Study Questions 4.1

 1. A lot of modern market research is about? A and B

 2. ______________ is used to help define the problem. Exploratory research

3. Data collection is the _______ step in the market research process. Third

4. The most difficult step in the market research process is ________. Defining the problem and research objective

 5. The study of whether redesigning an online site increases the sales to click conversion rate is_________. Cause and effect research

 6. A lot of data-mining of company sales records involves ____________. Longitudinal research

 Study Questions 4.2

1. Hanging photos of customer visits in meeting rooms _____________ c) Keeps the focus on the cust

2. Observational research led IKEA to design __________for its Japanese customers d) A whole new line of furniture

 3. Qualitative research is? d) All of the options are true

 4. Customer visits are very good for generating________. b) Options and new ideas

5. When making a customer visit ___________. d) Talk amongst yourselves about what you saw

 6. One of the major weaknesses of using qualitative research to select new product development options is ___________ d) The small sample size

 7. The _____ step in focus group research is to choose a moderator. b) Second

8. How many focus groups should you run? c) Until you learn nothing more

9. Focus groups can be used to make go-no go decisions when __________. c) The reaction is extreme

10. It is _____________ to have management watch a focus group as they will want to interrupt and add new questions to be asked. a) A good idea

Study Questions 4.3

1. A probability sample is a sample where all respondents in the population or segment to be studied have __________ of being chosen to be in the sample from the population/segment being studied. A known (non-zero) chance

2. Typical samples range in size from? 400-1000

3. A survey of a whole population is called ___________. A census

4. Online research samples are _____ representative of the whole population. Not

5. If you increase the size of a sample four times you _______ the precision. Double

6. A convenience sample is a sample that is gathered from? A convenient pool of customers or potential customers

7. Non-response error is most effectively avoided by? Paying the respondents generously for their response time and effort

8. Consumers are often reluctant to participate in survey research because? d) All of the above

 9. The online chatter about your products, service and marketing is sometimes called? Gossip Word-of-mouse

10. An advantage of online market research is  All of the options are true

Study Questions 4.4

 1. According to Webster’s dictionary, culture is___________.  All of these options are correct

 2. Today’s cultures (defined as stages of civilization of a nation) are also very dynamic and largely changed by ______________. Their developing economies and evolving trade with other countries

3. Over the last 40 years, with many more female heads of household working, the median household income in the U.S. has increased by about _____________. 20%

