Strategic Marketing Exam Solutions
Course Introduction
Strategic Marketing explores the processes and frameworks that organizations use to analyze market opportunities, develop effective marketing strategies, and gain competitive advantage. This course covers topics such as market segmentation, targeting, positioning, competitive analysis, branding, and integrated marketing communications. Students will examine real-world case studies to understand how organizations align marketing strategies with overall business objectives, respond to changing market dynamics, and leverage digital tools and data analytics. Through practical exercises and strategic planning projects, participants will learn how to craft, implement, and evaluate marketing plans in diverse business environments.
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) Which type of firm is one of the three major categories of firms that conduct marketing research?
A)Marketing research companies
B)Advertising agencies
C)Companies that produce or sell products and services
D)All of these are correct.
E)None of these are correct.
Answer: D
Q2) Marketing managers generally focus their efforts on the elements of the marketing mix,which include all of the following EXCEPT A)product.
B)price.
C)promotion.
D)purpose.
E)place.
Answer: D
Q3) The Federal Government is the largest producer of marketing facts.
A)True
B)False
Answer: True
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Chapter 2: The Research Process and Ethical Concerns
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Sample Questions
Q1) 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
Q2) What type of data was collected for another purpose but can be used to address a current problem?
A)Primary data
B)Tangential data
C)Secondary data
D)Auxiliary data
E)Random data
Answer: C
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4
Chapter 3: Problem Formulation
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Sample Questions
Q1) Meeting with the client should be done at the earliest stages of a research project for which of the following reasons?
A)To avoid duplicating efforts
B)Because it is essential that managers and researchers are able to communicate openly
C)To get as much information as possible from the manager with respect to the problem/opportunity
D)Both to communicate openly and to get as much information as possible from the manager
E)None of these are correct.
Answer: D
Q2) An important advantage of using an outside research firm is the degree of objectivity it brings to a project.
A)True
B)False
Answer: True
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Chapter 4: Exploratory Research
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Sample Questions
Q1) Like focus groups,nominal groups are a terrific technique for generating new ideas.
A)True
B)False
Q2) Exploratory studies do not involve
A)the analysis of selected cases.
B)probability sampling plans.
C)experience surveys.
D)good luck.
E)a search of published statistics.
Q3) Finding answers and drawing conclusions is better left to more ______ research.
A)informal
B)formal
C)exploratory
D)consumer
E)scientific
Q4) Researchers can't afford to devote the bulk of the research budget to exploratory research.
A)True
B)False
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Chapter 5: Decision Support Systems: Introduction
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Sample Questions
Q1) Which of the following are ways to judge the accuracy of secondary data?
A)Consider the source of the data
B)Look at the sponsor of the research that yielded the secondary data
C)Look for evidence that the research was done properly
D)All of these are correct.
E)None of these are correct.
Q2) Data systems most commonly hold information relating to
A)existing customers.
B)prospective customers.
C)competitors.
D)suppliers.
E)All of these may be held in a data system.
Q3) When using secondary data,the task of assessing accuracy is more difficult.
A)True
B)False
Q4) The CIO serves as liaison between the firm's top management and its information systems department.
A)True
B)False
Q5) Compare and contrast DSS and MIS.
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Chapter 6: Decision Support Systems: Working With Big
Data
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Sample Questions
Q1) Recognizing patterns,such as identifying fraudulent insurance claims made by otherwise consistent policyholders,is an example of which kind of descriptive analysis technique?
A)Data screening
B)Visualization
C)Neural networks
D)Data fusion
E)Data mining
Q2) The descriptive analysis technique whose goal is to integrate and analyze data from various sources as opposed to relying on only a single source is known as
A)data harmonization.
B)data mining.
C)data fusion.
D)neural networks.
E)visualization.
Q3) Barcode transaction data captured at a grocer's cash register is an example of unstructured data.
A)True
B)False
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Chapter 7: Using External Secondary Data
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Sample Questions
Q1) Although old-fashioned store audits are still used in some markets,the vast majority of consumer products in the United States are now tracked via
A)Geographic Information Systems.
B)online diary panels.
C)people meters.
D)scanners.
E)All of these are correct.
Q2) No existing system captures all the data that marketers would like to tie to particular consumers or households.
A)True
B)False
Q3) A great deal of commercial information is available for marketers to assess advertising exposure and effectiveness.Services have evolved to measure consumer exposure to which of the following media types?
A)Television and radio
B)Print media
C)Internet
D)All of these are correct.
E)None of these are correct.
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Page 9
Chapter 8: Conducting Causal Research
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Sample Questions
Q1) Descriptive research is NOT productively used
A)to develop a profile of the "average user".
B)to estimate the proportion of people in a specified population who behave in a certain way.
C)to clarify concepts.
D)to make specific predictions.
E)to determine whether certain variables are associated.
Q2) The descriptive study
A)usually takes the form of an experiment.
