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

Accepted Answer

A depth interview is characterized by a one-on-one conversation between a researcher and a participant, where the researcher delves deeply into the participant's thoughts, feelings, and experiences on a particular subject without the constraints of a structured questionnaire.

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

Accepted Answer

Accurately defining the objectives of the research is often considered the most difficult step in the consumer research process because it requires a clear understanding of the problem or opportunity, which sets the direction for the entire research effort. If the objectives are not clearly defined, the research may not be relevant or useful.

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

Accepted Answer

The study of consumer behavior helps marketers understand what consumers want and need, allowing them to tailor products and marketing strategies to better suit those needs, rather than just focusing on profits, competition, or convincing consumers to buy what the company makes.

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

Accepted Answer

Consumer research is the process and tools used to study consumer behavior, focusing on understanding the preferences, motivations, and buying behavior of the consumer.

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

Accepted Answer

Secondary data refers to information that has already been gathered for a different purpose but can be utilized in the context of a new research project. This can include data from previous studies, reports, publications, and other sources that were not originally collected for the current research question but can provide valuable insights or background information.

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

Accepted Answer

Lifetime value profiles include acquisition costs, profits generated from individual sales to each customer, the costs of handling customers and their orders, and the expected duration of the relationship. These profiles help businesses understand the long-term value of customers, guiding strategic decisions about customer acquisition and retention.

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.

Accepted Answer

Secondary data may not be specifically tailored for the current research needs, leading to potential inaccuracies or irrelevance due to errors in the original data collection or analysis.

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.

Accepted Answer

Secondary data can offer insights into potential methods and highlight potential challenges in a study, helping researchers prepare and adjust their primary research strategies accordingly. Other options are incorrect because secondary data often varies in units, may contain biases, is not always current or up-to-date, and its accuracy can vary.

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

Accepted Answer

Qualitative research is most likely to be used to generate new ideas, such as for positioning or repositioning a product, because it involves collecting, analyzing, and interpreting non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. This approach can provide deep insights into consumer behaviors, preferences, and motivations, which are essential for creative and innovative idea generation.

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

Accepted Answer

Primary data refers to data that is collected firsthand by the researcher or organization for a specific research purpose or objective. This contrasts with secondary data, which is data collected by someone else and used by the researcher for their purposes.

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

Accepted Answer

Secondary data refers to information that was collected for a different research project or purpose but is being used in the current study. This contrasts with primary data, which is collected specifically for the current research project.

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

Accepted Answer

Data collected by government bodies or their agencies, such as census or economic data, is considered external secondary data because it is data that has been collected outside the organization for some purpose other than the current research project.

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

Accepted Answer

Motivational research focuses on understanding the underlying reasons and motivations behind consumer behavior, often exploring the subconscious factors that influence decision-making processes.

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

Accepted Answer

The records of customer complaints that Ashley is reviewing are considered internal secondary data because they are data that have been collected previously within the organization (internal) for purposes other than the current research (secondary).

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

Accepted Answer

Focus groups are a key research tool used in motivational research because they allow for in-depth discussions and insights into participants' motivations, attitudes, and behaviors in a controlled setting.

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

Accepted Answer

Primary research is specifically conducted to address a certain research question or problem, making it newly designed and collected data for the current research issue at hand.

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

Accepted Answer

Consumer panels consist of households that agree to periodically record their purchases and/or media viewing habits. These records are then collected and analyzed by data providers to understand consumer behavior and trends.

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.

Accepted Answer

Qualitative research typically involves small sample sizes because it focuses on in-depth understanding of behaviors, motivations, and attitudes. The small sample sizes, while rich in detail and depth, prevent findings from being easily generalized to larger populations due to the lack of statistical representation.

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

Accepted Answer

Quantitative research is most likely to be used to gather descriptive and numerical information as it focuses on quantifying the collection and analysis of data.

Question 20

Focus groups and depth interviews are examples of ________ research.
A) quantitative
B) empirical
C) experimental
D) physiological
E) qualitative

Accepted Answer

Focus groups and depth interviews are examples of qualitative research, which involves collecting, analyzing, and interpreting data by observing what people do and say. Unlike quantitative research, which focuses on numbers and statistical analysis, qualitative research seeks to understand concepts, thoughts, and experiences.

Quiz 16: Consumer Research

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

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

The purpose of studying consumer behavior is to enable marketers to anticipate how they might better meet consumer needs by ________.

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

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

________ 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.

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?

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?

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

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

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

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

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

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

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

________ 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.

Which of the following is true of qualitative research?

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

Focus groups and depth interviews are examples of ________ research.