Exam 9: Collecting Descriptive Primary Data

A) Marketers have an interest in consumer motives because it is believed that motives are stable and thus offer a strong basis for predicting future behavior.
B) A motive might be considered an inner state that produces goal-oriented behavior.
C) For marketing purposes,motives and attitudes are essentially the same thing.
D) Marketers believe that an understanding of the motives behind a behavior might allow them to better influence future behavior.
E) All of these statements are true of motives.

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A) Panels
B) Cross-section surveys
C) Time series analysis
D) Exploratory studies
E) None of these are correct.

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A) motivation.
B) intention.
C) attitude.
D) personality.
E) demographics.

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A) wants.
B) attitudes.
C) motives.
D) needs.
E) intentions.

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A) How much?
B) Where?
C) In what situation?
D) Who?
E) Why?

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A) Personality/Lifestyle
B) Awareness/Knowledge
C) Demographic/Socioeconomic
D) Attitudes
E) Behavior

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A) are easily gathered by researchers.
B) represent attributes of people.
C) are all easily verifiable.
D) define consumer personality types.
E) correlate highly with purchase intentions for specific brands.

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A) A panel is a permanent or fixed sample of members from whom information is obtained continuously or at intervals over a period of time.
B) Nielsen's panels of households in which participants use a handheld scanner to record every UPC-coded item they purchase is an example of an omnibus panel in which the same variables are measured over time.
C) An omnibus panel is a fixed sample of individuals who are measured continuously (or periodically) with respect to the same information (e.g.,purchase diary) .
D) A true longitudinal analysis can be performed on data from an omnibus panel.
E) All of these statements are true.

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A) To describe the characteristics of certain group
B) To determine the proportion of people who behave in a certain way
C) To make specific predictions
D) All of these are correct.
E) None of these are correct.

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A) the sample design is different.
B) different types of information are collected.
C) time series analysis can be used only on true panel data.
D) omnibus panels can be used only for "in-house" research.
E) Time series analysis can be used only on omnibus panel data.

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A) A feeling towards a brand
B) Marital status
C) Social class
D) Gender
E) Income

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A) A consumer purchases product X once a week.
B) Product X is usually bought in supermarkets.
C) Product X is packaged in such a way as to allow for ease of handling and disposal.
D) Product X is purchased during the Christmas season.
E) Product X is purchased by teenagers.

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A) is concerned with the determination of cause-and-effect relationships.
B) can be performed on any panel.
C) involves a one-time cross-sectional sample of elements from the population of interest.
D) is simply a fact-gathering study.
E) can only be performed using panels that rely on repeated measurements of the same variables.

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A) attitudes/opinions.
B) psychological/lifestyle characteristics.
C) demographic/socioeconomic characteristics.
D) behavior and perceptions.
E) None of these are correct.

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A) delineating market segments.
B) investigating intentions to purchase.
C) relating attitudes to opinions.
D) discovering motivations.
E) determining brand awareness.

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