Strategic Marketing Planning
Question Bank
Course Introduction
Strategic Marketing Planning focuses on the systematic process of developing, implementing, and evaluating marketing strategies to achieve organizational goals. The course covers key concepts such as market analysis, segmentation, targeting, positioning, and the formulation of effective marketing mixes. Students will learn to align marketing plans with overall business objectives, utilize analytical tools for decision-making, and adapt to dynamic market environments. Through case studies and real-world scenarios, participants will gain practical skills in creating comprehensive marketing plans that drive competitive advantage and long-term success.
Recommended Textbook
Essentials of Marketing Research 4th Canadian Edition by Joseph F Hair
Available Study Resources on Quizplus
13 Chapters
662 Verified Questions
662 Flashcards
Source URL: https://quizplus.com/study-set/3003
Page 2
Chapter 1: Marketing Research for Managerial Decision Making
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59691
Sample Questions
Q1) Marketing research methods are diverse, spanning a wide variety of qualitative and quantitative techniques and borrowing from disciplines such as psychology, sociology, and anthropology.
A)True
B)False
Answer: True
Q2) Creating customer profiles and understanding behavioral characteristics are major focuses of any marketing research project.
A)True
B)False
Answer: True
Q3) What are the key skills that recruiters look for in a candidate when they are hiring for marketing researcher positions?
Answer: The top five skills executives hope to find in candidates for marketing research positions are (1) the ability to understand and interpret secondary data, (2) presentation skills, (3) foreign-language competency, (4) negotiation skills, and (5) information technology proficiency.
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 2: The Marketing Research Process and Proposais
Available Study Resources on Quizplus for this Chatper
56 Verified Questions
56 Flashcards
Source URL: https://quizplus.com/quiz/59690
Sample Questions
Q1) Which of the following helps generate insights that will help define the problem situation confronting a researcher?
A) Exploratory research
B) Descriptive research
C) Causal research
D) Demographic research
E) Narrative research
Answer: A
Q2) Caller ID and answering devices are gatekeeper technologies.
A)True
B)False
Answer: True
Q3) A research proposal includes a brief profile of the researchers and their qualifications.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
Available Study Resources on Quizplus for this Chatper
56 Verified Questions
56 Flashcards
Source URL: https://quizplus.com/quiz/59689
Sample Questions
Q1) Consumer panels, store audits, and optical-scanner technology are methods to collect syndicated data.
A)True
B)False
Answer: True
Q2) _____ are sources of external secondary data.
A) Customer letters
B) U.S. census reports
C) Accounts receivable reports
D) Warranty cards
E) Sales invoices
Answer: B
Q3) In what ways can the information generated by media panels be useful to marketers?
Answer: Media panels measure media consumption habits of a given population. This information is invaluable to marketing managers. They can use this information to evaluate various media options and determine which ones will allow them to precisely target their audience. They can also find out approximately how many households watched their commercials. This information can then be used to determine the average cost of reaching audience members.
Page 5
To view all questions and flashcards with answers, click on the resource link above.
Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59688
Sample Questions
Q1) A moderator's guide should include follow-up questions to help the moderator elicit more information.
A)True
B)False
Q2) Rather than focusing on one or a few cases in depth, case study research involves studying many cases superficially.
A)True
B)False
Q3) A major disadvantage of observation methods is that data collection takes more time and is more expensive than through other types of procedures.
A)True
B)False
Q4) What are the main goals of quantitative research?
Q5) Explain word association tests and sentence completion tests.
Q6) When successful, sentence completion tests reveal hidden aspects about individuals' thoughts and feelings toward the object(s) studied.
A)True
B)False
Page 6
To view all questions and flashcards with answers, click on the resource link above.
Chapter 5: Descriptive and Causal Research Designs
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59687
Sample Questions
Q1) Discuss some of the major advantages of online surveys.
Q2) In low-incidence situations, personal interview surveys prove to be most effective.
A)True
B)False
Q3) In the context of selecting the appropriate survey method, budget determinations are frequently much more arbitrary than researchers would prefer.
A)True
B)False
Q4) Telephone surveys are not limited by national borders.
A)True
B)False
Q5) In the context of experimental research, _____ refers to the extent to which a research design accurately identifies causal relationships.
A) incidence rate
B) data generalizability
C) external reliability
D) topic sensitivity
E) internal validity
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Sampling: Theory and Methods
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59686
Sample Questions
Q1) Snowball sampling prohibits the introduction of bias in a study.
A)True
B)False
Q2) In cluster sampling, each cluster is assumed to be representative of the heterogeneity of a target population.
A)True
B)False
Q3) Which of the following is true of convenience sampling?
A) It is a nonprobability sampling method.
B) It is a time-consuming process if there are a large number of respondents.
C) It is commonly used in the later stages of research.
D) It allows researchers to measure the representativeness of a sample.
E) It allows researchers to generalize the data collected to a defined target population.
Q4) In the context of nonprobability sampling methods, judgment sampling is also known as purposive sampling.
A)True
B)False
Q5) List the steps to be followed in developing a sampling plan.
