Deck 3: Consumer Research

Question 1

Cognitive research is designed to uncover

A) how consumers process information.
B) what consumers do.
C) consumer's emotional orientations.
D) latent consumption experiences.

Answer 1

A

Question 2

Which type of consumer research focuses on what products consumers buy, when they buy them, where they buy them, and how much they pay for them?

A) Motivational
B) Cognitive
C) Behavioral
D) Negative

Answer 2

C

Question 3

The deliberate series of steps designed to answer key questions about consumer behavior to develop insights is the

A) implied progression system.
B) utility measurement procedure.
C) determination structure.
D) consumer research process.

Answer 3

D

Question 4

The _______ approach to consumer behavior emphasizes the objectivity of science and the consumer as a rational decision-maker.

A) utilitarian
B) interpretive
C) positivist
D) functional

Question 5

The _______ approach to consumer behavior emphasizes the subjective meaning of the consumer's individual experience?

A) utilitarian
B) interpretive
C) positivist
D) functional

Question 6

What is the first step in the consumer research process?

A) Problem identification
B) Systemic sampling
C) Data collection
D) Develop experiments

Question 7

In _______ consumer research, the researcher is interested in determining broad trends or patterns of behavior.

A) confirmatory
B) modified
C) exploratory
D) randomized

Question 8

To verify an expectation that it might already have, a research team would use ________ consumer research.

A) tentative
B) confirmatory
C) randomized
D) exploratory

Question 9

Which step in the consumer research process involves the careful articulation of the exact question that a consumer researcher needs to answer?

A) Systemic sampling
B) Feedback loop
C) Warmth monitoring
D) Problem identification

Question 10

In order to determine how to go about obtaining the data that will help determine an answer to the problem, the researcher must

A) confirm the subject.
B) gather feedback.
C) select the perspective.
D) visualize the task.

Question 11

When a research team is ready to launch a project, they will

A) collect the data.
B) visualize the task.
C) identify the theme.
D) select a perspective.

Question 12

A _______ provides important conclusions from one research project and makes them available to managers as they identify the next big research problem.

A) feedback loop
B) systemic sample
C) knowledge bias
D) reflective mode

Question 13

The research team combines its research findings from the data analysis phase and

A) identifies the problem.
B) engages with consumers.
C) collects sensory data.
D) develops consumer insights.

Question 14

Data are

A) a broad perspective of a consumer's emotions and consumption experience.
B) numbers or other nonnumerical descriptors that are used to define a phenomenon.
C) material that is organized, analyzed, and provides context and order.
D) a useful interpretation of the information that was gathered from the consumer research process.

Question 15

Information is

A) a broad perspective of a consumer's emotions and consumption experience.
B) numbers or other nonnumerical descriptors that are used to define a phenomenon.
C) material that is organized, analyzed, and provides context and order.
D) a useful interpretation of the data that are gathered from the consumer research process.

Question 16

An insight is

A) a broad perspective of a consumer's emotions and consumption experience.
B) numbers or other nonnumerical descriptors that are used to define a phenomenon.
C) material that is organized, analyzed, and provides context and order.
D) a useful interpretation of the data that are gathered from the consumer research process.

Question 17

Fifty-four percent of U.S. consumers say it's difficult to tell if the information they're getting online is accurate and 63 percent of Americans say technology gives them so many choices it's hard to pick the best one. This description would be considered

A) information.
B) data.
C) insight.
D) bias.

Question 18

_______ would be the reams of spreadsheets resulting from hundreds of research participants providing scores to a variety of different questions.

A) Information
B) Data
C) Insight
D) Bias

Question 19

Which type of data is collected for another purpose?

A) Primary
B) Scanner
C) Tertiary
D) Secondary

Question 20

What type of data comes from a specifically designed research effort that seeks to answer a very specific question at hand?

A) Primary
B) Scanner
C) Tertiary
D) Secondary

Question 21

The term for nonnumerical data is _______ data.

A) quantitative
B) quota
C) qualitative
D) quintessential

Question 22

The term for numerical data is _______ data.

A) quantitative
B) quota
C) qualitative
D) quintessential

Question 23

Quantitative data are generally collected when researchers

A) need to understand the issue at a profound level.
B) need to examine relationships between variables.
C) select a sample of consumers to focus on.
D) look to confirm a conclusion they had already made.

Question 24

Qualitative data are generally collected when researchers

A) need to understand the issue at a profound level.
B) need to examine relationships between variables.
C) select a sample of consumers.
D) look to confirm a conclusion they had already made.

Question 25

_______ bias occurs when researchers look at the results of the data analyses as a way to verify a conclusion they had already made.

A) Social desirability
B) Confirmation
C) Framing
D) Knowledge

Question 26

_______ bias occurs when research participants provide answers that make themselves look good or that they think the researcher might want to hear.

A) Social desirability
B) Confirmation
C) Framing
D) Knowledge

Question 27

_______ bias occurs when the setting or context alters the answers a participant might give.

A) Social desirability
B) Confirmation
C) Framing
D) Knowledge

Question 28

_______ bias happens when participants prefer a product, advertisement, or celebrity spokesperson with which they are familiar compared to one that is unfamiliar.

A) Social desirability
B) Confirmation
C) Framing
D) Knowledge

Question 29

Irrational escalation occurs when

A) the research is based on a product that is defective.
B) the setting or context alters the answers a participant might give.
C) new data conflicts with a decision that has already been made.
D) the order of the questions is randomized.

Question 30

How can a researcher avoid social desirability bias?

A) Assure participants that their responses will remain anonymous.
B) Make sure that the research context is the same every time.
C) Always look for alternative explanations for the results.
D) Ignore all conflicting data and reduce the sample size.

Question 31

Sometimes researchers use EEG and the fMRI techniques as a way of eliminating

A) bias.
B) efficacy.
C) data.
D) dilation.

Question 32

_______ refers to a systematic error in the data collection or the analysis of the data that skews the results.

A) Insight
B) Bias
C) Dilation
D) Efficacy

Question 33

Which tool helps managers see patterns in the data that might be difficult to perceive by simply looking at the raw data?

A) Mental accounting
B) Physical methods
C) Data visualization
D) Confirmation bias

Question 34

A common method by which consumer researchers develop a deeper understanding of consumers is with

A) incentives.
B) obsolescence.
C) review boards.
D) experiments.

Question 35

A person's age or gender are examples of _______ variables.

A) confirmatory
B) independent
C) assenting
D) dependent

Question 36

A researcher wants to determine whether male students are more likely to score higher on an exam. The exam score is the _______ variable.

A) independent
B) confirmatory
C) assenting
D) dependent

Question 37

A researcher wants to determine whether male students are more likely to score higher on an exam. The student's gender is the _______ variable.

A) independent
B) assenting
C) dependent
D) confirmatory

Question 38

Which type of research focuses on what consumers do?

A) Cognitive
B) Motivational
C) Behavioral
D) Dependant

Question 39

The type of data that is generated at the checkout line at a retail store and provides information about regional patterns of purchases is called _______ data.

A) scanner
B) visualize
C) online
D) physical

Question 40

_______ research is the study of the human mind, its structure, and its processes.

A) Behavioral
B) Cognitive
C) Dependent
D) Motivational

Question 41

The type of research that works from the assumption that consumers make decisions in a purely rational and logical manner is called _______ research.

A) cognitive
B) motivational
C) dependant
D) behavioral

Question 42

Which type of research focuses on consumer's desires and feelings?

A) Behavioral research
B) Cognitive research
C) Motivational research
D) Dependant research

Question 43

Which type of research recognizes that consumers are complex, sometimes unpredictable beings and are influenced by a myriad of internal and external factors?

A) Behavioral
B) Motivational
C) Cognitive
D) Dependant

Question 44

_______ methods are used to label a group of consumers or their perceptions about a product, an advertisement, a store, etc.

A) Observational
B) Physical
C) Emotional
D) Descriptive

Question 45

Which of the following is a nonphysical method used to measure a consumer's emotional response?

A) Pupil dilation test
B) Framing
C) Eye tracking
D) Surveys

Question 46

An advantage of a _______ is that comments made by one research participant can spark ideas in others.

A) focus group
B) survey
C) warmth monitor
D) heart rate test

Question 47

Which technique would researchers use if they wanted an in-depth, comprehensive description of a group of people, a culture, or a situation?

A) A galvanic skin response test
B) A warmth monitor
C) An ethnographic study
D) A heart rate test

Question 48

What is confirmatory consumer research? Why would you use it?

Question 49

Why is it important to identify the problem before moving to the other steps of the consumer research process? What does problem identification involve?

Question 50

What is a feedback loop and why is it important?

Question 51

What is the difference between data, information, and insights?

Question 52

Define primary data and secondary data. What are the key differences between the two?

Question 53

What is irrational escalation and how does it happen?

Question 54

What is framing and how can it be avoided?

Question 55

Which research perspective uses a variety of methods that all fall under the heading of observational methods? Give an example of an observational research method and how it is used.

Question 56

In the context of cognitive research, what is the difference between physical and nonphysical methods? Why are they used?

Question 57

Which of the three research perspectives is the most comprehensive? Explain your answer.

Question 58

Identify and describe each step of the consumer research process.

Question 59

Explain the difference between confirmation bias, social desirability bias, and knowledge bias. Describe how researchers can reduce these forms of bias in their data collection and analysis. Why do researchers want to reduce various forms of bias?

Question 60

Identify and define the three research perspectives outlined in the text. Give examples of the research methods that could be used for each perspective.