Consumer Behavior Exam Review
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence individuals and groups as they select, purchase, use, and dispose of products and services. The course examines key theories and models of consumer decision-making, motivation, perception, learning, attitudes, and personality, as well as the impact of social influences such as family, reference groups, and culture. Through case studies and real-world examples, students will gain insights into how businesses can effectively research and respond to consumer needs, developing marketing strategies that align with consumer preferences and behaviors in a dynamic marketplace.
Recommended Textbook
Essentials of Marketing Research 2nd Edition by Jr
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Page 2
Chapter 1: Marketing Research for Managerial Decision Making
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Sample Questions
Q1) Market segmentation, market targeting, and positioning are all part of the marketing strategy design.
A)True
B)False
Answer: False
Q2) A market researcher is conducting a product portfolio analysis. This process would help the marketing manager do all of the following, EXCEPT:
A)changing or deleting product lines.
B)determining retail channels for the company's product portfolio.
C)examining if customers are satisfied with the company's offerings.
D)brand repositioning and new product introductions.
E)determining service quality.
Answer: B
Q3) Given the non-linear nature of marketing research, it is not a very systematic process.
A)True
B)False
Answer: False
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Chapter 2: The Marketing Research Process and Proposals
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Sample Questions
Q1) A census refers to:
A)a situation where marketing performance can be significantly improved by undertaking new activities.
B)building complex models of cause-effect relationships.
C)formalized research procedures that can be characterized as logical, objective, systematic, reliable, valid, impersonal, and on going in nature.
D)raw data and structures that have yet to receive any type of meaningful interpretation.
E)a researcher's decision that it is important to contact and question or observe all members of a target population.
Answer: E
Q2) A research proposal should present a brief profile of the researchers and their qualifications.
A)True
B)False
Answer: True
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Chapter 3: Secondary Data, Literature Reviews, and
Hypotheses
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Sample Questions
Q1) Harris is a market researcher for Toyota, and is currently using Literature Review to collect information on the number of people normally caught for drunk driving so as to help Toyota plan for the sales of their new Anti-Drunk Driving gadget. Which of the following will NOT help Harris?
A)Doing a desk research by browsing the Internet for such statistics.
B)Doing a desk research by reading an article on the working mechanism of the gadget.
C)Collecting external secondary data from the City Traffic Police records.
D)Doing a field research by talking to car owners.
E)Obtaining customer knowledge information from car rental shops.
Answer: B
Q2) A parameter is:
A)the true value of the null hypothesis.
B)the true value of a variable.
C)an estimate of a variable, as determined through a sample.
D)is an estimate of the population parameter.
E)the measure of statistical accuracy as assessed by the level of significance under normal distribution.
Answer: B
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Chapter 4: Exploratory and Observational Research
Designs and Data Collection Approaches
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Sample Questions
Q1) Quantitative research designs are occasionally associated with descriptive and causal research designs.
A)True
B)False
Q2) A focus group is:
A)an interview technique with the main objective of finding out how a subject would respond to a certain statement.
B)a formalized process of bringing a small selected group of people together for an interactive and spontaneous discussion on one particular topic or concept.
C)a detailed outline of the topics, questions, and sub-questions used by the moderator to lead the focus group session.
D)the interactive procedure between the researcher and moderator discussing the subjects' comments and / or responses to the topics that outlined the focus group session.
E)the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.
Q3) Discuss the major benefits and limitations of observation data.
Q4) Discuss the unique characteristics of observation methods.
Page 6
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Chapter 5: Descriptive and Causal Research Designs
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Sample Questions
Q1) Anne is trying to determine if she should use qualitative or quantitative research methods. Help her make that decision by telling her which of the following statements is NOT true about quantitative research designs.
A)Quantitative research designs can accommodate large sample sizes.
B)Concepts and relationships not directly measurable can be studied using quantitative designs.
C)It is easy to collect in-depth data using quantitative designs.
D)Quantitative designs facilitate advanced statistical analysis.
E)Quantitative designs can produce precise estimates.
Q2) Experimental research is primarily a hypothesis-testing method.
A)True
B)False
Q3) The budget is usually the sole determinant of the survey method. A)True
B)False
Q4) In low incidence situations, personal interview surveys should be adopted. A)True
B)False
Q5) Discuss some major advantages of online surveys.
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Chapter 6: Sampling: Theory and Methods
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Sample Questions
Q1) In a systematic sampling study, if the sampling frame has 1,500 names and the desired sample size is 50, the "skip interval" should be:
A)25
B)0.03
C)50
D)30
E)15
Q2) Sampling errors are related to the accuracy of data whereas nonsampling errors relate to the representativeness of the sample to the defined target population.
A)True
B)False
Q3) The U.S. census is conducted every five years.
A)True
B)False
Q4) Simple random sampling usually produces biased estimates of a population's characteristics.
A)True
B)False
Q5) List the steps to be followed in developing a sampling plan.
