Strategic Marketing Exam Practice Tests
Course Introduction
Strategic Marketing focuses on the development and implementation of marketing strategies that create a sustainable competitive advantage for organizations. The course covers key concepts such as market analysis, segmentation, targeting, positioning, and the marketing mix. Students will learn how to analyze market opportunities, assess consumer behavior, and develop marketing plans that align with organizational goals. Through case studies and real-world applications, the course emphasizes decision-making processes, the impact of external market forces, and the measurement of marketing effectiveness. By the end of the course, students will be equipped with the skills to formulate and execute strategic marketing initiatives in diverse business environments.
Recommended Textbook
Exploring Marketing Research 10th Edition by William
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Page 2
G. Zikmund
Chapter 1: The Role of Marketing Research
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Q1) When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing,this was an example of which type of research?
A)pricing research
B)promotion research
C)product research
D)distribution research
Answer: C
Q2) When the typical consumer in zip code 63119 is a senior citizen with several children over the age of 25,has a college degree,and is retired,this is an example of what type of information?
A)TQM
B)performance-monitoring
C)geo-demographic
D)the marketing concept
Answer: C
Q3) The term ____________________ is sometimes used to refer to a channel of distribution.
Answer: supply chain
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3
Chapter 2: Information Systems and Knowledge Management
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Q1) Google is a popular search engine.
A)True
B)False Answer: True
Q2) A party that maintains Web sites on the World Wide Web is called a content provider.
A)True
B)False
Answer: True
Q3) An organization's mailing list of current customers is an example of:
A)a cookie
B)software
C)a database
D)a hyperlink
Answer: C
Q4) A computerized directory that allows users to search the World Wide Web for information based on a keyword search is called a(n)____________________.
Answer: search engine
Page 4
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Chapter 3: The Marketing Research Process
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Q1) _____ means that the researcher alters the level of the experimental variable in specific increments.
A)Causality
B)Testing
C)Analyzing
D)Manipulation
Answer: D
Q2) A statement such as: "Consumers with more favorable attitudes toward our advertising will exhibit more favorable attitudes toward the brand advertised" is an example of a:
A)hypothesis
B)backward linkage
C)forward linkage
D)non-spurious association
Answer: A
Q3) Management is most interested in detailed reporting of the research design and statistical findings.
A)True
B)False
Answer: False
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) A marketing research supplier that provides standardized information for many different clients (such as different automobile manufacturers)is known as a ____________________ research service.
Q2) Which term reflects the degree to which one bases one's morality on moral standards?
A)relativism
B)idealism
C)absolutism
D)conformism
Q3) The individual who plans,executes,and controls the marketing research function within the organization is known as the ____________________ of marketing research.
Q4) The issue as to whether the respondent in a research study can choose to answer or not to answer a specific question is a matter of confidentiality.
A)True
B)False
Q5) Discuss the rights and obligations of the research participant.
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Q6) ____________________ is a term that reflects the degree to which one bases one's morality on moral standards.
Chapter 5: Problem Definition: Jump-Starting the Research Process
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Q1) Compare and contrast continuous,categorical,dependent,and independent variables and give an example of each.
Q2) Explain the difference between research questions and hypotheses.
Q3) A preliminary study of background information that led up to the current situation is called a ____________________.
Q4) A research user's decision statements need to be translated into the research objectives of the study.
A)True
B)False
Q5) A performance criterion that expresses what a manager will do if a criterion is achieved in a research study is called a ____________________.
Q6) Age is an example of a type of ____________________ variable.
Q7) Income is an example of a variable.
A)True B)False
Q8) The research objectives of a study are translated into research ____________________ that can be answered by the research study.
Q9) List the steps in the problem-definition process. Page 7
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Chapter 6: Qualitative Research Tools
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Q1) A 90-minute discussion between an interviewer and a consumer about why the consumer purchases the brand of toothpaste that the consumer uses is an example of a(n)____________________.
Q2) Do exploratory research approaches using qualitative research tools have a role in scientific inquiry? Explain why a decision may be based solely on these results.
Q3) The person who leads a focus group discussion is called a(n)____________________.
Q4) A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called:
A)picture completion
B)picture frustration
C)scenario test
D)projective picture
Q5) Which of the following is an advantage of focus group interviews?
