Marketing Research Practice Exam
Course Introduction
Marketing Research is a comprehensive course designed to introduce students to the fundamental principles, methodologies, and applications of marketing research in business decision-making. The course covers the process of identifying marketing problems, designing research projects, collecting and analyzing data, and interpreting results to support strategic marketing decisions. Students will learn about both qualitative and quantitative research methods, survey design, sampling, data analysis, and how to effectively communicate research findings. Through a combination of theoretical concepts and practical case studies, students will gain the skills necessary to conduct and utilize marketing research ethically and effectively in a dynamic market environment.
Recommended Textbook
Consumer Behaviour Buying Having and Being 7th Canadian Edition by Michael Solomon
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15 Chapters
1842 Verified Questions
1842 Flashcards
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Page 2
Chapter 1: An Introduction to Consumer Behaviour
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) The key issue about market segmentation is that consumers within a segment have to be psychographically the same.
A)True
B)False
Answer: False
Q2) Keith went into a store to return a shirt. The owner of the store replied that she needed Keith's address and phone number to refund his money. After providing his information,Keith asked why the information was needed,but the owner of the store would not tell him. The owner's actions are in direct violation of the Competition Act.
A)True
B)False
Answer: False
Q3) Rather than try to reach everybody,a marketer today usually targets his product to specific consumers,even if he makes other people deliberately avoid it as a result.
A)True
B)False Answer: True
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Page 3
Chapter 2: Perception
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) Perceptual ________ based on consumers' past experiences influence what they decide to process.
A) defences
B) filters
C) adaptation
D) vigilance
Answer: B
Q2) Antonio owns a small menswear store located in downtown Winnipeg. He decides to have a "$10 Off Sale" on every item in his store. When he totals his sales results for the week,he finds that there was the greatest response to items under $50,and the least response to items over $50. This is a demonstration of:
A) Porter's diamond.
B) Weber's law.
C) Maslow's hierarchy.
D) Pavlovian conditioning.
Answer: B
Q3) List the five sensory systems.
Answer: sight,sound,smell,taste,and touch
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Chapter 3: Learning and Memory
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124 Verified Questions
124 Flashcards
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Sample Questions
Q1) In analogical learning,the existing product is called the ________ and the new product is called the ________.
A) node; link
B) link; target
C) base; target
D) target; link
Answer: C
Q2) What is observational learning? How is it related to the notion of cognitive learning? Answer: Observational learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviours; learning occurs as a result of vicarious rather than direct experience. Importantly,while behavioural learning theories propose that individuals must directly experience the stimuli that influence their behaviours,only cognitive learning theories can account for vicarious learning effects. This type of learning is a complex cognitive process; people store these observations in memory as they accumulate knowledge,perhaps using this information at a later point to guide their own behaviours.
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Chapter 4: Motivation and Affect
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122 Verified Questions
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Sample Questions
Q1) People acquire certain needs in the process of becoming a member of a culture: needs for status,power,affiliation,and so on. These needs which reflect the priorities of a culture are called:
A) a priori needs.
B) psychogenic needs.
C) pre-learned needs.
D) actualization needs.
Q2) What is sentiment analysis and how is it related to social media?
Q3) When Toyota developed the Prius,it focused on offering customers all of the positive benefits of their current models such as reliability and a good price,but it also was able to reduce consumer concerns about a car's negative impact on the environment. In other words,the marketing managers were able to resolve a/an ________ conflict.
A) approach-approach
B) approach-avoidance
C) avoidance-avoidance
D) hedonic-utilitarian
Q4) What is meant by the term "self-actualization"? Give an example of a marketing context where this is used.
Q5) What is the difference between utilitarian and hedonic needs?
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Chapter 5: The Self
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) Explain what is meant by "self-image congruence."
Q2) Grace Norris is a 50-year-old housewife who recently selected Chrysler's PT Cruiser as her new car. To some extent,she selected the car because it is practical and has ample storage space for groceries and other items she gets on her many shopping trips. On the other hand,she also confesses that she selected the car because of its "bad boy" image. "It looks like a gangster car from the 1930s," said Grace. "It says 'don't mess with me,'" she tells her friends. Grace is exhibiting ________ in her selection of a car.
