Marketing Research
Pre-Test Questions
Course Introduction
Marketing Research is a critical course that introduces students to the systematic process of gathering, analyzing, and interpreting data relevant to marketing decisions. Students will explore various research methodologies, including qualitative and quantitative techniques, survey design, sampling methods, and data analysis tools. Emphasis is placed on understanding consumer behavior, market segmentation, and the practical application of research findings to develop effective marketing strategies. By the end of the course, students will be equipped to design and conduct marketing research projects, interpret data outcomes, and make informed recommendations to address real-world business challenges.
Recommended Textbook
CB 5 5th Edition by Barry J. Babin
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16 Chapters
2052 Verified Questions
2052 Flashcards
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Page 2
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) Which of the following is a category of secondary stakeholders?
A)Customers
B)Managers
C)Mass media
D)Suppliers
E)Regulating agencies
Answer: C
Q2) The first step in the basic consumption process is _____.
A)cost and benefit analysis
B)purchase decision
C)value assessment
D)want specification
E)need realization
Answer: E
Q3) Marketing actions begin with inputs and end when the completed product is ready for sale.
A)True
B)False
Answer: False
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Page 3
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) Define consumer value,and compare and contrast utilitarian value and hedonic value.Describe two situations - one in which you received utilitarian value and the other in which you experienced hedonic value.Which made you more satisfied? Explain why.
Answer: Value is a personal assessment of the net worth obtained from an activity.Value is what consumers ultimately pursue because valuable actions address motivations that manifest themselves in needs and desires.In this sense,value captures how much gratification a consumer receives from consumption. Two key types of value are utilitarian value and hedonic value.Utilitarian value is derived from a product that helps the consumer solve problems and accomplish tasks that are a part of being a consumer.A rational explanation can usually be given when somebody explains why something was purchased when utilitarian value is involved.Hedonic value is the immediate gratification that comes from experiencing some activity.Conceptually,hedonic value differs from utilitarian value in several ways: (1)hedonic value is an end in and of itself,rather than a means to an end,(2)hedonic value is very emotional and subjective in nature,and (3)when a consumer does something to obtain hedonic value,the action can sometimes be very difficult to explain objectively.
Students' examples will vary.
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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) Jazzy,a personal care products manufacturer,incorporated customers' suggestions in designing its new brand of safety razors for men.However,when it reached the market,customers could not perceive any improvement from the old razors.The customers' reaction indicates that the new razor design failed to register a(n)_____ difference when compared with the old one.
A)subliminal
B)assimilative
C)integrative
D)distortive
E)just noticeable
Answer: E
Q2) Which of the following concepts represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same?
A)Absolute difference
B)Just noticeable difference (JND)
C)Subliminal difference
D)Distortive difference
E)Incremental difference
Answer: B
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5
Chapter 4: Comprehension,memory,and Cognitive Learning
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) Barring some physical incapacity,long-term memory represents permanent information storage.
A)True
B)False
Q2) A node is a concept within a schema that is the single best representative of some category.
A)True
B)False
Q3) Which of the following refers to cognitive components that represent facts in an associative network?
A)Declarative knowledge
B)Prospective knowledge
C)Episodic knowledge
D)Procedural knowledge
E)Semantic knowledge
Q4) A social stereotype captures the role expectations of a person of a specific type.
A)True
B)False
Page 6
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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 is true of self-report measures?
A)It does not require a volitional response from a consumer.
B)It requires the attachment of a measuring device to a consumer.
C)Results obtained from self-report measures are not valid enough to be useful to consumer and marketing researchers.
D)It requires consumers to recall their affect state from a recent experience.
E)It is considered to be more obtrusive than autonomic measures.
Q2) Holly works as an attendant on international flights.Sometimes,despite being tired and grumpy,she has to remain kind,helpful,and upbeat on her job.Being an attendant requires that she does not give vent to her emotions.Holly's efforts at managing her emotions are an example of emotional _____.
A)flow
B)labor
C)contagion
D)consistency
E)fabrication
Q3) Describe Maslow's hierarchy of needs and give an example of each type of need.