B)has its major emphasis on the discovery of insights and ideas.
C)can be characterized as rigid.
D)is concerned with the determination of a cause-and-effect relationship.
E)has as its main objective the establishment of priorities for future research.
Q3) In a controlled test market all of the following are true,EXCEPT the
A)product is distributed through normal distribution channels.
B)test is conducted by a service agency external to the firm.
C)test market service pays retailers for shelf space.
D)test market service coordinates the trade promotion program.
E)product is guaranteed distribution.
Q4) Compare and contrast descriptive and causal research designs.
Page 10
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Chapter 9: Collecting Descriptive Primary Data
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Sample Questions
Q1) Purchase intentions
A)are a very good indicator of an individual's future behavior.
B)may be better predictors of future behavior for large dollar expenditures.
C)are a relatively good predictor of a family's purchase behavior.
D)are studied often in marketing because they are very similar to attitudes.
E)are better predictors of future behavior for small dollar expenditures.
Q2) Which of the following is TRUE?
A)A panel is a permanent or fixed sample of members from whom information is obtained continuously or at intervals over a period of time.
B)Nielsen's panels of households in which participants use a handheld scanner to record every UPC-coded item they purchase is an example of an omnibus panel in which the same variables are measured over time.
C)An omnibus panel is a fixed sample of individuals who are measured continuously (or periodically)with respect to the same information (e.g.,purchase diary).
D)A true longitudinal analysis can be performed on data from an omnibus panel.
E)All of these statements are true.
Q3) Discuss the two basic means of obtaining primary data.
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11
Chapter 10: Collecting Data by Observation
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Sample Questions
Q1) Which of the following are disadvantages of observation in a contrived setting?
A)Speeds data collection
B)Produces lower-cost research
C)Allows more objective measurements
D)External validity is threatened.
E)Internal validity is threatened.
Q2) Voice pitch analysis attempts to assess the loudness with which people answer specific questions.
A)True
B)False
Q3) The galvanometer is used to study eye movements while a respondent reads advertising copy.
A)True
B)False
Q4) Which of the following is NOT true with respect to structured observation?
A)Increases potential observer bias
B)Increases reliability of observations
C)Often results in a loss of validity
D)Used when hypotheses are known
E)Used for descriptive and causal research
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Chapter 11: Collecting Data by Communication
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Sample Questions
Q1) Which of the following is NOT true of a questionnaire with a high degree of structure?
A)They are relatively simple to administer.
B)They are difficult to code.
C)They are associated with greater consistency of answers.
D)There is no probing or follow-up questions.
E)They are easier to analyze.
Q2) Which of the following is FALSE?
A)Telephone interviews typically allow a study to be completed more quickly than personal interviews.
B)Personal interviews and telephone interviews can produce interviewer bias.
C)Sequence bias is a more acute problem with personal and telephone interviews than with mail questionnaires.
D)The problems of interviewer bias in a telephone survey are more easily solved than in a personal interview.
E)All of these statements are true.
Q3) Personal interviews offer less sample control than other approaches.
A)True
B)False
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13
Chapter 12: Asking Good Questions
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Sample Questions
Q1) While completing a survey on attitudes toward house ownership,John was hit by an attack of indigestion.Which of the following best accounts for the difference between John's and another respondent's scores?
A)A true difference in attitudes
B)A true difference in personality between John and Bob
C)A difference due to temporary personal factors
D)A difference due to situational factors
E)A difference due to variations in administration.
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) Discuss,in detail,the two types of error that may affect measurement scores.
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Page 14
Chapter 13: Designing the Data Collection Form for Communication Data
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Sample Questions
Q1) The question,"How would you judge the price and quality of this product?"
A)is double-barrelled.
B)is leading.
C)contains an implied alternative.
D)contains an implied assumption.
E)forces generalization on the part of the respondent.
Q2) Observation forms are generally easier to construct because
A)they need not follow a logical pattern.
B)they rely on observer judgment to determine response categories.
C)response categories need not be exhaustive.
D)the question and the way it is asked will not influence the respondent's actions.
E)response categories need not be multichotomous in nature.
Q3) Which of the following do NOT impact an individual's ability to remember information sought by a researcher?
A)The presence or absence of stimuli that assist in remembering an event
B)The importance of the event to be remembered
C)The length of time since the event to be remembered occurred
D)All of these impact an individual's ability to remember information.
E)None of these impact an individual's ability to remember information.
Page 15
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Chapter 14: Developing the Sampling Plan
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Sample Questions
Q1) The differences between a cluster sample and a stratified sample are that in a A)cluster sample,the parent population is divided into mutually exclusive and exhaustive subsets.
B)stratified sample,the parent population is divided into mutually exclusive and exhaustive subsets.
C)stratified sample,a simple random sample of elements is chosen independently from each group or subset,while in a cluster sample,a random sample of the subsets is selected.
D)cluster sample,a simple random sample of elements is chosen independently from each group or subset,while in a stratified sample,a random sample of the subsets is selected.
E)None of these are correct.
Q2) The distinguishing features of a simple random sample are that
A)each population element has a known chance of being selected.
B)each population element has an equal chance of being selected.
C)every combination of n population elements is a sample possibility.
D)None of these are correct.
E)All of these are correct.
Q3) Compare and contrast probability and nonprobability sampling.
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Page 16
Chapter 15: Data Collection: Types of Error and Response
Rate Calculation
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Sample Questions
Q1) Nonsampling error includes all of the following EXCEPT
A)noncoverage error.
B)office error.
C)response error.
D)quota error.
E)nonresponse error.
Q2) The type of nonsampling error that occurs due to data editing,coding,or analysis errors is office error.
A)True
B)False
Q3) An important consideration for assessing the overall quality of a data collection effort is the
A)bias rate.
B)response rate.
C)collection rate.
D)eligibility rate.
E)interview rate.
Q4) Discuss at least five (5)ways in which response rates might be improved.
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Chapter 16: Data Preparation for Analysis
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Sample Questions
Q1) After supervising an entire study,John went through every questionnaire to check for completeness,legibility,comprehensibility,consistency,and uniformity.John was conducting what is known as editing.
A)True
B)False
Q2) What is the best way to code data from a survey that contains many open-ended,exploratory questions in order to reduce bias?
A)Use the most experienced researcher to do the coding
B)Use two researchers to do the coding and have them compare their results
C)Use any researcher but have him or her double-check the coding
D)Use computer software to do the coding
E)Use an outside researcher who is unfamiliar with the project to do the coding
Q3) In descriptive research,most of the items included in a questionnaire are likely to be A)precoded.
B)closed-ended.
C)open-ended.
D)exhaustive.
E)mutually exclusive.
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18
Chapter 17: Analysis and Interpretation: Individual Variables
Independently
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Sample Questions
Q1) Converting from continuous to categorical measures
A)results in loss of information about a variable.
B)works because higher levels of measurement have all the properties of lower levels of measurement.
C)in many cases is really useful for interpreting the results.
D)is a process that really isn't subject to a lot of rules.
E)All of these are correct.
Q2) A clothing manufacturer traditionally makes sweatshirts from three different fabrics: A,B and C.Over the years,the percentages sold of each fabric were 50,35,and 15,respectively.Recently,the manufacturer began producing running suits from the same three fabrics.During the first three months of production,the company received orders for 6,500 suits made from fabric A,3,400 from fabric B,and 2,700 from fabric C.What is the appropriate test to determine whether sales results of the new running suit are similar to what would be expected given the previous sales history of sweatshirts made of the three fabrics?
A)Regression analysis
B)z-test for comparing sample mean against a standard
C)Chi-square test
D)z-test for comparing sample proportion against a standard
E)None of these are correct.
Page 19
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Chapter 18: Analysis and Interpretation: Multiple Variables
Simultaneously
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Sample Questions
Q1) The upper limit of the Pearson chi-square test of independence is limited by A)sample size.
B)the distribution of cases across the cells.
C)degrees of freedom.
D)sample size and distribution of cases across the cells.
E)sample size and degrees of freedom.
Q2) Suppose that the relationship between sales (Y,in $000)and number of salespeople (X)is represented by the following regression equation: Y = 105.2 + 35.8X.What will average sales be equal to when 10 salespeople are used?
A)$358,000
B)$463.20
C)$358.00
D)$463,200
E)More information is needed to answer this question.
Q3) All other variables held constant,a 95% confidence interval will give us a narrower range than will a 99% confidence interval.
A)True
B)False
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Chapter 19: The Oral Research Presentation
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Sample Questions
Q1) An analyst wishing to present the results of a study investigating the estimated total consumption of the product by social class should probably use a _____ chart.
A)pie
B)line
C)stratum
D)bar
E)divided bar
Q2) When giving the oral presentation,it is recommended to use no more than a quarter of the time for the formal presentation,saving the rest for questions and answers.
A)True
B)False
Q3) When preparing an oral/verbal presentation,the first task of the presenter should be to
A)determine who will be in the audience.
B)develop graphical presentation aids.
C)decide on the organization of the presentation.
D)test the sound system where the presentation will take place.
E)write the verbal portion of the presentation.
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21
Chapter 20: The Written Research Report
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Sample Questions
Q1) A good summary should NOT contain
A)background information.
B)tables of data.
C)conclusions.
D)recommendations.
E)purpose of the research.
Q2) The following items should be included in the sampling section of the body of the report EXCEPT
A)the definition of the population.
B)what was done.
C)how the sample was chosen.
D)why the procedure chosen was used.
E)All of these should be included in the sampling section.
Q3) 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.
Q4) Distinguish between a conclusion and a recommendation.
Page 22
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