Consumer Behavior, 10e (Schiffman/Kanuk)
Chapter 2 Introduction to the Consumer Research Process
1) The purpose of studying consumer behavior is to enable marketers to anticipate how they might better meet consumer needs by ________. A) improving profit margins B) consistently beating competitors' prices ) offering consumers more suitable products and marketing messages !) convincing consumers that they need the products the company can produce ") pushing consumers to purchase products that they need but are reluctant to buy Answer# !iff# $ %ag %age &ef# $ AA(B# &eflective Thinking (kill# oncept b*ective# $.1# +nderstand the importance of consumer consumer research for firms firms and their brands, as well as consumers $) -n consumer research, ________ is information that has already been collected for some other purpose, and is often helpful in designing a new research pro*ect. A) primary research B) secondary information ) eperimentation !) negativism ") positivism Answer# B !iff# 1 %ag %age &ef# $ (kill# oncept b*ective# $.$# +nderstand the steps in the the consumer research process /) -n consumer research, ________ is new research especially designed and collected for purposes of a current research problem. A) primary research B) secondary information ) eperimentation !) negativism ") positivism Answer# A !iff# 1 %ag %age &ef# $ (kill# oncept b*ective# 1.$# +nderstand the relationship between consumer consumer behavior and the marketing marketing concept, the societal marketing concept, as well as segmentation, targeting, and positioning
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) 0ocus groups and depth interviews are eamples of ________ research. A) uantitative B) empirical ) eperimental !) physiological ") ualitative Answer# " !iff# $ %ag %age &ef# $ (kill# oncept b*ective# 1.$# +nderstand the relationship between consumer consumer behavior and the marketing marketing concept, the societal marketing concept, as well as segmentation, targeting, and positioning 2) The most difficult step in the consumer research process is ________. A) accurately defining the ob*ectives of the research B) collecting and evaluating secondary data ) collecting primary data !) analy3ing primary data ") preparing a report of the findings of primary data Answer# A !iff# $ %ag %age &ef# $2 AA(B# &eflective Thinking (kill# oncept b*ective# $./# +nderstand the importance of establishing establishing specific research ob*ectives ob*ectives as the first step in the design of a consumer research pro*ect 4) Ashley Ashley is a marketer for Barry's -ce ream (andwiches. Barry's is considering reducing the number of sandwiches in a pack from from 1$ to 15 without reducing reducing the price. -n order to anticipate 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 12 to 1$ sandwiches. These records records constitute constitute ________. A) eternal secondary data B) primary data ) a focus group !) a test market ") internal secondary data Answer# " !iff# $ %ag %age &ef# $4 (kill# Application b*ective# $.# +nderstand the purposes and types types of secondary consumer research that is available for making decisions or planning future consumer research
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) 0ocus groups and depth interviews are eamples of ________ research. A) uantitative B) empirical ) eperimental !) physiological ") ualitative Answer# " !iff# $ %ag %age &ef# $ (kill# oncept b*ective# 1.$# +nderstand the relationship between consumer consumer behavior and the marketing marketing concept, the societal marketing concept, as well as segmentation, targeting, and positioning 2) The most difficult step in the consumer research process is ________. A) accurately defining the ob*ectives of the research B) collecting and evaluating secondary data ) collecting primary data !) analy3ing primary data ") preparing a report of the findings of primary data Answer# A !iff# $ %ag %age &ef# $2 AA(B# &eflective Thinking (kill# oncept b*ective# $./# +nderstand the importance of establishing establishing specific research ob*ectives ob*ectives as the first step in the design of a consumer research pro*ect 4) Ashley Ashley is a marketer for Barry's -ce ream (andwiches. Barry's is considering reducing the number of sandwiches in a pack from from 1$ to 15 without reducing reducing the price. -n order to anticipate 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 12 to 1$ sandwiches. These records records constitute constitute ________. A) eternal secondary data B) primary data ) a focus group !) a test market ") internal secondary data Answer# " !iff# $ %ag %age &ef# $4 (kill# Application b*ective# $.# +nderstand the purposes and types types of secondary consumer research that is available for making decisions or planning future consumer research
