CB Quiz: Consumer Research PDF

1\. What is the main focus of qualitative research? ○ a) To quantify data ○ b) To understand the \'why\' behind behaviors (Correct) ○ c) To calculate profit margins ○ d) To conduct large-scale surveys 2\. Which of the following is a method used in qualitative research? ○ a) Observational study...

1\. What is the main focus of qualitative research? ○ a) To quantify data ○ b) To understand the \'why\' behind behaviors (Correct) ○ c) To calculate profit margins ○ d) To conduct large-scale surveys 2\. Which of the following is a method used in qualitative research? ○ a) Observational study ○ b) Depth interviews (Correct) ○ c) Online questionnaires ○ d) Experimental trials 3\. Depth interviews are also known as: ○ a) Paired interviews ○ b) Online interviews ○ c) One-on-one interviews (Correct) ○ d) Group interviews 4\. How long does a typical depth interview last? ○ a) 10-15 minutes ○ b) 20 minutes to 1 hour (Correct) ○ c) 2-3 hours ○ d) 5-10 minutes 5\. What is one advantage of depth interviews? ○ a) Large sample sizes ○ b) Structured questions only ○ c) In-depth understanding (Correct) ○ d) Quick, quantitative data 6\. A typical depth interview session is often: ○ a) Conducted without a script ○ b) Not recorded ○ c) Recorded for analysis (Correct) ○ d) Held in a public setting 7\. What is the main purpose of focus groups? ○ a) To analyze individual responses ○ b) To gather group interactions and insights (Correct) ○ c) To quantify consumer habits ○ d) To test product pricing 8\. How many participants are generally in a focus group? ○ a) 1-2 ○ b) 4-6 ○ c) 8-10 (Correct) ○ d) 15-20 9\. Which of the following is a disadvantage of focus groups? ○ a) High costs ○ b) Lack of interaction ○ c) Less willingness to share personal thoughts (Correct) ○ d) Limited time for discussions 10\. Focus groups are especially useful for: ○ a) Establishing causal relationships ○ b) Triggering memories and ideas among participants (Correct) ○ c) Collecting quantitative data ○ d) Ensuring anonymity 11\. Which method is often used to screen participants for a focus group? ○ a) Phone interviews ○ b) Screener questionnaires (Correct) ○ c) Observational studies ○ d) Email surveys 12\. Which of the following describes projective techniques? ○ a) Directly asking consumers about products ○ b) Using disguised methods to reveal hidden motivations (Correct) ○ c) Gathering data from surveys ○ d) Analyzing past sales data 13\. What is an example of a projective technique? ○ a) Focus group discussion ○ b) Depth interview ○ c) Word association (Correct) ○ d) Quantitative survey 14\. In a sentence completion exercise, the respondent: ○ a) Selects from multiple-choice options ○ b) Completes sentences with their own words (Correct) ○ c) Writes a paragraph ○ d) Rates the sentence on a scale 15\. Projective techniques are beneficial because: ○ a) They offer numerical data ○ b) They are easy to analyze ○ c) They provide honest responses by reducing bias (Correct) ○ d) They are low-cost methods 16\. A disadvantage of projective techniques is that: ○ a) They are costly ○ b) They can produce highly subjective results (Correct) ○ c) They take a short time to administer ○ d) They are direct and structured 17\. Role-playing in qualitative research is a method that: ○ a) Uses numbers to analyze behavior ○ b) Involves respondents acting out scenarios (Correct) ○ c) Collects objective feedback ○ d) Relies on yes or no questions 18\. The "Looking-In" method focuses on: ○ a) Collecting data from company reports ○ b) Analyzing online conversations and social media (Correct) ○ c) Conducting in-depth interviews ○ d) Tracking product sales 19\. Which source is commonly used in the Looking-In method? ○ a) Telephone interviews ○ b) Consumer purchase logs ○ c) Social media platforms (Correct) ○ d) Mail surveys 20\. One advantage of the Looking-In method is: ○ a) It ensures high accuracy ○ b) It provides real-time insights (Correct) ○ c) It offers private data only ○ d) It is very structured 21\. Which of the following is a benefit of using social media for qualitative research? ○ a) Ensures full control over participant responses ○ b) High cost of data collection ○ c) Data represents genuine, unsolicited opinions (Correct) ○ d) Limited to specific demographics 22\. Looking-In is especially valuable because it: ○ a) Requires direct interaction with consumers ○ b) Analyzes unsolicited consumer conversations (Correct) ○ c) Uses quantitative methods ○ d) Limits data to in-store observations 23\. Which method can reveal emerging trends in consumer preferences? ○ a) Focus groups ○ b) Depth interviews ○ c) Looking-In method (Correct) ○ d) Controlled experiments 24\. A benefit of focus groups over one-on-one interviews is that they: ○ a) Are more