Strategic Marketing Exam Solutions
Course Introduction
Strategic Marketing explores the development, implementation, and evaluation of marketing strategies that drive organizational growth and competitive advantage. This course covers core concepts such as market analysis, segmentation, targeting, positioning, and branding, while integrating tools for environmental scanning and competitor analysis. Students will learn to design effective marketing plans that align with overall business objectives, utilize digital and traditional channels, and measure performance outcomes. Through case studies and practical projects, participants gain hands-on experience in decision-making and strategic thinking to tackle real-world marketing challenges.
Recommended Textbook
Marketing Research Essentials 8th Edition by
Carl McDaniel Jr
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14 Chapters
1012 Verified Questions
1012 Flashcards
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Page 2
Chapter 2: Problem Definition and the Research Process
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76 Verified Questions
76 Flashcards
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Sample Questions
Q1) Who would researchers for Royal Caribbean cruise lines speak to about their ideas for an interior redesign the interior on future cruise ships? Be sure to identify the type of research.
Answer: Experience surveys involve interviewing knowledgeable individuals regarding the problem researched. If Royal Caribbean is seeking knowledgeable feedback about plans for a redesign they would want to talk to designers, frequent cruisers, cruise staff and crew. These are the people who use the facilities regularly and can offer direct feedback on what they like, don't like, and what might be more practical based on their experience.
Q2) Describe why "use" must be defined in a research request regarding interior redesign for an airline.
Answer: In a research request, the use section will explain how each piece of information will be used in the decision-making process. Giving logical reasons for each part of the research helps the researchers ask the right questions to give the decision makers "useful" responses to make their decisions.
Q3) The opportunity identification step comes after problem recognition.
A)True
B)False
Answer: False
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3
Chapter 3: Secondary Data and Databases
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Sample Questions
Q1) Which of the following would not be part of a database that would be ripe for data mining?
A) electronic point-of-sale transactions
B) inventory records
C) online customer orders
D) customer demographics
E) All of the above could be part of the data mining process.
Answer: E
Q2) All of the following are advantages of secondary data except:
A) It can help clarify or redefine the problem during the exploratory research process.
B) It may provide a solution to the problem.
C) It may provide primary data research method alternatives.
D) It may provide the necessary background information and build credibility for the research report.
E) All of the above.
Answer: E
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Chapter 4: Qualitative Research
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Sample Questions
Q1) Focus groups are usually no longer than 45 minutes.
A)True
B)False
Answer: False
Q2) Distinguish between quantitative and qualitative research, especially with respect to the appropriateness of each.
Answer: Exhibit 4.1 distinguishes between qualitative and quantitative research with qualitative research being more appropriate in the exploratory stages of a project when insights and not quantification is needed. Later, if the project is descriptive in nature, and the goal is to get a representative response, quantitative research is more appropriate.
Q3) The most common type of qualitative marketing research is _______.
A) projective techniques
B) in-depth interviews
C) sentence completion
D) focus groups
E) none of the above
Answer: D
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Chapter 5: Traditional Survey Research
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Sample Questions
Q1) A researcher who wants to use probing should consider using which type of questionnaire?
A) mail
B) Internet
C) telephone
D) none of the above
Q2) Which of the following is not a disadvantage of a telephone survey?
A) Respondents cannot be shown anything
B) Limits the type and quantity of information that can be obtained
C) Respondent's patience is finite over the phone
D) Call screening devices block numbers
E) Too many numbers are unlisted
Q3) A potential marketing research client contacts a supplier about a possible survey. Seems that the client is interested in establishing a snow skiing equipment business in Arkansas surveying and wants to survey Arkie snow skiers to get an estimate on potential. The consultant tells the potential client that such a survey may not be feasible, or at best would be very time consuming and expensive. What is the basis of the consultant's response.
Q4) What are the major factors that determine the selection of a particular survey method?
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Chapter 6: Online Marketing Research
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50 Flashcards
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Sample Questions
Q1) Which of the following are disadvantages of online focus groups?
A) Group dynamics
B) Nonverbal inputs
C) Client involvement
D) Exposure to external stimuli
E) Role and skill of the moderator
F) All are disadvantages of online focus groups
Q2) List and describe at least 5 advantages of online surveys over traditional surveys.
Q3) From the researcher's point of view, the most important thing for panel companies to consider is:
A) recruiting panel members in the most cost effective way.
B) having a large number of panel members.
C) maintaining quality standards in recruiting panel members.
D) none of the above.
Q4) A client in Cleveland, Ohio wants to know how customers perceive the food quality and service at their small chain of four restaurants to those of the larger competitors. The owner has a limited number of email addresses, discuss how feasible an online survey or consumer panel would be and suggest some alternatives
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Chapter 7: Primary Data Collection: Observation
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Sample Questions
Q1) Observing consumers' behavior through a one-way mirror is a common type of
A) open observation
B) disguised observation
C) structured observation
D) unstructured observation
Q2) Which of the following are not observation situations?
A) people watching people
B) people watching phenomena
C) machines watching people
D) machines watching phenomena
E) All of the above are observation situations.
Q3) Natural situations are always preferred over contrived.
A)True
B)False
Q4) How is online tracking a type of observation research? How can it be of value to the marketing researcher?
Q5) Ethnography research can be conducted online.
