Exam 16: Consumer Research

Drawn from internal secondary data, customer lifetime value profiles include customer acquisition costs, the profits generated from individual sales to each customer, the costs of handling customers and their orders, and the expected duration of the relationship.

If the purpose of a research study is to get new ideas, then a ________ is often undertaken; alternatively, if descriptive information is sought, then some form of ________ is likely to be undertaken.

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

Qualitative research findings are usually generalized to the larger population.

Compare the advantages and disadvantages of mail, personal interview, and online surveying in terms of cost, speed, and quality of response.

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.

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

Marketers may use qualitative research findings to discover new ideas and develop promotional strategies and quantitative research findings to estimate the extent or amount of consumers who react in a particular way.

During a depth interview, which of the following is NOT part of the interviewer's strategy?

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 ________.

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

For quantitative research, the primary data collection instrument is the ________.

Consumers are always aware of their decisions and can rationalize their consumption behaviors.

When designing questionnaires, research has shown that the more ambiguous the questions, the more motivated the respondent will be to complete the questionnaire.

What is secondary data? Give an example of a set of secondary data, and name a source of secondary data.

Interview surveys most often take place in a public space or in retail shopping areas. The latter are referred to as ________.

Tests containing ambiguous stimuli, such as word-association tests and incomplete sentences, are examples of ________.

The most difficult step in the consumer research process is ________.

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 sales data collected from scanners at checkout points constitutes ________.

Focus groups and depth interviews are examples of ________ research.