Strategic Marketing
Final Test Solutions
Course Introduction
Strategic Marketing explores the development and implementation of marketing strategies that align with organizational goals and respond to dynamic market environments. The course covers essential concepts such as market analysis, segmentation, targeting, positioning, and the marketing mix, while also addressing the influence of competitive forces, consumer behavior, digital transformation, and globalization. Students learn to formulate comprehensive marketing plans, utilize analytical tools for decision-making, and evaluate the effectiveness of various strategies in achieving sustainable competitive advantage. Practical applications and real-world case studies encourage critical thinking and strategic insight for marketing leadership roles.
Recommended Textbook
Marketing Research Essentials 8th Edition by
Carl McDaniel Jr
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Page 2
Chapter 2: Problem Definition and the Research Process
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Sample Questions
Q1) The first step in the problem-definition process is:
A) stating research objectives.
B) recognizing that there is a problem or opportunity.
C) determining if the needed information is already available.
D) determining why the information is being sought.
E) none of the above
Answer: B
Q2) Exploratory research must always lead to a marketing decision.
A)True
B)False
Answer: False
Q3) Who puts together a request for proposal (RFP)?
A) custom research suppliers
B) syndicated data suppliers
C) companies that want to hire a research supplier
D) respondents
E) none of the above
Answer: C
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Chapter 3: Secondary Data and Databases
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Sample Questions
Q1) Describe how a decision support system can support a company's decision maker. Answer: A True DSS system is interactive, flexible, discovery-oriented and easy to learn and use. A manager gives simple instructions and results can be generated. The system can also sort, regroup, average and manipulate the data to provide the decision maker with answers. In most cases, a True DSS does not need tech support, instead, it puts the information in the hands of the manager.
Q2) A company may already possess secondary information.
A)True
B)False
Answer: True
Q3) Secondary data can identify potential problems.
A)True
B)False Answer: True
Q4) Secondary data is available for nearly every research question. A)True
B)False
Answer: False
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4
Chapter 4: Qualitative Research
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Sample Questions
Q1) A group of citizens thinks Drysville, Arkansas, is achieving its potential as a city, because it is "dry." Drysville is a very religious and conservative community that has experienced some growth as a "bedroom" community to Sin City. Hence, the population has grown to the extent that the group favoring a "wet" city thinks it may now have the votes. However, before embarking on an expensive petition-signing campaign, the group favoring "wet" wants a market researcher to give them more insights via a qualitative research effort. The issue is very sensitive, and the "wet" group thinks that many of its supporters may not come forward due to possible peer pressure. What method or methods of qualitative research would you recommend?
Answer: The answer should include some of the limitations of qualitative research, such as the fact that the responses of focus groups are not representative of the population. An ideal answer would probably include a recommendation of conducting quantitative research to supplement the findings from the focus groups.
Q2) Focus group moderator debriefing is referred to as instant analysis.
A)True
B)False
Answer: True
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Page 5
Chapter 5: Traditional Survey Research
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Sample Questions
Q1) The need to know who, why, and how are the primary reasons behind surveys.
A)True
B)False
Q2) What interviews are conducted by running into people in a big shopping area and interviewing them face-to-face?
A) Mall-intercept interviews
B) Door-to-door interviews
C) Executive interviews
D) Random interviews
Q3) What type of problem would a researcher encounter if the interviewers are told they can probe using any real world example they want during a mall-intercept interview?
Q4) Inability to probe is a major disadvantage of mail and self-administered interviews.
A)True
B)False
Q5) The total amount of error in a particular project involving a survey is referred to as random error.
A)True B)False
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Chapter 6: Online Marketing Research
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Sample Questions
Q1) Online focus groups have an advantage over traditional focus groups in that they reduce:
A) objectivity
B) participation rates
C) travel costs
D) group dynamics
E) none of the above
Q2) Which of the following does not help researchers gain survey completions?
A) Avoiding research-ese in the language of a questionnaire
B) Keeping the survey completion time to less than twenty minutes
C) Keeping studies offering too much information, just ask questions
D) Providing opportunities for open-ended answers
E) All help researchers gain survey completions
Q3) Commercial panel companies charge organizations for access to their panelists.
A)True
B)False
Q4) Clients can't observe online focus groups.
A)True
B)False
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Chapter 7: Primary Data Collection: Observation
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Q1) ______________ is a device that measures a person's alertness level, especially with regard to reactions to advertisements.
A) RAMS
B) Peoplemeters
C) Electroencephalograph (EEG)
D) People Reader
E) none of the above
Q2) Which of the following is the type of data that mystery shopping firms attain?
A) Facility conditions
B) Guest experience
C) Dress code compliance
D) Parking lot condition
E) All of the above
Q3) The most common type of machine observation is a traffic counter.
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) Describe the mystery shopper and how they are used by marketing researchers.
Q6) Describe how ethnography works online.
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Chapter 8: Primary Data Collection: Experimentation and Test Markets
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Q1) The results of a field experiment are often impacted by competitors' actions.
A)True
B)False
Q2) This true experimental design involves random assignment of subjects to experimental and control groups, but no premeasurement of the dependent variable.
