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MR 2 2nd Edition by Tom J. Brown -Test Bank

Chapter 5—Collecting Primary Data by Observation

MULTIPLE CHOICE

1.If we were measuring customers’ age, income, gender, education, occupation, marital status, etc., we would be measuring:

a.	attitudes/opinions.
b.	psychological/lifestyle characteristics.
c.	demographic/socioeconomic characteristics.
d.	behavior and perceptions.
e.	none of the above.

ANS:CPTS:1

NAT: AACSB Analytic | CB&E Model Research | Bloom’s: Comprehension

2.Which of the following is NOT a demographic or socioeconomic characteristic?

a.	A feeling toward a brand
b.	Marital status
c.	Social class
d.	A person’s gender
e.	Income

ANS:APTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge

3.A common use of demographic and socioeconomic data in marketing is:

a.	delineating market segments.
b.	investigating intentions to purchase.
c.	relating attitudes to opinions.
d.	discovering motivations.
e.	determining brand awareness.

ANS:APTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge

4.Procter & Gamble, the manufacturer of Olay skin lotion, has traditionally targeted women over 30 years of age. This is an example of:

a.	demographic segmentation.
b.	racial segmentation.
c.	psychographic segmentation.
d.	ethnic segmentation.
e.	regional segmentation.

ANS:APTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Application

5.Personality refers to the:

a.	traits and mannerisms of an individual.
b.	overall evaluation of a particular product by an individual.
c.	individual’s understanding of a fact or a phenomenon.
d.	age and education of an individual.
e.	financial background of an individual.

ANS:APTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge

6.Which of the following is a lifestyle characteristic?

a.	Social class
b.	Interests
c.	Attitudes
d.	Home ownership
e.	Age

ANS:BPTS:1

NAT: AACSB Analytic | CB&E Model Research | Bloom’s: Comprehension

7.John’s purchase behavior is influenced by his hobbies of golf, working out, and fishing; his interest in cars, music, and travel; and his deeply held political beliefs on immigration and his opinions on saving the environment. All of these are part of the personal influence factor called:

a.	attitude.
b.	socioeconomic characteristics.
c.	beliefs.
d.	lifestyle.
e.	demographics.

ANS:DPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Application

8.Ferrari has segmented their market on the basis of income and lifestyle. Their target market has household income greater than $200,000 and enjoys spectator sports like NASCAR racing. These two segmentation variables are grouped under the broader classifications of:

a.	demographics and product awareness.
b.	psychographics and customer intentions.
c.	geographic and motives.
d.	demographics and psychographics.
e.	demographics and product usage.

ANS:DPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Application

9.”Mission Possible” is a non-profit retail store that sells gift items made by artisans from over 30 underdeveloped countries. It provides employment to impoverished third world craftspeople and markets their handiwork at a fair price. It defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. The store uses _____ segmentation.

a.	demographic
b.	psychographic
c.	geodemographic
d.	ethnic
e.	geographic

ANS:BPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Application

10.Frito-Lay’s division of snackers into two categories was based on the:

a.	attitudes and opinions of the customers.
b.	aided recall of the consumers.
c.	lifestyle analysis of the consumers.
d.	knowledge of the product.
e.	literacy levels of the consumers.

ANS:CPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge

11.An individual’s overall evaluation of something determines that individual’s:

a.	want.
b.	attitude.
c.	motive.
d.	need.
e.	personality.

ANS:BPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge

12.If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product, the researcher should focus on measuring:

a.	motivation.
b.	intention.
c.	behavioral goals.
d.	attitude.
e.	personality.

ANS:DPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Analysis

13.Which of the following can be used to measure knowledge of an advertisement?

a.	Unaided recall
b.	Aided recall
c.	Recognition
d.	Only a and b.
e.	a, b, and c.

ANS:EPTS:1

NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge

MAECENAS IACULIS

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ADIPISCING CONVALLIS BULUM

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