Q&A Hero

Q: Demographic segmentation is used in selecting target segments by focusing on consumers' descriptors such as their values, beliefs, philosophies, and opinions. a. Trueb. False

Q: Respondents may signal a ________ belief through the use of irony, metaphor, or derisive humor. A) strongly held B) confused C) weakly held D) nonsensical E) long-term

Q: Spending advertising dollars to get "switchers" to buy your brand may seem like a good idea, but it often results in only one-time or random purchases. a. Trueb. False

Q: A respondent expresses an opinion in clear, unambiguous, forceful language. This is typically an instance of a respondent expressing a ________ opinion. A) strongly held B) confused C) weakly held D) nonsensical E) short-term

Q: Companies can do well by spending advertising dollars to target nonusers over other user groups, since they offer the highest level of opportunity. a. True b. False

Q: Inferences of respondents' belief intensity can be drawn from the manner in which the belief is expressed.

Q: Positioning means to cut your market into pieces and focus on the piece or pieces that make the most sense. a. Trueb. False

Q: The statements below refer to the outcomes of qualitative data analysis.I. Qualitative data analysis often seeks to uncover areas in which consensus of opinion does or does not exist among the sample of respondents.II. Successful qualitative data analysis will uncover the strength of conviction with which expressed views are held.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) Both I and II are trueD) Neither I nor II are true

Q: If General Mills decides to use the STP framework, it can divide its resources to reach a number of separate and distinct market segments. a. True b. False

Q: The two statements below refer to the process of qualitative data analysis.I. An analyst examining the responses of focus group participants should always take the comments at face value.II. An analyst examining the responses of focus group participants should always try to understand the intensity of respondents' feelings and points of view.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) Both I and II are trueD) Neither I nor II are true

Q: STP marketing includes three factorsidentifying, positioning, and informing. a. True b. False

Q: Tom is thinking about the focus group he just viewed. Mary, a group member, provided many interesting insights, but nevertheless, often provided an inconsistent point of view. Tom should ________. A) ignore Mary's comments because of these inconsistencies B) try to understand Mary as a person, rather than focusing on each specific comment C) only pay attention to the first things Mary said D) only pay attention to the last things Mary said

Q: In the world of advertising, markets are positioned, but products are segmented. a. Trueb. False

Q: Which of the following is NOT relevant to the data examination process? A) identify areas that coincide with the client's point of view B) understand the "why" of respondent comments C) infer respondents' attitudes from the explicit words and analogies used D) understand the intensity of respondents' feelings

Q: When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market. a. True b. False

Q: When beginning the data examination process, it is important not to have any preconceived notions about key patterns of findings.

Q: A person's standing in an American society is often based on social stratification, which reflects the systematic inequalities within that society regarding:a. caste and gender.b. cultural engagement and emotional intelligence. c. wealth, power, education, and status.d. religious beliefs, morals, and values.

Q: The two statements below refer to the data examination phase of qualitative data analysis. I. The data examination phase of qualitative analysis requires the analyst to finalize specific comment codes and classifications. II. Data coding should always be the first step in the process of data examination. Which, if any, of these statements is (are) true? A) I only B) II only C) Both I and II are true D) Neither I nor II are true

Q: A commercial for hot dogs says that it's not the Fourth of July unless there is a cookout, and it's not a cookout unless there is a grill full of hot dogs. This ad attempts to tie the product to a:a. social attitude.b. purchasing habit. c. cultural ritual.d. social class.

Q: You conduct a comparison of the desired sample with the actual sample from a set of qualitative personal interviews. You find that the actual sample was slightly older than intended. What is the recommended next step? A) Stop the analysis and discard all the data. B) Ask for a refund from the field service that performed the recruiting. C) Continue with the analysis but note this discovery in the presentation of the findings. D) Prepare a poor performance evaluation for the interviewer. E) Prepare a proposal for a new research study.

Q: Which of the following is true of culture?a. It is easier to observe culture when it's more unfamiliar.b. It is purely national or global.c. It is most visible to those who are immersed in it. d. It is always geographic.

