Consumer Insights
Exam Materials
Course Introduction
Consumer Insights explores the psychological, social, and cultural factors that influence consumer behavior, providing students with the tools and methods to understand how and why individuals make purchasing decisions. The course covers techniques for gathering and analyzing data on consumer attitudes, preferences, and behaviors, such as surveys, focus groups, ethnography, and digital analytics. Students learn how to interpret these insights to inform marketing strategies, product development, and customer experience initiatives, with an emphasis on applying findings to real-world business challenges. Through case studies and hands-on projects, the course prepares students to generate actionable consumer intelligence that drives value for organizations.
Recommended Textbook
MR2 2nd Edition by Tom J. Brown
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Chapter 1: Marketing Research: From Data to Information to Action
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Sample Questions
Q1) Advocacy research is generally an unethical form of market research.
A)True
B)False
Answer: True
Q2) What is the basic purpose of marketing research?
A) To make decisions for managers.
B) To furnish information that aids decision-making.
C) To assist government regulatory agencies.
D) To confirm management's decisions.
E) To help develop new products.
Answer: B
Q3) Marketing research:
A) is simply asking consumers for their likes, dislikes, needs, and wants in a one-on-one situation.
B) spans the informational boundary between the firm and its environment.
C) can only be employed to assess the impact of past or contemplated adjustments in the marketing mix.
D) is most generally used for marketing control purposes.
E) is most generally a marketing implementation function.
Answer: B
Page 3
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Chapter 2: The Research Question: Formulation of the Problem
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Q1) A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.
A)True
B)False
Answer: True
Q2) Strategy-oriented decision problems are commonly used:
A) with unplanned change.
B) with planned change.
C) to determine what is going on in a situation.
D) to make a choice between strategic alternatives.
E) Both b and Answer: E
Q3) Normal thinking is not always the best way to understand the true nature of a problem.
A)True
B)False
Answer: True
Q4) ____________________ decision problems are common with unplanned changes in the marketing environment.
Answer: Discovery-oriented
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Chapter 3: Exploratory, Descriptive, and Causal Research Designs
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Q1) As VP of Marketing for a major pharmaceutical company, each year, you have to determine the projected sales for each of the sales territories for the next calendar year. Every year, you contact your sales managers and send them each a questionnaire to be completed. This is primarily a(n):
A) exploratory study.
B) descriptive study.
C) lab experiment.
D) field experiment.
E) focus group.
Answer: B
Q2) A longitudinal study involves a panel, which is a fixed sample of elements.
A)True
B)False
Answer: True
Q3) Group interaction is the key aspect that distinguishes focus group interviews from depth interviews.
A)True
B)False
Answer: True
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Chapter 4: Collecting Secondary Data from Inside and
Outside the Organization
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Q1) Which of the following is TRUE?
A) The first step in searching published sources of secondary data is to consult a reference librarian.
B) One key source of secondary information is the trade association, particularly since it is often able to obtain information from members that might not be available elsewhere.
C) The primary advantage of on-line database searching is access to information not available in any other format.
D) The main disadvantage of using standardized marketing information services over primary data is that the data is not as accurate.
E) They are all false.
Q2) How do organisations assess exposure to and effectiveness of advertising in the mass media?
Q3) Once the research problem is defined and clearly specified:
A) the research effort turns to data analysis.
B) data collection takes place.
C) researchers should begin designing a survey immediately.
D) survey data becomes necessary.
E) All of the above are true.
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Chapter 5: Collecting Primary Data by Observation
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Sample Questions
Q1) An opinion is an individual's overall evaluation of something.
A)True
B)False
Q2) ____________________ refers to an individual's overall evaluation of something.
Q3) Observational research is often considered the best method of generating valid data as this method is completely error free.
A)True
B)False
Q4) John's purchase behavior is influenced by his hobbies of golf, working out, and fishing; his interest in cars, music, and travel; and his deeply held political beliefs on immigration and his opinions on saving the environment. All of these are part of the personal influence factor called:
A) attitude.
B) socioeconomic characteristics.
C) beliefs.
D) lifestyle.
E) demographics.
Q5) The best predictor of future behavior is usually ____________________.
Q6) Scanner data are probably the most common type of ____________________ data.
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Chapter 6: Collecting Primary Data by Communication
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Sample Questions
Q1) Which of the following is NOT an advantage of structured questions?
A) Questions are standardized
B) Simple to administer
C) Responses difficult to interpret
D) Saves time and money
E) Easy to analyze
Q2) The amount of knowledge about the purpose of a study communicated to the respondent is called ____________________.
Q3) You must conduct research to find out a great deal of information about potential customers. You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research, so you will use:
A) in-office personal interviews.
B) in-home personal interviews.
C) focus group interviews.
D) mail questionnaires.
E) observation research.
Q4) Compare and contrast the main methods of administering questionnaires.
Q5) Sampling ____________________ concerns the ability to identify, reach, and receive answers from population members.
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Chapter 7: Asking Good Questions
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Sample Questions
Q1) Which of the following is FALSE?
A) If a measure is reliable, it is not heavily influenced by transitory factors that cause random errors.
B) If an item lacks correlation with other scale items measuring the same construct, there is evidence that the item does not belong and should be deleted.
C) Systematic error is due to temporary aspects of the person or measurement situation, which affects the measurement in irregular ways.
D) Reliability is necessary, but not sufficient, for establishing the validity of a measure.
E) If a set of items all measures the same construct, the responses to the items should be correlated.
Q2) Discuss in detail the two types of errors that may affect measurement scores.
Q3) Which type of scale assumes an arbitrary zero point?
A) Ratio
B) Median
C) Interval
D) Nominal
E) Ordinal
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Chapter 8: Designing the Questionnaire
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Q1) A question that calls for two responses and creates confusion for the respondent is called a(n) ____________________ question.
