Market Research
Midterm Exam
Course Introduction
Market Research explores the systematic process of gathering, analyzing, and interpreting information about markets, consumers, and competitors to inform business decisions. The course covers fundamental principles such as research design, data collection methods (both qualitative and quantitative), sampling techniques, and data analysis. Students learn how to develop research objectives, design surveys, conduct focus groups, and interpret findings to generate actionable insights. Emphasis is placed on applying these skills to real-world marketing problems including market segmentation, product development, and customer satisfaction analysis, enabling students to make evidence-based recommendations that drive business success.
Recommended Textbook
CB 8th Edition by Babin
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16 Chapters
1600 Verified Questions
1600 Flashcards
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Page 2
Chapter 1: What is CB and Why Should I Care?
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) In the basic consumption process, the realization of a need creates a want.
A)True
B)False
Answer: True
Q2) Which of the following is a characteristic of niche marketing?
A) It offers a unique product to each individual customer.
B) It emphasizes serving customers while incurring minimum costs.
C) It serves multiple market segments and gives same treatment to all the consumers.
D) It serves one market segment with particularly unique demand characteristics.
Answer: D
Q3) In the context of technological changes and internationalization, which of the following statements is true?
A) E-commerce accounts for more than one-third of total U.S. retailing as of 2016.
B) Despite internet, geographical distance is a hurdle to the e-commerce.
C) Consumers all over the world are bound by the store hours.
D) The entire world is now truly the market for consumers in free countries.
Answer: D
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3
Chapter 2: Value and the Consumer Behavior Framework
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Sample Questions
Q1) Which of the following scenarios is an example of hedonic value?
A) A man engaging a tutor for his child
B) A woman hiring a laundry service
C) A man reading the latest fiction novel
D) A woman filling out insurance forms for her car
Answer: C
Q2) Worth to a consumer is actually a function of much more than price.
A)True
B)False
Answer: True
Q3) Since childhood, Meg's parents always told her that fruits are good for health. As a result, Meg developed a liking for fruits. She makes sure to include fruits in everyday diet. In this scenario, Meg's thinking or mental process is referred to as _____.
A) internal influence
B) cognition
C) induction
D) situational influence
Answer: B
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Chapter 3: Consumer Learning Starts Here: Perception
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100 Flashcards
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Sample Questions
Q1) Jason, a personal care product manufacturer, incorporates customers' suggestions in designing a new line of safety razors for men. The new product is launched with thinner, finer blades. However, when the new razors reach the market, customers fail to notice any improvement in them. In the given scenario, the customers' reactions indicate that the new razor design has failed to register the _____.
A) mere exposure effect
B) mere association effect
C) just meaningful difference
D) just noticeable difference
Answer: D
Q2) In Pavlov's classical conditioning experiment, the salivation of the dogs on being exposed to the meat powder is an example of a(n) _____.
A) orientation reflex
B) selective distortion
C) involuntary attention
D) unconditioned response
Answer: D
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Chapter 4: Comprehension, Memory, and Cognitive Learning
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Sample Questions
Q1) _____ provides a consumer with the deepest comprehension and greatest chance of accurate recall.
A) Personal elaboration
B) Meaningful encoding
C) Spreading activation
D) Dual coding
Q2) With elaboration, increased information is retrieved from long-term memory and attached to the new information and understanding.
A)True
B)False
Q3) In terms of comprehension, familiarity can increase a consumer's motivation to process a message.
A)True
B)False
Q4) What is declarative knowledge?
Q5) Sensory memory creates a lot of opportunity for intentional learning.
A)True
B)False
Q6) What is sensory memory? Explain its various aspects.
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Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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Sample Questions
Q1) In the context of Maslow's hierarchy of needs, which of the following needs represents the need to be recognized as a person of worth?
A) Esteem needs
B) Need for security
C) Physiological needs
D) Need for belongingness
Q2) Henry considers himself a cheese connoisseur and subscribes to the Wine & Cheese magazine. He spends many of his weekends visiting the farmers' market to try out different kinds of cheeses. In the context of the given scenario, Henry _____.
A) has a high degree of situational involvement
B) is a product enthusiast
C) is a shopping enthusiast
D) has a high degree of emotional involvement
Q3) Situational involvement represents how emotional a consumer gets during some specific consumption activity.
A)True
B)False
Q4) Describe the importance of consumer self-construal in consumer decision making.
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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Sample Questions
Q1) Consumers use products as symbols to convey their self-concepts to others.
