Consumer Behavior and Market Research Quiz

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What is typically the first step in the decision-making process for consumers?

Alternate Evaluation

Problem Solving (correct)

Post-Purchase Evaluation

Information Search

Which of the following is NOT a method used to collect quantitative data?

Telephone interviews

Digital surveys

Focus groups (correct)

Direct mail surveys

What is the main purpose of syndicating data in market research?

To conduct personal interviews

To enforce strict privacy laws

To collect data from only one source

To organize and repurpose collected data for easy access (correct)

When conducting intercept surveys, which practice contributes to effective data collection?

Using unbiased staff and a short questionnaire Signup and view all the answers

Which of the following is NOT one of the 5 P's of the Sport Marketing Mix?

Performance Signup and view all the answers

What is a common way to quantify abstract data in quantitative research?

Likert Scales Signup and view all the answers

Which factor is generally considered least important in the post-purchase evaluation stage?

Availability of replacement items Signup and view all the answers

What is the first step in the strategic planning process?

Analyze the market Signup and view all the answers

Which type of involvement focuses on a consumer's attitudes and feelings towards an activity?

Affective Involvement Signup and view all the answers

What is a significant challenge faced by organizations when conducting digital surveys?

Consumers being overwhelmed with survey requests Signup and view all the answers

What is the first step for sport organizations to improve their market research efforts?

Identify the business objective Signup and view all the answers

What characterizes Cognitive Involvement in the context of the content provided?

Acquisition of information and knowledge Signup and view all the answers

Which type of involvement is primarily related to participation in the sport itself?

Behavioral Involvement Signup and view all the answers

What is emphasized in the integration step of the strategic planning process?

Resource allocation for marketing Signup and view all the answers

Which of the following motivations is NOT identified as an internal factor influencing consumer behavior?

Social Justice Signup and view all the answers

Which of the following factors does NOT influence consumer behavior according to the content?

Environmental Factors Signup and view all the answers

What are the two major components of sport marketing?

Marketing of sport and marketing through sport Signup and view all the answers

Which statement best describes CRM in the context of sport marketing?

Tracks and compiles customer-related information Signup and view all the answers

What does marketing myopia refer to in sport marketing?

Neglecting consumer changes and competition Signup and view all the answers

Why is customer retention emphasized in sport marketing?

High retention results in better ROI Signup and view all the answers

Which aspect of sport marketing involves the belief that winning can solve all problems?

Marketing myopia Signup and view all the answers

What is meant by the statement that sport has an 'intangible, ephemeral, experiential, and subjective nature'?

Sport experiences are based on personal feelings and perceptions Signup and view all the answers

In terms of sponsorship, what distinguishes sport consumers from sport consumption?

Sponsors do not directly engage in consuming sport Signup and view all the answers

What is a common characteristic of sport consumers as per the findings?

They believe they understand how to effectively run a sport organization Signup and view all the answers

What is the key feature of effective market segmentation?

It should always consider research. Signup and view all the answers

Which characteristic ensures that a market segment can be identified by marketers?

Identifiability Signup and view all the answers

Which of the following is NOT a basis for market segmentation?

Aspirational values Signup and view all the answers

What does the 80-20 rule refer to in a business context?

80% of sales come from 20% of customers. Signup and view all the answers

Which VALS category is characterized by high resources and high innovation?

Innovators Signup and view all the answers

What is the primary purpose of product usage segmentation in sports marketing?

To understand how consumers use the product. Signup and view all the answers

Which of the following factors is considered when segmenting a market based on state-of-mind?

Personality traits Signup and view all the answers

Which segment is likely to provide the most repeat business in sports marketing?

Season-ticket holders Signup and view all the answers

What is a key component of brand associations for sports organizations?

Logos, marks, nickname, and mascot Signup and view all the answers

What is the primary goal of nurturing brand associations before team performance?

To create a positive perception among consumers Signup and view all the answers

Which pricing strategy adjusts prices based on external environmental factors?

Variable Ticket Pricing (VTP) Signup and view all the answers

What does the Fan Cost Index (FCI) measure?

The total cost for a family of four to attend a game Signup and view all the answers

How does demand-based pricing generally affect ticket revenues for teams?

It typically increases revenues by 5-30% Signup and view all the answers

What is a distinguishing feature of Dynamic Ticket Pricing (DTP)?

It is controlled by an algorithm that adjusts prices automatically Signup and view all the answers

Which of the following elements does NOT typically contribute to brand associations?

Player trades Signup and view all the answers

What is meant by 'latitude of price acceptance'?

The range of prices a consumer is willing to pay for a product Signup and view all the answers