Student Center | Instructor Center | Information Center | Home

Consumers

Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska

Learning about Consumers

Multiple Choice Quiz

Answer all the questions


1	____________________ is the systematic and objective process of gathering, recording, and analyzing data for aid in understanding and predicting consumer thoughts.
		A)	Consumer behavior research
		B)	Descriptive research
		C)	Exploratory research
		D)	Secondary data collection
		E)	Observational techniques


2	The research is considered ______________ if it anticipates the kinds of information that will be required by decision-makers, scientists, or policy advocates.
		A)	relevant
		B)	timely
		C)	ethical
		D)	accurate
		E)	promising


3	_______________________ is research designed to profile some aspect of the consumer environment.
		A)	Descriptive research
		B)	Exploratory research
		C)	Casual research
		D)	Statistical Research
		E)	None of the above


4	____________________ is conducted when a decision must be made about a specific real-life problem.
		A)	Ethnography
		B)	Statical research
		C)	Applied consumer research
		D)	Survey research
		E)	Exploratory research


5	Research is __________________ when it is of the best quality for the minimum expenditure and the study is appropriate to the research context.
		A)	automated
		B)	applicable
		C)	time managed
		D)	efficient
		E)	practical


6	___________________ investigates a very specific relationship between two or more variables.
		A)	Internet research
		B)	E-mail research
		C)	Telephone research
		D)	Casual research
		E)	Primary research


7	______________________ is research carried out for a specific purpose.
		A)	Primary data collection
		B)	Secondary data collection
		C)	Multi-country data collection
		D)	International consumer research
		E)	Focus groups


8	________________________ is probably the most popular way of collecting primary data.
		A)	Applied consumer research
		B)	Consumer behavior research
		C)	Survey research
		D)	Descriptive research
		E)	Exploratory research


9	A profound problem with consumer research is that most research techniques rely on collecting:
		A)	graphic information
		B)	visual information
		C)	written information
		D)	verbal information
		E)	none of the above


10	___________________ are based on the principle of manipulating one or more variables (termed independent variables) and observing changes in some other variable or variables (dependent variables).
		A)	Cookies
		B)	Observational techniques
		C)	Experiments
		D)	Syndicated findings
		E)	Data collection methods


11	_______________ means that a new industry is created or that the organization finds a completely new way to transact business.
		A)	Automate
		B)	Inform
		C)	Explore
		D)	Transform
		E)	Introduce


12	An organization can use a(n )_________________ to establish an intra-organizational network that enables people within the organization to communicate and cooperate with each other.
		A)	Internet
		B)	WorldWideWeb
		C)	bulletin board
		D)	intranet
		E)	extranet


13	_______________ means that paper-and-pencil methods are replaced with electronic transactions or communications.
		A)	Automate
		B)	Facilitate
		C)	Transform
		D)	Eradicate
		E)	Innovative


14	_________________ means that the organization finds new ways t communicate (e.g., with customers).
		A)	Transform
		B)	Inform
		C)	Dictate
		D)	Enunciation
		E)	Participate


15	An ___________________ is designed t link a buyer and supplier to facilitate greater coordination of common activities.
		A)	Internet
		B)	intranet
		C)	extranet
		D)	applied hyper link
		E)	none of the above

Fill in the Blank


16	A ____________________is a collection of data and information describing items of interest.
		A)	web site
		B)	database
		C)	synthesis
		D)	ESOMAR


17	______________ essentially involves "fishing" in large data sets using statistical concepts to glean useful information.
		A)	Research
		B)	Surfing
		C)	Data mining
		D)	Data collection


18	Careful attention to the research process can insure that it promotes trust, exerc ises care, observes standards, and protects the rights of all the participants in the research process. In other words, that it is_____________.
		A)	ethical
		B)	relevant
		C)	valid
		D)	reliable


19	____________________is a framework or blueprint for conduction the marketing research project.
		A)	Data collection
		B)	Research design
		C)	Qualitative techniques
		D)	Survey research


20	The five important criteria to having good questions in your marketing research are:_________________,_________________,___________________,_____________, and ____________________.
		A)	scope, content, objectivity, guidelines, relevancy
		B)	definition, nonambiguity, approach, brevity, responses
		C)	brevity, relevancy, objectivity, nonambiguity, and specificity
		D)	issues, definition, relevancy, brevity, and approach


21	Leaders of the most prominent online marketing research firms predict that based on current growth rates the online research segment could account for 50% of all marketing research revenue.
		A)	True
		B)	False


22	Globalization and the Internet have combined to create increased interest in separating both technical and ethical research procedures and reporting.
		A)	True
		B)	False


23	Extracting useful information from large databases is quickly becoming the next wave for consumer researchers to ride.
		A)	True
		B)	False


24	Many Japanese companies rely heavily on personal observation as a way of learning about customers.
		A)	True
		B)	False


25	Multi-country research is conducted in more than one country with the intent of making comparisons.
		A)	True
		B)	False


26	Applied consumer research is conducted when a decision must be made about a hypothetical problem.
		A)	True
		B)	False


27	Secondary data are especially important in the case of international consumer research because primary international research projects can work out to be very costly in terms of time and money.
		A)	True
		B)	False


28	Qualitative techniques provide insights and understanding of a problem or topic rather than trying to quantify the data and apply some form of statistical analysis.
		A)	True
		B)	False


29	Very often researchers will find from observation that consumers behave in ways that are very similar from how they report they behave in a questionnaire.
		A)	True
		B)	False


30	Finding comparable words in different languages is an important problem in cross-cultural research and can lead to significant problems.
		A)	True
		B)	False

2002 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Policy.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.