A)True
B)False
Q2) Targeted marketing communications is required because:
A) consumers remain the same across various cultures.
B) consumers vary across the concepts of personality, lifestyle, and self-concept.
C) consumer lifestyles are different from the concept of consumer personalities. D) consumer lifestyles rarely involve organizational identification.
Q3) Describe the role of self-concept in consumer behavior and explain the various types of self-concepts.
Q4) The psychoanalytic approach to personality was proposed by B. F. Skinner.
A)True B)False
Q5) Products are rarely a part of self-expression for consumers. A)True B)False
Q6) Explain why lifestyles are important to the study of consumer behavior and describe how consumer lifestyles are measured.
Q7) Explain the symbolic interactionism approach.
Page 8
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Chapter 7: Attitudes and Attitude Change
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Sample Questions
Q1) Victoria needs to collect her prescription on her way home. While she is at the pharmacy, she decides to buy milk. Though the milk is not of the brand she usually buys, she buys it in order to avoid a trip to the grocery store. In the context of the hierarchy of effects, Victoria's decision to purchase the milk at the pharmacy is an example of the
A) high-involvement hierarchy
B) low-Involvement hierarchy
C) experiential hierarchy
D) behavioral influence hierarchy
Q2) Percy, a professional nature photographer, wants to buy a camera. When he comes across an ad for a camera in a magazine, he carefully considers and evaluates the various attributes of the camera. He also weighs its advantages against the price and assesses its usability under inclement weather conditions. In the given scenario, Percy is focusing on _____.
A) peripheral cues
B) central cues
C) abstract cues
D) relational cues
Q3) List some of the questions an advertiser must consider when constructing a message.
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Chapter 8: Group and Interpersonal Influence
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Sample Questions
Q1) The _____ of groups refers to the ways in which consumers internalize a group's beliefs or the extent to which consumers join groups to convey their own closely held beliefs.
A) utilitarian influence
B) situational influence
C) value-expressive influence
D) informational influence
Q2) When applying for admission to various colleges, Meg considers Corter State University her first choice. She does this because her parents hold this institution in high regard. The given scenario illustrates the influence of a(n) _____.
A) informal group
B) secondary group
C) dissociative group
D) primary group
Q3) Consumer socialization is the process through which young consumers develop attitudes and learn skills that help them function in the marketplace.
A)True
B)False
Q4) Explain the relationship between gender roles and household decision making.
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Chapter 9: Consumer Culture
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Sample Questions
Q1) In societies with a high long-term orientation, consumers tend to be spendthrift and indolent.
A)True
B)False
Q2) _____ are the specific expectations that are associated with each type of person.
A) Role expectations
B) Rational expectations
C) Cultural sanctions
D) Complementarities
Q3) John, an American, works for a U.S. law firm. The firm transferred him to its office in Brazil for three years. During his stay there, John learned a lot about the Brazilian culture. Gradually, he adopted social and business etiquettes of Brazilians, which helped him in his interactions with his local business associates. In the given scenario, John's adoption of Brazilian etiquettes is an example of _____.
A) enculturation
B) acculturation
C) renquing
D) guanxi
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11
Chapter 10: Microcultures
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Sample Questions
Q1) Richard was born in 1976. His parents got divorced when he was five years old. Since then, he has been a cynic, but now he is a strong believer of traditional family values. In the context of generational microculture, Richard, most likely, is a _____consumer.
A) Generation X
B) Millennial
C) Baby Boomer
D) greatest generation
Q2) Due to increasing consumer affluence, poverty has ceased to be a major problem worldwide.
A)True
B)False
Q3) In Venvuzea, the people of its southern parts are distinguished from others by their hospitality as well as their love for tradition. This is an example of difference based on
A) religious microcultures
B) age-based microcultures
C) regional microcultures
D) street microcultures
Q4) Give some examples of street microcultures in different parts of the world.
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Chapter 11: Consumers in Situations
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Sample Questions
Q1) Janice spends her weekends with her friends at shopping malls. Her weekend shopping trips are driven by boredom rather than by the intention of making a specific purchase. She finds these outings interesting and relaxing. Janice's weekend trips to shopping malls are an example of _____.
A) acquisitional shopping
B) experiential shopping
C) compulsive shopping
D) unplanned shopping
Q2) Which of the following types of shopping is characterized by recreationally oriented activities designed to provide interest, excitement, relaxation, fun, social interaction, or some other desired feeling?
