Ch1: UNDERSTANDING CONSUMER BEHAVIPOUR AND CONSUMER RESEAERCH. All Answers

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1. Studying how consumers decide to buy products is a good defmition of consumer behavior. a. True b. POINTS: DIFFICULTY: 1 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.01.01- 0... 1.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics A-head: What is Consumer Behavior? Bloom's: Knowledge 2. Consumer behavior includes consumers' emotional, mental, and behavioral responses associated with the activities of purchase, use, and disposal of good and services. a. True b. POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 3. Individual consumers purchase goods and services to satisfy their own personal needs and wants or to satisfy the need and wants of others. a. True b. POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 4. Hospitals, schools, and goverrnnent agencies are all considered organizational consumers. a. True b. POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.15.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 5. Consumer behavior researchers are primarily only interested in consumers' purchase behaviors. a. True b. POINTS: DIFFICULTY: 1 Moderate LEARNING OBJECTIVES: COBE.KARD.15.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 6. Consumer behavior researchers are interested in consumer responses, which include their emotional, mental, and behavior responses. a. True b. POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.15.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 7. Paula likes to sew quilts. She often collects old clothes from her family and friends to cut up and use in her quilts. When she does this, Paula is engaging in a consumer use/consumption activity. a. True b. POINTS: 1 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.15.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 8. Recycling aluminum cans, reading a newspaper, and reselling an old couch at a garage sale are all types of consumer disposal activities. a. True b. POINTS: 1 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.15.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 9. Torn and Kelly watching a movie they rented. They are engaged in a consumer purchase activity. a. True b. POINTS: 1 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.15.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 10. Organizations that market products or services often study consumer behavior in order to improve business performance. a. True b. POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.ll.Ol.02- 01.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 11. Consumer welfare is the establishment of laws and regulations that guide and govern business practices in order to protect consumers. a. True b. POINTS: 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.ll.Ol.02- 01.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Ethical and Legal Understanding and Reasoning Abilities AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 12. Public Policy is the establishment of laws and regulations that guide and govern business practices in order to protect consumers. a. True b. POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.ll.Ol.02- 01.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Ethical and Legal Understanding and Reasoning Abilities AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 13. Consumer actions that are unhealthy, unethical, or potentially dangerous to an individual or society are often called "the dark side of consumer behavior." a. True b. POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.11.01.02- 01.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Ethical and Legal Understanding and Reasoning Abilities AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 14. Customer perceived value is the idea that customer benefits should not only meet but exceed expectations in unanticipated ways. a. True b. POINTS: 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.11.01.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 15. Customer perceived value is the consumer's overall assessment of the utility of a product based on the perceptions of what is given and received. a. True b. POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.11.01.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 16. According to your readings, Procter and Gamble executives believe that delighting customers during their usage experience with their products represent "moments of truth"for the company. a. True b. POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.ll.Ol.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 17. During the peak of the Motivation Research movement, Ernest Dichter performed in-depth interviews for over 200 different product categories. a. True b. POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.ll.Ol.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 18. The Motivation Research movement left two important legacies to the field of consumer research: ( 1) a focus on consumer motivations, and (2) the technique of focus group research. a. True b. POINTS: 1 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.ll.Ol.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 19. The Interpretivism research approach applies the tenets of the scientific method to explain and predict consumer behavior. a. True b. POINTS: DIFFICULTY: 1 Moderate LEARNING OBJECTIVES: COBE.KARD.ll.Ol.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 20. The primary methods of Behavioral Science include the experimental approach and the marketing science approach. a. True b. POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.ll.Ol.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 21. Paul wants to perform a research study to explore how people feel while they shop for a house. He really wants to be able to describe a person's emotional experience during this buying process. Paul will probably use qualitative research methods. a. True b. POINTS: True 1 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.ll.Ol.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 22. Qualitative research methods collect empirical data and use large representative samples so that statistical analyses can be performed and generalization of the results can be made. a. True b. POINTS: 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.11.01.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 23. Qualitative research methods require large representative samples of data to be valid; thus, their results can typically be generalized to the larger population of interest. a. True b. POINTS: DIFFICULTY: 1 Moderate LEARNING OBJECTIVES: COBE.KARD.11.01.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 24. The first step in the Scientific Method is to form a hypothesis and make a prediction. a. True b. POINTS: DIFFICULTY: 1 Moderate LEARNING OBJECTIVES: COBE.KARD.11.01.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research CB&C Model Strategy Bloom's: Knowledge 25. The Scientific Method should only be used in the physical sciences, not in marketing. a. True b. POINTS: I DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.ll.Ol.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research CB&C Model Strategy Bloom's: Knowledge 26. Procter and Gamble's Crest Whitestrips, featured in your readings, has been one of the company's most successful product launches because the management team relied on intuition to guide their decisions. a. True b. POINTS: I DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.ll.Ol.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 27. Executives at McDonald's were curious to know if their new soft-drink cup design was attractive to customers. Basic research can help them find the answer to this question. a. True b. POINTS: I DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.ll.Ol.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 28. A key benefit of basic research is that conclusions drawn from it can be generalized across many situations. a. True b. POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.11.01.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 29. Research has shown that there is relationship between the number of added features a cell phone has and the level of customer satisfaction, such that as features go down, satisfaction goes down. This type of relationship represents a negative correlation. a. True b. POINTS: 1 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.11.01.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 30. Research has shown that there is relationship between the number of coupons issued in a market and the level of sales, such that as the number of coupons issued goes up, sales go up. This type of relationship represents a positive correlation. a. True b. POINTS: True 1 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.11.01.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 31. An illusory correlation means there is no predictable relationship between two variables. a. True b. POINTS: I DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.ll.Ol.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 32. An zero correlation means there is no predictable relationship between two variables. a. True b. POINTS: True I DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.ll.Ol.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 33. A positive correlation means that one variable causes some influence the other variable. a. True b. POINTS: DIFFICULTY: I Moderate LEARNING OBJECTIVES: COBE.KARD.ll.Ol.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 34. The cause always precedes an effect. a. True b. POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.11.01.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 35. Systematic testing and following the Scientific Method can allow researchers to determine causal relationships with a high degree of certainty. a. True b. POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.11.01.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 36. If a retailer knows that advertising is highly correlated with increased store traffic, then he or she can be confident that increased advertising will cause an increase in store traffic. a. True b. POINTS: 1 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.11.01.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 37. Secondary data are data that already exist and are accessible. a. True b. POINTS: True I DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.ll.Ol.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 38. Secondary data tends to take longer to collect than primary data. a. True b. POINTS: DIFFICULTY: I Moderate LEARNING OBJECTIVES: COBE.KARD.ll.Ol.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Research Bloom's: Knowledge 39. The advantages of secondary data are that the information is specific and relevant to a specific project, is current, and the data can be controlled. a. True b. POINTS: DIFFICULTY: I Moderate LEARNING OBJECTIVES: COBE.KARD.ll.Ol.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 40. A company's sales records represent primary data. a. True b. POINTS: DIFFICULTY: 1 Moderate LEARNING OBJECTIVES: COBE.KARD.11.01.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 41. Researchers at Kraft Foods were interested in how dads prepare dinners when they use the company's macaroni and cheese product, so they asked some dads if they could fihn them making dinner. This is an example of unobtrnsive observation. a. True b. POINTS: 1 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.11.01.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 42. Surveys are useful for collecting specific, often complex information from a large number of people. a. True b. POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.11.01.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 43. Mall-intercept surveys, in-depth interviews, and focus groups are all forms of direct questioning in consumer research. a. True b. POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.11.01.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Research Bloom's: Knowledge 44. Focus groups often generate responses that participants would be unwilling or unable to give in a depth-interview. a. True b. POINTS: 1 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.11.01.