Question 1

Interview surveys most often take place in a public space or in retail shopping areas. The latter are referred to as ________.

Accepted Answer

A)  mystery shops 
B)  mall intercepts 
C)  shopping experience surveys 
D)  shop stops 
E)  focus groups 
A)  mystery shops 
B)  mall intercepts 
C)  shopping experience surveys 
D)  shop stops 
E)  focus groups B

Question 2

________ a major application of causal research, in which, prior to launching a new product, elements such as package, price, and promotion are manipulated in a controlled setting in order to predict sales and possible responses to the product.

Accepted Answer

A)  Surveys are 
B)  Focus groups are 
C)  Secondary research is 
D)  Test marketing is 
E)  One-on-one interviewing is 
A)  Surveys are 
B)  Focus groups are 
C)  Secondary research is 
D)  Test marketing is 
E)  One-on-one interviewing is D

Question 3

Respondents are less willing to interact with an electronic voice than with a live interviewer when conducting telephone surveys.

Accepted Answer

A) True 
 B)False  True

Question 4

In ________, the moderator-researcher usually analyzes the responses received, whereas in ________, the research supervises the analysis.

Accepted Answer

A)  observational research; physiological research 
B)  quantitative research; qualitative research 
C)  qualitative research; quantitative research 
D)  physiological research; observational research 
E)  secondary research; primary research 
A)  observational research; physiological research 
B)  quantitative research; qualitative research 
C)  qualitative research; quantitative research 
D)  physiological research; observational research 
E)  secondary research; primary research

Question 5

When banks use security cameras to observe problems customers may have in using ATMs, this is an example of ________.

Accepted Answer

A)  momentary observation 
B)  mechanical observation 
C)  complaint analysis 
D)  experimentation 
E)  physiological observation 
A)  momentary observation 
B)  mechanical observation 
C)  complaint analysis 
D)  experimentation 
E)  physiological observation

Question 6

Give an example of a research objective where qualitative research methods would be appropriate to use.

Accepted Answer

The student must give an appropriate exa

Question 7

Focus groups and depth interviews are quantitative research methods.

Accepted Answer

A) True 
 B)False

Question 8

The size of the sample is dependent both on the size of the budget and on the degree of confidence that the marketer wants to place in the findings.

Accepted Answer

A) True 
 B)False

Question 9

$\text{COOKING OIL MINI CASE:}$ Value Mart is a national grocery store chain that markets its own line of store-brand food products as a low-cost, high-value option for the cost-conscious consumer. Based on an evaluation of sales data from various product categories collected from scanners at checkout points, Value Mart has determined that there may be a market for a Value Mart brand cooking oil. In order to further explore customer preferences and potential marketing tactics, Value Mart has decided to conduct focus group sessions with Value Mart consumers. After conducting the focus groups, Value Mart decides to do a small-scale trial of a store-brand cooking oil exclusively at its stores in the New York area to see if consumers will buy the product.
-In the COOKING OIL MINI CASE, after conducting its focus group, Value Mart decides to try offering store-brand cooking oil in a limited geographical area to see how consumers will respond to the new product. This is known as ________.

Accepted Answer

A)  test marketing 
B)  surveying 
C)  mechanical observation 
D)  mystery shopping 
E)  probability sampling 
A)  test marketing 
B)  surveying 
C)  mechanical observation 
D)  mystery shopping 
E)  probability sampling

Question 10

While obtaining secondary data before engaging in primary research offers many advantages, it also has some limitations. Which of the following is an example of these limitations?

Accepted Answer

A)  Secondary data is more expensive to obtain than primary data. 
B)  Secondary data takes longer to obtain than primary data. 
C)  Secondary data is inappropriate for use in exploratory research. 
D)  Secondary data may not be accurate because of errors in gathering or analyzing the data for the original study. 
E)  Secondary data makes it challenging to identify difficulties that are likely to arise during the full-scale study. 
A)  Secondary data is more expensive to obtain than primary data. 
B)  Secondary data takes longer to obtain than primary data. 
C)  Secondary data is inappropriate for use in exploratory research. 
D)  Secondary data may not be accurate because of errors in gathering or analyzing the data for the original study. 
E)  Secondary data makes it challenging to identify difficulties that are likely to arise during the full-scale study.

Question 11

Which of the following is true of qualitative research?

