Question 1

PEN MINI CASE: United Writing Utensils is preparing to launch a new high-end pen in preparation for the college graduation season.Prior to launching its new product, United carries out research on different promotional ideas in an attempt to select an advertisement design that will optimize the pen's sales.United has pre-selected four advertising themes that it will test.In these tests, individuals are shown a series of print ads with one of the four test advertisements inserted randomly in the series.Test subjects are then asked to recall certain elements of the pen advertisement.By comparing data from different sets of test subjects shown different versions of the advertisement, United will be able to determine which of the four advertising themes most effectively communicates United's intended message about the quality and prestige of the new product.
-In the PEN MINI CASE,the manipulated treatment is ________.
A) the store environment
B) the product features
C) the product packaging
D) the product price
E) the advertising theme

Accepted Answer

The manipulated treatment in this case is the advertising theme, as United is testing different themes to see which one is the most effective in communicating their intended message about the quality and prestige of the new product.

Question 2

If the purpose of a study is to come up with ideas for the next Campbell's soup ad campaign,then a qualitative study is usually undertaken.

Accepted Answer

Qualitative studies are often used to gather insights, opinions, and perceptions that can inform marketing and advertising strategies. In the case of developing ad campaigns for a specific brand like Campbell's soup, qualitative research methods such as focus groups and in-depth interviews can help identify key themes and messages that resonate with target audiences.

Question 3

PEN MINI CASE: United Writing Utensils is preparing to launch a new high-end pen in preparation for the college graduation season.Prior to launching its new product, United carries out research on different promotional ideas in an attempt to select an advertisement design that will optimize the pen's sales.United has pre-selected four advertising themes that it will test.In these tests, individuals are shown a series of print ads with one of the four test advertisements inserted randomly in the series.Test subjects are then asked to recall certain elements of the pen advertisement.By comparing data from different sets of test subjects shown different versions of the advertisement, United will be able to determine which of the four advertising themes most effectively communicates United's intended message about the quality and prestige of the new product.
-In the PEN MINI CASE,subjects are asked: "What do you remember about the pen advertisement you saw?" This is an example of a(n)________.
A) metaphor analysis
B) open-ended question
C) word association
D) multiple choice question
E) closed-ended question

Accepted Answer

This is an open-ended question as the test subjects are not presented with a set of options to choose from and are free to recall any element of the pen advertisement they remember.

Question 4

If samples are collected randomly,the results of quantitative research can be generalized to larger populations.

Accepted Answer

Random sampling helps ensure that the sample is representative of the larger population, thus allowing for generalization of results to that population.

Question 5

When conducting a research study,primary data is collected before secondary data.

Accepted Answer

Secondary data is typically collected before primary data because it involves gathering information that has already been gathered and analyzed by others, while primary data is collected through original research methods such as surveys, interviews, and observations. Therefore, researchers usually start by gathering and analyzing secondary data before collecting their own primary data.

Question 6

Drawn from internal secondary data,customer lifetime value profiles include customer acquisition costs,the profits generated from individual sales to each customer,the costs of handling customers and their orders,and the expected duration of the relationship.

Accepted Answer

Customer lifetime value profiles typically take into account the costs and revenue generated from individual customers over their expected lifespan, including acquisition costs, sales profits, and handling costs.

Question 7

PRICE SURVEY MINI CASE: Capital Clothing wants to get a better understanding of consumers' perceptions of the price and quality of its sweaters. After reviewing data from Yankelovich on consumer lifestyles and consumption patterns, Capital Clothing identified specific consumer characteristics of its target market, which helped it develop a screening questionnaire. The screening questionnaire was used to select participants for its price/quality survey.The following is the survey administered by Capital Clothing to evaluate customer perceptions of the price and quality of its sweaters.
1.Rank to following clothing companies in terms of the quality of their sweaters.
  
2.Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
  
3.Please check the point on the following continuum that best expresses your impression
of the price of Capital Style Sweaters.
  
4.How likely are you to purchase a Capital Style sweater in the next six months?
 
-In the PRICE SURVEY MINI CASE,question #3 measures response on a ________.
A) Likert scale
B) bipolar preference scale
C) semantic differential scale
D) behavior intention scale
E) rank-order scale

Accepted Answer

Question #3 uses a continuum from "Expensive" to "Inexpensive," which is characteristic of a semantic differential scale, where respondents express their attitudes or perceptions between two opposite adjectives.

Question 8

Qualitative research uses open-ended,unstructured questions,while quantitative research uses closed-ended questions with pre-defined possible responses and open-ended questions that have to be coded numerically.

Accepted Answer

This statement accurately describes the differences between qualitative and quantitative research methods.

