th Edition by
Barry J. Babin
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) Marketing research involves more than conducting surveys.
A)True
B)False
Answer: True
Q2) The procedures and techniques used by applied researchers and basic researchers differ substantially.
A)True
B)False
Answer: False
Q3) A producer of trail mix conducts research in China to determine which flavors consumers are likely to find appealing.Which type of research is being performed?
A)pricing research
B)promotion research
C)product research
D)distribution research
Answer: C
Q4) The term ____________________ is sometimes used to refer to a channel of distribution.
Answer: supply chain
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Chapter 2: Information Systems and Knowledge Management
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Q1) Laurie finds the perfect sweater on Talbot's Web site during its season's clearance sale,but is unable to purchase it in her size.The following year,Talbot's sends Laurie an email notifying her of a similar sweater in the same style and color.Talbot's has linked computerized data sources to statistical tools to search for relationships that will produce more effective marketing communications,which is an example of ____.
A)electronic data interchange
B)Web tracking
C)pull technology
D)predictive analytics
Answer: D
Q2) Big data is large quantities of data taken from a single source.
A)True
B)False
Answer: False
Q3) When a marketing manager has sufficient information to make a good decision,the information is said to be ____________________.
Answer: complete
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Page 4
Chapter 3: The Marketing Research Process
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Q1) The purpose of exploratory research is to refine and narrow the scope of the research topic.
A)True
B)False
Answer: True
Q2) All of the following are types of marketing research EXCEPT ____.
A)exploratory marketing
B)selective marketing
C)descriptive marketing
D)causal marketing
Answer: B
Q3) The initial stages of a research study that are intended to clarify the nature of the research problem are called ____________________ research.
Answer: exploratory
Q4) Concomitant variation is sufficient evidence to determine causality in experiments.
A)True
B)False
Answer: False
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Page 5
Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) Pseudo-research is undertaken to support a specific claim in a legal action or to represent some advocacy group.
A)True
B)False
Q2) An individual that is responsible for contacting clients,designing research projects,preparing research proposals,selecting research suppliers,and supervising data collection,analysis,and reporting activities is commonly referred to as a(n)____________________.
Q3) One reason for an organization to hire an outside research supplier is to acquire access to that organization's experience in critical situations.
A)True
B)False
Q4) The attempt to decide what is "right" and what is "wrong" in the conduct of marketing research studies is called marketing ____________________.
Q5) Explain when research should be conducted externally and when it should be done internally.
Q6) Define marketing ethics and explain how it applies to marketing research.
Q7) Discuss the rights and obligations of the research participant.
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Chapter 5: Qualitative Research Tools
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Q1) Quantitative research uses empirical assessments that involve numerical measurement and analytical approaches.
A)True
B)False
Q2) Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores.As such,the company is engaging in
A)an experiment
B)a test market
C)a case study
D)causal research
Q3) All of the following are advantages of semi-structured interviews EXCEPT for the ____.
A)ability to address more specific issues
B)often easier interpretation of responses
C)ability to administer questions without an interviewer
D)high degree of scrutiny
Q4) The procedure in which one focus group participant stimulates thought among the others is called ____________________.
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Chapter 6: Secondary Data Research in a Digital Age
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Q1) The mathematical result of describing the relationship between retail demand and supply for a specific geographic area for a specific product is known as the index of
Q2) Customer discovery is a form of data mining that analyzes anonymous point-of-sale transactions databases to identify coinciding purchases or relationships between products purchased and other retail shopping information.
A)True B)False
Q3) Secondary data can be bought and sold like other products. A)True B)False
Q4) The population of a city is 230,000 and its annual per person expenditure on athletic shoes is $45.If there are 64,688 square feet of retail space used to sell athletic shoes in this city,its index of retail saturation is ____.
A)12.65
B)79.01
C)159.99
D)1437.51
Q5) Identify various internal and proprietary sources of secondary data.
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Chapter 7: Survey Research
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Q1) Explain the advantages and disadvantages of surveys.
Q2) The presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey.
A)True
B)False
Q3) Surveys provide a quick,often inexpensive,efficient,and accurate means of assessing information about a population.
A)True
B)False
Q4) Comparing the sample demographics with the demographics of the target population provides one means of checking for potential response bias.
A)True
B)False
Q5) When a mistake in the implementation of the design of a research study is made,we say that the study has ____________________ error.
Q6) When a table of random numbers is used to generate phone numbers that will be called to contact potential respondents in a phone survey,____________________ is being used.
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Chapter 8: Observation
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Q1) When the presence of an observer is known to the subject,the observation is said to be ____________________.
Q2) A mechanical device that measures the electrical resistance of the skin is called a(n)____________________.
Q3) Mechanical observation best suits a situation or behavior that is not easily predictable in advance of the research.
A)True
B)False
Q4) Nielson Media Research estimates national television audiences using
Q5) "Conversation volume" is a measure of the amount of Internet postings that involve a specific name or term.
