Question 1

A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope.

Accepted Answer

A) True 
 B)False

Question 2

Consumers are said to have retained more knowledge from the ad when they can state the brand in an unaided recall test compared to a test where they have been given hints.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is an example of the observation method of collecting primary data?

Accepted Answer

A)   Administering a questionnaire to shoppers in a supermarket.
B)   Recording the amount of time a shopper stops in front of a point-of-purchase display.
C)   Asking shoppers which brand they noticed first in a shelf display.
D)   Conducting a telephone survey to determine which brands of detergent are purchased by mothers with young children.
E)   Using a tape recorder to gather shopper impressions of a new store layout design.

Question 4

John's purchase behavior is influenced by his hobbies of golf, working out, and fishing; his interest in cars, music, and travel; and his deeply held political beliefs on immigration and his opinions on saving the environment. All of these are part of the personal influence factor called:

Accepted Answer

A)   attitude.
B)   socioeconomic characteristics.
C)   beliefs.
D)   lifestyle.
E)   demographics.

Question 5

A common use of demographic and socioeconomic data in marketing is:

Accepted Answer

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

Question 6

Observational research is often considered the best method of generating valid data as this method is completely error free.

Accepted Answer

A) True 
 B)False

Question 7

The amount of time the respondent deliberates before answering a question is called ____________________.

Accepted Answer

The answer of The amount of time the respondent deliberates...

Question 8

One advantage of the contrived setting over the natural setting is that:

Accepted Answer

A)   conclusions can be drawn without the actual recording of data.
B)   there is no pressure on the customer to behave "correctly."
C)   the information from the observations is much more generalizable.
D)   it is reflective of customer behavior in actual shop settings.
E)   one does not have to wait for the event to occur.

Question 9

Frito-Lay's division of snackers into two categories was based on the:

Accepted Answer

A)   attitudes and opinions of the customers.
B)   aided recall of the consumers.
C)   lifestyle analysis of the consumers.
D)   knowledge of the product.
E)   literacy levels of the consumers.

Question 10

An opinion is an individual's overall evaluation of something.

Accepted Answer

A) True 
 B)False

Question 11

A method of data collection where the situation of interest is watched and the relevant facts, actions, or behaviors are recorded is called:

Accepted Answer

A)   observation.
B)   communication.
C)   deduction.
D)   extrapolation.
E)   interpretation.

Question 12

One of the advantages of the observation technique is that, unlike the communication technique, it captures the past and the future intentions of the consumer.

Accepted Answer

A) True 
 B)False

Question 13

Ferrari has segmented their market on the basis of income and lifestyle. Their target market has household income greater than $200,000 and enjoys spectator sports like NASCAR racing. These two segmentation variables are grouped under the broader classifications of:

Accepted Answer

A)   demographics and product awareness.
B)   psychographics and customer intentions.
C)   geographic and motives.
D)   demographics and psychographics.
E)   demographics and product usage.

Question 14

____________________ observation is more likely to be used in exploratory research than in descriptive or causal research.

Accepted Answer

The answer of ____________________ observation is more likely to be...

Question 15

Which of the following is an advantage of the observational method over the communication method of gathering primary data?

Accepted Answer

A)   Versatility
B)   Speed
C)   Cost savings
D)   Objectivity
E)   None of the above

Question 16

Disguised observation is a more accurate way of recording consumer behavior than undisguised observation.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is true about primary data?

Accepted Answer

A)   A motive may refer to any inner state that channels behavior toward goals.
B)   A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope.
C)   A person's intention refers to her anticipated or planned future behavior.
D)   Only a and b
E)   a, b, and c.

Question 18

Attitudes and opinions are best determined by observation.

Accepted Answer

A) True 
 B)False

Question 19

The ability of a data collection technique to provide many types of primary data is known as ____________________.

Accepted Answer

The answer of The ability of a data collection technique...

Question 20

In the voice-pitch analysis method of observation, the more the voice pitch differs from the respondent's normal pitch the greater is the emotional intensity of the consumer's reaction to an advertisement.

Accepted Answer

A) True 
 B)False

Exam 5: Collecting Primary Data by Observation

John's purchase behavior is influenced by his hobbies of golf, working out, and fishing; his interest in cars, music, and travel; and his deeply held political beliefs on immigration and his opinions on saving the environment. All of these are part of the personal influence factor called:

Correct AnswerverifiedShow Answer

Which of the following is an advantage of the observational method over the communication method of gathering primary data?

Correct AnswerverifiedShow Answer

One advantage of the contrived setting over the natural setting is that:

Correct AnswerverifiedShow Answer

A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope.

Correct AnswerverifiedShow Answer

Ferrari has segmented their market on the basis of income and lifestyle. Their target market has household income greater than $200,000 and enjoys spectator sports like NASCAR racing. These two segmentation variables are grouped under the broader classifications of:

Correct AnswerverifiedShow Answer

A common use of demographic and socioeconomic data in marketing is:

Correct AnswerverifiedShow Answer

The amount of time the respondent deliberates before answering a question is called ____________________.

Correct AnswerverifiedShow Answer

Disguised observation is a more accurate way of recording consumer behavior than undisguised observation.

Correct AnswerverifiedShow Answer

____________________ observation is more likely to be used in exploratory research than in descriptive or causal research.

Correct AnswerverifiedShow Answer

Which of the following is an example of the observation method of collecting primary data?

Correct AnswerverifiedShow Answer

A method of data collection where the situation of interest is watched and the relevant facts, actions, or behaviors are recorded is called:

Correct AnswerverifiedShow Answer

Consumers are said to have retained more knowledge from the ad when they can state the brand in an unaided recall test compared to a test where they have been given hints.

Correct AnswerverifiedShow Answer

Attitudes and opinions are best determined by observation.

Correct AnswerverifiedShow Answer

One of the advantages of the observation technique is that, unlike the communication technique, it captures the past and the future intentions of the consumer.

Correct AnswerverifiedShow Answer

In the voice-pitch analysis method of observation, the more the voice pitch differs from the respondent's normal pitch the greater is the emotional intensity of the consumer's reaction to an advertisement.

Correct AnswerverifiedShow Answer

Frito-Lay's division of snackers into two categories was based on the:

Correct AnswerverifiedShow Answer

An opinion is an individual's overall evaluation of something.

Correct AnswerverifiedShow Answer

Observational research is often considered the best method of generating valid data as this method is completely error free.

Correct AnswerverifiedShow Answer

The ability of a data collection technique to provide many types of primary data is known as ____________________.

Correct AnswerverifiedShow Answer

Which of the following is true about primary data?

Correct AnswerverifiedShow Answer

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