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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. Depth interviews are 20-60 minute long non-structured interviews between the interviewer and the respondent in which ________.
2. A study is ________ if it collects the appropriate data needed to answer the research objective.
3. The larger the sample, the more likely the responses will reflect the total universe under study.
4. When banks use security cameras to observe problems customers may have in using ATMs, this is an example of ________.
5. In order to increase the response rate to telephone surveys, researchers typically send notification letters as well as follow-up letters.
6. Focus groups and depth interviews are examples of ________ research.
7. Some researchers believe that the anonymity of ________ encourages respondents to be more forthright and honest than they might if a different method was used.
8. Qualitative research findings are usually generalized to the larger population.
9. Most unsatisfied customers complain to customer service and switch to competitors.
10. Physiological observation devices ________.
11. 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.
12. Which of the following is true of qualitative research?
13. In a ________, 8 to 10 participants are encouraged to discuss their reactions to product and service concepts, or new advertising or marketing communications campaigns.
14. 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 ________.
15. Which of the following survey methods has the highest response rate?
16. ________ methods typically yield a higher quality response than ________ methods.
17. 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 ________.
18. 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?
19. When a researcher selects the most accessible population members from whom to obtain the information, this is considered a ________.
20. Qualitative and quantitative research are ________.
21. A ________ is a subset of the ________.
22. A controlled experiment ensures that differences in outcomes of different test groups are due to ________.
23. People are most likely to take the time to respond to surveys if the questionnaires are interesting, objective, unambiguous, and easy to complete.
24. When designing questionnaires, research has shown that the more ambiguous the questions, the more motivated the respondent will be to complete the questionnaire.
25. The ________ asks consumers to make subjective judgments regarding their future behavior.

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