A)True
B)False
Q6) All of the following measure physiological reactions EXCEPT ____.
A)eye-tracking monitors
B)pupilometers
C)at-home scanning systems
D)voce-pitch analysis
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Chapter 9: Conducting Marketing Experiments
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Q1) A researcher is conducting an experiment in which one group of people is exposed to one advertisement and another group is exposed to another advertisement.Specifically,he is examining the effect of headline font sizes on consumers' attitude toward the brand advertised.The participants in this experimental research are referred to as ____.
A)respondents
B)elements
C)factorials
D)subjects
Q2) When a competitor introduces a 15 percent price cut in order to blunt the effect of a test marketing study,a ____ effect has occurred.
A)maturation
B)testing
C)history
D)cohort
Q3) List the four important elements in experimental design.
Q4) A(n)____________________ is an experimental deception that involves a false treatment.
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Chapter 10: Measurement and Attitude Scaling
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Q1) Which of the following refers to concepts measured with multiple variables?
A)operation
B)construct
C)concept
D)scale
Q2) Which of the following is a discrete measure?
A)nominal scales
B)sensitive scales
C)ratio scales
D)a scale with five values
Q3) In ratio scales,the location of the zero point is arbitrary.
A)True
B)False
Q4) Measurement is the process of describing some property of a phenomenon,usually by assigning numbers,in a reliable and valid way.
A)True
B)False
Q5) A(n)____________________ scale has an absolute zero point.
Q6) The ability of a scale to measure the variability of a concept is called
12
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Chapter 11: Questionnaire Design
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Q1) Which type of question is most likely to conserve space in a questionnaire?
A)branching question
B)funnel question
C)multi-faceted question
D)multiple-grid question
Q2) Fixed-alternative questions require more interviewer skill to administer than open-ended response questions.
A)True
B)False
Q3) List the key decisions that researchers must make in their questionnaire design.
Q4) A questionnaire is accurate to the extent that no unnecessary information is collected in order to solve the marketing problem under study.
A)True
B)False
Q5) Name and define the primary types of fixed-alternative questions.
Q6) In a personal interview,asking general questions before asking specific questions in order to create less bias in the responses is called the ____________________ technique.
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) Judgment sampling is a type of ____________________ sampling.
Q2) Systematic sampling can,under certain conditions,yield a random sample. A)True
B)False
Q3) Simple random sampling ensures that each element in the population will have an equal chance of being included in the sample.
A)True
B)False
Q4) A unit that is selected in the first stage of a multi-stage sampling procedure is called the ____________________.
Q5) When initial subjects are selected randomly and additional subjects are obtained from recommendations of names from the initial subjects,the ____________________ sampling technique is being used.
Q6) A census is any complete group whose members share some common set of characteristics.
A)True
B)False
Q7) Explain reasons for why taking a sample might be preferred to taking a complete census.
14
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Chapter 13: Big Data Basics: Describing Samples and Populations
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Q1) Describe the measures of dispersion and explain why standard deviation is used most often.
Q2) The primary purpose of inferential statistics is to make a judgment about a population.
A)True
B)False
Q3) The measure of central tendency that identifies the value that occurs most often is called the ____.
A)mean
B)median
C)mode
D)range
Q4) The midpoint of a distribution,above which and below which half of the scores fall,is called the mode.
A)True
B)False
Q5) The confidence interval increases as the sample size,n,increases.
A)True
B)False
Q6) Name and describe the measures of central tendency. Page 15
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Chapter 14: Basic Data Analysis
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Q1) The transformation of raw data into a form that makes the data easier to understand and to interpret is called ____.
A)descriptive analysis
B)outlier analysis
C)computer mapping
D)box and whisker plotting
Q2) A value that lies far beyond the range of the rest of the data set is called a(n)____________________.
Q3) When a researcher sets an acceptable significance level a priori,the researcher is determining how much tolerance will be allowed for a ____ error.
A)Type I
B)Type II
C)Type A
D)Type B
Q4) Tabulation refers to the orderly arrangement of data in a summary format.
A)True
B)False
Q5) Another name for an observed or computed significance level is the
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Chapter 15: Testing for Differences Between Groups and for
Predictive Relationships
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Q1) Mulitvariate dependence techniques are variants of the general linear model (GLM).
A)True
B)False
Q2) A Z-test for differences of proportions requires a sample size greater than 100.
A)True
B)False
Q3) Discuss when a paired-samples t-test is appropriate and give an example of when it should be used.
Q4) Suppose that you are using a 9-point rating scale to compare men who have an annual income over $50,000 (Group 1)with men who have an annual income less than or equal to $50,000 (Group 2)with regard to their assessment of a new product.There are forty men in Group 1 and they have a mean of 7 and a standard deviation of 2.5,while the 35 men in Group 2 have a mean of 5 and a standard deviation of 1.4.What is the approximate value of t using the t-test?
A)3.43
B)4.19
C)5.64
D)There is not enough information to determine this.
