Exam 16: Consumer Research

Respondents are most hostile when administered ________ surveys.

A form of quantitative research that requires manipulating one variable at a time is called ________.

A(n)________ is a somewhat lengthy non-structured discussion between a single respondent and a highly trained researcher.

When conducting a research study, primary data is collected before secondary data.

Differentiate between qualitative and quantitative research designs. What are the differences between the two in terms of study purpose, data collection methods, and sampling methods?

________ include acquisition costs, profits generated from the individual sales to each customer, the costs of handling customers and their orders, and the expected duration of the relationship.

If the purpose of a research study is to get new ideas, then a ________ is often undertaken; alternatively, if descriptive information is sought, then some form of ________ is likely to be undertaken.

Physiological observation devices ________.

Interviewing the correct target market or potential target market is fundamental to the reliability of the study.

Which of the following is a key research tool used in motivational research?

Which of the following survey methods has the highest response rate?

Which of the following is most likely to be used to generate new ideas, like for positioning or repositioning a product?

Professional observers who pose as customers in order to evaluate the quality of a company's service are known as ________.

A study is said to have validity if the same questions, asked of a similar sample, produce the same findings.

$\text{COOKING OIL MINI CASE:}$ 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 information collected in the Value Mart focus groups constitutes ________.

Secondary data can be obtained more cheaply and quickly than primary data.

What is secondary data? Give an example of a set of secondary data, and name a source of secondary data.

Which of the following is NOT a part of a research report?

Tests containing ambiguous stimuli, such as word-association tests and ink blots are examples of ________.

Open-ended questions yield more insightful information but are more difficult to code and analyze.