Ch.3 Test Bank Consumer Research

Chapter 3: Consumer Research

Type: multiple choice question

Title: Chapter 03 Question 01

1) Cognitive research is designed to uncover

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.1

a. how consumers process information.

b. what consumers do.

c. consumer’s emotional orientations.

d. latent consumption experiences.

Type: multiple choice question

Title: Chapter 03 Question 02

2) Which type of consumer research focuses on what products consumers buy, when they buy them, where they buy them, and how much they pay for them?

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.1

a. Motivational

b. Cognitive

c. Behavioral

d. Negative

Type: multiple choice question

Title: Chapter 03 Question 03

3) The deliberate series of steps designed to answer key questions about consumer behavior to develop insights is the

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.1

a. implied progression system.

b. utility measurement procedure.

c. determination structure.

d. consumer research process.

Type: multiple choice question

Title: Chapter 03 Question 04

4) The _______ approach to consumer behavior emphasizes the objectivity of science and the consumer as a rational decision-maker.

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.1

a. utilitarian

b. interpretive

c. positivist

d. functional

Type: multiple choice question

Title: Chapter 03 Question 05

5) The _______ approach to consumer behavior emphasizes the subjective meaning of the consumer’s individual experience?

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.1

a. utilitarian

b. interpretive

c. positivist

d. functional

Type: multiple choice question

Title: Chapter 03 Question 06

6) What is the first step in the consumer research process?

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.1

a. Problem identification

b. Systemic sampling

c. Data collection

d. Develop experiments

Type: multiple choice question

Title: Chapter 03 Question 07

7) In _______ consumer research, the researcher is interested in determining broad trends or patterns of behavior.

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.1

a. confirmatory

b. modified

c. exploratory

d. randomized

Type: multiple choice question

Title: Chapter 03 Question 08

8) To verify an expectation that it might already have, a research team would use ________ consumer research.

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.1

a. tentative

b. confirmatory

c. randomized

d. exploratory

Type: multiple choice question

Title: Chapter 03 Question 09

9) Which step in the consumer research process involves the careful articulation of the exact question that a consumer researcher needs to answer?

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.1

a. Systemic sampling

b. Feedback loop

c. Warmth monitoring

d. Problem identification

Type: multiple choice question

Title: Chapter 03 Question 10

10) In order to determine how to go about obtaining the data that will help determine an answer to the problem, the researcher must

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.1

a. confirm the subject.

b. gather feedback.

c. select the perspective.

d. visualize the task.

Type: multiple choice question

Title: Chapter 03 Question 11

11) When a research team is ready to launch a project, they will

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.1

a. collect the data.

b. visualize the task.

c. identify the theme.

d. select a perspective.

Type: multiple choice question

Title: Chapter 03 Question 12

12) A _______ provides important conclusions from one research project and makes them available to managers as they identify the next big research problem.

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.1

a. feedback loop

b. systemic sample

c. knowledge bias

d. reflective mode

Type: multiple choice question

Title: Chapter 03 Question 13

13) The research team combines its research findings from the data analysis phase and

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.1

a. identifies the problem.

b. engages with consumers.

c. collects sensory data.

d. develops consumer insights.

Type: multiple choice question

Title: Chapter 03 Question 14

14) Data are

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.2

a. a broad perspective of a consumer’s emotions and consumption experience.

b. numbers or other nonnumerical descriptors that are used to define a phenomenon.

c. material that is organized, analyzed, and provides context and order.

d. a useful interpretation of the information that was gathered from the consumer research process.

Type: multiple choice question

Title: Chapter 03 Question 15

15) Information is

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.2

a. a broad perspective of a consumer’s emotions and consumption experience.

b. numbers or other nonnumerical descriptors that are used to define a phenomenon.

c. material that is organized, analyzed, and provides context and order.

d. a useful interpretation of the data that are gathered from the consumer research process.

Type: multiple choice question

Title: Chapter 03 Question 16

16) An insight is

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.2

a. a broad perspective of a consumer’s emotions and consumption experience.

b. numbers or other nonnumerical descriptors that are used to define a phenomenon.

c. material that is organized, analyzed, and provides context and order.

d. a useful interpretation of the data that are gathered from the consumer research process.

Type: multiple choice question

Title: Chapter 03 Question 17

17) Fifty-four percent of U.S. consumers say it’s difficult to tell if the information they’re getting online is accurate and 63 percent of Americans say technology gives them so many choices it’s hard to pick the best one. This description would be considered

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.2

a. information.

b. data.

c. insight.

d. bias.

Type: multiple choice question

Title: Chapter 03 Question 18

18) _______ would be the reams of spreadsheets resulting from hundreds of research participants providing scores to a variety of different questions.

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.2

a. Information

b. Data

c. Insight

d. Bias

Type: multiple choice question

Title: Chapter 03 Question 19

19) Which type of data is collected for another purpose?

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.3

a. Primary

b. Scanner

c. Tertiary

d. Secondary

Type: multiple choice question

Title: Chapter 03 Question 20

20) What type of data comes from a specifically designed research effort that seeks to answer a very specific question at hand?

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.3

a. Primary

b. Scanner

c. Tertiary

d. Secondary

Type: multiple choice question

Title: Chapter 03 Question 21

21) The term for nonnumerical data is _______ data.

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.3

a. quantitative

b. quota

c. qualitative

d. quintessential

Type: multiple choice question

Title: Chapter 03 Question 22

22) The term for numerical data is _______ data.

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.3

a. quantitative

b. quota

c. qualitative

d. quintessential

Type: multiple choice question

Title: Chapter 03 Question 23

23) Quantitative data are generally collected when researchers

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.3

a. need to understand the issue at a profound level.

b. need to examine relationships between variables.

c. select a sample of consumers to focus on.

d. look to confirm a conclusion they had already made.

Type: multiple choice question

Title: Chapter 03 Question 24

24) Qualitative data are generally collected when researchers

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.3

a. need to understand the issue at a profound level.

b. need to examine relationships between variables.

c. select a sample of consumers.

d. look to confirm a conclusion they had already made.

Type: multiple choice question

Title: Chapter 03 Question 25

25) _______ bias occurs when researchers look at the results of the data analyses as a way to verify a conclusion they had already made.

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.4

a. Social desirability

b. Confirmation

c. Framing

d. Knowledge

Type: multiple choice question

Title: Chapter 03 Question 26

26) _______ bias occurs when research participants provide answers that make themselves look good or that they think the researcher might want to hear.

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.4

a. Social desirability

b. Confirmation

c. Framing

d. Knowledge

Type: multiple choice question

Title: Chapter 03 Question 27

27) _______ bias occurs when the setting or context alters the answers a participant might give.

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.4

a. Social desirability

b. Confirmation

c. Framing

d. Knowledge

Type: multiple choice question

Title: Chapter 03 Question 28

28) _______ bias happens when participants prefer a product, advertisement, or celebrity spokesperson with which they are familiar compared to one that is unfamiliar.

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.4

a. Social desirability

b. Confirmation

c. Framing

d. Knowledge

Type: multiple choice question

Title: Chapter 03 Question 29

29) Irrational escalation occurs when

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.4

a. the research is based on a product that is defective.

b. the setting or context alters the answers a participant might give.

c. new data conflicts with a decision that has already been made.

d. the order of the questions is randomized.

Type: multiple choice question

Title: Chapter 03 Question 30

30) How can a researcher avoid social desirability bias?

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.4

a. Assure participants that their responses will remain anonymous.

b. Make sure that the research context is the same every time.

c. Always look for alternative explanations for the results.

d. Ignore all conflicting data and reduce the sample size.

Type: multiple choice question

Title: Chapter 03 Question 31

31) Sometimes researchers use EEG and the fMRI techniques as a way of eliminating

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.4

a. bias.

b. efficacy.

c. data.

d. dilation.

Type: multiple choice question

Title: Chapter 03 Question 32

32) _______ refers to a systematic error in the data collection or the analysis of the data that skews the results.

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.4

a. Insight

b. Bias

c. Dilation

d. Efficacy

Type: multiple choice question

Title: Chapter 03 Question 33

33) Which tool helps managers see patterns in the data that might be difficult to perceive by simply looking at the raw data?

Feedback: Page reference: The Consumer Research Process

Learning objective: 3.5

a. Mental accounting

b. Physical methods

c. Data visualization

d. Confirmation bias

Type: multiple choice question

Title: Chapter 03 Question 34

34) A common method by which consumer researchers develop a deeper understanding of consumers is with

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. incentives.

b. obsolescence.

c. review boards.

d. experiments.

