FINAL EXAM CI

Matt's Mobile Services has designed a cell phone plan especially for tech-savvy teens who are heavy cell phone users and live in households earning over $150,000 per year. In tailoring the plan for a specific group of consumers based on their particular needs, Matt's Mobile Services has provided an example of _____

a) broadcasting

b) target marketing

c) the product concept

d) selling orientation

e) selling orientation

b

______ are physical characteristics of the product itself, such as size, color, flavor, or aroma.

a) brand personalities

b) brand images

c) product quality ratings

d) intrinsic cues

e) extrinsic

d

To simplify life, people have a natural tendency to select stimuli from the environment and organize them into groups and perceive them as a unified whole. In a perception context, this is known as _____

a) figure-groud

b) perceptual mapping

c) perceptual blocking

d) closure

e) grouping

e

Tanya and her marketing team at a fast food restaurant are breaking their company's target audience into groups that have shared needs that are different from the needs shared by other groups. They are engaged in _______

a) promotion

b) market segmentation

c) placement

d) positioning

e) market targeting

b

Suppose a manufacturer wants to determine whether or not changing the packaging of his/her major product will bring about a change in sales. Which type of research will be most appropriate?

a) none

b) qualitative research

c) casual research

d) exploratory research

e) descriptive research

c

_____ segmentation differentiates among heavy users, medium users, light users, and nonusers of a specific product, service, or brand.

a) usage rate

b) brand awareness

c) brand loyalty

d) benefit

e) sociocultural

a

In analyzing the effects of shelf placement on sales, shelf placement of the product is the ____

a) independent variable

b) dependent variable

c) temporal variable

d) spurious variable

e) none of these

a

Which of the following is not an advantage of qualitative research over quantitative research?

a) All are advantages of qualitative research over quantitative research

b) research design provides more flexibility

c) results are projectable to the population under study

d) easier to provide visual and audio aids

e) greater ability to probe

c

The researcher cannot compute the statistical reliability of this type of sample:

a) all of these

b) experimental sample

c) probability sample

d) nonprobability sample

e) observational sample

d

John drives by the same billboard every day on his way to work. He has seen the billboard so many times that he no longer notices it. This is an example of ________

a) absolute threshold

b) perceptual blocking

c) just noticeable difference

d) differential threshold

e) sensory adaptation

e

When consumers buy the most expensive model to mitigate the risk of purchasing a poorly performing product, they are using ________ to minimize their risk.

a) perceptual blocking

b) narrow categorization

c) the price-quality relationship

d) brand loyalty

e) information-seeking behavior

c

To test the effectiveness of changes in an advertising campaign, a marketing research firm decides to implement certain changes in Atlanta, other changes in Dallas, and no change to the ad campaign in Denver. With regard to the products in question, the purchasing propensities in the three cities are equal. What type of research design is the marketing research firm invoking?

a) exploratory study design

b) causal study design

c) descriptive study design

d) all of these

e) observational study design

b

When the Kaplan Bar Review course tells prospective law students they can "conquer the bar" or achieve a goal by taking the Kaplan course, they are trying to trigger a product-specific goal.

a) true

b) false

a

The most common type of qualitative marketing research is _____

a) focus groups

b) cartoon test

c) projective techniques

d) sentence completion

e) none of these

a

In depth discussions, usually consisting of 8-12 participants, led by a moderator and generally limited to one particular concept, idea or theme are

a) study groups

b) case groups

c) accuracy groups

d) focus groups

d

_____ is the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions.

a) brand image

b) intrinsic cues

c) perceived risk

d) reference price

e) quality service

c

Motivation is produced by a state of tension, which exists as the result of ______

a) environmental forces

b) statisfied desires

c) unfillied needs

d) unrealized desires

e) peer pressure

c

A manager who wants to show cause-and-effect between two variables would be advised to use which basic method of research?

a) survey and observation

b) experiment

c) observation

d) survey

b

_______ is preliminary research conducted to increase the understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.

a) case analysis

b) situation analysis

c) experience survey

d) exploratory research

e) pilot study

d

Quantitative research typically uses larger sample sizes than qualitative research.

a) true

b) false

a

_____ is a process that links the consumer, customer and public to the marketer through information in order to identify marketing opportunities and problems, evaluate marketing actions, and evaluate marketing strategies' performances.

a) Marketing communication

b) Data analysis

c) Consumer complexes

d) Market research

e) Data collection

d

______ refers to the development of a distinct image for the product in the mind of the consumer.

a) Positioning

b) Segmenting

c) Promotion

d) Targeting

e) Placement

a

Brand names stamped on eggs in supermarkets, featured on video screens in taxis, placed on subway tunnels in between stations, and featured on doctor's examination tables are examples of _____

a) ambush marketing

b) viral advertising

c) sensory adaptation

d) experiential marketing

e) objective reality

a

_____ is a concept related to perception. People actively seek out messages that they find pleasant and actively avoid painful or threatening ones.

a) perceptual defense

b) selective attention

c) perceptual blocking

d) perceptual organization

e) selective exposure

e

Statistical skills are important for qualitative researchers.

a) true

b) false

b

Age, gender, and income are bases of which of the following types of segmentation?

a) benefit segmentation

b) demographic segmentation

c) geographic segmentation

d) psychological segmentation

e) socioculture segmentation

b

Alice needs a new cell phone, but is anxious about which phone she should buy. Many of her friends own popular phone models but complain about lost calls, short battery life, and poor predictive text functionality. While she has identified several attractive phone models, she doesn't feel like she can really try the phones out in such an artificial setting and is nervous that she might pick a phone that doesn't work as well as she had hoped. Alice perceives ________ associated with the purchase of a new phone.

a) financial risk

b) social risk

c) time risk

d) psychological risk

e) functional risk

e

The process and tools used to study consumer behavior are characterized by the term ______

a) data collection

b) marketing communication

c) data analysis

d) consumer research

e) consumer complexes

d

Marketers are able to change consumers' personalities to conform to their products.

a) true

b) false

b

The widely used segmentation system combining lifestyle and values is ________.

a) PALS

b) SALS

c) VALS

d) CALS

e) LAPS

c

Marketers take advantage of ________ when they extend a brand name associated with one line of products to another.

a)the halo effect

b)physical appearances

c)perceptual blocking

d)consumers' tendency to jump to conclusions

e)the persistence of first impressions

a

Which of the following types of research facilitates question probing?

a) Secondary

b) Quanitative

c) None

d) Qualitatative

d

Which of the following is NOT a way for a consumer to overcome perceived risk?

a) seek information

b) buy the most expensive model

c) use a random choice model

d) rely on store image

e) remain brand loyal

c

_____________ is a goal statement, defining specific information needed to solve the marketing research problem.

a) Marketing research objective

b) Exploratory research

c) Management objective

d) Managerial decision problem

e) none of these

a

The type of self-image that characterizes the way consumers would like to see themselves is _______

a) ideal self-image

b) social self-image

c) self-image awareness

d) ideal social self-image

e) actual self-image

a

Another term for psychographic characteristics is ________

a) use-situation factors

b) benefits sought

c) use-related factors

d) age

e) lifestyles

e

Lifestyles, also known as ________, consist of activities, interests, and opinions.

a) benefit segmentation

b) psychographics

c) demographics

d) geodemographics

e) personality traits

b

According to Freud's theories, the ________ is a conceptualization of the basic biogenic needs for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction.

a) superego

b) ego

c) id

d) self-image

e) super-id

c

In an experiment where the marketer is interested in finding out the impact of shelf position on a product’s sales, the shelf position is considered the __________variable.

a) Independent

b) Dependent

c) Concomitant

d) Correlation

e) None of these

a

The point at which a person can detect a difference between "something" and "nothing" is that person's ________ for that stimulus.

a) differential threshold

b) adaptation level

c) absolute threshold

d) just noticeable difference

e) sensory adapation

c

If extraneous factors in an experiment can be identified and measured, __________ can be used to control these factors.

a) none of these

b) randomization

c) statistical control

d) Design control

e) Physical control

b

A _____________ sample is characterized by every element in the population having a nonzero chance of being selected.

a) nonprobability

b) nonrandom and nonprobability

c) nonrandom

d) none of these

e) probability

e

When Colgate offers Colgate Total, which provides 12 hours of germ fighting; Colgate Max Fresh, which fights bad breath; and Colgate Sensitive Pro-Relief for people who have sensitive gums, they are segmenting based on ________

a) personality

b) culture

c) usage rate

d) benefits

e) values

d

Products, packages, brand names, advertisements, and commercials are examples of ________

a) stimuli

b) receptors

c) sensations

d) intestines

e) realities

a

The selling concept focuses on the needs of the ________ and on existing products, while the marketing concept focuses on the needs of the ________

a) seller; manufacturer

b) seller; buyer

c) buyer; seller

d) buyer; manufacturer

e) manufacturer; seller

b

Which of the following is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires?

a) consumer behavior

b) marketing research

c) role theory

d) lifestyle marketing

a

Which of the following types of research allows the researcher to show causation?

a) experiment

b) observation

c) none of these

d) survey

a

The most popular use of geography in strategic targeting is ________ – a hybrid segmentation scheme based on the premise that people who live close to one another are likely to have similar financial means, tastes, preferences, lifestyles, and consumption habits.

a) behavioral targeting

b) social class

c) geodemographics

d) pyschographics

e) countersegmentation

c

The driving force within individuals that impels them to action is known as ________.

a) personality

b) a goal

c) motivation

d) a need

e) tension

c

The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is known as _______

a) understanding

b) observation

c) rationalization

d) perception

e) realization

d

Marketing scholars who believe the ________ believe three exposures to an advertisement are needed: one to make consumers aware of the product, a second to show consumers the relevance of the product, and a third to remind them of the product.

a) three-experience rule

b) three-knock standard

c) three-introduction principle

d) three-exposure norm

e) three-hit theory

e

Chelsea confuses a private-label brand's packaging with that of a national brand leader. This is an example of ______

a) cosmetic variations

b) stimulus generalization

c) advertising wearout

d) stimulus disrcimination

e) cognitive processing

b

A marketer uses a ________ when it acknowledges competing products in its marketing communications.

a) vocal cue

b) negative frame

c) one-sided message

d) two-sided message

e) positive frame

d

What level of measurement would the following question produce?
Please indicate the environmental surroundings in which you live using the following choices: (1) urban (2) rural (3) suburban

a) nominal

b) interval

c) reliable

d) ordinal

e) ratio

a

The Elaboration Likelihood Model proposes that consumers' attitudes are changed by two distinctly different routes to persuasion: ________ routes and ________ routes

a) main; secondary

b) central; logical

c) rational; emotional

d) direct; indirect

e) central; peripheral

e

Studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner is which of the following?

a) Quasi-experiments

b) True experimental design

c) Pre-experimental designs

d) Pre-exsisting Experiments

a

If you usually listen to the 6 o'clock news while waiting for dinner to be served, you would tend to associate the news with dinner, and eventually the sound of the 6 o'clock news alone might cause your mouth to water even if dinner was not being prepared. This is known as ________.

a) classical conditioning

b) conditional learning

c) behavioral learning

d) instrumental conditioning

e) perceptual learning

a

While Julia is watching television, she is faced with the clutter of nine successive commercial messages during a program break. The marketer who is running the second ad in the series is unlikely to communicate effectively with Julia because the other eight ads are ______.

a) psychological noise

b) symbolic noise

c) informal noise

d) selective exposure

e) figurative noise

a

If extraneous factors in an experiment can be identified and measured,
__________ can be used to control these factors.

a) none of these

b) physical control

c) design control

d) statistical control

e) randomization

e

Which type of question does not allow the researcher to perform statistical analysis?

a) multiple choice

b) close ended

c) open-ended

d) dichotomous

c

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________.

a) fear appeal

b) a rational appeal

c) social marketing

d) comparative marketing

e) none of the above

a

A scale that gives you a different weight every time you step on suffers from poor:

a) Reliability

b) Construct Validity

c) Split-half validity

d) face validity

e) random-half validity

a

A yes-no question is an example of a dichotomous question.

a) True

b) False

a

An experiment is designed to test how consumers go about choosing life insurance policies. If this experiment uses a sample of college students, it would likely not have _______.

a) internal validity

b) laboratory validity

c) external validity

d) extraneous validity

c

The measurement process begins with ____________.

a) Defining the construct

b) Evaluating reliability and validity

c) Developing a construct

d) Identifying the concept of interest

d

____ portray consumers' attitudes with regard to an attitude object as a function of consumers' perceptions and assessment of the key attributes or beliefs of that object.

a) Cognitive dissonance theories

b) Dual mediation models

c) Tri-component attitude models

d) Functional models

e) Multiattribute attitude models

e

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master the environment?

a) instrumental conditioning

b) classical conditioning

c) cognitive learning

d) Operant conditioning

e) none of the above

c

jonas noticed that he got better results from his direct marketing television campaign when his ad appeared first in the series of advertisements. He is likely experiencing the impact of the _

a) negative frame

b) primacy effect

c) recency effect

d) positive frame

e) symbolic effect

b

______ media are the original communications channels that advertisers have used, and include print and broadcast.

a) Informal

b) Symbolic

c) Social

d) Traditional

e) Comparative

d

From a marketing perspective, the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior, which evolves and changes as consumers acquire knowledge from experience, observation, and interactions with others to impact future behavior, is known as _____

a) perceptual blocking

b) brand loyalty

c) positive reinforcement

d) brand equity

e) consumer learning

e

Both surveys and experiments can show causation between two variables.

a) true

b) false

b

Which of the following types of research allows the researcher to show causation?

a) observation

b) survey

c) none of these

d) experiment

d

Which of the following is not characteristic of the questionnaire?

a) set of questions designed to generate data for specific objectives

b) survey instrument

c) formalized schedule for collecting data

d) a unique control device in the data collection process

e) All are characteristic of the questionnaire.

e

According to the ________, to understand consumers' intentions we also need to measure the subjective norms that influence an individual's intention to act.

a) theory of reasoned action model

b) attitude-toward-object model

c) attitude-toward-behavior model

d) trying-to-consume model

e) attitude-toward-the-ad model

a

Channels of permit marketers to send addressable, customized messages based on data gathered from tracing consumers' surfing and clicks online to individual consumers or small groups.

a) symbolic media

b) traditional media

c) informal media

d) broadcasting

e) narrowcasting

e

Which of the following is an incorrect statement concerning questionnaire layout?

a) None of these is an incorrect statement.

b) Position threatening or sensitive questions last.

c) Position questions that require the most effort in the middle.

d) Allow plenty of space for open-ended questions

e) Always place demographics questions at the beginning

e

____ is concerned with the likelihood or tendency than an individual will undertake a specific action or behave in a particular way with regard to the attitude object.

a) perspective

b) affectation

c) Situation

d) Conation

e) Cognition

d

Learning acquired by accident or without much effort is known as ________ learning.

a) intentional

b) intrinsic

c) instrumental

d) incidental

e) inexplicable

d

There are two different theories on how people learn – the ________ theories and the ________ theories.

a) emotional; affective

b) behavioral; cognitive

c) cognitive; rational

d) experiential; intentional

e) behavioral; affective

b

Ranking questions generally produces ___________ level of measurement.

a) nominal

b) none of these

c) ratio

d) interval

e) ordinal

e

HSBC positions itself as "the world's local bank." A recent advertising campaign consisted of about 20 ads centered on the theme that "different values make the world a richer place." HSBC's use of different cosmetic variations in their ads while repeating the same advertising theme is an attempt to avoid ____

a) stimulus generalization

b) rehearsal

c) stimulus differentiation

d) advertising wearout

e) the three-hit theory

d

When consumers are willing to exert the effort to comprehend, learn, or evaluate the available information about the attitude object, learning and attitude change occur via the ________ to persuasion

a) peripheral route

b) dual mediation model

c) celebrity endorsement

d) functional approach

e) central route

e

The “treatment” is also referred to as which of the following?