A) gestaltism
B) symbolic consumerism
C) symbolic interactionism
D) compensation of weaknesses
Q3) List all four levels of the extended self. Provide an example for each.
Q4) James has a positive attitude toward himself. It could be said that he has a high: A) behavioural anchor referent.
B) self-esteem.
C) ideal self.
D) self-monitoring system.
Q5) How have ideals of beauty in Western culture changed over time?
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Chapter 6: Personality, Lifestyles, and Values
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123 Verified Questions
123 Flashcards
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Sample Questions
Q1) Which of the following statements about psychographics is true?
A) Psychographics was developed using only psychological and sociological factors.
B) Psychographics uses non-standard psychological scales.
C) Psychographics definitively explains purchase behaviours.
D) Psychographics was needed because the usual large-scale qualitative survey research yielded only a little information about a lot of people.
Q2) The id is essentially a person's conscience.
A)True
B)False
Q3) AIO statements consist of consumer responses identifying their:
A) attention, interests, outcomes.
B) activities, interests, outcomes.
C) attention, interests, opinions.
D) activities, interests, opinions.
Q4) Trait theory refers to those subjective components of the self ("traits")that intuitively "make sense" even though they cannot be measured quantitatively.
A)True
B)False
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8
Chapter 7: Attitudes
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) List some of the types of feelings that can be generated in commercials.
Q2) Samantha is using a multi-attribute model to make a decision on which college to attend. She has decided that scholarly reputation is more important than whether the college has a good sports program. Which of the following elements is Samantha primarily using in her multi-attribute model to make her decision?
A) attributes
B) beliefs
C) importance weights
D) valences
Q3) Explain and illustrate the concept of post-purchase dissonance with an example.
Q4) Describe what Katz means by the term "knowledge function."
Q5) Despite improvements to the Fishbein model there still exist obstacles to predicting behaviour using this model. Which of the following is one of those obstacles?
A) The model considers social pressure.
B) The model was developed to deal with actual outcomes and not with behaviour.
C) Time does not play a role in results assessment.
D) Some outcomes are beyond the consumer's control.
Q6) Describe what Katz means by the term "ego-defensive function."
Q7) What does Katz mean by the "utilitarian function?"
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Chapter 8: Attitude Change and Interactive Communications
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118 Verified Questions
118 Flashcards
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Sample Questions
Q1) The halo effect can be explained in terms of the consistency principle.
A)True
B)False
Q2) According to the elaboration likelihood model (ELM),the primary determinant of which route a consumer will follow in processing a message depends upon the:
A) personality of the consumer.
B) personal relevance of the information.
C) type of message.
D) intelligibility of message.
Q3) After studying the IKEA catalogue,Lee phoned and placed an order for a new table. This is an example of a first-order response.
A)True
B)False
Q4) A match-up hypothesis refers to:
A) ad copy and target market.
B) website and retail store.
C) celebrity's image and product.
D) sender and receiver.
Page 10
Q5) What is meant by the term "second-order response"?
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Chapter 9: Individual Decision Making
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) Elena is in the toothpaste section of the grocery store,and picks up a box of $0.99 Colgate as she quickly passes through. This is an example of ________ decision making.
A) habitual
B) uncluttered
C) associative
D) peripheral
Q2) What type of marketing research uses functional magnetic imaging (fMRI)and how is this helpful?
Q3) What is a non-compensatory rule? Describe the different types of non-compensatory rules used in purchase decision making.
Q4) Explain the disjunctive rule,and include a simple example.
Q5) Having too many choices in the marketplace is referred to as:
A) purchase momentum.
B) consumer hyperchoice.
C) pseudo-choice.
D) maximizing.
Q6) What is a decision-making heuristic? Describe three typical heuristics used in consumer decision-making situations.
11
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Chapter 10: Buying and Disposing
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) The perception of time is different in different cultures. In what cultural perception of time is someone most likely to get paid by the hour?
A) circular time
B) procedural time
C) linear separable time
D) occasion time
Q2) Samuel is on his weekly trip through the grocery store. When he sees a jar of cinnamon in the spice aisle,he remembers that he is out of cinnamon. Cinnamon is not on his grocery list. Samuel has just experienced which of the following buying situations?
