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III. TEST BANK PREFACE
Like good teaching, constructing an effective exam is hard, hard work. This is why we
encourage first time instructors to read this preface carefully before constructing an exam.
Introduction
As you construct an exam for your introductory marketing principles course, you
probably have some of these general instructional objectives in mind:
• Link what is covered and measured in the exam to the learning objectives for the
course. The Association to Advance Collegiate Schools of Business (AACSB), one of
the accrediting organizations for business schools, is now stressing the importance of
clear learning objectives for each course in a business degree. These often appear in the
course syllabus distributed to students the first day of class.
• Decide on the mix of questions coming from (a) the class lecture and activities and
(b) the textbook. If all the exam questions come mainly from the class lecture and
assignments, students may spend less time studying topics only covered in the textbook.
Conversely, if the exam is solely textbook-based, students may spend less time attending
class. Many instructors spend extra class time covering topics in the textbook they
consider especially difficult or important. This double emphasis suggests these topics
might tie to exam questions.
• Decide on the mix of questions ranging from (a) understanding key terms to
(b) applying marketing principles to solve marketing problems. This variation in
“levels of learning” is introduced below in the Bloom’s Taxonomy discussion and is
reflected in the test item tables in front of each chapter of Test Bank questions. Most
instructors will choose a mix of the three levels of questions in the Test Bank. For
example, because one purpose in studying marketing is to solve marketing problems,
“application” questions seem appropriate. But on the other hand, it’s difficult to solve
Our organization of questions in this Test Bank focuses on the first three levels of
Bloom’s Taxonomy: knowledge, comprehension, and application (referred to in the Test Bank as
“remember,” “understand,” and “apply” respectively). We discuss below how tables in front of
each chapter in the Test Bank organize the test items by these three levels of Bloom’s
Taxonomy. The table below relates Bloom’s first three levels of learning to verbs that might be
used in writing course learning objectives and examples of test items.
Research shows that many of today’s college students simply do not know how to
study—the reason for a student handout in our Instructor’s Manual (see Section IV: Teaching
Ideas in the Classroom). Let’s briefly look at student learning styles and instructional strategies.
Your answer may very likely tie to your own best method of learning.
Student learning styles have important implications for both (1) classroom activities and
assignments and (2) exam development. Again, a number of different learning style taxonomies
exist. Let’s quickly look at one of these, the VARK learning styles taxonomy:
Student learning styles have a major impact on the relative effectiveness in approaches
students should use to increase their learning and understanding in studying for exams: What
works well for a visual learner probably isn’t the best study strategy for a read/write learner. The
VARK website (www.vark-learn.com) gives a short quiz students can take to help them identify
their preferred learning style. It also suggests study strategies for each of the learning styles.
In constructing exams, marketing instructors should understand some key features of the
Marketing: The Core, 6th Edition Test Bank. These include: the level-of-learning tables, kinds
of questions, abbreviations, and the information contained in each test item.
• The Level-of-Learning Tables. Each chapter in the Test Bank opens with two level-of-
learning tables in which the three right-hand columns represent the first three levels of
learning in Bloom’s Taxonomy: knowledge, comprehension, and application. The two
tables differ by the organization of rows in the table:
a. By major section of the chapter. The organization is by the five or six major
sections (A-level headings) in the chapter. So an instructor not assigning a specific
section should omit questions in that row of the table.
b. By learning objective. Each chapter of Marketing: The Core, 6th Edition textbook
opens with four to six key learning objectives for the chapter. The rows in this table
in the Test Bank reflect those learning objectives, enabling instructors to select
questions tied to learning objectives they emphasize.
• Kinds of Questions Shown in Each Table. Numbers in these tables in regular font are
multiple choice questions, each having exactly five choices. Bold face numbers are
short-essay questions, which appear at the end of each Test Bank chapter.
a. Source. Each set of questions is based on a single visual “image” that appears in the
Marketing: The Core, 6th Edition textbook—a figure (table or chart), an ad, a product
photo, a magazine cover, etc.
b. The image. This visual image appears only once in the set of questions from the
Test Bank that you use to select your test items.
c. Questions tied to the image. Following the image are one to six multiple-choice
questions that are based on and tied to the image. Once instructors select an image,
they can choose one or more of the questions related to the image. They do not need
Test Bank Preface 21
to select all of the questions, and they can skip questions in the sequence. But the
image will appear only once in the exam—in front of the first visually-enhanced
question chosen for use in the exam.
