Question 1

What is the difference between basic research and applied research?

Accepted Answer

The answer of What is the difference between basic research...

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

The cause always precedes an effect.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following about projective techniques used in marketing research are false?

Accepted Answer

A) Projective techniques often generate responses that participants would be unwilling or unable to give if questioned directly. 
B) Projective techniques originated in the field of psychology. 
C) In one class of projective techniques, called completion tasks, subjects fill-in-the-blanks by fmishing sentences or stories. 
D) Projective techniques provide the advantages of providing data that is quick to collect, code, and analyze because the data can be collected using a survey. 
E) In expression-type projective techniques, subjects describe the actions of typical others.

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.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

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 11

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

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

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

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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 15

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 16

Experimentation is the best method for determining causality.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

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

Question 20

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:

Accepted Answer

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

Exam 1: Understanding Consumer Behavior and Consumer Research

What is the difference between basic research and applied research?

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

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

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

The cause always precedes an effect.

Which of the following about projective techniques used in marketing research are false?

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.

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

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.

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

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

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

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

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

Which of following is not a secondary data source?

Experimentation is the best method for determining causality.

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

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.

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