Consumer Behavior
Chapter Exam Questions
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence individuals and groups in their purchasing decisions. The course examines how consumers recognize needs, search for information, evaluate alternatives, and make choices, as well as how attitudes, motivations, personality, perception, and group dynamics shape consumption patterns. Through the integration of theory and real-world case studies, students will gain insights into market segmentation, consumer decision-making processes, and strategies for influencing and predicting consumer responses. This foundational knowledge is essential for developing effective marketing strategies and understanding the evolving dynamics of modern markets.
Recommended Textbook
Essentials of Marketing Research 4th
Available Study Resources on Quizplus
13 Chapters
662 Verified Questions
662 Flashcards
Source URL: https://quizplus.com/study-set/2511
Page 2
Chapter 1: Marketing Research for Managerial Decision Making
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/49919
Sample Questions
Q1) Individuals who ignore emotional experiences find marketing research to be a rewarding career.
A)True
B)False
Answer: False
Q2) In the context of types of marketing research firms, external research suppliers:
A) chosen by companies on a study-by-study basis help the companies gain greater flexibility.
B) strictly perform only selected aspects of marketing research.
C) are typically organizational units that reside within a company.
D) provide research method consistency unlike internal research providers.
E) are less objective in their approach and more subject to company politics and regulations than internal research providers.
Answer: A
Q3) Research firms are required to maintain client confidentiality.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Marketing Research Process and Proposals
Available Study Resources on Quizplus for this Chatper
56 Verified Questions
56 Flashcards
Source URL: https://quizplus.com/quiz/49931
Sample Questions
Q1) Measurement and scaling issues are relevant only in primary research.
A)True
B)False
Answer: False
Q2) The initial recognition of the existence of a problem or opportunity should be the primary responsibility of a researcher.
A)True
B)False
Answer: False
Q3) In a census, a researcher attempts to _____.
A) use the probability sampling technique
B) define the known chance of selecting a subject
C) use a small representative sample to generalize about a target population
D) collect data from a small set of people from a target population
E) question or observe all the members of a defined target population
Answer: E
Q4) Image assessment surveys are an example of causal research designs.
A)True
B)False
Answer: False
Page 4
To view all questions and flashcards with answers, click on the resource link above.
Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
Available Study Resources on Quizplus for this Chatper
56 Verified Questions
56 Flashcards
Source URL: https://quizplus.com/quiz/49930
Sample Questions
Q1) Which of the following hypotheses is always tested by statisticians and market researchers?
A) Test hypothesis
B) Alternative hypothesis
C) Null hypothesis
D) Theoretical hypothesis
E) Rejection hypothesis
Answer: C
Q2) _____ is the value of a variable that is estimated from a sample.
A) Sample statistic
B) Parameter statistic
C) Alternative statistic
D) Sample parameter
E) Alternative parameter
Answer: A
Q3) There are two types of panel-based data sources: those reflecting actual purchases of products and services and those reflecting media habits.
A)True
B)False
Answer: True
Page 5
To view all questions and flashcards with answers, click on the resource link above.
Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/49929
Sample Questions
Q1) The difference between social media monitoring and private communities is that in social media research _____.
A) the sample of people interacting about a product is a self-selected sample that is representative of consumer reactions in a target market
B) the data already exists and is not created by interaction with researchers
C) the primary purpose is research
D) most companies outsource community development to a provider because of the start-up costs involved
E) researchers cannot observe people interacting with each other unprompted by the potential bias of interviewers and questions
Q2) When compared with qualitative research methods, quantitative research methods, in general, can be completed relatively quickly.
A)True
B)False
Q3) In-depth interviewing increases the likelihood of participants responding in a socially desirable manner.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Descriptive and Causal Research Designs
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/49928
Sample Questions
Q1) Which of the following statements is True of mail panel surveys?
A) They usually result in low response rates.
B) They can be used for longitudinal research.
C) The panel cannot be tested prior to a survey.
D) They ensure that participants are representative of the target population at large.
E) They are person-administered surveys.
Q2) When compared with mall-intercept interviews, in-house interviews:
A) are person-administered surveys.
B) are face-to-face interviews.
C) are conducted in environments that are unfamiliar to respondents.
D) are less expensive.
E) are less convenient for researchers.
Q3) Define independent variables, dependent variables, control variables, and extraneous variables.
Q4) Long time frames give researchers the luxury of selecting the method that will produce the highest quality data.
A)True
B)False
Q5) Discuss the types of errors in surveys.
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Sampling: Theory and Methods
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/49927
Sample Questions
Q1) The difference between probability sampling and nonprobability sampling is that in nonprobability sampling:
A) each sampling unit in a defined target population has a known probability of being selected for the sample.
B) observed differences in sample findings can be partially attributed to the existence of sampling errors.
C) the results can be generalized to a target population within a specified margin of error.
D) the researcher is able to judge the reliability and validity of data collected by calculating the probability.
E) sampling error is not known.
Q2) List the advantages and disadvantages of simple random sampling.
Q3) In cluster sampling, each cluster is assumed to be representative of the heterogeneity of a target population.
A)True
B)False
Q4) List the steps to be followed in developing a sampling plan.
Q5) Briefly discuss optimal allocation sampling and multisource sampling.
Q6) Distinguish between sampling error and nonsampling error.
Page 8
To view all questions and flashcards with answers, click on the resource link above.
