Deck 5: Evaluating and Selecting Alternatives

Question 1

Affect is likely to play a role in all of the following situations except:

A) when the number of alternatives to choose from is large.
B) when the product is closely aligned with the consumer's self-concept.
C) when the product is not of a complex functional nature.
D) All of the given answers are correct.

Answer 1

D

Question 2

Indirect methods for determining which evaluative criteria are being used include:

A) projective techniques.
B) focus groups.
C) interviews.
D) all of the given answers.

Answer 2

A

Question 3

A decision rule that establishes the minimum required performance standards for each important evaluative criterion and selects all brands that surpass these requirements is called the disjunctive decision rule.

Answer 3

True

Question 4

Using the conjunctive decision rule, a consumer selects all brands that surpass a minimum level on each relevant evaluative criterion.

Question 5

Which of the following is not a type of decision rule used by consumers?

A) disjunctive
B) lexicographic
C) telescopic
D) compensatory

Question 6

Conjoint analysis is an approach to determining the relative importance consumers assign to various evaluative criteria.

Question 7

Evaluative criteria are the various features a consumer looks for in a particular type of product to meet his/her needs.

Question 8

Considering consumer decision rules, it is true that:

A) consumers explicitly assign numerical weights to the importance of attributes.
B) consumers assign numerical scores to the performance levels of the alternatives.
C) consumers use vague decision rules in brand selections.
D) low-involvement decisions tend to relate to compensatory rules.

Question 9

Low-involvement purchases tend to relate to all of the following decision rules except:

A) elimination-by-aspects.
B) disjunctive.
C) conjunctive.
D) compensatory.

Question 10

A just-noticeable difference (JND) refers to the minimum amount that one brand can differ from another with the difference still being noticed.

Question 11

Evaluative criteria are:

A) the alternatives available to solve a problem.
B) limited to the evoked set.
C) limited to the inept set.
D) the various features a consumer looks for in a product for solving a particular problem.

Question 12

Evaluative criteria can vary across consumers and/or product types and differ in:

A) type.
B) number.
C) importance.
D) all of the given answers.

Question 13

Decision rules are limited to product category decisions and do not apply to brand choices.

Question 14

In conjoint analysis the consumer is presented with:

A) a set of decision rules.
B) a set of products for which the evaluative criteria vary.
C) a set of unrelated brands.
D) none of the given answers.

Question 15

Best-worst scaling requires consumers to rate questions as 'best' or 'worst'.

Question 16

A readily observable attribute of a product used to represent the performance level of a less observable attribute is known as a surrogate indicator.

Question 17

Semantic-differential scales are an approach to determining the relative importance consumers assign to various evaluative criteria.

Question 18

Which of the following is not a direct method for determining which evaluative criteria are being used?

A) focus groups
B) interviews
C) projective techniques
D) All of the given answers are direct methods.

Question 19

Consumers select alternatives based on:

A) the type of problem recognition that occurs.
B) the relative performance on the appropriate evaluative criteria.
C) the amount of information search required.
D) none of the given answers.

Question 20

The number of evaluative criteria that a consumer uses depends on:

A) the situation.
B) the product.
C) the consumer.
D) the situation, the product and the consumer.

Question 21

A consumer's perception that one attribute is an accurate predictor of another is referred to as:

A) the confidence value.
B) the predictive value.
C) a just-noticeable difference.
D) none of the given answers.

Question 22

The technique that requires consumers to judge the similarity of alternative brands is:

A) conjoint analysis.
B) semantic differential scale.
C) perceptual mapping.
D) none of the given answers.

Question 23

The use of price as a surrogate indicator appears to decline with:

A) increases in visible product differences.
B) increases in prior product experience.
C) availability of additional product information.
D) all of the given answers.

Question 24

Which of the following is a very common method for directly measuring the relative importance that consumers assign to various evaluative criteria?

A) semantic-differential scale
B) constant-sum scale
C) focus groups
D) none of the given answers

Question 25

Which of the following is a useful approach for determining the relative importance consumers assign to various evaluative criteria?

A) semantic-differential scale
B) conjoint analysis
C) linear programming
D) none of the given answers

Question 26

Sensory discrimination refers to:

A) individuals' tendencies to rely on one sense mode.
B) the lack of just-noticeable differences between the various sense modes.
C) the ability of an individual to distinguish between similar stimuli.
D) none of the given answers.

Question 27

Which of the following decision criteria are expected to continue growing in importance?

A) the effect of the products' manufacture on the environment
B) the effect of the products' distribution on the environment
C) the effect of the products' consumption on the environment
D) all of the given answers

Question 28

All of the following are used as surrogate indicators of quality except:

A) brand name.
B) packaging.
C) colour.
D) All of the given answers are surrogate indicators of quality.

Question 29

Weber's law indicates that:

A) marketers of grocery items must use unit prices.
B) the higher the level of an attribute, the more that attribute must be changed to achieve a just-noticeable difference.
C) package changes should be done slowly.
D) None of the given answers are correct.

Question 30

With the information provided by perceptual mapping the marketer can determine:

A) how the position of brands changes in response to marketing efforts.
B) how different brands are positioned according to evaluative criteria.
C) how to position new products using evaluative criteria.
D) how the position of brands changes in response to marketing efforts, how different brands are positioned according to evaluative criteria and how to position new products using evaluative criteria.

Question 31

A surrogate indicator is:

A) the most important attribute in a purchase decision.
B) an attribute that a consumer cannot judge directly.
C) an attribute of the product that is not used in a consumer decision.
D) none of the given answers.

