Question 1

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

Accepted Answer

A) How much? 
B) Where? 
C) In what situation? 
D) Who? 
E) Why? 
A) How much? 
B) Where? 
C) In what situation? 
D) Who? 
E) Why?

Question 2

The most important distinction between true panels and omnibus panels is

Accepted Answer

A) the sample design is different. 
B) different types of information are collected. 
C) time series analysis can be used only on true panel data. 
D) omnibus panels can be used only for "in-house" research. 
E) Time series analysis can be used only on omnibus panel data. 
A) the sample design is different. 
B) different types of information are collected. 
C) time series analysis can be used only on true panel data. 
D) omnibus panels can be used only for "in-house" research. 
E) Time series analysis can be used only on omnibus panel data.

Question 3

Which is probably the best format for collecting detailed demographic information?

Accepted Answer

A) Panels 
B) Cross-section surveys 
C) Time series analysis 
D) Exploratory studies 
E) None of these are correct. 
A) Panels 
B) Cross-section surveys 
C) Time series analysis 
D) Exploratory studies 
E) None of these are correct.

Question 4

Researchers typically use descriptive research for which of the following purposes?

Accepted Answer

A) To describe the characteristics of certain group 
B) To determine the proportion of people who behave in a certain way 
C) To make specific predictions 
D) All of these are correct. 
E) None of these are correct. 
A) To describe the characteristics of certain group 
B) To determine the proportion of people who behave in a certain way 
C) To make specific predictions 
D) All of these are correct. 
E) None of these are correct.

Question 5

Which of the following is TRUE?

Accepted Answer

A) A panel is a permanent or fixed sample of members from whom information is obtained continuously or at intervals over a period of time. 
B) Nielsen's panels of households in which participants use a handheld scanner to record every UPC-coded item they purchase is an example of an omnibus panel in which the same variables are measured over time. 
C) An omnibus panel is a fixed sample of individuals who are measured continuously (or periodically)with respect to the same information (e.g.,purchase diary). 
D) A true longitudinal analysis can be performed on data from an omnibus panel. 
E) All of these statements are true. 
A) A panel is a permanent or fixed sample of members from whom information is obtained continuously or at intervals over a period of time. 
B) Nielsen's panels of households in which participants use a handheld scanner to record every UPC-coded item they purchase is an example of an omnibus panel in which the same variables are measured over time. 
C) An omnibus panel is a fixed sample of individuals who are measured continuously (or periodically)with respect to the same information (e.g.,purchase diary). 
D) A true longitudinal analysis can be performed on data from an omnibus panel. 
E) All of these statements are true.

Question 6

While exploratory studies are rigid in nature,descriptive studies can be considered flexible.

Accepted Answer

A) True 
 B)False

Question 7

Which type of primary data refers to what people do and do not know or believe about some product,brand,company,or advertisement?

Accepted Answer

A) Personality/Lifestyle 
B) Awareness/Knowledge 
C) Demographic/Socioeconomic 
D) Attitudes 
E) Behavior 
A) Personality/Lifestyle 
B) Awareness/Knowledge 
C) Demographic/Socioeconomic 
D) Attitudes 
E) Behavior

Question 8

Which of the following statements is NOT true of motives?

Accepted Answer

A) Marketers have an interest in consumer motives because it is believed that motives are stable and thus offer a strong basis for predicting future behavior. 
B) A motive might be considered an inner state that produces goal-oriented behavior. 
C) For marketing purposes,motives and attitudes are essentially the same thing. 
D) Marketers believe that an understanding of the motives behind a behavior might allow them to better influence future behavior. 
E) All of these statements are true of motives. 
A) Marketers have an interest in consumer motives because it is believed that motives are stable and thus offer a strong basis for predicting future behavior. 
B) A motive might be considered an inner state that produces goal-oriented behavior. 
C) For marketing purposes,motives and attitudes are essentially the same thing. 
D) Marketers believe that an understanding of the motives behind a behavior might allow them to better influence future behavior. 
E) All of these statements are true of motives.

Question 9

If we were measuring a customer's age,income,gender,education,occupation,marital status,etc.,we would be measuring

Accepted Answer

A) attitudes/opinions. 
B) psychological/lifestyle characteristics. 
C) demographic/socioeconomic characteristics. 
D) behavior and perceptions. 
E) None of these are correct. 
A) attitudes/opinions. 
B) psychological/lifestyle characteristics. 
C) demographic/socioeconomic characteristics. 
D) behavior and perceptions. 
E) None of these are correct.

Question 10

A person's ideas,convictions,or liking with respect to a particular object or idea are

Accepted Answer

A) wants. 
B) attitudes. 
C) motives. 
D) needs. 
E) intentions. 
A) wants. 
B) attitudes. 
C) motives. 
D) needs. 
E) intentions.

Question 11

Discuss the two basic means of obtaining primary data.

Accepted Answer

The two basic means of obtaining primary

Question 12

Demographic and socioeconomic characteristics

Accepted Answer

A) are easily gathered by researchers. 
B) represent attributes of people. 
C) are all easily verifiable. 
D) define consumer personality types. 
E) correlate highly with purchase intentions for specific brands. 
A) are easily gathered by researchers. 
B) represent attributes of people. 
C) are all easily verifiable. 
D) define consumer personality types. 
E) correlate highly with purchase intentions for specific brands.

Question 13

Which of the following is NOT a demographic or socioeconomic characteristic?

Accepted Answer

A) A feeling towards a brand 
B) Marital status 
C) Social class 
D) Gender 
E) Income 
A) A feeling towards a brand 
B) Marital status 
C) Social class 
D) Gender 
E) Income

Question 14

A common use of demographic and socioeconomic data in marketing is

Accepted Answer

A) delineating market segments. 
B) investigating intentions to purchase. 
C) relating attitudes to opinions. 
D) discovering motivations. 
E) determining brand awareness. 
A) delineating market segments. 
B) investigating intentions to purchase. 
C) relating attitudes to opinions. 
D) discovering motivations. 
E) determining brand awareness.

Question 15

Which of the following pieces of information would NOT be relevant for the behavior "checklist"?

Accepted Answer

A) A consumer purchases product X once a week. 
B) Product X is usually bought in supermarkets. 
C) Product X is packaged in such a way as to allow for ease of handling and disposal. 
D) Product X is purchased during the Christmas season. 
E) Product X is purchased by teenagers. 
A) A consumer purchases product X once a week. 
B) Product X is usually bought in supermarkets. 
C) Product X is packaged in such a way as to allow for ease of handling and disposal. 
D) Product X is purchased during the Christmas season. 
E) Product X is purchased by teenagers.

Question 16

Estimating demand for products and services is very difficult.

Accepted Answer

A) True 
 B)False

Question 17

Panels are probably the best format for collecting detailed demographic information.

Accepted Answer

A) True 
 B)False

Question 18

True longitudinal analysis

Accepted Answer

A) is concerned with the determination of cause-and-effect relationships. 
B) can be performed on any panel. 
C) involves a one-time cross-sectional sample of elements from the population of interest. 
D) is simply a fact-gathering study. 
E) can only be performed using panels that rely on repeated measurements of the same variables. 
A) is concerned with the determination of cause-and-effect relationships. 
B) can be performed on any panel. 
C) involves a one-time cross-sectional sample of elements from the population of interest. 
D) is simply a fact-gathering study. 
E) can only be performed using panels that rely on repeated measurements of the same variables.

Question 19

Which type of primary data is represented by characteristics such as age,education,occupation,marital status,or gender?

Accepted Answer

A) Personality/Lifestyle 
B) Awareness/Knowledge 
C) Demographic/Socioeconomic 
D) Attitudes 
E) Behavior 
A) Personality/Lifestyle 
B) Awareness/Knowledge 
C) Demographic/Socioeconomic 
D) Attitudes 
E) Behavior

Question 20

If a researcher is interested in investigating whether or not consumers like,are or not interested in a new package for Kellogg's Corn Flakes,the researcher should focus on measuring

Accepted Answer

A) motivation. 
B) intention. 
C) attitude. 
D) personality. 
E) demographics. 
A) motivation. 
B) intention. 
C) attitude. 
D) personality. 
E) demographics.

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

The most important distinction between true panels and omnibus panels is

Which is probably the best format for collecting detailed demographic information?

Researchers typically use descriptive research for which of the following purposes?

Which of the following is TRUE?

While exploratory studies are rigid in nature,descriptive studies can be considered flexible.

Which type of primary data refers to what people do and do not know or believe about some product,brand,company,or advertisement?

Which of the following statements is NOT true of motives?

If we were measuring a customer's age,income,gender,education,occupation,marital status,etc.,we would be measuring

A person's ideas,convictions,or liking with respect to a particular object or idea are

Discuss the two basic means of obtaining primary data.

Demographic and socioeconomic characteristics

Which of the following is NOT a demographic or socioeconomic characteristic?

A common use of demographic and socioeconomic data in marketing is

Which of the following pieces of information would NOT be relevant for the behavior "checklist"?

Estimating demand for products and services is very difficult.

Panels are probably the best format for collecting detailed demographic information.

True longitudinal analysis

Which type of primary data is represented by characteristics such as age,education,occupation,marital status,or gender?

If a researcher is interested in investigating whether or not consumers like,are or not interested in a new package for Kellogg's Corn Flakes,the researcher should focus on measuring

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 9: Collecting Descriptive Primary Data

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

The most important distinction between true panels and omnibus panels is

Which is probably the best format for collecting detailed demographic information?

Researchers typically use descriptive research for which of the following purposes?

Which of the following is TRUE?

While exploratory studies are rigid in nature,descriptive studies can be considered flexible.

Which type of primary data refers to what people do and do not know or believe about some product,brand,company,or advertisement?

Which of the following statements is NOT true of motives?

If we were measuring a customer's age,income,gender,education,occupation,marital status,etc.,we would be measuring

A person's ideas,convictions,or liking with respect to a particular object or idea are

Discuss the two basic means of obtaining primary data.

Demographic and socioeconomic characteristics

Which of the following is NOT a demographic or socioeconomic characteristic?

A common use of demographic and socioeconomic data in marketing is

Which of the following pieces of information would NOT be relevant for the behavior "checklist"?

Estimating demand for products and services is very difficult.

Panels are probably the best format for collecting detailed demographic information.

True longitudinal analysis

Which type of primary data is represented by characteristics such as age,education,occupation,marital status,or gender?

If a researcher is interested in investigating whether or not consumers like,are or not interested in a new package for Kellogg's Corn Flakes,the researcher should focus on measuring

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters