Question 1

Secondary data can be obtained more cheaply and quickly than primary data.

Accepted Answer

A) True 
 B)False

Question 2

The ________ asks consumers to make subjective judgments regarding their future behavior.

Accepted Answer

A)  Likert scale 
B)  semantic differential scale 
C)  rank-order scale 
D)  bipolar scale 
E)  behavior intention scale 
A)  Likert scale 
B)  semantic differential scale 
C)  rank-order scale 
D)  bipolar scale 
E)  behavior intention scale

Question 3

An electronic eye camera used to monitor the eye movements of subjects looking at a series of advertisements would be considered a tool for ________.

Accepted Answer

A)  mechanical observation 
B)  momentary observation 
C)  physiological observation 
D)  human observation 
E)  behavioral observation 
A)  mechanical observation 
B)  momentary observation 
C)  physiological observation 
D)  human observation 
E)  behavioral observation

Question 4

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.
 $$\begin{array} { l | l | l | l } 
\hline \text { Capital } & & & \
\text { Clothing } & \text { Executive Suit } & \text { Sweater Hut } & \text { A-List }
\end{array}$$ 2. Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
 $$\begin{array} { | l | l | l | l | l } 
\hline \text {  } &somewhat & nither agree&somewhat &strongly\
\text { strongly agree } & \text { agree } & \text { nor disagree } & \text { disagree }& \text { disagree }
\end{array}$$ 3. Please check the point on the following continuum that best expresses your impression of the price of Capital Style Sweaters.
 Expensive
Inexpensive
$$\begin{array} { l | l | l | l } 
\hline \text {  } & & & \
\text { Expensive } & \text {} & \text {} & \text { Inexpensive }\\hline \text {  } & & & \
\end{array}$$ 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, the screening questionnaire is developed based on ________ from Yankelovich.

Accepted Answer

A)  internal secondary data 
B)  quantitative primary data 
C)  external secondary data 
D)  qualitative primary data 
E)  qualified primary data 
A)  internal secondary data 
B)  quantitative primary data 
C)  external secondary data 
D)  qualitative primary data 
E)  qualified primary data

Question 5

Which of the following survey methods runs the greatest risk of interviewer bias?

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 6

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) ________.

Accepted Answer

A)  consumer panel 
B)  qualitative study 
C)  secondary study 
D)  exploratory study 
E)  quantitative study 
A)  consumer panel 
B)  qualitative study 
C)  secondary study 
D)  exploratory study 
E)  quantitative study

Question 7

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 information collected in the Value Mart focus groups constitutes ________.

Accepted Answer

A)  primary data 
B)  commercial data 
C)  objective data 
D)  mechanical data 
E)  secondary data 
A)  primary data 
B)  commercial data 
C)  objective data 
D)  mechanical data 
E)  secondary data

Question 8

Professional observers who pose as customers in order to evaluate the quality of a company's service are known as ________.

Accepted Answer

A)  undercover agents 
B)  mystery shoppers 
C)  verification officers 
D)  acting researchers 
E)  drive-by shoppers 
A)  undercover agents 
B)  mystery shoppers 
C)  verification officers 
D)  acting researchers 
E)  drive-by shoppers

Question 9

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 ________.

Accepted Answer

A)  mechanical observations 
B)  attitude scales 
C)  consumer panels 
D)  metaphor analyses 
E)  focus groups 
A)  mechanical observations 
B)  attitude scales 
C)  consumer panels 
D)  metaphor analyses 
E)  focus groups

Question 10

Respondents are less willing to interact with an electronic voice than with a live interviewer when conducting telephone surveys.

Accepted Answer

A) True 
 B)False

Question 11

________ a major application of causal research, in which, prior to launching a new product, elements such as package, price, and promotion are manipulated in a controlled setting in order to predict sales and possible responses to the product.

Accepted Answer

A)  Surveys are 
B)  Focus groups are 
C)  Secondary research is 
D)  Test marketing is 
E)  One-on-one interviewing is 
A)  Surveys are 
B)  Focus groups are 
C)  Secondary research is 
D)  Test marketing is 
E)  One-on-one interviewing is

Question 12

People are most likely to take the time to respond to surveys if the questionnaires are interesting, objective, unambiguous, and easy to complete.

Accepted Answer

A) True 
 B)False

Question 13

A ________ is a subset of the ________.

Accepted Answer

A)  universe; population 
B)  population; sample 
C)  sample; population 
D)  population; universe 
E)  universe; sample 
A)  universe; population 
B)  population; sample 
C)  sample; population 
D)  population; universe 
E)  universe; sample

Question 14

Qualitative and quantitative research are ________.

