Exam 1: What Is CB, and Why Should I Care?

Qualitative research better enables researchers to test hypotheses as compared to quantitative research.

William has been researching production and consumption patterns in China for his employer. Which discipline is his work estimating demand for consumer products a part of?

Anthropology has contributed to consumer behaviour research by allowing researchers to interpret the relationships between consumers and the things they purchase, the products they own, and the activities in which they participate.

RESTAURANT RESEARCH SCENARIO Insight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and how to serve them better. The restaurant chain has several competitors competing for the same type of customers and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Then they write a report of their interpretations of what they experienced personally while pretending to be a customer as well as what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some example conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard as saying they didn't intend to come back. Some researchers also noted that the food was not very good, and they saw several customers send orders back. -Refer to Restaurant Research Scenario. Which research approach is Insight Research using to better understand this restaurant's customers?

Which discipline studies people's reactions to their environment?

Lululemon makes "technical athletic apparel for yoga, running, dancing, and most other sweaty pursuits." Which business orientation best describes this approach?

Which of the following is a demographic trend shaping consumer behaviour patterns?

Which of the following is NOT an example of a product attribute?

Interaction points refer to direct contacts between the firm and a customer.

Benefits are the physical parts of a product.

Relationship marketing is based on the belief that firm performance is enhanced through repeat business.

Briefly discuss three recent trends shaping consumer behaviour.

RESTAURANT RESEARCH SCENARIO Insight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and how to serve them better. The restaurant chain has several competitors competing for the same type of customers and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Then they write a report of their interpretations of what they experienced personally while pretending to be a customer as well as what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some example conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard as saying they didn't intend to come back. Some researchers also noted that the food was not very good, and they saw several customers send orders back. -Refer to Restaurant Research Scenario. Which statement provides a criticism of the research approach used by Insight Research?

The Internet has made geographical distance almost a non-issue.

Which type of research addresses questions about consumer behaviour using numerical measurement and analysis tools?

An exchange is the acting out of a decision to give something up in return for something of equal value.

Melanie is a psychologist who studies consumer behaviour. She specializes in the mental reactions involved in consumer information processing, such as how advertisements persuade consumers to buy a product. Which field of psychology is Melanie practising?

Quantitative research tools include things such as case analyses, clinical interviews, focus group interviews, and other tools in which data are gathered in a relatively unstructured way.

RESTAURANT RESEARCH SCENARIO Insight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and how to serve them better. The restaurant chain has several competitors competing for the same type of customers and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Then they write a report of their interpretations of what they experienced personally while pretending to be a customer as well as what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some example conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard as saying they didn't intend to come back. Some researchers also noted that the food was not very good, and they saw several customers send orders back. -Refer to Restaurant Research Scenario. Which statement provides the best reason why this restaurant chain should be concerned about customer satisfaction?

RESTAURANT RESEARCH SCENARIO Insight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and how to serve them better. The restaurant chain has several competitors competing for the same type of customers and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Then they write a report of their interpretations of what they experienced personally while pretending to be a customer as well as what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some example conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard as saying they didn't intend to come back. Some researchers also noted that the food was not very good, and they saw several customers send orders back. -Refer to Restaurant Research Scenario. Which demographic trend discussed inChapter 1 should result in the restaurant experiencing an increase, not a decrease, in sales?