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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. 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.
2. Which of the following is a key research tool used in motivational research?
3. 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.
4. Open-ended questions yield more insightful information but are more difficult to code and analyze.
5. Judgment samples are used to select population members who, according to the researcher, are a good source for accurate information.
6. 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 ________.
7. Customer surveys can be conducted in several popular ways. Which of these is the least expensive method?
8. The purpose of studying consumer behavior is to enable marketers to anticipate how they might better meet consumer needs by ________.
9. Respondents are less willing to interact with an electronic voice than with a live interviewer when conducting telephone surveys.
10. 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.
11. A form of quantitative research that requires manipulating one variable at a time is called ________.
12. In a ________, 8 to 10 participants are encouraged to discuss their reactions to product and service concepts, or new advertising or marketing communications campaigns.
13. Consumers are always aware of their decisions and can rationalize their consumption behaviors.
14. When conducting focus groups, respondents are recruited on the basis of a randomly drawn sample and are paid a fee for their participation.
15. ________ is original data collected by individual researchers or organizations to meet specific objectives.
16. Some marketers prefer ________ because they feel that the dynamic interaction between participants that takes place tends to yield a greater number of new ideas and insights.
17. An electronic eye camera used to monitor the eye movements of subjects looking at a series of advertisements would be considered a tool for ________.
18. The ________ asks consumers to make subjective judgments regarding their future behavior.
19. In order to increase the response rate to telephone surveys, researchers typically send notification letters as well as follow-up letters.
20. ________ methods typically yield a higher quality response than ________ methods.
21. The sequence of questions in a questionnaire is not important.
22. 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?
23. When banks use security cameras to observe problems customers may have in using ATMs, this is an example of ________.
24. Depth interviews are 20-60 minute long non-structured interviews between the interviewer and the respondent in which ________.
25. A study is said to have validity if the same questions, asked of a similar sample, produce the same findings.

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