Strategic Marketing Practice Questions
Course Introduction
Strategic Marketing is a comprehensive course that explores the process of developing and implementing effective marketing strategies that drive organizational success in a dynamic business environment. The course covers essential concepts such as market analysis, segmentation, targeting, positioning, and the formulation of integrated marketing mixes. Students learn to identify opportunities and threats within competitive markets, apply analytical tools for strategic decision-making, and create sustainable value for both customers and organizations. Through case studies and practical exercises, the course emphasizes the alignment of marketing strategies with broader business objectives, preparing students to address real-world marketing challenges and lead in diverse industries.
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Marketing Research An Applied Orientation 6th Edition by Naresh K Malhotra
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Page 2
Chapter 1: Introduction to Marketing Research
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Q1) Which of the tasks below might be conducted by the researcher during the "problem definition," the "development of an approach to the problem," or the "research design formulation" steps of the marketing research process?
A)analysis of secondary data
B)interviews with industry experts
C)qualitative research
D)all of the above
Answer: D
Q2) The Scion line of cars was advertised through traditional channels such as network television and magazines.
A)True
B)False
Answer: False
Q3) Marketing research has often been described as having three stakeholders.
A)True
B)False
Answer: False
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Q1) The marketing research problem asks what the DM needs to do, whereas the management decision problem asks what information is needed and how it can best be obtained (Table 2.1 in the text).
A)True
B)False
Answer: False
Q2) Analysis of available secondary data is a non-essential step in the problem definition process.
A)True
B)False
Answer: False
Q3) Many factors have an impact on the definition of the marketing research problem. These factors encompass the environmental context of the problem. Which of the following is not one of the factors?
A)marketing and technological skills of the firm
B)objectives
C)past information and forecasts pertaining to the industry and the firm
D)political environment
Answer: D
Page 4
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Chapter 3: Research Design
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Q1) Longitudinal data enable researchers to examine changes in the behavior of individual units and to link behavioral changes to marketing variables, such as changes in advertising, packaging, pricing, and distribution.
A)True
B)False Answer: True
Q2) Specifying the format of the marketing research proposal is one of the components involved in research design.
A)True
B)False Answer: False
Q3) Exploratory research is used in all of the following cases except ________.
A)selecting the course of action to take in a given situation
B)when you must define the problem more precisely
C)when you must identify relevant courses of action
D)when you must gain additional insights before an approach can be developed
Answer: A
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Chapter 4: Exploratory Research Design: Secondary Data
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Q1) The distinguishing feature of purchase and media panels is that the respondents record specific behaviors as they occur.
A)True
B)False
Q2) Financial, operating, and employment data are also collected by industry services' syndicated research firms for one in 10 North American Industry Classification System (NAICS)industrial categories.
A)True
B)False
Q3) Examination of available primary data is a prerequisite to the collection of secondary data.
A)True
B)False
Q4) Secondary data can help you develop an approach to the problem, answer certain research questions and test some hypotheses, and interpret primary data more insightfully.
A)True
B)False
Q5) Discuss the disadvantages of different types of scanner data.
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Chapter 5: Exploratory Research Design: Qualitative Research
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Q1) ________ is a type of depth interview that attempts to locate personal sore spots related to deeply felt personal concerns.
A)Hidden issue questioning
B)Symbolic analysis
C)Laddering
D)None of the above
Q2) Focus groups can be used to address substantive issues such as deciding on alternative courses of action.
A)True
B)False
Q3) Focus groups can be misused and abused by considering the results as conclusive.
A)True
B)False
Q4) Focus groups can be used to address substantive issues such as ________.
A)defining a problem more precisely
B)generating new ideas about older products
C)developing an approach to a problem
D)interpreting previously obtained quantitative results
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Q5) List at least five (5)applications of depth interviews. Give a specific example of each.
Chapter 6: Descriptive Research Design: Survey and Observation
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Q1) Questions that require respondents to choose from a set of predetermined answers are ________ questions.
A)dual response
B)fixed alternative
C)open-ended
D)none of the above
Q2) Limitations of e-mail surveys include all of the following except ________.
A)Questionnaires cannot utilize programmed skip patterns, logic checks, or randomization
B)Skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9")must appear explicitly, just as on paper
C)There is inherent self-selection bias
D)Some e-mail software products limit the length of the body of an e-mail message
Q3) The random digit dialing (rdd)technique is used to overcome the bias of business and recent numbers.
