Exam 16: Consumer Research

Qualitative research findings are usually generalized to the larger population.

$\text{PEN MINI CASE:}$ 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 study described is best characterized as a(n)________.

$\text{COOKING OIL MINI CASE:}$ 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 Value Mart focus group research format is best described as a ________.

________ is original data collected by individual researchers or organizations to meet specific objectives.

Ashley is a marketer for Barry's Ice Cream Sandwiches. Barry's is considering reducing the number of sandwiches in a pack from 12 to 10 without reducing the price. In order to anticipate consumers' response to this kind of effective price increase, Ashley is reviewing records of customer complaints received two years ago, when Barry's reduced its packs from 15 to 12 sandwiches. These records constitute ________.

Contemporary qualitative consumer research grew out of ________

When a researcher selects the most accessible population members from whom to obtain the information, this is considered a ________.

On a questionnaire, a(n)________ question is one where the respondent merely checks the appropriate answer from a list of options.

Customer surveys can be conducted in several popular ways. Which of these is the least expensive method?

In consumer research, ________ is new research especially designed and collected for purposes of a current research problem.

In both qualitative and quantitative research, the research report includes an executive summary of the findings, a description of the methodology used, and recommendations for marketing actions.

What is observational research, and why is it used?

Which of the following is most likely to be used to gather descriptive and numerical information?

What is the difference between probability samples and non-probability samples? Give an example of each.

Researchers often present respondents with a list of products or product attributes for which they are asked to indicate their relative feelings or evaluations. The instruments most frequently used to capture this evaluative data are called ________.

When a researcher divides the population into mutually exclusive groups (such as age groups), then random samples are drawn from each group, this is known as a ________ sample.