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6) ________ is already eisting information that was originally gathered for a research purpose other than the present research. A) "planatory data B) %rimary data ) 7ualitative data !) Test data ") (econdary data Answer# " !iff# 1 %ag %age &ef# $ (kill# Application b*ective# $.$# +nderstand the steps in the the consumer research process 8) ________ is original data collected by individual researchers or organi3ations to meet specific ob*ectives. A) &eliable data B) 9alid data ) (econdary data !) b*ective data ") %rimary data Answer# " !iff# 1 %ag %age &ef# $ (kill# oncept b*ective# $.$# +nderstand the steps in the the consumer research process :) !ata collected by government bodies or their agencies, such as census or economic data, is an eample of ________. A) eternal secondary data B) primary data ) focus group data !) test market data ") internal secondary data Answer# A !iff# $ %ag %age &ef# $4 (kill# Application b*ective# $.# +nderstand the purposes and types types of secondary consumer research that is available for making decisions or planning future consumer research
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15) ;hile obtaining secondary data before engaging in primary research offers many advantages, it also has some limitations. ;hich of the following is an eample of these limitations< A) (econdary data is more epensive to obtain than primary data. B) (econdary data takes longer to obtain than primary data. ) (econdary data is inappropriate for use in eploratory research. !) (econdary data may not be accurate because of errors in gathering or analy3ing the data for the original study. ") (econdary data makes it challenging to identify difficulties that are likely to arise during the full=scale study. Answer# ! !iff# $ %age &ef# $8 AA(B# &eflective Thinking (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 11) ;hile obtaining secondary data before engaging in primary research has its limitations it also offers many advantages. ;hich of the following is an eample of these advantages< A) (econdary data is always categori3ed in units that match those that the researcher seeks. B) (econdary data rarely ehibits bias. ) (econdary data can provide ideas for the methods to be used and the difficulties that are likely to occur during a full=scale study. !) (econdary data is generally current and up=to=date. ") (econdary data is always accurate. Answer# !iff# $ %age &ef# $8 AA(B# &eflective Thinking (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 1$) The central tenet of ________ is that consumers are not always consciously aware of wh y they make the decisions they do. A) attitudinal research B) complaint analysis ) controlled eperimentation !) test marketing ") motivational research Answer# " !iff# $ %age &ef# $8=$: (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
1/) ;hich of the following is a key research tool used in motivational research< A) >ail surveys B) 0ocus groups ) Test markets !) >ystery shopping ") >echanical observation Answer# B !iff# $ %age &ef# $: (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 1) ;hich of the following is true of ualitative research< A) (ample si3es are generally uite large, which allows findings to b e generali3ed to larger populations. B) (ample si3es are generally small, which allows findings to be generali3ed to larger populations. ) (ample si3es are generally small, which prevents findings from being generali3ed to larger populations. !) (ample si3es are generally uite large, which prevents findings from being generali3ed to larger populations. ") 0indings of uantitative research may typically be generali3ed to larger populations, regardless of the si3e of the study. Answer# !iff# / %age &ef# $: AA(B# Analytic (kills (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 12) A?n) ________ is a somewhat lengthy non=structured discussion between a single respondent and a highly trained researcher. A) eperiment B) survey ) focus group !) metaphor analysis ") depth interview Answer# " !iff# 1 %age &ef# $: (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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14) -n a ________, 8 to 15 participants are encouraged to discuss their reactions to product and service concepts, or new advertising or marketing communications campaigns. A) focus group B) depth interview ) survey !) metaphor analysis ") controlled eperiment Answer# A !iff# 1 %age &ef# /5 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 16) (ome 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) consumer panels B) depth interviews ) mail surveys !) mystery shopping ") focus groups Answer# " !iff# $ %age &ef# /5 AA(B# &eflective Thinking (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 18) ontemporary ualitative consumer research grew out of ________ A) the belief that consumers generally select those products an d services that give them the highest satisfaction B) the belief that consumers generally select those products and services that carry the lowest cost ) the belief that consumers always know what the y want !) the belief that consumers always understand why they do the things they do ") the re*ection of the belief that consumer marketing was simply applied economics Answer# " !iff# / %age &ef# $8 AA(B# &eflective Thinking (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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1:) -f 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) uantitative study@ ualitative study