Question 1

In a ________, every member of the population has a known and equal chance of being selected.

Accepted Answer

A)  simple random sample 
B)  judgment sample 
C)  convenience sample 
D)  systematic random sample 
E)  cluster sample 
A)  simple random sample 
B)  judgment sample 
C)  convenience sample 
D)  systematic random sample 
E)  cluster sample

Question 2

If samples are collected randomly from a population of interest, the results of quantitative research can be generalized to larger populations.

Accepted Answer

A) True 
 B)False

Question 3

A study is ________ if the same questions, asked of a similar sample, produce the same findings.

Accepted Answer

A)  valid 
B)  reliable 
C)  subjective 
D)  legitimate 
E)  objective 
A)  valid 
B)  reliable 
C)  subjective 
D)  legitimate 
E)  objective

Question 4

The central tenet of ________ is that consumers are not always consciously aware of why they make the decisions they do.

Accepted Answer

A)  attitudinal research 
B)  complaint analysis 
C)  controlled experimentation 
D)  test marketing 
E)  motivational research 
A)  attitudinal research 
B)  complaint analysis 
C)  controlled experimentation 
D)  test marketing 
E)  motivational research

Question 5

Judgment samples are used to select population members who, according to the researcher, are a good source for accurate information.

Accepted Answer

A) True 
 B)False

Question 6

Data collected by government bodies or their agencies, such as census or economic data, is an example of ________.

Accepted Answer

A)  external secondary data 
B)  primary data 
C)  focus group data 
D)  test market data 
E)  internal secondary data 
A)  external secondary data 
B)  primary data 
C)  focus group data 
D)  test market data 
E)  internal secondary data

Question 7

An electronic eye camera used to monitor the eye movements of subjects looking at a series of advertisements would be considered a tool for ________.

Accepted Answer

A)  mechanical observation 
B)  momentary observation 
C)  physiological observation 
D)  human observation 
E)  behavioral observation 
A)  mechanical observation 
B)  momentary observation 
C)  physiological observation 
D)  human observation 
E)  behavioral observation

Question 8

As consumers use more and more highly convenient technologies, it becomes harder and harder for consumer researchers to gather electronic records of their consumption patterns.

Accepted Answer

A) True 
 B)False

Question 9

The sequence of questions in a questionnaire is not important.

Accepted Answer

A) True 
 B)False

Question 10

$\text{PRICE SURVEY MINI CASE:}$ Capital Clothing wants to get a better understanding of consumers' perceptions of the price and quality of its sweaters. After reviewing data from Yankelovich on consumer lifestyles and consumption patterns, Capital Clothing identified specific consumer characteristics of its target market, which helped it develop a screening questionnaire. The screening questionnaire was used to select participants for its price/quality survey. The following is the survey administered by Capital Clothing to evaluate customer perceptions of the price and quality of its sweaters.
1. Rank to following clothing companies in terms of the quality of their sweaters.
 $\begin{array}{|c|c|c|c|}
\hline   \text { Capital}\
 \text {Clothing} &  \text { Executive Suit  }&\text { Sweater Hut }& \text {  A-List }\
\hline 
\end{array}$
 
2. Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
 $\begin{array}{|c|c|c|c|c|}
\hline   \text {  }&\text { Somewhat }&\text { Neither agree }&\text { Somewhat  }&\text { Strongly }  \
 \text {Clothing} &  text {  agree }&\text {  nor disagree }&\text { disagree }&\text { disagree }  \
\hline 
\end{array}$
 
3. Please check the point on the following continuum that best expresses your impression
of the price of Capital Style Sweaters.
 $\begin{array}{|cc|}
\hline   \text {Expensive } & \text {Inexpensive}\ 
\hline 
\end{array}$
 
4. How likely are you to purchase a Capital Style sweater in the next six months?
 $\begin{array}{|c|c|c|c|c|}
\hline    \text {  } &  \text {   } & \text { Might or  }&\text {  }&\text {  }  \
 \text {Definitely will } &  \text {  Probably will  }&\text {  might not }&\text {  Probably will }&\text { Definitely will }  \
 \text { purchase } & \text { purchase  }&\text {  purchase }&\text {not purchase  }&\text { not purchase }  \
\hline 
\end{array}$

-In the PRICE SURVEY MINI CASE, question #3 measures response on a ________.

Accepted Answer

A)  Likert scale 
B)  bipolar preference scale 
C)  semantic differential scale 
D)  behavior intention scale 
E)  rank-order scale 
A)  Likert scale 
B)  bipolar preference scale 
C)  semantic differential scale 
D)  behavior intention scale 
E)  rank-order scale

Question 11

Qualitative research studies are conducted by highly trained interviewers who analyze the findings; thus, the findings tend to be somewhat objective.

Accepted Answer

A) True 
 B)False

Question 12

Compare the advantages and disadvantages of mail, personal interview, and online surveying in terms of cost, speed, and quality of response.

Accepted Answer

Online surveying is probably the least c

Question 13

Depth interviews are 20- to 60-minute, non-structured interviews between the interviewer and the respondent in which ________.

Accepted Answer

A)  the interviewer actively directs and leads the respondent in certain directions 
B)  the respondent answers a series of prepared questions in brief 
C)  the interviewer minimizes his or her own participation 
D)  the respondent is encouraged to be positive about the topic of discussion 
E)  the respondent is asked to answer a series of multiple choice questions 
A)  the interviewer actively directs and leads the respondent in certain directions 
B)  the respondent answers a series of prepared questions in brief 
C)  the interviewer minimizes his or her own participation 
D)  the respondent is encouraged to be positive about the topic of discussion 
E)  the respondent is asked to answer a series of multiple choice questions

Question 14

A study is ________ if it collects the appropriate data needed to answer the research objective.

Accepted Answer

A)  reliable 
B)  subjective 
C)  legitimate 
D)  objective 
E)  valid 
A)  reliable 
B)  subjective 
C)  legitimate 
D)  objective 
E)  valid

Question 15

The ________ asks consumers to make subjective judgments regarding their future behavior.

Accepted Answer

A)  Likert scale 
B)  semantic differential scale 
C)  rank-order scale 
D)  bipolar scale 
E)  behavior intention scale 
A)  Likert scale 
B)  semantic differential scale 
C)  rank-order scale 
D)  bipolar scale 
E)  behavior intention scale

Question 16

________ are households that are paid for recording their purchases and/or media viewing habits in diaries that are combined with data from thousands of households and analyzed by data providers.

Accepted Answer

A)  Consumer panels 
B)  Data generators 
C)  Quota samples 
D)  Probability samples 
E)  Lifetime value profiles 
A)  Consumer panels 
B)  Data generators 
C)  Quota samples 
D)  Probability samples 
E)  Lifetime value profiles

Question 17

________ represents the biggest challenge in constructing questionnaires.

Accepted Answer

A)  Sequencing questions 
B)  Wording questions 
C)  Identifying appropriate respondents 
D)  Reaching the appropriate respondents 
E)  Deciding on a delivery method 
A)  Sequencing questions 
B)  Wording questions 
C)  Identifying appropriate respondents 
D)  Reaching the appropriate respondents 
E)  Deciding on a delivery method

Question 18

Qualitative and quantitative research are ________.

Accepted Answer

A)  used independently 
B)  complementary 
C)  always used simultaneously 
D)  interdependent 
E)  mutually exclusive 
A)  used independently 
B)  complementary 
C)  always used simultaneously 
D)  interdependent 
E)  mutually exclusive

Question 19

The purpose of studying consumer behavior is to enable marketers to anticipate how they might better meet consumer needs by ________.

Accepted Answer

A)  improving profit margins 
B)  consistently beating competitors' prices 
C)  offering consumers more suitable products and marketing messages 
D)  convincing consumers that they need the products the company can produce 
E)  pushing consumers to purchase products that they need but are reluctant to buy 
A)  improving profit margins 
B)  consistently beating competitors' prices 
C)  offering consumers more suitable products and marketing messages 
D)  convincing consumers that they need the products the company can produce 
E)  pushing consumers to purchase products that they need but are reluctant to buy

Question 20

Projective techniques are designed to ________.

