Question 1

Which of the following is a demographic trend shaping consumer behaviour patterns?
A) increasing family size
B) increasing number of households with two primary income providers
C) increasing birthrates in the U.S. and Europe
D) decreasing levels of consumer affluence in the U.S.

Accepted Answer

The increasing number of households with two primary income providers is a demographic trend that is shaping consumer behaviour patterns. This means that households have more disposable income to spend on goods and services, and may have different priorities in terms of what they value and need.

Question 2

RESTAURANT RESEARCH SCENARIO
Insight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and how to serve them better. The restaurant chain has several competitors competing for the same type of customers and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Then they write a report of their interpretations of what they experienced personally while pretending to be a customer as well as what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some example conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard as saying they didn't intend to come back. Some researchers also noted that the food was not very good, and they saw several customers send orders back.
-Refer to Restaurant Research Scenario. Which research approach is Insight Research using to better understand this restaurant's customers?
A) quantitative
B) secondary
C) focused
D) qualitative

Accepted Answer

Insight Research is using a qualitative research approach, which involves observing and interpreting the interactions between customers and employees in the restaurant to gain a deeper understanding of their experiences and perceptions. This approach allows researchers to gather rich, detailed data that can provide valuable insights into customers' needs, wants, and preferences. The use of undercover observation and personal experience also suggests an ethnographic or participant observation approach, which is a specific type of qualitative research methodology.

Question 3

RESTAURANT RESEARCH SCENARIO
Insight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and how to serve them better. The restaurant chain has several competitors competing for the same type of customers and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Then they write a report of their interpretations of what they experienced personally while pretending to be a customer as well as what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some example conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard as saying they didn't intend to come back. Some researchers also noted that the food was not very good, and they saw several customers send orders back.
-Refer to Restaurant Research Scenario. Which demographic trend discussed inChapter 1 should result in the restaurant experiencing an increase, not a decrease, in sales?
A) rise in households with a stay-at-home mom
B) rise in households with two primary income providers
C) decreasing birth rates
D) advances in technology

Accepted Answer

The rise in households with two primary income providers would mean that more families have disposable income to spend on eating out, potentially resulting in an increase in sales for the restaurant chain.

Question 4

Compare and contrast the concepts consumption and consumer behaviour.

Accepted Answer

The answer of Compare and contrast the concepts consumption and...

Question 5

A consumer research study analyzes the factors predicting a consumer's likelihood to purchase a 3-D television, such as age, income, and stage of family life cycle. Data were collected from 3,000 consumers using a structured questionnaire. Which type of research does this represent?
A) qualitative
B) interpretive
C) quantitative
D) focused

Accepted Answer

This represents a quantitative research study because it involves numerical data analysis of factors predicting purchasing behavior among a sample of 3,000 consumers using structured questionnaires.

Question 6

RESTAURANT RESEARCH SCENARIO
Insight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and how to serve them better. The restaurant chain has several competitors competing for the same type of customers and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Then they write a report of their interpretations of what they experienced personally while pretending to be a customer as well as what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some example conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard as saying they didn't intend to come back. Some researchers also noted that the food was not very good, and they saw several customers send orders back.
-Refer to Restaurant Research Scenario. Which statement provides the best reason why this restaurant chain should be concerned about customer satisfaction?
A) All restaurants should be concerned about customer satisfaction.
B) The marketplace is competitive and the restaurant is dependent on repeat business.
C) Serving customers well is just the right thing to do.
D) Other restaurants in the marketplace are offering price discounts and delivering superior customer satisfaction.

Accepted Answer

The scenario states that the restaurant chain has several competitors competing for the same type of customers and has experienced sales declines in the past few years. Therefore, it is crucial for the restaurant chain to ensure customer satisfaction in order to retain their customers and remain competitive in the marketplace.

Question 7

RESTAURANT RESEARCH SCENARIO
Insight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and how to serve them better. The restaurant chain has several competitors competing for the same type of customers and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Then they write a report of their interpretations of what they experienced personally while pretending to be a customer as well as what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some example conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard as saying they didn't intend to come back. Some researchers also noted that the food was not very good, and they saw several customers send orders back.
-Refer to Restaurant Research Scenario. When customers interact with the wait staff, what are these interactions called?
A) moments of truth
B) interactions
C) process nodes
D) touchpoints

Accepted Answer

Touchpoints are the points of interaction between a customer and a company. In this case, the touchpoints are the interactions between customers and the wait staff.

Question 8

Explain the role of consumer behaviour in business and society.

Accepted Answer

The answer of Explain the role of consumer behaviour in...

Question 9

RESTAURANT RESEARCH SCENARIO
Insight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and how to serve them better. The restaurant chain has several competitors competing for the same type of customers and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Then they write a report of their interpretations of what they experienced personally while pretending to be a customer as well as what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some example conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard as saying they didn't intend to come back. Some researchers also noted that the food was not very good, and they saw several customers send orders back.
-Refer to Restaurant Research Scenario. Which statement provides a criticism of the research approach used by Insight Research?
A) It did not provide useful information to the restaurant.
B) Its results are objective.
C) Its data are researcher dependent.
D) Interpretive research is not an acceptable approach for understanding consumer behaviour.

