Exam 16: Consumer Research

Some marketers prefer ________ because they feel that the dynamic interaction between participants that takes place tends to yield a greater number of new ideas and insights.

A researcher who was developing a segmentation strategy for a new online dating service might collect ________, such as population statistics from the U.S. Census, then conduct a ________, such as a focus group, to gather information about the target populations attitudes and concerns.

The central tenet of ________ is that consumers are not always consciously aware of why they make the decisions they do.

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 #4 measures response on a ________.

In marketing-oriented firms, consumer research is almost always composed of a single study.

When a researcher selects the most accessible population members from whom to obtain the information, this is considered a ________.

The ________ is the most popular form of attitude scale because it is easy for researchers to prepare and to interpret, and simple for consumers to answer.

In a ________, every member of the population has a known and equal chance of being selected.

In order to increase the response rate to telephone surveys, researchers typically send notification letters as well as follow-up letters.

Open-ended questions yield more insightful information but are more difficult to code and analyze.

Which of the following is most likely to be used to gather descriptive and numerical information?

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 manipulated treatment is ________.

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 #3 measures response on a ________.

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

A study is said to have validity if the same questions, asked of a similar sample, produce the same findings.

Ashley is a marketer for Barry's Ice Cream Sandwiches. Barry's is considering reducing the number of sandwiches in a pack from 12 to 10 without reducing the price. In order to anticipate consumers' response to this kind of effective price increase, Ashley is reviewing records of customer complaints received two years ago, when Barry's reduced its packs from 15 to 12 sandwiches. These records constitute ________.