Question 1

Consumer behavior researchers are primarily only interested in consumers' purchase behaviors.

Accepted Answer

A) True 
 B)False

Question 2

Experimentation is the best method for determining causality.

Accepted Answer

A) True 
 B)False

Question 3

Jean works at Cedar Point Amusement Park. Her job is to help design how the concession stands are laid out in the park and to help decide how the exterior of the stands should look. She is currently designing a new candy stand. In order to help her make design decisions, she spends several days observing people walking around the park and she stops many of them and asks them questions about how they choose where to eat in the park and what they look for in a food stand. Jean is engaged in:

Accepted Answer

A)  secondary data collection 
B)  experimentation 
C)  projective technique data collection 
D)  focus group data collection 
E)  primary data collection 
A)  secondary data collection 
B)  experimentation 
C)  projective technique data collection 
D)  focus group data collection 
E)  primary data collection

Question 4

Which of the following is not a use/consumption activity?

Accepted Answer

A)  Watching movie in a theatre 
B)  Eating an ice cream cone 
C)  Test-driving a car 
D)  Getting a haircut 
E)  Turning on a lamp 
A)  Watching movie in a theatre 
B)  Eating an ice cream cone 
C)  Test-driving a car 
D)  Getting a haircut 
E)  Turning on a lamp

Question 5

_____ is the idea that firms should discover and satisfy customer needs and wants in an efficient and profitable manner while benefiting the long-term interests of society.

Accepted Answer

A)  Behavioral science 
B)  Customer delight 
C)  The marketing concept 
D)  A selling orientation 
E)  Interpretivism 
A)  Behavioral science 
B)  Customer delight 
C)  The marketing concept 
D)  A selling orientation 
E)  Interpretivism

Question 6

Secondary data tends to take longer to collect than primary data.

Accepted Answer

A) True 
 B)False

Question 7

Executives at McDonald's were curious to know if their new soft-drink cup design was attractive to customers. Basic research can help them find the answer to this question.

Accepted Answer

A) True 
 B)False

Question 8

The cause always precedes an effect.

Accepted Answer

A) True 
 B)False

Question 9

A zero correlation means there is no predictable relationship between two variables.

Accepted Answer

A) True 
 B)False

Question 10

_____ is the systematic process of planning, and then collecting, analyzing, and interpreting data and information relevant to marketing problems.

Accepted Answer

A)  Consumer behavior 
B)  The scientific method 
C)  Secondary data collection 
D)  Qualitative research 
E)  None of the above is correct. 
A)  Consumer behavior 
B)  The scientific method 
C)  Secondary data collection 
D)  Qualitative research 
E)  None of the above is correct.

Question 11

If a retailer knows that advertising is highly correlated with increased store traffic, then he or she can be confident that increased advertising will cause an increase in store traffic.

Accepted Answer

A) True 
 B)False

Question 12

Raymond is visiting the dentist; he is having a wisdom tooth pulled. What type of consumer behavior activity is Raymond engaged in?

Accepted Answer

A)  Purchase activity 
B)  Use/consumption activity 
C)  Communication activity 
D)  Disposal activity 
E)  None of the above is correct. 
A)  Purchase activity 
B)  Use/consumption activity 
C)  Communication activity 
D)  Disposal activity 
E)  None of the above is correct.

Question 13

The Scientific Method should only be used in the physical sciences, not in marketing.

Accepted Answer

A) True 
 B)False

Question 14

Public Policy is the establishment of laws and regulations that guide and govern business practices in order to protect consumers.

Accepted Answer

A) True 
 B)False

Question 15

Studying how consumers decide to buy products is a good definition of consumer behavior.

Accepted Answer

A) True 
 B)False

Question 16

Procter and Gamble's Crest Whitestrips, featured in your readings, has been one of the company's most successful product launches because the management team relied on intuition to guide their decisions.

Accepted Answer

A) True 
 B)False

Question 17

Donating your old clothes to The Salvation Army is classified as:

Accepted Answer

A)  consumer behavior 
B)  a disposal activity 
C)  a consumer response 
D)  a type of recycling 
E)  All of the above are correct. 
A)  consumer behavior 
B)  a disposal activity 
C)  a consumer response 
D)  a type of recycling 
E)  All of the above are correct.

Question 18

In an experiment, the independent variable is _____, and the dependent variable is _____.

Accepted Answer

A)  manipulated; measured 
B)  measured; held constant 
C)  held constant; manipulated 
D)  manipulated; held constant 
E)  measured; manipulated 
A)  manipulated; measured 
B)  measured; held constant 
C)  held constant; manipulated 
D)  manipulated; held constant 
E)  measured; manipulated

Question 19

Which of the following about projective techniques used in marketing research are false?

Accepted Answer

A)  Projective techniques often generate responses that participants would be unwilling or unable to give if questioned directly. 
B)  Projective techniques originated in the field of psychology. 
C)  In one class of projective techniques, called completion tasks, subjects fill-in-the-blanks by finishing sentences or stories. 
D)  Projective techniques provide the advantages of providing data that is quick to collect, code, and analyze because the data can be collected using a survey. 
E)  In expression-type projective techniques, subjects describe the actions of typical others. 
A)  Projective techniques often generate responses that participants would be unwilling or unable to give if questioned directly. 
B)  Projective techniques originated in the field of psychology. 
C)  In one class of projective techniques, called completion tasks, subjects fill-in-the-blanks by finishing sentences or stories. 
D)  Projective techniques provide the advantages of providing data that is quick to collect, code, and analyze because the data can be collected using a survey. 
E)  In expression-type projective techniques, subjects describe the actions of typical others.

Question 20

The advantages of secondary data are that the information is specific and relevant to a specific project, is current, and the data can be controlled.

Accepted Answer

A) True 
 B)False

Consumer behavior researchers are primarily only interested in consumers' purchase behaviors.

Experimentation is the best method for determining causality.

Which of the following is not a use/consumption activity?

_____ is the idea that firms should discover and satisfy customer needs and wants in an efficient and profitable manner while benefiting the long-term interests of society.

Secondary data tends to take longer to collect than primary data.

Executives at McDonald's were curious to know if their new soft-drink cup design was attractive to customers. Basic research can help them find the answer to this question.

The cause always precedes an effect.

A zero correlation means there is no predictable relationship between two variables.

_____ is the systematic process of planning, and then collecting, analyzing, and interpreting data and information relevant to marketing problems.

If a retailer knows that advertising is highly correlated with increased store traffic, then he or she can be confident that increased advertising will cause an increase in store traffic.

Raymond is visiting the dentist; he is having a wisdom tooth pulled. What type of consumer behavior activity is Raymond engaged in?

The Scientific Method should only be used in the physical sciences, not in marketing.

Public Policy is the establishment of laws and regulations that guide and govern business practices in order to protect consumers.

Studying how consumers decide to buy products is a good definition of consumer behavior.

Procter and Gamble's Crest Whitestrips, featured in your readings, has been one of the company's most successful product launches because the management team relied on intuition to guide their decisions.

Donating your old clothes to The Salvation Army is classified as:

In an experiment, the independent variable is _, and the dependent variable is _.

Which of the following about projective techniques used in marketing research are false?

The advantages of secondary data are that the information is specific and relevant to a specific project, is current, and the data can be controlled.

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

Exam 1: The Study of Consumer Behavior

Consumer behavior researchers are primarily only interested in consumers' purchase behaviors.

Experimentation is the best method for determining causality.

Which of the following is not a use/consumption activity?

_____ is the idea that firms should discover and satisfy customer needs and wants in an efficient and profitable manner while benefiting the long-term interests of society.

Secondary data tends to take longer to collect than primary data.

Executives at McDonald's were curious to know if their new soft-drink cup design was attractive to customers. Basic research can help them find the answer to this question.

The cause always precedes an effect.

A zero correlation means there is no predictable relationship between two variables.

_____ is the systematic process of planning, and then collecting, analyzing, and interpreting data and information relevant to marketing problems.

If a retailer knows that advertising is highly correlated with increased store traffic, then he or she can be confident that increased advertising will cause an increase in store traffic.

Raymond is visiting the dentist; he is having a wisdom tooth pulled. What type of consumer behavior activity is Raymond engaged in?

The Scientific Method should only be used in the physical sciences, not in marketing.

Public Policy is the establishment of laws and regulations that guide and govern business practices in order to protect consumers.

Studying how consumers decide to buy products is a good definition of consumer behavior.

Procter and Gamble's Crest Whitestrips, featured in your readings, has been one of the company's most successful product launches because the management team relied on intuition to guide their decisions.

Donating your old clothes to The Salvation Army is classified as:

In an experiment, the independent variable is _____, and the dependent variable is _____.

Which of the following about projective techniques used in marketing research are false?

The advantages of secondary data are that the information is specific and relevant to a specific project, is current, and the data can be controlled.

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

In an experiment, the independent variable is _, and the dependent variable is _.