Course Introduction
Consumer Behavior
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Consumer Behavior explores the psychological, social, and cultural factors that influence individuals purchasing decisions and consumption patterns. The course examines how consumers gather and process information, develop attitudes, and make choices about products and services. Topics include motivation, perception, learning, personality, group dynamics, and the impact of marketing strategies on consumer decision-making. Through case studies and real-world examples, students gain insights into predicting and influencing buyer behavior, with an emphasis on ethical considerations and emerging trends in consumer research.
Recommended Textbook
Essentials of Marketing Research 1st Edition by Naresh K. Malhotra
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Page 2
Chapter 1: Introduction to Marketing Research
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Q1) The book advocates the use of social media to replace the traditional ways in which research is conducted.
A)True
B)False
Answer: False
Q2) Which of the following actions is NOT a step a person would take to prepare for a career in marketing research?
A)acquire computer and Internet skills
B)obtain any type of work experience
C)take courses in statistics and quantitative methods
D)acquire effective written and verbal communication skills
E)think creatively
Answer: B
Q3) Which of the following is NOT a step in the marketing research process?
A)problem correction
B)fieldwork
C)research design formulation
D)report generation and presentation
E)data preparation and analysis
Answer: A
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Q1) An analytical model consists of a set of variables related in a specified manner to represent all or a part of some real system or process.
A)True
B)False
Answer: True
Q2) In a short essay, discuss the characteristics of an analytical model and list and discuss the three most common forms of this model.
Answer: An analytical model consists of a set of variables related in a specified manner to represent all or a part of some real system or process.Models can take many forms.The most common are verbal, graphical, and mathematical structures.In verbal models, the variables and their relationships are stated in prose form.These models are often a summary or restatement of the main points of the theory.Graphical models are visual and pictorially represent the theory.They are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results.They are logical, preliminary steps to developing mathematical models.Mathematical models explicitly specify the strength and direction of relationships among variables, usually in equation form.
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Page 4
Chapter 3: Research Design, Secondary and Syndicated
Data
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Sample Questions
Q1) Which of the following is NOT an example of a descriptive research goal?
A)to develop a profile of a target market
B)to determine the cause of a sales decrease
C)to estimate the frequency of product use as a basis for sales forecasts
D)to determine the degree to which marketing variables are associated
E)to determine the relationship between product use and perception of product characteristics
Answer: B
Q2) A characteristic of descriptive research is that it is often the front end of total research.
A)True
B)False
Answer: False
Q3) The research design is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Qualitative Research
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Sample Questions
Q1) In contrast to ________ research, the findings of ________ research can be treated as conclusive and used to recommend a final course of action.
A)quantitative; qualitative
B)observational; qualitative
C)qualitative; quantitative
D)descriptive; observational
E)partial; total
Q2) According to the text, the typical duration of a focus group is ________.
A)less than an hour
B)two to four hours
C)one to three hours
D)three to five hours
E)more than five hours
Q3) A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.
A)True
B)False
Q4) Private online communities can play the role of extended focus groups.
A)True
B)False
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Chapter 5: Survey and Observation
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Q1) People are more likely to respond and respond sooner to fax surveys than mail surveys.
A)True
B)False
Q2) Which of the following types of incentives is included with the survey or questionnaire?
A)promised incentive
B)observed incentive
C)prepaid incentive
D)virtual incentive
E)Hollywood incentive
Q3) Low sample control and low response rates are disadvantages of using electronic interviewing to collect research data.
A)True
B)False
Q4) According to the text, despite their value, personal in-home interviews are being replaced by telephone interviews.
A)True
B)False
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Chapter 6: Experimentation and Causal Research
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Q1) In a short essay, list and discuss the three specific preexperimental designs.
Q2) External validity refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables.
A)True
B)False
Q3) Which experimental design means that two groups of test units were randomly assigned to two different treatment groups at the same time, and the dependent variable was measured in the two groups simultaneously?
A)R X<sub>1</sub> O<sub>1</sub>
R X<sub>2</sub> O<sub>2</sub>
B)R X<sub>1</sub> O<sub>1 </sub>
O<sub>2</sub> X<sub>2</sub> O<sub>3</sub>
C)X O<sub>1</sub> O<sub>2 </sub>
X O<sub>1</sub> O<sub>2</sub>
D)R X<sub>1</sub> O<sub>1</sub>
R X<sub>1</sub> O<sub>1</sub>
Q4) A static group involves a prior measurement of the test units.
A)True B)False
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Chapter 7: Measurement and Scaling
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Sample Questions
Q1) According to the text, semantic differential scaling is a comparative scaling technique.
A)True
B)False
Q2) Which of the following is NOT a characteristic of the Likert scale?
A)easy to construct
B)easy to administer
C)easy for the respondent to understand
D)the number of scale points can vary
E)respondents read a short phrase rather than an entire statement
Q3) In a short essay, compare and contrast the categories of mutually exclusive and collectively exhaustive.
Q4) Scales are only presented horizontally.
A)True
B)False
Q5) According to the text, total measurement error is determined by multiplying systematic error with random error.
A)True
B)False
Q6) Discuss measurement and scaling.What are they and how are they related?
Page 9
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Chapter 8: Questionnaire and Form Design
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Q1) Which of the following is NOT mentioned in the text as a specific objective to consider when designing a questionnaire?
A)translate the researcher's information needs into a set of specific questions that respondents are willing and able to answer
B)minimize demands imposed on respondents
C)minimize response error
D)collect demographic information that can be used in later direct mail campaigns
E)minimize item nonresponse
Q2) Which of the following is NOT a situation in which respondents are likely to refuse to answer a survey question?
A)They may feel there's simply too much effort involved.
B)They may feel that the question is not needed.
C)They may feel that the information is too sensitive.
D)The question is a screening question.
E)All of the selections represent a circumstance where respondents are likely to refuse to answer a survey question.
Q3) In a short essay, list the ten steps to designing the ideal questionnaire.
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Chapter 9: Sampling: Design and Procedures
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Q1) Convenience sampling is a nonprobability sampling technique that attempts to obtain a sample of convenient elements and leaves the selection of sampling units primarily to the interviewer.
A)True
B)False
Q2) Area sampling relies on clustering based on geographic areas such as counties, housing tracts, or blocks.
A)True
B)False
Q3) A sampling unit is the basic unit containing the elements of the population to be sampled.
A)True
B)False
Q4) In nonprobability sampling, sampling elements are selected by chance, that is, randomly.
A)True
B)False
Q5) Convenience samples are appropriate to use with exploratory research. A)True
B)False
11
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Chapter 10: Data Collection and Preparation
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Sample Questions
Q1) For structured questions, frequent occurrence of nonresponse items is an indicator that should be used to evaluate an interviewer on the quality of interviewing.
A)True
B)False
Q2) To evaluate interviewers on the quality of interviewing, the supervisor must directly observe the interviewing process.
A)True
B)False
Q3) Researchers have one choice for collecting their data: hire a data collection agency. A)True
B)False
Q4) Coding consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.
A)True
B)False
Q5) In a short essay, discuss the importance of properly supervising field workers and list and discuss the four elements of field worker supervision.
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Page 12
Chapter 11: Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross-Tabulation
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Q1) In a short essay, discuss which measure of location should be used if the distribution is asymmetric.
Q2) According to the text, accepting the alternative hypothesis will lead to changes in opinions or actions.
A)True
B)False
Q3) The ________ is the probability of rejecting the null hypothesis when it is false and should be rejected.
A)level of significance
B)z-test
C)test statistic
D)power of a test
E)incidence of difference
Q4) The difference between the smallest and largest values of a distribution is called the variance.
A)True
B)False
Q5) Discuss the relationship between cross-tabulation and frequency distribution.
Page 13
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Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, Correlation, and Regression
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Sample Questions
Q1) For a large sample size, the t distribution approaches the normal distribution.Thus, the t-test and the z-test are equivalent.
A)True
B)False
Q2) The term used to denote the standardized regression coefficient is called the ________.
A)alpha coefficient
B)beta coefficient
C)gamma coefficient
D)theta coefficient
E)pi coefficient
Q3) All of the following are types of tests of differences EXCEPT ________.
A)one sample
B)two independent samples
C)paired samples
D)unitary samples
E)All are types of tests of differences.
Q4) In a short essay, list at least three statements that exhibit a single variable against a known or given standard.
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Chapter 13: Report Preparation and Presentation
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Q1) A marketing research firm should produce reports that are uniform across clients and follow the same format.
A)True
B)False
Q2) The ________ should identify the need for further action on the part of the client, such as implementation of the findings or further research that should be undertaken.
A)letter of transmittal
B)letter of estimation
C)letter of authorization
D)letter of recommendation
E)letter of invoice
Q3) According to the text, the key to an effective presentation is ________.
A)advanced technology
B)preparation
C)detailed descriptions
D)professionalism
E)video equipment
Q4) In a short essay, discuss the importance of the report and its presentation for a marketing research project.
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