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Consumer Behavior 101 Practice Test: Basics of Consumer Research Process
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The consumer research process includes the following steps: Market research: This is the first step in consumer analysis and involves gathering information about the market, such as through surveys, focus groups, interviews, and market analysis reports. Descriptive research: This helps market researchers understand what consumers think of their products. Data collection: This is a critical step in the research process, often the primary step. You can analyze and store essential information about your existing and potential customers when you collect data. This process saves your... Show more
Consumer Behavior 101 Practice Test: Basics of Consumer Research Process
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25 Questions

1. Some marketers prefer ________ because they feel that the dynamic interaction between participants that takes place tends to yield a greater number of new ideas and insights.
2. On a questionnaire, a(n) ________ question is one where the respondent merely checks the appropriate answer from a list of options.
3. Qualitative research studies are conducted by highly trained interviewers who analyze the findings; thus, the findings tend to be somewhat objective.
4. Survey X asks respondents to express their impression of a given price for Product Y on a continuum between expensive and inexpensive. This type of attitude scale is known as a ________.
5. ________ represents the biggest challenge in constructing questionnaires.
6. A study is said to have validity if the same questions, asked of a similar sample, produce the same findings.
7. Drawn from internal secondary data, customer lifetime value profiles include customer acquisition costs, the profits generated from individual sales to each customer, the costs of handling customers and their orders, and the expected duration of the relationship.
8. When designing questionnaires, research has shown that the more ambiguous the questions, the more motivated the respondent will be to complete the questionnaire.
9. Qualitative research findings are usually generalized to the larger population.
10. A study is ________ if it collects the appropriate data needed to answer the research objective.
11. When conducting a research study, primary data is collected before secondary data.
12. An electronic eye camera used to monitor the eye movements of subjects looking at a series of advertisements would be considered a tool for ________.
13. A controlled experiment ensures that differences in outcomes of different test groups are due to ________.
14. Qualitative and quantitative research are ________.
15. Qualitative research uses open-ended, unstructured questions, while quantitative research uses closed-ended questions with pre-defined possible responses and open-ended questions that have to be coded numerically.
16. The sequence of questions in a questionnaire is not important.
17. Respondents are most hostile when administered ________ surveys.
18. Ashley is a marketer for Barry's Ice Cream Sandwiches. Barry's is considering reducing the number of sandwiches in a pack from 12 to 10 without reducing the price. In order to anticipate consumers' response to this kind of effective price increase, Ashley is reviewing records of customer complaints received two years ago, when Barry's reduced its packs from 15 to 12 sandwiches. These records constitute ________.
19. If samples are collected randomly, the results of quantitative research can be generalized to larger populations.
20. Some researchers believe that the anonymity of ________ encourages respondents to be more forthright and honest than they might if a different method was used.
21. In consumer research, ________ is new research especially designed and collected for purposes of a current research problem.
22. Judgment samples are used to select population members who, according to the researcher, are a good source for accurate information.
23. ________ is already existing information that was originally gathered for a research purpose other than the present research.
24. A(n) ________ is a somewhat lengthy non-structured discussion between a single respondent and a highly trained researcher.
25. When conducting focus groups, respondents are recruited on the basis of a randomly drawn sample and are paid a fee for their participation.

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