Consumer Behavior
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Course Introduction
Consumer Behavior explores the psychological, social, cultural, and economic factors that influence how individuals and groups make decisions regarding the acquisition, consumption, and disposal of products and services. The course examines key concepts such as perception, motivation, learning, attitudes, group dynamics, and consumer decision-making processes. By analyzing case studies and current market trends, students gain insights into the ways businesses tailor marketing strategies to cater to diverse consumer needs, preferences, and behaviors in both local and global markets.
Recommended Textbook
Exploring Marketing Research 11th Edition by Barry
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Page 2
J. Babin
Chapter 1: The Role of Marketing Research
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Q1) An important aspect of the marketing concept is a(n)____.
A)single-functional perspective
B)emphasis on short-term profitability
C)consumer orientation
D)producer chain
Answer: C
Q2) All of the following are a type of product research EXCEPT ____.
A)concept testing
B)product testing
C)brand-name evaluation
D)pricing analysis
Answer: D
Q3) A producer of trail mix conducts research in China to determine which flavors consumers are likely to find appealing.Which type of research is being performed?
A)pricing research
B)promotion research
C)product research
D)distribution research
Answer: C
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Chapter 2: Information Systems and Knowledge Management
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Q1) Laurie finds the perfect sweater on Talbot's Web site during its season's clearance sale,but is unable to purchase it in her size.The following year,Talbot's sends Laurie an email notifying her of a similar sweater in the same style and color.Talbot's has linked computerized data sources to statistical tools to search for relationships that will produce more effective marketing communications,which is an example of ____.
A)electronic data interchange
B)Web tracking
C)pull technology
D)predictive analytics
Answer: D
Q2) Input data can come from internal sources of the organization,but not from external sources.
A)True
B)False
Answer: False
Q3) Information that is provided when a marketing manager needs it to make an important decision is said to be ____________________.
Answer: Timely
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Chapter 3: The Marketing Research Process
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Q1) List the major stages in the research process. Answer: the stages in the marketing research process are:
(1)Defining the research objectives
(2)Planning a research design
(3)Planning a sample
(4)Collecting the data
(5)Analyzing the data
(6)formulating the conclusions and preparing the report
Q2) Checking the data collection forms to correct omissions,illegibly written responses,and the consistency of answers is called ____________________. Answer: editing
Q3) The purpose of exploratory research is to refine and narrow the scope of the research topic.
A)True
B)False
Answer: True
Q4) The overall series of marketing research projects is called a ____________________.
Answer: research program
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) In a truly market-oriented organization,all employees are involved in the intelligence-gathering and dissemination process.
A)True
B)False
Q2) When an organization's marketing research department refers to the managers for whom it is performing research services,it is common to refer to the manager as the department's ____________________.
Q3) Many research companies have a(n)____ that carefully reviews a proposed research design to try to ensure that no harm can come to any research participant.
A)human subjects review committee
B)experimental design review committee
C)ethical research review committee
D)confidentiality review committee
Q4) Small research firms typically only have a director of marketing research and a research analyst.
A)True
B)False
Q5) Discuss the rights and obligations of the researcher.
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Chapter 5: Qualitative Research Tools
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Q1) A focus group typically involves a rigid question-and-answer session among participants.
A)True
B)False
Q2) The focus of qualitative research is on producing "numbers" that can be used in statistical tests.
A)True
B)False
Q3) Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product.These consumers are participating in a(n)____.
A)causal research study
B)descriptive research study
C)concept test
D)case study
Q4) Studying cultures using methods that involve researchers becoming highly active within that culture is called ethnography.
A)True
B)False
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Chapter 6: Secondary Data Research in a Digital Age
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Q1) Data purchased from a company such as NPD Group,Inc.on the consumption of frozen pizza in the U.S.is most likely going to be used for ____.
