Exam 16: Consumer Research

________ 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.

Projective techniques are designed to ________.

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, after conducting its focus group, Value Mart decides to try offering store-brand cooking oil in a limited geographical area to see how consumers will respond to the new product. This is known as ________.

Contemporary qualitative consumer research grew out of ________.

________ 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.

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

In quantitative research, the researcher usually analyzes the responses received. In qualitative research, the responses are coded and analyzed statistically.

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

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

________ are three basic designs used in quantitative research.

The size of the sample is dependent both on the size of the budget and on the degree of confidence that the marketer wants to place in the findings.

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?

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

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 the 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 nitheragree somewhat strongly strongly agree 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 Expensive Inexpensive 4. How likely are you to purchase a Capital Style sweater in the next six months? \begin{array} { | l | l | l | l | l } \hline \text { definitly  will } &probably  will &might  or  might  not&probably  will &definitly  will\\\text { purchase } & \text { purchase } & \text { purchase } & \text { not purchase }& \text { not purchase }\end{array} -In the PRICE SURVEY MINI CASE, question #2 measures response on a ________.

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 ________.

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

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

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

In ________, the moderator-researcher usually analyzes the responses received, whereas in ________, the researcher supervises the analysis.

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