Deck 1: Understanding Consumer Behavior and Consumer Research

Question 1

Consumer actions that are unhealthy, unethical, or potentially dangerous to an individual or society are often called
"the dark side of consumer behavior."

Answer 1

True

Question 2

Consumer behavior includes consumers' emotional, mental, and behavioral responses associated with the activities of purchase, use, and disposal of good and services.

Answer 2

True

Question 3

Consumer behavior researchers are primarily only interested in consumers' purchase behaviors.

Answer 3

False

Question 4

Recycling aluminum cans, reading a newspaper, and reselling an old couch at a garage sale are all types of consumer disposal activities.

Question 5

Individual consumers purchase goods and services to satisfy their own personal needs and wants or to satisfy the need and wants of others.

Question 6

The primary methods of Behavioral Science include the experimental approach and the marketing science approach.

Question 7

The Motivation Research movement left two important legacies to the field of consumer research: ( 1) a focus on consumer motivations, and (2) the technique of focus group research.

Question 8

Consumer behavior researchers are interested in consumer responses, which include their emotional, mental, and behavior responses.

Question 9

Public Policy is the establishment of laws and regulations that guide and govern business practices in order to protect
consumers.

Question 10

Studying how consumers decide to buy products is a good defmition of consumer behavior.

Question 11

Torn and Kelly watching a movie they rented.They are engaged in a consumer purchase activity.

Question 12

Organizations that market products or services often study consumer behavior in order to improve business performance.

Question 13

Consumer welfare is the establishment of laws and regulations that guide and govern business practices in order to protect consumers.

Question 14

Customer perceived value is the idea that customer benefits should not only meet but exceed expectations in unanticipated ways.

Question 15

Customer perceived value is the consumer's overall assessment of the utility of a product based on the perceptions of what is given and received.

Question 16

The Interpretivism research approach applies the tenets of the scientific method to explain and predict consumer behavior.

Question 17

Paula likes to sew quilts.She often collects old clothes from her family and friends to cut up and use in her quilts.
When she does this, Paula is engaging in a consumer use/consumption activity.

Question 18

Hospitals, schools, and goverrnnent agencies are all considered organizational consumers.

Question 19

During the peak of the Motivation Research movement, Ernest Dichter performed in-depth interviews for over 200 different product categories.

Question 20

According to your readings, Procter and Gamble executives believe that delighting customers during their usage experience with their products represent "moments of truth"for the company.

Question 21

A positive correlation means that one variable causes some influence the other variable.

Question 22

Research has shown that there is relationship between the number of coupons issued in a market and the level of sales, such that as the number of coupons issued goes up, sales go up.This type of relationship represents a positive correlation.

Question 23

A key benefit of basic research is that conclusions drawn from it can be generalized across many situations.

Question 24

Secondary data tends to take longer to collect than primary data.

Question 25

If a retailer knows that advertising is highly correlated with increased store traffic, then he or she can be confident that increased advertising will cause an increase in store traffic.

Question 26

The first step in the Scientific Method is to form a hypothesis and make a prediction.

Question 27

Research has shown that there is relationship between the number of added features a cell phone has and the level of customer satisfaction, such that as features go down, satisfaction goes down.This type of relationship represents a negative correlation.

Question 28

Executives at McDonald's were curious to know if their new soft-drink cup design was attractive to customers.
Basic research can help them find the answer to this question.

Question 29

An zero correlation means there is no predictable relationship between two variables.

Question 30

The Scientific Method should only be used in the physical sciences, not in marketing.

Question 31

Systematic testing and following the Scientific Method can allow researchers to determine causal relationships with a high degree of certainty.

Question 32

Paul wants to perform a research study to explore how people feel while they shop for a house.He really wants to be able to describe a person's emotional experience during this buying process.Paul will probably use qualitative research methods.

Question 33

Qualitative research methods require large representative samples of data to be valid; thus, their results can typically be generalized to the larger population of interest.

Question 34

Procter and Gamble's Crest Whitestrips, featured in your readings, has been one of the company's most successful product launches because the management team relied on intuition to guide their decisions.

Question 35

Qualitative research methods collect empirical data and use large representative samples so that statistical analyses can be performed and generalization of the results can be made.

Question 36

The advantages of secondary data are that the information is specific and relevant to a specific project, is current, and the data can be controlled.

Question 37

The cause always precedes an effect.

Question 38

An illusory correlation means there is no predictable relationship between two variables.

Question 39

Secondary data are data that already exist and are accessible.

Question 40

A company's sales records represent primary data.

Question 41

purchase goods and services to produce other goods or services, or resell them, or run their operation.

A)Manufacturers
B)Non-profit organizations
C)Organizational consumers
D)Government agencies
E)All of the above are correct.

Question 42

include a consumer's overt decisions and actions during purchase, use, and disposal activities.

A)Behavioral responses
B)Mental responses
C)Cognitive responses
D)Emotional responses
E)Social responses

Question 43

Which of the following is not a use/consumption activity?

A)Watching movie in a theatre
B)Eating an ice cream cone
C)Test-driving a car
D)Getting a haircut
E)Turning on a lamp

Question 44

John is tryiog to decide where to attend college.He has researched several schools online; he has visited three colleges; and he has discussed his preferences with his family.John is currently engaged io what consumer activity?

A)Purchase activity
B)Consumption activity
C)Use activity
D)Disposal activity
E)None of the above is correct.

Question 45

include a consumer's affect, feelings, and moods during purchase, use, and disposal activities.

A)Behavioral responses
B)Mental responses
C)Cognitive responses
D)Emotional responses
E)Social responses

Question 46

Activities through which consumers purchase goods and services, including all of the search and evaluation activities that lead up to purchase, are classified as what type of consumer activity?

A)Purchase activity
B)Consumption activity
C)Use activity
D)Disposal activity
E)None of the above is correct.

Question 47

Surveys are useful for collecting specific, often complex information from a large number of people.

Question 48

purchase goods and services to satisfy their own personal needs and wants or to satisfy the needs and wants of others.

A)Individual consumers
B)Non-profit organizations
C)Organizational consumers
D)Purchasing agents
E)All of the above are correct.

Question 49

Raymond is visitiog the dentist; he is haviog a wisdom tooth pulled.What type of consumer behavior activity is Raymond engaged io?

A)Purchase activity
B)Use/consumption activity
C)Communication activity
D)Disposal activity
E)None of the above is correct.

Question 50

Consumer behavior researchers are interested in consumer responses.These responses primarily include which of following:

A)thoughts, beliefs, and cognition
B)feelings, emotions, and attitudes
C)motivation and behavior
D)emotions, cognition, and behavior
E)researchers are really only concerned with behavior

Question 51

Donating your old clothes to The Salvation Army is classified as:

A)consumer behavior
B)a disposal activity
C)a consumer response
D)a type of recycling
E)All of the above are correct.

Question 52

entails all consumer activities associated with the purchase, use, and disposal of goods and services, including the consumer's emotional, mental, and behavioral responses that precede, determine, and follow these activities.

A)Public policy
B)Consumer Behavior
C)Marketing
D)Consumption
E)The marketing concept

Question 53

In an experiment, participants should be randomly assigned to the conditions.

Question 54

Experimentation is the best method for determining causality.

Question 55

Which of the following is not a benefit of studying consumer behavior?

A)Improving business performance
B)Influencing public policy
C)Educating consumers and helping them make better decisions
D)Helping businesses achieve a selling orientation
E)All of the above are benefits of studying consumer behavior.

Question 56

Researchers at Kraft Foods were interested in how dads prepare dinners when they use the company's macaroni and cheese product, so they asked some dads if they could fihn them making dinner.This is an example of unobtrnsive observation.

Question 57

Mall-intercept surveys, in-depth interviews, and focus groups are all forms of direct questioning in consumer research.

Question 58

Focus groups often generate responses that participants would be unwilling or unable to give in a depth-interview.

Question 59

When respondents don't answer a question on a survey honestly or completely because they feel the information is too personal or embarrassing, the question is suffering from social desirability bias.

Question 60

In an experiment, independent variables are held constant so they can be controlled.

Question 61

In an experiment, the independent variable is , and the dependent variable is .

A)manipulated; measured
B)measured; held constant
C)held constant; manipulated
D)manipulated; held constant
E)measured; manipulated

Question 62

Which of the following about "Motivation Research" is false?

A)Motivation research is one of the earliest approaches to studying consumer behavior.
B)Many advertisers embraced motivation research because it could seemingly tap into deep rooted needs of consumers.
C)This method applied observational and focus group techniques to explore consumers' motivations.
D)The method of developed by psychologist named Ernest Dichter.
E)Dichter viewed consumers as predominantly immature, irrational and driven by hidden erotic desires.

Question 63

is the systematic process of planning, and then collecting, analyzing, and interpreting data and information relevant to marketing problems.

A)Consumer behavior
B)The scientific method
C)Secondary data collection
D)Qualitative research
E)None of the above is correct.

Question 64

is the establishment oflaws and regulations that guide and govern business practices in order to protect consumers.

A)Consumer welfare
B)Consumer behavior
C)Public policy
D)Organizational consumer behavior
E)Consumer endowment

Question 65

Consider the Scientific Method discussed in your readings: -- Observation and Ask Questions
--Form a Hypothesis and Make a Prediction
What is the next step?

