Deck 16: Consumer Research

Question 1

A(n) ________ is a somewhat lengthy non-structured discussion between a single respondent and a highly trained researcher.

A) experiment
B) survey
C) focus group
D) metaphor analysis
E) depth interview

Answer 1

E

Question 2

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

A) accurately defining the objectives of the research
B) collecting and evaluating secondary data
C) collecting primary data
D) analyzing primary data
E) preparing a report of the findings of primary data

Answer 2

A

Question 3

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
C) offering consumers more suitable products and marketing messages
D) convincing consumers that they need the products the company can produce
E) pushing consumers to purchase products that they need but are reluctant to buy

Answer 3

C

Question 4

________ is the process and tools used to study consumer behavior.

A) Behavioral targeting
B) Consumer research
C) Psychoanalysis
D) Ethnography
E) Dynamic marketing

Question 5

In consumer research, ________ is information that has already been collected for some other purpose, and is often helpful in designing a new research project.

A) primary research
B) secondary data
C) experimentation
D) negativism
E) positivism

Question 6

________ include acquisition costs, profits generated from the individual sales to each customer, the costs of handling customers and their orders, and the expected duration of the relationship.

A) Consumer panels
B) Data generators
C) Quota samples
D) Probability samples
E) Lifetime value profiles

Question 7

While obtaining secondary data before engaging in primary research offers many advantages, it also has some limitations. Which of the following is an example of these limitations?

A) Secondary data is more expensive to obtain than primary data.
B) Secondary data takes longer to obtain than primary data.
C) Secondary data is inappropriate for use in exploratory research.
D) Secondary data may not be accurate because of errors in gathering or analyzing the data for the original study.
E) Secondary data makes it challenging to identify difficulties that are likely to arise during the full-scale study.

Question 8

While obtaining secondary data before engaging in primary research has its limitations, it also offers many advantages. Which of the following is an example of these advantages?

A) Secondary data is always categorized in units that match those that the researcher seeks.
B) Secondary data rarely exhibits bias.
C) Secondary data can provide ideas for the methods to be used and the difficulties that are likely to occur during a full-scale study.
D) Secondary data is generally current and up-to-date.
E) Secondary data is always accurate.

Question 9

Which of the following is most likely to be used to generate new ideas, like for positioning or repositioning a product?

A) applied economics
B) complaint analysis
C) controlled statistics
D) quantitative research
E) qualitative research

Question 10

________ is original data collected by individual researchers or organizations to meet specific objectives.

A) Reliable data
B) Valid data
C) Secondary data
D) Objective data
E) Primary data

Question 11

________ is already existing information that was originally gathered for a research purpose other than the present research.

A) Explanatory data
B) Primary data
C) Qualitative data
D) Test data
E) Secondary data

Question 12

Data collected by government bodies or their agencies, such as census or economic data, is an example of ________.

A) external secondary data
B) primary data
C) focus group data
D) test market data
E) internal secondary data

Question 13

The central tenet of ________ is that consumers are not always consciously aware of why they make the decisions they do.

A) attitudinal research
B) complaint analysis
C) controlled experimentation
D) test marketing
E) motivational research

Question 14

Ashley is a marketer for Barry's Ice Cream Sandwiches. Barry's is considering reducing the number of sandwiches in a pack from 12 to 10 without reducing the price. In order to 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 15 to 12 sandwiches. These records constitute ________.

A) external secondary data
B) primary data
C) a focus group
D) a test market
E) internal secondary data

Question 15

Which of the following is a key research tool used in motivational research?

A) mail surveys
B) focus groups
C) test markets
D) mystery shopping
E) mechanical observation

Question 16

In consumer research, ________ is new research especially designed and collected for purposes of a current research problem.

A) primary research
B) secondary information
C) experimentation
D) negativism
E) positivism

Question 17

________ are households that are paid for recording their purchases and/or media viewing habits in diaries that are combined with data from thousands of households and analyzed by data providers.

A) Consumer panels
B) Data generators
C) Quota samples
D) Probability samples
E) Lifetime value profiles

Question 18

Which of the following is true of qualitative research?

A) Sample sizes are generally quite large, which allows findings to be generalized to larger populations.
B) Sample sizes are generally small, which allows findings to be generalized to larger populations.
C) Sample sizes are generally small, which prevents findings from being generalized to larger populations.
D) Sample sizes are generally quite large, which prevents findings from being generalized to larger populations.
E) Findings of quantitative research may typically be generalized to larger populations, regardless of the size of the study.

Question 19

Which of the following is most likely to be used to gather descriptive and numerical information?

A) motivational research
B) complaint analysis
C) controlled statistics
D) quantitative research
E) qualitative research

Question 20

Focus groups and depth interviews are examples of ________ research.

A) quantitative
B) empirical
C) experimental
D) physiological
E) qualitative

Question 21

Physiological observation devices ________.

A) electronically monitor product inventory
B) tabulate sales and revenue
C) describe interactions between people
D) evaluate customer satisfaction
E) monitor respondents' patterns of information processing

Question 22

Which of the following survey methods has the highest response rate?

A) mail surveys
B) email surveys
C) personal interview surveys
D) online surveys
E) postage surveys

Question 23

When Walmart uses technology in its product audits, enabling them to monitor the sales of their products, this is an example of ________.

A) momentary observation
B) mechanical observation
C) complaint analysis
D) experimentation
E) physiological observation

Question 24

If 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) quantitative study; qualitative study
B) motivational study; descriptive study
C) qualitative study; motivational study
D) motivational study; quantitative study
E) qualitative study; quantitative study

Question 25

A form of quantitative research that requires manipulating one variable at a time is called ________.

A) focusing
B) experiments
C) trial and error
D) Likert scaling
E) validation

Question 26

A controlled experiment ensures that differences in outcomes of different test groups are due to ________.

A) demographic differences between test subjects
B) multiple factors in the test environment
C) differences in test environment
D) differences in test administrator
E) different treatments of the variable under study

Question 27

Examples of ________ include tests of different sales appeals of package designs, prices, or copy themes, and identify cause and effect.

A) motivational research
B) causal research
C) trial and error
D) internal secondary data
E) behavioral research

Question 28

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.

A) consumer panels
B) depth interviews
C) mail surveys
D) mystery shopping
E) focus groups

Question 29

In a ________, 8 to 10 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
C) survey
D) metaphor analysis
E) controlled experiment

Question 30

Customer surveys can be conducted in several popular ways. Which of these is as easy and quick to distribute around the world as it is to distribute it down the block?

A) mail surveys
B) telephone interview surveys
C) personal interviews
D) email surveys
E) mall intercepts

Question 31

________ include written concept statements, drawings, photos of new products, actual product samples, and rough renditions of ads that help respondents express their inner thoughts and encourage a more precise or accurate response to what is being investigated.

A) Cluster samples
B) Complaint analyses
C) Consumer panels
D) Stimulus materials
E) Mystery shops

Question 32

Qualitative and quantitative research are ________.

A) used independently
B) complementary
C) always used simultaneously
D) interdependent
E) mutually exclusive

Question 33

________ are three basic designs used in quantitative research.

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

Question 34

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

A) mail surveys
B) email surveys
C) personal interview surveys
D) online surveys
E) postage surveys

Question 35

Contemporary qualitative consumer research grew out of ________.

A) the belief that consumers generally select those products and services that give them the highest satisfaction
B) the belief that consumers generally select those products and services that carry the lowest cost
C) the belief that consumers always know what they want
D) the belief that consumers always understand why they do the things they do
E) the need to uncover consumers' subconscious or hidden motivations in the context of buying and consumption.

Question 36

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.

Question 37

An electronic eye camera used to monitor the eye movements of subjects looking at a series of advertisements would be considered a tool for ________.

A) mechanical observation
B) momentary observation
C) physiological observation
D) human observation
E) behavioral observation

Question 38

Interview 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
C) shopping experience surveys
D) shop stops
E) focus groups

Question 39

________ a major 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) Surveys are
B) Focus groups are
C) Secondary research is
D) Test marketing is
E) One-on-one interviewing is

Question 40

Surveys take several forms. Which of the following is the most expensive interview method?

A) mail surveys
B) telephone interview surveys
C) personal interview surveys
D) online surveys
E) email surveys

Question 41

Survey X asks respondents to express their impression of a given price for Product Y on a continuum between expensive and inexpensive. This type of attitude scale is known as a ________.

