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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. When banks use security cameras to observe problems customers may have in using ATMs, this is an example of ________.
2. Examples of ________ include tests different sales appeals of package designs, prices, or copy themes, and identifies cause and effect.
3. When conducting a research study, primary data is collected before secondary data.
4. In order to increase the response rate to telephone surveys, researchers typically send notification letters as well as follow-up letters.
5. If samples are collected randomly, the results of quantitative research can be generalized to larger populations.
6. A(n) ________ is a somewhat lengthy non-structured discussion between a single respondent and a highly trained researcher.
7. Which of the following survey methods runs the greatest risk of interviewer bias?
8. When a researcher divides the population into mutually exclusive groups (such as age groups) then random samples are drawn from each group, this is known as a ________ sample.
9. ________ represents the biggest challenge in constructing questionnaires.
10. On a questionnaire, a(n) ________ question is one where the respondent merely checks the appropriate answer from a list of options.
11. When conducting focus groups, respondents are recruited on the basis of a randomly drawn sample and are paid a fee for their participation.
12. Consumers are always aware of their decisions and can rationalize their consumption behaviors.
13. ________ is original data collected by individual researchers or organizations to meet specific objectives.
14. People are most likely to take the time to respond to surveys if the questionnaires are interesting, objective, unambiguous, and easy to complete.
15. 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.
16. Projective techniques are designed to ________.
17. When a researcher selects the most accessible population members from whom to obtain the information, this is considered a ________.
18. The ________ asks consumers to make subjective judgments regarding their future behavior.
19. 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.
20. Interview surveys take several forms. Which of the following is the most expensive interview method?
21. ________ a major application of causal research, in which, prior to launching a new product, elements such as package, price, and promotion are manipulated in a controlled setting in order to predict sales and possible responses to the product.
22. Researchers often present respondents with a list of products or product attributes for which they are asked to indicate their relative feelings or evaluations. The instruments most frequently used to capture this evaluative data are called ________.
23. Depth interviews are 20-60 minute long non-structured interviews between the interviewer and the respondent in which ________.
24. A ________ is a subset of the ________.
25. The sequence of questions in a questionnaire is not important.

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