Strategic Marketing Exam Practice Tests
Course Introduction
Strategic Marketing focuses on the development and implementation of marketing strategies that align with organizational goals and respond to dynamic market environments. The course covers key concepts such as market analysis, segmentation, targeting, positioning, and competitive analysis, emphasizing the integration of marketing with other business functions. Through case studies and practical exercises, students learn to design marketing plans, evaluate opportunities and threats, and create value propositions that drive competitive advantage and long-term growth.
Recommended Textbook
Essentials of Marketing Research 4th Canadian Edition by Joseph F Hair
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662 Verified Questions
662 Flashcards
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Chapter 1: Marketing Research for Managerial Decision Making
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Sample Questions
Q1) Many companies use internal research suppliers because the suppliers can be more objective and less subject to company politics and regulations than external suppliers.
A)True
B)False
Answer: False
Q2) Zephyr Corp. manufactures air purifiers. It comes up with an idea for a new range of air purifiers called alpha purifiers. Before launching the range of purifiers, Zephyr lets some people try out the product and then collects feedback from them to identify any problems with it. Which of the following is best exemplified in this scenario?
A) Curbstoning
B) Concept testing
C) Perceptual mapping
D) Behavioral targeting
E) Branded "black-box" methodology
Answer: B
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Page 3
Chapter 2: The Marketing Research Process and Proposais
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Sample Questions
Q1) Exploratory research collects quantitative data to answer research questions such as who, what, when, where, and how.
A)True
B)False
Answer: False
Q2) In the context of the research process, the variables that need to be studied are also known as constructs.
A)True
B)False
Answer: True
Q3) In a research proposal, which of the following sections discusses the types of scales to be used for data collection?
A) Definition of the target population
B) Sample design
C) Data collection method
D) Specific research instruments
E) Definition of the sample size
Answer: D
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Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
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Sample Questions
Q1) Media panels and consumer panels are similar in procedure, composition, and design.
A)True
B)False
Answer: True
Q2) A parameter is defined as the _____.
A) true value of a null hypothesis
B) true value of a variable
C) estimate of an alternative hypothesis
D) estimate of a sample statistic
E) estimated value of a construct
Answer: B
Q3) Consumer panels, store audits, and optical-scanner technology are methods to collect syndicated data.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Sample Questions
Q1) In-depth interviewing increases the likelihood of participants responding in a socially desirable manner.
A)True
B)False
Q2) Groupthink is most likely to occur when participants do not have a previously well-formed opinion on issues discussed in a group.
A)True
B)False
Q3) Unlike purposed communities, private communities are:
A) developed primarily for marketing.
B) developed primarily for research.
C) online social networks.
D) outsourced to a provider.
E) brand communities.
Q4) The optimal number of participants in face-to-face focus group interviews should range from 20 to 30 people.
A)True
B)False
Page 6
Q5) Describe the process of selecting an observation method.
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Chapter 5: Descriptive and Causal Research Designs
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Sample Questions
Q1) Discuss the types of errors in surveys.
Q2) In-home interviewing may be completed through door-to-door canvassing of geographic areas.
A)True
B)False
Q3) Nonresponse error is a systematic bias that occurs when the final sample differs from the planned sample.
A)True
B)False
Q4) Discuss the drawbacks of wireless phone surveys.
Q5) Data that are generalizable cannot be accurately projected to a target population.
A)True
B)False
Q6) If the research objective is to determine whether differences exist between groups, it is advisable to use descriptive research designs.
A)True
B)False
Q7) What are the main objectives of test marketing?
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Chapter 6: Sampling: Theory and Methods
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Sample Questions
Q1) Briefly discuss optimal allocation sampling and multisource sampling.
Q2) A college professor wants to know if the university students in the Unites States will find the new textbook that he has authored to be interesting and useful. He chooses all marketing majors at the school he teaches as his sample. He believes that this group of students will be representative of the university student population in the United States. In this scenario, the professor is most likely using:
A) census sampling.
B) area sampling.
C) judgment sampling.
D) quota sampling.
E) cluster sampling.
Q3) List the advantages and disadvantages of simple random sampling.
Q4) In the context of the factors that play an important role in determining sample sizes with probability designs, the higher the level of confidence desired, the smaller the sample size needed.
A)True
B)False
Q5) List some of the steps a researcher can take once he understands the basics of the central limit theorem.
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Chapter 7: Measurement and Scaling
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Sample Questions
Q1) Which of the following statements is true of scale responses?
A) They are likely to have a negative effect on scale descriptors.
B) They should be mutually exclusive.
C) They should overlap wherever possible.
D) They should require the respondents to perform a complex behavior.
E) They are most effective when leading questions are used.
Q2) A(n) _____ is a situation where the question/setup suggests a socially desirable answer or involves an emotionally charged issue.