Type: multiple choice question

Title: Chapter 03 Question 35

35) A person’s age or gender are examples of _______ variables.

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. confirmatory

b. independent

c. assenting

d. dependent

Type: multiple choice question

Title: Chapter 03 Question 36

36) A researcher wants to determine whether male students are more likely to score higher on an exam. The exam score is the _______ variable.

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. independent

b. confirmatory

c. assenting

d. dependent

Type: multiple choice question

Title: Chapter 03 Question 37

37) A researcher wants to determine whether male students are more likely to score higher on an exam. The student’s gender is the _______ variable.

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. independent

b. assenting

c. dependent

d. confirmatory

Type: multiple choice question

Title: Chapter 03 Question 38

38) Which type of research focuses on what consumers do?

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. Cognitive

b. Motivational

c. Behavioral

d. Dependant

Type: multiple choice question

Title: Chapter 03 Question 39

39) The type of data that is generated at the checkout line at a retail store and provides information about regional patterns of purchases is called _______ data.

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. scanner

b. visualize

c. online

d. physical

Type: multiple choice question

Title: Chapter 03 Question 40

40) _______ research is the study of the human mind, its structure, and its processes.

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. Behavioral

b. Cognitive

c. Dependent

d. Motivational

Type: multiple choice question

Title: Chapter 03 Question 41

41) The type of research that works from the assumption that consumers make decisions in a purely rational and logical manner is called _______ research.

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. cognitive

b. motivational

c. dependant

d. behavioral

Type: multiple choice question

Title: Chapter 03 Question 42

42) Which type of research focuses on consumer’s desires and feelings?

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. Behavioral research

b. Cognitive research

c. Motivational research

d. Dependant research

Type: multiple choice question

Title: Chapter 03 Question 43

43) Which type of research recognizes that consumers are complex, sometimes unpredictable beings and are influenced by a myriad of internal and external factors?

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. Behavioral

b. Motivational

c. Cognitive

d. Dependant

Type: multiple choice question

Title: Chapter 03 Question 44

44) _______ methods are used to label a group of consumers or their perceptions about a product, an advertisement, a store, etc.

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. Observational

b. Physical

c. Emotional

d. Descriptive

Type: multiple choice question

Title: Chapter 03 Question 45

45) Which of the following is a nonphysical method used to measure a consumer’s emotional response?

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. Pupil dilation test

b. Framing

c. Eye tracking

d. Surveys

Type: multiple choice question

Title: Chapter 03 Question 46

46) An advantage of a _______ is that comments made by one research participant can spark ideas in others.

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. focus group

b. survey

c. warmth monitor

d. heart rate test

Type: multiple choice question

Title: Chapter 03 Question 47

47) Which technique would researchers use if they wanted an in-depth, comprehensive description of a group of people, a culture, or a situation?

Feedback: Page reference: Consumer Research Perspectives

Learning objective: 3.5

a. A galvanic skin response test

b. A warmth monitor

c. An ethnographic study

d. A heart rate test

Type: essay/short answer question

Title: Chapter 03 Question 48

48) What is confirmatory consumer research? Why would you use it?

Feedback:

• It is used to find a specific answer to a specific question
• If a research team is seeking to confirm an expectation that it might already have

Page reference: The Consumer Research Process

Learning objective: 3.1

Type: essay/short answer question

Title: Chapter 03 Question 49

49) Why is it important to identify the problem before moving to the other steps of the consumer research process? What does problem identification involve?

Feedback:

• If a manager does not know the correct question, it will be impossible to answer that question, no matter how much data are collected later
• The question cannot be too broad or too narrow
• Problem identification involves the careful articulation of the exact question a consumer researcher needs to answer

Page reference: The Consumer Research Process

Learning objective: 3.1

Type: essay/short answer question

Title: Chapter 03 Question 50

50) What is a feedback loop and why is it important?

Feedback:

• A feedback loop provides important conclusions from one research project and makes them available to managers as they identify the next big research problem

Page reference: The Consumer Research Process

Learning objective: 3.1

Type: essay/short answer question

Title: Chapter 03 Question 51

51) What is the difference between data, information, and insights?

Feedback:

• Data refer to numbers or other nonnumerical descriptors that are used to define a phenomenon
• Information refers to data that have already been organized and analyzed
• Data and information are used to form insights
• Insights give us a better understanding of consumer behavior

Page reference: The Consumer Research Process

Learning objective: 3.2

Type: essay/short answer question

Title: Chapter 03 Question 52

52) Explain the differences between qualitative and quantitative data.

