Quiz Content

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. The _______ approach to consumer behavior emphasizes the objectivity of science and the consumer as a rational decision-maker.

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. The _______ perspective of consumer research stresses the subjective meaning of the consumer's individual experiences.

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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

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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

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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.

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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?

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. Quantitative data are generally collected when

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. Qualitative data are generally collected when

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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?

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. What type of bias occurs when research participants provide answers that they think the researcher might want to hear?

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. Sometimes researchers use scientific methods involving the functioning of the brain, like an EEG of fMRI, to eliminate

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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.

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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?

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. _______ data is generated at the checkout line of a local retail store and provides information about regional patterns of purchases.

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. One advantage of a _______ is that comments made by one research participant can spark ideas in others.

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