Strategic Marketing Planning
Pre-Test Questions
Course Introduction
Strategic Marketing Planning focuses on the development, implementation, and evaluation of effective marketing strategies that align with an organizations overarching goals. The course explores the analytical tools and frameworks necessary to assess market opportunities, segment and target key customer groups, and position products or services competitively. Students will learn how to integrate market research, consumer insights, and environmental analysis into actionable marketing plans. Emphasis is placed on creating sustainable value, managing resources efficiently, and measuring marketing performance in dynamic business environments. Through case studies and practical projects, participants gain hands-on experience in designing strategic marketing plans for real-world situations.
Recommended Textbook
MR2 2nd Edition by Tom J. Brown
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Page 2
Chapter 1: Marketing Research: From Data to Information to Action
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Sample Questions
Q1) If an action undertaken during market research is legal, it is ethical.
A)True
B)False Answer: False
Q2) Which of the following is TRUE?
A) Marketing research companies only provide syndicated research.
B) Marketing research began to grow when firms could no longer sell all they could produce.
C) Marketing research for retail is tailored specifically for the company, and is therefore always conducted in-house.
D) Marketing research is dominated by international, especially European firms, and is has only a minor collection of firms in the United States.
E) All of the above are true.
Answer: B
Q3) Contacting people under the guise of marketing research when the real goal is to sell products or services is known as ____________________.
Answer: sugging
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Page 3
Chapter 2: The Research Question: Formulation of the Problem
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Sample Questions
Q1) A store manager seeking to discover why store revenues have fallen in the past two months is faced with:
A) a discovery-oriented decision problem
B) normal thinking
C) a strategy-oriented decision problem
D) serendipity
E) none of the above.
Answer: A
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.
Answer: A
Q3) A document that describes, as specifically as possible, the nature of the problem for which research is sought and that asks providers to offer proposals, including cost estimates, about how they would perform a job is called a(n)
Answer: request Falseor proposal
Page 4
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Chapter 3: Exploratory, Descriptive, and Causal Research Designs
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Sample Questions
Q1) In a controlled test market all of the following are true, EXCEPT:
A) the product is distributed through normal distribution channels.
B) the test is conducted by a service agency external to the firm.
C) the test market service pays retailers for shelf space.
D) the test market service coordinates the trade promotion program.
E) the product is guaranteed distribution.
Answer: A
Q2) A claimed advantage of the focus group interview is an interaction effect where a comment by one individual often triggers a chain of responses from the other participants. This is known as
A) synergism.
B) serendipity.
C) stimulation.
D) snowballing.
E) None of the above.
Answer: D
Q3) ____________________ is typically concerned with determining the frequency with which something occurs or the relationship between two variables.
Answer: Descriptive research
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Chapter 4: Collecting Secondary Data from Inside and
Outside the Organization
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Q1) Which of the following might NOT be considered a benefit of using secondary data?
A) Secondary data help clarify the problem under investigation better.
B) Secondary data cost less to collect than primary data.
C) Secondary data suggest improved methods or data for addressing research problems.
D) Secondary data provide comparative data to primary data.
E) Secondary data fit the problem under investigation better.
Q2) ____________________ is a mapping software which combines various kinds of demographic data with geographic information on maps.
Q3) The use of analytic techniques to explore the data held within a dataset in order to isolate useful information is called ____________________.
Q4) The primary advantage of using online computer searches to gather secondary data is:
A) savings in time spent.
B) savings in cost of assembling data.
C) the accuracy of the data obtained.
D) the ability to take advantage of expert help from a reference librarian.
E) data are furnished in machine-readable formats.
Page 6
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Chapter 5: Collecting Primary Data by Observation
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Q1) A(n) ____________________ is a device that is used by researchers to study a subject's eye movements while he is reading a copy of an advertisement.
Q2) Ferrari has segmented their market on the basis of income and lifestyle. Their target market has household income greater than $200,000 and enjoys spectator sports like NASCAR racing. These two segmentation variables are grouped under the broader classifications of:
A) demographics and product awareness.
B) psychographics and customer intentions.
C) geographic and motives.
D) demographics and psychographics.
E) demographics and product usage.
Q3) The use of supermarket scanners to find out which particular brand of baseball bats is bought by individuals in a particular age category can be termed as an instance of collecting information by ____________________.
Q4) Memory measures are used by marketers to understand what consumers believe about different brands and companies.
A)True
B)False
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Chapter 6: Collecting Primary Data by Communication
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Q1) A technique used in studies using telephone interviews, in which the numbers to be called are randomly generated is called ____________________.
Q2) Which of the following is FALSE?
A) Mailing lists to serve as the sampling frame for a mail survey may be generated internally by the firm or purchased externally.
B) In recent years, one of the keys to using a mail questionnaire is the ability to direct the questionnaire to a specific individual, not just a position (e.g., Vice President of Marketing).
C) The quality of the mailing list determines the sampling control in a mail study.
D) Mail questionnaires typically provide more sample control than telephone or personal interviews.
E) They are all true.
Q3) In a highly ____________________ questionnaire, the questions to be asked and the responses permitted by the subjects are completely predetermined.
Q4) A disguised questionnaire makes the purpose of the research obvious.
A)True B)False
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Chapter 7: Asking Good Questions
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Sample Questions
Q1) A study was done on the campus of a major state institution to measure attitudes of students toward the recent fee increase. One question asks respondents to rank the following five fees on a scale of 1 to 5, where 1 = most willing and 5 = least willing.
_____ Computer fee
_____ Library fee
_____ Parking fee
_____ Student Center fee
_____ Kinesiology Building fee
This is an example of a(n) _____ scale.
