Question 1

Which of the following is NOT a demographic or socioeconomic characteristic?

Accepted Answer

A) A feeling towards a brand 
B) Marital status 
C) Social class 
D) Gender 
E) Income 
A) A feeling towards a brand 
B) Marital status 
C) Social class 
D) Gender 
E) Income

Question 2

If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product,the researcher should focus on measuring

Accepted Answer

A) motivation. 
B) intention. 
C) behavioral goals. 
D) attitude. 
E) personality. 
A) motivation. 
B) intention. 
C) behavioral goals. 
D) attitude. 
E) personality.

Question 3

The approach towards motivation taken in the text

Accepted Answer

A) insists that motives are different from drives. 
B) suggests that motives involve the determination of how people behave. 
C) suggests that motives may refer to a need,a drive,or an urge,but not to a wish,a desire,an impulse,or any other feeling. 
D) suggests that motives involve the determination of why in human behavior. 
E) states that motives are inner states that may energize but do not direct or move behavior toward a goal. 
A) insists that motives are different from drives. 
B) suggests that motives involve the determination of how people behave. 
C) suggests that motives may refer to a need,a drive,or an urge,but not to a wish,a desire,an impulse,or any other feeling. 
D) suggests that motives involve the determination of why in human behavior. 
E) states that motives are inner states that may energize but do not direct or move behavior toward a goal.

Question 4

Which of the following is TRUE?

Accepted Answer

A) A motive may refer to any inner state that channels behavior toward goals. 
B) A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope. 
C) The communication method is considered versatile because with it a researcher can collect information on demographics,life-styles,attitudes,knowledge,intentions,and behavior. 
D) Both a and b. 
E) a,b,and c. 
A) A motive may refer to any inner state that channels behavior toward goals. 
B) A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope. 
C) The communication method is considered versatile because with it a researcher can collect information on demographics,life-styles,attitudes,knowledge,intentions,and behavior. 
D) Both a and b. 
E) a,b,and c.

Question 5

Proctor & Gamble,the makers of Oil of Olay skin lotion have traditionally targeted women over 30 years of age.This is an example of

Accepted Answer

A) demographic segmentation. 
B) benefit segmentation. 
C) psychographic segmentation. 
D) usage rate segmentation. 
E) geodemographic segmentation. 
A) demographic segmentation. 
B) benefit segmentation. 
C) psychographic segmentation. 
D) usage rate segmentation. 
E) geodemographic segmentation.

Question 6

If we were measuring customer's age,income,gender,education,occupation,marital status,etc.we would be measuring

Accepted Answer

A) attitudes/opinions. 
B) psychological/lifestyle characteristics. 
C) demographic/socioeconomic characteristics. 
D) behavior and perceptions. 
E) None of the above. 
A) attitudes/opinions. 
B) psychological/lifestyle characteristics. 
C) demographic/socioeconomic characteristics. 
D) behavior and perceptions. 
E) None of the above.

Question 7

A person's ideas,convictions,or liking with respect to a particular object or idea are

Accepted Answer

A) wants. 
B) attitudes. 
C) motives. 
D) needs. 
E) intentions. 
A) wants. 
B) attitudes. 
C) motives. 
D) needs. 
E) intentions.

Question 8

Attitudes and opinions are best determined by observation.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements is NOT true of motives?

Accepted Answer

A) Marketers have an interest in consumer motives because it is believed that motives are stable and thus offer a strong basis for predicting future behavior. 
B) A motive might be considered an inner state that produces goal-oriented behavior. 
C) For marketing purposes,motives and attitudes are essentially the same thing. 
D) Marketers believe that an understanding of the motives behind a behavior might allow them to better influence future behavior. 
E) All of the above statements are true of motives. 
A) Marketers have an interest in consumer motives because it is believed that motives are stable and thus offer a strong basis for predicting future behavior. 
B) A motive might be considered an inner state that produces goal-oriented behavior. 
C) For marketing purposes,motives and attitudes are essentially the same thing. 
D) Marketers believe that an understanding of the motives behind a behavior might allow them to better influence future behavior. 
E) All of the above statements are true of motives.

Question 10

Demographic and socioeconomic characteristics

Accepted Answer

A) are easily gathered by researchers. 
B) represent attributes of people. 
C) are all easily verifiable. 
D) define consumer personality types. 
E) correlate highly with purchase intentions for specific brands. 
A) are easily gathered by researchers. 
B) represent attributes of people. 
C) are all easily verifiable. 
D) define consumer personality types. 
E) correlate highly with purchase intentions for specific brands.

Question 11

In the context of marketing research,a consumer's anticipated or planned future behavior is referred to as

Accepted Answer

A) intention. 
B) motivation. 
C) goal orientation. 
D) need satisfaction. 
E) lifestyle. 
A) intention. 
B) motivation. 
C) goal orientation. 
D) need satisfaction. 
E) lifestyle.

Question 12

Researchers believe that motives tend to be less stable than behavior.