A) ambiguous question
B) loaded question
C) double-barreled question
D) complex question
E) double negative question
Q3) The goal of the construct development process is to precisely identify and define what is to be measured.
A)True
B)False
Q4) Discuss the difference between a concrete variable and an abstract construct.
Q5) What are the two factors that drive the use of multiple-item scales in research?
Page 9
Q6) What are the requirements of designing measurement scales?
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Chapter 8: Designing the Questionnaire
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Sample Questions
Q1) A supervisor instruction form serves as a blueprint for training people to complete the interviewing process in a consistent fashion.
A)True
B)False
Q2) Susan meets the necessary requirements for inclusion in a survey. Yet she is not included in the survey. Which of the following supplemental documents might have been used by the interviewer to exclude her from the sample?
A) Rating cards
B) Call record sheets
C) Interviewer instructions
D) Quota sheets
E) Supervisor instructions
Q3) Despite advances in communication systems, the Internet, and software, the principles behind designing questionnaires remain essentially unchanged.
A)True
B)False
Q4) What are the two functions performed by a transition phrase in a survey?
Q5) What is the purpose of pretesting a survey?
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Chapter 9: Qualitative Data Analysis
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Sample Questions
Q1) Discuss the process of triangulation.
Q2) _____ is an attribute of qualitative research that affirms that key members within a culture or subculture agree with the findings of a research report.
A) Iteration
B) Triangulation
C) Cross-researcher reliability
D) Emic validity
E) Tabulation
Q3) Member checking best establishes cross-researcher reliability.
A)True
B)False
Q4) Lisa conducts a qualitative study of people's shopping behavior online. She compares her results to that of similar studies and finds a similarity in the coding of data. On the basis of the given information, we can say that Lisa's study:
A) has emic validity.
B) has cross-researcher reliability.
C) is not generalizable.
D) is quantifiable.
E) is not credible.
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Chapter 10: Preparing Data for Quantitative Analysis
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Sample Questions
Q1) Which of the following is true of data editing?
A) Before being validated, data must be edited for mistakes.
B) Editing determines whether a survey's interviews or observations were conducted correctly and are free of fraud or bias.
C) Editing involves checking data for mistakes made by the interviewer but not by the respondent.
D) In order to speed through the data collection process, an interviewer may edit the data collection process.
E) As part of the editing process, the researcher will check to make sure all respondents were asked the proper questions.
Q2) Under which of the following conditions are respondents typically recontacted?
Q3) If an optical scanning approach is used to enter data, assigning a coded value to each response is absolutely necessary to avoid problems in the data entry phase.
A)True
B)False
Q4) Data is validated using the curbstoning process.
A)True
B)False
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Chapter 11: Basic Data Analysis for Quantitative Research
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Sample Questions
Q1) If the number of data observations is odd, the median is generally considered to be the average of the first and last values.
A)True
B)False
Q2) Which of the following tests flags the means that are statistically different from each other?
A) Chi-square test
B) Pre-hoc test
C) T-test
D) F-test
E) Follow-up test
Q3) Discuss how standard deviation is a more comprehensive measure of dispersion than range.
Q4) How are sample statistics different from population parameters?
Q5) The _____ describes the average distance of distribution values from the mean.
A) standard deviation
B) arithmetic average
C) mean
D) mode
E) median
13
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Chapter 12: Examining Relationships in Quantitative Research
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Sample Questions
Q1) If a researcher is interested in measuring the effect of two independent variables on a dependent variable, he/she should use:
A) the Pearson correlation coefficient.
B) the Spearman correlation coefficient.
C) bivariate regression analysis.
D) multiple regression analysis.
E) simple regression.
Q2) Discuss the concept of multicollinearity.
Q3) The least squares procedure determines the best-fitting line by maximizing the vertical distances of all the data points from the line.
A)True
B)False
Q4) If the coefficient of correlation between two variables is -0.6, the coefficient of determination will be:
A) -0.6.
B) 0.4.
C) 0.36.
D) -0.36.
E) 0.6.
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Chapter 13: Communicating Marketing Research Findings
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Sample Questions
Q1) Every research study has limitations.
A)True
B)False
Q2) When reporting percentages in marketing research, it is common practice to show only one digit past the decimal.
A)True
B)False
Q3) Which of the following statements about the limitations of a research project is true?
A) Certain research studies are flawless and have no limitations.
B) Treatment of limitations normally excludes a discussion of results.
C) Treatment of limitations normally excludes a discussion of accuracy.
D) The researcher should make the client aware of the study's limitations.
E) Researchers should refrain from openly addressing any limitations in a project.
Q4) Writing a summary of the findings is the final step in both qualitative and quantitative reports.
A)True
B)False
Q5) What are the objectives of a professional marketing research report?
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