Chapter 7: Measurement and Scaling
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/49926
Sample Questions
Q1) Internal consistency is the degree to which the individual questions of a construct are correlated.
A)True
B)False
Q2) At the heart of construct development is the need to determine exactly what is to be measured.
A)True
B)False
Q3) Internal consistency reliability values for single-item or two-item scales cannot be accurately determined and should not be reported as representing the scale's internal consistency.
A)True
B)False
Q4) Which of the following statements is True of scale responses?
A) They are likely to have a negative effect on scale descriptors.
B) They should be mutually exclusive.
C) They should overlap wherever possible.
D) They should require the respondents to perform a complex behavior.
E) They are most effective when leading questions are used.
Q5) What are the requirements of designing measurement scales?
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Designing the Questionnaire
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/49925
Sample Questions
Q1) Questions related to income are considered sensitive in nature.
A)True
B)False
Q2) Despite advances in communication systems, the Internet, and software, the principles behind designing questionnaires remain essentially unchanged.
A)True
B)False
Q3) An interviewer asks a person if he has traveled to foreign countries. The interviewee replies that he has not traveled to foreign countries. Based on this response, the interviewer decides to exclude him from his study. In this scenario, in order to exclude the interviewee from the study, the interviewer has used a(n) _____.
A) rating card
B) screening question
C) interviewer instruction
D) quota sheet
E) supervisor instruction
Q4) Describe the response order bias and the common methods variance.
Q5) In what ways can a researcher frame "bad questions"?
Q6) What are the two functions performed by a transition phrase in a survey?
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Qualitative Data Analysis
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/49924
Sample Questions
Q1) Triangulation requires that research inquiry be addressed from multiple perspectives.
A)True
B)False
Q2) The categorization and coding of data is part of the theory development process in qualitative data analysis.
A)True
B)False
Q3) Qualitative research is often superior to quantitative research when the purpose of a research project is to:
A) analyze numerical data to arrive at a conclusion.
B) determine the magnitude of a response.
C) calculate the mode of a set of numerical data.
D) better understand a psychoanalytical phenomenon.
E) calculate the distance between the smallest and largest values in a set of responses.
Q4) The first step in data reduction is comparison.
A)True
B)False
Q5) How are reliability and validity viewed in the context of qualitative research?
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Preparing Data for Quantitative Analysis
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/49923
Sample Questions
Q1) Cross-tabulation is most often used with nominal or ordinal scaled data.
A)True
B)False
Q2) In the context of the data coding process, researchers can never analyze the actual answers of respondents in more detail if the:
A) answers were initially coded into broad categories.
B) omitted questions were also coded.
C) survey was conducted online.
D) coding process was prepared after data collection for open-ended questions.
E) responses were edited by the researchers.
Q3) Which of the following statements is True of the fourth step in the data coding process, where a coded value is assigned to each response?
A) It follows the data entry phase of data preparation.
B) It is the step where omissions are either coded or left out.
C) It is necessary if an optical scanning approach is used to enter data.
D) It is tedious because it is done manually.
E) It precedes the data validation phase of data preparation.
Q4) Describe the process of data validation.
Q5) What are the several ways of dealing with missing data?
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Basic Data Analysis for Quantitative Research
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/49922
Sample Questions
Q1) Cross-tabulation is one of the most complex methods for describing sets of relationships.
A)True
B)False
Q2) Univariate statistical tests are most appropriate to test hypotheses that compare the characteristics of two groups.
A)True B)False
Q3) In order to use the formula to calculate standard deviation, one must first calculate the mean of distribution.
A)True
B)False
Q4) Perceptual maps are visual representations of respondents' perceptions of a company, product, service, brand, or any other object in three dimensions.
A)True B)False
Q5) Which test would you use to determine if the frequencies reported in cross-tabulations are statistically different?
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Examining Relationships in Quantitative Research
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/49921
Sample Questions
Q1) In bivariate regression analysis, the procedure used to determine the best-fitting line is called the:
A) least squares procedure.
B) squared error procedure.
C) sum of errors procedure.
D) least error procedure.
E) minimum error procedure.
Q2) Discuss the concept of multicollinearity.
Q3) It is possible for a correlation to be statistically significant and still lack substantive significance.
A)True
B)False
Q4) The least squares procedure determines the best-fitting line by maximizing the vertical distances of all the data points from the line.
A)True
B)False
Q5) What are the several assumptions made while calculating the Pearson correlation coefficient?
Q6) Discuss multiple regression analysis.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Communicating Marketing Research Findings
Available Study Resources on Quizplus for this Chatper
50 Verified Questions
50 Flashcards
Source URL: https://quizplus.com/quiz/180066
Sample Questions
Q1) Writing a summary of the findings is the final step in both qualitative and quantitative reports.
A)True
B)False
Q2) Peter wants to clearly portray the relative proportion of response to a question in his research report. In this scenario, Peter is most likely to use a(n) _____.
A) bubble chart
B) area chart
C) pie chart
D) line chart
E) XY scatter plot chart
Q3) One of the simplest ways to present regression findings in a research report is to create a diagram in Word or in PowerPoint that pictures the predictor and the outcome variables with arrows showing the relationships between the variables.
A)True
B)False
Q4) Discuss the importance of making presentations that are well organized, professionally developed, and effectively delivered.
To view all questions and flashcards with answers, click on the resource link above.
Page 15