Question 1

"Mission Possible" is a non-profit retail store that sells gift items made by artisans from over thirty different underdeveloped countries.This store provides employment to impoverished third world craftspeople and markets their handiwork at a fair price.The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible.The store uses ____ segmentation.

Accepted Answer

A)  demographic
B)  psychographic
C)  geodemographic
D)  ethnic
E)  geographicF) B) and D)
G) B) and C)

Question 2

Verbal expressions of an attitude are called ____________________.

Accepted Answer

The answer of Verbal expressions of an attitude are called...

Question 3

Which of the following can be used to measure knowledge of an advertisement?

Accepted Answer

A)  Unaided recall
B)  Aided recall
C)  Recognition
D)  Both a and b.
E)  a,b,and c.F) A) and B)
G) A) and C) E

Question 4

A person's ____________________ refer to the individual's anticipated or planned future behavior.

Accepted Answer

The answer of A person's ____________________ refer to the individual's...

Question 5

In assessing awareness,a marketer might be interested in knowledge of

Accepted Answer

A)  the product itself.
B)  where the product is available.
C)  what the product is used for.
D)  the price of the product.
E)  All of the above.F) C) and D)
G) A) and B)

Question 6

A method of data collection in which the situation of interest in watched and the relevant facts,actions,or behaviors are recorded is called ____________________.

Accepted Answer

observations

Question 7

When used in psychographic analysis,"AIO" refers to a consumer's

Accepted Answer

A)  attitudes,interests,and opinions.
B)  activities,intentions,and opinions.
C)  activities,interests,and opinions.
D)  attitudes,intentions,and orientations.
E)  activities,intelligence,and opinions.F) A) and D)
G) B) and E)

Question 8

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 things are part of the personal influence factor called

Accepted Answer

A)  attitude.
B)  personality.
C)  beliefs.
D)  lifestyle.
E)  demographics.F) A) and E)
G) C) and D)

Question 9

Which of the following pieces of information would NOT be relevant for the behavior "checklist?"

Accepted Answer

A)  A consumer purchases product X once a week.
B)  Product X is usually bought in supermarkets.
C)  Product X is packaged in such a way as to allow for ease of handling and disposal.
D)  Product X is purchased during the Christmas season.
E)  Product X is purchased by teenagers.F) D) and E)
G) A) and C)

Question 10

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

Accepted Answer

A)  How much?
B)  Where?
C)  In what situation?
D)  Who?
E)  Why?F) B) and D)
G) A) and B)

Question 11

Observational data have the advantage over communication data in which of the following categories?

Accepted Answer

A)  Objectivity,cost,and speed
B)  Cost and versatility
C)  Objectivity and speed
D)  Speed and versatility
E)  Objectivity and accuracyF) All of the above
G) C) and E)

Question 12

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Accepted Answer

A)  Accuracy
B)  Cost
C)  Speed
D)  Versatility
E)  They are all advantages of the communication method.F) D) and E)
G) B) and D)

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

When marketers speak of a person's awareness of an advertisement or product awareness,they are

Accepted Answer

A)  referring to two completely unrelated processes.
B)  focusing on the individual's knowledge¾there is a sort of awareness-knowledge interchangeability,at least as measured.
C)  focusing on the individual's awareness which is in no way related to his or her knowledge.
D)  concerned with the resultant change in the individual's feelings and/or motivations in relation to the product as a result of the advertisement.
E)  referring to the person's intention to buy the advertised product.F) A) and D)
G) C) and D)

Question 15

Which of the following is the best way to measure knowledge of an advertisement?

Accepted Answer

A)  Measurement of motives
B)  Observation of purchase behavior
C)  Recognition
D)  Use of magazine subscription data
E)  A written test over the ad copyF) B) and E)
G) C) and D)

Question 16

If a researcher is interested in investigating whether or not consumers like,are or not interested in a new package for Kellogg's Corn Flakes,the researcher should focus on measuring

Accepted Answer

A)  motivation.
B)  intention.
C)  attitude.
D)  personality.
E)  demographics.F) None of the above
G) B) and D) C

Question 17

____________________ refers to an individual's overall evaluation of something.

Accepted Answer

The answer of ____________________ refers to an individual's overall evaluation...

Question 18

An opinion is an individuals overall evaluation of something.

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

A)  breadth of scope.
B)  cost efficiency.
C)  communicability.
D)  versatility.
E)  objectivity.F) C) and E)
G) A) and E)

Question 20

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.F) A) and E)
G) A) and D)

Exam 9: Collecting Primary Data

Correct Answer
verified

Verbal expressions of an attitude are called ____________________.

Correct Answer
verified

Which of the following can be used to measure knowledge of an advertisement?

Correct Answer
verified
E

A person's ____________________ refer to the individual's anticipated or planned future behavior.

Correct Answer
verified

In assessing awareness,a marketer might be interested in knowledge of

Correct Answer
verified

A method of data collection in which the situation of interest in watched and the relevant facts,actions,or behaviors are recorded is called ____________________.

Correct Answer
verified
observations

When used in psychographic analysis,"AIO" refers to a consumer's

Correct Answer
verified

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 things are part of the personal influence factor called

Correct Answer
verified

Which of the following pieces of information would NOT be relevant for the behavior "checklist?"

Correct Answer
verified

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

Correct Answer
verified

Observational data have the advantage over communication data in which of the following categories?

Correct Answer
verified

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Correct Answer
verified

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

Correct Answer
verified

When marketers speak of a person's awareness of an advertisement or product awareness,they are

Correct Answer
verified

Which of the following is the best way to measure knowledge of an advertisement?

Correct Answer
verified

If a researcher is interested in investigating whether or not consumers like,are or not interested in a new package for Kellogg's Corn Flakes,the researcher should focus on measuring

Correct Answer
verified
C

____________________ refers to an individual's overall evaluation of something.

Correct Answer
verified

An opinion is an individuals overall evaluation of something.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Exam 9: Collecting Primary Data

Correct AnswerverifiedShow Answer

Verbal expressions of an attitude are called ____________________.

Correct AnswerverifiedShow Answer

Which of the following can be used to measure knowledge of an advertisement?

Correct AnswerverifiedE

A person's ____________________ refer to the individual's anticipated or planned future behavior.

Correct AnswerverifiedShow Answer

In assessing awareness,a marketer might be interested in knowledge of

Correct AnswerverifiedShow Answer

A method of data collection in which the situation of interest in watched and the relevant facts,actions,or behaviors are recorded is called ____________________.

Correct Answerverifiedobservations

When used in psychographic analysis,"AIO" refers to a consumer's

Correct AnswerverifiedShow Answer

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 things are part of the personal influence factor called

Correct AnswerverifiedShow Answer

Which of the following pieces of information would NOT be relevant for the behavior "checklist?"

Correct AnswerverifiedShow Answer

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

Correct AnswerverifiedShow Answer

Observational data have the advantage over communication data in which of the following categories?

Correct AnswerverifiedShow Answer

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When marketers speak of a person's awareness of an advertisement or product awareness,they are

Correct AnswerverifiedShow Answer

Which of the following is the best way to measure knowledge of an advertisement?

Correct AnswerverifiedShow Answer

If a researcher is interested in investigating whether or not consumers like,are or not interested in a new package for Kellogg's Corn Flakes,the researcher should focus on measuring

Correct AnswerverifiedC

____________________ refers to an individual's overall evaluation of something.

Correct AnswerverifiedShow Answer

An opinion is an individuals overall evaluation of something.

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 an example of the observation method of collecting primary data?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
E

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
observations

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
C

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified