Strategic Marketing Analysis
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Course Introduction
Strategic Marketing Analysis delves into the systematic evaluation of markets, competitors, and internal organizational factors to inform and guide effective marketing strategies. The course covers tools and frameworks for market segmentation, targeting, and positioning, along with competitive analysis and value proposition development. Students learn to interpret data, assess market trends, and anticipate shifts in consumer behavior to make data-driven decisions. Through case studies and real-world applications, the course emphasizes the integration of analytical insights into strategic planning, providing a foundation for sustained business growth and competitive advantage.
Recommended Textbook
Basic Marketing Research 7th Edition by Gilbert
A. Churchill
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) Emma's Ice Cream hires a local marketing research firm to distribute 250 surveys to potential customers.Upon collecting the information,the researchers return the surveys so that Emma's marketing department can analyze the results.The marketing research firm in the above scenario is conducting what type of research?
A)Custom-designed research
B)Field service
C)Limited-service
D)Full-service
E)Syndicated service
Answer: B
Q2) Which of the following illustrate examples of marketing?
A)Taco Bell offering value menus to its customers.
B)The U.S.Postal Service exchanges postal services for stamp/mailing fees.
C)The Red Cross exchanges its services by caring for unfortunate people after a Hurricane for donations from citizens.
D)Southwest Airlines offering lower priced fares to its customers than Delta Airlines
E)All of the above illustrate examples of marketing.
Answer: E
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Chapter 2: Gathering Marketing Intelligence: The Systems Approach
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Q1) Which of the following statements regarding marketing information systems is TRUE?
A)They have large data storage needs.
B)Programmers are able to develop decision-calculus models that exactly replicate managers' decision-making processes.
C)They can forecast future economic trends.
D)They can easily be adapted to new managers' needs.
E)Only b and c are true.
Answer: A
Q2) Historically,one problem with a research project emphasis to gathering marketing intelligence has been
A)its "crisis response" orientation.
B)its lack of validity.
C)the lack of trained researchers.
D)misinterpretation of data by decision makers.
E)the lack of computer resources.
Answer: A
Q3) Databases containing both current and historical information are called ____________________.
Answer: data warehouses
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Chapter 3: Gathering Marketing Intelligence: The Project Approach
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Q1) The strategy that specifies how a company designs individual research studies is called the
A)research mix.
B)analysis strategy.
C)project strategy.
D)program strategy.
E)research design strategy.
Answer: C
Q2) Project strategy for marketing research specifies the types of studies that are to be conducted and for what purposes.
A)True
B)False
Answer: False
Q3) Another name for exploratory research is "quantitative research."
A)True
B)False
Answer: False
Q4) A(n)____________________ is a subset of the population.
Answer: sample
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Chapter 4: Problem Formulation
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Q1) A research problem is a restatement of the decision problem from the manager's perspective.
A)True
B)False
Q2) The two fundamental sources of marketing research problems are
A)planned change and unplanned change.
B)Ineffective advertising and change.
C)poor sales and ineffective advertising.
D)Poor management and unplanned change.
E)technological advancement and customer suggestions.
Q3) Which of the following types of research should be avoided?
A)Sugging
B)Advocacy research
C)Research in which costs involved outweigh the benefits to be obtained
D)Only a and c.
E)All of the above.
Q4) The two sources of marketing problems,and consequently research problems,are ____________________ and ____________________.
Q5) A decision problem is the problem/opportunity as seen by a(n)____________________.
6
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Chapter 5: Types of Research Design and Exploratory Research
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Q1) In terms of projective techniques of data collection,a stimuli is
A)generally very concise and well defined.
B)most often ambiguous in nature.
C)always verbal in nature.
D)always visual in nature.
E)always auditory in nature.
Q2) The basic assumption underlying projective methods is
A)that the subject's organization of unstructured stimuli is indicative of his or her perceptions and reactions.
B)that the subject's organization of structured stimuli is indicative of his or her perceptions and reactions.
C)that the subject's perceptions of social stimuli influence his or her reactions.
D)that the subject's organization of stimuli depends on the nature of the stimuli.
E)subjects are unable to organize verbal stimuli.