A) nominal
B) ordinal
C) interval
D) ratio
E) none of the above
Q2) Error in measurement that is also known as constant error since it affects the measurement in a constant way is called ____________________ error.
Q3) Discuss in detail the two types of errors that may affect measurement scores.
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Chapter 8: Designing the Questionnaire
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Q1) Which of the following do NOT impact an individual's ability to remember information sought by a researcher?
A) The presence or absence of stimuli that assist in remembering an event.
B) The importance of the event to be remembered.
C) The length of time since the event to be remembered occurred.
D) All of the above impact an individual's ability to remember information.
E) Both b and c.
Q2) There is nothing wrong with the following question: "Do you favor or disapprove of increased military spending next year, which, as you know, can protect our interests abroad and help us fight the war on terrorism."
A)True
B)False
Q3) Which of the following statements does NOT describe an advantage of physically smaller, over larger, questionnaires?
A) They generally take less time to complete.
B) They are less likely to cause respondents to refuse to participate.
C) They are easier to carry in the field.
D) They are easier to sort, count, and file in the office.
E) They sometimes appear cluttered.
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Page 10
Chapter 9: Developing the Sampling Plan
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Q1) Which of the following estimated population proportions would require the largest size sample to estimate it with a specified degree of precision and confidence?
A)0.50
B)0.40
C)0.10
D)0.90
E)1.00
Q2) A market researcher divides the Dallas metropolitan area into blocks having roughly equal populations. He then selects a random sample of blocks and sends interviewers to each block. The interviewers are instructed to interview every eighth dwelling unit. This is ____ sampling.
A) one-stage area
B) two-stage area
C) quota
D) two-stage systematic
E) stratified
Q3) A(n) ____________________ is a form of cluster sampling in which areas such as census tracts or blocks serve as the primary sampling units.
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Chapter 10: Data Collection: Enhancing Response Rates
while Limiting Errors
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Q1) Effective strategy(ies) to increase initial response rates is(are):
A) ask respondent to complete a simple task at the beginning.
B) offer respondents money for cooperation.
C) use a good quota sampling plan.
D) Both a and b
E) a, b, and c.
Q2) The owner of Patty's Pizza Parlor wants to measure consumer awareness of the restaurant and uses the local telephone directory to draw a sample from which to survey the townspeople. However, some people do not have a telephone. This represents what type of problem?
A) Sampling error
B) Nonresponse error
C) Noncoverage error
D) Response error
E) Office error
Q3) Noncoverage error arises because of a failure to include some part of the defined population in the sampling frame.
A)True
B)False
Q4) Discuss at least five (5) ways in which response rates might be improved.
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Chapter 11: Data Preparation for Analysis
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Q1) When entering codes from data collection forms into a computer data file, which of the following programs could be used?
A) Text data files in word processing
B) Spreadsheet software
C) Statistical software packages such as SPSS
D) Optical scanner
E) All of the above could be used.
Q2) 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?
Q3) Which of the following statements about the coding process is FALSE?
A) During the coding process, data are categorized.
B) Raw data are transformed into symbols during the coding process.
C) Coding involves judgment on the part of the coder.
D) The coding process occurs almost automatically.
E) All of the above statements about the coding process are true.
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Page 13
Chapter 12: Analysis & Interpretation: Individual Variables
Independently
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Sample Questions
Q1) An observation that is very different in magnitude from the rest of the observations for a particular variable is a(n):
A) error.
B) blunder.
C) histogram.
D) outlier.
E) deviant.
Q2) An observation that is very different in magnitude from the rest of the observations for a particular variable is a(n):
A) error.
B) blunder.
C) histogram.
D) outlier.
E) deviant.
Q3) The hypothesis that a proposed result is not true for the population is called the ____________________ hypothesis.
Q4) The ____________________ is a statistical test to determine whether some observed pattern of frequencies corresponds to and expected pattern.
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Chapter 13: Analysis & Interpretation: Multiple Variables
Simultaneously
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Sample Questions
Q1) If an organization selects two towns for a market study (one for the test and the other as a control) and measures the amount of trash in pounds per household, it must first determine the equality of the two towns using a:
A) test of a single proportion.
B) test of a single mean.
C) test of two means.
D) test of two proportions.
E) None of the above.
Q2) Which of the assumptions listed below are necessary, in order for the coefficients in a partial regression equation to be interpreted as the average change in the criterion variable associated with a unit change in the appropriate predictor variable holding other predictor variables constant?
A) The predictor variables must be correlated.
B) The variance among predictor variables must be equal.
C) The criterion variable must be normally distributed.
D) The predictor variables must be uncorrelated.
E) None of the above are necessary assumptions.
Q3) A statistic used to measure the strength of relationship between categorical variables is called a(n) ____________________.
Page 15
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Chapter 14: The Research Report
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Q1) Which of the following is TRUE for a research report?
A) In general, the amount of detail contained in the research report should be inversely proportional to the amount of direct control the user can exercise over the areas under discussion.
B) A good rule of thumb in report writing is to include all those findings that might be of interest to the reader.
C) The methods section of a report can be avoided if the audience is familiar with sampling techniques.
D) The true summary is an abstract of the whole report in which everything is restated in condensed form.
E) The appendices contain material that is too complex, too detailed, too specialized, or not absolutely necessary for the text.
Q2) Trends can be displayed best by using a:
A) pie chart.
B) line chart.
C) pictograph.
D) bar chart.
E) histogram.
Q3) Distinguish between a conclusion and a recommendation for a research report.
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Page 16