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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. On a questionnaire, a(n) ________ question is one where the respondent merely checks the appropriate answer from a list of options.
2. If samples are collected randomly, the results of quantitative research can be generalized to larger populations.
3. Contemporary qualitative consumer research grew out of ________
4. Most unsatisfied customers complain to customer service and switch to competitors.
5. A study is ________ if the same questions, asked of a similar sample, produce the same findings.
6. Interview surveys most often take place in a public space or in retail shopping areas. The latter are referred to as ________.
7. Qualitative and quantitative research are ________.
8. The larger the sample, the more likely the responses will reflect the total universe under study.
9. Focus groups and depth interviews are quantitative research methods.
10. Physiological observation devices ________.
11. ________ are three basic designs used in quantitative research.
12. 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?
13. In order to increase the response rate to telephone surveys, researchers typically send notification letters as well as follow-up letters.
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. Qualitative research findings are usually generalized to the larger population.
16. In a ________, 8 to 10 participants are encouraged to discuss their reactions to product and service concepts, or new advertising or marketing communications campaigns.
17. 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 ________.
18. Which of the following statements is most true about online surveys?
19. Depth interviews are 20-60 minute long non-structured interviews between the interviewer and the respondent in which ________.
20. A study is ________ if it collects the appropriate data needed to answer the research objective.
21. 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.
22. Examples of ________ include tests different sales appeals of package designs, prices, or copy themes, and identifies cause and effect.
23. Professional observers who pose as customers in order to evaluate the quality of a company's service are known as ________.
24. 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.
25. ________ is external secondary data available for marketing research companies that routinely monitor specific aspects of consumer behavior and sell the data to marketers.

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