Q6) List the advantages and disadvantages of simple random sampling.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Measurement and Scaling
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59685
Sample Questions
Q1) _____ involve a situation in which possible responses can be interpreted a number of different ways.
A) Ambiguous questions
B) Loaded questions
C) Complex questions
D) Double negative questions
E) Double-barreled questions
Q2) In most cases, semantic differential scales use either 5 or 7 scale points.
A)True
B)False
Q3) A _____ is a hypothetical variable made up of a set of component responses or behaviors that are thought to be related.
A) scale point
B) construct
C) relationship
D) statistical parameter
E) non-bipolar descriptor
Q4) Behavioral intention scales are difficult to construct.
A)True
B)False
Page 9
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Designing the Questionnaire
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59684
Sample Questions
Q1) An interviewer asks a person if he has traveled to foreign countries. The interviewee replies that he has not traveled to foreign countries. Based on this response, the interviewer decides to exclude him from his study. In this scenario, in order to exclude the interviewee from the study, the interviewer has used a(n) _____.
A) rating card
B) screening question
C) interviewer instruction
D) quota sheet
E) supervisor instruction
Q2) The process of implementing a survey is standard whether the survey is self-administered or interviewer-completed.
A)True
B)False
Q3) The number of interviewers required in a study is typically mentioned in the cover letter.
A)True
B)False
Q4) Describe the response order bias and the common methods variance.
Q5) In what ways can a researcher frame "bad questions"?
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Qualitative Data Analysis
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59683
Sample Questions
Q1) Member checking best establishes cross-researcher reliability.
A)True
B)False
Q2) Why is it important to explain the research objectives and procedures both to current and future decision makers?
Q3) Which of the following is the first step in the data reduction process?
A) Categorization
B) Comparison
C) Integration
D) Iteration
E) Memoing
Q4) _____ is an attribute of qualitative research that affirms that key members within a culture or subculture agree with the findings of a research report.
A) Iteration
B) Triangulation
C) Cross-researcher reliability
D) Emic validity
E) Tabulation
Q5) Discuss how the process of tabulation might keep researchers honest.
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Preparing Data for Quantitative Analysis
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59682
Sample Questions
Q1) When a questionnaire involves a structured open-ended question as part of a survey, the:
A) coding task for multiple responses becomes more time consuming.
B) answers must be coded into broad categories.
C) data validation step must be skipped.
D) respondents take lesser time to complete the survey.
E) coding process needs to be prepared before data collection.
Q2) Which of the following is the first step in the data preparation process?
A) Data validation
B) Data coding
C) Data editing
D) Data entry
E) Data tabulation
Q3) Cross-tabulation is the most effective way to categorize single variables existing in a study.
A)True B)False
Q4) Developing consolidated categories is a subjective decision.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Basic Data Analysis for Quantitative Research
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59681
Sample Questions
Q1) For interval or ratio data, the mean is appropriate, except when there are extreme values within the interval or ratio data, which are referred to as outliers.
A)True
B)False
Q2) In the context of the F-test, the smaller the difference in the variance between groups, the larger the F ratio.
A)True
B)False
Q3) Cross-tabulation is one of the most complex methods for describing sets of relationships.
A)True
B)False
Q4) In order to use the formula to calculate standard deviation, one must first calculate the mean of distribution.
A)True
B)False
Q5) Which test would you use to determine if the frequencies reported in cross-tabulations are statistically different?
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Examining Relationships in Quantitative Research
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59680
Sample Questions
Q1) Which of the following statements is true of model F statistics?
A) A larger F statistic indicates that the regression model has more explained variance than error variance.
B) An F statistic shows the change in the dependent variable for each unit change in the independent variable.
C) Analysis of linear relationships between a dependent variable and multiple independent variables requires that F statistics be smaller than beta coefficients.
D) Bivariate regression becomes multiple regression analysis when F statistics are used.
E) Standardization using beta coefficient augments the effects of using different scales of measurement.
Q2) What are the several assumptions made while calculating the Pearson correlation coefficient?
Q3) The use of a simple regression model assumes that the error terms associated with making predictions are dependently distributed.
A)True
B)False
Q4) Discuss multiple regression analysis.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Communicating Marketing Research Findings
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/59679
Sample Questions
Q1) How are conclusions different from recommendations in a research report?
A) Conclusions are derived from secondary research, whereas recommendations are derived from primary research.
B) Conclusions list the topics of the report in sequential order, while recommendations highlight each topical area, subdivisions within each area, and corresponding page numbers.
C) Recommendations are broad, whereas conclusions are very narrow.
D) Conclusions concisely explain research findings and the meaning that can be attached to the findings, whereas recommendations are for appropriate future actions.
E) Recommendations are internally generated, while conclusions are externally generated.
Q2) Common items contained in the appendix of a research report include the name, position, employing organization, address, telephone number of the person submitting the report, and the date a report is submitted.
A)True
B)False
Q3) What are the objectives of a professional marketing research report?
Q4) Discuss the organization format common to all marketing research reports.
To view all questions and flashcards with answers, click on the resource link above.
Page 15