Exam 2: Introduction to the Consumer Research Process

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,the study described is best characterized as a(n)________.

If the purpose of a study is to come up with ideas for the next Campbell's soup ad campaign,then a qualitative study is usually undertaken.

Ashley is a marketer for Barry's Ice Cream Sandwiches.Barry's is considering reducing the number of sandwiches in a pack from 12 to 10 without reducing the price.In order to anticipate consumers' response to this kind of effective price increase,Ashley is reviewing records of customer complaints received two years ago,when Barry's reduced its packs from 15 to 12 sandwiches.These records constitute ________.

Consumers are always aware of their decisions and can rationalize their consumption behaviors.

Interview surveys take several forms.Which of the following is the most expensive interview method?

Professional observers who pose as customers in order to evaluate the quality of a company's service are known as ________.

Open-ended questions yield more insightful information but are more difficult to code and analyze.

While obtaining secondary data before engaging in primary research has its limitations it also offers many advantages.Which of the following is an example of these advantages?

The purpose of studying consumer behavior is to enable marketers to anticipate how they might better meet consumer needs by ________.

What is the difference between probability samples and non-probability samples? Give an example of each.

In order to increase the response rate to telephone surveys,researchers typically send notification letters as well as follow-up letters.

Give an example of a Likert scale that may appear on a study investigating online shopping.

On a questionnaire,a(n)________ question is one where the respondent merely checks the appropriate answer from a list of options.

The central tenet of ________ is that consumers are not always consciously aware of why they make the decisions they do.

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,the research study design is an example of ________.

Secondary information can be obtained more cheaply and quickly than primary data.

A ________ is a subset of the ________.

The ________ asks consumers to make subjective judgments regarding their future behavior.

A(n)________ is a somewhat lengthy non-structured discussion between a single respondent and a highly trained researcher.

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 sales data collected from scanners at check-out points constitutes ________.