Consumer Behavior
Final Test Solutions
Course Introduction
Consumer Behavior examines the processes and influences that drive individuals and groups to select, purchase, use, and dispose of products, services, experiences, or ideas. This course explores psychological, social, cultural, and economic factors that affect buyer decision-making, and delves into topics such as motivation, perception, learning, attitude formation, and brand loyalty. By understanding consumer behavior, students gain insights critical for developing effective marketing strategies, segmenting target markets, predicting buyer responses, and fostering long-term customer relationships in a diverse and evolving marketplace.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition by Alvin C. Burns
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Page 2
Chapter 1: An Introduction to Marketing Research
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Sample Questions
Q1) Which of the following best illustrates one of the uses of marketing research,monitoring marketing performance?
A)marketing research managers closely overseeing the work of subordinates in the marketing research industry
B)tracking research that monitors how well products are performing in the marketplace
C)describing the return on investment of firms using/not using marketing research
D)providing closed circuit TV to monitor the actions of marketing researchers practicing in the field
E)identifying opportunities and problems in the marketplace
Answer: D
Q2) When a product fails,you can tell marketing research was not conducted.
A)True
B)False
Answer: False
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Chapter 2: The Marketing Research Industry
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Sample Questions
Q1) The Marketing Research Association started a Certification program for marketing researchers in 1960.
A)True
B)False
Answer: False
Q2) Which of the following is true of studies evaluating the marketing research industry?
A)They show that the industry gets an "F" and only major reform will save the industry in the future.
B)The reviews are mixed.
C)Earlier reviews indicate that the industry has performed reasonably well but there is room for improvement.
D)both A and B
E)both B and C
Answer: E
Q3) Customized service firms tailor research services to each client's specific needs.
A)True
B)False
Answer: True
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Page 4
Chapter 3: The Marketing Research Process Including the
Problem and Research Objectives
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Q1) Primary data refers to information that has already been collected.
A)True
B)False Answer: False
Q2) When costs of doing research outweigh the value of the information generated by the research,research should not be performed.
A)True
B)False Answer: True
Q3) ________ are statements that are taken for true for the purposes of argument or investigation.
A)Hypotheses
B)Logical, projective statements
C)Tentative statements
D)Forecasts
E)Objectives
Answer: A
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Page 5
Chapter 4: Research Design Alternatives and Qualitative Research
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Sample Questions
Q1) The primary advantage of laboratory experiments is that they allow the researcher to control the effects of extraneous variables.
A)True
B)False
Q2) Which of the following describes a controlled test market?
A)It is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels.
B)It is conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors.
C)It includes a panel of consumers that has agreed to carry identification cards that each consumer presents when buying goods and services.
D)A limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume.
E)none of the above
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6
Chapter 5: Information Types and Sources: Secondary Data and
Standardized Information
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Q1) Which of the following secondary information sources provides a baseline of data every ten years?
A)Baseline Reports
B)NAICS (decade report)
C)Census of the Population
D)Survey of Buying Power
E)Decennial Database Reports
Q2) Consumer-generated media (CGM)is content created by consumers on blogs, discussion boards, forums, user groups, and other social media platforms.
A)True
B)False
Q3) Databases are sometimes packaged together and are referred to as:
A)database packages
B)databanks or aggregators
C)aggregators or packaged services
D)deals
E)none of the above; databases are not packaged together
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Page 7
Chapter 6: Data Collection Methods
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Q1) Which of the following is NOT an advantage of CATS?
A)All of the advantages of computer-driven interviewing are found in this approach.
B)The interviewer expense or extra cost of human voice communication capability for the computer is eliminated.
C)Because respondents' answers are saved in a file during the interview itself, tabulation can take place on a daily basis.
D)Even if the interviews are conducted in remote locations across the United States, it is a simple matter to download the files to the central facility for daily tabulations.
E)Researchers can take the advantages of different modes to achieve their data collection goals.
Q2) An advantage of in-office interviews is that they have low costs.
A)True
B)False
Q3) The firm Common Knowledge provides clients with the option to design their own surveys or utilize their programming services.
A)True
B)False
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8
Chapter 7: Measurement Scales
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Sample Questions
Q1) What are the three basic question-response formats?
A)un-probed, probed, and neutral
B)open-ended, closed-ended and skip patterned
C)open-ended, categorical and metric
D)closed-ended, continuous and open-ended
E)open-probed, closed-probed, probed
Q2) "How satisfied are you with your textbook,measured on a scale from 1 to 5 with 1 being 'not satisfied at all' and 5 being 'very satisfied'",is an example of a natural metric-response format question.
A)True
B)False
Q3) "On a scale of 1 to 5,how do you rate the friendliness of Olive Garden's wait staff?" is an example of an anchored n-point scale.
A)True
B)False
Q4) Research objectives specify which properties are to be measured in any particular research project.
A)True
B)False
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Chapter 8: Designing Data Collection Forms
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Q1) The introduction written to accompany a mail survey or online survey is normally referred to as a(n):
A)opening
B)cover letter
C)salutation
D)greeting
E)request for honest opinion
Q2) Which step is right after question development in the Questionnaire Development Process?
A)Determine research objectives
B)Decide on data collection method
C)Question evaluation
D)Pretest
E)Revise as needed
Q3) According to your authors,"unnecessary and redundant words should be eliminated" fits with the idea that a question should be focused on a single topic.
A)True
B)False
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Chapter 9: Determining Sample Size and the Sample Plan
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Q1) Which of the following relies on a random selection of website visitors?
A)random online intercept sampling
B)invitation online sampling
C)online panel sampling
D)systematic online sampling
E)none of the above
Q2) A list of the members of the population and a skip interval are used in which of the following sampling methods?
A)simple random
B)systematic
C)cluster
D)stratified
E)convenient skip
Q3) Selecting a telephone number from the directory and adding a randomly selected digit,such as a "3" is called:
A)plus-one dialing
B)add-digit dialing
C)random-plus dialing
D)digit-plus dialing
E)plus-three dialing
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Chapter 10: Data Issues and Inputting Data Into Xl Data
Analyst
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Q1) Prior to analysis,the data from a survey is arranged into a(n)________.
A)information graph
B)data graph
C)information matrix
D)data matrix
E)data table
Q2) When a respondent is confused or distracted,this is called an intentional fieldworker error.
A)True
B)False
Q3) A completed questionnaire is not left up to the judgment of the researcher; completed means that all questions have been completed.
A)True
B)False
Q4) One of the reasons your authors created the XL Data Analyst is because practically everyone is familiar with Excel.
A)True
B)False
Page 12
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Chapter 11: Summarizing Your Data
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Sample Questions
Q1) The expression of how similar respondents are to one another is referred to as
A)typical response identification
B)central tendency
C)variability
D)mean
E)ANOVA
Q2) Which of the following was NOT one of the four types of analysis objectives mentioned in your textbook?
A)Description
B)Generalization
C)Differences
D)Relationships
E)Type II
Q3) You would select Summarize,Percents in XL Data Analyst to summarize categorical variables.
A)True
B)False
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Chapter 12: Generalizing Your Findings
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Q1) The true value found,if a census were taken of the population,is known as the:
A)population hypothesis
B)population finding
C)population statistic
D)sample statistic
E)population fact
Q2) Summarizing is the act of estimating a population fact from a sample finding.
A)True
B)False
Q3) Which of the following is true about hypothesis testing?
A)The sample is the only source of current information about the population.
B)Sample results determine whether or not the hypothesis about the population parameter has been accepted.
C)Hypothesis testing is a form of generalization.
D)Hypothesis testing is a statistical procedure.
E)all of the above are true
Q4) You can obtain a 95% confidence interval using XL Data Analyst.
A)True
B)False
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Chapter 14: Determining Relationships
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Sample Questions
Q1) ________ is the analytical technique that assesses the statistical significance of categorical variable relationships.
A)A stacked pie chart
B)Cross-tabulation analysis
C)Cross-label analysis
D)Cross-category analysis
E)A stacked bar chart
Q2) When it comes to determining the strength of a statistically significant correlation coefficient,there are rules of thumb.For example,.81 to 1.00 is considered "weak."
A)True
B)False
Q3) We would use cross-tabulation if we wanted to assess the statistical significance of categorical relationships.
A)True
B)False
Q4) Frequencies' tables,part of cross-tabulation,contain raw data.
A)True
B)False
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Chapter 13: Finding Differences
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Sample Questions
Q1) When a marketing researcher compares two groups of respondents to determine whether or not there are statistically significant differences between them,the researcher is considering them as though two independent surveys were administered,one for each group.
A)True
B)False
Q2) Directional hypotheses are NOT feasible in the case of tests of statistically significant differences.
A)True
B)False
Q3) Because we have two samples when testing the significance of the difference between two percentages instead of the one that we worked with for a hypothesis test,the standard error term is calculated differently,called the standard error of the difference between two percentages.
A)True
B)False
Q4) The word "variance" in the name "analysis of variance" is misleading.
A)True
B)False
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Chapter 15: Preparing and Presenting Your Research Report
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Q1) Which section of the marketing research report presents the findings of the research,organized around the objectives of the study?
A)body
B)results
C)conclusions
D)recommendations
E)none of the above
Q2) Which of the following was NOT discussed by your authors as stylistic devices or "tips" to consider when writing the research report?
A)prepare the appendix in a smaller font than that used for the report
B)begin paragraphs with topic sentences which state the main idea of the paragraph
C)use jargon sparingly
D)proofread aloud
E)use strong verbs
Q3) In a table,it is wise to report survey data as accurately as possible; using three to four decimal places is desirable.
A)True
B)False
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