Exam 16: Consumer Research

$\text{PEN MINI CASE:}$ 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, subjects are asked: "What do you remember about the pen advertisement you saw?" This is an example of a(n)________.

In marketing-oriented firms, consumer research is almost always composed of a single study.

________ is already existing information that was originally gathered for a research purpose other than the present research.

$\text{PRICE SURVEY MINI CASE:}$ 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. Capital Clothing Executive Suit Sweater Hut A-List 2. Do you agree or disagree with the following statement? (Check one) Sweaters from Capital Style provide good value for price. Somewhat Neither agree Somewhat Strongly Clothing text agree nor disagree disagree disagree 3. Please check the point on the following continuum that best expresses your impression of the price of Capital Style Sweaters. Expensive Inexpensive 4. How likely are you to purchase a Capital Style sweater in the next six months? Might or Definitely will Probably will might not Probably will Definitely will purchase purchase purchase not purchase not purchase -In the PRICE SURVEY MINI CASE, question #2 measures response on a ________.

$\text{PEN MINI CASE:}$ 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 research study design is an example of ________.

Qualitative research uses open-ended, unstructured questions, while quantitative research uses closed-ended questions with pre-defined possible responses and open-ended questions that have to be coded numerically.

A ________ is a subset of the ________.

Survey X asks respondents to express their impression of a given price for Product Y on a continuum between expensive and inexpensive. This type of attitude scale is known as a ________.

Surveys take several forms. Which of the following is the most expensive interview method?

A researcher who was developing a segmentation strategy for a new online dating service might collect ________, such as population statistics from the U.S. Census, then conduct a ________, such as a focus group, to gather information about the target populations attitudes and concerns.

In consumer research, ________ is information that has already been collected for some other purpose, and is often helpful in designing a new research project.

Discuss the concepts of research validity and reliability.

If the purpose of a study is to come up with ideas for the next Campbell's soup ad campaign, then a qualitative study is usually undertaken.

Quantitative research is descriptive in nature and is used to understand the effects of various promotional inputs on the consumer, making it easier to predict consumer behavior.

A controlled experiment ensures that differences in outcomes of different test groups are due to ________.

In a ________, 8 to 10 participants are encouraged to discuss their reactions to product and service concepts, or new advertising or marketing communications campaigns.

________ is the process and tools used to study consumer behavior.

Examples of ________ include tests of different sales appeals of package designs, prices, or copy themes, and identify cause and effect.

When conducting focus groups, respondents are recruited on the basis of a randomly drawn sample and are paid a fee for their participation.

While obtaining secondary data before engaging in primary research has its limitations it also offers many advantages. Which of the following is an example of these advantages?