Question 1

In consumer behaviour,what is the name for the influences that include the "way of living" that distinguishes one large group from another and one ethnic group from another?
A)Psychological
B)Personal
C)Social
D)Domestic
E)Cultural

Accepted Answer

The description refers to cultural influences, which are the way of life and values passed down from one generation to another in a particular society or group. These cultural influences can include ethnic, regional, and national customs, traditions, beliefs, and values. Therefore, the correct answer is E) Cultural.

Question 2

The heart of any survey is the ________ which must be carefully designed to give the company honest answers about specific research issues.
A)observation
B)questionnaire
C)experimentation
D)secondary data
E)consumer scan

Accepted Answer

The questionnaire is the heart of any survey because it is the tool used to collect data from respondents. It must be carefully designed to ensure that it gives the company honest answers about specific research issues.

Question 3

When UPS asked customers how the company could improve its service,UPS was using
A)video mining.
B)observation.
C)experimentation.
D)focus groups.
E)surveys.

Accepted Answer

UPS asked customers how they could improve their service through surveys, which is a method of collecting data through questionnaires or interviews. The other options, such as video mining, observation, experimentation, and focus groups, are other methods of collecting data or conducting research but were not used in this specific scenario.

Question 4

Based on a product review in a magazine,Rob decided which product to buy.He is demonstrating the impact of
A)psychological influences.
B)cultural influences.
C)past experience influences.
D)social influences.
E)personal influences.

Accepted Answer

Rob's decision was influenced by a product review in a magazine, which is a form of social influence where individuals are influenced by the opinions and behaviors of others in their social network, such as friends, family, or experts on a particular topic.

Question 5

Sally spent the day in the local grocery store passing out free samples of a new potato chip brand.Sally gave every second customer the new chip with dip and every other customer the new chip without dip.What type of research was Sally conducting?
A)Observation
B)Primary and secondary data collection
C)Experimentation
D)Survey
E)Focus groups

Accepted Answer

Sally was conducting an experiment by systematically varying the conditions (with dip and without dip) to observe the effects on customer preferences or reactions.

Question 6

Secondary data are
A)statistics and information that are available as a result of previous research.
B)based on data newly collected for a specific research purpose.
C)based on information gathered by someone else,but not yet published.
D)any of the above,depending upon why the marketer is doing the research.
E)data gathered for secondary areas of the firm like marketing research and accounting.

Accepted Answer

Secondary data refers to statistics and information that have been collected for a previous research purpose or by someone else, such as government agencies, academic institutions, or other organizations. The data is not collected specifically for the current research project but is used to support the research objectives.

Question 7

The influence category which includes "lifestyle" is ________,while the category that includes an individual's "motivations" is ________.
A)personal;psychological
B)psychological;social
C)cultural;social
D)social;cultural
E)social;psychological

Accepted Answer

"Lifestyle" is a personal factor that may influence an individual's behavior or choices, falling under the personal influence category. On the other hand, "motivations" are psychological factors that drive an individual's behavior, belonging to the psychological influence category. Therefore, the best choice is A.

Question 8

Arun is a conservative computer programmer.He prefers coulors like grey,black,blue,and white.He certainly does not like chasing fashion fads or wearing flashy clothes.This is an example of
A)past experience influences.
B)cultural influences.
C)social influences.
D)personal influences.
E)psychological influences.

Accepted Answer

Arun's preference for conservative colors and avoidance of flashy clothes is a reflection of his personal taste and style, which falls under personal influences.

Question 9

The information that Statistics Canada provides on the Canadian economy is an example of
A)secondary data.
B)statistical variance analysis.
C)primary data.
D)a demographic variable.
E)product research.

Accepted Answer

Statistics Canada provides data that has already been collected and analyzed by a third party, making it secondary data.

Question 10

Rondell Corp.is involved in a market research program.They have already studied the current situation to discover customer needs and what is being done to meet those needs.What should they do next?
A)Collect data
B)Select a research method
C)Analyze the data
D)Conduct a focus group
E)Prepare a report

Accepted Answer

After studying the current situation and discovering customer needs, the next step would be to select a research method that would allow them to gather data to address those needs. Once the data is collected, then it can be analyzed and used to prepare a report or conduct a focus group.

Question 11

________ is the study of the decision process by which customers come to purchase and consume products.
A)Customer buying logic
B)Purchase decision model
C)End-user purchase behaviour
D)Consumer behaviour
E)Buyer behaviour

Accepted Answer

Consumer behaviour is the study of the decision process by which customers come to purchase and consume products. The other options either do not accurately describe the field of study or are not commonly used terms.

Question 12

________ is an example of a rational motive,whereas ________ is an example of an emotional motive when buying a new pair of pants.
A)Quality;aesthetics
B)Cost;quality
C)Aesthetics;Quality
D)Quality;Usefulness
E)Sociability;imitation of others

Accepted Answer

Quality is a rational motive as it involves logical evaluation of the product's durability and performance, while aesthetics is an emotional motive as it relates to personal feelings and preferences about the appearance of the pants.