Question 32

The ability of an individual to distinguish between similar stimuli is:

A) called sensation differentiation.
B) very highly developed in most consumers.
C) called just definite differentiation.
D) called sensory discrimination.

Question 33

When Mary purchases a calculator, she is concerned with its cost, size, power source, capabilities and warranty. John, however, is most concerned with brand, memory and colour. John's and Mary's concerns, though different, make up their:

A) evoked set.
B) inert set.
C) evaluative criteria.
D) salient attitudes.

Question 34

Evaluative criteria can be:

A) tangible.
B) intangible.
C) emotional.
D) tangible, intangible and emotional.

Question 35

Which of the following is a common approach to determining consumers' judgments of brand performance on specific evaluative criteria?

A) semantic-differential scale
B) conjoint analysis
C) linear programming
D) none of the given answers

Question 36

A just-noticeable difference (JND) refers to:

A) the relative difference in sensitivity between various sense modes.
B) the minimum amount a stimulus can differ with the difference still being noticed.
C) the difference in importance assigned to various evaluative criteria.
D) minimum variation in evaluative criteria required for inclusion in a multi-dimensional scaling solution.

Question 37

The readily observable attribute of a product used to represent the performance level of a less observable attribute is known as:

A) a surrogate indicator.
B) a lexicographic attribute.
C) a compensatory attribute.
D) none of the given answers.

Question 38

Look at the sample scale below and indicate what type of scale it is. 1 Strongly agree
2 Agree
3 Uncertain
4 Disagree
5 Strongly disagree

A) rank-ordering scale
B) semantic-differential scale
C) Likert scale
D) constant-sum scale

Question 39

Conjoint measurement is useful in discovering:

A) the evaluative criteria consumers use.
B) the importance of different criteria.
C) surrogate indicators.
D) the decision rule used by consumers.

Question 40

Which of the following is not an approach to determining which evaluative criteria consumers use?

A) direct questioning
B) perceptual mapping
C) semantic differential scales
D) All of the given answers are approaches to determining the evaluative criteria used.

Question 41

What is the key driver of affective choices?

A) cognition
B) behaviour
C) emotion
D) learning

Question 42

What are evaluative criteria in consumer decision making, and how may these be used by marketers?

Question 43

You are given the following information:
$\begin{array}{llcc}& \text { Rank } & \text { Cut-off point} \\\\ \text { Price } &1&2 \\\\ \text {Quality } &2&4\\\\ \text {Ease of use } &3&3\\ \text { } &\\&\\ &\\\end{array}$
Which of the following computers would be chosen using the elimination-by-aspects decision rule?
$\begin{array}{llcc}& \text {Hewlett-Packard } & \text {Apple } & \text { IBM } \\\\ \text { Price } &3&5&4\\\\ \text { Quality } &4&4&4\\\\ \text { Ease of use} &3&2&3\\\end{array}$

A) Hewlett-Packard
B) Apple
C) IBM
D) None of the computers would be chosen.

Question 44

What does blind testing enable marketers to do?

A) launch new products unknown to consumers
B) measure the opinions of blind consumers and their liking for certain attributes
C) evaluate the functional characteristics of a product and determine whether a just-noticeable difference over a specific competitor has been gained
D) None of the given answers are correct.

Question 45

If the target market is using the lexicographic rule:

A) it is essential that the product equals or exceeds the performance of all other competitors on the most important attribute.
B) it is essential that the product equals or exceeds the performance of all other competitors on all criteria.
C) the product only needs to satisfactorily meet the criteria.
D) None of the given answers are correct.

Question 46

Give examples of features that consumers may use as surrogate indicators when purchasing products.

Question 47

Which brand would a consumer select using the compensatory decision rule and how does this affect consumers' decision making?

Question 48

Given the following minimum standards: price = 3, quality = 4 and ease of use = 3, which of the following MP3 players would be chosen using the conjunctive decision rule? $\begin{array}{llcc}& \text { Sanyo}& \text {Sony }& \text { Pioneer }\\\\ \text { Price } &4&5&2 \\\\ \text { Quality } &4&3&6\\\\ \text { Ease of use } &4&4&4\\\end{array}$

A) Sony
B) Sanyo
C) Pioneer
D) There is not enough information to reach a conclusion.

Question 49

Look at the sample scale below and indicate what type of scale it is. $\begin{array}{llcc} \text { Price } & 10 \\ \text { Ease of use } &20\\ \text {Colour } &10\\ \text { Brand name } &30\\ \text {Warranty } & \underline{30} \\ \text { Total } &100\\\end{array}$

A) rank-ordering scale
B) Likert scale
C) semantic-differential scale
D) constant-sum scale

Question 50

Low-involvement purchases usually involve decision rules such as:

A) compensatory.
B) attributes.
C) conjunctive.
D) none of the given answers.

Question 51

You are given the following information: $\begin{array}{llcc} &\text { Rank } & \text { Cut-off point } \\\\ \text {Price } &1&4\\\\ \text { Quality } &2&4\\\\ \text {Ease of use } &3&3\\\end{array}$
Which of the following DVD players would be chosen using the elimination-by-aspects decision rule?
$\begin{array}{llcc}& \text {Sony } & \text {Sanyo } & \text { Pioneer} \\\\ \text { Price} &3&5&4\\\\ \text {Quality } &4&5&4\\\\ \text {Ease of use } &5&2&3\\\end{array}$

A) Sony
B) Sanyo
C) Pioneer
D) None of the DVD players would be chosen.