Question 1

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

Accepted Answer

A) True 
 B)False  True

Question 2

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

Accepted Answer

A) True 
 B)False  False

Question 3

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

Accepted Answer

A) True 
 B)False  True

Question 4

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

Accepted Answer

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

Question 5

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?

Accepted Answer

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

Question 6

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

Accepted Answer

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

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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.

Accepted Answer

A) True 
 B)False

Question 12

Which of following is not a secondary data source?

Accepted Answer

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 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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?"

Accepted Answer

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 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

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

Exam 1: The Study of Consumer Behavior

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

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

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

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

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?

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

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.

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

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

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

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.

Which of following is not a secondary data source?

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

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

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

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

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

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?"

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

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