A) Solomon four-group design
B) before and after with control group
C) after only with control group
D) one group pretest and posttest design
E) none of the above
Q3) If the researcher can show that the experimental or treatment variable actually produced the differences observed in the dependent variable, then the experiment can be said to be which of the following?
A) internally valid
B) extraneously valid
C) externally valid
D) laboratory valid
E) none of the above
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Chapter 9: The Concept of Measurement and Attitude
Scales
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Q1) The main advantage of rank order scales is that they are noncomparative rating scales producing interval scale data.
A)True
B)False
Q2) Which of the following types of scales would allow the researcher to compute arithmetic means?
A) nominal
B) ordinal
C) ratio
D) interval
E) both (c) and (d)
Q3) Construct equivalence deals with how people see, understand, and develop measurements of a particular phenomenon.
A)True
B)False
Q4) Itemized and graphic scales are considered to be noncomparative scales.
A)True
B)False
Page 10
Q5) List and briefly describe considerations in selecting a scale.
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Chapter 10: Questionnaire Design
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Sample Questions
Q1) Probing is especially important when using:
A) dichotomous questions.
B) open-ended questions.
C) closed ended questions.
D) multiple choice questions.
E) none of the above
Q2) Which of the following is a reason for increased costs of survey research?
A) premature termination of the interview
B) adding a security screener
C) trying to reach a qualified respondent
D) None of the above are reasons for increased costs of survey research.
E) All of the above are reasons for increased costs of survey research.
Q3) Which of the following is not characteristic of open-ended questions?
A) ease of coding and tabulation of results
B) respondents get to reply in their own words
C) answers based on respondent's frame of reference
D) can be used to interpret closed-ended questions
E) all of the above are characteristic of open-ended questions
Q4) Assume that you are developing a questionnaire about an entrée at Taco Bell. Use this situation to outline the procedure for designing a questionnaire.
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Chapter 11: Basic Sampling Issues
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Sample Questions
Q1) _____________ is the total group of people from whom information is obtained.
A) Sample of interest
B) Census of interest
C) Population of interest
D) Subset of interest
E) The entire universe
Q2) ________________ samples must be selected in such a way that every element of the population has a known and equal chance of being selected.
A) Cluster
B) Simple random
C) Convenience
D) Systematic random
E) Stratified random
Q3) The final step in the sampling process is execution of the operational sampling plan.
A)True
B)False
Q4) Simple random sampling is often used as a substitute for systematic sampling.
A)True
B)False
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Chapter 12: Sample Size Determination
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Sample Questions
Q1) Compute the required sample size given the required confidence in the sample results is 90%. The level of tolerable sampling error is 1% and the estimated population standard deviation is 5.
Q2) In a normal distribution, the mean, median, and mode are equal.
A)True
B)False
Q3) A researcher is conferring with a client to do a telephone interview for a particular topic, which the researcher will subcontract to a field services firm for $10 per usable response. The researcher's client wants to be 95.44% confident of the results. Assume the sample proportions formula is appropriate, and that the level of tolerable sample error is 4%. The budget for data collection only offered by the client can be up to but not over $10,000. How many usable responses are needed for the given level of confidence and much will the subcontractor charge the market researcher for sampling? Is the budget for data collection large enough?
Q4) Statistical power is the probability of making a type II error.
A)True
B)False
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13
Chapter 13: Data Processing, Data Analysis, and Statistical Testing
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Q1) Checking to be sure that all the questionnaires are filled out properly and completely is part of which step in the data analysis procedure?
A) first step
B) second step
C) third step
D) fourth step
E) fifth step
Q2) Which type of data entry ensures that data is entered properly?
A) scanning
B) coding
C) intelligent
D) marginal
E) none of the above
Q3) A common way of setting up cross-tabulation is to use columns to represent factors such as demographics and lifestyle characteristics, which are expected to be predictors of the state of mind, behavior, or intentions data, shown as rows of the table.
A)True
B)False
Q4) Give the five steps in the analysis process.
Page 14
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Chapter 14: More Powerful Statistical Methods
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Q1) Regression analysis can prove causation.
A)True
B)False
Q2) Interpret the correlation coefficient for the following data:
Sales Sales Training Score
45,000 98
34,500 74
23,750 57
51,450 99
41,000 85
The resulting correlation coefficient is +.98 and the probability of insignificance is 3%.
Q3) Bivariate regression can not demonstrate:
A) when the two variables are linear.
B) when the two variables are strongly inversely related.
C) when the two variables are strongly positively related.
D) when the two variables are causally related.
Q4) Data mining is a long-established field of market research.
A)True
B)False
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Chapter 15: Communicating Results and Managing Marketing Research
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Q1) The most difficult task for a student marketing research team is interpreting project findings to arrive at conclusions, and then using the conclusions to formulate recommendations.
A)True
B)False
Q2) An effective presentation takes into account:
A) audience
B) attitudes
C) prejudices
D) time constraints
E) all of the above
F) none of the above
Q3) Important information in a report should be highlighted in bright colors.
A)True
B)False
Q4) Generalizing from small pieces of information can be referred to as___________.
A) Conclusions
B) Induction
C) Both
D) Neither
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