Accepted Answer

A)  Sample sizes are generally quite large, which allows findings to be generalized to larger populations. 
B)  Sample sizes are generally small, which allows findings to be generalized to larger populations. 
C)  Sample sizes are generally small, which prevents findings from being generalized to larger populations. 
D)  Sample sizes are generally quite large, which prevents findings from being generalized to larger populations. 
E)  Findings of quantitative research may typically be generalized to larger populations, regardless of the size of the study. 
A)  Sample sizes are generally quite large, which allows findings to be generalized to larger populations. 
B)  Sample sizes are generally small, which allows findings to be generalized to larger populations. 
C)  Sample sizes are generally small, which prevents findings from being generalized to larger populations. 
D)  Sample sizes are generally quite large, which prevents findings from being generalized to larger populations. 
E)  Findings of quantitative research may typically be generalized to larger populations, regardless of the size of the study.

Question 12

Drawn from internal secondary data, customer lifetime value profiles include customer acquisition costs, the profits generated from individual sales to each customer, the costs of handling customers and their orders, and the expected duration of the relationship.

Accepted Answer

A) True 
 B)False

Question 13

When designing questionnaires, research has shown that the more ambiguous the questions, the more motivated the respondent will be to complete the questionnaire.

Accepted Answer

A) True 
 B)False

Question 14

In quantitative research, the researcher usually analyzes the responses received. In qualitative research, the responses are coded and analyzed statistically.

Accepted Answer

A) True 
 B)False

Question 15

Most unsatisfied customers complain to customer service and switch to competitors.

Accepted Answer

A) True 
 B)False

Question 16

In order to increase the response rate to telephone surveys, researchers typically send notification letters as well as follow-up letters.

Accepted Answer

A) True 
 B)False

Question 17

Identify and discuss the elements of a good complaint analysis system.

Accepted Answer

A good complaint analysis system should:

Question 18

$\text{COOKING OIL MINI CASE:}$ Value Mart is a national grocery store chain that markets its own line of store-brand food products as a low-cost, high-value option for the cost-conscious consumer. Based on an evaluation of sales data from various product categories collected from scanners at checkout points, Value Mart has determined that there may be a market for a Value Mart brand cooking oil. In order to further explore customer preferences and potential marketing tactics, Value Mart has decided to conduct focus group sessions with Value Mart consumers. After conducting the focus groups, Value Mart decides to do a small-scale trial of a store-brand cooking oil exclusively at its stores in the New York area to see if consumers will buy the product.
-In the COOKING OIL MINI CASE, the sales data collected from scanners at checkout points constitutes ________.

Accepted Answer

A)  external primary data 
B)  internal secondary data 
C)  mechanical primary data 
D)  internal primary data 
E)  external secondary data 
A)  external primary data 
B)  internal secondary data 
C)  mechanical primary data 
D)  internal primary data 
E)  external secondary data

Question 19

________ include written concept statements, drawings, photos of new products, actual product samples, and rough renditions of ads that help respondents express their inner thoughts and encourage a more precise or accurate response to what is being investigated.

Accepted Answer

A)  Cluster samples 
B)  Complaint analyses 
C)  Consumer panels 
D)  Stimulus materials 
E)  Mystery shops 
A)  Cluster samples 
B)  Complaint analyses 
C)  Consumer panels 
D)  Stimulus materials 
E)  Mystery shops

Question 20

$\text{PRICE SURVEY MINI CASE:}$ Capital Clothing wants to get a better understanding of consumers' perceptions of the price and quality of its sweaters. After reviewing data from Yankelovich on consumer lifestyles and consumption patterns, Capital Clothing identified specific consumer characteristics of its target market, which helped it develop a screening questionnaire. The screening questionnaire was used to select participants for its price/quality survey. The following is the survey administered by Capital Clothing to evaluate customer perceptions of the price and quality of its sweaters.
1. Rank to following clothing companies in terms of the quality of their sweaters.
 $\begin{array}{|c|c|c|c|}
\hline   \text { Capital}\
 \text {Clothing} &  \text { Executive Suit  }&\text { Sweater Hut }& \text {  A-List }\
\hline 
\end{array}$
 
2. Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
 $\begin{array}{|c|c|c|c|c|}
\hline   \text {  }&\text { Somewhat }&\text { Neither agree }&\text { Somewhat  }&\text { Strongly }  \
 \text {Clothing} &  text {  agree }&\text {  nor disagree }&\text { disagree }&\text { disagree }  \
\hline 
\end{array}$
 
3. Please check the point on the following continuum that best expresses your impression
of the price of Capital Style Sweaters.
 $\begin{array}{|cc|}
\hline   \text {Expensive } & \text {Inexpensive}\ 
\hline 
\end{array}$
 
4. How likely are you to purchase a Capital Style sweater in the next six months?
 $\begin{array}{|c|c|c|c|c|}
\hline    \text {  } &  \text {   } & \text { Might or  }&\text {  }&\text {  }  \
 \text {Definitely will } &  \text {  Probably will  }&\text {  might not }&\text {  Probably will }&\text { Definitely will }  \
 \text { purchase } & \text { purchase  }&\text {  purchase }&\text {not purchase  }&\text { not purchase }  \
\hline 
\end{array}$

-In the PRICE SURVEY MINI CASE, the screening questionnaire is developed based on ________ from Yankelovich.