A)provide multiple perspectives
B)low degree of scrutiny
C)inexpensive
D)easy to use for sensitive topics
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Chapter 7: Secondary Data Research in a Digital Age
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Q1) Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data?
A)media source
B)commercial source
C)trade association source
D)primary source
Q2) Financial data from foreign countries is the same around the world due to standardization of accounting and recording practices for economic concepts.
A)True
B)False
Q3) Every year,Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company's previous years' sales and market sales along with economic trends and predictions by experts.This process of predicting sales totals over a specific time period is called:
A)model building
B)trend analysis
C)sales forecasting
D)market potential estimation
Q4) Discuss the advantages and disadvantages of secondary data.
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Chapter 8: Survey Research: an Overview
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Q1) Total quality management is a business strategy that emphasizes market-driven quality as a top priority.
A)True
B)False
Q2) When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service,we say that the sample contains:
A)sample selection error
B)acquiescence bias
C)social desirability error
D)auspices bias
Q3) Systematic errors are also called nonsampling errors.
A)True
B)False
Q4) Surveys provide a quick,often inexpensive,efficient,and accurate means of assessing information about a population.
A)True
B)False
Q5) Compare and contrast cross-sectional studies and longitudinal studies.
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Chapter 9: Survey Research: Basic Methods of Communication With Respondents
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Q1) An Internet survey is the same thing as an e-mail survey.
A)True
B)False
Q2) A self-administered questionnaire posted on a Web site is called a(n)____________________ survey.
Q3) An attempt to re-contact a potential respondent in a phone survey when no one answered the phone on a previous attempt is called a(n)____________________.
Q4) Which of the following can be considered to be a pretest?
A)screening the questionnaire with other research colleagues
B)screening the questionnaire with a client or the research manager who ordered the research
C)a trial run with data collected from a small number of respondents
D)all of the above
Q5) All of the following are advantages of personal interviews EXCEPT:
A)interviewer influence
B)opportunity for feedback
C)probing complex answers
D)high participation rate
Q6) Discuss the advantages and disadvantages of mail surveys.
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Chapter 10: Observation
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Q1) Clara is a market researcher who records shoppers' movement through a grocery store.What method of research is Clara using?
A)survey
B)assessment
C)immersion
D)observation
Q2) Physiological observation techniques,such as pupilometers,psychogalvanometers,and voice-pitch analysis,precisely measure levels of arousal.
A)True
B)False
Q3) One observation measure for monitoring Web site traffic is click-through rate (CTR).
A)True
B)False
Q4) A source of error in observation studies is in the interpretation of the meaning of the observation data.
A)True
B)False
Q5) Compare and contrast direct observation and contrived observation.
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Chapter 11: Experimental Research: An Overview
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Q1) When subjects act differently because they are aware that they are in an experiment,this is called the:
A)history effect
B)Hawthorne effect
C)maturation effect
D)repeated measures effect
Q2) Categorical variables like a subject's gender or ethnicity are known as which type of variable in experimental research?
A)blocking variables
B)covariates
C)main variables
D)confounds
Q3) The question as to whether the experimental treatment was the "sole cause" of the changes in the dependent variable is the basic issue in external validity.
A)True
B)False
Q4) Covariates are categorical variables like a subject's gender or ethnicity.
A)True
B)False
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Chapter 12: Test Markets and Experimental Design
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Q1) ____________________ produce differences in the dependent variable between experimental cells based on combinations of variables.
Q2) Information Resources Incorporated (IRI)is a company that offers test-marketing systems that combine scanner-based consumer panels with high-technology broadcasting systems that enable the measurement of the immediate impact of commercial television viewing of specific programs on unit sales volume.These types of high-technology systems are called:
A)electronic test-markets
B)real-time test-markets
C)combination test-markets
D)synergistic test-markets
Q3) The control method of test-marketing is also known as:
A)forced distribution
B)a randomized block design
C)a simulated laboratory test-market
D)standard method of test-marketing
Q4) A test market study involves the use of a controlled field experiment.
A)True
B)False
Q5) Discuss four methods of projecting test-market results.
Page 15
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Chapter 13: Measurement
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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) A scale which arranges objects in order according to their relative magnitude to one another is called a(n)____________________ scale.
Q3) Explain how indexes or composite measures are formed.
