Exam 16: Consumer Research

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

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

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 ________.

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

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

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 ________.

Identify and discuss the elements of a good complaint analysis system.

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

If samples are collected randomly from a population of interest, the results of quantitative research can be generalized to larger populations.

Physiological observation devices ________.

Most unsatisfied customers complain to customer service and switch to competitors.

Focus groups and depth interviews are quantitative research methods.

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

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.

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

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

A study is ________ if the same questions, asked of a similar sample, produce the same findings.

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

________ represents the biggest challenge in constructing questionnaires.

The sequence of questions in a questionnaire is not important.