Question 1

Which of the following survey methods runs the greatest risk of interviewer bias?

Accepted Answer

A)  mail surveys 
B)  email surveys 
C)  personal interview surveys 
D)  online surveys 
E)  postage surveys 
A)  mail surveys 
B)  email surveys 
C)  personal interview surveys 
D)  online surveys 
E)  postage surveys

Question 2

Focus groups and depth interviews are examples of ________ research.

Accepted Answer

A)  quantitative 
B)  empirical 
C)  experimental 
D)  physiological 
E)  qualitative 
A)  quantitative 
B)  empirical 
C)  experimental 
D)  physiological 
E)  qualitative

Question 3

$\text{PEN MINI CASE:}$ United Writing Utensils is preparing to launch a new high-end pen in preparation for the college graduation season. Prior to launching its new product, United carries out research on different promotional ideas in an attempt to select an advertisement design that will optimize the pen's sales. United has pre-selected four advertising themes that it will test. In these tests, individuals are shown a series of print ads with one of the four test advertisements inserted randomly in the series. Test subjects are then asked to recall certain elements of the pen advertisement. By comparing data from different sets of test subjects shown different versions of the advertisement, United will be able to determine which of the four advertising themes most effectively communicates United's intended message about the quality and prestige of the new product.
-In the PEN MINI CASE, the manipulated treatment is ________.

Accepted Answer

A)  the store environment 
B)  the product features 
C)  the product packaging 
D)  the product price 
E)  the advertising theme 
A)  the store environment 
B)  the product features 
C)  the product packaging 
D)  the product price 
E)  the advertising theme

Question 4

The larger the sample, the more likely the responses will reflect the total universe under study.

Accepted Answer

A) True 
 B)False

Question 5

The most difficult step in the consumer research process is ________.

Accepted Answer

A)  accurately defining the objectives of the research 
B)  collecting and evaluating secondary data 
C)  collecting primary data 
D)  analyzing primary data 
E)  preparing a report of the findings of primary data 
A)  accurately defining the objectives of the research 
B)  collecting and evaluating secondary data 
C)  collecting primary data 
D)  analyzing primary data 
E)  preparing a report of the findings of primary data

Question 6

During a depth interview, which of the following is NOT part of the interviewer's strategy?

Accepted Answer

A)  Provide as much time as possible for the consumer to express his or her thoughts and behaviors. 
B)  Give the consumer an opportunity to respond to specific verbal and visual materials. 
C)  Talk as much as possible to ensure the consumer gives the answers s/he wants. 
D)  Establish an atmosphere that encourages the consumer respondent to relax and open up to provide valuable insights. 
E)  Probe the respondent and encourage him/her to talk freely about the product category and/or brand under study. 
A)  Provide as much time as possible for the consumer to express his or her thoughts and behaviors. 
B)  Give the consumer an opportunity to respond to specific verbal and visual materials. 
C)  Talk as much as possible to ensure the consumer gives the answers s/he wants. 
D)  Establish an atmosphere that encourages the consumer respondent to relax and open up to provide valuable insights. 
E)  Probe the respondent and encourage him/her to talk freely about the product category and/or brand under study.

Question 7

$\text{COOKING OIL MINI CASE:}$ Value Mart is a national grocery store chain that markets its own line of store-brand food products as a low-cost, high-value option for the cost-conscious consumer. Based on an evaluation of sales data from various product categories collected from scanners at checkout points, Value Mart has determined that there may be a market for a Value Mart brand cooking oil. In order to further explore customer preferences and potential marketing tactics, Value Mart has decided to conduct focus group sessions with Value Mart consumers. After conducting the focus groups, Value Mart decides to do a small-scale trial of a store-brand cooking oil exclusively at its stores in the New York area to see if consumers will buy the product.
-In the COOKING OIL MINI CASE, the methodology used to collect sales data from checkout scanners is known as ________.

Accepted Answer

A)  physiological observation 
B)  metaphor analysis 
C)  focus group 
D)  mechanical observation 
E)  consumer profiling 
A)  physiological observation 
B)  metaphor analysis 
C)  focus group 
D)  mechanical observation 
E)  consumer profiling

Question 8

________ are three basic designs used in quantitative research.

Accepted Answer

A)  Observation, experimentation, and survey 
B)  Interviews, focus groups, and metaphor analysis 
C)  Focus groups, observation, and survey 
D)  Survey, interviews, and experimentation 
E)  Metaphor analysis, survey, and observation 
A)  Observation, experimentation, and survey 
B)  Interviews, focus groups, and metaphor analysis 
C)  Focus groups, observation, and survey 
D)  Survey, interviews, and experimentation 
E)  Metaphor analysis, survey, and observation

Question 9

$\text{PRICE SURVEY MINI CASE:}$ 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 #4 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 10

People are most likely to take the time to respond to surveys if the questionnaires are interesting, objective, unambiguous, and easy to complete.

Accepted Answer

A) True 
 B)False

Question 11

Some marketers prefer ________ because they feel that the dynamic interaction between participants that takes place tends to yield a greater number of new ideas and insights.

Accepted Answer

A)  consumer panels 
B)  depth interviews 
C)  mail surveys 
D)  mystery shopping 
E)  focus groups 
A)  consumer panels 
B)  depth interviews 
C)  mail surveys 
D)  mystery shopping 
E)  focus groups

Question 12

Frequently, ideas stemming from ________ are tested empirically with a larger sample through ________.