Q4) Another name for face validity is ____ validity.
A)criterion
B)content
C)test-retest
D)split-half
Q5) Which type of scale represents the highest form of measurement?
A)nominal scale
B)ordinal
C)ratio
D)interval
Q6) A ____________________ scale has an absolute zero point.
Q7) Explain what reliability is and discuss how it is assessed.
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Chapter 14: Attitude Measurement
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Q1) A model that constructs an attitude score based on the multiplicative sum of beliefs about an option times the evaluation of those belief characteristics is called a(n)____________________ model.
Q2) When respondents are asked to divide up a sum (e.g.50 points)to indicate the relative importance of features on a new car,this is an example of a(n)____________________ scale.
Q3) A variation of the graphic ratings scale is the ladder scale.
A)True
B)False
Q4) Researchers face a wide variety of choices in measuring attitudinal concepts. A)True
B)False
Q5) Ranking asks the respondent to estimate the magnitude or the extent to which some characteristic exists.
A)True
B)False
Q6) Define attitude and describe the three components that comprise it.
Q7) A(n)____________________ scale measures attitudes in both their direction and their intensity simultaneously.
17
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Chapter 15: Questionnaire Design
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Q1) Asking respondents to remember something without providing any clue is called:
A)unaided recall
B)aided recall
C)recognition
D)cognitive retrieval
Q2) A live,real-time support feature that solves problems or answers questions respondents may encounter in completing the questionnaire is called a(n):
A)search engine
B)interactive help desk
C)interactive tabulation
D)intervention
Q3) "Can you name five brands of tires?" is an example of what type of question?
A)fixed-alternative
B)pivot
C)open-ended response
D)filter
Q4) List the key decisions in questionnaire design.
Q5) Questions that suggest or imply a certain answer are called ____________________ questions.
Page 18
Q6) Name and define the primary types of fixed-alternative questions.
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Chapter 16: Sampling Designs and Sampling Procedures
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Q1) When some elements of the target population are omitted from the sampling frame (e.g.their address is unknown),then ____________________ error occurs.
Q2) Janet has agreed to participate in surveys online.Every few weeks,she is sent an email requesting her to participate in an online survey.What did Janet do to become involved in these research studies?
A)opted out
B)opted in
C)randomized herself
D)met a quota
Q3) The difference between the sample result and the result of an accurate census is called:
A)random sampling error
B)systematic sampling error
C)primary sampling error
D)secondary sampling error
Q4) A multistage sample is low cost and frequently used.
A)True
B)False
Q5) Name and describe the types of nonprobability sampling.
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Chapter 17: Determination of Sample Size: A Review of Statistical Theory
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Q1) In most cases,the size of the population does not have a major effect on the sample size.
A)True
B)False
Q2) A frequency distribution of the population elements is called a:
A)normal distribution
B)sample statistic
C)population distribution
D)standard error
Q3) If between 125 and 150 units of a product have been produced each day during the past month,the range of this production is 25 units.
A)True
B)False
Q4) An estimate of the population mean in the form of a single value,usually the sample mean,is called a:
A)confidence interval estimate
B)standard deviation
C)point estimate
D)variant
Page 20
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Chapter 18: Fieldwork
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Q1) In field interviews,the interviewer should not indicate his probes to the respondent's answers to questions on the interview form.
A)True
B)False
Q2) A research supplier that specializes in gathering data is called a(n):
A)syndicated research service
B)field interviewing service
C)compliance company
D)briefing service
Q3) After calling several respondents,a supervisor learned that a fieldworker filled in fake answers on several surveys rather than contacting respondents.The fieldworker's behavior is an example of:
A)curb-stoning
B)validation
C)asking a neutral question
D)interviewer bias
Q4) Describe the role and job requirements of fieldworkers.
Q5) The interviewer training session is called a ____________________ session.
Q6) Discuss the activities involved in the management of fieldworkers.
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Chapter 19: Editing and Coding: Transforming Raw Data
Into Information
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Q1) Which of the following refers to the notion that the data file actually contains the information that the researcher is trying to obtain to adequately address research questions?
