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

________ represents the biggest challenge in constructing questionnaires.

Accepted Answer

A)  Sequencing questions 
B)  Wording questions 
C)  Identifying appropriate respondents 
D)  Reaching the appropriate respondents 
E)  Deciding on a delivery method 
A)  Sequencing questions 
B)  Wording questions 
C)  Identifying appropriate respondents 
D)  Reaching the appropriate respondents 
E)  Deciding on a delivery method B

Question 3

PEN MINI CASE: United Writing Utensils is preparing to launch a new high-end pen in preparation for the college graduation season.Prior to launching its new product, United carries out research on different promotional ideas in an attempt to select an advertisement design that will optimize the pen's sales.United has pre-selected four advertising themes that it will test.In these tests, individuals are shown a series of print ads with one of the four test advertisements inserted randomly in the series.Test subjects are then asked to recall certain elements of the pen advertisement.By comparing data from different sets of test subjects shown different versions of the advertisement, United will be able to determine which of the four advertising themes most effectively communicates United's intended message about the quality and prestige of the new product.
-In the PEN MINI CASE,test subjects were chosen based on their level of education and the ages of their children.The sample used would be best described as a ________.

Accepted Answer

A)  judgment sample 
B)  simple random sample 
C)  convenience sample 
D)  cluster sample 
E)  quota sample 
A)  judgment sample 
B)  simple random sample 
C)  convenience sample 
D)  cluster sample 
E)  quota sample A

Question 4

________ is original data collected by individual researchers or organizations to meet specific objectives.

Accepted Answer

A)  Reliable data 
B)  Valid data 
C)  Secondary data 
D)  Objective data 
E)  Primary data 
A)  Reliable data 
B)  Valid data 
C)  Secondary data 
D)  Objective data 
E)  Primary data

Question 5

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.
   
2.Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
   
3.Please check the point on the following continuum that best expresses your impression
of the price of Capital Style Sweaters.
   
4.How likely are you to purchase a Capital Style sweater in the next six months?
  
-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

Question 6

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 7

Discuss the concepts of research validity and reliability.

Accepted Answer

A study is said to have validity if it d

Question 8

Respondents are most hostile when administered ________ surveys.

Accepted Answer

A)  mail 
B)  online 
C)  telephone 
D)  personal interview 
E)  focus group 
A)  mail 
B)  online 
C)  telephone 
D)  personal interview 
E)  focus group

Question 9

Which of the following is a key research tool used in motivational research?

Accepted Answer

A)  Mail surveys 
B)  Focus groups 
C)  Test markets 
D)  Mystery shopping 
E)  Mechanical observation 
A)  Mail surveys 
B)  Focus groups 
C)  Test markets 
D)  Mystery shopping 
E)  Mechanical observation

Question 10

Tests containing ambiguous stimuli,such as word-association tests and ink blots are examples of ________.

Accepted Answer

A)  observational techniques 
B)  projective techniques 
C)  depth interviews 
D)  mechanical observation tests 
E)  physiological observation tests 
A)  observational techniques 
B)  projective techniques 
C)  depth interviews 
D)  mechanical observation tests 
E)  physiological observation tests

Question 11

Depth interviews are 20-60 minute long non-structured interviews between the interviewer and the respondent in which ________.

Accepted Answer

A)  the interviewer actively directs and leads the respondent in certain directions 
B)  the respondent answers a series of prepared questions in brief 
C)  the interviewer minimizes his or her own participation 
D)  the respondent is encouraged to be positive about the topic of discussion 
E)  the respondent is asked to answer a series of multiple choice questions 
A)  the interviewer actively directs and leads the respondent in certain directions 
B)  the respondent answers a series of prepared questions in brief 
C)  the interviewer minimizes his or her own participation 
D)  the respondent is encouraged to be positive about the topic of discussion 
E)  the respondent is asked to answer a series of multiple choice questions

Question 12

Focus groups and depth interviews are examples of ________ research.

Accepted Answer

A)  quantitative 
B)  empirical 
C)  experimental 
D)  physiological 
E)  qualitative 
A)  quantitative 
B)  empirical 
C)  experimental 
D)  physiological 
E)  qualitative

Question 13

Which of the following statements is most true about online surveys?

Accepted Answer

A)  It is difficult to overcome geographic boundaries. 
B)  The results cannot be projected to the larger population because respondents are self selected. 
C)  They are inconvenient for those who are less computer literate. 
D)  The respondents cannot be tracked for follow-up purposes. 
E)  Consumers find them to be the most intrusive type of survey. 
A)  It is difficult to overcome geographic boundaries. 
B)  The results cannot be projected to the larger population because respondents are self selected. 
C)  They are inconvenient for those who are less computer literate. 
D)  The respondents cannot be tracked for follow-up purposes. 
E)  Consumers find them to be the most intrusive type of survey.