A)True
B)False
Q4) Discuss the personal interviewing methods.
8
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Chapter 7: Causal Research Design: Experimentation
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Q1) The internal and external validity of field experiments conducted overseas is generally lower than in the United States.
A)True
B)False
Q2) Using the set of symbols commonly used in marketing research to denote experimental designs, which symbol below represents the random assignment of test units or groups to separate treatments?
A)T
B)O
C)R
D)X
Q3) ________ refers to an extraneous variable that occurs when test units with extreme scores move closer to the average score during the course of the experiment.
A)Instrumentation
B)Statistical regression
C)Selection bias
D)None of the above
Q4) Briefly define internal and external validity.
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Chapter 8: Measurement and Scaling: Fundamentals and Comparative Scaling
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Q1) It is the obligation of the researcher to obtain data that are most appropriate, given the research questions to be answered.
A)True
B)False
Q2) When ordinal scaled data are collected, statistical procedures developed for use with interval or ratio data should be used.
A)True
B)False
Q3) When used for classification purposes, the ________ scaled numbers serve as labels for classes or categories.
A)ordinally
B)intervally
C)nominally
D)ratio scale
Q4) In measurement, when assigning numbers to the characteristics there must be a one-to-one correspondence between the numbers and the characteristics being measured.
A)True
B)False
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Chapter 9: Measurement and Scaling: Noncomparative Scaling Techniques
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Q1) An important property of coefficient alpha is that its value tends to decrease with an increase in the number of scale items.
A)True
B)False
Q2) Construct validity is the simplest and easiest type of validity to establish.
A)True
B)False
Q3) Explain how continuous rating scales can be easily implemented on the Internet.
Q4) To assess ________, a type of criterion validity, the researcher collects data on the scale at one point in time and data on the criterion variables at a future time.
A)convergent validity
B)predictive validity
C)concurrent validity
D)discriminant validity
Q5) Systematic sources of error do have an adverse impact on reliability because they affect the measurement in a constant way and do not lead to inconsistency.
A)True
B)False
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Chapter 10: Questionnaire and Form Design
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Q1) Which of the following statements is not a disadvantage of unstructured questions?
A)Unstructured questions are not suitable for self-administered questionnaires.
B)Coding of responses is costly and time consuming.
C)Unstructured questions have a much less biasing influence on response than structured questions.
D)Implicitly, unstructured questions give extra weight to respondents who are more articulate.
Q2) Information on demographic characteristics such as marital status, education, household size, occupation, income, and dwelling unit may have to be specified differently for different countries, as these variables may not be directly comparable across countries.
A)True
B)False
Q3) When developing questions, the researcher should avoid leading questions like "What is your favorite brand of toothpaste?"
A)True
B)False
Q4) What are the guidelines for the placement of branching questions?
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Chapter 11: Sampling: Design and Procedures
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Q1) The logic behind proportionate sampling is simple. Strata with larger relative sizes are more influential in determining the population mean, and these strata should also exert a greater influence in deriving the sample estimates.
A)True
B)False
Q2) The researcher has an ethical responsibility to the client to develop a sampling design that is appropriate for controlling the sampling and nonsampling errors.
A)True
B)False
Q3) Which sampling technique can help the researcher estimate rare characteristics (Table 11.4 in the text)?
A)convenience sampling
B)quota sampling
C)judgmental sampling
D)snowball sampling
Q4) A census can greatly decrease nonsampling error.
A)True
B)False
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Chapter 12: Sampling: Final and Initial Sample Size
Determination
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Q1) Discuss four of the methods of reducing refusals to participate in a survey.
Q2) Two major nonresponse issues in sampling are improving response rates and adjusting for nonresponse.
A)True
B)False
Q3) Which method of adjusting for nonresponse involves evaluating the likely effects of nonresponse based on experience and available information?
A)substitution
B)sub-sampling of nonrespondents
C)subjective estimates
D)replacement
Q4) Specify the level of confidence is the first step in the confidence interval approach to determining sample size.
A)True
B)False
Q5) The door-in-the-face attempt at motivating potential respondents is more effective than foot-in-the-door.
A)True B)False
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Chapter 13: Fieldwork
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Q1) The Council for Marketing and Opinion Research offered several guidelines for reducing refusal rates related to fieldwork. Which of the following is not one of those guidelines?