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Q5) The ____________________ is the mean of a variable over all observations.
Chapter 16: Communicating Research Results
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Q1) All of the following are elements of a table EXCEPT for the ____.
A)source notes
B)title
C)stubheads
D)explanatory legend
Q2) Which element can influence interpretation of a chart by making differences appear larger than they are?
A)footnotes
B)title
C)explanatory legend
D)axes values
Q3) Which element should be used to indicate the contents of the table?
A)source notes
B)title
C)stubhead
D)explanatory legend
Q4) If a table is based on material from one or more secondary sources rather than on new data generated by the project,this should be acknowledged in the table's
Q5) Discuss what is included in the body of a research report.
Page 19
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Chapter 17: Beyond the Basics in Basic Data Analysis
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Q1) Even an incomplete experimental design requires that observations be made on all combinations of treatments.
A)True
B)False
Q2) A(n)____________________ occurs when the observed effects are due to awareness of the treatments rather an a genuine response to the treatments.
Q3) The F-statistic is equal to ____.
A)MSB - MSE
B)MSE - MSB
C)MSB/MSE
D)MSE/MSB
Q4) How are sequential chi-square analyses useful when analyzing big data?
Q5) The SSB is calculated by multiplying the deviation of each group mean from the grand mean and dividing by the number of observations.
A)True
B)False
Q6) The variability that is not explained by SSB in the standard ANOVA computation is
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Chapter 18: Advanced Topics in Linear Analytics
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Q1) A bivariate statistical technique that is used to measure the strength of the relationship between two variables is also called a ____.
A)one-group t-test
B)two-group t-test
C)measure of association
D)correlation matrix
Q2) If the regression equation is: Y = 24.35 - 14.2X,then 24.35 is the ____,while -14.2 is the
A)slope;y-intercept
B)independent variable;slope
C)dependent variable;y-intercept
D)y-intercept;slope
Q3) The Pearson product-moment correlation requires that the data be measured on at least a ____ scale.
A)nominal
B)interval
C)ordinal
D)non-numeric
Q4) Explain what an acceptable R² value is.
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Chapter 19: Testing Hypotheses With Glm Procedures
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Q1) A hypothesis should be stated in as few words as possible.
A)True
B)False
Q2) Which technique might a researcher employ when using continuous variable interactions?
A)logistic regression
B)bootstrapping
C)hierarchical regression
D)slopes testing
Q3) Which type of variable accounts for factors unique to time or space that may affect some hypothesized relationship?
A)mediator variable
B)partial variable
C)indirect variable
D)context variable
Q4) A direct effect assesses the relationship between an independent variable and a dependent variable where the hypothesis suggests that the relationship depends on some other variable.
A)True
B)False
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Chapter 20: Introducing Multivariate Data Analysis
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Q1) -2LL serves as an overall indictor of the predictive power of a logistic regression model.
A)True
B)False
Q2) Which method of analysis is a variation of MANOVA that can include interval or ratio covariates?
A)ANOVA
B)MANCOVA
C)logit
D)factor analysis
Q3) If a bank wants to identify successful and unsuccessful credit risks for home mortgage loans,it should use ____.
A)factor analysis
B)multidimensional scaling
C)MANOVA
D)discriminant analysis
Q4) A(n)____________________ variable has two distinct levels that are coded as 0 and 1.
Q5) If the probability of success is 60 percent,the odds of success are
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Chapter 21: Multivariate Data Analysis: Analytics With
Interdependence Techniques
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Q1) Factor analysis accomplishes data reduction by capturing means from many variables with a single variate.
A)True
B)False
Q2) Which method is commonly used to reduce the number of variables that need to be included in a regression analysis?
A)logistic regression
B)ordinary least squares
C)bootstrapping
D)factor analysis
Q3) A researcher who is uncertain about the number of factors and which variables belong to each factor might pursue ____.
A)statistical analysis
B)regression analysis
C)exploratory factor analysis
D)composite analysis
Q4) Cluster analysis seeks to put observations with low distance scores into the ____________________ group.
Q5) In a big data environment,data ____________________ is a key goal.
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Chapter 22: Primer on Structural Equations Modeling
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Q1) Structural equations modeling (SEM)allows a researcher to build and test a theory by assessing its fit with reality.
A)True
B)False
Q2) Unlike SEM,partial least squares (PLS)does not provide a test of fit and is not a covariance-based technique.
A)True
B)False
Q3) A statistical technique that measures objects in multidimensional space on the basis of respondents' judgments of the similarity of objects is
Q4) Which technique is particularly useful when the measurement quality is not strong?
A)partial least squares (PLS)
B)multidimensional scaling
C)partial correlations
D)discriminant analysis
Q5) List the steps to follow to interpret structural model results.
Q6) Discuss the difference between exogenous constructs and endogenous constructs.
Q7) Explain the comparative fit index (CFI)and how it is used to determine fit.
Page 25
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