Question 1

From a marketer's perspective, when measuring the effectiveness of an advertisement, a person's awareness refers to:

Accepted Answer

A)  to his knowledge of the program that preceded the ad. 
B)  how much a person knows about the advertisement. 
C)  the person's level of consciousness. 
D)  what the person knows about the company. 
E)  how many magazines the person reads. 
A)  to his knowledge of the program that preceded the ad. 
B)  how much a person knows about the advertisement. 
C)  the person's level of consciousness. 
D)  what the person knows about the company. 
E)  how many magazines the person reads. B

Question 2

A(n) ____________________ is a device that is used by researchers to study a subject's eye movements while he is reading a copy of an advertisement.

Accepted Answer

eye Trueracker camera

Question 3

According to marketing researchers, motives:

Accepted Answer

A)  are different from drives. 
B)  involve the determination of how people behave. 
C)  refer to external states that direct behavior toward goals. 
D)  involve the determination of 'why' in human behavior. 
E)  are inner states that may energize but do not direct or move behavior toward a goal. 
A)  are different from drives. 
B)  involve the determination of how people behave. 
C)  refer to external states that direct behavior toward goals. 
D)  involve the determination of 'why' in human behavior. 
E)  are inner states that may energize but do not direct or move behavior toward a goal. D

Question 4

Personality refers to the:

Accepted Answer

A)  traits and mannerisms of an individual. 
B)  overall evaluation of a particular product by an individual. 
C)  individual's understanding of a fact or a phenomenon. 
D)  age and education of an individual. 
E)  financial background of an individual. 
A)  traits and mannerisms of an individual. 
B)  overall evaluation of a particular product by an individual. 
C)  individual's understanding of a fact or a phenomenon. 
D)  age and education of an individual. 
E)  financial background of an individual.

Question 5

Which of the following statements is NOT true of motives?

Accepted Answer

A)  Marketers have an interest in consumer motives because it is believed that motives are stable and thus offer a strong basis for predicting future behavior. 
B)  A motive might be considered an inner state that produces goal-oriented behavior. 
C)  For marketing purposes, motives and attitudes are essentially the same thing. 
D)  Marketers believe that an understanding of the motives behind a behavior might allow them to better influence future behavior. 
E)  The knowledge of motives allows marketers to understand the needs of the customers. 
A)  Marketers have an interest in consumer motives because it is believed that motives are stable and thus offer a strong basis for predicting future behavior. 
B)  A motive might be considered an inner state that produces goal-oriented behavior. 
C)  For marketing purposes, motives and attitudes are essentially the same thing. 
D)  Marketers believe that an understanding of the motives behind a behavior might allow them to better influence future behavior. 
E)  The knowledge of motives allows marketers to understand the needs of the customers.

Question 6

Implicit test of memory to test brand recall refers to:

Accepted Answer

A)  asking respondents direct questions about the ads of a particular brand. 
B)  asking respondents to estimate the shelf life of different brands in a particular product category. 
C)  asking respondents to make comparisons between brands in the same product category. 
D)  asking respondents to name brands that belong to a particular product category. 
E)  asking respondents to mention the details of the ad of a particular brand. 
A)  asking respondents direct questions about the ads of a particular brand. 
B)  asking respondents to estimate the shelf life of different brands in a particular product category. 
C)  asking respondents to make comparisons between brands in the same product category. 
D)  asking respondents to name brands that belong to a particular product category. 
E)  asking respondents to mention the details of the ad of a particular brand.

Question 7

Which of the following is NOT an example of data collected by communication?

Accepted Answer

A)  Supermarket scanner data 
B)  Telephone interview data 
C)  Data collected by mailing questionnaires 
D)  Face-to-face personal interview 
E)  Data collected through online polls 
A)  Supermarket scanner data 
B)  Telephone interview data 
C)  Data collected by mailing questionnaires 
D)  Face-to-face personal interview 
E)  Data collected through online polls

Question 8

If we were measuring customers' age, income, gender, education, occupation, marital status, etc., we would be measuring:

Accepted Answer

A)  attitudes/opinions. 
B)  psychological/lifestyle characteristics. 
C)  demographic/socioeconomic characteristics. 
D)  behavior and perceptions. 
E)  none of the above. 
A)  attitudes/opinions. 
B)  psychological/lifestyle characteristics. 
C)  demographic/socioeconomic characteristics. 
D)  behavior and perceptions. 
E)  none of the above.

Question 9

Marketing managers prefer observational research over communication research when it comes to assessing consumer behavior because it is often better to:

Accepted Answer

A)  record behavior and then work out the intentions behind the behavior. 
B)  measure consumer attitudes and then hope to make a correct estimate of his activities. 
C)  measure consumer intentions and then hope it matches their future behavior. 
D)  measure consumer knowledge and then make predictions about his course of action. 
E)  understand consumer personality and then hope to make a correct estimate of his activities. 
A)  record behavior and then work out the intentions behind the behavior. 
B)  measure consumer attitudes and then hope to make a correct estimate of his activities. 
C)  measure consumer intentions and then hope it matches their future behavior. 
D)  measure consumer knowledge and then make predictions about his course of action. 
E)  understand consumer personality and then hope to make a correct estimate of his activities.

Question 10

The best predictor of future behavior is usually ____________________.

Accepted Answer

The answer of The best predictor of future behavior is...

Question 11

A method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded is called ____________________.

Accepted Answer

The answer of A method of data collection in which...

Question 12

Discuss the two basic means of obtaining primary data.

Accepted Answer

The two basic means of obtaining primary

Question 13

Demographic and socioeconomic characteristics correlate highly with purchase intentions for specific brands.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT a demographic or socioeconomic characteristic?

Accepted Answer

A)  A feeling toward a brand 
B)  Marital status 
C)  Social class 
D)  A person's gender 
E)  Income 
A)  A feeling toward a brand 
B)  Marital status 
C)  Social class 
D)  A person's gender 
E)  Income

Question 15

The ability of a data collection technique to provide many types of primary data is known as:

Accepted Answer

A)  breadth of scope. 
B)  cost efficiency. 
C)  communicability. 
D)  versatility. 
E)  objectivity. 
A)  breadth of scope. 
B)  cost efficiency. 
C)  communicability. 
D)  versatility. 
E)  objectivity.

Question 16

A person's ____________________ refer to the individual's anticipated or planned future behavior.

Accepted Answer

The answer of A person's ____________________ refer to the individual's...

Question 17

____________________ refers to an individual's overall evaluation of something.

Accepted Answer

The answer of ____________________ refers to an individual's overall evaluation...

Question 18

A galvanometer is a device for mechanical observation used to measure:

Accepted Answer

A)  the changes in the pulse rate of an individual due to changes in emotions. 
B)  the changes in the electrical resistance in the skin due to changes in emotions. 
C)  the fluctuations in the attention span of the brain due to changes in emotions. 
D)  the changes in body temperature due to changes in emotions. 
E)  the degree of dilation of the eyeballs due to changes in emotions. 
A)  the changes in the pulse rate of an individual due to changes in emotions. 
B)  the changes in the electrical resistance in the skin due to changes in emotions. 
C)  the fluctuations in the attention span of the brain due to changes in emotions. 
D)  the changes in body temperature due to changes in emotions. 
E)  the degree of dilation of the eyeballs due to changes in emotions.

Question 19

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Accepted Answer

A)  Accuracy 
B)  Cost 
C)  Speed 
D)  Versatility 
E)  All are advantages of the communication method 
A)  Accuracy 
B)  Cost 
C)  Speed 
D)  Versatility 
E)  All are advantages of the communication method

Question 20

Surveying viewers or even having them keep detailed diaries is far more reliable at measuring viewing behavior compared with people meters.

Accepted Answer

A) True 
 B)False

From a marketer's perspective, when measuring the effectiveness of an advertisement, a person's awareness refers to:

A(n) ____________________ is a device that is used by researchers to study a subject's eye movements while he is reading a copy of an advertisement.

According to marketing researchers, motives:

Personality refers to the:

Which of the following statements is NOT true of motives?

Implicit test of memory to test brand recall refers to:

Which of the following is NOT an example of data collected by communication?

If we were measuring customers' age, income, gender, education, occupation, marital status, etc., we would be measuring:

Marketing managers prefer observational research over communication research when it comes to assessing consumer behavior because it is often better to:

The best predictor of future behavior is usually ____________________.

A method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded is called ____________________.

Discuss the two basic means of obtaining primary data.

Demographic and socioeconomic characteristics correlate highly with purchase intentions for specific brands.

Which of the following is NOT a demographic or socioeconomic characteristic?

The ability of a data collection technique to provide many types of primary data is known as:

A person's ____________________ refer to the individual's anticipated or planned future behavior.

____________________ refers to an individual's overall evaluation of something.

A galvanometer is a device for mechanical observation used to measure:

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Surveying viewers or even having them keep detailed diaries is far more reliable at measuring viewing behavior compared with people meters.

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Communication

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters

Exam 5: Collecting Primary Data by Observation

From a marketer's perspective, when measuring the effectiveness of an advertisement, a person's awareness refers to:

A(n) ____________________ is a device that is used by researchers to study a subject's eye movements while he is reading a copy of an advertisement.

According to marketing researchers, motives:

Personality refers to the:

Which of the following statements is NOT true of motives?

Implicit test of memory to test brand recall refers to:

Which of the following is NOT an example of data collected by communication?

If we were measuring customers' age, income, gender, education, occupation, marital status, etc., we would be measuring:

Marketing managers prefer observational research over communication research when it comes to assessing consumer behavior because it is often better to:

The best predictor of future behavior is usually ____________________.

A method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded is called ____________________.

Discuss the two basic means of obtaining primary data.

Demographic and socioeconomic characteristics correlate highly with purchase intentions for specific brands.

Which of the following is NOT a demographic or socioeconomic characteristic?

The ability of a data collection technique to provide many types of primary data is known as:

A person's ____________________ refer to the individual's anticipated or planned future behavior.

____________________ refers to an individual's overall evaluation of something.

A galvanometer is a device for mechanical observation used to measure:

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Surveying viewers or even having them keep detailed diaries is far more reliable at measuring viewing behavior compared with people meters.

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Communication

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters