Strategic Marketing Practice Exam
Course Introduction
Strategic Marketing explores the principles and techniques used to analyze markets and develop marketing strategies that provide competitive advantage. The course covers market segmentation, targeting, positioning, and the formulation of marketing plans. Students will learn to align marketing objectives with organizational goals, assess market opportunities and threats, and utilize market research to inform decision-making. Emphasis is placed on the integration of the marketing mix product, price, place, and promotion into cohesive strategies to achieve long-term business growth in dynamic and competitive environments.
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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Sample Questions
Q1) A/An _______________ is a survey using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large quantitative studies.
A) pilot study
B) experience survey
C) case analysis
D) situation analysis
E) none of the above
Answer: A
Q2) Casual studies answer who, what, when, where, and how.
A)True
B)False
Answer: False
Q3) Spurious association implies that the relationship between two variables is related to some explainable cause.
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 is not a tool that is used in data mining?
A) probability sampling
B) qualitative analysis
C) multivariate statistics
D) descriptive statistics
Answer: B
Q2) Secondary data can identify potential problems.
A)True
B)False
Answer: True
Q3) Which of the following is not a source of externally generated secondary data?
A) syndicated marketing research data
B) news media reports
C) Web-based reports
D) salesperson strategic intelligence reports
E) All of the above are externally generated data.
Answer: D
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Chapter 4: Qualitative Research
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Sample Questions
Q1) Qualitative research is easier to replicate than quantitative research.
A)True
B)False
Answer: False
Q2) Disadvantages of depth interviews relative to focus groups would not include which of the following?
A) depth interviews cost more
B) time devoted to an individual respondent is less in-depth interviews
C) no group dynamics effect
D) depth interviews are more physically exhausting to interviewer, who doesn't cover as much topical ground
E) All are disadvantages of depth interviews relative to focus groups.
Answer: B
Q3) A quantitative study often leads to more actionable results than a qualitative one.
A)True
B)False
Answer: True
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Page 5
Chapter 5: Traditional Survey Research
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Sample Questions
Q1) __________ is the industrial equivalent of door-to-door interviewing.
A) Mall-intercept interviewing
B) Telephone interviewing
C) Corporate interview
D) Executive interview
Q2) Which of the following data collection techniques can produce excellent sample quality?
A) mail surveys
B) mall intercept
C) central location telephone
D) self-administered interviews
E) executive interviews
Q3) Most of the refusals to participate in a survey occur after the introduction is read.
A)True
B)False
Q4) Surveys have a low rate of usage in marketing research compared to other means of data collection.
A)True
B)False
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Chapter 6: Online Marketing Research
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50 Flashcards
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Sample Questions
Q1) Some prominent marketing researchers think that online focus groups can replace conventional focus groups.
A)True
B)False
Q2) 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
Q3) When beginning your research, why should you be wary of using a person's personal page as a reference point?
A) Personal pages have no publisher or domain owner vouching for their validity
B) You must research the person whose page it is to validate their credentials
C) You don't know if the information is factual or opinion
D) All of the above are why a personal page is not a good reference point
Q4) List and describe at least 5 advantages of online surveys over traditional surveys.
Q5) The first step in an Internet search strategy varies from project to project.
A)True
B)False
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Chapter 7: Primary Data Collection: Observation
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Sample Questions
Q1) Facial Action Coding Service (FACS) is especially valuable when the client wants to evaluate rationally based advertising.
A)True
B)False
Q2) Which company provides scanner based data to its clients?
A) Predictive Networks
B) Virgin Entertainment
C) IRI
D) MRA
E) none of the above
Q3) Starbuck's offers customers a gold charge card that tracks their purchases, the types of drinks purchased, and the time of day when purchased. They use the sales history to provide coupons and promotional opportunities. What type of observational situation is this?
A) people watching people
B) people watching phenomena
C) machines watching people
D) machines watching phenomena
Q4) Compare several of the key advantages and disadvantages of observation and survey research.
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Chapter 8: Primary Data Collection: Experimentation and Test Markets
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Sample Questions
Q1) Test marketing is a common form of experimentation used by marketing researchers.
A)True
B)False
Q2) Which of the following is the main disadvantage of laboratory experiments?
A) Exploratory research is enhanced.
B) The laboratory setting may not be a good representation of the real-world setting.
C) Concomitant variation is not possible.
D) Elimination of causal factors is increased.