 4. As income rises, more activities can be or have to be squeezed into leisure time. The result is that the perceived value of free time increases and produces what has been called_________. a) The hurried leisure class b) The harried leisure class c) The frantic leisure class d) The free-riding leisure class 5. Most social influence today is through: a) YouTube b) Facebook c) LinkedIn d) Person to person 6. ____________of 18-21 year old U.S. online users publish a web page, write blogs or upload videos. a) 16% b) 25% c) 37% d) 52% 7. The Rogers diffusion curve analysis of buyers has _______ categories. a) Three b) Four c) Five d) Seven 8. According to Rogers, ______% of buyers are innovators or early adopters. a) 10% b) 16% c) 20% d) 30% Study Questions 4.5 1. Which of the following is the reason why we develop habits? What has worked in the past (rewarded us) is likely to work again (reward us again) in the future Habits allow us to save time making decisions and be thinking of other things as we do them Habitual shopping routines can often be executed more efficiently than new behaviors Habitual shopping provides a sense of discipline, order and control in our lives All of the above 2. The best time to influence shopping and consumption values, beliefs and habits is when consumers are between __________. 0-15 16-30 31-45 46-60 3. Habitual behavior___________. Is never lost Can be lost by a single little mistake Can be lost by a series of little mistakes Can be lost by something going really wrong 4. Evolution has endowed us with habits and ______ that influence our shopping search. A sense of humor Ability to think ahead Tolerance Curiosity and boredom 5. Our attitudes, opinions, interests, hobbies and passions are called our ___________. Personality Sense of self Psychographics Demographics Valuegraphics 6. In complex searches, shoppers stop searching and purchase when they ___________. Find exactly what they want Perceive that further search is not worth the effort Either A or B All of the above Study Questions 4.6 1. A(n) _______ indicator of changing behavior is changing beliefs about the performance of products and services supplied to the market. a) Important b) Leading c) Lagging d) Reliable 2. Consumer belief about whether they are going to be better off, worse off or the same in the future is called _____________. a) Consumer sentiment b) Consumer competence c) Consumer optimism d) Consumer confidence 3. _____ of consumers believe that within five years they will go strongly green in their lifestyle and purchasing. a) 25% b) 35% c) 50% d) 65% 4. The lawn care example teaches us that a very important growth and profit opportunity is advertising to consumers who hold _______beliefs about your product. a) Negative b) No c) Uncertain d) Positive 5) Canadian consumer confidence increased from ___ in February 2009 to ____in June 2010. Answers : a) 25, 80 b) 55, 90 c) 25, 90 d) 55, 110 Study Questions 4.7 1. The key determinant of marketing success is ______fussing about the best measurement of customer satisfaction. a) Always b) Sometimes c) Not d) Never 2. Increased customer satisfaction is ________ creator of capital. a) An occasional b) A minor c) A major d) A reliable 3. When customer satisfaction determines promotion, managers_______. a) Go to bed at night thinking about customer satisfaction b) Often object because it is unfair c) Fudge the satisfaction surveys they collect from customers d) Are delighted 4. Which of the following statements about the customer service feedback effect is false? a) A decrease in employee benefits and wages leads to a decrease in employee morale b) An increase in employee morale leads to an increase in service quality c) An increase in customer satisfaction leads to increased rewards to employees d) A one time bonus can trigger a positive feedback effect e) A feedback-effect always produces positive outcomes 5. Which of the three measures of satisfaction is the gold standard? a) “I am completely satisfied…” b) “I will purchase again” c) “I will recommend to friends” d) All three are the gold standard 6. The well-managed firm tracks and broadcasts across its organization which of the following? a) Truly unsolicited letters and e-mails of thanks b) Letters and e-mails complaining, ranking of complaints c) Returns and reasons for returns ranked d) B and C above e) All of the above 7. A common sense measurement process is to _______ask an open-ended question as to how you could better satisfy your customers. a) Never b) Sometimes c) Annually d) Always 8. The number one determinant of website customer satisfaction is_________. a) The attractiveness of the graphics b) Ease of navigation c) How much you buy from it d) It makes you laugh Study Questions 4.8 1. The ___________in a buying firm are more sensitive about product performance, defect rates, service support, parts availability and user training. The __________ in a buying firm are concerned about price, purchase terms, discounts, legal contracts and delivery costs. a) Purchasing agents, end-users b) End-users, accountants c) Senior management, accountants d) End-users, purchasing agents 2. The way firms buy is influenced by: a) Their financial position b) Unique personalities involved c) Socio-political climate d) All the options are true 3. In selling to a business, a standard buying or bidding process may even be ______ by the buying firm. a) Developed b) Commissioned c) Provided d) Banned 4. A systematic analysis of a business account should proceed through a step-by-step description of the people involved, the organization’s use of the product or service, the major decision-makers’ benefits sought and perceptions of the competitive offerings and ____________. a) When they review and renew their supply contracts b) Their distribution system c) A review of their annual reports and their cash on hand d) All of the above 5. Purchase process activity rules include the following: a) Search for more bidders when the number of suppliers is less than five b) Keep using current suppliers when their performance is satisfactory and the number of suppliers on the list is greater than one c) Toughen acceptable performance standards when the number of suppliers on the list is greater than two d) Drop the existing vendor with the worst performance when new vendors are included on the bid list 6. In a supply chain joint venture, the continued independence between the supplier and buyer enhances __________ and keeps the entrepreneurial leadership in both the selling and buying firms happy. a) Cooperation b) Innovation c) Collaboration d) Coordination 7. JIT stands for: a) Just in time b) Just in transit c) Jointly integrated transportation d) Justifiably innovative transportation 8. A feature of JIT is: a) Delivery is frequent and short b) Delivery is frequent and low cost c) Delivery is frequent and friendly d) Delivery is frequent and absolutely reliable 9. Through tracking the performance of its 3,500 jet engines owned by its customers, Rolls Royce has extended the life of its engines ____________. a) 100% b) 200% c) Ten times d) Twenty times 10. The following sociological characteristic of the business-to-business marketplace makes word-ofmouth influence critical: a) They think in similar ways, which enables them to communicate more readily with each other b) Industry trade associations encourage the exchange of ideas and learning within an industry c) Executives who move on to a position with a competitor, supplier or major customer often maintain personal friendships with their previous coworkers d) Engineering consultants act as word-of-mouth megaphones; they often pass on what they have learned to others e) All of the options are correct