A)True
B)False
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Chapter 8: Primary Data Collection: Experimentation and Test Markets
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Sample Questions
Q1) Test market studies are designed to provide information on estimates of market share and volume.
A)True
B)False
Q2) If experimental test groups for a reading enhancement program are standard Kindergarteners at a typical public school, but the program is designed for students learning English as a second language, what issue might you take with the experiment?
A) mortality
B) instrument variation
C) maturation
D) selection bias
Q3) Students performing better on the SAT the second time they take it are examples of______________.
A) regression to the mean
B) selection bias
C) interactive testing effect
D) main testing effect
Q4) Discuss the characteristics that a city should possess to make it a good test market for introducing a new wine label.
Page 9
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Chapter 9: The Concept of Measurement and Attitude
Scales
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106 Flashcards
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Sample Questions
Q1) _________________ asks a respondent to pick one of two objects from a set, based on some criteria.
A) Constant sum scales
B) Rank order scales
C) Graphic rating scale
D) Paired comparison scale
Q2) Define Validity. Then provide an example of Face Validity and an example of a question that has a Face Validity problem. Then illustrate a portion of a questionnaire with a Content Validity problem.
Q3) You are creating a survey that is interested in ranking customers' preferences for various brands of cola. You would definitely need to use which type of scale?
A) nominal
B) ordinal
C) ratio
D) interval
E) none of the above
Q4) Rank order scales enable the researcher to determine intensity of attitudes.
A)True
B)False
10
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Chapter 10: Questionnaire Design
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Sample Questions
Q1) When a question has only two possible choices, it is referred to as a _____________question.
A) dichotomous
B) qualitative
C) multiple choice
D) scaled-response
E) none of the above
Q2) "Do you own a cell phone? ____YES ____NO" is an example of which type of question format?
A) scaled response
B) dichotomous
C) open ended
D) closed ended
E) none of the above
Q3) . In the questionnaire design process, what is the first step?
A) Determine the data-collection method
B) Determine the question response format
C) Decide on question wording
D) Determine the survey objectives, resources, and constraints
Q4) What are Field Management Companies and when are they cost effective?
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Chapter 11: Basic Sampling Issues
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Sample Questions
Q1) The first step in the development of a sampling plan is to:
A) determine sample size.
B) select a sampling method.
C) choose a data collection method.
D) define the population of interest.
E) decide which statistical techniques are appropriate.
Q2) Stratified random samples are often confused with which of the following nonprobability sampling techniques?
A) quota
B) convenience
C) judgment
D) snowball
E) none of the above
Q3) Measurement error includes all factors other than sampling error that may cause inaccuracy and bias.
A)True
B)False
Q4) Characterize the ideal sampling frame. How often is an "ideal" sampling frame available? If an "ideal" sampling frame isn't available, what kind of sample frame is needed?
Page 12
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Chapter 12: Sample Size Determination
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Sample Questions
Q1) The _____________ includes all the possible individuals or objects from whom or about which information is needed to meet the objectives of the research.
A) Group
B) Selection
C) Population
D) Range
Q2) In a normal distribution, the mean, median, and mode are equal.
A)True
B)False
Q3) How many respondents should be in each important subgroup of a sample?
A) 10
B) 25
C) 50
D) 100
Q4) The normal distribution is bell shaped and has only one mode.
A)True
B)False
Q5) A type I error concludes that there is no difference when there is a difference.
A)True
B)False
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Chapter 13: Data Processing, Data Analysis, and Statistical Testing
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Sample Questions
Q1) Once a respondent is interviewed in a phone survey, they should never be contacted again regarding that particular study.
A)True
B)False
Q2) The most complex tabulation is the one-way frequency table.
A)True
B)False
Q3) This measure of central tendency can be computed only from interval or ratio data.
A) mode
B) median
C) mean
D) All of the above must be computed from interval or ratio data.
E) None of the above can be computed from interval or ratio data.
Q4) Charting the answers to open-ended questions is standard.
A)True
B)False
Q5) Scanning data is the most frequently used questionnaire tool.
A)True B)False
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Chapter 14: More Powerful Statistical Methods
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Sample Questions
Q1) The R<sup>2 </sup>statistic ranges from -1 to 1.
A)True
B)False
Q2) Data mining typically involves four classes of task. Which is not one of the tasks?
A) Clustering
B) Classification
C) Numbering
D) Modeling
Q3) In factor analysis, the correlation between factor scores and the original variables is known as the factor ________,
A) loading
B) mapping
C) attribute rating
D) conjoint
Q4) A R = -.95 is always weaker than +.95, because positive relationships are more significant than negative relationships.
A)True
B)False
Q5) Which of the relationships in the matrix is the strongest?
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Chapter 15: Communicating Results and Managing Marketing Research
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Sample Questions
Q1) Employee liability is an important issue when a research supplier outsources to third-party providers.
A)True
B)False
Q2) The researcher's challenge is how to package all of the information into a coherent report.
A)True
B)False
Q3) Which of the following parts of the marketing research report goes toward the beginning?
A) Background
B) Methodology
C) Findings
D) Executive Summary
Q4) Clients tend to prefer long text-based reports to shorter ones.
A)True
B)False
Q5) How would you respond to the following statement: "The Executive Summary might be the most important part of the research report."
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