A) Epistemic shopping
B) Impulsive shopping
C) Experiential shopping
D) Acquisitional shopping
Q3) What is smart agent software, and how does it influence the online shopping experience?
Q4) How does time pressure affect consumer behavior?
Q5) What are unplanned purchases?
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Chapter 12: Decision Making I: Need Recognition and Search
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Sample Questions
Q1) When a purchase is imminent, consumers tend to view price as a strong indicator of quality.
A)True
B)False
Q2) Consumers do not always proceed through the activities found in the decision-making process in sequential fashion.
A)True
B)False
Q3) Which of the following statements is true of the technologies used by consumers to search for product or service-related information?
A) Augmented reality apps help consumers find information related to location.
B) GPS-based technologies allow consumers to quickly address specific needs that they have while they are traveling.
C) QR codes allow consumers to simply take a photo of an object or scan it into their screen and quickly receive information about it.
D) Mobile visual search augments reality with computer simulated information.
Q4) Briefly discuss the effect of prior experience with a product on consumer search behavior.
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Chapter 13: Decision Making II: Alternative Evaluation and Choice
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Sample Questions
Q1) Whether a certain criterion is determinant or not is independent of the situation in which a product is consumed.
A)True
B)False
Q2) A consumer looking for a dress in a particular color is concerned with the perceptual attribute of the dress.
A)True
B)False
Q3) When Richard decided to buy a car, he chose a model with the highest safety rating that he could get in his budget. Richard's choice is most likely based on _____.
A) hedonic motivation
B) utilitarian criterion
C) affect-based evaluation
D) conjoint analysis
Q4) The perceptual attributes of a product are not readily apparent and can only be learned through experience with the product.
A)True
B)False
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Chapter 14: Consumption to Satisfaction
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Sample Questions
Q1) Attribution theory focuses on explaining why a certain event has occurred.
A)True
B)False
Q2) An amusement park was recently inaugurated in a city. All the customers who visited the park during the first few days were sent a feedback form via email to rate their overall satisfaction. The customers were provided four answer options to choose from in the feedback form: completely dissatisfied, dissatisfied, satisfied, or completely satisfied. This scale is an example of a(n) _____.
A) attribute-specific measure
B) disconfirmation measure
C) unstructured measure
D) direct measure
Q3) Confirmatory bias is present when consumers receive recommendations from the marketer, and return policies are lenient.
A)True
B)False
Q4) Define expectations. Describe the four types of consumer expectations.
Q5) Differentiate durable and nondurable goods with examples.
Q6) What is service quality? How is it measured?
Page 16
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Chapter 15: Beyond Consumer Relationships
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Sample Questions
Q1) Which of the following statements is true of true customer loyalty?
A) It exists when a consumer habitually buys a product without any particular preference for it.
B) It is not affected even if the loyalty is not returned by the marketer.
C) It can be generated by creating high switching costs.
D) It involves the feeling of attachment between a firm and its customer.
Q2) Sometimes consumers end up maintaining a relationship with a service provider even if they experience dissatisfaction.
A)True
B)False
Q3) Café da Manhã, a small café, enjoys business from many loyal customers. When there is news of another café opening in the next block, the management of the café decides to take action to preempt the competition. Which of the following actions by the management of Café da Manhã is most likely to ensure that its customers keep coming back to the café?
A) Completely revamping its menu
B) Introducing a loyalty card program
C) Focusing solely on gratifying the needs of its customers
D) Reducing the price of its most popular items
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Page 17
Chapter 16: Consumer and Marketing Misbehavior
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Sample Questions
Q1) List any seven ways to improve marketing ethics.
Q2) Jane, who recently suffered a minor cardiac arrest, has been advised by her cardiologist to avoid smoking and drinking. However, despite her best efforts, she is unable to resist the temptation to smoke or drink as she is too dependent on them and experiences withdrawal symptoms whenever she tries to quit. In this scenario, which of the following consumer problem behaviors is Jane exhibiting?
A) Binge eating
B) Planned obsolescence
C) Culture jamming
D) Addictive consumption
Q3) Consumers tend to view the act of illegal downloading as less morally ethical and socially acceptable when the motivation for the act is primarily based on hedonic value than when it is based on utilitarian value.
A)True
B)False
Q4) Salutary products offer high hedonic value, but low utilitarian value.
A)True
B)False
Q5) Briefly explain planned obsolescence.
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