Consumer Behavior Exam Bank
Course Introduction
Consumer Behavior examines the psychological, social, and cultural factors that influence how individuals and groups select, purchase, use, and dispose of products and services. The course explores theories of motivation, perception, learning, attitude formation, and decision-making processes in the consumer context. Students analyze the roles of family, reference groups, culture, and social class in shaping buying behavior, and evaluate how marketers use consumer insights to develop effective marketing strategies. Through case studies and real-world examples, the course equips students with the tools to anticipate consumer needs, design persuasive marketing campaigns, and create value in competitive markets.
Recommended Textbook Marketing Research Essentials 9th Edition by Carl McDaniel
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Chapter 1: The Role of Marketing Research in Management
Decision Making
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Q1) Applied research is conducted in order to validate an existing theory or to learn more about a concept.
A)True
B)False
Answer: False
Q2) When a company attempts to offer a product to potential customers that will meet their needs better than the competition,we say that this company has a(n):
A)goal orientation.
B)systems orientation.
C)consumer orientation.
D)profit orientation.
E)programmatic orientation.
Answer: C
Q3) Marketing research is a good way to discover opportunities for increased sales and profits in the marketplace.
A)True
B)False
Answer: True
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Chapter 1: A: The Role of Marketing Research in Management Decision Making
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Q1) The fact that cell phones now come in a vast array of designs and colors relates to which specific component of the marketing concept?
A)production orientation
B)systems orientation
C)goal orientation
D)consumer orientation
E)none of the above
Answer: D
Q2) Why would a bank not be interested in a study that would tell them which of their male customers have a poor self-concept and tend to be introverted?
A)resources for the study are lacking
B)the research results would not be useful
C)the managerial decision has already been made
D)decision-making information already exists
E)none of the above
Answer: B
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Chapter 2: The Marketing Research Industry and Research
Ethics
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Q1) Moral principles or values that help people decide how to act are the province of:
A)professionalism.
B)strategic partnership.
C)ethics.
D)a profession.
E)field services.
Answer: C
Q2) Which ethical theory focuses on choosing the alternative that produces the greatest benefit to the most people as the one that is ethically correct?
A)Casuist
B)Deontology
C)Rule utilitarianism
D)Individual choice
E)Utilitarianism
Answer: E
Q3) All consumers have the right to privacy.
A)True
B)False
Answer: True
Page 5
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Chapter 2: A: The Marketing Research Industry and Research Ethics
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Q1) Which U.S.marketing research firm is not in the top five in revenue,based on Exhibit 2.3 The 40 Largest U.S.Marketing Research Firms.
A)The Nielson Co.
B)Q Research Solutions Inc.
C)Symphony IRI
D)Kantar
E)IMS Health Inc.
Q2) Where are the majority of the large global marketing research firms based?
A)Japan
B)United Kingdom
C)France
D)Germany
E)United States
Q3) Mystery shoppers:
A)develop strategic partnerships.
B)play an important role in the distribution function.
C)develop new product ideas.
D)are heavy users of marketing research.
E)work for franchisors and provide information for franchisees.
Page 6
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Chapter 3: Problem Definition,exploratory Research,and the Research Process
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Q1) When a marketing researcher who works for the St.Louis Rams professional football team studies the Web site of ESPN to determine which offensive and defensive statistics appear to be most closely related to the number of games a team wins in a season,this is an example of:
A)case study analysis.
B)a focus group.
C)a depth interview.
D)secondary data analysis.
E)an experience survey.
Q2) When the city of St.Louis uses cameras at busy intersections to record the license plates of drivers who run a red light so that it can send them a ticket for a $100 fine in the mail,this is a type of what kind of research design?
A)Focus group
B)Experiment
C)Secondary data
D)Observation
E)Experience survey
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Chapter 3: A: Problem Definition and the Research Process
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Q1) "We believe that raising the price of membership of our country club will make it more desirable,and will increase our membership base" is an example of a(n)_______.
A)objective
B)management problem
C)hypothesis
D)marketing research problem
E)none of the above
Q2) Generally,we say that changes in the dependent variable are associated with or caused by changes in the independent variable.