Accepted Answer

A)  used independently 
B)  complementary 
C)  always used simultaneously 
D)  interdependent 
E)  mutually exclusive 
A)  used independently 
B)  complementary 
C)  always used simultaneously 
D)  interdependent 
E)  mutually exclusive

Question 15

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.
 $$\begin{array} { l | l | l | l } 
\hline \text { Capital } & & & \
\text { Clothing } & \text { Executive Suit } & \text { Sweater Hut } & \text { A-List }
\end{array}$$ 2. Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
 $$\begin{array} { | l | l | l | l | l } 
\hline \text {  } &somewhat & nither agree&somewhat &strongly\
\text { strongly agree } & \text { agree } & \text { nor disagree } & \text { disagree }& \text { disagree }
\end{array}$$ 3. Please check the point on the following continuum that best expresses your impression of the price of Capital Style Sweaters.
 Expensive
Inexpensive
$$\begin{array} { l | l | l | l } 
\hline \text {  } & & & \
\text { Expensive } & \text {} & \text {} & \text { Inexpensive }\\hline \text {  } & & & \
\end{array}$$ 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 #1 measures response on a ________.

Accepted Answer

A)  bipolar scale 
B)  Likert scale 
C)  rank order scale 
D)  behavior intention scale 
E)  semantic differential scale 
A)  bipolar scale 
B)  Likert scale 
C)  rank order scale 
D)  behavior intention scale 
E)  semantic differential scale

Question 16

Data collected by government bodies or their agencies, such as census or economic data, is an example of ________.

Accepted Answer

A)  external secondary data 
B)  primary data 
C)  focus group data 
D)  test market data 
E)  internal secondary data 
A)  external secondary data 
B)  primary data 
C)  focus group data 
D)  test market data 
E)  internal secondary data

Question 17

Discuss the concepts of research validity and reliability.

Accepted Answer

A study is said to have validity if it d

Question 18

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.

Accepted Answer

A)  simple random 
B)  quota 
C)  stratified random 
D)  cluster 
E)  systematic random 
A)  simple random 
B)  quota 
C)  stratified random 
D)  cluster 
E)  systematic random

Question 19

Respondents are most hostile when administered ________ surveys.

Accepted Answer

A)  mail 
B)  online 
C)  telephone 
D)  personal interview 
E)  focus group 
A)  mail 
B)  online 
C)  telephone 
D)  personal interview 
E)  focus group

Question 20

Qualitative research studies are conducted by highly trained interviewers who analyze the findings; thus, the findings tend to be somewhat objective.

Accepted Answer

A) True 
 B)False

Secondary data can be obtained more cheaply and quickly than primary data.

The ________ asks consumers to make subjective judgments regarding their future behavior.

An electronic eye camera used to monitor the eye movements of subjects looking at a series of advertisements would be considered a tool for ________.

Which of the following survey methods runs the greatest risk of interviewer bias?

Professional observers who pose as customers in order to evaluate the quality of a company's service are known as ________.

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 ________.

Respondents are less willing to interact with an electronic voice than with a live interviewer when conducting telephone surveys.

________ a major application of causal research, in which, prior to launching a new product, elements such as package, price, and promotion are manipulated in a controlled setting in order to predict sales and possible responses to the product.

People are most likely to take the time to respond to surveys if the questionnaires are interesting, objective, unambiguous, and easy to complete.

A is a subset of the .

Qualitative and quantitative research are ________.

Data collected by government bodies or their agencies, such as census or economic data, is an example of ________.

Discuss the concepts of research validity and reliability.

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.

Respondents are most hostile when administered ________ surveys.

Qualitative research studies are conducted by highly trained interviewers who analyze the findings; thus, the findings tend to be somewhat objective.

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

Secondary data can be obtained more cheaply and quickly than primary data.

The ________ asks consumers to make subjective judgments regarding their future behavior.

An electronic eye camera used to monitor the eye movements of subjects looking at a series of advertisements would be considered a tool for ________.

Which of the following survey methods runs the greatest risk of interviewer bias?

Professional observers who pose as customers in order to evaluate the quality of a company's service are known as ________.

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 ________.

Respondents are less willing to interact with an electronic voice than with a live interviewer when conducting telephone surveys.

________ a major application of causal research, in which, prior to launching a new product, elements such as package, price, and promotion are manipulated in a controlled setting in order to predict sales and possible responses to the product.

People are most likely to take the time to respond to surveys if the questionnaires are interesting, objective, unambiguous, and easy to complete.

A ________ is a subset of the ________.

Qualitative and quantitative research are ________.

Data collected by government bodies or their agencies, such as census or economic data, is an example of ________.

Discuss the concepts of research validity and reliability.

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.

Respondents are most hostile when administered ________ surveys.

Qualitative research studies are conducted by highly trained interviewers who analyze the findings; thus, the findings tend to be somewhat objective.

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

A is a subset of the .