Strategic Marketing Practice Exam
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 focuses on comprehensive market analysis, segmentation, targeting, and positioning, alongside the creation of sustainable competitive advantages. Students will examine case studies, analyze real-world business scenarios, and learn to formulate marketing plans that address consumer behavior, brand management, product development, digital marketing, and the ethical dimensions of marketing practice. By the end of the course, students will be equipped with the analytical and decision-making skills necessary to create and manage effective marketing strategies in both domestic and global contexts.
Recommended Textbook
Exploring Marketing Research 10th Edition by William G. Zikmund
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) A company that employs a total quality strategy must evaluate itself through the eyes of the ____________________.
Answer: customer
Q2) When Sears conducted research to determine which products it should offer to customers over the Internet,this was an example of which type of research?
A)distribution research
B)promotion research
C)pricing research
D)product research
Answer: A
Q3) Asking consumers what they think about a possible brand name for a new product is an example of which type of research?
A)product research
B)promotion research
C)product testing
D)concept testing
Answer: A
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Chapter 2: Information Systems and Knowledge Management
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Q1) Explain what a decision support system (DSS)is and how it helps marketing managers.
Answer: A marketing decision support system (DSS)is a system that helps decision makers confront problems through direct interaction with computerized databases and analytical software programs.The purpose of a DSS is to store data and transform them into organized information that is easily accessible to marketing managers.Doing so saves mangers time so that decisions that might take days or even weeks otherwise can be made in minutes using a DSS.A DSS requires both databases and software.Modern decision support systems greatly facilitate customer relationship management (CRM),which is a system that is part of the DSS that address exchanges between the firm and its customers.
Q2) An organization's mailing list of current customers is an example of:
A)a cookie
B)software
C)a database
D)a hyperlink
Answer: C
Q3) ____________________ data refers to the accumulated records resulting from point of sale data recordings.
Answer: Scanner
Page 4
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Chapter 3: The Marketing Research Process
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Q1) Concomitant variation is sufficient evidence to determine causality in experiments.
A)True
B)False
Answer: False
Q2) The rules for interpreting,categorizing,recording,and transferring data to data storage media are called ____________________.
Answer: codes
Q3) Management is most interested in detailed reporting of the research design and statistical findings.
A)True
B)False
Answer: False
Q4) All of the following are examples of exploratory research techniques EXCEPT:
A)previous research
B)pilot studies
C)case studies
D)experimentation
Answer: D
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Page 5
Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) Which term reflects the degree to which one bases one's morality on moral standards?
A)relativism
B)idealism
C)absolutism
D)conformism
Q2) Often the term "doer" is used by the research department to refer to line management for whom services are being performed.
A)True
B)False
Q3) Rushing into a research project may result in conducting a study that is not needed.
A)True
B)False
Q4) Which of the following errors become more prominent when research studies are rushed?
A)conducting a study that is not needed
B)addressing the wrong issue
C)sampling difficulties
D)all of the above
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Chapter 5: Problem Definition: Jump-Starting the Research
Process
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Q1) The research objectives of a study are translated into research ____________________ that can be answered by the research study.
Q2) A problem occurs when there is a difference between the current conditions and a more preferable set of conditions.
A)True
B)False
Q3) A performance criterion that expresses what a manager will do if a criterion is achieved in a research study is called a ____________________.
Q4) Compare and contrast continuous,categorical,dependent,and independent variables and give an example of each.
Q5) Research studying variables measured at more than one unit of analysis is called ____________________.
Q6) An independent variable is a variable that is predicted and/or explained by other variables.
A)True B)False
Q7) Age is an example of a type of ____________________ variable.
7
Q8) Explain the difference between research questions and hypotheses.
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Chapter 6: Qualitative Research Tools
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Q1) The ideal size of a focus group is 20 to 25 people.
A)True
B)False
Q2) When consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product,this is an example of which of the following?
A)causal research study
B)descriptive research study
C)concept test
D)case study
Q3) All of the following are advantages of semi-structured interviews EXCEPT:
A)ability to address more specific issues
B)responses are usually easier to interpret than other qualitative approaches
C)questions are administered without the presence of an interviewer
D)high degree of scrutiny
Q4) The focus of qualitative research is on producing "numbers" that can be used in statistical tests.
A)True
B)False
Q5) Name and briefly describe the four qualitative research orientations.
