Question 1

_______ bias occurs when the setting or context alters the answers a participant might give.

Accepted Answer

A)  Social desirability 
B)  Confirmation 
C)  Framing 
D)  Knowledge 
A)  Social desirability 
B)  Confirmation 
C)  Framing 
D)  Knowledge C

Question 2

What is confirmatory consumer research? Why would you use it?

Accepted Answer

It is used to find a specific answer to a specific question
If a research team is seeking to confirm an expectation that it might already have

Question 3

Identify and describe each step of the consumer research process.

Accepted Answer

The five steps in the consumer research process are as follows: identify the problem, select the perspective, collect the data, analyze the data, and develop consumer insights

Question 4

In order to determine how to go about obtaining the data that will help determine an answer to the problem, the researcher must

Accepted Answer

A)  confirm the subject. 
B)  gather feedback. 
C)  select the perspective. 
D)  visualize the task. 
A)  confirm the subject. 
B)  gather feedback. 
C)  select the perspective. 
D)  visualize the task.

Question 5

The _______ approach to consumer behavior emphasizes the subjective meaning of the consumer's individual experience?

Accepted Answer

A)  utilitarian 
B)  interpretive 
C)  positivist 
D)  functional 
A)  utilitarian 
B)  interpretive 
C)  positivist 
D)  functional

Question 6

Which of the following is a nonphysical method used to measure a consumer's emotional response?

Accepted Answer

A)  Pupil dilation test 
B)  Framing 
C)  Eye tracking 
D)  Surveys 
A)  Pupil dilation test 
B)  Framing 
C)  Eye tracking 
D)  Surveys

Question 7

A researcher wants to determine whether male students are more likely to score higher on an exam. The student's gender is the _______ variable.

Accepted Answer

A)  independent 
B)  assenting 
C)  dependent 
D)  confirmatory 
A)  independent 
B)  assenting 
C)  dependent 
D)  confirmatory

Question 8

Irrational escalation occurs when

Accepted Answer

A)  the research is based on a product that is defective. 
B)  the setting or context alters the answers a participant might give. 
C)  new data conflicts with a decision that has already been made. 
D)  the order of the questions is randomized. 
A)  the research is based on a product that is defective. 
B)  the setting or context alters the answers a participant might give. 
C)  new data conflicts with a decision that has already been made. 
D)  the order of the questions is randomized.

Question 9

Which step in the consumer research process involves the careful articulation of the exact question that a consumer researcher needs to answer?

Accepted Answer

A)  Systemic sampling 
B)  Feedback loop 
C)  Warmth monitoring 
D)  Problem identification 
A)  Systemic sampling 
B)  Feedback loop 
C)  Warmth monitoring 
D)  Problem identification

Question 10

Which tool helps managers see patterns in the data that might be difficult to perceive by simply looking at the raw data?

Accepted Answer

A)  Mental accounting 
B)  Physical methods 
C)  Data visualization 
D)  Confirmation bias 
A)  Mental accounting 
B)  Physical methods 
C)  Data visualization 
D)  Confirmation bias

Question 11

Sometimes researchers use EEG and the fMRI techniques as a way of eliminating

Accepted Answer

A)  bias. 
B)  efficacy. 
C)  data. 
D)  dilation. 
A)  bias. 
B)  efficacy. 
C)  data. 
D)  dilation.

Question 12

Explain the difference between confirmation bias, social desirability bias, and knowledge bias. Describe how researchers can reduce these forms of bias in their data collection and analysis. Why do researchers want to reduce various forms of bias?

Accepted Answer

Confirmation bias happens when researche

Question 13

The type of data that is generated at the checkout line at a retail store and provides information about regional patterns of purchases is called _______ data.

Accepted Answer

A)  scanner 
B)  visualize 
C)  online 
D)  physical 
A)  scanner 
B)  visualize 
C)  online 
D)  physical

Question 14

A _______ provides important conclusions from one research project and makes them available to managers as they identify the next big research problem.

Accepted Answer

A)  feedback loop 
B)  systemic sample 
C)  knowledge bias 
D)  reflective mode 
A)  feedback loop 
B)  systemic sample 
C)  knowledge bias 
D)  reflective mode

Question 15

What is a feedback loop and why is it important?

Accepted Answer

A feedback loop provides impor

Question 16

In the context of cognitive research, what is the difference between physical and nonphysical methods? Why are they used?

Accepted Answer

Physical methods examine functions or re

Question 17

Data are

Accepted Answer

A)  a broad perspective of a consumer's emotions and consumption experience. 
B)  numbers or other nonnumerical descriptors that are used to define a phenomenon. 
C)  material that is organized, analyzed, and provides context and order. 
D)  a useful interpretation of the information that was gathered from the consumer research process. 
A)  a broad perspective of a consumer's emotions and consumption experience. 
B)  numbers or other nonnumerical descriptors that are used to define a phenomenon. 
C)  material that is organized, analyzed, and provides context and order. 
D)  a useful interpretation of the information that was gathered from the consumer research process.

Question 18

Which type of consumer research focuses on what products consumers buy, when they buy them, where they buy them, and how much they pay for them?

Accepted Answer

A)  Motivational 
B)  Cognitive 
C)  Behavioral 
D)  Negative 
A)  Motivational 
B)  Cognitive 
C)  Behavioral 
D)  Negative

Question 19

What is framing and how can it be avoided?

Accepted Answer

Framing happens when the setting or cont

Question 20

_______ bias occurs when research participants provide answers that make themselves look good or that they think the researcher might want to hear.

Accepted Answer

A)  Social desirability 
B)  Confirmation 
C)  Framing 
D)  Knowledge 
A)  Social desirability 
B)  Confirmation 
C)  Framing 
D)  Knowledge

_______ bias occurs when the setting or context alters the answers a participant might give.

What is confirmatory consumer research? Why would you use it?

Identify and describe each step of the consumer research process.

In order to determine how to go about obtaining the data that will help determine an answer to the problem, the researcher must

The _______ approach to consumer behavior emphasizes the subjective meaning of the consumer's individual experience?

Which of the following is a nonphysical method used to measure a consumer's emotional response?

A researcher wants to determine whether male students are more likely to score higher on an exam. The student's gender is the _______ variable.

Irrational escalation occurs when

Which step in the consumer research process involves the careful articulation of the exact question that a consumer researcher needs to answer?

Which tool helps managers see patterns in the data that might be difficult to perceive by simply looking at the raw data?

Sometimes researchers use EEG and the fMRI techniques as a way of eliminating

Explain the difference between confirmation bias, social desirability bias, and knowledge bias. Describe how researchers can reduce these forms of bias in their data collection and analysis. Why do researchers want to reduce various forms of bias?

The type of data that is generated at the checkout line at a retail store and provides information about regional patterns of purchases is called _______ data.

A _______ provides important conclusions from one research project and makes them available to managers as they identify the next big research problem.

What is a feedback loop and why is it important?

In the context of cognitive research, what is the difference between physical and nonphysical methods? Why are they used?

Data are

Which type of consumer research focuses on what products consumers buy, when they buy them, where they buy them, and how much they pay for them?

What is framing and how can it be avoided?

_______ bias occurs when research participants provide answers that make themselves look good or that they think the researcher might want to hear.

Historcal Perspective on Consumption

Contemporary Perspectives on Consumption

Perceptual Process

Learning and Memory

Personality, Self, and Motivation

Attitudes and Behaviors

Decision-Making and Involvement

Patterns of Buyer Behavior

Social Structures and Processes

Culture

Ethics and Social Responsibility

Whats Trending in Consume Behavior

Filters

Exam 3: Consumer Research

_______ bias occurs when the setting or context alters the answers a participant might give.

What is confirmatory consumer research? Why would you use it?

Identify and describe each step of the consumer research process.

In order to determine how to go about obtaining the data that will help determine an answer to the problem, the researcher must

The _______ approach to consumer behavior emphasizes the subjective meaning of the consumer's individual experience?

Which of the following is a nonphysical method used to measure a consumer's emotional response?

A researcher wants to determine whether male students are more likely to score higher on an exam. The student's gender is the _______ variable.

Irrational escalation occurs when

Which step in the consumer research process involves the careful articulation of the exact question that a consumer researcher needs to answer?

Which tool helps managers see patterns in the data that might be difficult to perceive by simply looking at the raw data?

Sometimes researchers use EEG and the fMRI techniques as a way of eliminating

Explain the difference between confirmation bias, social desirability bias, and knowledge bias. Describe how researchers can reduce these forms of bias in their data collection and analysis. Why do researchers want to reduce various forms of bias?

The type of data that is generated at the checkout line at a retail store and provides information about regional patterns of purchases is called _______ data.

A _______ provides important conclusions from one research project and makes them available to managers as they identify the next big research problem.

What is a feedback loop and why is it important?

In the context of cognitive research, what is the difference between physical and nonphysical methods? Why are they used?

Data are

Which type of consumer research focuses on what products consumers buy, when they buy them, where they buy them, and how much they pay for them?

What is framing and how can it be avoided?

_______ bias occurs when research participants provide answers that make themselves look good or that they think the researcher might want to hear.

Historcal Perspective on Consumption

Contemporary Perspectives on Consumption

Perceptual Process

Learning and Memory

Personality, Self, and Motivation

Attitudes and Behaviors

Decision-Making and Involvement

Patterns of Buyer Behavior

Social Structures and Processes

Culture

Ethics and Social Responsibility

Whats Trending in Consume Behavior

Filters