Accepted Answer

The statement "Its data are researcher dependent" provides a criticism of the research approach used by Insight Research. This suggests that the data collected may be biased or influenced by the researcher's personal experiences and interpretations.

Question 10

Which statement does NOT accurately describe quantitative research?
A) Its common purpose is to test hypotheses or specific research questions.
B) Its structured response categories are provided.
C) Its samples are typically large to produce generalizable results.
D) Its results are subjective.

Accepted Answer

Quantitative research is based on objective and measurable data, and its findings are not subjective. Therefore, option D is incorrect.

Question 11

Explain why consumers get treated differently in different types of exchange environments. Give an example of a situation where you were treated poorly by a business and explain why you might have been treated that way.

Accepted Answer

The answer of Explain why consumers get treated differently in...

Question 12

Apple wants to learn how consumers use its blockbuster product, the Apple Watch . Suggest an appropriate research approach and describe how it can be implemented.

Accepted Answer

The answer of Apple wants to learn how consumers use...

Question 13

What is the difference between qualitative and quantitative research?
A) Qualitative research is used for hypothesis testing and quantitative research is used only for descriptive analyses.
B) Quantitative research is longitudinal and qualitative research is cross-sectional.
C) Qualitative research is researcher dependent and quantitative research is not.
D) Quantitative research results in primary data and qualitative research results in secondary data.

Accepted Answer

Qualitative research relies heavily on the researcher's interpretation of the data, while quantitative research relies on statistical analysis and objective measurements. Therefore, qualitative research is often more subjective and researcher-dependent, while quantitative research is less so.

Additionally, none of the other options accurately describe the difference between qualitative and quantitative research. Hypothesis testing can be done with both types of research (A), longitudinal and cross-sectional studies are types of research designs rather than methods of research (B), and both types of research can result in both primary and secondary data (D).

Question 14

Briefly discuss three recent trends shaping consumer behaviour.

Accepted Answer

The answer of Briefly discuss three recent trends shaping consumer...

Question 15

Which of the following is NOT a trend shaping the value received by consumers today?
A) internationalization
B) technological changes
C) market compression
D) changing demographics

Accepted Answer

Internationalization, technological changes, and changing demographics are all trends that are shaping the value received by consumers today. Market compression, on the other hand, is not a trend in this context.

Question 16

The Starbucks Mobile App now allows Starbucks customers to order their favourite beverage from their mobile device and pick up it up at a Starbucks location without actually being in the coffee shop. Which trend shaped the value received by today's consumers?
A) internationalization
B) technological changes
C) changing communications
D) changing demographics

Accepted Answer

Technological changes have shaped the value received by today's consumers by providing convenience and efficiency through mobile devices and apps like the Starbucks Mobile App.

Question 17

Which aspect of the changing economy likely has the most impact on consumer spending?
A) high interest rates
B) high tax rates
C) high prices
D) high unemployment rate

Accepted Answer

High unemployment rates directly reduce consumer income, leading to decreased consumer spending.

Question 18

Discuss the relevant contributions of one other discipline to the study of consumer behaviour.

Accepted Answer

The answer of Discuss the relevant contributions of one other...

Question 19

In addition to the demographic trends discussed inChapter 1, discuss one other demographic trend in the Western world and how that trend will influence consumer behaviour.

Accepted Answer

The answer of In addition to the demographic trends discussed...

Quiz 1: What Is CB, and Why Should I Care?

Which of the following is a demographic trend shaping consumer behaviour patterns?

Compare and contrast the concepts consumption and consumer behaviour.

A consumer research study analyzes the factors predicting a consumer's likelihood to purchase a 3-D television, such as age, income, and stage of family life cycle. Data were collected from 3,000 consumers using a structured questionnaire. Which type of research does this represent?

Explain the role of consumer behaviour in business and society.

Which statement does NOT accurately describe quantitative research?

Explain why consumers get treated differently in different types of exchange environments. Give an example of a situation where you were treated poorly by a business and explain why you might have been treated that way.

Apple wants to learn how consumers use its blockbuster product, the Apple Watch . Suggest an appropriate research approach and describe how it can be implemented.

What is the difference between qualitative and quantitative research?

Briefly discuss three recent trends shaping consumer behaviour.

Which of the following is NOT a trend shaping the value received by consumers today?

The Starbucks Mobile App now allows Starbucks customers to order their favourite beverage from their mobile device and pick up it up at a Starbucks location without actually being in the coffee shop. Which trend shaped the value received by today's consumers?

Which aspect of the changing economy likely has the most impact on consumer spending?

Discuss the relevant contributions of one other discipline to the study of consumer behaviour.

In addition to the demographic trends discussed inChapter 1, discuss one other demographic trend in the Western world and how that trend will influence consumer behaviour.