A)True
B)False
Q3) In depth discussions,usually consisting of 8-12 participants,led by a moderator and generally limited to one particular concept,idea or them are:
A)Study groups
B)Accuracy groups
C)Focus groups
D)Case groups
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Chapter 4: Secondary Data and Databases
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Q1) The quality of a marketing decision is based primarily on the information used to make that decision.
A)True
B)False
Q2) When a salesperson's "call reports" are used to track the sales behavior of a company's customers,this is an example of a(n):
A)internal database.
B)data mining situation.
C)DSS.
D)external database.
E)GIS.
Q3) Secondary data can be a cost-efficient method of obtaining important marketing research information.
A)True
B)False
Q4) The issue of consumer privacy is an important aspect of behavioral targeting methods.
A)True B)False
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Chapter 4: A: Secondary Data and Databases
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Q1) Several marketing research firms are paying people to participate in online surveys,to track their click streams,or to evaluate Web sites.
A)True
B)False
Q2) All of the following show how data mining has uses in marketing except:
A)Customer Retention
B)Customer Requirements
C)Customer Abandonment
D)Market Basket Analysis
Q3) Which of the following would not be part of a database that would be ripe for data mining?
A)electronic point-of-sale transactions
B)inventory records
C)online customer orders
D)customer demographics
E)All of the above could be part of the data mining process.
Q4) A company may already possess secondary information.
A)True
B)False
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Chapter 5: Qualitative Research
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Q1) The written outline of topics that need to be discussed in a focus group session is called a(n):
A)moderator guide.
B)depth interview guide.
C)survey guide.
D)personal interview guide.
E)discussion guide.
Q2) Thematic Apperception Tests (TAT)have been very popular and very helpful in marketing research studies.
A)True
B)False
Q3) All of the following are advantages of depth interviews over focus groups EXCEPT:
A)the total cost of depth interviews can be higher than focus groups.
B)group pressure is eliminated.
C)respondents can be probed at length.
D)the respondent's own viewpoint can be obtained without being influenced by other respondents.
E)the depth interview can be conducted anywhere.
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Chapter 5: A: Qualitative Research
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Q1) Which of the following is the primary reason or underlying rationale for conducting focus groups?
A)allow for individualized analysis
B)able to provide more precision than quantitative studies
C)interaction among group members
D)ambiance of the focus group promotes direct questioning
E)none of the above
Q2) Qualitative research is easier to replicate than quantitative research.
A)True
B)False
Q3) Research that focuses on interpretation through conversations is_________.
A)Hermeneutic Research
B)Delphi Method
C)Hypothesis Method
D)Specific Research
Q4) Giambattista Vico,one whose work spawned the idea/creation of the qualitative approach,wrote that only people can understand people and that they do so through a faculty called intuitive understanding.
A)True
B)False
Page 12
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Chapter 6: Traditional Survey Research
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Q1) What type of research error results from mistakes in the research design or in the execution of the research design?
A)Processing error
B)Systematic error
C)Selection error
D)Interviewer error
E)Administrative error
Q2) When an interviewer sits in front of a computer monitor in which the computer dials the phone number of people listed on a sampling frame so that the interviewer can focus on asking the respondent survey questions,what type of study is involved?
A)ILI
B)CATI
C)IDI
D)PERT
E)MBO
Q3) Ad hoc mail surveys typically have a low rate of nonresponse.
A)True
B)False
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Chapter 6: A: Traditional Survey Research
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Q1) Most of the refusals to participate in a survey occur after the introduction is read.
A)True
B)False
Q2) Mail surveys are a type of self-administered questionnaire.
A)True
B)False
Q3) A researcher who wants to use probing should consider using which type of questionnaire?
A)mail
B)Internet
C)telephone
D)none of the above
Q4) What refers to the extent to which the questionnaire follows a set sequence or order,has a predetermined wording of questions,and relies on closed-ended question?
A)Arrangement
B)Structure
C)Configuration
D)Organization
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Chapter 7: Online Marketing Research
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Q1) When BMW owners in St.Louis are asked by BMW USA to join an online panel of owners of BMW's in Missouri,this is an example of:
A)open recruitment.
B)unrestricted recruitment.
C)closed online panel recruitment.
D)diagonal recruitment.
E)open online panel recruitment.
Q2) When a research participant is given a private blog where he can answer a series of questions at his convenience by creating an immediate perfect transcription of his comments,this is called:
A)online individual depth interviewing.
