Toro introduced a small, lightweight snowblower, called the Snow Pup, which worked well but suffered from slow sales. Toro found that consumers perceived the Snow Pup name to mean that it was a toy or too light to do any serious snow removal. Poor sales may have been the result of __________ because of customers' interpretation of the name.

Multiple Choice

1) stimulus generalization

2) selective retention

3) stimulus discrimination

4) selective exposure

5) selective comprehension

Opinion leaders are considered to be __________, so their opinions influence others' choices.

Multiple Choice

1) knowledgeable about or users of particular products

2) highly connected to others in social terms

3) active, experimental, and embracing of risk

4) successful in business or otherwise possessing high status

5) ethical and principled in their actions

Which of the following is a psychological influence on the consumer behaviour decision process?

Multiple Choice

1) culture

2) promotion

3) reference groups

4) temporal effects

5) lifestyle

The market leader for a(n) __________ product must make special efforts to avoid stockout situations so that buyers don't substitute a competing brand.

Multiple Choice

1) sociocultural

2) low-involvement

3) expensive

4) situational

5) complex

As a situational influence, antecedent states include

Multiple Choice

1) the amount of cash on hand.

2) the purpose of the purchase.

3) the time of day.

4) the crowding in retail stores.

5) other people present

Important variables in the family life cycle are age, marital status, and

Multiple Choice

1) presence of children.

2) income.

3) gender.

4) level of involvement.

5) primary motivation for purchases.

Dashboards are:

Multiple Choice

1) very difficult to quantify.

2) the approaches that can be used to collect data or solve the problem.

3) the criteria or standards used in evaluating proposed solutions to a problem.

4) also called consumer differentiators.

5) The visualization of data and key performance indicators using graphs, charts, and numbers.

When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments within her firm, she is using

Multiple Choice

1) business data.

2) primary data.

3) sensitivity analysis.

4) internal secondary data.

5) external secondary data.

Which of the following is NOT a step in market research?

Multiple Choice

1) Design the research

2) Compile/Analyze/Interpret Data

3) Define the problem

4) Collect Quantitative Primary Data

5) Make the marketing decision

In eight small group sessions with customers, 3M heard them complain that standard steel wool pads scratched their expensive cookware. The findings from this research lead to the development of 3M's internationally successful Scotch-Brite Never Scratch soap pads. The research method 3M used was

Multiple Choice

1) in-depth interview.

2) focus groups.

3) experiments.

4) panels.

5) surveys of knowledgeable opinion.