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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. In order to increase the response rate to telephone surveys, researchers typically send notification letters as well as follow-up letters.
2. Tests containing ambiguous stimuli, such as word-association tests and ink blots are examples of ________.
3. Professional observers who pose as customers in order to evaluate the quality of a company's service are known as ________.
4. Data collected by government bodies or their agencies, such as census or economic data, is an example of ________.
5. 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.
6. When conducting focus groups, respondents are recruited on the basis of a randomly drawn sample and are paid a fee for their participation.
7. ________ methods typically yield a higher quality response than ________ methods.
8. Which of the following survey methods runs the greatest risk of interviewer bias?
9. Qualitative research studies are conducted by highly trained interviewers who analyze the findings; thus, the findings tend to be somewhat objective.
10. ________ are three basic designs used in quantitative research.
11. If the purpose of a research study is to get new ideas, then a ________ is often undertaken; alternatively, if descriptive information is sought, then some form of ________ is likely to be undertaken.
12. Most unsatisfied customers complain to customer service and switch to competitors.
13. Examples of ________ include tests different sales appeals of package designs, prices, or copy themes, and identifies cause and effect.
14. ________ represents the biggest challenge in constructing questionnaires.
15. 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?
16. A study is ________ if the same questions, asked of a similar sample, produce the same findings.
17. A ________ is a subset of the ________.
18. Which of the following statements is most true about online surveys?
19. While obtaining secondary data before engaging in primary research has its limitations it also offers many advantages. Which of the following is an example of these advantages?
20. Focus groups and depth interviews are quantitative research methods.
21. When banks use security cameras to observe problems customers may have in using ATMs, this is an example of ________.
22. ________ is original data collected by individual researchers or organizations to meet specific objectives.
23. When a researcher selects the most accessible population members from whom to obtain the information, this is considered a ________.
24. In consumer research, ________ is new research especially designed and collected for purposes of a current research problem.
25. Focus groups and depth interviews are examples of ________ research.

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