Exam 2: Introduction to the Consumer Research Process

If the purpose of a research study is to get new ideas,then a ________ is often undertaken; alternatively,if descriptive information is sought,then some form of ________ is likely to be undertaken.

The sequence of questions in a questionnaire is not important.

When a researcher selects the most accessible population members from whom to obtain the information,this is considered a ________.

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 #4 measures response on a ________.

Which of the following survey methods runs the greatest risk of interviewer bias?

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 #3 measures response on a ________.

Qualitative research uses open-ended,unstructured questions,while quantitative research uses closed-ended questions with pre-defined possible responses and open-ended questions that have to be coded numerically.

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 #2 measures response on a ________.

Which of the following survey methods has the highest response rate?

Differentiate between qualitative and quantitative research designs.What are the differences between the two in terms of study purpose,data collection methods,and sampling methods?

If samples are collected randomly,the results of quantitative research can be generalized to larger populations.

________ methods typically yield a higher quality response than ________ methods.

As consumers use more and more highly convenient technologies,it becomes harder and harder for consumer researchers to gather electronic records of their consumption patterns.

Some researchers believe that the anonymity of ________ encourages respondents to be more forthright and honest than they might if a different method was used.

Data collected by government bodies or their agencies,such as census or economic data,is an example of ________.

The ________ is the most popular form of attitude scale because it is easy for researchers to prepare and to interpret,and simple for consumers to answer.

The size of the sample is dependent both on the size of the budget and on the degree of confidence that the marketer wants to place in the findings.

Contemporary qualitative consumer research grew out of ________

Identify and discuss the major steps in the consumer research process.Why is each step important to the success of the process as a whole?

When conducting focus groups,respondents are recruited on the basis of a randomly drawn sample and are paid a fee for their participation.