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Research Bloom's: Comprehension 45. When respondents don't answer a question on a survey honestly or completely because they feel the information is too personal or embarrassing, the question is suffering from social desirability bias. a. True b. POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.11.01.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 46. In an experiment, independent variables are held constant so they can be controlled. a. True b. POINTS: DIFFICULTY: 1 Moderate LEARNING OBJECTIVES: COBE.KARD.11.01.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 47. In an experiment, participants should be randomly assigned to the conditions. a. True b. POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.11.01.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 48. Experimentation is the best method for determining causality. a. True b. POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.11.01.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 49. entails all consumer activities associated with the purchase, use, and disposal of goods and services, including the consumer's emotional, mental, and behavioral responses that precede, determine, and follow these activities. a. Public policy b. Consumer Behavior c. Marketing d. Consumption e. The marketing concept b POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.15.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 50. Consumer behavior researchers are interested in consumer responses. These responses primarily include which of following: a. thoughts, beliefs, and cognition b. feelings, emotions, and attitudes c. motivation and behavior d. emotions, cognition, and behavior e. researchers are really only concerned with behavior POINTS: DIFFICULTY: d 2 Moderate LEARNING OBJECTIVES: COBE.KARD.15.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 51. purchase goods and services to satisfy their own personal needs and wants or to satisfy the needs and wants of others. a. Individual consumers b. Non-profit organizations c. Organizational consumers d. Purchasing agents e. All of the above are correct. a POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 52. purchase goods and services to produce other goods or services, or resell them, or run their operation. a. Manufacturers b. Non-profit organizations c. Organizational consumers d. Government agencies e. All of the above are correct. e POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 53. Donating your old clothes to The Salvation Army is classified as: a. consumer behavior b. a disposal activity c. a consumer response d. a type of recycling e. All of the above are correct. e POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 54. Which of the following is not a use/consumption activity? a. Watching movie in a theatre b. Eating an ice cream cone c. Test-driving a car d. Getting a haircut e. Turning on a lamp c POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 55. John is tryiog to decide where to attend college. He has researched several schools online; he has visited three colleges; and he has discussed his preferences with his family. John is currently engaged io what consumer activity? a. Purchase activity b. Consumption activity c. Use activity d. Disposal activity e. None of the above is correct. a POINTS: 2 DIFFICULTY: Challengiog LEARNING OBJECTIVES: COBE.KARD.l5.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 56. Raymond is visitiog the dentist; he is haviog a wisdom tooth pulled. What type of consumer behavior activity is Raymond engaged io? a. Purchase activity b. Use/consumption activity c. Communication activity d. Disposal activity e. None of the above is correct. b POINTS: 2 DIFFICULTY: Challengiog LEARNING OBJECTIVES: COBE.KARD.l5.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 57. Activities through which consumers purchase goods and services, including all of the search and evaluation activities that lead up to purchase, are classified as what type of consumer activity? a. Purchase activity b. Consumption activity c. Use activity d. Disposal activity e. None of the above is correct. a POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 58. include a consumer's overt decisions and actions during purchase, use, and disposal activities. a. Behavioral responses b. Mental responses c. Cognitive responses d. Emotional responses e. Social responses a POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 59. include a consumer's affect, feelings, and moods during purchase, use, and disposal activities. a. Behavioral responses b. Mental responses c. Cognitive responses d. Emotional responses e. Social responses d POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.01.01- 01.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 60. Which of the following is not a benefit of studying consumer behavior? a. Improving business performance b. Influencing public policy c. Educating consumers and helping them make better decisions d. Helping businesses achieve a selling orientation e. All of the above are benefits of studying consumer behavior. POINTS: DIFFICULTY: d 2 Moderate LEARNING OBJECTIVES: COBE.KARD.ll.Ol.02- 01.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 61. is the establishment oflaws and regulations that guide and govern business practices in order to protect consumers. a. Consumer welfare b. Consumer behavior c. Public policy d. Organizational consumer behavior e. Consumer endowment c POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.ll.Ol.02- 01.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Ethical and Legal Understanding and Reasoning Abilities CB&C Model Customer CB&C Model Strategy Bloom's: Knowledge 62. is the idea that fmns should discover and satisfy customer needs and wants in an efficient and profitable manner while benefiting the long-term interests of society. a. Behavioral science b. Customer delight c. The marketing concept d. A selling orientation e. Interpretivism c POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.ll.Ol.