Consumer Attitudes and Formation Quiz

An attitude is a lasting, general evaluation of an object, person, group, issue, or concept on a dimension ranging from negative to positive.

The three main components of attitude are cognition, affect, and behavior.

<p>A behavior is something observed and factual.</p> Signup and view all the answers

<p>False</p> Signup and view all the answers

<p>Beliefs make up product and brand images that affect buying behavior.</p> Signup and view all the answers

<p>Motivation is an internal state that drives people to identify and buy products that fulfill conscious and unconscious needs or desires.</p> Signup and view all the answers

<p>Perception is a process that refers to how sensory information is selected, organized, interpreted, and experienced consciously.</p> Signup and view all the answers

<p>Functional attributes refer to the practical aspects of a product (e.g., taste, smell, price), while symbolic attributes are associated with the brand's image, perceived quality, and value.</p> Signup and view all the answers

<p>Sensation refers to the immediate response of our sensory receptors to basic stimuli like light, color, sound, odor, and texture.</p> Signup and view all the answers

<p>Perception is influenced by physical stimuli and the relationship between these stimuli and our inner state, including cognitive and affective components.</p> Signup and view all the answers

<p>False</p> Signup and view all the answers

<p>The primary goal is to understand how consumer emotions vary depending on the context and the subject of the study.</p> Signup and view all the answers

<p>Two common methods include interviews – which can be conducted individually or in focus groups – and observation.</p> Signup and view all the answers

<p>Quantitative research aims to collect quantifiable data and make generalizations about a population from a sample.</p> Signup and view all the answers

<p>The Likert scale asks individuals to rate their agreement or disagreement with a statement on a scale, usually ranging from 1 to 5 or 1 to 7, where 1 represents strong disagreement and the highest number represents strong agreement.</p> Signup and view all the answers

<p>Star rating scales involve rating a product, service, or brand on a scale, typically from 1 to 5 or 1 to 10, where 1 represents the lowest rating and the highest number represents the best rating.</p> Signup and view all the answers

<p>Market study aims to gather, analyze, and disseminate information to assist decision-making regarding marketing problems and opportunities.</p> Signup and view all the answers

<p>The main stages include defining the marketing study problem, determining the study design, collecting data, analyzing the data, and preparing a report.</p> Signup and view all the answers

<p>The market study brief provides a detailed overview of the study's objectives and requirements, outlining the client's specific needs and expectations.</p> Signup and view all the answers

<p>An exploratory study focuses on gathering initial ideas and insights, breaking down broad problems into smaller, more specific sub-problems.</p> Signup and view all the answers

<p>A conclusive study aims to provide a solid basis for decision-making by evaluating different options and recommending the most effective course of action.</p> Signup and view all the answers

<p>A descriptive study focuses on describing characteristics or functions, providing a detailed account of specific elements or processes.</p> Signup and view all the answers

<p>A causal/confirmatory study focuses on establishing cause-and-effect relationships, aiming to understand how a particular factor influences an outcome.</p> Signup and view all the answers

<p>The two main data categories are primary data, collected specifically for the study at hand, and secondary data, collected for other purposes.</p> Signup and view all the answers

<p>Internal data are available within the organization conducting the study, typically derived from records, sales figures, and customer databases.</p> Signup and view all the answers

<p>The three main sampling methods are convenience sampling, purposive sampling, and snowball sampling.</p> Signup and view all the answers

<p>Convenience sampling involves selecting participants based on their availability or ease of access, often relying on chance encounters or readily available groups.</p> Signup and view all the answers

<p>Purposive sampling focuses on selecting participants based on specific characteristics or criteria relevant to the study's objectives.</p> Signup and view all the answers

<p>Snowball sampling relies on participants identifying and referring other individuals with relevant characteristics, expanding the sample through a chain referral process.</p> Signup and view all the answers

<p>An interview guide outlines the key topics and questions that will be addressed during an interview, serving as a framework for ensuring comprehensive coverage of the research objectives.</p> Signup and view all the answers

<p>The key stages of a qualitative interview are: 1) Introduction, 2) Subject Centering, 3) Deepening, and 4) Closing.</p> Signup and view all the answers

<p>Qualitative research focuses on understanding the 'why' and 'how' behind phenomena by exploring in-depth meanings and experiences, while quantitative research aims to quantify and measure phenomena using numerical data and statistical analysis.</p> Signup and view all the answers

<p>The main objective of qualitative research is to gain a deep understanding of people's experiences, perspectives, and motivations by exploring the underlying reasons and contexts.</p> Signup and view all the answers

<p>Primary data are collected specifically for the current research project, while secondary data already exist and were collected for other purposes.</p> Signup and view all the answers

<p>Primary data collection requires more effort because it involves 1) generating specific questions, 2) engaging with participants, and 3) often involves a larger sample size.</p> Signup and view all the answers

<p>Questionnaires are a structured tool for data collection that allows researchers to gather information from respondents in a systematic and standardized way.</p> Signup and view all the answers

<p>The key objectives in questionnaire design are 1) to translate the information needed into specific questions, 2) to motivate and encourage respondents to participate, and 3) to minimize errors and biases in the data collected.</p> Signup and view all the answers

<p>Two key factors are the logical flow of questions and the pilot testing of the questionnaire.</p> Signup and view all the answers

<p>Nominal variables have categories without any order or hierarchy (e.g., gender, profession), while ordinal variables have categories with a clear order or ranking (e.g., level of satisfaction, size of clothing).</p> Signup and view all the answers

<p>Discrete variables can only take on a limited number of values, often whole numbers (e.g., number of children, number of days off), while continuous variables can take on any value within a range (e.g., age, time spent on a task).</p> Signup and view all the answers

<p>A t-test allows researchers to statistically determine if there is a significant difference between the means of two independent groups.</p> Signup and view all the answers

<p>ANOVA (Analysis of Variance) tests are used to statistically compare the means of three or more groups, allowing researchers to determine if there is a significant difference between the groups.</p> Signup and view all the answers

<p>Correlation analysis measures the strength and direction of the linear relationship between two metric variables, providing insights into how they are related.</p> Signup and view all the answers

<p>Probability sampling techniques offer the advantage of providing a representative sample that can be reliably generalized to a larger population.</p> Signup and view all the answers

<p>Non-probability sampling techniques are typically reliant on convenience or researcher judgment, leading to potential biases and limitations in generalizing the results to a wider population.</p> Signup and view all the answers