Chapter 2

Question 1

Attitude scales

Answer 1

forms of measurement of consumers’ feelings and emotions toward a product

Question 2

Likert scale

Answer 2

The most popular form of attitude scale, where consumers are asked to check numbers corresponding to their level of “agreement” or “disagreement” consists of an equal number of agreement/disagreement choices on either side of a neutral choice.

Question 3

Semantic differential scale

Answer 3

series of bipolar adjectives (such as “good/bad,” “hot/cold,” “like/dislike,” or “expensive/ inexpensive”) anchored at the ends of an odd-numbered

Question 4

Depth interview

Answer 4

lengthy and unstructured interview designed to uncover a consumer’s underlying attitudes

Question 5

Email surveys

Answer 5

popular alternative to using the postal service as a means of distributing questionnaires to target consumers

Question 5

Focus group

Answer 5

method of qualitative research consisting of 8 to 10 participants who meet with a moderator and “focus on” or “explore” a particular product

Question 6

Mail surveys

Answer 6

conducted by sending questionnaires directly to individuals at their homes.

Question 7

Projective techniques

Answer 7

A research tool requiring respondents to interpret stimuli that do not have clear meanings,

Question 8

Test marketing

Answer 8

Selecting a geographic market, that it presumably representative of other markets, and then introducing a product in order to examine consumers’ responses to the offering under actual marketing conditions.