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 63. Which of the following about "Motivation Research" is ? a. Motivation research is one of the earliest approaches to studying consumer behavior. b. Many advertisers embraced motivation research because it could seemingly tap into deep rooted needs of consumers. c. This method applied observational and focus group techniques to explore consumers' motivations. d. The method of developed by psychologist named Ernest Dichter. e. Dichter viewed consumers as predominantly immature, irrational and driven by hidden erotic desires. POINTS: DIFFICULTY: c 2 Moderate LEARNING OBJECTIVES: COBE.KARD.ll.Ol.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Research Bloom's: Knowledge 64. Kay and Lucy are both consumer researchers. They are arguing about various research approaches. Kay says, "Lucy, I don't understand why you waste your time doing all of those experiments. Consumer behavior can't be researched like chemistry! Consumers are irrational with their own subjective reality." Lucy responds, "I don't agree. Consumers behave more consistently than you might think, and it is perfectly appropriate to apply the scientific method-approach to studying consumers. Only by treating consumer behavior as a science can we generate generalizable theories of behavior." Based on this discussion, what consumer behavior research approach does Kay most support? a. An Ernest Dichter/Freudian approach b. A psychological approach c. Behavioral science approach d. Interpretivism approach e. Motivational research approach d POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.ll.Ol.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Research Bloom's: Comprehension 65. Consider the Scientific Method discussed in your readings: -- Observation and Ask Questions --Form a Hypothesis and Make a Prediction What is the next step? a. Test the Hypothesis b. Establish a Budget c. Generate a Theory d. Gather Information e. Choose a Research Method POINTS: DIFFICULTY: a 2 Moderate LEARNING OBJECTIVES: COBE.KARD.ll.Ol.03- 01.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research CB&C Model Strategy Bloom's: Knowledge 66. is the systematic process of planning, and then collecting, analyzing, and interpreting data and information relevant to marketing problems. a. Consumer behavior b. The scientific method c. Secondary data collection d. Qualitative research e. None of the above is correct. e POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.ll.Ol.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 67. Mike is professor who does research in consumer behavior. He is interested in frnding out if women are more likely than men to listen to music jingles in advertising. What type of research will Mike most likely engage? a. Focus group research b. Applied research c. Secondary data collection d. Qualitative research e. Basic research e POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.ll.Ol.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 68. Research has shown that there is a relationship between a person's shoe size and their writing proficiency, such that people with larger shoe sizes tend to have greater writing skill. What type of relationship is this? a. A causal relationship b. A positive correlation c. A zero correlation d. An illusory correlation e. A negative correlation b POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.ll.Ol.04- 01.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 69. Which of the following is an example of a negative correlation? a. As advertising increases, sales increase b. As advertising increases, sales go either up or down c. As advertising decreases, sales decrease d. As advertising increases, sales decrease e. Both C and D are correct. d POINTS: 2 DIFFICULTY: Moderate LEARNING OBJECTIVES: COBE.KARD.11.01.04 - 01.04 NATIONAL STANDARDS: United States - BUSPROG: Analytic: - BUSPROG: Analytic STATE STANDARDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics TOPICS: AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research KEYWORDS: Bloom's: Knowledge 70. What type of correlation is shown in this graph? a. An illusory correlation b. A positive correlation c. A negative correlation d. A zero correlation e. A confounding correlation b POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.11.01.04 - 01.04 NATIONAL STANDARDS: United States - BUSPROG: Analytic: - BUSPROG: Analytic STATE STANDARDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics TOPICS: AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research KEYWORDS: Bloom's: Comprehension 71. What type of correlation is shown in this graph? a. An illusory correlation b. A positive correlation c. A negative correlation d. A zero correlation e. A confounding correlation c POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.11.01.04 - 01.04 NATIONAL STANDARDS: United States - BUSPROG: Analytic: - BUSPROG: Analytic STATE STANDARDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics TOPICS: AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research KEYWORDS: Bloom's: Comprehension 72. Many consumers believe (and some orange juice makers imply in their advertising) that when it comes to the quality of non-frozen orange juice, the closer the processing plant is the growing field, the fresher and higher quality the juice. However, there is no correlational relationship between these variables. This type of correlation is called: a. a confounding correlation b. an illusory correlation c. a positive correlation d. a spurious correlation e. a negative correlation b POINTS: 2 DIFFICULTY: Challenging LEIIRNING OBJECTIVES; COBE.KARD.11.01.05 - 01.05 NATIONAL ST.AND.ARDS: United States - BUSPROG: Analytic: - BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Blooms: Knowledge 73. Which of following is not a secondary data source? a. Past company sales records b. U.S. Bureau of Census reports c. Documented results of previous research d. Magazines like Advertising Age e. All of the above are secondary data sources. POINTS: DIFFICULTY: e 2 Moderate LEARNING OBJECTIVES: COBE.KARD.ll.Ol.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 74. Jean works at Cedar Point Amusement Park. Her job is to help design how the concession stands are laid out in the park and to help decide how the exterior of the stands should look. She is currently designing a new candy stand. In order to help her make design decisions, she spends several days observing people walking around the park and she stops many of them and asks them questions about how they choose where to eat in the park and what they look for in a food stand. Jean is engaged in: a. secondary data collection b. experimentation c. projective technique data collection d. focus group data collection e. primary data collection e POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.ll.Ol.