Information below the question shows the correct answer, the page(s) in Marketing: The
Core, 6th Edition was/were used as the source for the question, the learning objective, the
AACSB’s Assurance of Learning standard (e.g. Analytical Thinking), the question
difficulty level, and short feedback for the answer. A few of these elements are explained
below:
a. Learning Objective. This refers to the number of the “learning objective” at the
beginning of Marketing: The Core, 6th Edition chapter to which the question relates
as well as the number on the chapter where the question topic is explained.
b. AACSB. This refers to the tagging that corresponds to AACSB’s New Standard 9 of
the AACSB’s Assurance of Learning (AoL) that designates learning experiences with
respect to eight (8) topics and skills:1
1. Communication Abilities (Communication)
2. Ethical Understanding and Reasoning Abilities (Ethics)
3. Analytical Skills (Analytical Thinking)
4. Use of Information Technologies (Technology)
5. Multicultural and Diversity Understanding (Diversity)
6. Global Economic Environmental Analysis (Global)
7. Application of knowledge (Knowledge Application)
8. Interpersonal relations and teamwork (Teamwork)
Most questions are tagged with “Analytical Thinking,” indicating they test a student’s
analytic skills to some extent. Making Responsible Decisions box questions are
always coded “Ethics.” Many of the social media and interactive marketing questions
in chapters 16 and 18 respectively are coded “Technology.” Other questions may
have different tags. Use of these questions can facilitate efforts to meet accreditation
standards.
c. Level of Difficulty. Level of question difficulty is aligned with the Bloom’s level; all
“Remember” questions are coded as “1 Easy,” all “Understand” questions are coded
as “2 Medium,” and all “Apply” questions are coded as “3 Hard.”
1
2013 Business Accreditations Standards—Standard 9, The Association to Advance Collegiate Schools of Business. See
http://www.aacsb.edu/accreditation/business/standards/2013/learning-and-teaching/standard9.asp.
Test Bank Preface 22
Selecting Specific Test Items
The Marketing: The Core, 6th Edition Test Bank contains more than 5000 questions, with
answers and rationales. Thousands of hours have gone into designing and refining these
questions over our many editions. Yet we are realistic enough to know that some questions in
the Test Bank are still not “perfect” for every instructor. Two suggestions in reviewing test
items for an exam:
• After the exam is corrected. Today, many colleges and universities have access to
automated test grading answer sheets or online testing technologies. Test item analysis
for each question will show the distribution of the five answers for each multiple-choice
question. This is often a tip-off for “problem” questions where the classroom discussion
may have led to an understanding that is different from that intended in the textbook.
These questions might be edited before use in future exams.
Instructors using the Marketing: The Core, 6th Edition textbook can access the Test Bank
inside of the Connect question picker and in the following two ways:
• Test Bank with EZ Test Online Software—The Preferred Method to Create Tests
Easily. The entire Marketing: The Core, 6th Edition Test Bank is available online
through McGraw-Hill’s EZ Test Online program, which can be accessed by going to
www.eztestonline.com. Imagine being able to create and access your test or quiz
anywhere, at any time, and without installing the testing software on your computer!
With EZ Test Online, instructors can select questions from the Test Bank, create their
own customized tests—or both! An EZ Test Online test can be saved as a Word file
(.doc) to edit it further in Word and then print it. A test can also be saved as a PDF file
(.pdf) to print the test for paper distribution or administer it online. And test questions
can be scrambled or randomized to create more than one version of a test. When created
and delivered with EZ Test Online, each student’s test is immediately scored, saving
instructors valuable time and allowing them to quickly provide test feedback to students.
EZ Test Online is both Windows PC and Apple Macintosh compatible. The details of
test creation, test management, scoring, and support are found by going to these links:
• Test Bank and the EZ Test Program on the Instructor’s Resource CD. The Test Bank
is available by chapter in Word files on the Marketing: The Core, 6th Edition Instructor’s
Resource CD. These Word documents enable instructors to select, edit, and print the
Test Bank questions to create customized exams. The entire Test Bank also can be
downloaded in Word from the instructor’s resources in the Connect Library.
Listed below are some of the features of the exciting EZ Test Online test-generating tool:
Test Creation
• Set availability dates and time limits for your quiz or test.
• Control how your test will be presented.
• Assign points by question or question type with drop down menu.
• Provide immediate feedback to students or delay until all finish the test.
• Create practice tests online to enable student mastery.
• Upload your roster to enable student self-registration.
Quizzes
Marketing: The Core, 6th Edition also features a set of quizzes, one per chapter:
• Connect Marketing Quizzes. These quizzes are available and contain 20 questions per
chapter that cover all major content presented in the textbook for each chapter. The
quizzes are assignable, like the interactive assignments, and feed into the Connect
Marketing gradebook. Visit http://connect.mheducation.com for more information on
Connect Marketing. To access these quizzes, instructors must have a valid login. Please
contact your McGraw-Hill Education sales representative for more details.
We continually look for ways to improve our textbook and supplements. If you have
suggestions, please write us through our schools or McGraw-Hill Education.