Q3) The general objective in causal research is to gain insights and ideas.
A)True
B)False
Q4) Compare and contrast focus and nominal groups.
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Chapter 6: Descriptive and Causal Research Designs
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Q1) Which of the following is TRUE?
A)Descriptive studies should be viewed as fact-gathering expeditions and all information that appears to bear on the problem should be collected so that an accurate description of the situation can be provided.
B)A good descriptive study presupposes much prior knowledge about the phenomenon studied.
C)A key characteristic of descriptive research is its flexibility.
D)Descriptive studies help the researcher determine the who,what,where,and when of the research.
E)All the above statements are false.
Q2) When a researcher tries to ensure that the changes observed in the effect variable are reproducible in other situations,the researcher is attempting to enhance the experiments
A)internal validity.
B)convergent validity.
C)external validity.
D)construct validity.
E)None of the above are correct.
Q3) Compare and contrast descriptive and causal research designs.
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Chapter 7: Secondary Data
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Q1) You should always use the primary source of secondary data.
A)True
B)False
Q2) The basic rule that should be followed by all researchers when beginning the data collection process is to
A)begin with secondary data,and then proceed if necessary to collect primary data.
B)always start by consulting the statistical abstract of the United States.
C)begin with primary data,then supplement if needed with secondary data.
D)always investigate external sources of secondary data first.
E)design a field experiment to collect primary data.
Q3) The first step in searching published sources of secondary data is to talk to a reference librarian.
A)True
B)False
Q4) For manufacturers,the one most productive source document is the sales invoice. A)True
B)False
Q5) Two advantages offered by secondary data are ____________________ and
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Chapter 8: Standardized Marketing Information Services
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Q1) Universal Product Codes are 12-digit numbers imprinted on products themselves or on tags attached to the products.
A)True
B)False
Q2) All of the following might use data indexed in Dun's Business Locator EXCEPT
A)sales management.
B)advertising management.
C)marketing research professionals.
D)Both a and b.
E)a,b,and c.
Q3) Which of the following is FALSE?
A)People meters attempt to measure the channels to which a television set is tuned and who is watching the television set.
B)Radio listening statistics are typically obtained through the use of diaries.
C)BehaviorScan requires only one identification card per household.
D)Both a and b.
E)a,b,and c.
Q4) The "National Panel Diary" (NPD)is an advertisement readership service.
A)True
B)False
10
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Chapter 9: Collecting Primary Data
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Q1) Which of the following pieces of information would NOT be relevant for the behavior "checklist?"
A)A consumer purchases product X once a week.
B)Product X is usually bought in supermarkets.
C)Product X is packaged in such a way as to allow for ease of handling and disposal.
D)Product X is purchased during the Christmas season.
E)Product X is purchased by teenagers.
Q2) "Mission Possible" is a non-profit retail store that sells gift items made by artisans from over thirty different underdeveloped countries.This store provides employment to impoverished third world craftspeople and markets their handiwork at a fair price.The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible.The store uses ____ segmentation.
A)demographic
B)psychographic
C)geodemographic
D)ethnic
E)geographic
Q3) Verbal expressions of an attitude are called ____________________.
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Chapter 10: Collecting Information by Communication
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Q1) The main advantage of the use of structured-disguised questionnaires in marketing research is
A)measures of knowledge always reflect attitudes.
B)ease of administration.
C)they are easy to construct.
D)they are highly reliable.
E)the data obtained is easy to analyze.
Q2) One of the biggest advantages of mail questionnaires is the anonymity offered to the respondent.
A)True
B)False
Q3) The degree of structure in a questionnaire is the degree of standardization imposed on it.
A)True
B)False
Q4) With web surveys,question sequencing can be programmed into the survey.
A)True
B)False
Q5) Compare and contrast the main methods of administering questionnaires.
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Chapter 11: Collecting Information by Observation
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Q1) The amount of time a respondent deliberates before answering a question is called
Q2) Which of the following is NOT an advantage of voice-pitch analysis over other physiological reaction measurement techniques?
A)Measures the direction of the subject's feeling.
B)Relatively less time consuming to use.