Accepted Answer

A)  qualitative research; quantitative studies 
B)  quantitative research; qualitative studies 
C)  primary research; secondary data studies 
D)  quantitative research; complaint analysis studies 
E)  qualitative research; complaint analysis studies 
A)  qualitative research; quantitative studies 
B)  quantitative research; qualitative studies 
C)  primary research; secondary data studies 
D)  quantitative research; complaint analysis studies 
E)  qualitative research; complaint analysis studies

Question 13

$\text{PEN MINI CASE:}$ United Writing Utensils is preparing to launch a new high-end pen in preparation for the college graduation season. Prior to launching its new product, United carries out research on different promotional ideas in an attempt to select an advertisement design that will optimize the pen's sales. United has pre-selected four advertising themes that it will test. In these tests, individuals are shown a series of print ads with one of the four test advertisements inserted randomly in the series. Test subjects are then asked to recall certain elements of the pen advertisement. By comparing data from different sets of test subjects shown different versions of the advertisement, United will be able to determine which of the four advertising themes most effectively communicates United's intended message about the quality and prestige of the new product.
-In the PEN MINI CASE, test subjects were chosen based on their level of education and the ages of their children. The sample used would be best described as a ________.

Accepted Answer

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

Question 14

$\text{PRICE SURVEY MINI CASE:}$ 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 #1 measures response on a ________.

Accepted Answer

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

Question 15

For quantitative research, the primary data collection instrument is the ________.

Accepted Answer

A)  questionnaire 
B)  interview 
C)  focus group 
D)  consumer panel 
E)  metaphor analysis 
A)  questionnaire 
B)  interview 
C)  focus group 
D)  consumer panel 
E)  metaphor analysis

Question 16

Marketers may use qualitative research findings to discover new ideas and develop promotional strategies and quantitative research findings to estimate the extent or amount of consumers who react in a particular way.

Accepted Answer

A) True 
 B)False

Question 17

Identify and discuss the major steps in the consumer research process. Why is each step important to the success of the process as a whole?

Accepted Answer

The consumer research process includes 6

Question 18

Give an example of a Likert scale that may appear on a study investigating online shopping.

Accepted Answer

The student should write one o

Question 19

The ________ is the most popular form of attitude scale because it is easy for researchers to prepare and to interpret, and simple for consumers to answer.

Accepted Answer

A)  semantic differential scale 
B)  Likert scale 
C)  customer value profile 
D)  behavior intention scale 
E)  rank-order scale 
A)  semantic differential scale 
B)  Likert scale 
C)  customer value profile 
D)  behavior intention scale 
E)  rank-order scale

Question 20

Consumers are always aware of their decisions and can rationalize their consumption behaviors.

Accepted Answer

A) True 
 B)False

Which of the following survey methods runs the greatest risk of interviewer bias?

Focus groups and depth interviews are examples of ________ research.

The larger the sample, the more likely the responses will reflect the total universe under study.

The most difficult step in the consumer research process is ________.

During a depth interview, which of the following is NOT part of the interviewer's strategy?

________ are three basic designs used in quantitative research.

People are most likely to take the time to respond to surveys if the questionnaires are interesting, objective, unambiguous, and easy to complete.

Some marketers prefer ________ because they feel that the dynamic interaction between participants that takes place tends to yield a greater number of new ideas and insights.

Frequently, ideas stemming from are tested empirically with a larger sample through .

For quantitative research, the primary data collection instrument is the ________.

Marketers may use qualitative research findings to discover new ideas and develop promotional strategies and quantitative research findings to estimate the extent or amount of consumers who react in a particular way.

Identify and discuss the major steps in the consumer research process. Why is each step important to the success of the process as a whole?

Give an example of a Likert scale that may appear on a study investigating online shopping.

The ________ is the most popular form of attitude scale because it is easy for researchers to prepare and to interpret, and simple for consumers to answer.

Consumers are always aware of their decisions and can rationalize their consumption behaviors.

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

Which of the following survey methods runs the greatest risk of interviewer bias?

Focus groups and depth interviews are examples of ________ research.

The larger the sample, the more likely the responses will reflect the total universe under study.

The most difficult step in the consumer research process is ________.

During a depth interview, which of the following is NOT part of the interviewer's strategy?

________ are three basic designs used in quantitative research.

People are most likely to take the time to respond to surveys if the questionnaires are interesting, objective, unambiguous, and easy to complete.

Some marketers prefer ________ because they feel that the dynamic interaction between participants that takes place tends to yield a greater number of new ideas and insights.

Frequently, ideas stemming from ________ are tested empirically with a larger sample through ________.

For quantitative research, the primary data collection instrument is the ________.

Marketers may use qualitative research findings to discover new ideas and develop promotional strategies and quantitative research findings to estimate the extent or amount of consumers who react in a particular way.

Identify and discuss the major steps in the consumer research process. Why is each step important to the success of the process as a whole?

Give an example of a Likert scale that may appear on a study investigating online shopping.

The ________ is the most popular form of attitude scale because it is easy for researchers to prepare and to interpret, and simple for consumers to answer.

Consumers are always aware of their decisions and can rationalize their consumption behaviors.

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

Frequently, ideas stemming from are tested empirically with a larger sample through .