Question 1

A motive is any inner state that directs or channels behavior toward goals.

Accepted Answer

A) True 
 B)False

Question 2

If we were measuring customer's age,income,gender,education,occupation,marital status,etc.we would be measuring

Accepted Answer

A)  attitudes/opinions.
B)  psychological/lifestyle characteristics.
C)  demographic/socioeconomic characteristics.
D)  behavior and perceptions.
E)  None of the above.

Question 3

The approach towards motivation taken in the text

Accepted Answer

A)  insists that motives are different from drives.
B)  suggests that motives involve the determination of how people behave.
C)  suggests that motives may refer to a need,a drive,or an urge,but not to a wish,a desire,an impulse,or any other feeling.
D)  suggests that motives involve the determination of why in human behavior.
E)  states that motives are inner states that may energize but do not direct or move behavior toward a goal.

Question 4

Purchase intentions

Accepted Answer

A)  are a very good indicator of an individual's future behavior.
B)  may be better predictors of future behavior for large dollar expenditures.
C)  are a relatively good predictor of a family's purchase behavior.
D)  are studied often in marketing because they are very similar to attitudes.
E)  are better predictors of future behavior for small dollar expenditures.

Question 5

From a marketer's perspective,when measuring the effectiveness of an advertisement,a person's awareness refers to

Accepted Answer

A)  whether or not the person purchases the product.
B)  how much a person knows about the advertisement.
C)  the person's level of consciousness.
D)  what the person knows about the company.
E)  how many magazines the person reads.

Question 6

Ferrari has segmented their market on the basis of income and lifestyle.Their target market have household income greater than $200,000 and enjoy spectator sports like NASCAR racing.These two segmentation variables are grouped under the broader classification(s) of

Accepted Answer

A)  demographics.
B)  psychographics.
C)  geographic.
D)  demographics and psychographics.
E)  demographics and product usage.

Question 7

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

Accepted Answer

A)  A feeling towards a brand
B)  Marital status
C)  Social class
D)  Gender
E)  Income

Question 8

A common use of demographic and socioeconomic data in marketing is

Accepted Answer

A)  delineating market segments.
B)  investigating intentions to purchase.
C)  relating attitudes to opinions.
D)  discovering motivations.
E)  determining brand awareness.

Question 9

Which of the following statements is NOT true of motives?

Accepted Answer

A)  Marketers have an interest in consumer motives because it is believed that motives are stable and thus offer a strong basis for predicting future behavior.
B)  A motive might be considered an inner state that produces goal-oriented behavior.
C)  For marketing purposes,motives and attitudes are essentially the same thing.
D)  Marketers believe that an understanding of the motives behind a behavior might allow them to better influence future behavior.
E)  All of the above statements are true of motives.

Question 10

Proctor & Gamble,the makers of Oil of Olay skin lotion have traditionally targeted women over 30 years of age.This is an example of

Accepted Answer

A)  demographic segmentation.
B)  benefit segmentation.
C)  psychographic segmentation.
D)  usage rate segmentation.
E)  geodemographic segmentation.

Question 11

Researchers believe that motives tend to be less stable than behavior.

Accepted Answer

A) True 
 B)False

Question 12

Demographic and socioeconomic characteristics

Accepted Answer

A)  are easily gathered by researchers.
B)  represent attributes of people.
C)  are all easily verifiable.
D)  define consumer personality types.
E)  correlate highly with purchase intentions for specific brands.

Question 13

Which of the following is TRUE?

Accepted Answer

A)  A motive may refer to any inner state that channels behavior toward goals.
B)  A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope.
C)  The communication method is considered versatile because with it a researcher can collect information on demographics,life-styles,attitudes,knowledge,intentions,and behavior.
D)  Both a and b.
E)  a,b,and c.

Question 14

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

Accepted Answer

A)  motivation.
B)  intention.
C)  behavioral goals.
D)  attitude.
E)  personality.

Question 15

A person's ideas,convictions,or liking with respect to a particular object or idea are

Accepted Answer

A)  wants.
B)  attitudes.
C)  motives.
D)  needs.
E)  intentions.

Question 16

In the context of marketing research,a consumer's anticipated or planned future behavior is referred to as

Accepted Answer

A)  intention.
B)  motivation.
C)  goal orientation.
D)  need satisfaction.
E)  lifestyle.

Question 17

Which of the following types of primary data can be measured by observation?

Accepted Answer

A)  Attitudes and opinions
B)  Motivations and present behavior
C)  Gender and present behavior
D)  Social class and gender
E)  Motivations and intentions

Question 18

Attitudes and opinions are best determined by observation.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is an example of the communication method of obtaining data?

Accepted Answer

A)  The researcher classifies people into social class strata by personally rating the furniture in their homes via on-site visits.
B)  A researcher infers people's reactions to a product display by noting how long they stand in front of it.
C)  A researcher assesses the popularity of various museum exhibits by noting tile wear in front of each exhibit.
D)  A researcher measures consumer attitudes by means of subjects' responses to a questionnaire.
E)  A researcher notes the gender and race of each person making a purchase during a special sale.

Question 20

Demographic and socioeconomic characteristics correlate highly with purchase intentions for specific brands.

Accepted Answer

A) True 
 B)False

Exam 9: Collecting Primary Data

Which of the following is TRUE?

Correct AnswerverifiedShow Answer

Proctor & Gamble,the makers of Oil of Olay skin lotion have traditionally targeted women over 30 years of age.This is an example of

Correct AnswerverifiedShow Answer

Ferrari has segmented their market on the basis of income and lifestyle.Their target market have household income greater than $200,000 and enjoy spectator sports like NASCAR racing.These two segmentation variables are grouped under the broader classification(s) of

Correct AnswerverifiedShow Answer

In the context of marketing research,a consumer's anticipated or planned future behavior is referred to as

Correct AnswerverifiedShow Answer

Which of the following types of primary data can be measured by observation?

Correct AnswerverifiedShow Answer

A motive is any inner state that directs or channels behavior toward goals.

Correct AnswerverifiedShow Answer

Attitudes and opinions are best determined by observation.

Correct AnswerverifiedShow Answer

Demographic and socioeconomic characteristics correlate highly with purchase intentions for specific brands.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Demographic and socioeconomic characteristics

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements is NOT true of motives?

Correct AnswerverifiedShow Answer

A common use of demographic and socioeconomic data in marketing is

Correct AnswerverifiedShow Answer

If we were measuring customer's age,income,gender,education,occupation,marital status,etc.we would be measuring

Correct AnswerverifiedShow Answer

Purchase intentions

Correct AnswerverifiedShow Answer

Researchers believe that motives tend to be less stable than behavior.

Correct AnswerverifiedShow Answer

The approach towards motivation taken in the text

Correct AnswerverifiedShow Answer

A person's ideas,convictions,or liking with respect to a particular object or idea are

Correct AnswerverifiedShow Answer

Which of the following is an example of the communication method of obtaining data?

Correct AnswerverifiedShow Answer

From a marketer's perspective,when measuring the effectiveness of an advertisement,a person's awareness refers to

Correct AnswerverifiedShow Answer

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