Q2) Which of the following about questionnaire design is TRUE?
A) If the early steps in questionnaire design are carefully followed, the questionnaire usually does not need to be revised.
B) When designing questionnaires, the researcher should expect to do a good deal of iteration and looping among the steps.
C) As a general rule, larger questionnaires are favored over smaller ones, because they are less crowded.
D) Both a and b
E) a, b, and c.
Q3) A questionnaire using quality paper and printing techniques:
A) is an unnecessary expense.
B) reflects the importance of the study.
C) is unimportant in gaining respondent cooperation.
D) is unimportant to questionnaire design.
E) causes mistrust in the respondent.
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Chapter 9: Developing the Sampling Plan
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Q1) If you enter a shopping mall and notice a researcher handing out surveys to everyone asking their opinion about a possible increase in state sales tax rates, what type of sampling procedure is being used?
A) Convenience sample
B) Implied sample
C) Simple random sample
D) Systematic sample
E) Quota sample
Q2) In proportionate stratified sampling, after the total sample is allocated, a simple random sample is chosen from each subpopulation to create the total sample.
A)True
B)False
Q3) To develop a representative, systematic sample of personal income, the population census:
A) should be ordered at random.
B) should be ordered from high to low income.
C) should be ordered from low to high income.
D) Either b or c is correct.
E) None of the above.
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Chapter 10: Data Collection: Enhancing Response Rates
while Limiting Errors
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Q1) Discuss at least five (5) ways in which response rates might be improved.
Q2) Student researchers collected data on name awareness of a local store. The researchers found that three-fourths of the people who refused to respond were members of the Greek system. If the Greek students who refused to participate in the survey were truly different on some key dimension from those who actually responded to the survey, ____ error could bias the research results.
A) observation
B) sampling
C) response
D) nonresponse
E) noncoverage
Q3) Increasing sample size ____ but may also ____.
A) decreases sampling error, increase nonsampling error
B) has no influence on sampling error, increase nonsampling error
C) increases nonsampling error, increase sampling error
D) increases sampling error, increase nonsampling error
E) decreases nonsampling error, decrease sampling error
Q4) Not-at-home nonresponse bias is most affected by sample size.
A)True
B)False
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Chapter 11: Data Preparation for Analysis
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Q1) Which of the following is NOT a step in coding open-ended responses?
A) Identify separate responses given by each individual.
B) Specify categories into which the responses can be placed.
C) Place each response into as many categories as possible.
D) Assess the degree of agreement between multiple coders.
E) All of the above are steps in the process of coding open-ended responses.
Q2) ____________________ is the process of transforming raw data into symbols.
Q3) The process of editing involves:
A) categorizing the data.
B) counting the number of cases that fall into the various categories.
C) inspecting and correcting each questionnaire or observation form.
D) developing dummy tables that suggest how each item of information will be used before data is collected.
E) transforming the raw data into symbols.
Q4) Which of the following statements about the coding process is FALSE?
A) During the coding process, data are categorized.
B) Raw data are transformed into symbols during the coding process.
C) Coding involves judgment on the part of the coder.
D) The coding process occurs almost automatically.
E) All of the above statements about the coding process are true.
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Chapter 12: Analysis & Interpretation: Individual Variables
Independently
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Sample Questions
Q1) Which of the following is TRUE about hypothesis testing?
A) The typical goal is to reject the alternative hypothesis in favor of the null hypothesis.
B) A hypothesis may be rejected but can never be accepted completely.
C) Marketing research studies attempt to prove results.
D) The null hypothesis is assumed to be false for the purpose of the test.
E) All of the above are true about hypothesis testing.
Q2) For which of the following types of measures does the mean NOT provide a meaningful value?
A) Ratio
B) Equal-interval scales
C) Interval
D) Ordinal
E) Continuous measures
Q3) An observation so different in magnitude from the rest of the observations that the analyst chooses to treat it as a special case is called a(n) ____________________.
Q4) Discuss the most commonly used descriptive statistics.
Q5) The arithmetic mean value across all responses for a variable is called the ____________________ mean.
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Chapter 13: Analysis & Interpretation: Multiple Variables
Simultaneously
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Q1) Which of the following statements about regression/correlation analysis is FALSE?
A) Correlation analysis involves the measurement of the closeness of the relationship between two or more variables.
B) Regression analysis involves the derivation of an equation that relates the criterion variable to one or more predictor variables.
C) Regression analysis can establish the causal relationship between two or more variables.
D) The regression line minimizes the sum of the squared deviations about the line.
E) It is much more common to conduct regression analyses using a computer.
Q2) A toy storeowner hypothesizes, at the 95% level of confidence, that parents spend less than $100 on toys per visit to her store. A sample is taken and the hypothesis test shows a z value of -1.65. We accept the hypothesis:
A)True
B)False
Q3) A statistic used to measure the strength of relationship between categorical variables is called a(n) ____________________.
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Chapter 14: The Research Report
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Questions
Q1) Which of the following is TRUE for a research report?
A) In general, the amount of detail contained in the research report should be inversely proportional to the amount of direct control the user can exercise over the areas under discussion.
B) A good rule of thumb in report writing is to include all those findings that might be of interest to the reader.
C) The methods section of a report can be avoided if the audience is familiar with sampling techniques.
D) The true summary is an abstract of the whole report in which everything is restated in condensed form.
E) The appendices contain material that is too complex, too detailed, too specialized, or not absolutely necessary for the text.
Q2) Accuracy in a report refers to:
A) mathematical accuracy.
B) grammatical accuracy.
C) correct terminology.
D) Both a and b
E) a, b and c.
Q3) Distinguish between a conclusion and a recommendation for a research report.
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