B) motivational study@ descriptive study ) ualitative study@ motivational study !) motivational study@ uantitative study ") ualitative study@ uantitative study Answer# " !iff# / %age &ef# $8 (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies $5) 7ualitative and uantitative research are ________. A) used independently B) complimentary ) always used simultaneously !) interdependent ") mutually eclusive Answer# B !iff# $ %age &ef# 8 AA(B# &eflective Thinking (kill# oncept b*ective# $.6# +nderstand how each element of the consumer research process adds to the overall outcome of the research study $1) ________ is eternal secondary data available for marketing research companies that routinely monitor specific aspects of consumer behavior and sell the data to marketers. A) A value profile B) ommercial data ) (ub*ective data !) >echanical data ") %rimary data Answer# B !iff# 1 %age &ef# $6 (kill# oncept b*ective# $.# +nderstand the purposes and types of secondary consumer research that is available for making decisions or planning future consumer research
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$$) ________ are three basic designs used in uantitative research. A) bservation, eperimentation, and survey B) -nterviews, focus groups, and metaphor analysis ) 0ocus groups, observation, and survey !) (urvey, interviews and eperimentation ") >etaphor analysis, survey and observation Answer# A !iff# $ %age &ef# /4 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies $/) ;hen banks use security cameras to observe problems customers may have in using AT>s, this is an eample of ________. A) momentary observation B) mechanical observation ) complaint analysis !) eperimentation ") physiological observation Answer# B !iff# $ %age &ef# /4 (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies $) An electronic eye camera used to monitor the eye movements of sub*ects looking at a series of advertisements would be considered a tool for ________. A) mechanical observation B) momentary observation ) physiological observation !) human observation ") behavioral observation Answer# !iff# / %age &ef# /6 (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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$2) %hysiological observation devices ________. A) electronically monitor product inventory B) tabulate sales and revenue ) describe interactions between people !) evaluate customer satisfaction ") monitor respondents' patterns of information processing Answer# " !iff# $ %age &ef# /6 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies $4) "amples of ________ include tests different sales appeals of package designs, prices, or copy themes, and identifies cause and effect. A) motivational research B) causal research ) trial and error !) internal secondary data ") behavioral research Answer# B !iff# / %age &ef# /6 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies $6) A form of uantitative research that reuires manipulating one variable at a time is called ________. A) focusing B) eperimentation ) trial and error !) ikert scaling ") validation Answer# B !iff# $ %age &ef# /6 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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$8) A controlled eperiment ensures that differences in outcomes of different test groups are due to ________. A) demographic differences between test sub*ects B) multiple factors in the test environment ) differences in test environment !) differences in test administrator ") different treatments of the variable under study Answer# " !iff# $ %age &ef# /6 AA(B# Analytic (kills (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies $:) ________ a ma*or 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. A) (urveys are B) 0ocus groups are ) (econdary research is !) Test marketing is ") ne=on=one interviewing is Answer# ! !iff# / %age &ef# /8 (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies /5) ustomer surveys can be conducted in several popular ways. ;hich of these is the least epensive method< A) >ail surveys B) Telephone interview surveys ) %ersonal interviews !) nline surveys ") >all intercepts Answer# ! !iff# 1 %age &ef# /: AA(B# +se of -T (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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/1) -nterview surveys take several forms. ;hich of the following is the most epensive interview method< A) >ail surveys B) Telephone interview surveys ) %ersonal interviews !) nline surveys ") %ostage surveys Answer# !iff# 1 %age &ef# /: (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies /$) ;hich of the following survey methods has the highest response rate< A) >ail surveys B) nline surveys ) %ersonal interviews !) nline surveys ") %ostage surveys Answer# !iff# $ %age &ef# /:, Table $.$ (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies //) ;hich of the following survey methods runs the greatest risk of interviewer bias< A) >ail surveys B) nline surveys ) %ersonal interviews !) nline surveys ") %ostage surveys Answer# !iff# $ %age &ef# /:, Table $.$ AA(B# &eflective Thinking (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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/) ________ methods typically yield a higher uality response than ________ methods. A) %ersonal interview and online survey@ mail and telephone survey B) >ail and online survey@ telephone survey and personal interview ) Telephone and online survey@ personal interview and mail survey !) %ersonal interview and telephone survey@ mail and online survey ") nline and telephone survey@ postage and personal interview Answer# A !iff# / %age &ef# /8=/: (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies /2) -nterview surveys most often take place in a public space or in retail shopping areas. The latter are referred to as ________. A) mystery shops B) mall intercepts ) shopping eperience surveys !) shop stops ") focus groups Answer# B !iff# 1 %age &ef# /8 (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies /4) &espondents are most hostile when administered ________ surveys. A) mail B) online ) telephone !) personal interview ") focus group Answer# !iff# $ %age &ef# /8 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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/6) ;hich of the following statements is most true about online surveys< A) -t is difficult to overcome geographic boundaries. B) The results cannot be pro*ected to the larger population be cause respondents are self selected. ) They are inconvenient for those who are less computer literate. !) The respondents cannot be tracked for follow=up purposes. ") onsumers find them to be the most intrusive type of survey. Answer# B !iff# / %age &ef# /: AA(B# +se of -T (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies /8) (ome researchers believe that the anonymity of ________ encourages respondents to be more forthright and honest than they might if a different method was used. A) mall intercepts B) depth interviews ) online surveys !) focus groups ") mail surveys Answer# !iff# / %age &ef# /: AA(B# +se of -T (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies /:) A study is ________ if it collects the appropriate data needed to answer the research ob*ective. A) reliable B) sub*ective ) legitimate !) ob*ective ") valid Answer# " !iff# 1 %age &ef# 5 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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5) A study is ________ if the same uestions, asked of a similar sample, produce the same findings. A) valid B) reliable ) sub*ective !) legitimate ") ob*ective Answer# B !iff# 1 %age &ef# 5 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 1) 0or uantitative research, the primary data collection instrument is the ________. A) uestionnaire B) interview ) focus group !) consumer panel ") metaphor analysis Answer# A !iff# 1 %age &ef# 5 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies $) n a uestionnaire, a?n) ________ uestion is one where the respondent merely checks the appropriate answer from a list of options. A) open=ended B) closed=ended ) disguised !) undisguised ") eploratory Answer# B !iff# $ %age &ef# 5 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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/) ________ represents the biggest challenge in constructing uestionnaires. A) (euencing uestions B) ;ording uestions ) -dentifying appropriate respondents !) &eaching the appropriate respondents ") !eciding on a delivery method Answer# B !iff# $ %age &ef# 5 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies ) &esearchers 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 freuently used to capture this evaluative data are called ________. A) mechanical observations B) attitude scales ) consumer panels !) metaphor analyses ") focus groups Answer# B !iff# $ %age &ef# $=/ (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 2) 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. A) semantic differential scale B) ikert scale ) customer value profile !) behavior intention scale ") rank=order scale Answer# B !iff# 1 %age &ef# / (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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4) (urvey asks respondents to epress their impression of a given price for %roduct C on a continuum between epensive and inepensive. This type of attitude scale is known as a ________. A) ikert scale B) bipolar scale ) semantic differential scale !) behavior intention scale ") rank=order scale Answer# !iff# / %age &ef# / (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 6) The ________ asks consumers to make sub*ective *udgments regarding their future behavior. A) ikert scale B) semantic differential scale ) rank=order scale !) bipolar scale ") behavior intention scale Answer# " !iff# 1 %age &ef# / (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 8) !epth interviews are $5=45 minute long non=structured interviews between the interviewer and the respondent in which ________. A) the interviewer actively directs and leads the respondent in certain directions B) the respondent answers a series of prepared uestions in brief ) the interviewer minimi3es his or her own participation !) the respondent is encouraged to be positive about the topic of discussion ") the respondent is asked to answer a series of multiple choice uestions Answer# !iff# $ %age &ef# $: (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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:) %ro*ective techniues are designed to ________. A) identify the best distribution chain for a particular product B) encourage consumers to buy a product ) illuminate the unconscious underlying motives of the consumer !) encourage discussion within a group abou t a particular product ") identify consumer impressions of product price Answer# !iff# $ %age &ef# / (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 25) Tests containing ambiguous stimuli, such as word=association tests and ink blots are eamples of ________. A) observational techniues B) pro*ective techniues ) depth interviews !) mechanical observation tests ") physiological observation tests Answer# B !iff# $ %age &ef# / (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 21) %rofessional observers who pose as customers in order to evaluate the uality of a company's service are known as ________. A) undercover agents B) mystery shoppers ) verification officers !) acting researchers ") drive=by shoppers Answer# B !iff# 1 %age &ef# / (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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2$) A ________ is a subset of the ________. A) universe@ population B) population@ sample ) sample@ population !) population@ universe ") universe@ sample Answer# !iff# 1 %age &ef# 2 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 2/) ;hen a researcher selects the most accessible population members from whom to obtain the information, this is considered a ________. A) simple random sample B) convenience sample ) *udgement sample !) cluster sample ") uota sample Answer# B !iff# $ %age &ef# 4, Table $. (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 2) ;hen a researcher divides the population into mutually eclusive groups ?such as age groups) then random samples are drawn from each group, this is known as a ________ sample. A) simple random B) uota ) stratified random !) cluster ") systematic random Answer# !iff# $ %age &ef# 4, Table $. (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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22) -n a ________, every member of the population has a known and eual chance of being selected. A) simple random sample B) *udgment sample ) convenience sample !) systematic random sample ") cluster sample Answer# A !iff# $ %age &ef# 4, Table $. (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies COOKING OIL MINI CASE: Value Mart is a national grocery store chain that markets its own line o store!"ran# oo# $ro#ucts as a low!cost% high!&alue o$tion or the cost!conscious consumer' (ase# on an e&aluation o sales #ata rom &arious $ro#uct categories collecte# rom scanners at check!out $oints% Value Mart has #etermine# that there may "e a market or a Value Mart "ran# cooking oil' In or#er to urther e)$lore customer $reerences an# $otential marketing tactics% Value Mart has #eci#e# to con#uct ocus grou$ sessions with Value Mart consumers' Ater con#ucting the ocus grou$s% Value Mart #eci#es to #o a small!scale trial o a store!"ran# cooking oil e)clusi&ely at its stores in the New *ork area to see i consumers will "uy the $ro#uct' 24) -n the D-EF - >-E- A(", the 9alue >art focus group research format is best described as a ________. A) uantitative study B) motivational study ) behavioral study !) descriptive study ") ualitative study Answer# " !iff# $ %age &ef# $2 (kill# Application b*ective# $./# +nderstand the importance of establishing specific research ob*ectives as the first step in the design of a consumer research pro*ect
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26) -n the D-EF - >-E- A(", the sales data collected from scanners at check=ou t points constitutes ________. A) eternal primary data B) internal secondary data ) mechanical primary data !) internal primary data ") eternal secondary data Answer# B !iff# / %age &ef# $4 (kill# Application b*ective# $.# +nderstand the purposes and types of secondary consumer research that is available for making decisions or planning future consumer research 28) -n the D-EF - >-E- A(", the methodology used to collect sales data from check= out scanners is known as ________. A) physiological observation B) metaphor analysis ) focus group !) mechanical observation ") consumer profiling Answer# ! !iff# $ %age &ef# /6 (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 2:) -n the D-EF - >-E- A(", the information collected in the 9alue >art focus groups constitutes ________. A) primary data B) commercial data ) ob*ective data !) mechanical data ") secondary data Answer# A !iff# $ %age &ef# $ (kill# Application b*ective# $.$# +nderstand the steps in the consumer research process
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45) -n the D-EF - >-E- A(", after conducting its focus group, 9alue >art decides to try offering store=brand cooking oil in a limited geographical area to see how consumers will respond to the new product. This is known as ________. A) test marketing B) surveying ) mechanical observation !) mystery shopping ") probability sampling Answer# A !iff# $ %age &ef# /8 (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies +EN MINI CASE: ,nite# -riting ,tensils is $re$aring to launch a new high!en# $en in $re$aration or the college gra#uation season' +rior to launching its new $ro#uct% ,nite# carries out research on #ierent $romotional i#eas in an attem$t to select an a#&ertisement #esign that will o$timi.e the $en/s sales' ,nite# has $re!selecte# our a#&ertising themes that it will test' In these tests% in#i&i#uals are shown a series o $rint a#s with one o the our test a#&ertisements inserte# ran#omly in the series' 0est su"1ects are then aske# to recall certain elements o the $en a#&ertisement' (y com$aring #ata rom #ierent sets o test su"1ects shown #ierent &ersions o the a#&ertisement% ,nite# will "e a"le to #etermine which o the our a#&ertising themes most eecti&ely communicates ,nite#/s inten#e# message a"out the 2uality an# $restige o the new $ro#uct' 41) -n the %"E >-E- A(", test sub*ects were chosen based on their level of education and the ages of their children. The sample used would be best described as a ________. A) *udgment sample B) simple random sample ) convenience sample !) cluster sample ") uota sample Answer# A !iff# / %age &ef# 4, Table $. (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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4$) -n the %"E >-E- A(", the research study design is an eample of ________. A) physiological observation B) mystery shopping ) test marketing !) metaphor analysis ") mechanical observation Answer# !iff# / %age &ef# /8 (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 4/) -n the %"E >-E- A(", the manipulated treatment is ________. A) the store environment B) the product features ) the product packaging !) the product price ") the advertising theme Answer# " !iff# / %age &ef# /8 (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 4) -n the %"E >-E- A(", sub*ects are asked# G;hat do you remember about the pen advertisement you saw
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42) -n the %"E >-E- A(", the study described is best characteri3ed as a?n) ________ . A) consumer panel B) ualitative study ) secondary study !) eploratory study ") uantitative study Answer# " !iff# / %age &ef# /4 (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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=' 6ow likely are you to $urchase a Ca$ital Style sweater in the ne )t si) months9 8einitely will +ro"a"ly will Might or might +ro"a"ly will 8einitely will $urchase $urchase not $urchase not $urchase not $urchase 44) -n the %&-" (+&9"C >-E- A(", the screening uestionnaire is developed based on ________ from Cankelovich. A) internal secondary data B) uantitative primary data ) eternal secondary data !) ualitative primary data ") ualified primary data Answer# !iff# $ %age &ef# $4 (kill# Application b*ective# $.# +nderstand the purposes and types of secondary consumer research that is available for making decisions or planning future consumer research
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46) -n the %&-" (+&9"C >-E- A(", uestion H1 measures response on a _ _______. A) bipolar scale B) ikert scale ) rank order scale !) behavior intention scale ") semantic differential scale Answer# !iff# $ %age &ef# / (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 48) -n the %&-" (+&9"C >-E- A(", uestion H$ measures response on a _ _______. A) ikert scale B) semantic differential scale ) behavior intention scale !) bipolar scale ") rank=order scale Answer# A !iff# $ %age &ef# / (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 4:) -n the %&-" (+&9"C >-E- A(", uestion H/ measures response on a _ _______. A) ikert scale B) bipolar preference scale ) semantic differential scale !) behavior intention scale ") rank=order scale Answer# !iff# $ %age &ef# / (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 65) -n the %&-" (+&9"C >-E- A(", uestion H measures response on a _ _______. A) ikert scale B) bipolar preference scale ) semantic differential scale !) behavior intention scale ") rank=order scale Answer# ! !iff# $ %age &ef# / (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies $2
61) onsumers are always aware of their decisions and can rationali3e their consumption behaviors. Answer# 0A(" !iff# 1 %age &ef# $: (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 6$) -f samples are collected randomly, the results of uantitative research can be generali3ed to larger populations. Answer# T&+" !iff# / %age &ef# /4 AA(B# Analytic (kills (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 6/) 7uantitative research is descriptive in nature and is used to understand the effects of various promotional inputs on the consumer, making it easier to predict consumer behavior. Answer# T&+" !iff# $ %age &ef# /4 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 6) 7ualitative research studies are conducted by highly trained interviewers who analy3e the findings@ thus, the findings tend to be somewhat o b*ective. Answer# 0A(" !iff# $ %age &ef# $2 (kill# oncept b*ective# $./# +nderstand the importance of establishing specific research ob*ectives as the first step in the design of a consumer research pro*ect 62) 0ocus groups and depth interviews are uantitative research methods. Answer# 0A(" !iff# $ %age &ef# $2 (kill# oncept b*ective# $./# +nderstand the importance of establishing specific research ob*ectives as the first step in the design of a consumer research pro*ect 64) 7ualitative research findings are usually generali3ed to the larger population. Answer# 0A(" !iff# 1 %age &ef# $: (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies $4
66) -f the purpose of a study is to come up with ideas for the net ampbell's soup ad campaign, then a ualitative study is usually undertaken. Answer# T&+" !iff# $ %age &ef# $2 (kill# Application b*ective# $./# +nderstand the importance of establishing specific research ob*ectives as the first step in the design of a consumer research pro*ect 68) 7ualitative research uses open=ended, unstructured uestions, while uantitative research uses closed=ended uestions with pre=defined possible responses and open=ended uestions that have to be coded numerically. Answer# T&+" !iff# $ %age &ef# $: (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 6:) ;hen conducting a research study, primary data is collected before secondary data. Answer# 0A(" !iff# 1 %age &ef# $2 (kill# oncept b*ective# $./# +nderstand the importance of establishing specific research ob*ectives as the first step in the design of a consumer research pro*ect 85) !rawn from internal secondary data, customer lifetime value profiles include customer acuisition costs, the profits generated from individual sales to each customer, the costs of handling customers and their orders, and the epected duration of the relationship. Answer# T&+" !iff# $ %age &ef# $4 (kill# Application b*ective# $.# +nderstand the purposes and types of secondary consumer research that is available for making decisions or planning future consumer research 81) (econdary information can be obtained more cheaply and uickly than primary data. Answer# T&+" !iff# $ %age &ef# $8 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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8$) As consumers use more and more highly convenient technologies, it be comes harder and harder for consumer researchers to gather electronic records of their consumption patterns. Answer# 0A(" !iff# / %age &ef# /6 AA(B# +se of -T (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 8/) &espondents are less willing to interact with an electronic voice than with a live interviewer when conducting telephone surveys. Answer# T&+" !iff# / %age &ef# /: (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 8) -n order to increase the response rate to telephone surveys, researchers typically send notification letters as well as follow=up letters. Answer# 0A(" !iff# $ %age &ef# /: (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 82) A study is said to have validity if the same uestions, asked of a similar sample, produce the same findings. Answer# 0A(" !iff# 1 %age &ef# 5 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 84) %eople are most likely to take the time to respond to surveys if the uestionnaires are interesting, ob*ective, unambiguous, and easy to complete. Answer# T&+" !iff# $ %age &ef# 5 AA(B# ommunication (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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86) pen=ended uestions yield more insightful information but are more difficult to code and analy3e. Answer# T&+" !iff# $ %age &ef# 5 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 88) The seuence of uestions in a uestionnaire is not important. Answer# 0A(" !iff# / %age &ef# 5 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 8:) ;hen conducting focus groups, respondents are recruited on the basis of a randomly drawn sample and are paid a fee for their participation. Answer# 0A(" !iff# $ %age &ef# /5 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies :5) >ost unsatisfied customers complain to customer service and switch to competitors. Answer# 0A(" !iff# 1 %age &ef# 2 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies :1) -nterviewing the correct target market or potential target market is fundamental to the reliability of the study. Answer# 0A(" !iff# / %age &ef# 5 AA(B# Analytic (kills (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies :$) Iudgment samples are used to select population members who, according to the researcher, are a good source for accurate information. Answer# T&+" !iff# $ %age &ef# 4, Table $. (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies $:
:/) ;hen designing uestionnaires, research has shown that the more ambiguous the uestions, the more motivated the respondent will be to complete the uestionnaire. Answer# 0A(" !iff# $ %age &ef# 5 AA(B# ommunication (kill# Application b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies :) The larger the sample, the more likely the responses will reflect the total universe under study. Answer# T&+" !iff# $ %age &ef# 2 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies :2) The si3e of the sample is dependent both on the si3e of the budget and on the degree of confidence that the marketer wants to place in the findings. Answer# T&+" !iff# / %age &ef# 2 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies :4) !ifferentiate between ualitative and uantitative research designs. ;hat are the differences between the two in terms of study purpose, data collection methods, and sampling methods< Answer# 7ualitative studies are designed to provide insights about new product ideas and positioning strategies. The research is carried out through interviews and focus groups using open=ended, unstructured uestions and further probing by the interviewer. %ro*ective techniues are also used to identify sub*ects' subconscious motivations. These studies use small, non= probability samples and the findings are generally not representative of the population under study. 7uantitative studies are aimed at describing a target market, with results used for making strategic marketing decisions. The research is carried out through observation and uestionnaires using closed=ended uestions with pre=defined possible responses and open=ended uestions that have to be coded numerically. These studies use large probability samples and, provided that the data collection instruments are valid and reliable, the results can be viewed as representative of the universe. !iff# 1 %age &ef# 6, Table $.2 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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:6) -dentify and discuss the ma*or steps in the con sumer research process. ;hy is each step important to the success of the process as a whole< Answer# The consumer research process includes 4 ma*or steps# 1. defining the ob*ectives of the research. $. collecting and evaluating secondary data. /. designing a primary research study. . collecting primary data. 2. analy3ing the data. 4. preparing a report on the findings. !iff# / %age &ef# $2 AA(B# &eflective Thinking (kill# oncept b*ective# $./# +nderstand the importance of establishing specific research ob*ectives as the first step in the design of a consumer research pro*ect :8) ;hat is secondary data< Five an eample of a set of secondary data, and name a source of secondary data. Answer# (econdary data is any data that has been generated originally for some purpose other than the study at hand. -t could be generated by outside organi3ations, such as the +.(. ensus Bureau or the Eielsen ompany. An eample of a set of secondary data could be the number of males between the ages of 18 and $ in a certain geographic area ?many other eamples may be cited). !iff# 1 %age &ef# $4=$8 (kill# oncept b*ective# $.# +nderstand the purposes and types of secondary consumer research that is available for making decisions or planning future consumer research ::) ;hat is observational research, and why is it used< Answer# bservational research is an important uantitative research method that gives an in= depth understanding of the relationship between people and products by watching them in the process of buying and using products. &esearchers are trained to observe people or videotape them as they interact with the products they use or as they browse stores and malls. This gives researchers a uniue insight that allows highly trained researchers to analy3e people's actions and uncover the relationships they have with their products. !iff# $ %age &ef# /4 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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155) !iscuss the concepts of research validity and reliability. Answer# A study is said to have validity if it does in fact collect the appropriate data needed to answer the uestions or ob*ectives stated in the first stage of the research process. A study is said to have reliability if the same uestions, asked to a similar sample, produce the same results. !iff# $ %age &ef# 5 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies 151) Five an eample of a research ob*ective where ualitative research methods would be appropriate to use. Answer# The student must give an appropriate eample such as a study to come up with new ideas for products or promotional campaigns in which respondents will probably be interviewed face to face, or as part of a focus group. !iff# $ %age &ef# $2 (kill# Application b*ective# $./# +nderstand the importance of establishing specific research ob*ectives as the first step in the design of a consumer research pro*ect 15$) -dentify and discuss the elements of a good complaint analysis system. Answer# A good complaint analysis system should# a. encourage customers to complain about an unsatisfactory product or service and to provide suggestions for improvements by having adeuate forms and mechanisms. b. establish Glistening postsG such as hotlines where specially designated employees either listen to customers' comments or actively solicit input from them. c. have a system in which complaints are categori3ed and analy3ed so that the results may be used to improve its operations. !iff# $ %age &ef# 2 (kill# oncept b*ective# $.2# +nderstand specific features and applications of different research methods to be carried out in consumer research studies
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