Question 1

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

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

The process of tracking behavioral information via the Web is called:

Accepted Answer

A)  Web surfing. 
B)  Web trailing. 
C)  Web analytics. 
D)  Web engineering. 
E)  Web shadowing.

Question 4

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.

Question 5

An individual's overall evaluation of something determines that individual's:

Accepted Answer

A)  want. 
B)  attitude. 
C)  motive. 
D)  need. 
E)  personality.

Question 6

Which of the following is a lifestyle characteristic?

Accepted Answer

A)  Social class 
B)  Interests 
C)  Attitudes 
D)  Home ownership 
E)  Age

Question 7

Memory measures are used by marketers to understand what consumers believe about different brands and companies.

Accepted Answer

A) True 
 B)False

Question 8

In assessing awareness, a marketer might be interested in knowledge of:

Accepted Answer

A)  the product itself. 
B)  where the product is available. 
C)  what the product is used for. 
D)  the price of the product. 
E)  all of the above.

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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.

Question 11

The observation method:

Accepted Answer

A)  can give very good estimates for past behavior. 
B)  depends on the memory and mood of the respondent in the reporting of an occurrence. 
C)  is considered to be more objective than the communication method. 
D)  is generally a faster means of data collection than the communication method 
E)  is considered a less accurate method than the communication method.

Question 12

The use of supermarket scanners to find out which particular brand of baseball bats is bought by individuals in a particular age category can be termed as an instance of collecting information by ____________________.

Accepted Answer

The answer of The use of supermarket scanners to find...

Question 13

Scanner data are probably the most common type of ____________________ data.

Accepted Answer

The answer of Scanner data are probably the most common...

Question 14

"Mission Possible" is a non-profit retail store that sells gift items made by artisans from over 30 underdeveloped countries. It provides employment to impoverished third world craftspeople and markets their handiwork at a fair price. It defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. The store uses _____ segmentation.

Accepted Answer

A)  demographic 
B)  psychographic 
C)  geodemographic 
D)  ethnic 
E)  geographic

Question 15

____________________ observation applies when the research problem has been defined precisely enough so that one can specify the behaviors to be observed as well as the categories used to record and analyze the situation.

Accepted Answer

The answer of ____________________ observation applies when the research problem...

Question 16

Which of the following can be used to measure knowledge of an advertisement?

Accepted Answer

A)  Unaided recall 
B)  Aided recall 
C)  Recognition 
D)  Only a and b 
E)  a, b, and c.

Question 17

Procter & Gamble, the manufacturer of Olay skin lotion, has traditionally targeted women over 30 years of age. This is an example of:

Accepted Answer

A)  demographic segmentation. 
B)  racial segmentation. 
C)  psychographic segmentation. 
D)  ethnic segmentation. 
E)  regional segmentation.

Question 18

Recognition is primarily a test of memory wherein a respondent is asked to remember all ads or brands that he has seen for products belonging to a particular product category.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following does NOT constitute a behavioral dimension?

Accepted Answer

A)  How much? 
B)  Where? 
C)  In what situation? 
D)  Who? 
E)  Why?

Question 20

One of the common indices used to measure the short-term success of an ad is "day-after-recall."

Accepted Answer

A) True 
 B)False

Exam 5: Collecting Primary Data by Observation

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

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

The process of tracking behavioral information via the Web is called:

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

An individual's overall evaluation of something determines that individual's:

Which of the following is a lifestyle characteristic?

Memory measures are used by marketers to understand what consumers believe about different brands and companies.

In assessing awareness, a marketer might be interested in knowledge of:

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

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

The observation method:

The use of supermarket scanners to find out which particular brand of baseball bats is bought by individuals in a particular age category can be termed as an instance of collecting information by ____________________.

Scanner data are probably the most common type of ____________________ data.

____________________ observation applies when the research problem has been defined precisely enough so that one can specify the behaviors to be observed as well as the categories used to record and analyze the situation.

Which of the following can be used to measure knowledge of an advertisement?

Procter & Gamble, the manufacturer of Olay skin lotion, has traditionally targeted women over 30 years of age. This is an example of:

Recognition is primarily a test of memory wherein a respondent is asked to remember all ads or brands that he has seen for products belonging to a particular product category.

Which of the following does NOT constitute a behavioral dimension?

One of the common indices used to measure the short-term success of an ad is "day-after-recall."