A)Test the Hypothesis
B)Establish a Budget
C)Generate a Theory
D)Gather Information
E)Choose a Research Method

Question 66

attempts to understand cause-and-effect relationships by carefully manipulating independent variables and controlling constants.

A)Focus groups
B)Observational Studies
C)Experiments
D)Projective Techniques
E)None of the above is correct.

Question 67

Many consumers believe (and some orange juice makers imply in their advertising) that when it comes to the quality of non-frozen orange juice, the closer the processing plant is the growing field, the fresher and higher quality the juice.However, there is no correlational relationship between these variables.This type of correlation is called:

A)a confounding correlation
B)an illusory correlation
C)a positive correlation
D)a spurious correlation
E)a negative correlation

Question 68

is the idea that fmns should discover and satisfy customer needs and wants in an efficient and profitable manner while benefiting the long-term interests of society.

A)Behavioral science
B)Customer delight
C)The marketing concept
D)A selling orientation
E)Interpretivism

Question 69

Research has shown that there is a relationship between a person's shoe size and their writing proficiency, such that people with larger shoe sizes tend to have greater writing skill.What type of relationship is this?

A)A causal relationship
B)A positive correlation
C)A zero correlation
D)An illusory correlation
E)A negative correlation

Question 70

Mike is professor who does research in consumer behavior.He is interested in frnding out if women are more likely than men to listen to music jingles in advertising.What type of research will Mike most likely engage?

A)Focus group research
B)Applied research
C)Secondary data collection
D)Qualitative research
E)Basic research

Question 71

Which of the following is an example of a negative correlation?

A)As advertising increases, sales increase
B)As advertising increases, sales go either up or down
C)As advertising decreases, sales decrease
D)As advertising increases, sales decrease
E)Both C and D are correct.

Question 72

Jane is on the spring formal organizing committee for her sorority.She notices that every time they meet to discuss new ideas, they seem to focus on just one idea.It seem like once an idea is presented, no one wants to disagree or offer anything different for the sake of unanimity.Jane's committee is probably experiencing:

A)a lack of clear goals
B)group hypertension
C)group cohesion
D)group stress
E)groupthink

Question 73

usually consist of 6 to 12 people involved in a discussion led by a facilitator who monitors and guides the group discussion.

A)In-depth interviews
B)Observational studies
C)Experiments
D)Group studies
E)None of the above is correct

Question 74

In an experiment, the independent variable is the , and the dependent variable is the .

A)statistic; control
B)cause; effect
C)effect; cause
D)control; statistic
E)cause; control

Question 75

What type of correlation is shown in this graph?

A)An illusory correlation
B)A positive correlation
C)A negative correlation
D)A zero correlation
E)A confounding correlation

Question 76

Kay and Lucy are both consumer researchers.They are arguing about various research approaches.Kay says, "Lucy, I don't understand why you waste your time doing all of those experiments.Consumer behavior can't be researched like chemistry! Consumers are irrational with their own subjective reality." Lucy responds, "I don't agree.Consumers behave more consistently than you might think, and it is perfectly appropriate to apply the scientific method-approach to studying consumers.Only by treating consumer behavior as a science can we generate generalizable theories of behavior." Based on this discussion, what consumer behavior research approach does Kay most support?

A)An Ernest Dichter/Freudian approach
B)A psychological approach
C)Behavioral science approach
D)Interpretivism approach
E)Motivational research approach

Question 77

What type of correlation is shown in this graph?

A)An illusory correlation
B)A positive correlation
C)A negative correlation
D)A zero correlation
E)A confounding correlation

Question 78

Which of following is not a secondary data source?

A)Past company sales records
B)U.S.Bureau of Census reports
C)Documented results of previous research
D)Magazines like Advertising Age
E)All of the above are secondary data sources.

Question 79

What is the most valid criticism of the following question that appears on a questionnaire given to college students: "Have you ever cheated on an examination?"

A)It is a leading question.
B)It is an ambiguous question.
C)It has potential for social desirability bias.
D)It is a double-barreled question.
E)It is an open-ended question.

Question 80

Jean works at Cedar Point Amusement Park.Her job is to help design how the concession stands are laid out in the park and to help decide how the exterior of the stands should look.She is currently designing a new candy stand.In order to help her make design decisions, she spends several days observing people walking around the park and she stops many of them and asks them questions about how they choose where to eat in the park and what they look for in a food stand.Jean is engaged in:

A)secondary data collection
B)experimentation
C)projective technique data collection
D)focus group data collection
E)primary data collection