A) Likert scale
B) bipolar scale
C) semantic differential scale
D) behavior intention scale
E) rank-order scale

Question 42

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) Likert scale
C) customer value profile
D) behavior intention scale
E) rank-order scale

Question 43

Projective techniques are designed to ________.

A) identify the best distribution chain for a particular product
B) encourage consumers to buy a product
C) illuminate the unconscious underlying motives of the consumer
D) encourage discussion within a group about a particular product
E) identify consumer impressions of product price

Question 44

Respondents are most hostile when administered ________ surveys.

A) mail
B) online
C) telephone
D) personal interview
E) focus group

Question 45

In a ________, every member of the population has a known and equal chance of being selected.

A) simple random sample
B) judgment sample
C) convenience sample
D) systematic random sample
E) cluster sample

Question 46

A researcher who was developing a segmentation strategy for a new online dating service might collect ________, such as population statistics from the U.S. Census, then conduct a ________, such as a focus group, to gather information about the target populations attitudes and concerns.

A) primary data; qualitative research
B) qualitative research; questionnaire
C) secondary data; quantitative research
D) qualitative research; secondary data
E) secondary data; qualitative research

Question 47

When a researcher divides the population into mutually exclusive groups (such as age groups), then random samples are drawn from each group, this is known as a ________ sample.

A) simple random
B) quota
C) stratified random
D) cluster
E) systematic random

Question 48

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

A) questionnaire
B) interview
C) focus group
D) consumer panel
E) metaphor analysis

Question 49

The ________ asks consumers to make subjective judgments regarding their future behavior.

A) Likert scale
B) semantic differential scale
C) rank-order scale
D) bipolar scale
E) behavior intention scale

Question 50

A study is ________ if the same questions, asked of a similar sample, produce the same findings.

A) valid
B) reliable
C) subjective
D) legitimate
E) objective

Question 51

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

A) qualitative research; quantitative studies
B) quantitative research; qualitative studies
C) primary research; secondary data studies
D) quantitative research; complaint analysis studies
E) qualitative research; complaint analysis studies

Question 52

A study is ________ if it collects the appropriate data needed to answer the research objective.

A) reliable
B) subjective
C) legitimate
D) objective
E) valid

Question 53

Researchers 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 frequently used to capture this evaluative data are called ________.

A) mechanical observations
B) attitude scales
C) consumer panels
D) metaphor analyses
E) focus groups

Question 54

Professional observers who pose as customers in order to evaluate the quality of a company's service are known as ________.

A) undercover agents
B) mystery shoppers
C) verification officers
D) acting researchers
E) drive-by shoppers

Question 55

________ represents the biggest challenge in constructing questionnaires.

A) Sequencing questions
B) Wording questions
C) Identifying appropriate respondents
D) Reaching the appropriate respondents
E) Deciding on a delivery method

Question 56

Depth interviews are 20- to 60-minute, 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 questions in brief
C) the interviewer minimizes his or her own participation
D) the respondent is encouraged to be positive about the topic of discussion
E) the respondent is asked to answer a series of multiple choice questions

Question 57

On a questionnaire, a(n) ________ question is one where the respondent merely checks the appropriate answer from a list of options.

A) open-ended
B) closed-ended
C) disguised
D) undisguised
E) exploratory

Question 58

Tests containing ambiguous stimuli, such as word-association tests and incomplete sentences, are examples of ________.

A) observational techniques
B) projective techniques
C) depth interviews
D) mechanical observation tests
E) physiological observation tests

Question 59

When 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
C) judgment sample
D) cluster sample
E) quota sample

Question 60

A ________ is a subset of the ________.

A) universe; population
B) population; sample
C) sample; population
D) population; universe
E) universe; sample

Question 61

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 ________.

