Question 1

In consumer research,________ is new research especially designed and collected for purposes of a current research problem.

Accepted Answer

A)  primary research 
B)  secondary information 
C)  experimentation 
D)  negativism 
E)  positivism 
A)  primary research 
B)  secondary information 
C)  experimentation 
D)  negativism 
E)  positivism

Question 2

When banks use security cameras to observe problems customers may have in using ATMs,this is an example of ________.

Accepted Answer

A)  momentary observation 
B)  mechanical observation 
C)  complaint analysis 
D)  experimentation 
E)  physiological observation 
A)  momentary observation 
B)  mechanical observation 
C)  complaint analysis 
D)  experimentation 
E)  physiological observation

Question 3

Drawn from internal secondary data,customer lifetime value profiles include customer acquisition costs,the profits generated from individual sales to each customer,the costs of handling customers and their orders,and the expected duration of the relationship.

Accepted Answer

A) True 
 B)False

Question 4

The most difficult step in the consumer research process is ________.

Accepted Answer

A)  accurately defining the objectives of the research 
B)  collecting and evaluating secondary data 
C)  collecting primary data 
D)  analyzing primary data 
E)  preparing a report of the findings of primary data 
A)  accurately defining the objectives of the research 
B)  collecting and evaluating secondary data 
C)  collecting primary data 
D)  analyzing primary data 
E)  preparing a report of the findings of primary data

Question 5

Which of the following is true of qualitative research?

Accepted Answer

A)  Sample sizes are generally quite large, which allows findings to be generalized to larger populations. 
B)  Sample sizes are generally small, which allows findings to be generalized to larger populations. 
C)  Sample sizes are generally small, which prevents findings from being generalized to larger populations. 
D)  Sample sizes are generally quite large, which prevents findings from being generalized to larger populations. 
E)  Findings of quantitative research may typically be generalized to larger populations, regardless of the size of the study. 
A)  Sample sizes are generally quite large, which allows findings to be generalized to larger populations. 
B)  Sample sizes are generally small, which allows findings to be generalized to larger populations. 
C)  Sample sizes are generally small, which prevents findings from being generalized to larger populations. 
D)  Sample sizes are generally quite large, which prevents findings from being generalized to larger populations. 
E)  Findings of quantitative research may typically be generalized to larger populations, regardless of the size of the study.

Question 6

The larger the sample,the more likely the responses will reflect the total universe under study.

Accepted Answer

A) True 
 B)False

Question 7

A study is ________ if the same questions,asked of a similar sample,produce the same findings.

Accepted Answer

A)  valid 
B)  reliable 
C)  subjective 
D)  legitimate 
E)  objective 
A)  valid 
B)  reliable 
C)  subjective 
D)  legitimate 
E)  objective

Question 8

For quantitative research,the primary data collection instrument is the ________.

Accepted Answer

A)  questionnaire 
B)  interview 
C)  focus group 
D)  consumer panel 
E)  metaphor analysis 
A)  questionnaire 
B)  interview 
C)  focus group 
D)  consumer panel 
E)  metaphor analysis

Question 9

Qualitative and quantitative research are ________.

Accepted Answer

A)  used independently 
B)  complimentary 
C)  always used simultaneously 
D)  interdependent 
E)  mutually exclusive 
A)  used independently 
B)  complimentary 
C)  always used simultaneously 
D)  interdependent 
E)  mutually exclusive

Question 10

________ are three basic designs used in quantitative research.

Accepted Answer

A)  Observation, experimentation, and survey 
B)  Interviews, focus groups, and metaphor analysis 
C)  Focus groups, observation, and survey 
D)  Survey, interviews and experimentation 
E)  Metaphor analysis, survey and observation 
A)  Observation, experimentation, and survey 
B)  Interviews, focus groups, and metaphor analysis 
C)  Focus groups, observation, and survey 
D)  Survey, interviews and experimentation 
E)  Metaphor analysis, survey and observation

Question 11

Identify and discuss the elements of a good complaint analysis system.

Accepted Answer

A good complaint analysis system should:

Question 12

Some marketers prefer ________ because they feel that the dynamic interaction between participants that takes place tends to yield a greater number of new ideas and insights.

Accepted Answer

A)  consumer panels 
B)  depth interviews 
C)  mail surveys 
D)  mystery shopping 
E)  focus groups 
A)  consumer panels 
B)  depth interviews 
C)  mail surveys 
D)  mystery shopping 
E)  focus groups

Question 13

In consumer research,________ is information that has already been collected for some other purpose,and is often helpful in designing a new research project.

Accepted Answer

A)  primary research 
B)  secondary information 
C)  experimentation 
D)  negativism 
E)  positivism 
A)  primary research 
B)  secondary information 
C)  experimentation 
D)  negativism 
E)  positivism

Question 14

In a ________,8 to 10 participants are encouraged to discuss their reactions to product and service concepts,or new advertising or marketing communications campaigns.

