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Chapter 3 Exam
Quiz Content
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The _______ approach to consumer behavior emphasizes the objectivity of science and the consumer as a rational decision-maker.
positivist
correct
incorrect
selective
correct
incorrect
galvanic
correct
incorrect
interpretivist
correct
incorrect
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The _______ perspective of consumer research stresses the subjective meaning of the consumer's individual experiences.
galvanic
correct
incorrect
positivist
correct
incorrect
interpretivist
correct
incorrect
selective
correct
incorrect
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The insights that are developed from one research project should always feed into the next research project. This is done by creating a
target market.
correct
incorrect
feedback loop.
correct
incorrect
sample group.
correct
incorrect
warmth monitor.
correct
incorrect
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The results from a research study found that 75 percent of consumers care about the environment, but only 30 percent of consumers buy eco-friendly products. This is an example of
insight.
correct
incorrect
data.
correct
incorrect
information.
correct
incorrect
framing.
correct
incorrect
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_______ would be the reams of spreadsheets that would result from hundreds of research participants providing scores to a variety of different questions.
Information
correct
incorrect
Data
correct
incorrect
Insight
correct
incorrect
Bias
correct
incorrect
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If a research team is looking for information that is specific to their research project, what type of data should they use?
Secondary data
correct
incorrect
Tertiary data
correct
incorrect
Framing data
correct
incorrect
Primary data
correct
incorrect
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Quantitative data are generally collected when
researchers need to understand the issue at a deep and profound level.
correct
incorrect
researchers need to examine relationships between variables, such as the price of a product and its sales.
correct
incorrect
researchers want to find out why specific social groups do not conform to mainstream consumption patterns.
correct
incorrect
researchers look at the results of the data analyses as a way to confirm a conclusion they had already made.
correct
incorrect
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Qualitative data are generally collected when
researchers need to understand the issue at a deep and profound level.
correct
incorrect
researchers need to examine relationships between variables, such as the price of a product and its sales.
correct
incorrect
researchers need to reduce variables to create smaller sets to conduct a probability analysis.
correct
incorrect
researchers look at the results of the data analyses as a way to confirm a conclusion they had already made.
correct
incorrect
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What type of bias occurs when researchers look at the results of data analyses as a way to verify a conclusion they had already made?
Confirmation bias
correct
incorrect
Framing bias
correct
incorrect
Knowledge bias
correct
incorrect
Social desirability bias
correct
incorrect
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What type of bias occurs when research participants provide answers that they think the researcher might want to hear?
Framing bias
correct
incorrect
Knowledge bias
correct
incorrect
Social desirability bias
correct
incorrect
Confirmation bias
correct
incorrect
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Sometimes researchers use scientific methods involving the functioning of the brain, like an EEG of fMRI, to eliminate
tracking.
correct
incorrect
risk.
correct
incorrect
conflict.
correct
incorrect
bias.
correct
incorrect
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A researcher wants to determine whether female students are more likely to score higher on an exam. The exam score is the _______ variable.
confirmatory
correct
incorrect
dependant
correct
incorrect
independent
correct
incorrect
assenting
correct
incorrect
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What technique should researchers use if they want an in-depth, comprehensive description of a group of people, a culture, or a situation?
Ethnographic study
correct
incorrect
Heart rate evaluation
correct
incorrect
Emotive projection
correct
incorrect
Galvanic assessment
correct
incorrect
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_______ data is generated at the checkout line of a local retail store and provides information about regional patterns of purchases.
Visual
correct
incorrect
Online
correct
incorrect
Physical
correct
incorrect
Scanner
correct
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One advantage of a _______ is that comments made by one research participant can spark ideas in others.
pupil dilation test
correct
incorrect
focus group
correct
incorrect
warmth monitor
correct
incorrect
heart rate test
correct
incorrect
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