Marketing Research Exam Practice Tests
Course Introduction
Marketing Research is a comprehensive course that explores the methodologies and techniques used to gather, analyze, and interpret data relevant to marketing decision-making. Students will learn how to design research projects, select appropriate data collection methods, and use statistical tools to analyze data. The course covers both qualitative and quantitative research approaches, emphasizing how to translate research findings into actionable marketing strategies. By the end of the course, students will have the skills to conduct independent research and assess the effectiveness of marketing campaigns, ultimately supporting informed business decisions in dynamic markets.
Recommended Textbook
CB 6 6th Edition by Barry
J. Babin
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16 Chapters
2052 Verified Questions
2052 Flashcards
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Chapter 1: What is CB and Why Should I Care?
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) A(n)_____ is a specific desire that spells out a way a consumer can go about addressing a recognized need.
A) touchpoint
B) exchange
C) want
D) reaction
E) attribute
Answer: C
Q2) Which of the following is a quantitative research tool?
A) Case study
B) Focus group interview
C) Clinical interview
D) Participatory action research
E) Surveys
Answer: E
Q3) Consumption is a value producing process in which the marketer and the consumer interact to produce value.
A)True
B)False
Answer: True
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Chapter 2: Value and the Consumer Behavior Value Framework
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) The core concept of consumer behavior is value.
A)True
B)False
Answer: True
Q2) The business practice wherein companies operate with the understanding that products provide value in multiple ways is called the _____ concept.
A) net worth
B) total value
C) value marketing
D) product value
E) multifaceted product Answer: B
Q3) Individual differences have little effect on the value experienced by consumers and the reaction consumers have to consumption.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Consumer Learning Starts Here: Perception
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134 Verified Questions
134 Flashcards
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Sample Questions
Q1) The phases of perception overlap with the concepts of exposure,attention,and comprehension.
A)True
B)False
Answer: True
Q2) Which of the following uses reinforcement to condition behavior?
A) Classical conditioning
B) Delay conditioning
C) Instrumental conditioning
D) Respondent conditioning
E) Simultaneous conditioning
Answer: C
Q3) The strength of a(n)_____ stimulus is lower than the absolute threshold of perception.
A) conditioned
B) aversive
C) subliminal
D) supraliminal
E) discriminative
Answer: C
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Chapter 4: Comprehension, Memory, and Cognitive Learning
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) The management at Drops & Dew,a newly established winery,uses an ad showing kids roller-skating and sipping wine with rap music in the background.Which of the following is most likely to be the consumers' response toward the advertisement?
A) Consumers will process the information presented more deeply.
B) Consumers' comprehension of the product will decrease due to message incongruity.
C) Consumers will develop a favorable attitude toward the product presented.
D) Consumers' attitude will be more favorable as the message source is credible.
E) Consumers' will purchase the product because the message source is trustworthy.
Q2) Barring some physical incapacity,long-term memory represents permanent information storage.
A)True
B)False
Q3) If consumers do not tag information in a meaningful way,the encoding process results in errors.
A)True
B)False
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6
Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Which of the following represents the extent to which an emotional display by one person influences the emotional state of a bystander?
A) Emotional involvement
B) Emotional labor
C) Emotional flow
D) Emotional activation
E) Emotional contagion
Q2) Emotional involvement drives one to consume generally through relatively strong utilitarian motivations.
A)True
B)False
Q3) Autonomic measures automatically record visceral reactions or neurological brain activity.
A)True
B)False
Q4) Personality characteristics can affect the way consumers respond or demonstrate their emotions.
A)True
B)False
Page 7
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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137 Verified Questions
137 Flashcards
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Sample Questions
Q1) A researcher studies consumer characteristics such as materialism,innovativeness,and the need for cognition together with their impact on the purchasing behavior of consumers.Which of the following refers to the approach to studying personality that the researcher is using in this instance?
A) Motivational research
B) Trait approach
C) BCG matrix analysis
D) Porter's five forces analysis
E) Personology approach
Q2) Which of the following traits can be defined as an enduring tendency to strive to be better than others?
A) Competitiveness
B) Innovativeness
C) Agreeableness
D) Value consciousness
E) Impulsiveness
Q3) Explain self-congruency theory and its relevance to consumer behavior.
Q4) Body piercings are popular forms of self-expression.
A)True
B)False
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Chapter 7: Attitudes and Attitude Change
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139 Verified Questions
139 Flashcards
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Sample Questions
Q1) Tom strongly believes that raising tax rates for the rich is the only way to steer the economy out of a recession because it is likely to generate greater tax revenue for the government.Even when his friend Sam pointed at factual information illustrating that the government indeed receives greater tax revenues when tax rates are uniformly low for all Americans,Tom refused to accept Sam's input and change his attitude.Interestingly,the input provided by Sam further strengthened Tom's initial attitude.In this instance,_____ can be said to have occurred.
A) assimilation
B) attitude tracking
C) a recency effect
D) a contrast effect
E) a change in belief
Q2) High levels of humor in advertisements can limit a consumer's ability to process information regarding the product being advertised.
A)True
B)False
Q3) Name and describe the four functions of attitudes.
Q4) Explain how the behavioral intentions model differs from the attitude-toward-the-object (ATO)model.
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Chapter 8: Group and Interpersonal Influence
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128 Verified Questions
128 Flashcards
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Sample Questions
Q1) Refer to Girls' Day Out Scenario.When Maeve was hired by a friend to put together an entire collection of handbags to go with an ensemble,she was assuming the role of a(n)_____.
A) laggard
B) universal purchaser
C) market maven
D) surrogate consumer
E) late majority consumer
Q2) Members must have a desire to establish membership into a group in order for the power base to be effective.
A)True
B)False
Q3) Families consisting of previously married spouses and their children are known as _____ families.
A) consanguineal
B) generational
C) blended
D) extended
E) kindred
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Page 10
Chapter 9: Consumer Culture
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) Renquing is the idea that when someone does a good deed for an individual,the individual is expected to return that good deed.
A)True
B)False
Q2) In China,business deals focus on building lasting and enduring relationships between the parties involved.This illustrates that China is a country high in _____.
A) masculinity
B) individualism
C) power distance
D) long-term orientation
E) uncertainty avoidance
Q3) Almost every language is spoken slightly differently from place to place.These variations in how languages are spoken are referred to as _____.
A) dialects
B) accents
C) slangs
D) jargons
E) lexicons
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11
Chapter 10: Microcultures
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) Richard was born in 1976.His parents divorced when he was five years old.Since then he has been a cynicist,but now he is a strong believer of traditional family values.The generational microculture Richard belongs to is _____.
A) Generation X
B) Millennials
C) Baby Boomers
D) greatest generation
E) Generation Y
Q2) Define demographics.Discuss its importance with respect to microcultures.
Q3) Culture explains the habits and idiosyncrasies of all groups of consumers.
A)True
B)False
Q4) Relative to the other minority groups,the Hispanic culture is highly educated and highly affluent.
A)True
B)False
Q5) Identify the major social classes that have been identified in the United States.What are the difficulties associated with considering class in consumer behavior?
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Chapter 11: Consumers in Situations
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) In the context of the retail atmosphere elements,which of the following terms refers to how consistent the elements of an environment are with each other?
A) Fit
B) Base
C) Functionality
D) Congruity
E) Reliability
Q2) When Timothy goes to a store,he has one goal in mind and that is to buy what he came to buy and not let other things in the store-sales,promotional events,tempting offers-interfere with his shopping intentions.This way he ensures that he never exceeds his budget.Based on this information,Timothy is a(n)_____ consumer.
A) time-oriented
B) action-oriented
C) state-oriented
D) mood-oriented
E) affect-oriented
Q3) Congruent music lowers consumers' quality perceptions.
A)True
B)False
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Page 13
Chapter 12: Decision Making I: Need Recognition and Search
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) The total collection of all possible solutions to a recognized need is referred to as the universal set of alternatives.
A)True
B)False
Q2) Refer to Coffee-Maker Scenario.Jane was concerned about paying several hundred dollars for a coffee maker.Which of the following best reflects Jane's concern?
A) Financial risk
B) Physical risk
C) Performance risk
D) Time risk
E) Social risk
Q3) Need recognition occurs when a consumer's actual state matches his/her desired state.
A)True
B)False
Q4) A consumer who initiates the decision-making process always completes the process.
A)True
B)False
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Chapter 13: Decision Making II: Alternative Evaluation and Choice
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) Subordinate categories are abstract in nature and represent the highest level of categorization.
A)True
B)False
Q2) A consumer who uses strict guidelines set prior to selection,and eliminates any option that fails to meet the specifications from consideration is employing a(n)_____ rule.
A) compliance
B) elimination
C) noncompensatory
D) superordinate
E) subordinate
Q3) The taste of a particular brand of pasta is an example of the perceptual attribute of a product.
A)True
B)False
Q4) Explain affect-based and attribute-based evaluations.Give an example of each using one of your recent purchase decisions.
Q5) Name and describe the four types of noncompensatory decision rules.
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Chapter 14: Consumption to Satisfaction
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) The level of a particular benefit that will lead to a valued end state is referred to as a(n)_____.
A) expectation
B) attribution
C) desire
D) need
E) confirmation
Q2) Gwen was less than happy with her last visit to her favorite coffee shop.She held the manager responsible for the delayed services offered to customers.She attributed the cause to the fact that the management was not well prepared to cater to the sudden rush as they had very few employees present on that particular day.Which element of the attribution theory did Gwen associate with the cause for her perceived dissatisfaction?
A) Locus
B) Reliability
C) Conflict
D) Stability
E) Consistency
Q3) Identify the conditions when a consumer is more likely to experience true dissonance following a purchase.
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Chapter 15: Consumer Relationships
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) A consumer chooses a competing choice,rather than a previously purchased choice,on the next purchase occasion.This behavior is called _____.
A) infiltrating
B) switching
C) hoarding
D) shilling
E) culture jamming
Q2) Retaliatory revenge is when a consumer yells,insults,and makes a public scene in an effort to harm the business.
A)True
B)False
Q3) Refer to Dissatisfied Customer Scenario.Meg refused to go back to the salon and complain.However,if Meg were to go back,create a scene,and scream about what happened to her; Meg will be engaging in _____ revenge.
A) procedural
B) restorative
C) distributive
D) retaliatory
E) rancorous
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Page 17
Chapter 16: Consumer and Marketing Misbehavior
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123 Verified Questions
123 Flashcards
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Sample Questions
Q1) Marcie works as a salesperson for a major cosmetics manufacturer.She normally begins by approaching potential customers with very expensive products,even though she knows that they will refuse.This refusal makes it easier for Marcie to sell other products which are relatively cheaper by showing consumers that she has been "apparently hurt" by their rejection.This is an example of the _____ sales technique.
A) foot-in-the-door
B) door-in-the-face
C) even-a-penny-will-help
D) "I'm working for you!"
E) two-steps-forward
Q2) Compulsive shoppers tend to focus on the mental highs associated with "the hunt," whereas compulsive buyers feel the need to buy.
A)True
B)False
Q3) The societal marketing concept considers the needs of society along with the wants and needs of individual consumers.
A)True
B)False
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