Exam 1: Understanding Consumer Behavior and Consumer Research

Activities through which consumers purchase goods and services, including all of the search and evaluation activities that lead up to purchase, are classified as what type of consumer activity?

A company's sales records represent primary data.

Surveys are useful for collecting specific, often complex information from a large number of people.

Many consumers believe (and some orange juice makers imply in their advertising) that when it comes to the quality of non-frozen orange juice, the closer the processing plant is the growing field, the fresher and higher quality the juice.However, there is no correlational relationship between these variables.This type of correlation is called:

Research has shown that there is relationship between the number of added features a cell phone has and the level of customer satisfaction, such that as features go down, satisfaction goes down.This type of relationship represents a negative correlation.

Research has shown that there is a relationship between a person's shoe size and their writing proficiency, such that people with larger shoe sizes tend to have greater writing skill.What type of relationship is this?

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.

Kay and Lucy are both consumer researchers.They are arguing about various research approaches.Kay says, "Lucy, I don't understand why you waste your time doing all of those experiments.Consumer behavior can't be researched like chemistry because they are irrational and totally unpredictable!" Lucy responds, "I don't agree.Consumers behavior more consistently than you might think, and it is perfectly appropriate to apply the scientific method-approach to studying consumers.Only by treating consumer behavior as a science can we generate generalizable theories of behavior." Based on Kay and Lucy's discussion, what consumer behavior research approach does Kay most support and Lucy most support?

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:

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.

include a consumer's overt decisions and actions during purchase, use, and disposal activities.

Qualitative research methods require large representative samples of data to be valid; thus, their results can typically be generalized to the larger population of interest.

A positive correlation means that one variable causes some influence the other variable.

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

is the establishment oflaws and regulations that guide and govern business practices in order to protect consumers.

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

Which of the following is not a benefit of studying consumer behavior?

Which of the following about "Motivation Research" is false?

During the peak of the Motivation Research movement, Ernest Dichter performed in-depth interviews for over 200 different product categories.

Describe the steps in the scientific method.