A) the store environment
B) the product features
C) the product packaging
D) the product price
E) the advertising theme

Question 62

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 the following clothing companies in terms of the quality of their sweaters.
$$\begin{array} { l | l | l | l } \hline \text { Capital } & & & \\\text { Clothing } & \text { Executive Suit } & \text { Sweater Hut } & \text { A-List }\end{array}$$ 2. Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
$$\begin{array} { | l | l | l | l | l } \hline \text { } &somewhat & nither agree&somewhat &strongly\\\text { strongly agree } & \text { agree } & \text { nor disagree } & \text { disagree }& \text { disagree }\end{array}$$ 3. Please check the point on the following continuum that best expresses your impression of the price of Capital Style Sweaters.
Expensive
Inexpensive
$$\begin{array} { l | l | l | l } \hline \text { } & & & \\\text { Expensive } & \text {} & \text {} & \text { Inexpensive }\\\hline \text { } & & & \\\end{array}$$ 4. How likely are you to purchase a Capital Style sweater in the next six months?
\begin{array} { | l | l | l | l | l } \hline \text { definitly  will } &probably  will &might  or  might  not&probably  will &definitly  will\\\text { purchase } & \text { purchase } & \text { purchase } & \text { not purchase }& \text { not purchase }\end{array}

-In the PRICE SURVEY MINI CASE, question #1 measures response on a ________.

A) bipolar scale
B) Likert scale
C) rank order scale
D) behavior intention scale
E) semantic differential scale

Question 63

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 information collected in the Value Mart focus groups constitutes ________.

A) primary data
B) commercial data
C) objective data
D) mechanical data
E) secondary data

Question 64

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 the following clothing companies in terms of the quality of their sweaters.
$$\begin{array} { l | l | l | l } \hline \text { Capital } & & & \\\text { Clothing } & \text { Executive Suit } & \text { Sweater Hut } & \text { A-List }\end{array}$$ 2. Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
$$\begin{array} { | l | l | l | l | l } \hline \text { } &somewhat & nither agree&somewhat &strongly\\\text { strongly agree } & \text { agree } & \text { nor disagree } & \text { disagree }& \text { disagree }\end{array}$$ 3. Please check the point on the following continuum that best expresses your impression of the price of Capital Style Sweaters.
Expensive
Inexpensive
$$\begin{array} { l | l | l | l } \hline \text { } & & & \\\text { Expensive } & \text {} & \text {} & \text { Inexpensive }\\\hline \text { } & & & \\\end{array}$$ 4. How likely are you to purchase a Capital Style sweater in the next six months?
\begin{array} { | l | l | l | l | l } \hline \text { definitly  will } &probably  will &might  or  might  not&probably  will &definitly  will\\\text { purchase } & \text { purchase } & \text { purchase } & \text { not purchase }& \text { not purchase }\end{array}

-In the PRICE SURVEY MINI CASE, question #2 measures response on a ________.

A) Likert scale
B) semantic differential scale
C) behavior intention scale
D) bipolar scale
E) rank-order scale

Question 65

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, subjects are asked: "What do you remember about the pen advertisement you saw?" This is an example of a(n) ________.

A) metaphor analysis
B) open-ended question
C) word association
D) multiple choice question
E) closed-ended question

Question 66

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 ________.

A) judgment sample
B) simple random sample
C) convenience sample
D) cluster sample
E) quota sample

Question 67

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 research study design is an example of ________.

A) physiological observation
B) mystery shopping
C) test marketing
D) metaphor analysis
E) mechanical observation

Question 68

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 the following clothing companies in terms of the quality of their sweaters.
$$\begin{array} { l | l | l | l } \hline \text { Capital } & & & \\\text { Clothing } & \text { Executive Suit } & \text { Sweater Hut } & \text { A-List }\end{array}$$ 2. Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
$$\begin{array} { | l | l | l | l | l } \hline \text { } &somewhat & nither agree&somewhat &strongly\\\text { strongly agree } & \text { agree } & \text { nor disagree } & \text { disagree }& \text { disagree }\end{array}$$ 3. Please check the point on the following continuum that best expresses your impression of the price of Capital Style Sweaters.
Expensive
Inexpensive
$$\begin{array} { l | l | l | l } \hline \text { } & & & \\\text { Expensive } & \text {} & \text {} & \text { Inexpensive }\\\hline \text { } & & & \\\end{array}$$ 4. How likely are you to purchase a Capital Style sweater in the next six months?
\begin{array} { | l | l | l | l | l } \hline \text { definitly  will } &probably  will &might  or  might  not&probably  will &definitly  will\\\text { purchase } & \text { purchase } & \text { purchase } & \text { not purchase }& \text { not purchase }\end{array}

-In the PRICE SURVEY MINI CASE, question #4 measures response on a ________.