B)an online focus group.
C)a web community.
D)a panel group.
E)sugging.
Q3) A key factor in the increase of online panel research is the declining response rates of telephone interviews.
A)True
B)False
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Chapter 7: A: Online Marketing Research
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Q1) In a recent study,which incentive method was most effective at raising response rates for online surveys?
A)entering into a sweepstakes
B)free membership in a research panel
C)small cash payment for each respondent
D)none of the above
Q2) A researcher is launching an online survey and wants to focus on females who earn more than $75,000 per year.What type of internet sample should they use?
A)data capture of Web visitors
B)screened Internet sample
C)random web site intercepts
D)unrestricted Internet sample
E)none of the above
Q3) A _______________ is a text file placed on a user's computer in order to identify the user when she or he revisits the Web site.
A)Click
B)Cookie
C)Tool
D)Memory icon
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Chapter 8: Primary Data Collection: Observation
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Q1) Both ethnography and focus groups are types of qualitative research techniques.
A)True
B)False
Q2) When researchers can observe participants in a focus group discussion from a room next store,but the participants cannot see these researchers,this is an example of:
A)a natural situation.
B)mystery shopping.
C)one-way mirror observation.
D)a GSR study.
E)ethnographic research.
Q3) Companies who are trying to decide whether or not to advertise their products or services on billboards along Route 44 in St.Louis rely on what type of information to make this decision?
A)A contrived situation
B)GSR research
C)Mystery shopping
D)One-way mirror observation
E)Traffic counters
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Chapter 8: A: Primary Data Collection: Observation
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Q1) In Scraping,the researchers selects the terms,much like a search engine,and then the tool crawls in the Web in search of UGC (user-generated content)relating to these search terms.
A)True
B)False
Q2) Which of the following best describes a Level 2 mystery shopper?
A)shopper investigates communication skills as visit involves a home loan or auto purchase
B)shopper makes quick purchase and evaluates transaction and image of the facility
C)interaction might involve the possible purchase of a cell phone
D)interaction might involve only a telephone call
E)none of the above
Q3) Facial Action Coding Service (FACS)is especially valuable when the client wants to evaluate rationally based advertising.
A)True
B)False
Q4) Ethnography research can be conducted online.
A)True
B)False
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Q1) What type of experimental design occurs when the approval ratings of the President of the United States are tracked weekly for several weeks both before and after a major speech by the President on national television?
A)Pretest-Posttest experimental design
B)After-only with control group design
C)Time-series
D)Solomon 4 design
E)One-shot case study
Q2) What type of experimental design is the following?
Experimental Group: (R)X O<sub>1</sub>
Control Group: (R)O<sub>2</sub>
A)Solomon 4 design
B)One-shot case study
C)Quasi-experiment
D)After-only with control group design
E)Pretest-Posttest Design
Q3) Laboratory experiments have greater problems estimating external validity than test market studies.
A)True
B)False
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Chapter 9: A: Primary Data Collection: Experimentation and Test Markets
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Q1) __________ refers to changes in subjects throughout the course of the experiment that are a function of time, such as getting older, tiring, etc.
A) Maturation
B) History
C) Selection bias
D) Mortality
E) none of the above
Q2) In an experiment,which of the following variables would probably not be the dependent variable?
A)total sales
B)market share
C)advertising
D)percent increase in market penetration
E)All of the above would probably be dependent variables.
Q3) Pre-experimental designs offer little or no control over extraneous factors.
A)True
B)False
Q4) Under what conditions can the results of a test market be used to forecast sales for a region?
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Chapter 10: The Concept of Measurement
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Q1) When participants in a research study are coded as either "male" or "female," what type of measurement scale is being used?
A)Ordinal
B)Ratio
C)Nominal
D)Interval
E)Rank-order
Q2) A measurement rule tells the researcher what to do to measure something.
A)True
B)False
Q3) When a marketing researcher is asked to determine the relationship between the "number of yards gained" and the "number of games won" for professional football teams,this is a type of:
A)face validity.
B)test-retest validity.
C)content validity.
D)discriminant validity.
E)criterion-related validity.
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Chapter 10: A: The Concept of Measurement
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Q1) ____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.
A)Abstract Concepts
B)Constructs
C)Intuitive Constructs
D)None of the above.
Q2) In marketing research,this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment.
A)nominal
B)ratio
C)interval
D)reliable
E)ordinal
Q3) When few differences in scores are found between the first and second administration of a test,the test is said to have _________.
A)validity
B)stability
C)sensitivity
D)none of the above
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) A multidimensional scale measures only one attribute of a concept.
A)True
B)False
Q2) What type of scale is the following?
The President of Ford Motor Co.is doing a good job as President.
Strongly Disagree Undecided Agree Strongly
Disagree Agree
A)Semantic differential scale
B)Constant sum scale
C)Likert scale
D)Paired comparison scale
E)Stapel scale
Q3) What type of scale is the following?
Unexciting 1 2 3 4 5 6 7 Exciting Don't Know
A)Graphic rating scale
B)Nonforced choice scale
C)Itemized rating scale
D)Rank-order scale
E)Stapel scale
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Chapter 11: A: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) Marketing constructs cannot be measured using unidimensional scales.
A)True
B)False
Q2) Rank order scales enable the researcher to determine intensity of attitudes.
A)True
B)False
Q3) Indicate your level of agreement with the following statement:
The President is doing a very good job.
Strongly Strongly
Agree Agree Indifferent Disagree Disagree
This scale illustrates which technique?
A)Likert
B)purchase intent
C)constant sum
D)paired comparison
E)none of the above
Q4) An auto dealer hires a marketing research firm to survey college students to gauge the demand for new car business from graduating students.Construct a scale to yield the desired forecast.
Q5) List and briefly describe considerations in selecting a scale.
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Chapter 12: Questionnaire Design
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Q1) Suppose that there is a shopping mall interview situation in which the interviewer wants to find respondents who have been snow skiing in the past year so that she can ask them questions about what type of equipment they prefer.She approaches a shopper,and after introducing herself and explaining the purpose of the study,she asks: "Have you been snow skiing in the past year?" What type of question is this?
A)Multiple-choice
B)Screener
C)Leading
D)Open-ended
E)Probe
Q2) A set of questions intended to generate data necessary to achieve the objectives of a research project is called a(n):
A)probe.
B)discussion guide.
C)panel survey.
D)questionnaire.
E)personal interview.
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Chapter 12: A: Questionnaire Design
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Q1) Today,Facebook can be used as a survey research platform.
A)True
B)False
Q2) Which of the following questions potentially biases the respondents?
A)"We are conducting a study concerning the high quality of First National Bank services"
B)"Do you shop at a lower class store like Wal-Mart?"
C)"How satisfied are you with McDonald's food quality and location?"
D)(a)and (b)
E)all of the above
Q3) A researcher wants to develop a questionnaire that asks users of the product different questions than non-users.What technique should s/he use to accomplish this?
A)open-ended questions
B)piping
C)branching
D)non-response
Q4) Why do open-ended questions require more time (and money)to evaluate than closed-ended questions?
Q5) What are Field Management Companies and when are they cost effective?
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Chapter 13: Basic Sampling Issues
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Q1) The difference between the sample value and the population value is called the:
A)true value.
B)random sampling error.
C)design error.
D)sampling error.
E)administrative error.
Q2) Suppose that you wanted to select a stratified random sample of graduate students by
Gender for an in-depth personal interview of 50 students about the curriculum for a Master's degree in Marketing.If the Marketing M.A.program had 200 students enrolled in it,and 60 percent were females and 40 percent were males,how many males would you select from the sampling frame?
A)30
B)120
C)15
D)20
E)80
Q3) A sample includes every member of the population of interest to the researcher.
A)True
B)False
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Chapter 13: A: Basic Sampling Issues
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Q1) Proportional allocation is also referred to as optimal allocation.
A)True
B)False
Q2) ________________ samples must be selected in such a way that every element of the population has a known and equal chance of being selected.
A)Cluster
B)Simple random
C)Convenience
D)Systematic random
E)Stratified random
Q3) A researcher randomly selected 10 census tracts from a metropolitan area.Within each census tract,30 households were randomly selected.The sampling technique just described would be a ______________.
A)quota sample
B)area cluster
C)stratified random
D)systematic random
E)systematic quota
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Chapter 14: Sample Size Determination
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Q1) The normal distribution is symmetric about the mean.
A)True
B)False
Q2) The standard error of the mean equals the:
A)standard deviation divided by the square root of the sample size.
B)mean times the square root of the sample size.
C)standard deviation times the square root of the sample size.
D)standard deviation minus the sample size.
E)mean divided by the square root of the sample size.
Q3) If z = 1.96,the standard deviation is 2.5,and the error is plus or minus $0.50,what is the Approximate sample size needed for this study?
A)96
B)25
C)19
D)48
E)49
Q4) The probability of not making a Type II error is called statistical power.
A)True
B)False
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Chapter 14: A: Sample Size Determination
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Q1) A researcher wants to know the average number of times per month respondents eat at fast food restaurants.The statistic that s/he is most interested in would be the_________.
A)variance
B)mean
C)standard deviation
D)proportion
Q2) If large enough samples are taken,most human behavior can be plotted using a normal distribution curve.
A)True
B)False
Q3) How many respondents should be in each important subgroup of a sample?
A)10
B)25
C)50
D)100
Q4) Theoretically,the sampling distribution of the mean is always normally distributed.
A)True
B)False
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Chapter 15: Data Processing and Fundamental Data Analysis
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Q1) Which of the following graphs would be the simplest way to report the net income of Wal-Mart over the 10-year period?
A)Bar charts
B)Line charts
C)Pie charts
D)Stacked-bar charts
E)3-D Pie charts
Q2) Descriptive statistics are the most efficient way to summarize large data sets.
A)True
B)False
Q3) When the instructions for an interviewer tell the interviewer to go ahead to Question #20
If the respondent answers "No" to Question #16,this is an example of a(n):
A)scan.
B)coding.
C)validation.
D)marginal error.
E)skip pattern.
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Chapter 15: A: Data Processing and Fundamental Data Analysis
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Q1) Finding the value that occurs most frequently determines the__________.
A)standard deviation
B)mode
C)variance
D)mean
E)none of the above
Q2) Stacked bar charts are not helpful in graphically representing cross-tabulation results.
A)True
B)False
Q3) A common way of setting up cross-tabulation is to use columns to represent factors such as demographics and lifestyle characteristics,which are expected to be predictors of the state of mind,behavior,or intentions data,shown as rows of the table.
A)True B)False
Q4) A variable with a large standard deviation would have a large variance as well. A)True B)False
Q5) Illustrate a condition in which a "SKIP PATTERN" is needed.
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Chapter 16: Statistical Testing of Differences and Relationships
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Q1) A statistical difference is important from a manager's viewpoint only if the difference is "sufficiently different."
A)True
B)False
Q2) When a researcher fails to reject the null hypothesis of a statistical test when,in fact,it is False,this represents a(n):
A)Alpha error.
B)Type I error.
C)Type IV error.
D)Type III error.
E)Type II error.
Q3) The null hypothesis is assumed to be true until there is sufficient evidence that it is likely to be false.
A)True B)False
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Chapter 16: A: Statistical Testing of Differences and Relationships
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Q1) The hypothesis of the status quo is typically referred to as the
hypothesis.
A)type III
B)alternative
C)statistical
D)null
Q2) Suppose in our sample results we find that males average drinking five soft drinks per week, compared with six soft drinks per week for females. In the absence of additional analysis, what type of difference has been illustrated?
A) statistical difference
B) managerially important difference
C) a difference of dispersion
D) mathematical difference
E) none of the above
Q3) The issue of whether certain measurements are different from one another is central to many questions of critical interest to marketing managers.
A)True
B)False
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Chapter 17: Bivariate Correlation and Regression
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Q1) When the degree of association between two variables is studied,the dependent Variable is called the:
A)concomitant variable.
B)predictor variable.
C)x-axis variable.
D)multi-dimensional variable.
E)criterion variable.
Q2) When the degree of association between two variables is studied,the independent Variable is called the:
A)concomitant variable.
B)predictor variable.
C)y-axis variable.
D)multi-dimensional variable.
E)criterion variable.
Q3) If the relationship between a predictor variable and a criterion variable is strong,the predictor variable can be used to estimate the criterion variable using regression analysis.
A)True
B)False
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Chapter 17: A: Bivariate Correlation and Regression
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Q1) The variation explained by the regression equation is called SSR or sum of squares due to the regression,and the variation not explained by the regression is called SSE or the error sum of squares.
