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Exam 16: Consumer Research

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Question 31

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________ are three basic designs used in quantitative research.

A) Observation, experimentation, and survey
B) Interviews, focus groups, and metaphor analysis
C) Focus groups, observation, and survey
D) Survey, interviews, and experimentation
E) Metaphor analysis, survey, and observation

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Question 32

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During a depth interview, which of the following is NOT part of the interviewer's strategy?

A) Provide as much time as possible for the consumer to express his or her thoughts and behaviors.
B) Give the consumer an opportunity to respond to specific verbal and visual materials.
C) Talk as much as possible to ensure the consumer gives the answers s/he wants.
D) Establish an atmosphere that encourages the consumer respondent to relax and open up to provide valuable insights.
E) Probe the respondent and encourage him/her to talk freely about the product category and/or brand under study.

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Question 33

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Consumers are always aware of their decisions and can rationalize their consumption behaviors.

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

Marketers may use qualitative research findings to discover new ideas and develop promotional strategies and quantitative research findings to estimate the extent or amount of consumers who react in a particular way.

Identify and discuss the major steps in the consumer research process. Why is each step important to the success of the process as a whole?

$\text{PEN MINI CASE:}$ 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, test subjects were chosen based on their level of education and the ages of their children. The sample used would be best described as a ________.

The most difficult step in the consumer research process is ________.

$\text{PEN MINI CASE:}$ 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 ________.

Give an example of a Likert scale that may appear on a study investigating online shopping.

Focus groups and depth interviews are examples of ________ research.

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.

The larger the sample, the more likely the responses will reflect the total universe under study.

For quantitative research, the primary data collection instrument is the ________.

Frequently, ideas stemming from ________ are tested empirically with a larger sample through ________.

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.

$\text{PRICE SURVEY MINI CASE:}$ 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 to following clothing companies in terms of the quality of their sweaters. $\begin{array}{|c|c|c|c|}\hline \text { Capital}\\ \text {Clothing} & \text { Executive Suit }&\text { Sweater Hut }& \text { A-List }\\\hline \end{array}$ 2. Do you agree or disagree with the following statement? (Check one) Sweaters from Capital Style provide good value for price. $\begin{array}{|c|c|c|c|c|}\hline \text { }&\text { Somewhat }&\text { Neither agree }&\text { Somewhat }&\text { Strongly } \\ \text {Clothing} & text { agree }&\text { nor disagree }&\text { disagree }&\text { disagree } \\\hline \end{array}$ 3. Please check the point on the following continuum that best expresses your impression of the price of Capital Style Sweaters. $\begin{array}{|cc|}\hline \text {Expensive } & \text {Inexpensive}\\ \hline \end{array}$ 4. How likely are you to purchase a Capital Style sweater in the next six months? $\begin{array}{|c|c|c|c|c|}\hline \text { } & \text { } & \text { Might or }&\text { }&\text { } \\ \text {Definitely will } & \text { Probably will }&\text { might not }&\text { Probably will }&\text { Definitely will } \\ \text { purchase } & \text { purchase }&\text { purchase }&\text {not purchase }&\text { not purchase } \\\hline \end{array}$ -In the PRICE SURVEY MINI CASE, question #4 measures response on a ________.

$\text{PRICE SURVEY MINI CASE:}$ 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 to following clothing companies in terms of the quality of their sweaters. $\begin{array}{|c|c|c|c|}\hline \text { Capital}\\ \text {Clothing} & \text { Executive Suit }&\text { Sweater Hut }& \text { A-List }\\\hline \end{array}$ 2. Do you agree or disagree with the following statement? (Check one) Sweaters from Capital Style provide good value for price. $\begin{array}{|c|c|c|c|c|}\hline \text { }&\text { Somewhat }&\text { Neither agree }&\text { Somewhat }&\text { Strongly } \\ \text {Clothing} & text { agree }&\text { nor disagree }&\text { disagree }&\text { disagree } \\\hline \end{array}$ 3. Please check the point on the following continuum that best expresses your impression of the price of Capital Style Sweaters. $\begin{array}{|cc|}\hline \text {Expensive } & \text {Inexpensive}\\ \hline \end{array}$ 4. How likely are you to purchase a Capital Style sweater in the next six months? $\begin{array}{|c|c|c|c|c|}\hline \text { } & \text { } & \text { Might or }&\text { }&\text { } \\ \text {Definitely will } & \text { Probably will }&\text { might not }&\text { Probably will }&\text { Definitely will } \\ \text { purchase } & \text { purchase }&\text { purchase }&\text {not purchase }&\text { not purchase } \\\hline \end{array}$ -In the PRICE SURVEY MINI CASE, question #1 measures response on a ________.

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

$\text{COOKING OIL MINI CASE:}$ 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 methodology used to collect sales data from checkout scanners is known as ________.