A)The subject matter should always be disclosed to the respondents.
B)Courtesy should be exercised when deciding what hours of the day to call respondents.Calling between 9 a.m.and 9 p.m.is recommended.
C)If mall respondents indicate the time is not convenient, an appointment should be made to conduct the interview later.
D)Interviewer training programs should be routinely administered so that field workers will be effective at their jobs.
Q2) All fieldwork involves the selection, training, and supervision of persons who collect data.
A)True
B)False
Q3) Training of field workers can be conducted by video conferencing or using the Internet.
A)True
B)False
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Chapter 14: Data Preparation
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Q1) If possible, standard codes should be used for missing data.
A)True
B)False
Q2) The ________ step of the data-preparation process consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.
A)coding
B)data cleaning
C)questionnaire checking
D)editing
Q3) Discuss how the researcher should go about selecting a data analysis strategy (Figure 14.5 in the text).
Q4) Which treatment of unsatisfactory responses is desirable if (1)the number of respondents with unsatisfactory responses is small; (2)the proportion of unsatisfactory responses for each of these respondents is small; or (3)the variables with unsatisfactory responses are not the key variables?
A)returning to the field to get better data
B)classifying and counting questionnaires accordingly
C)discarding unsatisfactory responses
D)assigning missing values
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Chapter 15: Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
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Q1) Discuss the relationship between Type I error and Type II error and the power of a test.
Q2) ________ is a test statistic that measures the association between two ordinal-level variables. It makes an adjustment for ties and is most appropriate when the table of variables is not square but a rectangle.
A)Tau b
B)Symmetric lambda
C)Tau c
D)Gamma
Q3) The square root of the variance is the ________.
A)standard deviation
B)coefficient of variation
C)variance
D)interquartile range
Q4) In a frequency distribution, two variables are considered at a time.
A)True
B)False
Q5) The chi-square statistic can be estimated on counts of data or on percentages. A)True
B)False
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Chapter 16: Analysis of Variance and Covariance
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Q1) Also referred to as SS<sub>error</sub>, ________ is the variation in Y due to the variation within each of the categories of X.This variation is not accounted for by X.
A)SS<sub>x </sub>
B)SS<sub>within </sub>
C)SS<sub>between </sub>
D)SS<sub>y </sub>
Q2) ________ is an ANOVA technique for examining the difference in the central tendencies of more than two groups when the dependent variable is measured on an ordinal scale.
A)Nonmetric ANOVA
B)Contrasts
C)Repeated measures ANOVA
D)Multivariate analysis of variance (MANOVA)
Q3) Which statement is correct concerning one-way ANOVA?
A)Only one categorical variable is involved.
B)A treatment is the same as a particular combination of factor levels.
C)The set of independent variables consists of both categorical and metric variables.
D)Both A and B are correct.
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Chapter 17: Correlation and Regression
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Q1) Both r and r<sup>2</sup> are symmetric measures of association.In other words, the correlation of X and Y is the same as the correlation of Y and X.
A)True
B)False
Q2) ________ is a statistical technique that simultaneously develops a mathematical relationship between two or more independent variables and an interval-scaled dependent variable.
A)Chi-square
B)The least-squares procedure
C)Multiple regression
D)Bivariate regression
Q3) What are the assumptions made by the regression model in estimating the parameters and in significance testing?
Q4) In the equation COV<sub>xy</sub>/ S<sub>x</sub>S<sub>y</sub>, S<sub>x</sub> and S<sub>y</sub> represent ________.
A)the standard deviation of X and Y
B)the variances of X and Y
C)the means of X and Y
D)the strength of the effects of X and Y
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Chapter 18: Discriminant and Logit Analysis
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Q1) When the probability of success, P, is modeled using OLS regression, P is constrained to lie between 0 and 1.
A)True
B)False
Q2) The assumptions in discriminant analysis are that each of the groups is a sample from a ________ population and all of the populations have the same ________.
A)multivariate normal; standard deviation
B)multivariate normal; covariance matrix
C)multivariate normal; standard error
D)multivariate normal; variance
Q3) When the criterion variable has two categories, the technique is referred to as multiple discriminant analysis.
A)True
B)False
Q4) The first step in discriminant analysis is to formulate the problem by identifying the objectives, the criterion variable, and the independent variables.
A)True
B)False
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Chapter 19: Factor Analysis
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Q1) Which of the following applications is appropriate for using factor analysis?
A)to understand the media consumption habits of the target market
B)to determine if variation in market share can be accounted for by the size of the sales force and advertising expenditures
C)to identify the characteristics of price-sensitive consumers
D)Both A and C are correct.
Q2) Factor analysis can be used in which of the following circumstances?
A)To identify underlying dimensions, or factors, that explain the correlations among a set of variables.
B)To identify a new, smaller set of uncorrelated variables to replace the original set of correlated variables in subsequent multivariate analysis.
C)To identify a smaller set of salient variables from a larger set for use in subsequent multivariate analysis.
D)All are correct circumstances.
Q3) The unrotated factor matrix seldom results in factors that can be interpreted because the factors are correlated with many variables.
A)True
B)False
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Chapter 20: Cluster Analysis
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Q1) Which method of analysis does not classify variables as dependent or independent?
A)regression analysis
B)discriminant analysis
C)analysis of variance
D)cluster analysis
Q2) The ________ is a nonhierarchical method that allows for later reassignment of objects to clusters to optimize an overall criterion.
A)optimizing partitioning method
B)sequential threshold method
C)parallel threshold method
D)Ward's procedure
Q3) ________ is a clustering procedure where each object starts out in a separate cluster.
A)Non-hierarchical clustering
B)Hierarchical clustering
C)Divisive clustering
D)Agglomerative clustering
Q4) What suggested guidelines researchers can use when deciding on the number of clusters?
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Chapter 21: Multidimensional Scaling and Conjoint Analysis
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Q1) In MDS, when a spatial map is obtained, it is assumed that interpoint distances are ________ scaled and that the axes of the map are multidimensional ________ scaled.
A)interval; interval
B)ratio; interval
C)ordinal; interval
D)interval; ratio
Q2) When constructing conjoint analysis, full or complete profiles of brands are constructed for all the attributes in (the)________.
A)full-profile approach
B)pair-wise approach
C)two-factor evaluations
D)both B and C
Q3) The derivation and use of ________ lie at the heart of multidimensional scaling.
A)perceptual maps
B)pair-wise tables
C)part-worth functions
D)contrasts
Q4) What are the steps involved in conducting multidimensional scaling?
Q5) What are the disadvantages of internal analysis of preferences?
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Chapter 22: Structural Equation Modeling and Path Analysis
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Q1) RMSEA is an incremental fit index.
A)True
B)False
Q2) Dependence relationships are represented with ________ in a path model.
A)two-headed straight arrows
B)two-headed curved arrows
C)ovals
D)boxes
E)None of the above
Q3) Path analysis can be viewed as a special case of SEM.
A)True
B)False
Q4) ________ is established when the measured items are conceptually consistent with a construct definition.
A)Nomological validity
B)Composite reliability
C)Convergent validity
D)Discriminant validity
E)None of the above
Q5) Explain exogenous and endogenous constructs.
Page 24
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Chapter 23: Report Preparation and Presentation
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Q1) Report formats are likely to vary based on all of the following except ________.
A)the marketing research firm conducting the research
B)the client for whom the project is being conducted
C)the nature of the project itself
D)the client's method of payment
Q2) The arrangement of data items in a table should emphasize the most significant aspect of the data.
A)True
B)False
Q3) ________ can communicate relative location and other comparative information.
A)Pie charts
B)Pictographs
C)Schematic figures and flow charts
D)Geographic maps
Q4) The marketing research report could be distributed in a variety of formats including hard copy and electronic. However, it is not advisable that research reports be published or posted directly to the Web.
A)True
B)False
Q5) What are the advantages to publishing marketing research reports on the Web?
Page 25
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Chapter 24: International Marketing Research
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Q1) The environment prevailing in the countries, cultural units, or international markets that are being researched influences the way the six steps of the marketing research process should be performed.
A)True
B)False
Q2) The contractual arrangements of in-home personal interviews can vary considerably across countries.
A)True
B)False
Q3) Describe/define the four major types of equivalences.
Q4) The fact that computers, the Internet, and electronic information transfer have yet to make an impact in rural areas is a consideration found in the ________ of the framework for international marketing research.
A)information and technological environment
B)sociocultural environment
C)structural environment
D)government environment
Q5) Define direct translation, back translation, and parallel translation.
Q6) Explain why back translation and parallel translation are needed.
Page 26
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