Question 1

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 can be challenging because it requires a clear understanding of what information is needed and why. If the objectives are not well defined, the research may be unfocused or ineffective.

Question 2

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 3

Contemporary qualitative consumer research grew out of ________
A) the belief that consumers generally select those products and services that give them the highest satisfaction
B) the belief that consumers generally select those products and services that carry the lowest cost
C) the belief that consumers always know what they want
D) the belief that consumers always understand why they do the things they do
E) the rejection of the belief that consumer marketing was simply applied economics

Accepted Answer

Contemporary qualitative consumer research grew out of the rejection of the belief that consumer marketing was simply applied economics. This rejection led to the realization that understanding consumer behavior requires a more holistic and nuanced approach that takes into account the social, cultural, and psychological factors that influence consumer decision-making. Qualitative research methods are particularly well-suited to this approach, as they allow researchers to explore consumers' experiences, attitudes, and motivations in depth.

Question 4

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. This is because they involve a small group of individuals who are brought together to discuss their thoughts, feelings, and attitudes towards a product or service. This allows researchers to gain deeper insights into the motivations and behaviors of consumers, which can be used to inform marketing strategies and product development.

Question 5

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, which allows for rich and in-depth exploration of a specific phenomenon or context. However, the findings cannot be generalized to larger populations due to the limited sample size and non-random sampling methods often used in qualitative research.

Question 6

Qualitative and quantitative research are ________.
A) used independently
B) complimentary
C) always used simultaneously
D) interdependent
E) mutually exclusive

Accepted Answer

Qualitative and quantitative research methods are complimentary because they can be used together to provide a more comprehensive understanding of a research question. Qualitative research can provide in-depth insights and understanding of complex phenomena, while quantitative research can provide numerical data to support or refute those insights. Using both methods together can enhance the credibility and validity of research findings.

Question 7

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 a research method that involves a highly trained researcher engaging in a one-on-one, in-depth conversation with a respondent. Unlike a survey or focus group, depth interviews are not structured and allow the researcher to explore the respondent's thoughts and feelings in greater detail. The respondent is typically highly knowledgeable about the topic being discussed, and the interviewer is skilled at asking probing questions to elicit detailed information and insights. Therefore, E is the best choice.

Question 8

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

The central tenet of motivational research is that consumers are not always consciously aware of why they make the decisions they do. Motivational research seeks to uncover the underlying, emotional reasons behind consumer attitudes and behavior.

Question 9

________ 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 is original data collected by individual researchers or organizations to meet specific objectives. This type of data is collected through various methods such as surveys, experiments, observations, and interviews. Primary data is considered to be more accurate and reliable compared to secondary data.

Question 10

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

The limitation of secondary data mentioned in option D is accurate. Secondary data may not always be accurate or reliable because of errors in the original study or in the process of gathering and analyzing it. This can have a negative impact on the quality of findings obtained from primary research. Options A, B, and E are not valid limitations of secondary data. Option C is incorrect because secondary data can be used in exploratory research, though it may not be the best choice for developing new insights or hypotheses.

Question 11

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 provide insights into the methods that were used in previous studies and the challenges that researchers faced, helping the current researcher devise a plan that addresses potential issues. However, secondary data can also be biased, outdated, or not match the precise unit of analysis needed for the current study. Therefore, it is important to carefully evaluate the quality and relevance of secondary data before using it to inform primary research.

Question 12

Some marketers prefer ________ because they feel that the dynamic interaction between participants that takes place tends to yield a greater number of new ideas and insights.
A) consumer panels
B) depth interviews
C) mail surveys
D) mystery shopping
E) focus groups

Accepted Answer

The dynamic interaction between participants in focus groups tends to yield a greater number of new ideas and insights.

Question 13

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 involve open-ended questions and discussions, allowing for in-depth exploration of participant attitudes and experiences. This approach is common in qualitative research, which seeks to understand complex phenomena and explore subjective perspectives rather than measuring quantifiable variables. Therefore, the best choice is E, qualitative research.

Question 14

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

The data collected by government bodies or their agencies, such as census or economic data, is external data as it is collected by an entity outside of the organization. As it is collected by an external entity, it is considered secondary data as it is not collected specifically for the organization's use.

Question 15

In a ________,8 to 10 participants are encouraged to discuss their reactions to product and service concepts,or new advertising or marketing communications campaigns.
A) focus group
B) depth interview
C) survey
D) metaphor analysis
E) controlled experiment

Accepted Answer

The description given in the question matches the exact purpose of a focus group - to gather opinions from a small group of participants regarding a particular product or service. Depth interviews are one-on-one interviews, surveys are questionnaires, metaphor analysis deals with language and symbolism, and controlled experiments are scientific tests. Therefore, A) focus group is the best choice for this scenario.

Question 16

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 information
C) experimentation
D) negativism
E) positivism

Accepted Answer

Secondary information is pre-existing data and research that can be used for a new project. Primary research involves collecting new data specifically for the new project, while experimentation refers to the testing of hypotheses through controlled trials. Negativism and positivism are philosophical approaches and not directly related to consumer research.

Question 17

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 refers to data that is collected directly from the source through surveys, observations, focus groups, or experiments. This data is specifically tailored to address a current research problem and is different from secondary information, which is pre-existing data collected for other purposes. Experimentation refers to a specific way of collecting primary research data, and negativism and positivism are philosophical concepts that do not directly relate to research methods.

Question 18

If the purpose of a research study is to get new ideas,then a ________ is often undertaken; alternatively,if descriptive information is sought,then some form of ________ is likely to be undertaken.
A) quantitative study; qualitative study
B) motivational study; descriptive study
C) qualitative study; motivational study
D) motivational study; quantitative study
E) qualitative study; quantitative study

Accepted Answer

A qualitative study is often undertaken when the purpose is to get new ideas as it involves collecting and analyzing non-numerical data such as observations, interviews, and focus groups. On the other hand, a quantitative study involves collecting numerical data and is more appropriate for seeking descriptive information. Therefore, the best choice is E.

Question 19

________ 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 is data that has already been collected for a different purpose, and can include sources such as government publications, academic journals, and market research reports.

Question 20

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 purpose of studying consumer behavior is to understand what motivates consumers to make purchasing decisions so that marketers can offer them more suitable products and marketing messages that meet their needs. This can lead to increased sales and customer loyalty, but it is not necessarily about improving profit margins or convincing consumers to buy products they don't need.

Quiz 2: Introduction to the Consumer Research Process

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

Contemporary qualitative consumer research grew out of ________

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

Which of the following is true of qualitative research?

Qualitative and quantitative research are ________.

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

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

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

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?

Some marketers prefer ________ because they feel that the dynamic interaction between participants that takes place tends to yield a greater number of new ideas and insights.

Focus groups and depth interviews are examples of ________ research.

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

In a ________,8 to 10 participants are encouraged to discuss their reactions to product and service concepts,or new advertising or marketing communications campaigns.

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

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

If the purpose of a research study is to get new ideas,then a is often undertaken; alternatively,if descriptive information is sought,then some form of is likely to be undertaken.

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

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