FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 2: Introduction to the Consumer Research Process

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 41

Multiple Choice

Review LaterAdd Note

Review Later

In consumer research,________ is information that has already been collected for some other purpose,and is often helpful in designing a new research project.

A) primary research
B) secondary information
C) experimentation
D) negativism
E) positivism

Correct Answer

verified

Show Answer

Question 42

True/False

Review LaterAdd Note

Review Later

Drawn from internal secondary data,customer lifetime value profiles include customer acquisition costs,the profits generated from individual sales to each customer,the costs of handling customers and their orders,and the expected duration of the relationship.

Correct Answer

verified

Show Answer

Question 43

Multiple Choice

Review LaterAdd Note

COOKING OIL MINI CASE: Value Mart is a national grocery store chain that markets its own line of store-brand food products as a low-cost, high-value option for the cost-conscious consumer.Based on an evaluation of sales data from various product categories collected from scanners at check-out points, Value Mart has determined that there may be a market for a Value Mart brand cooking oil.In order to further explore customer preferences and potential marketing tactics, Value Mart has decided to conduct focus group sessions with Value Mart consumers. After conducting the focus groups, Value Mart decides to do a small-scale trial of a store-brand cooking oil exclusively at its stores in the New York area to see if consumers will buy the product. -In the COOKING OIL MINI CASE,the methodology used to collect sales data from check-out scanners is known as ________.

In a ________,8 to 10 participants are encouraged to discuss their reactions to product and service concepts,or new advertising or marketing communications campaigns.

The most difficult step in the consumer research process is ________.

PEN MINI CASE: United Writing Utensils is preparing to launch a new high-end pen in preparation for the college graduation season.Prior to launching its new product, United carries out research on different promotional ideas in an attempt to select an advertisement design that will optimize the pen's sales.United has pre-selected four advertising themes that it will test.In these tests, individuals are shown a series of print ads with one of the four test advertisements inserted randomly in the series.Test subjects are then asked to recall certain elements of the pen advertisement.By comparing data from different sets of test subjects shown different versions of the advertisement, United will be able to determine which of the four advertising themes most effectively communicates United's intended message about the quality and prestige of the new product. -In the PEN MINI CASE,subjects are asked: "What do you remember about the pen advertisement you saw?" This is an example of a(n) ________.

Qualitative research findings are usually generalized to the larger population.

When banks use security cameras to observe problems customers may have in using ATMs,this is an example of ________.

In consumer research,________ is new research especially designed and collected for purposes of a current research problem.

Qualitative and quantitative research are ________.

Which of the following is true of qualitative research?

A study is ________ if the same questions,asked of a similar sample,produce the same findings.

________ a major application of causal research,in which,prior to launching a new product,elements such as package,price,and promotion are manipulated in a controlled setting in order to predict sales and possible responses to the product.

Projective techniques are designed to ________.

For quantitative research,the primary data collection instrument is the ________.

What is observational research,and why is it used?

The larger the sample,the more likely the responses will reflect the total universe under study.

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.

Identify and discuss the elements of a good complaint analysis system.

________ are three basic designs used in quantitative research.