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Chapter 7: Measurement and Scaling
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Q1) What are the two factors that drive the use of multi-item scales in research?
Q2) The more scale points, the lesser the discriminatory power of the scale.
A)True
B)False
Q3) If a researcher wants to force respondents to make explicit trade-offs among several attributes or features, the most appropriate scale for this purpose is a:
A)graphic rating scale.
B)constant sum scale.
C)likert scale.
D)smiling face descriptor scale.
E)rank-order scale.
Q4) Which of the following is the strongest predictor of future behavior?
A)A person's stated attitudes
B)A person's past behavior
C)A person's stated purchase intentions
D)A person's exposure to advertisements for a product
E)A person's dislike for competing products
Q5) Discuss the measurement problems with the semantic differential scale pole descriptors.
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Chapter 8: Designing the Questionnaire
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Sample Questions
Q1) A supervisor instruction form serves as a blueprint for training people to complete the interviewing process in a consistent fashion.
A)True
B)False
Q2) The first step in the process of designing a questionnaire is to select the appropriate data collection method.
A)True
B)False
Q3) The quality of data obtained is unaffected by the format and layout of the questionnaire.
A)True
B)False
Q4) If a respondent does not have access to information needed to answer an item, then the participant has been exposed to a:
A)unanswerable item.
B)leading item
C)incomprehensible item.
D)double-barreled question.
E)primary item.
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Chapter 9: Qualitative Data Analysis
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Sample Questions
Q1) In qualitative data analysis, it is common to use visual displays to summarize data.
A)True
B)False
Q2) Comments are quotes from research participants that are used in research reports.
A)True
B)False
Q3) When the objective of a study is statistical projectability and to determine magnitude of response, one should prefer qualitative over quantitative research.
A)True
B)False
Q4) Discuss how the process of tabulation might keep researchers honest.
Q5) In data reduction, categories are final once established and cannot be modified as data analysis continues.
A)True
B)False
Q6) What is inductive analysis? Is qualitative analysis completely inductive? Explain.
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11
Chapter 10: Preparing Data for Quantitative Analysis
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Sample Questions
Q1) Error detection cannot be done by reviewing a printed representation of the entered data.
A)True
B)False
Q2) Developing consolidated categories is a subjective decision.
A)True
B)False
Q3) As a part of the data validation process, usually all the respondents initially interviewed are recontacted by the research firm.
A)True
B)False
Q4) A one-way frequency table illustrates the number of respondents who responded to questions given by the possible alternatives available.
A)True
B)False
Q5) In order to determine the mode, one has to find the number with the lowest frequency.
A)True
B)False
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Chapter 11: Basic Data Analysis for Quantitative Research
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Sample Questions
Q1) Which of the following statements is false?
A)A population parameter is a measured characteristic of an entire population.
B)In order to assess the validity of their findings, researchers compare the value of their sample statistic to the corresponding population parameter.
C)Generally, the actual population parameters are unknown.
D)The cost of finding the population parameter is prohibitive for most populations.
E)A sample is subset of the population.
Q2) Which of the following measures is especially useful when dealing with ordinal data and data that is skewed to either the right or left?
A)Mean
B)Median
C)Mode
D)Standard deviation
E)Variance
Q3) When one independent variable is studied across three or more groups, this is known as a one-way ANOVA.
A)True
B)False
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13
Chapter 12: Examining Relationships in Quantitative Research
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Sample Questions
Q1) Use of the Pearson correlation coefficient assumes the variables have a normally distributed population.
A)True
B)False
Q2) The difference between the observed value of the dependent variable and the predicted value of the dependent variable in a regression equation is called the: A)error.
B)beta weight.
C)slope.
D)Y-intercept.
E)variance.
Q3) Discuss the relationship between the Pearson correlation coefficient and the coefficient of determination.
Q4) A positive relationship between X and Y means that increases in X are associated with decreases in Y.
A)True B)False
Q5) Discuss the problem of multicollinearity encountered in multiple regression analysis.
Page 14
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Chapter 13: Communicating Marketing Research Findings
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Sample Questions
Q1) Which of the following statements is NOT true regarding the visual presentation?
A)Begin with a slide showing the title of the presentation and the individual(s) doing the presentation.
B)Do not identify the client and marketing research firm.
C)A sequence of slides should be developed indicating the objectives of the research and the specific research questions to be addressed.
D)Additional slides should be developed that highlight the research findings.
E)Conclude the presentation with recommendations, conclusions, and research implications.
Q2) In the SPSS output, correlations are reported from largest to smallest. Which of the following is / are the correct sequence(s)?
A)0.7, 0.5, 0.2, -0.1, -0.2
B)0.11, 0.7, 0.3, 0.2, 0.1
C)0.8, -0.7, 0.4, -0.3, 0.1
D)0.21, 0.12, 0.9, 0.5, 0.3
E)0.22, 0.6, -0.7, 0.3, 0.4
Q3) Discuss the importance of making presentations that are well-organized, professionally developed, and effectively delivered.
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