Q: The two statements below refer to the sample evaluation phase of qualitative data analysis.I. The goal of sample evaluation prior to qualitative data analysis allows the analyst to make certain that characteristics of the planned sample were actually present in the recruited sample.II. Discrepancies between the planned and recruited samples in a qualitative study need to be communicated to all involved with the research.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) Both I and II are trueD) Neither I nor II are true

Q: In the world of advertising, culture is seen as:a. people's rules and regulations.b. the way things are done.c. a sense of morality in society. d. the spiritual beliefs of people.

Q: Notes and documents from the client meeting held prior to the research are examined as part of the ________. A) data immersion process B) reflection process C) metatheme identification process D) problem definition review E) synthesis process

Q: Which of the following best describes the social meaning approach? a. It focuses on using beliefs and rituals to subconsciously manipulate people into buying something they don't need. b. It centers around viewing consumers solely as information processors. c. It involves knowing how to connect with human beings with reference to their consumption practices. d. It refers to connecting with people by using ads as mere socially isolated attempts to influence their attitudes.

Q: When time is short, the review of informational needs can generally be skipped without much harm to the overall analysis.

Q: Which of the following is true about branding and advertising based on social and cultural factors?a. Consumer behavior lacks the ability to be meaningfully social.b. Advertisements are purely socially isolated attempts to attitude manipulation. c. Consumers are merely information processors.d. Advertisers have meaning as a primary focus.

Q: The two statements below refer to the problem definition review phase of qualitative data analysis.I. The problem definition review only involves the moderator and the individual supervising the research.II. The outcome of the problem definition review is a list of areas that the analysis will address and the types of information the analysis will provide.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) Both I and II are trueD) Neither I nor II are true

Q: While waiting for his wife to get ready to go out, Marcus picks up one of her interior design magazines and skims through the pages. Six ads in the magazine are for flooring and carpeting, but he and his wife don"t need new flooring or carpeting, and he barely glances at these ads. This is an example of:a. conversion.b. limited problem solving. c. cognitive dissonance.d. selective attention.

Q: Two important activities take place in the initial stage of qualitative data analysis. One of these activities is ________. A) a cost/benefit analysis of the research project B) a review of the moderator's performance C) an evaluation of the screener used to identify respondents D) a review of the problem definition

Q: An elderly woman has always been happy with Ivory soap and does not believe in trying out another brand. In such a scenario, what type of an obstacle would a new brand experience in order to reach her and be effective?a. A consumer who is not exposed to massive volumes of ads b. A consumer who seeks varietyc. A consumer who is resistant to changing rituals d. A consumer who misinterprets messages

Q: Two important activities take place in the initial stage of qualitative data analysis. One of these activities is ________ . A) an evaluation of the study sample B) a review of the research cost and timing C) an evaluation of the services provided by the field service D) an examination of audio and/or video tapes

Q: Manuel wants to buy a Sony PlayStation because his friends have several versions of this technology and he has enjoyed playing games with them. However, he is distracted by the ads for other games and is not sure which product to purchase. In this scenario, Manuel is encountering:a. cognitive dissonance.b. a high degree of brand loyalty. c. advertising clutter.d. predecisional distortion

Q: Patton notes that guidelines and procedural suggestions for the analysis of qualitative data must be followed in the same way by each qualitative analyst in every instance of qualitative data analysis.

Q: Ethan owns a Redwood Bicycle, a brand of high-tech bicycles known the world over. He is admired among his friends at the university for owning a Redwood Bicycle. This scenario demonstrates the concept of___ .a. an internal search b. conversionc. cultural capital d. variety seeking

Q: The quality of a quantitative data analysis is generally most influenced by ________. A) the skills of the analyst conducting the research B) the absolute research budget C) the quantity of transcribed pages D) the extent of client involvement E) the professional fee of the qualitative analyst

Q: Statistical tests are ________ for use in qualitative data analysis. A) inappropriate B) appropriate

Q: Which of the following is a similarity between habit and variety seeking?a. They refer to the tendency of consumers to continue using a brand for many years. b. They both involve a high degree of brand loyalty.c. They involve a high degree of emotional connection to a brand.d. They occur in settings where a decision isn"t involving.