Q4) Explain the regulatory focus theory.
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) According to the famous psychologist _____,human behavior is influenced by an inner struggle between various systems within the personality system.This approach is commonly referred to as the psychoanalytic approach to personality.
A)B.F.Skinner
B)Ivan Pavlov
C)Abraham Maslow
D)Sigmund Freud
E)Karl Jung
Q2) Cindy,an overweight teenager,feels pressurized as all her friends at school are slim.So she binges on fast-food and then throws up after her meals.Unhappy with her body image,she often ends up being rude to her classmates.These negative behaviors indicate that Cindy has low body esteem.
A)True
B)False
Q3) Broad traits tend to be better predictors of individual behaviors than specific traits.
A)True
B)False
Q4) Explain self-congruency theory and its relevance to consumer behavior.
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Page 8
Chapter 7: Attitudes and Attitude Change
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139 Verified Questions
139 Flashcards
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Sample Questions
Q1) Impulse purchases are never motivated by feelings.
A)True
B)False
Q2) In the balance theory,the object-person relation is referred to as a(n)_____ relation.
A)sentiment
B)unit
C)primary
D)secondary
E)central
Q3) The utilitarian function of attitudes works as a defense mechanism for consumers. A)True
B)False
Q4) Describe balance theory and how it can be used to explain the effectiveness of celebrity endorsers in changing consumers' attitudes.
Q5) Contradicting thoughts are known as negative arguments.
A)True
B)False
Q6) Name and describe the four functions of attitudes.
Page 9
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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) Which of the following types of reference group influence occurs when consumers conform to group expectations to receive a reward or avoid punishment?
A)Hedonic influence
B)Utilitarian influence
C)Informational influence
D)Value-expressive influence
E)Affective influence
Q2) Aspirational group membership often appeals to the consumer's _____ self.
A)actual
B)social
C)extended
D)real
E)ideal
Q3) A consumer's desire to be a member of an aspirational group is motivated by the need to assert the consumer's actual self.
A)True
B)False
Q4) Define the concept of word-of-mouth (WOM).Differentiate between organic WOM and amplified WOM.
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Chapter 9: Consumer Culture
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Sample Questions
Q1) The customary greetings people exchange when they meet and which differ from culture to culture are an example of _____.
A)evolution
B)tradition
C)assimilation
D)sanction
E)accommodation
Q2) Refer to Walmart Scenario.The corporation has learned,sometimes the hard way,that the Walmart business model cannot be applied to every country it enters due to cultural differences.For example,while negotiating the purchase of Trust-Mart stores in China,the company had to develop "enduring" relationships with executives before even discussing business opportunities and most Chinese customers perceived a price-risk relationship rather than a price-quality relationship while making purchasing decisions.Which of the following best describes such differences?
A)Cultural diffusion
B)Cultural distance
C)Cultural lag
D)Cultural alliance
E)Cultural equity
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11
Chapter 10: Microcultures
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126 Flashcards
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Sample Questions
Q1) Sex roles refer to the societal expectations for men and women among members of a cultural group.
A)True
B)False
Q2) Give some examples of street microcultures in different parts of the world.
Q3) In sociology,a marriage that is comprised of people from similar classes is referred to as _____.
A)polygamy
B)monogamy
C)exogamy
D)polyandry
E)homogamy
Q4) The term subculture is often used to capture much the same idea as microculture.
A)True
B)False
Q5) Income is a recognizable determinant of social class.
A)True
B)False
Q6) Compare and contrast age-based microcultures with generational microcultures.How is this distinction important to marketers?
Page 12
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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) Eva generally makes a list of things to be bought before going for grocery shopping on weekends.However,last weekend she picked up some items that were not there in her list as she realized that she needed these items when she saw them on display in the store.This activity of purchasing the items that were not in the list is an example of _____ shopping.
A)impulsive
B)unplanned
C)compulsive
D)decisive
E)experiential
Q2) The management at Saga,a newly opened apparel store specializing in high-end designer wear for working women,intends to position its store as grand,opulent,and exclusive.Which of the following,when implemented,is most likely to reflect this intention to the consumers?
A)Using fast-paced music as the background music in the store
B)Using pop music as the background music in the store
C)Using predominantly red and orange colors in the store's decor
D)Using signage with large numerals to indicate product price
E)Using predominantly blue in the store's decor and interiors
Q3) Compare and contrast impulsive,unplanned,and compulsive shopping behaviors.
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Chapter 12: Decision Making I: Need Recognition and Search
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Sample Questions
Q1) Which of the following decision-making perspectives assumes that many decisions are learned responses to environmental influences?
A)Rational decision-making perspective
B)Experiential decision-making perspective
C)Behavioral influence decision-making perspective
D)Functional influence decision-making perspective
E)Implemental decision-making perspective
Q2) Refer to Coffee-Maker Scenario.Jane finally decided on buying Tassimo,which featured Well-Fresh coffee,her favorite brand of coffee.Jane strongly feels that the coffee experience at Well-Fresh coffee is found nowhere else.In buying Tassimo,Jane hoped to replicate the Well-Fresh coffee experience at home.Which of the following decision-making perspectives best describes Jane's final choice?
A)Rational decision-making perspective
B)Experiential decision-making perspective
C)Behavioral influence decision-making perspective
D)Functional decision-making perspective
E)Implemental decision-making perspective
Q3) Define universal set of alternatives.Describe the three categories of alternatives found in the awareness set.
Page 14
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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) The ability of a consumer to make accurate judgments when evaluating alternatives is influenced by his or her ability to perceive differences in levels of stimuli between two options.
A)True
B)False
Q2) Conjoint analysis is used to understand the attributes that guide preferences by having consumers compare products across levels of evaluative criteria and the expected utility associated with the alternatives.
A)True
B)False
Q3) Marketers position a product on the determinant criterion that applies across several different situations.
A)True
B)False
Q4) Objective quality refers to the quality of the product based on consumer perceptions.
A)True
B)False
Page 15
Q5) Name and describe the four types of noncompensatory decision rules.
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Chapter 14: Consumption to Satisfaction
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Sample Questions
Q1) Services and experiences are usually classified as durable by default.
A)True
B)False
Q2) Which of the following is an example of a nondurable good?
A)An air conditioner
B)A bottle of water
C)Furniture
D)A washing machine
E)Cutlery
Q3) Goods that are consumed over long periods of time are known as _____ goods.
A)degradable
B)nondurable
C)perishable
D)durable
E)virtual
Q4) Durable goods are goods that are consumed over extremely short periods of time.
A)True
B)False
Q5) 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 form of publicity in which an ostensibly objective outsider (neither the customer nor business)provides publicly available purchase recommendations is known as
A)community marketing
B)comparative advertising
C)a cross-promotion
D)a 3rd party endorsement
E)cooperative marketing
Q2) Which of the following occurs when consumers spread information from one to another about positive consumption experiences?
A)Confirmation
B)Switching behavior
C)Positive disconfirmation
D)Positive attribution
E)Positive word-of-mouth
Q3) Postconsumption cognitions lead to an affective reaction most conventionally represented by consumer satisfaction or dissatisfaction (CS/D).
A)True
B)False
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Page 17
Chapter 16: Consumer and Marketing Misbehavior
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123 Flashcards
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Sample Questions
Q1) The "I'm working for you!" technique relies on equity theory.
A)True
B)False
Q2) Contractualism reflects beliefs about the social acceptability of an act.
A)True
B)False
Q3) Myrna is an anti-capitalist.She thinks that capitalism feeds consumers' hedonistic desires,pollute the earth,and make excessive profits.One evening,on her way back from work,Myrna threw rocks through several retailers' windows in an upscale neighborhood.She did this as a form of revenge against capitalism.Which of the following motivations of consumer misbehavior best explains Myrna's behavior?
A)Unfulfilled aspirations
B)Thrill-seeking
C)Pathological socialization
D)Opportunism
E)Provocative situational factors
Q4) Moral equity represents beliefs regarding an act's fairness or justness.
A)True
B)False
Q5) What role does value play in consumer misbehavior?
Page 18
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