Accepted Answer

A)  identify the best distribution chain for a particular product 
B)  encourage consumers to buy a product 
C)  illuminate the unconscious underlying motives of the consumer 
D)  encourage discussion within a group about a particular product 
E)  identify consumer impressions of product price 
A)  identify the best distribution chain for a particular product 
B)  encourage consumers to buy a product 
C)  illuminate the unconscious underlying motives of the consumer 
D)  encourage discussion within a group about a particular product 
E)  identify consumer impressions of product price

In a ________, every member of the population has a known and equal chance of being selected.

If samples are collected randomly from a population of interest, the results of quantitative research can be generalized to larger populations.

A study is ________ if the same questions, asked of a similar sample, produce the same findings.

The central tenet of ________ is that consumers are not always consciously aware of why they make the decisions they do.

Judgment samples are used to select population members who, according to the researcher, are a good source for accurate information.

Data collected by government bodies or their agencies, such as census or economic data, is an example of ________.

An electronic eye camera used to monitor the eye movements of subjects looking at a series of advertisements would be considered a tool for ________.

As consumers use more and more highly convenient technologies, it becomes harder and harder for consumer researchers to gather electronic records of their consumption patterns.

The sequence of questions in a questionnaire is not important.

Qualitative research studies are conducted by highly trained interviewers who analyze the findings; thus, the findings tend to be somewhat objective.

Compare the advantages and disadvantages of mail, personal interview, and online surveying in terms of cost, speed, and quality of response.

Depth interviews are 20- to 60-minute, non-structured interviews between the interviewer and the respondent in which ________.

A study is ________ if it collects the appropriate data needed to answer the research objective.

The ________ asks consumers to make subjective judgments regarding their future behavior.

________ are households that are paid for recording their purchases and/or media viewing habits in diaries that are combined with data from thousands of households and analyzed by data providers.

________ represents the biggest challenge in constructing questionnaires.

Qualitative and quantitative research are ________.

The purpose of studying consumer behavior is to enable marketers to anticipate how they might better meet consumer needs by ________.

Projective techniques are designed to ________.

Consumer Behavior: Information-Driven Consumer Behavior

Segmentation, Targeting and Positioning

Consumer Motivation and Personality

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

The Family and Its Social Class Standing

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Filters

Exam 16: Consumer Research

In a ________, every member of the population has a known and equal chance of being selected.

If samples are collected randomly from a population of interest, the results of quantitative research can be generalized to larger populations.

A study is ________ if the same questions, asked of a similar sample, produce the same findings.

The central tenet of ________ is that consumers are not always consciously aware of why they make the decisions they do.

Judgment samples are used to select population members who, according to the researcher, are a good source for accurate information.

Data collected by government bodies or their agencies, such as census or economic data, is an example of ________.

An electronic eye camera used to monitor the eye movements of subjects looking at a series of advertisements would be considered a tool for ________.

As consumers use more and more highly convenient technologies, it becomes harder and harder for consumer researchers to gather electronic records of their consumption patterns.

The sequence of questions in a questionnaire is not important.

Qualitative research studies are conducted by highly trained interviewers who analyze the findings; thus, the findings tend to be somewhat objective.

Compare the advantages and disadvantages of mail, personal interview, and online surveying in terms of cost, speed, and quality of response.

Depth interviews are 20- to 60-minute, non-structured interviews between the interviewer and the respondent in which ________.

A study is ________ if it collects the appropriate data needed to answer the research objective.

The ________ asks consumers to make subjective judgments regarding their future behavior.

________ are households that are paid for recording their purchases and/or media viewing habits in diaries that are combined with data from thousands of households and analyzed by data providers.

________ represents the biggest challenge in constructing questionnaires.

Qualitative and quantitative research are ________.

The purpose of studying consumer behavior is to enable marketers to anticipate how they might better meet consumer needs by ________.

Projective techniques are designed to ________.

Consumer Behavior: Information-Driven Consumer Behavior

Segmentation, Targeting and Positioning

Consumer Motivation and Personality

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

The Family and Its Social Class Standing

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Filters