Question 1

_____ usually consist of 6 to 12 people involved in a discussion led by a facilitator who monitors and guides the group discussion.

Accepted Answer

The answer of _____ usually consist of 6 to 12...

Question 2

Research has shown that there is a relationship between a person's shoe size and their writing proficiency, such that people with larger shoe sizes tend to have greater writing skill. What type of relationship is this?

Accepted Answer

The answer of Research has shown that there is a...

Question 3

What type of correlation is shown in this graph?

Accepted Answer

The dots on the graph are clustered in a linear pattern that slopes upward from left to right, indicating a positive correlation.

Question 4

Which of the following about "Motivation Research" is false?

Accepted Answer

The answer of Which of the following about "Motivation Research"...

Question 5

_____ is the establishment of laws and regulations that guide and govern business practices in order to protect consumers.

Accepted Answer

Public policy refers to the government's actions and decisions aimed at promoting the public interest, which includes protecting consumers from fraudulent or harmful business practices. This can be achieved through the establishment of laws and regulations that businesses must abide by. Consumer welfare and behavior are related to the study of consumer decisions and well-being, while organizational consumer behavior refers to the behavior of businesses towards consumers. Consumer endowment is a concept in economics referring to the value that consumers place on goods and services.

Question 6

Jean works at Cedar Point Amusement Park. Her job is to help design how the concession stands are laid out in the park and to help decide how the exterior of the stands should look. She is currently designing a new candy stand. In order to help her make design decisions, she spends several days observing people walking around the park and she stops many of them and asks them questions about how they choose where to eat in the park and what they look for in a food stand. Jean is engaged in:

Accepted Answer

Jean is conducting primary data collection by directly observing and interviewing people in order to gather information for her design decisions. Secondary data collection would involve using existing data sources, experimentation would involve manipulating variables and measuring outcomes, projective technique data collection would involve using stimuli to elicit unconscious emotions and thoughts, and focus group data collection would involve gathering a group of individuals together to discuss a specific topic.

Question 7

What is the most valid criticism of the following question that appears on a questionnaire given to college students: "Have you ever cheated on an examination?"

Accepted Answer

The question "Have you ever cheated on an examination?" has potential for social desirability bias because respondents may be inclined to answer in a way that will be viewed favorably by others, rather than truthfully admitting to cheating, which is generally socially unacceptable.

Question 8

Kay and Lucy are both consumer researchers. They are arguing about various research approaches. Kay says, "Lucy, I don't understand why you waste your time doing all of those experiments. Consumer behavior can't be researched like chemistry! Consumers are irrational with their own subjective reality." Lucy responds, "I don't agree. Consumers behave more consistently than you might think, and it is perfectly appropriate to apply the scientific method-approach to studying consumers. Only by treating consumer behavior as a science can we generate generalizable theories of behavior." Based on this discussion, what consumer behavior research approach does Kay most support?

Accepted Answer

Kay believes that consumer behavior is subjective and cannot be researched using a scientific approach, indicating that she supports an interpretive approach.

Question 9

Which of the following is an example of a negative correlation?

Accepted Answer

A negative correlation means that as one variable increases, the other variable decreases. In this case, advertising and sales have a negative correlation because as advertising increases, sales decrease.

Question 10

In an experiment, the independent variable is _____, and the dependent variable is _____.

Accepted Answer

The independent variable is the variable that is deliberately changed or manipulated in the experiment, while the dependent variable is the variable that is being measured or observed. Therefore, the best choice is A, where the independent variable is manipulated and the dependent variable is measured.

Question 11

_____ attempts to understand cause-and-effect relationships by carefully manipulating independent variables and controlling constants.

Accepted Answer

Experiments are designed to manipulate independent variables and control for other factors in order to understand cause-and-effect relationships. Focus groups and observational studies are not typically designed to manipulate variables in this way. Projective techniques are a type of psychological assessment used to understand individuals' perceptions and preferences.

Question 12

_____ is the systematic process of planning, and then collecting, analyzing, and interpreting data and information relevant to marketing problems.

Accepted Answer

The correct term for the systematic process of planning, and then collecting, analyzing, and interpreting data and information relevant to marketing problems is "Marketing Research," which is not listed among the options provided.

Question 13

What type of correlation is shown in this graph?

