Question 1

Customer surveys can be conducted in several popular ways. Which of these is as easy and quick to distribute around the world as it is to distribute it down the block?

Accepted Answer

A)  mail surveys 
B)  telephone interview surveys 
C)  personal interviews 
D)  email surveys 
E)  mall intercepts 
A)  mail surveys 
B)  telephone interview surveys 
C)  personal interviews 
D)  email surveys 
E)  mall intercepts

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is true of qualitative research?

Accepted Answer

A)  Sample sizes are generally quite large, which allows findings to be generalized to larger populations. 
B)  Sample sizes are generally small, which allows findings to be generalized to larger populations. 
C)  Sample sizes are generally small, which prevents findings from being generalized to larger populations. 
D)  Sample sizes are generally quite large, which prevents findings from being generalized to larger populations. 
E)  Findings of quantitative research may typically be generalized to larger populations, regardless of the size of the study. 
A)  Sample sizes are generally quite large, which allows findings to be generalized to larger populations. 
B)  Sample sizes are generally small, which allows findings to be generalized to larger populations. 
C)  Sample sizes are generally small, which prevents findings from being generalized to larger populations. 
D)  Sample sizes are generally quite large, which prevents findings from being generalized to larger populations. 
E)  Findings of quantitative research may typically be generalized to larger populations, regardless of the size of the study.

Question 4

Identify and discuss the major steps in the consumer research process. Why is each step important to the success of the process as a whole?

Accepted Answer

The consumer research process includes 6

Question 5

As consumers use more and more highly convenient technologies, it becomes harder and harder for consumer researchers to gather electronic records of their consumption patterns.

Accepted Answer

A) True 
 B)False

Question 6

Frequently, ideas stemming from ________ are tested empirically with a larger sample through ________.

Accepted Answer

A)  qualitative research; quantitative studies 
B)  quantitative research; qualitative studies 
C)  primary research; secondary data studies 
D)  quantitative research; complaint analysis studies 
E)  qualitative research; complaint analysis studies 
A)  qualitative research; quantitative studies 
B)  quantitative research; qualitative studies 
C)  primary research; secondary data studies 
D)  quantitative research; complaint analysis studies 
E)  qualitative research; complaint analysis studies

Question 7

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

Accepted Answer

A)  mail surveys 
B)  email surveys 
C)  personal interview surveys 
D)  online surveys 
E)  postage surveys 
A)  mail surveys 
B)  email surveys 
C)  personal interview surveys 
D)  online surveys 
E)  postage surveys

Question 8

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) ________.

Accepted Answer

A)  metaphor analysis 
B)  open-ended question 
C)  word association 
D)  multiple choice question 
E)  closed-ended question 
A)  metaphor analysis 
B)  open-ended question 
C)  word association 
D)  multiple choice question 
E)  closed-ended question

Question 9

When Walmart uses technology in its product audits, enabling them to monitor the sales of their products, this is an example of ________.

Accepted Answer

A)  momentary observation 
B)  mechanical observation 
C)  complaint analysis 
D)  experimentation 
E)  physiological observation 
A)  momentary observation 
B)  mechanical observation 
C)  complaint analysis 
D)  experimentation 
E)  physiological observation

Question 10

________ include written concept statements, drawings, photos of new products, actual product samples, and rough renditions of ads that help respondents express their inner thoughts and encourage a more precise or accurate response to what is being investigated.

Accepted Answer

A)  Cluster samples 
B)  Complaint analyses 
C)  Consumer panels 
D)  Stimulus materials 
E)  Mystery shops 
A)  Cluster samples 
B)  Complaint analyses 
C)  Consumer panels 
D)  Stimulus materials 
E)  Mystery shops

Question 11

Give an example of a research objective where qualitative research methods would be appropriate to use.

Accepted Answer

The student must give an appropriate exa

Question 12

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.

