Exam p.1

Question 1

What two quantities fall into consumer research?

Answer 1

qualtitave and quantitative

Question 2

What are researchers that listen to consumers opinions, observe natural settings, and report findings of categories of behavior?

Answer 2

qualitative

Question 3

What are experimental methods or surveys to collect data on a sample in order to generate the finding to a population with similar characteristics?

Answer 3

quantitative

Question 4

What is based on informal, uncensored products un a group interview setting?

Answer 4

focus groups

Question 5

What focus group interview consist participants who are typical customers in a room equipped with audio and video recording equipment?

Answer 5

eight to twelve

Question 6

Findings should not be accepted without?

Answer 6

skepticism

Question 7

What group is based on opinions that will be reflected in the findings?

Answer 7

one or more people dominate a group

Question 8

Focus groups are not designed to seek consensus but to a group that is diverse?

Answer 8

extract the maximum information

Question 9

What is based on age, gender, income, and recent purchase behavior?

Answer 9

consumer segment

Question 10

A researcher interviews how many consumers at a time in a lengthy dialogue aimed at discovering the meaning of products or brands that may be conducted?

Answer 10

single consumer

Question 11

What observation allows researchers to study consumer behavior when people can’t verbalize what they think that provides rich data on the meaning attached to brand choice?

Answer 11

observing actual behavior

Question 12

What projective technique allows people to reveal themselves?

Answer 12

non threating way

Question 13

What corresponds to feelings about a product, brand, or shopping situation?

Answer 13

to select a picture

Question 14

What may they create to represent the personality of a brand and then discuss how they feel/imagine?

Answer 14

creating a collage

Question 15

What can people do through visual imagery by making it accessible for discussion?

Answer 15

project deeply held emotions

Question 16

What is a method of data gathering in which consumer are asked to answer a set of designed questions?

Answer 16

survey research

Question 17

What is the purpose of a survey to investigate?

Answer 17

consumer attitude and opinions

Question 18

Surveys are expensive or inexpensive to tap into consumer views on products and shopping habits/information sources using statical analyze data?

Answer 18

inexpensive

Question 19

What is a study that asks questions of a group of people over time in order to track changes in consumer attitudes and opnions?

Answer 19

panel study

Question 20

The panel study potential to track changes through time provides more?

Answer 20

directional information for forecasting

Question 21

Surveys, panel studies, and what else provides an important element in undertaking consumer preferences and behavior?

Answer 21

statistical quantification

Question 22

What identifies characteristics that is demographics such as gender, age and income?

Answer 22

study sponsor

Question 23

What is personnel from the research company of customers in a mall that ask preliminary questions to meet sponsors requirement and invite them to participate in a study?

Answer 23

mall intercept research

Question 24

What conduction studies at mall based consumer research facilities in ?

Answer 24

different geographic areas

Question 25

Companies gan insights about consumer preferences and ?

Answer 25

how they differ from location