A)True
B)False
Q2) When two variables are not correlated at all,the correlation coefficient would be _______.
A)-1
B)0
C)1
D)-2
E)none of the above
Q3) In regression,the higher the _________ value,the more likely the relationship between variables is significant.
A)F
B)p
C)Z
D)none of the above
Q4) Which of the relationships in the matrix is the strongest?
Q5) How many pairs of responses were in this correlation analysis? ________
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Chapter 18: Multivariate Data Analysis
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Q1) Which type of multivariate analysis should be used when a researcher wants to estimate
The utility that consumers associate with different product features?
A)Conjoint analysis
B)Cluster analysis
C)Multiple regression analysis
D)Factor analysis
E)Multiple discriminant analysis
Q2) In data mining,which task deals with using regression to predict subgroup membership
With high predictive accuracy?
A)Modeling
B)Clustering
C)Factoring
D)Classification
E)Application
Q3) The goal of discriminant analysis is to predict a categorical variable.
A)True
B)False
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Chapter 18: A: Multivariate Data Analysis
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Q1) Cluster analysis produces mutually exclusive and exhaustive groups such that the individuals or objects grouped are ______________ within and ______________ between groups.
A)homogeneous;heterogeneous
B)homogeneous;homogeneous
C)heterogeneous;homogeneous
D)heterogeneous;heterogeneous
Q2) Suppose an analyst wanted to determine whether or not dollars spent on advertising,number of sales people,number of new products introduced,and dollars spent on research and development were contributing to the growth in company market share.Which of the following procedures would be most appropriate?
A)conjoint analysis
B)cluster analysis
C)multiple regression analysis
D)perceptual mapping
Q3) Multiple regression enables the researcher to show that two variables are causally related.
A)True
B)False
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Chapter 19: Communicating the Research Results
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Q1) Which component of the research report should state how the research was done and why
It was done in that way?
A)Background
B)Table of contents
C)Appendix
D)Executive summary
E)Methodology
Q2) All of the following should be included on the title page of a research report EXCEPT:
A)the name of the project.
B)the name of the client organization.
C)the name of the research firm.
D)the date of the report.
E)the executive summary.
Q3) In a research report,the recommendations are derived by the process of induction.
A)True
B)False
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Chapter 19: A: Communicating the Research Results
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Q1) Recommendations are generalizations that answer the questions raised by the research objectives or otherwise satisfy the objectives.
A)True
B)False
Q2) Which of the following is not consistent with contemporary marketing research reports?
A)detailed paragraphs explaining results
B)liberal use of graphs
C)lots of bulleted information
D)"minibites"
E)All of the above are consistent with contemporary marketing research reports.
Q3) A typical marketing research report:
A)centers around pictures and graphs
B)contains at least 50 pages of text
C)contains an appendix and glossary
D)should be done in whatever style the researcher deems appropriate
E)should always contain the researcher's specific recommendations
Q4) How would you respond to the following statement: "The Executive Summary might be the most important part of the research report."
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Chapter 20: Managing Marketing Research
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Q1) Research management involves overseeing the development of:
A)communication systems.
B)schedules
C)client profitability
D)all of the above
E)none of the above
Q2) Imagine you are responsible for your research department budget.What steps would you take to make sure the funds are allocated wisely?
Q3) Asking a vendor for the academic background and experience of the persons slated to work on the project is considered unprofessional.
A)True
B)False
Q4) What is a recent trend with regard to outsourcing versus insourcing marketing research services?
Q5) Low involvement by a client with a marketing research supplier may result in the results of a marketing report not being used.
A)True
B)False
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Chapter 20: A: Managing Marketing Research
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Q1) "ROI Lite" is found by taking the dollar value times increased confidence,and then:
A)adding the cost of research.
B)multiplying the cost of research.
C)subtracting the cost of research.
D)dividing by the cost of research.
E)squaring and then adding the cost of research.
Q2) In accounting terms,return on investment equals after-tax income from an investment
________ the dollar amount of the investment.
A)times
B)minus
C)divided by
D)squared,and then added to E)plus
Q3) Estimating the financial return from a research project provides a quantitative way to identify good research projects.
A)True
B)False
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