Consumer Behavior
Exam Answer Key
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence individuals' and groups' purchasing decisions. The course examines theories and models of consumer decision-making, the roles of perception, motivation, learning, and attitudes in shaping buying habits, and how external factors such as family, culture, and social class impact consumer choices. Students will analyze current trends and case studies to understand the dynamic relationship between marketing strategies and consumer responses, gaining practical insights into how businesses can effectively address customer needs and foster brand loyalty.
Recommended Textbook
Marketing Research Essentials 8th Edition by Carl McDaniel Jr
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1012 Verified Questions
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Page 2
Chapter 2: Problem Definition and the Research Process
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Sample Questions
Q1) Which of the following is a problem associated with laboratory experiments?
A) They provide little useful information about a population.
B) The participants may act differently in a real-world setting.
C) The cost of simulating the real-world environment outweighs the benefits.
D) all of the above
E) none of the above
Answer: B
Q2) What is the "Research Request?" Why is it so important? What should you include in the research request?
Answer: The Research Request is a document outlining potential research. It outlines the steps that will be taken, associated costs, research objectives and any critical issues that need to be assessed before the project can begin. It is important because, if accepted, it becomes a written agreement between supplier and client. The specific components of the Research Request are outlined in the text.
Q3) Generally, we say that changes in the dependent variable are associated with or caused by changes in the independent variable.
A)True
B)False
Answer: True
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Page 3
Chapter 3: Secondary Data and Databases
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Sample Questions
Q1) Which of the following websites would include the most credible data?
A) U.S. Census Bureau
B) local newspaper's website
C) chamber of commerce website
D) an individual's homepage
Answer: A
Q2) A hotel chain wants to explore whether to add or reduce the number of franchises in a city. Where should the researcher look for secondary data first?
A) local visitor's bureau
B) travel magazines
C) competitor's upcoming news sites
D) none of the above
Answer: A
Q3) Behavioral targeting uses online data only to determine a consumer's habits.
A)True
B)False
Answer: False
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Page 4
Chapter 4: Qualitative Research
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Sample Questions
Q1) Distinguish between quantitative and qualitative research, especially with respect to the appropriateness of each.
Answer: Exhibit 4.1 distinguishes between qualitative and quantitative research with qualitative research being more appropriate in the exploratory stages of a project when insights and not quantification is needed. Later, if the project is descriptive in nature, and the goal is to get a representative response, quantitative research is more appropriate.
Q2) A projective technique in which the interviewer learns about the respondents' feelings by asking them about "most people" or "your neighbor."
A) Cartoon tests
B) Storytelling
C) Consumer drawings
D) Third-person technique
E) Word association tests
Answer: D
Q3) Generally, focus groups overshadow the use of other qualitative research tools.
A)True
B)False
Answer: True
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Chapter 5: Traditional Survey Research
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Sample Questions
Q1) When a researcher uses an incomplete sampling frame for a study, this is referred to as __________.
A) surrogate information error
B) selection error
C) frame error
D) none of the above
Q2) A questionnaire that is not computer coded, thereby increasing the complexity of inputting the questionnaire data into a database, will probably suffer from which of the following?
A) processing error
B) interviewer error
C) surrogate information error
D) measurement instrument bias
E) none of the above
Q3) If the client needs to have survey results quickly, the Internet is not the best choice.
A)True
B)False
Q4) What are the major factors that determine the selection of a particular survey method?
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Chapter 6: Online Marketing Research
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Sample Questions
Q1) Open-sourced panelists typically take longer than closed-source panelists to complete surveys.
A)True
B)False
Q2) Which of the following is not characteristic of Internet email surveys?
A) online self-administered interview
B) significant interviewer bias
C) medium to high risk concerning representativeness
D) bulk email contact
E) purchased list of non-profiled respondents
Q3) A problem with Internet surveys is the cost of development, which brings down project profitability more than other modes of data collection.
A)True
B)False
Q4) Which of the following is not an advantage of online surveys?
A) rapid deployment
B) dramatically reduced costs
C) representative sample
D) high response rates
E) All of the above are advantages of online surveys.
Page 7
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Chapter 7: Primary Data Collection: Observation
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Sample Questions
Q1) Compare several of the key advantages and disadvantages of observation and survey research.
Q2) How is online tracking a type of observation research? How can it be of value to the marketing researcher?
Q3) All of the following are advantages of ethnographic research except_____________.
A) It is reality based, it show how consumers live with a product.
B) It can reveal unexpressed wants and needs.
C) It can discover unexploited consumer benefits.
D) It can reveal product problems.
E) These are all advantages
Q4) IRI is the founder of scanner-based research.
A)True B)False
Q5) If a lot is already known about the behavior of interest, a structured observation approach will work best.
A)True B)False
Q6) What is Ethnographic research and list at least 5 advantages of it in marketing research?
Page 8
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Chapter 8: Primary Data Collection: Experimentation and Test Markets
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Sample Questions
Q1) The extent to which the results of an experiment can be generalized to represent what would happen in a population is referred to as internal validity.
