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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 consumer research, ________ is new research especially designed and collected for purposes of a current research problem.
2. ________ is external secondary data available for marketing research companies that routinely monitor specific aspects of consumer behavior and sell the data to marketers.
3. Respondents are most hostile when administered ________ surveys.
4. In a ________, every member of the population has a known and equal chance of being selected.
5. Tests containing ambiguous stimuli, such as word-association tests and ink blots are examples of ________.
6. 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 ________.
7. Which of the following statements is most true about online surveys?
8. 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 ________.
9. The purpose of studying consumer behavior is to enable marketers to anticipate how they might better meet consumer needs by ________.
10. A study is said to have validity if the same questions, asked of a similar sample, produce the same findings.
11. When designing questionnaires, research has shown that the more ambiguous the questions, the more motivated the respondent will be to complete the questionnaire.
12. 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.
13. A form of quantitative research that requires manipulating one variable at a time is called ________.
14. Which of the following survey methods has the highest response rate?
15. In order to increase the response rate to telephone surveys, researchers typically send notification letters as well as follow-up letters.
16. A study is ________ if the same questions, asked of a similar sample, produce the same findings.
17. Professional observers who pose as customers in order to evaluate the quality of a company's service are known as ________.
18. Which of the following survey methods runs the greatest risk of interviewer bias?
19. Qualitative and quantitative research are ________.
20. Depth interviews are 20-60 minute long non-structured interviews between the interviewer and the respondent in which ________.
21. An electronic eye camera used to monitor the eye movements of subjects looking at a series of advertisements would be considered a tool for ________.
22. Focus groups and depth interviews are examples of ________ research.
23. The size of the sample is dependent both on the size of the budget and on the degree of confidence that the marketer wants to place in the findings.
24. The larger the sample, the more likely the responses will reflect the total universe under study.
25. ________ is already existing information that was originally gathered for a research purpose other than the present research.

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