Consumer Behavior Practice Exam
Course Introduction
Consumer Behavior examines the psychological, social, and cultural factors that influence the purchasing decisions of individuals and groups. The course explores key concepts such as motivation, perception, learning, attitude formation, and decision-making processes, as well as the role of family, reference groups, and social class. Students will analyze how consumers interpret information, develop preferences, and respond to marketing strategies in an ever-evolving marketplace. By applying theories and models of consumer behavior, students learn to evaluate market research, predict consumer trends, and design effective marketing campaigns tailored to specific target audiences.
Recommended Textbook
Exploring Marketing Research 11th Edition by
Barry J. Babin
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) According to the marketing concept,the ____________________ is the central focus of the activities of the organization.
Answer: customer
Q2) Marketing research attempts to provide accurate information in order to reduce uncertainty in decision-making.
A)True
B)False
Answer: True
Q3) The scientific method used by researchers is essentially the same process in marketing as in the physical sciences.
A)True
B)False
Answer: True
Q4) A company that employs a total quality strategy must evaluate itself through the eyes of the ____________________.
Answer: customer
Q5) The term ____________________ is sometimes used to refer to a channel of distribution.
Answer: supply chain
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Chapter 2: Information Systems and Knowledge Management
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Q1) Facts or recorded measures of certain phenomena (things or events)are known as ____.
A)data
B)information
C)market intelligence
D)knowledge
Answer: A
Q2) Input data can come from internal sources of the organization,but not from external sources.
A)True
B)False
Answer: False
Q3) An organization's mailing list of current customers is an example of a ____.
A)cookie
B)script
C)database
D)hyperlink
Answer: C
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Chapter 3: The Marketing Research Process
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Q1) A formal statement explaining some outcome is called a(n)____________________.
Answer: hypothesis
Q2) Which procedure refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study?
A)pretest
B)focus group
C)primary test
D)preliminary study
Answer: A
Q3) A sample of respondents is a subset of the population of interest to the researcher.
A)True
B)False
Answer: True
Q4) There is always one best research design for a marketing research study.
A)True
B)False
Answer: False
Q5) The last stage of the marketing research process is ____________________.
Answer: Formulating the conclusions and preparing the report
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) Research sponsors have the obligation to respect the researcher's right to ____.
A)not disguise selling as research
B)informed consent
C)allow conflicts of interest
D)avoid coercion
Q2) Many research companies have a(n)____ that carefully reviews a proposed research design to try to ensure that no harm can come to any research participant.
A)human subjects review committee
B)experimental design review committee
C)ethical research review committee
D)confidentiality review committee
Q3) A company that develops a unique methodology for investigating a specific business specialty area is called a(n)____.
A)cross-functional team
B)standardized research service
C)research generalist company
D)advocacy research organization
Q4) Explain when research should be conducted externally and when it should be done internally.
Chapter 5: Qualitative Research Tools
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Q1) A professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing.This is an example of a ____.
A)depth interview
B)concept test
C)focus interview
D)hermeneutic analysis
Q2) Research that is intersubjectively certifiable means that it is ____________________.
Q3) Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers.Being a mother herself,she was able to join a mother's group and spent considerable time immersed within that culture.From this immersion,she is able to draw data from her observations.Cindy is referred to as a(n)____.
A)interloper
B)participant-observer
C)moderator
D)mystery shopper
Q4) List the elements of a focus group discussion guide.
Q5) Name and briefly describe the four qualitative research orientations.
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Chapter 6: Secondary Data Research in a Digital Age
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Q1) Diary panel data are data gathered by households that have agreed to record their consumption behavior over an extended period of time.
A)True
B)False
Q2) Discuss the advantages and disadvantages of secondary data.
Q3) Provide examples of various external sources of secondary data and discuss how information,as a product,is distributed.
Q4) Reading The New York Times to study possible changes in consumer consumption patterns of specific products is an example of ____________________.
Q5) Data which are created outside of the organization are called ____________________ secondary data.
Q6) Which activity involves mining data to look for patterns identifying who is likely to be a valuable customer?
A)customer discovery
B)data dissection
C)data profiling
D)customer cloning
Q7) Identify various internal and proprietary sources of secondary data.
Page 8
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Chapter 7: Survey Research
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Q1) Survey software can require someone to answer a question but this too could be seen as unethical.How can the ethical issue best be resolved?
A)This issue cannot be resolved, so the question should be removed.
B)Respondents can be told in the informed consent process that there are required questions.
C)Respondents can be paid or given some other incentive to answer the question.
D)A "do not know" or "prefer not to answer" alternative can be included with the question.
Q2) When an interviewer is not able to write fast enough to record the respondent's answers verbatim,the error called interviewer cheating has occurred.
A)True
B)False
Q3) The presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey.
A)True
B)False
Q4) When an interviewer does not record the respondent's answers correctly,____________________ error has occurred.
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Chapter 8: Observation
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Q1) Some might see contrived observation as unethical based on the notion of entrapment.
A)True
B)False
Q2) Discuss the ethical issues particular to research using observation.What should a researcher consider when collecting observational data?
Q3) When the Chicago Museum of Science and Industry measures the popularity of its children's exhibits by the frequency of tile replacement in front of exhibits,it is using what type of observation?
A)content analysis
B)response latency analysis
C)physical-trace analysis
D)contrived analysis
Q4) Having observers record the brand names of items found in the kitchen pantries of consumer panel members involves the observation of ____.
A)physical actions
B)verbal behavior
C)physical objects
D)pictorial records
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Chapter 9: Conducting Marketing Experiments
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Q1) A set of high school students who take the ACT in their junior year perform better on that exam during their senior year because they know better how to take the exam due to what they experienced on the first exam.This is an example of a(n)____.
A)mortality effect
B)testing effect
C)history effect
D)instrumentation effect
Q2) People are the most common test units in most marketing experiments.
A)True
B)False
Q3) Participants in experimental research are typically referred to as respondents. A)True
B)False
Q4) In an experiment,the ____________________ group does not receive the experimental treatment.
Q5) When subjects in the experimental group are administered the treatment in the afternoon while the subjects in the control group participate in the experiment in the morning,it is likely to result in ____________________ error.
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Chapter 10: Measurement and Attitude Scaling
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Q1) In which type of scale is a neutral point,or point of indifference,at the center of the scale?
A)synergistic
B)symmetrical
C)unbalanced
D)balanced
Q2) The category scale measures attitude with greater sensitivity than a two-point response scale.
A)True
B)False
Q3) Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures?
A)conglomerate measure
B)derivative measure
C)summated measure
D)composite measure
Q4) Define attitude and describe the three components that comprise it.
Q5) Measures that assign values anywhere along some scale range in a place that corresponds to the intensity of some concept are called ____________________ measures.
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Chapter 11: Questionnaire Design
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Q1) "What is your gender? ____ M ____ F" is an example of a(n)____ question.
A)loaded
B)leading
C)fixed-alternative
D)filter
Q2) A type of fixed-alternative question in which a respondent is asked to select the category that best represents his gross income for the previous year is an example of a(n)____________________ question.
Q3) The cost of administering open-ended questions is much lower than that of administering fixed-alternative questions.
A)True
B)False
Q4) When "out of sight,out of mind" was translated into a foreign language,and then was translated back into English by a language expert in the foreign language,it became "invisible things are insane." This is an example of ____.
A)the linguistic effect
B)a loaded question
C)back translation
D)a counterbiasing statement
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) In which type of sampling is a subsample drawn using simple random sampling within each stratum?
A)cluster sampling
B)stratified sampling
C)systematic sampling
D)convenience sampling
Q2) In which type of sampling does every element in the population have a known,nonzero probability of selection?
A)absolute sampling
B)relative sampling
C)nonprobability sampling
D)probability sampling
Q3) The difference between the sample result and the result of an accurate census is called ____.
A)random sampling error
B)systematic sampling error
C)primary sampling error
D)secondary sampling error
Q4) Name and describe the types of nonprobability sampling.
Q5) Compare and contrast random sampling and systematic (nonsampling)errors.
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Chapter 13: Big Data Basics: Describing Samples and Populations
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Q1) In most cases,the size of the population does not have a major effect on the sample size.
A)True
B)False
Q2) Explain the central-limit theorem and discuss why it is useful to marketing researchers.
Q3) When a researcher wants to estimate national market share based on the results of the test market for a new product in St.Louis and Kansas City,this is an example of:
A)descriptive statistics
B)the central limit theorem
C)inferential statistics
D)the standardized normal distribution
Q4) List the characteristics of the standardized normal distribution and explain why it is a useful distribution in inferential statistics.
Q5) The ____ is a measure of dispersion.
A)mean
B)proportion
C)range
D)mode
Page 15
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Chapter 14: Basic Data Analysis
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Q1) The appropriate test to use for hypotheses involving an observed mean compared to specified value is the univariate ____________________.
Q2) A value that lies far beyond the range of the rest of the data set is called a(n)____________________.
Q3) A 3 x 4 table represents a contingency table with twelve variables. A)True B)False
Q4) Researchers are usually most interested in the marginals of a contingency table. A)True B)False
Q5) When tabulation is done by hand to create a frequency table,the data are said to be ____________________.
Q6) The type of measurement scale used in the research study determines the possible statistical tests that can be used appropriately with the resulting data. A)True B)False
Q7) The orderly arrangement of data into a summary form is known as ____________________.
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Chapter 15: Testing for Differences Between Groups and for
Predictive Relationships
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Q1) The sum of differences between the group mean and the grand mean summed over all groups for a given set of observations is called ____________________.
Q2) In comparing the difference of the means between two groups,the null hypothesis can also be stated as ____.
A)µ - µ = 0
B)µ + µ = 0
C)µ x µ = 0
D)µ / µ = 0
Q3) The null hypothesis when using the Z-test for the differences between the proportions of two groups is that ____________________.
Q4) In regression,the standardized Y-intercept term is always 1. A)True B)False
Q5) Several dummy variables can be included in a regression model. A)True B)False
Q6) Multivariate dependence techniques are variants of the
Page 17
Q7) The ____________________ is the mean of a variable over all observations.