A)model building
B)database marketing
C)data mining
D)fact-finding
Q2) A researcher who is interested in new car sales discovers that the secondary data are in the form of statistics that include both car and light truck sales combined.What criterion have the data failed to meet?
A)The data should be in the correct unit of measurement.
B)The data should apply to the time period of interest.
C)The data should be supplied by a reputable source.
D)The data should show evidence of reliability and validity.
Q3) One disadvantage of secondary data is that ____.
A)the user has no control over their reliability and validity
B)the data cannot be converted
C)it typically requires additional access to research respondents
D)it takes more time to collect than primary data
Q4) Discuss the advantages and disadvantages of secondary data.
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Chapter 7: Survey Research
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Q1) Systematic errors are also called ____.
A)random sampling error
B)interviewer error
C)nonresponse error
D)nonsampling errors
Q2) The personal interview is especially useful for obtaining unstructured information.
A)True
B)False
Q3) Which type of bias is occurring when a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer?
A)interviewer bias
B)auspices bias
C)administrative bias
D)acquiescence bias
Q4) When a table of random numbers is used to generate phone numbers that will be called to contact potential respondents in a phone survey,____________________ is being used.
Q5) Discuss the advantages and disadvantages of mail surveys.
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Chapter 8: Observation
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Q1) When a researcher counts the number of African Americans who have appeared on the cover of Newsweek during the past decade,the researcher is engaging in ____.
A)contrived analysis
B)ethnic analysis
C)indirect analysis
D)content analysis
Q2) John is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other.John is measuring response ____.
A)lag
B)interval
C)latency
D)bias
Q3) The results of observational studies can provide complementary evidence,along with other measures,for a respondent's "true" feelings.
A)True
B)False
Q4) Compare and contrast direct observation and contrived observation.
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Chapter 9: Conducting Marketing Experiments
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Q1) Which term refers to a treatment combination within an experiment?
A)level
B)link
C)cell
D)unit
Q2) Random assignment of subjects to treatment and control groups helps ensure that experimental and control groups do not differ from each other in important ways at the beginning of a research study.
A)True
B)False
Q3) A maturation effect is a function of time and the naturally occurring events that coincide with growth and experience.
A)True
B)False
Q4) In experimental research,the independent variable is manipulated rather than simply measured.
A)True
B)False
Q5) List the four important elements in experimental design.
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Chapter 10: Measurement and Attitude Scaling
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Q1) Which type of validity addresses the question,"Does my measure correlate with measures of similar concepts or known quantities?"
A)face validity
B)reliability validity
C)criterion validity
D)discriminant validity
Q2) A(n)____________________ scale measures attitudes by using seven-point rating scales that are anchored at either end by polar opposite adjectives.
Q3) Compare and contrast the four different levels of scale measurement.
Q4) A generalized idea that represents something of meaning is called a(n)____________________.
Q5) The happy-sad face technique,often used with children,is a(n)____________________ rating scale.
Q6) Which characteristic is a key difference between ratio and interval scales?
A)number of items
B)absolute zero
C)number of intervals
D)nominal values
Q7) A(n)____________________ scale has an absolute zero point.
12
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Chapter 11: Questionnaire Design
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Q1) Consider a fixed-alternative question lists ten possible services that could be provided by a local bank and asks respondents to check as many as apply such as: "Which of the following banking services do you currently use for First City Bank?" Such a question is a(n)____________________ question.
Q2) Articulate respondents tend to give shorter answers to open-ended response questions than respondents who are less articulate.
A)True
B)False
Q3) A single question that really asks two questions at the same time is called a(n)____________________ question.
Q4) A question that is written in such a way as to arouse strong emotion in the respondent is called a(n)____________________ question.
Q5) When respondents think that recent events took place longer ago than they really did,what type of error is occurring?
A)telescoping
B)squishing
C)faltering
D)misredemption
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) A reverse telephone directory provides the same information contained in a telephone directory,but in a different format.
