Exam 2: Introduction to the Consumer Research Process

Survey X asks respondents to express their impression of a given price for Product Y on a continuum between expensive and inexpensive.This type of attitude scale is known as a ________.

Customer surveys can be conducted in several popular ways.Which of these is the least expensive method?

________ is already existing information that was originally gathered for a research purpose other than the present research.

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,question #1 measures response on a ________.

Most unsatisfied customers complain to customer service and switch to competitors.

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,after conducting its focus group,Value Mart decides to try offering store-brand cooking oil in a limited geographical area to see how consumers will respond to the new product.This is known as ________.

In a ________,every member of the population has a known and equal chance of being selected.

________ is external secondary data available for marketing research companies that routinely monitor specific aspects of consumer behavior and sell the data to marketers.

When conducting a research study,primary data is collected before secondary data.

Respondents are less willing to interact with an electronic voice than with a live interviewer when conducting telephone surveys.

People are most likely to take the time to respond to surveys if the questionnaires are interesting,objective,unambiguous,and easy to complete.

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 manipulated treatment is ________.

Physiological observation devices ________.

Compare the advantages and disadvantages of mail,personal interview and online surveying in terms of cost,speed,and quality of response.

When designing questionnaires,research has shown that the more ambiguous the questions,the more motivated the respondent will be to complete the questionnaire.

An electronic eye camera used to monitor the eye movements of subjects looking at a series of advertisements would be considered a tool for ________.

Examples of ________ include tests different sales appeals of package designs,prices,or copy themes,and identifies cause and effect.

Interviewing the correct target market or potential target market is fundamental to the reliability of the study.

Focus groups and depth interviews are quantitative research methods.

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 Value Mart focus group research format is best described as a ________.