Q8) Discuss the steps in interpreting a multiple regression output.
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Chapter 16: Communicating Research Results
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Q1) The diagrams included in the research report that are used to clarify complex points are known as ____________________.
Q2) The general rule is to include all the parts of a formal research report in the reports for all projects and leave it up to the client to decide which information is useful. A)True B)False
Q3) The most common independent variable for line charts is time. A)True B)False
Q4) The ____________________briefly explains why the research project was conducted,what aspects of the problem were considered,what the outcome was,and what should be done.
Q5) The main advantage of using charts is that they are not subject to distortion. A)True B)False
Q6) The part of a research report that releases or delivers the report to the recipient is called the ____________________.
Q7) Discuss what is included in the body of a research report.
19
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Chapter 17: Beyond the Basics in Basic Data Analysis
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Q1) Which tool graphically depicts what-if analyses illustrating the chances of some event occurring?
A)decision-tree
B)probability matrix
C)functional analysis
D)comparison branching
Q2) In a two-factor experimental design model,Y k = µ + + + I + ,what does Y k represent?
A)individual observation on the dependent variable
B)grand mean
C)interaction effect of factors A and B
D)jth effect of factor A - column treatment
Q3) Explain how planned comparisons are different from post-hoc comparisons.
Q4) In the F-statistic,SST = SSE + SSB.
A)True
B)False
Q5) The SST is computed by squaring the deviation of each observed value from the grand mean and summing these values.
A)True
B)False
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Chapter 18: Advanced Topics in Linear Analytics
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Q1) A correlation coefficient equal to +1.0 indicates a perfect positive relationship.
A)True
B)False
Q2) If the correlation between two variables is - 0.75,this means that there is a ____.
A)weak positive relationship between the variables
B)strong inverse relationship between the variables
C)weak negative relationship between the variables
D)strong positive relationship between the variables
Q3) Discuss the common procedures for testing association for data that are ordinal and that are interval/ratio.
Q4) The statistical significance of a regression model is determined using which test?
A)t-test
B) ²
C)F-test
D)Z-test
Q5) The Pearson product-moment correlation requires at least ____________________-level data.
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Chapter 19: Testing Hypotheses With Glm Procedures
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Q1) A well-stated hypothesis is NOT meant to be ____.
A)insignificant
B)comparative
C)specific
D)questionable
Q2) In hierarchical regression analysis,any independent variables involved in forming an interaction should be ____.
A)standardized
B)irrelevant
C)context variables
D)dichotomous
Q3) Another term for a circular explanation is a(n)____.
A)tautology
B)direct effect
C)indirect effect
D)partial mediation
Q4) A negative relationship indicates that as X goes up,Y goes ____________________.
Q5) Explain when a researcher might want to use a slopes test and depict an interaction graphically.
Q6) Explain when partial mediation versus complete mediation occurs.
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Chapter 20: Introducing Multivariate Data Analysis
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Q1) When an analysis studies the effect of several independent variables on a single dependent variable that is interval-scaled,the analysis is called ____________________ analysis.
Q2) The entropy R² is also called the pseudo R².
A)True
B)False
Q3) If the researcher wants to classify objects into two mutually exclusive categories,the researcher should use ____________________ analysis.
Q4) List the steps in multivariate dependent analyses.
Q5) A variable that is coded as either zero or one and that has two distinct levels is called a(n)____.
A)regression variable
B)dummy variable
C)MANOVA variable
D)ANOVA variable
Q6) Nominal and ordinal scales are referred to as metric scales.
A)True B)False
Q7) Explain how MANOVA models are similar to and differ from ANOVA models.
Page 23
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Chapter 21: Multivariate Data Analysis: Analytics With
Interdependence Techniques
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Q1) A(n)____ is an unobservable phenomenon that can be inferred from multiple measures.
A)factor loading
B)parsimonious segment
C)latent construct
D)composite factor scoring
Q2) Which method provides a visual clue to where the addition of one more factor adds little additional common variance?
A)factor loading
B)logistic regression
C)scree plot
D)y bar plot
Q3) In factor analysis,what does the researcher seek during data reduction?
A)statistical significance
B)latency
C)parsimony
D)construct validity
Q4) In a big data environment,data ____________________ is a key goal.
Q6) Describe factor analysis. Page 24
Q5) Explain how cluster analysis can identify market segments.
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Chapter 22: Primer on Structural Equations Modeling
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Q1) Exogenous constructs are the latent variable equivalent of independent variables.
A)True
B)False
Q2) Partial least squares (PLS)originated in the physical sciences.
A)True
B)False
Q3) If the CFI is close to 1,the model is considered a relatively good fit.
A)True
B)False
Q4) Because the ² test used in SEM is a function of ____,a good model could get rejected just because the amount of power.
A)comparative fit index
B)maximum data value
C)sample size
D)RMSEA
Q5) SEM conventionally uses maximum likelihood estimation.
A)True
B)False
Q6) Explain the comparative fit index (CFI)and how it is used to determine fit.
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