Question 13

Sherrie wants to save money and time on her research project.You recommend she use
A)observation.
B)focus groups.
C)primary data she collects herself.
D)secondary data.
E)experiments.

Accepted Answer

Using secondary data is a great way to save both time and money on research as it is already collected and available to use. Sherrie can access resources like government reports, databases, and other published sources to gather the data she needs without starting from scratch.

Question 14

Sherrie wants to complete a research project;unfortunately,she has no idea where to begin.You advise her to begin by
A)designing a questionnaire.
B)collecting data.
C)selecting a research method.
D)studying the current situation.
E)analyzing data.

Accepted Answer

Before starting any research project, it is important to study the current situation, identify the problem or gap in knowledge, and formulate research questions. This will provide a foundation for selecting a research method, designing a questionnaire, collecting and analyzing data.

Question 15

While Sylvia has not asked teenage consumers any questions,she has noted that they tend to purchase green nail polish,as opposed to purple.Which research method has Sylvia used?
A)Nominal scaling
B)Focus groups
C)Observation
D)Survey
E)Experimentation

Accepted Answer

Sylvia has used observation as her research method, as she has noted the purchasing behavior of teenage consumers without directly interacting with them.

Question 16

Which category of influences on consumer behaviour includes ethnic groups,social class,occupation,and income?
A)Past experience
B)Psychological
C)Social
D)Cultural
E)Personal

Accepted Answer

Cultural influences on consumer behaviour include factors such as ethnic groups, social class, occupation, and income.

Question 17

Many firms use ________,in which 6 to 15 people are brought together to talk about a product.A moderator leads a discussion,and employees from the sponsoring company may observe the proceedings from behind a one-way mirror.People's comments are taped,and researchers go through the data looking for common themes.
A)observation
B)secondary data scanning
C)experimentation
D)visual survey
E)focus groups

Accepted Answer

Focus groups involve a small group of people discussing a product, led by a moderator, with observations and recordings used for research.

Question 18

Garrett is in the business of selling baseball bats.He decides to employ focus groups to determine which bats will likely be bestsellers.Which of the following groups will he be least likely to invite as participants?
A)Players from a professional baseball team
B)Local college and high school baseball coaches
C)Administrators of the local Little League baseball program
D)Spectators at a baseball tournament
E)Amateur players

Accepted Answer

Spectators at a baseball tournament are less likely to have the expertise or experience with baseball bats compared to players, coaches, or administrators, making them less ideal for providing valuable feedback on potential bestsellers.

Question 19

Ming has a strong work ethic.He has worked his way up the ladder and would be considered upper middle class,which is reflected in his recent purchases.This is an example of
A)psychological influences.
B)social influences.
C)personal influences.
D)cultural influences.
E)past experience influences.

Accepted Answer

The answer of Ming has a strong work ethic.He has...

Question 20

On the first day of your new job,you notice that your wardrobe is not up to company standards.You are at the ________ stage of the consumer buying process.
A)problem recognition
B)purchase decision
C)post-purchase evaluation
D)information seeking
E)evaluation of alternatives

Accepted Answer

The first step in the consumer buying process is problem recognition. In this situation, the problem is that the employee's wardrobe does not meet the company's standards.

Quiz 12: Understanding Marketing Principles and Developing Products

In consumer behaviour,what is the name for the influences that include the "way of living" that distinguishes one large group from another and one ethnic group from another?

The heart of any survey is the ________ which must be carefully designed to give the company honest answers about specific research issues.

When UPS asked customers how the company could improve its service,UPS was using

Based on a product review in a magazine,Rob decided which product to buy.He is demonstrating the impact of

Sally spent the day in the local grocery store passing out free samples of a new potato chip brand.Sally gave every second customer the new chip with dip and every other customer the new chip without dip.What type of research was Sally conducting?

Secondary data are

The influence category which includes "lifestyle" is ,while the category that includes an individual's "motivations" is .

Arun is a conservative computer programmer.He prefers coulors like grey,black,blue,and white.He certainly does not like chasing fashion fads or wearing flashy clothes.This is an example of

The information that Statistics Canada provides on the Canadian economy is an example of

Rondell Corp.is involved in a market research program.They have already studied the current situation to discover customer needs and what is being done to meet those needs.What should they do next?

________ is the study of the decision process by which customers come to purchase and consume products.

is an example of a rational motive,whereas is an example of an emotional motive when buying a new pair of pants.

Sherrie wants to save money and time on her research project.You recommend she use

Sherrie wants to complete a research project;unfortunately,she has no idea where to begin.You advise her to begin by

While Sylvia has not asked teenage consumers any questions,she has noted that they tend to purchase green nail polish,as opposed to purple.Which research method has Sylvia used?

Which category of influences on consumer behaviour includes ethnic groups,social class,occupation,and income?

Garrett is in the business of selling baseball bats.He decides to employ focus groups to determine which bats will likely be bestsellers.Which of the following groups will he be least likely to invite as participants?

Ming has a strong work ethic.He has worked his way up the ladder and would be considered upper middle class,which is reflected in his recent purchases.This is an example of

On the first day of your new job,you notice that your wardrobe is not up to company standards.You are at the ________ stage of the consumer buying process.