Consumer Behavior Test
Bank
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence how individuals and groups select, purchase, use, and dispose of products, services, ideas, or experiences. This course examines key concepts such as motivation, perception, learning, attitudes, personality, and group dynamics to understand the decision-making processes of consumers. Students will analyze consumer needs and motivations, explore the influence of family, culture, and social class, and assess the impact of marketing strategies on consumer choices. The course equips students with practical tools and frameworks for devising effective marketing tactics and strategies that align with consumer expectations and behaviors in an ever-evolving marketplace.
Recommended Textbook
Marketing Research 6th Edition by Alvin C. Burns
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1702 Verified Questions
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Chapter 1: Introduction to Marketing Research
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Sample Questions
Q1) When marketing research is used to improve marketing as a process, the research information is often published in journals such as The Journal of Marketing Research and Marketing Research.
A)True
B)False Answer: True
Q2) Marketing researchers may be certified and the certification is called the Professional Researchers Certification (PRC).
A)True
B)False Answer: True
Q3) A definition of marketing strategy is: a planned design to reach the largest portion of the market by leveraging the benefits of both low marketing costs and promotion using the mass media to reach the largest audience.
A)True
B)False Answer: False
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Chapter 2: The Marketing Research Process
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Sample Questions
Q1) Which of the following is true regarding causal research?
A) Causal research is the questions of who, what, where, when, and how.
B) Causal research isolates causes and effects.
C) Causal research is informal and unstructured.
D) Causal research describes marketing phenomena.
E) Causal research is the seventh step in the marketing research process.
Answer: B
Q2) Myron Pitts works for Paramount Entertainment. He reads in a technical newsletter about a new three-dimensional process that produces lifelike three-dimensional images on LCD screens. Myron is considering conducting research because he recognizes this as a/an:
A) problem
B) opportunity
C) competitive disadvantage
D) way to increase return on investment
E) way to increase shareholder wealth
Answer: B
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Chapter 3: The Marketing Research Industry
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Sample Questions
Q1) "Phony RFPs" are considered unethical.
A)True
B)False
Answer: True
Q2) The Honomichl Top 50 is an annual report listing the top 50 marketing research firms in terms of revenues earned in the United States.
A)True
B)False Answer: True
Q3) A firm specializing in developing samples for companies desiring to conduct marketing research would be an example of a limited-service firm.
A)True
B)False Answer: True
Q4) The PRC has been quickly adopted by both clients and research professionals.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Defining the Problem and Determining Research Objectives
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Sample Questions
Q1) When management has not already defined the problem in terms of a decision to be made, researchers should first undertake a situation analysis.
A)True
B)False
Q2) Which defines what information will be collected from whom and in what format?
A) the PRC certification board
B) research objectives
C) the client in the initial meeting
D) The Chief Marketing Officer
E) it is included in the statement of "need to do marketing research"
Q3) Managers assess their "information state" when:
A) they evaluate their MIS department
B) they are not certain about their assumptions
C) when their sales are plummeting
D) when sales are stable but other symptoms occur
E) determining which marketing research firm to hire
Q4) Control systems that monitor performance against objectives are useful for recognizing problems.
A)True
B)False
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Chapter 5: Research Design
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Sample Questions
Q1) Projective techniques ask participants to project themselves into a situation and respond to specific questions about that situation.
A)True
B)False
Q2) Experimental designs provide procedures for devising an experimental setting, such that a change in a dependent variable may be attributed solely to the change in the independent variable.
A)True
B)False
Q3) What type of panel asks the panel members the same questions on each panel measurement?
A) inquisitional panel
B) discontinuous panel
C) repeatability panel
D) continuous panel
E) exploratory panel
Q4) Causal research is best utilized to define terms.
A)True
B)False
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Chapter 6: Using Secondary Data and Online Information
Databases
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Sample Questions
Q1) One of the disadvantages of the Survey of Buying Power is that the Elongated Billing Index (EBI)is actually calculated during a very short time period.
A)True
B)False
Q2) The factors comprising the Buying Power Index are those that make up a market; that is, people (measured by population), ability to buy (measured by EBI), and willingness to buy (past retail sales is used as a surrogate measure of what people are willing to buy in the future).
A)True
B)False
Q3) If you wanted to locate periodicals on a subject you would find them in:
A) a browser
B) a library catalog
C) an index
D) an encyclopedia
E) a directory
Q4) Within the Survey of Buying Power, EBI is defined as Elongated Billing Index.
A)True
B)False
8
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Chapter 7: Standardized Information Sources
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Sample Questions
Q1) Which of the following market tracking studies provides members of its panel with an ID card they present at checkout counters in grocery and drugstores?
A) BehaviorScan
B) Scantrack
C) DEMOScan
D) Procision
E) PRIZM
Q2) Tracking studies gather data from retail stores by using either scanner data or by conducting retail-store audits.
A)True
B)False
Q3) One method that marketing tracking data are collected at the household level is by providing panel members with wands or scanners that they use to scan the UPC codes on the products they purchase.
A)True
B)False
Q4) The Nielsen Television Index specializes in providing information on TV ratings.
A)True
B)False
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Chapter 8: Observation, Focus Groups, and Other
Qualitative Methods
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Sample Questions
Q1) In which technique below are consumers' values determined, followed by determining which product or service attributes would be viewed as a means of achieving a desired value? For example, it is determined that "good health" is highly valued and "soy products replacing beef" is viewed as a means of achieving "good health."
A) value salience analysis
B) qualitative value interviews
C) quantitative value interviews
D) laddering
E) value gradient analysis
Q2) Though they are often used, Focus Groups are NOT considered qualitative research. 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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Page 10
Chapter 9: Survey Data-Collection Methods
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Sample Questions
Q1) Real-time capture of data is available only through the use of in-home interviewing, provided the researcher has a modem and may transmit the survey results to a computer shortly after the interview.
A)True
B)False
Q2) The data-collection landscape of China is the same as that in Western and European countries.
A)True
B)False
Q3) Which of the following is NOT an advantage of computer-administered surveys?
A) ability to develop rapport with the respondent
B) speed
C) error-free interviewing
D) use of pictures, videos, and graphics
E) possible cost savings
Q4) Central location telephone interviewing offers good control of interviewers.
A)True
B)False
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Chapter 10: Measurement in Marketing Research
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Sample Questions
Q1) Which of the following was NOT mentioned in the textbook as a consideration in choosing a question-response format?
A) nature of the property being measured
B) previous research studies
C) ability of the researcher
D) ability of the respondent
E) scale level desired
Q2) Which of the following encourages the respondent to provide information beyond the initial and possibly superficial first comments?
A) open-ended, unprobed format
B) closed-ended, exploratory format
C) deductive probed
D) optional format
E) open-ended, probed format
Q3) An open-ended question presents no response options to the respondent.
A)True
B)False
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Chapter 11: Designing the Questionnaire
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Sample Questions
Q1) "All that apply" questions are questions that:
A) ask respondents to pick more than one item from a list of possible responses
B) allow respondents to respond in any way they wish
C) ask respondents to apply ideas
D) encourage respondents to find connections between concepts
E) ask respondents to pick one item from a list of possible responses
Q2) Even a single word can alter the responses to a question on a survey.
A)True
B)False
Q3) Which approach to organizing the flow of questions would order them from general to specific or from wide to narrow?
A) the inductive approach
B) the deductive approach
C) the funnel approach
D) the work approach
E) the sections approach
Q4) One reason to disguise the true sponsor of a survey is to prevent alerting competitors to the survey.
A)True
B)False
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Chapter 12: Determining How to Select the Sample
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Q1) Which of the following best illustrates what is meant by validating the sample?
A) buying samples only from a well-known and respected sampling firm
B) using samples that have, in the past, provided reliable and valid results
C) comparing the sample's profile with a known profile such as the census
D) confirming the manager's approval
E) There is no way to "validate" a sample. This is why probability sampling methods are so important.
Q2) Probability samples are those for which members of the population have a known chance of completing and actually turning in a survey. It has nothing to do with probability of being selected into the sample.
A)True
B)False
Q3) Quota samples refer to samples obtained by bid.
A)True
B)False
Q4) In area sampling, the two-step approach is more costly than the one-step approach because more areas and time are involved.
A)True
B)False
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Chapter 13: Determining the Size of a Sample
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Q1) A study is to be performed for a local restaurant, McGuire's, and Mr. McGuire wants to know the awareness of the restaurant name as well as satisfaction with food, service, and prices. Furthermore, being in the restaurant business for many years, Mr. McGuire is certain that he has very different clientele depending on which meal and whether they are there during the weekdays or weekends. Therefore, he wants to know answers to these issues by subgroups such as those who have eaten lunch meals, dinner meals, weekday patrons, and weekend patrons. Given these analysis goals, which sample size approach should be considered?
A) arbitrary approach
B) conventional approach
C) statistical analysis approach
D) confidence percentage approach
E) the cost basis approach
Q2) The only time that the population size is a consideration in sample size determination is in the case of a "small population."
A)True
B)False
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Chapter 14: Data Collection in the Field, Nonresponse Error, and Questionnaire Screening
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Sample Questions
Q1) Rachel Luecht was responsible for conducting a survey of her university to determine what extent the students were in favor of a number of changes the university administration was considering. She would need to collect four hundred completed interviews in a five-day period, and the administration had given her a budget of $2,000.00 to collect the information. Rachel put posters up around the campus asking for students who wanted to earn extra cash by interviewing other students on campus. At the meeting of the volunteers, Rachel offers to pay them $8.00 an hour and told them they should complete at least three interviews for each hour they worked. Rachel's decision to pay the interviewers this way will:
A) help ensure there are no misunderstandings among the fieldworkers collecting the information
B) help ensure that there is a minimum of fatigue among the fieldworkers collecting the information
C) help ensure that her fieldworkers do not cheat
D) help ensure that leading respondents will be held at a minimum because she is giving the fieldworkers ample time to conduct the interviews
E) help control respondent misunderstandings
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Page 16
Chapter 15: Basic Data Analysis: Descriptive Statistics
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Sample Questions
Q1) If a marketing manager were to need a statistical analysis to make a forecast or prediction, he or she would most likely use:
A) differences analysis
B) predictive analysis
C) variance analysis
D) associative analysis
E) population determination analysis
Q2) Which of the following best describes data entry?
A) identification of codes that pertain to the possible responses for each question on the questionnaire
B) identification of all the variable names and code numbers associated with each possible response to each question making up the dataset
C) raw data arranged in columns representing answers to various questions and in rows representing each respondent or case
D) the creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis
E) a process of importing data from other stat packages that are Intel-compatible into SCSS
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Chapter 16: Generalizing a Sample's Findings to its
Population and Testing Hypotheses About Percents and Means
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Q1) A 99 percent confidence interval allows us to say that if we took many, many samples from the population:
A) all of the samples would contain a range that included the population parameter
B) 99 percent of the samples would contain a range that included the population parameter
C) 99 percent of the samples would allow us to estimate the mean within + or - 1 percent
D) 1 percent of the samples would contain a range that included the population parameter
E) 1 percent of the samples would allow us to estimate the mean with + or - 1 percent
Q2) The standard error will increase if the variation (standard deviation)is increased. A)True
B)False
Q3) SPSS will not calculate the confidence interval for a mean. A)True
B)False
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Chapter 17: Testing for Differences Between Two Groups or
Among More Than
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Q1) When a researcher is determining if two groups are statistically significant, he or she is considering the two groups as two separate populations. The question is whether or not the two different populations':
A) z scores are the same
B) t scores are the same
C) parameters are different
D) associations are different
E) summarization values are the same
Q2) When testing for differences, a manager must first determine if the differences are meaningful and then act on the differences. Only then should he or she decide if the differences are significantly different.
A)True
B)False
Q3) The Duncan's Multiple Range test is a post hoc test that allows the researcher to determine among which pairs of means significant differences exist.
A)True
B)False
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Page 19
Chapter 18: Determining and Interpreting Associations
Among Variables
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Q1) What is used to determine whether a nonmonotonic relationship exists between two nominal-scaled variables?
A) tabulation analysis and t tests
B) cross-tabulation and chi-square tests
C) cross-tabulation and t tests
D) tabulation analysis and chi-square tests
E) only t tests
Q2) The four basic types of relationships between two variables are:
A) anonmonotonic, duotonic, linear, and curvilinear
B) nonmonotonic, duotonic, sublinear, and curvilinear
C) nonmonotonic, monotonic, linear, and curvilinear
D) causal, consistent, systematic, and linear
E) duotonic, linear, sublinear, and alinear
Q3) The Pearson Product Moment correlation measures the linear relationship between two nominal and/or ordinal scaled variables.
A)True
B)False
Q4) Frequencies tables, part of cross-tabulation, contain raw data.
A)True
B)False
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Chapter 19: Regression Analysis in Marketing Research
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Q1) If the tests of the significance of the slope and the intercept are significant, this means that the straight-line relationship depicted by the slope and the intercept actually exists in the population and, therefore, the regression equation may be used as a prediction device.
A)True
B)False
Q2) In a straight-line formula, the intercept is 4, the slope is 2, and the independent variable is 6. The predicted variable's level is:
A) 12
B) 14
C) 16
D) 18
E) 26
Q3) The standard error of the estimate is used as a measure of the accuracy of the predictions in regression; it is analogous to the standard error of the mean used in estimating a population mean from a sample.
A)True
B)False
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Chapter 20: The Marketing Research Report: Preparation and
Presentation
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Sample Questions
Q1) Which of the following would help the reader locate information in the research report?
A) letter of transmittal
B) executive summary
C) table of contents
D) introduction
E) the title fly
Q2) Which of the following refers to the principles that determine how scientific investigation tools are deployed and interpreted?
A) method
B) methodology
C) procedural detail
D) body
E) scientific reasoning
Q3) The memo of transmittal is used:
A) instead of delivering the document
B) to deliver the document
C) to deliver the document to a client outside the firm
D) to deliver the document within the firm
Page 22
E) only when the document is transmitted electronically
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