a) none of these

b) independent variable

c) change in market share

d) increase in sales

e) gross margin

b

According to ________, discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

a) attitude-change strategies

b) attribution theory

c) attitude research

d) self-perception theory

e) cognitive dissonance theory

e

Geoff is responsible for online marketing for the local automotive dealership. He manages the website, Facebook page, and Twitter account. The type of media he is responsible for is broadly categorized as ____

a) comparative media

b) informal media

c) symbolic media

d) new media

e) traditional media

d

________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.

a) intuitive constructs

b) abstract concepts

c) constructs

d) none of these

c

Which of the following is NOT true regarding humorous appeal?

a) Using humor is more appropriate for low-involvement than high-involvement products.

b) Lower sensation seekers are more receptive to humor appeals than higher sensation seekers.

c) Humor that is relevant to the product is more effective than humor unrelated to the product.

d) Humor attracts attention and enhances one's liking of the product advertised.

e) Humor is more effective in targeting consumers that already have a positive attitude for the product.

b

The product imitator hopes that the consumer will ________, whereas the market leader wants the consumer to ________ among similar stimuli.

a) discriminate; select

b) select; generalize

c) discriminate; differentiate

d) generalize; discriminate

e) discriminate; generalize

d

__________ are/can be a source of measurement differences that produces random or systematic error.

a) Short-term personal factors

b) All of these

c) Characteristics of individual respondents

d) Situational Factors

e) Sampling of items included in the questionnaire

b

Research that is designed to determine whether a change in one variable likely caused change in another variable is referred to as ________

a) descriptive research

b) none of these

c) exploratory research

d) casual research

d

In an experiment where the marketer is interested in finding out the impact of shelf position on a product’s sales, the shelf position is considered the variable.

a) concomitant

b) correlation

c) dependent

d) none of these

e) independent

e

________ reveals the lack of or low correlation among constructs that are supposed to be different.

a) Concurrent validity

b) Predictive reliability

c) Discriminant validity

d) Predictive validity

e) Convergent validity

c

A screening question is used to:

a) to identify the right type of question for the final questionnaire and to check for respondent bias. 

b) none of these

c) check for respondent bias.

d) identify the right type of question for the final questionnaire.

e) identify appropriate respondents for the survey.

e

In order to be persuasive, the receivers ______.

a) must decode the messages the way the senders intended

b) must like sexual appeals

c) all of the above

d) must like humor appeals

e) must like violent images

a

Which of the following would not be a good practice regarding question sequencing?

a) none of these

b) general questions at the beginning

c) questions requiring work in the middle

d) sensitive questions at the end

e) general questions at the end

e

_____ are messages that companies transmit through their marketing departments, advertising or public relations agencies and spokespersons.

a) Interpersonal communications

b) Informal communications

c) Noise communications

d) Impersonal communications

e) Receiver communications

d

An extension of the theory of reasoned action model is the ________, which adds the construct of perceived behavioral control, which is a consumer's perception of whether the behavior is or is not within his or her control.

a) trying-to-consume model

b) attitude-toward-behavior model

c) attitude-toward-object model

d) attitude-toward-the-ad model

e) theory of planned behavior

e

According to the ________, attitudes consist of three major components: a cognitive component, an effective component, and a conative component.

a) multiattribute attitude model

b) functional approach

c) tri-component attitude model

d) self-perception theory

e) dual mediation model

c

What level of measurement would the following question produce?
Please indicate your approximate age by checking the appropriate age category:
___(1) 0 to 18 ___(2) 19 to 34 ___(3) 35 and over

a) Interval

b) Nominal

c) Ratio

d) Reliable

e) Ordinal

e

In a consumer behavior context, ________ are learned predispositions to behave in a consistently favorable or unfavorable way with respect to a given object.

a) beliefs

b) intentions

c) values

d) attitudes

e) feelings

d