Question 1

The local radio station wants to find out how it can increase the size of its listening audience.As a marketing consultant,your best advice is to complete research via

Accepted Answer

a survey.

Question 2

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

Accepted Answer

surveys.

Question 3

A moderator-led group discussion about a product or service is called ________.

Accepted Answer

a focus group

Question 4

Sally spent the day in the local grocery store passing out free samples of a new potato chip.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?

Accepted Answer

Experimentation

Question 5

Secondary data is

Accepted Answer

statistics and information that are available as a result of previous research.

Question 6

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

Accepted Answer

Cultural

Question 7

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

Accepted Answer

secondary data.

Question 8

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

Accepted Answer

Consumer behaviour

Question 9

Which of the following is correct with respect to surveys?

Accepted Answer

Online surveys are growing in popularity because the company gets immediate results.

Question 10

Rondell Corp.is involved in a market research project.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?

Accepted Answer

Select a research method

Question 11

Marketing research is

Accepted Answer

the study of consumer needs and wants,and the ways in which sellers can best meet them.

Question 12

Due to a strong work ethic,Joanne has worked her way up the ladder and would be considered middle class,which is reflected in her recent purchases.This is an example of

Accepted Answer

cultural influences.

Question 13

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

Accepted Answer

secondary data.

Question 14

Your boss has empowered you to complete a research project to determine if your company should expand its product line.Your boss only wants to see the final step of the market research process,which is

Accepted Answer

a report that includes alternative solutions and recommendations.

Question 15

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

Accepted Answer

social influences.

Question 16

Sherrie wants to conduct a market research project,but she has no idea where to begin.You advise her to begin by

Accepted Answer

studying the current situation.

Question 17

Scott is an intelligent,conservative programmer.His clothing purchases are typically darker in colour and not the current fad.This is an example of

Accepted Answer

personal influences.

Question 18

Which category of influences on consumer behaviour includes lifestyle,personality,and economic status?

Accepted Answer

Personal

Question 19

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

Accepted Answer

Observation

Question 20

After asking people about their "desired scent experience," Procter & Gamble developed Febreze Scentstories,a product that gives off 5 different scents every 30 minutes.They did this after using what approach to data gathering?

Accepted Answer

Focus groups

Quiz 15: Understanding Marketing Processes and Consumer Behaviour