Chapter 3 Quiz

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. What type of research should researchers use if they are interested in finding out broad trends or patterns of behavior?

Exploratory consumer research correct incorrect

Confirmatory consumer research correct incorrect

Acculturation consumer research correct incorrect

Operational consumer research correct incorrect

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. Before a research team can begin collecting data, they must

predict consumer behavior. correct incorrect

create a feedback loop. correct incorrect

develop consumer insights. correct incorrect

select a perspective. correct incorrect

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. The useful interpretation of data gathered from the consumer research process that represents a deeper understanding of consumers is called

information. correct incorrect

an insight. correct incorrect

scanner data. correct incorrect

a survey. correct incorrect

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. The numbers or other nonnumerical descriptors that are used to define a phenomenon are called

data. correct incorrect

insights. correct incorrect

costs. correct incorrect

information. correct incorrect

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. Data that has been collected for other purposes is called _______ data.

primary correct incorrect

scanner correct incorrect

tertiary correct incorrect

secondary correct incorrect

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. Qualitative data is _______ data.

numerical correct incorrect

statistical correct incorrect

nonnumerical correct incorrect

singular correct incorrect

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. _______ refers to a systematic error in the data collection or the analysis of the data that skews the results.

Insight correct incorrect

Bias correct incorrect

Dilation correct incorrect

Efficacy correct incorrect

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. Irrational escalation happens when

new data conflicts with a decision that has already been made. correct incorrect

the order of the questions is randomized and inconsistent. correct incorrect

the research is based on a product that is defective. correct incorrect

the setting or context alters the answers a participant might give. correct incorrect

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. Cognitive research is an approach to consumer research that

focuses on underlying influences on consumer behavior, such as desires and emotions. correct incorrect

examines what consumers do and where they do it. correct incorrect

examines purchase data and how consumers interact with products. correct incorrect

focuses on the human mind, its structure, and its processes. correct incorrect

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. Motivational research is an approach to consumer research that

examines purchase data and how consumers interact with products. correct incorrect

focuses on the human mind, its structure, and its processes. correct incorrect

focuses on underlying influences on consumer behavior, such as desires and emotions. correct incorrect

examines what consumers do and where they do it. correct incorrect