A) Likert scale
B) bipolar preference scale
C) semantic differential scale
D) behavior intention scale
E) rank-order scale

Question 69

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 sales data collected from scanners at checkout points constitutes ________.

A) external primary data
B) internal secondary data
C) mechanical primary data
D) internal primary data
E) external secondary data

Question 70

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

Question 71

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 the following clothing companies in terms of the quality of their sweaters.
$$\begin{array} { l | l | l | l } \hline \text { Capital } & & & \\\text { Clothing } & \text { Executive Suit } & \text { Sweater Hut } & \text { A-List }\end{array}$$ 2. Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
$$\begin{array} { | l | l | l | l | l } \hline \text { } &somewhat & nither agree&somewhat &strongly\\\text { strongly agree } & \text { agree } & \text { nor disagree } & \text { disagree }& \text { disagree }\end{array}$$ 3. Please check the point on the following continuum that best expresses your impression of the price of Capital Style Sweaters.
Expensive
Inexpensive
$$\begin{array} { l | l | l | l } \hline \text { } & & & \\\text { Expensive } & \text {} & \text {} & \text { Inexpensive }\\\hline \text { } & & & \\\end{array}$$ 4. How likely are you to purchase a Capital Style sweater in the next six months?
\begin{array} { | l | l | l | l | l } \hline \text { definitly  will } &probably  will &might  or  might  not&probably  will &definitly  will\\\text { purchase } & \text { purchase } & \text { purchase } & \text { not purchase }& \text { not purchase }\end{array}

-In the PRICE SURVEY MINI CASE, the screening questionnaire is developed based on ________ from Yankelovich.

A) internal secondary data
B) quantitative primary data
C) external secondary data
D) qualitative primary data
E) qualified primary data

Question 72

Which of the following is NOT a part of a research report?

A) a brief executive summary of the findings
B) recommendations for marketing action
C) a full description of the methodology used
D) the results of the research efforts
E) All of the above are part of a research report.

Question 73

If samples are collected randomly from a population of interest, the results of quantitative research can be generalized to larger populations.

Question 74

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 the following clothing companies in terms of the quality of their sweaters.
$$\begin{array} { l | l | l | l } \hline \text { Capital } & & & \\\text { Clothing } & \text { Executive Suit } & \text { Sweater Hut } & \text { A-List }\end{array}$$ 2. Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
$$\begin{array} { | l | l | l | l | l } \hline \text { } &somewhat & nither agree&somewhat &strongly\\\text { strongly agree } & \text { agree } & \text { nor disagree } & \text { disagree }& \text { disagree }\end{array}$$ 3. Please check the point on the following continuum that best expresses your impression of the price of Capital Style Sweaters.
Expensive
Inexpensive
$$\begin{array} { l | l | l | l } \hline \text { } & & & \\\text { Expensive } & \text {} & \text {} & \text { Inexpensive }\\\hline \text { } & & & \\\end{array}$$ 4. How likely are you to purchase a Capital Style sweater in the next six months?
\begin{array} { | l | l | l | l | l } \hline \text { definitly  will } &probably  will &might  or  might  not&probably  will &definitly  will\\\text { purchase } & \text { purchase } & \text { purchase } & \text { not purchase }& \text { not purchase }\end{array}

-In the PRICE SURVEY MINI CASE, question #3 measures response on a ________.

A) Likert scale
B) bipolar preference scale
C) semantic differential scale
D) behavior intention scale
E) rank-order scale

Question 75

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 ________.

A) physiological observation
B) metaphor analysis
C) focus group
D) mechanical observation
E) consumer profiling

Question 76

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, after conducting its focus group, Value Mart 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
C) mechanical observation
D) mystery shopping
E) probability sampling

Question 77

Quantitative 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.

Question 78

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 study described is best characterized as a(n) ________.

A) consumer panel
B) qualitative study
C) secondary study
D) exploratory study
E) quantitative study

Question 79

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 Value Mart focus group research format is best described as a ________.

A) quantitative study
B) motivational study
C) behavioral study
D) descriptive study
E) qualitative study

Question 80

In ________, the moderator-researcher usually analyzes the responses received, whereas in ________, the researcher supervises the analysis.

A) observational research; physiological research
B) quantitative research; qualitative research
C) qualitative research; quantitative research
D) physiological research; observational research
E) secondary research; primary research