Accepted Answer

A)  internal secondary data 
B)  quantitative primary data 
C)  external secondary data 
D)  qualitative primary data 
E)  qualified primary data 
A)  internal secondary data 
B)  quantitative primary data 
C)  external secondary data 
D)  qualitative primary data 
E)  qualified primary data

Interview surveys most often take place in a public space or in retail shopping areas. The latter are referred to as ________.

________ a major application of causal research, in which, prior to launching a new product, elements such as package, price, and promotion are manipulated in a controlled setting in order to predict sales and possible responses to the product.

Respondents are less willing to interact with an electronic voice than with a live interviewer when conducting telephone surveys.

In , the moderator-researcher usually analyzes the responses received, whereas in , the research supervises the analysis.

When banks use security cameras to observe problems customers may have in using ATMs, this is an example of ________.

Give an example of a research objective where qualitative research methods would be appropriate to use.

Focus groups and depth interviews are quantitative research methods.

The size of the sample is dependent both on the size of the budget and on the degree of confidence that the marketer wants to place in the findings.

While obtaining secondary data before engaging in primary research offers many advantages, it also has some limitations. Which of the following is an example of these limitations?

Which of the following is true of qualitative research?

Drawn from internal secondary data, customer lifetime value profiles include customer acquisition costs, the profits generated from individual sales to each customer, the costs of handling customers and their orders, and the expected duration of the relationship.

When designing questionnaires, research has shown that the more ambiguous the questions, the more motivated the respondent will be to complete the questionnaire.

In quantitative research, the researcher usually analyzes the responses received. In qualitative research, the responses are coded and analyzed statistically.

Most unsatisfied customers complain to customer service and switch to competitors.

In order to increase the response rate to telephone surveys, researchers typically send notification letters as well as follow-up letters.

Identify and discuss the elements of a good complaint analysis system.

________ include written concept statements, drawings, photos of new products, actual product samples, and rough renditions of ads that help respondents express their inner thoughts and encourage a more precise or accurate response to what is being investigated.

Consumer Behavior: Information-Driven Consumer Behavior

Segmentation, Targeting and Positioning

Consumer Motivation and Personality

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

The Family and Its Social Class Standing

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Filters

Exam 16: Consumer Research

Interview surveys most often take place in a public space or in retail shopping areas. The latter are referred to as ________.

________ a major application of causal research, in which, prior to launching a new product, elements such as package, price, and promotion are manipulated in a controlled setting in order to predict sales and possible responses to the product.

Respondents are less willing to interact with an electronic voice than with a live interviewer when conducting telephone surveys.

In ________, the moderator-researcher usually analyzes the responses received, whereas in ________, the research supervises the analysis.

When banks use security cameras to observe problems customers may have in using ATMs, this is an example of ________.

Give an example of a research objective where qualitative research methods would be appropriate to use.

Focus groups and depth interviews are quantitative research methods.

The size of the sample is dependent both on the size of the budget and on the degree of confidence that the marketer wants to place in the findings.

While obtaining secondary data before engaging in primary research offers many advantages, it also has some limitations. Which of the following is an example of these limitations?

Which of the following is true of qualitative research?

Drawn from internal secondary data, customer lifetime value profiles include customer acquisition costs, the profits generated from individual sales to each customer, the costs of handling customers and their orders, and the expected duration of the relationship.

When designing questionnaires, research has shown that the more ambiguous the questions, the more motivated the respondent will be to complete the questionnaire.

In quantitative research, the researcher usually analyzes the responses received. In qualitative research, the responses are coded and analyzed statistically.

Most unsatisfied customers complain to customer service and switch to competitors.

In order to increase the response rate to telephone surveys, researchers typically send notification letters as well as follow-up letters.

Identify and discuss the elements of a good complaint analysis system.

________ include written concept statements, drawings, photos of new products, actual product samples, and rough renditions of ads that help respondents express their inner thoughts and encourage a more precise or accurate response to what is being investigated.

Consumer Behavior: Information-Driven Consumer Behavior

Segmentation, Targeting and Positioning

Consumer Motivation and Personality

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

The Family and Its Social Class Standing

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Filters

In , the moderator-researcher usually analyzes the responses received, whereas in , the research supervises the analysis.