Q: Consider the two statements below regarding qualitative data analysis.I. Qualitative data analysis is guided by a set of well-agreed upon, externally objective techniques and rules.II. The goal of qualitative data analysis is the identification of underlying patterns and themes.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) Both I and II are trueD) Neither I nor II is true

Q: A survey was conducted by Spotless, a dishwashing liquid manufacturer, at a department store. During the survey, the store manager asked customers which dishwashing liquid they utilized, to which most of them immediately replied, "Spotless." When asked why, the customers stated that they felt it was used by everyone and was the most popular. Based on the given scenario, it can be said that Spotless has ____.a. low brand loyalty b. high involvementc. an accessibility bonusd. a low economy of scale

Q: List two circumstances in which geographic diversity becomes relatively less important for focus group planning.

Q: ____memory is very important where advertising is concerned and is the kind of memory through which names, words, and concepts are retrieved from people's minds.a. Iconicb. Episodicc. Emotional d. Semantic

Q: You receive a draft discussion guide from your selected focus group moderator. The moderator says "The guide is perfectly complete. There is no need for client or agency review." You've used this moderator before, and trust her judgment. Do you follow the moderator's advice? Why?

Q: ____refers to misrepresenting information in a positive way to favor a particular brand with which a consumer has an emotional connection.a. A need stateb. Cognitive dissonancec. Predecisional distortion d. Stratification

Q: You are debating whether to conduct groups online or in person. The groups will address adolescent sexual and drug-related behaviors. The participants will be adolescents aged 12-15. Which approach would you recommend?

Q: Which of the following serves as a solution to a simple consumption problem and occurs in settings where a decision isn"t involving?a. Extended problem solving b. Habitc. Conversiond. Brand loyalty

Q: Your client has never before attended focus groups. List three guidelines that you would discuss with the client to enhance the viewing experience.

Q: Which of the following is a difference between brand loyalty and a habit? a. Habit involves low involvement, whereas brand loyalty involves high involvement. b. Brand loyalty is not based on emotional connections, whereas habit is based on emotional connections. c. Brand loyalty can be easily disrupted with skillful advertisement, whereas habit cannot be disrupted with advertisements. d. Unlike brand loyalty, habit is based on a conscious commitment to find the brand each time the consumer purchases from the category.

Q: List the major stages of a focus group and briefly describe what happens during each stage.

Q: The discussion of the sleepy driver focus groups pointed out that as group characteristics and research goals change ________. A) the same discussion guide can nevertheless be used for all groups B) the discussion guide needs to be customized for different groups

Q: A young mother consistently buys Oreos for a special treat, which her kids love. However, every now and then, she buys Salerno Butter Cookies or Keebler Animal Crackers, for a change in taste. Which mode of consumer decision making does this demonstrate?a. Clutterb. Variety seekingc. Cognitive dissonance d. Stratification

Q: The visual anonymity of online focus groups may reduce social desirability bias, allowing participants to feel more comfortable to voice their opinions.

Q: Which of the following modes of consumer decision making involves low involvement and low experience?a. Limited problem solving b. Habit or variety seekingc. Extended problem solving d. Brand loyalty

Q: Rita needs to buy a tent, sleeping bag, and hiking boots for a two-week camping trip in the mountains. She has never bought camping equipment before and assesses what other equipment she may require during her trip. She also asks her friends, who have gone camping before, what equipment she should buy. Once she has purchased all the camping gear, she evaluates whether she made the right purchases. In this situation, Rita is engaging in:a. extended problem solving. b. top of mind awareness.c. stratification.d. variety seeking.

Q: Which of the following is not an advantage of online focus groups over traditional focus groups? A) no physical set up is necessary B) participants do not all have to be from the same location C) participants are comfortable in their homes/offices D) participants' "body language" can be easily observed

Q: A person is most likely to have a high degree of involvement while buying:a. laundry detergent. b. a notepad.c. paper towels. d. a car.

Q: Research suggests that the self-disclosure of sensitive information tends to be greater in the ________ setting. A) traditional focus group B) online focus group

Q: The idea of involvement in the context of consumer decision making refers to how:a. a person will use a product or service.b. much importance accompanies the choice of a product.c. an individual's past experience with a product makes the person more aware about it. d. the consumer first heard about a product or brand.

