Consumer Behavior Research
Review Questions
Course Introduction
Consumer Behavior Research explores the psychological, social, and cultural factors that influence individuals purchasing decisions and consumption patterns. The course introduces students to foundational theories, models, and methodologies used to investigate consumer attitudes, motivations, decision-making processes, and post-purchase behaviors. Emphasis is placed on both qualitative and quantitative research techniques, including surveys, experiments, observations, and focus groups. Through case studies and hands-on projects, students learn how to interpret research findings and apply insights to develop effective marketing strategies tailored to specific target audiences.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 1st Canadian Edition by Alvin C. Burns
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Chapter 1: Introducing Marketing Research
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Sample Questions
Q1) Which of the following best illustrates one of the applications of marketing research; monitoring marketing performance?
A) Marketing research managers closely overseeing the work of subordinates in the marketing research industry.
B) Describing the return on investment of firms using or not using marketing research.
C) Tracking research that monitors how well products are performing in the marketplace.
D) Providing closed-circuit TV to monitor the actions of marketing researchers practicing in the field.
E) Setting up a consumer complaints system.
Answer: C
Q2) Marketing research provides the necessary information to:
A) adopt the marketing concept.
B) enable managers to properly market ideas, goods, and services.
C) satisfy a promotional or sales gimmick.
D) monitor accounting performance.
E) outbid the competition.
Answer: B
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Chapter 2: The Marketing Research Process
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Sample Questions
Q1) Errors in collecting data may be attributed to:
A) field workers but not respondents.
B) respondents but not field workers.
C) field workers and respondents.
D) neither field workers or respondents.
E) Ultimately it is the manager's responsibility for any errors that occur.
Answer: C
Q2) The role a hypothesis plays in defining a problem is that it is a statement taken as the best estimate of the truth for the purposes of argument.
A)True
B)False
Answer: False
Q3) The authors conceptualize the marketing research process as 11 steps.
A)True
B)False
Answer: True
Q4) The sample plan determines the accuracy of survey results.
A)True
B)False
Answer: False
Page 4
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Chapter 3: Research Design
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Sample Questions
Q1) Which of the following best represents the criteria discussed by the authors to be used in the selection of a test market city?
A) representativeness, degree of isolation, and ability to control distribution and promotion
B) representativeness, isolation, and cost
C) representativeness, existing company presence, and control of promotion
D) representativeness, cost, and control of competitor's intelligence
E) isolation, cost, and effectiveness
Answer: A
Q2) What type of test markets are conducted by outside research firms who guarantee distribution of the product through prespecified types and numbers of distributors?
A) controlled test markets
B) electronic test markets
C) standard test markets
D) prespecified test markets
E) guaranteed distribution test markets
Answer: A
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Chapter 4: Using Secondary Data and Online Information
Databases
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Sample Questions
Q1) Judy Mancuso is interested in opening a health and fitness centre. Being a fitness enthusiast for many years, she is knowledgeable of many of the programs designed to shape and trim one's figure. However, she needs information on the business aspects of a health and fitness centre. She goes to the local library and uses the computerized search system. Using a keyword search, Judy tries "health," "fitness," and finally "health and fitness." At first she is excited because her searches generate so many "hits." But, she soon learns that more than 50,000 hits is not good. Although there may be some good information available in the sources found, she soon learns that many of the "hits" don't really have much to do with her topic. Which of the following should Judy try to find on her subject?
A) a library consultant specializing in business aspects of health and fitness
B) a truncated search
C) a search limiting all records found to the last three years
D) she should add the keyword "business"
E) a standard subject heading
Q2) Tracking studies gather data from retail stores by using either scanner data, diaries, or by conducting retail-store audits.
A)True
B)False
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Chapter 5: Qualitative Research Methods
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Sample Questions
Q1) Which of the following was NOT mentioned in the textbook as a method focus group companies use to reduce "no shows"?
A) monetary incentives
B) free products or gift certificates
C) overrecruiting
D) making callbacks on the day preceding the focus group to remind the participant
E) using direct mail lists
Q2) McDonald's conducts a study and finds that there is an increase in the number of consumers who value "healthy foods." These consumers link soy-based meat products with a healthy diet. McDonald's decides to reintroduce the McLean burger. This example illustrates the use of a qualitative research technique known as laddering.
A)True
B)False
Q3) Observing the trashcans of consumers to find out the extent of recycling would be an example of using an archive source of information.
A)True
B)False
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Chapter 6: Quantitative Data Collection Methods
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Sample Questions
Q1) Key factors influencing the choice of a survey data collection method include the researchers' time and budget.
A)True
B)False
Q2) Traditional telephone interviews have a great potential for errors.
A)True
B)False
Q3) Rick Smith of Smith & Associates Research has decided that a client's project should use an online questionnaire as the method of data collection. He knows that there are advantages and disadvantages to the online questionnaire method he has chosen, and he must be ready to discuss these with the client. Which of the following will NOT be discussed?
A) respondent must have access to the internet
B) fast turnaround
C) flexible, online analysis
D) ability to show pictures and video
E) interview evaluation
Q4) Self-selection bias is very strong in in-home interviewing.
A)True
B)False
Page 8
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Chapter 7: Survey Measurement Scales
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Sample Questions
Q1) Researchers measure ________ of ________.
A) properties; objects
B) numbers; customers
C) objects; measurements
D) objects; properties
E) attributes; products
Q2) The level of measurement chosen by a researcher determines what information is collected and the type of statistical analyses that may or may not be done.
A)True
B)False
Q3) Which of the following scaled-response formats is good for measuring store, company, or brand images because many marketing stimuli have meaning, mental associations, or connotations?
A) constant sum scale
B) lifestyle inventory
C) semantic differential scale
D) image analysis scales
E) image analysis
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Chapter 8: Questionnaire Design
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Sample Questions
Q1) Patrick Strubel is a young attorney who is reviewing a proposed research survey to be used in an upcoming trial. The case involves potential deceptive advertising claims made in a TV commercial advertising over-the-counter (i.e., nonprescription) medicine. Patrick is commissioning research to determine consumers' understanding of the claims after they have watched the TV commercial. Patrick wants to separate respondents into two categories: i) those who recall having actually seen the TV commercial and ii) those who do not recall having seen it. For those who do not recall having seen the commercial, they will be asked to view it before asking questions about their beliefs of the claims made. Patrick views the questionnaire proposed by the research firm. One of the questions is: (1) Do you recall having watched a TV commercial featuring XYZ, a pain reliever for arthritis? If "yes," continue. If "no," go to Question (12). This question would be considered a(n):
A) disguised question
B) skip question
C) screening question
D) undisguised question
E) classification question
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Chapter 9: Sampling
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Sample Questions
Q1) In Canada a census is taken every five years of:
A) all households
B) 80% of the population
C) 1 in 5 households
D) 50% of the population
E) In Canada is a census is taken every 4 years.
Q2) Which of the following statements would NOT apply to the accuracy of a sample?
A) accuracy is defined as the amount of sample error due to the size of the sample
B) sample findings can be generalized to the population with a +x% approximation
C) as sample size increases, sample error decreases
D) large gains in accuracy occur all the way to a sample size of 10,000
E) "e" represents the desired accuracy for a sample
Q3) In stratified sampling, subgroups are referred to as clusters.
A)True
B)False
Q4) It is a researcher's responsibility to seek out a sample frame with the least amount of error at a reasonable cost.
A)True
B)False
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Chapter 10: Data Collection and Basic Descriptive Statistics
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Q1) Research must adopt a decision rule for determining how many and which item omissions invalidate a survey or a particular question.
A)True
B)False
Q2) Nonresponse has been labeled the marketing research industry's biggest problem.
A)True
B)False
Q3) Assume a college professor wanted to know if the number of hours studied by her students was related to students' test scores. She would use:
A) descriptive analysis
B) interpolation
C) relationship analysis
D) standard deviation analysis
E) population determination analysis
Q4) Nonsampling errors stem from either fieldworker errors or respondent errors.
A)True
B)False
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Chapter 11: Population Estimates and Hypothesis Testing
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Q1) The critical z value for a directional hypothesis test is adjusted downward to 1.46 from 1.96 for the 95% confidence level.
A)True
B)False
Q2) A practical use of confidence intervals is that they may be used to forecast best, pessimistic, and optimistic market-potential estimates..
A)True
B)False
Q3) If we are testing a hypothesis that a sample mean does not differ from a hypothesized value at the 95 percent level of confidence, and we arrive at a z value of 1.99, we would fail to support the hypothesis.
A)True
B)False
Q4) Roman letters, such as s, p, and x, are typically used to represent:
A) sample findings
B) Greek parameters
C) population parameters
D) Roman statistics
E) population statistics
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Chapter 12: Testing of Differences
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Q1) The alternative hypothesis for an ANOVA is that at least one pair is significantly different.
A)True
B)False
Q2) When we test for the differences between two groups, the null hypothesis is that the difference in the two groups' population parameters is more than 30.
A)True
B)False
Q3) A researcher would very much like to report that significant differences were found between two groups because this is the first of the two conditions of market segmentation; significant difference.
A)True
B)False
Q4) The procedure for testing the significance of the difference between two averages from two different groups (samples) is identical to the procedure used in testing two percentages.
A)True
B)False
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Chapter 13: Relationships Between Variables
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Q1) That a scatter diagram plot will be spread uniformly and in accord with the normal curve assumptions over the regression line is:
A) one of the assumptions of regression analysis
B) one of the assumptions of time series analysis
C) the only assumption of exponential smoothing
D) the only assumption of scatter diagram plots
E) an understood fact
Q2) When a scale has "labels" as opposed to "levels," we can normally assume the level of measurement is:
A) categorical
B) ratio
C) interval or ordinal
D) interval or ratio
E) metric
Q3) In multiple regression analysis, we are trying to predict an independent variable using more than two dependent variables.
A)True
B)False
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Chapter 14: Communicating the Research Results
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Q1) Which of the following is NOT included in the introduction?
A) statement of the background situation
B) statement of the problem
C) statement(s) of the objective(s)
D) statement of general purpose
E) statement of the results
Q2) Elements that indicate the topics of each section and act like signals and signposts that help the readers find their way through a marketing research report are referred to as:
A) headings and subheadings.
B) tables of contents.
C) tables.
D) visuals.
E) lists of illustrations.
Q3) Specific keystroke instructions are available to make bar and column charts using XL
Data Analyst but not pie charts.
A)True
B)False
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