C)Requires sophisticated computer equipment.
D)Relatively less expensive to use.
E)Does not require physical connection to the subject.
Q3) Discuss the primary advantage of collecting data via observation as compared to collecting data via communication.
Q4) Which of the following is NOT true with respect to structured observation?
A)Increases potential observer bias.
B)Increases reliability of observations.
C)Often results in a loss of validity.
D)Used when hypotheses are known.
E)Used for descriptive and causal research.
Q5) In a(n)____________________ setting,subjects are observed in the environment where the behavior normally takes place.
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Chapter 12: Asking Good Questions: Measurement Basics
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Sample Questions
Q1) An attitude is a
A)hypothetical construct.
B)conceptual construct.
C)operational construct.
D)systematic construct.
E)random construct.
Q2) Which of the following is NOT true when a scale is a ratio scale?
A)The scale allows for comparison of the absolute magnitude of numbers.
B)The zero point is established arbitrarily.
C)If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c."
D)If "a" equals "b" and "b" equals "c," then "a" equals "c."
E)The mode and the median are permissible measures of central tendency.
Q3) What characteristic must a scale possess in order for the researcher to compute the ratio of the magnitude of the numbers?
A)It must have an arbitrary zero point.
B)The range of the absolute scale intervals must be divisible by two.
C)It must use only integers.
D)It must have an absolute zero point.
E)The modal ratio must be greater than two.
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Page 14
Chapter 13: Measuring Attitudes and Other Variables
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Q1) The most common approach taken by marketing researchers to measure attitudes is
A)self-report measures.
B)physiological reaction.
C)indirect techniques.
D)direct observation of attitude-related behavior.
E)performance of objective tasks.
Q2) The general categories of ratings scales include all of the following EXCEPT A)graphic.
B)itemized.
C)comparative.
D)sonstant-sum.
E)All of the above are general categories of ratings scales.
Q3) ____________________ scales consist of pairs of bipolar words or phrases that can be used to describe the attitude object.
Q4) Response set bias refers to error that enters into our measures when respondents begin to answer all the questions in a similar way.
A)True
B)False
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Chapter 14: Designing the Questionnaire or Observation
Form
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Q1) Questions that place the respondent "on the spot" or which might offend him or her,but which are vital to the research effort,should be
A)hidden among a group of other questions.
B)avoided.
C)phrased in terms of "other people."
D)All the above.
E)Both a and c.
Q2) Item nonresponse refers to
A)deception on the part of a respondent.
B)respondent refusing to answer a question.
C)respondent incorrectly answering a question.
D)deception on the part of the researcher.
E)poor phrasing of a question.
Q3) The most versatile type of question format used by researchers is the ____________________ question.
Q4) You should try to use the word "always" in designing questions so that you place a specific time parameter around an event.
A)True
B)False
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Chapter 15: Developing the Sampling Plan
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Q1) A sample in which each target population element has a known,nonzero chance of being included in the sample is called a(n)____________________ sample.
Q2) If you have five friends who tell you they all have had a great experience with their purchase of a Chevrolet and you used this evidence to decide to buy a Chevrolet,you would be using
A)consumer self-report and evaluation.
B)statistics.
C)inference.
D)independent judgment.
E)None of the above.
Q3) In a one-stage area sample of 10 blocks from a population of 100 blocks,the probability of any household being included in the sample is
A)0.10.
B)0.01.
C)1.10.
D)100%.
E)Cannot be determined with information given in the question.
Q4) A(n)____________________ is a subset of elements from a larger group of objects.
Q5) Compare and contrast probability and nonprobability sampling.
Page 17
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Chapter 16: Determining Sample Size
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Q1) The error associated with the estimation of a population parameter from a sample statistic is
A)standard deviation
B)variance
C)standard error
D)mean square error.
E)Both c and d.
Q2) Exhibit 16.3 Stella would like to determine the amount of the average purchase at her software store with a total precision of $10,a historical average purchase variance of $150,and at a 95% confidence level.
Refer to Exhibit 16.3.If Stella wishes to increase the total precision to $5,what sample size is needed?
A)8
B)54
C)48
D)96
E)24
Q3) The degree of error in a study,or the size of the estimating interval is called
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Chapter 17: Collecting the Data: Nonsampling Errors and
Response Rate Calculation
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Q1) The lower the ____________________ rate,the more likely it is that nonresponse error will affect research results.
Q2) Student researchers collected data on name awareness of a local store.The researchers found that three-fourths of the people who refused to respond were members of the Greek system.If the Greek students who refused to participate in the survey were truly different on some key dimension from those who actually responded to the survey,____ error could bias the research results.
A)observation
B)sampling
C)response
D)nonresponse
E)noncoverage
Q3) Much nonsampling error occurs during "data collection" process in the field.These "data collection" errors may be divided into
A)Data error in;data error out.
B)Noncoverage error and nonrespondent error.
C)Intentional error and office error.
D)Response error and office error.
E)None of the above.
Page 19
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Chapter 18: Data Analysis: Preliminary Steps
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Q1) The use of scanner technology to "read" responses on paper surveys and to store these responses in a data file is called ____________________.
Q2) The BEST way to handle missing items when analyzing the data is to
A)leave the item blank and report the number blank as a separate category.
B)eliminate the case with the missing item in analyses using the variable.
C)substitute values for the missing item.
D)eliminate the case from all further analyses.
E)There is no single best way for handling missing items.
Q3) ____________________ is the process of transforming raw data into symbols.
Q4) Which of the following questions do you think would be the easiest to code?
A)What are the three characteristics that you find most pleasing when using product X?
B)Have you ever used product X? ____ Yes ____ No
C)What religious denomination do you consider yourself?
D)Please specify the type of television set in your home?
E)How do you feel about commercials on children's TV shows?
Q5) A central office edit is also sometimes called an "eyeball" edit.
A)True
B)False
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Chapter 19: Data Analysis: Analyzing Individual Variables
and Basics of Hypothesis Testing
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Q1) In the following data set,what is the median? 12,0,0,1,1,1,6,10,11.
A)4.66
B)1
C)42
D)6
E)0
Q2) A sample mean is compared against a standard for a large sample.Now,assume the sample mean was found to equal 40.What is the appropriate confidence interval? (Note: Round to the nearest whole number. )
A)23 < m < 57
B)Can't be determined from the information given.
C)14 < m < 66
D)38 < m < 42
E)20 < m < 60
Q3) An outlier is an observation so different from the rest of the observations that the analyst chooses to treat it as a special case.
A)True
B)False
Q4) Discuss the most commonly used descriptive statistics.
Page 21
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Chapter 20: Data Analysis: Analyzing Multiple Variables
Simultaneously
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Q1) Which of the following statements about regression/correlation analysis is FALSE?
A)Correlation analysis involves the measurement of the closeness of the relationship between two or more variables.
B)Regression analysis involves the derivation of an equation that relates the criterion variable to one or more predictor variables.
C)Regression analysis can establish the causal relationship between two or more variables.
D)The regression line minimizes the sum of the squared deviations about the line.
E)It is much more common to conduct regression analyses using a computer.
Q2) The value of the product-moment coefficient of correlation ranges from
A)-1.0 to 0.0.
B)-1.0 to 1.0.
C)-0.5 to 0.5.
D)0.0 to 1.0.
E)-¥ to ¥.
Q3) A statistic used to measure the strength of relationship between categorical variables is called a(n)____________________.
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Chapter 21: The Research Report
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Q1) Which of the following should NOT be placed in the appendix of the written research report?
A)A copy of the data collection form.
B)Detailed calculations of test statistics.
C)Detailed calculations used to determine sample size.
D)Source tables for summary tables found in the body of the report.
E)The formal statements of the research hypotheses.
Q2) In a typical stratum chart,the X-axis represents ____ and the Y-axis represents ____.
A)values of the variables,relative change
B)time,values of the variables
C)percentage change,values of the variables
D)time,percentage change
E)values of the variables,time
Q3) The most technically oriented material in the report will usually be found in the ____________________.
Q4) The most important part of a written research report is the introduction.
A)True
B)False
Q5) Distinguish between a conclusion and a recommendation.
Page 23
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