Q: Research suggests that the quantity and quality of information obtained in online focus groups ________ that obtained in the traditional group setting. A) in most cases greatly exceeds B) is rarely comparable to C) can often be comparable to

Q: The concept of cognitive dissonance is more commonly referred to as:a. advertising clutter. b. buyer's remorse. c. variety seeking.d. a need state.

Q: Hybrid online focus groups begin as ________ groups and then shift into the ________ mode. A) synchronous, asynchronous B) asynchronous, synchronous

Q: ________ online focus groups build the discussion over time because all group participants are not required to be online at the same time. A) Synchronous B) Asynchronous C) Hybrid

Q: Which of the following statements would be made by someone experiencing cognitive dissonance? a. "I sure need a new lawn mower, but I'm too lazy to find out what's out there." b. "I"d like to buy one of those new Toro lawn mowers, but they"re kind of expensive." c. "I hear the new Toro lawn mowers are one of the best in the market, but my neighbor says his is hard to start." d. "I've bought a Toro lawn mower, but I now realize the new John Deere might have been a better choice."

Q: Which of the following type of online focus group is the closest to traditional focus groups? A) Synchronous B) Asynchronous C) Hybrid

Q: A magazine advertisement for a home entertainment system contains detailed copy, technical information, and a long list of product design features. In general, this ad would be most appropriate for someone who is:a. conducting an external search.b. easily influenced by subliminal advertising. c. experiencing advertising clutter.d. trying to fulfill a basic need.

Q: Online focus groups are always a poor substitute for real (traditional) focus groups.

Q: A new neighbor moves into the neighborhood and asks George, a person living next-door, where he could find good take-out food. Three places immediately come to George's mind, and he suggests them to his new neighbor. George's suggestions of good take-out food is an example of a(n):a. external search. b. need state.c. evoked set.d. stratification.

Q: The set of brands that comes to mind when a category is mentioned is referred to as ______ .a. an external searchb. conversionc. cognitive dissonanced. an evoked set

Q: The text provides recommendations for viewing focus groups. How many of the recommendations below were discussed in the text? - Form opinions early - Listen to everyone - Don't be distracted by the buffet - Don't be biased by dominant personalities A) 0 B) 1 C) 2 D) 3 E) 4

Q: Once the discussion guide is used in the first set of groups, it should not be changed until it has been used in at least half of the groups.

Q: Once consumers decide that they need something, what is the first step they take as they begin to think about a product purchase?a. Use an external search process.b. Conduct an internal search for information. c. Use an alternative evaluation process.d. Determine the degree of cognitive dissonance.

Q: A moderator should never leave the focus group room until the group is completely over and respondents have been sent home.

Q: A young man tends to buy things that allow him to experience pleasure, avoid guilt, feel pride, or relieve fear. In doing so, he chooses products based on:a. emotional benefits. b. rituals.c. cognitive dissonance. d. life-stage variables.

Q: If the focus groups are running "long" the best thing to do is ________. A) Shorten the discussion, but leave time for the summary B) Keep the discussion going, but eliminate the summary

Q: ____can tap into information that has accumulated in one's memory as a result of repeated advertising exposure. a. Involvementb. Stratificationc. An internal searchd. A life-stage variable

Q: In which phase of the focus group does each member of the group briefly say something about himself or herself? A) Prefatory remarks B) Introductions and personal information C) Setting the context for discussion D) General discussion

Q: Peyton decides to make herself her morning cup of coffee. However, she realizes that she's run out of coffee powder which leaves her feeling discontent and craving for coffee. This is an example of____ .a. a need stateb. cognitive dissonance c. an evoked setd. stratification

Q: A(n) ____arises when a consumer experiences a mental discomfort or anxiety that motivates action. a. evoked setb. need statec. consideration setd. top-of-mind awareness

Q: In which phase of the focus group is there a short series of questions that probe attitudes and behaviors specific to the group topic? A) Prefatory remarks B) Introductions and personal information C) Setting the context for discussion D) General discussion

Q: The concepts of need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation represent the four stages of the:a. creation of brands.b. integrated brand promotion process. c. consumer decision-making process. d. cultural branding method.