Question 1

Keith went into a store to return a shirt.The owner of the store replied that she needed Keith's address and phone number to refund his money.After providing his information,Keith asked what the information was needed for,but the owner of the store would not tell him.The owner's actions are in direct violation of the Competition Act.

Accepted Answer

The Competition Act in Canada primarily deals with anti-competitive practices, deceptive marketing, and mergers, not consumer privacy or information disclosure.

Question 2

The Jones and Smiths were born in the 1960s,so they tend to share a common set of cultural experiences that they carry throughout life.

Accepted Answer

People who are born in the same decade tend to share common cultural experiences such as music, fashion, and world events. Therefore, it is true that the Jones and Smiths, who were born in the 1960s, share a common set of cultural experiences.

Question 3

In qualitative research,the presentation of ambiguous objects or activities that are open to various interpretations is known as ________.
A) random assignment
B) a projective technique
C) an experiment
D) role playing

Accepted Answer

The presentation of ambiguous objects or activities that are open to various interpretations is a commonly used projective technique in qualitative research. This technique involves asking participants to respond to an ambiguous stimulus, such as an inkblot or a vague drawing, and then interpreting their responses to gain insights into their underlying thoughts and emotions. Random assignment and experiments are techniques typically used in quantitative research, while role playing involves actively taking on a specific role or persona.

Question 4

The expanded view of consumer behaviour recognizes that the consumption process includes issues that influence consumers before,during,and after a purchase is made.

Accepted Answer

The expanded view of consumer behaviour includes pre-purchase, during-purchase, and post-purchase factors that may influence a consumer's decision-making process.

Question 5

Canada is one of the "cleanest" countries in the world when it comes to issues like bribery or giving "gifts" in exchange for getting business from suppliers.

Accepted Answer

Canada consistently ranks high in transparency and anti-corruption measures, and has strong laws against bribery and gifts that could create a conflict of interest.

Question 6

Many firms choose to protect or enhance the natural environment as they go about their business activities.This is called "corporate giving."

Accepted Answer

The term for firms choosing to protect or enhance the natural environment as part of their business activities is more accurately referred to as "corporate social responsibility" (CSR) or "environmental sustainability," not "corporate giving." Corporate giving typically refers to direct financial contributions to non-profit organizations or causes.

Question 7

Rather than try to reach everybody,a marketer today usually targets his product to specific consumers,even if he makes other people deliberately avoid it as a result.

Accepted Answer

This is the premise of targeted marketing, where marketers identify specific demographics or psychographics to focus their advertising and promotions on, rather than trying to appeal to a broad, generic audience. By tailoring their message to a specific group, they may inadvertently make other people less interested or even actively avoid the product, but the hope is that the targeted consumers will respond positively and generate enough sales to outweigh any losses from the non-targeted groups.

Question 8

Consumer behaviour as a discipline deals mainly with what happens at the point of purchase.

Accepted Answer

Consumer behaviour as a discipline deals with a wide range of activities and factors that influence consumers' decisions and actions, including pre-purchase, purchase, and post-purchase stages.

Question 9

Differentiating products by gender does not begin until the teenage years.

Accepted Answer

Differentiating products by gender often begins much earlier than the teenage years, with many toys, clothing, and other items marketed specifically to boys or girls from infancy.

Question 10

A researcher is studying the effect of including a bonus product on people's tendency to purchase personal care items (e.g.,shampoo,deodorant,etc.).The researcher randomly assigns male and female consumers to be asked to buy the product with the bonus or to be asked to buy the product without the bonus.The researcher then calculates the proportion of people in each condition that purchase the product.The independent variable in this study is:
A) the proportion of people that purchase the product.
B) personal care items.
C) gender.
D) the presence or absence of a bonus.

Accepted Answer

The independent variable in this study is the presence or absence of a bonus. This is because the researcher manipulates this variable by randomly assigning some participants to be asked to buy the product with the bonus and others to be asked to buy the product without the bonus. The proportion of people that purchase the product is the dependent variable, which is influenced by the independent variable. Gender and personal care items are not manipulated in this study, and therefore are not independent variables.

Question 11

Marketer space is really the same concept as a newer term called consumer space.

Accepted Answer

Marketer space and consumer space are not the same concept. Marketer space refers to the space or environment in which marketers operate, including advertising, branding, and marketing strategies. Consumer space refers to the space or environment in which consumers make purchasing decisions, including online shopping, customer reviews, and social media influence. While they are both related to marketing, they are distinct concepts.

Question 12

Shoppers Drug Mart periodically videotapes consumers and how they interact with new point-of-purchase displays in the cosmetics department.This is an example of:
A) conducting qualitative research.
B) conducting experimental research.
C) conducting observational research.
D) tracking data on digital networking behaviour.

Accepted Answer

The scenario described involves observing consumer behavior and interactions, making it an example of observational research. The other choices are not applicable to this scenario - qualitative research involves gathering insights through open-ended questions or interviews, experimental research involves manipulating variables to test hypotheses, and tracking data on digital networking behavior involves collecting online data.

Question 13

When Gail investigates sex,age,and income characteristics of her friends,she is studying psychographics.

Accepted Answer

Gail is actually studying demographics, which includes characteristics such as sex, age, and income. Psychographics involves studying personality traits, values, interests, and lifestyles of individuals.

Question 14

Age,gender,ethnicity,income,geography,and purchase frequency are all potential segmentation variables.

Accepted Answer

These are all common examples of segmentation variables used in marketing to group consumers based on shared characteristics or behaviors.

Question 15

Consumer behaviour theorists have found that consumers only buy products and services for what the products /services do.

Accepted Answer

Consumer behaviour theorists have found that consumers not only buy products and services for what they do, but also for what they represent, how they make them feel, and their symbolic meaning. Factors such as brand, social status, and emotional connection can influence consumer buying behaviour as well.

Question 16

A researcher is studying the effect of including a bonus product on people's tendency to purchase personal care items (e.g.,shampoo,deodorant,etc.).The researcher randomly assigns male and female consumers to be asked to buy the product with the bonus or to be asked to buy the product without the bonus.The researcher then calculates the proportion of people in each condition that purchase the product.The dependent variable in this study is:
A) the proportion of people that purchase the product.
B) personal care items.
C) gender.
D) the presence or absence of a bonus.

Accepted Answer

The dependent variable in this study is the proportion of people that purchase the product, as this is the outcome being measured and compared between the two conditions (with bonus vs without bonus).

Question 17

The key issue about market segmentation is that consumers within a segment have to be psychographically the same.

Accepted Answer

While consumers within a segment do have to share certain characteristics such as demographics, behavior, or location, they do not necessarily have to be psychographically the same (meaning they do not have to have similar attitudes, values, beliefs, or lifestyles). In fact, a segment may also include consumers with different psychographic profiles but who still share common needs or wants related to a particular product or service.

Question 18

Online shopping does not create opportunities for small,specialized businesses.

Accepted Answer

Online shopping actually creates opportunities for small, specialized businesses by providing them with a global platform to reach a wider audience and compete with larger retailers. Small businesses can use e-commerce platforms such as Etsy, Shopify, and Amazon Handmade to sell their unique products to customers around the world. Additionally, social media platforms like Instagram and Facebook offer small businesses the ability to promote their products and reach customers in a more targeted and cost-effective way.

Question 19

Business ethics essentially are rules of conduct that guide actions in the marketplace.

Accepted Answer

Business ethics refer to the principles, values, and standards that guide the behavior of individuals and organizations in the marketplace. These rules of conduct help to promote fairness, honesty, and responsibility in business dealings.

Question 20

Scanner technology and clickstream data gathering are two methods of________.
A) conducting qualitative research
B) conducting experimental research
C) conducting observational research
D) tracking data on digital networking behaviour

Accepted Answer

Scanner technology and clickstream data gathering are methods used in observational research, where behavior is observed and recorded without manipulating any variables or directly interacting with the subjects.

Quiz 1: An Introduction to Consumer Behaviour