A)True
B)False
Q2) Test markets offer at least two important benefits to the firm conducting the test. First and foremost, the test should identify weaknesses of the product and the proposed marketing strategy for the product and give management an opportunity to correct any weaknesses.
A)True
B)False
Q3) Concomitant variation occurs when 2 variables are _______.
A) causally related
B) experimentally related
C) correlated
D) none of the above
Q4) Test market studies are designed to provide information on estimates of market share and volume.
A)True
B)False
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Chapter 9: The Concept of Measurement and Attitude
Scales
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Sample Questions
Q1) A pollster asks you to respond to the following choices concerning the upcoming presidential race: ____candidate A or ____candidate B
____candidate C or ____candidate B
____candidate A or ____candidate C
The pollster is invoking which type of attitude scale?
A) rank order
B) paired comparison
C) purchase intent
D) graphic rating
Q2) A scale that gives you a different weight every time you step on suffers from poor:
A) face validity.
B) construct validity.
C) split-half validity.
D) Reliability.
E) none of the above
Q3) A balanced scale should be used if the researcher expects a wide range of options.
A)True
B)False
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Chapter 10: Questionnaire Design
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Sample Questions
Q1) Probing is especially important when using:
A) dichotomous questions.
B) open-ended questions.
C) closed ended questions.
D) multiple choice questions.
E) none of the above
Q2) Which of the following types of questions would have the highest cost associated with its interpretation and tabulation?
A) open ended
B) dichotomous
C) multiple choice
D) scaled response
E) The cost would be equal for all.
Q3) __________ is achieved by avoiding ambiguous terminology, using reasonable, vernacular language adjusted to the target group, and asking only one question at a time.
A) Leadership
B) Clarity
C) Precision
D) None of the above
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Chapter 11: Basic Sampling Issues
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Sample Questions
Q1) Which of the following sample types is often used as a substitute for simple random sampling?
A) snowball
B) judgment
C) quota
D) systematic
E) none of the above
Q2) Probability samples are more popular in marketing research than nonprobability samples.
A)True
B)False
Q3) What is the most important reason for the growing popularity of nonprobability samples?
A) sampling error can be computed
B) representative of population
C) lower cost than probability samples
D) less nonresponse bias than other types of sampling
Q4) Simple random sampling is often used as a substitute for systematic sampling.
A)True
B)False
Page 12
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Chapter 12: Sample Size Determination
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Sample Questions
Q1) Some normal distributions cannot be transformed into standard normal distributions.
A)True
B)False
Q2) Which of the following basic rules can help you calculate how many phone numbers are needed for a project?
A) the number of completed interviews needed
B) the working phone rate
C) the incidence rate
D) the contact and completion rate
E) all of the above
Q3) The total area under a normal curve is not equal to one, meaning all observations.
A)True
B)False
Q4) Compute the required sample size given the required confidence in the sample results is 90%. The level of tolerable sampling error is 1% and the estimated population standard deviation is 5.
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13
Chapter 13: Data Processing, Data Analysis, and Statistical Testing
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Sample Questions
Q1) Which of the following does validation typically address?
A) validity of measures used
B) measures of central tendency
C) whether respondents were actually interviewed
D) none of the above
Q2) Pie charts are useful for depicting changes over time.
A)True
B)False
Q3) A variable with a large standard deviation would have a large variance as well.
A)True
B)False
Q4) Interviewers are often asked to paraphrase the responses to open-ended questions.
A)True
B)False
Q5) Logical or machine cleaning of data is done with the assistance of computer programs.
A)True
B)False
Q6) Illustrate a condition in which a "SKIP PATTERN" is needed.
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Chapter 14: More Powerful Statistical Methods
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Sample Questions
Q1) Inference that Coca Cola sales declined when the formula changed is an example of:
A) scaling of coefficients
B) collinearity
C) causation
D) analysis
Q2) A perfect correlation indicates that two variables are causally related.
A)True
B)False
Q3) Bivariate statistical techniques are often used to establish cause and effect relationships between two or more variables.
A)True
B)False
Q4) One of the key assumptions of regression analysis is that independent variables are_____________________.
A) not correlated
B) linear
C) independent
D) dependent
Q5) Which of the relationships in the matrix is the strongest?
Page 15
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Chapter 15: Communicating Results and Managing Marketing Research
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Sample Questions
Q1) A 66 percent majority of adults believe, wrongly, that the phrase "margin of error" includes calculation of errors caused by how the questions are worded.
A)True
B)False
Q2) Recommendations are sometimes the tactics that focus on a client's achievement of a differential advantage.
A)True
B)False
Q3) Employee liability is an important issue when a research supplier outsources to third-party providers.
A)True
B)False
Q4) How would you respond to the following statement: "The Executive Summary might be the most important part of the research report."
Q5) The least important objective of research management is to ensure the quality or integrity of the data produced by the research process.
A)True
B)False
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