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Exam 16: Consumer Research

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Question 31

True/False

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The larger the sample, the more likely the responses will reflect the total universe under study.

A) True
B) False

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Question 32

Multiple Choice

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Which of the following survey methods has the highest response rate?

A) mail surveys
B) email surveys
C) personal interview surveys
D) online surveys
E) postage surveys

F) C) and D)
G) A) and D)

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Question 33

Multiple Choice

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Customer surveys can be conducted in several popular ways. Which of these is as easy and quick to distribute around the world as it is to distribute it down the block?

Which of the following is most likely to be used to generate new ideas, like for positioning or repositioning a product?

Which of the following is a key research tool used in motivational research?

COOKING OIL MINI CASE: Value Mart is a national grocery store chain that markets its own line of store-brand food products as a low-cost, high-value option for the cost-conscious consumer. Based on an evaluation of sales data from various product categories collected from scanners at checkout points, Value Mart has determined that there may be a market for a Value Mart brand cooking oil. In order to further explore customer preferences and potential marketing tactics, Value Mart has decided to conduct focus group sessions with Value Mart consumers. After conducting the focus groups, Value Mart decides to do a small-scale trial of a store-brand cooking oil exclusively at its stores in the New York area to see if consumers will buy the product. -In the COOKING OIL MINI CASE, the Value Mart focus group research format is best described as a ________.

Identify and discuss the major steps in the consumer research process. Why is each step important to the success of the process as a whole?

While obtaining secondary data before engaging in primary research offers many advantages, it also has some limitations. Which of the following is an example of these limitations?

________ include written concept statements, drawings, photos of new products, actual product samples, and rough renditions of ads that help respondents express their inner thoughts and encourage a more precise or accurate response to what is being investigated.

Frequently, ideas stemming from ________ are tested empirically with a larger sample through ________.

In both qualitative and quantitative research, the research report includes an executive summary of the findings, a description of the methodology used, and recommendations for marketing actions.

Which of the following is true of qualitative research?

When Walmart uses technology in its product audits, enabling them to monitor the sales of their products, this is an example of ________.

Give an example of a research objective where qualitative research methods would be appropriate to use.

________ is original data collected by individual researchers or organizations to meet specific objectives.

Quantitative research is descriptive in nature and is used to understand the effects of various promotional inputs on the consumer, making it easier to predict consumer behavior.

As consumers use more and more highly convenient technologies, it becomes harder and harder for consumer researchers to gather electronic records of their consumption patterns.

What is observational research, and why is it used?

PEN MINI CASE: United Writing Utensils is preparing to launch a new high-end pen in preparation for the college graduation season. Prior to launching its new product, United carries out research on different promotional ideas in an attempt to select an advertisement design that will optimize the pen's sales. United has pre-selected four advertising themes that it will test. In these tests, individuals are shown a series of print ads with one of the four test advertisements inserted randomly in the series. Test subjects are then asked to recall certain elements of the pen advertisement. By comparing data from different sets of test subjects shown different versions of the advertisement, United will be able to determine which of the four advertising themes most effectively communicates United's intended message about the quality and prestige of the new product. -In the PEN MINI CASE, subjects are asked: "What do you remember about the pen advertisement you saw?" This is an example of a(n) ________.

Interviewing the correct target market or potential target market is fundamental to the reliability of the study.