Question 1

To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?
A) primary and secondary
B) manifest and latent
C) direct and indirect
D) immediate and delayed
E) nominal and interval

Accepted Answer

Direct methods include asking consumers what criteria they use; indirect measures allow the consumer to indicate the criteria someone else might use.

Question 2

Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine all EXCEPT which of the following?
A) which evaluative criteria are used by the consumer
B) how the consumer perceives the various alternatives on each criterion
C) the relative importance of each criterion
D) all of the above
E) none of the above

Accepted Answer

It is often difficult to determine which criteria consumers are using in a particular brand-choice decision, particularly if emotions or feelings are involved.

Question 3

Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use?
A) affective choice
B) attitude-based choice
C) rational choice
D) attribute-based choice
E) instrumental choice

Accepted Answer

Attitude-based choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, and no attribute-by-attribute comparisons are made at the time of choice.

Question 4

Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?
A) conjoint analysis and factor analysis
B) factor analysis and regression analysis
C) regression analysis and perceptual mapping
D) projective techniques and perceptual mapping
E) projective techniques and regression analysis

Accepted Answer

Projective techniques and perceptual mapping are indirect measurement techniques used to determine consumers' evaluative criteria.

Question 5

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____.
A) which evaluative criteria are used by the consumer
B) how the consumer perceives the various alternatives on each criterion
C) the relative importance of each criterion
D) A and B
E) A, B, and C

Accepted Answer

It is often difficult to determine which criteria consumers are using in a particular brand-choice decision, particularly if emotions or feelings are involved.

Question 6

The various dimensions, features, or benefits consumers look for in response to a specific problem are called _____.
A) alternatives
B) choices
C) heuristics
D) evaluative criteria
E) motives

Accepted Answer

Attribute-based choices rely heavily on a comparison of brands on one or more attributes, known as evaluative criteria.

Question 7

Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria?
A) tangible
B) intangible
C) primary
D) secondary
E) instrumental

Accepted Answer

Cost and performance features are examples of tangible evaluative criteria.

Question 8

Cost and performance features are examples of which type of evaluative criteria?
A) tangible
B) intangible
C) primary
D) secondary
E) instrumental

Accepted Answer

Cost and performance features are examples of tangible criteria.

Question 9

Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, as well as no attribute-by-attribute comparisons being made at the time of choice?
A) affective choice
B) attitude-based choice
C) rational choice
D) attribute-based choice
E) instrumental choice

Accepted Answer

Many decisions, even for important products, appear to be attitude-based.

Question 10

Which of the following statements is TRUE regarding consumer choice processes?
A) Attitude-based choices require the knowledge of specific attributes at the time the choice is made.
B) The greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made.
C) Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made.
D) Consumers do not use attitude-based choices for important products.
E) Attitude-based choices require the comparison of each specific attribute across all brands considered.

Accepted Answer

Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made.

Question 11

Evaluative criteria can differ on which of the following?
A) type
B) number
C) importance
D) A and B
E) A, B, and C

Accepted Answer

For fairly simple products consumers use relatively few evaluative criteria.

Question 12

Evaluative criteria differ on all EXCEPT which of the following?
A) type
B) number
C) quality
D) importance
E) Evaluative criteria can differ on all of the above.

Accepted Answer

Evaluative criteria can differ on type, number, and importance.

Question 13

Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process?
A) affective choice
B) attitude-based choice
C) rational choice
D) attribute-based choice
E) instrumental choice

Accepted Answer

Attribute-based choice requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands.

Question 14

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?
A) direct
B) indirect
C) primary
D) secondary
E) differential

Accepted Answer

Indirect measurement techniques allow the respondent to indicate the criteria someone else might use.

Question 15

The two types of evaluative criteria are _____.
A) primary and secondary
B) tangible and intangible
C) manifest and latent
D) direct and indirect
E) consummatory and instrumental

Accepted Answer

The type of evaluative criteria a consumer uses varies from tangible cost and performance features to intangible factors such as style, taste, prestige, feelings generated, and brand image.

Question 16

Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's _____.
A) alternatives
B) choices
C) heuristics
D) evaluative criteria
E) motives

Accepted Answer

The various dimensions, features, or benefits consumers look for in response to a specific problem are called evaluative criteria.

Question 17

Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of _____ evaluative criteria.
A) tangible
B) intangible
C) primary
D) secondary
E) consummatory

Accepted Answer

Style, taste, prestige, feelings generated, and brand image are examples of intangible evaluative criteria.

Question 18

Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria?
A) tangible
B) intangible
C) primary
D) secondary
E) instrumental

Accepted Answer

Style, taste, prestige, feelings generated, and brand image are examples of intangible evaluative criteria.

Question 19

Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes?
A) direct
B) indirect
C) projective
D) perceptual mapping
E) word association

Accepted Answer

Sometimes consumers cannot verbalize their evaluative criteria for a product, especially if emotions or feelings are involved.

Question 20

Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz?
A) direct
B) indirect
C) projective
D) perceptual mapping
E) word association

Accepted Answer

Direct measurement methods involve asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes.

Quiz 16: Alternative Evaluation and Selection

To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?

Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine all EXCEPT which of the following?

Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use?

Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____.

The various dimensions, features, or benefits consumers look for in response to a specific problem are called _____.

Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria?

Cost and performance features are examples of which type of evaluative criteria?

Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, as well as no attribute-by-attribute comparisons being made at the time of choice?

Which of the following statements is TRUE regarding consumer choice processes?

Evaluative criteria can differ on which of the following?

Evaluative criteria differ on all EXCEPT which of the following?

Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process?

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?

The two types of evaluative criteria are _____.

Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's _____.

Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria?

Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes?

Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz?