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14 Questions

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BU432 - Consumer Research Process Quiz

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Questions and Answers

What is the difference between the management decision problem and the consumer (market) research problem?

The management decision problem is about attitudes, demographics, and lifestyle, while the consumer research problem is about primary and secondary data.

The management decision problem is related to the 4Ps, while the consumer research problem is related to finding short term solutions.

Management decision problem involves data collection, while the consumer research problem involves data analysis.

Management decision problem focuses on what management wants to know, while the consumer research problem focuses on what the researcher wants to know from consumers. (correct)

What is an effective method for collecting a large amount of data in a relatively short time?

Secondary data collection

Observation

Primary data collection

Survey research (correct)

Which data collection method is useful for observing in-store behavior and customer-employee interactions?

Secondary data collection

Observation (correct)

Primary data collection

Survey research

What type of questions can be used in survey research?

A combination of open-ended, closed-ended, and rating scale questions Signup and view all the answers

Which type of culture values traits such as assertiveness, money, power, and success?

Masculine Signup and view all the answers

Which communication style involves the use of symbols and non-verbal cues?

High context Signup and view all the answers

Which group influence refers to individuals conforming to group norms to gain social acceptance?

Normative/utilitarian Signup and view all the answers

Which factor plays a role in cross-cultural considerations like bad luck associated with the number 13?

Rituals and traditions Signup and view all the answers

What is the main focus of demographics?

Describing a population in terms of size, distribution, and structure Signup and view all the answers

Which source provides North American demographic information according to the text?

Statistics Canada Signup and view all the answers

What is geodemographic segmentation?

Using postal codes to cluster segments Signup and view all the answers

In Hofstede's Cultural Dimensions, which countries are examples of collectivist cultures?

Pakistan, Venezuela, Taiwan, Portugal Signup and view all the answers

What does the term 'innovation' refer to?

An idea, practice, or product perceived as new by consumers Signup and view all the answers

What is the main purpose of product placement as discussed in the text?

Embedding real products in TV shows and movies to influence consumer behavior Signup and view all the answers