A) unplanned buying
B) impulse buying
C) demand-enhanced buying
D) planned buying
Q3) Consumers who get restless from waiting in line to purchase an item may be turned off. They are experiencing the negative aspects of psychological time.
A)True
B)False
Q4) What is a timestyle?
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Page 12
Chapter 11: Group Influence and Social Media
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) Describe the phenomenon of deindividuation.
Q2) As a result of social loafing behaviour,Margaret is likely to do what at her school bake sale?
A) organize a group muffin bake event
B) not worry too much about contributing her normal share
C) take turns with another person to do the baking
D) ensure she makes an impressive array of treats
Q3) Reactance is more related to ________ than to ________.
A) independence; anticonformity
B) anticonformity; independence
C) commitment; deviance
D) anticonformity; commitment
Q4) What is a surrogate consumer? Give an example.
Q5) Bernard is a self-confessed computer geek,and he is proud to be good at computers,but not sports. He likely views ________ as a dissociative reference group.
A) other guys
B) jocks
C) other computer geeks
D) IT enthusiasts
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Chapter 12: Income, Social Class, and Family Structure
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121 Verified Questions
121 Flashcards
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Sample Questions
Q1) Products that are bought and displayed as markers of social class are called:
A) status symbols.
B) wealth markers.
C) possessions.
D) social symbols.
Q2) In the Middle East,women with money tend to seek out the latest in Western luxury brands.
A)True
B)False
Q3) Harry's Health Foods in Montreal markets juices,yogurt,and fruit. Their best target market would most likely be:
A) adolescents.
B) young professionals with no children.
C) young females.
D) families with young children.
Q4) Anabelle is 29 and she returned back home to live with her parents. She would be labelled a member of the sandwich generation.
A)True
B)False
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Chapter 13: Subcultures
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113 Flashcards
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Sample Questions
Q1) A manufacturer of sneakers has come out with a new walking shoe for the mature market. A marketing strategy for success should include:
A) promotion of careful use.
B) showing active people.
C) references to arthritic support.
D) image-oriented advertising.
Q2) The term "grey market" usually refers to people that are:
A) between 40 and 45 years of age.
B) between 45 and 50 years of age.
C) between 50 and 66 years of age.
D) 65 years and older.
Q3) Why in Japan is ethnicity almost synonymous with the dominant culture? How is this different than in Canada?
Q4) Sam is teasing his mother for being nostalgic over "the good old days." He says it is due to her age. Is he right?
Q5) Marketers cannot ignore Chinese Canadians because they account for 60% of Canada's visible minorities.
A)True
B)False
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Chapter 14: Cultural Influences on Consumer Behaviour
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) Bob is a lover of antiques. Each Saturday he visits the local garage sales where he gets great finds. His house is full of his finds. He can be termed a:
A) stockpiler.
B) collector.
C) hoarder.
D) compiler.
Q2) You are opening a Western fast-food franchise in India. Based on the recent experiences of McDonalds,what products might you choose to avoid,or major in,and why?
Q3) How can a myth be true and false at the same time?
Q4) The "before and after" phenomenon of grooming rituals underscores the: A) fact that beliefs about appearance are just marketing hype.
B) almost mystical qualities of transformation we come to associate with the power of rituals.
C) illusory and artificial nature of beauty.
D) differences between rituals and rites of passage.
Q5) The custom of eating haggis on Robbie Burns Day in Scotland is an enacted norm. A)True
B)False
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Chapter 15: The Creation and Diffusion of Culture
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Sample Questions
Q1) Sociologists have observed the relationship between product adoption and class structure. In the "trickle-across effect":
A) fashions diffuse among members of the same social group.
B) fashions diffuse from lower classes to the dominant culture.
C) designers impart fashion information to the social elite.
D) mass media show celebrities wearing "new" fashions.
Q2) Give an example of relative advantage in the context of product adoption.
Q3) What is a discontinuous innovation?
Q4) Classic western movies and family sitcom shows generally follow a cultural: A) monopoly.
B) diversity.
C) formula.
D) inheritance.
Q5) Early adopters share many of the same characteristics as innovators,but an important difference is the fact that they tend to shop in small boutiques that feature as-yet-unknown designers.
A)True
B)False
Q6) Use a song as an example to describe the three phases of the fashion acceptance cycle.
Page 17
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