Feedback:

• Quantitative data is numerical data that can be used to describe a situation, product, consumer, etc.
• Qualitative data is nonnumerical data used to approximate and characterize the phenomenon of interest

Page reference: The Consumer Research Process

Learning objective: 3.3

Type: essay/short answer question

Title: Chapter 03 Question 53

53) Define primary data and secondary data. What are the key differences between the two?

Feedback:

• Primary data come from a specifically designed research effort that seeks to answer a very specific question at hand
• Primary data is much more focused and precise than secondary data
• Secondary data have already been collected for another purpose
• Secondary data have the advantage of being very quick and comparatively inexpensive

Page reference: The Consumer Research Process

Learning objective: 3.3

Type: essay/short answer question

Title: Chapter 03 Question 54

54) What is irrational escalation and how does it happen?

Feedback:

• Irrational escalation happens when new data conflict with a decision that has already been made
• Once committed to a project, some managers may be reluctant to admit they are wrong and will ignore any conflicting data

Page reference: The Consumer Research Process

Learning objective: 3.4

Type: essay/short answer question

Title: Chapter 03 Question 55

55) What is framing and how can it be avoided?

Feedback:

• Framing happens when the setting or context alters the answers a participant might give
• Researchers can make sure that the research context is the same for every participant and that the order of the questions is randomized

Page reference: The Consumer Research Process

Learning objective: 3.4

Type: essay/short answer question

Title: Chapter 03 Question 56

56) Which research perspective uses a variety of methods that all fall under the heading of observational methods? Give an example of an observational research method and how it is used.

Feedback:

• Behavioral research
• Simple observation, scanner behavior, online behavior

Page reference: Consumer Research Perspectives

Learning objective: 3.5

Type: essay/short answer question

Title: Chapter 03 Question 57

57) In the context of cognitive research, what is the difference between physical and nonphysical methods? Why are they used?

Feedback:

• Physical methods examine functions or reactions of the brain
• Brain scans are one of the most commonly used methods and are often more predictive of behavior than a consumer’s verbal comments
• Nonphysical methods are used to draw conclusions about different cognitive processes
• The goal of these methods is to map the thought processes of consumers

Page reference: Consumer Research Perspectives

Learning objective: 3.5

Type: essay/short answer question

Title: Chapter 03 Question 58

58) Which of the three research perspectives is the most comprehensive? Explain your answer.

Feedback:

• Motivational research
• Motivational research recognizes that consumers are complex, unpredictable, and are influenced by internal and external factors

Page reference: Consumer Research Perspectives

Learning objective: 3.5

Type: essay/short answer question

Title: Chapter 03 Question 59

59) Identify and describe each step of the consumer research process.

Feedback:

• The five steps in the consumer research process are as follows: identify the problem, select the perspective, collect the data, analyze the data, and develop consumer insights

Page reference: The Consumer Research Process

Learning objective: 3.1

Type: essay/short answer question

Title: Chapter 03 Question 60

60) Explain the difference between confirmation bias, social desirability bias, and knowledge bias. Describe how researchers can reduce these forms of bias in their data collection and analysis. Why do researchers want to reduce various forms of bias?

Feedback:

• Confirmation bias happens when researchers look at the results of the data analyses as a way to confirm a conclusion they had already made
• Social desirability bias happens when research participants provide answers that make themselves look good or that they think the researcher might want to hear
• Knowledge bias is the tendency for participants to prefer a product, advertisement, or even celebrity spokesperson with which they are familiar compared to one that is unfamiliar
• Bias will lead to incorrect data and information, it will also lead to incorrect insights

Page reference: The Consumer Research Process

Learning objective: 3.4

Type: essay/short answer question

Title: Chapter 03 Question 61

61) Identify and define the three research perspectives outlined in the text. Give examples of the research methods that could be used for each perspective.

Feedback:

• Behavioral research: a focus on what consumers do. Observational methods like scanner data, online behavior
• Motivational research: a focus on a consumer’s desires and feelings. Descriptive methods, in-depth interviews, surveys, focus groups, ethnographic studies, emotional methods, etc.
• Cognitive research: a focus on a consumer’s desires and feelings. Physical and nonphysical methods

Page reference: Consumer Research Perspectives

Learning objective: 3.5