Accepted Answer

A)  focus group 
B)  depth interview 
C)  survey 
D)  metaphor analysis 
E)  controlled experiment 
A)  focus group 
B)  depth interview 
C)  survey 
D)  metaphor analysis 
E)  controlled experiment

Question 15

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,subjects are asked: "What do you remember about the pen advertisement you saw?" This is an example of a(n)________.

Accepted Answer

A)  metaphor analysis 
B)  open-ended question 
C)  word association 
D)  multiple choice question 
E)  closed-ended question 
A)  metaphor analysis 
B)  open-ended question 
C)  word association 
D)  multiple choice question 
E)  closed-ended question

Question 16

Projective techniques are designed to ________.

Accepted Answer

A)  identify the best distribution chain for a particular product 
B)  encourage consumers to buy a product 
C)  illuminate the unconscious underlying motives of the consumer 
D)  encourage discussion within a group about a particular product 
E)  identify consumer impressions of product price 
A)  identify the best distribution chain for a particular product 
B)  encourage consumers to buy a product 
C)  illuminate the unconscious underlying motives of the consumer 
D)  encourage discussion within a group about a particular product 
E)  identify consumer impressions of product price

Question 17

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 methodology used to collect sales data from check-out scanners is known as ________.

Accepted Answer

A)  physiological observation 
B)  metaphor analysis 
C)  focus group 
D)  mechanical observation 
E)  consumer profiling 
A)  physiological observation 
B)  metaphor analysis 
C)  focus group 
D)  mechanical observation 
E)  consumer profiling

Question 18

What is observational research,and why is it used?

Accepted Answer

Observational research is an important q

Question 19

________ a major application of causal research,in which,prior to launching a new product,elements such as package,price,and promotion are manipulated in a controlled setting in order to predict sales and possible responses to the product.

Accepted Answer

A)  Surveys are 
B)  Focus groups are 
C)  Secondary research is 
D)  Test marketing is 
E)  One-on-one interviewing is 
A)  Surveys are 
B)  Focus groups are 
C)  Secondary research is 
D)  Test marketing is 
E)  One-on-one interviewing is

Question 20

Qualitative research findings are usually generalized to the larger population.

Accepted Answer

A) True 
 B)False

In consumer research,________ is new research especially designed and collected for purposes of a current research problem.

When banks use security cameras to observe problems customers may have in using ATMs,this is an example of ________.

Drawn from internal secondary data,customer lifetime value profiles include customer acquisition costs,the profits generated from individual sales to each customer,the costs of handling customers and their orders,and the expected duration of the relationship.

The most difficult step in the consumer research process is ________.

Which of the following is true of qualitative research?

The larger the sample,the more likely the responses will reflect the total universe under study.

A study is ________ if the same questions,asked of a similar sample,produce the same findings.

For quantitative research,the primary data collection instrument is the ________.

Qualitative and quantitative research are ________.

________ are three basic designs used in quantitative research.

Identify and discuss the elements of a good complaint analysis system.

Some marketers prefer ________ because they feel that the dynamic interaction between participants that takes place tends to yield a greater number of new ideas and insights.

In consumer research,________ is information that has already been collected for some other purpose,and is often helpful in designing a new research project.

In a ________,8 to 10 participants are encouraged to discuss their reactions to product and service concepts,or new advertising or marketing communications campaigns.

Projective techniques are designed to ________.

What is observational research,and why is it used?

________ a major application of causal research,in which,prior to launching a new product,elements such as package,price,and promotion are manipulated in a controlled setting in order to predict sales and possible responses to the product.

Qualitative research findings are usually generalized to the larger population.

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

In consumer research,________ is new research especially designed and collected for purposes of a current research problem.

When banks use security cameras to observe problems customers may have in using ATMs,this is an example of ________.

Drawn from internal secondary data,customer lifetime value profiles include customer acquisition costs,the profits generated from individual sales to each customer,the costs of handling customers and their orders,and the expected duration of the relationship.

The most difficult step in the consumer research process is ________.

Which of the following is true of qualitative research?

The larger the sample,the more likely the responses will reflect the total universe under study.

A study is ________ if the same questions,asked of a similar sample,produce the same findings.

For quantitative research,the primary data collection instrument is the ________.

Qualitative and quantitative research are ________.

________ are three basic designs used in quantitative research.

Identify and discuss the elements of a good complaint analysis system.

Some marketers prefer ________ because they feel that the dynamic interaction between participants that takes place tends to yield a greater number of new ideas and insights.

In consumer research,________ is information that has already been collected for some other purpose,and is often helpful in designing a new research project.

In a ________,8 to 10 participants are encouraged to discuss their reactions to product and service concepts,or new advertising or marketing communications campaigns.

Projective techniques are designed to ________.

What is observational research,and why is it used?

________ a major application of causal research,in which,prior to launching a new product,elements such as package,price,and promotion are manipulated in a controlled setting in order to predict sales and possible responses to the product.

Qualitative research findings are usually generalized to the larger population.

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