cost-effective ○ b) Provide multi-faceted data through group interaction (Correct) ○ c) Are always recorded ○ d) Ensure objective feedback 25\. Which qualitative method is most likely to involve emotional insights from consumers? ○ a) Online surveys ○ b) Focus groups (Correct) ○ c) Experiments ○ d) Observational research 26\. In a focus group, participants are: ○ a) Anonymous to each other ○ b) Encouraged to discuss and build on each other\'s comments (Correct) ○ c) Asked to submit responses in writing only ○ d) Only asked yes or no questions 27\. Which of the following methods does NOT involve group interaction? ○ a) Focus group ○ b) Depth interview (Correct) ○ c) Looking-In method ○ d) Group brainstorming 28\. Projective techniques are useful in understanding: ○ a) Quantitative results ○ b) Subconscious consumer motivations (Correct) ○ c) Profit margins ○ d) In-store shopping behavior 29\. In a focus group, participants are recruited: ○ a) Randomly from the street ○ b) Using a screener questionnaire to ensure suitability (Correct) ○ c) Through customer purchase data ○ d) Exclusively from online sources 30\. Which qualitative method relies on naturally occurring online data? ○ a) Depth interviews ○ b) Looking-In (Correct) ○ c) Focus groups ○ d) Experimental analysis 1\. What is the main characteristic of quantitative research? ○ a) Focus on understanding behavior through emotions ○ b) Use of numerical data for statistical analysis (Correct) ○ c) Reliance on subjective interpretations ○ d) Collection of open-ended responses 2\. Which of the following is a method of quantitative research? ○ a) Focus groups ○ b) Depth interviews ○ c) Observational research (Correct) ○ d) Projective techniques 3\. What type of data does quantitative research typically collect? ○ a) Emotional responses ○ b) Numerical data (Correct) ○ c) Visual interpretations ○ d) Behavioral anecdotes 4\. Which of the following best describes quantitative research? ○ a) Used to explore complex emotions ○ b) Generalizable to larger populations (Correct) ○ c) Time-consuming and subjective ○ d) Focused on small, detailed samples Observational Research 5\. Observational research involves: ○ a) Direct questioning of consumers ○ b) Monitoring consumers without interaction (Correct) ○ c) Online surveys ○ d) Experimental trials 6\. Which is a benefit of observational research? ○ a) Quick data collection ○ b) In-depth understanding of consumer behavior (Correct) ○ c) Eliminates all subjectivity ○ d) Offers high scalability 7\. What is a key challenge of observational research? ○ a) Cost efficiency ○ b) Subjectivity in data interpretation (Correct) ○ c) Lack of flexibility ○ d) Dependence on consumer interaction 8\. Observational research is especially effective for: ○ a) Analyzing numerical trends ○ b) Understanding how consumers interact with products (Correct) ○ c) Measuring brand loyalty ○ d) Testing pricing strategies Experimental Research 9\. The primary goal of experimental research is: ○ a) Collect qualitative insights ○ b) Establish cause-and-effect relationships (Correct) ○ c) Explore subconscious motivations ○ d) Monitor online behavior 10\. Which is an example of experimental research? ○ a) A focus group ○ b) A/B testing of a website (Correct) ○ c) Observing in-store behavior ○ d) Monitoring online reviews 11\. In an experiment, controlling all variables except one ensures: ○ a) Random outcomes ○ b) Accurate results for the manipulated variable (Correct) ○ c) Bias in data collection ○ d) Generalized insights 12\. What is a benefit of experimental research? ○ a) Subjective insights ○ b) High scalability ○ c) Precision in measuring variable impact (Correct) ○ d) Cost-efficiency 13\. Which is NOT an example of experimental research? ○ a) Testing product packaging ○ b) Comparing social media mentions (Correct) ○ c) Measuring performance differences ○ d) Assessing price sensitivity Survey Methods 14\. Which survey method is most cost-effective? ○ a) Online surveys (Correct) ○ b) Personal interviews ○ c) Telephone surveys ○ d) Mail surveys 15\. A disadvantage of telephone surveys is: ○ a) Lack of geographic flexibility ○ b) Interviewer bias (Correct) ○ c) Expensive setup ○ d) Slow response time 16\. Which survey method has the highest response rate? ○ a) Online surveys ○ b) Personal interviews (Correct) ○ c) Telephone surveys ○ d) Mail surveys 17\. What is a benefit of online surveys? ○ a) Eliminates self-selection bias ○ b) Cost-effective and fast (Correct) ○ c) High geographic inflexibility ○ d) Always representative of the population 18\. Which survey type minimizes interviewer bias? ○ a) Telephone surveys ○ b) Online surveys (Correct) ○ c) Personal interviews ○ d) Mail surveys Questionnaire Design 19\. A Likert scale measures: ○ a) Open-ended responses ○ b) Levels of agreement or importance (Correct) ○ c) Frequency of a behavior ○ d) Consumer preferences 20\. Which question type provides the most statistical analysis potential? ○ a) Open-ended ○ b) Closed-ended (Correct) ○ c) Visual storytelling ○ d) Word association 21\. Rank-order scales are used to: ○ a) Measure emotional responses ○ b) Rank attributes in terms of preference (Correct) ○ c) Test agreement levels ○ d) Assess frequency of use 22\. Which of the following is an example of a scalar question? ○ a) \"What do you value most in a product?\" ○ b) \"Rate this product from 1 to 5.\" (Correct) ○ c) \"What is your age?\" ○ d) \"Describe your ideal product.\" 23\. Semantic differential scales often: ○ a) Use bipolar adjectives (e.g., good/bad) (Correct) ○ b) Rely on numerical scales only ○ c) Allow for open-ended responses ○ d) Require respondents to rank items Quantitative Research Applications 24\. Quantitative research is best suited for: ○ a) Exploring emotional drivers ○ b) Measuring customer satisfaction rates (Correct) ○ c) Creating brand identity ○ d) Uncovering subconscious motivations 25\. Which of the following is a common quantitative metric? ○ a) Brand perception ○ b) Purchase frequency (Correct) ○ c) Consumer emotions ○ d) Open-ended testimonials 26\. Statistical analysis in quantitative research helps: ○ a) Interpret consumer emotions ○ b) Predict future trends (Correct) ○ c) Understand subconscious decisions ○ d) Explore qualitative insights 27\. Which is a typical outcome of quantitative research? ○ a) Generalized insights for larger populations (Correct) ○ b) Detailed personal stories ○ c) In-depth emotional profiles ○ d) Open-ended feedback Advanced Quantitative Concepts 28\. Probability sampling ensures: ○ a) Non-random selection ○ b) Equal chance for participants to be selected (Correct) ○ c) Convenience in sampling ○ d) Quicker data collection 29\. What type of quantitative research uses existing numerical data? ○ a) Secondary quantitative research (Correct) ○ b) Observational research ○ c) Focus groups ○ d) Experimental trials 30\. The key advantage of closed-ended questions is: ○ a) Providing detailed, narrative responses ○ b) Facilitating easier data analysis (Correct) ○ c) Offering deep emotional insights ○ d) Allowing flexible responses 31\. A question asking respondents to select \"Strongly Agree\" or \"Strongly Disagree\" uses: ○ a) Rank-order scales ○ b) Likert scales (Correct) ○ c) Semantic differential scales ○ d) Open-ended questions 32\. Quantitative research is preferred over qualitative when: ○ a) Analyzing emotions ○ b) Seeking large-scale statistical validation (Correct) ○ c) Conducting personal interviews ○ d) Gathering subconscious motivations 33\. What is a common disadvantage of quantitative research? ○ a) Lack of scalability ○ b) Difficulty in data standardization ○ c) Limited depth of individual insights (Correct) ○ d) Cost of data collection 34\. The term \"generalizability\" in quantitative research refers to: ○ a) Applying findings to broader populations (Correct) ○ b) Analyzing emotional responses ○ c) Collecting subjective opinions ○ d) Designing qualitative studies 35\. Which method is best for measuring the frequency of a specific consumer behavior? ○ a) Focus groups ○ b) Surveys (Correct) ○ c) Projective techniques ○ d) Observational studies 1. What is the purpose of Consumer Research? - a\) Maximize profits - b\) Understand customers (Correct) - c\) Reduce costs - d\) Increase efficiency 2. What type of research uses already existing data? - a\) Quantitative research - b\) Primary research - c\) Secondary research (Correct) - d\) Qualitative research 3. One benefit of defining clear objectives is: - a\) Increase company profits - b\) Facilitate market understanding - c\) Ensure appropriate research design (Correct) - d\) Determine the marketing budget 4. Which is an example of a product research objective? - a\) Consumer segmentation - b\) Product quality analysis (Correct) - c\) Consumer purchase behavior - d\) Customer satisfaction 5. Consumer segmentation allows: - a\) Increase prices - b\) Divide the market into specific groups (Correct) - c\) Reduce advertising investment - d\) Improve product quality 6. Which factor influences changes in consumer behavior? - a\) Internal factors - b\) Product variables - c\) External factors (Correct) - d\) Irrelevant factors 7. Which aspect does not belong to product research? - a\) Product life cycle - b\) Pricing strategy - c\) Product competition - d\) Consumer behavior (Correct) 8. Which of the following is a source of secondary data? - a\) In-depth interviews - b\) Online surveys - c\) Government reports (Correct) - d\) Focus groups 9. One advantage of secondary data is: - a\) Low cost (Correct) - b\) High specificity - c\) Guaranteed accuracy - d\) Updated timeliness 10. What is a common challenge with secondary data? - a\) Ease of access - b\) Limited relevance (Correct) - c\) Real-time analysis - d\) Consumer adaptability 11. Internal data is: - a\) Collected by external organizations - b\) Generated internally by the company (Correct) - c\) Irrelevant to most studies - d\) Provided by public entities 12. Which tool can be useful for evaluating brand recognition? - a\) Product surveys - b\) Consumer reviews (Correct) - c\) Focus groups - d\) Government reports 13. Which of the following examples reflects a consumer research objective? - a\) Sustainability analysis - b\) Product durability - c\) Purchase behavior (Correct) - d\) Product life cycle 14. What are the main types of secondary data? - a\) Quantitative and qualitative - b\) Internal and external (Correct) - c\) Price and sales data - d\) Primary and secondary 15. Which of the following is an example of external secondary data? - a\) CRM data - b\) Competitor analysis - c\) Google search trends (Correct) - d\) Internal account records 16. What does it mean that secondary data is "cost-effective"? - a\) It is very accurate - b\) It is economical (Correct) - c\) It is difficult to obtain - d\) It is specific 17. What kind of information does competitive analysis provide? - a\) Social media opinions - b\) Information on other companies\' products (Correct) - c\) Irrelevant data - d\) Only financial information 18. Which secondary source contains health statistics? - a\) Sales statistics - b\) Industry reports - c\) Government statistics (Correct) - d\) Internal publications 19. Which secondary source can help understand brand perceptions? - a\) Internal sales data - b\) Reviews on Trustpilot (Correct) - c\) Public health statistics - d\) Financial reports 20. What type of analysis allows understanding the effect of prices on demand? - a\) Life cycle analysis - b\) Price elasticity analysis (Correct) - c\) Product quality analysis - d\) Segmentation analysis 21. An advantage of secondary data is: - a\) Obtaining data effortlessly - b\) Its cost and accessibility (Correct) - c\) Its flexibility - d\) It is hard to adapt 22. Which factor can limit the usefulness of secondary data? - a\) Ease of access - b\) Lack of specific relevance (Correct) - c\) Exhaustive analysis - d\) Large amount of data 23. What does benchmarking allow in the context of secondary data? - a\) Evaluate sustainability - b\) Compare with industry standards (Correct) - c\) Reduce production costs - d\) Increase prices 24. Secondary data can show: - a\) Production issues - b\) Changes in trends and patterns (Correct) - c\) Only financial information - d\) The final purchase decision 25. What type of source is a sports footwear industry report? - a\) Primary source - b\) Secondary source (Correct) - c\) Internal research - d\) Field survey 26. Social media data is useful for: - a\) Understanding subconscious desires - b\) Monitoring public perception in real-time (Correct) - c\) Obtaining exclusive data - d\) Limiting market research 27. Secondary research does not allow: - a\) Reducing costs - b\) Obtaining data for a specific campaign (Correct) - c\) Expanding the research context - d\) Comparing industry data 28. Why is accuracy important in consumer research? - a\) It increases costs - b\) It ensures informed decisions (Correct) - c\) It minimizes useful information - d\) It is not relevant 29. Nielsen reports can be useful for: - a\) Examining industry trends (Correct) - b\) Analyzing subjective opinions - c\) Investigating internal problems - d\) Examining irrelevant data 30. What is critical in consumer research? - a\) Product quality - b\) Understanding attitudes and perceptions (Correct) - c\) Rapidly increasing sales - d\) Simplifying analysis **1. What is a key reason why many innovative products fail?** - a\) Lack of sufficient marketing - b\) Customers don't recognize their value - c\) High production costs - d\) Poor product quality **2. According to the article, what do companies often fail to consider when launching new products?** - a\) Customer desires for variety - b\) How customers make purchasing decisions - c\) The competitive landscape - d\) Production efficiency **3. What are the two main ways customers collect product information?** - a\) Surveys and in-store visits - b\) Reviews and advertisements - c\) Search and inference - d\) Word-of-mouth and influencer marketing **4. What did the example of United Airlines' aircraft purchase illustrate?** - a\) The importance of impulse buying - b\) The length and cost of the search process - c\) The role of branding in B2B sales - d\) The impact of digital marketing **5. What challenge did the British shower manufacturer face?** - a\) Low product quality - b\) Customer disinterest in water pressure - c\) Customers unaware that a better shower was possible - d\) High production costs **6. In which situation are customers more likely to use inference?** - a\) When the product is widely available - b\) When the cost of searching is too high - c\) When the product is a basic necessity - d\) When they trust the product's brand **7. What role does brand play in customer inferences?** - a\) It guarantees product quality - b\) It reduces the need for advertisements - c\) It serves as a proxy for product quality - d\) It indicates the product's popularity **8. Why is search less likely when customers have significant expertise?** - a\) They already know what's best - b\) They rely on friends' recommendations - c\) They prefer new innovations - d\) They have limited access to information **9. How did McDonald\'s use parking lot cleanliness as a cue?** - a\) To reduce their advertising costs - b\) To make customers feel welcome - c\) To infer kitchen cleanliness - d\) To promote environmental sustainability **10. Which of the following is a subconscious factor in customer inference?** - a\) Advertising - b\) Store location - c\) Visual cues like color - d\) Parking lot cleanliness **11. What is a potential downside of relying on inference for product quality?** - a\) It can reduce sales - b\) It is costly to implement - c\) Customers may misunderstand the cues - d\) It decreases brand loyalty **12. What did customers at McDonald\'s infer from the parking lot cleanliness?** - a\) The speed of service - b\) The quality of the food - c\) The cleanliness of the restaurant - d\) The size of the menu **13. What is a risk for companies that innovate without considering customer perception?** - a\) Customers may not understand the innovation - b\) Increased costs in manufacturing - c\) Competition from established brands - d\) Delays in product launch **14. In the "Checker Shadow Illusion" example, what did customers struggle to realize?** - a\) That square A and square B were the same color - b\) The difference in product features - c\) The quality of customer service - d\) The price of the product **15. What is the role of the brand in markets where customers cannot easily search?** - a\) To offer discounts - b\) To provide direct comparisons - c\) To serve as a quality signal - d\) To focus on local advertising **16. How has the Internet impacted the cost of searching for product information?** - a\) It has made searching more expensive - b\) It has reduced the cost of searching - c\) It has limited access to reviews - d\) It has replaced in-store shopping **17. When are customers most likely to conduct thorough searches?** - a\) When buying a low-cost item - b\) When purchasing an everyday product - c\) When buying a high-cost or important product - d\) When they have limited time **18. Why might customers ignore great new products?** - a\) Lack of appealing packaging - b\) Unfamiliarity with the product's features - c\) Limited availability in stores - d\) Overly high price points **19. According to the article, what should companies focus on to increase product success?** - a\) Reducing product costs - b\) Enhancing brand appeal - c\) Helping customers recognize the product's value - d\) Expanding product lines **20. What does the example of the Aqualisa shower system illustrate?** - a\) The need for consistent advertising - b\) The importance of customer awareness of improvements - c\) High costs lead to product failure - d\) Product innovations must be visually appealing **21. When customers can recognize product greatness, companies are more likely to:** - a\) Achieve higher sales - b\) Spend more on marketing - c\) Rely on word-of-mouth - d\) Reduce the product price **22. Which factor can diminish the importance of brand in customer decisions?** - a\) Easy access to product information - b\) High-quality advertising - c\) Strong customer loyalty - d\) Expensive products **23. How do customers often make inferences about unobservable product features?** - a\) By conducting extensive searches - b\) Through reviews from friends - c\) Based on visible cues and brand reputation - d\) By testing the product themselves **24. What is a consequence when customers shift from search to inference?** - a\) They buy more expensive products - b\) They are less likely to recognize product innovations - c\) They increase brand loyalty - d\) They rely solely on price **25. What question can help companies predict if customers will embrace a new product?** - a\) Is the product easy to manufacture? - b\) Are customers motivated to search for a solution? - c\) Is the product appealing to young consumers? - d\) Will the product be featured in stores?