Page 8
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Chapter 7: Secondary Data Research in a Digital Age
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Q1) When a credit card company uses information about each customer's age,gender,income,and past credit history to find patterns that make customers a poor credit risk,this is an example of:
A)single-source data
B)data conversion
C)customer discovery
D)index of customer saturation
Q2) When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets,this is an example of:
A)site analysis
B)model building
C)database marketing
D)market tracking
Q3) Secondary data require current access to respondents who provided the data.
A)True
B)False
Q4) Reading The New York Times to study possible changes in consumer consumption patterns of specific products is an example of ____________________.
Q5) Identify various internal and proprietary sources of secondary data.
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Chapter 8: Survey Research: an Overview
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Q1) When a respondent tells an interviewer that his annual income last year was $50,000 (because he is embarrassed to admit that it was $25,000),this is an example of:
A)nonresponse error
B)auspices bias
C)interviewer cheating
D)deliberate falsification
Q2) A longitudinal study that gathers data from the same sample of individuals or households over time is called a cohort study.
A)True
B)False
Q3) People who are unwilling to participate in a research project are referred to as:
A)refusals
B)deviations
C)no contacts
D)random errors
Q4) When a respondent is asked to check his or her gender as Male or Female,this is an example of a(n)____________________ question.
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Chapter 9: Survey Research: Basic Methods of Communication With Respondents
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Q1) Explain how response rates are determined for surveys and discuss ways to increase response rates for mail surveys.
Q2) Candi received a research questionnaire in the mail.She completed it and sent it back to the marketing researcher.Which type of survey approach is this researcher using?
A)mixed-mode survey approach
B)simple survey approach
C)noninteractive survey approach
D)interactive survey approach
Q3) A face-to-face communication in which an interviewer asks a respondent questions is called a(n)____________________.
Q4) For which of the following phone survey situations should a callback procedure be used?
A)a busy signal
B)a respondent who does not answer the phone
C)a respondent who is not at home
D)all of the above
Q5) Discuss the different ways researchers implement surveys.Which one is the best? Explain.
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Chapter 10: Observation
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Q1) The systematic analysis of the words used in a magazine ad is an example of
Q2) A Web site designer is interested in how people look at a Web site.He wants to know where they look first when a page comes up.Which mechanical device would be appropriate for finding this out?
A)pupilometer
B)eye scanner
C)eye-tracking monitor
D)psychogalvanometer
Q3) Explain the observation of physical objects and message content.
Q4) A ____________________ is the percentage of people who are exposed to an Internet advertisement who actually click on the corresponding hyperlink which takes them to the company's Web site.
Q5) In a phenomenological approach,the researcher does not interact with those he or she is observing.
A)True
B)False
Q6) A mechanical device that is used to record changes in the diameter of a pupil in a subject is called a(n)____________________.
Page 12
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Chapter 11: Experimental Research: An Overview
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Q1) Monica is conducting an experiment where all subjects see all of the ads she is testing.This type of experiment in which an individual subject is exposed to more than one level of an experimental treatment is called:
A)between-subjects
B)repeated measures
C)redundant manipulation
D)randomization
Q2) Research projects involving experimental manipulations that are implemented in a natural environment are called:
A)laboratory experiments
B)field experiments
C)primary experiments
D)secondary experiments
Q3) Explain the advantages of a between-subjects experimental design over a within-subjects design.
Q4) A confound is an experimental deception involving a false treatment.
A)True
B)False
Q5) List the four important elements in experimental design.
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Chapter 12: Test Markets and Experimental Design
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Q1) All of the following are factors to consider in test-market selection EXCEPT:
A)product price
B)population size
C)media isolation
D)competitive situation
Q2) One disadvantage of test-marketing is that the results are usually difficult to communicate to management.
A)True
B)False
Q3) The percentage of target market customers who purchased the product,which often is measured early in a test-market,represents:
A)market share
B)sales penetration
C)repeat purchases
D)market penetration
Q4) When consumers choose a new offering as a replacement for another product offered by the same company,it is said to ____________________ sales.
Q5) The control method of test-marketing is also called a " ____________________ " test.
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Chapter 13: Measurement
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Q1) Measures that reflect the intensity of a concept by assigning values that can take on any value along some scale range are called:
A)discrete measures
B)continuous measures
C)absolute measures
D)valid measures
Q2) Mathematical operations cannot be performed with numbers from nominal scales.
A)True
B)False
Q3) Measurement is the process of describing some property of a phenomenon,usually by assigning numbers,in a reliable and valid way.
A)True
B)False
Q4) The most sophisticated form of data analysis for a nominal scale is the average of the scores.
A)True
B)False
Q5) ____________________ validity represents the uniqueness or distinctiveness of a measure.
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Chapter 14: Attitude Measurement
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Q1) "I hate asparagus" is an example of which component of an attitude toward asparagus?
A)affective
B)behavioral
C)cognitive
D)perceptive
Q2) Marketing researchers commonly use rating scales to measure attitudes.
A)True
B)False
Q3) If researcher wish to compare six brands of HDTVs on the basis of quality,how many paired comparisons will be necessary?
A)3
B)6
C)15
D)30
Q4) Define forced-choice rating scale and non-forced-choice scale and explain the advantage of using a non-forced-choice scale.
Q5) A variation of the graphic rating scale is the ____________________ scale.
Q6) Compare and contrast a Likert scale with a semantic differential scale.
Page 16
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Chapter 15: Questionnaire Design
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Q1) When a customer is selecting a flight at Southwest Airlines Web site by clicking on a circular icon next to the flight of her choice,this is called a(n)____________________.
Q2) A loaded question suggests a socially desirable answer or is emotionally charged.
A)True
B)False
Q3) Articulate respondents tend to give shorter answers to open-ended response questions than respondents who are less articulate.
A)True
B)False
Q4) Which of the following occurs when respondents believe that past events happened more recently than they actually did?
A)telescoping
B)squishing
C)myopic remembering
D)zooming
Q5) In an Internet questionnaire,boxes where respondents can type in their own answers to questions are called ____________________.
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Chapter 16: Sampling Designs and Sampling Procedures
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Q1) All of the following are stages in the selection of a sample EXCEPT:
A)analyze data
B)select a sampling frame
C)determine sample size
D)conduct fieldwork
Q2) When subjects are selected for a research study using judgment sampling,this represents a type of ____________________ sampling procedure.
Q3) A list of all of the members of the Atlanta chapter of the American Psychological Association is an example of a sampling frame.
A)True
B)False
Q4) The term random refers to the data in the sample,not to the procedure for selecting the sample.
A)True
B)False
Q5) The individual element in the population (e.g.stores)in a cluster sample is the primary sampling unit (PSU).
A)True
B)False
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Chapter 17: Determination of Sample Size: A Review of Statistical Theory
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Q1) Describe the measures of dispersion and explain why standard deviation is used most often.
Q2) The average deviation score is frequently used in marketing research studies. A)True
B)False
Q3) The formula below is used to calculate the ____. (ZS/E)²
A)sample standard deviation
B)population standard deviation
C)sample size
D)sample variance
Q4) Discuss the three factors required to specify sample size.
Q5) If the sample standard deviation is 10.5 and the sample mean is 48 based on a study with a sample size of 120,the 95 percent confidence interval about the mean is between approximately:
A)44.37 and 51.63
B)46.12 and 49.88
C)47.88 and 48.12
D)40.0 and 50.0
Q6) A frequency distribution of a sample is called a(n)____________________. Page 19
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Chapter 18: Fieldwork
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Q1) When an interviewer conducts a taste test for a new soft drink and asks the respondent how the product tastes,and the respondent replies: "Pretty good," and then the interviewer asks: "Why do you feel that way?",this is an example of:
A)a neutral question
B)an expectant pause
C)a silent probe
D)repeating the question
Q2) All of the following are required practical rules for marketing research inquiry that should be followed EXCEPT:
A)complete the questionnaires meticulously
B)change how questions are asked based on the situation
C)keep control of each interview
D)compare sample execution and assigned quota with the total number of questionnaires completed
Q3) Which of the following is an example of a fieldworker?
A)a phone interviewer who makes calls from a central location
B)an observer who notes which aisles in a supermarket shoppers avoid
C)a person who goes door-to-door asking questions of homeowners
D)all of the above
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Chapter 19: Editing and Coding: Transforming Raw Data
Into Information
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Q1) Discuss the two basic rules for code construction.
Q2) When a coding method produces more categories than are deemed important during a later stage of the research,the categories can be reduced to a smaller number of categories by combining categories.
A)True
B)False
Q3) In test tabulation,what is the typical percentage of responses from completed questionnaires that a researcher will use to create coding categories?
A)10 percent
B)20 percent
C)30 percent
D)50 percent
Q4) Raw data are the facts that are in a form suitable for a decision.
A)True
B)False
Q5) Mistakes that are made by the respondent in a phone survey are called nonrespondent errors.
A)True B)False
Page 22
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Chapter 20: Basic Data Analysis: Descriptive Statistics
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Q1) Another name for data transformation is:
A)index analysis
B)data conversion
C)quadrant analysis
D)data exchange
Q2) An index split means respondents below the observed median go into one category and respondents above the median go into another.
A)True
B)False
Q3) A planogram is a graphical way of showing the frequency distribution in which the height of a bar corresponds to the frequency of a category.
A)True
B)False
Q4) Box and whisker plots provide graphic representations of central tendencies,percentiles,variabilities,and the shapes of frequency distributions.
A)True
B)False
Q5) The orderly arrangement of data into a table is known as
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Chapter 21: Univariate Statistical Analysis
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Q1) Suppose that past research studies have found that 70 percent of a particular target market segment were aware of the Nike "swoosh" brand mark.If 65 percent of this target market in a sample of 60 people are aware of this brand mark,and if the standard error of the proportion is 0.06,the observed Z-test value is approximately:
A)-13.19
B)-0.83
C)0.83
D)13.19
Q2) A significance level is a critical probability associated with a statistical hypothesis test that indicates how likely it is that an inference supporting a difference between an observed value and some statistical expectation is true.
A)True
B)False
Q3) The critical probability associated with a statistical hypothesis test that indicates how likely it is that an inference supporting a difference between an observed value and some statistical expectation is true is called ____________________.
Q4) Compare and contrast parametric statistics and nonparametric statistics.
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Chapter 22: Bivariate Statistical Analysis: Differences
Between Two Variables
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Q1) Explain what an independent samples t-test is and the null hypothesis examined.
Q2) Another name for a cross-tabulation is:
A)ANOVA
B)Z-test
C)contingency table
D)between-group variance
Q3) In using the t-test to compare the means of two groups,the degrees of freedom are:
A)n - n - 2
B)n + n - 2
C)n x n -2
D)n / n - 2
Q4) The chi-square test tests the significance of the data in an R X C contingency table in which R stands for row and C stands for column.
A)True
B)False
Q5) The F-test partitions the total variance into within-group variance and between-group variance.
A)True
B)False
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Chapter 23: Bivariate Statistical Analysis: Measures of Association
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Q1) Discuss the common procedures for testing association for data that are nominal,ordinal,and interval/ratio.
Q2) In testing for the significance of a correlation,the null hypothesis is that the correlation is equal to ____________________.
Q3) In regression analysis,the equation of a straight line is Y = a + b X.
A)True
B)False
Q4) The ordinary least-squares method of regression analysis is based on the logic of how much better a regression line can predict values of Y compared to simply using the mean as a prediction.
A)True
B)False
Q5) If the correlation between X and Y is -.72,approximately what percentage of the variance in Y can be explained by X?
A)52 percent
B)72 percent
C)85 percent
D)28 percent
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Q6) The square of the correlation coefficient is called the ____________________.
Chapter 24: Introducing Multivariate Statistical Analysis
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Q1) In multiple regression,dummy variables are those that have no effect on the dependent variable.
A)True
B)False
Q2) In discriminant analysis,a linear combination of independent variables that explains group memberships is known as a(n):
A)regression equation
B)discriminant function
C)discriminant factor
D)n-way ANOVA
Q3) The purpose of factor analysis is to summarize the information contained in a large number of variables into as large a number of factors as possible.
A)True
B)False
Q4) List the steps in interpreting a multiple regression model.
Q5) Multiple regression analysis includes a single independent variable but several dependent variables.
A)True
B)False
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Chapter 25: Communicating Research Results: Research
Report, oral Presentation, and Research Follow-Up
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Q1) Discuss the various types of graphic aids marketing researchers can include in a research report.
Q2) Discuss what is included in the body of a research report.
Q3) In a table,the titles of the rows of the table are known as ____________________.
Q4) List the seven major elements of a formal research report.
Q5) Which element of a research report should state the title of the report,for whom the report is prepared,by whom it was prepared,and the date of releases or presentation?
A)preamble
B)appendix
C)letter of transmittal
D)title page
Q6) The main advantage of using charts is that they are not subject to distortion.
A)True
B)False
Q7) The arrangement of the parts of a research report needed to create a good report is known as the ____________________.
Page 28
Q8) The typical maximum of slices in a pie chart is ____________________ slices.
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