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Which of the following statements is NOT true of motives?


A) Marketers have an interest in consumer motives because it is believed that motives are stable and thus offer a strong basis for predicting future behavior.
B) A motive might be considered an inner state that produces goal-oriented behavior.
C) For marketing purposes, motives and attitudes are essentially the same thing.
D) Marketers believe that an understanding of the motives behind a behavior might allow them to better influence future behavior.
E) All of the above statements are true of motives.

F) None of the above
G) C) and E)

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A person's ideas, convictions, or liking with respect to a particular object or idea are


A) Wants.
B) Attitudes.
C) Motives.
D) Needs.
E) Intentions.

F) A) and B)
G) B) and E)

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The main disadvantage of panels is that they


A) are potentially non-representative.
B) cannot be maintained for more than 12 months due to federal regulations.
C) allow only simple analysis of the data.
D) suffer more from interview bias than any other data collection method.
E) force researchers to use complex time series analysis.

F) C) and E)
G) A) and B)

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A method of data collection in which the situation of interest in watched and the relevant facts, actions, or behaviors are recorded is called _.

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observatio...

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The following statement best describes the sample used in which type of descriptive design? "We will use a carefully selected sample, selection being based on household size, income level, and television viewing patterns. We must also______________be concerned with the stability of the sample elements, in order to ensure repeated availability for measurement."


A) Advertising evaluation design
B) Longitudinal design
C) Viewership pattern design
D) Latitudinal design
E) Cross-sectional design

F) None of the above
G) C) and E)

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Verbal expressions of an attitude______________are called______________.

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Which of the following pieces of information would NOT be relevant for the behavior "checklist?"


A) A consumer purchases product X once a week.
B) Product X is usually bought in supermarkets.
C) Product X is packaged in such a way as to allow for ease of handling and disposal.
D) Product X is purchased during the Christmas season.
E) Product X is purchased by teenagers.

F) A) and B)
G) C) and E)

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Which of the following statements is NOT valid?


A) Panel data is less vulnerable to the recall errors associated with reporting past behavior than cross-sectional data.
B) Panel data can be gathered via longer and more arduous interviews than cross-sectional data.
C) Panel data can provide more accurate and detailed classification information on sample members than other common means of data collection.
D) Panel data are particularly useful in the study of dual-career couples.
E) Panel data can be used to reveal changes in members' behavior.

F) B) and E)
G) B) and C)

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Estimating demand for products and services is very difficult.

A) True
B) False

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Demographic and socioeconomic characteristics


A) are easily gathered by researchers.
B) represent attributes of people.
C) are all easily verifiable.
D) define consumer personality types.
E) correlate highly with purchase intentions for specific brands.

F) B) and D)
G) A) and D)

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While exploratory studies are rigid in nature, descriptive studies can be considered flexible.

A) True
B) False

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If a researcher is interested in investigating whether or not consumers like, are or not interested in a new package for Kellogg's Corn Flakes, the researcher should focus on measuring


A) motivation.
B) intention.
C) attitude.
D) personality.
E) demographics.

F) B) and D)
G) A) and E)

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Longitudinal designs are more common than cross-sectional designs.

A) True
B) False

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The main advantage of panels is that they are representative and/or random.

A) True
B) False

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A longitudinal study is characterized by each of the following statements EXCEPT:


A) It involves a panel, which is a fixed sample of elements.
B) Elements may be stores, individuals or other entities.
C) The panel remains relatively constant through time.
D) Characteristics of the elements, or sample members, are measured only once.
E) Members may be added to replace dropouts or to keep the panel representative.

F) C) and E)
G) A) and B)

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Which is probably the best format for collecting detailed demographic information?


A) Panels
B) Cross-section surveys
C) Time series analysis
D) Exploratory studies
E) None of the above

F) A) and E)
G) D) and E)

Correct Answer

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Which type of primary data is represented by characteristics such as age, education, occupation, marital status or gender?


A) Personality/Lifestyle
B) Awareness/Knowledge
C) Demographic/Socioeconomic
D) Attitudes
E) Behavior

F) All of the above
G) B) and E)

Correct Answer

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______________ refers to an individual's overall evaluation of something.

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A common use of demographic and socioeconomic data in marketing is


A) delineating market segments.
B) investigating intentions to purchase.
C) relating attitudes to opinions.
D) discovering motivations.
E) determining brand awareness.

F) B) and E)
G) A) and E)

Correct Answer

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One of the common indices used to measure the short-term success and impact of an ad is "day after recall."

A) True
B) False

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