Question 14

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 check-out 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 information collected in the Value Mart focus groups constitutes ________.

Accepted Answer

A)  primary data 
B)  commercial data 
C)  objective data 
D)  mechanical data 
E)  secondary data 
A)  primary data 
B)  commercial data 
C)  objective data 
D)  mechanical data 
E)  secondary data

Question 15

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 16

Quantitative research is descriptive in nature and is used to understand the effects of various promotional inputs on the consumer,making it easier to predict consumer behavior.

Accepted Answer

A) True 
 B)False

Question 17

A study is said to have validity if the same questions,asked of a similar sample,produce the same findings.

Accepted Answer

A) True 
 B)False

Question 18

Researchers often present respondents with a list of products or product attributes for which they are asked to indicate their relative feelings or evaluations.The instruments most frequently used to capture this evaluative data are called ________.

Accepted Answer

A)  mechanical observations 
B)  attitude scales 
C)  consumer panels 
D)  metaphor analyses 
E)  focus groups 
A)  mechanical observations 
B)  attitude scales 
C)  consumer panels 
D)  metaphor analyses 
E)  focus groups

Question 19

A controlled experiment ensures that differences in outcomes of different test groups are due to ________.

Accepted Answer

A)  demographic differences between test subjects 
B)  multiple factors in the test environment 
C)  differences in test environment 
D)  differences in test administrator 
E)  different treatments of the variable under study 
A)  demographic differences between test subjects 
B)  multiple factors in the test environment 
C)  differences in test environment 
D)  differences in test administrator 
E)  different treatments of the variable under study

Question 20

What is secondary data? Give an example of a set of secondary data,and name a source of secondary data.

Accepted Answer

Secondary data is any data that has been

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

________ represents the biggest challenge in constructing questionnaires.

________ is original data collected by individual researchers or organizations to meet specific objectives.

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?

Discuss the concepts of research validity and reliability.

Respondents are most hostile when administered ________ surveys.

Which of the following is a key research tool used in motivational research?

Tests containing ambiguous stimuli,such as word-association tests and ink blots are examples of ________.

Depth interviews are 20-60 minute long non-structured interviews between the interviewer and the respondent in which ________.

Focus groups and depth interviews are examples of ________ research.

Which of the following statements is most true about online surveys?

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

Quantitative research is descriptive in nature and is used to understand the effects of various promotional inputs on the consumer,making it easier to predict consumer behavior.

A study is said to have validity if the same questions,asked of a similar sample,produce the same findings.

Researchers often present respondents with a list of products or product attributes for which they are asked to indicate their relative feelings or evaluations.The instruments most frequently used to capture this evaluative data are called ________.

A controlled experiment ensures that differences in outcomes of different test groups are due to ________.

What is secondary data? Give an example of a set of secondary data,and name a source of secondary data.

Consumer Behavior: Meeting Changes and Challenges

Market Segmentation and Strategic Targeting

Consumer Motivation

Personality and Consumer Behavior

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Communication and Consumer Behavior

The Family and Its Social Class Standing

The Influence of Culture on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumers and the Diffusion of Innovations

Consumer Decision Making and Beyond

Marketing Ethics and Social Responsibility

Filters

Exam 2: Introduction to the Consumer Research Process

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

________ represents the biggest challenge in constructing questionnaires.

________ is original data collected by individual researchers or organizations to meet specific objectives.

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?

Discuss the concepts of research validity and reliability.

Respondents are most hostile when administered ________ surveys.

Which of the following is a key research tool used in motivational research?

Tests containing ambiguous stimuli,such as word-association tests and ink blots are examples of ________.

Depth interviews are 20-60 minute long non-structured interviews between the interviewer and the respondent in which ________.

Focus groups and depth interviews are examples of ________ research.

Which of the following statements is most true about online surveys?

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

Quantitative research is descriptive in nature and is used to understand the effects of various promotional inputs on the consumer,making it easier to predict consumer behavior.

A study is said to have validity if the same questions,asked of a similar sample,produce the same findings.

Researchers often present respondents with a list of products or product attributes for which they are asked to indicate their relative feelings or evaluations.The instruments most frequently used to capture this evaluative data are called ________.

A controlled experiment ensures that differences in outcomes of different test groups are due to ________.

What is secondary data? Give an example of a set of secondary data,and name a source of secondary data.

Consumer Behavior: Meeting Changes and Challenges

Market Segmentation and Strategic Targeting

Consumer Motivation

Personality and Consumer Behavior

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Communication and Consumer Behavior

The Family and Its Social Class Standing

The Influence of Culture on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumers and the Diffusion of Innovations

Consumer Decision Making and Beyond

Marketing Ethics and Social Responsibility

Filters