Question 1

Which type of research focuses on what consumers do?

Accepted Answer

A)   Cognitive
B)   Motivational
C)   Behavioral
D)   Dependant

Question 2

_______ bias happens when participants prefer a product, advertisement, or celebrity spokesperson with which they are familiar compared to one that is unfamiliar.

Accepted Answer

A)   Social desirability
B)   Confirmation
C)   Framing
D)   Knowledge

Question 3

Which type of research recognizes that consumers are complex, sometimes unpredictable beings and are influenced by a myriad of internal and external factors?

Accepted Answer

A)   Behavioral
B)   Motivational
C)   Cognitive
D)   Dependant

Question 4

Which technique would researchers use if they wanted an in-depth, comprehensive description of a group of people, a culture, or a situation?

Accepted Answer

A)   A galvanic skin response test
B)   A warmth monitor
C)   An ethnographic study
D)   A heart rate test

Question 5

Why is it important to identify the problem before moving to the other steps of the consumer research process? What does problem identification involve?

Accepted Answer

If a manager does not know the correct q...

Question 6

How can a researcher avoid social desirability bias?

Accepted Answer

A)   Assure participants that their responses will remain anonymous.
B)   Make sure that the research context is the same every time.
C)   Always look for alternative explanations for the results.
D)   Ignore all conflicting data and reduce the sample size.

Question 7

What is the first step in the consumer research process?

Accepted Answer

A)   Problem identification
B)   Systemic sampling
C)   Data collection
D)   Develop experiments

Question 8

In _______ consumer research, the researcher is interested in determining broad trends or patterns of behavior.

Accepted Answer

A)   confirmatory
B)   modified
C)   exploratory
D)   randomized

Question 9

A common method by which consumer researchers develop a deeper understanding of consumers is with

Accepted Answer

A)   incentives.
B)   obsolescence.
C)   review boards.
D)   experiments.

Question 10

An insight is

Accepted Answer

A)   a broad perspective of a consumer's emotions and consumption experience.
B)   numbers or other nonnumerical descriptors that are used to define a phenomenon.
C)   material that is organized, analyzed, and provides context and order.
D)   a useful interpretation of the data that are gathered from the consumer research process.

Question 11

The deliberate series of steps designed to answer key questions about consumer behavior to develop insights is the

Accepted Answer

A)   implied progression system.
B)   utility measurement procedure.
C)   determination structure.
D)   consumer research process.

Question 12

Define primary data and secondary data. What are the key differences between the two?

Accepted Answer

Primary data come from a specifically de...

Question 13

What is the difference between data, information, and insights?

Accepted Answer

Data refer to numbers or other nonnumeri...

Question 14

The term for numerical data is _______ data.

Accepted Answer

A)   quantitative
B)   quota
C)   qualitative
D)   quintessential

Question 15

_______ bias occurs when researchers look at the results of the data analyses as a way to verify a conclusion they had already made.

Accepted Answer

A)   Social desirability
B)   Confirmation
C)   Framing
D)   Knowledge

Question 16

To verify an expectation that it might already have, a research team would use ________ consumer research.

Accepted Answer

A)   tentative
B)   confirmatory
C)   randomized
D)   exploratory

Question 17

The type of research that works from the assumption that consumers make decisions in a purely rational and logical manner is called _______ research.

Accepted Answer

A)   cognitive
B)   motivational
C)   dependant
D)   behavioral

Question 18

The research team combines its research findings from the data analysis phase and

Accepted Answer

A)   identifies the problem.
B)   engages with consumers.
C)   collects sensory data.
D)   develops consumer insights.

Question 19

_______ research is the study of the human mind, its structure, and its processes.

Accepted Answer

A)   Behavioral
B)   Cognitive
C)   Dependent
D)   Motivational

Question 20

An advantage of a _______ is that comments made by one research participant can spark ideas in others.

Accepted Answer

A)   focus group
B)   survey
C)   warmth monitor
D)   heart rate test

Exam 3: Consumer Research

What is the first step in the consumer research process?

Correct AnswerverifiedShow Answer

The research team combines its research findings from the data analysis phase and

Correct AnswerverifiedShow Answer

A common method by which consumer researchers develop a deeper understanding of consumers is with

Correct AnswerverifiedShow Answer

The type of research that works from the assumption that consumers make decisions in a purely rational and logical manner is called _______ research.

Correct AnswerverifiedShow Answer

An advantage of a _______ is that comments made by one research participant can spark ideas in others.

Correct AnswerverifiedShow Answer

What is the difference between data, information, and insights?

Correct AnswerverifiedData refer to numbers or other nonnumeri...View AnswerShow Answer

The term for numerical data is _______ data.

Correct AnswerverifiedShow Answer

Which technique would researchers use if they wanted an in-depth, comprehensive description of a group of people, a culture, or a situation?

Correct AnswerverifiedShow Answer

In _______ consumer research, the researcher is interested in determining broad trends or patterns of behavior.

Correct AnswerverifiedShow Answer

_______ bias happens when participants prefer a product, advertisement, or celebrity spokesperson with which they are familiar compared to one that is unfamiliar.

Correct AnswerverifiedShow Answer

How can a researcher avoid social desirability bias?

Correct AnswerverifiedShow Answer

Which type of research recognizes that consumers are complex, sometimes unpredictable beings and are influenced by a myriad of internal and external factors?

Correct AnswerverifiedShow Answer

Define primary data and secondary data. What are the key differences between the two?

Correct AnswerverifiedPrimary data come from a specifically de...View AnswerShow Answer

Which type of research focuses on what consumers do?

Correct AnswerverifiedShow Answer

_______ bias occurs when researchers look at the results of the data analyses as a way to verify a conclusion they had already made.

Correct AnswerverifiedShow Answer

_______ research is the study of the human mind, its structure, and its processes.

Correct AnswerverifiedShow Answer

An insight is

Correct AnswerverifiedShow Answer

To verify an expectation that it might already have, a research team would use ________ consumer research.

Correct AnswerverifiedShow Answer

The deliberate series of steps designed to answer key questions about consumer behavior to develop insights is the

Correct AnswerverifiedShow Answer

Why is it important to identify the problem before moving to the other steps of the consumer research process? What does problem identification involve?

Correct AnswerverifiedIf a manager does not know the correct q...View AnswerShow Answer

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Data refer to numbers or other nonnumeri...
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Primary data come from a specifically de...
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If a manager does not know the correct q...
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