Deck 9: Collecting Primary Data

Question 1

Attitudes and opinions

A)may be treated interchangeably.
B)are both verbal expressions of internal feelings.
C)are not related in any way to behavior.
D)reflect intentions to purchase.
E)are best determined by observation.

Answer 1

A

Question 2

From a marketer's perspective,when measuring the effectiveness of an advertisement,a person's awareness refers to

A)whether or not the person purchases the product.
B)how much a person knows about the advertisement.
C)the person's level of consciousness.
D)what the person knows about the company.
E)how many magazines the person reads.

Answer 2

B

Question 3

Demographic and socioeconomic characteristics

A)are easily gathered by researchers.
B)represent attributes of people.
C)are all easily verifiable.
D)define consumer personality types.
E)correlate highly with purchase intentions for specific brands.

Answer 3

B

Question 4

In the context of marketing research,a consumer's anticipated or planned future behavior is referred to as

A)intention.
B)motivation.
C)goal orientation.
D)need satisfaction.
E)lifestyle.

Question 5

Demographic and socioeconomic characteristics can also be called

A)states of being,because they represent attributes of people.
B)patterns of behavior,because they describe actions of people.
C)motives or energizers.
D)anticipated behavior,because they predict the actions of people.
E)goal indicators,because they reflect social goals.

Question 6

Which of the following is a life-style characteristic?

A)Social class
B)Interests
C)Attitudes
D)Home ownership
E)Age

Question 7

The approach towards motivation taken in the text

A)insists that motives are different from drives.
B)suggests that motives involve the determination of how people behave.
C)suggests that motives may refer to a need,a drive,or an urge,but not to a wish,a desire,an impulse,or any other feeling.
D)suggests that motives involve the determination of why in human behavior.
E)states that motives are inner states that may energize but do not direct or move behavior toward a goal.

Question 8

When marketers speak of a person's awareness of an advertisement or product awareness,they are

A)referring to two completely unrelated processes.
B)focusing on the individual's knowledge¾there is a sort of awareness-knowledge interchangeability,at least as measured.
C)focusing on the individual's awareness which is in no way related to his or her knowledge.
D)concerned with the resultant change in the individual's feelings and/or motivations in relation to the product as a result of the advertisement.
E)referring to the person's intention to buy the advertised product.

Question 9

If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product,the researcher should focus on measuring

A)motivation.
B)intention.
C)behavioral goals.
D)attitude.
E)personality.

Question 10

Which of the following is FALSE?

A)AIO research attempts to identify groups of consumers who are likely to behave similarly toward a product and have similar life-style profiles.
B)A problem marketers have with using psychographics is that the categories of users vary across individual products.
C)The purpose of value and life-style research is to create a standard psychographic framework that can be used for a variety of products.
D)Attitude is one of the more important notions in marketing since it is generally felt that attitudes are related to behavior.
E)When marketers speak of product awareness and product knowledge they are considering two different constructs.

Question 11

Which of the following is the best way to measure knowledge of an advertisement?

A)Measurement of motives
B)Observation of purchase behavior
C)Recognition
D)Use of magazine subscription data
E)A written test over the ad copy

Question 12

Which of the following statements is NOT true of motives?

A)Marketers have an interest in consumer motives because it is believed that motives are stable and thus offer a strong basis for predicting future behavior.
B)A motive might be considered an inner state that produces goal-oriented behavior.
C)For marketing purposes,motives and attitudes are essentially the same thing.
D)Marketers believe that an understanding of the motives behind a behavior might allow them to better influence future behavior.
E)All of the above statements are true of motives.

Question 13

When used in psychographic analysis,"AIO" refers to a consumer's

A)attitudes,interests,and opinions.
B)activities,intentions,and opinions.
C)activities,interests,and opinions.
D)attitudes,intentions,and orientations.
E)activities,intelligence,and opinions.

Question 14

Purchase intentions

A)are a very good indicator of an individual's future behavior.
B)may be better predictors of future behavior for large dollar expenditures.
C)are a relatively good predictor of a family's purchase behavior.
D)are studied often in marketing because they are very similar to attitudes.
E)are better predictors of future behavior for small dollar expenditures.

Question 15

Which of the following can be used to measure knowledge of an advertisement?

A)Unaided recall
B)Aided recall
C)Recognition
D)Both a and b.
E)a,b,and c.

Question 16

A person's ideas,convictions,or liking with respect to a particular object or idea are

A)wants.
B)attitudes.
C)motives.
D)needs.
E)intentions.

Question 17

Demographic and socioeconomic characteristics

A)can be called states of being.
B)represent attributes of people.
C)are all easily verifiable.
D)Both a and b.
E)a,b,and c.

Question 18

A common use of demographic and socioeconomic data in marketing is

A)delineating market segments.
B)investigating intentions to purchase.
C)relating attitudes to opinions.
D)discovering motivations.
E)determining brand awareness.

Question 19

In assessing awareness,a marketer might be interested in knowledge of

A)the product itself.
B)where the product is available.
C)what the product is used for.
D)the price of the product.
E)All of the above.

Question 20

Which of the following is NOT a demographic or socioeconomic characteristic?

A)A feeling towards a brand
B)Marital status
C)Social class
D)Gender
E)Income

Question 21

An opinion is an individuals overall evaluation of something.

Question 22

The ability of a data collection technique to provide many types of primary data is known as

A)breadth of scope.
B)cost efficiency.
C)communicability.
D)versatility.
E)objectivity.

Question 23

Which of the following is NOT an example of data collected by communication?

A)Supermarket scanner data
B)Telephone interview data
C)Confidential survey questionnaire data
D)National Purchase Diary data
E)Omnibus panel data

Question 24

Observational data have the advantage over communication data in which of the following categories?

A)Objectivity,cost,and speed
B)Cost and versatility
C)Objectivity and speed
D)Speed and versatility
E)Objectivity and accuracy

Question 25

If a researcher is interested in investigating whether or not consumers like,are or not interested in a new package for Kellogg's Corn Flakes,the researcher should focus on measuring

A)motivation.
B)intention.
C)attitude.
D)personality.
E)demographics.

Question 26

The observation method

A)cannot measure all consumer characteristics precisely but can give very good estimates for awareness,intentions,motivations,and past behavior.
B)is limited in that only behaviors can be observed.
C)is considered to be more objective than the communication method.
D)is a faster means of data collection than the communication method because a detailed questionnaire does not have to be prepared,and observers can quickly record many observations.
E)requires development of sophisticated procedures to be effective.

Question 27

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

A)Accuracy
B)Cost
C)Speed
D)Versatility
E)Ease of data collection

Question 28

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

A)How much?
B)Where?
C)In what situation?
D)Who?
E)Why?

Question 29

Which of the following is an advantage of the observational method over the communication method of gathering primary data?

A)Versatility
B)Speed
C)Cost savings
D)Objectivity
E)None of the above.

Question 30

Proctor & Gamble,the makers of Oil of Olay skin lotion have traditionally targeted women over 30 years of age.This is an example of

A)demographic segmentation.
B)benefit segmentation.
C)psychographic segmentation.
D)usage rate segmentation.
E)geodemographic segmentation.

Question 31

If we were measuring customer's age,income,gender,education,occupation,marital status,etc.we would be measuring

A)attitudes/opinions.
B)psychological/lifestyle characteristics.
C)demographic/socioeconomic characteristics.
D)behavior and perceptions.
E)None of the above.

Question 32

Ferrari has segmented their market on the basis of income and lifestyle.Their target market have household income greater than $200,000 and enjoy spectator sports like NASCAR racing.These two segmentation variables are grouped under the broader classification(s)of

A)demographics.
B)psychographics.
C)geographic.
D)demographics and psychographics.
E)demographics and product usage.

Question 33

John's purchase behavior is influenced by his hobbies of golf,working out,and fishing;his interest in cars,music,and travel;and his deeply held political beliefs on immigration and his opinions on saving the environment.All of these things are part of the personal influence factor called

A)attitude.
B)personality.
C)beliefs.
D)lifestyle.
E)demographics.

Question 34

Which of the following pieces of information would NOT be relevant for the behavior "checklist?"

A)A consumer purchases product X once a week.
B)Product X is usually bought in supermarkets.
C)Product X is packaged in such a way as to allow for ease of handling and disposal.
D)Product X is purchased during the Christmas season.
E)Product X is purchased by teenagers.

Question 35

Which of the following is an example of the observation method of collecting primary data?

A)Administering a questionnaire to shoppers in a supermarket.
B)Recording the amount of time a shopper stops in front of a point-of-purchase display.
C)Asking shoppers which brand they noticed first in a shelf display.
D)Conducting a telephone survey to determine which brands of detergent are purchased by mothers with young children.
E)Using a tape recorder to gather shopper impressions of a new store layout design.

Question 36

Which of the following types of primary data can be measured by observation?

A)Attitudes and opinions
B)Motivations and present behavior
C)Gender and present behavior
D)Social class and gender
E)Motivations and intentions

Question 37

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

A)Accuracy
B)Cost
C)Speed
D)Versatility
E)They are all advantages of the communication method.

Question 38

Which of the following is TRUE?

A)A motive may refer to any inner state that channels behavior toward goals.
B)A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope.
C)The communication method is considered versatile because with it a researcher can collect information on demographics,life-styles,attitudes,knowledge,intentions,and behavior.
D)Both a and b.
E)a,b,and c.

Question 39

"Mission Possible" is a non-profit retail store that sells gift items made by artisans from over thirty different underdeveloped countries.This store provides employment to impoverished third world craftspeople and markets their handiwork at a fair price.The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible.The store uses ____ segmentation.

A)demographic
B)psychographic
C)geodemographic
D)ethnic
E)geographic

Question 40

Which of the following is an example of the communication method of obtaining data?

A)The researcher classifies people into social class strata by personally rating the furniture in their homes via on-site visits.
B)A researcher infers people's reactions to a product display by noting how long they stand in front of it.
C)A researcher assesses the popularity of various museum exhibits by noting tile wear in front of each exhibit.
D)A researcher measures consumer attitudes by means of subjects' responses to a questionnaire.
E)A researcher notes the gender and race of each person making a purchase during a special sale.

Question 41

A motive is any inner state that directs or channels behavior toward goals.

Question 42

Discuss the two basic means of obtaining primary data.

Question 43

Researchers believe that motives tend to be less stable than behavior.

Question 44

A method of data collection in which the situation of interest in watched and the relevant facts,actions,or behaviors are recorded is called ____________________.

Question 45

A person's ____________________ refer to the individual's anticipated or planned future behavior.

Question 46

Demographic and socioeconomic characteristics correlate highly with purchase intentions for specific brands.

Question 47

The ability of a data collection technique to provide many types of primary data is known as ____________________.

Question 48

Verbal expressions of an attitude are called ____________________.

Question 49

One of the common indices used to measure the short-term success and impact of an ad is "day after recall."

Question 50

Attitudes and opinions are best determined by observation.

Question 51

A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope.

Question 52

____________________ refers to an individual's overall evaluation of something.