A)data reliability
B)data verification
C)data completeness
D)data integrity
Q2) Valarie's job at a research firm is to transfer data from survey questionnaires to a computer file.Her job is:
A)data entry
B)data coding
C)data editing
D)data scanning
Q3) A collection of characters that represents a single type of data,usually a variable,is called a:
A)field
B)data file
C)value label
D)string file
Q4) Discuss the two basic rules for code construction.
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Chapter 20: Basic Data Analysis: Descriptive Statistics
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Q1) When a researcher combines the "Strongly Disagree" and "Disagree" responses on a Likert scale item to a single "Strongly Disagree/Disagree" percentage,this is an example of:
A)data indexing
B)collapsing the data
C)the outlier effect
D)a box and whisker plot
Q2) 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)creating a box and whisker plot
Q3) In marketing research,the process of interpretation should explain the meaning of the data in the research study to the reader of the research report.
A)True
B)False
Q4) Scores or observations recalibrated to indicate how they relate to a base number are called ____________________ numbers.
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Chapter 21: Univariate Statistical Analysis
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Q1) Describe the chi-square test for goodness-of-fit and explain when it is the appropriate test.
Q2) The values that lie exactly on the boundary of the region of rejection for hypothesis-testing are called the:
A)degrees of freedom
B)critical values
C)significance level
D)confidence interval
Q3) A statement which expresses the opposite of the null hypothesis is called the ____________________ hypothesis.
Q4) When the data are in ____ form,and the sample size is ____,the researcher should use parametric statistical procedures.
A)nominal;large
B)ordinal;large
C)interval;large
D)nominal;small
Q5) The error caused by failing to reject the null hypothesis when,in fact,the alternative hypothesis is true is called a(n)____________________ error.
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Chapter 22: Bivariate Statistical Analysis: Differences
Between Two Variables
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Q1) Means that appear to be not so close to each other are usually statistically concluded that they are different.
A)True
B)False
Q2) A cross-tabulation is a simple way to describe the relationships between two groups.
A)True
B)False
Q3) A Z-test for differences of proportions requires a sample size greater than 100.
A)True
B)False
Q4) The degrees of freedom are calculated asd.f.= n - 1 when using the t-test for comparing two means.
A)True
B)False
Q5) The F-distribution is a function of:
A)SSB - SSE
B)SSE - SSB
C)SSB/SSE
D)SSE/SSB
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Chapter 23: Bivariate Statistical Analysis: Measures of Association
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Q1) The statistical significance of a correlation can be tested using the t-test.
A)True
B)False
Q2) In simple regression,raw parameter estimates reflect the measurement scale range.
A)True
B)False
Q3) In the regression equation,Y = a + b X ,b is the:
A)y-intercept
B)independent variable
C)slope of the regression line
D)dependent variable
Q4) In a correlation matrix,the correlations in the main diagonal are all equal to:
A)-1.00
B)0
C)+0.50
D)+1.00
Q5) In a correlation matrix,the values in the main diagonal equal ____________________.
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Q6) The square of the correlation coefficient is called the ____________________.
Chapter 24: Introducing Multivariate Statistical Analysis
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Q1) In discriminant analysis,a linear combination of independent variables that explains group memberships is known as a(n):
A)regression equation
B)discriminant function
C)discriminant factor
D)n-way ANOVA
Q2) Discriminant analysis predicts a categorical dependent variable based on a linear combination of independent variables.
A)True
B)False
Q3) A factor loading indicates how strongly a measured variable is correlated with a factor.
A)True
B)False
Q4) When an analysis studies the effect of several independent variables on a single dependent variable that is interval-scaled,this is called ____________________ analysis.
Q5) The two types of multivariate techniques are ____________________ methods and ____________________ methods.
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Chapter 25: Communicating Research Results: Research
Report, oral Presentation, and Research Follow-Up
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Q1) The findings of the study should be presented in the ____ section.
A)introduction
B)recommendations
C)appendix
D)research methodology
Q2) The letter of authorization is a letter to the researcher that approves the project,details who has responsibility for it,and describes the resources available to support it.
A)True
B)False
Q3) When a researcher contacts a decision-maker after the decision-maker has had a chance to read the research report to ask if any part of the report needs further clarification,this is known as a research follow-up.
A)True
B)False
Q4) The diagrams included in the research report that are used to clarify complex points are known as ____________________.
Q5) In the communication process,the receiver of the research report is known as the ____________________.
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