Accepted Answer

A) True 
 B)False

Question 13

The larger the sample, the more likely the responses will reflect the total universe under study.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A)  Secondary data is more expensive to obtain than primary data. 
B)  Secondary data takes longer to obtain than primary data. 
C)  Secondary data is inappropriate for use in exploratory research. 
D)  Secondary data may not be accurate because of errors in gathering or analyzing the data for the original study. 
E)  Secondary data makes it challenging to identify difficulties that are likely to arise during the full-scale study. 
A)  Secondary data is more expensive to obtain than primary data. 
B)  Secondary data takes longer to obtain than primary data. 
C)  Secondary data is inappropriate for use in exploratory research. 
D)  Secondary data may not be accurate because of errors in gathering or analyzing the data for the original study. 
E)  Secondary data makes it challenging to identify difficulties that are likely to arise during the full-scale study.

Question 15

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.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A)  applied economics 
B)  complaint analysis 
C)  controlled statistics 
D)  quantitative research 
E)  qualitative research 
A)  applied economics 
B)  complaint analysis 
C)  controlled statistics 
D)  quantitative research 
E)  qualitative research

Question 17

What is observational research, and why is it used?

Accepted Answer

Observational research is an important q

Question 18

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 ________.

Accepted Answer

A)  quantitative study 
B)  motivational study 
C)  behavioral study 
D)  descriptive study 
E)  qualitative study 
A)  quantitative study 
B)  motivational study 
C)  behavioral study 
D)  descriptive study 
E)  qualitative study

Question 19

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

Accepted Answer

A)  Reliable data 
B)  Valid data 
C)  Secondary data 
D)  Objective data 
E)  Primary data 
A)  Reliable data 
B)  Valid data 
C)  Secondary data 
D)  Objective data 
E)  Primary data

Question 20

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

Accepted Answer

A)  mail surveys 
B)  focus groups 
C)  test markets 
D)  mystery shopping 
E)  mechanical observation 
A)  mail surveys 
B)  focus groups 
C)  test markets 
D)  mystery shopping 
E)  mechanical observation

Customer surveys can be conducted in several popular ways. Which of these is as easy and quick to distribute around the world as it is to distribute it down the block?

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

Which of the following is true of qualitative research?

Identify and discuss the major steps in the consumer research process. Why is each step important to the success of the process as a whole?

As consumers use more and more highly convenient technologies, it becomes harder and harder for consumer researchers to gather electronic records of their consumption patterns.

Frequently, ideas stemming from are tested empirically with a larger sample through .

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

When Walmart uses technology in its product audits, enabling them to monitor the sales of their products, this is an example of ________.

________ include written concept statements, drawings, photos of new products, actual product samples, and rough renditions of ads that help respondents express their inner thoughts and encourage a more precise or accurate response to what is being investigated.

Give an example of a research objective where qualitative research methods would be appropriate to use.

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.

The larger the sample, the more likely the responses will reflect the total universe under study.

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

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.

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

What is observational research, and why is it used?

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

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

Consumer Behavior: Information-Driven Consumer Behavior

Market Segmentation and Real-Time Bidding

Consumer Motivation and Personality

Consumer Perception and Positioning

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-Of-Mouth

The Family and Its Social Class Standing

Cultures Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Filters

Exam 16: Consumer Research

Customer surveys can be conducted in several popular ways. Which of these is as easy and quick to distribute around the world as it is to distribute it down the block?

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

Which of the following is true of qualitative research?

Identify and discuss the major steps in the consumer research process. Why is each step important to the success of the process as a whole?

As consumers use more and more highly convenient technologies, it becomes harder and harder for consumer researchers to gather electronic records of their consumption patterns.

Frequently, ideas stemming from ________ are tested empirically with a larger sample through ________.

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

When Walmart uses technology in its product audits, enabling them to monitor the sales of their products, this is an example of ________.

________ include written concept statements, drawings, photos of new products, actual product samples, and rough renditions of ads that help respondents express their inner thoughts and encourage a more precise or accurate response to what is being investigated.

Give an example of a research objective where qualitative research methods would be appropriate to use.

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.

The larger the sample, the more likely the responses will reflect the total universe under study.

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

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.

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

What is observational research, and why is it used?

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

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

Consumer Behavior: Information-Driven Consumer Behavior

Market Segmentation and Real-Time Bidding

Consumer Motivation and Personality

Consumer Perception and Positioning

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-Of-Mouth

The Family and Its Social Class Standing

Cultures Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Filters

Frequently, ideas stemming from are tested empirically with a larger sample through .