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research CB&C Model Strategy Bloom's: Comprehension 75. What is the most valid criticism of the following question that appears on a questionnaire given to college students: "Have you ever cheated on an examination?" a. It is a leading question. b. It is an ambiguous question. c. It has potential for social desirability bias. d. It is a double-barreled question. e. It is an open-ended question. c POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.ll.Ol.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 76. usually consist of 6 to 12 people involved in a discussion led by a facilitator who monitors and guides the group discussion. a. In-depth interviews b. Observational studies c. Experiments d. Group studies e. None of the above is correct e POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.ll.Ol.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 77. Jane is on the spring formal organizing committee for her sorority. She notices that every time they meet to discuss new ideas, they seem to focus on just one idea. It seem like once an idea is presented, no one wants to disagree or offer anything different for the sake of unanimity. Jane's committee is probably experiencing: a. a lack of clear goals b. group hypertension c. group cohesion d. group stress e. groupthink e POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.ll.Ol.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Comprehension 78. attempts to understand cause-and-effect relationships by carefully manipulating independent variables and controlling constants. a. Focus groups b. Observational Studies c. Experiments d. Projective Techniques e. None of the above is correct. c POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.ll.Ol.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills CB&C Model Research Bloom's: Knowledge 79. In an experiment, the independent variable is , and the dependent variable is . a. manipulated; measured b. measured; held constant c. held constant; manipulated d. manipulated; held constant e. measured; manipulated POINTS: DIFFICULTY: a 2 Moderate LEARNING OBJECTIVES: COBE.KARD.ll.Ol.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 80. In an experiment, the independent variable is the , and the dependent variable is the . a. statistic; control b. cause; effect c. effect; cause d. control; statistic e. cause; control POINTS: DIFFICULTY: b 2 Moderate LEARNING OBJECTIVES: COBE.KARD.ll.Ol.05- 01.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Reflective Thinking Skills CB&C Model Research Bloom's: Knowledge 81. Which of the following about projective techniques used in marketing research are ? a. Projective techniques often generate responses that participants would be unwilling or unable to give if questioned directly. b. Projective techniques originated in the field of psychology. c. In one class of projective techniques, called completion tasks, subjects fill-in-the-blanks by fmishing sentences or stories. d. Projective techniques provide the advantages of providing data that is quick to collect, code, and analyze because the data can be collected using a survey. e. In expression-type projective techniques, subjects describe the actions of typical others. 82. Identify and define the three primary human responses studied in consumer behavior research. 83. What are the primary benefits of studying consumer behavior? 84. Discuss the differences between "Behavioral Science" and "Interpretivism." 85. Kay and Lucy are both consumer researchers. They are arguing about various research approaches. Kay says, "Lucy, I don't understand why you waste your time doing all of those experiments. Consumer behavior can't be researched like chemistry because they are irrational and totally unpredictable!" Lucy responds, "I don't agree. Consumers behavior more consistently than you might think, and it is perfectly appropriate to apply the scientific method-approach to studying consumers. Only by treating consumer behavior as a science can we generate generalizable theories of behavior." Based on Kay and Lucy's discussion, what consumer behavior research approach does Kay most support and Lucy most support? 86. Describe the steps in the scientific method. The steps of the scientific method include: 1. Observation and Asking the Question: Observations we make in the world around us are the basis for formulating questions or problems we want to solve. 2. Form a Hypothesis and Make a Prediction: When a question or problem emerges from observation, we generate a potential explanation called a hypothesis that might answer the question. A prediction is what we expect to happen if our hypothesis is correct. 3. Test the Hypothesis: We test our hypotheses under controlled conditions, such as testing one hypothesis at a time and limiting the circumstances/environment of the testing to see if our predictions are correct. 4. Theory Generation: If a hypothesis is confirmed via testing and re-testing, we generate a theory, which is a general explanation for our original question. Once a theory is established, it also guides future research. 87. What is the difference between basic research and applied research? 88. What can a correlational relationship tell a researcher? What can't it tell a researcher? 89. What are the conditions for causality? 90. A recent research study examining prescription drug advertisements showed that the number of ads shown for a prescription medication influenced the number of inquiries about the medication that patients made to their doctors. Is this a correlational or causal relationship or is there actually no relationship? Justify your answer. 91. Design an experiment to determine ifthere is a causal relationship between humorous advertisements and brand attitude (reminder: brand attitude means how much someone likes a brand). Make sure to indicate the independent and dependent variables. [Show More]

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