Exam 1: What is CB and Why Should I Care?

A researcher measuring consumers' attitudes toward different brands on a scale ranging from 1 (very negative)to 5 (very positive)is using qualitative research.

Neuroscience focuses primarily on the study of groups of people within a society.

What is the last step in the basic consumption process?

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

One demographic trend shaping consumer behavior is the decreasing birth rates in the U.S.and Europe.

The basic consumption process begins with the consumer recognizing that he or she wants something new.

An understanding of consumer behavior can translate into better public policy for governments.

Karen Suthers,an academician and researcher,works primarily in the area of group interactions within a society.The discipline that most closely corresponds to this study is _____.

Which of the following disciplines studies human reactions to their environment?

A highly competitive marketplace in which consumers have many alternatives is more likely to result in better customer service than a marketplace with little competition.

Compare and contrast the concepts consumption and consumer behavior.

_____ refer to direct contacts between the firm and a customer.

From which of the following pairs of perspectives can consumer behavior be defined?

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 their preferences. The restaurant chain has several competitors competing for the same customer segments 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. Subsequently, they write a report of their interpretations of what they experienced personally while pretending to be a customer. They also add in details of what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard saying they didn't intend to return. Some researchers also noted that the food was not very good and they saw several customers return orders. -Refer to Restaurant Research Scenario.Which research approach is Insight Research using to better understand this restaurant's customers?

Netnography applies ethnographic tools to study the behavior of online cultures and communities.

Benefits are the only result of consumption.

Which discipline has contributed to consumer behavior 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?

Social psychology focuses on the thoughts,feelings,and behaviors that people have as they interact with other people.

Netnography:

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