A)True
B)False
Q2) The head of the marketing research department instructs field interviewers to interview owners of DVD players in a shopping mall such that they each interview 10 Sony owners,8 Panasonic owners,6 Toshiba owners,and 4 owners of other brands.Which type of sampling procedure is being used?
A)systematic sample
B)quota sample
C)area sample
D)multistage sample
Q3) Name and describe the types of probability sampling.
Q4) As sample size decreases,random sampling error decreases.
A)True
B)False
Q5) List the stages in the selection of a sample.
Q6) Name and describe the types of nonprobability sampling.
Q7) Compare and contrast random sampling and systematic (nonsampling)errors.
Page 14
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Chapter 13: Big Data Basics: Describing Samples and Populations
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Q1) The percentage of elements that meet some criterion is referred to as the ____________________.
Q2) Name and describe the measures of central tendency.
Q3) The confidence interval increases as the sample size,n,increases.
A)True
B)False
Q4) Discuss the three factors required to specify sample size.
Q5) In most cases,the size of the population does not have a major effect on the sample size.
A)True
B)False
Q6) Auxiliary variables are those that the researcher should build into a survey that allow a comparison between sample units that do respond and those that do not respond.
A)True B)False
Q7) Describe the measures of dispersion and explain why standard deviation is used most often.
Q8) An estimate of the population mean in the form of a single value is called a(n)____________________ estimate. Page 15
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Chapter 14: Basic Data Analysis
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Q1) The appropriate test to use for hypotheses involving an observed mean compared to specified value is the univariate ____________________.
Q2) It is hypothesized that an individual's style of processing information (i.e.,verbal or visual)will influence the impact of advertising on attitudes toward the brand being advertised.Style of processing,then,is considered which type of variable?
A)dependent variable
B)external variable
C)internal variable
D)moderating variable
Q3) Data with a(n)____ distribution are appropriate for division based on the median split.
A)normal
B)unimodal
C)bimodal
D)uniform
Q4) When a data set is unimodal,a median split of the data is inappropriate.
A)True
B)False
Q5) What are descriptive statistics and why are they used in marketing research?
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Chapter 15: Testing for Differences Between Groups and for
Predictive Relationships
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Q1) In the formula df = n - k,k represents the ____.
A)number of observations
B)degrees of freedom of the denominator
C)number of independent variables
D)sample size
Q2) Multiple regression analysis includes a single independent variable but several dependent variables.
A)True
B)False
Q3) A(n)____________________ variable has two distinct levels that are coded as 0 and 1.
Q4) In a brand awareness study,25 of a group of 35 males identify the brand correctly and 15 of a group of 35 females identify this brand correctly.The chi-square value for this study is approximately ____.
A)3.26
B)4.15
C)5.84
D)7.92
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Q5) Describe a Z-test for comparing two proportions along with its appropriate null hypothesis.
Chapter 16: Communicating Research Results
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Q1) List FIVE of the SEVEN key points to keep in mind when preparing a stand-alone presentation that can be viewed at the convenience of the user.
Q2) The limitations of the research study should not be discussed in the research report.
A)True
B)False
Q3) All of the following are elements of a research report EXCEPT for the ____.
A)title page
B)executive summary
C)body
D)feedback notes
Q4) In which type of chart do the slices represent a percentage of the whole?
A)bar chart
B)line chart
C)column chart
D)pie chart
Q5) The body of a research report begins with an introduction section.
A)True
B)False
Q6) The typical maximum of slices in a pie chart is ____________________ slices.
Page 19
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Chapter 17: Beyond the Basics in Basic Data Analysis
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Q1) A factorial design involves interpretation of main effects and ____________________.
Q2) The combination of individual or group means representing a planned comparison is called a ____.
A)difference
B)differential
C)contrast
D)divergence
Q3) How are sequential chi-square analyses useful when analyzing big data?
Q4) The variability that is not explained by SSB in the standard ANOVA computation is ____________________.
Q5) In which artifact are observed effects due to awareness of the treatments rather than a genuine response to the treatments?
A)instrumentation
B)history
C)attrition
D)demand
Q6) In ____________________ -subjects experimental design,experimental subjects are exposed to multiple treatment combinations in the same experiment.
Page 20
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Chapter 18: Advanced Topics in Linear Analytics
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Q1) As multicollinearity increases,the adjusted R² becomes ____________________ than the unadjusted R².
Q2) If r = -.88,this indicates a weak relationship between the two variables under study.
A)True
B)False
Q3) A correlation coefficient indicates both the ____________________ of the relationship between two variables by its absolute value and the ____________________ of this relationship by its sign.
Q4) A bivariate statistical technique that is used to measure the strength of the relationship between two variables is also called a ____.
A)one-group t-test
B)two-group t-test
C)measure of association
D)correlation matrix
Q5) Covariance is the extent to which a change in one variable corresponds systematically to a change in another.
A)True
B)False
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Chapter 19: Testing Hypotheses With Glm Procedures
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Q1) An indirect effect is a relationship consisting of ____________________ parts.
Q2) A tautology results from linear reasoning.
A)True
B)False
Q3) Complete mediation is a condition created when the direct relationship between X and Y is undefined without the presence of a mediator.
A)True
B)False
Q4) A negative relationship indicates that as X goes up,Y goes
Q5) In hierarchical regression,any independent variables involved in forming an interaction should be mean-centered or standardized.
A)True
B)False
Q6) Time pressure,time of day,region,and demographic variables provide common context variables.
A)True
B)False
Q7) List the characteristics of a well-stated hypothesis.
Q8) An argument using circular reasoning is known as a(n)____________________. Page 22
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Chapter 20: Introducing Multivariate Data Analysis
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Q1) Nominal and ordinal scales are referred to as metric scales.
A)True
B)False
Q2) The most commonly applied statistic for calculating MANOVA results is the ____.
A)Wald statistic
B)Wilks beta
C)logit
D)Wilks lambda
Q3) When the logistic regression equation predicts a result of greater than 0 (positive value),the predicted outcome is ____________________.
Q4) Multivariate dependence techniques are variants of the ____,which is a way of modeling some process based on how different variables cause fluctuations from the average dependent variable.
A)ordinary linear model (OLM)
B)weighted average model (WAM)
C)general linear model (GLM)
D)metric scaling model (MSM)
Q5) The two types of multivariate techniques are ____________________ methods and ____________________ methods.
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Chapter 21: Multivariate Data Analysis: Analytics With
Interdependence
Techniques
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Q1) In a big data environment,data ____________________ is a key goal.
Q2) Describe factor analysis.
Q3) Multivariate statistical techniques fall into two broad categories of using dependence and interdependence techniques.
A)True
B)False
Q4) Multivariate statistics that make no distinction between independent and dependent variables and seek to identify the underlying structure of a set of data are known as ____________________ techniques.
Q5) A data reduction technique allows a researcher to summarize information from many variables into a reduced set of variables.
A)True
B)False
Q6) In factor analysis,"communality" is a measure of the percentage of a variable's variation that can be explained by the factors.
A)True
B)False
25
Q7) A(n)____________________ graphs eigenvalues against the number of factors.
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Chapter 22: Primer on Structural Equations Modeling
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Q1) The SEM software that allows users to use a graphical interface is called ____________________.
Q2) ____________________ is an interdependence technique that is often based on respondents' judgments of how similar different objects are on several characteristics.
Q3) As the sample size increases in a ² test,the likelihood of finding a significant result becomes greater.
A)True
B)False
Q4) The comparative fit index can range from ____.
A)-1 to 0
B)-1 to +1
C)-0.5 to 0.5
D)0 to +1
Q5) Which technique is particularly useful when the measurement quality is not strong?
A)partial least squares (PLS)
B)multidimensional scaling
C)partial correlations
D)discriminant analysis
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