Accepted Answer

The answer of What type of correlation is shown in...

Question 14

Consider the Scientific Method discussed in your readings: -- Observation and Ask Questions
-- Form a Hypothesis and Make a Prediction
-- _____
What is the next step?

Accepted Answer

After forming a hypothesis and prediction, the next step is to test the hypothesis through experimentation or further observation.

Question 15

Many consumers believe (and some orange juice makers imply in their advertising) that when it comes to the quality of non-frozen orange juice, the closer the processing plant is the growing field, the fresher and higher quality the juice. However, there is no correlational relationship between these variables. This type of correlation is called:

Accepted Answer

An illusory correlation occurs when people believe there is a relationship between two variables even when no such relationship exists. In this case, consumers believe proximity to the growing field affects juice quality, despite no evidence supporting this belief.

Question 16

In an experiment, the independent variable is the _____, and the dependent variable is the _____.

Accepted Answer

The independent variable is the cause, as it is the factor that is being purposely manipulated in the experiment. The dependent variable is the effect, as it is the factor that is being measured and affected by the independent variable.

Question 17

Mike is professor who does research in consumer behavior. He is interested in finding out if women are more likely than men to listen to music jingles in advertising. What type of research will Mike most likely engage?

Accepted Answer

Mike is a professor who does research, which indicates that he is most likely engaged in basic research. He is interested in exploring a theoretical question related to consumer behavior, which would fall under the category of basic research. The other options such as focus group research, applied research, secondary data collection, and qualitative research are not relevant to Mike's research goal.

Question 18

Jane is on the spring formal organizing committee for her sorority. She notices that every time they meet to discuss new ideas, they seem to focus on just one idea. It seem like once an idea is presented, no one wants to disagree or offer anything different for the sake of unanimity. Jane's committee is probably experiencing:

Accepted Answer

The behavior described is a classic example of groupthink, where members prioritize maintaining consensus over considering alternative ideas, leading to a lack of critical evaluation and potentially flawed decision-making.

Question 19

_____ is the idea that firms should discover and satisfy customer needs and wants in an efficient and profitable manner while benefiting the long-term interests of society.

Accepted Answer

The marketing concept is the idea that firms should discover and satisfy customer needs and wants in an efficient and profitable manner while benefiting the long-term interests of society. This involves a customer-centric approach to business, with a focus on understanding and meeting the needs of the target market. It also takes into account the impact of business decisions on society as a whole, advocating for ethical and socially responsible practices.

Question 20

Which of following is not a secondary data source?

Accepted Answer

All the options listed (A through D) are examples of secondary data sources. Secondary data refers to data that was collected by someone else for a different purpose but can be used for the current research. Past company sales records, government reports, documented research results, and published materials like magazines all fall into this category.

Quiz 1: The Study of Consumer Behavior

_____ usually consist of 6 to 12 people involved in a discussion led by a facilitator who monitors and guides the group discussion.

Research has shown that there is a relationship between a person's shoe size and their writing proficiency, such that people with larger shoe sizes tend to have greater writing skill. What type of relationship is this?

What type of correlation is shown in this graph?

Which of the following about "Motivation Research" is false?

_____ is the establishment of laws and regulations that guide and govern business practices in order to protect consumers.

What is the most valid criticism of the following question that appears on a questionnaire given to college students: "Have you ever cheated on an examination?"

Which of the following is an example of a negative correlation?

In an experiment, the independent variable is _, and the dependent variable is _.

_____ attempts to understand cause-and-effect relationships by carefully manipulating independent variables and controlling constants.

_____ is the systematic process of planning, and then collecting, analyzing, and interpreting data and information relevant to marketing problems.

What type of correlation is shown in this graph?

Consider the Scientific Method discussed in your readings: -- Observation and Ask Questions -- Form a Hypothesis and Make a Prediction -- _____ What is the next step?

In an experiment, the independent variable is the _, and the dependent variable is the _.

Mike is professor who does research in consumer behavior. He is interested in finding out if women are more likely than men to listen to music jingles in advertising. What type of research will Mike most likely engage?

_____ is the idea that firms should discover and satisfy customer needs and wants in an efficient and profitable manner while benefiting the long-term interests of society.

Which of following is not a secondary data source?