Accepted Answer

A) True 
 B)False

Question 13

Purchase intentions

Accepted Answer

A) are a very good indicator of an individual's future behavior. 
B) may be better predictors of future behavior for large dollar expenditures. 
C) are a relatively good predictor of a family's purchase behavior. 
D) are studied often in marketing because they are very similar to attitudes. 
E) are better predictors of future behavior for small dollar expenditures. 
A) are a very good indicator of an individual's future behavior. 
B) may be better predictors of future behavior for large dollar expenditures. 
C) are a relatively good predictor of a family's purchase behavior. 
D) are studied often in marketing because they are very similar to attitudes. 
E) are better predictors of future behavior for small dollar expenditures.

Question 14

A motive is any inner state that directs or channels behavior toward goals.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following types of primary data can be measured by observation?

Accepted Answer

A) Attitudes and opinions 
B) Motivations and present behavior 
C) Gender and present behavior 
D) Social class and gender 
E) Motivations and intentions 
A) Attitudes and opinions 
B) Motivations and present behavior 
C) Gender and present behavior 
D) Social class and gender 
E) Motivations and intentions

Question 16

Demographic and socioeconomic characteristics correlate highly with purchase intentions for specific brands.

Accepted Answer

A) True 
 B)False

Question 17

Ferrari has segmented their market on the basis of income and lifestyle.Their target market have household income greater than $200,000 and enjoy spectator sports like NASCAR racing.These two segmentation variables are grouped under the broader classification(s)of

Accepted Answer

A) demographics. 
B) psychographics. 
C) geographic. 
D) demographics and psychographics. 
E) demographics and product usage. 
A) demographics. 
B) psychographics. 
C) geographic. 
D) demographics and psychographics. 
E) demographics and product usage.

Question 18

A common use of demographic and socioeconomic data in marketing is

Accepted Answer

A) delineating market segments. 
B) investigating intentions to purchase. 
C) relating attitudes to opinions. 
D) discovering motivations. 
E) determining brand awareness. 
A) delineating market segments. 
B) investigating intentions to purchase. 
C) relating attitudes to opinions. 
D) discovering motivations. 
E) determining brand awareness.

Question 19

Which of the following is an example of the communication method of obtaining data?

Accepted Answer

A) The researcher classifies people into social class strata by personally rating the furniture in their homes via on-site visits. 
B) A researcher infers people's reactions to a product display by noting how long they stand in front of it. 
C) A researcher assesses the popularity of various museum exhibits by noting tile wear in front of each exhibit. 
D) A researcher measures consumer attitudes by means of subjects' responses to a questionnaire. 
E) A researcher notes the gender and race of each person making a purchase during a special sale. 
A) The researcher classifies people into social class strata by personally rating the furniture in their homes via on-site visits. 
B) A researcher infers people's reactions to a product display by noting how long they stand in front of it. 
C) A researcher assesses the popularity of various museum exhibits by noting tile wear in front of each exhibit. 
D) A researcher measures consumer attitudes by means of subjects' responses to a questionnaire. 
E) A researcher notes the gender and race of each person making a purchase during a special sale.

Question 20

From a marketer's perspective,when measuring the effectiveness of an advertisement,a person's awareness refers to

Accepted Answer

A) whether or not the person purchases the product. 
B) how much a person knows about the advertisement. 
C) the person's level of consciousness. 
D) what the person knows about the company. 
E) how many magazines the person reads. 
A) whether or not the person purchases the product. 
B) how much a person knows about the advertisement. 
C) the person's level of consciousness. 
D) what the person knows about the company. 
E) how many magazines the person reads.

Exam 9: Collecting Primary Data

Which of the following is NOT a demographic or socioeconomic characteristic?

If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product,the researcher should focus on measuring

The approach towards motivation taken in the text

Which of the following is TRUE?

Proctor & Gamble,the makers of Oil of Olay skin lotion have traditionally targeted women over 30 years of age.This is an example of

If we were measuring customer's age,income,gender,education,occupation,marital status,etc.we would be measuring

A person's ideas,convictions,or liking with respect to a particular object or idea are

Attitudes and opinions are best determined by observation.

Which of the following statements is NOT true of motives?

Demographic and socioeconomic characteristics

In the context of marketing research,a consumer's anticipated or planned future behavior is referred to as

Researchers believe that motives tend to be less stable than behavior.

Purchase intentions

A motive is any inner state that directs or channels behavior toward goals.

Which of the following types of primary data can be measured by observation?

Demographic and socioeconomic characteristics correlate highly with purchase intentions for specific brands.

Ferrari has segmented their market on the basis of income and lifestyle.Their target market have household income greater than $200,000 and enjoy spectator sports like NASCAR racing.These two segmentation variables are grouped under the broader classification(s)of

A common use of demographic and socioeconomic data in marketing is

Which of the following is an example of the communication method of obtaining data?

From a marketer's perspective,when measuring the effectiveness of an advertisement,a person's awareness refers to

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

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