E) none of the above
Q3) It is easy to show causality between two variables.
A)True
B)False
Q4) The costs of producing a product for a test market are comparable to the cost associated with a national launch of the new product.
A)True
B)False
Q5) Under what conditions can the results of a test market be used to forecast sales for a region?
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Chapter 9: The Concept of Measurement and Attitude
Scales
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Sample Questions
Q1) Semantic differential scales cannot be quantified.
A)True
B)False
Q2) ______________ is a guide, a method, or a command that tells a research what to do.
A) Construct
B) Rule
C) Operational definition
D) Valid concept
E) Reliable concept
Q3) A semantic differential allows the researcher to measure several dimensions of a construct in a single questionnaire.
A)True
B)False
Q4) Scales are categorized in two ways according to the text. The categories are:
A) Unidimensional & Multidimensional
B) Multidimensional & Graphic
C) Grapic & Unidimensional
D) Multidimensional & Perfect
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) What element of probing is found when you the researcher say, "Can you repeat the question I just asked in your own words?"
A) Comprehension or Interpretation
B) Paraphrasing
C) Confidence or judgment
D) recall
Q2) A researcher who wants to know consumers' perceptions of the taste and temperature of a restaurant's food should combine these attributes into a single question.
A)True
B)False
Q3) When writing a questionnaire, it is often effective to use industry jargon.
A)True
B)False
Q4) An interview is not a type of questionnaire.
A)True
B)False
Q5) Open-ended questions require probing.
A)True
B)False
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Chapter 11: Basic Sampling Issues
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Sample Questions
Q1) There is never a reason to exclude someone in a sample population from a survey.
A)True
B)False
Q2) A judgment sample enables the researcher to make statistical inferences about population values.
A)True
B)False
Q3) The process for obtaining information from a group is __________________.
A) a questionnaire
B) a survey
C) a measure
D) a sampling
Q4) Nonprobability samples cost less than probability samples.
A)True
B)False
Q5) A shortcoming of Internet surveys relative to other modes of data collection is the need to input the data into a database after it has been collected.
A)True
B)False
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Chapter 12: Sample Size Determination
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Sample Questions
Q1) The standard deviation of a distribution of sample means is called the standard error of the mean.
A)True
B)False
Q2) A normal distribution with a mean of zero and a standard deviation of one is a
A) normal distribution.
B) chi-square distribution.
C) F-distribution.
D) mean distribution.
E) Standard normal distribution.
Q3) Prior survey results can help a researcher estimate population standard deviation.
A)True B)False
Q4) Budget is rarely a consideration when determining sample size.
A)True B)False
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13
Chapter 13: Data Processing, Data Analysis, and Statistical Testing
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Sample Questions
Q1) A variable with a large standard deviation would have a large variance as well. A)True
B)False
Q2) ____________ is the process of ascertaining that questionnaires were filled out properly and completely.
A) Editing
B) Revision
C) Review
D) None of the above
Q3) Assigning numeric codes to various responses is called tabulating.
A)True
B)False
Q4) What is the first step in data analysis procedure?
A) coding.
B) machine cleaning of data.
C) tabulation and statistical analysis.
D) interpretation of the results.
E) validation and editing
Q5) Give the five steps in the analysis process.
Page 14
Q6) Illustrate a condition in which a "SKIP PATTERN" is needed.
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Page 15
Chapter 14: More Powerful Statistical Methods
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Sample Questions
Q1) In a regression equation, sales would typically be the ______________ variable.
A) independent
B) coefficient
C) dependent
D) none of the above
Q2) Regression analysis can prove causation.
A)True
B)False
Q3) 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%.
Q4) The goal of factor analysis is to identify as many factors as possible.
A)True
B)False
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Chapter 15: Communicating Results and Managing Marketing Research
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Sample Questions
Q1) Which of the following parts of the marketing research report goes toward the beginning?
A) Background
B) Methodology
C) Findings
D) Executive Summary
Q2) Outsourcing is becoming a popular way for research firms to cut costs.
A)True
B)False
Q3) A typical marketing research report:
A) centers around pictures and graphs
B) contains at least 50 pages of text
C) contains an appendix and glossary
D) should be done in whatever style the researcher deems appropriate
E) should always contain the researcher's specific recommendations
Q4) Low involvement by a client with a marketing research supplier may result in the results of a marketing report not being used.
A)True
B)False
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Q5) Discuss three outsourcing issues and the management strategies to meet them.