Question 9

PRICE SURVEY MINI CASE: Capital Clothing wants to get a better understanding of consumers' perceptions of the price and quality of its sweaters. After reviewing data from Yankelovich on consumer lifestyles and consumption patterns, Capital Clothing identified specific consumer characteristics of its target market, which helped it develop a screening questionnaire. The screening questionnaire was used to select participants for its price/quality survey.The following is the survey administered by Capital Clothing to evaluate customer perceptions of the price and quality of its sweaters.
1.Rank to following clothing companies in terms of the quality of their sweaters.
  
2.Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
  
3.Please check the point on the following continuum that best expresses your impression
of the price of Capital Style Sweaters.
  
4.How likely are you to purchase a Capital Style sweater in the next six months?
 
-In the PRICE SURVEY MINI CASE,the screening questionnaire is developed based on ________ from Yankelovich.
A) internal secondary data
B) quantitative primary data
C) external secondary data
D) qualitative primary data
E) qualified primary data

Accepted Answer

The screening questionnaire developed by Capital Clothing is based on external secondary data from Yankelovich, which provides information on consumer lifestyles and consumption patterns. This allowed the company to identify specific characteristics of its target market and develop a questionnaire to select participants for the price/quality survey.

Question 10

PEN MINI CASE: United Writing Utensils is preparing to launch a new high-end pen in preparation for the college graduation season.Prior to launching its new product, United carries out research on different promotional ideas in an attempt to select an advertisement design that will optimize the pen's sales.United has pre-selected four advertising themes that it will test.In these tests, individuals are shown a series of print ads with one of the four test advertisements inserted randomly in the series.Test subjects are then asked to recall certain elements of the pen advertisement.By comparing data from different sets of test subjects shown different versions of the advertisement, United will be able to determine which of the four advertising themes most effectively communicates United's intended message about the quality and prestige of the new product.
-In the PEN MINI CASE,the study described is best characterized as a(n)________.
A) consumer panel
B) qualitative study
C) secondary study
D) exploratory study
E) quantitative study

Accepted Answer

The study described in the PEN MINI CASE involves testing different print ads and analyzing the resulting data to determine which ad effectively communicates the intended message. This is a quantitative study, as it involves collecting and analyzing numerical data.

Question 11

PRICE SURVEY MINI CASE: Capital Clothing wants to get a better understanding of consumers' perceptions of the price and quality of its sweaters. After reviewing data from Yankelovich on consumer lifestyles and consumption patterns, Capital Clothing identified specific consumer characteristics of its target market, which helped it develop a screening questionnaire. The screening questionnaire was used to select participants for its price/quality survey.The following is the survey administered by Capital Clothing to evaluate customer perceptions of the price and quality of its sweaters.
1.Rank to following clothing companies in terms of the quality of their sweaters.
  
2.Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
  
3.Please check the point on the following continuum that best expresses your impression
of the price of Capital Style Sweaters.
  
4.How likely are you to purchase a Capital Style sweater in the next six months?
 
-In the PRICE SURVEY MINI CASE,question #2 measures response on a ________.
A) Likert scale
B) semantic differential scale
C) behavior intention scale
D) bipolar scale
E) rank-order scale

Accepted Answer

Question #2 asks respondents to agree or disagree with a statement, which is typically measured using a Likert scale.

Question 12

PRICE SURVEY MINI CASE: Capital Clothing wants to get a better understanding of consumers' perceptions of the price and quality of its sweaters. After reviewing data from Yankelovich on consumer lifestyles and consumption patterns, Capital Clothing identified specific consumer characteristics of its target market, which helped it develop a screening questionnaire. The screening questionnaire was used to select participants for its price/quality survey.The following is the survey administered by Capital Clothing to evaluate customer perceptions of the price and quality of its sweaters.
1.Rank to following clothing companies in terms of the quality of their sweaters.
  
2.Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
  
3.Please check the point on the following continuum that best expresses your impression
of the price of Capital Style Sweaters.
  
4.How likely are you to purchase a Capital Style sweater in the next six months?
 
-In the PRICE SURVEY MINI CASE,question #4 measures response on a ________.
A) Likert scale
B) bipolar preference scale
C) semantic differential scale
D) behavior intention scale
E) rank-order scale

Accepted Answer

Question #4 asks about the likelihood of purchasing a Capital Style sweater in the future, which is a measure of behavior intention. Therefore, the response is being measured on a behavior intention scale.

Question 13

PRICE SURVEY MINI CASE: Capital Clothing wants to get a better understanding of consumers' perceptions of the price and quality of its sweaters. After reviewing data from Yankelovich on consumer lifestyles and consumption patterns, Capital Clothing identified specific consumer characteristics of its target market, which helped it develop a screening questionnaire. The screening questionnaire was used to select participants for its price/quality survey.The following is the survey administered by Capital Clothing to evaluate customer perceptions of the price and quality of its sweaters.
1.Rank to following clothing companies in terms of the quality of their sweaters.
  
2.Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
  
3.Please check the point on the following continuum that best expresses your impression
of the price of Capital Style Sweaters.
  
4.How likely are you to purchase a Capital Style sweater in the next six months?
 
-In the PRICE SURVEY MINI CASE,question #1 measures response on a ________.
A) bipolar scale
B) Likert scale
C) rank order scale
D) behavior intention scale
E) semantic differential scale

Accepted Answer

Question #1 asks respondents to rank clothing companies in terms of the quality of their sweaters, which is an example of a rank order scale.

Question 14

Qualitative research studies are conducted by highly trained interviewers who analyze the findings; thus,the findings tend to be somewhat objective.

Accepted Answer

While qualitative research does involve highly trained interviewers, the findings are typically subjective because they are based on personal interpretations and perspectives.

Question 15

Consumers are always aware of their decisions and can rationalize their consumption behaviors.

Accepted Answer

Consumers are not always aware of their decisions and may not be able to fully rationalize their consumption behaviors. There may be subconscious influences or external factors that impact their choices.

Question 16

Qualitative research findings are usually generalized to the larger population.

Accepted Answer

Qualitative research is not usually meant to be generalized to the larger population. Rather, it is focused on exploring and understanding specific experiences, behaviors, and perspectives of a particular group or individual. The sample size in qualitative research is often small and participants are selected based on specific criteria rather than being representative of the larger population. Therefore, it is not appropriate to make generalizations based on qualitative research findings.

Question 17

PEN MINI CASE: United Writing Utensils is preparing to launch a new high-end pen in preparation for the college graduation season.Prior to launching its new product, United carries out research on different promotional ideas in an attempt to select an advertisement design that will optimize the pen's sales.United has pre-selected four advertising themes that it will test.In these tests, individuals are shown a series of print ads with one of the four test advertisements inserted randomly in the series.Test subjects are then asked to recall certain elements of the pen advertisement.By comparing data from different sets of test subjects shown different versions of the advertisement, United will be able to determine which of the four advertising themes most effectively communicates United's intended message about the quality and prestige of the new product.
-In the PEN MINI CASE,test subjects were chosen based on their level of education and the ages of their children.The sample used would be best described as a ________.
A) judgment sample
B) simple random sample
C) convenience sample
D) cluster sample
E) quota sample

Accepted Answer

The sample in the PEN MINI CASE is best described as a judgment sample because the selection of test subjects was based on specific criteria (their level of education and the ages of their children), indicating that the researchers used their judgment to decide who would be most relevant or appropriate for the study.

Question 18

PEN MINI CASE: United Writing Utensils is preparing to launch a new high-end pen in preparation for the college graduation season.Prior to launching its new product, United carries out research on different promotional ideas in an attempt to select an advertisement design that will optimize the pen's sales.United has pre-selected four advertising themes that it will test.In these tests, individuals are shown a series of print ads with one of the four test advertisements inserted randomly in the series.Test subjects are then asked to recall certain elements of the pen advertisement.By comparing data from different sets of test subjects shown different versions of the advertisement, United will be able to determine which of the four advertising themes most effectively communicates United's intended message about the quality and prestige of the new product.
-In the PEN MINI CASE,the research study design is an example of ________.
A) physiological observation
B) mystery shopping
C) test marketing
D) metaphor analysis
E) mechanical observation

Accepted Answer

The research study design described in the PEN MINI CASE is an example of test marketing. Test marketing involves testing different versions of a product or advertisement in a specific geographic area or demographic group to gauge consumer response before a full-scale launch. In this case, United is testing four advertising themes to determine which one is most effective in communicating the intended message about the new high-end pen.

Question 19

Focus groups and depth interviews are quantitative research methods.

Accepted Answer

Focus groups and depth interviews are actually qualitative research methods, as they involve open-ended questions and discussions to gather in-depth insights and opinions from participants. Quantitative research methods involve structured surveys and data analysis.

Question 20

Quantitative research is descriptive in nature and is used to understand the effects of various promotional inputs on the consumer,making it easier to predict consumer behavior.

Accepted Answer

Quantitative research involves collecting numerical data and analyzing it using statistical methods. It is often used to identify patterns and relationships between variables, such as the impact of promotional inputs on consumer behavior. This makes it easier to predict consumer behavior based on specific promotional strategies.

Quiz 2: Introduction to the Consumer Research Process