Strategic Marketing
Midterm Exam
Course Introduction
Strategic Marketing is a course designed to provide students with a comprehensive understanding of how organizations analyze markets, identify opportunities, and create value-driven strategies to achieve competitive advantage. The curriculum covers essential topics such as market segmentation, targeting, positioning, brand management, and the integration of marketing tactics with organizational objectives. Students will engage with real-world case studies and simulations to develop critical thinking and decision-making skills necessary for formulating and implementing effective marketing strategies in dynamic business environments.
Recommended Textbook
Essentials of Marketing Research 2nd Edition by Jr
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Chapter 1: Marketing Research for Managerial Decision
Making
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Sample Questions
Q1) Which of these activities is NOT part of market situation analysis?
A)Deciding new product opportunities.
B)Collecting information on the electronic items market.
C)Analyzing purchase patterns of people visiting a store.
D)Collecting information on brand preferences for college students.
E)Researching on why the competitor's products sell better.
Answer: A
Q2) Dashboards increase the likelihood of successful customer relationship management programs.
A)True
B)False
Answer: True
Q3) Which of the following is NOT a pricing decision?
A)How large is the demand potential at a given price?
B)How sensitive is demand to changes in price levels?
C)What is the most effective way of communicating a price increase?
D)What are sales forecasts at various price levels?
E)What should be the price for introducing a new product?
Answer: C
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Chapter 2: The Marketing Research Process and Proposals
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Q1) Causal research designs can be complex, expensive, and time-consuming.
A)True
B)False
Answer: True
Q2) When designing a study, a researcher is wondering if she should ask respondents their age. She is not sure if she would need that information to do any analysis later in the research process. She is trying to:
A)determine the correct unit of analysis for her study.
B)conduct a situation assessment for her study.
C)determine the relevant variables for her study.
D)identify the symptoms and underlying problems for her study.
E)confirm the information value.
Answer: C
Q3) Measurement and scaling issues are relevant only in primary research.
A)True
B)False
Answer: False
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Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
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Sample Questions
Q1) Alternative hypothesis:
A)is the value of a variable that is estimated from a sample.
B)is the true value of a variable.
C)states that there is a relationship between two variables.
D)is the actual value of a variable, which can only be known by collecting data from every member of the relevant population.
E)is notated as HS1U1B10S1U1B0.
Answer: C
Q2) Consumer panels, as a commercial data collection method:
A)use a rigorous data collection approach.
B)cost higher than primary data collection methods.
C)primarily measure media consumption habits as opposed to product or brand consumption.
D)measure product and brand movement directly at the point of sale.
E)generate information on effectiveness of shelf space and POP displays.
Answer: A
Q3) Consumer panels provide unbiased data unlike Store audits.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Q1) If one is short of time, one should opt for quantitative research as it can generally be completed in a shorter time period compared to qualitative research.
A)True
B)False
Q2) What are some of the advantages of conducting online (instead of in-person, face-to-face) focus groups?
Q3) In conducting an in-depth interview, the questions are arranged so as to ensure a logical flow from "general" to "specific" questions within topic areas. This activity is carried out in:
A)step 1 of the in-depth interview.
B)step 2 of the in-depth interview.
C)step 3 of the in-depth interview.
D)step 4 of the in-depth interview.
E)step 5 of the in-depth interview.
Q4) Discuss the unique characteristics of observation methods.
Q5) Is it possible that in some situations qualitative research may be sufficient (in the sense that there may be no need to do a follow-up quantitative study)? If yes, give examples of situations when this may be true.
Page 6
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Chapter 5: Descriptive and Causal Research Designs
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Q1) A marketing researcher is interested in examining the cause and effect relationship between advertising and sales increase. Which of the following is the most appropriate to address this research objective?
A)Personal interview
B)Focus group
C)Internet survey
D)Experiment
E)Telephone survey
Q2) Errors that occur in survey research design are called nonresponse errors.
A)True
B)False
Q3) Which of the following can be used to increase respondent participation?
A)Providing financial incentives or non-monetary rewards such as pens or coupons
B)Telling respondents that they are the sole participants
C)Speaking about the credibility of the organization's management
D)Delivering the questionnaire by mail to ensure minimum contact
E)Providing incentives as rewards
Q4) Experimental research is primarily a hypothesis-testing method.
A)True
B)False
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Chapter 6: Sampling: Theory and Methods
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Q1) Nonprobability samples are easier, cheaper, and faster to get. What is their main disadvantage that would force a researcher to do probability sampling?
Q2) Which one of the following is a nonprobability sample method?
A)Simple random sampling
B)Cluster sampling
C)Snowball sampling
D)Area sampling
E)Stratified random sampling
Q3) Simple random sampling usually produces biased estimates of a population's characteristics.
A)True
B)False
Q4) Both stratified random sampling and cluster sampling involve dividing the target population into groups. Under what conditions would you prefer using one over the other?
Q5) The U.S. census is conducted every five years.
A)True
B)False
Q6) Discuss the advantages of quota sampling.
Page 8
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Chapter 7: Measurement and Scaling
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Q1) A scale has four response descriptors (such as "Strongly agree," "Somewhat agree," etc.). This scale is more likely to be a nonforced-choice scale.
A)True
B)False
Q2) A researcher is interested in finding out people's perception of their prices relative to those at Target. Given this objective, the researcher should use a:
A)graphic rating scale.
B)noncomparative rating scale.
C)comparative rating scale.
D)nominal scale.
E)hybrid scale.
Q3) As part of the measurement process, researchers can assign either numbers or labels to phenomena they measure.
A)True
B)False
Q4) A Likert scale can be used to measure attitudes and behavior.
A)True
B)False
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Chapter 8: Designing the Questionnaire
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Q1) While filling out a survey, a respondent comes across a statement that read "The survey is almost completed. There are only a few more questions." This statement is an example of a:
A)introductory statement.
B)concluding statement.
C)transition phrase.
D)layout phrase.
E)skip phrase.
Q2) Which of the following statements about questionnaire design is incorrect?
A)In the introduction section, one should include a general description of the study.
B)One should ask the easy questions first before going to more specific questions.
C)In a given section of the questionnaire, one should mix and match different measurement formats to keep the respondent's interest.
D)Personal questions should be asked at the end of the survey.
E)One should end the survey with a thank you statement.
Q3) Questions should contain qualifying phrases.
A)True
B)False
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Chapter 9: Qualitative Data Analysis
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Q1) Even though the iterative and negative case analyses are started in the data reduction stage, they are continued in later stages of the qualitative data analysis.
A)True
B)False
Q2) While preparing a data display for a qualitative study, a researcher displays consumers' taxonomies of products. This display can be most effectively shown with the help of a:
A)causal diagram.
B)tree display.
C)consensus map.
D)checklist.
E)recursive diagram.
Q3) Qualitative data analysis is largely inductive.
A)True
B)False
Q4) Why is it important to include a discussion on research objectives in a written research report?
Q5) Discuss how the process of tabulation might keep researchers honest.
Q6) What are the different ways to do triangulation?
Page 11
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Chapter 10: Preparing Data for Quantitative Analysis
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Q1) What are the benefits of using numerical codes?
Q2) Scanning technology cannot be used to enter data.
A)True
B)False
Q3) If a researcher recontacts a respondent to make certain that a qualified consumer provided the actual data, and that the questions were answered in a correct sequence, the researcher is checking which area of concern while editing data?
A)Courtesy and respect
B)Proper recording of answer
C)Correct screening questions
D)Reponses to open-ended items
E)Probing for a deeper response
Q4) While preparing data, Sheila identifies a number of tasks that have to be performed. She should begin with which of the following?
A)Data validation
B)Editing and coding
C)Data analysis
D)Data entry
E)Data tabulation
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Chapter 11: Basic Data Analysis for Quantitative Research
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Q1) Which of the following statements is false regarding hypotheses?
A)Hypotheses may be derived from previous research, theory, or the current business situation.
B)A hypothesis is an unproven supposition.
C)Hypotheses are developed prior to data collection.
D)The alternative hypothesis states that there is a difference between group means.
E)The null hypothesis is typically not tested.
Q2) In a survey of 400 respondents, 180 indicated their gender as males and 200 indicated their gender as females. Twenty respondents did not fill out any value for gender. When doing a frequency count on gender, the percentage column and the valid percentage column for males would be:
A)45% and 50%
B)50% and 50%
C)45% and 47.4%
D)47.4% and 45%
E)47.4% and 50%
Q3) Discuss how standard deviation is a more comprehensive measure of dispersion than range.
Q4) Distinguish between independent samples and paired samples?
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Chapter 12: Examining Relationships in Quantitative Research
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Q1) A researcher plots a scatter diagram of two variables. The dots on the plot are scattered roughly as a circle. This indicates that the relationship (covariation) between the two variables is:
A)linear, positive.
B)linear, negative.
C)circular, positive.
D)circular, negative.
E)very close to zero.
Q2) The least squares procedure determines the best-fitting line by minimizing the vertical distances of all the data points from the line.
A)True
B)False
Q3) It is possible for a correlation to be statistically significant and still lack substantive significance.
A)True
B)False
Q4) Independent variables are also called predictor variables.
A)True
B)False
14
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Chapter 13: Communicating Marketing Research Findings
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Q1) A researcher wants to include some background information and some definition of terms in her research report. Where should she include these in her report?
A)Executive summary
B)Introduction
C)Research methods and procedures
D)Data analysis and conclusions
E)Appendices
Q2) Hypotheses are usually stated formally in a research report.
A)True
B)False
Q3) The name of the analysis technique may not even be used in the presentation and reporting of results.
A)True
B)False
Q4) When creating bar graphs, the orientation of the bar labels cannot be changed.
A)True
B)False
Q5) Discuss five problem areas that may arise when writing a marketing research report.
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